Table of contents
MORPHOLOGICAL ANALYSIS
Simon MajaroMorphological analysis presents a structured framework designed to stimulate new ideas and generate a more “creative” working environment. It is a more reliable method than…
“QUOTE UNQUOTE”
Aubrey WilsonA well‐prepared and presented proposal or tender can give a company a strong competitive edge. It is, however, an aspect of marketing that is often neglected.
IMPROVING PROFESSIONAL SELLING: A SOCIAL EXCHANGE APPROACH
John L. Tarver, Robert C. HaringMarketing (sales) occurs any time one social unit strives to exchange something of value with another social unit. Clearly, the essence of marketing (sales) is a transaction — an…
THE USE OF INFORMATION TECHNOLOGY IN INSURANCE MARKETING
Trevor WatkinsThe growth in usage of marketing information systems (MIS) within insurance companies is examined. It is based on a series of in‐depth personal interviews with marketing…
MARKETING MANAGEMENT INFORMATION SYSTEMS — A REVIEW OF CURRENT PRACTICE
Steve Johnston, Sarah WoodwardThe main findings of an ESRC‐funded research project which was aimed at evaluating current UK company practice with reference to marketing management information systems is…
USER ATTITUDES TOWARDS MARKETING INFORMATION SYSTEMS — A UK SURVEY OF MANUFACTURING COMPANIES
David Jobber, Martin WattsPersonal interviews with 84 marketing information system (MkIS) users in 33 UK marketing companies were conducted in order to determine attitudes towards MkIS and to relate…
THE FALLACY OF GENERICS IN THE UK
L. de ChernatonyBy clarifying what is meant by brands, own labels and generics, this article shows that neo‐generics, rather than generics, were launched in the UK. It clarifies that neo‐generics…
WHY PUTTING PEOPLE FIRST MUST FORM AN ESSENTIAL PART OF THE MARKETING MIX
Chris LaneOf the considerations in formulating the marketing mix there is one element which is often neglected — people. This includes not only customer reaction to the marketing…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss