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21 – 30 of over 5000
Article
Publication date: 1 July 1989

Martin Evans

Complementary approaches are proposed for understanding andtargeting fashion consumers – concentrating especially oninnovation theory and self‐concept theory. These are seen as…

29007

Abstract

Complementary approaches are proposed for understanding and targeting fashion consumers – concentrating especially on innovation theory and self‐concept theory. These are seen as being two potentially relevant approaches because fashion is concerned with “newness”, therefore innovation theory (also concerned with introducing new products and ideas) is logically important, and because fashion buying could have much to do with projecting images of how buyers see themselves (or would like to be seen, etc) and because there is evidence to suggest that buying in younger markets is related strongly to the expression of self, more than might have been the case in the past. The synthesis of these approaches, it is argued, could lead to an increase in fashion branding, based on a greater segmentation of fashion markets. Fashion promotion, in turn, could be more targeted and use concepts from both innovation and self‐concept theory.

Details

European Journal of Marketing, vol. 23 no. 7
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 July 1995

Martin Evans, Lisa O′Malley and Maurice Patterson

Focuses on the growth and future direction of direct marketing fromthe point of view of “user” companies. Describes the mostsignificant findings from a recent empirical study of…

4889

Abstract

Focuses on the growth and future direction of direct marketing from the point of view of “user” companies. Describes the most significant findings from a recent empirical study of consumer reactions to being directly targeted. Highlights important consumer concerns with regard to privacy and ethical issues. Given that the long‐term success and prosperity of the industry will be closely related to its image among consumers, guidelines are developed for companies using direct marketing as to how they can positively promote industry growth and reduce consumer concerns in the future. Briefly describes the self‐regulatory bodies and codes of practice relevant to direct marketers within the UK.

Details

Marketing Intelligence & Planning, vol. 13 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 1 March 1988

Martin Evans

A differentiation between environmental scanning and other elements of marketing information systems is provided. The main environments (market, social, economic, technological…

16922

Abstract

A differentiation between environmental scanning and other elements of marketing information systems is provided. The main environments (market, social, economic, technological, legal, etc) are overviewed with examples of the dynamic nature of marketing's environment being provided. The implications for marketing management of such changes are discussed, namely, that depending on the specific influence, marketing activities might be directly affected (new technology providing alternative methods of conducting the same activities, or legislation governing these) or, market behaviour might change due to changes in social structure, social attitudes or changed lifestyles resulting from technological and/or economic change, with the indirect implications of these for marketing response. Approaches to scanning and predicting implications for marketing are discussed.

Details

Marketing Intelligence & Planning, vol. 6 no. 3
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 1 February 1998

Martin Evans

Direct marketing has developed rapidly over the last 15 years owing to technological change and developments in markets and marketing. In 1086 William the Conqueror created the…

2410

Abstract

Direct marketing has developed rapidly over the last 15 years owing to technological change and developments in markets and marketing. In 1086 William the Conqueror created the Domesday Book as a record of what each individual owned. The concept developed by George Orwell in his 1984 novel was one of more sinister surveillance by “Big Brother”. Although marketing might not be seen in either light, it is certainly being manifested in at least a parallel manner. Personalised data are increasingly being integrated via data‐fusion to form the next phase of database provision ‐ biographic information. This paper provides a perspective on these developments and raises a variety of marketing and social responsibility issues that are likely to become salient as we move into a new millennium.

Details

Marketing Intelligence & Planning, vol. 16 no. 1
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 14 November 2016

Danilo Brozovic, Fredrik Nordin and Daniel Kindström

The purpose of this paper is to analyze the subject-specific literature on service and flexibility and derive a conceptualization of the linkages between provider flexibility and…

2621

Abstract

Purpose

The purpose of this paper is to analyze the subject-specific literature on service and flexibility and derive a conceptualization of the linkages between provider flexibility and customers’ value creation.

Design/methodology/approach

The authors analyze existing perspectives on service and flexibility and propose linkages between provider flexibility and customer value creation.

Findings

Drawing on the service logic literature, and utilizing real-world examples, this paper advances propositions and a conceptual model of how flexibility can contribute to value creation.

Research limitations/implications

This paper establishes the basis for a practical and applicable flexibility perspective on value creation. It is particularly important for service-oriented providers and other firms operating in dynamic contexts.

Practical implications

The propositions and conceptual model offer suggestions on the manner in which provider flexibility contributes to customer value creation. Contextual influences that moderate provider flexibility in value creation are also included.

Originality/value

This paper contributes a novel perspective on service, which may serve as the starting point for the development of a more formal flexibility perspective on value creation.

Details

Journal of Service Theory and Practice, vol. 26 no. 6
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 1 March 1999

Martin Evans

The food retailing loyalty scheme is one of the marketing phenomena of the 1990s with most of the major supermarket multiples now having a customer loyalty card scheme. Consumers…

4802

Abstract

The food retailing loyalty scheme is one of the marketing phenomena of the 1990s with most of the major supermarket multiples now having a customer loyalty card scheme. Consumers reciprocate by possessing loyalty cards – there are 40 million such cards in circulation. By knowing what individual consumers buy, the food retailer should be able to target them with relevant offers whilst the consumer saves money in the process. The dilemma for the consumer is one of cheaper shopping on the one hand and privacy invasion on the other because they reveal details about themselves every time they let their purchases at the checkout be matched with their data file via the loyalty card. The dilemma for supermarkets is whether loyalty schemes create truly loyal relationships or whether they are merely sales promotions.

Details

British Food Journal, vol. 101 no. 2
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 1 May 1988

Peter Nuttall and Martin Evans

When Theodore Levitt discussed how firms respond to the question “what business are we in?”, he highlighted the myopic perceptions of some because they viewed their business as…

Abstract

When Theodore Levitt discussed how firms respond to the question “what business are we in?”, he highlighted the myopic perceptions of some because they viewed their business as “running a railroad” or “making films” — rather than being “in the transport or entertainment market”.

Details

Retail and Distribution Management, vol. 16 no. 5
Type: Research Article
ISSN: 0307-2363

Article
Publication date: 1 February 1980

Martin Evans

This paper proposes that to be systematic in gaining customers, retailers could benefit from recognising the marketing implications of a set of pre‐ and post‐purchase stages of…

Abstract

This paper proposes that to be systematic in gaining customers, retailers could benefit from recognising the marketing implications of a set of pre‐ and post‐purchase stages of customer behaviour. A parallel theme is that retailers possess several weapons in their armoury for persuasion purposes. More specifically, not only can advertising be used to influence people, but every element of the retailer's marketing mix: the combination of merchandise and service provided, at the time, place and price offered. The writer then analyses customer behaviour in terms of their responses to the marketing communications activities of retailers, finally providing an overview of the variety of these marketing activities.

Details

Retail and Distribution Management, vol. 8 no. 2
Type: Research Article
ISSN: 0307-2363

Article
Publication date: 1 July 1997

Lisa O’Malley, Maurice Patterson and Martin Evans

The competitive nature of the UK retail environment in the 1990s places ever increasing importance on information as a vital resource. The need for pertinent information is not…

2557

Abstract

The competitive nature of the UK retail environment in the 1990s places ever increasing importance on information as a vital resource. The need for pertinent information is not confined to decisions regarding location and catchment analysis, but also encompasses issues such as category management, merchandising, marketing communications and relationship marketing. This need for information, it might be presumed, could be met through the utilization of marketing databases, but there is an apparent lack of evidence relating to the extent of database utilization in this context. Explores the development of database and geographic information systems (GIS) as an aid to strategic retail decision making and reports on an empirical research programme exploring the extent of such applications. Although the findings suggest widespread employment of databases by UK multiples, there is clear evidence of a lack of integration at a strategic level.

Details

International Journal of Retail & Distribution Management, vol. 25 no. 6
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 1 December 2003

Martin Evans

Although very much in vogue in both academic discourse and practitioner rhetoric, presents a case for a need to be concerned over the use of the “R” (relational) word in…

2177

Abstract

Although very much in vogue in both academic discourse and practitioner rhetoric, presents a case for a need to be concerned over the use of the “R” (relational) word in marketing. But even this needs to be implemented with caution and sensitivity as evidence on how consumers react to the approach shows. In an era of self service and disintermediation, marketers are increasingly turning to customer data instead of the tacit understanding of customers they used to possess when interaction was on a more personal basis. There are, however, concerns over the nature of the data collected and the way in which it is used, that lead to a proposition that relationship marketing can be an oxymoron. Also, however, suggests a number of compromise solutions in an era in which marketers are unlikely to abandon the paradigm. If marketing reverted to earlier paradigms rather than promising cynical consumers a “relationship”, perhaps all parties might actually start to gain more trust in each other. Personal rather than relational interaction would indeed be more pragmatic.

Details

Journal of Consumer Marketing, vol. 20 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

21 – 30 of over 5000