Peter M. Lynagh

Integrating exhibit marketing into integrated marketing communications

Purpose – The purpose of this paper is to explore developments in the field of integrated marketing communication and the changing relevance of its component processes that have implications for marketing managers.Design/methodology/approach – The paper integrates concepts including a range of recently published (1993‐2005) theoretical works, practitioner developments in practice and industry studies.Findings – The paper provides information and action approaches to marketing communicators that may increase the success of their promotional efforts. In addition, the paper provides a useful perspective in the proper use and applications of event marketing. It outlines the benefits of adopting event‐marketing techniques and offers practical suggestions for maximizing their value in the promotion process.Research limitations/implications – The theoretical concepts that form the foundation of the paper appear to have a significant application to the integrated marketing communications. Some, but not all, have ...

Career perspectives of women in distribution: congruency or contrast?

Discusses the results from an empirical study that investigated potential career frustrations and concerns of women in distribution, defined as female marketing and logistics professionals. In general, both groups of respondents have some reservations about career opportunities in their respective fields. Moreover, perceptions about career opportunities appear to be influenced by personal demographic characteristics such as education and managerial status. The results also suggest that education and continuous learning are crucial for a successful career in distribution.

An analysis of select web site practices among supply chain participants

Abstract Although the Internets potential impact on supply chain management appears enormous, to date, most of the relevant literature has been anecdotal in nature. The present paper adds to the relatively sparse empirical literature by looking at select web site practices involving supply chain participants. More specifically, the paper investigates possible relationships between web site practices and the organizational characteristics of firm size, firm type, firm age, length of Internet adoption, and the percentage of corporate revenues derived from the Internet. The relevant findings appear to support literature suggestions of differences between earlier and later adopters of the Internet, as well as of linkages between using the Internet as a source of corporate revenues and the phase/stage of web site development.

The contemporary motor carrier salesperson: An analysis of shipper and carrier perspectives

Abstract One of the continuing concerns of the motor carrier industry is the need to upgrade the knowledge and skills of its salespeople. The paper reports the findings of a study which attempts to identify the specific characteristics of salespeople that require upgrading or improvement. The study is unique in the sense it examines and compares the views of both shippers (i.e. “buyers”) and carriers (i.e. “sellers”) of trucking services. Overall, both the univariate and multivariate analysis indicate that shippers and motor carrier sales managers have very different perceptions regarding desirable salesperson attributes, with shippers advocating less emphasis on personal traits and more attention to service and knowledge-related attributes. This suggests that motor carriers, in general, have been slow to adapt their sales management policies and practices to the realities of the contemporary transportation environment.