Showing papers on "Return on marketing investment published in 1988"

Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy:

Abstract: Cause-related marketing represents the confluence of perspectives from several specialized areas of inquiry such as marketing for nonprofit organizations, the promotion mix, corporate philanthropy,...

Marketing in travel and tourism

Abstract: Part 1: The Meaning of Marketing in Travel and Tourism 1. Introducing Travel and Tourism 2. Introducing Marketing: The Systematic Thought Process 3. The Special Characteristics of Travel and Tourism Marketing 4. The Dynamic Business Environment: Factors Influencing Demand for Tourism Part 2: Understanding the Consumer and the Marketing Mix in Travel and Tourism 5. Understanding the Consumer, Tourism Motivations and Buyer Behaviour 6. Market Segmentation for Travel and Tourism Markets 7. Product Formulation in Travel and Tourism 8. The Evolving Marketing Mix for Tourism Services Part 3: Planning Strategy and Tactics for Travel and Tourism Marketing 9. Marketing Research in Travel and Tourism 10. Planning Marketing Strategy 11. Marketing Planning: The Process 12. Planning Marketing Campaigns: Budgeting and Measuring Performance Part 4: Communicating with and Influencing Consumers 13. The Growth and Role of Information and Communications Technology and the Rise of the Dominant Consumer 14. E-marketing: The Effective Use of ITC 15. Distribution Channels in Travel and Tourism: Creating Access 16. Integrating the Promotional and Communications Mix 17. Brochures, Print and Other Non-electronic Information Part 5: Applying Marketing in the Main Sectors of Travel and Tourism 18. Marketing Countries as Tourism Destinations 19. Marketing Accommodation 20. Marketing Passenger Transport 21. Marketing Visitor Attractions 22. Marketing Inclusive Tours and Product Packages Part 6: Case Studies of Marketing Practice in Travel and Tourism 23. Tourism New Zealand 24. YOTEL 25. Agra: Indian World Heritage Site 26. Travelodge 27. Alistair Sawday Guides

Marketing for Tourism

Abstract: Preface PART ONE: 1 The Marketing Perspective 2 Marketing Planning 3 Marketing Research and its Applications 4 The Tourist Market 5 Tourism Product Policy 6 Pricing the Product 7 Marketing Communications 8 The Distribution Systems 9 Tourism Advertising 10 The Travel Brochure 11 Sales Promotion for Travel and Tourism 12 Direct Marketing: Theory and Practice 13 Public Relations and its Use in the Tourism Industry 14 Marketing and Control 200 PART TWO: 1 The Marketing of a Tourist Attraction 2 The Launch of a Special Event 3 Marketing for Market Dominance in Retail Travel 4 Marketing Management in the Public Sector: Sustainable Tourism 5 Study of an Award-Winning Advertising Campaign 6 Promoting Short Breaks 7 Co-Operative Marketing of River Tourism Appendix 1: Sources of Tourism Research Appendix 2: Proof Reading Marks References Bibliography Index

A services marketing management model: integrating internal and external marketing functions

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.

The marketing challenge: Towards being profitable and socially responsible

Abstract: This article reviews the history of marketing thought in relation to social responsibility and business ethics. The main objective of the article is to show that business can be profitable and socially responsible at the same time by practising the societal marketing concept. More specifically, it presents the development of a marketing philosophy, discusses the influence of consumerism on the marketing concept and deals with ethics and social responsibility in marketing. It is argued that organisations who adopt the societal marketing concept will be the ones most likely to make long-run profits as well as be beneficial to society as a whole.

A preface to marketing management

Abstract: Section I: Essentials of Marketing Management Part A: Introduction Chapter One: Strategic Planning and the Marketing Management Process Part B: Marketing Information, Research, and Understanding the Target Market Chapter Two: Marketing Research: Process and Systems for Decision Making Chapter Three: Consumer Behavior Appendix: Selected Consumer Behavior Data Sources Chapter Four: Business, Government, and Institutional Buying Chapter Five: Market Segmentation Part C: The Marketing Mix Chapter Six: Product Strategy Chapter Seven: New Product Planning and Development Chapter Eight: Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing Appendix: Major Federal Agencies Involved in Control of Advertising Chapter Nine: Personal Selling, Relationship Building, and Sales Management Chapter Ten: Distribution Strategy Chapter Eleven Pricing Strategy Part D: Marketing in Special Fields Chapter Twelve: The Marketing of Services Chapter Thirteen: Global Marketing Section II: Analyzing Market Problems and Cases Section III: Financial Analysis for Marketing Decisions Section IV: Developing Marketing Plans Notes Index

Marketing‐Mix Standardisation: An Integrated Approach in Global Marketing

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.

Marketing the Political Product

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.

R&D/marketing linkage and innovation strategy: some West German experience

Abstract: In focusing on R&D and marketing departments within the same business units in 31 German companies, data were obtained on the success rate of innovations, causes for failure of innovations, marketing and technology strategy, and the dynamics of the technological environment. Semistructured interview protocols were used for obtaining the data. Although marketing was mentioned as the most important cause for innovation failure, it was found that the reasons for the failure of product innovation were embedded in complex multidimensional factors related to the fit between strategic behavior and the demands of the competitive environment. Four different technology strategies were identified: defensive imitator, process developer, aggressive specialist, and aggressive innovator. Four different marketing strategies were identified: defensive imitator, market defender, market penetrator, and innovative marketer. The data did not show any relationship between the technology and marketing strategies. >

Competition and Marketing Strategy

Abstract: Processes of competition lie at the heart of the literature of marketing strategy. Indeed, it could be argued that competitors and sustainable competitive advantage are to marketing strategy what customers and the marketing concept are to marketing. The principle of sustainable competitive advantage argues that a firm can only be successful in the marketplace if its products and services have a competitive edge over those of its rivals. This edge should be one that is both important to customers and sustainable by the firm in the long run.

The competitive position abroad of products and marketing practices of the united states, japan, and selected european countries

Abstract: Introduction Growing internationalization during the past three decades has become one of the most pervasive influences in business today. This is true for both the export manager responsible for positioning a firm's products in various foreign markets and for the marketing executive responsible for managing the competitive interaction of a firm's products with foreign products in a particular domestic market. As a consequence, the impact of national boundaries on the marketplace has continued to diminish. To compete successfully in this broad arena, marketing managers must have a thorough understanding of, and empathy for, the different needs and preferences of consumers in the various markets within which a firm interacts. Consumer attitudes toward both products and the related marketing practices naturally have a major influence on purchase behavior. In addition, consumer attitudes toward products from different countries can be a major factor in determining successful marketing strategies. We will present here a longitudinal analysis of the general attitudes of consumers in a foreign country, Finland, toward the products imported from the United States, japan, and selected European countries. We will also compare these consumer attitudes toward various dimensions of the related marketing mix strategies. It should be noted that the methodology for analyzing export opportunities is applicable by any company for any foreign country.

Is Your Company Marketing Oriented

Abstract: In recent years, corporate management has come to recognise that the most successful companies are those with a clear marketing orientation.

Applying a services marketing orientation to the industrial services sector

Abstract: The marketing of services presents special challenges. In the industrial setting, these challenges are complicated by the nature of the industrial marketplace. This article explores some of the major problems associated with the marketing of industrial services and provides some practical guidelines for dealing with these problems. It will apply the concepts which have been nurtured in services marketing in order to assist in the establishment of a framework which will foster the development and understanding of industrial services marketing.

Marketing of Construction Services

Abstract: Observations in the industry and a recent survey indicate that construction companies are anxious to improve their marketing activities. Literature regarding industrial marketing of consumer products is quite abundant, but has limited use in the construction industry. On the other hand, most of the few published works regarding marketing in the construction industry concentrate on design services as opposed to construction services. This paper discusses marketing principles and practices that could be applied by construction contractors. It reports on an exploratory survey of marketing executives employed by the ENR top 400 contractors, carried out to identify the existing marketing practices and analyze them by size of company, type of work undertaken, type of contract used, and the proportion of new clients versus repeat clients. Results support the need for an in‐depth study for the development of feasible and efficient marketing strategies for construction contractors.

The Status Quo of the Marketing Organisation in UK Retailing: A Neglected Phenomenon

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.

Bottom-up marketing

Abstract: Packed with practical information to help readers excel at marketing products, services, and entire companies, Bottom-Up Marketing provides a chronological, step-by-step procedure for developing a marketing campaign.

Marketing Management in an Islamic Banking Environment: In Search of an Innovative Marketing Concept

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.

An Empirical Overview of Marketing by Retailing Organisations

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.

Political Risk and the Evolution of the Control of Foreign Business: Equity, Earnings and the Marketing Mix

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

Marketing Education: Present Needs and Future Challenges

Abstract: Marketing education today is rather isolationist — marketing students are taught too many specialities, and they are given to sharp a profile in marketing particulars. The interaction of the marketing function with other key functions of a corporation is forgotten. In this article we outline the functional requirements on marketing professionals, link these requirements to marketing theory and propose and new technology of computer‐based expert systems to be instrumental for making marketing theory operational and educating marketing professionals.

Applying Marketing to the Public Sector: The Case of 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.