The Marketing Mix Revisited: Towards the 21st Century Marketing

Constantinides, Efthymios

doi:10.1362/026725706776861190

Cited by 318 publications

(216 citation statements)

References 39 publications

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“…On the other hand, we see practice as a habitual condition that can vary from fully engaging to disengaging. Therefore, a mnemonic device is used, recalling other marketing tenets (see Constantinides 2006) and suggesting that it incorporates other largely unexplored consumption conditions. Thus, in addition to proposal and practice we introduce project and pause.…”

Section: Discussion and Key Theoretical Positionsmentioning

confidence: 99%

Proposal, project, practice, pause: Developing a framework for evaluating smart domestic product engagement

Woodall

Rosborough

Harvey

2017

AMS Rev

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Smart homes are fast becoming a reality, with smart TVs, smart meters and other such Bsmart^devices/systems already representing a substantial household presence. These, which we collectively term Bsmart domestic products( SDPs), will need to be promoted, adopted, and normalized into daily routines. Despite this, the marketing canon lacks a substantive discourse on pertinent research. We look to help correct this by melding ideas from organizational sociology, innovation diffusion and appropriation studies, and service dominant logic. Consequently, we suggest a framework for research that responds directly to the specific characteristics of SDPs. Using the SDP eco-system as a context, our framework emphasizes the interplay of embeddedness, practice, value and engagement. It comprises a four-stage horizontal/ longitudinal axis we describe as proposal, project, practice and pause. Cross-sectionally we focus on value, and combine aspects of existing thought to suggest how this impacts each stage of our engagement continuum. We subsequently identify perceived personal advantage as the resultant of these two axes and propose this as the key for understanding consumer and SDP sociomaterial engagement. This article also advances a definition of SDPs and ends with an agenda for further research.

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Section: Discussion and Key Theoretical Positionsmentioning

confidence: 99%

Proposal, project, practice, pause: Developing a framework for evaluating smart domestic product engagement

Woodall

Rosborough

Harvey

2017

AMS Rev

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“…Furthermore, most research in a business-to-business context concentrates on marketing services with little focus on the Standardization of marketing mix management [5,19,29,30]. This is supported by Patterson, Johnson [31], concluding that "…there has been an almost total lack of attention to the industrial or B2B sector".…”

Section: Research In Business-to-business Enterprisesmentioning

confidence: 99%

“…Further, research in a business-to-business context could be improved by recognising the "important factors in marketing mix management", as Amirdadjoo, Darvish [32] state, making this a very important area of research [6]. In a B2B context, some papers have been published which examine the factors influencing the success of marketing mix management Standardization [14,29,33], such as organizational, macroand micro-environmental and mix related factors and stakeholder factors in a marketing mix context, but no research has been published which investigates the various factors influencing marketing mix management Standardization simultaneously within one single model or approach. Therefore, this research attempts to close this research gap by addressing the following questions:  What are the influencing factors for the successful management of a standardised marketing mix amongst SMEs in the B2B sector?…”

Section: Research In Business-to-business Enterprisesmentioning

confidence: 99%

Smes Marketing Mix: Examining Influencing Factors for Its Successful Management

Wielanda¹

2017

IJRET

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Purpose -To investigate the influencing factors for the successful management of a standardised marketing mix in the businessto-business (B2B) sector of small and medium-sized enterprises.Design/Methodology/Approach -A qualitative research through 26 semi-structured in-depth interviews of small and mediumsized enterprises operating in the German business-to-business sector was conducted. The interviewees are involved in marketing mix management decisions and marketing Standardization. Content analysis was used to analyse the collected data. Findings -Results show that no identification of the factors influencing the success of the management of a standardised marketing mix, particularly for the business-to-business sector is available. The study found that a standardised marketing mix is influenced by a number of factors which have to be clearly identified in order to be implemented successfully. This paper identifies and implements these influencing factors for successfully managing a standardised marketing mix. Research Limitations/Implications -The practical implications of the findings refer to the fact that there does not seem to be a "one and only way" for successfully managing a standardised marketing mix which can be applied to all circumstances and business contexts. Identifying and implementing these influencing factors seems to be a situation specific marketing activity. The significance of the findings notwithstanding, the business-to-business-context of this research, which was conducted with small and medium-sized enterprises, is the most important caveat, as it limits the possibility to generalise its findings to other business contexts. Practical Implications -This study is important for small and medium-sized enterprises operating in the business

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“…( Kaplan & Haenlein, 2009) Constantinides (2006) observou que diversos autores (Sriram & Sapienza, 1991;Romano & Ratnatunga, 1995;Coviello et al 2000) alegaram que, apesar das evidências empíricas do exato papel da contribuição do marketing mix no sucesso das organizações comerciais serem muito limitados, vários estudos confirmam que os 4Ps são de fato uma plataforma conceitual confiável para os praticantes lidarem como as questões táticas e operacionais do marketing. Kotler e Lee (2007) ressaltaram que esta plataforma é aplicável no setor público, sendo possível utilizar esta ferramenta para aumentar o desempenho da administração pública.…”

Section: Página 63unclassified

“…Kotler e Lee (2007) ressaltaram que esta plataforma é aplicável no setor público, sendo possível utilizar esta ferramenta para aumentar o desempenho da administração pública. Neste cenário de frustrações e mal entendidos descrito por Lamb (1987) e Kaplan e Haenlein (2009) surge a necessidade de verificar a atual percepção dos servidores públicos a respeito do marketing público, utilizando a plataforma conceitual dos 4Ps citada por Constantinides (2006), que caracterizam as ferramentas do marketing público (Kotler & Lee, 2007). A insatisfação dos cidadãos demanda ações de marketing na esfera pública visando melhorar a qualidade do serviço prestado (Lamb, 1987), e a pesquisa da percepção destes servidores públicos com relação a esta ferramenta ganha importância.…”

Section: Página 63unclassified

Fatores Determinantes Para O Entendimento Do Marketing Público No Serviço De Controle De Atividades Urbanas Numa Prefeitura Municipal

Fares¹,

Mainardes²

2015

Revista Brasileira de Gestão e Inovação

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RESUMOO serviço de controle de atividades urbanas vem sendo alvo de questionamento pela sociedade quando ao seu desempenho. As ferramentas do marketing público podem ser utilizadas como instrumento para auxiliar na melhoria do desempenho, sendo os 4Ps a base teórica adotada para identificação destas ferramentas.Logo, identificar os fatores determinantes para o entendimento do marketing no serviço público ganha importância. Através de um questionário validado é possível, com num número menor de variáveis, ter um entendimento das percepções do servidor público com relação ao marketing público, permitindo ao gestor diagnosticar o cenário atual e adequar o ambiente para implantação destas ferramentas. Partindo do quadro proposto por Kaplan e Haenlein (2009), estruturou-se uma pesquisa quantitativa, descritiva e de corte transversal. A pesquisa foi feita na Prefeitura de Vitória, ES, através de questionários impressos, obtendo-se uma amostra com 104 respondentes. Após a caracterização dos respondentes e validação da amostra foi feita uma análise fatorial. Obteve-se como resultado que o Fator Interação (F1) compreende o fator mais determinante, na percepção do marketing no serviço público pelos servidores da SEDEC, que atuam no serviço de controle de atividades urbanas, seguido do Fator Custo-Benefício (F2), do Fator Condições de Pagamento (F3) e do Fator Disponibilidade (F4). Esta pesquisa teve como principal contribuição acadêmica propor um método para medir o entendimento do marketing no setor público, algo raro na literatura. Como contribuição secundária, propõe um novo campo de interesse aos pesquisadores, para uma área carente de estudos, que é o serviço de controle de atividades urbanas. Palavras-Chave: Marketing Público. Servidor Público. 4Ps. Serviço de Controle de Atividades Urbanas. ABSTRACTThe urban activities Control Service has been the target of questioning by society on its performance. The public marketing tools can be used as a tool to help improve performance, the 4Ps and the theoretical basis adopted for identification of these tools. Then, identify the determining factors for the understanding of marketing in the public service becomes important. By a validated questionnaire is possible with a smaller number of variables, to have an understanding of the perceptions of civil servers regarding public marketing, allowing the manager to diagnose the current situation and tailor the environment to implement these 1 Autor correspondente.

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The Marketing Mix Revisited: Towards the 21st Century Marketing

Cited by 318 publications

References 39 publications

Proposal, project, practice, pause: Developing a framework for evaluating smart domestic product engagement

Proposal, project, practice, pause: Developing a framework for evaluating smart domestic product engagement

Smes Marketing Mix: Examining Influencing Factors for Its Successful Management

Fatores Determinantes Para O Entendimento Do Marketing Público No Serviço De Controle De Atividades Urbanas Numa Prefeitura Municipal

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