...Amy Poh Ai Ling; Mohamad Nasir Saludin; Masao Mukaidono Purpose This paper seeks to take a cautionary stance to the impact of the marketing mix on customer satisfaction, via a case study deriving consensus rankings for benchmarking on selected retail stores in Malaysia. Design/methodology...

... was carried out. The case describes the dilemma that the Marketing Manager, Bentley Collins of Sabre Yachts faced in developing a profitable marketing mix given the firm's competitors, product line, industry and national economic trends and provides an analysis of the situation through structured case...

... questions about, say, the efficacy of direct mail or the impact of regional advertising. The article reports on a fresh approach termed marketing science – techniques whose fact‐based analyses make it easier for managers to decide where to invest. © Authors 2007 Return on investment Marketing...