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Article
Publication date: 1 January 1980

Nigel Piercy

Introduction It is noticeable that most management training and education incorporates an element of marketing studies in one form or another. This is true for business…

Abstract

Introduction It is noticeable that most management training and education incorporates an element of marketing studies in one form or another. This is true for business studies degrees and diplomas, for post‐graduate management degrees and diplomas, and for professional studies. It may be in need of particular justification, since it is often the case that it is easier to see the link between topics such as management accounting and functions such as production or personnel, than the relationship with marketing, which seems a rather different type of business discipline. In fact, this problem is complicated further by the changing nature of marketing itself, since views on the role of marketing in the company have changed radically in most companies in the last two decades.

Details

Management Decision, vol. 18 no. 1
Type: Research Article
ISSN: 0025-1747

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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

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. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

Keywords

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Article
Publication date: 1 June 1995

Sylvester O. Monye

International marketing management is rarely considered as anacademic area that deserves separate and specific curriculum. Examinestwo primary questions which challenge…

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1669

Abstract

International marketing management is rarely considered as an academic area that deserves separate and specific curriculum. Examines two primary questions which challenge this: first, is international marketing management different from basic marketing management? Second, if it is different, what type of training, knowledge and skill should international marketers have? Reviews the changes in the international business environment, factors encouraging internationalization and the need for specialist training as one of the tools required to achieve international competitiveness and growth. Concludes that success in international marketing management requires deep knowledge of cross‐cultural and intercultural issues which facilitate attitude change, assist the development of interpersonal skills, and the creation of awareness of multienvironmental requirements of international marketing operation; and that these skills can only be acquired and developed by a formalized programme of specialist education and training.

Details

International Marketing Review, vol. 12 no. 3
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 5 May 2021

Bingfeng Bai, Junjun Gao and Yang Lv

This paper aims to assess the links among these demand chain constructs by conducting a full-scale systematic review of all demand chain management (DCM) literature…

Abstract

Purpose

This paper aims to assess the links among these demand chain constructs by conducting a full-scale systematic review of all demand chain management (DCM) literature reviews published in marketing and operations management journals from 2013 to 2020. Marketing and supply chain management are central to DCM; thus, this study briefly describes the contributions to knowledge provided by the papers contained in this issue. In addition, some additional areas of research in which the DCM can be gainfully deployed are outlined.

Design/methodology/approach

This paper makes a systematic literature review of 70 literature samples by means of content analysis and comprehensive analysis. These approaches guarantee a replicable, rigorous and transparent research process and minimize researcher bias. The analytical categories required for the content analysis are defined along the constructs of marketing and supply chain management.

Findings

As can be expected, this paper highlights the key role of the two constructs in the strategy of DCM. In this light, the paper claims to provide evidence of a link between the constructs of marketing and supply chain management. This paper reviews the connotation of DCM through literature review, distinguishes the relationship between DCM and supply chain management from a strategic management perspective and discusses the future research direction.

Research limitations/implications

This study assesses the link between the strategic constructs of marketing and supply chain management through research embedded in literature reviews, pinpointing research gaps and potential future research directions in the field. Contributing to DCM theory building, a thorough review provides qualitative comparison of the link between marketing and supply chain management.

Originality/value

Although some literature reviews have been conducted in the past on the constructs of DCM, no full review of literature reviews aiming to test a strategic theoretical link in the demand chain related to supply chain and marketing.

Details

Management Research Review, vol. 44 no. 9
Type: Research Article
ISSN: 2040-8269

Keywords

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Book part
Publication date: 25 July 2008

Arch G. Woodside and Marcia Y. Sakai

The present chapter includes a case study that describes and analyzes three performance audit reports over a three decade period for one U.S. state government's…

Abstract

The present chapter includes a case study that describes and analyzes three performance audit reports over a three decade period for one U.S. state government's destination management organization's (DMO) actions and outcomes. This report extends prior studies (Woodside & Sakai, 2001, 2003) that support two conclusions: (1) the available independent performance audits of DMOs’ actions and outcomes indicate that frequently DMOs perform poorly and fail to meaningfully assess the impacts of their own actions and (2) the audits themselves are shallow and often fail to provide information on DMOs’ actions and outcomes relating to these organizations largest marketing expenditures. The chapter calls for embracing a strategy shift in designing program evaluations by both government departments responsible for managing destinations’ tourism marketing programs and all government auditing agencies in conducting future management performance audits. The chapter offers a “tourism performance audit template” as a tool for both strategic planning by destination management organizations and for evaluating DMOs’ planning and implementing strategies. The chapter includes an appendix – a training exercise in using the audit template and invites the reader to download a tourism performance audit report of a destination marketing organization and to apply the template after reading the report.

Details

Advances in Culture, Tourism and Hospitality Research
Type: Book
ISBN: 978-1-84950-522-2

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Article
Publication date: 19 January 2021

Linda Gabbianelli and Tonino Pencarelli

The purpose of the paper is to investigate the marketing and communication activities carried out by small management consulting firms and how they relate to customers.

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1337

Abstract

Purpose

The purpose of the paper is to investigate the marketing and communication activities carried out by small management consulting firms and how they relate to customers.

Design/methodology/approach

After the framing of the literature on the subject, the study is based on the results of a survey carried out through an online questionnaire. The sample under investigation is represented by 914 small consulting firms located in central Italy.

Findings

Results show that half of the sample carried out marketing and communication activities, mainly through the website and social media, while others participating in events as speakers at conferences. It also emerges that management consulting firms carry out activities aimed at maintaining relationship with customers even if they do not invest time in market research in order to find potential and new clients.

Practical implications

The study suggests that management consulting firms should adopt a systematic and strategic approach to communication and should develop a complete and integrated digital communication strategy, as well as to rethink the consulting business model.

Originality/value

There are no previous studies that provide insight into the everyday practice of marketing and communication of small management consulting services in today's dynamic and changing economic environment.

Details

The TQM Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1754-2731

Keywords

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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…

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.

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Article
Publication date: 24 March 2020

Guangming Cao and Na Tian

Evidence in the literature has indicated that customer-linking marketing capabilities such as customer relationship management (CRM) and brand management are important…

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1099

Abstract

Purpose

Evidence in the literature has indicated that customer-linking marketing capabilities such as customer relationship management (CRM) and brand management are important drivers of marketing performance and that marketing analytics use (MAU) enables firms to gain valuable knowledge and insights for improving firm performance. However, there has been little focus on how firms improve their CRM and brand management via MAU. This study aims to draw on the absorptive capacity theory, research on marketing capabilities and marketing analytics to examine the capability-developing mechanisms that enable a firm to use marketing analytics to enhance its CRM and brand management capabilities, thereby improving its marketing performance.

Design/methodology/approach

A research model is developed and tested based on an analysis of 289 responses collected using an online survey from middle and senior managers of Chinese firms with sufficient knowledge and experience in using marketing analytics for survey participation.

Findings

The findings demonstrate that MAU is positively related to both CRM and brand management capabilities, which in turn are positively associated with marketing performance; and that both CRM and brand management capabilities mediate the relationship between MAU and marketing performance.

Research limitations/implications

The study’s outcomes were based on data collected from a survey, which was distributed using mass e-mails. Thus, the study is unable to provide a meaningful response rate. The research results are based on and limited to Chinese firms.

Practical implications

MAU is essential for enhancing customer-linking marketing capabilities such as CRM and brand management, but it alone is not sufficient to improve marketing performance. Firms wishing to improve marketing performance should leverage the knowledge and insights gained from MAU to enhance their critical customer-linking marketing capabilities.

Originality/value

This study explicates the capability-developing mechanisms through which a firm can use its market-sensing capability as manifested by MAU to enhance customer-linking marketing capabilities and to improve its marketing performance. In so doing, this study extends our understanding of the critical role of absorptive capacity in helping firms identify, assimilate, transform and apply valuable external knowledge.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 7
Type: Research Article
ISSN: 0885-8624

Keywords

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Book part
Publication date: 10 October 2013

Abstract

Details

International Marketing in Rapidly Changing Environments
Type: Book
ISBN: 978-1-78190-896-9

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Article
Publication date: 1 January 1995

EILEEN ELLIOTT DE SAEZ

Records management is a nascent discipline encompassing those who do not recognise themselves as records managers, a diversity of information managers and archivists and…

Abstract

Records management is a nascent discipline encompassing those who do not recognise themselves as records managers, a diversity of information managers and archivists and an increasing number of professional organisations, including the International Records Management Council, the International Council on Archives, the Association of Records Managers and Administrators, the Institute of Certified Record Managers and the Records Management Society of Great Britain. This paper aims to show that the Records Manager can define and exploit a positive role within the organisation through the use of marketing concepts and techniques. The elements of a marketing plan are discussed and marketing strategies relevant to Records Managers are defined. The fundamental role and formidable potential of the Records Manager is underscored throughout.

Details

Records Management Journal, vol. 5 no. 1
Type: Research Article
ISSN: 0956-5698

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