Marketing Intelligence & Planning: Volume 15 Issue 3

Conceptualizing the global marketplace: marketing strategy implications

Michael Y. Hu

The debate over the standardization and/or localization of marketing strategy has proceeded without a sound theoretical underpinning. Attempts to generate such an underpinning…

Understanding competitors’ strategies: the practitioner‐academic gap

Lyndon Simkin

The textbooks are full of explanations of why businesses must understand their competitive arena. There are numerous conceptual frameworks and checklists to assist in this…

Planning prospects for industry followers

Marilyn M. Helms

While the strategic planning process of leaders is well understood, firms in lower market share ranks tend to have a planning process of a follower. Instead of trying to influence…

The marketing mix in the third age of computing

Ken Peattie, Linda Peters

Recent developments in the field of information technology (IT) have led commentators to announce the arrival of a third age of computing in which the computers themselves are…

The five Vs ‐ a buyer’s perspective of the marketing mix

Anthony R. Bennett

Advances the case for a new marketing paradigm: a paradigm that is driven by the needs of the market, rather than the organization. Examines the notion of targeting, from the…

Brand strategy needs turning back to front

Martin van Mesdag

Defines the purpose of a brand as the profitable continuity of the organization that owns it, and the priority of the brand owner as the determination of the exact group of people…