Purpose – A range of previous studies show that large numbers of practitioners do not adopt the prescriptive model of marketing planning. The research objective was to determine how marketing managers actually do go about making marketing planning decisions and what the consequences of this...

Purpose – The purpose of this paper is to detail teaching and learning strategies designed to incorporate advances in marketing and continued interest in new marketing knowledge. Design/methodology/approach – The current debate concerning the transfer of new marketing knowledge from...

Purpose – To show how the marketing discipline has lost its boardroom credibility by its own short sightedness over the past half century, and suggest how the situation might be redeemed. Design/methodology/approach – Personal reflection, based on long, broad and deep experience. Findings...

Purpose – To take a more holistic and integrated view than in existing studies of export capability among small and medium‐sized enterprises, by exploring the key components of marketing management, and the blend of processes, practices and activities most closely associated with high levels...

Purpose – This paper seeks to investigate the influence of Porter's strategy types on the use of customer relationship management (CRM) techniques and traditional market research, against theoretical and empirical evidence that differences in strategy types may result in variation in favoured...

Purpose – This paper aims to investigate the relationship between a firm's “ICON” archetype, turbulence in its operating environment and its performance. Design/methodology/approach – A questionnaire‐based survey of 258 marketing managers in South Africa used a modified ICON scale to...

Purpose – This paper sets out to identify the knowledge and skills that marketing practitioners need to possess and use, to improve marketing management and firm performance. Design/methodology/approach – The data from a survey of marketing managers, academics and senior students in New...

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...