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Full-Text Articles in Business
Retiring Workers Could Present A Problem For Marketers, Even In A Recession, Eileen D. Weisenbach Keller, Doris M. Shaw
Retiring Workers Could Present A Problem For Marketers, Even In A Recession, Eileen D. Weisenbach Keller, Doris M. Shaw
Association of Marketing Theory and Practice Proceedings 2010
Today's workforce is aging fast. The tacit knowledge held by those approaching retirement is necessary for firms to compete in the increasingly competitive marketplace. While some research has been devoted to how older workers view their retirement will impact the workplace, minimal attention has been given to how younger workers view this issue. As companies strive to remain market-driven, this paper examines how younger personnel view the impact of retirement on their employers and the impending brain drain. A discussion of implications for the marketing function within firms also is provided.
Business Consulting: A Marketing Strategy For The Entrepreneur, Anne Marie Klein
Business Consulting: A Marketing Strategy For The Entrepreneur, Anne Marie Klein
Association of Marketing Theory and Practice Proceedings 2010
The purpose of this study is to propose a framework of a marketing strategy for business consulting entrepreneurs. Although research related to entrepreneurial marketing for business-consulting firms is minimal, the intent is to create a foundation for additional research. With a case study research methodology and a review of the literature on entrepreneurial marketing, this study synthesizes this research into a framework for entrepreneurs to create a marketing strategy for their business consulting firms. Albeit in its infancy, entrepreneurs of business-consulting firms may be able to glean important marketing elements for the creation of a marketing strategy.
A Study Of Market Segmentation In High-Tech Startup Ventures, Alan D. Lish
A Study Of Market Segmentation In High-Tech Startup Ventures, Alan D. Lish
Association of Marketing Theory and Practice Proceedings 2010
Much has been written about the benefits of market segmentation. In fact, it provides the basis of most marketing strategies in larger firms. But while larger firms understand the benefits of market segmentation and put it into practice, many start-up firms seem to ignore or dismiss segmentation as an essential marketing strategy. This paper explores the practical use of market segmentation as it applies to high-tech start-ups, examines its use in those companies, and tries to determine if segmentation strategy is used by start-ups in other, non-traditional ways.