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Articles 1 - 6 of 6
Full-Text Articles in Business
Discovering Diversity In Marketing Practice, John Murray, Aidan O'Driscoll, Ann Torres
Discovering Diversity In Marketing Practice, John Murray, Aidan O'Driscoll, Ann Torres
Articles
Marketing practice varies among firms. However, the prescriptive literature emphasises a universal view of practice, a “one-size-fits-all” view. This paper addresses the issue of explaining diversity in competitive space and over time. Diversity in competitive space reflects the existence of different routes to high performance. Diversity over time reflects some combination of change in the individual firm and change in a population of firms. In the former case, diversity is shaped by organisational change; in the latter by the disbandment and founding of firms in the population. Miles and Snow’s typology is taken as a main point of departure in …
Integrating The Activities Required To Recruit And Retain Profitable Customers In Contemporary Retail Banking, Susan Walsh
Integrating The Activities Required To Recruit And Retain Profitable Customers In Contemporary Retail Banking, Susan Walsh
Articles
Today’s high street retail bank faces a major challenge in integrating the marketing activities required both to recruit new customers and to retain existing profitable ones. The challenge involves a judicious mix of “transaction marketing” – mainly aimed at winning new clients – and of “relationship marketing”- largely aimed at retaining present ones. Evidence from a detailed qualitative study of marketing practice in a UK high street bank, a subsidiary of an Irish headquartered bank, demonstrates just how problematic achieving this balance can be. The date indicates that this bank underinvested in a number of activities that are of primary …
The Future Of The Forestry Sector In Ireland, Siobhan Mccarthy
The Future Of The Forestry Sector In Ireland, Siobhan Mccarthy
Articles
The most recent government strategy statement on forestry sets a planting target of 20,000 hectares annually for the Republic of Ireland, but in recent years this target has not been met. Public afforestation is now limited to the management and replacement of existing forests, so private afforestation must increase if this target is to be achieved. This article quantifies the relative importance of competing forestry and agricultural policy incentives in explaining trends in private afforestation. Several policy reforms to encourage forestry planting are proposed, including greater integration of forestry with the Rural Environment Protection Scheme and increasing the upfront payments …
The Established And Potential Mediating Variables In The Child's Understanding Of Advertising Intent: Towards A Research Agenda, Margaret-Anne Lawlor, Andrea Prothero
The Established And Potential Mediating Variables In The Child's Understanding Of Advertising Intent: Towards A Research Agenda, Margaret-Anne Lawlor, Andrea Prothero
Articles
This paper aims to explore in detail the issue of advertising intent, with particular reference to the child. The literature review examines the importance of age, and cognitive and social development in this field, and considers whether or not children can distinguish between television programming and advertising. What the literature review illustrates is that research studies thus far have conflicting viewpoints on these areas. Within the research to date, there are also a number of important issues which do not seem to be addressed. Most notably, there is little research which considers the impact of advertising upon children, from the …
The Sustainability Of Sustainable Consumption, Paddy Dolan
The Sustainability Of Sustainable Consumption, Paddy Dolan
Articles
This article examines the limitations of the concept of sustainable consumption in terms of the inadequate attention given to the social, cultural and historical contextualization of consumption. I argue that Macromarketing should adopt modes of inquiry that more fully engage with this contextualization. The implicit assumptions of ‘sustainable consumption’ center on the rational individual and his or her needs and wants, and neglect the significance of consumption practices as embodying the relations between individuals. Acts of consumption are not in opposition to, and prior to, macro structures and processes, they are macro processes at work. Consumer practices are cultural and …
Competencies: A New Sector, Tony Kiely, Monica Brophy
Competencies: A New Sector, Tony Kiely, Monica Brophy
Articles
Outlines the processes involved in the development of a competency based framework for use by middle managers of three-star Irish hotels within rooms division and the food and beverage department. Secondary research provides an overview of existing generic competency models. Competency models and frameworks have been applied and customised across a broad range of industry sectors. Seeks to address the need for an innovative and fresh approach to HRM within the Irish hotel sector. The primary research is conducted among three-star hotels nation wide, giving equal representation to all regions of Ireland. Job analysis techniques are used as the basis …