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Article
Publication date: 1 January 1980

Nigel Piercy

Introduction It is noticeable that most management training and education incorporates an element of marketing studies in one form or another. This is true for business studies…

Abstract

Introduction It is noticeable that most management training and education incorporates an element of marketing studies in one form or another. This is true for business studies degrees and diplomas, for post‐graduate management degrees and diplomas, and for professional studies. It may be in need of particular justification, since it is often the case that it is easier to see the link between topics such as management accounting and functions such as production or personnel, than the relationship with marketing, which seems a rather different type of business discipline. In fact, this problem is complicated further by the changing nature of marketing itself, since views on the role of marketing in the company have changed radically in most companies in the last two decades.

Details

Management Decision, vol. 18 no. 1
Type: Research Article
ISSN: 0025-1747

Book part
Publication date: 25 July 2008

Arch G. Woodside and Marcia Y. Sakai

The present chapter includes a case study that describes and analyzes three performance audit reports over a three decade period for one U.S. state government's destination…

Abstract

The present chapter includes a case study that describes and analyzes three performance audit reports over a three decade period for one U.S. state government's destination management organization's (DMO) actions and outcomes. This report extends prior studies (Woodside & Sakai, 2001, 2003) that support two conclusions: (1) the available independent performance audits of DMOs’ actions and outcomes indicate that frequently DMOs perform poorly and fail to meaningfully assess the impacts of their own actions and (2) the audits themselves are shallow and often fail to provide information on DMOs’ actions and outcomes relating to these organizations largest marketing expenditures. The chapter calls for embracing a strategy shift in designing program evaluations by both government departments responsible for managing destinations’ tourism marketing programs and all government auditing agencies in conducting future management performance audits. The chapter offers a “tourism performance audit template” as a tool for both strategic planning by destination management organizations and for evaluating DMOs’ planning and implementing strategies. The chapter includes an appendix – a training exercise in using the audit template and invites the reader to download a tourism performance audit report of a destination marketing organization and to apply the template after reading the report.

Details

Advances in Culture, Tourism and Hospitality Research
Type: Book
ISBN: 978-1-84950-522-2

Article
Publication date: 1 June 1995

Sylvester O. Monye

International marketing management is rarely considered as anacademic area that deserves separate and specific curriculum. Examinestwo primary questions which challenge this…

2128

Abstract

International marketing management is rarely considered as an academic area that deserves separate and specific curriculum. Examines two primary questions which challenge this: first, is international marketing management different from basic marketing management? Second, if it is different, what type of training, knowledge and skill should international marketers have? Reviews the changes in the international business environment, factors encouraging internationalization and the need for specialist training as one of the tools required to achieve international competitiveness and growth. Concludes that success in international marketing management requires deep knowledge of cross‐cultural and intercultural issues which facilitate attitude change, assist the development of interpersonal skills, and the creation of awareness of multienvironmental requirements of international marketing operation; and that these skills can only be acquired and developed by a formalized programme of specialist education and training.

Details

International Marketing Review, vol. 12 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

Book part
Publication date: 10 October 2013

Abstract

Details

International Marketing in Rapidly Changing Environments
Type: Book
ISBN: 978-1-78190-896-9

Open Access
Article
Publication date: 27 September 2022

Harri Terho, Anna Salonen and Meri Yrjänen

The purpose of this study is to provide a contextualized understanding of how business-to-business (B2B) firms use the sales development function for efficient and effective lead…

5250

Abstract

Purpose

The purpose of this study is to provide a contextualized understanding of how business-to-business (B2B) firms use the sales development function for efficient and effective lead funnel management.

Design/methodology/approach

The authors adopted a qualitative field-study approach and interviewed 13 people from eight firms. While software as a service (SaaS) firms are the most prevalent application context for the sales development function, the authors also included respondents from non-SaaS firms to develop an in-depth understanding of the contextualized nature of the sales development process.

Findings

Sales development processes can be applied in outbound prospect-focused, outbound account-based, inbound prospect-focused and inbound account-based lead management contexts. The sales development processes of lead research, engagement and handover vary depending on the nature of the lead management context. These processes are supported by the appropriate design of organizational, technological and people platforms.

Practical implications

The authors explain how sales development as a form of inside sales can support effective lead funnel management in B2B firms through technology-enabled lead research and nurture processes designed to prepare customers for meaningful conversations with field sales.

Originality/value

To the best of the authors’ knowledge, this study is the first to focus purely on the sales development function as a form of inside sales. They explain how the sales development processes relating to lead research, engagement and handover are conducted in four distinct application contexts to qualify leads for the outside salesforce.

Article
Publication date: 1 January 1995

EILEEN ELLIOTT DE SAEZ

Records management is a nascent discipline encompassing those who do not recognise themselves as records managers, a diversity of information managers and archivists and an…

Abstract

Records management is a nascent discipline encompassing those who do not recognise themselves as records managers, a diversity of information managers and archivists and an increasing number of professional organisations, including the International Records Management Council, the International Council on Archives, the Association of Records Managers and Administrators, the Institute of Certified Record Managers and the Records Management Society of Great Britain. This paper aims to show that the Records Manager can define and exploit a positive role within the organisation through the use of marketing concepts and techniques. The elements of a marketing plan are discussed and marketing strategies relevant to Records Managers are defined. The fundamental role and formidable potential of the Records Manager is underscored throughout.

Details

Records Management Journal, vol. 5 no. 1
Type: Research Article
ISSN: 0956-5698

Open Access
Article
Publication date: 19 January 2021

Linda Gabbianelli and Tonino Pencarelli

The purpose of the paper is to investigate the marketing and communication activities carried out by small management consulting firms and how they relate to customers.

5184

Abstract

Purpose

The purpose of the paper is to investigate the marketing and communication activities carried out by small management consulting firms and how they relate to customers.

Design/methodology/approach

After the framing of the literature on the subject, the study is based on the results of a survey carried out through an online questionnaire. The sample under investigation is represented by 914 small consulting firms located in central Italy.

Findings

Results show that half of the sample carried out marketing and communication activities, mainly through the website and social media, while others participating in events as speakers at conferences. It also emerges that management consulting firms carry out activities aimed at maintaining relationship with customers even if they do not invest time in market research in order to find potential and new clients.

Practical implications

The study suggests that management consulting firms should adopt a systematic and strategic approach to communication and should develop a complete and integrated digital communication strategy, as well as to rethink the consulting business model.

Originality/value

There are no previous studies that provide insight into the everyday practice of marketing and communication of small management consulting services in today's dynamic and changing economic environment.

Details

The TQM Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1754-2731

Keywords

Article
Publication date: 1 March 1990

Brian Euesden, Colin Gough and Jean Whittaker

The Education Reform Act and, in particular, the Local Managementof Schools will demand different skills, understanding and differingroles of senior management in educational…

Abstract

The Education Reform Act and, in particular, the Local Management of Schools will demand different skills, understanding and differing roles of senior management in educational establishments. This text draws on written assignments and experience of teachers and headteachers who piloted an MBA programme, designed specifically for senior teachers. Topics such as customers, product, price, promotion and the notion of teachers as a salesforce are unfamiliar to educators. They draw attention to the kind of strategic planning which will take place in schools as they take over responsibility for delegated budgets. All of this is new territory for the majority of state schools and this collection hopefully provides a useful resource.

Details

Marketing Intelligence & Planning, vol. 8 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 1 March 1992

Boxing Not so Clever In this first issue of what will be a regular review of the world's marketing literature, it is a challenge to an editor to extricate a theme from such an…

1186

Abstract

Boxing Not so Clever In this first issue of what will be a regular review of the world's marketing literature, it is a challenge to an editor to extricate a theme from such an abundance of riches.

Details

Marketing Intelligence & Planning, vol. 10 no. 3
Type: Research Article
ISSN: 0263-4503

Article
Publication date: 15 October 2008

Ross Brennan

The aim of this paper is to contribute to the debate about the existence and nature of a “gap” between theory and practice in management.

1809

Abstract

Purpose

The aim of this paper is to contribute to the debate about the existence and nature of a “gap” between theory and practice in management.

Design/methodology/approach

The putative theory/practice “gap” in management is investigated by examining the theory/practice debate in three cognate fields–economics, nursing and marketing.

Findings

The relationship between theory and practice is actively debated in all three of the fields. In economics, criticism has been directed at the implicit ontological assumptions made in formal mathematical methods employed by orthodox neoclassical economists. In nursing the debate has centred on the practical issues associated with implementing evidence based practice; in particular identifying and seeking to overcome barriers to implementation. In marketing, managers find most academic theory difficult to read and irrelevant; this may be because the goals of academics and the goals of practitioners are different.

Research limitations/implications

Potentially fruitful topics for further research are identified at the pragmatic, epistemological and ontological levels.

Originality/value

The paper identifies lessons for the field of management research from economics, nursing and marketing. Each of these three areas provides a unique lens through which to view the research/practice “gap” in management.

Details

European Business Review, vol. 20 no. 6
Type: Research Article
ISSN: 0955-534X

Keywords

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