Showing papers on "Marketing management published in 1988"
TL;DR: Cause-related marketing represents the confluence of perspectives from several specialized areas of inquiry such as marketing for nonprofit organizations, the promotion mix, corporate philanthropy, etc..
Abstract: Cause-related marketing represents the confluence of perspectives from several specialized areas of inquiry such as marketing for nonprofit organizations, the promotion mix, corporate philanthropy,...
1,714 citations
Book•
01 Jun 1988
TL;DR: The meaning of marketing in travel and tourism is discussed in this article, where the authors present a case study of marketing practice in Travel and Tourism and present case studies of marketing practices in tourism.
Abstract: Part 1: The Meaning of Marketing in Travel and Tourism 1. Introducing Travel and Tourism 2. Introducing Marketing: The Systematic Thought Process 3. The Special Characteristics of Travel and Tourism Marketing 4. The Dynamic Business Environment: Factors Influencing Demand for Tourism Part 2: Understanding the Consumer and the Marketing Mix in Travel and Tourism 5. Understanding the Consumer, Tourism Motivations and Buyer Behaviour 6. Market Segmentation for Travel and Tourism Markets 7. Product Formulation in Travel and Tourism 8. The Evolving Marketing Mix for Tourism Services Part 3: Planning Strategy and Tactics for Travel and Tourism Marketing 9. Marketing Research in Travel and Tourism 10. Planning Marketing Strategy 11. Marketing Planning: The Process 12. Planning Marketing Campaigns: Budgeting and Measuring Performance Part 4: Communicating with and Influencing Consumers 13. The Growth and Role of Information and Communications Technology and the Rise of the Dominant Consumer 14. E-marketing: The Effective Use of ITC 15. Distribution Channels in Travel and Tourism: Creating Access 16. Integrating the Promotional and Communications Mix 17. Brochures, Print and Other Non-electronic Information Part 5: Applying Marketing in the Main Sectors of Travel and Tourism 18. Marketing Countries as Tourism Destinations 19. Marketing Accommodation 20. Marketing Passenger Transport 21. Marketing Visitor Attractions 22. Marketing Inclusive Tours and Product Packages Part 6: Case Studies of Marketing Practice in Travel and Tourism 23. Tourism New Zealand 24. YOTEL 25. Agra: Indian World Heritage Site 26. Travelodge 27. Alistair Sawday Guides
954 citations
TL;DR: Eight essential aspects of the social marketing process are discussed: the use of a consumer orientation to develop and market intervention techniques, ex change theory as a model from which to conceptualize service delivery and program participation, audience analysis and segmentation strategies, and a management process of problem analysis, planning, implementation, feedback and control functions.
Abstract: The rapid proliferation of community-based health education programs has out- paced the knowledge base of behavior change strategies that are appropriate and effec tive for public health interventions However, experiences from a variety of large-scale studies suggest that principles and techniques of social marketing may help bridge this gap This article discusses eight essential aspects of the social marketing process: the use of a consumer orientation to develop and market intervention techniques, ex change theory as a model from which to conceptualize service delivery and program participation, audience analysis and segmentation strategies, the use of formative research in program design and pretesting of intervention materials, channel analysis for devising distribution systems and promotional campaigns, employment of the "marketing mix" concept in intervention planning and implementation, development of a process tracking system, and a management process of problem analysis, planning, implementatio
679 citations
TL;DR: The marketing concept helped American businesses gain dominant positions in the world's economy as discussed by the authors. Yet, the rush to strategic planning forced out the marketing concept at many companies, and now, as American firms lose their positions, marketing concept is back in vogue.
670 citations
TL;DR: In this paper, the authors examined the R&D/marketing interface conditions found within an extensive data base of new product development innovation projects and discussed the incidence of different types of problems between these two important functions and the effects of these observations on project outcomes.
415 citations
TL;DR: In this article, a model of customer complaint management is developed in terms of defensive marketing strategy and firms' incentives to manage complaints are analyzed based on an explicit micro-foundation, and the optimal levels of customer compensation and effort are discussed in the context of a monopoly and homogeneous oligopoly.
Abstract: A model of customer complaint management is developed in terms of defensive marketing strategy. Based on an explicit microfoundation, firms' incentives to manage complaints are analyzed. In the context of a monopoly and homogeneous oligopoly, we discuss the optimal levels of customer compensation and effort and characterize industries where complaint management is likely to be used. We then examine a differentiated oligopoly and find an explicit formula for the market share gains associated with complaint management. This is illustrated in an example with real data. We finally consider the trade-off between defensive strategy in the form of complaint management and various offensive marketing tools such as advertising and pricing.
351 citations
Book•
01 Jan 1988
TL;DR: In this article, the authors present a survey of tourism marketing from a marketing perspective, focusing on the marketing of a tourist attraction, the launch of a special event, marketing for market dominance in retail travel, and marketing management in the public sector.
Abstract: Preface PART ONE: 1 The Marketing Perspective 2 Marketing Planning 3 Marketing Research and its Applications 4 The Tourist Market 5 Tourism Product Policy 6 Pricing the Product 7 Marketing Communications 8 The Distribution Systems 9 Tourism Advertising 10 The Travel Brochure 11 Sales Promotion for Travel and Tourism 12 Direct Marketing: Theory and Practice 13 Public Relations and its Use in the Tourism Industry 14 Marketing and Control 200 PART TWO: 1 The Marketing of a Tourist Attraction 2 The Launch of a Special Event 3 Marketing for Market Dominance in Retail Travel 4 Marketing Management in the Public Sector: Sustainable Tourism 5 Study of an Award-Winning Advertising Campaign 6 Promoting Short Breaks 7 Co-Operative Marketing of River Tourism Appendix 1: Sources of Tourism Research Appendix 2: Proof Reading Marks References Bibliography Index
233 citations
TL;DR: In this paper, the authors suggest that altruistic cause organizations must adopt a new marketing perspective in order to raise funds in an increasingly difficult environment, and that such a marketing perspective should begin with a basic understanding of motivations and behavior rather than the mere adoption of specific marketing techniques.
Abstract: This article proposes that altruistic cause organizations must adopt a new marketing perspective in order to raise funds in an increasingly difficult environment. This new marketing perspective should begin with a basic understanding of motivations and behavior rather than the mere adoption of specific marketing techniques. The article attempts to provide some insight into donor behavior and suggests ways of translating this insight into marketing practice.
207 citations
Book•
01 Jan 1988
193 citations
TL;DR: A step-by-step process for developing a marketing quality improvement program is presented and illustrated in this paper, where the definition and measurement of product and service quality are examined and marketing's quality improvement responsibilities are outlined.
TL;DR: In this paper, the authors significantly extend previous research by demonstrating that customer market power as well as manufacturer market power has a role in determining distributor power, and identify the specific dimensions of both manufacturer and market power that may affect distributor power.
Abstract: Though distributor power should be affected by both manufacturer and customer market power, previous research on channel power has addressed only the manufacturer-middleman dyad. In an empirical study, the authors significantly extend previous research by demonstrating that customer market power as well as manufacturer market power has a role in determining distributor power. They also identify the specific dimensions of both manufacturer and customer market power that may affect distributor power. Finally, they discuss the implications of the findings for marketing management and future research.
TL;DR: In this article, the authors explore the linkage between internal marketing activities (directed at employee recruitment, training, motivation, communication, and retention) and the more traditional external marketing activities such as pricing, advertising, and personal selling.
Abstract: In services marketing, the employee plays a central role in attracting, building and maintaining relationships with customers. The recognition of the central role of employees in service marketing has given rise to “internal marketing” programs strongly oriented to employee development. This paper explores the linkage between internal marketing activities (directed at employee recruitment, training, motivation, communication, and retention) and the more traditional external marketing activities (e.g., pricing, advertising, and personal selling). An examination of the relationship between the key elements of the services marketing management model (internal and external marketing, employee attitudes and behavior, and customer attitudes and behavior) demonstrates how service managers can enhance customer loyalty, satisfaction and perception of quality.
TL;DR: In this paper, the authors present the development of a marketing philosophy, discusses the influence of consumerism on the marketing concept and deals with ethics and social responsibility in marketing, arguing that organisations who adopt the societal marketing concept will be the ones most likely to make long-run profits as well as be beneficial to society as a whole.
Abstract: This article reviews the history of marketing thought in relation to social responsibility and business ethics. The main objective of the article is to show that business can be profitable and socially responsible at the same time by practising the societal marketing concept. More specifically, it presents the development of a marketing philosophy, discusses the influence of consumerism on the marketing concept and deals with ethics and social responsibility in marketing. It is argued that organisations who adopt the societal marketing concept will be the ones most likely to make long-run profits as well as be beneficial to society as a whole.
TL;DR: The results can be seen in days or weeks, rather than the months or years of most industry programs as mentioned in this paper, and polls are taken weekly or even continuously during a major campaign.
Abstract: Political campaigns are a form of bloodless but serious marketing warfare, and the various state and national races offer a unique opportunity to study the effectiveness of the winning candidates' marketing strategies and tactics. Trial‐and‐error adjustments to marketing strategy are made at an accelerated pace in political campaigns. The results can be seen in days or weeks, rather than the months or years of most industry programs. Toward the end of a major campaign, polls are taken weekly or even continuously.
Book•
01 Jan 1988
TL;DR: The competitive set is defined, the market potential and sales Forecasting is studied, and the company's marketing strategy is developed.
Abstract: Chapter 1: Overview Appendix 1A: Marketing Plan Outline Chapter 2: Defining the Competitive Set Chapter 3: Industry Analysis Chapter 4: Competitor Analysis Chapter 5: Customer Analysis Appendix 5A: Economic Value to the Customer Chapter 6: Market Potential and Sales Forecasting Appendix 6A: Time Series Regression with Seasonal Factors Chapter 7: Developing Marketing Strategy
Book•
01 Jan 1988
TL;DR: In this article, the authors present the essentials of marketing management, including strategic planning and the marketing management process, as well as marketing information, research, and understanding the target market.
Abstract: Section I: Essentials of Marketing Management Part A: Introduction Chapter One: Strategic Planning and the Marketing Management Process Part B: Marketing Information, Research, and Understanding the Target Market Chapter Two: Marketing Research: Process and Systems for Decision Making Chapter Three: Consumer Behavior Appendix: Selected Consumer Behavior Data Sources Chapter Four: Business, Government, and Institutional Buying Chapter Five: Market Segmentation Part C: The Marketing Mix Chapter Six: Product Strategy Chapter Seven: New Product Planning and Development Chapter Eight: Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing Appendix: Major Federal Agencies Involved in Control of Advertising Chapter Nine: Personal Selling, Relationship Building, and Sales Management Chapter Ten: Distribution Strategy Chapter Eleven Pricing Strategy Part D: Marketing in Special Fields Chapter Twelve: The Marketing of Services Chapter Thirteen: Global Marketing Section II: Analyzing Market Problems and Cases Section III: Financial Analysis for Marketing Decisions Section IV: Developing Marketing Plans Notes Index
TL;DR: In this article, the importance of marketing-mix standardisation within a global marketing concept is discussed, and a frame of analysis is described that can aid enterprises to decide whether global marketing can support their company in working out competitive advantages.
Abstract: This article shows the importance of marketing‐mix standardisation within a global marketing concept. A frame of analysis is described that can aid enterprises to decide whether global marketing can support their company in working out competitive advantages. The first analysis step is concerned with the question of whether marketing‐mix standardisation is important for the branch or the market of the company in question. This is oriented to strategic factors of success. The aim of the second analysis step is to find out in which ways marketing‐mix standardisation can be practised by one specific company. In this context a standardisation‐oriented segmentation concept is discussed.
TL;DR: Bayus et al. as mentioned in this paper investigated the effect of marketing efforts on shortening the replacement cycle of TV replacement. And they found that the marketing variables of price, advertising, new features and styling are related to the timing of discretionary TV replacement decisions.
TL;DR: In this article, the business of vote winning is essentially a marketing problem, and knowledge of consumer behaviour can be interrelated with the principles of persuasion and thus utilized in the formulation of political marketing strategies.
Abstract: That the business of vote winning is essentially a marketing problem is illustrated, and how knowledge of consumer behaviour can be interrelated with the principles of persuasion and thus utilised in the formulation of political marketing strategies is highlighted.
TL;DR: In this article, the extent to which marketing and manufacturing related factors, either separately or integratively, influence the degree of commitment to manufacturing automation was examined and it was found that commitment to automation technology is generally greater when marketing pull and technological push forces are adopted simultaneously.
Abstract: The authors examine the extent to which marketing and manufacturing related factors, either separately or integratively, influence the degree of commitment to manufacturing automation. The findings suggest that commitment to automation technology is generally greater when marketing pull and technological push forces are adopted simultaneously. The implications of these findings for management and an agenda for future research on the market-pull-technological-push concepts are discussed. >
TL;DR: In this paper, the authors focused on R&D and marketing departments within the same business units in 31 German companies, and data were obtained on the success rate of innovations, causes for failure of product innovations, marketing and technology strategy, and the dynamics of the technological environment.
Abstract: In focusing on R&D and marketing departments within the same business units in 31 German companies, data were obtained on the success rate of innovations, causes for failure of innovations, marketing and technology strategy, and the dynamics of the technological environment. Semistructured interview protocols were used for obtaining the data. Although marketing was mentioned as the most important cause for innovation failure, it was found that the reasons for the failure of product innovation were embedded in complex multidimensional factors related to the fit between strategic behavior and the demands of the competitive environment. Four different technology strategies were identified: defensive imitator, process developer, aggressive specialist, and aggressive innovator. Four different marketing strategies were identified: defensive imitator, market defender, market penetrator, and innovative marketer. The data did not show any relationship between the technology and marketing strategies. >
TL;DR: In this article, the authors investigated the level of marketing orientation and practice in Dutch industry and examined the relationship between the implementation of the marketing concept and effectiveness, and compared the results with previous studies conducted in the United States and Britain.
Abstract: This article reports the findings of an investigation into marketing management in the Netherlands. It specifically analyses the level of marketing orientation and practice in Dutch industry and also examines the relationship between the implementation of the marketing concept and effectiveness. The results are then compared with previous studies, primarily conducted in the United States and Britain. In line with the research findings in those countries, the present study confirmed findings of previous research on the relationship that exists between the level of strategic marketing planning and company performance, thus giving more credence to the empirical findings in these studies.
TL;DR: In this article, 96 countries were grouped into six segments and issues relating to using stages of economic development as a basis for segmentation and using a factor analytic and clustering approach to the segmentation of the global market were discussed.
Abstract: Although the viability of global marketing is disputed, the best opportunities for pursuing basically the same strategy across national borders are in industrial marketing. However, because of the disparities across world markets, segmentation is essential to assessing opportunities for a standardised marketing approach. Segmentation based on economic indicators represents the first step in identifying potential markets. In this study, 96 countries were grouped into six segments. Implications for industrial marketers are presented, along with issues relating to using stages of economic development as a basis for segmentation and using a factor analytic and clustering approach to the segmentation of the global market.
TL;DR: The authors compared the marketing strategies and organisations of a matched sample of American, Japanese and local competitors in the British market and found that Japanese subsidiaries in Britain are much more marketing oriented, more single minded in their pursuit of market share and more alert to strategic opportunities than their U.S. and British counterparts.
TL;DR: In this article, the relative impact of marketing growth strategies on profit performance was investigated, as opposed to strategic debt utilisation, asset management, and margin management, using a structural equation approach.
Abstract: This article investigates the relative impact which marketing growth strategies have on profit performance as opposed to strategic debt utilisation, asset management, and margin management. A structural equation approach is used to assess which areas deserve the greatest attention in the process of making strategic decisions. Implications for management and future research are offered.
TL;DR: The principle of sustainable competitive advantage as discussed by the authors argues that a firm can only be successful in the marketplace if its products and services have a competitive edge over those of its rivals, and that this edge should be one that is both important to customers and sustainable by the firm in the long run.
Abstract: Processes of competition lie at the heart of the literature of marketing strategy. Indeed, it could be argued that competitors and sustainable competitive advantage are to marketing strategy what customers and the marketing concept are to marketing. The principle of sustainable competitive advantage argues that a firm can only be successful in the marketplace if its products and services have a competitive edge over those of its rivals. This edge should be one that is both important to customers and sustainable by the firm in the long run.