such “off label marketing” practices except under very narrow conditions.  …

Technological and market changes make it increasingly difficult to manage marketing organizations and programs. These … changes have affected how products and services are taken to market and how marketing and sales should be organized and … managed. Describes the Marketing Opportunity Quiz, which has been developed for use with top management and marketing …

. These technologies also make possible improvements and sometimes substantial changes in marketing strategies. Preoccupation … with existing strategies may cause such opportunities to be overlooked. Where marketing strategies are re‐examined in the … light of these new technologies failure to assess their impact on activities in addition to marketing may limit the …

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 …

Purpose – This paper aims to develop a conceptual framework, in an effort toward building a contingent theory of … 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 …

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 …

requirements to marketing theory and propose and new technology of computer‐based expert systems to be instrumental for making … marketing theory operational and educating marketing professionals.  …Marketing education today is rather isolationist — marketing students are taught too many specialities, and they are …