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1 – 10 of over 166000
Article
Publication date: 1 May 1997

Christian Grönroos

Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research…

72512

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.

Details

Management Decision, vol. 35 no. 4
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 1 February 1990

Gordon Wills, Sherril H. Kennedy, John Cheese and Angela Rushton

To achieve a full understanding of the role ofmarketing from plan to profit requires a knowledgeof the basic building blocks. This textbookintroduces the key concepts in the art…

16054

Abstract

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

Details

Management Decision, vol. 28 no. 2
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 1 March 1994

Christian Grönroos

Discusses the nature and sometimes negative consequences of thedominating marketing paradigm of today, marketing mix management, andfurthermore discusses how modern research into…

96441

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 straitjacket, 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. By using the notion of a marketing strategy continuum, discusses a number of consequences of a relationship‐type marketing strategy for the focus of marketing, pricing, quality management, internal marketing and intraorganizational development. Briefly comments on the possibility of developing a general marketing theory based on the relationship building and management approach.

Article
Publication date: 1 March 1995

Sui Pheng Low and Martin C.S. Tan

The mundane and expanded marketing mix concept has an importantrole in Western marketing literature for both tangible products andintangible services. The nine Ps – namely…

6764

Abstract

The mundane and expanded marketing mix concept has an important role in Western marketing literature for both tangible products and intangible services. The nine Ps – namely promotion, product, price, place, process management, personnel, physical facilities, public relations and power – are now the foundation for strategic planning in many companies. While the marketing mix concept remains an important framework for the Western world, its contribution towards the latter′s declining economic prowess in recent years appears minimal. On the other hand, the East Asian economic powerhouse has grown from strength to strength. This can be attributed in no small way to certain oriental traditions and philosophies – not the least of which is Sun Tzu′s The Art of War. Although The Art of War is now more than 2,000 years old, it remains the cornerstone for strategic planning in the East. Attempts to integrate the Western marketing mix concept with The Art of War from the East using examples drawn from the construction industry in Singapore. The lessons to be learned therefore should be useful for strategic planners in the Western marketing community.

Details

Marketing Intelligence & Planning, vol. 13 no. 2
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 1 November 2003

Vaughan C. Judd

There have been scant references in the marketing literature to conceptualizing an organization's employees as an element of the organization's marketing mix. Extending previous…

6413

Abstract

There have been scant references in the marketing literature to conceptualizing an organization's employees as an element of the organization's marketing mix. Extending previous conceptualizations of employees in a business marketing and a nonprofit marketing context, it is proposed that all organizations have the ability to move beyond their traditional view of employees in order to capitalize on “people‐power” as a distinctive element of their marketing mixes; an element that can help them become customer‐oriented to gain a competitive advantage through differentiation and to deliver customer value. To do so presents a real managerial challenge for any organization. It is a challenge worth undertaking, however, because successful implementation will help an organization achieve a customer‐orientation and more effectively meet the needs of its customers.

Details

European Journal of Marketing, vol. 37 no. 10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 March 1988

John Cheese, Abby Day and Gordon Wills

An updated version of the original (1985) text, the book covers all aspects of marketing and selling bank services: the role of marketing; behaviour of customers; intelligence…

3584

Abstract

An updated version of the original (1985) text, the book covers all aspects of marketing and selling bank services: the role of marketing; behaviour of customers; intelligence, planning and organisation; product decisions; promotion decisions; place decisions; price decisions; achieving sales. Application questions help to focus the readers' minds on key issues affecting practice.

Details

International Journal of Bank Marketing, vol. 6 no. 3
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 1 January 1992

Jagdish N. Sheth

Speculates on the implications for marketing strategies of theforces at work in the macroeconomic environment. Aggregates these intofour: regional integration, technology…

Abstract

Speculates on the implications for marketing strategies of the forces at work in the macroeconomic environment. Aggregates these into four: regional integration, technology advances, an ideology‐free world, and the borderless economy. Proposes ten emerging marketing strategies as the best response: borderless marketing, relationship marketing, policy‐shaping as a fifth “P”, mass customization, anticipatory innovation, customer‐focused quality, trickle‐up marketing, value‐based marketing, coverage marketing and networked marketing.

Details

International Marketing Review, vol. 9 no. 1
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 17 July 2009

Dominic Boyle and Tony Proctor

The purpose of this paper is to supplement the growing literature on social marketing by reflecting on the kinds of social marketing activities undertaken in one area of a public…

3537

Abstract

Purpose

The purpose of this paper is to supplement the growing literature on social marketing by reflecting on the kinds of social marketing activities undertaken in one area of a public service administered by a large City Council in the UK. The study sought to consider the extent to which traditional theoretical ideas on marketing can be coupled with current contributions in operational terms in practical situations.

Design/methodology/approach

The methodology is based on anecdotal data and the critical reflections of the principal researcher concerning current and recent activities in the area of interest within the council. For this purpose, traffic services and management within a City Council was chosen, an area in which the first author of the paper has considerable experience and expertise.

Findings

People engaged in the type of work examined here, in fact, undertake social marketing, although they do not readily recognize the activity in these terms. Concerning road safety, the majority of resources and effort is directed at children on a specific issue (that is, pedestrian safety). Little is done to reinforce the importance of the notion of road safety or branding as individuals move through life. Illustrations and cases are used to highlight the key findings.

Originality/value

There are relatively few studies highlighting the working of social marketing and very few in the particular context of this paper. As such, the paper provides a useful and novel contribution to the literature.

Details

Management Research News, vol. 32 no. 8
Type: Research Article
ISSN: 0140-9174

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Article
Publication date: 1 December 1998

Jeanne D. Maes and M. Theodore Farris

This article provides a link between marketing theory and application in helping students utilize what is taught in the classroom to attain employment goals. Eight proposals drawn…

699

Abstract

This article provides a link between marketing theory and application in helping students utilize what is taught in the classroom to attain employment goals. Eight proposals drawn from basic marketing concepts taught in all principles of marketing courses are presented, along with practical ways to encourage students to begin early in seeing themselves as $5.3 million assets and marketing themselves accordingly.

Details

Education + Training, vol. 40 no. 9
Type: Research Article
ISSN: 0040-0912

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Article
Publication date: 3 July 2009

Ulf Johansson and Åsa Thelander

The purpose of this paper is to analyse the marketing strategy in China of the furnishing retailer IKEA in the context of standardisation and adaptation of marketing activities…

17137

Abstract

Purpose

The purpose of this paper is to analyse the marketing strategy in China of the furnishing retailer IKEA in the context of standardisation and adaptation of marketing activities. IKEA's strategy in China is compared to its corporate strategy throughout the rest of the world.

Design/methodology/approach

The four P classifications are used as a framework to compare the central marketing strategies of IKEA with marketing strategies used in China. The paper builds on both primary and secondary data. Interviews with senior managers at IKEA are conducted and studies on business and retailing in China are used.

Findings

The marketing strategies used by IKEA in China are found to be different from the standardised strategies it uses throughout the rest of the world. Several of the changed strategies are central to the business concept of IKEA.

Research limitations/implications

The present paper shows the challenges for a standardised marketing concept and its implications.

Originality/value

The paper provides, in the context of the standardisation and adaptation of marketing activities, a more nuanced and up‐to‐date picture of the strategies used by IKEA compared to previous studies.

Details

International Journal of Quality and Service Sciences, vol. 1 no. 2
Type: Research Article
ISSN: 1756-669X

Keywords

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