Showing papers on "Return on marketing investment published in 1972"
Journal Article•
01 Jan 1972
2,197 citations
TL;DR: In this article, the authors examine the implications of conflicting views on marketing education, research, and the crucial issue of social responsibility of marketing and conclude that marketing is facing an identity crisis.
Abstract: Is marketing facing an identity crisis? The author examines the implications of conflicting views on marketing education, research, and the crucial issue of social responsibility of marketing. It i...
82 citations
Book•
31 Dec 1972
TL;DR: A review of international tourism marketing can be found in this article, where the authors discuss the marketing concept and International Tourism Marketing Strategic Analysis and Strategy Formulation, as well as issues and trends in the tourism marketing.
Abstract: PART ONE: OVERVIEW OF INTERNATIONAL TOURISM MARKETING PRINCIPLES The Marketing Concept and International Tourism Marketing Strategic Analysis and Strategy Formulation PART TWO: ISSUES AND TRENDS IN CONTEMPORARY TOURISM MARKETING The Impact of Technology on Tourism Marketing P.Alford Green Strategies in the Tourism and Hospitality Industries D.Diamantis & A.Ladkin The Influence of Human Resource on Tourism Marketing E.Szivas Managing the Service Encounter: Consistent High Quality through 'Internet Marketing' G.McGrath PART THREE: STRATEGIC MARKETING IN THE TOURISM SECTORS Strategic Marketing of Tourism Destinations R.Batchelor Strategic Marketing in the Hospitality Sector T.Knowles Strategic Marketing in the Air Transport Sector Strategic Marketing in the Tour Operator Sector T.Knowles & P.Grabowski Strategic Marketing in the Travel Agency Sector L.Andreu Simo & E.Bigne Future Trends in the Travel and Tourism Industry
61 citations
TL;DR: In this article, Amstutz identified four characteristics of a successful marketing information system, i.e., the integration of new system developments with the information system that already exists in a company, and the development of marketing information systems is a logical response to this information overload.
Abstract: Marketing decision makers are increasingly faced with too much information. The development of marketing information systems [1, 8, 9] is a logical response to this information overload. Many advantages foreseen for these systems have been lost in implementation [2], however, often because new system developments are not integrated with the information system that already exists in a company. Amstutz identified four characteristics of a successful
52 citations
TL;DR: The marketing concept has been severely criticized by consumerists as discussed by the authors, however, not all of the issues raised by these critics are marketing problems. If social responsibility is to be redistributed, i...
Abstract: The marketing concept has been severely criticized by consumerists. However, not all of the issues raised by these critics are marketing problems. If social responsibility is to be redistributed, i...
45 citations
TL;DR: In this article, the essential nature of international marketing is discussed, and it allows for the exchange of goods and services between producer and user across international boundaries, and data should be collated across the marketing mix to ensure that an objective analysis is made.
Abstract: Explores advantages and disadvantages arising from standardised approaches to international marketing. Questions what the essential nature of international marketing is, stating that its most obvious characteristic is that it allows for the exchange of goods and services between producer and user across international boundaries. Proposes that data should be collated across the marketing mix to ensure that an objective analysis is made. Hints that there may be some justification for applying the type of ‘localised’ strategy described to a few highly specialised markets.
29 citations
TL;DR: In this article, a computer-controlled experiment described in this article was designed to explore how marketers process information to make new product decisions and the differences in information pruning and decision making.
Abstract: How do marketers process information to make new product decisions? The computer-controlled experiment described in this article was designed to explore this question. Differences in information pr...
16 citations
TL;DR: In this paper, the authors summarize some of the key concepts behind the emerging discipline of marketing logistics, but that there is some way to go before marketing logistics as a discipline is included in the science category.
Abstract: Spotlights the total approach to logistics in companies and indicates how it can provide a valid basis for marketing improvement. Identifies what a total logistics approach can mean for corporate development. Chronicles that management theorists have tended to concentrate on one or other of these functions suggesting orientations and techniques whereby each of these functions may be more effectively managed. Maintains that herein is an attempt to summarise some of the key concepts behind the emerging discipline of marketing logistics, but that there is some way to go before marketing logistics as a discipline is included in the‘science’category.
12 citations
Book•
01 Jan 1972
TL;DR: For over 20 years, businesspeople have turned to this book for explanations, clarification, and answers to their marketing challenges as mentioned in this paper, and this comprehensive marketing guide helps readers to: demystify marketing concepts; focus marketing efforts for customer value and satisfaction; organize the marketing department for maximum productivity; formulate objectives and strategies into a meaningful plan; and appraise the success of marketing efforts.
Abstract: For over 20 years, businesspeople have turned to this book for explanations, clarification and answers to their marketing challenges. In this edition, this comprehensive marketing guide helps readers to: demystify marketing concepts; focus marketing efforts for customer value and satisfaction; organize the marketing department for maximum productivity; formulate objectives and strategies into a meaningful plan; and appraise the success of marketing efforts.
9 citations
TL;DR: In this paper, the authors examined the role of marketing in small technology-oriented business and is based on an extensive investigation of the marketing problems and programs of 76 small enterprises located in a large scientific complex in the midwestern United States.
TL;DR: It is the author's contention that an understanding of “marketing”—a discipline focused on building linkages between producers and consumers—can provide valuable insights for understanding the capability for success or failure of ‘ERIC-like’ information systems.
Abstract: The objective of this discussion is to examine and articulate three perspectives which “Marketing” can contribute to a better understanding of the role “ERIC-like” information systems can fulfill in satisfying user needs. It is the author's contention that an understanding of “marketing”—a discipline focused on building linkages between producers and consumers—can provide valuable insights for understanding the capability for success or failure of “ERIC-like” information systems.
This objective is accomplished through discussing three specific dimensions of marketing thought and technique. First, “Marketing” is characterized as a pervasive societal process; i.e., a discipline whose content encompasses both the private and public sectors of society through focusing on the fundamental goal of providing “Need satisfactions” to consumers.
In this respect, it is the author's contention that all “ERIC-like” systems should recognize that they (a) are in the “Marketing business” and (b) attempt to improve their marketing capability and performance.
The second dimension of marketing discussed is the so-called “Marketing concept.” This concept, which stresses a “User/consumer need” orientation, provides four distinct advantages and applications for the manager of information systems: (a) proper “Product” definitions; (b) new product opportunity abilities; (c) more efficient dissemination and distribution patterns; (d) efficient use of system resources.
Finally, the following four specific marketing technique areas are related to information science: (a) consumer behavior research; (b) channel of distribution technique; (c) organizational theory; and, (d) market segmentation analysis.
TL;DR: In this paper, an approach to quantifying risk in investment appraisal and considering a marketing project is presented, although the technique has been used to appraise plant investment associated with uncertain technology and sales forecasts and also to investigate the optimal participation and financing for joint venture proposals.
Posted Content•
01 Jan 1972
TL;DR: In this paper, the authors review the reasoning behind the extension of government into marketing operations in developing countries, identify the principal types of marketing boards and state-trading operations, and consider the question of balance between government and private enterprise in marketing with implications for research.
Abstract: The objectives of this paper are to (1) review the reasoning behind the extension of government into marketing operations in developing countries, (2) identify the principal types of marketing boards and state-trading operations that are found in developing countries and their functions, and (3) consider the question of balance between government and private enterprise in marketing with implications for research. . .
01 Jul 1972
TL;DR: In this paper, the authors present a set of reprint articles for which IEEE does not hold copyright. Full text is not available on IEEE Xplore for these articles, but full text can be found on the Internet Archive.
Abstract: This publication contains reprint articles for which IEEE does not hold copyright. Full text is not available on IEEE Xplore for these articles.
TL;DR: In this article, the potential value of network analysis to aid marketing decisions has been recognised, but there is a need for a reappraisal of the procedure in a marketing environment, in particular the distinction between the planning and control possibilities of networks.
Abstract: Suggests that, although the potential value of network analysis to aid marketing decisions has been recognised, there is a need for a reappraisal of the procedure in a marketing environment, in particular the distinction between the planning and control possibilities of networks. Includes an examination of the reasons why some disenchantment exists with the technique and presents the fundamentals of the approach. Weighs up that the marketing function is an area into which inflexible techniques of management do not fit easily, but has attempted to demonstrate network analysis may be used in a way making it relevant to the marketing decision – particularly at the planning stage.
TL;DR: In this paper, the authors argue that marketing has had its greatest success in the United States and that it commands tremendous resources and is disproportionately powerful in comparison to other segments of society.