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The need for a more overt marketing orientation within planned shopping centres in the UK has been noted by various authors. However, the management orientation of planned shopping centres has been described as property‐ rather than customer‐led. This article considers the role of marketing for planned shopping centres, with particular reference to regional shopping centres (RSCs). The emphasis of marketing activity in this context is primarily promotional, and the process by which promotional activities are planned and implemented by RSCs is considered and contrasted with Fill's model of the marketing communications planning process.

Semi‐structured interviews were undertaken with marketing managers in four of the nine RSCs in the UK (two interviews were face‐to‐face, one interview was by telephone and one interview was via e‐mail). These exploratory interviews sought to identify: respondents’ perceptions of marketing and the role of the marketing function within the organisation; the nature of the marketing/promotional objectives that were set; the identity of the target audiences for marketing/promotional activity; the process by which this activity was planned; and the specific marketing/promotional tools used. All the interviews were analysed using the template analysis technique.

Findings are reported under the following headings: role of marketing; perceptions of marketing; marketing planning; target audiences/objectives; promotional activities; and evaluation.

This research is exploratory, comprising four interviews (however, there are only nine RSCs in the UK). More detailed research into the processes of marketing communications planning in this context should be implemented.

This paper shows how general models relating to theoretical aspects of marketing (in this case marketing communications planning), may need to be amended to reflect the practical reality of specific market contexts and the discussion section of the paper outlines this in more detail.

Following on from the above point, the paper provides a framework for marketing communications planning in the specific context of RSCs in the UK. As such, it has resonance for the practice of marketing in all planned retail developments.

Discusses the link between AIDS and marketing for companies, and the effect this has had on conventional and unconventional products. Defines three levels of marketing “unmentionables”: taste, ethical and legal. Owing to the subject‐matter, language and images used in anti‐AIDS campaigns, marketing has new freedom and can use its power to shock the public. Concludes that, although some topics which were previously unmentionable are now acceptable, society continues to produce new taboos.

The purpose of this article is to provide an overview of the challenges that the widespread desire for authenticity presents for brand managers.

Provides a viewpoint essay.

Authenticity requires brand managers to downplay their overt marketing prowess and instead locate their brands within communities and sub‐cultures. Brands should become members of communities and appeal to more timeless values, while also delivering to members' needs.

Studies of how brands develop images of authenticity are needed. Case histories drawing on multiple sources of data of brands are also needed. Research into how consumers define authenticity is required.

Brand managers must open up their brands to members of a community, downplay their overt marketing prowess, and appeal to the timeless values of that community. Brand managers should decouple and downplay their real business acumen in favour of appealing to social norms.

Brand management models assume that brand marketers provide brands with meaning. This view is challenged, arguing that brand meaning is derived from the day‐to‐day interactions between the brand and subcultures. The article also challenges the view that marketers should necessarily appear proficient at what they do, instead calling for marketers to downplay their role in order to be more effective.

Using uses and gratifications theory as a guide, the purpose of this paper is to examine how fans are engaging with Major League Baseball (MLB) teams that are utilizing Instagram postings to demonstrate sporting, business, and social objectives.

An analysis of 1,500 photos (50 from each team) was conducted. A content analysis analyzed the content of the photo, and a textual analysis was implemented to examine the use of hashtags by the teams on their Instagram photos.

Posts that overly demonstrated the business and social objectives had some of the lowest numbers of likes and comments, indicating that fan engagement is not often achieved through these methods.

Results of this research demonstrate that while MLB teams are able to address their multiple objectives on Instagram, fans are not necessarily interested in all three of these efforts. Posts about on-field action, consumer buying opportunities, and charitable efforts were all created by the majority of teams, but the sporting objective posts had, by far, the highest average number of both likes and comments when compared to the charitable and promotional objectives of the teams. Therefore, the results provide some best practices for teams looking to use the photo and video sharing network.

The aim of this paper is to consider place as a value proposition, in the context of Resource-Advantage Theory, by analysing the concept of terroir, including its antecedents and consequences.

The authors conceptually analyse the role of place in marketing by contrasting terroir to three other approaches: “in the style of […]”; “made in […]” and Protected Designations of Origin. They explore the impact of terroir on a range of products, offering a series of terroir value propositions.

Versus other place links, terroir offers a more specific Resource-Advantage, operating at environmental, philosophical and commercial levels. It offers a unique form of value to both consumers (e.g. identity, authenticity, cultural rootedness) and producers (e.g. irreproducibility, potential legal protection).

Propositions address the antecedents and consequences of the terroir designation, the impact of consumer engagement, perceived authenticity and the added value offered to other regional goods. Additionally, how terroir may form a barrier to market entry, the relationship it has with the territorial brand, whether it offers greater product longevity and how it can be used as leverage for other related place-based brands and tourism are examined.

This is the first paper to address terroir as a marketing concept and to situate it within other forms of place marketing. It provides a definition, outlines the ways in which terroir creates value and provides a research agenda for future engagement with the concept.

The purpose of this paper is to relate manifest market orientation to the achievement of electoral objectives.

The paper presents an analysis of advertising content against a framework of criteria drawn from key marketing concepts using examples from recent New Zealand general elections.

There is a relationship between parties demonstrating a strong voter orientation in their political advertisements and achievement of electoral success. By viewing advertising as a symptom of parties' broader market orientation, the political marketing factors that differentiate the “winner/s” from the others in an election campaign may be uncovered.

The framework has only been applied to New Zealand Mixed Member Proportional (MMP) election campaigns. To make a more concrete connection between demonstration of market orientation and electoral success the framework needs to be tested in more than one electoral system, in more than one country.

The paper reveals a useful way to relate political advertising content to electoral outcome.

This framework has not been used before in the political advertising or political marketing fields. It strengthens the utility of political marketing explanations in relation to voter‐ and media‐generated explanations of election outcomes.

In this paper, the authors aim to contend that the 4Ps of social marketing have been stretched beyond breaking point. Originally designed for social marketing mixes that contained products and prices, the social marketing 4Ps are no longer fit for purpose in an age where social marketing interventions are so wide ranging. There is an urgent need for a replacement – a model that helps social marketers with the process of choosing an appropriate intervention design to fit the particular behaviour change problem faced. Here, the authors propose a model, the COM-SM framework, that connects social marketing programme types with the “capability, opportunity, motivation” model of behaviour.

This article is based on critical review of the efficacy of the 4Ps model in helping managers design social marketing programmes, followed by the conceptual development of an alternative.

Using some typical scenarios, it is contended that the COM-SM model better enables the marketer to adapt their designs to fit the behavioural challenges that they face.

The COM-SM model reworks the association between behaviour change insights and the social marketing mix, proposing a new way of designing social marketing interventions.

This study aims to examine what parents from across the USA know about online advertising/marketing tactics directed at children, their familiarity with these tactics and what they believe about the appropriateness of using these promotional methods to target children.

The online survey company Qualtrics was used to collect data from 500 parents in the USA. Parents had to have at least one child between the ages of 5 and 14 to participate. To ensure socio-economic diversity, half of the participants had an associate degree or more of schooling while the other half of participants had some college or less. Participants were given vignettes describing 11 different online advertising/marketing tactics and were asked how familiar they were with each tactic, whether they could identify the tactic by name, at what age they believed their child could understand the promotional intent of the tactic and the age that they thought it was ethical to use this tactic with children.

The results revealed that parents were only moderately familiar with many of these advertising/marketing tactics and had difficulty identifying most of them by name. In addition, parents reported that, on average, most 11-year-old children would understand the purpose of these marketing approaches and that it was ethical to target children with them.

The results of this exploratory study offer researchers some key insights into how American parents perceive online advertising that targets children.

Overt drug markets are particularly difficult to address using traditional law enforcement tactics alone; disrupting these markets often requires substantial community cooperation. Enhancing police-community relations has been offered as a promising strategy for closing overt markets, demonstrating sustained success in several settings. The purpose of this paper is to examine theoretical mechanisms hypothesized to create immediate and sustained disruption in overt drug markets, focusing on the role of strengthened police/community relations, and greater police legitimacy.

The manuscript describes a series of focus groups with community residents across three sites over 15-months after a drug market intervention. A repeated cross-sectional design enabled in-depth analysis of study participants’ views regarding mechanisms of change over time.

Study participants remained ambivalent about police legitimacy; they expressed appreciation regarding local policing efforts to improve neighborhood conditions, but maintained many negative feelings about the overall policing profession. Further, residents worried that the increased police presence might lead to greater harassment. Regardless of their misgivings, however, the findings reveal increases in police cooperation and improvements in some previously identified components of police legitimacy.

There is partial support for several underlying mechanisms of change over time. Study participants perceived a more focused police response, resulting in disruptions of the market and sustained improvements in neighborhood conditions.

This reflects original work not published elsewhere. It contributes to a growing body of literature on the role of police legitimacy in problem-solving interventions.