Showing papers on "Marketing strategy published in 2002"

Mining knowledge-sharing sites for viral marketing

Abstract: Viral marketing takes advantage of networks of influence among customers to inexpensively achieve large changes in behavior. Our research seeks to put it on a firmer footing by mining these networks from data, building probabilistic models of them, and using these models to choose the best viral marketing plan. Knowledge-sharing sites, where customers review products and advise each other, are a fertile source for this type of data mining. In this paper we extend our previous techniques, achieving a large reduction in computational cost, and apply them to data from a knowledge-sharing site. We optimize the amount of marketing funds spent on each customer, rather than just making a binary decision on whether to market to him. We take into account the fact that knowledge of the network is partial, and that gathering that knowledge can itself have a cost. Our results show the robustness and utility of our approach.

Marketing Social Marketing in the Social Change Marketplace

Abstract: Social marketing faces significant barriers to growth because there is no clear understanding of what the field is and what its role should be in relation to other approaches to social change. However, growth is possible through increases in social marketing’s share of competition at the intervention, subject matter, product, and brand levels. The author proposes a specific social marketing branding campaign to advance the field, with roles for academics and the American Marketing Association.

The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance

Abstract: Despite the strong interest in global marketing, there is no consensus in the literature about what constitutes global marketing strategy and whether it affects a firm’s global market performance. The authors develop a broad conceptualization of global marketing strategy, the GMS, that integrates three major perspectives—namely, the standardization, configuration–coordination, and integration perspectives—of global marketing strategy. They also develop a conceptual model that links the GMS to a firm’s global market performance. On the basis of a survey of business units competing in global industries, the authors find support for the broad GMS perspective and the fundamental relationship between the GMS and firms’ global market performance. The authors also discuss theoretical and managerial implications of their findings.

Social Marketing: Improving the Quality of Life

Abstract: Foreword - Alan R. Andreason Preface Acknowledgments PART I: UNDERSTANDING SOCIAL MARKETING Chapter 1. Defining Social Marketing The 21st Century What Is Social Marketing? Where Did the Concept Originate? How Does Social Marketing Differ From Commercial Sector Marketing? When is Social Marketing Used, and for What Purpose? What Social Issues Can Benefit From Social Marketing? What Are Other Ways to Influence Public Behavior? How Does Social Marketing Relate to Other Approaches? Chapter 2. Outlining the Strategic Planning Process Marketing Highlight: Lowering Blood Pressure What Are the Steps in the Social Marketing Planning Process? Why Is a Systematic Planning Process Important? Where Does Marketing Research Fit Into the Planning Process? Chapter 3. Discovering Keys to Success Marketing Highlight: Tobacco Prevention What Is a Successful Campaign? What Are the Key Elements of Successful Campaigns Beyond Success PART II: ANALYZING THE SOCIAL MARKETING ENVIRONMENT Chapter 4. Determining Research Needs and Resources Marketing Highlight: Blood Donation When Is Research Used in the Planning Process? What Major Types of Research Are Used? What Steps Are Included in Designing a Research Project? Research Highlight: Quantitative and Qualitative Research for Breast Cancer Screening Chapter 5. Mapping the Internal and External Environment Marketing Highlight: Tobacco Industry Response Choose a Campaign Focus Identify a Campaign Purpose Conduct a SWOT Analysis Research Highlight: Personal Interviews for Caring Adult Relationships With Youth Marketing Dialogue PART III: ESTABLISHING TARGET AUDIENCES, OBJECTIVES, GOALS Chapter 6. Selecting Target Audiences Marketing Highlight: Physical Activity What Steps Are Involved in Target Marketing? What Variables Are Used to Segment Markets? What Criteria Are Used for Evaluating Segments? How Are Target Markets Selected? What Approach Should Be Chosen? Research Highlight: Self-Administered Survey for Psychographic Segmentation Chapter 7. Setting Objectives and Goals Marketing Highlight: Water Conservation Behavior Objectives Knowledge and Belief Objectives The Nature of Social Marketing Goals Goals And Objectives at the Draft Stage The Role of Objectives and Goals in Campaign Evaluation Research Highlight: Secondary Data for Program Goal Setting Chapter 8. Deepening Our Understanding of Target Audiences and the Competition Marketing Highlight: Drinking and Driving What More Do We Need to Know About Our Target Audience? What Models Might Be Used to Explore Our Audience Perspectives Further? Who Is the Competition in a Social Marketing Environment? What Are Four Key Tactics to Create Competitive Advantages? Why Is it Necessary to Review and Potentially Revise Target Markets, Objectives, and Goals After This Step? Research Highlight: Formative and Evaluation Research for Worksite Nutrition and Physical Activity Programs PART IV: DEVELOPING SOCIAL MARKETING STRATEGIES Chapter 9. Product: Designing the Market Offering Marketing Highlight: Women & Infant Children Programs (WIC) What Is the Product in a Social Marketing Effort? What Are Three Levels of the Product? What Decisions Will Need to Be Made at Each Level? How Are These Decisions Made and How Do They Effect the Product's Positioning? Research Highlight: Focus Groups for Increased Condom Use Chapter 10. Price: Managing Costs of Behavior Change Marketing Highlight: Litter Prevention What Is the Price of a Social Marketing Product? What Are Major Categories and Types of Costs? What Are Major Strategies for Managing Costs? What Pricing Relating Tactics Are Used to Manage Costs and Balance the Scale? Considerations When Setting Prices for Tangible Objects and Services Research Highlight: Informal Interviews for Teen Sexual Abstinence Chapter 11. Place: Making the Social Marketing Product Available Marketing Highlight: Safe Gun Storage What Is Place in a Social Marketing Environment? What Is the Objective When Developing a Place Strategy? How Do We Make Access to the Social Marketing Product More Convenient? What Are Guidelines for Managing More Formal Distribution Channels? Research Highlight: Observation Research for Needle Exchange Programs Chapter 12. Promotion: Creating Messages Marketing Highlight: Sexual Assault Prevention Message Strategy: What Do We Want to Say? Message Execution Strategy: How Do We Want to Say It? Principles and Theories for Decision Making: Designing Messages and Choosing an Executional Strategy Pretesting Research Highlight: Telephone Survey for Prevention of Sudden Infant Death Syndrome (SIDS) Chapter 13. Promotion: Choosing Communications Channels Marketing Highlight: AIDS Prevention What Are Major Media Channels to Consider? Choosing Specific Media Vehicles What Timing Decisions Need to Be Made? What Factors Influence Media Strategies? What Principles Can Guide Decision Making? Research Highlight: Clinical Trial for Skin Cancer Detection PART V: MANAGING SOCIAL MARKETING PROGRAMS Chapter 14. Developing an A Plan for Evaluation and Monitoring Marketing Highlight: Teen Nutrition What Will Be Measured? How Will It Be Measured? When Will It Be Measured? Additional Considerations and Concerns Research Highlight: Evaluation Planning for Teen Nutrition Program Chapter 15. Establishing Budgets and Finding Funding Sources Marketing Highlight: Suicide Prevention Determining Budgets Finding Funding Sources Appealing to Funders Implications to the Draft Plan Research Highlight: Baseline and Tracking Survey for Drowning Prevention Chapter 16. Completing an Implementation Plan and Sustaining Behavior Marketing Highlight: Water Quality Implementation Plans Sustainability Chapter 17. Making Ethical Decisions Marketing Highlight: Animal Rights Ethical Considerations: At Every Decision Point American Marketing Association Code of Ethics APPENDIX Credits Name Index Subject Index About the Authors

Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives

Abstract: The purpose of this paper is to critically explore the construct of entrepreneurial marketing (EM). This term is used as an integrative conceptualization that reflects such alternative perspectives as guerrilla marketing, radical marketing, expeditionary marketing, disruptive marketing and others. Seven core dimensions of EM are identified, and an underlying theoretical foundation based on resource advantage theory is proposed. A conceptual model is introduced of key factors surrounding the phenomenon of entrepreneurial marketing. Conclusions and implications are drawn for theory and practice, and priorities are proposed for continuing research.

Relationship Marketing of Services Perspectives from 1983 and 2000

Abstract: In 1983 the author presented a paper entitled simply “Relationship Marketing” at the American Marketing Association's Services Marketing Conference. The paper was published in the conference proceedings and for the first time the phrase “relationship marketing” appeared in the marketing literature. For this charter issue of the Journal of Relationship Marketing, the original 1983 paper is reprinted in full. The author then offers fresh perspectives on his paper in the form of a commentary.

From consumer response to active consumer: Measuring the effectiveness of interactive media

Abstract: Traditional measures of the effectiveness of marketing communications suggest a specific process by which marketing actions influence consumers. This article offers a broader philosophical perspective on measuring the effectiveness of marketing communications that focuses on interaction as the unit of analysis, rather than the behavior of either the marketer or the consumer. Structuration theory is discussed and offered as a viable foundation for the identification, selection, and evaluation of new measures of effectiveness in an interactive context among active, goal-driven consumers and marketers. Structuration theory focuses on the emergency and evolution of the structure of interaction, which is posited as a critical factor in devising, selecting, and evaluating new measures of the effectiveness of marketing communications. This view broadens the potential set of measures of effectiveness of interactive marketing communications, implying alternative meanings for measures under different interaction structures and combinations of goal states.

The cigarette pack as image: new evidence from tobacco industry documents

Abstract: Objectives: To gain an understanding of the role of pack design in tobacco marketing. Methods: A search of tobacco company document sites using a list of specified search terms was undertaken during November 2000 to July 2001. Results: Documents show that, especially in the context of tighter restrictions on conventional avenues for tobacco marketing, tobacco companies view cigarette packaging as an integral component of marketing strategy and a vehicle for (a) creating significant in-store presence at the point of purchase, and (b) communicating brand image. Market testing results indicate that such imagery is so strong as to influence smoker's taste ratings of the same cigarettes when packaged differently. Documents also reveal the careful balancing act that companies have employed in using pack design and colour to communicate the impression of lower tar or milder cigarettes, while preserving perceived taste and “satisfaction”. Systematic and extensive research is carried out by tobacco companies to ensure that cigarette packaging appeals to selected target groups, including young adults and women. Conclusions: Cigarette pack design is an important communication device for cigarette brands and acts as an advertising medium. Many smokers are misled by pack design into thinking that cigarettes may be “safer”. There is a need to consider regulation of cigarette packaging.

Relationship Marketing in the New Economy

Abstract: This article aims to put relationship marketing in the context of the New Economy; it is a quest for valid and practical theory. It is preoccupied with the reigning marketing management paradigm and a shift to a relationship marketing paradigm. A systemic view, referred to as total relationship marketing, is presented together with the core values and beliefs of relationship marketing. The article concludes that relationship marketing is fundamentally different from traditional marketing management and that successful implementation requires new mindsets.

Relationship Marketing: Creating Stakeholder Value

Abstract: Relationship Marketing: Creating Stakeholder Value extends the analysis of the change in the marketing rationale from a crude concern for increased market share to a strategy aimed at creating long-term profitable relationships with targeted customers. Offering a cutting edge vision of relationship marketing, Relationship Marketing: Creating Stakeholder Value is a seminal text for all students and managers in the field. With new up-to-date case materials and examples of best practice, the book covers all the stakeholder markets - employees, suppliers, influencers, customers and consumers - for which the relationship approach is critical. It also provides crucial advice on how to develop, integrate and implement the various strands of a successful relationship strategy.

Marketing Strategy and the Internet: An Organizing Framework:

Abstract: Competitive strategy is primarily concerned with how a business should deploy resources at its disposal to achieve and maintain defensible competitive positional advantages in the marketplace. Competitive marketing strategy focuses on how a business should deploy marketing resources at its disposal to facilitate the achievement and maintenance of competitive positional advantages in the marketplace. In a growing number of product-markets, the competitive landscape has evolved from a predominantly physical marketplace to one encompassing both the physical and the electronic marketplace. This article presents a conceptual framework delineating the drivers and outcomes of marketing strategy in the context of competing in this broader, evolving marketplace. The proposed framework provides insights into changes in the nature and scope of marketing strategy; specific industry, product, buyer, and buying environment characteristics; and the unique skills and resources of the firm that assume added relevance in the context of competing in the evolving marketplace.

Evolving Relationship Marketing into a Discipline

Abstract: Relationship marketing is considered a paradigm change in both academic and practitioner literature. However, despite its popularity, relationship marketing has not yet evolved into becoming a discipline. The authors propose focus on eight areas to help relationship marketing evolve into a discipline. They compare the successful evolution of consumer behavior, services marketing and marketing strategy with the failure of international marketing, social marketing and business marketing as a discipline.

Alliance-Based Competitive Dynamics

Abstract: Do rivals' alliances increase or decrease the competitive pressure experienced by a firm? Linking ecological and economic research on organizations, we propose that the effects of rivals' horizonta...

Marketing Management: A Relationship Approach

Abstract: Preface 1. Introduction PART 1: ASSESSING THE COMPETITIVENESS OF THE FIRM (INTERNAL) 2. Identification of the firms' core competencies 3. Development of the firm's competitive advantages: from a macro (global) to a micro perspective PART 2: ASSESSING THE EXTERNAL MARKETING SITUATION (EXTERNAL) 4. Customer behaviour 5. Competitor analysis/Intelligence (CI) 6. Analysing relationships in the value chain PART 3: DEVELOPING MARKETING STRATEGIES 7. SWOT analysis and the strategic marketing planning 8. Segmentation, targeting, positioning and competitive strategies 9. International marketing strategies 10. E-commerce strategies PART 4: DEVELOPING MARKETING PROGRAMS -- DECISION ON THE MARKETING MIX 11. Product and service decisions 12. Pricing decisions 13. Distribution decisions 14. Communication decisions 15. Establishing, developing and managing buyer-seller relationships PART 5: ACTION PLANNING: ORGANIZING AND CONTROLLING THE MARKETING EFFECT 16. Building the Marketing Plan: Organizing and Implementing 17. Budgeting and controlling 18. Ethical and environmental aspects of Marketing Glossary Index

The role of strategic philanthropy in marketing strategy

Abstract: Outlines the concept of strategic philanthropy, assesses its development and evolution, gives examples of the stakeholder focus, discusses marketing issues and addresses elements to consider in implementation. Organizations have long realized the benefits of benevolent philanthropy in supporting community, employees and the interests of investors. It has only been in recent years that organizations have formalized and integrated the philanthropic decisions with corporate citizenship and other key strategic organizational performance‐related decisions. Organizations in the twenty‐first century are increasingly concerned about managing societal issues in marketing to benefit key stakeholder interests. A new definition of strategic philanthropy is developed and contrasted with other initiatives that link marketing and society. Finally, suggestions for future research are provided.

Practical value of adequate marketing management theory

Abstract: This is a critical discourse on marketing management textbooks and their presentations of general marketing theory. These books claim to be general, complete and up‐to‐date, although the base of “textbook theory” is consumer goods mass marketing, a minority of all marketing if compared to services and B‐to‐B marketing. Seminal developments over the past decades in services marketing, quality management, relationship marketing and CRM are treated as special cases although they intervene in all types of marketing. The article claims that marketing management has become stereotyped on a derelict foundation in commodity‐like textbooks. It ends with guidelines on how research in marketing could reinvent itself to the benefit of both academics and practitioners.

Handbook of marketing

Abstract: Introduction - Barton A Weitz and Robin Wensley PART ONE: INTRODUCTION Marketing's Relationship to Society - William L Wilkie and Elizabeth S Moore A History of Marketing Thought - D G Brian Jones and Eric H Shaw Role of Marketing and the Firm - Frederick E Webster Jr PART TWO: MARKETING STRATEGY Marketing Strategy and Theories of the Firm - George S Day and Robin Wensley Determining the Structure of Product-Markets - Allan D Shocker Practices, Issues and Suggestions Competitive Response and Market Evolution - Hubert Gatignon and David Soberman PART THREE: MARKETING ACTIVITIES Branding and Brand Equity - Kevin Lane Keller Product Development - Ely Dahan and John R Hauser Managing a Dispersed Process Channel Management - Erin Anderson and Anne T Coughlan Structure, Governance and Relationship Management Salesforce Management - Sonke Albers Compensation, Motivation, Selection and Training Pricing - Chezy Ofir and Russell S Winer Economic and Behavioral Models Marketing Communications - David W Stewart and Michael A Kamins Sales Promotion - Scott A Neslin Understanding and Improving Service Quality - A Parasuraman and Valerie A Zeithaml A Literature Review and Research Agenda PART FOUR: MARKETING MANAGEMENT Individual Decision-Making - J Edward Russo and Kurt A Carlson Allocating Marketing Resources - Murali K Mantrala Marketing Decision Support and Intelligent Systems - Eric M Eisenstein and Leonard M Lodish Precisely Worthwhile or Vaguely Worthless? PART FIVE: SPECIAL TOPICS Global Marketing - Johny K Johanson Research on Foreign Entry, Local Marketing, Global Management Services Marketing and Management - Steven M Shugan Capacity as a Strategic Marketing Variable Marketing in Business Markets - Hakan Hakansson and Ivan Snehota Marketing and the Internet - Patrick Barwise, Anita Elberse and Kathy Hammond PART SIX: CONCLUDING OBSERVATIONS Concluding Observations - Robin Wensley and Barton A Weitz

Thinking about relationship marketing: where are we now?

Abstract: Relationship marketing (RM) has emerged as a new marketing idea for many firms in Western countries. The aim of this paper is to review the evolution of RM ideas. Definitional difficulties are sorted out, a typology of many of the relationships is developed, structural and social bonds are identified and whether RM is a paradigm shift for marketing theorists and practitioners is debated. This paper argues that RM is not a paradigm shift, but rather an appropriate marketing approach when management considers product/service, customer, and organization factors. The paper’s contribution is its comprehensiveness and up‐to‐date review of the evolution of core RM ideas.

Destination marketing organisations—Connecting the experience rather than promoting the place

Abstract: Destination marketing organisations (DMOs) have long been structured and their strategies influenced by traditional distribution processes and passive customers. Now things have changed, with the c...

Project Marketing: Beyond Competitive Bidding

Abstract: Project Marketing: Beyond Competitive Bidding is the first English language book that focuses specifically on this important, emerging subject Project marketing relates to the various marketing activities that take place prior to winning a contract It deals with marketing of large and complex projects such as the construction of buildings and power stations Features : The authors are all leading international figures in the field of project marketing Bernard Cova is co-founder and leader of The European Network on Project Marketing and System Selling The book provides models and methods that are necessary to develop a constructive approach to project marketing It contains more than 20 short cases drawn from a wide variety of industries eg aerospace, construction, engineering, transport and energy The cases are truly international with examples from Europe, Asia, USA and Africa Project Marketing: Beyond Competitive Bidding can be used a textbook for MBA and other masters-level courses in project marketing and project management It will also be highly relevant for practitioners and participants in executive and in-company training programs

Ethical issues of global marketing: avoiding bad faith in visual representation

Abstract: This paper examines visual representation in marketing communication from a distinctive, interdisciplinary perspective that draws on ethics, visual studies and critical race theory. An ontological approach is offered as an alternative to phenomenologically based approaches in marketing scholarship that use consumer responses to generate data. Suggests ways to clarify complex issues of representational ethics in marketing by applying a semiotically‐based analysis that places ontological identity at the center of societal marketing concerns. Analyzes representations of the exotic Other in disparate marketing campaigns, including advertising, tourist promotions and music, as examples of bad faith marketing strategy. Music is an important force in marketing communication, yet marketing studies have rarely considered music and its visual representations as data for inquiry. Feels that considering visual representation within marketing from an ontological standpoint contributes additional insight into societal marketing and places global marketing processes within the intersection of ethics, aesthetics and representation.

Relationship Marketing: Management of Customer Relationships

Abstract: Contents List of Figures Preface and acknowledgements The foundations of relationship marketing Theoretical foundation of relationship marketing Conceptualization of relationship marketing Analysis phase of relationship marketing Strategic focus of relationship marketing Relationship marketing in practice Implementation phase of relationship marketing The Control Phase of Relationship Marketing Multi-faceted characteristics of Relationship Marketing Future Outlook for Relationship Marketing