Showing papers on "Marketing management published in 2008"
TL;DR: In this paper, the authors identify the technological and commercial foundations of the new category of online applications commonly described as Web 2.0 or Social Media and examine the relevance of Web2.0 for marketing strategy and for direct marketing in particular.
Abstract: This paper identifies the technological and commercial foundations of the new category of online applications commonly described as Web 2.0 or Social Media. It examines the relevance of Web 2.0 for Marketing Strategy and for Direct Marketing in particular. The issue is not a clear-cut one: while several observers saw in Web 2.0 a new stage in the evolution of the internet, others simply rejected it as a new High-Tech hype while there is still no generally accepted definition and demarcation of the term. Paradoxically, even without an accepted definition and despite lack of extensive research, the corporate world seems to embrace the Web 2.0 concept: high-profile mergers and acquisitions have already taken place or are under way while corporations are rushing to integrate various forms of social media into their marketing planning. The experience so far, based to a large degree on anecdotal evidence, is that Web 2.0 has a substantial effect on consumer behaviour and has contributed to an unprecedented customer empowerment. The consequences are far reaching, affecting not only the area of technology development but also the domains of business strategy and marketing. From the academic but also the practical point of view, attention must be placed on the demarcation and evaluation of the new technologies and trends so that the real value of Web 2.0 as a component of the modern marketing can be determined.
784 citations
TL;DR: This article conducted a meta-analysis of the firm capability-performance relationship using a mixed-effects model and found that marketing capability has a stronger impact on firm performance than research and development and operations capabilities.
Abstract: The impact of the marketing function on firm performance has been the focus of much recent research in marketing. Thus, the effect of marketing capability on firm performance, compared with that of other capabilities, such as research and development and operations, is an issue of importance to managers. To examine this issue and generate empirical generalizations, the authors conduct a meta-analysis of the firm capability–performance relationship using a mixed-effects model. The results show that, in general, marketing capability has a stronger impact on firm performance than research-and-development and operations capabilities. The results provide guidelines for managers and generate directions for further research.
683 citations
TL;DR: It’s time to get used to the idea that the world doesn’t need to know everything about you.
Abstract: This paper analyzes how a firm should adjust its marketing expenditures and its price to defend its position in an existing market from attack by a competitive new product. Our focus is to provide usable managerial recommendations on the strategy of response. In particular we show that if products can be represented by their position in a multiattribute space, consumers are heterogeneous and maximize utility, and awareness advertising and distribution can be summarized by response functions, then for the profit maximizing firm:
it is optimal to decrease awareness advertising,
it is optimal to decrease the distribution budget unless the new product can be kept out of the market,
a price increase may be optimal, and
even under the optimal strategy, profits decrease as a result of the competitive new product.
Furthermore, if the consumer tastes are uniformly distributed across the spectrum
a price decrease increases defensive profits,
it is optimal (at the margin) to improve product quality in the direction of the defending product's strength and
it is optimal (at the margin) to reposition by advertising in the same direction.
In addition we provide practical procedures to estimate (1) the distribution of consumer tastes and (2) the position of the new product in perceptual space from sales data and knowledge of the percent of consumers who are aware of the new product and find it available. Competitive diagnostics, such as the angle of attack, are introduced to help the defending manager.
This article was originally published in Marketing Science, Volume 2, Issue 4, pages 319--360, in 1983.
453 citations
TL;DR: In this paper, the authors argue that the marketing concept and customer-centricity are too limited as a foundation for marketing and have not yet been implemented in practice, and they advocate a network-based stakeholder approach, e.g., many-to-many marketing.
Abstract: This is a contribution to the reorientation of marketing. It aligns the service-dominant logic with other developments in marketing and management. It claims that the marketing concept and customer-centricity are too limited as a foundation for marketing and have not—and cannot—but partially be implemented in practice. It urges marketing scholars and educators to accept the complexity of marketing and develop and teach a network-based stakeholder approach—balanced centricity—epitomized by the concept of many-to-many marketing.
428 citations
TL;DR: In this article, the authors examined experiential marketing in regard to hospitality and tourism operations and found that the overall outcome suggests that experientual marketing should induce customer satisfaction through emotional and functional values provided by feel perception, think perception, and service quality.
Abstract: Although experience is recognized as a major benefit the hospitality and tourism industry offers, the use of experiential marketing in this industry is not well documented. Therefore, this study aims to examine experiential marketing in regard to hospitality and tourism operations. Ten hypotheses were developed to examine relationships among experiential marketing, experiential value, and customer satisfaction. Self-reported questionnaires were distributed at four Starbucks in different districts in Taipei, Taiwan, in January 2003. Results of the linear structural relation analyses (LISREL 8.5) indicate that both the measurement and structural equation models have good overall model fit. Moreover, the overall outcome suggests that experiential marketing should induce customer satisfaction through emotional and functional values provided by feel perception, think perception, and service quality. Hospitality managers can use the outcome of this study to gain in-depth understanding of customer experiences, d...
389 citations
TL;DR: In this paper, an historical perspective of the evolution of entrepreneurial marketing is offered and some central incidents are identified, and empirical indications of small and medium-sized firm marketing behavior are reported and analyzed.
Abstract: The purpose of this paper is to discuss the evolution of entrepreneurial marketing (EM). First an historical perspective of the evolution of EM is offered and some central incidents are identified. Further, empirical indications of small and medium-sized firm marketing behavior are reported and analyzed. Some distinctive differences between EM and administrative focused marketing are identified. This paper provides future scholars with a summary of how EM has evolved into a potential new school of marketing thought and offers several issues that should stimulate future research in EM.
383 citations
TL;DR: In this paper, a typology of the characteristics of successful employer brands is presented based on the analysis of data gathered from industry experts, and a case is established for studying employer branding as a context distinct from consumer and corporate branding and conceptualising the employment experience of a firm as a product produced by the culture, policies and processes of the firm.
Abstract: Based on the analysis of data gathered from industry experts, a typology of the characteristics of successful employer brands is presented. Depth interviews were carried out with senior industry participants from the fields of internal marketing, human resources, communications, branding and recruitment. Transcripts were analysed using formal interpretive procedures. Member checking was undertaken to confirm interpretations. Analysis of the transcripts shows there are two key dimensions of success for an employer brand: attractiveness and accuracy. As with customer-centric brands, attractiveness is underpinned by awareness, differentiation and relevance. For employer brands, however, the accuracy with which the employer brand is portrayed is also critical to success. This emphasis on accuracy highlights the importance of consistency between the employer brand and employment experience, company culture and values. General implications for the strategic management of employer brands are presented as well as marketing and human resource management strategies for each of the four states of employer branding success in the typology. It is proposed that researchers and firms should assess employer brand success according to the typology, using commonly collected human resources metrics. More generally, a case is established for studying employer branding as a context distinct from consumer and corporate branding and conceptualising the employment experience of a firm as a product produced by the culture, policies and processes of the firm.
338 citations
TL;DR: In this paper, the authors examine real life campaigns from well-known companies and attempt to measure consumer response beyond merely viewing or participating in the campaign, and find that a well-placed, calculated and provocative campaign can spark a firestorm of buzz that sometimes can be effective for years in nonterminal new mediums like the internet.
Abstract: Purpose – The purpose of this paper is to study examples of emerging marketing trends like word‐of‐mouth and viral marketing, and attempt to determine their measurability in terms of return on investment (ROI).Design/methodology/approach – The study examines real life campaigns from well‐known companies and attempt to measure consumer response beyond merely viewing or participating in the campaign. How much of an actionable response can be evoked and measured from viral and word‐of‐mouth campaigns? Testimonials and commentary from marketers practicing these methods and the pundits that attempt to gauge the effectiveness.Findings – The paper finds that word‐of‐mouth or viral marketing efforts are not always a sure bet. But a well‐placed, calculated and provocative campaign can spark a firestorm of buzz that sometimes can be effective for years in non‐terminal new mediums like the internet. While the jury is still out on finding hard quantitative ROI measurements for these campaigns, they can produce hefty ...
331 citations
Posted Content•
TL;DR: In this article, a large-scale econometric analysis of product innovation and associated marketing mix in the automobile industry was conducted to examine how product innovations and marketing investments for such product innovations lift stock returns by improving the outlook on future cash flows.
Abstract: Under increased scrutiny from top management and shareholders, marketing managers feel the need to measure and communicate the impact of their actions on shareholder returns. In particular, how do customer value creation (through product innovation) and customer value communication (through marketing investments) affect stock returns? This paper examines conceptually and empirically how product innovations and marketing investments for such product innovations lift stock returns by improving the outlook on future cash flows. We address these questions with a large-scale econometric analysis of product innovation and associated marketing mix in the automobile industry. First, we find that adding such marketing actions to the established finance benchmark model greatly improves the explained variance in stock returns. In particular, investors react favorably to companies that launch pioneering innovations, with higher perceived quality, backed by substantial advertising support, in large and growing categories. Finally, we quantify and compare the stock return benefits of several managerial control variables.Our results highlight the stock market benefits of pioneering innovations. Compared to minor updates, pioneering innovations obtain a seven times higher impact on stock returns, and their advertising support is nine times more effective as well. Perceived quality of the new-car introduction improves the firm's stock returns while customer liking does not have a statistically significant effect. Promotional incentives have a negative effect on stock returns, suggesting that price promotions may be interpreted as a signal of demand weakness. Managers may combine these return estimates with internal data on project costs to help decide the appropriate mix of product innovation and marketing investment.
324 citations
Posted Content•
University of Wisconsin-Madison1, University of Pennsylvania2, New York University3, University of Houston4, University of Maryland, College Park5, Georgia State University6, University of Connecticut7, Dartmouth College8, University of Nebraska–Lincoln9, Peking University10, Northwestern University11
TL;DR: One-to-one marketing advocates tailoring of one or more aspects of the firm's marketing mix to the individual customer (Peppers and Rogers 1997; Peppers, Rogers and Dorf 1999; Shaffer and Zhang 2002).
Abstract: One-to-one marketing advocates tailoring of one or more aspects of the firm's marketing mix to the individual customer (Peppers and Rogers 1997; Peppers, Rogers and Dorf 1999; Shaffer and Zhang 2002). One-to-one marketing represents an extreme form of segmentation, with a target segment of size one. There are two forms of one-to-one marketing: personalization and customization. Personalization is when the firm decides, usually based on previously collected customer data, what marketing mix is suitable for the individual. A good example is Amazon.com's personalized book and music recommendations (Nunes and Kambil 2001). The e-commerce arena is replete with other instances of personalization. Nytimes.com allows readers to get personalized news articles of interest, MLS.ca in Canada screens houses for buyers depending on their preferences for location, size and features. Customization is when the customer proactively specifies one or more elements of his or her marketing mix. Dell computer allows customers to customize the computer they order. The MyYahoo feature at Yahoo.com allows users to specify elements of their home page such as the weather forecast, reports on their favorite stocks, or priorities given to local sports news. The purpose of this paper is to summarize key challenges and knowledge gaps in understanding the choices that both firms and customers make in a personalization/customization environment. We start with a summary of personalization and customization in practice, and then draw on research in economics, statistical, and consumer behavior to identify what we know and do not know. We conclude with a summary of key research opportunities.
316 citations
TL;DR: In this paper, the authors highlight the functional spaces (the within function perspective), relationships, and conceptual overlaps (the across function perspective) between marketing, logistics, production, operations, and supply chain management.
Abstract: The renaming of the Council of Logistics Management (CLM) to the Council of Supply Chain Management Professionals (CSCMP) ushered in some interesting definitional dialogue and debate within the practitioner and academic communities. Inherent in emerging definitions is the notion that SCM encompasses activities traditionally considered aspects of production, logistics, marketing, and operations management. Defining SCM in such a broad scope (i.e., a “within” and “across” functions perspective), while considered by many scholars as the true representation of the essence of SCM, creates confusion regarding the appropriate organizational level within a business that is best suited for managerial decision making regarding the phenomenon. This paper contributes to the emerging SCM dialogue by highlighting the functional spaces (the “within” function perspective), relationships, and conceptual overlaps (the “across” functions perspective) between marketing, logistics, production, operations, and supply chain management. By comparing and contrasting the literature-based conceptual boundaries of each discipline, a framework is proposed that more clearly captures the essence of the SCM decision making sphere. Managerial insights and future research implications are presented.
TL;DR: In this article, the authors present a new marketing mix based on MBA students' attitudes and opinions towards the marketing initiatives of business schools in South Africa, based on a quantitative survey of students registered at state-subsidized universities.
Abstract: Purpose – The purpose of this paper is to present a new marketing mix based on MBA students' attitudes and opinions towards the marketing initiatives of business schools in South Africa. The post‐graduate business education market is, and increasingly, getting more aggressive in their efforts to attract students on to their flagship degree, the MBA. The traditional marketing tools historically grouped into 4Ps (product, price, place and promotion), 5Ps (adding people) and 7Ps (adding physical facilities and processes) may be wanting in this market.Design/methodology/approach – The approach taken was a quantitative survey of students registered at state subsidized universities in South Africa.Findings – The factor analysed data showed seven quite distinct underlying factors in the marketing activities of these business schools, some covering the same elements of the traditional marketing mix: people, promotion, and price. There were, however, four different elements: programme, prominence, prospectus, and ...
TL;DR: Vargo and Lusch as mentioned in this paper argue that goods also render service and have value-in-use, and that service is an interactive process of doing something for someone that is valued.
Abstract: According to Vargo and Lusch (Journal of Marketing, 68:1–17, 2004a, Journal of Service Research, 6:324–335, b), service is the appropriate logic for marketing. For them, service is an interactive process of “doing something for someone” that is valued. More radically, goods also render service and have value-in-use. In this context service becomes the unifying purpose of any business relationship. This marketing world-view involves broadening and reframing what by convention counts as service and stands in opposition to 200 years of mainstream economic logic in explaining productive capacity. In our view they have succeeded in applying their scholarly thinking to old themes with synergistic results. Their thesis challenges marketing orthodoxy, and will in our view support much future innovation in both theoretical and practical terms.
TL;DR: In this paper, the authors explored the differential effect that internally oriented initiatives have on an organisation's human capital and its subsequent impact on the organisation's brand, from the employee's perspective.
Abstract: The creation of a strong brand and the deliverance of perceived service quality are premised by employees' ability to deliver on customer expectations. No consideration has been given, however, to understanding the ‘added value’ encapsulated in an organisation's brand as a result of the operant resources (skills and knowledge) supplied by the organisation's human capital. This paper, therefore, explores the differential effect that internally oriented initiatives have on an organisation's human capital and its subsequent impact on the organisation's brand, from the employee's perspective. In-depth interviews were conducted with employees across a range of service industries and the results provide an insight into the creation of employee brand commitment. Furthermore, this exploratory study provides a solid platform for future research in this area.
TL;DR: In this paper, a stock-taking paper in the area of sponsorship-linked marketing is presented, with a summary of the development of sponsorship as a mainstay of marketing communications and arguments for entrenchment of sponsorship in a new evolving indirect marketing mix.
Abstract: This is a stock-taking paper in the area of sponsorship-linked marketing. First offered is a summary of the development of sponsorship as a mainstay of marketing communications. Arguments for the entrenchment of sponsorship in a new evolving indirect marketing mix are made. Progress in understanding the art of management and the science of communications measurement are then examined. Finally, a brief research agenda is described.
Book•
25 Mar 2008
TL;DR: Pike as mentioned in this paper discusses the challenges associated with promoting multi-attributed destinations in dynamic and heterogeneous markets, and the divide between tourism ‘practitioners’ and academics.
Abstract: Travellers are spoilt by choice of available holiday destinations. In today’s fiercely competitive tourism markets, destination competitiveness demands an effective marketing organisation. Two themes underpin Destination Marketing. The first is the challenges associated with promoting multi-attributed destinations in dynamic and heterogeneous markets, and the second is the divide between tourism ‘practitioners’ and academics. Written by a former ‘practitioner’, Destination Marketing bridges industry and academia by synthesising a wealth of academic literature of practical value to DMOs.
Key learning outcomes are to enhance students’ understanding of the fundamental issues relating to:
• the multi-dimensional nature of destination competitiveness
• rationale for the establishment of DMOs
• structure, roles, goals and functions of DMOs
• the shift in thinking towards destination management
• key opportunities, challenges and constraints facing DMOs
• complexities of marketing multi-attributed destinations as tourism brands
• philosophy of integrated marketing communications
• design, implementation and monitoring of effective destination marketing communication strategies
• the potential for visitor relationship management
• necessity of disaster response planning
• destination marketing performance metrics
About the Author
Dr Steven Pike (PhD) spent 17 years in the tourism industry, working in destination marketing organisations. He is currently Senior Lecturer in the School of Advertising, Marketing and Public relations at Queensland University of Technology in Brisbane, Australia.
01 Jan 2008
TL;DR: In this article, the authors present a pedagogical approach to provide a sound understanding of the fundamental tools and concepts of marketing strategy, and provide appropriate discussions to permit applying and further developing these concepts.
Abstract: The purpose of this course is to provide you with a sound understanding of the fundamental tools and concepts of marketing strategy. The pedagogical approach consists of exposing you to basic marketing strategy concepts, elaborate on their definitions and meanings, and provide appropriate discussions to permit you to apply and further develop these concepts. As such, the course will cover the concepts as presented in the book, and will be complemented with class discussions on that material and a research project.
TL;DR: In this article, a concordance of a number of approaches to the evolution of place marketing is attempted and from this, conclusions are drawn about the current assumptions upon which place marketing are based.
Abstract: Purpose – This paper serves two purposes. First, to identify the stages of the historical development of place marketing, because place marketing has developed over time through discrete phases, which differ in their sophistication as well as in their approaches and objectives. Secondly, to identify and articulate significant issues, which will determine the “way forward” for place marketing.Design/methodology/approach – Place marketing has been shaped by developments within marketing science and cognate disciplines but also by the external historical contexts at various spatial scales that determined its assumptions, goals and priorities. A concordance of a number of approaches to the evolution of place marketing is attempted and from this, conclusions are drawn about the current assumptions upon which place marketing is based.Findings – Seven issues are identified that appear to hinder marketing implementation from delivering its full contribution and are suggested here as significant for the future of ...
TL;DR: In this paper, the authors empirically explore the conceptual model through a cross-industry study of 337 European Union-based companies and identify five empirical archetypes of the marketing and sales interface.
Abstract: Little is known about the interface between separate marketing units and sales units. This article develops a multidimensional model of the marketing and sales interface. The model integrates a broad range of conceptual domains, including information sharing, structural linkages, power, orientations, and knowledge of marketing and sales. The authors empirically explore the conceptual model through a cross-industry study of 337 European Union–based companies. They identify five empirical archetypes of the marketing and sales interface. The taxonomy shows that the role and characteristics of marketing and sales vary a great deal. This finding challenges existing stereotypes about marketing and sales. Finally, the article explores organizational outcomes of the five configurations. The findings suggest that the most successful configurations are characterized by strong structural linkages between marketing and sales and a high extent of market knowledge in marketing.
TL;DR: In this article, the authors demonstrate that the trust in the salesperson and exchange inefficiency both mediate the effect of relationship marketing on seller financial outcomes, and customers' relationship orientation moderates the impact of marketing on both trust and exchange efficiency.
Abstract: Relationship marketing research and practice operate according to the paradigm that firms should invest in relationship marketing to build better relationships, which will generate improved financial performance. However, findings that relationship marketing efforts vary in their effectiveness across customers and may even be detrimental to performance challenge this belief. This article, therefore, offers a theoretical model that addresses three key issues: 1) what factors determine a customer’s need for relational governance (relationship orientation); 2) what mediating mechanism captures the negative effects of relationship marketing on performance (exchange inefficiency); and 3) how does a customer’s relationship orientation determine the effectiveness of relationship marketing, thus allowing for effective segmentation. The authors demonstrate in an empirical study that the trust in the salesperson and exchange inefficiency both mediate the effect of relationship marketing on seller financial outcomes. In addition, customers’ relationship orientation moderates the impact of relationship marketing on both trust and exchange inefficiency.
TL;DR: In this article, an ethical framework for the marketing of corporate social responsibility is developed, based on virtue ethics and on the corporate identity literature, and empirical research results are used to describe the opportunities and pitfalls of using marketing communication tools in the strategy of building a virtuous corporate brand.
Abstract: Purpose The purpose of this paper is to develop an ethical framework for the marketing of corporate social responsibility. Methods The approach is a conceptual one based on virtue ethics and on the corporate identity literature. Furthermore, empirical research results are used to describe the opportunities and pitfalls of using marketing communication tools in the strategy of building a virtuous corporate brand. Results/conclusions An ethical framework that addresses the paradoxical relation between the consequentialist perspective many proponents of the marketing of CSR adopt, and ethical perspectives which criticize an exclusive profit-oriented approach to CSR. Furthermore, three CSR strategies in relation to the marketing of CSR are discussed. For each CSR strategy it is explored how a corporation could avoid falling into the promise/performance gap.
TL;DR: In this paper, the use of blogs by several companies as tools to better engage the customer in the creation, delivery, and dissemination of marketing messages is also demonstrated and discussed within the framework of Web 2.0, which is comprised of user-generated content and social computing.
Book•
15 Apr 2008
TL;DR: The Future is Now: Get Ready to Reap the Profits as mentioned in this paper is an up-to-the-minute exploration of this turbulent yet promising new digital era and its implications for corporate executives and marketing and advertising professionals.
Abstract: The Wall Street Journal Bestseller The Future is Now--Get Ready to Reap the Profits. We stand at the beginning of a consumer-centric age--an era with potentially enormous returns for leaders in marketing, advertising and media--if they get their approach right. The new media environment is "always on," digitally accessible to audiences from anywhere at any time, and responsive to their control. As consumers get used to this, the world of marketing is shifting to one of constant experimentation, fine-grained insight through new metrics, and continual innovation of the visible advertising message, as well as the changing business infrastructure beneath it. The thought leaders at Booz & Company and strategy+business magazine have collaborated to create an up-to-the-minute exploration of this turbulent yet promising new digital era and its implications for corporate executives and marketing and advertising professionals. Giving you profiles of the best in the business and deep explorations of the most effective innovations and strategies in the marketing world, Always On introduces you to the companies that are reshaping the ways we will reach customers in the future. Their secrets are in this book, including how to: Match your messages to the right media Learn the leading strategies of consumer-centric pioneers Discover the lessons of laggard marketers Explore viral marketing Track advertising spending shifts Capture emerging opportunities in a world of constant change Master the new marketing metrics Engage your customers on their terms Figuring out the best mix of strategies for any brand requires experimentation, networking, innovation, analytics, and risk taking-qualities that have never been adequately nurtured in a marketer's traditional career path. Always On puts you at the front of the race for successful innovation, with the latest successful approaches and techniques--essential competitive knowledge in a marketing and advertising world that never quits.
TL;DR: In this paper, the authors present the views of four authors on the current state of the debate in this field, and conclude that there is little consensus on these matters and there are those who believe that marketing and sustainability cannot be reconciled, while there are others who argue that marketing can contribute to the development of sustainable consumption.
Abstract: Purpose – The purpose of this paper is to raise for debate among marketers the issue of the relationship between marketing and sustainability.Design/methodology/approach – An opinion piece, that presents the views of four authors on the current state of the debate in this field.Findings – There is little consensus on these matters. There are those who believe that marketing and sustainability simply cannot be reconciled, while there are others who argue that marketing can contribute to the development of sustainable consumption.Originality/value – The paper opens up the debate on a subject that is clearly going to be high on the agenda for years to come.
TL;DR: In this article, the authors suggest how marketing educators might incorporate these sustainability principles into marketing pedagogy, and examine the current role of sustainability in marketing strategy at the firm level, present a brief history of academic literature relevant to this topic, and offer resources for integrating sustainability into marketing curricula.
Abstract: Teaching sustainable marketing practices requires that curricula advocate a “triple bottom line” approach to personal and marketing decision making, emphasizing requirements for a sustainable lifestyle, company, economy, and society. These requirements include environmental/ecological stewardship (maintenance and renewal of “natural capital”), social stewardship (equitable distribution of resources, human, and community well-being), and economic stewardship (valuing financial continuity over profit). In this article, the authors suggest how marketing educators might incorporate these sustainability principles into marketing pedagogy. Toward that end, the authors (a) offer a formal definition of the term sustainability, (b) examine the current role of sustainability in marketing strategy at the firm level, (c) present a brief history of academic literature relevant to this topic and review current initiatives at academic institutions, (d) offer resources for integrating sustainability into marketing curric...
TL;DR: In this paper, the emerging service-dominant (S-D) logic for marketing, as proposed by Vargo and Lusch, is explored as an example of an approach to marketing that overcomes this tendency.
Abstract: This paper examines a tendency within existing marketing scholarship to compartmentalize ethical issues. It also shows how this tendency can cause ethical tensions and conflicts in marketing practice. The emerging service-dominant (S-D) logic for marketing, as proposed by Vargo and Lusch, is explored as an example of an approach to marketing that overcomes this tendency. The S-D logic is found to be a positive development for marketing ethics because it facilitates the seamless integration of ethical accountability into marketing decision-making. Specific recommendations are made for improving the ethical climate in marketing using marketing performance measurement theory and practice.
TL;DR: In this article, the authors explore competitive intelligence as a complex business construct and as a precedent for marketing strategy formulation, revealing multiple phases and contributing aspects within the process and discover that the practice of competitive intelligence, while strong in the area of information collection, is weak from a process and analytical perspective.
Abstract: Purpose – The paper seeks to explore competitive intelligence as a complex business construct and as a precedent for marketing strategy formulation.Design/methodology/approach – In total, 1,025 executives were surveyed about their companies' usage of competitive intelligence collection, analysis, and dissemination as well as their perception concerning certain organizational characteristics.Findings – This research develops and tests intelligence as a precedent to marketing strategy formulation, revealing multiple phases and contributing aspects within the process. It also discovers that the practice of competitive intelligence, while strong in the area of information collection, is weak from a process and analytical perspective.Research limitations/implications – While the sample was indeed a census of Canadian technology firms, care must be taken in generalizing the study beyond this industry, and certainly beyond the Canadian borders. Also, the questionnaire used only dichotomous variables (yes/no answ...
TL;DR: In this article, the authors examined the impact of internal market orientation on the application of internal marketing practices and employee job satisfaction and found that job satisfaction is positively related with the practice of the internal marketing.
Abstract: Purpose – The purpose of this paper is to examine the impact of Internal Market Orientation (IMO) on the application of internal marketing practices and employee job satisfaction.Design/methodology/approach – Data were secured through personal interviews with hotel managers and employees from 20 different five‐star hotels. Hierarchical regression analysis is used to examine the hypotheses put forward in the study.Findings – Job satisfaction is positively related with the practice of internal marketing. However, IMO is also a significant variable in explaining employee job‐satisfaction while moderating the relationship between internal marketing and job satisfaction.Research limitations/implications – Drawing the analogy from the market‐orientation research stream, this study reveals the importance of developing an internal‐market orientation before internal marketing practices can be truly effective.Practical implications – Service providers seeking differentiation through customer service and delight hav...
TL;DR: In this article, the authors provide a conceptual framework linking brand loyalty and brand associations in professional team sports based on Aaker's general conceptualisation of brand equity and Keller's model on consumer-based brand equity.
Abstract: This study provides a conceptual framework linking brand loyalty and brand associations in professional team sports. The study is primarily inspired from Gladden and Funk where they examined the link between brand associations and loyalty in professional sports in USA, without distinguishing between sports and clubs. Based on Aaker's general conceptualisation of brand equity and Keller's model on consumer-based brand equity, an integrative conceptual framework is developed for identifying various dimensions of brand associations that are predictive of brand loyalty in professional sports.
TL;DR: In this paper, three alternative marketing perspectives are discussed: relationship marketing, the network approach, and the service-dominant logic, and their relevance to the field of tourism marketing is highlighted.
Abstract: The present article synthesizes the latest discussion on the future paradigm of marketing. Three alternative marketing perspectives are discussed: relationship marketing, the network approach, and the service-dominant logic. Additionally, their relevance to the field of tourism marketing is highlighted. It is revealed that tourism marketing researchers have started to echo the new marketing thoughts, although in-depth conceptual exploration is still lacking. Finally, the implications of these new marketing conceptualizations on tourism research, practices, and teaching are discussed, and it is concluded that the present tourism marketing research could be improved by putting more emphasis on strategy research and conceptual thinking.