Showing papers on "Marketing management published in 1985"
TL;DR: In this paper, the authors compare problems and strategies cited in the services marketing literature with those reported by actual service suppliers in a study conducted by the authors, and discuss the problems of service marketing.
Abstract: This article compares problems and strategies cited in the services marketing literature with those reported by actual service suppliers in a study conducted by the authors. Discussion centers on s...
2,500 citations
TL;DR: In this paper, the authors discuss methods used in other social sciences and in marketing in terms of two key criteria defining "good research" and argue that the simultaneous research desiderata of data int...
Abstract: The author discusses methods used in other social sciences and in marketing in terms of two key criteria defining “good research.” It is argued that the simultaneous research desiderata of data int...
1,563 citations
Book•
01 Jan 1985
TL;DR: This chapter discusses the growth and development of Nonprofit Marketing, and develops a Customer-Centered Mindset, as well as strategies for managing and controlling marketing strategies.
Abstract: SECTION I Developing a Customer Orientation Chapter 1 The Growth and Development of Nonprofit Marketing SECTION II Strategic Planning and Organization Chapter 2 Developing a Customer-Centered Mindset Chapter 3 Strategic Marketing Planning Chapter 4 Understanding Consumer Behavior Chapter 5 Acquiring and Using Marketing Information Chapter 6 Segmentation, Positioning, and Branding CHAPTER 7 Branding SECTION III Designing the Marketing Mix Chapter 8 Managing the Organization's Offerings Chapter 9 Developing and Launching New Offerings Chapter 10 Managing Perceived Costs Chapter 11 Facilitating Marketing Behaviors Chapter 12 Formulating Communications Strategies Chapter 13 Managing Communications: Advertising and Personal Persuasion Chapter 14 Managing Public Media and Public Advocacy SECTION IV Developing and Organizing Resources Chapter 15 Generating Funds Chapter 16 Attracting Human Resources: Staff, Volunteers, and Boards Chapter 17 Working with the Private Sector Section V Organizing and Controlling Marketing Strategies Chapter 18 Organizing for Implementation Chapter 19 Marketing Evaluation, Monitoring, and Control
792 citations
01 Oct 1985
TL;DR: Demand-side management (DSM) is the planning and implementation of those electric utility activities designed to influence customer uses of electricity in ways that will produce desired changes in the utility's load shape as discussed by the authors.
Abstract: Demand-side management (DSM) is the planning and implementation of those electric utility activities designed to influence customer uses of electricity in ways that will produce desired changes in the utility's load shape. While the objective of any DSM activity is to produce a load-shape change, the art of successful implementation and the ultimate success of the program rests within the balancing of utility and customer needs. This paper describes demand-side management for electric utilities and discusses the evolution of this concept for load management, strategic conservation, and marketing.
706 citations
TL;DR: In this paper, the authors empirically examined four research questions: (I) What are the major ethical problems confronting marketing managers? (II) To what extent does the AMA code of ethics address these problems, and (III) How extensive are the ethical problems of marketing managers.
520 citations
TL;DR: The concept of commitment as a dimension of marketers' job performance has received little attention in the marketing literature as mentioned in this paper, and the commitment model developed in this paper is based on the same model.
Abstract: The concept of commitment as a dimension of marketers' job performance has received little attention in the marketing literature. This article develops a commitment model, conducts a partial test o...
293 citations
TL;DR: In this paper, the authors present an analysis of long-term, intertemporal dependence relations between marketing activities and their consequences in an investment process framework and apply such a framework to the analysis of marketing activities.
254 citations
Book•
15 Jul 1985
TL;DR: In this paper, the authors discuss the principles of strategic marketing planning, and present a framework for strategic planning for marketing and competitive success based on analytical frameworks for marketing planning and analytical Frameworks for Strategic Planning.
Abstract: PART I: MARKETING STRATEGY - Prologue - Marketing and Competition - Marketing and Competitive Success - Principles of Strategic Marketing Planning - Analytical Frameworks for Strategic Planning - Research for Marketing - PART II: THE MARKETING APPRECIATION - Macro-Environmental Analysis - Industry and Competitor Analysis - Customer Analysis - Internal (Self) Analysis - Matching - Putting it all Together - Product Differentiation and Market Segmentation - Positioning and Branding - PART III: MANAGING THE MARKETING MIX - The Marketing Mix - Product Policy - Packaging - Pricing Policy and Management - Distribution Policy - Promotion Policy and Management - PART IV: IMPLEMENTING MARKETING - Customer Service - Developing a Marketing Culture - The (Short-term) Marketing Plan - Implementation and Control - Current Issues and Future Trends - Recapitulation
246 citations
TL;DR: In this paper, the authors consider the characteristics of small firms from a marketing perspective and examine the marketing undertaken by firms at different stages of development from start-up to medium-sized firms.
Abstract: Considers the characteristics of small firms from a marketing perspective. Examines the marketing undertaken by firms at different stages of development from start‐up to the medium‐sized firm. Proposes that this normally consists of four stages: initial marketing strategy; reactive selling; the DIY Marketing approach; and integrated proactive stages. Looks at these stages, suggesting that these provide a framework and starting point for further analyses of small businesses.
246 citations
TL;DR: In this article, the authors investigate the concept of product intangibility, consider its implications for marketing, and examine the way in which managers view intagibility and cope with its marketing consequences, concluding that there is a lack of guidance for service managers in relation to tackling the problems and making use of the opportunities created by intangible products.
Abstract: Investigates the concept of product intangibility, considers its implications for marketing, and examines the way in which managers view intangibility and cope with its marketing consequences. Draws on existing literature and results of interviews with managers in service industries across a broad range. Provides evidence which strongly suggests that product intangibility has a profound effect on the marketing of services. Suggests, also, that there is a lack of guidance for service managers in relation to tackling the problems and making use of the opportunities created by intangible products. Proposes that marketing needs to address these problems by suitably adapting existing tools and providing new concepts to explain and manage intangibility correctly.
214 citations
TL;DR: This paper developed a model of brand switching which incorporates marketing mix variables, product features, and their interactions to examine patterns of brand competition, and two forms of the model were developed to examine the competition among brands.
Abstract: The authors develop a model of brand switching which incorporates marketing mix variables, product features, and their interactions to examine patterns of brand competition. Two forms of the model ...
TL;DR: Based on an empirical study of more than 200 R&D and marketing managers from high-technology companies, this paper concluded that there is a great deal of consensus between R & D and marketing manager on the relative importance of the areas requiring integrated efforts.
TL;DR: In this article, the development of Japanese marketing and marketing management decisions, strategies, and strategies are discussed. But, sources of information in English about Japanese marketing management are limited and unreliable.
Abstract: Japanese companies are recognized as world class marketers. Yet, sources of information in English about the development of Japanese marketing and marketing management decisions, strategies, and op...
TL;DR: In this article, the need to include small firms in marketing strategy research projects is discussed, and a number of specific propositions to guide initial small enterprise marketing strategies research efforts are prese...
Abstract: Charles H. Davis is Assistant Professor of Marketing at the Citadel, USA. Dr. Davis is actively involved in various small business research efforts. Gerald E. Hills is Professor of Marketing and holder of the Denton Thorne Chair in Small Business Enterprise at the University of Illinois at Chicago. His research efforts have focused on new venture creation issues. Raymond W. LaForge is Associate Professor of Marketing at Oklahoma State University. Dr. LaForge has concentrated his attention toward investigating marketing strategy differences between small and large firms.Research during the past decade has documented the important role of smaller firms in American society. Yet those in the marketing discipline have devoted little attention to the size of enterprise in various strategic marketing situations. The need to include small firms in marketing strategy research projects is discussed, and a number of specific propositions to guide initial small enterprise marketing strategy research efforts are prese...
Book•
01 Jan 1985
TL;DR: In this article, the authors present an overview of the global environment of marketing, its environment management, and its management process, including the planning process, direct marketing, sales promotion, and public relations.
Abstract: I. MARKETING: ITS ENVIRONMENT AND MANAGEMENT. 1. What is Marketing? 2. The Global Environment of Marketing. 3. Marketing Management and the Planning Process. II. UNDERSTANDING AND SELECTING TARGET MARKETS. 4. Marketing Research. 5. The Consumer Market and Buying Behavior. 6. Organizational Markets and Buying Behavior. 7. Market Segmentation. 8. Target Marketing. III. DEVELOPING PRODUCTS AND SERVICES. 9. The Product Offering. 10. Product Development and Management. 11. Services and Nonprofit Marketing. IV. DISTRIBUTION. 12. Marketing Channels. 13. Wholesaling and Logistics. 14. Retailing. V. PROMOTION. 15. The Promotion Effort. 16. Advertising. 17. Direct Marketing, Sales Promotion, and Public Relations. 18. Personal Selling. VI. PRICING. 19. Pricing Procedures. 20. Pricing Administration. VII. EFFECTIVE MARKETING STRATEGIES. 21. Marketing Implementation and Control. 22. International Marketing. Appendixes: A. Financial Analysis and Marketing Management B. Careers in Marketing. Glossary. Indexes.
TL;DR: In this article, the authors consider the application of strategic marketing concepts when establishing complaint-handling policies and propose alternative strategies and a model for formulating a complaint•handling strategy.
Abstract: Effective complaint‐handling by an organization can result in such benefits as consumer satisfaction, company / brand loyalty, favorable word‐of‐mouth publicity and decreased litigation. Therefore, organizations should consider the application of strategic marketing concepts when establishing complaint‐handling policies. Alternative strategies are proposed and a model for formulating a complaint‐handling strategy is described.
TL;DR: In this article, the authors present the results of a comprehensive investigation into the practice and effectiveness of marketing in the UK, and provide an overview of the state of the marketing art.
Abstract: This article presents the results of a comprehensive investigation into the practice and effectiveness of marketing in the UK, and provides an overview of the state of the marketing art in the UK. The survey compares and contrasts the marketing practice of the best performing companies in the sample, the “high‐fliers”, against the remainder of the sample, the “also rans”, in order to isolate the special marketing characteristics of an organisation which outperforms its rivals in a competitive marketplace. The authors have identified the “high‐flier” characteristics and summarised them in a six point plan for marketing excellence.
TL;DR: In this article, a dynamic multinomial logit model of individual choice is proposed to recognize product learning in an interactive grocery store learning game, and the results support most elements of the proposed model structure.
Abstract: The processes of consumer preference formation during product learning are analyzed. A hypothesis about how individuals form attribute expectations is used to derive a dynamic multinomial logit model of individual choice which endogenously recognizes product learning. The model and its underlying assumptions are then tested in the context of an interactive grocery store learning game. The results support most elements of the proposed model structure. An assumption of temporal stationarity in attribute salience, however, could not be supported. Approaches to implementation of the model are discussed, and implications for marketing management and research in individual choice modeling are addressed.
01 Oct 1985
TL;DR: In interactions with management, management science and marketing research have produced new methodologies and methodological (as distinguished from substantive) theories as discussed by the authors, and data developments and data development and ide...
Abstract: In interactions with management, management science and marketing research have produced new methodologies and methodological (as distinguished from substantive) theories. Data developments and ide...
Book•
01 Feb 1985
TL;DR: Marketing planning and strategy. Defining and measuring marketing opportunity. Marketing strategy and marketing mix. Strategic marketing planning as discussed by the authors is a special area of marketing management that deals with marketing opportunities.
Abstract: Marketing planning and strategy. Defining and measuring marketing opportunity. Marketing strategy and marketing mix. Strategic marketing planning. Special areas of marketing management.
TL;DR: In this article, the authors look at the weak performance of marketing in the UK over the past 30 years from a practitioners viewpoint and identify four recipes for marketing disaster: "thrust marketing, marketing department marketing, accountant's marketing and formula marketing".
Abstract: The author looks at the weak performance of Marketing in the UK over the past 30 years from a practitioners viewpoint. Four recipes for marketing disaster are identified: “thrust marketing, marketing department marketing, accountant's marketing and formula marketing”. The author concludes that marketing performance will improve when practitioners learn to recognise more easily areas of false marketing and theorists are able to define more clearly what marketing actually is.
Book•
01 Jan 1985
TL;DR: In this article, the authors provide a forum for research in strategic marketing and for examining the links between strategic marketing marketing and strategic management, including concepts of planning in strategic management; planning techniques and their role as strategic inquiry systems; competitive strategy and strategic competition; analytical modelling in strategy; generic strategy marketing prescriptions; and future conclusions and research directions.
Abstract: This contributed volume provides a forum for research in strategic marketing and for examining the links between strategic marketing and strategic management. Topics include concepts of planning in strategic management; planning techniques and their role as strategic inquiry systems; competitive strategy and strategic competition; analytical modelling in strategy; generic strategy marketing prescriptions; and future conclusions and research directions.
Book•
01 Jan 1985
TL;DR: The authors provides a comprehensive overview of the marketing process and marketing strategies, including international marketing, computers, ethics, and legal issues, and provides an overview of marketing processes and strategies, as well as a discussion of the legal aspects of these processes.
Abstract: This textbook provides a comprehensive overview of the marketing process and marketing strategies. Topics include international marketing, computers, ethics, and legal issues.
Book•
01 Apr 1985
TL;DR: The Organisational Dimensions of Marketing (OMD) as mentioned in this paper is a survey of marketing and organisational structures, focusing on three dimensions of marketing: responsibility, power and politics.
Abstract: Part 1: The Organisational Dimensions of Marketing 1 Marketing and Organisational Structure 21 Theories of Organsiation and Decision Making Part 2: Marketing in the Organisation 3 The Departmentation and Positioning of Marketing 4 Responsibility, Power and Politics Part 3: Marketing Structures 5 Structures in the Marketing Organisation 6 Product Management, the Product-Market Matrix Part 4: Organisational Design for Marketing 7 Designing the Marketing Organisation 8 Organisational Strategy for Marketing