Article navigation
Volume 11, Issue 6
1 June 1993
Marketing Intelligence & Planning Cover Image for Volume 11, Issue 6
Research Article| June 01 1993

Marketing Intelligence & Planning

Publisher: Emerald Publishing
Online ISSN: 1758-8049
Print ISSN: 0263-4503
© MCB UP Limited
1993
Marketing Intelligence & Planning (1993) 11 (6): 3–4.
https://doi.org/10.1108/EUM0000000001120

Reviews two books and one journal article. All three are concerned with the future of marketing in a rapidly changing environment. The first book and the article strongly challenge the conventional wisdom while the second book reviews best practice in the oldest profession in the marketing world.

Keywords: Brands, Relationship marketing
This content is only available via PDF.
© MCB UP Limited
1993
You do not currently have access to this content.
Don't already have an account? Register

Purchased this content as a guest? Enter your email address to restore access.

Pay-Per-View Access
$39.00
Rental
This article is also available for rental through DeepDyve. Read this now at DeepDyve
146 Views
2 Crossref

New and popular articles

Data-driven and economic insights into complementary and substitutive purchase behaviors in consumer segments
Expression of Concern: What drives electric vehicles in an emerging market?
Mindful machines: exploring the transformative nexus of mindfulness and AI itinerary adoption
How retailer prestige drives sales performance and turnover: the mediating role of organizational identification and moderating role of professional identification

Suggested Reading

Emotional Branding: How Successful Brands Gain the Emotional Edge
Journal of Product & Brand Management (December,2001)
Relationship marketing — but why?
The Antidote (August,1998)
Extending your brand by optimizing your customer relationship
Journal of Consumer Marketing (February,2002)
Establishing meaningful customer relationships: why some companies and brands mean more to their customers
Managing Service Quality: An International Journal (June,2003)
Emotional Branding: The New Paradigm for Connecting Brands to People
Journal of Product & Brand Management (December,2001)

Related Chapters

Exhibition Areas: Case Study Research of Japanese Firms
Tourists’ Behaviors and Evaluations
Customer–Company Relationships: The Key Dimensions and Leveraging Social Media to Build Relationships
New Perspectives on Critical Marketing and Consumer Society
The Dreaded Dentist Visit: A Tale of Trauma, Tears, and Poor Treatment
Trade Tales: Decoding Customers' Stories

Recommended for you

These recommendations are informed by your reading behaviors and indicated interests.

Cited By

Google Scholar
CrossRef (2)
This Feature Is Available To Subscribers Only

or Create an Account

Close Modal
Close Modal