Marketing Intelligence & Planning: Volume 29 Issue 7

Marketing theory and critical phenomenology: Exploring the human side of management practice

Barry Ardley

This paper uses phenomenology as a critical theoretical lens through which to view marketing management theory. The aim is to demonstrate that it can uncover the extent to which…

An expanded model of marketing performance

António Pimenta da Gama

The purpose of this paper is to develop a model identifying key metric categories on which companies should focus attention, so that they can better understand their current…

Realism versus simplicity in strategic marketing planning: the impact of temporality

Marc Logman

This paper aims to get insight into managers' cognitive maps with respect to simplicity, realism and confidence, when talking about strategic marketing planning. Moreover, it…

Segmenting technology markets: applying the nested approach

Art Weinstein

Sound target marketing leads to winning business strategies. While market segmentation is an intriguing academic concept, most B2B practitioners struggle with the design and…

Conceptualising the value of web content in marketing research

Joshua Chang

This paper aims to conceptualise the value of analysing web content for marketing research based on a conceptual perspective with some practical views. This article chooses to use…

The application of marketing principles to a social marketing campaign

Nadine Henley, Sandrine Raffin, Barbara Caemmerer

This paper aims to explain how the principles of marketing can be applied to the planning and implementation of a social marketing campaign.