Marketing Intelligence & Planning: Volume 10 Issue 11

Evaluating the Effectiveness of Training in Developing Marketing Planning: A Longitudinal Approach

I.G. Smith, A.J. Smith

Previous research has shown that, despite the wide usage andperceived validity of the case method in inculcating a broad range ofskills, there has been little by way of research…

Constructing a Knowledge Base for a Marketing Expert System

Bruce Curry, Luiz Moutinho, Fiona Davies

Originates from a research project which aims to investigate thepotential for “intelligent” computer models asdecision‐support tools, with particular emphasis on strategic…

Selecting an Appropriate Strategy: A Structured Creative Decision Support Method

R.A. Proctor

Suggests a novel approach to generating marketing strategies andevaluating them. Identifies that the process often involves severalpeople and that the different people may have…

The Strategic Role of Marketing for General Dental Practitioners

Nigel F. Coates, John R. Willans

Dentists, whilst recognizing, in the main, the need to be moremarketing oriented still have some way to go to improve the perceptionof themselves and their services in the eyes of…

How to Profit from Premium‐priced Brands or ″Pile It High, Sell It Cheap″ – and Go Bankrupt!

Alan Wolfe

Too much emphasis has been given in recent years to competition onprice and not enough to building customer loyalty through strongbranding based on well‐promoted product quality…

Journal Publishing: How Editors and Authors Work More Effectively Together

Eileen Breen

Describes the case study of MCB University Press, and how thelaunch of its Literati Club led the company to explore the editor/authorrelationship and how both editors and authors…