Showing papers on "Return on marketing investment published in 1970"
TL;DR: In this paper, the authors present aggregate data relating to food marketing, in much the same way that earlier contributions, notably to this Journal, have covered agricultural output and net income, and farm structure.
Abstract: There exists a wealth of statistical data in the Ministry of Agriculture, Fisheries and Food on agricultural structure and production, and on the consumption of food, much of which is well known and readily available to research workers outside. But much less is known about the manufacturing and distribution costs of food between the farm gate and the consumer.
The purpose of this paper is to present aggregate data relating to food marketing, in much the same way that earlier contributions, notably to this Journal, have covered agricultural output and net income, and farm structure. Changes in the food marketing sector since the end of rationing are briefly set out and, following discussion of some of the conceptual problems involved, estimates are presented of the value added to food between farm or port and the retail level, and of the magnitude of the flows within the sector
27 citations
Journal Article•
19 citations
TL;DR: In this paper, the authors explored generic marketing strategies and competitive market positioning in the context of the Australian online book industry and concluded that the same tools and concepts that are relevant for offline firms are equally applicable for online firms.
Abstract: This paper explores generic marketing strategies and competitive market positioning in the context of the Australian online book industry. The key research question is the extent to which traditional strategic concepts, like competitive market position and sustainable competitive advantage (SCA), apply in the new world of e-marketing. The most important issue that emerges from the study is that the tools and concepts that are relevant for offline firms are equally applicable for online firms. Different generic strategies call for a different market position and this is borne out in our case study. Special attention is given to the importance of a channel management generic strategy in the e-marketing context. Firms contemplating this option need to have a high level of competency in relationship marketing skills. Introduction The diffusion of the Internet has revolutionized the business landscape. Not only has the Internet reconfigured the way companies do business and the way consumers buy goods and services, it has been instrumental in transforming the value chain from manufacturers to retailers to consumers, creating a new retail distribution channel (Donthu & Garcia, 1999). The initial wave of research has investigated piecemeal components of e-marketing, notably banner advertisements and consumer information search processes (Ducoffe, 1996; Hoffman & Novak, 1996; Novak, Hoffman & Yung, 2000; Rowley, 2000). What is missing from this research platform are papers that address the organizationally broader, more strategic aspect of e-marketing. From this point of view, the current special issue of the Journal of Business Strategies is very timely. The agenda of the current paper is deliberately broad. The emergence of a new marketing channel requires testing of the traditional strategic tools to see if they are still applicable. There is now a well-established kit of concepts that can be used to evaluate and/or develop a marketing strategy for a firm. The tool-kit includes: * Overall marketing strategy, with an emphasis on distinctiveness * Generic marketing strategy * Competitive market position * Key strengths and weaknesses * Sustainable competitive advantage (SCA) * Supporting capabilities * The marketing mix, including the Four-Ps and overall branding of the company. Cravens, Merrilees and Walker (2000) provide an exposition of the importance of these components of a marketing strategy. Of course, it is essential that each component is coordinated and integrated in a holistic way. The central proposition in the current paper is that the same tools and concepts are equally applicable to online firms. There is some urgency to test our central proposition because most of the recent papers in both the e-commerce and e-marketing literature seem to be relatively piecemeal and not strategic. This is not a criticism of the literature; far from it, there is a need to answer many detailed questions, such as the impact of banner advertisements and whether rich media banner advertisements are more effective. Relatively few of these papers have adopted an overall strategic framework. Strictly speaking, we are in an agnostic position as to whether firms have acted in a strategic way. However there is a superficial impression that many of the new e-retail sites have adopted a "me too" approach, in that they do not seem to be highly differentiated from competitive sites. There are two research questions. Firstly, can the standard strategic marketing management concepts and tools be used as a framework to analyze online strategies? Secondly, to what extent have the three key firms in the Australian online book industry adopted a strategic approach in the way they have done business? These questions are important because there are now dozens of books about Internet marketing that emphasize that it is different to conventional marketing, suggesting that the answer to the first question is no. …
18 citations
TL;DR: The only certain prediction is that there will be change, reflecting shifts in industry and company structures and in the social and economic environments within which marketing executives must function as discussed by the authors, and several trends and their likely effects on the practice of marketing management in the next decade.
Abstract: HOW WILL the problems and practices of marketing managers change during the 1970s? The only certain prediction is that there will be change, reflecting shifts in industry and company structures and in the social and economic environments within which marketing executives must function. I shall first look at these two areas and then discuss several trends and their likely effects on the practice of marketing management in the next decade.
4 citations
TL;DR: In this article, the authors discuss a marketing approach and its relations with customers and suggest ways in which marketing education might be adjusted to achieve different objectives, and confirm the existence of some well-developed techniques and a good deal of illuminating theory and experimentation in such fields as research, communication and motivation.
Abstract: Suggests ways in which marketing education might be adjusted to achieve different objectives. Confirms that the existence of some well‐developed techniques and a good deal of illuminating theory and experimentation, in such fields as research, communication and motivation is undeniable, and the relevance of economics and statistics is clear. Uses tables for explanation and emphasis. Looks at developments in Ireland and discusses a marketing approach and its relations with customers.
3 citations
TL;DR: A significant number of Indian business organisations plan to derive an increasingly large share of their sales and future growth from overseas marketing activities as discussed by the authors, which is becoming a way of life with companies in the developed countries but increasingly also with those in the developing countries.
Abstract: I NTERNATIONAL marketing is becoming a way of life not only with companies in the developed countries but increasingly also with those in the developing countries. A significant number of Indian business organisations plan to derive an increasingly large share of their sales and future growth from overseas marketing activities. The entire world is rapidly becoming a single, highly competitive market place. The successful marketer of the future will have to keep in view not only an Indian customer nor a US customer nor even a European customer, but a world customer. The Indian businessman has several alternatives open to him when he considers venturing abroad. He may export his products to foreign markets or establish manufacturing facilities in foreign lands or effect licensing agreements with a foreign company for production and marketing of his products.
1 citations
TL;DR: In this article, the authors argue that marketing has a vital role in the drive to increase agricultural productivity; one of the keystones in the economic development of Africa, and that effective marketing is secured by allowing the price mechanism full play.
Abstract: Marketing has a vital role in the drive to increase agricultural productivity; one of the keystones in the economic development of Africa. J. C. Abbott(1)* has demonstrated the importance of an efective marketing system while T. W. Schultz(2) has pointed out that effective marketing is secured by allowing the price mechanism full play. Of peak relevance is his concept of efficiency prices; prices which reflect the real demand/supply relationships and so stop distortion in resource allocation.