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Book part
Publication date: 17 June 2020

Cheah Chee Wei, Norbani Che-Ha and Suhana Mohezar

This study discusses the evolution of supply chain and the growing importance of dual marketing strategies. To understand the concept of dual marketing, we present a…

Abstract

This study discusses the evolution of supply chain and the growing importance of dual marketing strategies. To understand the concept of dual marketing, we present a scenario faced by property developers in Malaysia on the impact of public policy on dual marketing strategy. This study is to uncover (1) the reasons why and how property developers adopt dual marketing strategy, (2) the impact of housing policy on the developers' dual marketing strategy and how they strategise to cope with the policy.

Book part
Publication date: 31 December 2010

The following is an introductory profile of the fastest growing firms over the three-year period of the study listed by corporate reputation ranking order. The business…

Abstract

The following is an introductory profile of the fastest growing firms over the three-year period of the study listed by corporate reputation ranking order. The business activities in which the firms are engaged are outlined to provide background information for the reader.

Details

Reputation Building, Website Disclosure and the Case of Intellectual Capital
Type: Book
ISBN: 978-0-85724-506-9

Article
Publication date: 4 June 2019

Patricia Picazo, Sergio Moreno-Gil and Dogan Gursoy

Examination of the image projected through photographs used in marketing materials can enable managers to identify opportunities for creating differentiated positioning in…

Abstract

Purpose

Examination of the image projected through photographs used in marketing materials can enable managers to identify opportunities for creating differentiated positioning in the marketplace. However, the impact of image projected through photographs has not received much attention in academic literature. This paper aims to establish a methodology using dynamic indices that allow a systematic comparative evaluation of the image projected through photographs used in marketing materials of lodging properties located in competing destinations. It also provides an empirical examination of the type of image projected through photographs of lodging properties in those destinations.

Design/methodology/approach

Analysis was conducted using a content analysis methodology. A total of 17,187 photographs of 5,820 lodging properties located in 15 different tourism destinations over a period of eight years were examined.

Findings

Results revealed that the proposed methodology based on dynamic comparative indices is appropriate for determining the projected image of lodging properties. The dynamic indices, which categorise photographs in three main categories: subject (people), activities (actions carried out) and contextualisation (location), allowed a systematic evaluation of the image projected of lodging properties in competing destinations. Results of the empirical analysis indicated important differences in the image projected through photographs among lodging properties located in 15 destinations.

Practical implications

This study provides the industry and destination marketing organisations (DMOs) with a useful and simple tool for comparatively evaluating the image projected by tourism accommodations. The methodology proposed enables managers to identify the current image and the changes in the image of their lodging properties, their destinations and those of their main competitors over the years, thus providing opportunities for development of more effective differentiation and positioning strategies in their respective target markets.

Originality/value

The proposed tool provides a methodology that can be used to categorise and evaluate the image represented on the photographs used in marketing materials to ensure the projection of the intended image. Furthermore, the proposed methodological tool enables managers to monitor the image projected through photographs used in competitors’ marketing materials and identify changes in their image projected over time.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 8
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 2 April 2020

Chee Wei Cheah

Using a combined Industrial Marketing and Purchasing’s network approach and institutional theory, this paper aims to explore why firms exploit dual marketing strategy that…

Abstract

Purpose

Using a combined Industrial Marketing and Purchasing’s network approach and institutional theory, this paper aims to explore why firms exploit dual marketing strategy that targets both the consumer (business-to-consumer) and business markets (business-to-business). This study uses the regulated housing market as its research context in examining how housing developers cope with government intervention when implementing a dual marketing strategy.

Design/methodology/approach

This study applies a qualitative case study research approach, using 19 in-depth interviews, from the purposefully selected industry actors within the housing market, observations and documents.

Findings

The findings uncover housing developers’ struggles in dealing with government intervention when they adopt a dual marketing strategy. When dealing with the regulated consumer market, developers formed an issue-based net with other competitors and used their association to bargain with the government for flexibility in public policy. When selling to the business market, in which the private investment club emerged as a powerful actor, they initiated strategic net and influenced property developers’ pricing and selling strategies. The findings also demonstrate that the restrictions imposed on the consumer market have a spillover effect on the business market, which reflects the contextual embeddedness of the two markets.

Originality/value

This study contributes to the understanding of how actors strategize and co-evolve when implementing a dual marketing strategy. It helps policymakers, business actors and other connected actors to understand the interactions of all actors within a network that affects each other’s decisions.

Details

Journal of Business & Industrial Marketing, vol. 36 no. 12
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 1 April 2003

Georgios I. Zekos

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination…

67391

Abstract

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.

Details

Managerial Law, vol. 45 no. 1/2
Type: Research Article
ISSN: 0309-0558

Keywords

Article
Publication date: 1 March 2001

Linda Tay

While many marketing issues have been covered in the existing services marketing literature, there has been a clear lack of investigation into the structural organisation…

2746

Abstract

While many marketing issues have been covered in the existing services marketing literature, there has been a clear lack of investigation into the structural organisation of the marketing function. This study attempts to achieve two things: to define the marketing organisation and its construct; and to identify factors responsible for influencing the way marketing function is organised in professional property services (PPS) firms and develop research propositions in relation to the identified factors and their impacts on the PPS marketing organisation. An exploratory research method is employed involving comparisons between literature‐based findings and field‐based findings. The results of the study show that size of firm, environmental uncertainty, business strategy and management attitude to marketing are important factors affecting the marketing organisation in PPS firms.

Details

Property Management, vol. 19 no. 1
Type: Research Article
ISSN: 0263-7472

Keywords

Article
Publication date: 1 April 2003

Francis Farrelly and Pascale Quester

There is little empirical research that examines the effects of marketing orientation on the two most important relationship marketing concepts, namely trust and…

7124

Abstract

There is little empirical research that examines the effects of marketing orientation on the two most important relationship marketing concepts, namely trust and commitment. In this paper, the sponsorship relationship is the focus of an empirical investigation aimed at uncovering the potential effect of market orientation, exhibited by both parties of the sponsorship dyad, upon trust and commitment. By selecting the leading sponsorship property in Australia, the Australian Football League, the majority of key Australian sponsors were included in this study, allowing the authors to draw managerial implications of direct relevance to other sponsors and properties aiming to secure long lasting sponsorship relationships.

Details

European Journal of Marketing, vol. 37 no. 3/4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 16 October 2009

Justin D. Benefield

The purpose of the study is to introduce modeling of common neighborhood amenities as packages, rather than as separate independent variables in a single model. Results…

1025

Abstract

Purpose

The purpose of the study is to introduce modeling of common neighborhood amenities as packages, rather than as separate independent variables in a single model. Results from the standard modeling technique of including separate controls for each amenity are provided for comparison. A secondary purpose is to provide price and time‐on‐market implications for amenities in seasoned versus newly constructed properties.

Design/methodology/approach

Common neighborhood amenities are grouped according to the total amenity bundle offered by each neighborhood. Hedonic pricing, hazard modeling, and two‐stage least squares regression are used to estimate price and time‐on‐market impacts for six common amenities.

Findings

Neighborhood tennis courts, clubhouses, boating facilities, and golf courses, as well as several amenity packages, significantly impact property values. Valuation of particular amenity packages differs between newly constructed and seasoned homes. Time‐on‐market results are less convincing.

Research limitations/implications

Neighborhood amenities considered separately can produce misleading results, so amenity packages should be included in future research. Specific numerical results would not apply to other markets and perhaps not to other time periods.

Practical implications

The study offers evidence regarding which neighborhood amenities are valued most highly in newly constructed properties, which is of interest to developers. The study also offers evidence on which amenities are valued more highly in seasoned properties, which is of interest to buyers due to concerns about re‐sale values.

Originality/value

The study offers the first grouping of neighborhood amenities into packages to more closely resemble the way buyers consider amenities during the purchase decision. The study is also the first comprehensive survey of commonly‐offered neighborhood amenities.

Details

Property Management, vol. 27 no. 5
Type: Research Article
ISSN: 0263-7472

Keywords

Article
Publication date: 1 September 2000

Index by subjects, compiled by K.G.B. Bakewell covering the following journals: Facilities Volumes 8‐17; Journal of Property Investment & Finance Volumes 8‐17; Property

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Abstract

Index by subjects, compiled by K.G.B. Bakewell covering the following journals: Facilities Volumes 8‐17; Journal of Property Investment & Finance Volumes 8‐17; Property Management Volumes 8‐17; Structural Survey Volumes 8‐17.

Details

Facilities, vol. 18 no. 9
Type: Research Article
ISSN: 0263-2772

Article
Publication date: 1 March 2001

K.G.B. Bakewell

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes…

17154

Abstract

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.

Details

Structural Survey, vol. 19 no. 3
Type: Research Article
ISSN: 0263-080X

1 – 10 of over 79000