1. Marketing strategy : introduction and overview -- 2. Portfolio analysis -- 3. Analysis of the business enterprise -- 4. Industry analysis -- 5. Market analysis -- 6. Analysing competition -- 7. Analysing the business environment -- 8. Analysing the customer in the market place -- 9....

One of the fastest growing areas of microcomputer applications is that of expert systems. Within the domain of expert systems neural networking technology is also making a strong contribution. Personnel officers have to give advice to management and this is usually based on a good deal of...

Looks at how neural network technology can be used to learn marketing data patterns and help build up marketing decision support systems. Marketing abounds with potential applications for this method. Provides analysis and some illustrations of how the technology can be used in place of more...

Successful marketing strategies in the twenty‐first century require successful communication strategies and this requires more creative thinking allied to an integrated approach to all communication activities. A postmodernist perspective and the influence of societal pressure now challenge...

Introducing change into an organisation usually raises resistance from those who have the most to lose because of the introduction of the envisaged change. This article looks at the introduction of change in the management structure produced in a large public organisation. The key to successful...