Purpose – The authors posit that leading companies are achieving competitive advantage by designing their information system and operations to protect and promote each customer's interest proactively. Design/methodology/approach – Called “extreme trust,” this approach requires a...

A new marketing paradigm called “one‐to‐one marketing,” or “relationship marketing,” shows promise as an innovative alternative to mass marketing. This one‐to‐one approach uses advanced information technology to give an enterprise the ability to develop relationships with...

Examines the problem of selecting new marketing directors and the high failure rate among new marketing personnel. Contends that the failure of first‐time marketing directors is not automatic; identifies the problems involved in hiring first‐time directors and offers specific steps that a...

Discusses the reasons for the high number of failures of first marketing directors within organizations. Analyses the problems involved in hiring first‐time marketing directors and offers solutions that increase both the chances of survival of the marketing director, and the firm′s marketing...

The author, from the London Business School, sums up the arguments contained in a recent research project produced by himself and two colleagues for the ICAEW’s Centre For Business Performance, on how intangibles should appear on the balance sheet and how analysts should assess the...

Considers the managerial processes that lead to the launch of successful line and brand extensions. Seeks to clarify the role, if any, that brand equity considerations have in the extension decision process. Uses a case study approach. Data relating to 11 extension launches were collected from...