Journal of Marketing Practice: Applied Marketing Science: Volume 2 Issue 3

Marketing: the need to contribute to overall business effectiveness

Alistair Grant

Considers the position of the marketing function in the overall operation of large companies in the UK. Suggests that there is a general perception that marketing has lost ground…

Marketing implementation: building and sharing real market understanding

Nigel F. Piercy, Nikala Lane

Suggests that one of the most critical problems faced in achieving the implementation of market strategies is building consensus among managers and technical specialists that…

Critical issues in implementing marketing

Mike Meldrum

The issue of implementation consistently appears in both academic and practitioner literature as a problem for marketing. Attempts to address this problem have often adopted the…

Interactive services: how to identify and target the new markets

Peter Kangis, Kathy Rankin

Suggests that the development of new interactive service is stimulating the global convergence of the telecommunications, computer and media markets, creating an integrated…

Erratum

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb051412. When citing the article, please…