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Articles 61 - 74 of 74
Full-Text Articles in Marketing
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.
Sport, Media And Sponsor: The Shifting Balance Of Power In The Sports Network, Rosita Wolfe, Tony Meenaghan, Paul O'Sullivan
Sport, Media And Sponsor: The Shifting Balance Of Power In The Sports Network, Rosita Wolfe, Tony Meenaghan, Paul O'Sullivan
Articles
As sport has become an important social and economic activity it is increasingly the subject of management analysis. This article adopts a network perspective to examine developments in the sports network. In particular, it examines relationships between network "actors" such as corporate sponsors, media and the owners of sport and analyses the changing balance of power in the sports network. Key media drivers of change in the network such as cable and satellite television, pay-per-view and digital technology are examined while the influence of sponsors and the issue of ambush marketing also influence the location of power in the sports …
Reconsidering The Management Of Marketing, John Murray, Aidan O'Driscoll
Reconsidering The Management Of Marketing, John Murray, Aidan O'Driscoll
Articles
The pace and extent of change in marketing landscape over the past decade has left many questioning the worth of marketing and its tenets. For many marketing educators it is a period of doubt and self-searching about the efficacy and role of the discipline. Yet empirical evidence reveals firms that have not only coped with these changing circumstances but have also found new and imaginative ways of winning competitive advantage. Marketing practice is adopting novel shapes and modes. In the field of management in general, new approaches to understanding and running organisations are being considered. One way of comprehending an …
The Effect Of Postpurchase Communication On Customer Satisfaction, Robert Ward, Darach Turley
The Effect Of Postpurchase Communication On Customer Satisfaction, Robert Ward, Darach Turley
Articles
To most practitioners, effective marketing has invariably meant "looking after the customer". However, attention is being increasingly directed at the preposition in this expression. " Looking after the customer " is more than ever a matter of "looking to the customer afterwards". Customer aftercare can take many forms, from courtesy phone calls to special client get-togethers. It seems reasonable to suppose that each form may have a characteristic impact on customer satisfaction. This article examines one particular form of consumer aftercare, postpurchase written communications. It investigates whether letters sent by a PC retailer to a sample of recent purchases increased …
Perceived Barriers To Innovation In Small To Mediume Enterprises (Smes), Thomas Cooney
Perceived Barriers To Innovation In Small To Mediume Enterprises (Smes), Thomas Cooney
Articles
Innovation is crucial to the successful development of small to medium-sized enterprises- and SMEs themselves are key to the continuing growth of the economy. Yet the owner/managers of many SMEs perceive the existence of many barriers to innovation. Whether such obstacles are real or merely perceived makes little difference to the strategic management and marketing practice of these firms. To illustrate this problem, this article reports both quantitative and qualitative research about barriers to innovation in smaller firms. A postal survey of 375 owner/managers who empoly fewer than 50 people indicated these managers' views and concerns about a range of …
The Senior Market: Opportunity Or Oxymoron?, Darach Turley
The Senior Market: Opportunity Or Oxymoron?, Darach Turley
Articles
The “senior market” – males and females of 65 and over – is of enormous size and growth potential worldwide and commands sizeable financial resources. Yet stereotypical thinking abounds when it comes to this senior market: over 65s are too “rigid” to innovate; they lack spending power; it is inappropriate to segment this apparently homogeneous market. However, recent research is indicating that the opposite is in fact the case. Despite this evidence, few firms appear to operate the marketing concept in a comprehensive fashion for older consumers; their response is at best lacklustre, at worst denigratory. This article attempts to …
Biotechnology: Beauty Or Beast?, Kate Ui Ghallachoir
Biotechnology: Beauty Or Beast?, Kate Ui Ghallachoir
Articles
In recent years scientific advances have transformed that group of technologies referred to as biotechnology into a set of increasingly powerful tools for many industries. Biotechnology is identified by many as an important factor determining the future sucess of industries as diverse as healthcare and agriculture. In Ireland biotechnology use and development is a recognised area of strategic priority. The research presented here investigates factors suggested as affecting the rate and diffusion of new biotechnological techniques in the food and drink industry. It represents just part of more extensive ongoing research at the Technological University Dublin, College of Marketing and …
Involved Consumers And Advertising Involvement, Katrina Lawlor
Involved Consumers And Advertising Involvement, Katrina Lawlor
Articles
The question of consumer involvement has at times taken on the appearance of a theoretical quagmire. The proliferation of definitions apart, this confusion has been exacerbated by the failure to distinguish adequately between advertising and consumer involvement. The research outlined in this article attempts to probe the possible relationship between these two discrete entities. It takes as a starting point Kassarjian's postulate of a generalised trait of purchasing involvement. This novel and as yet untested trait in consumers is cross tabulated with the levels of advertising involvement exhibited by these same consumers in a series of paint advertisements broadcast on …
Children And Television Advertising: A Cognitive Development Perspective, Darach Turley, Helen Gallagher
Children And Television Advertising: A Cognitive Development Perspective, Darach Turley, Helen Gallagher
Articles
While the population growth rate in Ireland appears at least temporarily to have ground to a halt, the fact remains that this country will have to cherish and cater for a singularly sizeable children’s market for the next decade. This article begins with a qualitative examination of Irish advertising houses’ views on their respective outputs and target groups. Central to the process of communicating with the children’s market is the need to fully appreciate its heterogeneity. Psychologically speaking the “children’s market” is a misnomer. To this end, a series of questions are administered to a sample of Dublin children to …
Company Turnaround Strategies: A Context For Marketing, James Wrynn, Timothy O'Mahony
Company Turnaround Strategies: A Context For Marketing, James Wrynn, Timothy O'Mahony
Articles
This article considers the literature on corporate turnaround. It examines the nature of decline as well as the causes and the various indicators of decline. Following this Hofer’s now well-established framework of analysis for the development of a turnaround strategy is described. This analysis falls into two stages: firstly, an assessment of current operational and strategic health of a firm and secondly, a consideration of turnaround options which may incorporate strategic and/or operational change. This model is then assessed in the context of a number of Irish firms in a turnaround situation. Important issues in turnaround strategy, such as management …
Law Enforcement Marketing: Perceptions Of A Police Force, Peter Bohan
Law Enforcement Marketing: Perceptions Of A Police Force, Peter Bohan
Articles
This article examines the role and applicability of marketing in a public service organisation. It is argued that the changing external environment now facing many police agencies requires them to develop a marketing orientation if they are to continue to be effective. Obstacles to achieving this as well as the key factors that impinge on the public "image" of the police force are discussed. The authors then focus on a major study of the Dublin population's perception of its police force, the Garda Siochana, over a wide range of concerns. The research indicates that in general the Irish police force …
A Low-Involvement Choice Model For Consumer Panel Data, Cathal Brugha, Darach Turley
A Low-Involvement Choice Model For Consumer Panel Data, Cathal Brugha, Darach Turley
Articles
The long overdue surge of interest in consumer behaviour texts in low-involvement purchasing has only begun to gather momemtum. It often takes the form of asking whether concepts usually associated with high-involvement purchasing can be applied, albeit in a modified form, to low-involvement purchasing. One such concept is evoked set, that is the range of brands deemed acceptable by a consumer in a particular product area. This has characteristically been associated with consumption involving extensive pre-purchase search and evaluation. The consumer's evoked set is thus the brands he would actually consider purchasing in advance of the purchase event. However, when …
Preference Modelling: Conjoint Analysis And Multi-Attribute Models, John Walsh, Patrick Roe
Preference Modelling: Conjoint Analysis And Multi-Attribute Models, John Walsh, Patrick Roe
Articles
While many multi-variate techniques have been applied frequently in Ireland, academics and practitioners alike have tended to shy away from incorporating conjoint analysis in their research. Conjoint analysis has been used extensively in other countries primarily to estimate consumers’ preferences for products whereas a less complex, easily applied technique, compositional multi-attribute modelling, has been used in Ireland for the same task. This study sets out to compare the powers of estimation or prediction of preference of both techniques. Unresolved areas in preference modelling, namely attribute order bias, learning effects and heterogeneity of preference structures, are addressed in an attempt to …
The Shape And Length Of The Product Life Cycle, John Meenaghan, Paul O'Sullivan
The Shape And Length Of The Product Life Cycle, John Meenaghan, Paul O'Sullivan
Articles
This paper argues that the usage of the "time" variable as a convenient explanatory variable on the horizontal axis of the product life cycle graph has diverted attention from a thorough analysis of the factors which influence the shape and length of the PLC. The paper addresses the issues of definition of "product" and "product life" as well as reviewing existing commentry on curve shape as a precursor to exmining the relevant issues relating to the PLC shape and length. Drawing on the body of insight provided by sales forecasting and diffusion theory as well as the standard PLC literature …