Purpose – The purpose of this paper is to illustrate the tasks involved in the planning and implementation of integrated marketing communications using an interesting, real‐life case study. Design/methodology/approach – A mix of secondary and primary research is used: analysis of academic...

Purpose – This paper aims to explain how the principles of marketing can be applied to the planning and implementation of a social marketing campaign. Design/methodology/approach – A wealth of secondary sources are reviewed and discussed, including academic literature, market research and...

Reports on a programme of research undertaken to understand the manner in which leading service organisations develop, use and integrate measures of their outlets’ activities and performance. In particular, looks at the extent to which academic guidelines for adding value to performance...

This paper examines how online market research is utilised within UK market research agencies and what opportunities or problems this new research tool is giving the market research industry. The research involved sending 120 postal questionnaires to UK based market research agencies that...