The Rhetoric and Reality of Marketing
14 Apr 2003-pp 106-119
About: The article was published on 2003-04-14. It has received 12 citations till now. The article focuses on the topics: Rhetoric.
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TL;DR: In this article , the authors argue that manufacturing exporting firms could develop a digital transformation strategy that includes a different aspect of the strategy tailored to the nature of the Indian exporting firms, and discuss different perspectives such as core competencies, internal drivers of digital transformation (IDDT), external drivers of Digital Transformation (EDDT), enablers of Digital transformation (EDT), new capabilities required and strategic imperatives of digital transformations.
Abstract: The objective of this prospective study is to demonstrate the challenges faced by business organizations while adapting to the new digital landscape. The idea is to assist in breaking down the complex process of digital transformation and strengthen the management perspective in the area. The study argues how manufacturing exporting firms could develop a digital transformation strategy that includes a different aspect of the strategy tailored to the nature of the Indian exporting firms. Dealing with different aspects of digital transformation, the study discusses different perspectives such as core competencies, internal drivers of digital transformation (IDDT) and external drivers of digital transformation (EDDT), enablers of digital transformation (EDT), new capabilities required and strategic imperatives of digital transformation. Synthesizing digitalization through these lenses can help in developing and implementing a successful digital transformation strategy.
1 citations
01 Jan 2013
TL;DR: In the early days of the 20th century, marketing had already moved from being what American women did when undertaking shopping for the purchase of food and other household goods to where it become an essential philosophy and practice for businesses to succeed in the medium to long term.
Abstract: A significant journey has been undertaken in this critical commentary on some of the problems associated with marketing in the 21st century. The 20th century – in retrospect – is seen as the “age of marketing” and a gradual move in the direction of customer focus and satisfaction. Speaking of “ages”, I recall as a young history undergraduate grappling with some of Eric Hobsbawm’s (1917–2012) series of wieldy texts such as The Age of Capital (1975) and The Age of Empire (1987). These books were both erudite and interesting and promised an apparently bright future for empire, with the necessary preceding phases associated with the accumulation of capital, the emergence of labour as a political force and the gradual coming of age of a more enlightened humanity. However, the reality has been somewhat different with the almost complete success of capitalism and democracy, and the (more gradual) acceptance of their role by the workers of the world as relatively quiescent consumers. These books did offer promise for the future, albeit of a somewhat proscribed Marxian nature. Returning to marketing – which is the dominant theme of this edited book – this has come a long way in just over a century. Like most journeys though, perhaps the current location is not necessarily the end point. In the early days of the 20th century, marketing had already moved from being what American women did when undertaking shopping for the purchase of food and other household goods to where it become an essential philosophy and practice for businesses to succeed in the medium to long term. Marketing, as seen in Chapters 1 and 2, was perceived to be essential in underpinning and creating
References
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TL;DR: In this article, the authors discuss the uses of literature and open coding techniques for enhancing theoretical sensitivity of theoretical studies, and give guidelines for judging a grounded theory study.
Abstract: Introduction Getting Started Theoretical Sensitivity The Uses of Literature Open Coding Techniques for Enhancing Theoretical Sensitivity Axial Coding Selective Coding Process The Conditional Matrix Theoretical Sampling Memos and Diagrams Writing Theses and Monographs, and Giving Talks about Your Research Criteria for Judging a Grounded Theory Study
28,999 citations
20,446 citations
TL;DR: The literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept as mentioned in this paper, and the authors synthesize extant knowledge on the subject and pro-pose a knowledge-based approach.
Abstract: The literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept. The authors synthesize extant knowledge on the subject and pro...
7,539 citations
Book•
01 Jan 2000
TL;DR: In this paper, the authors discuss the critical role of marketing in organizations and society, and propose a set of strategies for the global marketplace, including direct marketing, sales-promotion, and public-relations.
Abstract: I. UNDERSTANDING MARKETING MANAGEMENT. 1. Understanding the Critical Role of Marketing in Organizations and Society. 2. Building Customer Satisfaction Through Quality, Service, and Value. 3. Laying the Groundwork Through Market-Oriented Strategic Planning. 4. Managing the Marketing Process and Marketing Planning. II. ANALYZING MARKETING OPPORTUNITIES. 5. Marketing Information Systems and Marketing Research. 6. Analyzing the Marketing Environment. 7. Analyzing Consumer Markets and Buyer Behavior. 8. Analyzing Business Markets and Business Buying Behavior. 9. Analyzing Industries and Competitors. III. RESEARCHING AND SELECTING TARGET MARKETS. 10. Measuring and Forecasting Market Demand. 11. Identifying Market Segments and Selecting Target Markets. IV. DEVELOPING MARKETING STRATEGIES. 12. Differentiating and Positioning the Market Offer. 13. Developing, Testing, and Launching New Products and Services. 14. Managing Product Life Cycles and Strategies. 15. Designing Marketing Strategies for Market Leaders, Challengers, Followers, and Nichers. 16. Designing Strategies for the Global Marketplace. V. PLANNING MARKETING PROGRAMS. 17. Managing Products Lines, Brands, and Packaging. 18. Managing Service Businesses and Ancillary Services. 19. Designing Pricing Strategies and Programs. 20. Selecting and Managing Marketing Channels. 21. Managing Retailing, Wholesaling, and Physical-Distribution Systems. 22. Designing Communication and Promotion-Mix Strategies. 23. Designing Effective Advertising Programs. 24. Designing Direct-Marketing, Sales-Promotion, and Public- Relations Programs. 25. Managing the Salesforce. VI. ORGANIZING, IMPLEMENTING, AND CONTROLLING MARKETING EFFORT. 26. Organizing and Implementing Marketing Programs. 27. Evaluating and Controlling Marketing Performance. Author Index. Company/Brand Index. Subject Index.
6,997 citations
TL;DR: In this article, a service quality model based on test of a sample of business executives, which describes how the quality of services is perceived by customers, is proposed, in which functional quality is seen to be a very important dimension of a perceived service.
Abstract: Proposes to develop a service quality model, based on test of a sample of business executives, which describes how the quality of services is perceived by customers. Looks at its marketing implications, in which functional quality is seen to be a very important dimension of a perceived service. Concludes that quality dimensions are interrelated and that the importance of image should be recognised.
6,179 citations