Purpose Technology-based initiatives are now being routinely incorporated within most companies’ marketing strategies. The purpose of this paper is to explore consumer perspectives on the ethics of these initiatives. It also seeks to identify underlying dimensions within the technology-based...

Purpose – On the basis of lessons gleaned from previous research into successful strategic marketing practices in times of both recession and growth, and in the face of an ongoing post-global financial crisis “hangover” characterised by unpredictable trading conditions both worldwide and...

In recent years several studies have pointed to the importance of marketing to company performance and considerable emphasis has been placed, in Britain, on improving the marketing performance of small and medium-sized enterprises. Based on a mail survey of 231 medium sized manufacturing firms...

Purpose – The purpose of this paper is to assess the state of the art in social media and pharmaceutical marketing through empirical analysis of online consumer conversations. Proliferation of social media has significantly changed traditional one-way, marketing-controlled communications....

Provides a practical self‐help guide for professional salespeople who want to improve their sales performance. Divided into two parts, Part 1 deals with booking the appointment and Part 2 with making the sale. Part 1 covers areas such as how to add structure to telephone calls; the development...

Describes the theory and practice of marketing positioning strategy. Reviews the basic decision components or “anatomy” of marketing positioning strategy formulation from a theoretical‐prescriptive perspective, and highlights those factors considered to be critical to success. Explains how...

Notes that although in recent years much has been written about the critical, if not overwhelming contribution of effective marketing planning to the achievement of competitive success, most of the literature deals with the application of marketing planning as it relates to big business. By...

Amid an increasingly turbulent and competitive business environment, strategic marketing plann‐ing is typically referred to as the management discipline which enables the firm to improve its competitiveness by becoming more responsive and adaptable to changing market conditions. Most of the...

A major survey into the marketing practices of higher and lower performing groups of UK‐based medium‐sized manufacturing companies is reviewed. Data were collected by means of a mail questionnaire survey together with a smaller number of personal interviews. The research findings are...