Showing papers on "Marketing management published in 2004"

Evolving to a New Dominant Logic for Marketing

Abstract: Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output The dominant logic focused on tangible resources, embedded value, and transactions Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relationships The authors believe that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision rather than goods is fundamental to economic exchange The authors explore this evolving logic and the corresponding shift in perspective for marketing scholars, marketing practitioners, and marketing educators

Marketing for management.

Abstract: MKT 6009 Marketing Internship (0 semester credit hours) Student gains experience and improves skills through appropriate developmental work assignments in a real business environment. Student must identify and submit specific business learning objectives at the beginning of the semester. The student must demonstrate exposure to the managerial perspective via involvement or observation. At semester end, student prepares an oral or poster presentation, or a written paper reflecting on the work experience. Student performance is evaluated by the work supervisor. Pass/Fail only. Prerequisites: (MAS 6102 or MBA major) and department consent required. (0-0) S MKT 6244 Digital Marketing Strategy (2 semester credit hours) Executive Education Course. The course explores three distinct areas within marketing and sales namely, digital marketing, traditional sales prospecting, and executive sales organization and strategy. The continuing convergence of the digital marketing and sales funnels has created a strategic continuum from digital lead generation to digital sales. The course identifies the current composition of this digital continuum while providing opportunities to evaluate sales and marketing digital strategies. Prerequisites: MKT 6301 and instructor consent required. (2-0) Y MKT 6301 (SYSM 6318) Marketing Management (3 semester credit hours) Overview of marketing management methods, principles and concepts including product, pricing, promotion and distribution decisions as well as segmentation, targeting and positioning. (3-0) S MKT 6309 Marketing Data Analysis and Research (3 semester credit hours) Methods employed in market research and data analysis to understand consumer behavior, customer journeys, and markets so as to enable better decision-making. Topics include understanding different sources of data, survey design, experiments, and sampling plans. The course will cover the techniques used for market sizing estimation and forecasting. In addition, the course will cover the foundational concepts and techniques used in data visualization and \"story-telling\" for clients and management. Corequisites: MKT 6301 and OPRE 6301. (3-0) Y MKT 6310 Consumer Behavior (3 semester credit hours) An exposition of the theoretical perspectives of consumer behavior along with practical marketing implication. Study of psychological, sociological and behavioral findings and frameworks with reference to consumer decision-making. Topics will include the consumer decision-making model, individual determinants of consumer behavior and environmental influences on consumer behavior and their impact on marketing. Prerequisite: MKT 6301. (3-0) Y MKT 6321 Interactive and Digital Marketing (3 semester credit hours) Introduction to the theory and practice of interactive and digital marketing. Topics covered include: online-market research, consumer behavior, conversion metrics, and segmentation considerations; ecommerce, search and display advertising, audiences, search engine marketing, email, mobile, video, social networks, and the Internet of Things. (3-0) T MKT 6322 Internet Business Models (3 semester credit hours) Topics to be covered are: consumer behavior on the Internet, advertising on the Internet, competitive strategies, market research using the Internet, brand management, managing distribution and supply chains, pricing strategies, electronic payment systems, and developing virtual organizations. Further, students learn auction theory, web content design, and clickstream analysis. Prerequisite: MKT 6301. (3-0) Y MKT 6323 Database Marketing (3 semester credit hours) Techniques to analyze, interpret, and utilize marketing databases of customers to identify a firm's best customers, understanding their needs, and targeting communications and promotions to retain such customers. Topics

Measuring Marketing Productivity: Current Knowledge and Future Directions:

Abstract: For too long, marketers have not been held accountable for showing how marketing expenditures add to shareholder value. As time has gone by, this lack of accountability has undermined marketers’ credibility, threatened the standing of the marketing function within the firm, and even threatened marketing’s existence as a distinct capability within the firm. This article proposes a broad framework for assessing marketing productivity, cataloging what is already known, and suggesting areas for further research. The authors conclude that it is possible to show how marketing expenditures add to shareholder value. The effective dissemination of new methods of assessing marketing productivity to the business community will be a major step toward raising marketing’s vitality in the firm and, more important, toward raising the performance of the firm itself. The authors also suggest many areas in which further research is essential to making methods of evaluating marketing productivity increasingly valid,...

The relationship marketing process: communication, interaction, dialogue, value

Abstract: The objective of the article is to discuss a framework of central processes in relationship marketing. The framework includes an interaction process as the core, a planned communication process as the marketing communications support through distinct communications media, and a customer value process as the outcome of relationship marketing. If the interaction and planned communication processes are successfully integrated and geared towards customers' value processes, a relationship dialogue may merge.

Marketing: An Introduction

Abstract: PART ONE: THIS IS MARKETING Marketing Today The marketing environment PART TWO: MAKING SENSE OF MARKETS Buyer behaviour Market segmentation, targeting and positioning Marketing research PART THREE: THE MARKETING MIX Product Service products Promotion (marketing communications) Place Price PART FOUR: MANAGING MARKETING Building brands using the marketing mix Marketing planning

Changing Governance Patterns in the Trade in Fresh Vegetables between Africa and the United Kingdom

Abstract: Over the past twenty years the marketing of African fresh vegetables in the United Kingdom has become dominated by large retailers that have adopted competitive strategies based on quality, year-round supply, and product differentiation. This has led to a dramatic change in marketing channels, from wholesale markets to tightly knit supply chains. Global value chain analysis is used to explain why the various stages of production and marketing have become much more closely integrated and to consider the likely outcome of a further round of restructuring occurring at the present time. Although the current trends may lead to a changing role for importers, the tendency towards the concentration of production and processing in Africa in the hands of a few large firms is likely to continue.

Antecedents and consequences of brand loyalty: An empirical study

Abstract: The authors consider the relationships among characteristics associated with the consumer (risk aversion and variety seeking), the brand (brand reputation and availability of substitute products), the social environment (social group influences and peers' recommendations), four types of loyalty (premium loyalty, inertia loyalty, covetous loyalty and no loyalty), and four consumer-related behaviour types (word-of-mouth communication, buy alternative brand, go to different store and buy nothing). To test the hypothesised relationships a survey of Greek consumers was conducted. The findings provide general support for the postulated linkages among the above variables. Implications for marketing practice and directions for future research are discussed.

Export performance as an antecedent of export commitment and marketing strategy adaptation: Evidence from small and medium‐sized exporters

Abstract: This paper argues that performance should be investigated as an independent variable. Using survey data of over 400 managers responsible for the main export ventures of Portuguese SMEs (small and medium exporters), this paper shows that past performance plays a crucial role in building SMEs' commitment to exporting and to the determination of their current marketing strategy. Findings also show that marketing strategy adaptation to the foreign market is particularly noted in firms exporting to the most developed markets, rather than in firms exporting to the most competitive environments. Future international marketing research is encouraged to focus on understanding both the direct and indirect relationships among past performance, firm's commitment to exporting, and current marketing strategy under the influence of external forces. Such a focus has the potential to enrich the theory and generate relevant managerial and public policy implications.

Return on relationships (ROR): the value of relationship marketing and CRM in business‐to‐business contexts

Abstract: This article is about ongoing efforts to come to grips with the question: Does relationship marketing pay? The question is discussed under the umbrella concept return on relationships. Much of what is being done in relationship marketing and customer relationship management has a bearing on both business‐to‐business and business‐to‐consumer marketing, and on manufacturing as well as services. Although there is a shortage of empirical research and proven practice, the article aims to show current efforts to generate knowledge of return on relationships, with particular emphasis on business‐to‐business environments. The article ends with action strategies to improve return on relationships, and a summary of conclusions.

Mobile marketing: the role of permission and acceptance

Abstract: The escalation and convergence of distributed networks and wireless telecommunications has created a tremendous potential platform for providing business services. In consumer markets, mobile marketing is expected to be a key growth area. The immediacy, interactivity and mobility of wireless devices provide a novel platform for marketing. The personal and ubiquitous nature of devices means that interactivity can be provided anytime and anywhere. However, as experience has shown, it is important to keep the consumer in mind. Mobile marketing permission and acceptance are core issues that marketers have yet to fully explain or resolve. This paper provides direction in this area. After briefly discussing some background on mobile marketing, the paper conceptualises key characteristics for mobile marketing permission and acceptance. The paper concludes with predictions on the future of mobile marketing and some core areas of further research.

Stealth Marketing: How to Reach Consumers Surreptitiously

Abstract: Stealth marketing techniques are being driven by a growing criticism of the advertising industry, and are based on the premise that word of mouth and peer group recommendation are the most effective promotional and marketing tools.This article discusses stealth marketing methods used by companies to reach consumers without their motives being obvious. The authors feel that brand managers need to consider the strengths and weaknesses of stealth marketing and traditional marketing before they decide on either.

The power of emotion: Brand communication in business-to-business markets

Abstract: In increasingly competitive markets, branding is of growing interest to business-to-business (B2B) firms. Despite an increased interest in branding, and the predominance of branding in consumer markets, B2B branding has received scant attention from academics. In this paper it is argued that organisational buyers can be influenced by both rational and emotional brand values and that B2B brands can surmount functional capabilities to create an emotional connection with buyers. The development and communication of emotional brand values may enhance the potential for value creation and be a means of developing a sustainable differential advantage. For B2B brands to connect with organisational customers, emotional brand values need to be communicated effectively both within the organisation as well as externally through the industrial sales force. A model is proposed that shows how B2B brands should reflect a greater balance between functional and emotional values. There is a clear need for further research into the way in which brands are used, communicated and perceived in B2B markets.

The differences between branding a country, a region and a city: Applying the Brand Box Model

Abstract: Branding has become one of the most powerful tools in marketing strategy. There has been a general agreement among academics and practitioners that places can be branded in the same way as consumer goods and services. Destination branding is a relatively new concept, however, and there is a lack of empirical academic research on the topic. This exploratory study uses the de Chernatony Brand Box Model and applies it to countries, regions and cities. The study was developed in order to understand and clarify whether the same branding techniques should be applied to these three different types of places. The results point to differences between countries when compared with regions and cities. Countries are so functionally diverse they should leverage the emotive or representational parts of their brand identity, while regions and cities, being smaller in scale, should leverage their more functional facets. It seems that regions have more in common with cities from a branding point of view, and this has implications for branding strategies for all three types of tourist destinations.

Negative symbolic consumption and consumers’ drive for self‐esteem: The case of the fashion industry

Abstract: Self‐esteem is an important motivational drive for consumption involving both the acceptance and rejection/avoidance of symbolic goods. This paper examines the relationship between self‐esteem and the rejection of goods and brands within the context of fashion consumption by young professionals. A conceptualisation which accounts for consumers’ use of various strategies in their efforts to maintain or enhance their self‐esteem is suggested. A small‐scale exploratory study is used to examine first, how consumers invest products and brands with negative symbolic meanings; and second, how this leads consumers to reject products and brands. The importance of understanding negative symbolic consumption when marketing high involvement products such as fashion goods is identified; and the implications for fashion retailers and marketing management are discussed.

Business marketing management : A Strategic view of industrial and organizational markets

Abstract: Providing a complete treatment of business-to-business marketing, this text captures and integrates developments in market analysis, relationship management, supply chain management, marketing strategy development and electronic commerce.

International marketing strategy : analysis, development and implementation

Abstract: An introduction to international marketingThe strategic importance of international marketingThe international marketing environmentDifferences between international and domestic marketingInternational marketing strategiesChapter 2. The international trading environmentWorld trading patternsReasons countries tradeBarriers to world tradeThe development of world institutions to foster international tradeThe development of world trading groupsThe European UnionThe Free Trade Area of the Americas (FTAA)Chapter 3. Social and cultural consideration in international marketingSocial and cultural factorsWhat is culture?Culture and consumer behaviourCross cultural analysisSocial and cultural influences in business to business marketingChapter 4. International marketing research and opportunity analysisThe role of marketing research and opportunity analysisThe role of international marketing researchOpportunity identification and analysisInternational marketing segmentationThe international marketing information systemPrimary research in international marketsSpecial focus: Overcoming barriers to entry in ChinaPart I CasesCar security systems in PakistanDerwent Valley FoodsAmway expands into ChinaPart II: Development IntroductionChapter 5. International marketing planning and organisationThe planning processThe structure of the international marketing planOrganisational structures for international marketingTransnational organisationsChapter 6. International niche marketing strategies for small and medium sized firms (SMEs)The SME sector and its role within the global economyThe nature of international marketing in SMEsInternational fast growthThe future of SME internationalisationChapter 7. GlobalisationAlternative views of globalisationAlternative strategic responsesImplementation issues in building a global presenceGlobal appeal and the changing basis of competitive advantageService globalisationChapter 8. Market entry strategiesIndirect exportingDomestic purchasingDirect exportingForeign manufacturing strategies without direct investmentForeign manufacturing strategies with direct investmentSpecial focus: Jollibee, Japan, Johannesburger and FriesPart II: CasesTZ PipesHarley DavidsonElectronics and the automobile industryPart III: Approaches to ImplementationIntroductionChapter 9. International product managementProducts, services and service marketingThe components of the international product offerFactors affecting international product managementProduct policyManaging products across bordersImage, branding and positioningNew product developmentChapter 10.

Tourism Marketing: A Collaborative Approach

Abstract: Fyall, A., Garrod, B. (2004). Tourism Marketing: A Collaborative approach Aspects of Tourism, Channel View Publications, 383 pp. ISBN:187315089X.

Social marketing: Principles and practice

Abstract: SMQ / VOL. X / NO. 1 / SPRING 2004 This book, authored by two of Australia’s leading social marketing researchers and practitioners, is a welcome addition to the social marketing literature for at least three reasons. First, it provides a showcase of social marketing projects conducted in Australia and other international venues that are not covered in other texts on the subject. Second, it may be the best presentation yet of an integration of theory, research, and practice in describing social marketing that reflects the authors’ experience at each of these three levels. Finally, it is the first book since Manoff ’s Social Marketing: New Imperative for Public Health (1985) to firmly place its discussion of social marketing within a public health philosophy and framework. In and of itself, the latter point – addressed in the first two chapters – makes this book required reading for anyone using social marketing in public health contexts. The authors position social marketing within a social change context and use the social determinants literature to expand its purview beyond just individual change models. They note that target groups for social marketing include groups not usually addressed by others – policymakers and legislators, service providers, opinion leaders, and businesses – and throughout the book provide examples of how these audiences have been incorporated into programs. The distinctions they draw between social marketing and other related approaches (e.g., not-for-profit marketing, cause-related marketing, corporate philanthropy, and others) are well thought out and if widely read would likely put an end to the fuzziness with which many often approach this task.

When customers disappoint: A model of relational internal marketing and customer complaints

Abstract: The objective of this study is to examine internal marketing relationships and their influence on salesperson attitudes and behaviors in retail store environments. The authors investigate the moderating role of customer complaining behavior on the nature of these relationships. Specifically, they examine the relationship between organization-employee and supervisor-employee relationships and their association with salesperson job motivation and commitment to customer service. Customer complaints are expected to have differential moderating effects on the relationship between organizational and supervisory support and these salesperson outcomes. Our hypotheses were tested using a sample of 392 retail employees within 115 stores of a national retail organization. The model was partially supported. Theoretical and managerial implications are explored.

The Paradox of a Marketing Planning Capability

Abstract: Strategy scholars have long debated the value of formal planning, and research has offered inconsistent support for planning to enhance firm performance. Given these mixed empirical effects, we draw from the resource-based view of the firm to illustrate a paradox firms may face. In particular, a strong marketing planning capability may not only reduce the incidence of postplan improvisation but also contain inherent process rigidity. Since both of these can also increase performance, results illustrate a performance paradox in marketing planning.

Rethinking marketing : developing a new understanding of markets

Abstract: List of ContributorsPrefaceChapter 1 Introduction: Rethinking Marketing (H Hakansson, IJ Henjesand and A Waluszewski)PART ONE: MARKET FORMSChapter 2 Perspective and Theories of Market (I Snehota)Chapter 3 The 'Market Form' Concept in B2B Marketing (K Blois)Chapter 4 Market Forms and Market Models (G Easton)PART TWO: INTERACTION BETWEEN MARKET ACTORSChapter 5 Exploring the Exchange Concept in Marketing (H Hakansson and F Prenkert)Chapter 6 Interactions Between Suppliers and Customers in Business Markets (D Ford and T Ritter)Chapter 7 A Dynamic Customer Portfolio Management Perspective on Marketing Strategy (F Selnes and M Johnson)Chapter 8 From Understanding to Managing Customer Value in Business Markets (J Anderson)Chapter 9 Developments on the Supply Side of Companies (L-E Gadde and G Persson)PART THREE: SCIENTIFIC APPROACHESChapter 10 The Marketing Discipline and Distribution Research: Time to Regain Lost Territory? (G Gripsrud)?Chapter 11 Research Methods in Industrial Marketing Studies (L Araujo and A Dubois)Chapter 12 Toward a New Understanding of Marketing: Gaps and Opportunities (S Troye and R Howell)Chapter 13 Conclusions: Reinterpreting the Four Ps (H Hakansson and A Waluszewski)Index

Relationships, marketing and small business: an exploration of links in theory and practice

Abstract: This paper explores the links between the theory and practices of marketing and small business. The review of the literature highlights the close association of the more advanced conceptualisations of marketing, especially relationship marketing, and those of small business, particularly entrepreneurial small business. Given these theoretical similarities and the ensuing symmetry of actions and behaviours described in theory, the research question is posed, how does an appreciation of these links aid our understanding of entrepreneurial practices? The question is addressed by employing a participant observation methodology to create a case study of one small rural firm and by inductive analysis techniques. The findings show that it is difficult to disentangle or even to distinguish, the practice of relationship marketing from entrepreneurial action. This leads one to suggest that it may be useful to reconsider relationship marketing as a facet of entrepreneurship.

Customer-centered brand management.

Abstract: Most executives today agree that their efforts should be focused on growing the lifetime value of their customers. Yet few companies have come to terms with the implications of that idea for their marketing management. Oldsmobile, for example, enjoyed outstanding brand equity with many customers through the 1980s. But as the century wore further on, the people who loved the Olds got downright old. So why did General Motors spend so many years and so much money trying to reposition and refurbish the tired,tarnished brand? Why didn't GM managers instead move younger buyers along a path of less resistance, toward another of the brands in GM's stable--or even launch a wholly new brand geared to their tastes? Catering to new customers, even at the expense of the brand, would surely have been the path to profits. The reason, argue the authors, is that in large consumer-goods companies like General Motors, brands are the raison d'etre. They are the focus of decision making and the basis of accountability. But this overwhelming focus on growing brand equity is inconsistent with the goal of growing customer equity. Drawing on a wide range of current examples, the authors offer seven tactics that will put brands in the service of growing customer equity. These include replacing traditional brand managers with a new position--the customer segment manager; targeting brands to as narrow an audience as possible; developing the capability and the mind-set to hand off customers from one brand to another within the company; and changing the way brand equity is measured by basing calculations on individual, rather than average, customer data.

Green Marketing: An Attitudinal and Behavioural Analysis of Indian Consumers

Abstract: Environmentalism has fast emerged as a worldwide phenomenon. Business firms too have risen to the occasion and have started responding to environmental challenges by practising green marketing strategies. Green consumerism has played a catalystic role in ushering corporate environmentalism and making business firms green marketing oriented. Based on the data collected through a field survey, the paper makes an assessment of the extent of environmental awareness, attitudes and behaviour prevalent among consumers in India and lists implications of the study findings for the government and non-governmental organizations engaged in marketing of green ideas and products in the country. In the concluding section, limitations of the study have been discussed and suggestions provided for undertaking more thorough investigations in the area.