Showing papers on "Relationship marketing published in 1988"
TL;DR: The marketing concept helped American businesses gain dominant positions in the world's economy as discussed by the authors. Yet, the rush to strategic planning forced out the marketing concept at many companies, and now, as American firms lose their positions, marketing concept is back in vogue.
670 citations
TL;DR: A step-by-step process for developing a marketing quality improvement program is presented and illustrated in this paper, where the definition and measurement of product and service quality are examined and marketing's quality improvement responsibilities are outlined.
158 citations
TL;DR: In this article, the authors explore the linkage between internal marketing activities (directed at employee recruitment, training, motivation, communication, and retention) and the more traditional external marketing activities such as pricing, advertising, and personal selling.
Abstract: In services marketing, the employee plays a central role in attracting, building and maintaining relationships with customers. The recognition of the central role of employees in service marketing has given rise to “internal marketing” programs strongly oriented to employee development. This paper explores the linkage between internal marketing activities (directed at employee recruitment, training, motivation, communication, and retention) and the more traditional external marketing activities (e.g., pricing, advertising, and personal selling). An examination of the relationship between the key elements of the services marketing management model (internal and external marketing, employee attitudes and behavior, and customer attitudes and behavior) demonstrates how service managers can enhance customer loyalty, satisfaction and perception of quality.
144 citations
TL;DR: In this article, the importance of marketing-mix standardisation within a global marketing concept is discussed, and a frame of analysis is described that can aid enterprises to decide whether global marketing can support their company in working out competitive advantages.
Abstract: This article shows the importance of marketing‐mix standardisation within a global marketing concept. A frame of analysis is described that can aid enterprises to decide whether global marketing can support their company in working out competitive advantages. The first analysis step is concerned with the question of whether marketing‐mix standardisation is important for the branch or the market of the company in question. This is oriented to strategic factors of success. The aim of the second analysis step is to find out in which ways marketing‐mix standardisation can be practised by one specific company. In this context a standardisation‐oriented segmentation concept is discussed.
93 citations
TL;DR: In this article, the business of vote winning is essentially a marketing problem, and knowledge of consumer behaviour can be interrelated with the principles of persuasion and thus utilized in the formulation of political marketing strategies.
Abstract: That the business of vote winning is essentially a marketing problem is illustrated, and how knowledge of consumer behaviour can be interrelated with the principles of persuasion and thus utilised in the formulation of political marketing strategies is highlighted.
88 citations
TL;DR: In this article, the authors investigated the level of marketing orientation and practice in Dutch industry and examined the relationship between the implementation of the marketing concept and effectiveness, and compared the results with previous studies conducted in the United States and Britain.
Abstract: This article reports the findings of an investigation into marketing management in the Netherlands. It specifically analyses the level of marketing orientation and practice in Dutch industry and also examines the relationship between the implementation of the marketing concept and effectiveness. The results are then compared with previous studies, primarily conducted in the United States and Britain. In line with the research findings in those countries, the present study confirmed findings of previous research on the relationship that exists between the level of strategic marketing planning and company performance, thus giving more credence to the empirical findings in these studies.
67 citations
TL;DR: In recent years, corporate management has come to recognise that the most successful companies are those with a clear marketing orientation.
Abstract: In recent years, corporate management has come to recognise that the most successful companies are those with a clear marketing orientation.
45 citations
TL;DR: In this article, the authors report the findings of a survey of the operation of marketing departments by 70 of the largest retailing organisations in the UK, focusing on the role of the marketing department in retailing.
Abstract: Generally the function of marketing in many different types of organisations has been widely recognised in recent years, and accordingly various studies have described the development of the marketing department in both the manufacturing and service industries. However, surprisingly little attention has been devoted to delineating or describing the role of the marketing department in retailing organisations, in spite of evidence of increasing employment of marketing personnel to implement proactive retailer marketing strategies, and correspondingly large increases in marketing expenditures by retailers. This article seeks to redress the balance by reporting the findings of a survey of the operation of marketing departments by 70 of the largest retailing organisations in the UK.
29 citations
29 citations
Journal Article•
TL;DR: The discussion includes a consideration of why employers' rhetoric about health care purchasing practices has so far exceeded the reality of change and ways in which relationship marketing can be adopted by providers to influence the health care buying practices of organizational buyers.
Abstract: A relatively new concept termed "relationship marketing" is examined in terms of its usefulness for providers targeting employers as direct purchasers of health care services. The discussion includes (1) a consideration of why employers' rhetoric about health care purchasing practices has so far exceeded the reality of change and (2) ways in which relationship marketing can be adopted by providers to influence the health care purchasing practices of organizational buyers.
Journal Article•
TL;DR: In this article, a conceptual introduction to relationship marketing and an applied work on how industrial marketers can profit from a long-term view of customer relations is presented, where strategic implications heavily outweigh the tactical.
Abstract: This book is intended primarily for industrial marketing managers and planners. It is somewhere between a conceptual introduction to "relationship marketing" and an applied work on how industrial marketers can profit from a long-term view of customer relations. Given the book's positioning, the strategic implications heavily outweigh the tactical. Readers undoubtedly will appreciate Jackson's creative thinking and find many of the distinctions she makes to be useful (e.g., lost-for-good vs. always-a-share customers, foci of the customer's commitment, vendor redundancy vs. diversity, etc.). The book also contains three extended case illustrations of relationship marketing issues (electroplating, PBX systems, and computers), which are interwoven through the chapters. An overview of the book can be obtained from the author's Harvard Business
TL;DR: A model of marketing innovation for managers to evaluate environmental factors and adoption/implementation processes associated with survival and growth of the Arab banking industry is provided in this article, where the authors provide a model for evaluating environmental factors, buyer decision-making factors, economic development goals, legal environment, and religious conditions.
Abstract: International banks are aggressively utilising the marketing concept in order to respond to an increasingly competitive industry. Banks in the Middle East, as in many developing regions, are seeking to become major players in the marketplace. Unique cultural priorities, lifestyles, buyer decision‐making factors, economic development goals, legal environment, and religious conditions require utilisation of appropriate bank marketing strategies that respond to the region's needs. A model of marketing innovation for managers to evaluate environmental factors and adoption/ implementation processes associated with survival and growth of the Arab banking industry is provided.
TL;DR: In this article, the authors present and discuss the results of a recent survey that was designed to investigate the use of marketing by a sample of British retailers, concluding that while a large majoriry of the retailers studied claim that marketing is of major importance, analysis of their marketing behaviour suggests scope for improvement.
Abstract: Research info the way British companies utilise marketing has been largely restricted to manufacturing companies. Although the literature shows an accelerating interest in the marketing of services per se, surprisingly little research has been done to investigate the way British retailing organisations use marketing. This article presents and discusses the results of a recent survey that was designed to investigate the use of marketing by a sample of British retailers. The overall result is that while a large majoriry of the retailers studied claim that marketing is of major importance, analysis of their marketing behaviour suggests scope for improvement. These results are preceded by a discussion of the British retailing environment at the time of the survey.
TL;DR: In this article, the authors argue that in the future governments will attempt to regulate foreign business activities by exercising control over marketing mis variables to achieve socioeconomic and political objectives, and international marketing managers should anticipate the likely effects of political risk on marketing mix variables and develop strategies accordingly.
Abstract: Extreme forms of government intervention such as expropriation, nationalization, and confiscation have received much attention in the business and academic communities This paper argues that in the future governments will attempt to regulate foreign business activities by exercising control over marketing mis variables to achieve socioeconomic and political objectives Therefore, international marketing managers should anticipate the likely effects of political risk on marketing mix variables and develop strategies accordingly
TL;DR: In this article, the authors present a six-step marketing procedure for creating a professional marketing plan for a sport psychologist, which includes situational analysis, service availability, market assessment, decision-making roles, marketing plan, and evaluation process.
Abstract: There is a significant need for identifying marketing techniques and strategies to enhance the career opportunities of the sport psychologist. Unfortunately, few sport psychologists have the entrepreneurial skills needed to reach alternative target markets. Professional service marketing can help the sport psychologist identify and develop strategies for employment and career opportunities. This paper examines current issues concerning the sport psychology profession, the role of marketing in professional service organizations, and a six-step marketing procedure for creating a professional marketing plan for the sport psychologist. The six steps of the marketing process include (a) situational analysis, (b) identification of service availability, (c) market assessment, (d) identification of decision-making roles, (e) marketing plan, and (f) evaluation process.
TL;DR: In this paper, the international direct marketing potential of a target country can be determined by examining its global environmental trends and direct marketing infrastructure, by eliminating middlemen but not necessarily their functions, provides a feasible alternative for establishing marketing presence overseas.
TL;DR: In this paper, customer acceptance of a new wool testing service by the New Zealand Wool Testing Authority was tested, based on the results of the study, the NZWTA planned to offer unique marketing mixes to customers at each vertical marketing level.
TL;DR: An overview of the relevance of marketing to the public sector is given and three main divisions of the UK public sector are identified in this paper, where the focus of discussion is how and where marketing can be applied best to public sector and local authority leisure centres.
Abstract: An overview of the relevance of marketing to the public sector is given and three main divisions of the UK public sector are identified. The focus of discussion is how and where marketing can be applied best to the public sector and local authority leisure centres are considered as a case example. The various marketing techniques and principles which could be applied in this situation are reviewed.
TL;DR: The use of more sophisticated research techniques, particularly multivariate statistical procedures, has increased dramatically over the past decade as mentioned in this paper and graduate education appears to be a significant change agent in this diffusion process.
Abstract: The use of more sophisticated research techniques, particularly multivariate statistical procedures, has increased dramatically over the past decade. Graduate education appears to be a significant change agent in this diffusion process. Marketing educators must prepare future managers to effectively use information developed with increasingly complex procedures.
TL;DR: Robinson, W. T. as discussed by the authors, 1988. Marketing mix reactions to entry. Marketing Sci. 7 368--385.7 368-385.1] [1]
Abstract: Commentary on Robinson, W. T. 1988. Marketing mix reactions to entry. Marketing Sci.7 368--385.
TL;DR: In this paper, the authors argue that those who have used marketing techniques most efficiently are not necessarily those with the largest departments, but rather those who employ marketing techniques in search of greater success in an increasingly competitive market.
Abstract: 1.1 In recent years insurance companies have begun to employ marketing techniques in search of greater success in an increasingly competitive market place. Several companies have Marketing Departments. However, those who have used marketing techniques most efficiently are not necessarily those with the largest departments.
TL;DR: In this article, the authors consider the role of information in the development of marketing programs and highlight how leading financial service organizations have achieved success in this area by focusing on seven vital areas: advertising, the customer, an early warning system, service quality, sales performance, branch performance and pricing.
Abstract: In this article the author considers the role of information in the development of marketing programmes. He highlights how leading financial service organisations have achieved success in this area by focusing on seven vital areas: advertising, the customer, an early warning system, service quality, sales performance, branch performance and pricing.
TL;DR: For example, this article pointed out that professionals have become experts in marketing their services, particularly after the initial purchase, and that anyone who markets a service can learn from the professionals.
TL;DR: In this paper, the main environments (market, social, economic, technological, legal, etc) of marketing are overviewed with examples of the dynamic nature of marketing's environment being provided.
Abstract: A differentiation between environmental scanning and other elements of marketing information systems is provided. The main environments (market, social, economic, technological, legal, etc) are overviewed with examples of the dynamic nature of marketing's environment being provided. The implications for marketing management of such changes are discussed, namely, that depending on the specific influence, marketing activities might be directly affected (new technology providing alternative methods of conducting the same activities, or legislation governing these) or, market behaviour might change due to changes in social structure, social attitudes or changed lifestyles resulting from technological and/or economic change, with the indirect implications of these for marketing response. Approaches to scanning and predicting implications for marketing are discussed.
TL;DR: Robinson, W. T. as mentioned in this paper, 1988. Marketing mix reactions to entry. Marketing Sci. 7 368--385.7 368-385.1] [1]
Abstract: Commentary on Robinson, W. T. 1988. Marketing mix reactions to entry. Marketing Sci.7 368--385.