...António Pimenta da Gama Purpose Marketing professionals are under pressure to implement methods and metrics that demonstrate the value of the function. This paper aims to propose a model to measure marketing performance, focusing on four categories of metrics and two types of factors...

...Cabrini Pak Purpose This paper aims to propose a framework for marketing to the sandwich generation (SG) shopper, an influential and growing demographic in the marketplace. Design/methodology/approach This paper draws from research in business, sociology, health care and industry sources...

... with their almost complete absence from any advertising/marketing other than for products for the “aged.” Findings The research clearly demonstrates that older people are active buyers of consumer products, especially digital products and that stereotypes about the behaviors and opinions of classic generational...

... the next layer of brands, the regional and local brands, will start penetrating the Metaverse. Originality/value Metaverse will be the new future marketing platform for presenting and giving life to all kinds of brands in the 3D interactive digital space. Metaverse is a digital copy of how we...

...António Pimenta da Gama Purpose The purpose of this paper is to integrate and extend existing knowledge about marketing performance assessment, making a case for a measurement system identifying five categories of metrics on which attention should be focused. Design/methodology/approach...

...António Pimenta da Gama Purpose Marketing performance assessment has been a major concern and remains a vital issue for companies and professionals. This paper aims to revisit the theme of marketing audits and propose a methodological approach aimed to evaluate marketing practice at the light...

...Mário Franco Purpose The purpose of this paper is to identify and analyse the particularities of marketing in small and medium-sized enterprises (SME), to try to understand how networking can influence the marketing activities implemented in this firm segment. Design/methodology/approach...

...Sophie Jeanpert; Gilles Paché Purpose When a company simultaneously manages several distribution channels, there are important issues regarding the sharing of marketing and logistical resources. This paper aims to discuss the integration of sales staff, communication and logistical operations...

... by organisations. © Emerald Group Publishing Limited 2013 Customer orientation Customer focus Organisation Marketing Strategy Loyalty In today's competitive milieu, every organisation aims to become “customer oriented”. Organisations that have been successful at being “customer oriented...

...Crystal J. Scott Purpose In their boundary‐spanning role, marketing managers are often charged with managing cross‐functional teams and collaborative work groups. Although this interfunctional coordination is key to organizational performance many marketing managers run into resistance owing...

... communications process improvement (CPI) to various business functions and activities in the context of LSS‐derived procedures. Findings The article examines the application of CPI to specific organizational activities, including marketing, communications planning and customer service. When applied...

... make a certain switch that goes into a VCR. When some hungry inventor comes up with a process that obviates the need for a switch, you will be in trouble. And when the consumer decides that he or she wants a DVD player, not a VCR, you may be in even bigger trouble. “Marketing Myopia” got some...

... of that value. This is called monetization (turning value into money) and is often sudden and destructive of value, as when managers employ short‐term tactics to meet a budget shortfall. Smarter monetization strategies include ways of voluntarily extracting value though brand management or creating a market...

... that to accept it would be to tacitly accept future arbitrary increases as well. In many markets, customers have been educated to believe that regular price increases are fair. For example, in industries where technological sophistication increases yearly, prices are expected to rise. Going further, we...

... Competitive strategy Marketing Customer satisfaction As services grow more complex, the effort required to successfully address these issues is growing, also. IBM announced in 2002 that it was shifting $1 billion of its R&D budget for the next three years away from traditional information...