Marketing Intelligence & Planning: Volume 6 Issue 4

BRANDING

John Murphy

Brands are important and valuable assets which are frequently underacknowledged and misunderstood. The processes of new‐brand development and of brand management are similarly…

CAN A BRAND BE CHEEKY?

Michael Alt, Steve Griggs

The majority of advertising agencies and brand managers of advertised brands believe their brands have human personalities. There are four areas where brand personality is…

KNOWLEDGE, ITS ARCHITECTURE AND MANAGEMENT

Martin van Mesdag

Based on the new book Think Marketing by the author, to stimulate the thinking of business managers about the fundamental issues before them. It is argued and demonstrated that…

PROTECTING MARKETING INTELLIGENCE: THE ROLE OF TRADEMARKS

Douglas T. Brownlie

An emerging gap in the coverage of marketing management texts is examined — the protection of marketing intelligence. The contribution that trademark agents can make to the…

THE STRUCTURE AND CONTENT OF THE MARKETING INFORMATION SYSTEM: A GUIDE FOR MANAGEMENT

Keith Fletcher, Alan Buttery, Ken Deans

The needs of marketing executives for information are examined and how well these are satisfied within a management information system is considered. It is shown how a marketing…

THE GROWING IMPORTANCE OF LIFESTYLE RESEARCH IN MARKETING AND ADVERTISING FINANCIAL PRODUCTS AND SERVICES

David Beadle

The background changes in consumer financial markets over the last ten years are outlined and the future developments examined for which marketing packages like Tyne Tees…