Table of contents
Ten Barriers to Marketing Planning
Malcolm H.B. McDonaldExplores the reasons why the majority of industrial companiescontinue to rely on forecasting and budgeting systems rather thanmarketing planning. Identifies the key barriers to…
A Strategic Pricing Framework
Hugh M. Cannon, Fred W. MorganDiscusses pricing decision making, one of the oldest marketingtopics, including several pricing methods. Presents a strategic pricingframework, developed from pricing literature…
The Need for Corporate Advertising in the Financial Services Industry: a Case Study Illustration
F.G. CraneDiscusses how corporate advertising has attracted increasedattention during recent years, especially in service industries.Addresses the issue of corporate advertising in relation…
Five Steps to Service Excellence
Craig CinaDiscusses the issue of service excellence. Presents a five‐stepplan for achieving service excellence. Notes that these steps can alsolead to bottom‐line rewards. Summarizes that…
How to Stop Firing Your Customers
Jerry PlymireAsserts that too often, service employees forget that there is nosuch thing as the average customer; that each customer has differentneeds every time they are seen or spoken to…
Trading Places: Employees as Customers, Customers as Employees
Michael R. Bowers, Charles L. Martin, Alan LukerOffers a fresh outlook for managing the delicate interactionbetween the customer and the contact employee in the serviceenvironment. Emphasizes that the quality of the…
ISSN:
0887-6045Online date, start – end:
1987Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Dr Rebekah Russell-Bennett
- Dr. Mark Rosenbaum