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Articles 151 - 180 of 249
Full-Text Articles in Marketing
The Technological Gaze In Advertising, Norah Campbell
The Technological Gaze In Advertising, Norah Campbell
Articles
This article is concerned with what a technological gaze might mean; what regimes of truth and what new modes of subjectivity are filtered through it. By drawing on television and print advertising, we can see the pervasiveness of a gaze that is technological in contemporary Western consumer culture. This article argues that, far from being a simple “ high-tech” effect, a technological gaze is a way of seeing that may be deconstructed. To this end, it will call on visual culture studies, feminism, film theory and Derridean deconstruction to highlight how high-tech images are cultural artefacts, which underscore contemporary imaginings …
Strategic Partnerships And The Internationalisation Process Of Software Smes, Aileen Kennedy, Kathy Keeney
Strategic Partnerships And The Internationalisation Process Of Software Smes, Aileen Kennedy, Kathy Keeney
Conference papers
This research investigates the strategic partnering activities of software SMEs (small to medium sized enterprises), their motivations to engage in strategic partnerships as part of the internationalisation process, the key benefits achieved and the main challenges encountered. A qualitative research methodology focusing on Irish indigenous firms is used. Findings suggest that strategic partnerships were initiated to take advantage of firm synergy, reputation and credibility advantages. Partnerships also served as an important foreign market entry mechanism allowing firms to accelerate sales cycles and reduce risk in overseas markets. Challenges facing firms included partner selection and issues of control. Directions for further …
Culture In Services Marketing, Malcolm Mitchell
Culture In Services Marketing, Malcolm Mitchell
Doctoral
This research features both theoretical and empirical work underlining the potential value of marketing to contribute to commercial performance. The theory draws from those authors who have been predominant in promoting the concept of a market orientation as an antecedent to organisational success. The marketing culture paradigm is introduced and developed to specifically consider the area of services marketing. The empirical investigation concludes that there is an acknowledged appreciation of the value of a market oriented culture, particularly at senior levels of organisation, and that a market-oriented culture can be said to be associated with market shareholding and to a …
An Exploration Of Enterprise Level Partnership And The Influences Informing Private Sector Organisations' Choice Of This Model In The Republic Of Ireland, Kevin O'Leary
Masters
The research follows the strategic choice of Partnership and seeks to gain an understanding of the processes and practices which define this concept and the political, economic and historical influences which have shaped it's evolution. The primary focus of this study is to explore the factors which have shaped the decision of private sector einployers to engage with or to reject Partnership as an appropriate model. The literature and the surveys consulted suggest that Partnership has not become an established or mainstream activity and reflects singularly low levels of uptake despite being actively promoted by Government and it's social partners. …
The Use Of Relationship Marketing In Developing Network And Co-Operative Links Within Tourism Product Marketing Groups (Pmg’S, Catherine Gorman
The Use Of Relationship Marketing In Developing Network And Co-Operative Links Within Tourism Product Marketing Groups (Pmg’S, Catherine Gorman
Books / Book chapters
Co-operative marketing groups are common in tourism, particularly in the case of destination marketing. Destination tourism marketing groups offer a diverse range of tourism products and experiences which complement each other and are delineated by a specific geographical parameter. Tourism product marketing groups offer similar tourism products or services and through a co-operative approach focus on an identified target markets. Co-operative marketing can make greater impact in terms of market presence and can be more cost effective. Members need to see the value in their membership in order to remain involved. Many tourism product providers are SMTE’s (Small and Medium …
Big Al's: Ten Years On, Gerry Mortimer
Big Al's: Ten Years On, Gerry Mortimer
Case studies
This case study was developed by Gerry Mortimer of the Technological University Dublin. It was developed as a basis for class discussion, rather than to illustrate effective or ineffective handling of an administrative situation. The author acknowledges the assistance of research student Tara Rooney in preparing this case and of Simon Walker and Blathnaid Ni Fhatharta of Kepak Convenience Foods and Niamh MacHale of An Bord Bia (Irish Food Board) in facilitating its development.
Towards Non-Prescriptive Issues: A Teaching Framework For Selecting Marketing Dissertation Topics, Conor Horan
Towards Non-Prescriptive Issues: A Teaching Framework For Selecting Marketing Dissertation Topics, Conor Horan
Conference papers
There is a significant absence in academic literature, textbooks and practical teaching tools for advising or guiding student learning, in a practical non-prescriptive manner, toward topic selection and development. Prescriptive or rational approaches, taken by many research methods textbooks, are not adequate or sufficient when teaching this important first stage in the research process. Non-prescriptive approaches describing manageable steps should be researched more to fill this pedagogic gap. This paper attempts to promote academic discussion on a pedagogic gap that is broadly overlooked, and to examine how marketing and business academics can better instruct dissertation students in the area of …
Irish Marketing Review, Vol. 18, No. 1 & 2, 2006, The Marketing Institute
Irish Marketing Review, Vol. 18, No. 1 & 2, 2006, The Marketing Institute
Issues
The Irish Marketing Review deals with issues, developments, research and practise in marketing. This is a special issue on " the island view of relationship marketing and networks".
Electronic Customer Relationship Management (Ecrm): Opportunities And Challenges In A Digital World, Aileen Kennedy
Electronic Customer Relationship Management (Ecrm): Opportunities And Challenges In A Digital World, Aileen Kennedy
Articles
Electronic customer relationship management (eCRM) is seen to arise from the consolidation of traditional CRM with the e-business applications marketplace and has created a flurry of activity among companies. ECRM is the proverbial double-edge sword, presenting both opportunities and challenges for companies considering its adoption and implementation. This challenges companies considering its adoption and implementation. This paper explores the marketing opportunities eCRM creates for companies such as enhanced customer interactions and relationships as well as personalisation options, all of which are potential sources of competitive advantage. It also explores the challenges confronting companies implementing eCRM such as managing an on-line …
The Weight Of The World: Consuming Traditional Masculine Ideologies, Andrew Dunne, Olivia Freeman, Roger Sherlock
The Weight Of The World: Consuming Traditional Masculine Ideologies, Andrew Dunne, Olivia Freeman, Roger Sherlock
Articles
This paper explores the relationship between the body, masculinity and the consumption of body-focussed activities. It examines the meaning and importance of strength training for men.
Strength training is of interest because its increase in popularity is occurring at a particular point in time when a growing number of men are experiencing insecurities over their masculine identities as a result of recent socio-economic changes. This paper proposes that men today are facing a dilemma in terms of masculine identity. This dilemma hinges on the growing objectification of the male body in the media and its cultural messages regarding masculinity.
Rebranding: A Case Study Approach, Maria Size
Rebranding: A Case Study Approach, Maria Size
Masters
The primary objective of this study is to explore how and why companies implement rebranding campaigns. The study stemmed from a realisation by the author that the area of rebranding is very much under-researched academically although anecdotal evidence indicates and increase in the occurrence of the phenomenon in recent years. Therefore the purpose of this research is to add to the insufficient body of literature on rebranding through exploring it from a corporate perspective. The two chapters of the literature review examine the available literature on the topic of rebranding it is holistic sense, and subsequently the possible effects of …
Child Targeted Tv Advertising And Its Influence On The Child- Parent Purchase Relationship:, Catriona Nash, Serge Basini
Child Targeted Tv Advertising And Its Influence On The Child- Parent Purchase Relationship:, Catriona Nash, Serge Basini
Conference proceedings
Since the 1970s an argument has raged over the influence child targeted advertising has on its young audiences (Lawlor & Prothero 2003). An area of particular interest is the effect of child targeted advertising on the parent-child purchase relationship, commonly referred to as ‘pester-power’. In recent years, harnessing its power has become a Holy Grail for those who believe it to be the key to parent’s purse strings (Harding 2004). Industry spending on advertising to children has significantly increased in the past decade, from $100 million in 1990 to more than $2 billion in 2000 (www.media-awareness.ca). This paper outlines preliminary …
In The Eye Of A Storm: Battling With The Discounters In A Local Market, Mary Wilcox, Edmund O'Callaghan
In The Eye Of A Storm: Battling With The Discounters In A Local Market, Mary Wilcox, Edmund O'Callaghan
Case studies
Chris Harmon, senior manager with the Moriarty Group of SuperValu symbol stores, sat at his desk contemplating the future. Despite the intensifying challenges of a dynamic grocery market he was well satisfied with the success of the Group’s three supermarkets. The three stores, owned by Luke Moriarty, operate under the aegis of the Musgrave Group of independent SuperValu retailers. These independent retailers had not only survived Tesco’s arrival in Ireland, but the group as a whole had grown market share.
Rte Publishing Ltd, Gerry Mortimer
Rte Publishing Ltd, Gerry Mortimer
Case studies
The publishing division came into being as RTE Publishing Ltd in May 2003. Muirne Laffan was appointed Executive Director of RTE Publishing. Having spent several years in New York with the advertising agency McCann Erickson, Muirne had joined RTE to head up its commercial activities division some 18 months previously. With the reorganisation, some of these activities had been moved. Thus, for example, TV programme sales became part of the TV division to ensure that issues involved in programme sales were incorporated into programme planning at an early stage.
Green Engineering Services Limited, Gerry Mortimer
Green Engineering Services Limited, Gerry Mortimer
Case studies
“Sometimes in my darker moments I think that, if I had ducks they’d drown, and this is one of those moments. You will have heard the announcement that Fruit of the Loom are closing down the remainder of their operations in the northwest”, Manus Green said, discussing his latest predicament with his friend and occasional advisor Paul Staunton. Manus with his wife Claire, was owner of Green Engineering Services Ltd., a small precision engineering company based on an industrial estate in West Donegal.
Buy4now: Ireland's Online Shopping Centre, Joseph Coughlan, Aileen Kennedy
Buy4now: Ireland's Online Shopping Centre, Joseph Coughlan, Aileen Kennedy
Case studies
In February 2004 the CEO of Buy4Now, Ali Murdoch, finds himself in the enviable position of having several growth avenues and opportunities for company expansion to pursue. Domestically, he has issues such as customer acquisition and retention, new processes such as Central Checkout technology, growth in the adoption of broadband technology, the addition of new partners to the portal and the management and growth of advertising revenue demand attention. Recruiting additional staff is also on the agenda for 2004 across several functional areas.
Food Retailing In Ireland: At A Crossroads Of Change, Edel Foley
Food Retailing In Ireland: At A Crossroads Of Change, Edel Foley
Case studies
As a consultant in comparative retailing systems, Ulrike Johnson is responsible for advising international retailers about brands, markets, and key drivers of change. Her current assignment involves advising a European food retailer about current trends and prospects in the food retailing business in the Republic of Ireland, with a view to assessing the possibility of entering the market.
General Records (Ireland), Thomas Cooney
General Records (Ireland), Thomas Cooney
Case studies
Standing outside a pub, Billy Barrett and Martin Murphy faithfully obeyed the no smoking ban that was now a feature of the Irish social scene. As they smoked their cigarettes, they discussed the singer/songwriter who played inside the premises that they stood against so nonchalantly. The gig was enjoying a great reception, with the crowd enthusiastically applauding the eclectic mix of blues, rock, and traditional music. ‘Well, Billy, how would fancy starting a record company?’ asked Martin, as if it was not really a challenge. ‘The singer playing inside wants to record a CD but she has no label. I …
Masculinity In The Making: Men’S Increased Consumption Of Strength Training, Roger Sherlock, Olivia Freeman, Andrew Dunne
Masculinity In The Making: Men’S Increased Consumption Of Strength Training, Roger Sherlock, Olivia Freeman, Andrew Dunne
Conference papers
This paper explores the relationship between the body, masculinity and the consumption of body-focussed activities. It examines the meaning and importance of strength training for men. Strength training is of interest because its increase in popularity is occurring at a particular point in time when a growing number of men are experiencing insecurities over their masculine identities as a result of recent socioeconomic changes. This paper proposes that men today are facing a dilemma in terms of masculine identity. This dilemma hinges on the growing objectification of the male body in the media and its cultural messages regarding masculinity.
The Determinants Of Charitable Donations In The Republic Of Ireland, James Carroll
The Determinants Of Charitable Donations In The Republic Of Ireland, James Carroll
Masters
This thesis explores the variable that affect the probability of donating and the variables that affect the size of donation by Irish households. The datasets employed are the Irish Household Budget Surveys, 1994/1995 and 1999/2000, which are analysed using a tobit model and a double-hurdle model with an inverse hyperbolic sine transformation. Between 1994 and 2000, Ireland witnessed a remarkable and well-documented economic boom. This thesis provides insight into how the determinants of charitable donations change in an economy such as the Republic of Ireland’s, which has undergone such rapid economic and cultural changes. To date there has been no …
An Examination For The Marketing Strategy Of The World Rally Championship, Sean O'Connor
An Examination For The Marketing Strategy Of The World Rally Championship, Sean O'Connor
Masters
In 2000, International Sportsworld Communicators Ltd. (ISC) acquired a ten year exclusive commercial rights agreement for the World Rally Championships. Previously the sport attracted a low level of media exposure. ISC planned to market the WRC with the intention of gaining a top five position as a global sports television brand. The main aim of the present study is to examine the marketing strategy of the WRC by ISC. In particular, this study focuses on the strategies taken to increase the Pan European TV coverage for the WRC. ISC identified television as the priority channel for building audience and the …
Irish Marketing Review, Vol. 17, No. 1 & 2, 2004, Unknown
Irish Marketing Review, Vol. 17, No. 1 & 2, 2004, Unknown
Issues
The Irish Marketing Review deals with issues, developments, research and practice in marketing.
Children's Understanding Of Television Advertising Intent, Margaret-Anne Lawlor, Andrea Prothero
Children's Understanding Of Television Advertising Intent, Margaret-Anne Lawlor, Andrea Prothero
Articles
Over the last three decades, a substantial body of research has accumulated seeking to address how exactly advertising, and in particular, telelvision advertising, influences children. Yet, given the diversity of methodologies used and the findings presented, it has been suggested that a common consensus on how exactly advertising affects children has not been reached. This paper presents a brief overview of the literature addressing chidlren's understanding of advertising with a view to identifying the contributions to date in this area and the accompanying gaps, omissions and under-resesearched perspectives. Findings are then presented from an exploratory study of eight and nine …
Irish Marketing Review,Vol. 16, No. 2, 2003, The Marketing Institute
Irish Marketing Review,Vol. 16, No. 2, 2003, The Marketing Institute
Issues
The Irish Marketing Review deals with issues, developments, research and practise in marketing.
Irish Marketing Review, Vol. 16, No.1, 2003, The Marketing Institute
Irish Marketing Review, Vol. 16, No.1, 2003, The Marketing Institute
Issues
The Irish Marketing Review deals with issues, developments, research and practise in marketing. This is a special issue on " boundaries and interfaces in marketing ".
On Researching Music In Everyday Life:Assessing The Musician As Producer Of Commercialised Music, Alan Bradshaw, Roger Sherlock, Pierre Mcdonagh
On Researching Music In Everyday Life:Assessing The Musician As Producer Of Commercialised Music, Alan Bradshaw, Roger Sherlock, Pierre Mcdonagh
Articles
Adorno & Horkheimer (1998) argue that the Culture Industry generates cultural artefacts that fail to develop human consciousness and hence support the domination of the capitalist system. Steinert (2003) states that the pressures facing musicians to negotiate between the demands of the culture industry and the traditional role of the artist generates a fundamental contradiction within art which is symbolically enacted through artistic production. This study, which draws on on-going postgraduate research aims to develop a research framework that investigates how musicians negotiate this contradiction. The study considers if a more reflexive approach to art exists, typified by the Pop …
On Researching Music In Everyday Life, Assessing The Musician As Producer Of Commercialised Music, Roger Sherlock, Alan Bradshaw, Pierre Mcdonagh
On Researching Music In Everyday Life, Assessing The Musician As Producer Of Commercialised Music, Roger Sherlock, Alan Bradshaw, Pierre Mcdonagh
Conference papers
Competitive paper delivered to European Association for Consumer Research Conference hosted by Dublin City University Business School.
The Role Of Commitment In Relationship Marketing In Consumer Services: An Airline Perspective, Ceara Cooper
The Role Of Commitment In Relationship Marketing In Consumer Services: An Airline Perspective, Ceara Cooper
Masters
This study proposes a relationship marketing model, which identifies the antecedents of commitment in the context of consumer services. The literature review initially considers relationship marketing (RM) and the concept of commitment from the context of the marketing and social psychology literature. Commitment is a key element of RM. If parties to a relationship are not committed, the relationship risks dissolution. In this study, commitment is conceptualised as having two distinct dimension i.e. affective and calculative commitment. Affective commitment represents a positive motivation for relationship continuance, whereas calculative commitment represents a negative motivation. Many studies consider commitment to be a …
Irish Marketing Review, Vol. 15, No. 2, 2002, Aidan O'Driscoll
Irish Marketing Review, Vol. 15, No. 2, 2002, Aidan O'Driscoll
Issues
The Irish Marketing Review deals with issues, developments, research and practice in Marketing. This is a special joint issue in association with the Korean Academy of Marketing Science on " Researching the Cybermarket".
Irish Marketing Review, Vol. 15, No. 1, 2002, Unknown
Irish Marketing Review, Vol. 15, No. 1, 2002, Unknown
Issues
The Irish Marketing Review deals with issues, developments, research and practice in marketing.