Keith Fletcher

Bio: Keith Fletcher is an academic researcher from University of East Anglia. The author has contributed to research in topics: Relationship marketing & Marketing research. The author has an hindex of 11, co-authored 17 publications receiving 526 citations.

Consumer perceptions and attitudes towards SMS advertising: recent evidence from New Zealand

Abstract: Advertising creatives are often characterised in terms of stereotypes such as genius or maverick. Relatively few studies have focused on the complexities and contradictions that face creatives in their professional role. In this paper we draw on depth interviews conducted with a small sample of senior-level creatives working in a cross-section of New York agency settings to explore the ways in which they negotiate and resolve their senses of personal and professional identity. We find that ad agencies are a site of conflict and insecurity for these creatives, yet also of potential fulfilment. We suggest that these creatives may be complicit in the conflict because their sense of professional identity has a substantial investment in it. We suggest that the advertising industry has not evolved working practices that fully assimilate those creatives who experience such dilemmas of identity.

Trust and direct marketing environments: A consumer perspective

Abstract: The desire to establish long‐term customer relationships has led companies to consider normative as well as outcome related aspects of relationship development. Much of the research undertaken in this field has focused upon such activity in business‐to‐business markets. The current study sought to examine these issues, from the consumer perspective, in relation to approaches made by firms using direct marketing techniques, specifically direct mail. Empirical assessment was made of a sample of consumers in relation to their receptivity to product and service offerings from firms, and the effects of commitment, trust and privacy concerns upon this receptivity. In conclusion, some implications for marketing practice in developing customer relationships in direct marketing environments are discussed.

Consumer power and privacy: the changing nature of CRM

Abstract: This paper briefly reviews the difficulties that privacy concerns are creating for the growth of e-business and customer relationship management (CRM). The paper introduces the concept that the changing nature of consumer power is an essential element in ensuring the success of relationship building. The paper argues that consumers should be studied using two dimensions of knowledge and attitudes towards CRM to create a privacy grid. Four segments are discussed in terms of customers’ reactions to information exchange and CRM activities. This grid is then translated into four distinct types of market situations and marketing strategies to be considered by CRM practitioners and recommendations made.

Communication Strategies and Marketing Performance: an application of the Mohr and Nevin framework to Intra-organisational cross-functional teams

Abstract: Communication, and its key role in facilitating teamworking and knowledge management, is at the heart of research designed to understand the best approaches to managing teamwork and integration across functions and business partners. This understanding is necessary to improve the development of new products and services, and improve marketing efficiency. The research framework of Mohr and Nevin (1990) provides an interesting model, relating aspects of channel communication with channel performance, to achieve such improvements. Our model and hypotheses utilises Mohr and Nevin's unique framework as our starting point in examining the impact of communication strategy in intraorganisational cross-functional teams upon their team outcomes. We tested our model by collecting data from 42 organisational teams (237 respondents) and found that the model Mohr and Nevin proposed transfers well to the intra-organisational context. Our main finding supported the relationship between team communication behaviours and t...

Interactive home shopping: Consumer, retailer, and manufacturer incentives to participate in

Abstract: The authors examine the implications of electronic shopping for consumers, retailers, and manufacturers. They assume that near-term technological developments will offer consumers unparalleled opportunities to locate and compare product offerings. They examine these advantages as a function of typical consumer goals and the types of products and services being sought and offer conclusions regarding consumer incentives and disincentives to purchase through interactive home shopping vis-à-vis traditional retail formats. The authors discuss implications for industry structure as they pertain to competition among retailers, competition among manufacturers, and retailer-manufacturer relationships.

Determinants of consumer engagement in electronic word-of-mouth in social networking sites

Abstract: As more and more marketers incorporate social media as an integral part of the promotional mix, rigorous investigation of the determinants that impact consumers’ engagement in eWOM via social networks is becoming critical. Given the social and communal characteristics of social networking sites (SNSs) such as Facebook, MySpace and Friendster, this study examines how social relationship factors relate to eWOM transmitted via online social websites. Specifically, a conceptual model that identifies tie strength, homophily, trust, normative and informational interpersonal influence as an important antecedent to eWOM behaviour in SNSs was developed and tested. The results confirm that tie strength, trust, normative and informational influence are positively associated with users’ overall eWOM behaviour, whereas a negative relationship was found with regard to homophily. This study suggests that product-focused eWOM in SNSs is a unique phenomenon with important social implications. The implications for research...

From Marketing Mix to Relationship Marketing

Abstract: Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required This development is supported by evolving trends in business, such as strategic partnerships, alliances and networks Suggests relationship marketing, based on relationship building and management, as one emerging new marketing paradigm of the future Concludes that the simplicity of the marketing mix paradigm, with its Four P model, has become a straitjacket, fostering toolbox thinking rather than an awareness that marketing is a multi‐faceted social process, and notes that marketing theory and customers are the victims of today′s mainstream marketing thinking By using the notion of a marketing strategy continuum, discusses a number of consequences of a relationship‐type ma