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Copyright © 2010, Emerald Group Publishing Limited
Article Type: Editorial From: Marketing Intelligence & Planning, Volume 28, Issue 5
Welcome to Marketing Intelligence & Planning, Vol. 28 No. 5. In this issue, we present two papers concerned with competitive analysis followed by two on customer focus. We then move on to a focus on the creative sector and finish with an analysis of publishing in the marketing domain.
The contribution of Pamela Johns and Doris C. Van Doren of Loyola College in the USA, “Competitive intelligence in service marketing: a new approach with practical application”, demonstrate how four core components of competitive intelligence, can be incorporated into strategic planning in a meaningful way. Very sadly, towards the completion of this article, Doris died. She was a committed scholar and we were pleased to work with her in the preparation of this contribution to marketing theory and practice. We hope that her family friends and colleagues will be proud of her contribution to Marketing Intelligence & Planning. The second paper, by Camilla Magnusson of Tampere University of Technology in Finland, addresses enhancing competitive analysis through text visualisation. Using an analysis approach originating in linguistics, this paper is interesting for its method as well as its content which proposes a tactic to review the underlying changes in organisational communications.
Moving to a focus on customer orientation, Georgina Whyatt of Oxford Brookes University in the UK and Ralph Koshek of Fresh Start Bakeries in Berlin use their study of German and the UK supermarkets to propose a retail relationship marketing mix framework for the cost-effective implementation of relationship marketing. Michel Rod of Carleton University of Ottawa in Canada and Nicholas J. Ashill of the American University of Sharjah in the United Arab Emirates consider the impact of customer orientation on employees engaged in frontline service delivery public management context. They demonstrate that customer orientation is a significant influence on job satisfaction and organisational commitment, which in turn influence service recovery performance and staff turnover intentions.
Moving on to the arts sector, Nmamdi O. Madichie of the University of Sharjah in the United Arab Emirates contributes a paper on the Nigerian movie industry, arguing the case to take this context wider than the field of media studies and into marketing and the general business domain, proposing that this is not just art, it is a big business.
Next, through discourse analysis of the promotional material of art galleries, Candy Lange of AUT University, New Zealand suggests a new methodological tool for arts marketers to assess the quality of their promotion. This model combines the local, visual, and textual dimensions of meaning when critically examining promotional material.
Finally, in this issue, something close to our hearts – the impact of our research. Raymond Hubbard, Andrew T. Norman and Rahul A. Parsa from Drake University in the USA contribute a citation analysis of award-winning marketing articles. They prose that award winners gain more citations than other papers in the same journal issue. However, they further posit that the peer review system does sometimes fail to identify high quality, innovative research. Food for thought in this article and readers may have a viewpoint on this that they may want to share – contact the editorial team – details follow.
Coming soon in Marketing Intelligence & Planning – watch for call for papers for a special issue on marketing in small- and medium-sized enterprises.
Michael HarkerAssociate Editor