Showing papers in "Journal of Marketing Management in 2009"
TL;DR: In this article, a model of customer's experience is proposed, implications for practitioners and academics are discussed and greater dialogue is called for between marketers and their academic counterparts, where service-Dominant logic is employed to bridge the divide between theory and practice in this respect.
Abstract: For the last twenty-five years customer experiences have been considered to be a key concept in marketing management, consumer behaviour, services marketing and retailing with the result that the underlying logic and managerial rationale for experience marketing is well established in the marketing literature. However, the gulf between academics and practitioners on this topic is now as wide as ever with bestselling titles on experience marketing written by and for practitioners, which are rich in examples and step-by-step guides to managerial success yet pay scant attention to the contributions of academics in this area. The purpose of this paper is to review and reassess the extant work on experience marketing. Service-Dominant logic is employed to bridge the divide between theory and practice in this respect. A model of customer's experience proposed, implications for practitioners and academics are discussed and greater dialogue is called for between marketers and their academic counterparts.
342 citations
TL;DR: This paper conducted a case study across four organizations and found that the specific attributes considered most attractive by employees were different in each organisation. But the categories of attribute were almost identical; these were employment, organisational successes, external image, and product or service characteristics.
Abstract: Employer branding has been advocated as an effective strategy for motivating employees to "live the brand" however, previous research has tended to focus on recruitment. As a result, little is known about what makes an organisation's employer brand attractive to its current employees. The objective of our study is to address this question through the lens of Social Identity Theory (SIT) which we do by conducting a comparative case study across four organisations. We found that the specific attributes considered most attractive by employees were different in each organisation. However the categories of attribute were almost identical; these were employment, organisational successes, construed external image, and product or service characteristics. We also argue that managers need to identify the attributes of their own organisation that employees find most attractive within these categories in order to link the employer brand with the identity of the organisation, and the interests of employees.
231 citations
TL;DR: In this article, a case study of Primark's reputation management in the context of the Web 2.0 is presented, showing that the spread of information across the web feeds traditional media channels and reaches larger audiences potentially damaging reputation and thus tarnishing the brand.
Abstract: This article explores and analyses corporate reputation management in the new environment of the social web, otherwise known as Web 2.0. It looks at issues around corporate reputation and brand management via a case study of Primark. It explores how companies manage their corporate reputation and branding in the new on-line environment of the social web. The article looks at how Primark positions itself in the context of the web 2.0 era in order to build a solid relationship with its stakeholders as well as to protect its reputation whilst enhancing its brand image and value. The spread of information across the web feeds traditional media channels and reaches larger audiences potentially damaging reputation and thus tarnishing the brand. The article furthers understanding of the overall current web brand management practices for effective on-line corporate communications. The Primark case study offers an indication of how companies are or are not using the social web and social media utility tools to com...
199 citations
TL;DR: In this article, a review of the literature on destination brand management is presented, and the conclusions from a review are tested against the experiences of practitioners by means of 25 depth interviews with Senior Managers in 20 Destination Marketing Organisations.
Abstract: There is general agreement in the literature that the marketing of places as brands requires “a special type of marketing” (Ashworth 1993, p. 648). But while the problems inherent in place marketing are well documented (see for example Karavatzis and Ashworth 2005) very little attention has been given to the development of a theory of destination branding which can be used to guide destination brand managers and form the basis of future research. The conclusions from a review of the literature are tested against the experiences of practitioners (Churchill 1979) by means of 25 depth interviews with Senior Managers in 20 Destination Marketing Organisations. Five critical antecedents of successful destination branding are identified: stakeholder partnerships, brand leadership, departmental coordination, brand communications and brand culture. Two key mediating factors are also identified: brand reality and brand architecture. The managerial implications of these findings are discussed.
195 citations
TL;DR: In this article, an empirical investigation of the relationship among psychic distance, international marketing strategies, and export performance of Brazilian firms is presented. But despite the interest in the psychic distance construct in the international marketing literature, there has been also little empirical research on the effect of managers' psychic distance on the International marketing strategies of the firm.
Abstract: Compared to other issues examined in the exporting literature, less attention has been paid to the performance implications of following a standardisation or adaptation strategy. In addition, despite the interest in the psychic distance construct in the international marketing literature, there has been also little empirical research on the effect of managers' psychic distance on the international marketing strategies of the firm. To address these issues the present study offers an empirical investigation of the relationship among psychic distance, international marketing strategies, and export performance of Brazilian firms. A sample of senior managers of industrial firms in Brazil is used to test the hypotheses. The results reported here indicate that the degree of international marketing strategy adaptation is affected by the manager's psychic distance towards the foreign markets. Product and promotion adaptation were found to have a positive effect on export performance while surprisingly, distributio...
108 citations
TL;DR: In this article, the authors present the findings of an empirical study of the major UK retail banks, the purpose of which was to investigate, not only how they operate their competitive intelligence gathering activities, but the degree to which they "buy-in" to the information sharing attitude.
Abstract: This paper presents the findings of an empirical study of the major UK retail banks, the purpose of which was to investigate, not only how they operate their competitive intelligence gathering activities, but the degree to which they "buy-in" to the information sharing attitude. The findings were applied to a best practice model which provides a clear picture of the current status of CI in these establishments and the attitudes of senior managers toward such activity. Recommendations are made on the improvements which would be required for the sector to be considered effective and efficient operators of CI practice.
86 citations
TL;DR: In this paper, the authors explore market segmentation in the services and product-service systems context through twenty-five interviews in five UK-based companies, highlighting practical considerations in implementing market-segmentation programs.
Abstract: The bulk of market segmentation literature has concerned the generation of segments, with far less attention on what segmentation is used for – particularly surprising given the common speculations that the role of segmentation is changing due to CRM practices and the wider range of forms of customer insight which they enable. We explore market segmentation in the services and product-service systems context through twenty-five interviews in five UK-based companies, highlighting practical considerations in implementing market segmentation programs (see Young, Ott and Feigin 1978, for a similar early approach). Within this case set, market segmentation, using a variety of segmentation bases, is still regarded as essential for customer selection, proposition development and mass communication. Addressable and interactive communications with individual customers, though, are increasingly based on individualised customer analytics and propensity modelling, which aid the determination of the likelihood of upta...
81 citations
TL;DR: In the very first edition of the Journal of Marketing Management, Keith Blois examined the influence of customers and competitors in the new product development process, concluding that the widely referenced process models were insufficient for capturing external inputs central to the progress from the generation of ideas to eventual market launch and growth.
Abstract: Peter Drucker in 1954 said that there are two distinguishing features of the business: marketing and innovation. In the very first edition of the Journal of Marketing Management, Keith Blois examined the influence of customers and competitors in the new product development process, concluding that the widely referenced process models were insufficient for capturing external inputs central to the progress from the generation of ideas to eventual market launch and growth. In the intervening period numerous authors have published research on "product innovation" with the alternative conceptualisations process centre stage. Much of this research, however, is rooted in theories intrinsically concerned with incremental product development and most of that relating to physical consumer goods. More recently, some product innovation research has turned to the specific issue of radical innovation, concluding again that the traditional "stage" models are a necessary but insufficient conceptual framework for analysis...
77 citations
TL;DR: In this article, a large proportion of managers lack a fundamental understanding of market segmentation methodology, thus over-interpreting the validity of solutions, and 60% of managers indicated that to them, segmentation is like a "black box", and they have difficulties interpre...
Abstract: A theory/practice divide exists in market segmentation. The main reasons are the focus of academic studies on statistical techniques, and managers' lack of understanding of fundamental segmentation basics (Dibb 2005; Greenberg and McDonald 1989). To date, only one study has explored methodological reasons for the theory/practice divide: Dibb and Simkin 1994. We extend their work by: (1) detailing key methodological aspects likely to cause difficulties in translating segmentation findings into managerially useful information, and (2) empirically investigating specific research questions about methodology-induced reasons for the theory/practice divide derived from both theory and the propositions of previous studies. Results indicate a large proportion of managers lack a fundamental understanding of market segmentation methodology, thus over-interpreting the validity of solutions. More than 60% of managers indicated that to them, market segmentation is like a "black box", and they have difficulties interpre...
75 citations
TL;DR: This article reviewed the current state of the Brand Equity/Customer Equity debate, analysing the different models of Customer Equity and the different measurements of Brand Equity, and drew some comparisons between the similarities and differences of the two approaches.
Abstract: Marketers are under increasing pressure to become more accountable and build shareholder value. Two major marketing intangibles at their disposal are Customer Equity, the net present value of the future profit streams from all its customers, and Brand Equity, the inherent value of the brand to the firm and the customer. This paper reviews the current state of the Brand Equity/Customer Equity debate, analysing the different models of Customer Equity and the different measurements of Brand Equity, and draws some comparisons between the similarities and differences of the two approaches. It then develops a model or framework to guide research and to drive an organisation's focus on either or both of the two concepts.
71 citations
TL;DR: In this article, a micro view dealing with specific entity and exchange-oriented aspects, while a macro-perspective will look at the interplay with the wider political structures and the overall political system.
Abstract: Relationship Marketing, and more broadly the placement of networks at the heart of marketing theory and practice, has sometimes been seen by practitioners and theorists alike as a universal panacea. Yet, given the contemporary phenomenon of rapid decline in direct participation in politics, with tumbling party membership rosters, the relevance of relationship marketing and its capacity to re-energise democratic politics has intuitive plausibility. We therefore seek to theorise about relationship marketing in a political context, arguing that the development of a theoretical construct and rigorous conceptual frameworks would invigorate current research on political marketing. We distinguish in particular two approaches - a micro view dealing with specific entity and exchange-oriented aspects, while a macro-perspective will look at the interplay with the wider political structures and the overall political system. Beyond this, the authors are also acutely conscious of the applied perspective and explore var...
TL;DR: Wang et al. as mentioned in this paper used mobile charging attributes offered to consumers in the Chinese mobile phone market, empirically test whether consumer preferences for product attributes are significantly linked to their lifestyle, and they show that consumers can be segmented into four lifestyle clusters according to their preferences for different mobilecharging attributes.
Abstract: Product attributes influence consumer perceptions of the personal relevance of a product or service to their needs. In this paper using mobile charging attributes offered to consumers in the Chinese mobile phone market, we empirically test whether consumer preferences for product attributes are significantly linked to their lifestyle. Combining prior theory about product characteristics with studies on lifestyle segmentation, the authors show in a large-scale field study that consumers can be segmented into four lifestyle clusters according to their preferences for different mobile charging attributes. In addition, it is observed that the differential effect of certain mobile charging attributes on consumers in different clusters may be related to consumers' perceived functional or hedonic use of these attributes. Finally we discuss the implications of our findings for managers in product positioning using lifestyle segmentation approach.
TL;DR: In this article, a structured approach to the possibilities of critical reflexive practice in marketing and consumer research is developed, following the call for consumer and marketing researchers to exhibit a degree of reflexivity in order to "recognise the role of the researcher in the production of knowledge".
Abstract: Developed primarily through feminist critiques of the production of knowledge, researcher reflexivity has been identified in consumer research (Wallendorf and Brucks 1993; Hirschman 1993; Thompson 2002) and in the wider social sciences (e.g. Wasserfall 1993; Mauthner and Doucet 2003) as a way to address power and control in the research encounter, to attend to the researcher/researched dynamic and to give insightful commentaries into the research process itself. Following the call for consumer and marketing researchers to "exhibit a degree of reflexivity" in order to "recognise the role of the researcher in the production of knowledge" (Tadajewski and Brownlie 2008, p. 10), this paper develops a structured approach to the possibilities of critical reflexive practice in marketing and consumer research.
TL;DR: In this paper, the authors explore segmentation implementation through the eyes of a European utilities business, by following its progress through a major segmentation project, revealing the character and impact of implementation barriers occurring at different stages in the segmentation process.
Abstract: Despite an extensive market segmentation literature, applied academic studies which bridge segmentation theory and practice remain a priority for researchers. The need for studies which examine the segmentation implementation barriers faced by organisations is particularly acute. We explore segmentation implementation through the eyes of a European utilities business, by following its progress through a major segmentation project. The study reveals the character and impact of implementation barriers occurring at different stages in the segmentation process. By classifying the barriers, we develop implementation "rules" for practitioners which are designed to minimise their occurrence and impact. We further contribute to the literature by developing a deeper understanding of the mechanisms through which these implementation rules can be applied.
TL;DR: In this article, the authors proposed a model that integrates consumer characteristics (price consciousness, perceived PB quality, perceived risk and familiarity with PB) that influence PB attitude and purchase intention in Taiwan.
Abstract: Private brands play an important strategic role for European food retailers entering Asian grocery markets. However, little scholarly research has examined factors influencing Asian consumers' selection of private brand (PB) food products. This paper proposes a model that integrates four key variables measuring consumer characteristics (price consciousness, perceived PB quality, perceived PB risk and familiarity with PB) that influence PB attitude and purchase intention in Taiwan. Two surveys generated 409 useable questionnaires (222 from on-line survey and 187 from face-to-face interviews). The findings reveal that Taiwanese consumers are more concerned about the quality than the price of these European retailers' PB. When consumers are more familiar with the retailer's PB, they have more confidence in evaluating product quality, reducing perceived risk and enhancing price consciousness. Theses findings suggest that retailers should increase various promotional activities, such as offering free samples o...
TL;DR: In this article, the authors examine pedagogy and doctoral research in marketing and show that the discipline is characterised by dependency on the West and silencing of local subaltern stakeholders.
Abstract: In this study, conducted in two top ranked business schools in India, we examine pedagogy and doctoral research in marketing and show that the discipline is characterised by dependency on the West. We offer an understanding of postcolonial epistemic ideology that is contributing to the creation of unreflexive and dependent subjectivities in the discipline. We show that the marketing discourse in postcoloniality is characterised by mimesis of the West and silencing of local subaltern stakeholders. We further show that epistemic ideology disciplines through the deployment of devices developed in the West to create a compradorian theatre.
TL;DR: In this article, the authors developed a conceptual model that links perceived marketplace discrimination to individual-level and firm-level determinants as well as to customer outcomes based on Social Identification Theory.
Abstract: Marketplace discrimination, which involves a differential treatment of customers in the marketplace based on perceived group-level traits, is common in service encounters In the past, research has focused on discrimination experienced by members of ethnic minorities, however, not much is known about marketplace discrimination attributed to age, gender, physical ability and sexual orientation The aim of this research is to develop a conceptual model that links perceived marketplace discrimination to individual-level and firm-level determinants as well as to customer outcomes Drawing on Social Identification Theory, the antecedents-perceived discrimination link is examined Based on a review of the literature, specific research propositions are developed By applying insights from Fairness Theory and on the basis of 46 phenomenological interviews, the discrimination experienced by members of different disadvantaged groups and their response to perceived discrimination are explored All participants claim
TL;DR: In this paper, a theoretical model is presented and validated via an empirical investigation amongst experienced online shoppers, finding that internal cognitive processing and motivational factors may have a greater impact upon the amount of online search than external market-driven factors such as cost of search.
Abstract: Household penetration of the Internet continues to rise alongside increases in retail websites. A significant body of literature now explores online consumer behaviour including information search. This study extends the existing understanding of information search into the online environment and focuses upon the factors that drive the amount of Online Consumer Information Search (OCIS). A theoretical model is presented and validated via an empirical investigation amongst experienced online shoppers. Findings of the study indicate that internal cognitive processing and motivational factors may have a greater impact upon the amount of online search than external market-driven factors such as cost of search.
TL;DR: In this paper, the authors argue that instead of focusing on untapped low-income markets for profit-generation only, a business model that integrates local people and takes into account the local socio-economic context of the target markets, is a more sustainable way to successfully penetrate the bottom-of-the-pyramid markets.
Abstract: Multi-national corporations (MNCs) and large domestic companies have traditionally ignored a large part of the world's population with lower income levels, also known as the bottom of the pyramid (BOP). New empirical measures of the behaviour of those at the BOP and their aggregate purchasing power, however, suggest significant opportunities for the MNCs - as the BOP constitutes a $5 trillion global consumer market. In this paper, we explore the key elements of the BOP thesis and offer a critique from a number of developmental and marketing perspectives. We argue that instead of focusing on untapped low-income markets for profit-generation only, a business model that integrates local people and takes into account the local socio-economic context of the target markets, is a more sustainable way to successfully penetrate the BOP markets. To illustrate this point, we explore a case study from Bangladesh, namely Village Phone Programme (VPP), an initiative undertaken by Telenor AS, a Norwegian telecommunicati...
TL;DR: In this paper, the authors report a case study of a service firm, which has been drawing on service marketing practices in order to manage the organisation, based on Foucault's notions of disciplinary and pastoral power.
Abstract: The present paper focuses on how and to what extent service marketing practices contribute toward customer-orienting employee subjectivity. It reports a case study of a service firm – the FI – which has been drawing on service marketing practices in order to manage the organisation. By analysing the case of the FI, based on Foucault's notions of disciplinary and pastoral power, the paper suggests that service marketing practices contribute toward making the subjectivity of front-line employees (FLEs) more proactive. More specifically, the paper suggests that the disciplinary power of service marketing practices generates knowledge of the FLEs – in the present case, that they are reactive but need to be proactive – and that the pastoral power of service marketing practices draw on that knowledge, making the subjectivity of the FLEs more proactive. The paper concludes that service marketing practices are translated when they encounter organisational practice. Based on this conclusion, the ideal that marketi...
TL;DR: The paper works from first principles by considering the initial design of market segments which then leads into assessment of available segments and suggests that segment design and variable choice necessarily include evaluation which can be framed by using the standard approaches to establishing validity.
Abstract: This literature-based paper reviews the nature of segmentation knowledge including many of the claims and the criticisms associated with both theory and practice. It then turns specifically to segment design and the choice of variables for segmentation of consumer markets. A vast inventory of possible segmentation variables is available and although the reasons for choosing any one or any combination may sometimes be clear and obvious this is not always the case. The paper works from first principles by considering the initial design of market segments which then leads into assessment of available segments. It suggests that segment design and variable choice necessarily include evaluation which can be framed by using the standard approaches to establishing validity. The paper also comments on the subjectivity associated with the creation and the subsequent construal and consumption of segment solutions.
TL;DR: In this paper, the authors examined how major European multinationals communicate their corporate identity across countries via their corporate websites and found that companies adopted a "glocal" approach which varied according to the country of origin and also to the industry sector, and that companies need to adapt elements of their internet communications and website policy more fully to cross-country differences and exploit the full benefits of internet-based corporate branding.
Abstract: The article analyses how major European multinationals communicate their corporate identity across countries via their corporate websites. It examines the approach of the top 100 European listed companies which have a corporate website with head offices in the UK, France or Germany by comparing their home ("parent") website with the host websites in the other two countries using a content analysis approach. It finds that companies adopted a "glocal" approach which varied according to the country of origin and also to the industry sector. It suggests that a true "Single Market" in European corporate communications still has some way to go and that companies need to adapt elements of their internet communications and website policy more fully to cross-country differences and exploit the full benefits of internet-based corporate branding. The study therefore integrates the literature on global and corporate branding and corporate communications and the internet. Few, if any, studies have empirically investig...
TL;DR: In this article, the authors examine the degree of innovation in the grocery category and analyse to what extent the presence and growth of retailer brands influence innovativeness in different grocery categories from a customer perspective.
Abstract: The purpose of the paper is to examine the degree of innovation in the grocery category and analyse to what extent the presence and growth of retailer brands influence innovativeness in different grocery categories from a customer perspective. Using the Swedish grocery market, 34 grocery categories were studied from 2000 to 2004. Data from Gfk household panel data, Mintel database of product releases and face-to-face interviews with consumers are used. The paper uses four alternative measures of category innovativeness capturing different levels of consumer orientation. The study is limited to one geographic market over a four-year time period. Although the panel data are based on the purchase data of 300 households, one of the four alternative models is in part only based on a sample of 59 respondents. The study shows that there is no empirical support for the suggestion that retailer brands have a negative impact on the overall innovativeness in the grocery categories. However, there was a significant p...
TL;DR: In this paper, the authors use the multi-faceted value construct introduced in Pardo et al. (2006) and posit that the buyer's or seller's value strategies can be best understood as being internally, exchange, or relationship based.
Abstract: Business-to-business marketing is often concerned with the way in which companies manage strategically important relationships with their counterparts: their Key Relationship Programmes (KRPs). These relationships can be managed through the implementation of specific managerial and organisational structures, commonly implemented via Key Account Programmes (on the supplier side) or Key Supplier Programmes (on the customer side). Underlying this managerial process is an implicit assumption that these important relationships bring some form of additional value to one or both parties involved. However, a dyadic view of how this value is created and shared between the parties remains an under-researched area. In this conceptual paper, we use the multi-faceted value construct introduced in Pardo et al. (2006) and posit that the buyer's or seller's value strategies can be best understood as being internally, exchange, or relationship based. This in turn allows us to analyse the value gained as being the outcome ...
TL;DR: In this paper, a qualitative research framework, which draws on Weick's (1995a) sense-making approach, is adopted to examine market segmentation practices in the context of the UK apparel retail sector.
Abstract: This paper offers an examination of the ways in which managers implement market segmentation. Market segmentation practices are examined in the context of the UK apparel retail sector. A qualitative research framework, which draws on Weick's (1995a) sensemaking approach, is adopted. Managerial insights are evidenced through a key-informant interviewing method within 10 case-organisations. The results indicate a number of plausible, managerial reasons for not pursuing sophisticated segmentation solutions. An underlying issue is a widely held belief in the adequacy and manageability of gross-level, descriptive segmentation approaches. Market segmentation was also seen as a managerial concept from which to inform decision-making but not for determining it or supplanting it. Segmentation thus represents an important sensemaking tool, often for communicative purposes. According to evidence revealed in this inquiry, contemporary applications and uses of market segmentation no longer provide synergy with the met...
TL;DR: In this article, the authors present a management framework to guide strategic thinking in changing markets, based on conceptual logic and empirical findings from multiple disciplines including marketing strategy and strategic management, to identify the nature and scope of determinants of market changes.
Abstract: Developing a management framework to guide strategic thinking in changing markets is increasingly critical for researchers and executives in coping with the complex and rapidly changing global business environment. Conventional training and practices have too often led strategy researchers and executives to assume a stable competitive box around existing businesses, not recognising the effects of radical and increasingly disruptive change on markets and competitive space. New strategic thinking logic and initiatives require a conceptual framework to guide obtaining information, perceptive interpretation of strategic issues and trends, and choice of the right strategic initiatives. The conceptualisation begins by determining the market-based strategic capabilities needed to identify the nature and scope of determinants of market changes. These changes must be identified, driven by new competition, new business models, and creativity and innovation. Understanding fast changing markets requires identifying new market space, conducting strategic segmentation analysis, and determining customer value requirements. Finally, this knowledge guides strategic vision and formulation and implementation of market-driven strategies for changing markets. The framework is based on conceptual logic and empirical findings from multiple disciplines including marketing strategy and strategic management
TL;DR: This special issue aims to develop the understanding of segmentation value, productivity and strategies, and managerial issues and implementation, which has shaped and continues to influence the research priorities for the field.
Abstract: More than thirty years ago, Wind's seminal review of research in market segmentation culminated with a research agenda for the subject area. In the intervening period, research has focused on the development of segmentation bases and models, segmentation research techniques and the identification of statistically sound solutions. Practical questions about implementation and the integration of segmentation into marketing strategy have received less attention, even though practitioners are known to struggle with the actual practice of segmentation. This special issue is motivated by this tension between theory and practice, which has shaped and continues to influence the research priorities for the field. Although many years may have elapsed since Wind's original research agenda, pressing questions about effectiveness and productivity apparently remain; namely: (i) concerns about the link between segmentation and performance, and its measurement; and (ii) the notion that productivity improvements arising from segmentation are only achievable if the segmentation process is effectively implemented. There were central themes to the call for papers for this special issue, which aims to develop our understanding of segmentation value, productivity and strategies, and managerial issues and implementation.
TL;DR: The field of marketing studies embraces a striking contradiction as discussed by the authors : on the one hand, it originated in a spirit of critique and dissent which has since been manifest in a rich, diverse and fiercely contested outpouring of marketing scholarship and research.
Abstract: The field of marketing studies embraces a striking contradiction. On the one hand, it originated in a spirit of critique and dissent which has since been manifest in a rich, diverse and fiercely contested outpouring of marketing scholarship and research. On the other, it is a highly packaged brand with a remarkably uniform identity as a set of universal managerial problem-solving techniques. This paper explores this deep contradiction, positing the notion of parallel universes of disciplinary space, the one characterised by a critical social scientific orientation, the other by a naive managerial orientation. While such a dialectical figure may lead to some blurring of important distinctions, this paper suggests that an investigation of the historical, political and ideological undercurrents of this bifurcation can contribute significantly to a re-orientation of the disciplinary space of marketing studies.
TL;DR: In this article, the authors examined the body of literature and practitioner experience that supports the usefulness of B2B psychographics as an alternative or complement to firmographics in micro-segmentation where insights into a buyer's motives, risk aversion and relationship style can help determine favorable or unfavourable predispositions to marketing initiatives.
Abstract: Consumer marketers have realised that geodemographics seldom provide adequate perspectives of today's complex markets. Instead, psychographic segmentation has revealed more powerful target market insights while providing marketers a springboard for adapting selling propositions and tailoring the marketing mix. Although its application in business-to-business (B2B) markets is also well acknowledged, there is limited evidence that psychographics has merit. To illustrate its power, this study examines the body of literature and practitioner experience that supports the usefulness of B2B psychographics as an alternative or complement to firmographics. The study supports its specific relevance to micro-segmentation where insights into a buyer's motives, risk aversion and relationship style can help determine favourable or unfavourable predispositions to marketing initiatives. A case application of a B2B services firm demonstrates its value in sales management.
TL;DR: The authors argue that critical management studies has encouraged performances that draw significantly on masculine ways of knowing and being to the exclusion of alternative subjectivities, and they attempt to shed light on these practices and performances in critical marketing, and explore ways in which we might break through them by offeri...
Abstract: To date the processes of knowledge reproduction in the emerging field of critical marketing have been subject to little scrutiny. Given the current burgeoning of the field we feel the time is over-ripe to address this absence and explore the norms and practices of this collective scholarly group. In doing so we focus our attention on the related issues of gender, embodiment and performance. We attempt to learn from critiques within critical management studies that have found a series of exclusionary practices operating in the field. Authors argue that in particular critical management studies has encouraged performances that draw significantly on masculine ways of knowing and being to the exclusion of alternative subjectivities. Our concern is that the emerging field of critical marketing may be reproducing exclusionary practices in a similar manner. Therefore we attempt to shed light on these practices and performances in critical marketing, and explore ways in which we might break through them by offeri...