Showing papers on "Return on marketing investment published in 1997"
TL;DR: In this article, the authors provide a framework for understanding possible impacts of the Internet on marketing to consumers by analyzing channel intermediary functions that can be performed on the Internet, suggesting classification schemes that clarify the potential impact of the internet across different products and services, positioning the Internet against conventional retailing channels, and identifying similarities and differences that exist between them.
Abstract: Past commentaries on the potential impact of the Internet on consumer marketing have typically failed to acknowledge that consumer markets are heterogeneous and complex and that the Internet is but one possible distribution, transaction, and communication channel in a world dominated by conventional retailing channels This failure has led to excessively broad predictions regarding the effect of the Internet on the structure and performance of product and service markets The objective of this article is to provide a framework for understanding possible impacts of the Internet on marketing to consumers This is done by analyzing channel intermediary functions that can be performed on the Internet, suggesting classification schemes that clarify the potential impact of the Internet across different products and services, positioning the Internet against conventional retailing channels, and identifying similarities and differences that exist between them The article concludes with a series of questions designed to stimulate the development of theory and strategy in the context of Internet-based marketing
1,461 citations
TL;DR: The authors discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required.
Abstract: Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required. This development is supported by evolving trends in business, such as strategic partnerships, alliances and networks. Suggests relationship marketing, based on relationship building and management, as one emerging new marketing paradigm of the future. Concludes that the simplicity of the marketing mix paradigm, with its Four P model, has become a strait‐jacket, fostering toolbox thinking rather than an awareness that marketing is a multi‐faceted social process, and notes that marketing theory and customers are the victims of today’s mainstream marketing thinking.
837 citations
TL;DR: In this paper, the authors investigated current marketing practice to clarify the relevance of these alternative approaches using four case studies and a survey of 134 firms and concluded that transactional marketing is relevant and practised concurrently with various types of relational marketing.
Abstract: In recent years, the traditional Transaction approach to marketing has been challenged to the point where a number of authors have suggested that a “paradigm shift” is occurring. The “newparadigm” is commonly referred to as Relationship Marketing, and has been used to reflect a number of different types of relational marketing activity, including Database, Interaction and Network marketing. This paper investigates current marketing practice to clarify the relevance of these alternative approaches using four case studies and a survey of 134 firms. The results do not support the notion of a complete “paradigm shift”. Rather, the findings show that for many firms, transactional marketing is relevant and practised concurrently with various types of relational marketing. It is concluded that while relational marketing issues are currently receiving attention from academics and practitioners alike, the role of transactional marketing should not be ignored or underestimated.
390 citations
TL;DR: In this paper, the authors present the preliminary results of a large-scale survey which examined Internet marketing applications in the internationalisation of UK SMEs and found that although there are some examples of innovative practice, few SMEs are utilising the full potential of the World Wide Web (WWW) in international marketing.
Abstract: This paper presents the preliminary results of a large‐scale survey which examined Internet marketing applications in the inter‐nationalisation of UK SMEs. Although there are some examples of innovative practice, few UK SMEs are utilising the full potential of the World Wide Web (WWW) in international marketing. In this respect, practice in the UK lags several years behind that in the US. Given that the Internet will have a revolutionary impact on the conduct of international trade, a major education and training initiative is required to improve knowledge and understanding in this area and to encourage more effective use of the Internet to support SME internationalisation. In the absence of such an initiative, a further decline in the UK's international competitive position can be expected as other nations embrace the global marketing opportunities made possible by the Web.
324 citations
TL;DR: In a survey of the largest-ever national survey of ISO 9000 (BS EN ISO 9000), which has been installed in 95,000 companies internationally, the authors reported the marketing considerations which motivate companies to seek certification and the marketing benefits which accrue from certification.
Abstract: Reports a survey of the largest‐ever national survey of the international quality management system, ISO 9000 (BS EN ISO 9000), which has been installed in 95,000 companies internationally. Specifically, reports the marketing considerations which motivate companies to seek certification and the marketing benefits which accrue from certification. Mail surveys were carried out on 4,250 certificated organizations; 1,220 (28.7 per cent) responded. Marketing considerations were secondary in seeking registration, and outcomes related to profitability and process improvement were more highly valued than marketing benefits.
289 citations
TL;DR: The recent explosion of international business activity on the World Wide Web will have a profound impact on the study and practice of international marketing as we move towards the new millennium as discussed by the authors, arguing that the rapid commercialization of the Internet calls into question many of the fundamental tenets on which most international marketing research and teaching is based.
Abstract: The recent explosion of international business activity on the World Wide Web will have a profound impact on the study and practice of international marketing as we move towards the new millennium. Examines the implications of such developments for international marketing educators and for the mainstream literature on international marketing. Argues that the rapid commercialization of the Internet calls into question many of the fundamental tenets on which most international marketing research and teaching is based, especially the incremental, evolutionary school of internationalization. The Internet presents a fundamentally different environment for international marketing and new paradigms will have to be developed to take account of internationalization processes in an electronic age. This will require the launch of a major new research initiative to improve our understanding of Internet‐enabled international marketing, especially the extent to which the “Net” provides a low cost “gateway” to global markets for small and medium‐sized enterprises. In the absence of such an initiative, the mainstream academic literature will no longer accurately describe the reality of international business.
275 citations
TL;DR: In this paper, the authors draw conclusions from an empirical investigation showing that this relationship does really exist and, in the case of industrial markets, building a marketing orientation is indeed a significant contributor to the company's performance.
258 citations
Book•
01 Jan 1997
TL;DR: In this paper, the authors present a hands-on guide to integrated marketing that can enable companies to strategically use new database management systems and communication technologies to cost effectively, measure and control what until now has been considered the "intangible" side of business.
Abstract: This practical, "hands-on" guide to integrated marketing (IM) shows how it can enable companies to strategically use new database management systems and communication technologies to cost effectively, measure and control what until now has been considered the "intangible" side of business. Areas covered include: how to recognize the seven red flags of Marketing Dis-Integration; the 10 strategic drivers of IM; how to use "Mission Marketing" to achieve corporate goals; how to manage a brand's total "communication package"; and 20 tough questions to ask when looking for an IM agency.
243 citations
TL;DR: In this paper, the authors discuss why the Internet is particularly important for small business international marketing and investigate how small business network exchange can be initiated and supported using the Internet, which in turn provides a platform for international marketing.
Abstract: Many small businesses in the 1990s are compelled to compete beyond their comfort zone (local markets) due to the globalization and internationalization of the marketplace. At the same time, the commercialization of the Internet has created unprecedented opportunities for small businesses to engage in national and international marketing campaigns which could have been unaffordable due to the huge amount of resources required. This paper discusses why the Internet is particularly important for small business international marketing. It then investigates how small business network exchange can be initiated and supported using the Internet, which in turn provides a platform for international marketing. It abo explores strategies for carrying out marketing activities on the Internet, considering the different kinds of inter‐organizational relationships that exist within small business networks. Finally, it is argued that marketing is only one aspect of how small business networks can gain strategic advantage ...
198 citations
TL;DR: In this paper, the authors examined empirically the standardization of international marketing strategy from the perspective of Colombian exporting firms and found that there are several relationships between marketing standardization and Colombian firms' export intensity and the nature and strength of each relationship depends on the specific dimension of marketing standardisation being examined.
Abstract: Examines empirically the standardization of international marketing strategy from the perspective of Colombian exporting firms. Also investigates standardization of the finer aspects of the marketing mix variables than previous studies have addressed. In addition, links marketing standardization to Colombian firms’ export intensity. Suggests that Colombian firms appear to pursue different degrees of standardization with respect to different dimensions of their international marketing strategy. Also suggests that there are several relationships between marketing standardization and Colombian firms’ export intensity, and the nature and strength of each relationship depends on the specific dimension of marketing standardization being examined. Discusses the implications of these findings for research and management.
184 citations
Book•
01 Aug 1997
TL;DR: In this article, the authors present a conceptual framework and tools for marketing engineering to develop market response models and develop marketing strategies for developing market strategies and strategies, and present a look back and a look ahead approach.
Abstract: I. THE BASICS. 1. Introduction. 2. Tools for Marketing Engineering: Market Response Models. II. DEVELOPING MARKET STRATEGIES. 3. Segmentation and Targeting. 4. Positioning. 5. Strategic Market Analysis: Conceptual Framework and Tools. 6. Models for Strategic Marketing Decision Making. III. DEVELOPING MARKETING PROGRAMS. 7. New Product Decisions. 8. Advertising and Communication Decisions. 9. Salesforce and Channel Decisions. 10. Price and Sales Promotion Decisions. IV. CONCLUSIONS. 11. Marketing Engineering: A Look Back and a Look Ahead.
TL;DR: A review of the research on retail marketing can be found in this article, where a reorientation of the role of retailers away from the prevailing focus on distribution toward an emphasis on integrated communications and the management of customer relationships is discussed.
TL;DR: It is concluded that priority should be given to health-oriented approaches rather than market-oriented strategies, and that social marketing is a tool not a solution for health education's and health promotion's problems.
Abstract: There is a longstanding debate on the contribution of social marketing to public health in general, and to health education and health promotion in particular. This paper presents further discussio...
TL;DR: Develops detailed marketing strategy recommendations for online commerce based on the general popularity of the Internet, the unique nature of doing business there, and how its attributes may be utilized for a successful marketing presence.
Abstract: Develops detailed marketing strategy recommendations for online commerce based on the general popularity of the Internet, the unique nature of doing business there, and how its attributes may be utilized for a successful marketing presence.
Journal Article•
TL;DR: The authors suggest a typology of contextual differences between consumer and business to business marketing communications and develop an explanatory model of business-to-business marketing communications effects, which is congruent with both existing buying center behavior models and an information processing approach to attitude formation.
TL;DR: In this article, the authors propose a new marketing paradigm that is driven by the needs of the market, rather than the organization, and argue that a fundamental understanding of buyers' needs and wants, through the eyes of the buyer, will help to generate a stronger and more strategic focus on the achievement of marketing objectives.
Abstract: Advances the case for a new marketing paradigm: a paradigm that is driven by the needs of the market, rather than the organization. Examines the notion of targeting, from the perspective of the buyer, a concept labelled by the author as “buyer disposition” ‐ the process undertaken by buyers when sourcing a product or service. Argues that the disposition of the buyer towards a product or service, or supplier, during the sourcing process can be represented by five criteria, termed the “five Vs”: value, viability, volume, variety and virtue. Proposes that the five Vs can be used in conjunction with the marketing mix to enable a supplier or provider to achieve a more detailed understanding of the buying process, and ultimately of product/service adoption. Argues that a fundamental understanding of buyers’ needs and wants, through the eyes of the buyer, will help to generate a stronger and more strategic focus on the achievement of marketing objectives.
TL;DR: In this article, the authors reviewed the literature on relationship marketing and privacy, and the findings of six exploratory focus group discussions, conducted in the UK, are presented, suggesting that what some consumers define as "intrusion" is similar to what has been called "intimacy" by marketers.
Abstract: The relationship marketing paradigm is gaining increasing credence in consumer markets. Marketers need to get close to their customers to establish exchange relationships, and this “intimacy” is achieved using database technology and direct marketing communications. However, in implementing relationship marketing in this way, the potential exists for the use of technology to result in invasions of individual consumer privacy. The literature on relationship marketing and privacy are reviewed, and the findings of six exploratory focus group discussions, conducted in the UK, are presented. The study suggests that what some consumers define as “intrusion” is similar to what has been called “intimacy” by marketers. Nine propositions are presented which reflect the implications of current approaches to relationship marketing in consumer markets. In particular, the integral elements of meaningful relationships are absent or inhibited as a result of consumer concerns over intrusions of their privacy. Thus, market...
TL;DR: In this paper, the authors take a cognitive approach to match decision aids for marketing managers with the thinking and reasoning processes of the marketing decision makers who use them to match with the decision aids.
Abstract: To be effective, decision aids for marketing managers should match with the thinking and reasoning processes of the marketing decision makers who use them. The authors take a cognitive approach to ...
Book•
01 Aug 1997
TL;DR: Marketing: Principles and Perspectives, 5e as discussed by the authors is a cutting edge text with strong integration of Integrated Marketing Communication, cross-functional teams, and integration of the Internet throughout.
Abstract: Marketing: Principles and Perspectives, 5e is a cutting edge text. In the first four editions, we demonstrated this leading coverage with our strong integration of Integrated Marketing Communication, cross-functional teams, and integration of the Internet throughout. The authors not only talk about what marketing is, but prepare students to be marketers by involving them in interactive exercises which strengthen decision making skills. Marketing, 5e offers the latest coverage and quality supplements, but is still approximately $20 less than most principles of marketing competitors. The perspectives approach is present in the fifth edition; however, the over-riding theme concentrates on building customer equity.
Book•
01 May 1997
TL;DR: Agricultural and food marketing market liberalization marketing strategy, planning and control new product development buyer behaviour commodity marketing product management pricing decisions channel management and physical distribution marketing communications marketing research marketing costs and margins.
Abstract: Agricultural and food marketing market liberalization marketing strategy, planning and control new product development buyer behaviour commodity marketing product management pricing decisions channel management and physical distribution marketing communications marketing research marketing costs and margins.
TL;DR: The authors reviews the complexity of cultural priorities and makes suggestions for methods by which firms can sensitively adapt the basis of their relationship with customers in order to adapt to a new culture with different values.
Abstract: Relationship marketing has emerged as a big new idea for many Western companies. Relational, as opposed to transactional exchange is the norm in many countries. However, an exchange method which has worked well at home may fail in a culture with different values. While companies may reconfigure their product and promotion for a foreign market, failure to adapt methods of exchange may bring about a marketing failure. Reviews the complexity of cultural priorities and makes suggestions for methods by which firms can sensitively adapt the basis of their relationship with customers.
TL;DR: Examines the revolutionary impact of the Internet on the discipline of marketing for the next decade and next century.
Abstract: The Internet has evolved into a dynamic source of information as well as an extraordinary marketing tool that is able to reach nearly any user. The Internet phenomenon has become a source for gathering timely information and converting data into profitable results at a faster rate for many firms and individuals in this revolutionary era of the twentieth century. Participants of the economy from households to foreign markets have found this dynamic phenomenal system to be a way to reach the masses with a large percentage of the Earth’s composite knowledge. Examines the revolutionary impact of the Internet on the discipline of marketing for the next decade and next century.
TL;DR: In this article, the authors compared different methodologies available for this evaluation and concluded that marketing methods are worth greater consideration, since they give a wider vision of brand value by considering the consumer's perspective and not only objective issues.
Abstract: The growing importance of the brand in the life of the company and in consumer perceptions has led many authors to base their analysis on brand value rather than the traditional approach in which its definition, its functions and its characteristics were amply developed. It is becoming increasingly obvious that the brand generates value for the company: brand value is the value of the marginal cash flows generated by a product due to the fact that it is identified with a brand. Brand value is generated by a series of multidimensional assets which interact in a complex way: loyalty; awareness; perceived quality; and identity. One of the main problems for a company wishing to develop a brand strategy is how to quantify this value. Studies the different methodologies available for this evaluation and distinguishes between financial and marketing methods. Concludes that marketing methods are worth greater consideration, since they give a wider vision of brand value by considering the consumer’s perspective and not only objective issues.
TL;DR: This article analyzed responses to a marketing survey of producers and extension marketing economists to discern similarities and differences in their perceptions regarding market timing, futures market efficiency, and risk management, and concluded that risk reduction as a less important goal of marketing strategies than do producers.
Abstract: Extension marketing economists commit substantial resources to outlook and market analysis. Producers demand this information and use it to make production and marketing decisions. This study analyzes responses to a marketing survey of producers and extension marketing economists to discern similarities and differences in their perceptions regarding market timing, futures market efficiency, and risk management. Producer and extension perceptions are consistent with regard to several marketing issues, although they are not always consistent with published research results. Both producers and extension economists disagree that producers will receive a lower average price by forward contracting, and many do not believe hedging reduces risk and lowers expected return. Extension marketing economists rate risk reduction as a less important goal of marketing strategies than do producers.
TL;DR: In this article, the authors discuss the use of the Internet and the World Wide Web for marketing and compare Internet and WOW marketing with traditional media marketing, and how marketing and organizations are going to respond to these, which leads to the need for new business strategies.
TL;DR: In this paper, the authors identify and discuss industry specific and international business variables that impact the marketing of high-tech products and present a hightech industry marketing mix, and which facilitates the development of sophisticated global marketing strategies.
TL;DR: In the third age of information technology, the emphasis on communication places IT at the centre of the marketing agenda as never before, and it is allowing computers to move from tools which support the planning, execution and control of marketing strategies to become integral to the external and internal relationships which marketers must manage as discussed by the authors.
Abstract: Recent developments in the field of information technology (IT) have led commentators to announce the arrival of a third age of computing in which the computers themselves are being overshadowed by the communications capabilities they provide for individuals and companies. This emphasis on communication places IT at the centre of the marketing agenda as never before, and it is allowing computers to move from tools which support the planning, execution and control of marketing strategies to become integral to the external and internal relationships which marketers must manage. Although the marketing implications of emerging electronic or virtual markets are being discussed, the implications for the management of the marketing mix are often being overlooked. Already many innovative companies are taking advantage of the new generation of technologies to enhance or re‐engineer key elements of the marketing mix, giving marketing a leading role in introducing companies to the revolutionary world of third age computing.
TL;DR: In this article, the authors propose that successful implementation of a relationship marketing program requires a complement of strategies that satisfy and motivate customers through different phases of relationship development, and demonstrate a case study of a non-profit professional theater to demonstrate how a firm can implement multiple marketing strategies to achieve different relational objectives.
Abstract: Proposes that successful implementation of a relationship marketing program requires a complement of strategies that satisfies and motivates customers through different phases of relationship development. To accomplish this, firms simultaneously implement transactional marketing strategies and relational marketing strategies. Offers a case study of a non‐profit professional theater to demonstrate how a firm can implement multiple marketing strategies to achieve different relational objectives, and extends these findings to offer recommendations and managerial implications.