Marketing Intelligence & Planning: Volume 5 Issue 1

Research is Good for You

Kay Broadbent, Peter Cooper

Research, like Guinness, is good for you. “Pure Genius”, Guinness's latest advertising campaign, appears set to become another famous phrase in Guinness advertising. The research…

Changing Patterns in Marketing Research

Stephen K. Keiser, James R. Krum, Pradeep A. Rau

The incidence of US corporate marketing research departments peaked in the early 1970s; marketing research is increasingly involved in marketing planning and the two functions are…

Drop and Collect Surveys: A Neglected Research Technique?

Stephen Brown

The “drop and collect” survey technique is fast, cheap, reliable and particularly suited to those with limited resources, yet it has been neglected in the marketing literature…

Consumer Perceptions of Generic Grocery Products: Users vs. Non‐users

Ugur Yucelt

Generic products are purchased by price‐conscious, careful shoppers, who are not, however, willing to accept a lower quality and limited selection of non‐brand names in…

Towards Informed Marketing

Tom Payton

Activities are classified with the aim of helping the non‐specialist analyst (i.e. the manager acting as analyst) to define and describe the objective setting and directed streams…

Developing Marketing Strategy: A Framework

Subhash C. Jain, Girish Punj

Strategic marketing is linked to marketing management. The process is presented by a model, the framework of which can be used for understanding the interrelationships between…