Marketing Intelligence & Planning: Volume 23 Issue 6

Left Brain Marketing Planning: a Forrester Research® viewpoint

David Pickton

This viewpoint, based on research undertaken by Forrester Research, aims to assess the impact of technological change on consumer behaviour, especially media habits, and the…

Understanding the relationship between attribute performance and overall satisfaction: Theory, measurement and implications

Bruno Busacca, Giovanna Padula

There is a pressing need for practitioners to adopt viable analytic procedures that may help them optimize resource allocation to strengthen customer satisfaction. This paper…

Identifying the initial target consumer for innovations: an integrative approach

Jana Bowden, David Corkindale

To assist marketing management in the identification and targeting of consumer innovators for novel products by selectively reviewing and integrating three separate streams of…

The four Cs of customer loyalty

Jennifer Rowley

To propose a categorisation of customer loyalty types to further increase our understanding of the nature of loyalty.

Customer relationship management research (1992‐2002): An academic literature review and classification

E.W.T. Ngai

To review the academic literature on customer relationship management (CRM), provide a comprehensive bibliography and propose a method of classifying that literature.

Competitive intelligence practices of South African and Belgian exporters

Patrick De Pelsmacker, Marie‐Luce Muller, Wilma Viviers, Andrea Saayman, Ludo Cuyvers, Marc Jegers

The objective of the study was to compare competitive intelligence (CI) practices of exporters in South Africa and Belgium.