Showing papers on "Relationship marketing published in 1986"
TL;DR: In this article, marketing mix elements serve as a framework to discuss strategic issues relevant to this category of consumer, and they are used as a starting point for a discussion of consumer experience.
Abstract: Product enthusiasts, increasingly prevalent in American society, represent significant marketplace forces because of their high levels of information seeking, opinion leadership, and innovativeness. For marketers to best serve these consumers, many commonly used marketing strategies must be altered or adapted. In this article, marketing mix elements serve as a framework to discuss strategic issues relevant to this category of consumer.
192 citations
TL;DR: In this article, the authors investigate the marketing concept and where it can be found, plus the difference in eras and thoughts, and conclude that marketing practitioners spend more and more time in internal action, especially in service companies.
Abstract: Investigates the marketing concept and where it can be found, plus the difference in eras and thoughts. Posits that there are three points to the rationale and examines these in detail. Part one looks at how stakeholders can be considered a ‘market’; the second part looks at how traditional marketing must take into account its internal aspect to succeed externally; part three describes interdependence existing between external and internal ‘constituencies’. Aims to make marketing practitioners more aware of the real degree of freedom left to them by the internal structures and to show some ways in which they can broaden this. Concludes that the fact is that marketing practitioners spend more and more time in internal action, especially in service companies and that ultimately internal marketing expresses the power which marketers use to control internal participants in their external strategy.
142 citations
Book•
01 Jan 1986
113 citations
TL;DR: In this paper, a bank that shows its superiority in the customer contact area should have a competitive tool and a means of successfully differentiating itself from competitors, recognising the value of communication in informing and motivating staff and creating positive attitudes and a sense of belonging.
Abstract: Despite technological advances banking still concerns people. Frontline personnel form a critical means of competition in the marketplace and motivating them is a key task. Internal marketing provides the framework for such activities. Data gathered and analysed prior to and after the implementaton of an internal marketing programme confirms that it does impact on the quality of the service provided, recognising the value of communication in informing and motivating staff and creating positive attitudes and a sense of belonging. Apart from size there is little to differentiate banks from one another as all carry a similar range of services and charge similar rates. The bank that shows its superiority in the customer contact area should have a competitive tool and a means of successfully differentiating itself from competitors.
106 citations
TL;DR: This paper examined new empirical data concerned with the role and status of the chief marketing executive and the marketing department, in a sample of manufacturing firms, to suggest that they function very differently in different companies.
Abstract: The unification of “marketing” functions under the control of a chief marketing executive has long been regarded as central to implementing the marketing concept. While not accepting the logic that suggests that marketing orientation implies any particular set of organisational arrangements, this article examines new empirical data concerned with the role and status of the chief marketing executive and the marketing department, in a sample of manufacturing firms, to suggest that they function very differently in different companies. Such distinctions have important implications for our understanding of how marketing operates in organisations, and the different ways in which it may be developed, both in manufacturing and in other sectors.
84 citations
Book•
01 Jan 1986
TL;DR: In this paper, the authors discuss the industrial marketing process: segmentation, intelligence gathering, planning, and strategy development, as well as customer and market behavior, and industrial marketing mix.
Abstract: Part I: Understanding the industrial marketing environment. Part II: Industrial customer and market behavior. Part III: The industrial marketing process: segmentation, intelligence gathering, planning, and strategy development. Part IV: The industrial marketing mix. Part V: Industrial marketing performance: controlling and evaluation, and international implications. Part VII: Cases.
71 citations
TL;DR: Marketing can be viewed as organized rational innovation as discussed by the authors, a function concerned with identifying the opportunity for change, inducing the action required and monitoring the change once introduced, which is the only paradigm to focus directly on the function of marketing - on what the marketer actually does.
Abstract: Marketing can be viewed as organized rational innovation - a function concerned with identifying the opportunity for change, inducing the action required and monitoring the change once introduced. This viewpoint establishes innovation as an eighth paradigm for marketing, alongside seven paradigms previously recognized within marketing theory. It is the only paradigm to focus directly on the function of marketing - on what the marketer actually does. As such, it draws traditional marketing management literature into marketing theory and highlights the problem of establishing and maintaining an innovative marketing function within an organizational environment resistant to change.
57 citations
TL;DR: In this article, the authors investigated the relationship between long-term career success in marketing and possession of a marketing and/or MBA education and concluded that for the long-run career success of marketing students, the performance of marketing educators may be highly suspect.
Abstract: This article reports the results of a study which investigated the relationship between long-term career success in marketing and possession of a marketing and/or MBA education. Data gathered from a sample of over 1,000 marketing practitioners led the authors to conclude that for the long-run career success of marketing students, the performance of marketing educators may be highly suspect.
49 citations
TL;DR: In this article, the authors conducted a study of R and D and marketing managers in high-tech companies and found that more similarities than differences between them were found, and that their orientations affect the integration process.
Abstract: Although R and D marketing integration is essential for innovation success, their interactions are often difficult and conflict ridden. It has been suggested that sociocultural differences between them in terms of their orientation towards time, types of projects they prefer to work on, their tolerance for ambiguity, and their professional and bureaucratic orientations can significantly contribute to the quality of the vital interface. The findings of this study of R and D and marketing managers in high-tech companies contradict the generally held beliefs that these managers are socioculturally different and that their orientations affect the integration process. In fact, more similarities than differences were found. It is therefore proposed that the R and D marketing integration problem may not be simple `people' problem. Its solution may depend as much on organization design variables.
Book•
01 Jan 1986
TL;DR: The role and relevance of marketing research to economic development of less-developed countries is discussed in this paper, where marketing as the prime mover of development activity operationalizing the relationship between marketing and economic development channels of distribution and the economic development process.
Abstract: Marketing and economic development interface marketing as the prime mover of development activity operationalizing the relationship between marketing and economic development channels of distribution and the economic development process consumerism and economic development the role and relevance of marketing research to economic development of less-developed countries.
TL;DR: In this article, a tourism marketing planning process is devized which highlights the main variables affecting the international tourism marketing strategies of the Greek National Tourist Organisation, a tourist profile is constructed so that the types of foreign visitors to Greece are identified, and a tourism-marketing audit is presented.
TL;DR: In this paper, the authors define the scope of marketing asset accounting comparing this with current marketing/accountant structures and rationales, and argue that marketing assets are the most important creation within the sphere of this discussion, and give in-depth explanations of problems and importance of this.
Abstract: Seeks to define the scope of marketing asset accounting comparing this with current marketing/accountant structures and rationales. States that the bulk of the literature is concerned primarily with measuring and controlling market costs. Lists, itemizes and discusses costs within marketing, emphasizing that this is only a sample of works, but that it is large enough to ensure good examples. Posits that marketing assets are the most important creation within the sphere of this discussion, and gives in‐depth explanations of problems and importance of this. Discusses a case study of a furniture company and tabulates this for better understanding. Closes by itemizing the rest of the author's works in this themed issue and clarifies each one's importance in the market asset accounting field.
TL;DR: Although several writers have drawn attention to Customer Service as a vital ingredient for success in marketing, there is still confusion over what is, how to measure it and hence how to manage it.
Abstract: Although several writers have drawn attention to Customer Service as a vital ingredient for success in marketing there is still confusion over what is, how to measure it and hence how to manage it....
TL;DR: In this article, the authors examined the nature and extent of organisational adaptation of international marketing involvement and compared the domestic and international marketing strategies of firms, including the product market strategies and the commitment of human resources.
Abstract: This paper examines the nature and extent of organisational adaptation of international marketing involvement. The domestic and international marketing strategies of firms are compared. The results demonstrate significant differences between the domestic and international marketing operations of firms, including the product market strategies and the commitment of human resources.
TL;DR: In this article, the authors suggest that logistics and marketing can combine to provide a sustainable means of competitive advantage and that marketing executives never consider the very substantial contributions which effective logistics management could make to success in the marketplace.
Abstract: The author suggests that logistics and marketing can combine to provide a sustainable means of competitive advantage. Many marketing executives never consider the very substantial contributions which effective logistics management could make to success in the marketplace. “Marketing Logistics” can lead to success by securing a cost advantage through increased efficiency and by maximising added value through customer service, providing high levels of service at lower cost.
TL;DR: In this article, a strong case can be made for recognizing many examples of marketing outlay as investments in assets rather than current operating expenses, showing new light on attitudes towards marketing decision-making and financial reporting.
Abstract: Suggests that most managers (other than those in marketing) take the view that too much money is spent on marketing. Adumbrates that the accountant may be able to contribute to improved decision making in marketing with regard to expenditure as an investment outlay rather than current expenses. Stresses, herein, that the concern for accounting is with marketing assets and their intangibility. Discusses further assets, valuation and investment and portrays these with the aid of tables and figures. Sums up by saying that a strong case can be made for recognizing many examples of marketing outlay as investments in assets rather than current operating expenses, showing new light on attitudes towards marketing decision‐making and financial reporting.
TL;DR: In this article, the authors investigated factors associated with interfirm differences in the R&D/marketing interface and found that relationships can be improved through organizational change, but some aspects of disharmony may be inherent given the strategic mission of the group.
Abstract: Factors associated with interfirm differences in the R & D/marketing interface are investigated. The analysis suggests that relationships can be improved through organizational change, but some aspects of disharmony may be inherent given the strategic mission of the group.
01 Aug 1986
TL;DR: In this paper, the authors inductively constructed three models for computers and Hi-tech marketing, based on present experiences and inductive reasoning, and emphasized the key components of successful future marketing strategies for this type of product.
TL;DR: In this paper, the authors evaluate why marketing accountants in industry have become increasingly commonplace, and the benefits marketing accountant have brought to business operations, and weigh up six benefits with regard to marketing accountant and discuss these in detail.
Abstract: Examines how potential conflicts can arise from differing evaluative criteria used by specialists of the marketing and finance functions in industry. Focuses on evaluating why marketing accountants in industry have become increasingly commonplace, and the benefits marketing accountants have brought to business operations. Lists six benefits with regard to marketing accountants and discusses these in detail. Weighs up, in conclusion, that marketing accountants provide an improved financial base on which marketing decisions can be examined, particularly with regard to decisions on new product development. States that the marketing accountant, through the provision of relevant and timely data, is starting to ensure such feelings and misconceptions are becoming less commonplace.
TL;DR: In this article, the travel-related behavior of frequent and infrequent tourists to the Cappadocia region of Turkey was investigated and the results of the survey were used in preparing strategic marketing plans for a resource-bound service industry-tourism.
Abstract: This empirical study investigates the travel-related behaviour of frequent and infrequent travellers to the Cappadocia region of Turkey. The results of the survey are used in preparing strategic marketing plans for a resource-bound service industry-tourism. The study of customer-related variables of tourism and travel is considered to be a useful marketing tool for the tourism industry as well as for tourism policy-makers in government. Information obtained by these parties may be used to target their marketing strategies more precisely. It is concluded that the local tourisin industry, especially, may find the research results useful in planning and organising holiday ‘packages' to attract more foreign visitors.
TL;DR: Giles as mentioned in this paper argues that marketing planning cuts corporate boundaries and traditional demarcation lines, to leave the customer as the final judge of the effectiveness of the process, and argues its significance.
Abstract: Marketing planning cuts corporate boundaries and traditional demarcation lines, to leave the customer as the final judge of the effectiveness of the process. In the second of Management Decision's series of articles initially addressed to the financial services industry, William Giles argues its significance.
TL;DR: In this article, the authors examined the importance given to and success with which managers in a sample of high-technology manufacturing companies have implemented marketing activities and found that managers perceive market size-up activities to be most important and that they feel they are relatively successful in this regard.
Abstract: This article examines the importance given to and success with which managers in a sample of high-technology manufacturing companies have implemented marketing activities. Interviews were conducted with marketing managers who indicated their perceptions of importance and company success for 29 marketing activities. These activities were subsequently grouped into eight marketing activity scales. The results show that managers perceive market size-up activities to be most important and that they feel they are relatively successful in this regard. Additional analysis indicates that the success variables may be reflecting more competence than is actually the case. Strategic marketing activities, particularly those related to product policy, also pose some problems for these companies.
TL;DR: The concept of marketing is essentially that of matching supply and demand as discussed by the authors, and Gordon Foxall explores marketing's domain and provides some pointers for both commercial and non-commercial managers.
Abstract: The concept of marketing is essentially that of matching supply and demand. Gordon Foxall explores marketing's domain and provides some pointers for both commercial and non‐commercial managers.
TL;DR: Goodlad as mentioned in this paper pointed out that despite the critical importance of the principalship we have gone about selecting individuals to fill that key role in a casual manner, and that in many districts the selection [to the principalhip] is, to say the least, casual.
Abstract: nationwide impact on education, wrote, ‘ ‘The difference between a good school and a poor school is often the difference between a good and poor principal.&dquo; Despite the critical importance of the principalship we have gone about selecting individuals to fill that key role in a casual manner. John Goodlad recently reported, &dquo;One need not look far to find that in many districts the selection [to the principalship] is, to say the least, casual . &dquo;