Marketing Intelligence & Planning: Volume 16 Issue 2

The challenge of the marketspace

K. J. Blois

The concept of the “marketspace” is a powerful and exciting one. However, the papers which introduced it fail to make some of its key components clear. By analysing a number of…

The Consumer Resource Exchange Model: theoretical development and empirical evaluation

Dennis N. Bristow, John C. Mowen

An evolutionary approach is used to develop a resource exchange model of consumer needs and actions. Two studies are reported and differences in consumer resource needs are…

Communication in the salesperson/customer dyad: an empirical investigation

Claire Gillis, Leyland Pitt, Matthew J. Robson, Pierre Berthon

The “Sales Orientation‐Customer Orientation (SOCO)” scale, is a popular and insightful measure used for determining the degree to which salespeople have a long‐term‐oriented…

International publicity: concepts and applications

Rosemary Burnley

This article examines the issue of publicity within an international context. The tools and processes for a publicity campaign are similar for the domestic and foreign market…

Explaining international performance: marketing mix, planning, and their interaction

Aviv Shoham, Fredric Kropp

The extent of globalization of many world markets has made international marketing a crucial determinant of firms’ performance. Most prior research used few measures of…

Applying the Thirty‐six Chinese Classical Strategies of War to retail marketing and planning

Low Sui Pheng

The Thirty‐six Chinese Classical Strategies of War is a renowned ancient book of warfare circulated among Chinese army commanders for a long period of time. Apart from its focus…