A framework for a hybrid intelligent support system is proposed, on the basis of a discussion of the main problems of current computer‐based support systems and the roles for computer‐based systems in developing marketing strategy. The objectives of the framework are: to integrate the...

An investigation which collected information within four countries sought to understand the views of marketing managers in industrial markets regarding their relationships with their organizational customers. The managers interviewed showed little awareness of the formal concept of relationship...

Reports the results of a survey of marketing managers with respect to the importance of telecommunications issues and the quality of their telecommunications training. The responses of the marketing managers identified three categories of issues: standard or clerical applications, such as...

Theories of marketing management and strategy need to evolve and change to keep pace with changes in the marketplace and in marketing practice. As the next century draws closer, it is apparent that some marketing managers are basing their relationships with customers on policies and procedures...

Reports findings from a major study done by a Boston consulting firm showing four solution‐based market segments in high‐tech industries. They are the specialized solution, the customized solution, the value solution, and the packaged solution. One segment is the be‐first “contrarian”...

Previous research suggests that most of the applications of marketing information systems (MkIS) appear to support marketing routine function rather than marketing strategic function. By conducting a survey of 55 UK marketing managers in computer and financial industries, this study examines the...

Asserts that an organisation’s ultimate goal of maintaining a loyal customer base transcends the obvious primary relationship of the organisation and its customers. The customer’s estimation of the value of the product/service is influenced by the inter‐relationships (secondary...

In this article, we present empirical results that document the critical changes in planning attitudes and practices and their implications on strategic market planning. The particular focus of this article is to illustrate the growing use of multiple scenarios as an approach to strategic...

This article attacks, in a novel way, the continued gulf between the theory and practice of maketing. By adopting the tools of organisational behaviour, drawn particularly from information processing theories of organisation and models of organisational power and political behaviour, the writer...

Originally written as a workshop manual with the intention of closing the gap between current accepted marketing planning concepts and actual management practice, this special issue is a clear, methodical guide to the planning process covering corporate goals, market analysis, competitive...