Now showing items 11-13 of 13
The marketing analyst’s continuum positioning approach to developing pragmatic insight.
Marketing and competitive analysis (MCA) has been part of the curriculum for marketing students and practitioner certification courses for many decades in post-secondary institutions. The implicit assumption that such ...
Poor understanding of marketing principles has led to poor marketing management performance: Consideration of four marketing myths.
Marketing is accused of poor management practice. This paper argues that this is grounded in a confusion of marketing thinking and marketing action which results from widely held beliefs and myths that surround the marketing ...
The role of insight teams in integrating diverse marketing information management techniques.
The purpose of this article is to address the viability of planning and executing the integration of four, often independent marketing information management techniques: competitive intelligence (CI), customer relationship ...