Purpose – Describing marketing practices is fundamental to understanding both the scope of marketing practice and the actual value it adds to the organization. This paper aims to clarify the reach of marketing practice and the nature of activities that marketers carry out....

Recent academic work has introduced a series of innovative concepts to the branding debate. In particular, the concept of brands that are embedded throughout the organisation has come to the fore. This paper uses a literature review and three mini‐case studies to explore the issues in the...

The underlying managerial rationale for segmenting markets is well established, with the marketing literature citing a range of benefits for businesses adopting a segmentation approach. Yet organisations frequently encounter difficulties in implementing segmentation principles. Even in the...

This paper reports findings from a study into how marketing academics and MBA students view segmentation. The research indicates that both respondent groups view segmentation as being more valuable in helping to understand customers than improving business performance. For MBA students there...