Search results

This paper discusses the pressing need for British Council libraries and information services in Italy to respond positively to British and international forces for change. Social, economic, cultural, and technological developments over the past 20 years mean that lending libraries are no longer an appropriate or effective model for the British Council when serving the information needs of priority groups in Western European countries. It is argued that the restructuring of the Council’s information services in Italy has become a necessity. It is suggested that marketing concepts and technique are relevant both to non‐profit making services in general and to British Council information services in particular. The marketing implications of a range of possible alternative services for non‐user priority groups are considered and, recommendations made for the British Council to adopt a marketing orientation when planning and implementing the future of its information services in Italy.

The purpose of this research paper is to identify determinants influencing hotel room design now and in the future to offer hotel owners, hotel investors, architects and other partners involved in hotel planning, a framework regarding hotel room design 2030. Based both on theoretical foundations and empirical findings, guidelines for an innovative future hotel room design are evolved and represented by a triangular model.

A detailed analysis of basic and topic-related hotel management literature as well as of promising best practices of leading international hotel companies is supplemented by the evaluation of 27 expert interviews with hoteliers of varying hotel conceptions in Germany, Austria and Spain.

The paper presents qualitative as well as quantitative results of the applied methodology and leads to the emergence of a triangular model for an innovative future hotel room design approach.

Safety and security aspects (both physical and virtual) as well as sustainability as a limiting factor have not been further discussed within the model construction so far.

The theoretical findings and the emergent framework may be customized to the determining factors and specific needs of individual hotels, hotel consortia or hotel chains to meet the needs of hotel room design 2030.

This research paper offers guidelines beyond design aspects by considering target group priorities, technological innovation and economical aspects.

The creation of a target market strategy is integral to developing an effective business strategy. The concept of market segmentation is often cited as pivotal to establishing a target market strategy, yet all too often business‐to‐business marketers utilise little more than trade sectors or product groups as the basis for their groupings of customers, rather than customers' characteristics and buying behaviour. The purpose of this paper is to offer a solution for managers, focusing on customer purchasing behaviour, which evolves from the organisation's existing criteria used for grouping its customers.

One of the underlying reasons managers fail to embrace best practice market segmentation is their inability to manage the transition from how target markets in an organisation are currently described to how they might look when based on customer characteristics, needs, purchasing behaviour and decision‐making. Any attempt to develop market segments should reflect the inability of organisations to ignore their existing customer group classification schemes and associated customer‐facing operational practices, such as distribution channels and sales force allocations.

A straightforward process has been derived and applied, enabling organisations to practice market segmentation in an evolutionary manner, facilitating the transition to customer‐led target market segments. This process also ensures commitment from the managers responsible for implementing the eventual segmentation scheme. This paper outlines the six stages of this process and presents an illustrative example from the agrichemicals sector, supported by other cases.

The process presented in this paper for embarking on market segmentation focuses on customer purchasing behaviour rather than business sectors or product group classifications ‐ which is true to the concept of market segmentation ‐ but in a manner that participating managers find non‐threatening. The resulting market segments have their basis in the organisation's existing customer classification schemes and are an iteration to which most managers readily buy‐in.

Despite the size of the market segmentation literature, very few papers offer step‐by‐step guidance for developing customer‐focused market segments in business‐to‐business marketing. The analytical tool for assessing customer purchasing deployed in this paper originally was created to assist in marketing planning programmes, but has since proved its worth as the foundation for creating segmentation schemes in business marketing, as described in this paper.

Analyses marketing strategies relevant to public library managers at a time of change in the reviewing of public library services with reference to a material questionnaire and case‐study investigation of public library and leisure services marketing. Targeting and the role of marketing in library services were of particular concern.

The purpose of the study is to examine opportunities for gastronomic tourism development and smart solutions in the regions of Latvia.

The methodology is based on a qualitative approach applied to examine the theoretical and legal frameworks for gastronomic tourism, as well as on a case study based on mapping and a typology of gastronomic tourism.

An analysis of priorities for the Kurzeme planning region (including Talsi municipality) in tourism development revealed that digitalization, the introduction of smart solutions important for travellers and the integration of the digital environment and innovative solutions into tourism services are specified in policy documents. An examination of a mapping of tourist services supplied in the Talsi municipality and the role of gastronomic tourism therein showed that such a mapping can serve as a basis for developing targeted smart and digital tourism products for Talsi municipality, which involves both the target audience and the typology of food tourist behaviour.

The examination of smart solutions for the regions of Latvia represented an in-depth case study of one municipality – Talsi. Talsi municipality was selected as a typical gastronomic destination, which offers a wide range of gastronomic tourism opportunities, and this kind of tourism is also referred to in the tourism development strategy of the municipality (region).

This study's contribution is determined by the constantly changing dynamic environment that fosters the differentiation of supply of tourism products, as well as the integration of smart solutions into tourism products. Gastronomic tourism in Latvia and the Baltic states plays a steady role in contributing to the recognition of the cultural environment and regional traditions; therefore, the supply of smart solutions is essential and significant from the regional perspective. The originality of the research is also determined by an examination of smart solutions for gastronomic tourism in the tourism products supplied in the region.

The purpose of this paper is to report findings from a formative evaluation of a suicide prevention public awareness campaign – Choose Life, North Lanarkshire. The focus is on preventing male suicide. The paper explores how the public campaign supports a co-ordinated and community-based direction for suicide prevention work, and examines how good practice can be identified, spread, and sustained.

The paper draws on data collected from March to November 2011, using mixed primary research methods, including a quota survey, discussion groups with the general public, and stakeholder interviews.

The campaign effectively raised the suicide awareness of a substantial proportion of those targeted, but with regional variations. It also affected the attitudes and behaviour of those who were highly aware. However, men and women engaged somewhat differently with the campaign. The sports and leisure settings approach was effective in reaching younger men.

The paper discusses emerging considerations for suicide prevention, focusing on gender and approaches and materials for engaging with the public as “influencers”. There are challenges to target audiences more specifically, provide a clear call to action, and engage the public in a sustained way.

This paper reflects on insights from a complex programme, exceptional in its focus on targeted sections of the public, especially young males. The paper indicates the importance for research and practice of intersecting dimensions of male identity, stigma and mental health, and other risk and protective factors which can inform campaigns highlighting talk about suicide among men.

Integrated health and social care initiatives are increasing and health and social care systems are aiming to improve health and social outcomes in disadvantaged groups. There is a global dialogue surrounding improving services by shifting to an integrated health and social care approach. There is consensus of what is “health care”; however, the “social care” definition remains less explored. The authors describe the state of “social care” within the current integrated care literature and identify the depth of integration in current health and social care initiatives.

A narrative literature review, searching Medline, PsychINFO, CINAHL, PubMed, Scopus and Cochrane databases and grey literature (from 2016 to 2021), employing a search strategy, was conducted.

In total. 276 studies were eligible for full-text review, and 33 studies were included and categorised in types: “social care as community outreach dialogues”, “social care as addressing an ageing population”, “social care as targeting multimorbidity and corresponding social risks factors” and “social care as initiatives addressing the fragmentation of services”. Most initiatives were implemented in the United Kingdom. In total, 21 studies reported expanding integrated governance and partnerships; 27 studies reported having health and social care staff with clear integrated governance; 17 had dedicated funding and 11 used data-sharing and the integration of systems’ records.

The authors' demonstrate that social care approaches are expanding beyond the elderly, and these models have been used to respond to multimorbidity [including coronavirus disease 2019 (COVID-19)], targeting priority groups and individuals with complex presentations.

This paper aims to explore how segmentation is often undertaken in practice, highlighting problems commonly encountered. It is based on the deregulated and highly competitive UK market for energy, namely gas and electricity supply. The case is appropriate for modules in marketing strategy, target marketing and marketing management, at MBA, MSc or advanced UG levels.

The case highlights why this organisation opted for segmentation, how it conducted this project, and the problems faced. These insights are referenced with the segmentation literature.

With little product differentiation possible, gas and electricity tend to be price‐driven purchases, which increases the importance of effective segmentation and shrewd target segment selection. Both consumer and business segments are cited, but the case focuses more on the business‐to‐business outcomes. The approach adopted for selecting which segments to target is also featured. This case explores the use of market segmentation and the practical difficulties encountered. The solutions to these difficulties are highlighted.

The case could not disclose the company's identity, but provides an insightful explanation of how segmentation may be conducted and the problems encountered. There is bias towards business segments, rather than consumer ones.

Readers will be made aware of the impediments facing effective execution of market segmentation and be well prepared to spot such difficulties in any such projects that they might undertake.

Few cases explore the practical issues encountered during segmentation or the creation of a new target market strategy. These difficulties are addressable, but only if they are anticipated or identified expediently. This paper provides such warnings and guidance.

The purpose of this paper is to explore views about cycling among members of identified community groups living near the Loop Line, a cycling and walking path in a deprived part of North Liverpool, UK.

Following a literature review, qualitative focus group research was conducted among six groups of children, single mothers and older people living near the Loop Line.

The paper finds that one of the strongest reported barriers to cycling for young boys was fear of bicycles being stolen – especially by a peer or someone known to the bike owner who asks to borrow the bike. The existence of high levels of crime and anti‐social behaviour near the Loop Line is creating an unhealthy environment by deterring local people from exercising in their local area. For young girls in North Liverpool cycling has significant image problems, with many saying that they simply would not consider cycling as a regular mode of transport. Organising led rides along the Loop Line may be a potential solution, as this might both help to encourage cycling and increase visibility of cyclists.

Because the research in this paper was conducted among a small self‐selected sample, it should be regarded as a pilot study. Results need to be verified with a larger sample drawn from a wider variety of community groups.

The study has important implications for agencies aiming to improve public health through cycling, and shows the need to consider the broader environmental and social determinants affecting health alongside more traditional health promotion approaches.

Value co-creation thinking is reshaping the understanding of markets and marketing and presents a significant opportunity to develop the theory and practice of social marketing. However, whilst value co-creation offers thought-provoking new directions for the field, applying this theory and its core concepts in social marketing is not without significant challenges. The paper aims to discuss these issues.

This is a conceptual paper that seeks to integrate lessons from social marketing practice with the value co-creation discourse from commercial marketing. Drawing upon two projects that have applied principles of collaboration and co-design, the paper provides a critical perspective on the adoption of value co-creation in social marketing.

The collaborative and emancipatory ambitions of co-creation seem highly compatible with social marketing. However, the paper notes some significant conceptual, ethical and practical obstacles in the path of a workable theory of value co-creation for social marketing.

While representation of value co-creation and other collaborative approaches is increasing in the social marketing literature, this is the first attempt to provide an integrated and critical review of their compatibility with social marketing at a conceptual, ethical and theoretical level. The analysis shows that value co-creation theory can simultaneously offer opportunities and present obstacles for social marketing.