Marketing Intelligence & Planning: Volume 7 Issue 1/2

The Planning and Marketing of the Market Intelligence Function

David J. Skyrme

A case study of the development of a successful market intelligencefunction is presented. How the principles of marketing intelligence andplanning can themselves be applied in…

Periodic or Continuous Tracking Studies: Matching Methodology with Objectives

Philip K. Sherwood, Robert E. Stevens, William E. Warren

Marketers may use a variety of research tools to“track” or evaluate the various components of theirmarketing mix. Should the data for such a study be collectedcontinuously or on a…

Data Access and Issue Analysis in Strategic Planning

David M. Reid

This study was based on a face‐to‐face survey of 100 chief andsenior executives of a sample of companies that were chosen to reflectthe Scottish economy. The process of strategic…

Direct Marketing – The Database

Brenda Sharp

It is argued that there is now hard evidence to suggest that directmail is more effective than advertising. But direct mail is more complexthan advertising. To be achieved on any…

MIS and the Strategic Development of Financial Institutions

Marilyn A. Stone, A.H. Clarkson

Aspects of research conducted among financial institutions,specifically building societies, banks, charge card operators andinsurance groups are discussed. Within the context of…

Erratum

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb001442. When citing the article, please…

Erratum

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb004116. When citing the article, please…