Search results

In this article, we present empirical results that document the critical changes in planning attitudes and practices and their implications on strategic market planning. The particular focus of this article is to illustrate the growing use of multiple scenarios as an approach to strategic environmental assessment, and to present key factors that marketing management must consider when adopting the multiple scenario approach.

Corporate commitment to environmental assessment with its kit of forecasting tools is expected to grow rapidly in the years ahead. This growth will be partly due to corporate willingness to confront turbulent environmental changes explicitly within a formal planning process.

Don't confuse regional marketing with selling spicier soup in Texas, reorganizing the sales force by regions to gain more control, or spending significant dollars in a local market. Regional marketing represents a major philosophic change. It's a precision target marketing approach (some might call it niche marketing) to fragmented national markets.

Since the first Volume of this Bibliography there has been an explosion of literature in all the main areas of business. The researcher and librarian have to be able to uncover specific articles devoted to certain topics. This Bibliography is designed to help. Volume III, in addition to the annotated list of articles as the two previous volumes, contains further features to help the reader. Each entry within has been indexed according to the Fifth Edition of the SCIMP/SCAMP Thesaurus and thus provides a full subject index to facilitate rapid information retrieval. Each article has its own unique number and this is used in both the subject and author index. The first Volume of the Bibliography covered seven journals published by MCB University Press. This Volume now indexes 25 journals, indicating the greater depth, coverage and expansion of the subject areas concerned.

Three approaches to marketing are reviewed: new tools for evaluating marketing performance in an organisation offer a practical guide; applying the principles of niche marketing to larger companies can be successful and profitable; today′s technology has transformed customer choice and marketing is now an integral part of how a company functions.

Companies have been predicting marketing and economic conditions for years, but they lag behind in forecasting environmental changes that can have dramatic impact on their operations. SPIRE is a systematic approach to spotting coming problems, as a look at how one company put it to work indicates.

Discusses the role that predictive fiction serves as a resource in long‐range consumer marketing planning. Evaluates a case illustration comparing the scenarios depicted in two major works of predictive fiction in the categories of consumer behaviour, consumer goods, environment, law, family, leisure, sex roles, technology and psychological factors. Offers guidelines for selecting and analysing the content of relevant literary works, and how to incorporate the results into consumer marketing planning process.

Corporate marketers have jumped on the micromarketing bandwagon, but many have discovered that the path to profits contains a number of potholes. This article details three companies' niche marketing mistakes; the author suggests how to avoid them.

Attention is focused on key management trends and predictions. A concise overview of the literature as well as comments generated from the Delphi panel are presented enabling the reader to make his/her own judgement about some key statements concerning the future of management development.

Workers live two overlapping lives, at work and outside work. The spillover of favourable workplace experiences into non-work domains of life means that the workplace can be a means by which organisational members who experience network poverty arising from adverse social factors can overcome social exclusion. Social acceptance and interaction data from 105 adults with mild to moderate learning disabilities working in eight social enterprises in the UK and Ireland is examined to establish the link between organisation culture and workplace social integration. In this study organisation cultures in which user/worker-involvement in management and control decision-making is emphasised seem to engender a positive influence on the social interaction experiences of members with learning disabilities in work and non-work domains of life, having regard to difference in demographic factors, employment characteristics, country of residence, and level of disability. The study accentuates the importance of workplace democracy in enhancing the quality of life of working adults with learning disabilities, who might otherwise be disenfranchised in numerous areas of life.