Entrepreneurial and Small Business Operations Commons^™

How Can Marketing Academics Serve Marketing Practice? The New Marketing Dna As A Model For Marketing Education, Paul Harrigan, James Seligman

Dr. Paul Harrigan

No abstract provided.

Integrating "Employability" Into The He Curriculum: Case Studies Of Online Portfolio Implementation In The Uk, Lisa Harris, Paul Harrigan, Annette Naudin

Dr. Paul Harrigan

In today’s global market place employers are seeking high level skills of communication, networking and entrepreneurship in their potential employees. Increasingly, these skills extend to online methods of engagement through social media. The idea of the ‘digital native’ suggests that students are able to use such tools effectively, having grown up with these technologies, but more recent research suggests otherwise.

We argue that a traditional university education does not in itself equip students for the modern workplace, and that effective integration of digital research, communication and creative skills into the curriculum is required. The implementation of what we have labelled …

Web Analytics – A Domain Of Marketing, Paul Harrigan

Dr. Paul Harrigan

No abstract provided.

Understanding The New Marketing Dna: Bringing Marketing Education Up To Speed With Marketing Practice, Paul Harrigan, James Seligman

Dr. Paul Harrigan

This research is concerned with the overarching impact of technology on marketing, and the need to review higher education marketing curriculum to reflect this impact. The research objectives are twofold: the identification of changes in marketing practice; and how these changes should be reflected in marketing degree programme structure. The ongoing research project involves a mixed methods approach. The qualitative phase comprised in-depth interviews and focus groups with a range of marketing managers in UK organisations. This comprehensive two-year phase was completed in 2008, laying foundations for further quantitative empirical investigation, due to be completed in 2010. The current paper …

Using E-Crm To Create Customer Insight In Smes, Paul Harrigan, Elaine Ramsey, Patrick Ibbotson

Dr. Paul Harrigan

Small and medium-sized enterprises (SMEs) are vital components of our economies, and their marketing exhibits striking resemblances to customer relationship management (CRM) theory. However, SMEs’ marketing strategies tend to suffer from the effects of limited resources, limited expertise and a limited impact on their external environment. Through the use of Internet-based technologies (IBTs) SMEs may be able to enhance marketing performance and competitiveness, particularly by facilitating the development of customer insight through improved technology-enabled customer information management processes. In this regard, this paper will present research evidence to help us understand the impact of IBTs on the CRM activities (i.e. …