Showing papers on "Marketing management published in 1983"
TL;DR: In this paper, the authors argue for a focus on marketing practice in service organizations, arguing that the diversity of the service sector makes it difficult to come up with managerially useful generalizations concerning marketing practice.
Abstract: The diversity of the service sector makes it difficult to come up with managerially useful generalizations concerning marketing practice in service organizations. This article argues for a focus on...
2,031 citations
Book•
01 Sep 1983
TL;DR: Part 1 Introduction to marketing research in marketing decision making: marketing research role in marketing management the marketing research business the marketingResearch process - concepts and example the decision to undertake research cases.
Abstract: Part 1 Introduction to marketing research in marketing decision making: marketing research role in marketing management the marketing research business the marketing research process - concepts and example the decision to undertake research cases. Part 2 Determine research design and data sources: research design and data sources secondary data cases. Part 3 Develop the data collection procedure: the measurement process attitude measurement causal designs data collection - exploratory research data collection - conclusive research designing data collection forms cases. Part 4 Sampling plan and data collection: the basics of sampling simple random sampling and sample size more complex sampling procedures field operations cases.
1,257 citations
Book•
01 Oct 1983
TL;DR: In this article, the authors present an extended version of the New, Expanded Edition of the original version of this book. And they present a new, expanded edition of the book.
Abstract: Preface to the New, Expanded Edition Preface to the Original Edition 1. Marketing and the Corporate Purpose 2. The Globalization of Markets 3. The Industrialization of Service 4. Differentiation -- of Anything 5. Marketing Intangible Products and Product Intangibles 6. Relationship Management 7. The Marketing Imagination 8. Marketing Myopia 9. Exploit the Product Life Cycle 10. Innovative Imitation 11. Marketing and Its Discontents Index
860 citations
Book•
01 Jan 1983TL;DR: In this article, consumer behavior implications for marketing strategy are discussed, and the authors suggest to get this book and feel how this book will give you more exciting lessons, for those who are starting to learn about something new and feel curious about this book.
Abstract: Follow up what we will offer in this article about consumer behavior implications for marketing strategy. You know really that this book is coming as the best seller book today. So, when you are really a good reader or you're fans of the author, it does will be funny if you don't have this book. It means that you have to get this book. For you who are starting to learn about something new and feel curious about this book, it's easy then. Just get this book and feel how this book will give you more exciting lessons.
761 citations
Book•
24 Nov 1983
TL;DR: McDermott and Chan as mentioned in this paper discussed the need for theory in marketing and the status of marketing theory in a post-modern era, and proposed analytical frameworks for strategic marketing planning.
Abstract: Acknowledgements - Preface - List of Tables - List of Figures - Evolution of the Marketing Concept M.J.Baker - The Need for Theory in Marketing M.J.Baker - Sources and Status of Marketing Theory S.Brown - Consumer Behaviour L.McGregor - Organisational Buying Behaviour S.Rajagopa l - Market Segmentation D.Littler - Marketing Research J.Webb - Modelling Markets P.Leeflang - Diffusion Theory & Marketing M.J.Baker - New Product Development S.Hart - Pricing A.Diamantopoulos - Channel Management S.Ennis - Marketing Communications K.Crosier - Analytical Frameworks for Strategic Marketing Planning D.Brownlie - Business to Business Marketing K.Bernard - Retailing S.Carter - Customer Care B.Donaldson - Consumerism D.Tixier - International Marketing M.McDermott & Chan - Marketing and Eastern Europe P.Ghauri - Relationship Marketing Chan & M.McDermott - Marketing, Theory and Practice in a Post-modern Era Cova & Badot - Notes and References - Index
662 citations
TL;DR: The traditional paradigms of marketing are expanding to incorporate negotiated exchanges with internal and external coalitions in the pursuit of competitive advantage as mentioned in this paper, and this paper explores the impli...
Abstract: The traditional paradigms of marketing are expanding to incorporate negotiated exchanges with internal and external coalitions in the pursuit of competitive advantage. This paper explores the impli...
527 citations
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TL;DR: In this article, science is analyzed as a special case of marketing, the marketing of ideas in the form of substantive and methodological theories, and the marketing mix, target markets, and marketing objectives are defined.
Abstract: Science is analyzed as a special case of marketing—the marketing of ideas in the form of substantive and methodological theories. The marketing mix, target markets, and marketing objectives are dev...
334 citations
TL;DR: In this paper, an institutional, political economy paradigm in marketing as a complement to the presently prevailing microeconomic/marketing management concept is presented. And the latter framework provides a framework that provides...
Abstract: This article presents an institutional, political economy paradigm in marketing as a complement to the presently prevailing microeconomic/marketing management concept. The latter framework provides...
297 citations
TL;DR: This paper found that firms exhibit a significant preference for markets similar to the home market, however, preferences for similar markets decline as firms gain experience in a variety of markets, suggesting the importance of uncertainty and information in global market selection and marketing mix management.
TL;DR: This paper examined the relationship between market share and ROI in markets outside the U.S. and found that the relationship holds in European and other foreign markets as well as the strength of the relationship varies by market area.
Abstract: In the U.S., a basic tenet of business philosophy is that profitability is related to market share. The generality of this finding in markets outside the U.S. is examined based on a sample of product businesses drawn from the PIMS (Profit Impact of Marketing Strategy) data base. All businesses belong to firms whose corporate headquarters are located in the U.S. The relation between 7 marketing mix variables and market share and ROI (return on investment) is compared. In general, the relationship between market share and ROI appears to hold in European and other foreign markets. The marketing mix variables associated with these measures of performance, however, as well as the strength of the relationship, vary by market area.
TL;DR: In this paper, the authors provide a fundamental logic to guide strategic and operational planning in marketing management, where one descriptive element is a model of the customer and other descriptive elements feed upon this model.
Abstract: Marketing management is provided with a fundamental logic to guide strategic and operational planning. One descriptive element is a model of the customer. Other descriptive elements feed upon this ...
Book•
01 Jan 1983
Book•
01 Jan 1983
TL;DR: In this paper, the authors introduce marketing and the environment: introduction to marketing the marketing environment marketing planning global marketing, and the marketplace: segmentation, targeting and positioning consumer buying behavior business markets and organizational buying behaviour information for marketing decision making.
Abstract: Part 1 Marketing and the environment: introduction to marketing the marketing environment marketing planning global marketing. Part 2 The marketplace: Segmentation, targeting and positioning consumer buying behaviour business markets and organizational buying behaviour information for marketing decision making. Part 3 Product: basic product concepts product development and management. Part 4 Distribution: channels of distribution wholesaling and physical distribution retailing. Part 5 Promotion: communication strategies advertizing, sales promotion, and publicity personal selling. Part 7 Specific marketing situations: marketing of services marketing in non-profit organizations.
TL;DR: Product managers have a unique position in the organizational hierarchy. Neither line nor staff executives, they are responsible for planning and managing the activities of the firm's revenue generating activities.
Abstract: Product managers have a unique position in the organizational hierarchy. Neither line nor staff executives, they are responsible for planning and managing the activities of the firm's revenue gener...
TL;DR: The need for more sophisticated marketing research in the hospitality industry is clear but, with the exception of firms gathering their information only from desk clerks, most companies can get better management information even from their existing research data as discussed by the authors.
Abstract: When asked how his firm derived guest profiles, the senior vice president of marketingfor one national hotel chain replied, "We ask the desk clerks"The need for more sophisticated marketing research in the hospitality industry is clearBut, with the exception of firms gathering their information only from desk clerks, mostcompanies can get better management information even from their existing researchdata This article launches a six-part series on marketing research, focusing on ways toanalyze data for better marketing decisions
TL;DR: A marketing analysis of the systems strategy and its implications for potential adopters is presented in this article, where the authors present a marketing model to evaluate the merits of adopting the systems marketing approach.
Book•
01 Jan 1983TL;DR: In this paper, the authors present an overview of the agricultural marketing-procurement system and its role in the domestic and international markets, as well as public policy issues.
Abstract: MARKETING, MARKET COMPETITION AND CONSUMER MARKETS: Agricultural Marketing: An Introduction The Competitive Environment Agricultural Production and Marketing The Functions, Structure and Market Alternatives of Agribusiness: What Agribusiness Firms Do The Domestic Market The International Market THE MARKETING SYSTEM: Place and Time Aspects of Marketing Futures Markets and Price Risks Matching Quantities Supplied and Demanded: The Process of Price Determination Pricing and Exchange Systems and Alternatives within the Marketing-procurement Channel Providing the Optimum Varieties and Qualities Participation and Leadership in the Marketing-Procurement Channels Marketing by Farmer Groups Processor Procurement Systems Processor Marketing Wholesale- Retail and Food Service Structure and Procurement Food Retail and Food Service Marketing PUBLIC POLICY ISSUES IN MARKETING- PROCUREMENT: Policy Issues: Consumer Interests Policy Issues: Food Prices, Supply Adequacy and Farmers' Incomes Policy Issues: Maintaining Competition Policy Issues: Who Will Control the Agricultural Marketing-Procurement Systems? Index.
TL;DR: In this article, the authors examine the evolution of the concept of strategic marketing and show that strategic marketing does not replace traditional marketing management, rather it adds new dimensions to the field of marketing, enhancing its role in the determination of corporate strategy.
TL;DR: In this article, the authors propose a regional-spatial analysis framework for micro-macro marketing, in order to fully portray the basic heterogeneity and entrepreneurship of modern markets and marketing.
Abstract: Regional-spatial analysis should be part of the framework of micro-macro marketing, in order to fully portray the basic hetereogeneity and entrepreneurship of modern markets and marketing. In recen...
TL;DR: A recent study of marketing planning in U.K. manufacturing companies revealed some strengths in marketing planning, but also revealed many weaknesses as discussed by the authors, suggesting that, in many situations, marketing planning has failed and the author suggests where it has failed.
TL;DR: In this article, the authors examine marketing techniques used by British non-profit organisations and highlight four main areas of marketing for non-profits: research, promotion, pricing and distribution.
Abstract: Examines marketing techniques used by British non‐profit organisations. Defines public sector and voluntary sector non‐profit organisation. Outlines the difficulties encountered in defining the marketing process in non‐profit organisations compared with normal business operations. Highlights four main areas of marketing for non‐profit organisations – research, promotion, pricing and distribution. Concludes that the non‐profit sector includes a number of organisations where ownership, structure and objectives do not correspond to the traditional model of business organisations. Affirms that British authors should view these dissimilarities as an opportunity to develop the marketing concept, marketing and marketing management in a much wider context than that of business marketing.
Book•
01 Jun 1983
TL;DR: In this article, the authors present a review of marketing in travel and tourism, present and future, focusing on the following: 1. Introduction. 2. Psychology of the Traveler. 3. Nature of the Tourism Product. 4. Image. 5. Pricing. 6. Relationship Marketing.
Abstract: 1. Introduction. 2. Nature of the Tourism Product. 3. Psychology of the Traveler. 4. Market Research. 5. Image. 6. The Marketing Mix in Travel and Tourism. 7. Pricing. 8. Communications. 9. Relationship Marketing. 10. Adverstising, Publicity, and Promotion. 11. Using Adverstising Effectively. 12. The Sales Function in the Travel Industry. 13. Sales Techniques. 14. Service-The Most Important Marketing Tool. 15. Technology in Marketing. 16. Marketing in Travel and Tourism-Present and Future.
TL;DR: In this paper, the authors report a study of marketing research as applied to the travel and tourism industry in the U.S. and report that marketing research can be used to improve the performance of the tourism industry.
Abstract: This article reports a study of marketing research as applied to the travel and tourism industry in the U.S.
TL;DR: In this paper, the authors suggest that economies of scale can be equally critical in international marketing, as shown by numerous examples in the areas of marketing research, product policy, promotion, and distribution.
Abstract: Economies of scale have long been recognized as being important for the production side of international business. This article suggests that economies of scale can be equally critical in international marketing. This is illustrated by numerous examples in the areas of marketing research, product policy, promotion, and distribution. There are consequent implications for international marketing strategy.
TL;DR: In this paper, the state of the UK construction industry, and its impact on the gross national product are discussed, highlighting the elements of desk and empirical research used for the study, each divided into objective and methodology.
Abstract: Analyses issues surrounding the marketing of services in the UK construction industry. Examines the state of the UK construction industry, and its impact on the gross national product. Highlights the elements of desk and empirical research used for the study, each divided into objective and methodology. Examines the differences in marketing techniques used for products and services. Discusses the difference between construction services and other services. Outlines the different stages of competitive tendering, and examines why this business method is not productive for the construction industry. Concludes that the marketing of services in the UK construction industry is characterised by both threats and opportunities.
TL;DR: Nagle as discussed by the authors presents the Strategy and Tactics of Pricing (Prentice-Hall, 2011), which is a strategy and tactics of pricing for the marketing of products that reflect differences among buyers.