Book•
The rhetoric and reality of marketing : an international managerial approach
01 Jan 2003-
TL;DR: The authors The Rhetoric and Reality of Marketing: An International Managerial Perspective P.Kitchen and A.Tangirala Drawing the Strands Together P.kitchen and I.Tangarala.
Abstract: Editorial Stance On The Rhetoric and Reality of Marketing: An International Managerial Perspective P.Kitchen The Rhetoric and Reality of Marketing In France P.Hetzel The Rhetoric and Reality of Marketing In the United Kingdom M.Evans The Rhetoric and Reality of Marketing In Cyprus I.Papasolomou-Doukakis The Rhetoric and Reality of Marketing In New Zealand L.Eagle The Rhetoric and Reality of Marketing In South Korea D.Yoon & I.Kim The Rhetoric and Reality of Marketing In Malaysia R.Mohd-Roslin The Rhetoric and Reality of Marketing In Bulgaria V.Blagoev The Rhetoric and Reality of Marketing In India A.Sadh & S.Tangirala Drawing the Strands Together P.Kitchen
Citations
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TL;DR: In this paper, the authors critically consider IMC in terms of development, impact on marketing communications, barriers to further progress, and current location identification and likely development in the future, and suggest that IMC has to move beyond this stage if it is to radically change the face of communications and marketing.
Abstract: Within a short period of just over a decade, IMC has swept around the world and become the accepted norm of businesses and apparently the agencies that service their needs. Here we critically consider IMC in terms of (1) development, (2) impact on marketing communications, (3) barriers to further progress, and (4) current location identification and likely development in the future. Evidently, IMC is here to stay. But there are problems. Not least of these is the apparent reluctance of many businesses to adopt anything more than an inside-out approach to IMC—in other words, bundling promotional mix elements together so they look and sound alike. But, IMC has to move beyond this stage if it is to radically change the face of communications and marketing.
289 citations
TL;DR: Wang et al. as discussed by the authors reported a survey about diffusion of the concept of integrated marketing communications (IMC) in the Chinese market, which is now in a transition period, moving from a planned economy to a market economy, and from what was a closed policy to an open-door policy.
Abstract: This paper reports a survey about diffusion of the concept of Integrated Marketing Communications (IMC) in the Chinese market, which is now in a transition period, moving from a planned economy to a market economy, and from what was a closed policy to an open-door policy The survey was conducted among 60 advertising agencies and 23 public relations agencies in Beijing to explore perceptions of IMC, to examine how agencies coordinate and evaluate IMC, and to identify any barriers that have hindered or will possibly impede progress in developing IMC of the Chinese marketThis exploratory study concludes that the concept of IMC has been accepted by most advertising and public relations practitioners, at least in Beijing, although the concept of IMC has diffused more widely in China Agency respondents view IMC as a strategic business process and as an opportunity to coordinate the various communication disciplines The majority of respondents believe that it is necessary to promote IMC in China and it seems
51 citations
Journal Article•
TL;DR: In this paper, the authors investigate levels of adaptation and standardisation in international marketing tactics, and examine whether multinational companies are adapting or standardising their marketing mix elements in international markets, based on empirical research with some of the largest UK-based multinational companies.
Abstract: This paper investigates levels of adaptation and standardisation in international marketing tactics, and examines whether multinational companies are adapting or standardising their marketing mix elements in international markets. It is based on empirical research with some of the largest UK-based multinational companies. The research shows that both adaptation and standardisation are used at the same time within the respondent group. Levels of integration are dependent upon consideration of the relationship between the rationale for internationalisation and elements identified, and an understanding of how these are affected by a number of factors (one of them being Entry Methods, the factor under consideration here).
30 citations
TL;DR: The authors reviewed the debate on the causes and potential solutions to growing obesity and whether there is a proven correlation with advertising, particularly among children, and found that while advertising does present a problem in relation to food selection choice, many other issues such as peer pressure, quality of life, in-school food services, nearby retail outlets and social class criteria, exacerbate the problem.
Abstract: This paper reviews the debate on the causes and potential solutions to growing obesity and whether there is a proven correlation with advertising, particularly among children. The paper first considers this debate from the context of the burgeoning literature on this topic. The findings from an empirical study with parents of primary‐age children in New Zealand are then presented. However, any kind of proposed relationship between obesity and advertising tends to be as much emotive as evidential, with for‐and‐against camps lined up to defend entrenched positions. However, it does seem fair to argue that, while advertising does present a problem in relation to food selection choice, many other issues, such as peer pressure, quality of life, in‐school food services, nearby retail outlets and social class criteria, exacerbate the problem. Thus, easy solutions based on insufficient evidence that have failed to substantiate causal effects between advertising (ostensibly) directed at children and nutrition can ...
30 citations
TL;DR: In this paper, the authors examine the ways in which global HRM rhetoric meets Portuguese reality and find that the gap between rhetoric and reality is not a specific human resource management (HRM) feature, the disconnection between discourse and action seems to have reached unusual stages.
Abstract: Although the gap between rhetoric and reality is not a specific human resource management (HRM) feature, the disconnection between discourse and action seems to have reached unusual stages in this case. Not much is known about HRM in Portugal, but it is clear that Portuguese academics and practitioners have extensively adopted the global HRM rhetoric. With an environment apparently unfavorable to the HRM normative model, this paper examines the ways in which global HRM rhetoric meets Portuguese reality.
14 citations
References
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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
Journal Article•
TL;DR: The service-profit chain puts hard values on soft measures, helping managers quantify their investments in people and then integrate those measures into a comprehensive service picture as discussed by the authors, which can be used to evaluate the performance of service organizations.
Abstract: Outstanding service organizations focus on customers and frontline workers The service-profit chain puts hard values on soft measures, helping managers quantify their investments in people and then integrate those measures into a comprehensive service picture
3,902 citations
Book•
01 Jun 1993
TL;DR: The second edition of Randall's introductory text for general marketing courses, combining academic rigour with an accessible writing style as mentioned in this paper, provides a comprehensive overview of 'classical' marketing, including the shift from transactions to relationships, one-to-one marketing and mass customisation, changes in the role and organization of the marketing function, marketing accountability and marketing metrics.
Abstract: This is the second edition of Randall's concise introductory text for general marketing courses, combining academic rigour with an accessible writing style. While providing a comprehensive overview of 'classical' marketing, the book also covers 'new' marketing, including the shift from transactions to relationships, one-to-one marketing and mass customisation, changes in the role and organization of the marketing function, marketing accountability and marketing metrics. With new chapters on e-commerce and branding, there is also additional material on marketing ethics/social responsibility, knowledge management and technical developments, environmental marketing, and a focus on financial marketing in the services marketing chapter.
3,676 citations
Book•
06 Sep 2000
TL;DR: In this paper, the authors present the Six Rules of Service Management and the six principles of service management for managing relationships in a market-oriented organization: Structure, Resources and Service Processes.
Abstract: The Service and Relationship Imperative: Managing In Service Competition. Managing Customer Relationships: An Alternative Paradigm in Management and Marketing. The Nature of Services and Service Consumption, and its Marketing Consequences. Service and Relationship Quality. Quality Management in Services. Return on Service and Relationships. Managing the Augmented Service Offering. Principles of Service Management. Managing Service Productivity. Managing Marketing or Market--oriented Management. Managing Total Integrated Marketing Communication. Managing Brand Relationships and Image. Market--oriented Organization: Structure, Resources and Service Processes. Managing Internal Marketing: A Prerequisite for Successfully Managing Customer Relationships. Managing Service Culture: The Internal Service Imperative. Conclusions: Managing Relationships and the Six Rules of Service. Index.
2,460 citations