Marketing Intelligence & Planning: Volume 15 Issue 4

Exploring consumer confusion in the watch market

Vincent‐Wayne Mitchell, Vassilios Papavassiliou

Observes that consumer confusion is a concern for manufacturers because it can lead to weakened brand loyalty, a deterioration of brand image and lost sales. Argues that watch…

Combining corporate and marketing strategy for global competitiveness

D. Steven White, David A. Griffith

Outlines effective corporate strategy‐marketing strategy relationships in the context of a behavioural segmentation framework for competing in the global marketplace. Evaluates…

The marketing of a consumer icon: Mini Cooper into Japan ‐ coals to Newcastle?

Stuart Laverick, Kevin Johnston

Explores the issue of brand bonding, ie. the “linking” of the corporate house brand and product brands within an organization’s portfolio. In examining the marketing of the Mini…

Implementing “quality” in a services marketing context

Audrey Gilmore

Given the inherent characteristics of services, the implementation of service delivery can be problematic. Looks initially at some of the more frequent implementation problems…

Differential pricing for services

Rama Yelkur, Paul Herbig

Discusses the various steps in differential pricing and integrates the economics of differential pricing with the marketing perspective. Explains the concept of differential…

Keeping secrets: marketing decision making in America after Redmond

David C. Wyld

Looks at the recent US court decision in the case of Pepsico v. Redmond. The case centred on the circumstances of Quaker’s hiring of William Redmond, a former Pepsico marketing…