Marketing Intelligence and Planning
SCOPUS (1983-2023)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
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. ...
Tập 32 Số 3 - Trang 328-344 - 2014
The Anatomy of Marketing Positioning StrategyDescribes 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.
Tập 12 Số 4 - Trang 10-14 - 1994
Sustainability-oriented strategy and Sustainable Development GoalsPurpose Sustainability-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 aut...
Tập 39 Số 4 - Trang 613-630 - 2021
Knowledge sharing and competitive intelligencePurpose – 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. ...
Tập 32 Số 3 - Trang 269-292 - 2014
In search of relevance and rigour for research in marketingThere 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 deve... ...
Tập 22 Số 5 - Trang 568-578 - 2004
Network externalities and the perception of innovation characteristics: mobile bankingPurpose – 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...
Tập 33 Số 4 - Trang 592-611 - 2015
Why customers make mobile payments? Applying a means-end chain approachPurpose This study aims to explore the motivational factors (or value components) using a consumer-centric view to enable consumer make mobile payments (mPayments). Design/methodology/approach Means-end chain (MEC) theory, an e...
Tập 39 Số 1 - Trang 109-124 - 2020
Customer management in Internet-based platform firms: review and future research directionsPurpose This 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. Des...
Tập 38 Số 7 - Trang 957-973 - 2020
Knowledge acquisition for marketing expert systems based upon marketing problem domain characteristics
Tập 23 Số 4 - Trang 403-416 - 2005
Intelligent marketing information systems:Marketing knowledge and expertise are a critical corporate resource
for carrying out strategic decision making that supports marketing
functions. Intelligent marketing information systems (IMkIS) can offer a
way for marketing managers to share knowledge and expertise. Such
sharing could help improve the economics and effectiveness of the
marketing function. Traditional marketing informatio... ...
Tập 13 Số 2 - Trang 4-13 - 1995