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Journal of Marketing Practice: Applied Marketing Science最新文献

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Chameleons in marketspace 市场空间中的变色龙
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1996-03-01 DOI: 10.1108/EUM0000000000004
Hugh Pattinson, Linden Brown
{"title":"Chameleons in marketspace","authors":"Hugh Pattinson, Linden Brown","doi":"10.1108/EUM0000000000004","DOIUrl":"https://doi.org/10.1108/EUM0000000000004","url":null,"abstract":"By the year 2000 over 1 billion people will be connected to the electronic network commonly known as the Internet. In 1995, the Internet can easily be accessed by anyone who has a reasonably configured PC with Netscape Mosaic software and a modem. This network constitutes a whole new marketplace in its own right. Already thousands of firms are marketing their products and services on the Internet. Asks will marketing change in this new electronic environment? Will firms and their networks change as they become involved in this new environment? Suggests there is some evidence that the traditional manipulation of the marketing mix has to be modified for the new environment, value chains may become multidimensional and significant disintermediation may occur as customers link directly electronically with their suppliers. Discusses these issues emphasizing transformation of firms and their networks as they move into the new electronic environment.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"98 1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1996-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116709974","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 6
Differences in forecasting behaviour between large and small firms 大公司和小公司预测行为的差异
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1996-03-01 DOI: 10.1108/EUM0000000000006
Henry C. Smith, P. Herbig, J. Milewicz, James E. Golden
{"title":"Differences in forecasting behaviour between large and small firms","authors":"Henry C. Smith, P. Herbig, J. Milewicz, James E. Golden","doi":"10.1108/EUM0000000000006","DOIUrl":"https://doi.org/10.1108/EUM0000000000006","url":null,"abstract":"If there is any one function managers most despise, it is the art of forecasting. By its very nature it concerns guessing the outcome of future events. Do all firms forecast the same? Compares forecasting behaviour between large and small firms and examines questions such as who does the forecasting, how often do they do forecasts, what areas are forecasted, what techniques are used, why they do it, what results are like from forecasting effort, and are they satisfied or dissatisfied. Examines significant differences in forecasting behaviour and makes conclusions.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"67 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1996-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134033842","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 20
Market segmentation: A search for the Holy Grail? 市场细分:寻找圣杯?
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1996-03-01 DOI: 10.1108/EUM0000000000005
Janet Hoek, Philip Gendall, D. Esslemont
{"title":"Market segmentation: A search for the Holy Grail?","authors":"Janet Hoek, Philip Gendall, D. Esslemont","doi":"10.1108/EUM0000000000005","DOIUrl":"https://doi.org/10.1108/EUM0000000000005","url":null,"abstract":"Acceptance of the benefits of market segmentation is so pervasive that it seems almost sacrilegious to question the validity of this faith in the power of segmentation as a marketing tool. But, at the risk of being labelled heretics, argues that segmentation is not the marketers’ nirvana it is sometimes made out to be. Discusses a number of assumptions and arbitrary decisions involved in the segmentation process, including beliefs about the selection of base variables, the analysis method chosen, the number and composition of segments, the validity of the solution and its stability over time. Reviews techniques for assessing the reliability of the outcome, and concludes that managers should be more aware of the limitations of segmentation studies.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"21 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1996-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128627329","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
From brand values to customer value 从品牌价值到客户价值
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1996-03-01 DOI: 10.1108/EUM0000000000007
M. Christopher
{"title":"From brand values to customer value","authors":"M. Christopher","doi":"10.1108/EUM0000000000007","DOIUrl":"https://doi.org/10.1108/EUM0000000000007","url":null,"abstract":"Many commentators have recently questioned the validity of the traditional precepts on which the marketing concept is based, and have suggested that marketing has failed to deliver its long promised prize in the form of sustainable competitive advantage. Suggests that the need for marketing today is as strong as ever. However, the practice of marketing must change its focus, to go beyond a narrow concern with brand values and instead to emphasize the creation of customer value as the over‐riding objective of marketing activity.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"92 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1996-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126020549","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 208
The role of internal marketing in the implementation of marketing strategies 内部营销在实施营销策略中的作用
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1995-12-01 DOI: 10.1108/EUM0000000003891
P. Ahmed, M. Rafiq
{"title":"The role of internal marketing in the implementation of marketing strategies","authors":"P. Ahmed, M. Rafiq","doi":"10.1108/EUM0000000003891","DOIUrl":"https://doi.org/10.1108/EUM0000000003891","url":null,"abstract":"The field of marketing strategy can be divided into two arbitrary yet pertinent categories, namely strategy formulation and strategy implementation. The strategy field has highlighted the importance of “doing the right things rather than doing things right” (Tregoe/Zimmerman 1980)and thereby placed in centre stage the issue of formulating correct strategy. However, a good strategy incorrectly implemented leads to no real advantages in the market place. Recently this has led to growing concern from business academics, consultants and marketing executives alike to the issue of implementation. A persistent failing it seems is that marketing strategies are only superficially implemented, achieving the trappings of change but not the substance. Yet despite an increasing number of works arguing a case for implementation research (Bourgeois/Brodwin 1984; Nutt 1989; Cespedes 1991; Piercy 1992) the problem that continues to remain is the dearth of conceptual frameworks and analytical tools for the implementation of marketing strategy.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1995-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125930842","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 103
Strategically employing natural channels in an era of global marketing 在全球营销时代战略性地利用自然渠道
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1995-12-01 DOI: 10.1108/EUM0000000003892
D. Griffith, J. Ryans
{"title":"Strategically employing natural channels in an era of global marketing","authors":"D. Griffith, J. Ryans","doi":"10.1108/EUM0000000003892","DOIUrl":"https://doi.org/10.1108/EUM0000000003892","url":null,"abstract":"Explores the natural channel phenomena, i.e. the local or national channel which has evolved to serve producer and consumer alike. Further, provides a descriptive construct which identifies the forces (or elements) which influence channel design. Contends that a thorough understanding (and use) of the natural channel would enable a firm to enhance its strategic competitiveness. Proposes a series of strategic managerial considerations which refocus channel design attention on the natural channel concept.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"300 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1995-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131849612","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 27
Marketing in a local authority 当地政府的市场营销
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1995-12-01 DOI: 10.1108/EUM0000000003893
F. P. Baker
{"title":"Marketing in a local authority","authors":"F. P. Baker","doi":"10.1108/EUM0000000003893","DOIUrl":"https://doi.org/10.1108/EUM0000000003893","url":null,"abstract":"Considers the role of marketing in an increasingly profit‐oriented local authority. Discusses the problems involved when a public service espouses marketing principles, but concludes that only marketing can make most effective use of the scarce resources available to local authorities.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"158 9 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1995-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128891763","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 5
The diffusion of quantitative methods into marketing management 定量方法在营销管理中的应用
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1995-12-01 DOI: 10.1108/EUM0000000003890
M. K. Hussey, G. Hooley
{"title":"The diffusion of quantitative methods into marketing management","authors":"M. K. Hussey, G. Hooley","doi":"10.1108/EUM0000000003890","DOIUrl":"https://doi.org/10.1108/EUM0000000003890","url":null,"abstract":"Investigates the extent to which various quantitative techniques are employed in marketing across Europe. Marketing practitioners, marketing services providers and marketing educators were all surveyed in a pan‐European study aimed at uncovering the extent of diffusion into practice of quantitative methods. Finds that, despite the increased use of computers, and the wider availability of modelling software, the most popular quantitative techniques are still the most basic data summary and presentation methods. Marketing students receive only a limited exposure to advanced quantitative methods and practitioners typically find little use for the more sophisticated techniques.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1995-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114910139","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 15
The marketing activities of new golf developments in the UK and Ireland 英国和爱尔兰新高尔夫开发项目的营销活动
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1995-09-01 DOI: 10.1108/EUM0000000003889
V. Shaw, J. Alderson
{"title":"The marketing activities of new golf developments in the UK and Ireland","authors":"V. Shaw, J. Alderson","doi":"10.1108/EUM0000000003889","DOIUrl":"https://doi.org/10.1108/EUM0000000003889","url":null,"abstract":"Presents the findings of a study of the marketing activities of 61 new golf developments opened since 1990. Suggests that, owing to increasing demand for golf, developers should have no difficulty in attracting golfers, but finds that the majority of the new facilities have failed to understand the nature of the demand. Concludes that it is their failure to employ marketing activities which has led, in many cases, to a mismatch between supply and demand.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1995-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129525657","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 2
Ethics at the sales‐purchasing interface 销售-采购界面的道德规范
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1995-09-01 DOI: 10.1108/EUM0000000003887
G. Wood
{"title":"Ethics at the sales‐purchasing interface","authors":"G. Wood","doi":"10.1108/EUM0000000003887","DOIUrl":"https://doi.org/10.1108/EUM0000000003887","url":null,"abstract":"Examines ethics at the interface between sales and purchasing. Argues that it is an area of organizational life riven with unethical practices and that, despite the attempts to improve the situation, these practices remain widespread and persistent. Organizational concern with the current situation is expressed much more strongly with respect to purchasing than with respect to sales. This willingness to apply double standards, even within the same organization, offers a clue to the explanation for the continued unethical environment in which purchasing and sales interact. Suggests that the individuals concerned must accept some of the responsibility, but the major responsibility lies with organizational factors such as culture and the influence of superiors. Concludes that organizations will tend to get the behaviour which they reward and value within their culture.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1995-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131045335","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 8
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