MCB University Press has conducted databased marketing campaigns since 1972, but has escalated its investment as new technologies and software have become available. In‐house staff have now designed and introduced an integrated customer environment (ICE). That affords not only major...

Database marketing is scarcely comprehended by marketing professional practitioners as yet but its potential is becoming clear. It not only revolutionises the productivity of direct marketing but transforms the effectiveness of salesforce prospecting, marketing research and channel management....

A personal selection of essays written by a marketing professional in the last decade is presented. The application of marketing thought to a broad range of issues where it is not always applied is the general theme of the collection. The view is taken that corporate vision must ultimately be...

This monograph argues that boardroom marketing must be integrated with purchasing and distribution activities in a synthesised role focused on customer policy. The author sees this as the next step forward and argues that such a new alignment in company thinking would enable it to take account...

Describes how one university school applied the principles and practices of marketing to short course activities between 1975 and 1979. Reveals that the application afforded good commercial success.

BUSINESS SCHOOL GRAFFITI is a highly personal and revealing account of the first ten years (1965–1975) at Britain’s University Business Schools. The progress achieved is documented in a whimsical fashion that makes it highly readable. Gordon Wills has been on the inside throughout the decade...

Reviews the conceptual approaches to marketing which have been developed within socialist countries. Examines in detail some of the consequences of these changes. Suggests that substantial changes are taking place in the USSR and other socialist economies. Draws comparisons with Western economies.

Describes the results of a survey conducted by the University of Bradford Management Centre on behalf of KLM Royal Dutch Airlines. Deals with the route decisions of air‐transit passengers, attempting to determine the relative importance of a wide range of factors. Reports on an investigation...

Concentrates solely on custom building, as this is the area of major growth in the life assurance business. Demonstrates how the well‐known techniques of product concept testing can be applied in a service industry when mass marketing is contemplated. Delves into a study conducted in spring...