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Article
Publication date: 3 April 2009

Karin Tollin and Richard Jones

This paper aims to address two issues facing marketing management: firstly, the need to make marketing a more central function of the firm; and secondly to explore ways in which…

4823

Abstract

Purpose

This paper aims to address two issues facing marketing management: firstly, the need to make marketing a more central function of the firm; and secondly to explore ways in which marketing can be more innovative.

Design/methodology/approach

The logic of marketing management as practised by corporate marketing executives (CMEs) is investigated. Logics describe the sensemaking activities of managers which help explain the disparate ways in which marketing managers approach similar marketing problems. The paper develops a framework for analysing managerial decision making. The research applies a grounded theory technique and 15 personal in‐depth interviews are carried out with top managers in marketing (CMEs) in three financial services companies, three telecommunications and IT companies, and nine pharmaceutical companies.

Findings

The results suggest four main logics, i.e. performance, communication, stakeholder and innovation. These are then defined in terms of management and marketing capabilities.

Research limitations/implications

The paper develops a framework in which to examine the use of logics in marketing management. In the actual survey the authors examined only a relatively small sample of organisations in a few industries, but in considerable depth. The research does however give the basis for a more quantitative study to generalise the existence of these logics and investigate their links with company performance.

Practical implications

This paper gives important managerial insights into the ways in which managers' logics both limit and provide opportunities for managerial action. The findings will help managers become more reflexive towards the tacit assumptions they make about the business environment, the tasks that they undertake and the capabilities that they need to develop.

Originality/value

The paper represents a new and unique way of addressing marketing management. Management logics and sensemaking have been studied in the management literature but their repercussions for marketing managers have not been fully explored. The paper paves the way for further research into the role of marketing logics in influencing managerial action.

Details

European Journal of Marketing, vol. 43 no. 3/4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 September 1996

Raymond P. Fisk and Stephen J. Grove

In recent years, impression management and the application of the metaphor of behaviour as drama have found their way into the marketing literature. While such creative…

3714

Abstract

In recent years, impression management and the application of the metaphor of behaviour as drama have found their way into the marketing literature. While such creative perspectives concerning the marketing enterprise are generally welcome, little effort has been devoted to providing a specific vehicle for their development. This special issue of the European Journal of Marketing represents an attempt to rectify that circumstance. Discusses in broad terms the relationship of impression management to marketing, while arguing that much room for applications such as impression management’s drama metaphor abound. To demonstrate the efficacy of impression management for marketing, briefly presents the four articles that comprise this special issue. Finally, registers a call for continued work in the area of impression management’s application to marketing.

Details

European Journal of Marketing, vol. 30 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 October 1992

The Great Benchmarking Scam? Time was, in management circles, that the term “benchmarking” would induce none‐too‐disguised yawns in recognition of it “being something to do with…

Abstract

The Great Benchmarking Scam? Time was, in management circles, that the term “benchmarking” would induce none‐too‐disguised yawns in recognition of it “being something to do with computers or job evaluation”. Not today; those yawns have been replaced with the excited management‐blabber of a new fad. You can benchmark anything these days; I encountered recently a guide to benchmarking employee attitudes.

Details

Marketing Intelligence & Planning, vol. 10 no. 10
Type: Research Article
ISSN: 0263-4503

Article
Publication date: 26 October 2020

Mohammad Tayeenul Hoque, Mohammad Faisal Ahammad, Nikolaos Tzokas and Gillie Gabay

The purpose of this paper is to develop a conceptual framework on the dimensions of dynamic marketing capability (DMC) and its relationship with export performance. The paper also…

1589

Abstract

Purpose

The purpose of this paper is to develop a conceptual framework on the dimensions of dynamic marketing capability (DMC) and its relationship with export performance. The paper also proposes the mediating role of competitive hybrid strategy and the moderating role of environmental responsiveness in explaining the relationship between DMC and export performance.

Design/methodology/approach

By following the dynamic capability notion of the marketing and competitive strategy literature, this paper proposes a novel conceptualization of the DMC development process and the possible effect of DMC on attaining competitive advantage.

Findings

The paper postulates that a firm’s DMC can reflect complementary power when its higher-level marketing capabilities are bundled together to detect distributing channel members’ crucial needs, competitors’ action plans and satisfying market demand. As yet little is known about the main underlying dimensions of higher-level DMC construct, the paper contributes in proposing the key dimensions of DMC.

Originality/value

This research advances the knowledge-based view and resource-based views and evolves a solid foundation of DMC constructs comprising four higher-order marketing capabilities, namely, ambidextrous market orientation, customer relationship management capability, brand management capability and new product development capability. Thus, this paper contributes in DMC literature in explaining export performance.

Article
Publication date: 1 May 1993

The use of competitor analysis is a rapidly growing area of business activity, especially among major corporations, across the world. The old military stratagem “know your enemy;…

1507

Abstract

The use of competitor analysis is a rapidly growing area of business activity, especially among major corporations, across the world. The old military stratagem “know your enemy; through knowing your enemy you can beat him/her”, has found new life in the contemporary business environment. Surveys carried out in Europe and the USA in 1989 found that two‐thirds of competitor analysis departments were less than three years old. Competitor analysis is becoming increasingly seen as a key component in strategy formulation, in particular, in forming marketing strategy.

Details

Marketing Intelligence & Planning, vol. 11 no. 5
Type: Research Article
ISSN: 0263-4503

Article
Publication date: 1 January 1995

Jari M. Talvinen

Analyses traditional management marketing information systems(MkIS) as well as the more operational day‐to‐day sales and marketingprocess‐oriented MkIS, by the type of use and…

7817

Abstract

Analyses traditional management marketing information systems (MkIS) as well as the more operational day‐to‐day sales and marketing process‐oriented MkIS, by the type of use and organizational position of users. Presents a framework relating MkIS to other organizational IS, based on marketing management processes which facilitate the search for new applications and opportunities for redesigning marketing and other management processes in a more innovative way using modern information technology. Describes in more depth the functionality and information content of MkIS sub‐systems and marketing– and management‐related organizational IS in order to make the framework useful and applicable for practitioners.

Details

European Journal of Marketing, vol. 29 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 October 1993

For western companies pursuing, or considering pursuing competitive strategy through Keiretsus recent indications from Japan of problems between Keiretsu partners will provide…

Abstract

For western companies pursuing, or considering pursuing competitive strategy through Keiretsus recent indications from Japan of problems between Keiretsu partners will provide food for thought.

Details

Marketing Intelligence & Planning, vol. 11 no. 10
Type: Research Article
ISSN: 0263-4503

Article
Publication date: 30 May 1995

Colin Gilligan

Given the ways in which the research pressures on university staff are becoming seemingly ever greater, an issue of the European Journal of Marketing that is given over to a…

3364

Abstract

Given the ways in which the research pressures on university staff are becoming seemingly ever greater, an issue of the European Journal of Marketing that is given over to a survey of the kinds of research initiatives which are currently being carried out is timely. The study which provides the basis for this was conducted between December 1994 and February 1995, with questionnaires being sent to staff in universities throughout Europe. At the time the final selection was made, a total of 150 responses had been received from 18 countries.

Details

European Journal of Marketing, vol. 29 no. 5
Type: Research Article
ISSN: 0309-0566

Article
Publication date: 1 March 1994

Eric Sandelands

This special “Anbar Abstracts” issue of the Marketing Intelligence & Planning is split into nine sections covering abstracts under the following headings: Business Strategy;…

7957

Abstract

This special “Anbar Abstracts” issue of the Marketing Intelligence & Planning is split into nine sections covering abstracts under the following headings: Business Strategy; Marketing Strategy; Customer Service; Sales Management; Promotion; Marketing Research/Customer Behaviour; Product Management; Logistics and Distribution; Sundry.

Details

Marketing Intelligence & Planning, vol. 12 no. 3
Type: Research Article
ISSN: 0263-4503

Article
Publication date: 3 August 2021

Ali E. Akgün and Volkan Polat

This study aims to investigate marketing capabilities that represent the marketing mix from an adaptive perspective: brand management, customer relationship management, price…

1716

Abstract

Purpose

This study aims to investigate marketing capabilities that represent the marketing mix from an adaptive perspective: brand management, customer relationship management, price management and multi-channel management. Also, this study identifies how adaptive marketing capabilities (AMCs) enrich superior innovativeness and speed-to-market regarding innovation orientation and marketing orientation as the two critical functions.

Design/methodology/approach

A questionnaire-based research was performed to test the proposed hypotheses. The data were collected from predominately marketing or research and development managers/senior specialists in 247 firms.

Findings

Strategic orientations that cover market and innovation orientation facilitate a firm’s AMCs, positively affecting its innovativeness and speed-to-market. Also, AMCs mediate the relationship between strategic orientations, and innovativeness, and speed-to-market. Further, this study confirms the complementary association of AMC-related variables in enhancing firm innovativeness and speed-to-market.

Research limitations/implications

This study is subject to the limitations inherent in survey design, particularly convenient sampling and single informants.

Originality/value

This study broadens understanding of dynamic capabilities theory by examining how marketing capabilities can be enhanced and examined from an adaptive perspective for firms. This study also presents a model for the potential relationships among strategic orientations, AMCs, innovativeness and speed-to-market.

Details

Journal of Business & Industrial Marketing, vol. 37 no. 4
Type: Research Article
ISSN: 0885-8624

Keywords

11 – 20 of over 236000