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...

Entrepreneurs have always existed but it is only recently that they have come to the forefront of business. A profound shift from a managerial to an entrepreneurial economy is occurring in the business world. In 30 years' time it is unlikely that the structures of large corporations as we now...

The main findings of an ESRC‐funded research project which was aimed at evaluating current UK company practice with reference to marketing management information systems is summarised. The extent to which companies could and have developed these systems, the extent to which these systems could...

A differentiation between environmental scanning and other elements of marketing information systems is provided. The main environments (market, social, economic, technological, legal, etc) are overviewed with examples of the dynamic nature of marketing's environment being provided. The...

The needs of marketing executives for information are examined and how well these are satisfied within a management information system is considered. It is shown how a marketing system should be considered as a subject, or module, of a total Management Information System, and guidance is given...

A case study of the development of a successful market intelligence function is presented. How the principles of marketing intelligence and planning can themselves be applied in this situation is demonstrated. Each element of the marketing process is illustrated by the practice the author...

The hypothesis that broadly defined managerial functions can be subdivided on the basis of their members′ internal and external task orientations, and that the resulting subfunctions are, respectively, predominantly “adaptive” or “innovative” in terms of Kirton′s...

A concise review is presented of the many books and articles which have been written on the subject of marketing planning. The aim is to provide the marketing practitioner with a simple, step‐by‐step guide – describing all the major processes, concepts, tools and techniques involved.

The trade marketer is already faced with a high standard of data application in his approach to the buyer/seller relationship. The last thing he needs is an information revolution now. Yet it appears that we are on the verge of a new era of electronic databases with considerable potential...

Addresses the question of whether the information needs of those engaged in marketing management are being delivered satisfactorily by information providers. It is plainly evident that the use of the Internet and the intranet as global communication tools has risen exponentially over the past...