Marketing Intelligence & Planning: Volume 27 Issue 3

Global text project: new horizons in textbook marketing

Leyland F. Pitt, Deon Nel, Gene van Heerden, Anthony Chan

The purpose of this paper is to introduce the global text project (GTP) case. The unique developments of the case provide insight of the many challenges and opportunities created…

University course selection and services marketing

Claire Brown, Peter Varley, John Pal

The purpose of this paper is to examine university applicants' choice processes using Kotler's five stage consumer buying process with a particular emphasis on the final stage of…

Relationship marketing research (1994‐2006): An academic literature review and classification

Kallol Das

The purpose of this paper is to review the academic literature on relationship marketing (RM), conduct a content analysis of the same for the purpose of classification and…

“Green” segmentation: an application to the Portuguese consumer market

Arminda do Paço, Mário Raposo

The purpose of this paper is to identify distinct market segments based on several environmental variables. Given the complexity and the range of variables that may determine the…

The adoption of techno‐relationship innovations: A framework for electronic customer relationship management

Kittipong Sophonthummapharn

The purpose of this paper is to develop a comprehensive research framework for understanding the adoption of techno‐relationship innovations. The second purpose is to examine the…

Spotting the disguises and masquerades: Revisiting the boundary between editorial and advertising

Steve Dix, Ian Phau

The purpose of this paper is to compare the perceptions of agencies, advertisers, and media consumers on the blurring practices commonly used to confuse editorial and advertising.

Cross‐cultural communication and emotional intelligence: Inferences from case studies of gender diverse groups

Michael P. Lillis, Robert G. Tian

The purpose of this paper is to investigate the role of emotional intelligence (EI) in business communications and describes the pivotal role it plays in establishing skills that…

The dynamics and characteristics of buying centre networks: A qualitative study on Finnish firms

Pentti Järvi, Juha Munnukka

The purpose of this paper is to study does the structure of buying centre networks dynamically change between buying situations and during the buying processes. Furthermore, the…

In defence of textbook publishing

David Cox

Editorial

Gill Wright, Michael Harker