Table 1 - uploaded by Christopher P. Holland
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The nature of how marketing research is conducted has changed
dramatically over the past thirty years. This has been a function both
of how the prevailing view of best practice in marketing has developed,
and also of the state of technology available to researchers. While it
is clear that the WWW will increasingly be used as a medium for
conducting...
Context in source publication
Context 1
... operationalisation of marketing research has developed significantly over the last thirty years, and the changes may be categorised into three main eras, as shown in Table 1. The process of development has already moved through two subtle but very different phases, and we are currently entering the third phase. ...
Citations
... In addition to changes to existing marketing practice, the introduction of the Internet is arguably heralding the development of a new era of marketing theory (Dutta et al., 1998; Naudé and Holland, 1998). Existing research has highlighted the impact of the Internet on speci® c marketing activities such as marketing research (Quelch and Klein, 1996; Lockett et al., 1999) and new product development (Lockett et al., 1998). Furthermore, Buttler and Peppard (1998) highlighted the Internet's importance in facilitating dyadic information ¯ ows between supplier and customer and that the inverse relationship between the richness and reach of information no longer holds. ...
... Therefore, if websites exist in a market-space that is so vast that their existence is not a suf® cient condition for gaining traf® c and the development of a viable Internet venture requires customers, the building of a customer base becomes a key component of any company's marketing strategy towards the Internet. In addition, the development of a customer base facilitates other stages in the marketing process such as market research and new product/service development/testing of the development (Lockett et al., 1998Lockett et al., , 1999 ). Therefore, the development of an Internet customer base is a strategic priority for all Internet companies. ...
The advent of the Internet is leading a re-evaluation of existing business practice as the methods employed in a non-virtual world may not necessarily be as effective in a virtual environment. The present paper examines the different strategic options facing organizations as they attempt to build a customer base on the Internet. The traditional site-centric approach of directing traffic to a central Internet site suffers from the problems of the increasing costs and decreasing effectiveness of Internet advertising. An alternative strategy is the symbiotic approach which is based on the concept of mutuality. A strategy of symbiotic marketing involves one organization providing functionality for another organization's Internet site. In exchange for the provision of functionality for another Internet site the provider benefits from a increased market coverage and reach. Although the strategy of symbiotic marketing may initially appear counter-intuitive,the following paper highlights the potential advantages for a company pursuing such a strategy.The case demonstrates such a strategy exits as a low cost method of developing a customer base on the Internet. Finally, the potential scope of symbiotic marketing is discussed.
... The focus of this paper is to examine the potential impact of the introduction of the Internet on advertising strategy. It is envisaged that, as with other integral components of marketing strategy such as marketing research and new product development (Lockett et al, 1998, and Lockett et al, 1999), the Internet will have both as quantitative and qualitative impact on advertising strategy. With reference to case data, the following paper aims to demonstrate that the Internet provides organisations with the opportunity to exert a far greater degree of control over their advertising strategy. ...
... It is anticipated that the new media will require a re-examination of existing techniques, something which is already occurring in other areas of marketing and strategy (e.g. Lockett, et al, 1998 and Lockett et al, 1999). The main benefits of an Internet based advertising strategy is the speed with which companies will be able to assess the performance of their advertising strategies due to the potential availability of information. ...
Although many commentators perceive that the potential impact of the Internet on business will be large, to date evidence is not conclusive. The present paper examines the internet's impact on advertising and outlines the potential impact the new media may herald. These include the interactive, measurable and controllable nature of advertising through on the internet. However, although the potential appears great, present levels of advertising spend on the Internet accounts for less than 1% of all advertising. This low level of total spend on the internet is considered to be a result of a combination of different factors including a lack of targeted sites and the problems of measurement standards. However, the potential benefits of building an advertising campaign on the medium are clear, and achievable, if advertising companies are willing to work closely with their key relationship clients.
In the emerging electronic environment, knowing how to create customercentered Web sites is of great importance. This paper reports two studies on user perceptions of Web sites. First, Kano's model of quality was used in an exploratory investigation ...
The status and maturity of electronic commerce customer relationship man- agement (ECCRM), an emerging subfield of management information systems (MIS), are investigated through an exhaustive literature review of 369 articles from the first pub- lished article in 1984 through conference papers given in 2001 and 2002. The results indicate some trends that should be of interest and concern to researchers in this area and in MIS as a whole. First, exploratory surveys dominate the research literature, which in itself may be problematic. More troubling, most of the survey instruments were not vali- dated, and the authors did not mention validation procedures. Second, there has been little theoretical development, and few empirical studies use hypothesis testing. Third, cumulative tradition has hardly emerged, with each study developing a new conceptual model, new constructs, and new instruments. On the positive side, ECCRM researchers have employed a wide range of methods and studied a broad range of topics. The sub- field of ECCRM is young, but is growing rapidly, and professional activity in the MIS research community illustrates its importance. Specific recommendations for further de- velopment are provided.
In the paper, a formal content model for the financial services industry as an example of one of the most important eServices industries is presented. Generally, a financial services firm can provide its customers with a great variety and quantity of self-produced and externally bought content. However, the challenge is to offer information about the proper subject, at the appropriate sophistication level, the right length, at the right time for the customer's specific situation. Meta information about the customer as well as about available content may be used to match content with customer problems in order to get proper solutions that satisfy or exceed customer needs. The focus of the paper lies on both the theoretical identification of relevant attributes to formally describe finance related content and on an implementation concept. Some implementation issues are also discussed in the context of an ongoing project with Deutsche Bank.
It is well known that over 80% of the time required to carry out any real world data mining project is usually spent on data preprocessing. Data preprocessing lays the groundwork for data mining. Before the discovery of useful information/knowledge, the target data set must be properly prepared. But it is unfortunately ignored by most researchers on data mining due to its perceived difficulty. This paper describes an efficient approach for data preprocessing for mining Web based customer survey data in order to speed up the data preparation process. The proposed approach is based on a unified data model derived from analysis of the characteristics of the customer survey data. The unified data model is used as a standard representation for the incoming data so that it can be mined. It not only provides flexibility for data preprocessing but also reduce complexity and difficulty of preparation for mining customer survey data.
