EJM has provided one of the principal platforms on the global stage relating to corporate marketing scholarship and associated areas. By revisiting past special editions of the EJM devoted to corporate-level concerns, a key aim of this e-book was to provide a platform whereby integrative...

Purpose – The purpose of this paper is to advance understanding of an individual's identification with an organisation (“organisational identification”) and propose a scale for its measurement, by means of a study drawing on the literature of corporate marketing, and group and corporate...

Purpose – This paper seeks to investigate what the marketing field can learn, with regard to the academic/practitioner divide, from other management disciplines that have a range of different relationships with their respective practitioners. Design/methodology/approach – The authors carried...

Small businesses, usually under owner/ manager control, can suffer through a lack of knowledge and understanding of marketing planning practices. Often practices, if they exist at all, are founded on traditional industry practices and experiences which may not be suitable when translated into...

Customer care panels are examined as an example of one of the ways in which enterprises can seek to monitor the perception that consumers have of the quality of service they receive. From an examination of three paradigms which structure understanding of the choices open to management in...

The marketing environment for the financial services industry in the UK is experiencing a period of rapid change. How building societies are preparing to meet the demands of the 1990s is shown by examining the level to which the marketing concept has been adopted, and the extent to which various...

This article traces the historical roots of an important marketing construct: product commitment. The concept of product commitment is viewed first as a largely behavioural phenomenon of purchase consistency. Second, the concept is reinforced by vital cognitive and affective preference...

The stakeholder approach and two value exchange models are offered as tools to assist market managers to strategically manage the marketing function. The stakeholder concept is introduced to aid in identifying all of the constituents and other stakeholders of marketing, both internal and...

Revolutionising advances in computer and communication technology have pushed intelligence about the environment to the top of an organisation′s resource priorities, and organisations into the “Age of Intelligence”. Marketing is increasingly defined and driven by a managerial philosophy...

Feedback control in marketing involves measuring the outputs (results) of marketing decisions, comparing these results to goals, and then taking corrective action so as to meet these goals. Feedforward control on the other hand, involves monitoring inputs (the information base on which marketing...