Showing papers on "Marketing management published in 2006"

Adopting a service logic for marketing

Abstract: Following the article by Vargo and Lusch (2004), the use of a service-dominant logic has become an international topic for discussion In the present article, following the research tradition of th

Universities in a competitive global marketplace

Abstract: Purpose – The purpose of this systematic review was to explore the nature of the marketing of higher education (HE) and universities in an international context. The objectives of the review were to: systematically collect, document, scrutinise and critically analyse the current research literature on supply‐side higher education marketing; establish the scope of higher education marketing; identify gaps in the research literature; and make recommendations for further research in this field.Design/methodology/approach – The approach for this study entailed extensive searches of relevant business management and education databases. The intention was to ensure that, as far as possible, all literature in the field was identified – while keeping the focus on literature of greatest pertinence to the research questions.Findings – The paper finds that potential benefits of applying marketing theories and concepts that have been effective in the business world are gradually being recognised by researchers in the ...

Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation

Abstract: – The aims of the paper are to examine the nascent area of corporate marketing., – The paper draws on some of the key literature relating to the history of marketing thought., – The study reiterates the case that corporate identity, corporate branding, corporate communications, and corporate reputation should be integrated under the umbrella title of corporate marketing. The paper introduces the 6Cs of corporate marketing., – The paper integrates British and US perspectives on the area and draws on Balmer's work vis‐a‐vis corporate marketing and Greyser's historical overview of marketing written for the Marketing Science Institute (MSI)

Business Research Methods (9th edition)

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Advertising, Promotion, and Other Aspects of Integrated Marketing Communications

Abstract: Market-leading ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 9th Edition discusses all aspects of marketing communications, from time-honored methods to the newest developments in the field. Comprehensive treatment of the fundamentals focuses on advertising and promotion, including planning, branding, media buying, sales, public relations, and much more. Emerging topics get special attention in this edition, such as the enormous popularity of social media outlets, online and digital practices, viral communications, and personal selling, along with all of their effects on traditional marketing. Revised to make ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 9th Edition the most current I.M.C. text on the market, chapters address must-know changes to environmental, regulatory, and ethical issues, as well as Marcom insights, place-based applications, privacy, global marketing, and of course, memorable advertising campaigns.

Promoting Destinations via Film Tourism: An Empirical Identification of Supporting Marketing Initiatives

Abstract: Film tourism is a growing phenomenon worldwide, fueled by both the growth of the entertainment industry and the increase in international travel. This article proposes a model for exploiting film tourism marketing opportunities. It identifies the optimum marketing factors that encourage film tourists to visit destinations that appear (or are depicted) in the movies. Factor analysis reveals four types of marketing activities in which destinations can engage to promote film tourism: proactive efforts to encourage producers and studios to film at the location, efforts to generate media publicity around the film and its location, marketing activities that promote the film location after production, and peripheral marketing activities that leverage film tourism potential. Results of a stepwise multiple regression analysis indicate a high correlation between film tourism success and one of the four factors: the proactive efforts of destinations that encourage producers and studios to film at their location.

Strategy fit and performance consequences of international marketing standardization

Abstract: This study addresses a long-standing debate in the literature regarding the appropriateness and performance consequences of marketing strategy standardization vs. adaptation. Much of the relevant literature represents the headquarters' viewpoint and broadly assesses antecedents of standardization or adaptation across widely varying markets. Using strategic fit as the theoretical platform for analysis, the study investigates international marketing strategy for a specific product or line within subsidiaries of U.S., Japanese, and German multinational corporations (MNCs) operating in the U.K. The results indicate that degree of strategy standardization is significantly related to similarity between markets with respect to regulatory environments, technological intensity and velocity, customs and traditions, customer characteristics, a product's stage in its life cycle, and competitive intensity. On the critical question of performance consequences, the findings suggest that superior performance results from strategy standardization only to the extent that there is fit or coalignment between the MNC's environmental context and its international marketing strategy choice. Copyright © 2006 John Wiley & Sons, Ltd.

Tourism and hospitality marketing: fantasy, feeling and fun

Abstract: Purpose – Experiential marketing is arguably marketing's most contemporary orientation, but as with many marketing innovations it has been largely overlooked by those involved in tourism and hospitality marketing and promotion. Whilst in many industries companies have moved away from traditional features and benefits approaches, to putting experiential marketing centre‐stage, marketing in the tourism and hospitality sectors does not appear to have explicitly engaged the theoretical issues involved. This raises the question what, if anything, does experiential marketing have to offer marketers in the disciplines of tourism and hospitality? In this paper, I will seek to introduce the experiential marketing debate and demonstrate how the questions raised by the concept are critical to an understanding of marketing theory and research within the tourism and hospitality sectors.Design/methodology/approach – Following the authors previous publications which sought to investigate alternative paradigms for studyi...

The Marketing Mix Revisited: Towards the 21st Century Marketing

Abstract: The paper assesses the current standing of the 4Ps Marketing Mix framework as the dominant marketing management paradigm and identifies market developments, environmental changes, and trends, as well as changing academic attitudes likely to affect the future of the Mix as theoretical concept and also the favourite management tool of marketing practitioners. It reviews the criticism on the 4Ps emanating from five traditional marketing areas - Consumer Marketing, Relationship Marketing, Services Marketing, Retail Marketing, Industrial Marketing -and the emerging field of Electronic Marketing. The paper identifies two main limitations of the Marketing Mix as management tool, common in all examined domains, namely the model's internal orientation and lack of personalisation. It also identifies several area-specific limitations and underlines the need for further research on the issue. The weaknesses identified in the study seem to support the frequently expressed suggestion that marketing scholars should focus their efforts in formulating the conceptual foundations and marketing methodologies that better address the needs of today's and tomorrow's marketer

The explanatory foundations of relationship marketing theory

Abstract: Purpose – Drawing on resource‐advantage theory and a diverse literature base, this article seeks to further the development of the explanatory foundations of relationship marketing theory by proposing, and then providing, tentative answers to three “why?” questions in relationship marketing: why is relationship marketing so prominent now? Why do firms and consumers enter into relationships with other firms and consumers? Why are some efforts at relationship marketing more successful than others?Design/methodology/approach – Before addressing the three questions, the paper begins by discussing the different forms of relationship marketing.Findings – Although relationship marketing is a relatively young field of inquiry, relationship marketing theory is an extremely rich area of research. Relationship marketing can take many forms and, as a result, relationship marketing theory has the potential to increase one's understanding of many aspects of business strategy.Research limitations/implications – The answ...

Searching for the Future: Challenges Faced by Destination Marketing Organizations

Abstract: Threats in the external environment and changes in the industry’s markets and structures have challenged destination marketing organizations to change in fundamental ways. The strategic responses to these developments are essentially decisions to proactively shape, adapt to, or passively struggle through a crisis. Envisioning the future of tourism and examining possible ways of reaching various future scenarios are essential exercises in this process of deciding which strategic approach to adopt. In response to the increasing need for new visions of the future of tourism and particularly destination marketing, leading destination marketers from the midwestern United States were invited to participate in a large focus group to discuss the specific challenges encountered by their organizations. This article summarizes the issues raised and their implications for destination marketing organizations as well as tourism research.

About Internet Marketing

Abstract: In the internet society, the great changes of corporation commercial activities which include tec-basement, market operational mechanism and enviromental condition will take place. Besides, internet marketing will present the quite different characteristics from traditional marketing. The basical marketing problems , such as research of marketing, combination of marketing and the way of marketing competition must make a breakthrough from a new sight in order to meet the necessities of the internet marketing.

On "Green Marketing"

Abstract: Green marketing stems from the degrading of ecological environment and consumer's increasing sense of(environmental) protection.The essence of green marketing is to response actively to man's increasing concern for ecological(environment) and make choices and decisions in marketing by adhering to the environmental protection principle and the(ecological) principle and building up green technology,green market and green industry.Therefore,green marketing has profound ethical connotation.However,green marketing in present Chinese enterprises is actually in conflict with the logics of enterprise behavior.

The company‐cause‐customer fit decision in cause‐related marketing

Abstract: Purpose – Cause‐related marketing activities are increasingly becoming a meaningful part of corporate marketing plans. This paper aims to examine the relationship between the company, cause and customer, and how fit between these three groups influences consumer response via generating a positive attitude toward the company‐cause alliance and purchase intent for the sponsored product.Design/methodology/approach – Two studies are carried out, first among students and second among consumers.Findings – Two studies (study 1=232 students, study 2=531 consumers) demonstrate that company‐cause fit improves attitude toward the company‐cause alliance and increases purchase intent. Additionally, this effect is enhanced under conditions of customer‐company and customer‐cause congruence, and the consumer's overall attitude toward the sponsoring company. Skepticism about the company's motivation for participating in a cause‐related marketing initiative was not relevant to consumer purchase decisions.Research limitatio...

The internet, consumer empowerment and marketing strategies

Abstract: – Arguing that increasing use of information and communication technologies (ICT) is shifting market power from suppliers to consumers, the ensuing consumer empowerment is presented as an unintended consequence of marketing. Marketing implications arising from this consumer empowerment are examined in terms of a process where control and management by suppliers over consumer access and enablement are increasingly difficult., – Consumer empowerment is examined historically, using quality gap analysis to capture an ongoing power struggle between consumers and suppliers. This draws out the limitations of current marketing and management strategies. The different forms of marketing challenges in this new environment are discussed., – The role of marketing strategies in fostering controlled consumer empowerment is reflected in the development of information‐based consumer‐centric marketing strategies that seek to enable and control delegation. In designing such strategies, consumers' familiarity with and use of ICT are both strengthened and widened, emphasising the uncontrolled nature of the consumer empowerment process., – The approach is literature‐based, focussing on the ICT enabled process. It does not address the psychology of empowerment. Since, consumer empowerment may imply switching suppliers in search of better value propositions, business cannot afford to ignore it, justifying the need for further research of both elements., – Marketing strategy rests on a control premise and the analysis of the consumer empowerment process implies that current customer‐centric strategies are operating under a false premise. There is a need to regain control over the marketing process, that is, to either manage the technological empowerment of consumers, or to devise new strategies cognisant of the possibility that such technological empowerment cannot be managed. The valuation of consumer loyalty in this environment rises significantly., – An historical perspective to consumer empowerment exposes the tensions between suppliers and consumers arising from ICT usage. A separation of consumer access and enablement from control and management by suppliers is shown to have important marketing strategy design implications.

On defining marketing: finding a new roadmap for marketing

Abstract: The American Marketing Association has updated its marketing definition and included value for customers and customer relationships in the new definition. Moreover, marketing is defined as one organizational function. Taking mainly service and relationship marketing research as a starting point, this present article broadens the discussion to a generic marketing level, and analyses the underpinning logic of the updated definition. It concludes that the use of these elements of the definition is not well founded in current research. Also, it shows that marketing cannot be treated as one organizational function only. Drawing on the analysis of the updated definition, a set of propositions regarding the scope and content of a marketing definition are developed. Finally, based on the analysis and this set of propositions, an alternative marketing definition, based on the promise concept, and labelled a promises management definition, is suggested and its implications for marketing research and practice are di...

The effect of strategic and tactical cause‐related marketing on consumers' brand loyalty

Abstract: Purpose – The first objective was to find out to what extent consumers reveal an effect of strategic and tactical cause‐related marketing on brand loyalty. Second, the article seeks to assess the moderating role of consumer involvement with a product on the relationship between cause‐related marketing and brand loyalty.Design/methodology/approach – An experimental design with 240 participants was used.Findings – The results show that consumers perceive a significantly enhanced level of brand loyalty as a result of strategic cause‐related marketing as long as the firm has a long‐term commitment to this campaign and the campaign is related to a low involvement product. Consumers do not exhibit a significant impact of tactical cause‐related marketing campaigns – whether related to high or low involvement products – on brand loyalty.Research limitations/implications – First, all respondents were students from a western European university. Second, the experiment relied on imaginary storyboards. Third, the pro...

On Improving the Conceptual Foundations of International Marketing Research

Abstract: International marketing research plays a vital role as firms expand globally. Yet limited attention has been paid to the conceptual underpinnings of research needed to guide expansion. This article focuses on these issues and specifically examines the conceptual framework that guides research, the geographic units of analysis, and the constructs. The authors suggest two alternative approaches to organizing cross-cultural research: the adapted etic and the linked emic.

How social marketing works in health care

Abstract: Social marketing applies commercial marketing strategies to promote public health. Social marketing is effective on a population level, and healthcare providers can contribute to its effectiveness. In the preface to Marketing Social Change , Andreasen defines social marketing as “the application of proven concepts and techniques drawn from the commercial sector to promote changes in diverse socially important behaviors such as drug use, smoking, sexual behavior… This marketing approach has an immense potential to affect major social problems if we can only learn how to harness its power.”1 By “proven techniques” Andreasen meant methods drawn from behavioural theory, persuasion psychology, and marketing science with regard to health behaviour, human reactions to messages and message delivery, and the “marketing mix” or “four Ps” of marketing (place, price, product, and promotion).2 These methods include using behavioural theory to influence behaviour that affects health; assessing factors that underlie the receptivity of audiences to messages, such as the credibility and likeability of the argument; and strategic marketing of messages that aim to change the behaviour of target audiences using the four Ps.3 Social marketing is widely used to influence health behaviour. Social marketers use a wide range of health communication strategies based on mass media; they also use mediated (for example, through a healthcare provider), interpersonal, and other modes of communication; and marketing methods such as message placement (for example, in clinics), promotion, dissemination, and community level outreach. Social marketing encompasses all of these strategies. Fig 1 Social marketing wheel Communication channels for health information have changed greatly in recent years. One-way dissemination of information has given way to a multimodal transactional model of communication. Social marketers face challenges such as increased numbers and types of health issues competing for the public's attention; limitations on people's time; and increased numbers and types of …

From destination brand to location brand

Abstract: Destination marketing organisations, often with government support, have traditionally been responsible for promoting their respective locations. A number of authors are now suggesting a review of this responsibility. The claim is that destination marketing and the destination brand have the limitation of being tourism focused only and often preclude major stakeholders in a location. The more holistic approach of location or place brand management is gaining interest. The aim of this paper is to identify the literature calling for reform of destination marketing practices as well as the growing body of literature addressing location brand management. A distinction between destination brand and location brand is made, followed by the identification of potential areas of research relevant to the brand management of locations.

The past, present and future of relationship marketing

Abstract: In the light of the redefinition of 'marketing' by the AMA in service/relational terms, and a recent review of the current vector of research in marketing (Littler and Tynan 2005), it seems an appropriate time to provide a substantial review of the past, present and likely future of what has become known as Relationship Marketing, together with an extensive list of key RM literature. This paper will take a reader through the origin, development and current state of RM research, with notes on the future of the research and practice of RM. The paper concludes that RM is here to stay, whether or not it is recognised as the dominant logic/paradigm of marketing.

Returns on Business-to-Business Relationship Marketing Investments: Strategies for Leveraging Profits

Abstract: Firms invest heavily in different types of business-to-business relationship marketing activities in the belief that such programs bolster their bottom line. In this study, we develop and test a conceptual model that links customer-specific relationship marketing investments to short-term, customer-specific financial outcomes. Data from a matched set of 313 business customers covered by 143 salespeople of 34 selling firms indicate that investments in social relationship marketing pay off handsomely, financial relationship marketing investments do not, and structural relationship marketing investments are economically viable for customers serviced frequently. We conceptualize relationship marketing in a context involving nested participants (customers, salespeople, selling firms) and employ a hierarchical linear modeling approach to account for observations that are not independent. Across the three hierarchical levels, the impact of the financial, social, and structural components of relationship marketing investments and the potential moderating factors offer valuable insights into contextual factors and managerial strategies for leveraging relationship marketing investments. In an attempt to suggest normative guidelines to managers, we extend our analysis to a simple resource allocation model that describes the optimal mix of relationship marketing resources based on firm strategies.

Large firms, entrepreneurial marketing processes, and the cycle of competitive advantage

Abstract: Purpose – The paper aims to explore how large firms might leverage entrepreneurial marketing processes to gain and renew competitive advantage.Design/methodology/approach – The paper applies past research on entrepreneurial marketing and entrepreneurship with examples from a long‐term case study of firms in New Zealand, Sweden, the UK, and the USA to illustrate how entrepreneurial marketing processes can be strategically employed by large firms to create or discover, assess, and exploit entrepreneurial opportunities more effectively and efficiently.Findings – The paper offers insight into how large firms leverage entrepreneurial marketing processes to gain advantage. The findings suggest that, in free and open markets, entrepreneurial marketing processes can be strategically employed to create superior value for the firm's customers and owners.Originality/value – The paper contributes to the work of both academics working at the marketing/entrepreneurship interface and executives seeking to leverage marke...

Identifying the Success Factors of Web-Based Marketing Strategy: An Investigation of Convention and Visitors Bureaus in the United States

Abstract: American convention and visitors bureaus are trying to adjust their marketing strategy to incorporate the Internet but have achieved mixed results. This study examines the factors affecting the success of Web-based marketing strategies by American convention and visitors bureaus. The results of this study indicate that successful Web marketing strategies require the integration and coordination of three complementary aspects of the Internet marketing efforts as well as favorable organization and technology environment and innovative approaches. Discussion and implications are provided based on the results of the study.

Marketing research, market orientation and customer relationship management: a framework and implications for service providers

Abstract: Purpose – As service organizations continue to expand internationally, the need to be able to understand consumers in faraway places is increasing. Marketing research is a key mechanism through which service companies understand their current as well as potential customers. As service organizations contemplate the global marketplace, there is increasing demand for managers to understand customer behavior in multiple countries. This article aims to discuss the importance of market research information in developing a market orientation and its impact on international service organizations.Design/methodology/approach – Extant literature is reviewed and discussed pertaining to the interrelationships between market research, market orientation and customer relationship management (CRM)‐related issues. Conceptual models are presented to illustrate the interrelationships between these streams of research.Findings – Several anecdotal and case examples are used to illustrate the essential linkages between market ...