Learning in Marketing Clubland

Abstract

Compares the launch and development, by an academic publishing house, of three marketing clubs, two of which were focused on customers and the third on authors/editors. Promotional campaigns achieved good results but, most importantly, the marketing intelligence gained transformed the organization′s marketing structures. Fresh objectives for future growth were identified and computer systems further developed.

Citation

Wills, G. and Wills, J. (1993), "Learning in Marketing Clubland", Marketing Intelligence & Planning, Vol. 11 No. 11, pp. 31-46. https://doi.org/10.1108/EUM0000000001128