Stakeholder management and the stakeholder matrix: Potential strategic marketing tools

This article examines how marketers may be able to apply the stakeholder management process and the stakeholder matrix to marketing strategy formation. Existing marketing theory does not utilize the stakeholder management process when undertaking strategic marketing planing, although most marketing theory implicitly identifies the need to develop strategies that address the needs of multiple groups or stakeholders. By understanding and applying stakeholder theory, marketers should be able to develop more effective marketing strategies. While there is extensive management literature examining stakeholder theory, there is little marketing literature in this area, and this article attempts to partially fill this gap.     

The role of retentions in how marketing managers change their strategic orientation

This study looks at how a marketing organization changed its strategic orientation in response to environmental factors, and at the influence of retentions on the change effort. Retentions are defined , here as the concepts and mental models used by marketing managers when trying to respond to environmental changes. The influence of retentions on strategic orientation and factors affecting how retentions change are studied in the context of how a bank trust department responded to the deregulation of the financial services industry between 1982 and 1984. The dominant retentions held by managers both before and after deregulation are presented, and the events that contributed to the change of the retentions are examined. The results suggest that retentions prior to deregulation focused on external sources of influence and were associated with a defender strategic orientation. Retentions after deregulation, once the organization's strategic orientation stabilized, focused on critical resources and competitors and were associated with an analyser orientation. The adoption of the new retentions lagged deregulation by several years, and the transition did not match the steps prescribed by the marketing and strategic management literature. Instead, the transition took place through an iterative sequence of behaviours and evaluations more characteristic of the organizing model (Weick 1979). Managers changed their retentions incrementally by enacting small changes, evaluating the outcomes of their behaviour, and letting the outcomes redefine their retentions.     

The ancient Hebrew culture: Illustrations of modern strategic management concepts in action

Using archival analysis of modern English translations of Hebrew Old Testament books, the current study identifies associations between the actions and writings of ancient Israel's leadership and modern-day principles of strategic management. The results of this study provide examples of four key concepts in mainstream strategic management: (1) organisational mission, (2) organisational culture, (3) organisational structure, and (4) environmental scanning. Chronicling selected activities of the ancient Hebrew culture provides rich illustrations of modern strategic management concepts in practice more than three millennia ago.     

The evolution of strategic marketing

This article examines the evolution of the concept of strategic marketing. Strategic marketing does not replace traditional marketing management. Rather it adds new dimensions to the field of marketing, enhancing its role in the determination of corporate strategy.     

人力资源战略管理在现代企业管理中的相互关系及其应用

人力资源在现代企业整个资源架构中处于越来越活跃的状态,人力资源与创造力正在成为价值创造之源,在企业成长中的贡献越来越突出,因此人力资源管理自然成了现代企业管理的焦点,从战略的角度上来讲,人力资源是企业的一种长期财富,拥有高素质的人才,才能保证企业在竞争中的突出优势,才能立于不败之地.     

人力资源战略管理在现代企业管理中的相互关系及其应用

人力资源在现代企业整个资源架构中处于越来越活跃的状态,人力资源与创造力正在成为价值创造之源,在企业成长中的贡献越来越突出,因此人力资源管理自然成了现代企业管理的焦点,从战略的角度上来讲,人力资源是企业的一种长期财富,拥有高素质的人才,才能保证企业在竞争中的突出优势,才能立于不败之地.     

The marketing and strategic planning interface

This article examines the potential contribution and implementational problems of developing marketing planning as a means to increase the marketing orientation of a company. It draws on the experience gained from a two year involvement in the design and implementation of a planning system for a large manufacturer, and reviews some of the literature on marketing and strategic planning. The focus is on the problems of managing the interface between strategic and marketing management, and the important role played by marketing information, the Chief Marketing Executive and the planning function in achieving effective and integrated strategic marketing planning.     

传统营销、现代营销、关系营销互融的成功实践

<正> 在渤海之滨——天津塘沽,有一家企业在短短的3年内发展成为了中国北方最大的建材专业批发市场,它就是天津华北建材陶瓷批发市场(以下简称"华北陶瓷市场")。华北陶瓷市场是由天津市塘沽区华翔商贸有限公司投资1.2亿元与当地政府联合兴建的大型建材陶瓷专业批发市场。该市场主要经营建筑陶瓷系列产品及卫生洁具、进口及国产大理石和花岗岩产品等,市场内的300多家承租客商来自全国14个省市自治区,产品销售辐射河北、山西、内蒙古、山东以及东北地区。2000年该市场被天津市政府评为"先进市场",2001年被评为天津市商品交易市场20强之一。     

The anatomy of strategic marketing planning

Strategic planning provides the focus for this two‐part “state of the art” review, to be published in consecutive issues of the Journal. Part one gives an overview of strategic planning and the different environments in which theategic planning process occurs. In part two the author considers the benefits and pitfalls associated with the implementation of a variety of strategic planning frameworks. The product life cycle, growth vector concept and growth share matrix are discussed, amongst others.     

Advances in strategic marketing and the advancement of the marketing discipline: the promise of theory

ABSTRACT

Hunt (2018, Advancing marketing strategy in the marketing discipline and beyond: From promise, to neglect, to prominence, to fragment, (to promise?). Journal of Marketing Management, 34, 16–51. doi:10.1080/0267257X.2017.1326973) provides a synthesis and critical review of over 100 years of marketing literature organised into four eras. In his prognosis of the outlook for Era V, Hunt notes that there are reasons to be optimistic about the prospects for both the marketing discipline, broadly, and the field of strategic marketing, specifically. However, he also draws attention to the concerns voiced by a number of marketing scholars regarding the current state of the field and the future outlook for the field. Hunt argues that the prospects for the marketing discipline and the field of strategic marketing are closely intertwined, and that the health of the latter contributes significantly to that of the former. Against this backdrop, this commentary focuses on the promise of theory for advances in strategic marketing and the advancement of the marketing discipline.     

“第一品牌”背后的战略营销方法——访上海智旗战略品牌营销机构创始人邵军

邵军,2005年创立上海智旗战略品牌营销机构,他在2010年出版《如何打造第一品牌》,结合实际案例,系统披露了实战中总结的第一品牌战略超级品类等品牌战略方法,成为年度经管类畅销书。智旗将传统咨询公司、营销策划公司、广告公司,三者合一贯穿打通,被超过100家中国企业选为战略合作伙伴,部分客户服务时间超过十年。     

The dual role of informational social influence: Implications for marketing management

Evidence is presented from a laboratory study to support the seeking of both recommendations and attribute-value information from information sources during purchase decisions. Emphasis on recommendation information is associated with a broader view of consumer decision making including the subcontracting of brand choice to others and a hybrid decision making strategy under conditions of high perceived risk and high time cost in search. The shift in choice strategy is accompanied by a decrease in the extent of attribute-value information search, a finding which is the opposite of that expected on the basis of previous research and theory in the area. Managerial implications of these choice strategies and associated information use are discussed.     

Neural networks in strategic marketing: exploring the possibilities

A review of the literature indicates that few studies have used artificial neural networks (ANNs) for data analysis in business and marketing research, even though there are many benefits to the use of ANNs. Therefore, this article discusses neural networks (NNs) that can be used in addition to or as an alternative to linear regression for data analysis in strategic marketing. The function and layout of NNs make them ideal for research dealing with nonlinear, incomplete, unspecified, or ‘fuzzy’ data and offer several advantages over linear regression. Unfortunately, in many marketing studies, the information being modeled is far from flawless and is often riddled with ambiguities linear regression is insufficient to accurately assess. NNs could be employed for great benefit by researchers analyzing the nonlinear, complex relationships in business data. The article discusses examples of types of studies that could be strengthened or expanded from neural network use.     

The nature and dynamics of counter-implementation in strategic marketing: a propositional inventory

This paper highlights the idea that a broader perspective is needed in research into barriers to marketing implementation. It is suggested that this broader perspective should take account of contextual and behavioural issues along with an acknowledgement of implementation as a process. The nature and dynamics of counter-implementation are introduced and a propositional inventory that explicates such behaviour as encompassing actions that may be both intentional and unintentional in nature is developed.These actions may occur at the individual and group level as they evolve over the implementation process and may be both constructive and destructive to organizational performance. Particular emphasis is given to intentional counter-implementation behaviour in terms of how it initiates, manifests and develops, gaining momentum through the transition from individual level action to collective action and, therefore,greater potential leverage for successfully sabotaging implementation efforts. The paper offers implications for management and a research agenda is proposed that highlights content, context and process perspectives for future research in this area, as well as potential methodologies for future research.     

The logic of being illogical in strategic marketing planning

This article challenges the validity and usefulness of a conventional model of the sequence of stages in strategic marketing planning. Quite simply the conventional model ignores the organisational and human realities facing the planner. This paper proposes an “illogical” but iterative model of strategic marketing planning which is driven by the managerial understanding of the environment and knowledge of what tactical imperatives exist and constrain implementation. The advantages of explicitly recognising this “illogical” aspect of the planning process lie in: coping better with information demands made by executives in planning; allowing for psychological planning constraints and the obstacles created by the real nature of the manager's job; and in gaining the implementation of strategic marketing plans, with all that this implies for organisational and cultural change. The argument leads to an agenda of issues to be considered by the executive responsible for managing the strategic marketing planning process.     

The quantitative strategic planning matrix: a new marketing tool

Originally introduced in a 1986 Long Range Planning article, the Quantitative Strategic Planning Matrix (QSPM) has become widely used in strategic management but is only rarely used in marketing strategy. This paper reveals how and why the QSPM should be commonly used in marketing strategy to assess the relativeness attractiveness of alternative strategies being considered. An example QSPM is developed in this paper for a firm considering two alternative marketing strategies: (1) Increase Advertising Expenditures by 50% vs. (2) Lower Menu Prices 10%. The QSPM process is exemplified and limitations are discussed herein. The primary contribution of this paper was to reveal how and why the QSPM can be useful, both theoretically and practically, in a devising an effective marketing strategy.     

如何发挥战略管理会计的作用

战略管理会计(SMA)是这样一种管理会计形式:在战略管理会计理念下,企业在重视其非财务信息和内部提供的信息的同时,涉及企业外部因素的信息也受到同等程度的重视.