Learning to read journal articles : an exploratory study of an Australian marketing class

Reading and comprehension form an integral part of educational practice. This study explores students’ learning experience in reading journal articles for a Marketing class. Two broad aims are considered: 1) to reflect on students’ reading capacity of journal articles, and 2) to investigate students’ reflection on their use of a learning framework developed to assist them in reading. Data were collected as part of an explorative pilot study from 31 students in Marketing tutorial classes at a university in Australia during a summer semester. The participants were asked about their learning experience in reading a Marketing journal article and their experience of using the learning framework as they read the given article. Findings indicate that students were positive about the value of the learning framework in assisting them to read, to understand the Marketing journal articles and to extract relevant learning themes from them.

Future research directions in tourism marketing

Purpose – The purpose of this paper is to formulate and discuss future research avenues for the marketing of tourism services.

Design/methodology/approach – The approach taken in the paper is to review the relevant literature and focus on the key themes most important for future research on tourism marketing.

Findings – The paper finds that there are a number of research avenues for tourism marketing researchers and marketing practitioners to conduct investigations on but the most important areas are consumer behavior, branding, e-marketing and strategic marketing.

Practical implications – The paper is relevant to tourism firms and destination management organizations in the development of marketing activities/capabilities to increase their customer base. In addition, as this paper takes a global perspective it is also helpful to compare different international research directions.

Social implications – Changing demographics and the aging of the global population mean different marketing approaches will be needed to market tourism services to older consumers and also consumers from developing countries such as China and India.

Originality/value – This paper is a key resource for marketing practitioners wanting to focus on future growth areas and also marketing academics interested in tourism marketing that want to stay at the forefront of their research area of expertise.

A model of cause-related marketing for profit-driven and non-profit organizations

Purpose – The purpose of this paper is to describe a model of cause-related marketing (CRM) for both profit-driven (PD) and non-profit (NP) organizations.
Design/methodology/approach – The model consists of two parallel internal and external organizational processes – one representing the process of a NP organization and the other a PD organization. They are interlinked as the outcome of a CRM-partnership is dependent upon their mutual efforts.
Findings – The authors argue that it is essential to remember that a CRM-partnership is a challenge and risk for both the PD and NP organizations that may harm their reputation and position in the marketplace and/or society. CRM has benefits as well as downsides that should not be underestimated nor neglected.
Research limitations/implications – Will the involvement of the PD or NP organizations in the resultant partnership be perceived as commercialism, altruism or a combination of both, in the marketplace and society? A focus on both processes opens up opportunities for further research.
Practical implications – A contribution is that the CRM-model may be used as a guide for both PD and NP organizations in order to reveal whether a CRM-partnership is appropriate for them with a potential partner or not. It may also indicate whether the motives are based upon commercial reasons or altruistic reasons or a combination of both.
Originality/value – The model enables these organizations to think through the process prior to engaging in CRM.

Marketing communications for special events : analysing managerial practice, consumer perceptions and preferences

Purpose – Relatively little is known about marketing communications within the context of special events. The aim of this paper is to begin to address this gap in knowledge by analysing managerial practice, consumer perceptions and preferences in relation to marketing communications for this market offering.
Design/methodology/approach – A case study analysis of Festival Melbourne 2006 was undertaken using marketing communications collateral, ethnographic (participant observations) and interview (in-depth and focus group) data.
Findings – A centralised approach to marketing communications was adopted for this event, but was difficult to implement. In addition, it was found that the marketing communications in situ did not assist attendees to make the most of their event experiences. It was also found that research participants prefer to receive information about special events passively.
Practical implications – With the increasing levels of globalisation and standardisation in the event sector there is a need to attain a balance between centralisation and adaptation in relation to marketing communications strategies and their implementation. Furthermore, it is imperative that marketing communications are integrated across all stages of consumption.
Originality/value – This study adds to the body of knowledge about marketing communications, and more generally within events. It also adds to the debate surrounding the integration of marketing communications.

Profiling contemporary marketing practices in Bangladesh

Purpose – The purpose of this paper is to explore how different types of firms relate to their markets in
terms of contemporary marketing practices (CMP) in an emerging country, Bangladesh. Additionally,
the paper also examines the various marketing performance measures used by Bangladeshi firms.
Design/methodology/approach – The CMP survey was used on 165 marketing managers chosen from
a range of industrial sectors as a basis for data collection. Data were analyzed using cluster analysis and other descriptive statistics.
Findings – The study found that a pluralistic marketing approach is predominant among the majority of
the Bangladeshi firms, while few other firms also practise transactional marketing. Results also reveal
that Bangladeshi firms apply a blend of performance indicators rather than relying on specific financialor
client-based measures to evaluate business success.
Research limitations/implications – The present study provides a benchmark for future studies on
CMP in emerging/developing countries and inspires further research designed to deepen
understanding about how marketing is practised in emerging markets and how they may differ from
developed markets.
Originality/value – Since very few studies have been conducted regarding CMP by incorporating both
business-to-business and consumer goods/services firms for a specific country into an emerging
market, this study adds a new dimension to the horizon of CMPs.