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Information overload in marketing management

Meyer, Jörn‐Axel - In: Marketing Intelligence & Planning 16 (1998) 3, pp. 200-209

Developments in information and communication technology have facilitated the generation of management information considerably. Thus, managers are confronted increasingly with an information flood which provides more information than managers are able to process. This results in an information...

Persistent link: https://www.econbiz.de/10014946619

Barriers to market orientation: the view from the shopfloor

Harris, Lloyd - In: Marketing Intelligence & Planning 16 (1998) 3, pp. 221-228

studies which conclude that a wide range of organizational barriers impede market orientation. However, this paper argues that … extant research into the barriers to market orientation is frequently restricted by the explicit concentration on management … organizations, a typology of the barriers to market orientation development at the shopfloor level is presented. Implications for …

Persistent link: https://www.econbiz.de/10014946621

Managerial mindsets and the symbiotic relationship between sponsorship and advertising

Zafer Erdogan, B.; Kitchen, Philip J. - In: Marketing Intelligence & Planning 16 (1998) 6, pp. 369-374

Both advertising and sponsorship are key areas of marketing communications activity, though the latter has acted as a somewhat “Cinderella” subject. In the heightened and increasing consumer‐oriented marketing communications world of the 1990s, this paper asks whether these two marketing...

Persistent link: https://www.econbiz.de/10014946635

A framework for a hybrid intelligent system in support of marketing strategy development

Li, Shuliang; Duan, Yanqing; Kinman, Russell; Edwards, … - In: Marketing Intelligence & Planning 17 (1999) 2, pp. 70-79

A framework for a hybrid intelligent support system is proposed, on the basis of a discussion of the main problems of current computer‐based support systems and the roles for computer‐based systems in developing marketing strategy. The objectives of the framework are: to integrate the...

Persistent link: https://www.econbiz.de/10014946649

Relationships in business‐to‐business marketing – how is their value assessed?

Blois, Keith J. - In: Marketing Intelligence & Planning 17 (1999) 2, pp. 91-102

An investigation which collected information within four countries sought to understand the views of marketing managers in industrial markets regarding their relationships with their organizational customers. The managers interviewed showed little awareness of the formal concept of relationship...

Persistent link: https://www.econbiz.de/10014946651

Telecommunications issues: the marketing managers’ viewpoint

Willems, John R.; Ketler, Karen - In: Marketing Intelligence & Planning 17 (1999) 3, pp. 127-135

Reports the results of a survey of marketing managers with respect to the importance of telecommunications issues and the quality of their telecommunications training. The responses of the marketing managers identified three categories of issues: standard or clerical applications, such as...

Persistent link: https://www.econbiz.de/10014946654

The personalised marketplace: beyond the 4Ps

Goldsmith, Ronald E. - In: Marketing Intelligence & Planning 17 (1999) 4, pp. 178-185

Theories of marketing management and strategy need to evolve and change to keep pace with changes in the marketplace and in marketing practice. As the next century draws closer, it is apparent that some marketing managers are basing their relationships with customers on policies and procedures...

Persistent link: https://www.econbiz.de/10014946660

Segmenting high‐tech markets: a value‐added taxonomy

Dunn, Dan; Hulak, Jon; Steven White, D. - In: Marketing Intelligence & Planning 17 (1999) 4, pp. 186-191

Reports findings from a major study done by a Boston consulting firm showing four solution‐based market segments in … market pull. And the fourth segment is retail‐oriented. This article may be useful to both buyers and sellers of technology …

Persistent link: https://www.econbiz.de/10014946661

The strategic orientation of marketing information systems – an empirical study

Xu, Xianzhong Mark - In: Marketing Intelligence & Planning 17 (1999) 6, pp. 262-272

perceived important by marketing managers, and many companies perform some of the strategic functions, such as market … segmentation/targeting, competition and market analysis. Yet, the application of MkIS does not keep abreast with the current … environmental scanning, competition mapping, market positioning, and SWOT analysis needs to be developed through advanced computing …

Persistent link: https://www.econbiz.de/10014946669

Relationship marketing: a concept beyond the primary relationship

Kandampully, Jay; Duddy, Ria - In: Marketing Intelligence & Planning 17 (1999) 7, pp. 315-323

Asserts that an organisation’s ultimate goal of maintaining a loyal customer base transcends the obvious primary relationship of the organisation and its customers. The customer’s estimation of the value of the product/service is influenced by the inter‐relationships (secondary...

Persistent link: https://www.econbiz.de/10014946675