Marketing Intelligence & Planning: Volume 4 Issue 4

Practical Business Development — What Works, What Does Not

Peter Kraushar

Business development is a big subject which can never be covered properly in a book, never mind an article. Moreover, anyone who claims that he has all the answers is either an…

Towards Compatible Objectives — The Production Marketing Interface

T.H. Payton

This article argues that the conflict between marketing and production can only be resolved by an understanding and recognition of the extent to which marketing influences and is…

The Role of Marketing in the Small Firm: Evidence from a Regional Survey

Trevor Watkins, Robert Blackburn

When small manufacturing businesses are formed, they are often based on a particular skill of the founder. This is often craft based. The need for a wide range of business skills…

Can You Really Account for Marketing?

Michael Meldrum, Keith Ward, Sri Srikanthan

Firms which evolve good marketing accountancy information systems will have an additional and vital tool with which to manage marketing. It is a developing section concerning the…

The Impact of the Market Environment on the Subjective Revision of Short‐run Sales Forecasts: Some Preliminary Evidence

A. Diamantopoulos, Brian Mathews

The forecast revision process is shaped by the environment in terms of the nature of the revision activity and in terms of its perceived effectiveness. A study on forecast…

Consumer Brand Categorisation: Basic Framework and Managerial Implications

Michel Laroche, Jerry A. Rosenblatt, Jacques E. Brisoux

This article presents the basic framework of the Brisoux‐Laroche conceptualisation of the brand categorisation process. Included is a complete description of the model. The…