Implementing Marketing

Professional service marketers are becoming increasingly concerncd by the problems they face in implementing marketing plans and strategies in their organizations. Many of the barriers to implementation are directly related to the strong organizational cultures that are typically present in professional service firms. This paper seeks to enable professional service marketers to analyze their own organizations and to plan implementation strategies using an 'Internal Marketing Strategy' framework which has been successfully used in the UK.     

Can culture be changed? a study of internal marketing

The article explores the ways in which internal marketing initiatives work in a number of UK retail banks from the point of view of both managers and employees. It suggests that although internal marketing attempts to function as a culture change mechanism, the resulting organisational cultures rather than being homogenous and united around the imagery of the consumer and service quality are in fact fragmented, ambiguous and contested by a variety of organisational stakeholders.     

Coordination mechanisms in cross-functional teams: a product design perspective

Marketing research has shown that cross-functional team structures are not a universal panacea for shortening development times or improving success rates. Marketing research has nonetheless included the claim that marketing-led teams result in superior performance in cross-functional teamwork, in comparison with sales-led or design-led structures. The premise has been that marketing structures are more participative, more efficient, and more effective than sales-led or design-led structures. This paper presents a more nuanced view. Analysing factors such as contingency, closure, and attitude, the paper argues that the effectiveness of any one functional base or organisational arrangement depends on the customers and on the technologies by which these customers are served. On the basis of a literature review and five case studies, the paper specifies why and how cross-functional teams should be design-led when the task is to open up new ways of envisioning or to generate new ideas for the future.     

Implementation of yield management practices in service organisations: empirical findings from a major hotel group

This article presents findings on the development and implementation of a centralised yield management project by an international hotel group in its over 160 hotel units. Data were collected over two years from the participant hotel group's three management levels through semi-structured interviews, observations and document analysis. The research findings reveal that developing and implementing a centralised yield management project is contextually a very complex and challenging task. Major problems and difficulties appear to have originated from the participant company's organisational structure and culture. In addition, a high labour turnover, poor HRM practices, ongoing developments and changes across the company seem to have had an impact on the implementation of yield practices. The existing literature on yield management seems to view yield implementation as a tactical activity and therefore fails to explain the strategic implications of deploying yield practices in service organisations. The overall recommendation of this article are that scholars and practitioners working in this area should view yield implementation more from the perspectives of strategic management and change management fields.     

Adoption and Implementation of Internal Marketing Systems by Ghanaian Small- and Medium-Sized Enterprises

This paper explores the concept of internal marketing (IM) as an internal supportive system that could provide the infrastructure for a strategic business take-off. It investigates how IM, as a concept, is understood and made practical in the context of Ghanaian small- and medium-sized enterprises (SMEs). This qualitative research method was used due to the nature of the enquiry. The government of Ghana is constantly searching for more effective ways of assisting SME performance, through various strategic growth and development schemes. Despite the fact that much has been said in the literature, the IM concept remains elusive. Most SMEs are not aware of IM and demonstrate little understanding of the concept. And SMEs have problems with the implementation of IM. The manufacturing sector demonstrates more IM orientation than does the service sector. This paper unravels sociocultural factors that frustrate the practice of IM among Ghanaian SMEs and calls for a greater awareness of the concept by stakeholders. Suggestions include more general business support for SMEs to improve performance and subsequently grow. The paper finishes by drawing attention to management implications within the practice of IM.     

Sponsorship leveraged packaging: An exploratory study in FMCG

The concept of 'internal marketing' has received considerable coverage in the literature, but even its most ardent supporters have noted problems in translating the concept into reality. This paper discusses the findings of an exploratory case study carried out within 35 UK high street retail banks. Internal marketing is an initiative adopted by the organizations studied in order to nourish a marketing orientation.The implementation approach shapes the nature and form of the internal marketing communications that organizations adopt. Even though UK retail banks intend to implement internal marketing effectively, in reality the current implementation approach appears to be counter-productive to the achievement of the core aims of the initiative. The core finding from this exploratory research suggests that there are substantial barriers to the successful implementation of internal marketing within the banks studied, barriers such as the focus on short-term sales goals, the lack of a formal and 'holistic' implementation approach and the creation of 'personnel discrimination' and negative internal competition.     

企业共生营销战略评价体系建设

企业实施共生营销战略,即通过结成共生关系促进经济资源的有效配置,进而达到优化企业资源、提高市场竞争力并共同发展的目的。共生营销战略的评价体系是整个共生战略实施过程中的最后一个环节,评价战略伙伴的选择、合作的相容性以及战略实施效果,可以有效地总结经验,对企业今后经营战略的制定与实施起到基础导航作用。     

服务业实施六西格玛管理的模式研究

近年来六西格玛管理以一种追求几乎完美的管理方法与全球化、产品服务、电子商务等战略齐头并进,并成为全世界追求管理卓越性的重要战略举措。六西格玛管理起源于制造业并有很多成功的案例,但是在服务业实施六西格玛管理有很多挑战性。通过分析服务业流程特点和比较制造业实施模式,提出了一种基于人性管理与目标管理的服务业实施六西格玛管理的模式,从人性管理制度、企业文化、核心团队和培训教育四个方面提出服务业实施的关键点,以此为服务业提供实施六西格玛管理模式与框架,为服务业实施六西格玛管理提供参考。     

整合营销核心理念解析及在饭店营销中的应用

整合营销理论产生于 2 0世纪 90年代 ,是传统营销思想的一次变革 ,对企业营销实践具有重要意义。以整合营销理论核心理念的解析为基础 ,提出了饭店实施整合营销的企划模式 ,并对饭店营销战略的整合、传播工具整合、沟通信息整合、产品 /服务开发整合等策略进行了探讨     

对商业银行实施CRM系统策略的探讨

目前商业银行在实施CRM系统过程中存在许多问题 ,所以借鉴JeanneW .Ross博士提出的管理信息系统实施模型 ,结合CRM特征及商业银行的行业背景 ,对商业银行系统实施策略及在实施过程中各阶段所涉及的关键问题要很好地了解 ,这样才能使银行在激烈的市场竞争中更贴近客户更贴近市场。     

Attitudes,structure and behaviour in a successful company

Marketing and innovation represent the key to the future success of any company. This paper considers what these dual concepts mean to the attitudes, structure and behaviour of a company, and takes a pragmatic look at the ways in which management can stifle or suppress innovation in a company. The author concludes by stating that a successful company should have a positive attitude toward innovation and meeting the needs of its customers. Its organisational structure should be one which promotes customer contact and the process of innovation.     

Industry and agency views of social media: Issues implementing dialogic communication

The technologies and culture of social media present issues for organisations implementing dialogic communication. The ubiquity of social media and the dialogic nature of communications in the digital age are raising awareness of the necessity of a total stakeholder approach to integrated communications. Yet, while the Marketing discipline argues that dialogic communication represent communication par excellence, this research finds that implementing a total stakeholder approach to dialogic communication is proving to be extremely elusive for many organisations exploring social media applications. The empirical findings of this research explore how marketing and communications professionals from a diverse range of industry and agency role contexts view social media, and presents issues that organisations face in implementing dialogic communication. It is suggested that these implementation issues inhibit the ability of organisations to move beyond ‘control’ and implement a total stakeholder approach to social media for dialogic communication that can engage with an organisation's stakeholders to gain their support.     

Towards a Custom-Made Whistleblowing Policy. Using Grid-Group Cultural Theory to Match Policy Measures to Different Styles of Peer Reporting

To be effective, whistleblowing policies should be adapted to the organisational culture. They need to be custom-made and not follow a one-size-fits-all logic, specifically when they are installed to stimulate responsible peer reporting, a highly sensitive and value-laden type of whistleblowing. This paper attempts to illustrate that grid-group cultural theory could help to construct a whistleblowing policy by linking reporting styles to the organisational culture. First, we will identify four types of policy measures that are hypothesized to be effective in four types of organisational culture. Second, we develop the hypothesis that certain organisational cultures can induce peer reporting that is harmful for the organisation. The whistleblowing policy can then be used as a catalyst for cultural change.     

巴塞尔新资本协议内部评级法法则及其实施建议

内部评级法是巴塞尔新资本协议的核心。本文主要对内部评级法的框架思想、风险要素以及信用风险衡量步骤进行了全面剖析,并且提出了我国国内商业银行实施内部评级法应该分三阶段逐步推进的建议。     

Internal marketing,organisational culture,job satisfaction,and organisational performance in non-life insurance

The concept of internal marketing employed in the service sector is crucial to excellent service provision and successful external marketing. This study conducts an empirical investigation into the non-life insurance industry in Taiwan, exploring the correlation between internal marketing, organisational culture, job satisfaction, and organisational performance in Taiwan. Results show significant correlations among internal marketing, organisational culture, job satisfaction, and performance of non-life insurers. These findings can provide a basis for future studies of related topics as well as a solid reference for business owners and managers in the non-life insurance sector.     

某软件公司开展网络营销的策略研究

在对某软件公司市场营销方式进行调查研究的基础上 ,分析了该公司开展网络营销的条件 ,具体提出了有关网站推广和开展网上服务的策略 ,目的是探索同类企业发展网络营销和提高服务水平的途径。     

Beyond matrices and black-box algorithms: setting marketing priorities with Marketing Strategy Conferences

With this paper, we introduce Marketing Strategy Conferences to set strategic marketing priorities effectively and allocate marketing-related resources accordingly. The system is based on managerial preference modelling with a decision model (analytical side) and communication-enhancing strategy conferencing (interactive side). After a review of alternative resource allocation frameworks, as rule-of-thumb approaches, matrix-based analyses, statistical analyses and management science models, we analyse existing analytical, behavioural and organisational impediments to effective marketing resource allocation. Addressing some of these impediments, this paper outlines two Marketing Strategy Conference cases, which we carried out for a pharmaceutical company, Schering Argentina.     

The influence of organisational context on training success in the restaurant industry

Training plays a basic role in restaurants' success by improving the service quality provided by employees. The aim of this paper is to analyse how contextual factors, such as supervisors' support, resources' availability, opportunity to use training content, and organisational learning culture, influence training success. To that end, an empirical study was conducted on 137 restaurants. Results show that training success depends on the trainee's opportunities to use training content. Those opportunities are influenced by the resources' availability, as well as by the supervisors' support. The organisational learning culture influences training success through the resources' availability and supervisors' support.     

Relationship Marketing and Association Management

Executives of associations, clubs, and professional societies need to understand and utilize a marketing oriented approach to managing their organizations. Marketing is not just selling a product; it is the sensitivity and commitment to align the organization's purpose to satisfying its members. Associations' success depends on maintaining its current members, attracting new members, and invoking involvement. Since associations do not usually offer a "product," it is necessary that they concentrate on presewing and serving their membership through quality service. This paper explains the importance of implementing a marketing orientation as well as the value of improving marketing efforts for associations.     

Approaches to organisational culture and ethics

This paper assesses the potential of organisational culture as a means for improving ethics in organisations. Organisational culture is recognised as one determinant of how people behave, more or less ethically, in organisations. It is also incresingly understood as an attribute that management can and should influence to improve organisational performance. When things go wrong in organisations, managers look to the culture as both the source of problems and the basis for solutions. Two models of organisational culture and ethical behaviour are evaluated. They rest on different understandings of organisational culture and the processes by which ethics are enhanced. Firstly, the prevailing approach holds that creating a unitary cohesive culture around core moral values is the solution to enhancing ethical behaviour. Both the feasibility and desirability of this approach, in terms of ethical outcomes, is questioned. The second model queries the existence of organisational culture at all, arguing that organisations are nothing more than shifting coalitions of subcultures. In this second model, the very porousness of the subcultures provides a catalyst for the scrutiny and critique of norms and practices. Such diversity and debate is construed as potentially a better safeguard for ethical behaviour than the uniformity promised by the unitary, strong culture model.Dr. Amanda Sinclair is a Senior Lecturer in the Graduate School of Management. As a teacher on the MBA program of courses, including Ethics, she has a particular interest in the development and professionalisation of managers. Her current research focuses on organisational diversity, change and culture and administrative leadership and accountability.