Marketing Intelligence & Planning: Volume 19 Issue 5

Opinion leaders as a segment for marketing communications

Isabella M. Chaney

Opinion leaders are important disseminators of information. Considers their relevance to the marketing of wine by assessing whether they are a reachable segment with respect to…

Principles for brand naming in Chinese: the case of drinks

Allan K.K. Chan, Yue‐Yuan Huang

This is the third of a series of studies on Chinese brand naming using content analysis from a linguistic perspective. The first study generalized the principles guiding Chinese…

International market development: new patterns in SMEs international market behaviour?

Bo Rundh

In the changing market environment it is necessary even for small and medium‐sized companies to build long‐term relationships in order to survive and to be competitive in the…

German retail pharmacies –‐ regulation, professional identity and commercial differentiation

Elke A. Pioch, Ruth A. Schmidt

In a highly regulated yet increasingly competitive environment the professional self‐ perception of German retail pharmacists is increasingly put under pressure. Whilst the…

Beer branding in British and Czech companies: a comparative study

Chris Lewis, Angela Vickerstaff

Branding is a key element in marketing, especially for those products whose limited opportunities for differentiation mean that they could be viewed as commodities. Branding is…

Factors influencing market and entry mode selection: developing the MEMS model

Adam J. Koch

In the associated paper “Selecting overseas markets and entry modes: two decision processes or one?”, it was proposed that market selection and market entry mode selection be…

Exploring logic construction on MECs to enhance marketing strategy

Chin‐Feng Lin, Hwai‐Hui Fu

Mathematical models were used to explore research methodology in the field of marketing; however, the methodology was focused more on quantitative than on qualitative methods…