A Relationship Marketing Perspective for Direct Marketing in the Legal Services Industry

ABSTRACT

The concepts of relationship marketing art: merged with concepts from direct marketing to provide an integrated view of direct marketing. This combined literature is then applied to the specific case of legal services marketing. It appears that the combined literature can he usefully applied to professional services, in general, and holds promise for strengthening marketing efforts in this area.     

Academy of Marketing Conference 2002 The Marketing Landscape: Signposts for the Future

Abstract

This paper addresses previous calls for research to investigate the relationship between acculturation, consumption, and religion. Specifically, this paper argues that previous research investigating these relationships amongst ethnic minorities may have deliberately ignored religious differences for convenience. This paper investigates Indians living in Britain, drawn from India's three main religions: Hinduism, Islam, and Sikhism. Using an ethno-consumerist framework, we interviewed sixteen, second-generation Indian women living in Britain, who were matched in terms of their acculturation, socio-economic backgrounds, and level of religiosity. The data analysis showed subtle but important divergences between the religions, with Hindu participants' religion having little influence on their consumption, whilst Sikh participants consumed products that affirmed an ethnic rather than religious identity. In contrast, Muslim participants consumed products that they felt rejected their Indian cultural identity and affirmed their British and Muslim identities. A number of marketing findings and limitations are presented.     

精准营销和社群营销将是互联网营销的主流——访百度广告部总监李峰

百度还是那个百度，凭借他我们可以在网络资讯的海洋里直接命中目标，且无孔不入；百度已经不是那个百度，搜索大鳄百度的角色开始多元化，已经超越了单纯的搜索引擎网站。百度正在积极架构搜索社区，将未来发展方向定到了“社区生活”。最新的相关数据也表明百度的努力已经初见成效。百度是如何挖掘社区的商业价值的？精准营销如何实现？为此我们特意采访了百度广告部总监李峰先生。[编者按]     

Marketing Services for the New Organizational Structure

Two trends in organizational structures warrant a reexamination of the ways that marketing services companies (Marketing, Advertising, Promotion, Public Relations, etc.) are asked to support the objectives of their client organizations. The first trend is the "flattening" of many organizations as layers of management are cut in an attempt to reduce overhead. However, there is seldom a concurrent reduction in projects with the result that the remaining managers must accomplish virtually all the previous tasks with a diminished staff. The second trend is an attempt to develop a competitive edge by refocusing the mission of the organization. Total Quality Management (TQM), task teams, and a new focus on customer service are examples of recent attempts to redefine the real goals of an organization and align employees behind the new goals. In this article the authors argue that a new structure in marketing services companies is needed to serve the new organizational structure. This new structure more nearly mirrors the client organization by encompassing multitude disciplines and operating with a lean organization of experienced professionals. The advantages are the same as those that lead to changes in the client companies; lower overhead, greater alignment along disciplines, and a competitive edge for clients.     

黑袜子 昂贵背后的营销术

<正>出售的商品简单得出奇,价格不便宜,甚至要先交年费。但就是这样的一个网站,却赢得了极高的用户忠诚度。它成功的奥秘在哪里呢?这是一家欧洲的小型网络商店,叫"黑袜子站"(BlackSocks.com),顾名思义它专卖黑袜子。但这种普通的黑袜子,定价不低,基本上是一双10美元。然而,十多年来,它成功在欧洲卖出1000万双黑袜子,并因此一度成为美谈。该网站的创始人萨米·赖尔切思路清晰:只专注商务人士。     

Examining the Relationship Marketing,Marketing Productivity Paradigm

Abstract

The authors examine the relationship marketing research literature and identify three schools of thought regarding relationship marketing. The Inter-organizational, customer relationship, and customer valuation research perspectives are described and representative studies are discussed. The predominant conceptual approaches to marketing productivity in the research literature are identified and described. The shareholder value model of Srivastava, Shervani, and Fahey (1998) is selected as the most useful conceptual framework linking relationship marketing and marketing productivity. The linking constructs of customer equity and brand equity are identified as the critical conceptual connections between relationship marketing and marketing productivity. A research agenda is suggested, covering both conceptual and operational issues for further development of both relationship marketing and marketing productivity.     

A Framework for Digital Marketing Research: Investigating the Four Cultural Eras of Digital Marketing

The digital marketing discipline is facing growing fragmentation; the proliferation of different subareas of research impedes the accumulation of knowledge. This fragmentation seems logically tied to the inherent complexity of the Internet, itself resulting from 50 years of evolution. Thus, our aim is to provide an integrative framework for research in digital marketing derived from the historical analysis of the Internet. Using practice theory and institutional theory, we outline a new type of institutional work: imprinting work. We apply this framework to the analysis of historical secondary sources. We find four cultural repertoires on the Internet (collaborative systems, traditional market systems, co-creation systems, and prosumption market systems) and describe the dynamics of imprinting work leading to their creation, showing how new systems are created by appropriating and assimilating existing cultural repertoires. We contribute to the digital marketing literature by providing a cultural framework and a theory explaining the dynamics of the creation of four cultural repertoires. Moreover, we outline three paths of potential evolution of the digital landscape. Our framework may help managers make sense of their digital strategy and navigate the various Internet systems.     

Marketing the Church

No abstract available for this article.     

基于观念营销的营销组合研究

观念营销指企业在追求自身经营目标时,通过设计、推广和灌输与自身产品相关的理念,来影响消费者的消费观念,从而达成交易的过程。本文认为,企业要获得消费者认可,更重要的是观念的设计、推广以及向消费者的灌输;观念营销由观念策略、产品策略、价格策略、渠道策略和沟通策略等五个方面构成,而企业文化力、市场前瞻能力、观念力、产品力、通道整合能力等是影响观念营销成败的关键因素。     

Jurisdictional Issues for Electronic Marketing

ABSTRACT

As the Internet continues to grow as an important marketing channel, the laws governing this medium require attention. Once a website goes “live,” a continuous presence is established anywhere a consumer can access the Internet and the possibility arises of being sued in a remote state or foreign country. Jurisdiction entails the power of a court to hear a given case and to require that businesses and/or individuals try the case before the court and face its judgment. An understanding of online jurisdictional issues can help marketers protect their online interests and avoid costly lawsuits. This paper considers the current body of law about jurisdiction to better understand how it may impact online business and marketing practices. Suggestions are offered to help online marketers prevent problems that can arise from jurisdictional exposure.     

针对女性消费的营销策略探微

女性自身的生理特征以及社会角色决定了女性消费群体巨大的消费能力和消费潜力。众多企业正是敏感地看到了这一点，深刻认识到要想征服市场必须首先征服女人，于是都把女人当作产生利润的重要消费群体。本文针对这一实际情况，简单提出了女性消费的特征，同时从产品的开发、价格、广告、销售促进等方面提出了一些相关策略。     

iPad2问世与营销策略启示

升级版的iPad2在原有基础上又做了重大改进,二代比一代更加轻薄、快速,并提供了视频会议等功能。iPad2高调发布精彩面市前不久iPad2在美国旧金山芳草地     

论粮食企业的营销创新

根据粮食市场需求的新特点和激烈竞争的市场形势，针对粮食企业的各种问题，提出了关于粮食企业营销创新的一些建议。     

Marketing strategy and the hunt for era V

ABSTRACT

This paper is a response to a recent special issue of the Journal of Marketing Management in which Shelby Hunt celebrates the achievements of 40 years of marketing strategy. In noting the passing of the ‘old guard’, Hunt calls on a new generation of scholars to meet the challenges confronting marketing and to develop new theories and frameworks to advance Marketing Strategy into Era V. We take for our inspiration Hunt’s own words, specifically his reference to the ‘promising’ and ‘problematic’ that he uses to characterise the current and latent state of marketing strategy. To build our vision and map out our agenda we offer an alternative reading of this discipline through the idea of Marketing Strategy as Discourse (MSAD). Within the paper, we outline the role that discourse can perform as a resource to reconfigure our appreciation of marketing strategy.     

产业销售起飞研究——以绿色农业产业为例

近年产业销售起飞机理成为产业组织和市场营销的研究热点。目前研究分支有:以产品销售扩散研究发展成的经典的Bass模型,但产品销售起飞本质上是个二分事件,所以扩散流派并没很好倡导和揭示起飞机理;Golder等人不仅提出起飞概念,而且在研究方法上借用生存分析等技术,并取得重大进展。采用"起飞阈值"法对绿色农业产业销售时机进行实证分析,结果表明绿色农业产业在2002年实现产业起飞。     

Benchmarking Marketing Processes for Performance Improvement: A New Approach from the Chartered Institute of Marketing

Many benchmarking initiatives are driven by an academic or government desire to understand the position of industry sectors relative to each other or to those of other nations. In contrast, for managers striving to compete and drive their businesses forward, this generalised approach is secondary to their need for tools which are applicable in their own company and which give them direct benefits.

Observing that benchmarking has proved very powerful in manufacturing, the Chartered Institute of Marketing (CIM) invested in research to establish a similar approach in marketing. Benchmarking was defined as a system which incorporates three essential elements: measurement, processes, and a defined, measured, aspirational 'benchmark'.

This paper describes a unique benchmarking tool designed specifically for marketing processes (CIMBA), developed by the CIM It enables both marketers and senior executives in non-marketing functions to identify the role of marketing in their organisation and to measure the processes which convert marketing strategy into reality.

The system is driven by a model of best practice, tailored to each organisation's situation through their particular critical success factors. Analysis is software-based to provide easy manipulations of the data. CIMBA provides the measurements and the means to broker partnerships between carefully matched companies, even across sectors, if they have gone through a CIMBA assessment.     

区域市场营销与企业市场营销的关系研究

在全球化时代,经济、社会、文化、人才等资源的区域化乃至全球化流通以及"产业集聚"使得区域必须运用营销思想来进行规划和运营。而区域市场营销与企业市场营销在营销实质上是相同的,都是以顾客为中心,围绕着顾客的需要和愿望来开展的营销活动,都要面临市场竞争并借助促销手段来追求双赢结果;但在具体操作上,二者既有联系又有区别。