Magnet status as a competitive strategy of hospital organizations: marketing a culture of excellence in nursing services

With issues of patient safety, the nursing shortage, and managed care fiscal constraints, hospital organizations can strategically capture market share, while insuring best care practices, if they adopt the "Magnet Status" accreditation model. This quality indicator signifies to the consumer a culture of excellence in nursing services and fulfills the priority of customer satisfaction as a marketing strategy objective.     

Infant feeding as a social marketing issue: A review

Despite universally recognized benefits to both mother and child, there is a worldwide decline in the incidence and duration of breastfeeding. This paper examines the choice of infant feeding method as a social marketing and consumer behavior issue by considering infant feeding (1) in the context of exchange, (2) as the first complex consumption decision that is made for a child, (3) in a socio-cultural context, (4) as a policy issue affecting the health care system, the workplace, and the law, and (5) as a methodological challenge to marketing and consumer behavior researchers.

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Zusammenfassung Die ErnÄhrung von SÄuglingen als ein Thema des sozialen Marketings: Ein überblick Obwohl seine Vorteile für Mutter und Kind allgemein anerkannt werden, nimmt das Stillen weltweit ab, sowohl was die HÄufigkeit als auch was die zeitliche Dauer betrifft. Der Beitrag prüft die Entscheidung über die SÄuglingsernÄhrung als Thema des sozialen Marketings und des Konsumentenverhaltens anhand der folgenden Gesichtspunkte: (1) Stillen als Beziehung und Austausch zwischen Mutter und Kind, (2) Stillen als erste komplexe Konsumentscheidung, die für das Kind getroffen wird, (3) Stillen im soziokulturellen Zusammenhang, (4) Stillen als ein Thema der Gesundheitspolitik, der Arbeits und der Rechtspolitik und schlie\lich (5) Stillen als methodische Herausforderung für Marketing- und Verbraucherforscher.

     

A study in international marketing: The development of a consumer database marketing capability

This paper examines the reasons why Seagram Europe & Africa (SE&A) decided to develop their database marketing capability in Europe. The paper describes the environmental changes, external and internal, that led SE&A to re‐evaluate their marketing communications strategy and examine sponsorship and direct marketing opportunities for Europe. The paper focuses on the major issues SE&A addressed when weighing up the strategic role of database marketing. Finally, the key considerations in the development and implementation of an European‐wide database marketing discipline for the division are discussed.     

Multilevel trust in international marketing of healthcare services: A five-country comparative study

PurposeThis research aims to increase understanding on how multilevel trust is developed as well as how trust levels are interconnected and influence international marketing strategy for healthcare services.Design/Methodology/ApproachA comparative case study approach was applied with Elekta, a Swedish firm, operating in Brazil, the Philippines, China, Russia, and Hong Kong.FindingsThe research culminated in a multilevel trust (MLT) model comprised of three levels relating to individuals, company performance, and context.Research implications/limitationsThis study offers a context-based multilevel trust model from a process perspective focusing on healthcare. This model can be tested in other service sectors.Practical implicationsManagers should consider multilevel trust to boost relationships and achieve local acceptance.Originality/ValueThis research contributes to trust theory by constructing a context-based multilevel trust model for international healthcare marketing.     

Internet blogs as a tourism marketing medium: A case study

This study explores a 2003 Yahoo Anniversary Website–I left my heart in Aegean Sea–built by Justin, a Taiwanese engineer. Justin returns from the romantic Aegean Sea and puts 124 photographs he took onto a website to share with his friends. Unexpectedly, the website becomes a hit and the address achieves wide distribution via various chain e-mails. The site helps to promote tourism to Greece, a destination relatively unknown to most Taiwanese. This investigation explores why the site appeals to so many visitors, impresses them, and even draws them to plan travel to Greece. The article describes the effect of the website by analyzing messages left on the site. The AIDA model is useful for classifying holistic messages. The data demonstrate that the website generates desire and action in over 45% of its readers. These individuals either announce plans to visit Greece immediately or at some time in the foreseeable future. The website thus significantly influences browsers and indirectly promotes Greek tourism. Then, this article describes the key success factors of this popular website. Finally, the article presents suggestions and implications for the tourism industry and for nations seeking to promote tourism.     

Recycling as a marketing problem: A framework for strategy development

This article provides a framework for integrating past recycling research by conceptualizing recycling compliance as a marketing problem. Within a social marketing framework, recycling behavior is considered the product, and the marketing problem is to sell recycling to the consumers or public. Recycling research is then categorized as consumer research (research on characteristics of the recycler), pricing research (research on the costs to the consumer, including implicit or less tangible costs), distribution research (research on modes of participation for the recycler), and promotional research (research on intervention strategies such as raffles and contests, personal selling techniques such as block leader programs, and persuasive communications). Using this framework, we provide an integration of a vast amount of recycling research, and also suggest how this research can be used to design actionable strategies for the development of community recycling programs. © 1994 John Wiley & Sons, Inc.     

More guilt re services: toward a more inclusive view

It appears to be implicit in most research about the service sector that services are only produced in the private sector. This brief note submits that to calculate service output for the whole economy, the services produced in the public sector by national, regional and local governments must of necessity be included. This enhanced calculation demonstrates that service-producing industries are a much larger proportion of total economic activity than has been realised, and may, in the US for example, constitute around 80 per cent of total employment.     

Internal marketing as a change management tool: A case study in re-branding

This article examines the rational, power and political considerations of internal marketing (IM) when implementing a change management initiative, such as re-branding. Based on the findings of a qualitative case study of a Canadian university and the views of multiple stakeholder groups, additional considerations have been identified that relate to the transformation or ‘control’ stage of change. Particularly, tactics have been presented that are believed to facilitate the transition or re-branding process. This research provides important perspective on the role of IM in the context of organizational behavior. Using a grounded theory research method, an adapted model is proposed that comprises elements of internal marketing as well as change management.     

Co-operatively re-engineering a financial services information supply chain: A case study

This paper presents a case study of the co-operative design, development, and implementation of an XBRL-enabled interorganizational system (IOS) by the Australian Prudential Regulation Authority, the Reserve Bank of Australia (central bank), and the Australian Bureau of Statistics to revolutionize reporting by financial institutions in Australia. The findings illustrate that the complexity of data consumption patterns drove increased interdependence within the financial information supply chain requiring the co-operative development of context sensitive data exchanges and commodity-like IT infrastructures. The paper concludes that the co-operative model to IOS development exhibited here is likely to be more suited to the development of systems for financial information supply chains than the hub and spoke model characteristic of IOS in other sectors. Copyright © 2009 ASAC. Published by John Wiley & Sons, Ltd.     

Tax exemption as a marketing tool: The Irish Republic and profits derived from artistic creativity

The Republic Of Ireland (Eire), though a relatively new nation, having been chartered in 1923, reflects a culture more than twenty-five centuries old. This Irish culture has been the source of much uniquely creative fine art, writing, drama, and philosophy. Creativity as a vocation and source of work-product seems endemic to the Irish mentality. As a result, the Irish look upon creativity differently than do most cultures. They have created a tax exemption for many of the financial rewards reaped by creators of “art” in any of the forms mentioned above and some new forms as well. This paper examines the marketplace effects of the Irish exemption from taxation of personal income derived from artistic creativity.     

The ties that bind us: examining relationship marketing orientation and its impact on firm performance in the information systems outsourcing services sector

The objective of this study is to analyze the adoption of a relationship marketing orientation (RMO) by firms in the information systems (IS) outsourcing service sector. The study frames RMO as a hierarchical, reflective construct which models seven dimensions including bonding, communication, empathy, harmonious conflict resolution, shared value, trust, and reciprocity. A sample of 114 senior executives from firms in the IS outsourcing industry in Hong Kong were obtained from a survey. Empirical analysis via structural equation modeling confirms the hierarchical, seven construct reflective structure of the RMO model, and the high levels of a firms’ RMO lead to a direct positive impact on firm performance outcomes. The findings provide valuable managerial insights for measuring and managing an RMO in the IS outsourcing sector, and professional services generally. Both theoretical and practical implications are discussed along with future research directions of the study.     

An experimental study of marketing information utilization: The manager-researcher dichotomy

This study uses an experimental design for the presentation of a case, demographic information, product test survey results, and test market results to marketing managers and to market researchers. We attempt to determine the interrelationships among changes in decision outcomes, sales estimates, and confidence. We also show that the two-community dichotomy between marketing managers and market researchers exists.     

Personal constructs: Their use in the marketing of intangible services

Marketing services requires identification of consumer's perceptions of salient attributes for positioning. Personal constructs (Kelly 1963) are at the core of consumers' determination of the degree to which attributes exist within phenomenon. Using Kelly's notion of personal constructs, this paper proposes a conceptual framework from which intangible attributes can be “tagged” to tangible signs.     

Analysing marketing customization strategies in Australasian firms: a framework for services and goods exporters

Previous studies suggest that services and goods marketers can share internationalization and market entry frameworks. Very little research has investigated any similarity of marketing customization frameworks of services and goods exporters. This study has proposed a common customization framework, which was examined using the experiences of 101 services and goods firms operating in a highly different environment. It was found that the marketing environment–marketing strategy framework for service and good exporters was mostly similar, but that the extent of the influence of selected factors was stronger for service firms. The framework of marketing strategy–performance was confirmed to be mostly similar. The results of this study suggest that, after internationalization and market entry mode theories, a common marketing customization framework can probably be identified across selected services and goods sectors.     

Customer benefits and value creation in streaming services marketing: a managerial cognitive capability approach

Customer value analysis and management is a key theoretical and empirical issue in marketing management and strategic management. However, little is known about the influence of customer benefit on customer value from the microfoundations of the dynamic capabilities perspective. Currently, a boom in online video and music streaming services is changing the entertainment industry structure. Thus, marketing managers in the fast‐growing streaming services industry should have dynamic managerial capabilities to anticipate other service elements that customers consider valuable. Based on managerial cognitive dynamic capabilities, this research explored the influences of customer‐perceived functional benefit, experiential benefit, financial benefit, and psychosocial benefit on perceived instrumental and terminal values. General linear model (GLM) and fuzzy‐set qualitative comparative analysis (fsQCA) were conducted to gain a more nuanced understanding of how different customers’ perceived benefits have different impacts on perceived value. The findings illuminate complex benefit configurations that drive perceived instrumental and terminal values and contribute to the development of value creation and its drivers. The proposed framework can help managers develop managerial cognitive dynamic capabilities by increasing their understanding of the impact of different perceived benefits on value creation for different types of customers.     

数据库营销系统在某保健品企业信息管理系统的应用

本文重在实用性,适当照顾内容的完整性和科学性为编写原则.全文围绕数据库信息系统的开发过程,叙述通俗,图文并茂、简易可读.