Marketing Intelligence & Planning: Volume 24 Issue 6

The academic‐practitioner divide: finding time to make a difference

Nick Southgate

To present a point of view from the marketing practitioner's standpoint on the “academic/practitioner divide” vigorously discussed by authors collected together in a Special Issue…

Market orientation emphases: an exploration of macro, meso and micro drivers

Katy J. Mason, Lloyd C. Harris

Although much has been written about the antecedents and consequences of market orientation, and previous studies have generated useful insights into different “forms” of market…

Understanding the patterns of market orientation among small businesses

Charles Blankson, Jaideep G. Motwani, Nancy M. Levenburg

To assess the patterns of market orientation within the small business sector.

Determinants of market orientation in accounting firms

Alper Özer, Akın Koçak, Orhan Çelik

Though market orientation has been studied extensively, in the context of goods and services, little is known of its practical application in professional services specifically…

Market orientation in Nigerian companies

Linus Osuagwu

To investigate the practice of market orientation, with a specific focus on the extent to which Nigerian marketers place emphasis on the different dimensions of market…

An exploration of the management practices and processes most closely associated with high levels of export capability in SMEs

Isobel Doole, Tony Grimes, Sean Demack

To take a more holistic and integrated view than in existing studies of export capability among small and medium‐sized enterprises, by exploring the key components of marketing…

Investigating archetype‐icon transformation in brand marketing

Shu‐pei Tsai

The archetype paradigm has been gaining importance as a marketing approach to global branding, advocating that strategists should create archetypal symbolism to engage with…

Editorial

Keith Crosier