Robin Wensley explores all the basic analytical approaches required to inform a sound analytical approach to practical issues in the management of human organisations. Readers will gain crucial insight into the link between managerial theory and the key practical features of managerial...

The underlying managerial rationale for segmenting markets is well established, with the marketing literature citing a range of benefits for businesses adopting a segmentation approach. Yet organisations frequently encounter difficulties in implementing segmentation principles. Even in the...

Much of the discussion about the relationship between marketing academe and practice assumes that there is a wide, and indeed sometimes widening, gap between these two domains which is itself fraught with problems. In marketing, as in the wider field of management, this leads to prescriptions...

The basic assumptions underlying the marketing approach, both in terms of theory and practice, are considered. Particular emphasis is placed on two issues: the degree to which the specific market transaction is user or supplier specified and the degree to which the user is regarded as active or...

Purpose – Describing marketing practices is fundamental to understanding both the scope of marketing practice and the actual value it adds to the organization. This paper aims to clarify the reach of marketing practice and the nature of activities that marketers carry out....

Outlines the authors' beliefs about marketing and marketing managers. Discusses ways in which to improve the performance of managers involved in marketing, and the way in which they are taught. Emphasizes the need for a variety of new priorities in the teaching of marketing, enabling the student...

Purpose – The purpose of this paper is to critically review the relationship between management research and practice particularly in the UK. Design/methodology/approach – The paper takes the form of an historical survey of initiatives and different conceptual approaches. Findings – The...

The Concept of Usefulness Usefulness in forecasting implies two critical issues. Firstly, there is a concern to relate forecasting to its decision making context. This covers the vast majority of forecasting that is actually done although it is possible that a very limited number of instances...