The needs of marketing executives for information are examined and how well these are satisfied within a management information system is considered. It is shown how a marketing system should be considered as a subject, or module, of a total Management Information System, and guidance is given...

A case study of the development of a successful market intelligence function is presented. How the principles of marketing intelligence and planning can themselves be applied in this situation is demonstrated. Each element of the marketing process is illustrated by the practice the author...

The hypothesis that broadly defined managerial functions can be subdivided on the basis of their members′ internal and external task orientations, and that the resulting subfunctions are, respectively, predominantly “adaptive” or “innovative” in terms of Kirton′s...

A concise review is presented of the many books and articles which have been written on the subject of marketing planning. The aim is to provide the marketing practitioner with a simple, step‐by‐step guide – describing all the major processes, concepts, tools and techniques involved.

The trade marketer is already faced with a high standard of data application in his approach to the buyer/seller relationship. The last thing he needs is an information revolution now. Yet it appears that we are on the verge of a new era of electronic databases with considerable potential...

Addresses the question of whether the information needs of those engaged in marketing management are being delivered satisfactorily by information providers. It is plainly evident that the use of the Internet and the intranet as global communication tools has risen exponentially over the past...

Business operates everywhere in an environment that is both dynamic and challenging: markets have globalised (supply markets and customer markets); technology has become all embracing (this includes product and process technology) and relationships with suppliers, customers and competitors are...

This paper attempts to answer the questions raised in a previous paper by the authors (“Creating value in the ‘new economy”’, Management Decision , Vol. 40 No. 8) which dealt with how business has had to reevaluate the importance of its assets in the “new economy”. The present paper...

Purpose – The purpose of this paper is to show the generational cohort gap in values and consequent decision making existing between younger and older marketing managers in Brazil. The study investigates how generational research can innovate in the analysis of marketing management decisions....

In this article the marketing strategy continuum concept is presented and a number of marketing and management consequences are discussed. It demonstrates the need for a marketing concept which allows a variety of approaches to marketing. The nature of a relationship approach to marketing...