Marketing Intelligence & Planning
A convergence of Western marketing mix concepts and oriental strategic thinking (Конвергенция западной смеси маркетинговых концепций и восточного стратегического мышления) [статья]
Опубликовано на портале: 09-01-2003Sui Pheng Low, Martin C.S. Tan Marketing Intelligence & Planning. 1995. Vol. 13. No. 2. P. 36 - 46.
The mundane and expanded marketing mix concept has an important role in Western marketing literature for both tangible products and intangible services. The nine Ps - namely promotion, product, price, place, process management, personnel, physical facilities, public relations and power - are now the foundation for strategic planning in many companies. While the marketing mix concept remains an important framework for the Western world, its contribution towards the latter's declining economic prowess in recent years appears minimal. On the other hand, the East Asian economic powerhouse has grown from strength to strength. This can be attributed in no small way to certain oriental traditions and philosophies - not the least of which is Sun Tzu's The Art of War. Although The Art of War is now more than 2,000 years old, it remains the cornerstone for strategic planning in the East. Attempts to integrate the Western marketing mix concept with The Art of War from the East using examples drawn from the construction industry in Singapore. The lessons to be learned therefore should be useful for strategic planners in the Western marketing community.
Addressing organizational prerequisites in marketing planning programmes (Роль организационных предпосылок в программах маркетингового планирования) [статья]
Опубликовано на портале: 10-01-2003Lyndon Simkin Marketing Intelligence & Planning. 1996. Vol. 14. No. 5. P. 39 - 46.
Numerous experts believe that in practice the much-vaunted benefits of formalized marketing planning as extolled by Jain or McDonald often fail to materialize. Experience with many business-to-business organizations has shown that this does not have to be so: if managed and planned, marketing planning can indeed bring forth its well-publicized virtues. In addition, if the process is well conceived as well as carefully executed, there are significant benefits to be had in terms of relationships and communications, as described in this paper. Understanding the prerequisites of the marketing planning programme prior to initiation is essential.
Corporate intelligence and transformational marketing in the age of the Internet (Корпоративный интеллект и трансформационный маркетинг в эпоху Интернета) [статья]
Опубликовано на портале: 09-01-2003Peter R.J. Trim Marketing Intelligence & Planning. 2002. Vol. 20. No. 5. P. 259 - 268.
Strategic marketing has established itself as a separate body of marketing knowledge and forced marketing strategists to think more deeply about establishing long-term working relationships that are external to the organization. Relationship marketing has evolved and is playing an integral part in the formation of partnership arrangements in an era characterized by networks and technology utilization. The Internet represents an emerging vehicle for business transactions and is set to provide unique opportunities. Developing a mindset which takes into account the importance of strategic marketing, the necessity for relationship marketing and the interactivity offered by technology, are of interest to marketers who are employed within a strategic capacity. In view of this, senior marketing personnel need to pay attention to the areas of corporate intelligence and transformational marketing, if, that is, the organization is to develop a sustainable competitive advantage in a fast moving, complex and increasingly unpredictable world. It also means that senior management need to think in terms of establishing a number of distinct groups within the organization.
Customer Acceptance: The Key to Successful Introductions of Innovations (Принятие клиента: ключ к успешному введению инноваций) [статья]
Опубликовано на портале: 10-01-2003Paul A. Herbig, Ralph L. Day Marketing Intelligence & Planning. 1992. Vol. 10. No. 1.
Of the three ingredients required for a commercially successful innovation to occur - the technological feasibility, the entrepreneur, and the customer need/want - the most important is customer need. The notion of customer acceptance of a technological innovation prior to its diffusion has largely been neglected in research on marketing. However, marketing personnel and the entire business community need to understand the reasons behind customer acceptance or rejection in order to become more efficient in research and development and to contribute to the competitiveness and profitability of the firm. Examines the determinants of diffusion; those factors which determine whether or not an innovation is accepted, with special note of determinants of customer acceptance of an innovation.
Опубликовано на портале: 09-01-2003Ronald E. Goldsmith Marketing Intelligence & Planning. 1999. Vol. 17. No. 4. P. 178 - 185.
Theories of marketing management and strategy need to evolve and change to keep pace with changes in the marketplace and in marketing practice. As the next century draws closer, it is apparent that some marketing managers are basing their relationships with customers on policies and procedures called either "individualisation", "mass-customisation", or as we prefer, "personalisation". The core of this practice involves tailoring goods and services to the individual needs and wants of specific consumers, just the opposite of one-size-fits-all. We propose that personalisation is so important to marketing strategy that it should become one of the featured elements of the marketing mix, alongside product, price, promotion, place, personnel, physical assets, and procedures, to form a new marketing mix, the 8Ps