Marketing Intelligence & Planning

Abstract

Three approaches to marketing are reviewed: new tools for evaluating marketing performance in an organisation offer a practical guide; applying the principles of niche marketing to larger companies can be successful and profitable; today′s technology has transformed customer choice and marketing is now an integral part of how a company functions.

Citation

Thomas, M.J. (1991), "Marketing Intelligence & Planning", Marketing Intelligence & Planning, Vol. 9 No. 6, pp. 3-4. https://doi.org/10.1108/EUM0000000001102