Marketing Intelligence & Planning: Volume 1 Issue 2

A Manager's Guide to Measuring the Effects of Advertising

David Corkindale

This guide is in the form of concise statements on the various issues that should be considered by advertising management before decisions are made concerning the measurement of…

Using and Buying Research by Advertising Agencies

Alison Fraser, Martin van Staveren

This article presents the findings of a study which investigated the role of account planners and researchers and, in particular, the interface between the advertising and market…

It's Not the Research, It's the Action after the Research

Robin Birn, Brian Dickson

This article aims to demonstrate that although no company carries out market research for the sake of doing research, an industrial supplier, and hence a company operating in an…

Understanding Organisational Buying: Some Guidelines for Marketing Decision Makers

Jennifer M. Dnes', Antony W. Dnes'

Little, if any real work has yet been undertaken which attempts to quantify simple relationships in industrial buyer behaviour which recur in the various models. These…