Marketing Intelligence & Planning: Volume 25 Issue 2

The diaspora has already begun

Gerard Hastings

In MIP, Vol. 25 No. 1, Mike Saren argued that academic marketers need to move beyond our “traditional managerial and business confines”. This paper aims to suggest that the…

Government “demarketing” as viewed by its target audience

A.P. Wall

This paper seeks to assess the strategic rationale and the effectiveness of government “demarketing” campaigns in the areas of smoking, binge drinking and private car usage.

Customer community and co‐creation: a case study

Jennifer Rowley, Beata Kupiec‐Teahan, Edward Leeming

This paper aims to provide insights into the development and management of a customer community, informing product innovation and engaging customers in co‐creation of a…

The impact of Porter's strategy types on the role of market research and customer relationship management

Michael J. Valos, David H.B. Bednall, Bill Callaghan

This paper seeks to investigate the influence of Porter's strategy types on the use of customer relationship management (CRM) techniques and traditional market research, against…

The “ICON” archetype: Its influence on customer orientation and innovation in South African firms

Leyland Pitt, Esmail Salehi‐Sangari, Jean‐Paul Berthon, Deon Nel

This paper aims to investigate the relationship between a firm's “ICON” archetype, turbulence in its operating environment and its performance.

Strategic marketing plans and collaborative networks

Marcos Fava Neves

This paper seeks to propose a new framework for the marketing planning process that is better adjusted to the modern operational environment, with particular emphasis on the…

Editorial

Keith Crosier