Richard Brookes

Towards a paradigm shift in marketing? An examination of current marketing practices

In recent years, the traditional Transaction approach to marketing has been challenged to the point where a number of authors have suggested that a “paradigm shift” is occurring. The “newparadigm” is commonly referred to as Relationship Marketing, and has been used to reflect a number of different types of relational marketing activity, including Database, Interaction and Network marketing. This paper investigates current marketing practice to clarify the relevance of these alternative approaches using four case studies and a survey of 134 firms. The results do not support the notion of a complete “paradigm shift”. Rather, the findings show that for many firms, transactional marketing is relevant and practised concurrently with various types of relational marketing. It is concluded that while relational marketing issues are currently receiving attention from academics and practitioners alike, the role of transactional marketing should not be ignored or underestimated.

Researching the role of information and communications technology (ICT) in contemporary marketing practices

Purpose – This paper aims to provide a review of how the role of information and communications technology (ICT) within marketing practice has developed over the past decade and to develop a research agenda to meet future challenges.Design/methodology/approach – The paper adopts a theoretical approach and reviews the historical and current deployment of ICT into marketing practice. It focuses on the CMP framework of marketing practice and, within that, on the original conceptions of e‐marketing within the framework and the corresponding empirical results from various CMP research projects..Findings – The paper concludes that, regardless of the dominant focus of marketing within an organisation, marketing practitioners increasingly have an ICT requirement within their marketing practice.Practical implications – The paper develops the argument for academic research to focus more on ICT practice and implementation to provide a deeper understanding of ICT deployment.Originality/value – Despite the emphasis on...

Assessing the Role of e-Marketing in Contemporary Marketing Practice

Using a sample of 149 firms from the UK and New Zealand, we extend previous research on the nature of contemporary marketing practices by Brodie et al. (1997) to examine the practice of e-Marketing in relation to other aspects of marketing. Analysis reveals four combinations of marketing practice. While one third of firms emphasize either a Traditional Transactional or Traditional Relational approach to their markets, another third practice e-Marketing in combination with Transaction and Database Marketing, and a final third integrate all of Transaction, Database, Interaction, Network and e-Marketing. The findings show that for most firms, the level of e-Marketing practice reflects the extent to which information technology plays either a reinforcing, enhancing or transforming role in the organisation.

The influence of pre-decisional constraints on information search and consideration set formation in new automobile purchases

Abstract We propose that the manner in which a purchase decision is initiated has an important influence on subsequent product evaluation and choice. Specifically, we propose that the problem recognition “event” and the consequent retrieval of pre-decisional constraints from memory significantly influence the ensuing processes of external information search and consideration set formation. Several hypotheses are developed to model these interrelationships. The data were collected from a national probability sample of new automobile buyers. Log-linear, logistic regression and linear regression analyses were used to test the hypotheses. The results suggest that the type of pre-decisional constraints that are activated as a consequence of the problem recognition event significantly influences the “route” consumers follow through the remainder of the purchase process. The findings have important theoretical and practical implications for understanding the consumer decision process for consumer durables.

Recent changes in the retailing of fresh produce: Strategic implications for fresh produce suppliers

Abstract The role of globally sourced fresh produce in meeting the strategic marketing and financial objectives and operational requirements of powerful supermarket chains in North America and Europe has increased in importance. I examine recent developments by some of the leading chains, especially in the U.K., and consider their impact on, and implications for, fresh produce suppliers such as New Zealand. The changes in relationships between retailers and fresh produce suppliers may be explained by the concept of “systemic power” that is presented as an additional basis of power that needs further research.

How Managers Perceive the Impacts of Information Technologies on Contemporary Marketing Practices

Abstract Information technologies (ITs) are increasingly seen by proponents as ways to not just improve current marketing practices, but to enhance or even transform them, thereby creating new avenues for relationship building. However, research in this area tends to show a cautious approach to the adoption of new ITs, such as IT-enabled interactivity, where the emphasis is on ITs that reinforce the current marketing situation and practices. This paper describes an empirical study into the combined cognitive-affective perceptions of mid-level managers toward the roles that IT-enabled interactivity, in particular, have on their organizational and marketing practices, including relationship building. The findings have important managerial and theoretical implications for developments in internal and external relationship marketing, and change management.

Buyer-Seller Relationships: Australasian Research and Reflections

Varey, Richard J.; Baxter, Roger; Brodie, Roderick J.; Brookes, Richard W.; Plewa, Carolin; Quester, Pascale; Schembri, Sharon

Research-informed teaching and teaching-informed research: the Contemporary Marketing Practices (CMP) living case study approach to understanding marketing practice

Purpose – This paper aims to demonstrate how a Contemporary Marketing Practices (CMP)‐based living case study approach can be used to enhance student learning, and to develop new theory about marketing practice.Design/methodology/approach – The paper compares and contrasts teaching cases and research cases to create context. It then describes two examples of the living case study approach: one project directed at understanding the impact of information technologies (IT) on marketing practice, and the other at examining managerial understandings of customer value.Findings – The study finds that a living case approach extends insight into antecedents and consequences of marketing practice, consistent with CMP research objectives. New conceptual frameworks for the IT adoption process and conceptions of customer value are co‐created by executive students and the authors. It shows that managers are able contributors to theory development. The paper concludes that the living case approach provides a rich “zone ...

A Short Note on Corporate Venturing for Technology Acquisition

Abstract This study explores the effective practices for technology acquisition in external corporate venture (CV) in Australasia. The study contributes to practice by exploring managerial challenges that define the technology acquisition process for corporations through an external CV. We found that external CV can be an effective mechanism for technology acquisition, but only when the corporate investor understands the challenges, risks, motives, and time horizons that are held by the different stakeholders in any CV initiative.

Adding value to first-year undergraduate marketing education: team-based learning as a strategic response to changing modern educational environments

Abstract This paper explains the University of Auckland Business School’s strategic response to a rapidly changing global educational environment through the redevelopment of its first-year core undergraduate curricula experience. Central to this was the decision to adopt team-based learning (TBL) as a key component in the design and delivery of a new approach. Not simply adding value to marketing education, the delivery of its first-year academic content is from a highly interdisciplinary perspective, thereby substantially differentiating it from traditional ‘Marketing 101’. This adoption of TBL emphasizes a strategic focus on achieving three key objectives: to take an integrated and interdisciplinary approach to the first-year undergraduate business experience; to embed a strong focus on the development of students’ academic and professional skills; and to place a strong focus on supporting the first-year transition. The paper details the implementation of this strategy and its subsequent and ongoing continuous improvement processes. It contributes to the literature on TBL by demonstrating the strategic benefits and challenges of a large-scale implementation, and the successful integration of content, graduate capabilities and transitional goals.