Journal of Marketing Practice: Applied Marketing Science: Volume 1 Issue 2
Table of contents
Overcoming the barriers to market‐oriented product development
Wim G. Biemans, Hanne HarmsenDiscusses the concept of market‐oriented product development anddescribes the extent to which a number of Danish food companies andDutch manufacturers of medical equipment were…
Re‐engineering brand management practices within an integrated environment
Simon KnoxThe erosion in the authority of brands within consumer marketsbrings into question the orthodoxy of traditional marketing practicesacross all markets. Argues that corporations…
Marketing organizations in Hungarian and Polish firms: part 1
David Shipley, Graham Hooley, Jozsef Beracs, Krzysztof Fonfara, Krizstina KolosThe first of several articles on the temporal development ofintra‐firm marketing organizations, relates how Hungary and Poland haveprogressed strongly towards the free market…
NHS Trust marketing: a survival guide
Clare CrowtherInvestigates the opportunities for marketers within the newlyreformed NHS and gives a personal view of where the marketing emphasisshould be placed in the early years of a trust…