EJM has provided one of the principal platforms on the global stage relating to corporate marketing scholarship and …-book was to provide a platform whereby integrative approaches in corporate marketing research and scholarship can be … highlighted. The majority of articles in this e-book focus on important concepts of corporate marketing and encompass corporate …

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 use with small businesses. Often the result is inadequate marketing and … business failure. The need exists to increase the awareness of small firms to the importance of a planned approach to marketing …

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 marketing techniques are being used. Based on empirical findings, it …

drivers and consequences of managerial metric use in marketing mix decisions, this paper develops a conceptual framework to … test whether the relationship between metric use and marketing mix performance is moderated by firm and managerial … characteristics. Design/methodology/approach – Based on reviews of the marketing, finance, management and accounting literatures, and …

Traditionally marketing as it is perceived all over the Western world is based on definitions agreed on in the US by … the American Marketing Association and presented in American textbooks. This definition is, however, based on American …. More recent research in Europe on service marketing and industrial marketing suggests a somewhat different approach to …

economists which underpin much marketing literature are examined and differences between the strategic management and marketing …

Marketing education today is rather isolationist — marketing students are taught too many specialities, and they are … given to sharp a profile in marketing particulars. The interaction of the marketing function with other key functions of a … corporation is forgotten. In this article we outline the functional requirements on marketing professionals, link these …

Though academic research into the marketing/ entrepreneurship interface is of only relatively recent origin, it would … seem that the basic principles of marketing appear to be equally valuable to both large and small firms. This article … provides a critical review of the research into the role and process of marketing in small firms and attempts to classify the …

media literacy training, are only likely to have limited effectiveness. This research implies that responsible marketing … issue of regulating marketing to children.  …

Purpose – The purpose of this paper is to advance the domain of entrepreneurial marketing (EM) responding to the … challenge to EM scholars to more fully develop EM as a school of marketing thought. The paper seeks to argue that the context of … maximum theoretical variation. Findings – The analysis identifies the four key strategies of entrepreneurial marketing as …