Marketing Intelligence & Planning: Volume 26 Issue 6

Does political marketing need the concept of customer value?

Ross Brennan, Stephan C. Henneberg

The purpose of this paper is to investigate the feasibility and usefulness of adapting the concept of “customer value” from commercial marketing for use in the field of political…

Opportunities for green marketing: young consumers

Kaman Lee

The purpose of this paper is to identify important factors that affect Hong Kong adolescent consumers' green purchasing behaviour.

Complainers versus non‐complainers retaliatory responses towards service dissatisfactions

Ian Phau, Michael Baird

The paper aims to investigate the different forms of retaliatory responses towards unsatisfactory service encounters experienced by Australian consumers. It further compares…

Modelling the consequences of e‐service quality

Sunil Sahadev, Keyoor Purani

The purpose of this paper is to model the consequences of achieving better service quality in e‐services.

Corporate marketing management and corporate‐identity building

Shu‐pel Tsai

Corporate identity has become one of the major topics in the field of corporate marketing studies, but the relationship between corporate marketing management and…

Message framing: keeping practitioners in the picture

Simon J. Pervan, Andrea Vocino

The purpose of this paper is to explore how message framing is commonly used by magazine advertisers.

Concept testing: the state of contemporary practice

Ling Peng, Adam Finn

The purpose of this paper is to better understand current concept testing practice and its role in the new product development process; identify the relationship, if any, between…

Editorial

Gill Wright