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Showing papers on "Marketing management published in 2003"


Journal ArticleDOI
TL;DR: In this paper, the identity salience model is used to explain relationship marketing success in exchange relationships that (1) involve relationships that involve multiple stakeholders, (2) involve business-to-business marketing, and (3) involve for profit firms.
Abstract: Researchers suggest that developing long-term relationships with key stakeholders is an important strategy in today’s intensely competitive business environment. Many organizations have embraced this concept, which is referred to as relationship marketing. Much of the research on relationship marketing success has examined relationships that (1) are primarily economic in nature, (2) involve business-to-business marketing, and (3) involve forprofit firms. However, the authors argue that relationship marketing is a viable strategy in such contexts as those involving high levels of social exchange, business-to-consumer marketing, and nonprofit marketing. In these contexts, relationship marketing success may require different relationship characteristics from those identified in previous research. The authors develop “the identity salience model of relationship marketing success,” which they posit is useful for explaining relationship marketing success in exchange relationships that (1) involve indiv...

753 citations


Book
01 Jan 2003
TL;DR: The role and value of marketing research information is discussed in this paper, where the authors present a survey of the marketing research process and its role in information management for decision-making.
Abstract: Part 1: The Role and Value of Marketing Research Information 1Marketing Research for Managerial Decision Making 2The Marketing Research Process 3Information Management for Marketing Decisions: Secondary Data Sources Part 2: Technology in the Research Process 4Customer Relationship Management and the Marketing Research Process 5Marketing Decision Support Systems Part 3: Designing the Marketing Research Project 6Exploratory Designs: In-Depth Interviews and Focus Groups 7Descriptive Research Designs: Survey Methods and Errors 8Observation Techniques, Experiments, and Test Markets Part 4: Gathering and Collecting Accurate Data 9Sampling: Theory and Design 10Sampling: Methods and Planning 11Overview of Measurement: Construct Development and Scale Measurement 12Attitude Scale Measurements Used in Marketing Research 13Questionnaire Design and Issues Part 5: Data Preparation, Analysis, and Reporting the Results 14Coding, Editing, and Preparing Data for Analysis 15Data Analysis: Testing for Significant Differences 16Data Analysis: Testing for Association 17Data Analysis: Multivariate Techniques for the Research Process 18Preparing the Marketing Research Report and Presentation

713 citations


Journal ArticleDOI
TL;DR: The authors assess marketing organization fit with business strategy as the degree to which a business's marketing organization differs from that of an empirically derived ideal profile that achieves superior performance by arranging marketing activities in a way that enables the implementation of a given strategy type.
Abstract: Theory posits that organizing marketing activities in ways that fit the implementation requirements of a business’s strategy enhances performance. However, conceptual and methodological problems make it difficult to empirically assess this proposition in the holistic way that it is theoretically framed. Drawing on configuration theory approaches in management, the authors address these problems by assessing marketing organization fit with business strategy as the degree to which a business’s marketing organization differs from that of an empirically derived ideal profile that achieves superior performance by arranging marketing activities in a way that enables the implementation of a given strategy type. The authors suggest that marketing organization fit with strategic type is associated with marketing effectiveness in prospector, defender, and analyzer strategic types and with marketing efficiency in prospector and defender strategic types. The study demonstrates the utility of profile deviatio...

697 citations


Journal ArticleDOI
TL;DR: The authors provided a comprehensive summary of empirical findings from some of the major marketing journals that reveal how brand strength, operationalised in various ways, can create differential responses by consumers to various marketing activities.
Abstract: Building strong brands has become a marketing priority for many organisations. The presumption is that building a strong brand yields a number of marketing advantages. In this paper, a comprehensive summary of empirical findings is provided from some of the major marketing journals that reveal how brand strength, operationalised in various ways, can create differential responses by consumers to various marketing activities — a well-accepted view of brand equity. Additionally, some underlying theoretical mechanisms on which these findings are based are identified and organised. Lastly, some current gaps in the literature are identified, and an agenda put forth for future research on the marketing advantages of strong brands.

519 citations


Journal ArticleDOI
TL;DR: In this article, the authors discuss the key issues and challenges that face internal marketing research and for the future development of the concept and philosophy and discuss the link between employee satisfaction and organisational performance.
Abstract: This commentary discusses the key issues and challenges that face internal marketing research and for the future development of the concept and philosophy. Issues addressed include: the link between employee satisfaction and organisational performance; the need for research on how inter‐functional co‐ordination can be achieved for the effective implementation of marketing strategies; the need for relationship marketing perspective in internal marketing; the need for research in internal communication strategies; and the role of internal marketing for developing organisational competences.

473 citations


Patent
24 Jun 2003
TL;DR: In this paper, a functionally integrated consumer product and service brand marketing communication system and method is proposed, which enables manufacturers, retailers, their respective agents, and consumers to carry out four basic product-related marketing communication functions along the demand-side of the retail chain.
Abstract: A functionally-integrated consumer product and service brand marketing communication system and method which enables manufacturers, retailers, their respective agents, and consumers to carry out four basic product-related marketing communication functions along the demand-side of the retail chain, namely: enabling manufacturers' marketing, brand and/or product managers to create and manage a composite brand image for each consumer product being offered for sale in both physical and electronic marketplaces; enabling manufacturers, retailers, and their advertising and marketing agents to display consumer product advertisements to consumers, at or near the point of purchase or sale within both physical and electronic retail shopping environments, in a way which is guaranteed to project the manufacturer's intended brand image while positively influencing product demand; enabling retailers, manufacturers, and their marketing and promotional agents to promote consumer products with consumers within physical and electronic retail shopping environments in order to positively influence (i.e. reduce) the supply of such products in inventory and promote sales and profits; and enabling consumers to request and obtain reliable information about a manufacturer's product in order to make informed/educated purchases along the demand side of the retail chain, while enabling retailer purchasing agents to request and obtain reliable information about a manufacturer's product in order to make informed/educated purchases along the supply side, thereby influencing product demand in a positive manner.

450 citations


Journal ArticleDOI
TL;DR: In this article, the role of marketing capabilities in innovation-based competitive strategy is examined and the results suggest that marketing capabilities influence both the innovation intensity and sustained competitive advantage of the firm.
Abstract: In recent years there has been a considerable debate on the role of marketing in competitive strategy. Marketing researchers argue that one way of marketing making a more significant contribution to the theory and practice of strategy is by explicit articulation of marketing capabilities. The new research agenda must explore the role of distinctive marketing capabilities as they relate to innovative and entrepreneurial firm behaviour. However, the literature on the role of marketing capabilities in competitive strategy has been limited. Similarly there have been inadequacies in the conceptualization and operationalization of innovation and sustained competitive advantage constructs. This paper presents the results of a study that examines the role of marketing capabilities in innovation-based competitive strategy. Results suggest that marketing capabilities influence both the innovation intensity and sustained competitive advantage of the firm. The research contributes to strategic marketing theory and practice by developing, refining and validating measures of entrepreneurship, marketing capabilities, organizational innovation and sustained competitive advantage.

438 citations


Journal ArticleDOI
TL;DR: In this article, an integrative analysis of 36 studies centering around strategy standardization/adaptation, its antecedents, and performance outcomes is presented. And the central conclusion of this analysis is that the decision whether to standardize or adapt the marketing strategy to achieve superior business performance will largely depend on the set of circumstances that a firm is confronted by within a particular foreign market at a specific period of time.

418 citations


Journal ArticleDOI
TL;DR: In this paper, a new internal marketing (IM) implementation model is proposed and empirically evaluated as a framework for implementing marketing strategies, which is based on the concept of IM mix or a set of controllable instruments inside the organization that can be used effectively to influence employees so that they are motivated and act in a customer oriented fashion.
Abstract: The paper proposes and empirically evaluates a new internal marketing (IM) implementation model as a framework for implementing marketing strategies. The paper proposes the concept of IM mix or a set of controllable instruments inside the organisation that can be used effectively to influence employees so that they are motivated and act in a customer‐oriented fashion. In the model organisational competencies mediate the relationship between IM mix and business performance. Additionally, the model postulates that application of marketing‐like philosophy and marketing‐like tools internally moderates the relationship between IM mix and organisational competencies. All the major hypotheses were supported by the empirical research. In particular the IM mix was shown to be a reliable measure and strongly related to business performance. The research supports the view that organisational competencies mediate the relationship between the IM mix and business performance.

356 citations


19 Sep 2003
TL;DR: In this paper, the authors evaluate which are the most critical success factors in place marketing, and how these factors could be utilised in place development and propose a new and holistic framework to help places move to a more systematic and effective marketing approach.
Abstract: The aim of the present study is to evaluate which are the most critical success factors in place marketing, and how these factors could be utilised in place development. The study builds a framework and analyses place marketing practices from the perspectives of the process, assessment criteria and success factors. The main research focus is on marketing management aspects in place marketing. The primary theoretical background and concepts in place marketing for this study consist of marketing theory, branding, assessment criteria, process, place development, local economic development and non-profit organisations. This study uses a theory building, qualitative case research agenda, with an embedded, longitudinal and multiple case design. The study applies the theoretical framework of successful place marketing in an empirical research with the case locations of the Helsinki, Stockholm, Copenhagen and Chicago regions. The field research was carried out between April 2002 and March 2003. This study investigates also how Northern European versus U.S. place marketers differ in their practices and comes to the conclusion that both regions can benefit from a study of each other’s practices. This study contributes to the literature by “translating” the key concepts of corporate marketing theory for places, forms a conceptual framework and makes 35 propositions about general place marketing practices and its specific success factors. The study makes a managerial contribution by giving recommendations for place marketing practices, and by offering a new and holistic framework to help places move to a more systematic and effective marketing approach. Strategic marketing can be also applied to places, and the tools of corporate marketing can be transferred to place marketing. Places can also be branded, through creating and communicating a place identity, which increases a place’s attraction.

311 citations


Journal ArticleDOI
TL;DR: In this paper, an exploratory field study of practices at the interface between management accounting and marketing management affirm SMA's limited impact on practice in the UK, however, there are indications that a new subset of SMA developments may be emerging as accountants and marketers begin to measure the performance of brands.

Journal ArticleDOI
TL;DR: In this paper, data from high-technology firms in Hong Kong were used to investigate whether the outcomes of problem-solving processes (solutions found, problem solving speed, and solution quality) mediated the e...
Abstract: Data from high-technology firms in Hong Kong were used to investigate whether the outcomes of problem-solving processes (solutions found, problem-solving speed, and solution quality) mediated the e...

Journal ArticleDOI
TL;DR: In this article, companies along the forestry-wood value chain from four European countries were surveyed in order to examine social responsibility in values and environmental emphasis in their marketing planning, and the results also give evidence that green values, environmental marketing strategies, structures and functions are logically connected to each other as hypothesised according to the model of environmental marketing.
Abstract: Companies along the forestry‐wood value chain from four European countries were surveyed in order to examine social responsibility in values and environmental emphasis in their marketing planning. Most of the Finnish, Swedish, German and UK companies emphasise environmental issues in their values, marketing strategies, structures and functions. The companies were classified into three groups according to their responsibility values based on the concepts of redirecting customers towards sustainability and the role of governmental balancing of markets. “Proactive green marketers” (companies emphasising pursuing sustainability and believing in free market system) emphasise environmental issues in their marketing planning clearly more than traditional “consumption marketers”, and more than “reactive green marketers” (companies emphasising pursuing sustainability under governmental balancing). We interpret that proactive marketers are the most genuine group in implementing environmental marketing voluntarily and seeking competitive advantage through environmental friendliness. Thus, the example of these progressive companies should be the direction towards sustainable development in business and society. The results also give evidence that green values, environmental marketing strategies, structures and functions are logically connected to each other as hypothesised according to the model of environmental marketing used to guide this study.

Journal ArticleDOI
TL;DR: In this paper, the authors examined the impact of specific firm characteristics, environmental characteristics and marketing mix strategy on export marketing performance and found that firm characteristics and environmental characteristics impact significantly on both overall performance and mix strategy adaptation by exporting firms.
Abstract: This study examines the impact of specific firm characteristics, environmental characteristics and marketing mix strategy on export marketing performance. Data were gathered via a mail survey of firms engaged in exporting. The results indicate that firm characteristics and environmental characteristics impact significantly on both overall performance and marketing mix strategy adaptation by exporting firms. However, the decision to adapt or standardise the marketing mix strategy did not significantly impact marketing performance, implying that either standardisation or adaptation is appropriate and yields comparable performance.

Book
01 Dec 2003
TL;DR: In this article, the authors present a guided tour of the fourth edition of the book "Global e-marketing: The Decision to Internationalize and the International Market Selection Process".
Abstract: Preface to the fourth edition Guided tour of the book Acknowledgements Publisher's acknowledgements Abbreviations E-marketing terminology About the author PART I THE DECISION WHETHER TO INTERNATIONALIZE 1 Global marketing in the firm 2 Initiation of internalization 3 Internationalization theories 4 Development of the firm's international competitiveness Part I Case studies PART II DECIDING WHICH MARKETS TO ENTER 5 Global marketing research 6 The political and economic environment 7 The sociocultural environment 8 The international market selection process Part II Case studies PART III MARKET ENTRY STRATEGIES 9 Some approaches to the choice of entry mode 10 Export modes 11 Intermediate entry modes 12 Hierarchical modes 13 International sourcing decisions and the role of the subsupplier Part III Case studies PART IV DESIGNING THE GLOBAL MARKETING PROGRAMME 14 Product designs 15 Pricing decisions and terms of doing business 16 Distribution decisions 17 Communication decisions (promotion strategies) Part IV Case studies PART V IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME 18 Cross-cultural sales negotiations 19 Organization and control of the global marketing programme Part V Case studies Index EXCLUSIVE TO THE WEB: 20 Global e-marketing

Journal ArticleDOI
TL;DR: In this article, the authors present a list of actionable guidelines for strategy development based on present knowledge about the mature market, and the effectiveness of the recommended strategies is likely to vary across situations and subsegments, it is hoped that they would be effective in most settings.
Abstract: The changing demographics and the aging of the population are affecting the age composition of consumer markets. This, in turn, creates opportunities and challenges for organizations serving consumer markets. This article reviews some corporate challenges and opportunities facing the corporate American due to the aging marketplace. A list of actionable guidelines suggested for strategy development. These guidelines are based on present knowledge about the mature market. While the effectiveness of the recommended strategies is likely to vary across situations and sub‐segments, it is hoped that they would be effective in most settings.

Book
03 Mar 2003
TL;DR: In this article, the authors present a survey of marketing thinking and practice in the context of e-commerce and e-business, focusing on the following: advertising, advertising campaigns, and advertising campaigns.
Abstract: Advertising. Brands. Business-to-Business Marketing. Change. Communication and Promotion. Companies. Competitive Advantage. Competitors. Consultants. Corporate Branding. Creativity. Customer Needs. Customer Orientation. Customer Relationship Management (CRM). Customers. Customer Satisfaction. Database Marketing. Design. Differentiation. Direct Mail. Distribution and Channels. Employees. Entrepreneurship. Experiential Marketing. Financial Marketing. Focusing and Niching. Forecasting and the Future. Goals and Objectives. Growth Strategies. Guarantees. Image and Emotional Marketing. Implementation and Control. Information and Analytics. Innovation. Intangible Assets. International Marketing. Internet and E-Business. Leadership. Loyalty. Management. Marketing Assets and Resources. Marketing Department Interfaces. Marketing Ethics. Marketing Mix. Marketing Plans. Marketing Research. Marketing Roles and Skills. Markets. Media. Mission. New Product Development. Opportunity. Organization. Outsourcing. Performance Measurement. Positioning. Price. Products. Profits. Public Relations. Quality. Recession Marketing. Relationship Marketing. Retailers and Vendors. Sales Force. Sales Promotion. Segmentation. Selling. Service. Sponsorship. Strategy. Success and Failure. Suppliers. Target Markets. Technology. Telemarketing and Call Centers. Trends in Marketing Thinking and Practice. Value. Word of Mouth. Zest. Notes. Index.

Posted Content
TL;DR: In this article, the authors examined the appropriateness of the notion and application of relationship marketing in various contexts and suggested the concept of the service brand as a holistic process beginning with the relationship between the firm and its staff and coming alive during the interactions between staff and customers.
Abstract: This article examines the appropriateness of the notion and application of relationship marketing in various contexts. Theoretical and conceptual similarities between the broad notions of 'the brand' and of relationship marketing as risk reducers, simplifiers of choice and guarantee of quality are uncovered. We put forward a notion of relationship marketing as a further step in the branding process, whereby whenever perceived risk and consumer involvement are high, relationship marketing acts as a supplementary tool enabling consumers to maintain cognitive consistency and psychological comfort. Experts' opinions regarding branding in a service context expanded on these concepts. Especially for more intangible offerings, such as financial services, the experts stressed the use of corporate brand identity as the basis of relationship building both inside and outside the organization and as a means to achieve differentiation and provide the focus for homogeneous and consistent service delivery. Finally, we suggest the concept of the service brand as a holistic process beginning with the relationship between the firm and its staff and coming alive during the interactions between staff and customers.

Journal ArticleDOI
TL;DR: In this article, the structural relationships through which internal marketing can create value for an organisation, its customers and its employees are explored, where it is argued that internal marketing requires a relationship-mediated approach, where planned phases of learning activity in volunteer groups generate new internally valid knowledge critical to the improvement of external market performance.
Abstract: This article explores the structural relationships through which internal marketing can create value for an organisation, its customers and its employees. It is argued that internal marketing requires a relationship‐mediated approach, where planned phases of learning activity in volunteer groups generate new internally valid knowledge critical to the improvement of external market performance. Thus internal marketing is defined as a relationship development strategy for the purpose of knowledge renewal. First, the author presents a typology of knowledge exchange patterns within organisations on which internal marketing is based. Second, a four‐phase internal marketing process grounded in case research is presented. Next, the structure of relationship development for internal marketing is described, one which mediates knowledge transfer between the individuals involved and to their organisation as a whole. Finally, the paper offers five propositional statements in support of a relationship‐mediated theory of internal marketing.

Journal ArticleDOI
TL;DR: The past development of social marketing theory and practice has been largely based on the translation of ideas and practices from conventional, commercial marketing as discussed by the authors, which may create practical problems and also confusion regarding the theoretical basis of Social marketing.
Abstract: The past development of social marketing theory and practice has been based largely on the translation of ideas and practices from conventional, commercial marketing. The application of a customer orientation and conventional marketing techniques has often successfully revolutionized the pursuit of social goals and has led to the growing popularity of social marketing. There is, however, a danger that an over-emphasis on the direct translation of mainstream marketing principles and practices into social contexts may create practical problems and also confusion regarding the theoretical basis of social marketing. This paper provides a critique of the development of social marketing theory and its reliance on mainstream commercial marketing. It argues that social marketing’s future development may depend upon a better understanding of, and emphasis on, the differences between the social and commercial contexts. The paper concludes that social marketing needs the developmentof its own distinctive vocabulary, ideas and tools. To achieve this, there may beopportunities for theorists to follow the example of other marketing sub-disciplines, and also to reach back directly into the disciplines on which marketing is founded, including economics, psychology, sociology and communications theory, in search of new and better-adapted practices and theories to apply.

Journal ArticleDOI
TL;DR: In this paper, the authors review issues pertaining to marketing practice in the small firm and examine the absence of agreed definitions of "the small firm" and "success" or "failure" of such entities, offers definitions for these terms, acknowledges the importance of small firms to the economy, reviews small firm characteristics, acknowledges inherent weaknesses with regard to finance and marketing in small firms, reviews marketing practice, and considers the roles of marketing educators and owner/managers.
Abstract: Defining the small firm is somewhat arbitrary as criteria used to classify entities as such include size, number of employees, sales volume, asset size, type of customer, capital requirements and market share. There is, however, general agreement that smallness and newness create specific difficulties for business. Furthermore, there is widespread acceptance of the notion that small firms typically possess certain characteristics, which serve to differentiate them from larger organisations. These characteristics include inherent weaknesses with respect to capitalisation and marketing awareness and practice. Small firms are perceived as vulnerable yet valuable entities, important both economically and socially. High failure rates of small firms are largely attributed to weaknesses in financial management and marketing. Many classical management concepts are unsuitable for application in a small firm context, with research suggesting non-implementation of theoretically based marketing practice is the rule rather than the exception in the small firm. This paper reviews issues pertaining to marketing practice in the small firm. It examines the absence of agreed definitions of "the small firm" and "success" or "failure" of such entities, offers definitions for these terms, acknowledges the importance of small firms to the economy, reviews small firm characteristics, acknowledges inherent weaknesses with regard to finance and marketing in small firms, reviews marketing practice in the context of small firm characteristics, and considers the roles of marketing educators and owner/managers in improving small firm's marketing practice.

Patent
30 Apr 2003
TL;DR: In this paper, a marketing optimization module automatically obtaining multi-dimensional marketing data from a market client (250) and then automatically organizes at least a part of the multi-dimension marketing data into one or more marketing categories (252).
Abstract: A marketing optimization module automatically obtaining multi-dimensional marketing data from a market client (250). The marketing optimization module automatically organizes at least a part of the multi-dimensional marketing data into one or more marketing categories (252). The marketing optimization module then analyzes (258) all of or a part of the multi-dimensional marketing data to facilitate the optimization of a marketing investment.

Journal ArticleDOI
TL;DR: In this paper, a longitudinal study is conducted on the high involvement soft drink category using the top nine national soft drinks brands, and attributes are examined from a tangible and intangible perspective.
Abstract: Brand equity continues to be one of the critical areas for marketing management. This study explores some of the consequences attributes may have on brand equity such as the bias on consumer preference. For comparative purposes, a longitudinal study is conducted on the high involvement soft drink category using the top nine national soft drinks brands. In addition to brand equity and the top attributes being measured, overall preferences and the impact of other variables were included. Attributes are examined from a tangible and intangible perspective and both are found to be important contributors to brand equity and brand choice.

01 Apr 2003
TL;DR: In this article, the authors developed a clear concept of city marketing that is based on a customer-oriented perspective, acknowledges the important of perceptions of places in the decision-making process of the city's customers and delineates urban products.
Abstract: textThis PhD thesis deals with city marketing: cities making use of marketing ideas, concepts and tools. Marketing has proved its value in the business environment, but what about applying marketing in the context of cities? How can cities make effective use of the potential of marketing? The first contribution of this study is the development of a clear concept of city marketing that is based on a customer-oriented perspective, acknowledges the important of perceptions of places in the decision making process of the city’s customers and that delineates urban products. The analysis results in a framework for city marketing management that distinguishes between city marketing activities that need more oversight and central coordination and those activities that are best dealt with close to groupings of specific customers. It is argued that the effective use of city marketing requires a more integrated approach to city marketing. This integrated approach rests upon two dimensions. The first is the embeddedness of city marketing in urban governance - the fit of city marketing in the city’s wider policy framework. The second concerns structural conditions for city marketing management. Next, the study has identified four factors that stimulate and contribute to the embeddedness in urban governance and another four that are supportive factors for city marketing management. The empirical part of the thesis contains a comparative analysis of the city marketing experiences in Basel, Birmingham, Goteborg and Rotterdam. The comparative study has explored these eight factors. Our empirical analysis supports that these eight factors are indeed contributing to the embeddedness in urban government and are supportive for city marketing management. An integrated approach to city marketing is a necessary condition for the effective use of city marketing. The study is relevant for academics but it also provides cities a concept for city marketing and eight critical factors for its effectuation.

Journal ArticleDOI
TL;DR: This article frames the ongoing inquiry on mobile marketing through an overview of the novel marketing channel and proposes a brief analysis of the emerging industry structure, followed by a discussion of the split of resources between incumbents and new entrants and their effective competitive positioning.
Abstract: The emergence of a mobile data infrastructure interconnected with the Internet and television marks the advent of a new marketing channel based on mobile messaging and complementary to traditional marketing channels and the Internet. Mobile marketing test drives are proliferating around the world, with the United Kingdom as the laboratory of innovation. Powerful brand names are involved. Technologies and business models are assessed through experimental campaigns and user-attitude studies. This article frames the ongoing inquiry on mobile marketing through an overview of the novel marketing channel and proposes a brief analysis of the emerging industry structure, followed by a discussion of the split of resources between incumbents and new entrants (i.e., entrepreneurial mobile marketing companies) and their effective competitive positioning.

Journal ArticleDOI
TL;DR: The authors examines the symbiotic relationship between social, commercial, and critical marketing thought and concludes that social marketing will flourish by excellently exploiting the exchange theory and relational thinking of social marketing.
Abstract: This paper examines the symbiotic relationship between social, commercial, and critical marketing thought. Marketers seek to influence consumer behaviour. Much ill health and many social problems are caused by human behaviour. Social marketing puts these two phenomena together and uses marketing insights to address social behaviours. In the process both arms of the discipline can benefit, and this paper illustrates this using the examples of exchange theory and relational thinking. Social marketing also recognizes environmental influences on behaviour and that commercial marketing can be an important part of this influence. The case of tobacco is used to show that this influence can be malignant, and that as a result marketing has come under unprecedented scrutiny. Social marketing’s understanding of both the commercial and social sectors puts it in a unique position to provide realistic critiques of marketing and identify intelligent solutions. The paper concludes that socialmarketing will flourish by ex...

Journal ArticleDOI
TL;DR: In this article, the authors focus on two important soft factors, corporate culture and human resource management, that are necessary for a successful implementation of a service-oriented strategy in industrial marketing companies and analyze the mediating role of these two soft factors in the causal chain leading from a serviceoriented strategy to organizational performance.
Abstract: It has been recognized that in today's highly competitive industrial markets, one of the few ways left to gain differentiation from competitors is by offering value-added services. To do so, however, requires a service-oriented strategy and the active implementation of this strategy which includes significant internal changes in management philosophy and approach. Unfortunately, no study has examined the implementation aspects of a service-oriented strategy. In this context, our research focuses on two important “soft factors,” corporate culture and human resource management, that are necessary for a successful implementation of a service-oriented strategy in industrial marketing companies. We analyze the mediating role of these two soft factors in the causal chain leading from a service-oriented strategy to organizational performance. We find that the soft factors play an important mediating role in the link between a service-oriented strategy and organizational performance.

Book
01 Jan 2003
TL;DR: In this paper, the concepts of services marketing management are discussed, including evaluation and measurement of services, and the role of service marketing in specific contexts. But, the focus is on the not-for-profit sector.
Abstract: PART ONE: UNDERLYING THEMES Underpinning Concepts of Services Marketing Management Evaluation and Measurements of Services PART TWO: MANAGING SERVICES Services Marketing in Specific Contexts The For-Profit Sector Services Marketing in Specific Contexts The Not-For-Profit Sector Organizational Influences on Services Management Management Styles and Emphasis for Services Marketing Internal Marketing in Service Organizations Management Competencies for Services Marketing PART THREE: SERVICE MANAGEMENT ISSUES Contemporary Issues in Services Marketing Service Marketing Management What Does the Future Hold?

Journal ArticleDOI
TL;DR: In this article, canonical correlation analysis is performed to investigate the relationship between switching costs and customer loyalty in a mobile phone operator and data are collected among corporate customers of a mobile operator.
Abstract: Switching costs are known to influence customer loyalty. This paper primarily investigates which dimensions of switching costs affect which dimensions of customer loyalty. Data are collected among corporate customers of a mobile phone operator and canonical correlation analysis is undertaken to investigate these relationships. Managerial implications are discussed, limitations are noted and future research directions are indicated.

Journal ArticleDOI
TL;DR: In this article, three established small and medium-sized enterprises provide qualitative case study evidence of the extent to which information communications technology can be embedded within a firm's marketing strategy, from the earliest adoption stages to the integration of the Internet with key business functions.
Abstract: In this article, three established small‐ and medium‐sized enterprises provide qualitative case study evidence of the extent to which information communications technology can be embedded within a firm’s marketing strategy, from the earliest adoption stages to the integration of the Internet with key business functions. These case studies also provide insights into the innovative ways that can be used to reposition a firm, its marketing strategy, services and products, both within the national and the global marketplace. Established firms, in addition to new businesses and industries, could gain considerable competitive advantage from Internet usage, if they can achieve the right mix of managerial capacity and marketing focus in terms of image, brand and customer needs. Their human resource base could allow such firms to “reinvent” themselves, mainly by effectively accessing and embedding new knowledge. It emerged that organisational culture facilitates and supports the wider access and application of new knowledge through organisational learning mechanisms.