Purpose – The purpose of this paper is to examine the extent to which strategic marketing planning is carried out by Australasian golf clubs and the impact such planning has upon their business performance. Design/methodology/approach – A research methodology borrowed from the “for...

For many years scholars of marketing have advocated the importance of marketing as a key determinant of business performance, and particularly for small and medium‐sized enterprises. In the UK, efforts have been made to translate theory into practice in an attempt to improve the...

Purpose – This article aims to examine the extent to which Western World “textbook” strategic marketing is being practised within Chinese manufacturing companies as well as its contribution to competitive success. Design/methodology/approach – Data were collected by means of a...

Many studies have highlighted the important role that marketing plays in contributing to a firm’s competitive success. In most cases, however, research has focused on either large businesses, or, to a lesser extent, very small businesses, essentially ignoring the many “medium‐sized”...

Purpose – To contrast the role and practical application of strategic marketing in higher and lower‐performing firms. Design/methodology/approach – In‐depth personal interviews with senior marketing executives in three matched high/low performing manufacturing firms in the UK were...

Substantial literature exists researching effective celebrity endorser characteristics, and a growing body of literature investigates the specifics of professional athlete endorsements. However, there has been little focus on selection from the advertising practitioner's perspective; research...

Matching celebrity athletes with potential endorsement opportunities is often difficult. Yet there are easy-touse survey-based methods available. Based on a survey of the general public in New Zealand, this study uses both Ohanian's source-credibility scale and a constant-sum scale to help brand...

Purpose – The purpose of this paper is to investigate reverse image transfer as it applies to both celebrities (actors/models) and celebrity athletes in a New Zealand context. It extends the work of Garland and Charbonneau which examined reverse image transfer (product image transferring to...

Presents the findings of a study designed to investigate the effect of odd pricing on respondents’ purchase probabilities for six products ranging in price from $5 to $100. The products tested were a block of cheese, a frozen chicken, a box of chocolates, a hair dryer, an electric kettle and a...