...Heather M. Meyer; Nacasius U. Ujah Purpose The decisions marketing managers make on advertising expenditures are vital to maintaining the sales and profitability of a firm. However, these decisions have not been taken into account to a great enough extent when determining a firm’s performance...

... at the sports marketing/entrepreneurship interface by suggesting that the potential paradox of collaboration and competition can be explained by considering the benefits to an overall organisation as opposed to individual clubs within it. Sport Marketing management The objective of this case study...

... development and customer relationship management). Associate Professor Karin Tollin can be contacted at: kt.marktg@cbs.dk © Emerald Group Publishing Limited 2015 New product development Strategic marketing Marketing management Strategy Based on the discussion above and the referred...

... differences in person-environment (P-E) fit between marketers and non-marketers. Design/methodology/approach – The authors identify core marketing functions and relevant personality traits of marketing managers, based on the marketing literature. The authors then compare personality and career...

... management New product development Brand awareness Marketing management Marketing research Measuring instruments Homburg et al. (2005) have demonstrated that consumer attitudes toward products can change after interaction with those products. The trading of stocks and products in a PM...

... Customer engagement Marketing management Marketing segmentation Customisation and personalisation concern offering special deals (targeted promotions) to specific groups of customers (Sheth et al., 2000 ; Sin et al., 2005), and/or tailoring offerings to appeal to specific sets...

... for sound parameters for the use of coupons are of value to marketing management. Originality/value – The paper offers an unique insight into coupon propensity and usage from a little-known economy. Its value lies in the degrees of support offered to findings from more advanced economies and a basis...

... orientation and entrepreneurship orientation alignment on product innovation ”, Organization Science , Vol. 12 No. 1 , pp. 54 ‐ 74 . Avlonitis , G.J. and Gounaris , S.P. (1997), “ Marketing orientation and company performance ”, Industrial Marketing Management , Vol. 26 , pp. 349...

... be applied meaningfully to ISR. Mitchell Ross can be contacted at: m.ross@griffith.edu.au © Emerald Group Publishing Limited 2012 Strategic marketing Strategic management Marketing management Marketing planning Educational institutions Students The critical impact...

...Osman Gök; Gungor Hacioglu Purpose The purpose of this paper is to design a comprehensive responsibilities inventory for today's marketing managers, from which it develops factual inferences for the role of marketing in corporations. Design/methodology/approach A content analysis on online job...

.... the grey cosumer market) is growing in academic and managerial importance. © Emerald Group Publishing Limited 2008 Market segmentation Marketing management Marketing opportunities Malaysia Older consumers Decision making Societies are aging world‐wide as demographic changes...

...Shu‐pel Tsai Purpose Corporate identity has become one of the major topics in the field of corporate marketing studies, but the relationship between corporate marketing management and corporate‐identity building seems still stuck at the stage of operational rather than strategic considerations...

.... Mark E. Hill can be contacted at: hillm@mail.montclair.edu; stratageml@earthlink.net © Emerald Group Publishing Limited 2007 Marketing Marketing decision making Marketing philosophy Marketing management Thinking Since, attaining recognition as a separate field of study early...

...Brendan J. Gray; Geir Grundvåg Ottesen; Jim Bell; Cassandra Chapman; Jemma Whiten Purpose This paper sets out to identify the knowledge and skills that marketing practitioners need to possess and use, to improve marketing management and firm performance. Design/methodology/approach The data...

... research, and the characteristics of CRM systems. Responses were obtained from 240 senior marketing managers in Australia, and applied to the testing of five research propositions. Findings ANOVA found no differences in CRM usage among the strategy types. Variation was widespread, however, in four...

... assessment of performance. The study nevertheless demonstrates the validity and usefulness of the ICON matrix and scale, and sets directions for further investigation. Practical implications Offers a simple yet powerful way for marketing managers and planners to identify their firm's ICON archetype...

...Isobel Doole; Tony Grimes; Sean Demack Purpose To take a more holistic and integrated view than in existing studies of export capability among small and medium‐sized enterprises, by exploring the key components of marketing management, and the blend of processes, practices and activities most...

.... Findings Whereas success is measured in capital markets in terms of shareholder value‐added, balanced against risks associated with future strategies, the time value of money and the cost of capital, marketing management avoids such issues – this despite the fact that most of the capital value...

...Val Cox; Barry Ardley Purpose A range of previous studies show that large numbers of practitioners do not adopt the prescriptive model of marketing planning. The research objective was to determine how marketing managers actually do go about making marketing planning decisions and what...

... Marketing management Education Marketing intelligence The intent of this paper is to detail several formats for exposing practitioners to marketing knowledge in a manner that teases out the most relevant information, encourages immediate practice of the ideas, and lays a foundation for further...