Article
Review
___________________________________________
The
impact of marketing/HR interactions on marketing
strategy implementation,
Jacqueline Chimhanzi, European Journal of Marketing,
Year: 2004 Volume: 38 Number: 1
It is increasingly being recognised that
cross-unit working relationships have a key role
to play in the successful implementation of marketing
decisions. Although there is a substantial body
of literature on marketing’s interactions
with other functions, particularly technical units
such as R&D, within the context of the new
product development (NPD) process, linkages between
marketing and human resources (HR) have not been
empirically investigated although they are widely
advocated in both the marketing and HR management
literatures. The conceptual model presented and
tested in this paper focuses on the antecedents
of effective marketing/HR interactions and posits
successful marketing strategy implementation as
an outcome of these. Results from a study of UK
service organisations suggest that implementation
effectiveness is affected negatively by conflict
and positively by communication and specifically,
interpersonal, not written. In turn, these interdepartmental
dynamics are affected by senior management support,
joint reward systems, and informal integration.
A number of conclusions are drawn, which have
Internet
marketing research
(1987-2000): a literature review and classification,
E.W.T.
Ngai, European Journal of Marketing,
Year: 2003 Volume: 37 Number: 1
This
paper presents a literature review of, and classification
scheme for, Internet marketing (IM) research.
The review covers 270 journal articles published
between 1987 and 2000 in three types of journals:
marketing; economics, business and management;
and information systems and information technology.
The results show that an increasing volume of
IM research has been conducted in a diverse range
of areas. A total of 96 per cent of the papers
were published in the last five years (1996-2000)
of this 14-year study, and the significance of
IM to e-commerce will increase in the future.
The 270 articles are classified into five distinct
categories: the IM environment, IM functions,
special IM applications, IM research, and other
topics. A comprehensive list of references is
presented. This review will provide a source for
anyone interested in IM research, and will help
to simulate
Strategic
Marketing Planning: a grounded investigation,
Nicholas J Ashill; Mark Frederikson; John
Davies, European Journal of Marketing, Year: 2003
Volume: 37 Number: 3/
There are few valuable services brands, which
may be due to the lack of services branding knowledge
and the inappropriate use of product-based branding
advice. To contribute to services branding knowledge
the authors undertook a review of the services
management and services branding literature and
postulated a model of services branding. In-depth
interviews with 28 leading-edge consultants showed
the appropriateness of this model. The study found
a need for ruthless clarity about positioning
and the corporation’s genuinely felt values.
Success is more likely when everyone internally
believes in their brand’s values. When management
behaviour is based on genuine conviction, shared
values are more likely. Through shared values,
there is a greater likelihood of commitment, internal
loyalty, clearer brand understanding, and importantly,
consistent brand delivery across all stakeholders.
By viewing these factors within a systems perspective,
greater services .
Return
on relationships (ROR): the value of relationship
marketing and CRM in business-to-business contexts,
Evert Gummesson, The Journal of Business
and Industrial Marketing, Year: 2004 Volume: 19
Number: 2/
This article is about ongoing efforts to come
to grips with the question: Does relationship
marketing pay? The question is discussed under
the umbrella concept return on relationships.
Much of what is being done in relationship marketing
and customer relationship management has a bearing
on both business-to-business and business-to-consumer
marketing, and on manufacturing as well as services.
Although there is a shortage of empirical research
and proven practice, the article aims to show
current efforts to generate knowledge of return
on relationships, with particular emphasis on
business-to-business environments. The article
ends with action strategies to improve return
on relationships, and a summary
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