Showing papers on "Marketing strategy published in 1999"

Marketing, Business Processes, and Shareholder Value: An Organizationally Embedded View of Marketing Activities and the Discipline of Marketing

Abstract: The authors develop a framework for understanding the integration of marketing with business processes and shareholder value. The framework redefines marketing phenomena as embedded in three core b...

Total Relationship Marketing

Abstract: This third edition of Total Relationship Marketing confirms it as a classic text on the subject of relationship marketing and CRM, areas which have become accepted – and debated – parts of marketing but are currently undergoing dramatic change A major contribution to marketing thought internationally, this seminal title presents a powerful in-depth analysis of relational approaches to marketing where the three words relationships, networks and interaction are king The book effects a dramatic shift in the fundamentals of marketing thought, with the author’s refined model of thirty relationships, the 30Rs, presenting a sophisticated and cogent challenge to the traditional 4Ps schema Previous editions were widely praised as breakthrough texts in the field, combining incisive and searching analysis with an accessible and pragmatic approach to putting the theory to work This third edition is the first book on relationship marketing and CRM to integrate the ongoing evolution in marketing through the service-dominant logic, lean consumption and the customer’s value chain, the augmented role of the customer in value creation, the increasing importance of customer-to-customer (C2C) interaction, network-based many-to-many marketing, and marketing accountability and metrics It addresses both the high tech, information technology aspects of marketing and the high touch, human aspects Further, customer-centricity is suggested to be broadened to balanced centricity, a trade-off between the needs of all stakeholders of a network of relationships Examples, cases, concepts and references have been updated Highly informative, practical in style and packed with illustrations from real companies, Total Relationship Marketing is an essential resource for all serious marketing practitioners as well as undergraduate and postgraduate students

Antecedents and Consequences of Marketing Strategy Making: A Model and a Test:

Abstract: There is a strong rekindling of academic and practitioner interest in the marketing strategy making (MSM) process and its effect on firm performance. However, there is a dearth of research on proce...

Handbook of Relationship Marketing

Abstract: PART ONE: DOMAIN, EVOLUTION AND GROWTH OF RELATIONSHIP MARKETING: ALTERNATIVE PERSPECTIVES The Domain and Conceptual Foundations of Relationship Marketing - Atul Parvatiyar and Jagdish N Sheth Relationship Marketing - Adrian Payne The UK Perspective The IMP Perspective - H[accent]akan H[accent]akansson and Ivan Snehota Asset and Liability of Business Relationships Relationship Marketing - Christian Groenroos The Nordic School Perspective The Evolution of Relationship Marketing - Jagdish N Sheth and Atul Parvatiyar PART TWO: CONCEPTUAL AND THEORETICAL FOUNDATIONS OF RELATIONSHIP MARKETING Relationship Marketing of Services - Leonard L Berry Growing Interest, Emerging Perspectives Relationship Marketing in Consumer Markets - Jagdish N Sheth and Atul Parvatiyar Antecedents and Consequences Relationship Marketing and Distribution Channels - Barton A Weitz and Sandy D Jap An Integrated Model of Buyer-Seller Relationships - David T Wilson Strategic Alliances - P Rajan Vardarajan and Margaret H Cunningham A Synthesis of Conceptual Foundations Towards a Theory of Business Alliance Formation - Jagdish N Sheth and Atul Parvatiyar PART THREE: PARTNERING FOR RELATIONSHIP MARKETING Relationship Marketing in Mass Markets - C B Bhattacharya and Ruth N Bolton Membership Customers and Relationship Marketing - Thomas W Gruen Affinity Partnering - Vanitha Swaminathan and Srinivas K Reddy Conceptualization and Issues Relationship Marketing and Key Account Management - Joseph P Cannon and Narakesari Narayandas Horizontal Alliances for Relationship Marketing - David W Cravens and Karen S Cravens Supplier Partnering - John T Mentzer PART FOUR: ENABLERS OF RELATIONSHIP MARKETING Relationship Marketing and Marketing Strategy - Robert M Morgan The Evolution of Relationship Marketing Strategy within the Organization Organizing for Relationship Marketing - Ian Gordon Information Technology - Rajendra S Sisodia and David B Wolfe Its Role in Building, Maintaining and Enhancing Relationships Customer Profitability - Kaj Storbacka Analysis and Design Issues PART FIVE: TEACHING AND RESEARCH IMPLICATIONS OF RELATIONSHIP MARKETING Developing a Curriculum to Enhance Teaching of Relationship Marketing - Joseph P Cannon and Jagdish N Sheth Relationship Marketing - Jagdish N Sheth Paradigm Shift or Shaft?

Governance value analysis and marketing strategy

Abstract: The authors extend transaction cost analysis into a governance value analysis (GVA) framework to address marketing strategy decisions, especially with regard to strategies grounded in cooperative r...

Marketing strategy: An assessment of the state of the field and outlook

Abstract: This article provides an assessment of the state of the field of marketing strategy research and the outlook. Using institutional theory, the authors develop an organizing framework to serve as a road map for assessing research in marketing strategy. Their assessment of the state of the field based on a review of extant literature suggests that significant strides in conceptual development and empirical research have been achieved in a number of areas. Several recent developments in the business world, including deconglomeration and increased organizational focus on managing and leveraging market-based assets such as brand equity and customer equity, suggest that marketing is likely to play a more important role in charting the strategic direction of the firm. However, the theoretical contributions of the field to the academic dialogue on strategy leave much to be desired.

Principles of Internet Marketing

Abstract: From the Publisher: This pioneering textbook lays the foundation for using the most exciting marketing medium in decades. It shows what makes the Internet new and different, what techniques work and which don’t, and how the Internet is creating value for customers and profits for companies. Most importantly, it shows how Internet Marketing fits into the rest of an organization’s marketing strategy.

Strategic Marketing and the Resource Based View of the Firm

Abstract: The second part of the paper describes three aspects of strategic marketing likely to benefit from adoption of the resourcebased perspective, namely, strategic analysis, positioning and international marketing strategy. In terms of the former, it is argued that the RBV helps to overcome some of the frequently cited problems of the SWOT framework. Similarly, it contends that understanding a firm’s resource-base is central to effective positioning while applications in the area of international marketing highlight important differences between firm-specific and country-specific resources. The paper concludes by noting some important conceptual and methodological issues that need to be addressed by future research adopting the RBV perspective.

Market-Based Management: Strategies for Growing Customer Value and Profitability

Abstract: PART I MARKET ORIENTATION and MARKETING PERFORMANCE. Chapter 1 Customer Focus and Managing Customer Loyalty Chapter 2 Marketing Performance and Marketing Profitability Metrics PART II MARKET ANALYSIS. Chapter 3 Market Demand and Market Share Chapter 4 Customer Analysis and Value Creation Chapter 5 Market Segmentation and Customer Relationship Marketing Chapter 6 Competitor Benchmarking and Competitive Advantage PART III MARKETING MIX STRATEGIES. Chapter 7 Product Positioning, Branding and Value Proposition Management Chapter 8 Market-Based Pricing and Margin Management Chapter 9 Marketing Channels and Supply Chain Value Management Chapter 10 Marketing Communications and Customer Response PART IV STRATEGIC MARKETING. Chapter 11 Portfolio Analysis and Strategic Market Plans Chapter 12 Offensive Marketing Strategies Chapter 13 Defensive Marketing Strategies PART V MARKETING PLANS and PERFORMANCE. Chapter 14 Building and Implementing a Marketing Plan Chapter 15 Market Orientation and Marketing Performance Scorecard Chapter 16 Marketing Performance and Business Profitability Appendix/Glossary

What we know about consumers’ color choices

Abstract: Marketing practitioners know that a product’s color may play an important role in a consumer’s purchase decision, but may not be familiar with the empirical research that has been conducted in this area. The purpose of this paper is to apply an associative learning framework to the color literature to help understand consumer color choices. Specifically, the principles of classical conditioning, a form of associative learning, will be used to make suggestions to practitioners who wish to create or change color associations for their products. The implications of the findings from the color literature are discussed.

Urban Competitiveness, Marketing and the Need for Organising Capacity:

Abstract: Fundamental changes in the economy, technology, demography and politics are reshaping the environment for towns and cities in Europe. These changes have induced competition between towns and cities at regional, national and sometimes international scales. Increasingly, cities and towns behave in a logic of competition in a highly dynamic and complex environment (Bramezza, 1996). In such a competitive environment, the policies of local governments need to be more market-oriented with an eye to chances and threats, bearing in mind the city’ s strengths and weaknesses. Cities and towns are waking up to the fact that an entrepreneurial and anticipatory policy is called for to cope with urban and regional competition. In the past two decades, a growing number of European cities and towns have acknowledged that marketing could be a powerful instrument in such a new style of urban management. Cities aspire to become and remain attractive places for (potential) residents, businesses and visitors. In this process, cities `invent’ their own marketing strategies, discovering that the marketing of a city or region is not as straightforward as many people think. Our contribution considers one of the main challenges in this respect: the need for organising capacity. What lessons can be drawn up to now? The next section of the contribution describes some of the main features of the pattern of urban development and the increase in competition, setting the scene for a more strategic and entrepreneurial approach to the control of the development of metropolitan regions. The third section touches upon some of the consequences for urban management and discusses the speci® c role of urban place marketing in that setting in more detail. For any urban place marketing strategy to succeed, organising capacity has become indispensable, as argued in the fourth section of the contribution. The ® nal section concludes.

The Theory of Multimarket Competition: A Synthesis and Implications for Marketing Strategy:

Abstract: Multimarket competition refers to competitive situations in which the same firms compete against each other in multiple markets. The theory of multimarket competition suggests that the phenomenon o...

Noticing Cultural Differences: Ad Meanings Created by Target and Non-Target Markets

Abstract: Target marketing is an increasingly crucial component of marketing strategy, particularly given the expanding cultural diversity of the nation's population. Prior research suggests marketers need t...

Sustainable Marketing: Managerial - Ecological Issues

Abstract: Sustainable Marketing An Overview New Decision Boundaries The Product System Life-Cycle Sustainable Marketing Strategies Sustainable Products Sustainable Channel Networks Sustainable Marketing Communications Sustainable Pricing Markets and Market Development

Internationalization strategies for services

Abstract: Discusses some key challenges for service firms planning to go abroad and presents five different types of internationalization strategies for services, none of which are mutually exclusive. These are: direct export of services in terms of repairs and maintenance that are most appropriate to industrial markets; systems export that is a joint export effort by two or several firms whose solutions complement each other; direct entry mode which means that the service firm establishes a service‐producing organization of its own on the foreign market; indirect entry which is used when the service firm wants to avoid establishing a local operation that is totally or partly owned by itself (common modes are through licensing agreements and franchising); and electronic marketing which does not bind a firm to a particular location.

Consumer values and the importance of store attributes

Abstract: Retailing business is greatly affected by the patronage behavioral orientations of shoppers. Understanding these orientations can assist retailers in developing appropriate marketing strategies toward meeting the needs and wants of consumers. One important factor explaining consumer behavioral orientations is their values. Another important factor affecting consumer behavioral orientations is the store image, an image shaped by store attributes. This study examines the linkage between consumer values and the importance of some salient store attributes. Marketing management implications are also discussed.

Strategic Sport Marketing

Abstract: "Strategic Sport Marketing is a comprehensive text for sport management students as well as practising sport administrators. Integrating the unique product characteristics of sport with traditional marketing theory, it presents a strategic sport marketing model that recognises the diverse markets for sport: participants, sponsors, spectators at the event and lounge-room fans." "Case studies and sportviews selected from international sports and media illustrate the unique features of sport marketing. With detailed examples and step-by-step processes, Strategic Sport Marketing is a practical tool and theoretical guide to sport marketing internationally." "The second edition of this widely used text is fully revised and updated. It includes two new chapters: 'Customer satisfaction and service quality' by Linda van Leeuwen and 'Sport and the Internet' by Daniel Evans. There is also an increased focus on sponsorship and the role of services theory in the delivery of sport."

A five‐country study of national identity

Abstract: A number of studies in the international marketing literature have focused on the identification and discussion of differences across nations and cultures. Unfortunately, the majority of these investigations focus on existing differences without addressing which of these differences have the potential to substantially affect international operations or how to make comparisons within a framework which allows some measure of flexibility across nations and cultures. The objectives of this study were twofold: (1) to develop and measure the national identify of several different cultures in order to establish a means by which similarities and differences can be placed into a practically applicable context for international marketing decision making; and (2) to establish initial generalizable national identity norms for making broad cross‐cultural/cross‐national comparisons. The results based on a five‐country sample (i.e. the USA, Mexico, Japan, Sweden and Hong Kong) show that, within the theoretical framework of national identity it is possible to identify such differences. Implications for both academic research as well as managerial decision making in an international marketing context are presented.

Trappings versus substance in the greening of marketing planning

Abstract: A key function of corporate and marketing planning is to ensure that businesses develop strategies which keep them in harmony with a company's external environment. In the wake of the Brundtland Report in 1987, and the Rio Earth Summit in 1992, it has become increasingly clear that when it comes to the physical environment, the current trajectory of development for economies, and the companies within them, is not physically sustainable. The need to address this issue has led to a great deal of activity among companies including environmentally related total quality initiatives; the reformulation of many products and processes; and an attempt to reposition environmental pressure as a potential source of competitive advantage. Although the 1990s were heralded as 'The Earth Decade', as they draw to a close, the degree to which our companies have moved closer to real sustainability appears minimal. This article discusses the degree to which this lack of change stems from the fundamental incompatibilities betw...

Total relationship marketing : from the 4Ps-product, price, promotion, place- of traditional marketing management to the 30Rs-the thirty relationships- of the new marketing paradigm

Abstract: Rethinking marketing classic market relationships special market relationships mega relationships - above the market relationships nano relationships - below market relationships does relationship marketing pay? relationship marketing and the new organization the genesis of relationship marketing in conclusion relationship marketing is a paradigm shift!

The personalised marketplace: beyond the 4Ps

Abstract: Theories of marketing management and strategy need to evolve and change to keep pace with changes in the marketplace and in marketing practice. As the next century draws closer, it is apparent that some marketing managers are basing their relationships with customers on policies and procedures called either “individualisation”, “mass‐customisation”, or as we prefer, “personalisation”. The core of this practice involves tailoring goods and services to the individual needs and wants of specific consumers, just the opposite of one‐size‐fits‐all. We propose that personalisation is so important to marketing strategy that it should become one of the featured elements of the marketing mix, alongside product, price, promotion, place, personnel, physical assets, and procedures, to form a new marketing mix, the 8Ps.

Marketing Management for Nonprofit Organizations

Abstract: PART A: INTRODUCTION TO MARKETING 1. Scope, Challenges and Development of the Nonprofit Sector 2. Introduction To Marketing: Developing A Societal and Market Orientation PART B: MARKETING PLANNING 3. Marketing Planning: The Market Environment and Marketing Audit 4. Marketing Research 5. Marketing Objectives and Strategy 6. Branding 7. Marketing Programmes and Services: The Operational Mix 8. Social Marketing and Campaigning: The Marketing of Ideas PART C: SPECIFIC APPLICATIONS 9. Fund-Raising 10. Arts Marketing 11. Education 12. Healthcare 13. Public Sector 14. Volunteer Support and Management

Evolving Paradigm for Environmental Sensitivity in Marketing Programs: A Synthesis of Theory and Practice

Abstract: Concerns related to the environment are evident in the rapid growth of the environmentally conscious marketplace and its increasing impact on corporate strategists. Drawing from the academic literature and case studies of actual corporate experiences, this article discusses the concept of environmentally-based marketing programs within the context of each element of the marketing mix. Additionally, it discusses issues that are of critical importance in the implementation of the concept, from the perspectives of firm performance and business environment. The managerial implications of adopting environmentally-based marketing programs and concerns relevant to future research in this area are also addressed.

Marketing Capabilities and Firm Performance: A Hierarchical Model

Abstract: The resource based theory of the firm (RBV) is briefly reviewed together with its recent application in the marketing literature. Significant contributions by Webster (1992) and Day (1994) are identified and an integration of the two presented as a hierarchical model of marketing capabilities. Three research propositions concerning the relationships between marketing capabilities and performance are developed and tested empirically in the transition economies of central and eastern Europe. In line with expectations from the theory of the RBV, higher order marketing capabilities are seen to be more important than operational capabilities in explaining superior competitive performance. The overall model is shown to be a helpful conceptualization of marketing capabilities and a number of issues for further research are identified.

Sustainable Competitive Advantage for Educational Institutions: A Suggested Model.

Abstract: This paper outlines a model of the factors that are critical to the establishment and maintenance of sustainable competitive advantage for education services enterprises in international markets. It draws together theories of competitive advantage developed by industrial economics and management theory, with literature relating to services marketing. In examining a theory of sustainable competitive advantage for services exports, the paper discusses the concepts involved and presents a model of the process involved in achieving it. The model seeks to explain the strategic decision making environment in which the education exporter operates, and the outcome ideal to achieving a competitive advantage.

Greener marketing: a global perspective on greening marketing practice

Abstract: This book builds on the strengths of the material published in the first volume: greener marketing: a responsible approach to business. The second volume examines on a global scale the progress of environmental marketing in the 1990s and considers how sustainability issues are increasingly becoming critical factors in how coporations meet the ever-growing demands and expectations of customers. There are three sections: strategic developments, greening the 'marketing mix' and case studies.