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The problems of achieving a successful interface between marketing science and marketing practice are numerous. Furthermore, they vary from subject to subject and from environment to environment. To avoid getting lost in this hall of mirrors, attention has been paid in this piece of research to four important subjects. First, a philosophical and organisational point of view is proposed about the proper role and funding structure for marketing research and marketing science activities. Next, some marketing science contributions to design issues are examined. In marketing, these are the ‘what kind’ questions about products, product lines, and associated market communications. Third, the ‘how much’ issue is discussed as it relates to total marketing expenditures and their allocations across the marketing mix. Having discussed some approaches to these ‘gut’ issues, the last section reviews in general terms the current state‐of‐the‐art in marketing science and some factors which may shape future developments. This synopsis deals mainly with the organisational problems of using marketing science.
In this chapter, we connect our focus — the organizing of marketing — to one of the strongest drivers for its change — digitalization — and draw attention to various “dual…
In this chapter, we connect our focus — the organizing of marketing — to one of the strongest drivers for its change — digitalization — and draw attention to various “dual forces” that affect marketing as a consequence. These dual forces are associated with the concept of ambidexterity. Given that companies today are affected by digitalization, both internally in their organizations and in their external business relations, and that they need to act as ambidextrous organizations handling both old (“analog”) and new (“digital”) situations, how does this affect marketing, in general, and the organizing of marketing, in particular?
The chapter will be founded on the assumptions that digitalization is a central driver of change in business and society today, and this digitalization requires organizations to explore new opportunities while still operating with mature technologies in mature markets. Marketing most often has a central role in this situation of digitalization. The connection between digitalization processes, ambidextrous organizations, and the processes of organizing marketing is the focus of this chapter.
The subject is wide, and the aim of the chapter is to generate ideas on some potential consequences for marketing management and organization. The chapter ends with a set of propositions serving as starting points for further studies of the links between digitalization, marketing management and organization, as well as the forces resulting from digitalization.
This chapter discusses whether marketing can ever be Islamic given the common view of marketing functions as unsustainable and sometimes unethical, for example, how…
This chapter discusses whether marketing can ever be Islamic given the common view of marketing functions as unsustainable and sometimes unethical, for example, how marketing promotes materialism.
This chapter reviews extant literatures in Islamic marketing, with a particular emphasis on stakeholder orientation in marketing.
We argue that Islamic marketing is indeed compatible with the concepts of ethical and sustainable marketing encompassing social, environmental as well as economic perspectives and encourages ethical behaviour.
This chapter highlights that discussions on Islamic marketing should include sustainable marketing and emphasises the growing importance of stakeholder orientation in marketing.
This chapter investigates the awareness and level of implementation of the sustainability marketing concept in small and medium-sized enterprises (SMEs) in selected…
This chapter investigates the awareness and level of implementation of the sustainability marketing concept in small and medium-sized enterprises (SMEs) in selected Western European and Central-Eastern European countries. This study will focus primarily on comparing the Western and Central-Eastern European countries combined in respective country groups. The data underlying this evaluation were gathered as part of an international research project by surveying SME managers in six European countries. The chapter will assess whether the main hypothesis of the research project – that there is a significant positive correlation between awareness and level of implementation of the sustainability marketing concept and a country’s level of socio-economic development – is accurate. The main hypothesis will be verified based on individual sub-hypotheses. The findings from this verification process will clearly reveal that the main hypothesis is applicable. The following chapter is organized as follows. First, managers’ attitudes towards sustainability marketing are described. Second, managers’ knowledge on the concept of sustainability marketing is presented. The final part focuses on the implementation of sustainability marketing concept and the significance of sustainability marketing for corporate strategy over time.
Introduction – In recent years virtual reality and augmented reality (AR) applications, which are widely used in many sectors, have become important tools in marketing…
Introduction – In recent years virtual reality and augmented reality (AR) applications, which are widely used in many sectors, have become important tools in marketing communication. The change and differentiation that takes place in a revolutionary digital environment also affect social change. This change has led to the use of AR applications as a communication tool to affect all decisions of consumers in the purchasing process.
Purpose – The focus of this study is on AR applications using an experimental application in the context of marketing communication with experiential marketing and new technologies.
Method – This experimentation was carried out on over 2 million downloaded mobile applications by Turkish users of an AR brand of wall paint. The experiment included 32 consumers, painters, and interior designers in Istanbul. These formed the groups of the study. The authors aimed to determine whether AR mobile applications are seen differently between these three groups in terms of attitudes and buying intentions vis-a-vis other brands. Thus, the authors will determine the importance of AR applications in marketing communication, satisfaction of experience, and the effect on purchase intention in terms of the different groups. In line with the results, strategies will be presented to marketing practitioners. The literature review of the study enabled the formation and design of the research method and scales.
Findings – The preliminary study revealed that the attitudes toward experiential marketing, brand attitudes, and purchase intention using the AR application were significantly different from the catalog application.
Business start‐ups and enterprise development are supported by the UK Government through Local Enterprise Agencies (LEAs) with the provision of managed workspaces and ancillary facilities. Local Enterprise Agency managers may not have business or marketing backgrounds. The extent of use of marketing concepts and practices by staff in LEAs was investigated. A questionnaire was sent to a sample of 30 LEA managers (10% of all LEAs) covering their understanding of LEAs' market ‘positioning’, promotional activity and client targeting. The findings show that the application of formal marketing approaches is weak, even among LEA managers who possess marketing qualifications. It seems unlikely that potentially successful entrepreneurs are seen as a target market by LEA staff or are actively attracted to take advantage of the facilities and services available. Local Enterprise Agencies emphasize the importance of capabilities in business planning, in their clients. However, entrepreneurs are, in general, notably weak in this business function and LEAs may therefore be de‐selecting entrepreneurs in their selection procedures. These findings suggest a weakness in LEA operations. It is recommended that training in marketing specifically tailored to the LEAs' task should be given to LEA managers.
Develops a strategic planning framework for long‐range marketingpolicy making. Uses this framework to explore the relationship betweenmarketing orientation and total…
Develops a strategic planning framework for long‐range marketing policy making. Uses this framework to explore the relationship between marketing orientation and total quality management and extends Kotler′s model of three types of marketing strategic orientation on the perspective of total quality management. Uses two group consensus management techniques (quality function deployment and analytic hierarchy process) and competitive benchmarking to demonstrate how a particular company can make a decision on which strategic marketing orientation to adopt. Furthermore, shows how a company can evaluate itself relative to its competitors on the basis of strategic marketing orientation.
Firms which evolve good marketing accountancy information systems will have an additional and vital tool with which to manage marketing. It is a developing section…
Firms which evolve good marketing accountancy information systems will have an additional and vital tool with which to manage marketing. It is a developing section concerning the information needed by marketing managers to optimise planning and decision making and to achieve adequate control measures. Marketing accountancy has developed from strategic planning (which caused businesses to review their practices), and pressure from marketing managers who have felt poorly serviced by accountants and who need to defend the small proportion of total expenditure which marketing often represents. New cost classification and better presentation of information will improve the standard of marketing accountancy, as will new information technology.
A study of Korean service firms found that the level of information technology use is significantly related to the performance of the marketing function. Support was…
A study of Korean service firms found that the level of information technology use is significantly related to the performance of the marketing function. Support was lacking only for the categories of “use of outside database” and “networking between mainframe computer and PCs.” In addition, the form of information technology use is significant in its contribution to the performance of the marketing function. This study supports the argument that benefits of information technology investment can be identified. Furthermore, there is evidence of a time lag in the payoffs from information technology, because the benefits of connectivity have not yet been realized.