Purpose – The purpose of this paper is to explain and discuss a paradoxical tension in the practice of marketing and the consequent dilemmas posed for practitioners in general and planners in particular. Design/methodology/approach – A “Viewpoint” contribution, with implicit permission...

Purpose – Corporate identity has become one of the major topics in the field of corporate marketing studies, but the relationship between corporate marketing management and corporate‐identity building seems still stuck at the stage of operational rather than strategic considerations....

Purpose – The purpose of this paper is to examine the expenditure patterns of grey or older consumers with comparisons among different demographic groups to establish important factors in terms of consumption behaviour. The findings are of relevance in the context of marketing to older...

Purpose – The purpose of this paper is to design a comprehensive responsibilities inventory for today's marketing managers, from which it develops factual inferences for the role of marketing in corporations. Design/methodology/approach – A content analysis on online job announcements is...

Purpose – While marketing research in the context of educational institutions continues to grow, little is known about the strategic choices associated with international student recruitment (ISR), an important activity that, increasingly, has significant influence on the longevity and...

Purpose – Retailer loyalty card marketing intelligence presents actual customer purchasing preferences, competitor activities and performance. Typically, extant literature implies that larger firms with formal marketing planning approaches will be more able to leverage it, structured as it is...

In the 1970s, when management hoped to secure growth and success through classical diversification strategies, a new gleam of hope in the form of “high‐tech” seemed to appear on the horizon. Encouraged by the remarkable success of young enterprises like Compaq or Lotus, and unnerved by...

Marketing planning and the annual budget are two procedures that organizations engage in. Although controlled by the marketing department and the finance department respectively, the marketing plan and annual budget are interlinked in many ways. Investigates the importance of this...

A reply to a recently published report by Coopers & Lybrand, very critical of the state of marketing management in the United Kingdom.

While problem and decision analysis has attracted considerable interest in general management fields, it is not a topic commonly found in the marketing management literature. Problem understanding and definition determine management action, and therefore deserve greater attention. Addresses the...