Article
Review
___________________________________________
Electronic
marketing,
The new kid on the block, Sally Harridge-March,
Marketing Intelligence & Planning, Year: 2004
Volume: 22 Number: 3
Page: 297 - 309
During the last decade, many organisations
have developed some form of Internet presence.
This paper considers electronic marketing, the
latest type of marketing, using the familiar framework
of the seven Ps of marketing — product, price,
promotion, place (distribution), process, physical
evidence, and people - in an attempt to evaluate
electronic marketing and its potential contribution
to marketing in general. The paper concludes that
whilst not every marketer embraces the use of
the Internet, this “new kid on the block”
has become an accepted part of marketing activity.
The paper concludes that electronic marketing
does not yet have the potential to replace traditional
marketing efforts. It should be seen as a valuable
and complementary tool, and managers should embrace
new technology in order to create greater value
for customers.
In
search of relevance and rigour for research in
marketing,
Constantine
S Katsikeas; Matthew J Robson; James M Hulbert,
Marketing Intelligence & Planning, Year: 2004
Volume: 22 Number: 5 Page: 568 - 578
There
is concern that academic research in marketing
does not sufficiently support firms confronting
today’s hostile business conditions. This
paper offers a perspective on enhancing the relevance
and rigour of research in marketing. It takes
the view that rigorous research conducted on issues
relevant to practising managers is especially
valuable for the marketing discipline’s future
development and status. Emphasis is placed on
identifying a number of “hot” topics
worthy of future investigation, accomplished by
a brainstorming workshop involving a large number
of distinguished marketing professors. Areas identified
were global marketing strategy, consumer behaviour
and marketing strategy. It is hoped that the identification
and discussion of these topics will spark greater
research on fundamental marketing issues, and
that the allied explication of research rigour
will likewise enhance the efficacy of research
in marketing.
Management
processes in marketing planning,,
Gordon Greenley; Graham Hooley; John Saunders,
European Journal of Marketing, Year: 2004 Volume:
38 Number: 8
Page: 933 - 955
There has been concern in the literature
about the adequacy of the traditional model of
marketing planning, which focuses on what decisions
should be made and not on how to make them. The
aim of this article is a new conceptualisation
that proposes key management processes about how
marketing planning decisions are made in a dynamic
context. The motives for this conceptualisation
are to contribute to understanding by advancing
the traditional model of marketing planning, to
stimulate academic and practitioner debate about
how marketing planning decisions are made, and
to initiate new directions in marketing planning
research. Two new competing models of marketing
planning are developed, which address key management
processes about how marketing planning decisions
are made in a dynamic context, and research directions
are proposed.
Just
another channel? Marketing communications in e-business,,
Jennifer Rowley, Marketing Intelligence
& Planning, Year: 2004 Volume: 22 Number:
1 Page: 24 - 41
In the digital world, marketing communications
is concerned with creating presence, creating
relationships, and creating mutual value. The
Internet as a marketing channel is interactive,
accessible, ubiquitous, and integrates marketing
communication with commercial transactions and
service delivery. As a channel, the Internet both
sends content to an audience, and acts as a route
to a group of customers. In order to build presence,
e-merchants enter a world of new marketing concepts
such as banner ads, click through, affiliate networks,
URL’s and portals. The potential for building
relationships is inherent in every transaction
and dialog. No longer does the marketer need to
speculate about customer needs; they actually
know customer-purchasing profiles. Customer service,
customer profiles and customisation present important
marketing opportunities. Value creation both requires
and strengthens mutual dependence. By drawing
a broad picture of marketing communication in
an Internet world, this article seeks to establish
a context for innovation, development and research.
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