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Journal of Marketing Practice: Applied Marketing Science最新文献

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The marketing of pharmaceuticals: standardization or customization? 药品营销:标准化还是定制化?
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1995-09-01 DOI: 10.1108/EUM0000000003888
Ger Doherty, C. Ennew
{"title":"The marketing of pharmaceuticals: standardization or customization?","authors":"Ger Doherty, C. Ennew","doi":"10.1108/EUM0000000003888","DOIUrl":"https://doi.org/10.1108/EUM0000000003888","url":null,"abstract":"Discusses the relative merits of standardized and customized marketing strategies for organizations operating in international markets. Suggests that the suitability of either strategy is heavily dependent on market and environmental conditions. Reports on an examination of the characteristics of the pharmaceutical industry and the extent to which the marketing environment favours standardization. Presents empirical evidence of the extent to which marketing is standardized and suggests that the link between market characteristics and the degree of standardization is weak.","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":"121868902","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
To tender or to negotiate: the buyer′s dilemma 投标还是谈判:买方的困境
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1995-09-01 DOI: 10.1108/EUM0000000003886
G. Holmes
{"title":"To tender or to negotiate: the buyer′s dilemma","authors":"G. Holmes","doi":"10.1108/EUM0000000003886","DOIUrl":"https://doi.org/10.1108/EUM0000000003886","url":null,"abstract":"Discusses the use of the tendering process in the belief that it results in the best possible price being obtained. Proposes that this is not the case and that organizations should be using negotiation and concession trading to gain benefits which reduce costs rather than simply seeking the lowest price.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"22 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":"130852808","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: 10
Re‐engineering brand management practices within an integrated environment 在集成环境中重新设计品牌管理实践
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1995-06-01 DOI: 10.1108/EUM0000000003883
S. Knox
{"title":"Re‐engineering brand management practices within an integrated environment","authors":"S. Knox","doi":"10.1108/EUM0000000003883","DOIUrl":"https://doi.org/10.1108/EUM0000000003883","url":null,"abstract":"The erosion in the authority of brands within consumer markets brings into question the orthodoxy of traditional marketing practices across all markets. Argues that corporations urgently need to redefine how they build and manage brand equity along the supply chain. The management activities and competencies required to develop this new brand management process are described and future research directions signposted.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"73 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1995-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114798490","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: 4
Marketing organizations in Hungarian and Polish firms: part 1 匈牙利和波兰公司的营销组织:第1部分
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1995-06-01 DOI: 10.1108/EUM0000000003884
D. Shipley, G. Hooley, J. Berács, Krzysztof Fonfara, K. Kolos
{"title":"Marketing organizations in Hungarian and Polish firms: part 1","authors":"D. Shipley, G. Hooley, J. Berács, Krzysztof Fonfara, K. Kolos","doi":"10.1108/EUM0000000003884","DOIUrl":"https://doi.org/10.1108/EUM0000000003884","url":null,"abstract":"The first of several articles on the temporal development of intra‐firm marketing organizations, relates how Hungary and Poland have progressed strongly towards the free market economic system. However, social and political opposition is now threatening further rapid reform. Moreover, infrastructure deficiencies and managerial problems are constraining effective marketing. Outdated production orientation is inhibiting the adoption of marketing orientation in the state sector while firm smallness is limiting managerial specialization in the private sector. Concludes, from a mail survey of 1,786 Hungarian and Polish firms, that most existing organizations are inadequate. Marketing orientation is extensive in Hungary but sparse in Poland. Although companies adapt flexibly to market changes and assign marketing responsibility to chief executives, most do not have specialist marketing departments. In the minority of cases where specialist departments do exist, they do not have inferior status to other function...","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1995-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126924656","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: 12
NHS Trust marketing: a survival guide NHS信托营销:生存指南
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1995-06-01 DOI: 10.1108/EUM0000000003885
C. Crowther
{"title":"NHS Trust marketing: a survival guide","authors":"C. Crowther","doi":"10.1108/EUM0000000003885","DOIUrl":"https://doi.org/10.1108/EUM0000000003885","url":null,"abstract":"Investigates the opportunities for marketers within the newly reformed NHS and gives a personal view of where the marketing emphasis should be placed in the early years of a trust. Examines the nature of the marketing challenge and outlines a typical trust culture and surrounding political environment, within which any marketing activity must take place. Argues that marketing must be seen as a core philosophy that permeates throughout the organization, reflected in a “top ten” of marketing activities for a new trust. Explores alternative implementation structures and recommends that the chief executive takes the marketing lead. Concludes by predicting the growth in power of purchasers and future mergers among providers.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1995-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128411915","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: 4
Overcoming the barriers to market‐oriented product development 克服以市场为导向的产品开发的障碍
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1995-06-01 DOI: 10.1108/EUM0000000003882
W. Biemans, H. Harmsen
{"title":"Overcoming the barriers to market‐oriented product development","authors":"W. Biemans, H. Harmsen","doi":"10.1108/EUM0000000003882","DOIUrl":"https://doi.org/10.1108/EUM0000000003882","url":null,"abstract":"Discusses the concept of market‐oriented product development and describes the extent to which a number of Danish food companies and Dutch manufacturers of medical equipment were market oriented in developing new products. The results are combined with the current product development literature to identify the major barriers that prevent managers from capitalizing on existing normative results regarding market‐oriented product development. Concludes with major implications for both researchers and practitioners.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1995-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134539549","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: 61
Harvesting the nettle 收获荨麻
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1995-03-01 DOI: 10.1108/EUM0000000003881
M. Hopkins
{"title":"Harvesting the nettle","authors":"M. Hopkins","doi":"10.1108/EUM0000000003881","DOIUrl":"https://doi.org/10.1108/EUM0000000003881","url":null,"abstract":"This article is concerned with the management of a crisis situation which may occur within a business organization and which is likely to attract media attention. It is argued that the likelihood of occurrence of such an event is now much greater than it was previously – not least because of the speed of present day communications and the increased public demand for accountability. The writer contends that it is important for a senior executive to take ownership of a crisis and handle it strategically rather than allow a team of functional specialists to respond on a fire‐fighting basis. It is further argued that the most appropriate executive for this responsibility is the head of the marketing function, because of his involvement with all aspects of the business and its strategic direction.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"11 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1995-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123157683","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: 1
Customer satisfaction and the internal market 顾客满意与内部市场
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1995-03-01 DOI: 10.1108/EUM0000000003878
N. Piercy
{"title":"Customer satisfaction and the internal market","authors":"N. Piercy","doi":"10.1108/EUM0000000003878","DOIUrl":"https://doi.org/10.1108/EUM0000000003878","url":null,"abstract":"Many management theorists and consultants urge companies to focus on their customers′ needs and satisfaction – this is common to strategic management, the marketing concept, the pursuit of “excellence”, market‐orientation, total quality management, relationship marketing strategies, and service quality theorists. However, in spite of the availability of many techniques and systems for monitoring and measuring customer satisfaction and using it in decision making, there are major implementation problems facing a customer satisfaction strategy which have been totally ignored. An internal market perspective suggests where these implementation barriers may arise inside organizations in ways which directly mirror the external market. Workshop and survey information confirm the existence of powerful but hidden implementation obstacles in the internal market. This leads to the identification of a need for an internal marketing strategy for customer satisfaction that goes far beyond customer satisfaction question...","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"11 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1995-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131387168","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: 234
From key account selling to key account management 从大客户销售到大客户管理
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1995-03-01 DOI: 10.1108/EUM0000000003877
T. Millman, K. Wilson
{"title":"From key account selling to key account management","authors":"T. Millman, K. Wilson","doi":"10.1108/EUM0000000003877","DOIUrl":"https://doi.org/10.1108/EUM0000000003877","url":null,"abstract":"Recent interest in relationship marketing and customer retention has refocused the attention of marketing academics and managers towards key account management (KAM) systems as a means of operationalizing long‐term buyer/seller relationships. Examines the nature of KAM in industrial markets structured around several strategic issues elicited from two main sources: first, empirical research in the area of industrial sales management and selling to major accounts; and second, observations from running a series of management development programmes for account managers. There inter‐related conclusions have emerged from this work. First, most of the literature and debate on KAM has taken the seller′s perspective. Second, there appears to be inadequate matching of the seller′s total offering with the buyer′s increasingly strategic and dynamic context. This is particularly evident in the short‐term focus pervading some seller companies and in their failure to keep abreast of the kind of supply‐chain issues curre...","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1995-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115758075","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: 169
Marketing and business process re‐engineering 市场营销和业务流程再造
Journal of Marketing Practice: Applied Marketing Science Pub Date : 1995-03-01 DOI: 10.1108/EUM0000000003879
J. Lynch
{"title":"Marketing and business process re‐engineering","authors":"J. Lynch","doi":"10.1108/EUM0000000003879","DOIUrl":"https://doi.org/10.1108/EUM0000000003879","url":null,"abstract":"Focuses on the relevance and significance to marketing of the new management technique of business process re‐engineering. Current criticisms of marketing′s contribution to contemporary management are reviewed, with specific examination of the suggestion that the marketing profession has not responded adequately to major environmental changes. Reviews the main components of marketing and business process re‐engineering and concludes that, contrary to some suggestions, these approaches are not antithetical but complementary. This broad hypothesis is currently being tested empirically via a small pilot study in the UK retail sector. The very early results of the pilot study are discussed. These initial results support the hypothesis that business process re‐engineering offers the marketing profession a major opportunity to bring about more effective organizational implementation of the central marketing concept, if they ensure that key marketing ideas are institutionalized in the definition of organizationa...","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1995-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129808042","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: 16
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