Marketing Intelligence & Planning: Volume 4 Issue 3

The Marketing Concept and the Smaller Firm

Mark Dunn, Sue Birley, David Norburn

This article describes the perceptions of 177 senior executives within smaller firms as to the extent to which the marketing concept is practised within their company. The study…

Sales Forecasting, Market Research and the Value of Information

Michael Barron, David Targett

Forecasting experts are not always sufficiently knowledgeable about the way their forecasts are used by managers. Consequently there is a tendency for them to focus excessively on…

Management Implications of the Politics of Marketing

Nigel Piercy

A number of recent research papers have suggested that the contingencies surrounding marketing decision making in organisations are such that marketing management may usefully be…

The Marketing of Financial Services to the Small Business Sector — A Research‐based Approach

Geraldine McKibbin, Justin Gutmann

Small businesses account for over 90 per cent of business establishments in the United Kingdom and a similar proportion of Barclays Bank's corporate customer base. Until recently…

Product Liability — Legal Changes and Marketing Responses

C. Moss, A. Evans

Product liability legislation is to take place in the late 1980s. At present too many companies are complacent in their attitudes to product safety. They should adopt the attitude…