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Looks at how neural network technology can be used to learn marketing data patterns and help build up marketing decision support systems. Marketing abounds with potential applications for this method. Provides analysis and some illustrations of how the technology can be used in place of more traditional approaches. Neural network technology can deal with both analogue and binary data patterns and can be employed to emulate an expert system. Discusses one modestly priced system now available for use with personal computers.

The purpose of this paper is to consider the development and application of marketing theory and practice over time and its current status. The terms “brickbats” and “bouquets” are used as metaphors to extend praise or criticism for marketing. In doing so, the authors draw upon the views of leading theorists over time and apply these in the current environmental context.

The approach adopted is discursive, critical and conceptual.

Following literature review, and drawing upon current examples, marketing as a discipline is subject to both kudos and criticisms. Nonetheless, it is concluded optimistically in that marketing can be an even greater source for societal good. That “goodness” is partly based upon the added impetus of social media adoption and use by consumers, the need for growth and accelerative innovation in the digital age coupled with the democratisation of consumption. Nonetheless, the authors offer the caveat that free competitive markets lead to market failures, and the need for market regulation by governments is becoming more evident.

The implications of the paper are profound. Academics should be concerned in and involved with marketing theory. Questions need to be raised concerning non-robust definitions of marketing and its application. The authors wait for a consumer-led approach to marketing to add depth to the marketing theory.

Marketers need to be made more accountable for their actions. Consumers need to become part of the marketing process. Marketing claims need to be verified by delivered benefits. Companies need to take steps to ensure that the marketing process does not end at purchase. Satisfaction needs to be made manifest. Likewise, dissatisfactions need to be managed well as part of the marketing process.

Too much marketing currently is relatively unregulated in the sense that there are so few opportunities to evade its myriad reach and – despite social media – little chance of changing marketing practice for the good of societies. Many criticisms of marketing practice are not being addressed in the literature.

Marketing is a vibrant force in all nations and markets. It is deeply rooted in business practice. It is contemporaneous and relevant. It is global and national. But, it is not entirely all good news. There are caveats and criticisms as well as kudos and praise. While both are addressed here, the topic needs to be considered for marketing and its accompanying theory and practice to change.

WE are happy to publish a very interesting and practical little article on a simplified system of borrowers' registration. Such a question may seem to have been settled long ago and not to deserve further discussion, but Miss Wileman makes it quite clear that there is still a little more to be said. Not all librarians will agree with her on one point, although recently it seems to be accepted by some librarians that the numbering of borrowers' tickets is unnecessary, and especially the decimal numbering of them. This matter has been discussed at various meetings of librarians who use these numbers, and they arc, we understand, unanimous in their desire to retain them. They are not intended for a single library such as is at present in operation at Hendon, from which our contributor writes. They are for a system of many branch libraries with a central registration department, and where there is telephone charge and discharge of books. The number is simply intended to give an accurate and rapid definition of an actual person. This we have said several times before, we think, and to dismiss a method which has been found successful with the statement that it is surely unnecessary rather implies that the writer has not fully understood the question. That, however, does not reduce the value of our article.

About five per cent of ‐ generally very frail ‐ older people live in long‐term care in the UK; approximately a fifth of all deaths occur in care homes. Depression and dementia are prevalent mental health conditions in care homes; depression is reported in around a third of residents and dementia in two thirds. While there is some evidence about efficacy of medication in treating psychiatric and behavioural symptoms among residents, much less is known about the potential role of psychosocial interventions in enhancing mental health and quality of life. Quality of care varies widely across the carehome sector including support from primary and specialist health and quality and level of training. In terms of enhancing care quality, there is evidence that investing in staff training and conditions, establishing good links with healthcare providers, and developing care standards that genuinely promote good practice are likely to improve resident quality of life. This is an exciting area for research development and practice innovation for the future; taking account of users perspective, holds particular potential.

ON December 6th Mr. Salter Davies was installed President of the Library Association at Chaucer House in succession to Mr. S. A. Pitt. A word first should be said about the Presidency of Mr. Pitt. It has been carried on under handicaps that would have deterred most men in such a post. A severe illness, successfully encountered and gallantly overcome, has been the main personal feature for Mr. Pitt of what should have been the most distinguisned year of a quite eminent library career. We had looked forward to very active work from him during his Presidency, and so far as circumstances permitted, he fulfilled all the obligations laid upon him completely. We can thank him more warmly, if not more sincerely, than perhaps would ordinarily be the case, because of the difficulties he has victoriously surmounted. With newly established health, we wish for him a continuance of the great work he has done for librarianship not only in Glasgow but in the Library Association and in the world of libraries generally.

The purpose of this study is to examine the use of the strategic management tool, Strengths‐Weaknesses‐Opportunities‐Threats or SWOT analysis, and to assess how the methodology has been used as well as changes to the methodology. The findings both for and against SWOT analysis should lead to a balanced view of the technique as well as yield ideas for needed theory building.

Using the ABInform Global® database, academic peer‐reviewed articles were compiled indicating SWOT as one of the article's key index and search words.

The use of SWOT analysis continues to permeate the academic peer‐reviewed literature. Research supports SWOT analysis as a tool for planning purposes. Over the past decade, SWOT research has focused on analyzing organizations for recommended strategic actions. As a methodology for strategic positioning, SWOT analysis has been extended beyond companies to countries and industries and is used in virtually every published business case positioned for business student analysis. Additional use of SWOT is as teaching tools by consultants, trainers and educators. This paper provides a summary of the research studies and suggests paths for future research.

This paper is limited to analyzing reports found in a selection of academic peer‐reviewed business journals. However, research implications for applying SWOT analysis provides a broad spectrum of industry analysis in North America, Europe, and Asia. Additional limitations are the need to link SWOT analysis to other strategic tools and methodologies for further theory building, since past research continues to lack quantifiable findings on the success of the SWOT analysis.

A fresh view of new directions and implementations for SWOT analysis, as well as other strategic planning tools that can be combined with SWOT, provides guidance for practitioners and policy makers alike.

The article adds value to the existing literature as the first summary of SWOT research indicating its uses and limitations. Support of its usage and place in the strategic literature is validated. The SWOT methodology is pervasive, in large part, due to its simplicity. In addition, the use of SWOT as a proven developmental, results‐oriented strategic planning tool is also extended, although further research leading to theory building is warranted and recommended.

THE note of the Conference at Harrogate was the question of unemployment in relation to libraries. The arguments advanced were intended for the wider public rather than for librarians, and reproduced a now fairly familiar argument that the issues of books from libraries have increased by leaps and bounds since the beginning of the depression. It is quite clear that many men who normally would not read quite so much have turned to books for consolation and guidance. The fact that branch libraries were closed at Glasgow as an economy measure, and were afterwards re‐opened under the force of public opinion, would emphasize the opinion generally held that in times of economic stress it may be an even greater economy to increase expenditure upon libraries than to curtail it. This argument is, of course, in a region which the average material mind of our governors cannot always reach. It is nevertheless true, and the Conference provided ample evidence of its truth.

Whither Public Opinion Polls? One of the bedrocks of marketing intelligence and planning is market information and the activities of market research. There has been one considerable recent blow to the reputation of market research and the researching organizations.

This study aims to investigate whether digital advertising can be effective despite consumer inattention and how certain common combinations of ad characteristics increase or decrease ad effectiveness under conditions of low attention.

Using two online experiments in naturalistic environment, the authors compare ad effects under focussed, divided and incidental attention, for certain ad characteristics, namely, appeal type and (mis)matching between appeal and brand type. The results are analysed using logistic regression.

Ad exposure under low attention does increase brand consideration and choice. The greatest uplift in impact occurs when moving from non-exposure to incidental attention. Under incidental attention, emotive advertising was more effective than rational advertising, as was matching rather than mismatching an emotional appeal to a hedonic brand. Conversely, under divided attention, rational advertising and mismatching a rational appeal to a hedonic brand were more effective.

This research explores the effectiveness of Twitter ads with an emotional or a rational appeal and the (mis)matching between appeal and utilitarian or hedonic brand type. Future research can examine other formats and creative elements of digital advertising that can affect the low-attention processing and the effects that occur.

Intrusive, attention-getting advertising strategies may not be necessary. Certain common creative devices can increase advertising effectiveness despite low attention, so marketers can ensure consumer-centric marketing communication.

There has previously been limited understanding of low-attention mechanisms in advertising and little evidence of ad effectiveness under conditions of low attention. The research also demonstrates that certain ad characteristics, linked to common creative devices, enhance the impact of advertising despite low attention.

This purpose of this paper is to suggest and develop an alternative model, the Opportunity Assessment Matrix, to address some of the primary strategic issues in the business environment of today. Changes in the business environment are increasing the need for strategic planning, but it has also diminished the value of some of the classic tools used in strategy formation in the past, such as portfolio models.

The shortcomings in applying portfolio models from the past to today’s business environment are discussed, providing a basis for the developing the Opportunity Assessment Matrix.

The Opportunity Assessment Matrix is introduced as a means to evaluate the ability of an organization to successfully undertake and exploit new business opportunities. The proposed model is based on two dimensions – operational flexibility and market potential.

The Opportunity Assessment Matrix facilitates an assessment of new business and product opportunities. With today’s ever-changing customer needs, the identification and exploitation of new product and business opportunities have become critical for the ongoing success of many firms. Most attempts by business firms to exploit new opportunities, however, are not successful, often due to a lack of an understanding of the market potential realization or an inadequate consideration of possible internal constraints. The Opportunity Assessment Matrix addresses both of these issues by examining the match between potential market opportunities and a firm’s ability to exploit them.