Michael Saren

The critical contribution of social marketing: Theory and application

This paper examines the symbiotic relationship between social, commercial, and critical marketing thought. Marketers seek to influence consumer behaviour. Much ill health and many social problems are caused by human behaviour. Social marketing puts these two phenomena together and uses marketing insights to address social behaviours. In the process both arms of the discipline can benefit, and this paper illustrates this using the examples of exchange theory and relational thinking. Social marketing also recognizes environmental influences on behaviour and that commercial marketing can be an important part of this influence. The case of tobacco is used to show that this influence can be malignant, and that as a result marketing has come under unprecedented scrutiny. Social marketing’s understanding of both the commercial and social sectors puts it in a unique position to provide realistic critiques of marketing and identify intelligent solutions. The paper concludes that socialmarketing will flourish by exploiting its twin understanding of the good and the bad that marketing can bring to society.

Antecedents and Consequences of Relationship Marketing: Insights from Business Service Salespeople

Abstract Relationships between suppliers and buyers are very important in effective marketing strategies. For example, General Motors, Xerox, Black & Decker, and Nieman Marcus are looking at relationships with their suppliers to achieve stronger marketing and competitive positions. We developed a model regarding the antecedents and consequences of relationship marketing concerning salespeoples behaviors along with propositions. Using a theory-in-use perspective, we examined the insights of business service salespeople from three service industries in two countries analyzing their critical role as boundary spanning agents in relationship marketing. Through in-depth interviews, we explored the nature of salesperson-customer relationships. This research suggests that relationship marketing is regarded by salespeople as a two-way path and the development of relationships requires engaged relationship building activities from both buyers and sellers.

Theorizing about the service dominant logic: The bridging role of middle range theory

To date, the discourse about service dominant (S-D) logic has been largely theoretical, with the main focus on exploring the foundations for an integrating general theory of markets and marketing. Little attention has been given to the role of theorizing, and how empirical evidence can be used to inform the theoretical development. This paper explores the bridging role of middle range theory in this process. First S-D logic is examined as a foundation for general theory. This leads to a discussion about the use of middle range theory to link general theory and empirical findings. The following sections examine the role that contemporary marketing practices (CMP) research plays in providing a bridge between S-D logic and empirical evidence. The paper concludes by considering implications for further research.

Integrating Information Technology into Marketing Practice - The IT Reality of Contemporary Marketing Practice

The continuing assimilation of Information Technology (IT) into marketing practice is an issue of our time. The aim of this paper is to highlight that, despite the current negativity in the market, it is crucial that marketings continuing assimilation of IT, for a variety of purposes, is not impacted. It also suggests a holistic rather than individualist view of IT in marketing in order to capitalise on its benefits and to cope with the reality of IT assimilation. Following empirical research a framework is proposed, which integrates contemporary marketing practice and IT assimilation, both descriptively and prescriptively. This framework can be used academically and practically, as a guide to the marketing specific IT assimilation issues. This paper is also a rally call for marketing professionals and academics to become more IT proficient in order to capitalise on the board range of ITs which are becoming core requirements for the practice of marketing.

Building relationship platforms in consumer markets: a value chain approach

Relationship marketing in consumer markets predicates that the relationship between the firm and its customers adds value beyond that of the mere exchange, but it does not delineate how this value is produced. Current practices in the field suggest that customers are invited to join the value chain productively, but the means offered to them are supplier specific. In this paper, we present an alternative view of the customers value chain and we locate relationship marketing in the blending of the activities of two strategically positioned yet highly dependent systems of production and consumption. Linking the value chains of the firm and the customer we identify viable platforms for value relationships and channels that can provide hospitality to a dialogue between the two.

Performing identity: an analysis of gender expressions at the Whitby goth festival

The paper looks at the nature of gender identities within the gothic subculture, a subculture firmly rooted in objects of consumption and bonded together by a common fascination with the iconic figure of the vampire. We argue that the gothic scene is a site of praxis where accepted gender norms are challenged and alternative sexual politics are established through a variety of gendered performances. Based on the findings of a qualitative study conducted at the bi‐annual goth festival at Whitby, we explore the emergent performative themes of “putting the curves back in the feminine,” “gender as fantasy,” “gender ideal as a holy grail,” “blurring the boundaries” and “gender as fetishism.” We conclude by discussing how these performances serve to challenge orthodox conventions of gendered aesthetics and contribute toward the construction and expression of self.

How Critical is Employee Orientation for Customer Relationship Management? Insights from a Case Study

This paper explores the interface of employee orientation and the Customer Relationship Management (CRM) process based on an in-depth case study of a leading firm in the UK automotive services sector. Employee orientation is embedded in the Organizational Culture (OC) of the firm and manifested through its key elements, notably assumptions, values, behaviours and artefacts. CRM consists of four organizational activities: strategic planning, information, value creation, and performance measurement sub-processes. Based on the case study evidence, the widely postulated link between CRM success and employee orientation is empirically supported and the mechanisms underlying this association elucidated.

Critical Marketing: Defining the Field

About the book: Marketing is still widely perceived as simply the creator of wants and needs through selling and advertising and marketing theory has been criticized for not taking a more critical approach to the subject. This is because most conventional marketing thinking takes a broadly managerial perspective without reflecting on the wider societal implications of the effects of marketing activities. In response this important new book is the first text designed to raise awareness of the critical, ethical, social and methodological issues facing contemporary marketing. Uniquely it provides: – The latest knowledge based on a series of major seminars in the field – The insights of a leading team of international contributors with an interdisciplinary perspective . A clear map of the domain of critical marketing – A rigorous analysis of the implications for future thinking and research. For faculty and upper level students and practitioners in Marketing, and those in the related areas of cultural studies and media Critical Marketing will be a major addition to the literature and the development of the subject.About the book: Marketing is still widely perceived as simply the creator of wants and needs through selling and advertising and marketing theory has been criticized for not taking a more critical approach to the subject. This is because most conventional marketing thinking takes a broadly managerial perspective without reflecting on the wider societal implications of the effects of marketing activities. In response this important new book is the first text designed to raise awareness of the critical, ethical, social and methodological issues facing contemporary marketing. Uniquely it provides: – The latest knowledge based on a series of major seminars in the field – The insights of a leading team of international contributors with an interdisciplinary perspective . A clear map of the domain of critical marketing – A rigorous analysis of the implications for future thinking and research. For faculty and upper level students and practitioners in Marketing, and those in the related areas of cultural studies and media Critical Marketing will be a major addition to the literature and the development of the subject.

Industrial export pricing practices in the United Kingdom

Abstract Industrial export pricing is an area that is both conceptually and empirically neglected. That this is so is surprising given that a substantial proportion of industrial products is in fact exported. In an attempt to initiate research interest this article presents the results of a study undertaken among industrial exporters in the United Kingdom with the aim to explore empirically the export pricing practices of industrial firms. The study introduces the concept of industrial export pricing competence and compares the pricing practices in firms with different levels of competence. It offers suggestions for researchers and managers wishing to increase the performance of their export pricing decisions.

Do we really understand business marketing?Getting beyond the RM and BM matrimony

Purpose – A large number of researchers and marketing textbooks see business marketing dominantly from the relationship marketing perspective. One can even talk about a “matrimony” of these domains; “RM=BM”. The Contemporary Marketing Practices studies, however, provide clear evidence of the coexistence of various marketing practices but offer no supporting theoretical rationale for these findings. The purpose of this paper is to answer the question whether business marketing and relationship marketing, when broadly defined to include all relational‐interactional perspectives, are necessarily wedded to each other.Design/methodology/approach – A metatheoretical analysis was conducted to identify the contributions and limitations of the current research approaches to business marketing and a configurational approach for marketing (CAM) was developed, providing theoretical explanation for the empirical findings versus relationship dominance dilemma.Findings – The metatheoretical analysis showed that research...