Marketing Intelligence & Planning: Volume 10 Issue 1

Customer Acceptance: The Key to Successful Introductions of Innovations

Paul A. Herbig, Ralph L. Day

Of the three ingredients required for a commercially successfulinnovation to occur – the technological feasibility, theentrepreneur, and the customer need/want – the most…

Creating a Value‐added Customer Database: Improving Marketing Management Decisions

Paula J. Haynes, Marilyn M. Helms, A. Richard Casavant

One of the major issues confronting marketing decision makers ishow to deal with the volume and complexity of customer informationavailable. In addition to dealing with the volume…

Marketing Decision Support Systems: A Role for Neural Networking

R. A. Proctor

Looks at how neural network technology can be used to learnmarketing data patterns and help build up marketing decision supportsystems. Marketing abounds with potential…

Recessionary Marketing

Raymond Marks

Summarizes the findings of the VAR 1991 Market Research reportwhich surveys the market research industry and examines the importanceattached to various marketing activities…

Construction Export Marketing: The Singapore Experience

Low Sui Pheng

Most large‐scale construction projects in developing countries usedto be dominated by contracting firms from the developed world. Thisphenomenon was observed in the construction…

Assessing National Competitive Superiority: An Importance‐Performance Matrix Approach

Siew Meng Leong, Chin Tiong Tan

Extends the application of a well‐established strategic marketingplanning technique (the Importance‐Performance Matrix Approach) to theassessment of a country′s strengths and…