Search results

The purpose of this paper is to document the first major step in the dissemination of modern marketing knowledge in the Soviet Union, the publication of a heavily censored, translated, unauthorized edition of Kotler's Marketing Management in Moscow in 1980. Kotler and his books in Russian translation have continued to inform how Russian marketers understand and implement marketing.

The research approach was historical, based on close comparison of texts; research in the USA and in Russia on the historical context; a comprehensive compilation of Kotler books translated into the Russian language; and interviews with key participants in the book's preparation.

The Soviet edition of Marketing Management was widely read by Soviet foreign trade experts and guided training for Soviet foreign trade enterprise managers in the 1980s. Kotler's book was the first – and, for a decade, the only – book on modern marketing in the Russian language. The story of the book's selection, censorship, publication, and impact provide insights into Soviet thinking about marketing and trade, and about post‐Soviet readiness to adopt modern marketing.

This paper presents for the first time the story behind the translation, censorship, and publication of Kotler's Marketing Management in the Soviet Union. It documents subsequent Kotler books published in the Soviet Union/Russia and how they shaped Kotler's reputation there.

The purpose of this paper is to report research into the marketing and promotion of e‐books, and use this as a case study context to generate insights into approaches in academic libraries to the marketing of new services. As such it contributes to the limited empirical research on both the introduction of e‐book services and on marketing in academic libraries.

Semi‐structured interviews were conducted with 25 academic librarians, in seven case study libraries, holding the following posts: subject librarians, e‐resources librarians, or cataloguers. Interviews focussed on: the existence of a promotion/marketing strategy for e‐books; the marketing and promotion tools used to promote e‐books; promotion via academics; the issues and challenges in promoting e‐books; and future plans for the promotion of e‐books.

None of the libraries had a marketing communication strategy relating to e‐books, yet, on the other hand, most interviewees were able to point to a range of tools used to promote e‐books, and some had plans for improvements in their promotion activities.

This study demonstrates a laissez faire approach to the marketing of potentially significant new services from academic libraries – providing access to e‐books. Recommendations for development focus on taking a strategic approach to marketing and promotion, managing tensions between promotion and supply, innovation in promotional tools, and influencing word‐of‐mouth.

Marketing, Marketing environment, Marketing strategy.

Post Graduate (MBA), Executive Education Program.

The present case study deals with the marketing strategies of Punascha (meaning re-beginning), a publisher of Bengali non-textbooks based in Kolkata, India. This case is suitable for teaching in Marketing Management course in a Post Graduate Program in Business Management. It could also be taken up for an executive program in marketing strategy. The case study is a live case study, which was based on in-depth interviews with the company people and company site visit. The case study discusses how Punascha started from a humble beginning in 1988 and became one of the leading publishers of Bengali books in India. The key focus of the case is on how a company can use marketing tools effectively (and uniquely) and become successful.

Understanding the basics of 4Ps of marketing and how they are used in synchronisation with each other to achieve the marketing objectives. Understanding the role of marketing environment in marketing strategy. Realizing the need of a new product development strategy. Assessing the need of non-traditional modes of marketing communications and its role in product promotion.

Teaching notes.

The purpose of this review is to examine an early marketing textbook for its insights into concepts and theory that may have relevance today.

To examine the book in light of the commentary provided by numerous scholars over the decades since its publication.

The latter half of the book, about the marketing implications of the “New Deal” response to the “Great Recession” of the 1930s, is out of date; however, the first half offers an insightful analysis of the marketing system and the rudiments of a general theory of marketing.

Providing a rationale for marketing systems and core concepts for building a general theory of marketing, the book therefore has much to recommend it to students of marketing thought and theory.

This book was first reviewed some 80 years ago. With a longer time horizon, and the additional comments by numerous scholars in the historical literature, a more meaningful appraisal of the influence of this work can now be made.

The role of ethical issues is growing in business and in society, but surprisingly, that role is sparsely examined in the relationship-marketing context. The purpose of this paper is to develop a framework describing the fundamentals of ethical relationship marketing and analyses the content of six selected textbooks on the subject.

The paper sheds light on ethics in a significant marketing sub-discipline, i.e. relationship marketing.

The findings confirm previous findings from analyses of teaching material in marketing, indicating that ethical issues are superficially treated. None of the books has separate sections devoted to ethical issues. Key words selected to represent ethical issues are sparsely used.

There is considerable room for improvement if business schools are to prepare their students for the challenges in the future business world. Through the analysis of the textbook, and the recommendations, this study contributes to such improvement in one marketing discipline which is considered to represent a paradigm shift in marketing because it is fundamentally different from transaction-based marketing.

The paper presents suggestions for how to encourage faculty and students to develop awareness about ethical relationship marketing, and recommends courses to improve learning about the subject.

The framework of the fundamentals of ethical relationship marketing, a textbook analysis, and implications for business school faculty.

The purpose of this paper is to investigate the way in which a series of related printing businesses, owned by members of the Gye and Balne families in Bath and London from 1771 to 1844, selected and marketed their titles when they ventured into book printing and publishing.

The basis of this research is extensive archival research analyzing primary sources, mainly the books and ephemera printed by the various firms, supported by information in contemporary newspapers and journals and in biographies of printers and publishers.

The focus of these businesses was not solely on production, but marketing was also considered, and each title was conceived and produced with a particular market in mind. In doing so evidence is provided of relatively advanced marketing strategies in use before 1850 and thus the paper questions the validity of the four eras model of marketing history.

The available primary sources are limited; while a number of books and other printed items have survived there are no extant accounts, correspondence, or other records for any of the firms that were studied.

There has been very little research into the way small businesses during this period approached the marketing of their products. This paper is a potential model for further such historical research and also provides an example of how research into specific companies can illuminate the larger history of marketing, potentially changing the way in which we understand the development of consumer society.

According to John Grant’s New Marketing Manifesto, contemporary consumers “act their shoe size not their age” by resolutely refusing to grow up. They are not alone. Managers too are adopting a kiddy imperative, as the profusion of primers predicated on children’s literature – and storytelling generally – bears witness. Winnie the Pooh, the Wizard of Oz, Alice in Wonderland and Hans Christian Andersen are the marketing gurus du jour, or so it seems. This paper adds to the juvenile agenda by examining the Harry Potter books, all four of which are replete with references to market‐place phenomena, and contending that scholarly sustenance can be drawn from J.K. Rowling’s remarkable, if ambivalent, marketing imagination.

BUSINESS SCHOOL GRAFFITI is a highly personal and revealing account of the first ten years (1965–1975) at Britain’s University Business Schools. The progress achieved is documented in a whimsical fashion that makes it highly readable. Gordon Wills has been on the inside throughout the decade and has played a leading role in two of the major Schools. Rather than presuming to present anything as pompous as a complete history of what has happened, he recalls his reactions to problems, issues and events as they confronted him and his colleagues. Lord Franks lit a fuse which set a score of Universities and even more Polytechnics alight. There was to be a bold attempt to produce the management talent that the pundits of the mid‐sixties so clearly felt was needed. Buildings, books, teachers who could teach it all, and students to listen and learn were all required for the boom to happen. The decade saw great progress, but also a rapid decline in the relevancy ethic. It saw a rapid withering of interest by many businessmen more accustomed to and certainly desirous of quick results. University Vice Chancellors, theologians and engineers all had to learn to live with the new and often wealthier if less scholarly faculty members who arrived on campus. The Research Councils had to decide how much cake to allow the Business Schools to eat. Most importantly, the author describes the process of search he went through as an individual in evolving a definition of his own subject and how it can best be forwarded in a University environment. It was a process that carried him from Technical College student in Slough to a position as one of the authorities on his subject today.

The purpose of this viewpoint is to analyze and interpret the author’s career as a researcher in marketing.

This viewpoint applies case theory (Gummesson, 2017a), in which the author is the case.

One should respect the difficulty of understanding the complex and dynamic world of marketing and not be fooled into premature generalizations and reverence to established theory.

The emphasis is on marketing as a revenue-generating activity through interaction in the network of complex relationships; the need for less ritualistic research methodology; and the orientation toward theory generation, decision-making, implementation and achievement of desired results.