ArticlePDF Available

Abstract

Traditionally marketing as it is perceived all over the Western world is based on definitions agreed on in the US by the American Marketing Association and presented in American textbooks. This definition is, however, based on American conditions and, moreover, mainly geared to the customer relationships of manufacturers of consumer packaged goods and durables. More recent research in Europe on service marketing and industrial marketing suggests a somewhat different approach to defining marketing. Long-term customer relationships are considered as the cornerstone of marketing, and a definition of marketing which is geared to this notion is suggested.
... In the context of services, customers cannot assess the quality of the services they are going to receive beforehand and this raises uncertainties (Gabbott & Hogg, 1997;Venetis, 1997;Zeithaml et al., 2006). Furthermore, the evaluation of service quality is a process through which a consumer compares own expectations with the service perceived to have been received (Grönroos, 1984). On the other hand, Getty and Thomson (1994) as cited in Palmer (2001, p. 210) state that the perceived quality may be viewed as a global attitudinal judgment associated with the superiority of the service experience over time. ...
Article
The extended SERVQUAL instrument is examined and validated for measuring business schools’ service quality in Tanzania-an emerging economy. The relative weights that students attach to various dimensions of the service quality in business schools are established and compared in two periods of time, pre and post graduation. A longitudinal survey was conducted with final year students from two business schools-the College of Business Education and the Institute of Accountancy Arusha.  The validity of the extended SERVQUAL instrument is excellent- α >0.95. A new Process Outcome dimension in the extended SERVQUAL is more important than other dimensions. It is suggested that the extended SERVQUAL instrument be used by managers of business schools to identify factors which students use to assess the quality of the education services they receive. Knowledge of these factors will enable business schools’ managers set priorities while allocating scarce resources to improve quality per school and in higher education, in general. Regulatory bodies should make use of this model as a supplement to the traditional performance measures.
... Subtle changes in the concept and practice of business have been fundamentally reshaping the marketing discipline. According to Gruen (1997) and Grönroos (1989), the philosophy of business has shifted from a production orientation to a selling orientation, then to a marketing orientation, and finally to a RMO. RMO suggests that the traditional short-term transaction-oriented exchange research has to be replaced with research into long-term buyer -seller relationships. ...
Article
Just as organizational citizenship behavior reaches conceptual saturation with numerous studies, theoretical studies are needed in conceptualizing Project Citizenship Behavior (PCB). Therefore, in the project-based business world, the number of which is increasing day by day, this concept will be better filled with various studies that establish theoretical connections with the PCB concept. The aim of the research is to make a theoretical contribution to the possible role of gender in the relationship between PCB and Network Capital (NC). In this direction, we first started by examining PCB on the basis of fundamental gender differences. Secondly, with a dialectical approach, the multiplicity of theoretical connections (i.e., increasing effect of social capital on citizenship behaviors) between PCB and interpersonal NC also raises the question of whether employees exhibit PCB for NC development. It is suggested that the more an individual exhibits PCB the more likely he develops his network. Thus, we hypothesized; “ displaying PCB can be a precursor for network capital of employees according to their gender.” After the extensive literature review we can theoretically say that exhibiting PCB may affect individuals NC creation capabilities. Although the relationship between PCB and gender is limited to a few studies in the literature, the lack of a study that conceptually examines the effect of PCB on individual NC is an element that increases the importance of the research. It is expected that this conceptual approach would contribute to the organizational behavior literature in understanding of the relationships between these concepts.
... Given the gravity to the fact that success of a business is measured with how satisfied consumers are (Turker, 2009b), vitality of the market (consumer)-oriented view comes out. Grönroos (1989) emphasized the importance of market (consumer) dominant view three decades ago. Therefore, insistence on the application of business-oriented view to CS/CSR studies in today's market structure is rather meaningless and could partially induce the inconsistent findings in the literature. ...
Chapter
Full-text available
Production processes of the companies result in certain externalities to various stakeholders. CSR is a way to enhance social, economic, and environmental performance and make up for the damage occurred by the production processes and during continuation of the interrelationships with the stakeholders. More than that, CSR is a value co-creation that improve the well-being of the society, at large. Literature has been dealing with the concept of CSR in a narrow perspective and focusing on its effect on financial performance, which causes to a methodological myopia. Although a set of inconsistencies in this relationship have been detected by various studies, reasons lying behind them have not been subject to detailed research. This conceptual study aims to fill this research gap in the literature by speculating on the possible causes leading to these inconsistencies. In the light of the findings of this study, a set of propositions are developed for the future studies on CSR.
Chapter
Full-text available
Objetivo: O objetivo deste estudo foi, a partir dos conceitos desenvolvidos por Thomaz Kuhn na obra A estrutura das revoluções científicas, apresentar a revolução científica que ocorreu no marketing nas últimas décadas e que culminou com o surgimento do trade marketing. Métodos: Este é um estudo exploratório fundamentado em revisão da literatura, isto é, que se utiliza de bibliografia disponível sobre estratégia, marketing, metodologia e trade marketing. Resultados: Com base nos conceitos clássicos desenvolvidos por Kuhn, e diante da proposta de analisar-se a disciplina de marketing a partir de seu paradigma central, verificou-se que o marketing preconizava uma concentração de esforços para entendimento do consumidor, que seria atendido por meio de estratégias elaboradas com as variáveis controláveis de marketing, quais sejam, produto, preço, promoção e ponto de venda. No entanto, nisso, instalou-se uma crise gerada pelas anomalias provenientes das mudanças enfrentadas pelos varejistas. Conclusão: A crise promoveu uma alteração de cenário, e a maneira que as empresas encontraram para sobreviver a isso foi a constituição de um novo conceito, o trade marketing, que propõe um desenho de estratégia alinhado necessariamente não só às características dos consumidores, como também às dos canais de distribuição. Palavras-chave: marketing; paradigma; trade marketing; varejo. *Como citar: MOTTA, Rodrigo Guimarães; SANTOS, Neusa Maria Bastos Fernandes dos; TURRA, Francisco José; MOTTA, Alfredo Guimarães. Trade marketing – uma análise a partir de "A estrutura das revoluções científicas". In: CASTRO, Auristela Correa (Org.). Administração e marketing: tópicos atuais em pesquisa. Guarujá, SP: Científica Digital, 2022. p. 225-241.
Chapter
Full-text available
Si tenemos en cuenta que para que una empresa o marca logre sus objetivos tiene que saber estar siempre allá donde estén sus clientes, no podemos obviar que a raíz de la pandemia causada por el COVID 19 el cambio que se ha producido en la sociedad ha sido grande. Esta se ha visto obligada a modificar la forma de trabajar, formarse, entretenerse y especialmente comunicarse (Iniesta-Alemán y Badillo, 2021). Esto obliga a las empresas a estar también conectadas con los clientes de forma digital y ser, por tanto, capaces de ofrecer este canal como alternativa y/o complemento (Kar y Dasgupta, 2021) al tradicional. De esta forma, las organizaciones se aseguran de estar disponibles y en contacto con sus potenciales clientes en ambos entornos. Si este esfuerzo ya es grande para las empresas que se dirigen un consumidor final (las denominadas B2C) supone un reto realmente importante para aquellas cuyo cliente es otra empresa (las que se conocen por B2B).
Book
Full-text available
Knjiga je nastala na bazi sadržaja knjige Principi marketinga, autora Božidara Milenovića iz 2007. godine. Potreba za inoviranim sadržajem u 2012. godini kada je ova knjiga publikovana, a koji je prilagođen silabusu predmeta Marketing, rezultirala je nasloviima koji su u vezi sa informaciono-komunikacionim tehnologijama, kao i novijim konceptima u to vreme, poput upravljanja odnosima sa potrošačima, internim marketingom i dr. Sledeće izdanje ove knjige je publikovano u 2021. godini, i ono je u mnogo većoj meri uključilo marketinške potencijale digitalnog okruženja.
Chapter
Full-text available
Knjiga ima deset poglavlja. U prvom poglavlju objašnjena je osnovna svrha i zadatak marketinga, kao i njegove aktuelne promene i perspektive. U drugom poglavlju objašnjeno je interno i eksterno marketinško okruženje i glavni akteri u njima. U trećem poglavlju objašnjen je marketinški informacioni sistem kao sastavni deo ukupnog upravljačkog infor-macionog sistema organizacije i glavna uloga istraživanja marketinga u njemu. U četvrtom i petom poglavlju objašnjeni su svrha i proces segmentacije i izbora ciljnog tržišta, kao i kreiranje marketinških planova i strategija za uspešniji ulazak i opstanak na ciljnom tržištu. U šestom, sedmom, osmom i devetom poglavlju objašnjene su strategije upravljanja osnovnim elementima marketinga – strategije upravljanja proizvodom i asortimanom, cenama, marketinšim komunikacijama i distribucijom. Konačno, u desetom poglavlju, predstavljene su perspektive marketinga, iako su one kroz sva prethodna poglavlja bile adekvatno integrisane u tekst. Menadžeri i izvršioci u oblasti marketinga, kao i u ostalim poslovnim fukcijama, nastoje da kreiraju uspeh i profitabilnost svoje organiza-cije. Firme u kojima svi zaposleni znaju značaj marketinga i svoju ulogu u njemu, najčešće ostvaruju bolje tržišne rezultate od firmi koje imaju slabiju marketinšku kulturu. Kada svi zaposleni ostvaruju deo svoje marketinške uloge u organizaciji, ona će biti uspešnija u takmičenju na sve konkuren-tnijem domaćem i međunarodnom tržištu. Ukoliko ova knjiga može makar malo da pomogne u tome čitaocima, njena osnovna svrha biće ispunjena.
Article
Full-text available
Different schools and approaches have appeared in marketing management since the beginning of the twentieth century due to customers' attitudes, needs, expectations, and market conditions. Emerging schools generally included some features of the previous theories. Following the emergence of services marketing as a sub-discipline, some scholars believe in the fragmentation of the marketing thought and the obsolescence of the traditional division between goods and services during the last quarter of the previous century. The service-dominant logic (SDL), which mainly focused on the customer value creation concept, was developed by Vargo and Lush in 2004. This conceptual study aims to broadly review the previous works on the service-dominant logic and related subjects, which are customer-centric view, value creation concept, relationship marketing, and promise management, for the last two decades. The service-dominant logic approach and its components being the critical components of the marketing's future, were also strategically evaluated to guide organizations as a roadmap. This integrated compact study will contribute to the marketing management literature to catch permanent success.
Chapter
Marketing ist im Gesundheitswesen eine relativ junge Erscheinung. Noch in den 1960er-Jahren und 1970er-Jahren wurde einer Kundenorientierung im Gesundheitswesen wenig Bedeutung geschenkt, da die Nachfrage ohnehin das Angebot überstieg und die Anbieter im Gesundheitswesen eher mit einer Ausweitung ihrer Kapazitäten beschäftigt waren. Als Reaktion auf die ersten Kostendämpfungsmaßnahmen und der damit einhergehenden Verknappung der Ressourcen bzw. dem entstehenden Wettbewerb unter den Anbietern in den USA, wurde Ende der 1970er-Jahre das ≫Health Care Marketing≪ geboren, das einige Jahre später auch in Deutschland Einzug hielt.
Chapter
This chapter provides suggestions on the areas we have considered above, both in relation to written text based and informed approaches such as genre theory and in relation to other considerations such as whether the support is centrally based. This chapter cannot provide examples for others to work from as we are not ourselves others and do not know what contexts and situations others are in. We do not and cannot provide templates of materials or products. Nor, we add, do we know the practicalities and freedoms others have to implement any approaches that are beyond the text and subject based. Nevertheless, we provide a number of suggestions and ideas for processes, such as ways in which to approach creating dialogue with lecturers and ways in which to approach support to make it subject specific. It is our aim by doing this to provide others with practical strategies and ways to approach support that will enable them to help students through focusing on the subjects and tasks they are set.KeywordsEstablishing dialoguePromotion and communicationEvaluating impactResources
ResearchGate has not been able to resolve any references for this publication.