Many firms are now undertaking their final analysis of the effects on their businesses of Britain's entry into the E.E.C. New opportunities in Europe and new threats at home are being anticipated and planned for. One obvious fact that is being focussed upon by many is the phased elimination over...

The manager responsible for making advertising budget decisions is assailed with a plethora of advice and aids from specialists. Of necessity, many of the methods advocated by such specialists are not universally applicable, so their use is qualified. Many actual circumstances a manager is faced...

This monograph presents a review of the frontiers' ideas in marketing communications as of today, in six exploratory steps. It begins with an examination of the nature of acceptable goals for marketing communications and then examines what and with whom we should communicate. Where and when...

It is a familiar enough concept in the teaching of management that the business organisation is an open system, operating in an environment susceptible of analysis. The same logic can be applied to the business schools which thus teach. I accordingly have attempted to review in this article what...

On their own, marketers all too often create sales that the organisation does not want; and accountants, when left to their own devices, cut costs with cavalier regard for user consequences. As partners, marketers and accountants can make a very real impact on “better use of resources” — a...

Although conferences can be costly, there are ways of ensuring that they yield a genuine and measurable return.

When Europe becomes a single market, success for banks will be determined by how professional their managers have become.

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product,...

Describes how MCB University Press has started to come to terms with the metamorphosis which electronic publishing offers. Sees a future where interactive multimedia products and services are the norm and are quite differently distributed, based on new alliances from within but also from outside...

Too few programmes of management development seek to evaluate their hard ROI for the enterprise. Describes how action learning’s focus on company‐specific issues makes this more feasible. Reports on a four‐year impact analysis from MBA programmes showing that employing organizations...