There is a major change in the way companies organise themselves as firms switch from product-based to customer-based structures. A key driver of this change is the advent of Customer Relationship Management which, underpinned by information systems convergence and the development of supporting...

For decades, one of the key roles of market research has been to help companiesforecast customer acceptance of innovation and of changes to the marketing mix(the 4Ps). However, traditional market research is in danger of being leftbehind by new practices in sales, marketing and R&D. Reflecting...

There have been repeated calls from top management and marketing academics forgreater accountability in marketing so that the financial returns of marketinginvestments can be more robustly evaluated. These are coalescing around theissue of whether or not marketing delivers shareholder value. One...