...Simpson Poon Creating and securing a brand name in the physical world requires extensive marketing research, followed by careful segment targeting, well-engineered marketing campaigns and ongoing improvement. This is also true in cyberspace. If anything, e-branding in cyberspace can be easier...

...Fiona Leverick; Dale Littler; Dominic Wilson; Margaret Bruce There would appear to be a view in common currency that IT is revolutionizing marketing, offering the possibilities of enhanced operational efficiency, the facilitation of the development of innovative products and services as well...

...John Brady Suggests that the role of marketing, particularly in the fast‐moving consumer goods sector, is changing with the business environment. Points out that the need to maximize shareholder value is currently often a more important organizational objective than simply increasing market share...

...Mohammed Rafiq; Richard A. Pallett Based on a survey of 205 CEOs in the UK engineering industry, demonstrates that engineering companies have made a small, but progressive, move towards implementing a marketing orientation philosophy, but need to do much more if they are to be internationally...

... behaviour and makes conclusions. © MCB UP Limited 1996 Forecasting Marketing Woody Hayes, the former Ohio State football coach, when asked why he believed in the three yards and a pile of dust rushing attack replied, “Because, when you pass the football three things can happen, two...

...Martin Christopher Many commentators have recently questioned the validity of the traditional precepts on which the marketing concept is based, and have suggested that marketing has failed to deliver its long promised prize in the form of sustainable competitive advantage. Suggests that the need...

... constitutes a whole new marketplace in its own right. Already thousands of firms are marketing their products and services on the Internet. Asks will marketing change in this new electronic environment? Will firms and their networks change as they become involved in this new environment? Suggests...

...F.P. Baker Considers the role of marketing in an increasingly profit‐oriented local authority. Discusses the problems involved when a public service espouses marketing principles, but concludes that only marketing can make most effective use of the scarce resources available to local authorities...

...Michael Hussey; Graham Hooley Investigates the extent to which various quantitative techniques are employed in marketing across Europe. Marketing practitioners,marketing services providers and marketing educators were all surveyed in a pan‐European study aimed at uncovering the extent of diffusion...

...Pervaiz K. Ahmed; Mohammed Rafiq Attempts to clarify the concept and scope of internal marketing and its strategic role in the implementation of change programmes. Shows the manner and the extent to which marketing techniques can be used internally by presenting an alternative conceptual model...

...Clare Crowther Investigates the opportunities for marketers within the newly reformed NHS and gives a personal view of where the marketing emphasis should be placed in the early years of a trust. Examines the nature of the marketing challenge and outlines a typical trust culture and surrounding...

...Tim Denison; Malcolm McDonald Responds to the recent criticism associated with marketing′s poor contribution to business success. Reviews the state of marketing in British industry, drawing on previous research and continues by describing the major changes experienced in the business environment...