Marketing Intelligence & Planning: Volume 11 Issue 11

Corporate Reputation: The Wasted Asset

Matt Fearnley

Argues that reputation is a critical consideration in any businessdecision. The value of an organization′s reputation is probablyrecognized until something goes wrong, as has been…

Understanding in Market Research

David Cowan

Market research has enormous potential for creating marketunderstanding, which pays off in huge marketing productivity gains andquantum leaps in corporate entrepreneurship. It is…

Towards the Integration of Marketing and Public Relations

Philip J. Kitchen

Seeks to illustrate areas of overreach and commonality betweenpublic relations and marketing, more specifically the confusion andambiguity characterizing the role of both…

A Model for the Analysis of Distribution Channels

A.E. Bellhouse, G.M. Hutchison

Describes the development and application of a Distribution ChannelModel for an Information Technology (IT) business. Describes theprocesses used to derive the model and…

Brand and Trademark Evaluation – What′s Happening Now?

Tom Blackett

For the majority of consumer goods businesses, brands are theengine of profit. Many companies now acknowledge the importance of theirbrands by including reference to their value…

Learning in Marketing Clubland

Gordon Wills, Julian Wills

Compares the launch and development, by an academic publishinghouse, of three marketing clubs, two of which were focused on customersand the third on authors/editors. Promotional…