The Antidote: Volume 3 Issue 5



Table of contents

The End of Marketing

B Gould

Posits that in any business there seems to be three general activities: first, businesses must attract and keep their customers; second, businesses must produce services…

The future(s) of marketing

B Gould

Raises some questions about marketing for discussion by seven senior managers and marketing professionals (these are listed in full in a highlighted box). Discusses the…

Aligning marketing activities: production, sales and service

T Kippenberger

Argues that the most successful 200 hi‐tech companies researched herein are those that used concurrent marketing techniques, and these are those that involved close…

Barriers to market orientation: the myths and realities

T Kippenberger

Delves into market orientation and gives its true definition as ‘the organizational culture that most effectively and efficiently creates the necessary behaviours for the…

Gateways to customer value

T Kippenberger

Suggests a helpful improvement for many organizations is to get them thinking in terms of the whole services that their customers receive from the company's offering…

Insatiable customers and technology's fast lane

B Gould

Declares that technology and competition have changed the essence of how time is lived nowadays — e.g. the ‘real‐time’ economy, for instance, which means instantaneous…

Relationship marketing — but why?

B Gould

Outlines thinking from a number of writers on brand loyalty, when to adopt a relationships marketing approach, and some early indications on the use of relationship…

Notes of caution for relationship marketing

B Gould

Believes loyal relationships are more appropriate to business‐to‐business markets than consumer market. Looks at some of the main assumptions of loyalty marketing, raising…

Brand valuation: an awkward necessity or the Emperor's new clothes?

T Kippenberger

Proposes that brands must be valued and that since the late 1980s this has gathered momentum in the larger firm. Takes a bird's‐eye view of the brand valuation argument…

Setting the offering apart from its competition

T Kippenberger

Suggests one general framework that centres on the choices that customers make between competing offerings as firms compete for customers, the options for competitive…

The essence of excellent service

T Kippenberger, B Gould

Advances that profitability and growth are directly linked to customer and employee satisfaction, through the delivery of excellent service. Pinpoints, in boxes…

Systematic product innovation

B Gould, N King

Presents a comprehensive approach for companies that want to bring a continuous stream of successful new products to market. Strongly advocates a culture in which the…

Marketing as experimental innovation: succeeding via planned failure

B Gould

Complements the previous article (p.33) and puts forward expeditionary marketing as the best way to opening up markets as they develop. Records as an example the…

Catering to cultures: the customer is often right

B Gould

Looks at cultural divides — such as where the French take their dogs with them to restaurants, dining at the table with their owners and in some Asian countries where dogs…

Southwest Airlines: redefining relationships with customers

T Kippenberger

Concentrates on US domestic carrier, Southwest Airlines, and how its discount air travel has allowed millions to fly where previously they could not afford to. Highlights…

The rise, fall and return or customer retention at MCI

B Gould

Spotlights US telecommunications firm MCI and how it tries to retain its most valuable customers, in spite of severe rivalry from its US competitors Sprint and AT&T, which…

Innovation on the hoof at Performance Chemicals

B Gould

Chronicles Performance Chemicals' attitude to individualized products and greater service attention. States that, following downsizing, the survivors of this multinational…



Online date, start – end:

1996 – 2000

Copyright Holder:

Emerald Publishing Limited

Merged to become:

Strategy & Leadership