Showing papers on "Marketing management published in 1989"

Organizational Culture and Marketing: Defining the Research Agenda:

Abstract: Contemporary work on marketing management is grounded implicitly in a structural functionalist or contingency perspective of organizational functioning. However, the field of organizational behavio...

Standardization of International Marketing Strategy: Some Research Hypotheses:

Abstract: Two aspects of international marketing strategy standardization are process and program standardization. A framework for determining marketing program standardization is introduced. Factors affecti...

Social Marketing: Influencing Behaviors for Good

Abstract: Foreword Alan R. Andreasen PART I: UNDERSTANDING SOCIAL MARKETING 1. Defining Social Marketing Marketing Highlight: Sustainable Malaria Prevention, NetMark's Success Story (2000-2010) What is Social Marketing? Where Did the Concept Originate? How does Social Marketing Differ From Commercial Sector Marketing? How is it Different From Nonprofit Marketing, Public Sector Marketing, and Cause Promotions? What is Social Marketing's Unique Value Propostion? Who Does Social Marketing? What Social Issues Can Benefit From Social Marketing? What Is the Social Marketer's Role in Influencing Upstream Factors and Mainstream Audiences? Marketing Dialogue 2. 10 Steps in the Strategic Marketing Planning Process Marketing Highlight: Scooping the Poop in Austin, Texas (2001-2009) Marketing Planning: Process and Influences 10 Steps to Develop a Social Marketing Plan Wht Is a Systematic, Sequential Planning Process Where Does Marketing Research Fit in the Planning Process? Marketing Dialogue 3. 16 Tips for Success Marketing Highlight: Competitve Analysis: Reducing "Drink Driving" in Australia (2009 16 Tips for Success Marketing Dialogue II. Analyzing the Social Marketing Enviornment 4. Determining Research Needs and Options Marketing Highlight: Increasing Family Planning in Pakistan (2007) Major Research Terminology When Research Is Used in the Planning Process Steps in Developing a Research Plan Research "That Won't Break the Bank" Research Highlight: The "Yes" Initiative for Youth Employment in Maldives (2007) 5. Choosing a Purpose and Focus for Your Plan and Conducting a Situation Marketing Highlight: Reducing Diarrhoeal Disease in India: The ORS-Zinc Solution Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis (2008-2010) Analysis Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis (2008-2010) Ethical Considerations When Choosing a Focus for Your Plan Research Highlight: Focus Groups Inform Nuestro Barrio: An Edutainment Soap Opera (2006) III: Establishing Target Audiences, Objectives, and Goals 6. Segmenting, Evaluating and Selecting Target Audiences Marketing Highlight: Reducing Tabacco Use in the United States Legacy Small Innovative Grants Research Program Recognizes "One Size Never Fits All" Step #3: Selecting Target Audience Steps Involved in Selecting Target Audiences Variables Used to Segment Markets Criteria for Evaluating Segments How Target Audiences Are Selected What Approach Should Be Chosen? Ethical Considerations When Selecting Target Markets Reseach Highlight: "You Know Different:" Barriers and Benefits Research Informing a Youth HIV Testing Campaign 7. Setting Behavior Objectives and Goals Marketing Highlight: Seafood Watch: Influencing Sustainable Seafood Choices Step #4: Setting Objective and Target Goals Behavior Objective Knowledge and Belief Objectives Objectives and Target Goals Are Only a Draft at This Step Objectives and Target Goals Will Be Used for Campaign Evaluations Research Highlight: Reducing Tractor Rollover Injuries and Deaths (2006) 8. Identifying Barriers, Benefits, the Competitions and Influential Others Marketing Highlight: Be Active: A 2009 Award Winning Program in Birmingham, England Step #5: Indentify Target Audiences Barriers, Benefits, and the Competition What More Do You Need to Know about Target Audience? How Do You Learn More From and About the Target? How Will This Help Develop Your Strategy? Potential Revision of Target Audiences, Objectives, and Goals Ethical Considerations When Researching Your Target Audience Research Highlight: Reducing Drinking and Driving in Montana: Evaluating a Social Norms Approach (2003) IV. Developing Social Marketing Srategies 9. Crafting Desired Positioning Marketing Highlight: Get Some: "Get Yours, Grab a Handful and Go!" New York City's Bold Campaign to Increase Condom Use (2007-2010) Positioning Defined Step #6: Developing a Positioning Statement for Social Marketing Offerings Bahavior-Focused Positioning Barriers-Focused Positioning Competetion-Focused Positioning Repositioning-Focused How Positioning Relates to Branding Ethical Considerations When Developing a Positioning Research Highlight: Stopping Aquatic Hitchhikers: A Branding Strategy (2010) 10. Product: Creating a Product Platform Marketing Highlight: Reducing Tuberculosis in Peru: With a Product Strategy Key to Success (1990s) Product: The First "P" Step #7: Developing the Social Marketing Product Platform Branding Ethical Considerations Related to Creating a Product Platform Research Highlight: Ethnographic Research to Study Use of Water Treatment Devices in Andhra Pradesh, India: PATH's Safe Water Project (2006 - 2011) 11. Price: Determining Monetary and Nonmonetary Incentives and Disincentives Marketing Highlight: Increasing Water Availability in Jordan Using Financial Incentives: United States Agency for International Development (US AID)/Jordan (2010) Price: The Second "P" Step #7: Determining Monetary and Nonmonetary Incentives and Disincentives Setting Prices for Tangible Objects and Services Ethical Considerations Related to Pricing Strategies Research Highlight: Decreasing Use of Plastic Bags and Increasing Use of Reusable Ones in Ireland: Formative Research (2002) 12. Place: Making Access Convenient and Pleasant Marketing Highlight: Recycling Made Easy in Cape Town, South Africa (2008) Place: The Third "P" Step #7: Developing the Place Strategy Managing Distribution Channels Ethical Considerations When Selecting Distribution Channels Research Highlight: Bicycling in the Netherlands: What Went Right? (2010) 13. Promotion: Deciding on Messages, Messengers, and Creative Strategies Marketing Highlight: Rock the Bulb: Puget Sound Energy's Campaign for Increased Energy Efficiency (2010) Promotion: The Fourth "P" A Word About the Creative Brief Message Strategy Messenger Strategy Creative Strategy Pretesting Ethical Considerations When Deciding Messages, Messengers, and Creative Strategies Research Highlight: "No Junk Mail" in Bayside, Australia: Personal Interviews and Observation Research (2009) 14. Promotion: Selecting Communication Channels Marketing Highlight: Using Text Messaging to Improve Health: A Successful Pilot for Reducing Obesity (2008) Promotion: Selecting Communication Channels Traditional Media Channels Nontraditional and New Media Channels Factors Guiding Communication Channel Decisions Ethical Considerations When Selecting Communication Channels Research Highlight: Financial Literacy Road Shows in Ghana: A Qualitative Impact Assessment to Inform Future Efforts (2007-2008) V: Managing Social Marketing Programs 15. Developing a Plan for Monitoring and Evaluation Marketing Highlight: Evaluating a Commitment Contract for Smoking Cessation in the Philippines (2006) Step #8: Developing a Plan for Monitoring and Evaluation Why Are You Conducting This Measurement? What Will You Measure? How Will You Measure? When Will You Measure? How Much Will It Cost? Ethical Considerations in Evaluation Planning Research Highlight: Increasing Breast Cancer Screening Rates: Demonstrating the Benefits of Monitoring Efforts to Reach goals: Cancer Scan Col, Ltd., Tokyo, Japan (2009-2010) 16. Establishing Budgets and Finding Funding Marketing Highlight: The Heart Truth: Mobilizing Partners to Help Spread the Word (2002-2010) Step #9: Establishing Budgets Determining Budgets Justifying the Budget Finding Sources for Additional Funding Appealing to Funders Revising Your Plan Ethical Considerations When Establishing Funding 17. Creating an Implementation Plan and Sustaining Behavior Marketing Highlight: "Let's Move!" First Lady Michelle Obama's Initiative to Reduce Childhood Obesity (2010) Step #10: Creating an Implementation Plan Phasing Sustainability Sharing and Selling Your Plan Ethical Considerations When Implementing Plans Research Highlight: Turn it Off: An Anti-Idling Campaign (2007) Appendix A: Social Marketing Planning Worksheets Appendix B: Social Marketing Resources Chapter Notes Name Index Subject Index About the Authors

Social marketing : strategies for changing public behavior

Abstract: Calls for social campaigns to change public attitudes and behavior have been at the core of strategies to solve teenage pregnancy drug and alcohol abuse poor nutrition and the spread of acquired immunodeficiency syndrome (AIDS). In contemporary societies social marketing is an underutilized but powerful means of changing behavior. It combines the integrated planning and action framework characteristic of traditional approaches to social change with recent advances in communications technology and marketing skills. The 5 steps of the social marketing management process include: 1) analyzing the social marketing environment; 2) researching and selecting the target adopter population; 3) designing social marketing strategies; 4) planning social marketing mix programs; and 5) organizing implementing controlling and evaluating the social marketing effort. It is the scientific research into the specific needs desires beliefs and attitudes of target adopters and the specific characteristics of the social products that are being marketed that differentiates social marketing from other efforts to influence changes in social ideas and practices. In some cases social marketers are promoting products that have a tangible product-base (e.g. contraceptive devices for family planning); other products e.g. the cessation of cigarette smoking may be less tangible and require a more complex management approach. This volume provides a concise step-by-step guide to analyzing the social marketing environment developing social marketing programs and managing such programs. Each step is illustrated by case histories several of which involve condom promotion campaigns.

Successful Export Marketing Management: Some Empirical Evidence

Abstract: This article shows the main results of a survey of 134 export activities in manufacturing firms in Denmark. It analyses the association between export performance on the one hand and export marketing policy, firm characteristics and market characteristics on the other hand. Bivariate and multivariate analyses are performed with the purpose of identifying critical export marketing success factors. Links to previous research are discussed and implications for export marketing management considered. The article concludes by discussing future research on successful export marketing management.

Global Marketing Management

Abstract: I. INTRODUCTION AND OVERVIEW. 1. Introduction to Global Marketing. II. THE GLOBAL MARKETING ENVIRONMENT. 2. The Global Economic Environment. 3. The Social and Cultural Environment. 4. The Political, Legal, and Regulatory Environments of Global Marketing. III. ANALYZING AND TARGETING GLOBAL MARKET OPPORTUNITIES. 5. Global Customers. 6. Global Marketing Information Systems and Research. 7. Global Targeting, Segmenting and Positioning. IV. GLOBAL MARKETING STRATEGY. 8. Entry and Expansion Strategies: Marketing and Sourcing. 9. Cooperation and Global Strategic Partnerships. 10. Competitive Analysis and Strategy. V. CREATING GLOBAL MARKETING PROGRAMS. 11. Product Decisions. 12. Pricing Decisions. 13. Global Marketing Channels and Physical Distribution. 14. Global Advertising. 15. Global Promotion: Personal Selling, Public Relations, Sales Promotion, Direct Marketing, Trade Shows, Sponsorship. 16. Global e.marketing. VI. MANAGING THE GLOBAL MARKETING PROGRAM. 17. Leading, Organizing, and Monitoring the Global Marketing Effort. 18. The Future of Global Marketing. Appendix: Global Income and Population 2000 and Projections to 2010 and 2020.

Tourism marketing and management handbook.

Abstract: Part 1 The tourism environment: structure and sectors - structure of tourism - three integrated models, airline competition, theme parks, incentive travel regional and public sector policies - determinants of the attractiveness of a tourism region, tourism destination area development (from theory into practice), tourism in non-traditional areas, public sector policies, government controls on and support for tourism, tourism legislation, international regulation trends and developments - sociology of tourism, fragmentation in the tourism industry, seasonality, trends in international tourism, ecology management, international environmental regulation and control, environmental auditing, science and technology, information technology and computer reservations systems, role of research in tourism, tourism and the media, education and training, career opportunities. Part 2 Tourism management: strategic and operational management - decision design for tourism chief executive officers, strategy planning and management, systems approach, tourism information systems, strategic alliances, human resource management, managing labor flexibility, production/operations management, applications of information technology, hospitality, productivity measurement, hotels financial management - financial planning and control, financial analysis, management by exception, capital budgeting, priority base budgeting, cash management, development and investment policy in tourism, profile of investment incentives, foreign exchange management quality management - total quality management, quality assessment of tourism developments, quality management - hotels, quality of service and tourist satisfaction, quality of service and customer care. Part 3 Tourism marketing: consumer behavior, marketing research and segmentation - consumer behavior, marketing research, market segmentation, demographic segmentation, psychographic segmentation, targeting markets, positioning strategies managing the marketing mix - overall tourism product, product life cycle, branding, new product development, pricing, tariff management - hotels, promotional mix, promotional strategies, promotion budget allocation for national tourist offices using an expert system, direct marketing, public relations, multi-nation promotion, tour operators, franchising strategic marketing and planning - marketing management, marketing plan, marketing opportunity analysis, marketing feasibility study, technological change and competitive marketing strategies, marketing strategies - hospitality, market penetration, marketing budgeting - hotels, marketing audit, European destination marketing, marketing in small island states. Part 4 Analytical methods applied to tourism: economics and forecasting - economic impact, input-output analysis, receipts/expenditures balance analysis, economic impact models, economic models, cost-benefit analysis. (Part contents).

Defining Marketing: A Market‐Oriented Approach

Abstract: Traditionally marketing as it is perceived all over the Western world is based on definitions agreed on in the US by the American Marketing Association and presented in American textbooks. This definition is, however, based on American conditions and, moreover, mainly geared to the customer relationships of manufacturers of consumer packaged goods and durables. More recent research in Europe on service marketing and industrial marketing suggests a somewhat different approach to defining marketing. Long‐term customer relationships are considered as the cornerstone of marketing, and a definition of marketing which is geared to this notion is suggested.

Hospitality and travel marketing

Abstract: Part I: Introduction to marketing. Marketing defined. Differences between marketing products and hospitality/travel services. The hospitality and travel marketing system. Part II: Planning: research and analysis. Customer behavior in the hospitality and travel industry. Analyzing market opportunities. Marketing research. Part III: Planning: strategy, positioning and objectives. Marketing segmentation and trends. The marketing plan and the eight "P's" of hospitality marketing. Part IV: Implementing the marketing mix. The product/service mix and people. Packaging and promotion. The distribution mix and the travel trade. Communications and the promotional mix. Advertising. Sales promotion and merchandising. Personal selling and sales management. Public relations and publicity. Pricing. Part V: Controlling, measuring and evaluating the plan. Marketing management, evaluation and control.

Novelty, Complexity, and Importance as Causal Determinants of Industrial Buyer Behavior

Abstract: To successfully market their products, industrial vendors must determine who participates in an organizational purchase decision and what their influence is. Previous research has shown that partic...

Marketing Plans: How to Prepare Them, How to Use Them

Abstract: Understanding the marketing process The marketing planning process: the main steps The marketing planning process: removing the myths Completing the marketing audit: the customer and market audit Completing the marketing audit: the product audit Setting marketing objectives and strategies The communication plan: the advertising and sales promotion plans The communication plan: the sales plan The pricing plan Marketing information, forecasting and organizing for marketing planning Implementation issues in marketing planning A step-by-step marketing planning system.

Direct Marketing Management

Abstract: I. THE BASIS OF DIRECT MARKETING. 1. Contemporary Direct Marketing. 2. Planning a Direct Marketing Program. II. DIRECT MARKETING DECISION VARIABLES. 3. Offer Planning and Positioning. 4. Mailing Lists: Processing and Selection. 5. List Segmentation. 6. Creative Strategy and Execution. 7. Fulfillment and Customer Service. III. SPECIAL TECHNIQUES OF DIRECT MARKETING. 8. Developing and Using Customer Databases. 9. Profitability and Lifetime Value. 10. Testing Direct Marketing Programs. 11. Business-to-Business Direct Marketing. IV. DIRECT MARKETING MEDIA. 12. Developing Direct Mail Campaigns. 13. Catalog Marketing. 14. Telephone Marketing. 15. Direct Response in Print Media. 16. Direct Response in Broadcast Media. 17. The Interactive Media. Index.

Hospitality Marketing Management

Abstract: The Functions of Marketing Introduction to Hospitality Services Marketing Understanding the Behavior of Hospitality Consumers Market Segmentation and Positioning Developing a Marketing Plan Information for Marketing Decisions Developing New Products and Services Product-Service Mix Strategy Distribution, Intermediaries, and Electronic Commerce Promotion and Advertising Advertising Media Planning Sales Promotions, Merchandising and Public Relations Personal Selling Pricing Strategy Using Menu Design as a Marketing Tool Index

International Marketing : Analysis and Strategy

Abstract: I. OVERVIEW OF WORLD BUSINESS. 1. Nature of International Marketing: Challenges and Opportunities. 2. Trade Theories and Economic Development. 3. Trade Distortions and Marketing Barriers. II. WORLD MARKET ENVIRONMENT. 4. Political Environment. 5. Legal Environment. 6. Culture. 7. Consumer Behavior in the International Context: Psychological and Social Dimensions. III. PLANNING FOR INTERNATIONAL MARKETING. 8. Marketing Research and Information System. 9. Market Analysis and Foreign Market Entry Strategies. IV. INTERNATIONAL MARKETING DECISIONS. 10. Product Strategies: Basic Decisions and Product Planning. 11. Product Strategies: Branding and Packaging Decisions. 12. Distribution Strategies: Channels of Distribution. 13. Distribution Strategies: Physical Distribution and Documentation. 14. Promotion Strategies: Personal Selling, Publicity, and Sales Promotion. 15. Promotion Strategies: Advertising. 16. Pricing Strategies: Basic Decisions. 17. Pricing Strategies: Terms of Sale and Payment. V. SPECIAL TOPICS: FINANCIAL ENVIRONMENT AND DECISIONS. 18. Sources of Financing and International Money Markets. 19. Currencies and Foreign Exchange. Subject Index. Name Index. Company and Trademark Index. Country Index.

Sales Management: Analysis and Decision-making

Abstract: Updated throughout with new vignettes, boxes, cases, and more, this classic text blends the most recent sales management research with real-life "best practices" of leading sales organizations. The text focuses on the importance of employing different sales strategies for different consumer groups, and on integrating corporate, business, marketing, and sales strategies. It equips students with a strong foundation in current trends and issues, and identifies the skill sets needed for the 21st century.

Marketing planning in small enterprises: A model and some empirical evidence∗

Abstract: This paper discusses some of the features of small firms and emphasises that business proprietors have quite a different approach to marketing compared to that displayed by professional marketing managers in large concerns. In particular, the authors argue that the predominating influence of the owner/manager and the managerial and structural features of small enterprises leads to a marketing planning approach that is unique to them and suited to their needs and capacities. This approach, while it encapsulates the fundamental elements of marketing planning and investigates internal and external planning dimensions, allows owner/managers to approach marketing planning with varying degrees of rigour and sophistication. The authors develop a model to make this approach operational. To investigate the utility of the model, semi‐structured interviews were carried out with the owners of 68 four‐year‐old firms and results show that around two thirds of owners adopted a “non‐marketing” approach to marketing plann...

Making SWOT Analysis Work

Abstract: The analysis of Strengths and Weaknesses, and Opportunities and Threats is probably the most common and widely‐recognised tool for conducting a strategic marketing audit The authors suggest SWOT analysis has suffered from familiarity breeding contempt and that the technique is normally used very badly and to little effect The article draws on experience of marketing planning process management in a variety of companies to propose a five‐point approach to make SWOT analysis work effectively

Business Marketing Management: B2B

Abstract: Business Marketing is typically taught in four-year schools at both the undergraduate and graduate level. The course details the key differences between consumer goods and business-to-business marketing and most often includes case coverage. This course is typically found in the marketing department.

Small Business Adoption of the Marketing Concept vs. Other Business Strategies

Abstract: Small businesses, like their larger counterparts, are guided by overall philosophies of what the firm is and what it should be doing. One philosophy, the marketing concept, is an operational approach that provides an overall perspective to all organization members. According to one source: The marketing concept is a managerial prescription relating to the attainment of an entity's goals .... The marketing concept states that an entity achieves its own exchange-determined goals most efficiently through a thorough understanding of potential exchange partners and their needs and wants, through a thorough understanding of the costs associated with satisfying those needs and wants, and then designing, producing, and offering products in light of this understanding. A more fundamental conceptualization of the marketing concept is that it is a business philosophy which requires that all organization members focus their efforts on customer satisfaction, that management emphasizes marketing strategy and planning, and that the organization strives to earn a profit through selectively meeting customer needs. For numerous managers, this approach to doing business is intuitively attractive. In addition, empirical evidence has demonstrated that it can be more profitably applied than other commonly used approaches.3 This is true despite the fact that the marketing concept has been the subject of criticism from both academics and practitioners in the field.4 The major alternative philosophies are the production concept, which emphasizes efficiency in production, the sales concept, which focuses on promoting products to customers, and the societal concept, whereby management attempts to engage in effective transactions with various publics," including target customers, the public at large, suppliers, governmental agencies, and special interest groups. It is of interest to business managers, public policy formulators, academics, and the public at large to gain insights into the overall strategies which guide business firms. To date, little database analysis has been done on the use of the marketing concept in small business.5 The present article reports the results of a study designed to help remedy that deficiency. The objective of the study was to determine the extent to which small businesses currently pursue the marketing concept, or some alternative concept, to guide their actions. Subsidiary objectives were to determine why firms that have adopted the marketing concept have seen fit to pursue this course of action, and to uncover problems associated with adopting and implementing the marketing concept. LITERATURE REVIEW In 1985, Hise examined the extent to which manufacturing firms had adopted the marketing concept. The sample consisted of 131 Fortune 500 manufacturing firms and 121 medium-sized firms (annual sales from $10 million to $50 million). Questions were asked relating to: (1) customer orientation, (2) profitability of operations, and (3) organizational structure of the marketing department. Based upon separate analysis of each of the three sets of questions, Hise concluded that to a large extent, both large and medium- sized manufacturing firms had adopted the marketing concept. Barksdale and Darden examined marketers' attitudes toward the marketing concept using a national sample of 203 company presidents and marketing educators. The members of the sample basically agreed with the statements that (1) the marketing concept has been adopted as an operating philosophy by most business firms in America; (2) the marketing concept is not an academic idea that works better in theory than in practice; and (3) the basic ideas of the marketing concept are equally valid for both large and small firms. Yet another study examined 1,492 companies with a net worth of at least $1 million in 21 manufacturing industry classifications. …

Problems and Strategies in the International Marketing of Services

Abstract: Services is the fastest growing sector in international trade but is overlooked as a subject of study in international marketing. Some international marketing problems specifically related to services are discussed. Two categories of services – product services and service products – are considered, with discussion focusing on the latter. The characteristics of services, inseparability, heterogeneity, perishability and the marketing mix are examined to identify the unique problems they may create in the internationalisation process of service firms. Solutions to these problems are suggested.

Ten barriers to marketing planning

Abstract: This paper serves as a wide‐ranging review of why, given the acknowledged benefits to be enjoyed by companies carrying out formalised marketing planning, most industrial companies still rely largely on forecasting and budgeting systems as their principal means of addressing the future. It identifies ten distinct and major barriers to the preparation and implementation of marketing plans. These are: Confusion between tactics and strategy. Isolating the marketing function from operations. Confusion between the marketing function and the marketing concept. Organisational barriers. Lack of in‐depth analysis. Confusion between process and output. Lack of knowledge and skills. Lack of a systematic approach to marketing planning. Failure to prioritise objectives. Hostile corporate cultures. The paper recommends ways of overcoming these barriers.

The Integration of Marketing Flows in Channels of Distribution

Abstract: A long‐standing and important concept in marketing is the existence of flows in the channel of distribution. Various channel strategies related to flow separation, postponement, and acceleration have been described separately in different parts of the marketing literature. This article attempts to integrate and relate these concepts in both a managerial and theoretical manner. Building on order penetration points and a network paradigm, the concepts are systematically integrated. Specific managerial tools such as a network planning matrix and mathematical network analysis are also presented. The need to integrate marketing flows for achieving customer satisfaction is highlighted. By linking separate flow strategies, channel performance can be leveraged for competitive advantage.

Perceptual Position and Competitive Brand Strategy in a Two-Dimensional, Two-Brand Market

Abstract: Brand positioning and competitive reaction are important determinants of optimal brand strategy. Analyses of brand strategy have focused on optimal pricing and positioning issues using either empirical models of perceptions and preferences, game theory to examine competition, or both. However, the important issues of advertising and distribution strategy have not been fully addressed. This paper analyzes competition and strategy between two brands that compete in a two-dimensional market with advertising and distribution spending, in addition to prices and product positions. In particular, for a unimodal taste distribution of ideal points we show how • optimal competitive Nash equilibrium marketing mix levels and profits depend on the positions of both brands, • brands can reposition to increase profit and under what conditions these strategies imply minimum versus maximum differentiation positioning equilibria, and • how the intensity of advertising and distribution competition affect equilibrium brand positions.

Developing New Personal Financial Products – Some Evidence of the Role of Market Research

Abstract: The role of product development within personal financial service organisations is focused on, with particular emphasis on the part played by market research within the process A major aim is to identify the importance of marketing and market research within respondents′ companies, in terms of the organisation of these functions The results of a questionnaire sent to organisations providing personal financial services to the consumer are drawn on – new product development within individual companies is investigated, the progression of new products from conception to launch traced, the role of market research within the process identified and the organisation of the marketing function examined

Hospitality Marketing: The Internal Approach

Abstract: Hospitality firms generally view marketing as an external activity. But everything a customer experiences has marketing impact, so the best marketing strategies begin inside the operation