Marketing Intelligence & Planning: Volume 17 Issue 5

In pursuit of youth: what’s wrong with the older market?

Marylyn Carrigan, Isabelle Szmigin

The media today remain focused on capturing the “youth market”, despite the population changes which suggest that older rather than younger consumers are becoming demographically…

Implementing, monitoring and measuring a programme of relationship marketing

Adam Lindgreen, Ian Crawford

This single, embedded case study examined the marketing activities of Flensted Catering A/S, a Danish food company. The case is the first one in a series of case studies…

The three “Is” of effective marketing of technical innovation: a framework for implementation

Andrew J. Czuchry, Mahmoud M. Yasin

Addresses the issue dealing with marketing technical innovations. A practical conceptual framework which offers a systematic approach to overcoming barriers related to the…

An assessment of the dimensions and the stability of items in the MARKOR scale

Albert Caruana

The MARKOR instrument for the measurement of market orientation has received considerable attention in recent literature. Reports the results of two studies: one a mail survey of…