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Article
Publication date: 1 January 1976

Francis Buttle

Many consumer and industrial goods manufacturers practise test marketing before launching innovative products on a national or wider scale. The commercial value of such testing is…

Abstract

Many consumer and industrial goods manufacturers practise test marketing before launching innovative products on a national or wider scale. The commercial value of such testing is a direct function of both the accuracy with which the test results are interpreted, and the nature of the research design which is used to conduct the test, yet many companies fail at this most vital stage.

Details

Management Decision, vol. 14 no. 1
Type: Research Article
ISSN: 0025-1747

Article
Publication date: 1 August 1978

Daniel J. Brown

Whatever happened to retail trade area analysis? Some may recall that through the late 1950s and middle 1960s, location scholars seemed to be organising and expanding an…

531

Abstract

Whatever happened to retail trade area analysis? Some may recall that through the late 1950s and middle 1960s, location scholars seemed to be organising and expanding an interesting body of literature. However in the recent past, the central thrust of economic analysis seems to have stalled, with research dispersing in numerous directions.

Details

International Journal of Physical Distribution & Materials Management, vol. 9 no. 3
Type: Research Article
ISSN: 0269-8218

Article
Publication date: 1 December 2006

Jagdish N. Sheth and Arun Sharma

Business‐to‐business marketing has come of age in the last three decades and research in this area has been extensive and impressive. This paper examines the extant body of…

10720

Abstract

Purpose

Business‐to‐business marketing has come of age in the last three decades and research in this area has been extensive and impressive. This paper examines the extant body of business‐to‐business marketing research and identifies surpluses and shortages with the goal of stimulating future research.

Design/methodology/approach

This paper focuses on two questions regarding future business‐to business marketing. First, what has been the focus of understanding in business‐to‐business marketing theory and what should be its future focus? Second, what has been the purpose or objective to study business‐to‐business marketing and what should be the future objective for research?

Findings

It is found that research in business‐to‐business marketing is fundamentally changing and will continue to change. The paper identifies areas of business‐to‐business marketing research that have received surplus attention and areas that require additional attention.

Practical implications

The paper provides guidelines for future exploration of the business‐to‐business research domain.

Originality/value

The paper is analogous to the widely cited paper by Sheth (1979) that reviewed the state of consumer behavior research and identified areas that had been unexplored or under‐explored, and in the process provided an impetus for new research in consumer behavor.

Details

Journal of Business & Industrial Marketing, vol. 21 no. 7
Type: Research Article
ISSN: 0885-8624

Keywords

Book part
Publication date: 29 August 2018

Paul A. Pautler

The Bureau of Economics in the Federal Trade Commission has a three-part role in the Agency and the strength of its functions changed over time depending on the preferences and…

Abstract

The Bureau of Economics in the Federal Trade Commission has a three-part role in the Agency and the strength of its functions changed over time depending on the preferences and ideology of the FTC’s leaders, developments in the field of economics, and the tenor of the times. The over-riding current role is to provide well considered, unbiased economic advice regarding antitrust and consumer protection law enforcement cases to the legal staff and the Commission. The second role, which long ago was primary, is to provide reports on investigations of various industries to the public and public officials. This role was more recently called research or “policy R&D”. A third role is to advocate for competition and markets both domestically and internationally. As a practical matter, the provision of economic advice to the FTC and to the legal staff has required that the economists wear “two hats,” helping the legal staff investigate cases and provide evidence to support law enforcement cases while also providing advice to the legal bureaus and to the Commission on which cases to pursue (thus providing “a second set of eyes” to evaluate cases). There is sometimes a tension in those functions because building a case is not the same as evaluating a case. Economists and the Bureau of Economics have provided such services to the FTC for over 100 years proving that a sub-organization can survive while playing roles that sometimes conflict. Such a life is not, however, always easy or fun.

Details

Healthcare Antitrust, Settlements, and the Federal Trade Commission
Type: Book
ISBN: 978-1-78756-599-9

Keywords

Article
Publication date: 20 May 2011

Daragh O'Reilly

The purpose of this paper is to visually map the arts marketing journal literature.

6303

Abstract

Purpose

The purpose of this paper is to visually map the arts marketing journal literature.

Design/methodology/approach

An extensive title and abstract search was carried out to identify literature on the relationship between art and the market. Papers were then classified by topic. Visual maps were drawn showing topic coverage in relevant areas.

Findings

The literature dealing with the relationship between art and the market is found to be extensive and multi‐disciplinary. The search found just over 1,500 papers.

Research limitations/implications

This was a mapping exercise rather than an analysis of the issues. Many different disciplines have a stake in understanding the art‐market relationship. Arts marketing scholars can benefit from engaging with research in this area, which is outside the marketing academy.

Practical implications

The maps provide a visual guide to the work, which has already been done across a wide range of disciplines and journals. They enable academic and professional readers to see where knowledge and insights may already exist and where work remains to be done.

Originality/value

Given the recent growth in arts marketing research, the paper provides a timely map of the territory.

Details

Arts Marketing: An International Journal, vol. 1 no. 1
Type: Research Article
ISSN: 2044-2084

Keywords

Article
Publication date: 3 May 2021

Marcos Eduardo Finger, Daniel Pacheco Lacerda, Luis Riehs Camargo, Fábio Sartori Piran, Ricardo Augusto Cassel and Maria Isabel Wolf Motta Morandi

The purpose of this paper is to investigate the relations in the Marketing/Operations interface through the analysis of data of the operational reality of a Brazilian company with…

Abstract

Purpose

The purpose of this paper is to investigate the relations in the Marketing/Operations interface through the analysis of data of the operational reality of a Brazilian company with a low technological intensity. The study aims to quantify and determine the impacts of marketing decisions on delivery performance and on flexibility of the operations area.

Design/methodology/approach

A longitudinal case study was conducted and the variables used in the model were derived from established theories and were evaluated with artificial neural networks. The case of a food manufacturing company was selected to reflect the relations in the marketing/operations interface of a low technological intensity enterprise.

Findings

The results show that the decisions on Place/Channel, Price and Product dimensions of marketing exert a significant impact on flexibility and delivery performance of the operation area.

Research limitations/implications

The findings of the case study cannot be generalised and the outcomes are specific to just one firm. However, the approach lends itself to replication, particularly within low technological intensity companies.

Originality/value

Prior studies have focussed on coordination among functional areas as marketing and operations at higher levels of abstraction. The study contemplate empirical propositions through the data analysis of a company with a low technological intensity that can be used to improve managers' decisions and alignment in the Marketing/Operation Interface.

Details

International Journal of Productivity and Performance Management, vol. 71 no. 8
Type: Research Article
ISSN: 1741-0401

Keywords

Article
Publication date: 1 April 1986

The Nature of Business Policy Business policy — or general management — is concerned with the following six major functions:

2052

Abstract

The Nature of Business Policy Business policy — or general management — is concerned with the following six major functions:

Details

Management Decision, vol. 24 no. 4
Type: Research Article
ISSN: 0025-1747

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 June 1991

Christopher Easingwood and David C. Arnott

The aim is to identify those areas of marketing in the financialservices sector that deserve to be given priority attention. A number ofmarketing areas are identified and assessed…

Abstract

The aim is to identify those areas of marketing in the financial services sector that deserve to be given priority attention. A number of marketing areas are identified and assessed on their scope for improvement, the ease with which they can be changed and also on the sensitivity of the performance of the organisation to an improvement in the area. The perspective is that of senior financial services marketing managers. The managers picked out pricing policy as one factor deserving to be given the highest priority. Improvements here are possible and, in addition, will show up in better company performance. Two other factors considered to be worth priority attention are the customer interface and marketing influence, although both are thought to be more difficult to change than pricing policy. Improvements in the new product development strategy area, whilst likely to produce significant improvements in company performance, were the hardest of all to achieve.

Details

International Journal of Bank Marketing, vol. 9 no. 6
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 1 May 1990

Kenneth Andrew

This monograph covers a number of key articlesand presentations by the author over the lastdecade. The points contained in them reflect aclear belief based on experience of…

Abstract

This monograph covers a number of key articles and presentations by the author over the last decade. The points contained in them reflect a clear belief based on experience of creating significant cultural change so that banks become more market‐driven and customer‐orientated. Many of the forecasts made in the articles have become a reality in the marketplace. This monograph begins with a description of changes over the last decade: the introduction of the marketing function into banks, consumer responses, new competitors, technological developments, and the impact of Government. Marketing has faced many difficulties in the banking industry and competitive breakthroughs have not been easy to achieve. Many leaders in the industry believe in business/marketing strategy evolving in close association with IT planning – this is the second topic, IT support may be crucial. The importance of advertising and management of agency relationships is the subject of Chapter 3 – how can it be effectively used? Chapter 4 looks at the ways in which the consumer is presently getting a better deal; Chapter 5 describes the marketing success of the NatWest Piggy Bank within the context of a changing marketing culture. A wider repertoire of marketing techniques are used in the USA (Chapter 6) but if they are to be used in the same way here then the situation will need to approximate more closely to that of the USA – credit and credit cards are the particular focus and the US market is more aggressive. Chapters 7‐9 look at the future of financial services marketing from the retailer′s perspective – the retailer′s detailed approach to a possible new business has distinctive strengths, but their actual opportunities in this market may be restricted to an extent by, for example, inexperience and so lower credibility as vendors of some specialised services like investment management. Chapter 10 appraises the value and strategic nature of market research. Chapter 11 considers the movement of building societies into the wider personal financial services marketplace, the product′s role in the marketing mix, and the impact of the Single Market in Europe. Chapter 12 singles out the cost‐effective technique of automated vetting of customers′ creditworthiness from the special viewpoint of the building society. The monograph concludes with a discussion of the changing market and future prospects: the world of finance is no longer simple; money is no longer the common denominator; the consumer is now the focus; competition to provide services is fierce; the future is exciting!

Details

International Journal of Bank Marketing, vol. 8 no. 5
Type: Research Article
ISSN: 0265-2323

Keywords

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