Marketing Intelligence & Planning: Volume 12 Issue 4

Managing Action Inhibitors to Increase Sales

John C. Groth

A vast array of factors can influence the purchase decision. Focuses ona specific subset of influential factors we term inhibitors. Recognizingand disarming inhibitors by…

The Anatomy of Marketing Positioning Strategy

Roger Brooksbank

Describes the theory and practice of marketing positioning strategy.Reviews the basic decision components or “anatomy” of marketingpositioning strategy formulation from a…

The Stratlogic Approach to the Analysis of Competitive Position

Luiz Moutinho, Douglas Brownlie

Portfolio analysis has been subjected to considerable scrutiny in recentyears. Describes an attempt to recast it in the light of past criticismsand the unyielding importance of…

The Modern Framework for Marketing Planning

Gordon Pearson, Tony Proctor

Strategy formulation is a complex process and one which warrants thebenefit of mechanisms which can help to simplify situation analysis.Modern‐day thinking takes us into the…

Market Signalling and Its Role in Business‐to‐Business Communications

Paul Herbig, John C. Milewicz

Examines marketing signals as they are used in business‐to‐businesscommunications. Marketing signals can be implemented in a variety oforganizational marketing activities…

Print Media Planning in Saudi Arabia

Secil Tuncalp

Almost three‐quarters of advertising spending in Saudi Arabia goes toprint media. This condition stems from the fact that some importantmedia for developing countries including…