Showing papers on "Marketing management published in 1978"
685 citations
TL;DR: In this article, the authors conducted a study among several companies in Sweden and Finland with regard to market orientation of service as against physical goods and found that the main difference between them was the difficulty of developing a concrete, tangible service offering.
Abstract: Looks at the author's research among several companies in Sweden and Finland with regard to market‐orientation of service as against physical goods. Found the main difference between them was the difficulty of developing a concrete, tangible service offering. Points out that many experts believe service marketing must differ from goods marketing, but, nevertheless, no radical effort to develop a marketing theory, or ever some marketing concepts, for service firms aiming at solving their problems, seems to have been made — service industry companies deserve a better deal. Discusses this related matter and suggests marketing mix planning to support a hypothetical framework. Investigates, in depth, service industries and their characteristics and weaknesses, accessibility, human resources, auxiliary services and intra‐corporate elements. Presents two case studies — one inclusive tours marketing and the other barber's shop marketing. Concludes that concepts and models for marketing mix planning do not seem applicable in service industries — but further research is required — such as a consumer study.
637 citations
TL;DR: Alderson as discussed by the authors suggested that functionalist, systems, and decision-theory frameworks could be useful in building a theoretical base for the marketing discipline, and indeed, these approaches did much to provide an overall sense of what marketing is about.
Abstract: Marketing thought has progressed through at least two stages in its brief history and appears to be at the threshold of a third and perhaps most decisive transformation. From its beginnings I n the early part of this century until the late 1960s, mafketing was more concerned with the technology for performing everyday activities in the marketplace than with the nature and adequacy of its conceptual underpinnings. This first stage was replaced with a number of attempts to create a marketing Welranschauung through the application of paradigms from allied disciplines. Thus, scholars suggested that functionalist (Alderson, 1965), systems (Lazer, 197 l), and decisiontheory frameworks could be useful in building a theoretical base for the discipline. And, indeed, these approaches did much to provide an overall sense of what marketing is about. Unfortunately, the borrowed paradigms were not fully specified; the subject matter of the discipline was not well defined; and efforts were limited largely to broad descriptions or classificatory schemes. Very few testable hypotheses have been proposed, and no strong research traditions or schools of marketing thought have built upon these approaches. A lacuna still exists between problems found in the marketplace and our ability to understand and react effectively to them.
199 citations
TL;DR: In this paper, a content analytic system focused on marketing communications can provide important insights into bargaining behavior, testing the reliability and assessing the validity of a content analysis system is discussed. But the authors focus on the reliability of the analysis.
Abstract: A content analytic system focused on marketing communications can provide important insights into bargaining behavior. This article concerns testing the reliability and assessing the validity of a ...
151 citations
TL;DR: In this article, the authors contribute to both the theory of industrial marketing and service marketing through its treatment of the following two questions: What is a professional service? And what relevance has a generic definition of a professional services to the marketer of those services?
144 citations
144 citations
TL;DR: In this article, the effect of organizational factors which characterize the interface between marketing and R&D, with respect to the innovation process, is explored, and several important variables which influence the quality of the interface are defined.
Abstract: Explores the effect of organizational factors which characterize the interface between marketing and R&D, with respect to the innovation process. The basic premise is that the degree of collaboration/integration between functional units, such as marketing and R&D, has a profound influence on the success/failure outcome of innovation projects in industrial settings. Several important variables which influence the quality of the R&D/marketing interface are defined. These variables are related in an overall model which identifies several actions managers can take to improve the quality of the interface.
144 citations
124 citations
TL;DR: Public relations people are growing increasingly concerned with their company's marketing practices, questioning whether they "square" with the company's social responsibility as mentioned in this paper, and seek more influence over marketing and more of a counseling and policy-making role.
Abstract: * Marketing people are increasingly interested in incorporating publicity as a tool within the marketing mix, although this tool has normally been controlled by public relations. * Public relations people are growing increasingly concerned with their company's marketing practices, questioning whether they "square" with the company's social responsibility. They seek more influence over marketing and more of a counseling and policy-making role. * At the same time, a new corporate function called public affairs has split off from public relations, causing some confusion as to the scope of public relations.
113 citations
TL;DR: In this article, the effects of economic stagflation on marketing management and consumers are discussed and two related surveys designed to measure the impact of, and adjustments to, stagflation, on the part of marketing managers and consumers.
Abstract: T HE NATURE and quality of the interactions between marketing management and consumers have changed drastically since the start of the current economic stagflation in 1973. A stagnant economy in a period of inflation, stagflation, may be experienced in different forms and to different degrees. Yet all forms and degrees of stagflation are totally new, and their effects on both marketing management and the consumers are quite drastic. The primary objectives of this article are: (1) to discuss the effects of stagflation on business and its consumers; (2) to point out the resulting changes in the marketing mix and in consumers' attitudes and choices; and (3) to derive recommendations for marketing management. To achieve these goals, I conducted two related surveys designed to measure the impact of, and adjustments to, stagflation on the part of marketing management and consumers.
TL;DR: In this article, the effects of economic stagflation on marketing management and consumers are discussed and two related surveys designed to measure the impact of, and adjustments to, stagflation, on the part of marketing managers and consumers.
Abstract: T HE NATURE and quality of the interactions between marketing management and consumers have changed drastically since the start of the current economic stagflation in 1973. A stagnant economy in a period of inflation, stagflation, may be experienced in different forms and to different degrees. Yet all forms and degrees of stagflation are totally new, and their effects on both marketing management and the consumers are quite drastic. The primary objectives of this article are: (1) to discuss the effects of stagflation on business and its consumers; (2) to point out the resulting changes in the marketing mix and in consumers' attitudes and choices; and (3) to derive recommendations for marketing management. To achieve these goals, I conducted two related surveys designed to measure the impact of, and adjustments to, stagflation on the part of marketing management and consumers.
Book•
03 Jul 1978
TL;DR: The fundamentals of marketing: what marketing is all about gathering facts for marketing the right mixture and the vital spark the ever-changing product the search for new products where price comes in getting the goods to the customers the message and the medium where the marketing department comes in the changing climate of marketing as mentioned in this paper.
Abstract: Part 1 The fundamentals of marketing: what marketing is all about gathering facts for marketing the right mixture and the vital spark the ever-changing product the search for new products where price comes in getting the goods to the customers the message and the medium where the marketing department comes in the changing climate of marketing. Part 2 The practice of marketing: what marketing research can do how marketing research works how personal selling works how selling is managed what advertising and sales promotion can do how the advertising business works how sales promotion works how international marketing works how marketing planning works.
Book•
22 Feb 1978
TL;DR: In this paper, the authors discuss why marketing is important, and why marketing strategy is important in the context of customer analysis, segmentation and positioning, and measuring and forecasting market opportunities.
Abstract: Why Marketing Is Important Marketing Strategy Customer Analysis Segmentation and Positioning Measuring and Forecasting Market Opportunities Product Development and Testing Product and Brand Management Services Marketing Pricing Distribution Advertising and Sales Promotion Sales Management International Marketing Marketing Planning and Implementation Marketing and Society.
TL;DR: The authors traces the evolution of marketing thought in the United States and Russia and argues that the acceptance and application of the marketing concept seems inevitable in any society which advances to the point where it has: (1) a high degree of specialization and division of labor in production, (2) a reward system based on generalized purchasing power, and (3) significant amounts of discretionary income in the hands of consumers.
Abstract: This paper traces the evolution of marketing thought in the United States and Russia and advances the argument that the marketing concept is not unique to free-market systems. Rather the acceptance and application of the marketing concept seems inevitable in any society which advances to the point where it has: (1) a high degree of specialization and division of labor in production, (2) a reward system based on generalized purchasing power, i.e., money, and (3) significant amounts of discretionary income in the hands of consumers.
TL;DR: These are the important concerns in the “hands-on” development and implementation of a marketing plan.
Abstract: Recent articles have explained the philosophy of marketing health services. Highlighted here are the important concerns in the "hands-on" development and implementation of a marketing plan.
Book•
01 Jan 1978
TL;DR: A marketing case book for use where Harvard length cases are not appropriate is described in this article, where each case is designed to fit into a specific section of a course in marketing management.
Abstract: A marketing case book for use where Harvard length cases are not appropriate. Each case is designed to fit into a specific section of a course in Marketing Management. A typical case length is 15-30 pages.
TL;DR: In this paper, the authors provide an overview of the subject area of innovation and new product development and the critical role of change in modern industrial and industrialising societies is explored in depth.
Abstract: Change, Adaption and Development are central to modern marketing This paper provides an overview of the subject area of innovation and new product development The critical role of change in modern industrial and industrialising societies is explored in depth Emphasis is given to the managerial implications of research to date Key issues such as the interplay between creativity, the motivating force behind invention, and control, the basis for successful innovation, are reviewed Changing attitudes and approaches to new product development play a major part in this study, particularly the growing awareness that innovation is no longer an end in itself, but a part of a carefully controlled marketing system
TL;DR: Peters as mentioned in this paper worked as a liaison between developers and lending institutions to identify and quantify the market for a proposed lodging facility, and his present areas of specialization include economic feasibility, valuation, and service as a Liaison with developers and lenders.
Abstract: Michigan State’s School of Hotel, Restaurant and Institutional Management. Following work in the management of food service operations, Peters joined L&H, where his present areas of specialization include economic feasibility, valuation, and service as a liaison between developers and lending institutions. TO THE UNINITIATED, identifying and quantifying the market for a proposed lodging facility might appear to be
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