... , Pelican , Harmondsworth . Holbrook, M. (2015), “ The marketing manager as a jazz musician ”, Marketing Intelligence & Planning , Vol. 33 No. 7 , pp. 1 - 8 . Lakoff, G. and Johnson, M...

...David Crick; James Crick Purpose – The purpose of this paper is to investigate how decision making and learning are related to marketing planning among owner/managers with lifestyle in comparison to growth-oriented objectives in the New Zealand wine industry. Design/methodology/approach...

...Paul R. Baines; Phil Harris; Barbara R. Lewis A marketing planning framework to aid political parties in improving their image and co‐ordinating election campaigns has been developed to reflect the changing nature of electoral campaigning in the developed world towards the need for more long‐term...

...Sally Dibb; Minoo Farhangmehr; Lyndon Simkin Most marketing managers are now convinced about the benefits that businesses gain from marketing planning. In the UK, research indicates that the majority of businesses are involved in some kind of planning activity. In Portugal, where the marketing...

...Marilyn M. Helms While the strategic planning process of leaders is well understood, firms in lower market share ranks tend to have a planning process of a follower. Instead of trying to influence their environment, they normally copy the strategies of the industry leader or even serve niches...

... diversity among the brand’s team, and helping achieve a more coherent implementation of brand strategy. Presents a process to identify and resolve any diversity among the brand’s team. Brands Planning Product management Can brands survive despite the silent defectors? All the indications...

...Lyndon Simkin Numerous experts believe that in practice the much‐vaunted benefits of formalized marketing planning as extolled by Jain or McDonald often fail to materialize. Experience with many business‐to‐business organizations has shown that this does not have to be so: if managed and planned...

... and financial resources in order to improve the export marketing intelligence and planning activities of the case firm. Evaluates and discusses the outcomes of the TCS from the perspective of the firm, the teaching company associates, participating academics ‐ and their institution ‐ and the Teaching Company...

... with a sample of 18 small business founders using simple content analysis and case study techniques. Addresses specific topics including customers and customer focus; competitive advantage and positioning; marketing communications; marketing planning and strategy; and key issues involved in business growth...

...Graham Galer; Kees van der Heijden Looks at Shell′s organization and at mechanistic and networking cultures. Discusses individual and organizational learning and gives pointers to the best methods, as practised by Shell′s planning specialists. Concludes that if a company is not a learning...

...Vincent‐Wayne Mitchell Presents a case which suggests that companies in new‐technology‐based industries have a greater need for long‐term planning than those in other industries at other stages of development. During the period of an industry′s infancy, there is also a greater need for an industry...

...D.M. Reid; B.B. Schlegelmilch This study explores the cross‐cultural impact of planning and control practices in the British and West German mechanical engineering industries. Based on over 100 face‐to‐face interviews with chief executives and the analysis of 210 postal questionnaires, the findings...

... environment, for managers who want to improve their business intelligence systems, and in particular their marketing information system. © MCB UP Limited 1989 Competitive advantage Business policy Marketing information Planning THE MILITARY APPROACH TO COMPETITIVE ADVANTAGE by Donald V...

... and that the technique is normally used very badly and to little effect. The article draws on experience of marketing planning process management in a variety of companies to propose a five‐point approach to make SWOT analysis work effectively. © MCB UP Limited 1989 Marketing Marketing audit Planning...

...David J. Skyrme A case study of the development of a successful market intelligence function is presented. How the principles of marketing intelligence and planning can themselves be applied in this situation is demonstrated. Each element of the marketing process is illustrated by the practice...

...Stephen K. Keiser; James R. Krum; Pradeep A. Rau The incidence of US corporate marketing research departments peaked in the early 1970s; marketing research is increasingly involved in marketing planning and the two functions are sometimes merged, while the establishment of computerised marketing...