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Full-Text Articles in Business
Conceptualising A Contemporary Marketing Mix For Sustainable Tourism, Alan Pomering, Gary Noble, Lester Johnson
Conceptualising A Contemporary Marketing Mix For Sustainable Tourism, Alan Pomering, Gary Noble, Lester Johnson
Lester Johnson
This paper outlines how marketing, though traditionally considered an enemy of sustainability, can play a role in implementing sustainable tourism. It notes the redefinition in 2007 by the American Marketing Association of marketing's aims to consider wider societal issues beyond those of clients and customers. It illustrates how the recognition of the importance of sustainable tourism at all scales of tourism activity provides marketing with an opportunity to pursue sustainability outcomes. We review the strategic tourism marketing planning process and conceptually develop a sustainability tourism marketing model that embeds sustainability considerations at each stage of the planning process. Our proposed …
Effect Of Reciprocity On Well-Being In Interpersonal Marketing Relationships: An Interview Study, Simon J. Pervan, Liliana L. Bove, Lester W. Johnson, Chih-Huang Lin
Effect Of Reciprocity On Well-Being In Interpersonal Marketing Relationships: An Interview Study, Simon J. Pervan, Liliana L. Bove, Lester W. Johnson, Chih-Huang Lin
Lester Johnson
This article investigates the potential for marketing managers to develop personal well-being in commercial relationships through the upholding of a norm of reciprocity. Interviews were conducted with 10 senior marketing managers across a range of industries, all of whom dealt with persons from outside their companies. Findings indicate that the norm of reciprocity is more prevalent in strong marketing relationships. Within these exchanges, there is a greater likelihood of achieving behavioural confirmation and status; two instrumental goals for the obtainment of social well-being. We suggest that organisational rewards may not be the only motivator for individuals to engage in commercial …