Marketing Intelligence & Planning

Category:

Marketing

Table Of Contents: Volume 14 Issue 4

Pioneer advantage: is it real? Does it matter?

Dennis J. Cahill

Rebuts the “mythology” that enduring market leaders tend to have been early entrants into their market categories. Demonstrates that, on the one hand, pioneer advantage is…

The effects of customer satisfaction measurement: the internal market versus the external market

Nigel F. Piercy

Observes that while customer satisfaction measurement is currently one of the commonest prescriptions in both the marketing and management literatures, little attention…

The BASIC marketing planning process: a practical framework for the smaller business

Roger Brooksbank

Notes that although in recent years much has been written about the critical, if not overwhelming contribution of effective marketing planning to the achievement of…

Knowledge‐based modelling for strategic decisions

Bruce Curry

Offers a response to recent criticisms of the use of expert systems in marketing. While noting the criticisms, argues that there is still some potential value in the…

Using computer programs to code qualitative data

Miriam Catterall

Notes that, over the past decade, a number of computer programs have been designed to assist researchers in the analysis of qualitative data. Acknowledges that all…

Allocating the promotional budget: revisiting the advertising and promotion‐to‐sales ratio

David Stewart

Examines in detail a recent model devised to explain the ratio of promotional expenditure to sales, based on only three variables: market growth, market share, and their…

The effects of dogmatism and social class variables on consumer ethnocentrism in Malta

Albert Caruana

Explores the effects of dogmatism and social class variables on consumer ethnocentrism and formulates hypotheses linking these variables. Also considers the effects of a…

ISSN:

0263-4503

Online date, start – end:

1983

Copyright Holder:

Emerald Publishing Limited

Open access:

hybrid

Editor:

  • Associate Professor Thomas Brashear Alejandro