Showing papers on "Relationship marketing published in 1985"
TL;DR: The concept of commitment as a dimension of marketers' job performance has received little attention in the marketing literature as mentioned in this paper, and the commitment model developed in this paper is based on the same model.
Abstract: The concept of commitment as a dimension of marketers' job performance has received little attention in the marketing literature. This article develops a commitment model, conducts a partial test o...
293 citations
Book•
15 Jul 1985
TL;DR: In this paper, the authors discuss the principles of strategic marketing planning, and present a framework for strategic planning for marketing and competitive success based on analytical frameworks for marketing planning and analytical Frameworks for Strategic Planning.
Abstract: PART I: MARKETING STRATEGY - Prologue - Marketing and Competition - Marketing and Competitive Success - Principles of Strategic Marketing Planning - Analytical Frameworks for Strategic Planning - Research for Marketing - PART II: THE MARKETING APPRECIATION - Macro-Environmental Analysis - Industry and Competitor Analysis - Customer Analysis - Internal (Self) Analysis - Matching - Putting it all Together - Product Differentiation and Market Segmentation - Positioning and Branding - PART III: MANAGING THE MARKETING MIX - The Marketing Mix - Product Policy - Packaging - Pricing Policy and Management - Distribution Policy - Promotion Policy and Management - PART IV: IMPLEMENTING MARKETING - Customer Service - Developing a Marketing Culture - The (Short-term) Marketing Plan - Implementation and Control - Current Issues and Future Trends - Recapitulation
246 citations
TL;DR: In this paper, the authors consider the characteristics of small firms from a marketing perspective and examine the marketing undertaken by firms at different stages of development from start-up to medium-sized firms.
Abstract: Considers the characteristics of small firms from a marketing perspective. Examines the marketing undertaken by firms at different stages of development from start‐up to the medium‐sized firm. Proposes that this normally consists of four stages: initial marketing strategy; reactive selling; the DIY Marketing approach; and integrated proactive stages. Looks at these stages, suggesting that these provide a framework and starting point for further analyses of small businesses.
246 citations
Book•
01 Jan 1985
TL;DR: In this article, the authors present an overview of the global environment of marketing, its environment management, and its management process, including the planning process, direct marketing, sales promotion, and public relations.
Abstract: I. MARKETING: ITS ENVIRONMENT AND MANAGEMENT. 1. What is Marketing? 2. The Global Environment of Marketing. 3. Marketing Management and the Planning Process. II. UNDERSTANDING AND SELECTING TARGET MARKETS. 4. Marketing Research. 5. The Consumer Market and Buying Behavior. 6. Organizational Markets and Buying Behavior. 7. Market Segmentation. 8. Target Marketing. III. DEVELOPING PRODUCTS AND SERVICES. 9. The Product Offering. 10. Product Development and Management. 11. Services and Nonprofit Marketing. IV. DISTRIBUTION. 12. Marketing Channels. 13. Wholesaling and Logistics. 14. Retailing. V. PROMOTION. 15. The Promotion Effort. 16. Advertising. 17. Direct Marketing, Sales Promotion, and Public Relations. 18. Personal Selling. VI. PRICING. 19. Pricing Procedures. 20. Pricing Administration. VII. EFFECTIVE MARKETING STRATEGIES. 21. Marketing Implementation and Control. 22. International Marketing. Appendixes: A. Financial Analysis and Marketing Management B. Careers in Marketing. Glossary. Indexes.
105 citations
TL;DR: In this article, the authors consider the application of strategic marketing concepts when establishing complaint-handling policies and propose alternative strategies and a model for formulating a complaint•handling strategy.
Abstract: Effective complaint‐handling by an organization can result in such benefits as consumer satisfaction, company / brand loyalty, favorable word‐of‐mouth publicity and decreased litigation. Therefore, organizations should consider the application of strategic marketing concepts when establishing complaint‐handling policies. Alternative strategies are proposed and a model for formulating a complaint‐handling strategy is described.
98 citations
TL;DR: In this article, the authors present the results of a comprehensive investigation into the practice and effectiveness of marketing in the UK, and provide an overview of the state of the marketing art.
Abstract: This article presents the results of a comprehensive investigation into the practice and effectiveness of marketing in the UK, and provides an overview of the state of the marketing art in the UK. The survey compares and contrasts the marketing practice of the best performing companies in the sample, the “high‐fliers”, against the remainder of the sample, the “also rans”, in order to isolate the special marketing characteristics of an organisation which outperforms its rivals in a competitive marketplace. The authors have identified the “high‐flier” characteristics and summarised them in a six point plan for marketing excellence.
97 citations
Book•
01 Feb 1985
TL;DR: Marketing planning and strategy. Defining and measuring marketing opportunity. Marketing strategy and marketing mix. Strategic marketing planning as discussed by the authors is a special area of marketing management that deals with marketing opportunities.
Abstract: Marketing planning and strategy. Defining and measuring marketing opportunity. Marketing strategy and marketing mix. Strategic marketing planning. Special areas of marketing management.
69 citations
Book•
01 Apr 1985
TL;DR: The Organisational Dimensions of Marketing (OMD) as mentioned in this paper is a survey of marketing and organisational structures, focusing on three dimensions of marketing: responsibility, power and politics.
Abstract: Part 1: The Organisational Dimensions of Marketing 1 Marketing and Organisational Structure 21 Theories of Organsiation and Decision Making Part 2: Marketing in the Organisation 3 The Departmentation and Positioning of Marketing 4 Responsibility, Power and Politics Part 3: Marketing Structures 5 Structures in the Marketing Organisation 6 Product Management, the Product-Market Matrix Part 4: Organisational Design for Marketing 7 Designing the Marketing Organisation 8 Organisational Strategy for Marketing
52 citations
TL;DR: In this paper, several normative principles are derived to guide the efforts of social marketers based on quality-of-life (QOL) theory to reduce negative environmental impacts, and the social marketing programs designed to minimize those discrepancies have to be developed in such a way as to improve environmental impacts.
Abstract: . Economic theory fails to recognize value in social marketing, it is argued, because these beliefs are widely held: (1) social marketers do not consider consumer needs, (2) they are motivated by social welfare, (3) the price mechanism does not fully operate in the social sphere, (4) there is usually insufficient competition, and (5) social marketing is less effective in market control. Based on quality-of-life (QOL) theory, several normative principles are derived to guide the efforts of social marketers. One, QOL-means have to be determined by relating them to QOL-ends (long term satisfaction). Two, discrepancies between QOI, means potentialities and actualities have to be minimized. And third, social marketing programs designed to minimize those discrepancies have to be developed in such a way as to reduce negative environmental impacts.
39 citations
TL;DR: In this paper, the relationship between the Peters and Waterman cultural criteria of customer closeness and corporate values and the scales of marketing effectiveness as developed by Kotler was tested. But the relationship was not discussed.
Abstract: This study tests the relationship between the Peters and Waterman cultural criteria of customer closeness and corporate values and the scales of marketing effectiveness as developed by Kotler. Anal...
TL;DR: In this paper, the authors looked at the recent development of the teaching of marketing to the owners and managers of small business and investigated the requirements of education of small businesses and the differences that arise, and concluded that success for marketing educators can only be achieved by practising marketing in the design and conduct of their programmes.
Abstract: Looks at the recent development of the teaching of marketing to the owners and managers of small business Considers the requirements of education of small businesses and the differences that arise Investigates the attempts of the marketing group of the University of Ulster, Northern Ireland, to meet these requirements Concludes that success for marketing educators can only be achieved by practising marketing in the design and conduct of their programmes
TL;DR: In this paper, the importance of product, price, distribution, and promotion efforts may vary across different products and buy classes, and a systematic role-playing study of 254 industrial purchasing executives was conducted Results of the analysis suggest that relations among marketing mix components vary by product type and buy class.
TL;DR: This paper argued that inadequate marketing has been an important factor in the decline of Britain's competitive market position and suggested that instead of investigating macro economic factors as a cause of the UK's poor performance, the emphasis should be on the examination of factors within individual firms.
Abstract: The author suggests that inadequate marketing has been an important factor in the decline of Britain's competitive market position. He argues that instead of investigating macro economic factors as a cause of the UK's poor performance, the emphasis should be on the examination of factors within individual firms, for example the lack of commitment to marketing. The author comments on the relative dearth of qualitative studies into marketing effectiveness in the UK, and makes some specific suggestions for further research.
TL;DR: In this article, the authors argue that many consumer problems are general and may only be solved in the political process through actions by organized pressure groups, and they provide fruitful frameworks to structure and analyze research on consumer pressure groups.
Abstract: Marketing researchers have traditionally treated consumers' problems as an element of the marketing mix, a problem to be overcome by the marketing manager. The paper asserts that many consumer problems are general and may only be solved in the political process through actions by organized pressure groups. Theories and empirical studies of the social exchange process, organizations, and political pressure groups provide fruitful frameworks to structure and analyze research on consumer pressure groups. A menu of research topics outlines areas that may be of interest to consumer policy researchers.
Book•
18 Jul 1985
TL;DR: In this paper, the Tasks of Marketing, Organizational Choices, Contingencies, Logics of Organizations, Conflict and Integration in Marketing, and Conflict and integration in marketing.
Abstract: Introduction. 1. The Tasks of Marketing 2. Organizational Choices 3. The Contingencies 4. The Logics of Organizations 5. Conflict and Integration in Marketing.
TL;DR: In this paper, an information-structure-power theory of corporate marketing is proposed to analyse and manage those processes which determine strategic marketing decision-making outcomes in organisations. But the authors do not address the continued gulf between the theory and practice of maketing.
Abstract: This article attacks, in a novel way, the continued gulf between the theory and practice of maketing. By adopting the tools of organisational behaviour, drawn particularly from information processing theories of organisation and models of organisational power and political behaviour, the writer proposes an information‐structure‐power theory of corporate marketing. This theory has been developed through the writer's work on marketing information systems, marketing organisation, marketing budgeting and the impact on management of new information technology, but is now aimed more widely at analysing and, ultimately, controlling and managing those processes which determine strategic marketing decision‐making outcomes in organisations.
Book•
01 Jan 1985
TL;DR: The NatWest Bank Experience as mentioned in this paper provides some pointers and examples regarding banks facing up to the marketing challenge, an experience based around four objectives: understanding of, and commitment to, marketing by senior executives; shifting the "culture" through 60,000 employees; establishing and developing marketing skills; and the aim that all the above be achieved within a reasonable timeframe.
Abstract: British banks face formidable challenges in the future which can be mastered only with total dedication and full commitment to marketing and the consumer. The NatWest Bank experience provides some pointers and examples regarding banks facing up to the marketing challenge, an experience based around four objectives: understanding of, and commitment to, marketing by senior executives; shifting the “culture” through 60,000 employees; establishing and developing marketing skills; and the aim that all the above be achieved within a reasonable timeframe.
TL;DR: In this paper, the authors explain how the marketing of new high technology products can be improved by tailoring the extent and focus of pre-launch marketing planning to the nature and focus chosen for the new product.