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Full-Text Articles in Business
It's Not What You Make, It's The Way That You Say It: Reflections On The Design-Marketing Interface, Paul O'Sullivan
It's Not What You Make, It's The Way That You Say It: Reflections On The Design-Marketing Interface, Paul O'Sullivan
Articles
Good design is a cornerstone of marketing. Design is an important variable in every aspect of marketing activities- products, processes, packaging and communications. Yet this topic attracts little attention in the marketing literature and there is, one suspects, very little cross-fertilisation between marketing and design disciplines. This paper puts design on the agenda for both marketing academics and practitioners as well as providing a review of what is embraced within the broad subject of design. Some observations on the history and role of design in an Irish context are offered also.
An Indigenous Industry Under Competitative Pressures: The Irish Footwear Sector, Anto Kerins
An Indigenous Industry Under Competitative Pressures: The Irish Footwear Sector, Anto Kerins
Articles
No abstract provided.
The Changing Nature Of Theory And Practice In Marketing: On The Value Of Synchrony, Aidan O'Driscoll, John Murray
The Changing Nature Of Theory And Practice In Marketing: On The Value Of Synchrony, Aidan O'Driscoll, John Murray
Articles
Any academic discipline with a closely associated area of professional endeavour is profoundly affected by the relationship between its theory and practice. Synchrony in theory and practice adds value to the management of enterprise and to the advance of the discipline. Mindful of this assertion, this article explores the changing nature of theory and practice in marketing. It examines current trends in marketing practice which are occurring as a result of change in markets, technology and organisations. It assesses the state of theory in six subfields of marketing. It also considers developments in closely related management disciplines as well as …