Showing papers on "Return on marketing investment published in 2003"

The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing

Abstract: Researchers suggest that developing long-term relationships with key stakeholders is an important strategy in today’s intensely competitive business environment. Many organizations have embraced this concept, which is referred to as relationship marketing. Much of the research on relationship marketing success has examined relationships that (1) are primarily economic in nature, (2) involve business-to-business marketing, and (3) involve forprofit firms. However, the authors argue that relationship marketing is a viable strategy in such contexts as those involving high levels of social exchange, business-to-consumer marketing, and nonprofit marketing. In these contexts, relationship marketing success may require different relationship characteristics from those identified in previous research. The authors develop “the identity salience model of relationship marketing success,” which they posit is useful for explaining relationship marketing success in exchange relationships that (1) involve indiv...

A Configuration Theory Assessment of Marketing Organization Fit with Business Strategy and Its Relationship with Marketing Performance

Abstract: Theory posits that organizing marketing activities in ways that fit the implementation requirements of a business’s strategy enhances performance. However, conceptual and methodological problems make it difficult to empirically assess this proposition in the holistic way that it is theoretically framed. Drawing on configuration theory approaches in management, the authors address these problems by assessing marketing organization fit with business strategy as the degree to which a business’s marketing organization differs from that of an empirically derived ideal profile that achieves superior performance by arranging marketing activities in a way that enables the implementation of a given strategy type. The authors suggest that marketing organization fit with strategic type is associated with marketing effectiveness in prospector, defender, and analyzer strategic types and with marketing efficiency in prospector and defender strategic types. The study demonstrates the utility of profile deviatio...

The marketing advantages of strong brands

Abstract: Building strong brands has become a marketing priority for many organisations. The presumption is that building a strong brand yields a number of marketing advantages. In this paper, a comprehensive summary of empirical findings is provided from some of the major marketing journals that reveal how brand strength, operationalised in various ways, can create differential responses by consumers to various marketing activities — a well-accepted view of brand equity. Additionally, some underlying theoretical mechanisms on which these findings are based are identified and organised. Lastly, some current gaps in the literature are identified, and an agenda put forth for future research on the marketing advantages of strong brands.

Internet-based brand management and marketing communication instrumentation network for deploying, installing and remotely programming brand-building server-side driven multi-mode virtual Kiosks on the World Wide Web (WWW), and methods of brand marketing communication between brand marketers and consumers using the same

Abstract: A functionally-integrated consumer product and service brand marketing communication system and method which enables manufacturers, retailers, their respective agents, and consumers to carry out four basic product-related marketing communication functions along the demand-side of the retail chain, namely: enabling manufacturers' marketing, brand and/or product managers to create and manage a composite brand image for each consumer product being offered for sale in both physical and electronic marketplaces; enabling manufacturers, retailers, and their advertising and marketing agents to display consumer product advertisements to consumers, at or near the point of purchase or sale within both physical and electronic retail shopping environments, in a way which is guaranteed to project the manufacturer's intended brand image while positively influencing product demand; enabling retailers, manufacturers, and their marketing and promotional agents to promote consumer products with consumers within physical and electronic retail shopping environments in order to positively influence (i.e. reduce) the supply of such products in inventory and promote sales and profits; and enabling consumers to request and obtain reliable information about a manufacturer's product in order to make informed/educated purchases along the demand side of the retail chain, while enabling retailer purchasing agents to request and obtain reliable information about a manufacturer's product in order to make informed/educated purchases along the supply side, thereby influencing product demand in a positive manner.

The role of marketing capability in innovation-based competitive strategy

Abstract: In recent years there has been a considerable debate on the role of marketing in competitive strategy. Marketing researchers argue that one way of marketing making a more significant contribution to the theory and practice of strategy is by explicit articulation of marketing capabilities. The new research agenda must explore the role of distinctive marketing capabilities as they relate to innovative and entrepreneurial firm behaviour. However, the literature on the role of marketing capabilities in competitive strategy has been limited. Similarly there have been inadequacies in the conceptualization and operationalization of innovation and sustained competitive advantage constructs. This paper presents the results of a study that examines the role of marketing capabilities in innovation-based competitive strategy. Results suggest that marketing capabilities influence both the innovation intensity and sustained competitive advantage of the firm. The research contributes to strategic marketing theory and practice by developing, refining and validating measures of entrepreneurship, marketing capabilities, organizational innovation and sustained competitive advantage.

Social responsibility in environmental marketing planning

Abstract: Companies along the forestry‐wood value chain from four European countries were surveyed in order to examine social responsibility in values and environmental emphasis in their marketing planning. Most of the Finnish, Swedish, German and UK companies emphasise environmental issues in their values, marketing strategies, structures and functions. The companies were classified into three groups according to their responsibility values based on the concepts of redirecting customers towards sustainability and the role of governmental balancing of markets. “Proactive green marketers” (companies emphasising pursuing sustainability and believing in free market system) emphasise environmental issues in their marketing planning clearly more than traditional “consumption marketers”, and more than “reactive green marketers” (companies emphasising pursuing sustainability under governmental balancing). We interpret that proactive marketers are the most genuine group in implementing environmental marketing voluntarily and seeking competitive advantage through environmental friendliness. Thus, the example of these progressive companies should be the direction towards sustainable development in business and society. The results also give evidence that green values, environmental marketing strategies, structures and functions are logically connected to each other as hypothesised according to the model of environmental marketing used to guide this study.

Examining firm and environmental influences on export marketing mix strategy and export performance of australian exporters

Abstract: This study examines the impact of specific firm characteristics, environmental characteristics and marketing mix strategy on export marketing performance. Data were gathered via a mail survey of firms engaged in exporting. The results indicate that firm characteristics and environmental characteristics impact significantly on both overall performance and marketing mix strategy adaptation by exporting firms. However, the decision to adapt or standardise the marketing mix strategy did not significantly impact marketing performance, implying that either standardisation or adaptation is appropriate and yields comparable performance.

Global Marketing: A Decision-Oriented Approach

Abstract: Preface to the fourth edition Guided tour of the book Acknowledgements Publisher's acknowledgements Abbreviations E-marketing terminology About the author PART I THE DECISION WHETHER TO INTERNATIONALIZE 1 Global marketing in the firm 2 Initiation of internalization 3 Internationalization theories 4 Development of the firm's international competitiveness Part I Case studies PART II DECIDING WHICH MARKETS TO ENTER 5 Global marketing research 6 The political and economic environment 7 The sociocultural environment 8 The international market selection process Part II Case studies PART III MARKET ENTRY STRATEGIES 9 Some approaches to the choice of entry mode 10 Export modes 11 Intermediate entry modes 12 Hierarchical modes 13 International sourcing decisions and the role of the subsupplier Part III Case studies PART IV DESIGNING THE GLOBAL MARKETING PROGRAMME 14 Product designs 15 Pricing decisions and terms of doing business 16 Distribution decisions 17 Communication decisions (promotion strategies) Part IV Case studies PART V IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME 18 Cross-cultural sales negotiations 19 Organization and control of the global marketing programme Part V Case studies Index EXCLUSIVE TO THE WEB: 20 Global e-marketing

Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know

Abstract: Advertising. Brands. Business-to-Business Marketing. Change. Communication and Promotion. Companies. Competitive Advantage. Competitors. Consultants. Corporate Branding. Creativity. Customer Needs. Customer Orientation. Customer Relationship Management (CRM). Customers. Customer Satisfaction. Database Marketing. Design. Differentiation. Direct Mail. Distribution and Channels. Employees. Entrepreneurship. Experiential Marketing. Financial Marketing. Focusing and Niching. Forecasting and the Future. Goals and Objectives. Growth Strategies. Guarantees. Image and Emotional Marketing. Implementation and Control. Information and Analytics. Innovation. Intangible Assets. International Marketing. Internet and E-Business. Leadership. Loyalty. Management. Marketing Assets and Resources. Marketing Department Interfaces. Marketing Ethics. Marketing Mix. Marketing Plans. Marketing Research. Marketing Roles and Skills. Markets. Media. Mission. New Product Development. Opportunity. Organization. Outsourcing. Performance Measurement. Positioning. Price. Products. Profits. Public Relations. Quality. Recession Marketing. Relationship Marketing. Retailers and Vendors. Sales Force. Sales Promotion. Segmentation. Selling. Service. Sponsorship. Strategy. Success and Failure. Suppliers. Target Markets. Technology. Telemarketing and Call Centers. Trends in Marketing Thinking and Practice. Value. Word of Mouth. Zest. Notes. Index.

The Service Brand as Relationships Builder

Abstract: This article examines the appropriateness of the notion and application of relationship marketing in various contexts. Theoretical and conceptual similarities between the broad notions of 'the brand' and of relationship marketing as risk reducers, simplifiers of choice and guarantee of quality are uncovered. We put forward a notion of relationship marketing as a further step in the branding process, whereby whenever perceived risk and consumer involvement are high, relationship marketing acts as a supplementary tool enabling consumers to maintain cognitive consistency and psychological comfort. Experts' opinions regarding branding in a service context expanded on these concepts. Especially for more intangible offerings, such as financial services, the experts stressed the use of corporate brand identity as the basis of relationship building both inside and outside the organization and as a means to achieve differentiation and provide the focus for homogeneous and consistent service delivery. Finally, we suggest the concept of the service brand as a holistic process beginning with the relationship between the firm and its staff and coming alive during the interactions between staff and customers.

A relationship‐mediated theory of internal marketing

Abstract: This article explores the structural relationships through which internal marketing can create value for an organisation, its customers and its employees. It is argued that internal marketing requires a relationship‐mediated approach, where planned phases of learning activity in volunteer groups generate new internally valid knowledge critical to the improvement of external market performance. Thus internal marketing is defined as a relationship development strategy for the purpose of knowledge renewal. First, the author presents a typology of knowledge exchange patterns within organisations on which internal marketing is based. Second, a four‐phase internal marketing process grounded in case research is presented. Next, the structure of relationship development for internal marketing is described, one which mediates knowledge transfer between the individuals involved and to their organisation as a whole. Finally, the paper offers five propositional statements in support of a relationship‐mediated theory of internal marketing.

Ready to Fly Solo? Reducing Social Marketing's Dependence on Commercial Marketing Theory

Abstract: The past development of social marketing theory and practice has been based largely on the translation of ideas and practices from conventional, commercial marketing. The application of a customer orientation and conventional marketing techniques has often successfully revolutionized the pursuit of social goals and has led to the growing popularity of social marketing. There is, however, a danger that an over-emphasis on the direct translation of mainstream marketing principles and practices into social contexts may create practical problems and also confusion regarding the theoretical basis of social marketing. This paper provides a critique of the development of social marketing theory and its reliance on mainstream commercial marketing. It argues that social marketing’s future development may depend upon a better understanding of, and emphasis on, the differences between the social and commercial contexts. The paper concludes that social marketing needs the developmentof its own distinctive vocabulary, ideas and tools. To achieve this, there may beopportunities for theorists to follow the example of other marketing sub-disciplines, and also to reach back directly into the disciplines on which marketing is founded, including economics, psychology, sociology and communications theory, in search of new and better-adapted practices and theories to apply.

Issues Which Impact Upon Marketing in the Small Firm

Abstract: Defining the small firm is somewhat arbitrary as criteria used to classify entities as such include size, number of employees, sales volume, asset size, type of customer, capital requirements and market share. There is, however, general agreement that smallness and newness create specific difficulties for business. Furthermore, there is widespread acceptance of the notion that small firms typically possess certain characteristics, which serve to differentiate them from larger organisations. These characteristics include inherent weaknesses with respect to capitalisation and marketing awareness and practice. Small firms are perceived as vulnerable yet valuable entities, important both economically and socially. High failure rates of small firms are largely attributed to weaknesses in financial management and marketing. Many classical management concepts are unsuitable for application in a small firm context, with research suggesting non-implementation of theoretically based marketing practice is the rule rather than the exception in the small firm. This paper reviews issues pertaining to marketing practice in the small firm. It examines the absence of agreed definitions of "the small firm" and "success" or "failure" of such entities, offers definitions for these terms, acknowledges the importance of small firms to the economy, reviews small firm characteristics, acknowledges inherent weaknesses with regard to finance and marketing in small firms, reviews marketing practice in the context of small firm characteristics, and considers the roles of marketing educators and owner/managers in improving small firm's marketing practice.

Marketing optimization system

Abstract: A marketing optimization module automatically obtaining multi-dimensional marketing data from a market client (250). The marketing optimization module automatically organizes at least a part of the multi-dimensional marketing data into one or more marketing categories (252). The marketing optimization module then analyzes (258) all of or a part of the multi-dimensional marketing data to facilitate the optimization of a marketing investment.

Mobile Permission Marketing: Framing the Market Inquiry

Abstract: The emergence of a mobile data infrastructure interconnected with the Internet and television marks the advent of a new marketing channel based on mobile messaging and complementary to traditional marketing channels and the Internet. Mobile marketing test drives are proliferating around the world, with the United Kingdom as the laboratory of innovation. Powerful brand names are involved. Technologies and business models are assessed through experimental campaigns and user-attitude studies. This article frames the ongoing inquiry on mobile marketing through an overview of the novel marketing channel and proposes a brief analysis of the emerging industry structure, followed by a discussion of the split of resources between incumbents and new entrants (i.e., entrepreneurial mobile marketing companies) and their effective competitive positioning.

The Critical Contribution of Social Marketing: Theory and Application

Abstract: This paper examines the symbiotic relationship between social, commercial, and critical marketing thought. Marketers seek to influence consumer behaviour. Much ill health and many social problems are caused by human behaviour. Social marketing puts these two phenomena together and uses marketing insights to address social behaviours. In the process both arms of the discipline can benefit, and this paper illustrates this using the examples of exchange theory and relational thinking. Social marketing also recognizes environmental influences on behaviour and that commercial marketing can be an important part of this influence. The case of tobacco is used to show that this influence can be malignant, and that as a result marketing has come under unprecedented scrutiny. Social marketing’s understanding of both the commercial and social sectors puts it in a unique position to provide realistic critiques of marketing and identify intelligent solutions. The paper concludes that socialmarketing will flourish by ex...

Services marketing and management

Abstract: PART ONE: UNDERLYING THEMES Underpinning Concepts of Services Marketing Management Evaluation and Measurements of Services PART TWO: MANAGING SERVICES Services Marketing in Specific Contexts The For-Profit Sector Services Marketing in Specific Contexts The Not-For-Profit Sector Organizational Influences on Services Management Management Styles and Emphasis for Services Marketing Internal Marketing in Service Organizations Management Competencies for Services Marketing PART THREE: SERVICE MANAGEMENT ISSUES Contemporary Issues in Services Marketing Service Marketing Management What Does the Future Hold?

Relational Paradigms in Social Marketing

Abstract: It is fifty years since Wiebe suggested that generic marketing principles could tackle health and welfare problems and thirty since Kotler christened this “social marketing.” The future of social marketing depends on continuing this learning from commercial marketing and, in particular, its recent moves toward relational paradigms.

Marketing planning, market orientation and business performance

Abstract: This study examines the relationships between marketing planning, market orientation and business performance We explore conceptually how linking the behaviours of marketing planning with the values of market orientation might be expected impact on business performance Our findings suggest that high quality marketing planning can lead to performance benefits, but as antecedent to a market orientation, rather than as an independent activity

Identifying the determinants of internal marketing orientation

Abstract: Internal marketing orientation is an area within the broader market orientation that remains relatively under‐researched. Utilising the internal marketing orientation (IMO) scale developed by Foreman and Money, this paper seeks to develop our understanding of the factors that may influence an employee's perception of their company's level of IMO. Based on 281 responses from a large UK‐based service organisation, the paper reports on the extent to which the Foreman and Money scale does, or does not, correlate with a range of “person” “situation” and “person × situation” variables identified from both focus groups and from the literature. It was found that among the single item variables age, location, and length of tenure all impacted upon levels of IMO. In the case of the more complex “person × situation” multi‐item variables, the most important determinants were found to be the perceived market orientation of local managers and direct managers/supervisors, as well as aspects of communication, socialisati...

Introduction to Marketing: Theory and Practice

Abstract: MARKETING: THE FUNDAMENTALS 1. What is Marketing? 2. The Marketing Environment UNDERSTANDING CUSTOMERS 3. Buyer Behaviour and Relationship Development 4. Marketing Research 5. Segmentation and Positioning DEVELOPING THE MARKETING MIX 6. Competitor Analysis and the Development of a Brand 7. Developing the Product 8. Pricing 9. Distribution 10. Introduction to Promotion Planning 11. Developing the Promotion Mix BRINGING IT TOGETHER 12. Managing the Marketing Effort 13. The Marketing of Services 14. Global Marketing

Branded Spaces The scope of ‘new marketing’

Abstract: This article comprises a series of critical reflections on some current directions in marketing, with reference to empirical material from a case study of the promotion of a series of live music events. In particular, it highlights a key theme in contemporary marketing: the attempt to approach consumers in an expanded range of everyday spaces. This, in turn, is related to a heightened emphasis on branding, which derives from a complex of factors including a perceived fragmentation and diversification of media audiences and new ideas about the best ways of structuring and stabilizing markets. Within this scenario, the case study is presented as an example of ‘experiential marketing’: one of a range of possible strategic choices in the attempt to insinuate marketing practices more deeply into the lives of consumers. In addition, the case study shows how these spatial practices may be connected to electronic marketing technologies, such as databases, consumer websites and‘viral marketing’ campaigns, in an attempt to extend the scope of emotional or affective bonds forged between consumers and brands. The article concludes by arguing that whilst such strategies may not always succeed in their stated aims, their emergence should nonetheless be taken seriously as an important development in the mediation of production and consumption.

The Effects of Prior Impressions of a Firm’s Ethics on the Success of a Cause-Related Marketing Campaign: Do the Good Look Better While the Bad Look Worse?

Abstract: This research examines the effect of the initial perception of the ethical nature of a firm on the effects of that firm participating in a cause-related marketing campaign. In two studies, the effects of a cause-related marketing campaign are examined for companies perceived as ethical, unethical and ethically neutral. It is found that firms initially perceived as ethical are least likely to be seen as having ulterior motives for running a cause-related marketing campaign, whereas firms initially perceived as unethical are most likely to be suspected of having ulterior motives. However, it is also found that firms perceived as ethically neutral gained the most from a cause-related marketing campaign

Marketing capabilities and firm performance in fashion retailing

Abstract: Intense competition and short product life cycles in fashion retailing present a number of marketing challenges for retail firms in both the USA and abroad. In order to survive in this industry, it is vital for participants to develop and leverage core marketing capabilities. The current study examines the effectiveness of different marketing capability factors in a cross‐section of the US specialty apparel and footwear retailing sector (n = 60 retail firms). Data were collected from marketing executives in a national mail survey. Specifically, marketing capabilities in image differentiation, promotions, external‐market knowledge and customer service are examined for their impact on firm level performance. A two‐stage structural equation model is used to test the study’s hypotheses. Results suggest that the most effective marketing capabilities, in terms of performance, are image differentiation and promotional capability.

Measuring brand perceptions: Testing quantity and quality

Abstract: The image of a brand is considered to be important as is evident from the vast sums of money spent by companies on the development and measurement of their corporate/brand image. Yet very little is known about the relationship between brand perceptions and buyer behaviour. The authors empirically tested three hypotheses about the relationship between brand perceptions and loyalty. They found that (a) there was little evidence that any particular attributes are more related to customer loyalty than any others nor (b) that there were specific brand positions that were uniquely associated with higher loyalty. They did, however, find the more attributes associated with a brand the more loyal the customer. This is a relatively unexplored effect of brand perceptions, which should be included in brand tracking, and has some profound implications for marketing practice. It suggests that while distinctiveness is useful in making sure that the brand's marketing activities are noticed and correctly branded, the source of that distinctiveness is a less important marketing decision. Finally, they recommend that there should be different long and short-term goals for brand building. In the short term a choice may be made to focus on specific attributes. In the long term, however, marketers should work towards building the number of links between the brand and attributes in the market place, ie building the brand's share of mind.

Developing and Benchmarking Internet Marketing Strategies in the Hotel Sector in Greece

Abstract: Despite the exponential growth of e-commerce on the Internet, little is still known on how the new medium is transforming marketing concepts/practices and their effectiveness. This empirical study aims to fill in this gap. This article first analyzes the Internet's capabilities and features as well as the new virtual market space that Internet advances have fostered. After reviewing models and strategies for Internet marketing, an Internet marketing mix is proposed based on the Internet strategies of hotels in Greece that were investigated. Using a nonparametric technique, the data envelopment analysis (DEA), Internet strategies were also benchmarked to identify best practices and provide suggestions on the development of effective Internet marketing strategies.

An evaluation of e-mail marketing and factors affecting response

Abstract: E-mail marketing is increasingly recognised as an effective Internet marketing tool. This paper reviews the e-mail marketing literature which highlights the importance of obtaining recipients' permission. E-mail marketing is compared with other forms of direct and Internet marketing, identifying its key advantages. The factors that have been found to increase response rate in direct marketing and direct mail are identified. Following exploratory qualitative research among industry experts 30 e-mail marketing campaigns were analysed to identify factors associated with higher response rates; the following factors were found to be associated with increased response rate: subject line, e-mail length, incentive, number of images. For nine of these campaigns it was possible to link demographic and lifestyle data to response. Analysis of these campaigns suggests that recipients who have bought online have higher response rates. These findings are used to create an e-mail marketing process model based on the Vriens et al. direct mail process model.

Contextual Marketing and Customer-Orientation Strategy for E-Commerce: An Empirical Analysis

Abstract: Theories from information systems and strategic marketing are integrated to develop a framework for understanding the direct, mediated, and moderated influences of contextual marketing and customer-orientation strategy on site satisfaction. Empirical testing shows that customers' perceived contextual marketing and customer-oriented strategies are associated with site satisfaction and loyalty. Departing from the simple linear-association approach, the study also investigates the moderating role of privacy concerns and site design complexity and the mediating role of perceived site value. It finds that the influence of contextual marketing and customer-orientation strategy on site satisfaction is moderated by the perceived complexity of the site design but not by consumer privacy concerns. These influences may also be mediated by perceived site value. Overall, the contextual marketing approach of providing personalized, real-time information to customers at the point of need will obtain competitive advantage in e-commerce.