Marketing Intelligence & Planning: Volume 4 Issue 1

Forecasting and the Manager

Michael Barron, David Targett

In recent times there has been a change of emphasis in business forecasting. The shift has been away from the technical and statistical aspects. More thought is now being given to…

Market Share and Competitive Rivalry

Philip J. Kitchen

This article is primarily concerned with top management perceptions towards competitive rivalry in differing UK fmcg market structures. Moving away from concentration measures…

Cognitive Style and Consumer Innovativeness: An Empirical Test of Kirton's Adaption‐Innovation Theory in Food Purchasing

Gordon R. Foxall, Christopher G. Haskins

The identification of consumer innovators offers marketing managers the opportunity to tailor new products to the buyers who initiate the diffusion of innovations. Progress has…

Marketing: Is It Leading or is It Following Consumers?

Roy Jenkins

Roy Jenkins parallels the sphere of marketing with that of politics. A correct strategy, market research to enhance presentation and keep the company in the public's eye, and a…

Is Marketing Fiddling whilst Business Burns?

Roland Smith

Business is essentially about the management and marketing of innovation and risk. Business life in the 1980s has seen a fundamental shift in the balance of manufacturing industry…

Corporate Star Wars — Can Entrepreneurs and the Marketing Department Co‐exist?

Henry M. Strage

Entrepreneurs have always existed but it is only recently that they have come to the forefront of business. A profound shift from a managerial to an entrepreneurial economy is…