Compares the launch and development, by an academic publishing house, of three marketing clubs, two of which were focused on customers and the third on authors/editors. Promotional campaigns achieved good results but, most importantly, the marketing intelligence gained transformed the...

The objective of this paper is to provide a non‐technical introduction to the science of memetics and to suggest how this new discipline may be applied to the design and development of effective marketing campaigns. The technique is based on a neo‐Darwinian evolutionary model of information...

Computerised marketing information systems have been discussed in the marketing and information systems literature for some time. Looks at the extent to which they have been implemented in the UK and concludes that they are still in their infancy. A schema for a marketing information system is...

The use of IT in the customer service transaction has revolutionised the potential for data collection associated with customers and transactions. Two key tools in this transformation are loyalty cards and electronic or e‐shopping over the Internet. How can the customer and transaction data...

Purpose – The purpose of this article is to explain how the management of the two areas business intelligence (BI) and customer insight (CI) needs to be brought together to support a company's interactive marketing. Design/methodology/approach – The article is based on the author's work in...

Discusses the relevance of formal marketing information systems for services marketing. Examines information technology and its potential for services marketing, presenting a design for an integrated services marketing information system. Examines emerging technologies and their applications to...

At the very core of Marketing Information Systems (MkIS) design is the identification of the marketing information needs of decision‐makers. Information needs can be defined as the user specifications of information characteristics involved in information seeking, and refer to those qualities...

The article develops and offers to introduce a mechanism of information and analytical support of strategic marketing management of confectioneries, which consists of seven components of various hierarchical levels: macro-marketing and micro-marketing environments, trade, infrastructure,...

Market orientation (MO) – which is the propensity of a firm to collect and utilise information from the market – is an important leverage of competitive advantage. This paper helps to better understand why some owner-managers engage with market intelligence why others simply do not. The...