... marketing communications Practice theory Marketing planning Retail marketing The novelty of offering “integration” has made integrated marketing communication (IMC) a standard component in advertising agencies’ offerings over the past three decades (Kitchen et al., 2008 ; Kliatchko...

...Peter S. Whalen; David M. Boush Purpose – Very little is known about why, how and to what effect firms deviate from intended marketing plans. The aim of this paper is to extend the understanding of this phenomenon, post plan improvisation (PPI), and begin to identify and categorize...

... Emerald Group Publishing Limited 2008 Corporate strategy Organizational planning Marketing planning Small to medium‐sized enterprises Uncertainty management Supply chain management In a dynamic environment where change occurs in unpredictable ways, the challenge for a firm is to have...

... the authors' previous work of the need for improvisation in strategic market planning (SMP) into a wider area of market orientation. Findings The article evinces a conceptual matrix to illustrate four basic levels of market oriented improvisation: one‐size fits all; improvisation through alternatives...

... . Entrepreneurship, Context, Vision and Planning . Palgrave , 2004 . © Emerald Group Publishing Limited 2005 --> Entrepreneurs Plans Marketing planning Finance Reviewing a textbook always is difficult. Each textbook has its own approach and when someone considers it for classroom use...

...Gordon Greenley; Graham Hooley; John Saunders There has been concern in the literature about the adequacy of the traditional model of marketing planning, which focuses on what decisions should be made and not on how to make them. The aim of this article is a new conceptualisation that proposes key...

...Hugh N. Wilson A research study is described exploring the potential of decision support systems to improve marketing planning practice, using a combination of project action research and case research approaches. The paper focuses on solutions to two practical methodological problems: how...

...Sue Pulendran; Richard Speed; Robert E. Widing, II This study examines the relationships between marketing planning, market orientation and business performance. We explore conceptually how linking the behaviours of marketing planning with the values of market orientation might be expected impact...

...Laszlo Karpati John   Mariotti . Smart Things to Know about Marketing . Oxford : Capstone Publishing Ltd   2000 . “Smart” books (paperback) series Marketing strategy Marketing theory Marketing planning The book itself resembles the title: Smart Things...

...Mary F. Smith Edited by Dawn   Iacobucci . Kellogg on Marketing . John Wiley & Sons, Inc., Publishers , 2001 . Consumer marketing Marketing strategy Marketing theory Marketing planning Northwestern University’s Kellogg School marketing faculty has...

...Hugh N. Wilson; Malcolm H.B. McDonald IT support for marketing planning can aid in the use of marketing tools, facilitate group planning, and support moves towards continuous planning based on a live marketing model of the business. But, amongst other factors, achieving these benefits depends...

...Carlos Flavián; Yolanda Polo Argues in favour of the convenience of using strategic groups analysis (SGA) as a business management tool that is especially useful for strategic marketing planning. To illustrate the great versatility offered by SGA, we take as a reference the results obtained from...

... Publishing Limited 1999 Franchising Marketing management Marketing planning Marketing research Sport USA The notion of “excellence” was first introduced through the landmark book In the Search of Excellence from Peters and Waterman (1982), the authors concluded that enterprises...

... if they actively participate in the information technological change process. Competitive advantage Internet Market segmentation Marketing information Marketing planning Value chain The aim of the following discussion is to present the division of markets into marketplace and marketspace...

... be price. The purpose of this article is to discuss these various changes and their effects on the marketing strategies of construction organizations. © MCB UP Limited 1996 Clients Construction industry Marketing planning Marketing strategy Purchasing The ability...

... be considered. Specifically,enhanced knowledge of religious differences in consumption decision processes should have significant impact on the effectiveness of global marketing strategies. © MCB UP Limited 1994 Consumer attitudes Marketing planning Religion Religion, being an aspect...

... teams are the marketers in the company dealing with product selection, pricing, merchandising and promotion. Effective marketing depends on an integrated organizational effort. This is clearly not the case here. The study methodology sheds new light on the nature of strategic marketing planning...

... of the marketing concept. Discusses these limitations and addresses the problems which constrain the use of the marketing concept as an ideological resource. © MCB UP Limited 1992 Ideologies Marketing concepts Marketing planning Organizational change ...

... to a marketing approach will be more effective. © MCB UP Limited 1992 Marketing planning Organizational performance Taiwan ...

... that much more research is needed into situational determinants of export success. © MCB UP Limited 1991 Export Marketing planning The Netherlands Strategy ...