Search results

This paper aims to test the proposition that integrated marketing communications (IMC) practice is lagging in the trucking industry. It stems from the more general proposition extant in the literature that business to business (B2B) IMC practice lags business to consumer IMC practice.

In total, 109 trucking managers attending the American Trucking Association Annual Management Conference are asked which communications tools they use and for which strategic purposes. The new product adoption model (NPAM) provides a means of measuring efficient IMC practice.

Joint space perceptual maps generated by correspondence analysis reveal the association between trucking managers’ IMC mixes and the stages of the NPAM. Inspection shows that trucking managers deploy a relatively large number of traditional and digital tools to support all stages of the NPAM, indicating a sophisticated level of IMC knowledge and practice, contrary to the proposition that IMC practice is lagging in the trucking industry.

This contrary result suggests that IMC practice proceeds at different rates across B2B industries and must be examined on a per-industry basis. In combination with Garber and Dotson’s (2002) trucking IMC study, this study provides a second data point from which the evolution of IMC practice in the trucking industry can be tracked into the future. Additionally, this paper demonstrates the efficacy of the NPAM as a means of measuring the efficiency of IMC mixes, as well as for monitoring and training. Theoretical and managerial implications are discussed.

“Affairs of honor,” which were contests between gentlemen of the 18th and 19th centuries, often ended with physical violence in the form of dueling. Such was the case in the notable showdown between Alexander Hamilton and Aaron Burr in 1801. These affairs were products of the code di duello, an intricate series of social rules and expectations through which adversaries negotiated their dispute. In this article, we examine the similarities between such “affairs” and the modern issue of “cyberbullying.” We compare disputes conducted under the code di duello to those which regularly occur in modern adolescents’ on-line lives while also considering the relevance of studying this topic in social studies classrooms.

The purpose of this paper is to first provide an overview of children's spending power, media exposure, and identification with brand names in the usa along with an updated overview of the major findings in the consumer socialization literature, and to then provide an empirical explanation of how the consumer socialization process works with today's children.

Based on a survey administered to 663 children, a factor analysis was performed on items designed to measure young people's attitudes toward, and interaction with, the various consumer socialization agents and marketplace factors, including shopping and media usage behavior.

Five major consumer socialization influence factors emerged: irrational social influence, importance of television, familial influence, shopping importance, and brand importance; and were used as dependent variables in subsequent analyses looking at the effects of a number of independent variables. Results indicate that the relative impacts of the various consumer socialization influence factors do vary according to the child's gender, age, amount of spending money available, amount of television viewing, and how he/she spends time after school.

These results are important to practitioners because they show that the traditional consumer socialization models may apply differently to children with different demographics and lifestyle characteristics.

Reports on the difficulties currently faced by department stores. Argues that a return to a true service orientation is needed. Discusses consumer attitudes towards the service offered in such stores via the results of a focus group interview, ranking and perceptual mapping of store services. Offers managerial guidelines for implementing a successful service strategy.

The purpose of this paper is to examine the responses of a convenience sample of 65 heterosexual and 64 homosexual respondents to a series of fashion oriented print advertisements depicting overt or ambiguous gay male or lesbian themes.

The study is based upon the survey responses of a group of heterosexual and homosexual university students enrolled at three universities in the southeastern United States. Advertisements selected for inclusion in the study were drawn from magazines that target this group. One advertisement representing each level of homosexual content (overtly gay male, overtly lesbian, ambiguously gay male, ambiguously lesbian) as well as one heterosexual advertisement were used in the study in a within subjects design. Paired t‐tests were used to compare mean A_brand and A_ad responses across various groups.

Attitude toward the ad and before‐after exposure toward the brand were compared in male and female heterosexual and homosexual respondents. Results show that heterosexual males and females prefer less overt gay male and lesbian depictions, while gay males and lesbians prefer more overt depictions of themselves, particularly gay male imagery.

This study examines the responses of one specific segment of the gay and lesbian population: traditional‐aged university students. Characters portrayed in the advertisements were also young people and do not represent the inherent diversity in this population. It would be desirable, therefore, to extend this study to an investigation of the broader gay and lesbian population.

Implications for marketers of fashion products suggest that effectual character depictions in fashion advertisements vary by both gender and sexual orientation.

This paper represents a cross‐sectional examination of heterosexual and homosexual responses to a series of fashion advertisements in the United States and provides useful insights to marketers of fashion products.

Considers the impact of multi‐faceted measures of job satisfaction on customer‐oriented behaviours demonstrated by service providers. Reveals how overall job satisfaction, together with specific satisfaction related to supervision, colleagues, promotion and work are positively related to customer‐orientation, while satisfaction with pay is not of significance in this case. Discusses recommendations for management and suggestions for further research.

This chapter argues that the near-universal exclusion from the academy of the Shakespeare Authorship Question (or SAQ) represents a significant but little-understood example of an internal threat to academic freedom. Using an epistemological lens, this chapter examines and critiques the invidious and marginalizing rhetoric used to suppress such research by demonstrating the extent to which it constitutes a pattern of epistemic vice: that, by calling skeptics “conspiracy theorists” and comparing them to Holocaust deniers rather than addressing the substance of their claims, orthodox Shakespeare academics risk committing acts of epistemic vice, injustice and oppression, as well as foreclosing potentially productive lines of inquiry in their discipline. To better understand this phenomenon and its implications, the chapter subjects selected statements to external criteria in the form of the Association of College and Research Libraries’ 2015 Framework for Information Literacy for Higher Education, which provides a set of robust normative dispositions and knowledge practices for understanding the nature of the scholarly enterprise. The analysis reveals that the proscription against the SAQ constitutes an unwarranted infringement on the academic freedom not only of those targeted by this rhetoric, but – by extension – of all Shakespeare scholars as well.

This article proposes a new disruptive innovation in healthcare through the development of a physician assistant business model, which can be most readily applied in vulnerable rural health care settings.

This study reviews the current state of the health care system in terms of physician assistant utilization and primary care shortages in rural communities. The study proposes that the physician assistant-owned and -operated primary care business represents a disruptive innovation, via the application of the five principles of Clayton Christensen’s (1997) thesis on disruptive innovation.

Considering the current state of the health care industry, the study logically defends the proposed model as a disruptive innovation in that it: focuses on an underserved market, has lower costs, has few competitors, offers high quality and provides a sustainable competitive advantage.

The physician assistant business model is a viable solution for providing primary care for rural communities with educational, financial, transportation and other resource limitations.

This is a unique application of the theory of disruptive innovation, which illustrates how a new business model can solve a chronic shortage in primary care, especially in underserved populations.

The purpose of this paper is to consider the potential of an organisational orientation, namely the electronic marketing orientation (EMO) to address implementation issues in business-to-business (B2B) social media implementation. Previous research has demonstrated differences between B2B and business-to-consumer (B2C) marketing.

The paper draws on existing B2B marketing, social media and organisational orientation literature, both academic and practitioner. This facilitates the development of a conceptual model and research proposition as a basis of further research into addressing contemporary barriers to B2B social media implementation.

The paper contends that each of the four components of the EMO addresses different implementation issues faced in implementing social media and, more specifically, the unique issues faced by B2B marketers.

The paper is conceptual in nature; however, it provides directions for future empirical research.

The differences in promotional and sales channels and messages required in B2B context are addressed in the research propositions. The paper highlights implementation challenges and how a particular organisational orientation can facilitate the decision-making in dealing with them.

The paper provides a unique theoretical contribution by introducing the EMO conceptual model in a specific context of B2B social media marketing.