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How effectively do marketing journals transfer useful learning from scholars to practitioners?

Crosier, Keith - In: Marketing Intelligence & Planning 22 (2004) 5, pp. 540-556

The author's career experience provides the impetus for a survey of the extent to which marketing journals succeed in transferring useful knowledge from academics to practitioners. The Flesch Reading Ease measurement method is used to compare 475 articles published in 14 English‐language...

Persistent link: https://www.econbiz.de/10014945932

The strategic value of customer profitability analysis

van Raaij, Erik M. - In: Marketing Intelligence & Planning 23 (2005) 4, pp. 372-381

, managing risks and strategic market positioning. Design/methodology/approach – The concept and process of CPA are first …

Persistent link: https://www.econbiz.de/10014945972

The lessons of history

Baker, Michael J. - In: Marketing Intelligence & Planning 24 (2006) 1, pp. 7-14

Purpose – To examine the lessons that may be learned by both academics and practitioners from a dispassionate review of the history of the marketing profession. Design/methodology/approach – One of the founding fathers of marketing as a subject for academic study in the UK thinks aloud about...

Persistent link: https://www.econbiz.de/10014945996

Situated learning and marketing

Ardley, Barry - In: Marketing Intelligence & Planning 24 (2006) 3, pp. 202-217

Purpose – A range of previous studies show that large numbers of practitioners do not adopt the prescriptive model of marketing planning. The research objective was to determine how marketing managers actually do go about making marketing planning decisions and what the consequences of this...

Persistent link: https://www.econbiz.de/10014946010

Educating practitioners to value new marketing knowledge

Pavia, Teresa M. - In: Marketing Intelligence & Planning 24 (2006) 3, pp. 296-306

Purpose – The purpose of this paper is to detail teaching and learning strategies designed to incorporate advances in marketing and continued interest in new marketing knowledge. Design/methodology/approach – The current debate concerning the transfer of new marketing knowledge from...

Persistent link: https://www.econbiz.de/10014946016

How to get marketing back in the boardroom

McDonald, Malcolm - In: Marketing Intelligence & Planning 24 (2006) 5, pp. 426-431

Purpose – To show how the marketing discipline has lost its boardroom credibility by its own short sightedness over the past half century, and suggest how the situation might be redeemed. Design/methodology/approach – Personal reflection, based on long, broad and deep experience. Findings...

Persistent link: https://www.econbiz.de/10014946024

An exploration of the management practices and processes most closely associated with high levels of export capability in SMEs

Doole, Isobel; Grimes, Tony; Demack, Sean - In: Marketing Intelligence & Planning 24 (2006) 6, pp. 632-647

, and suggest that a blend of capabilities in the areas of knowledge management (including market research and marketing …

Persistent link: https://www.econbiz.de/10014946036

The impact of Porter's strategy types on the role of market research and customer relationship management

Valos, Michael J.; Bednall, David H.B.; Callaghan, Bill - In: Marketing Intelligence & Planning 25 (2007) 2, pp. 147-156

management (CRM) techniques and traditional market research, against theoretical and empirical evidence that differences in … questionnaire measuring strategy types, the roles of market research, and the characteristics of CRM systems. Responses were … traditional market research: enhancing strategic decision making, increasing usability of existing data, presenting plans to …

Persistent link: https://www.econbiz.de/10014946054

The “ICON” archetype

Pitt, Leyland; Salehi‐Sangari, Esmail; Berthon, … - In: Marketing Intelligence & Planning 25 (2007) 2, pp. 157-174

with respect to profitability, market share and growth rate. Findings – The archetype to which a firm conforms depends to …

Persistent link: https://www.econbiz.de/10014946055

What are the essential capabilities of marketers?

Gray, Brendan J.; Grundvåg Ottesen, Geir; Bell, Jim; … - In: Marketing Intelligence & Planning 25 (2007) 3, pp. 271-295

Purpose – This paper sets out to identify the knowledge and skills that marketing practitioners need to possess and use, to improve marketing management and firm performance. Design/methodology/approach – The data from a survey of marketing managers, academics and senior students in New...

Persistent link: https://www.econbiz.de/10014946063