Marketing Intelligence and Planning
SCOPUS (1983-2025)SSCI-ISI
0263-4503
1758-8049
Anh Quốc
Cơ quản chủ quản: Emerald Group Publishing Ltd.
Lĩnh vực:
Marketing
Các bài báo tiêu biểu
Brand strategies in social media
Tập 32 Số 3 - Trang 328-344 - 2014
Purpose – The purpose of this paper is to: first, examine why companies create
brand pages in social media, how they use them, what policies and strategies
they follow, and what outcomes do they expect; and second – from firms’ point of
view – how users are benefited from such pages. Design/methodology/approach – A
qualitative study approach was employed for this study. Data were collected from
pe...
The Anatomy of Marketing Positioning Strategy
Tập 12 Số 4 - Trang 10-14 - 1994
Describes the theory and practice of marketing positioning strategy. Reviews the
basic decision components or “anatomy” of marketing positioning strategy
formulation from a theoretical‐prescriptive perspective, and highlights those
factors considered to be critical to success. Explains how a small UK‐based
computer company put these principles successfully into action.
Sustainability-oriented strategy and Sustainable Development Goals
Tập 39 Số 4 - Trang 613-630 - 2021
PurposeSustainability-oriented strategies involve considering all possible
environmental, social and economic factors that impact stakeholders and
sustainable development. They could be a crucial contribution of the private
sector to Sustainable Development Goals (SDGs). The study’s objective is
twofolded. First, the authors want to discover if enterprises doing business in
Brazil are contemplatin...
Knowledge sharing and competitive intelligence
Tập 32 Số 3 - Trang 269-292 - 2014
Purpose– This research excursion through shipping companies in Vietnam sought to
investigate whether organizational culture, ethics, and emotional intelligence
influence knowledge sharing, which in turn enhances competitive intelligence
scanning. This paper aims to discuss the above
issue.Design/methodology/approach– In total, 401 responses returned from
self-administered structured questionnaires...
In search of relevance and rigour for research in marketing
Tập 22 Số 5 - Trang 568-578 - 2004
There is concern that academic research in marketing does not sufficiently
support firms confronting today's hostile business conditions. This paper offers
a perspective on enhancing the relevance and rigour of research in marketing. It
takes the view that rigorous research conducted on issues relevant to practising
managers is especially valuable for the marketing discipline's future
development ...
Network externalities and the perception of innovation characteristics: mobile banking
Tập 33 Số 4 - Trang 592-611 - 2015
Purpose– The purpose of this paper is to clarify the relationship between the
sub-components of network externalities (NE), investigates the mediating role of
the perception of innovation characteristics and explores the potential
moderating effects of technology anxiety within an integrative framework using
the theories of diffusion of innovation (DOI) and NE on the behavioural
intention of mobil...
Why customers make mobile payments? Applying a means-end chain approach
Tập 39 Số 1 - Trang 109-124 - 2020
PurposeThis study aims to explore the motivational factors (or value components)
using a consumer-centric view to enable consumer make mobile payments
(mPayments).Design/methodology/approachMeans-end chain (MEC) theory, an
exploratory approach was employed to understand personally relevant reasons for
consumer use mPayments in India. In addition, the MEC phenomenon was
investigated by examining th...
Customer management in Internet-based platform firms: review and future research directions
Tập 38 Số 7 - Trang 957-973 - 2020
PurposeThis study proposes a conceptual framework for analyzing customer
management strategies and their effects on Internet-based platform performance
based on a review of the relevant literature, and provides directions for future
research.Design/methodology/approachA literature review of relevant research
articles on customer management in platform firms was conducted.FindingsFirst, a
framework...
Knowledge acquisition for marketing expert systems based upon marketing problem domain characteristics
Tập 23 Số 4 - Trang 403-416 - 2005