Structure, people and process challenges of mutichannel marketing : insights from marketers

The aim of this study was to explore the utility of strategic implementation theory as a guide for dealing with issues marketers face when implementing multichannel marketing. Although marketers attempt to harness the potential of emerging marketing channels, implementation is proving difficult. This is because the complexity of multichannel marketing has implications for existing organisational structures, people and processes. Further, the reliance on external suppliers and vendors in implementing new channels is causing organisational conflict and the development of new management processes. A qualitative research approach using insights from senior marketers of 'Bluechip' organisations was used to identify multichannel marketing implementation difficulties. The major contribution of this article was to show the areas for which strategic implementation theory provides practical implementation guidelines and future research directions.

Exploring the types of SMEs which could use blogs as a marketing tool : a proposed future research agenda

Blogs appear to be gaining momentum as a marketing tool which can be used by organisations for such strategies and processes as branding, managing reputation, developing customer trust and loyalty, niche marketing, gathering marketing intelligence and promoting their online presence. There has been limited academic research in this area, and most significantly concerning the types of small and medium enterprises (SMEs) for which blogs might have potential as a marketing tool. In an attempt to address the knowledge gap, this paper presents a future research agenda (in the form of research questions) which can guide the eBusiness research community in conducting much needed studies in this area. This paper is particularly novel in that it aims to demonstrate how the heterogeneity of SMEs and their specific business uses of eBusiness technology such as blogs can form the central plank of a future research agenda. This is important because the existing eBusiness literature tends to treat eBusiness collectively rather than focusing on the specific business uses of different eBusiness technologies, and to treat SMEs as a homogeneous group. The paper concludes with a discussion of how this research agenda can form the basis of studies which use a range of different research methods, and how this "big picture" agenda approach might help the eBusiness research community build theory which better explains SME adoption and use of eBusiness.

Marketing-China and getting it right

China has become a synonym for future business growth. It is the business nirvana of the 21st century. It is the place to be. Companies are scrambling to get a share of the action. Not a day passes without some company making an announcement of an investment in their future which involves China.

Arts marketing : a new tool for development of the arts sector in the market context in Vietnam

Since the economic reform in Vietnam in 1986 provided more artistic and financial autonomy, the arts community has had more opportunity to develop. It has hence become necessary for arts leaders to obtain management and marketing skills to adapt to the new competitive environment. This necessity became vital when the Vietnamese government sought to tackle the problem of inadequate state funding for arts organisations through its policy of socialisation. This paper sets out to examine how performing arts organisations in Vietnam apply arts marketing strategies to adapt to the market context via empirical data from the cases studied: Vietnam National Symphony Orchestra and Hanoi Youth Theatre. Further, it identifies implications for the development of the sector. Findings indicate that Vietnamese performing arts organisations focus on the role of marketing for organisational development, although there are a lack of resources and a limited knowledge in this area. Thus, training in arts marketing and arts management is needed to maximise capacity of arts leaders in managing their organisations in the changing context.