Practitioner prognostications on the future of online marketing

In arguably the most dynamic period in the history of marketing, and in particular the management of marketing communication, the challenges and opportunities presented by online marketing are both immense and unprecedented. In an effort to understand how these challenges are perceived at the ‘coal face’, this paper solicits and longitudinally compares senior marketing practitioners’ perceptions and perspectives, both recently (late 2008) and five years prior (2003). Due to the rapid evolution of online marketing and its impact on both consumer behaviour and marketing strategy, a longitudinal qualitative research design was employed to track changes in senior marketers’ perceptions. Findings are presented and discussed within the context of six recurring themes: interactivity, personalisation, integration, evaluation, agency structures, and capabilities. The paper concludes by examining the utility of integrated marketing communication as a marketing management framework for online marketing strategy.

Motivators and barriers of ethnic groups to engage in arts performance

This paper aims to highlight the behavioural processes of ethnic minority group consumers in relation to arts performance in Australia. Our findings indicate that Chinese, Vietnamese, Italians and Greeks have varying perceptions, practice and experiential decision-making. The major barriers for ethnic audiences to attend arts events were cost and time; a lack of understanding of or exposure to some artforms; language difficulties. Motivating factors for ethnic audiences were events associated with their own ethnic backgrounds; socialising/meeting with friends/people, and familiarity with the art-form. Our research will be critical for future arts marketing and cultural research and contribute to socially inclusive communities where every resident can act as a contributor to build socio-economically strong cities and nations

Understanding tourists' cultural experiences : benefits and satisfaction at the Queen Victoria Market, Melbourne

This empirical research of tourists’ cultural experiences aims to advance theory by analysing consumers’ benefits (sought and gained) and inferred satisfaction with the Queen Victoria Market. Produce markets are under-researched cultural attractions, despite their popularity with tourists. The current exploratory study found dimensions of importance to tourists’ cultural experience benefits (sought and gained) included socio-psychological, hedonic benefits and attribute specific, utilitarian benefits. It further found that tourists were most satisfied with the hedonic benefits, and least satisfied with the services, signs and written information. This study concludes that researching both types of benefits (sought and gained) and both types of dimensions (psychologically-based and attribute-based) increases understanding of tourists’ cultural experiences.

Entrepreneurship, e-finance and mobile banking

This paper focuses on the role of entrepreneurship and e-finance in determining a person's intention to adopt mobile banking. The approach utilised in this paper is to develop a conceptual framework that includes a number of propositions that are developed and justified by the literature. The main findings of this paper are that people's entrepreneurial inclination and learning tendency will determine how they respond to marketing and knowledge about mobile banking. The practical implications are that financial institutions involved in e-finance can focus their marketing efforts at increasing people's exposure to mobile banking.

Building online brand communities : exploring the benefits, challenges and risks in the Australian event sector

The Internet has impacted the tourism sector and tourists substantially. Yet, very little information is known about how tourism organisations are using the second generation of the Internet, Web 2.0, and its various social media platforms in relation to their marketing activities. This article explores ways in which events, as an integral part of the tourism sector, are using Web 2.0 tools to build their online brand communities. While the qualitative analysis highlights benefits for events, it also identifies the risks and challenges that events face in using Web 2.0. These include the capacity to resource this aspect of marketing and the ability to protect their brand from the advent of counter- and alter-brand communities when online brand community building activities are not fully effective.

The Pharmaceutical Industry and Access to Medicines in India

Pharmaceutical policy in India as elsewhere is shaped by conflicting economic and social interests and opposing values and priorities. Tensions can be understood as revolving around the contradiction between use value and exchange value in the production of medicinal drugs as commodities, as per Marx’s original analysis. The use value of medicines – if safe and efficacious, of good quality, and prescribed and consumed appropriately – is the prevention, cure or alleviation of ill-health and disease. Health policy is – or should be – aimed at optimising the use value of medicines. For this purpose government agencies administer regulatory oversight of the manufacturing, marketing and distribution of medicines. Drugs made available to patients are expected to meet adequate safety, quality and efficacy standards, but regulation to ensure such standards is subject to controversy in most countries. This is a domain where definition and interpretation of scientific-technological principles and criteria is infused by partiality and bias grounded in social and material interests, as evidenced by recurrent debates about industry ‘capture’ of regulatory agencies, including the world’s most regulator, the US Food and Drug Administration (Angell 2005; Law 2006). In India, a Parliamentary Committee Report in 2012 depicted the Central Drugs Standard Control Organisation (CDSCO) as dysfunctional and influenced inappropriately by the exchange value perspective of manufacturers (Parliamentary Standing Committee on Health and Welfare 2012). The clash between use and exchange value perspectives is starkly illustrated by cases of products known to cause more harm than good, particularly common in poorly regulated markets such as India’s, as shown by Srinivasan & Phadke.

EPODE approach for childhood obesity prevention : methods, progress and international development

Childhood obesity is a complex issue and needs multistakeholder involvement at all levels to foster healthier lifestyles in a sustainable way. ‘Ensemble Prévenons l'ObésitéDes Enfants’ (EPODE, Together Let's Prevent Childhood Obesity) is a large-scale, coordinated, capacity-building approach for communities to implement effective and sustainable strategies to prevent childhood obesity. This paper describes EPODE methodology and its objective of preventing childhood obesity.

At a central level, a coordination team, using social marketing and organizational techniques, trains and coaches a local project manager nominated in each EPODE community by the local authorities. The local project manager is also provided with tools to mobilize local stakeholders through a local steering committee and local networks. The added value of the methodology is to mobilize stakeholders at all levels across the public and the private sectors. Its critical components include political commitment, sustainable resources, support services and a strong scientific input – drawing on the evidence-base – together with evaluation of the programme.

Since 2004, EPODE methodology has been implemented in more than 500 communities in six countries. Community-based interventions are integral to childhood obesity prevention. EPODE provides a valuable model to address this challenge.

Investigating the media power of a population health monitoring survey: case study of the NSW Schools Physical Activity and Nutrition Survey (SPANS)

Objective
To examine the extent and nature of news coverage of a government-funded population monitoring survey of children and the potential implications of this coverage for public health advocacy.

Methods
Case study of the NSW Schools Physical Activity and Nutrition Survey (SPANS), a population monitoring survey of school-aged children's weight and weight-related behaviours, conducted in 1997, 2004 and 2010. Printed news items from all Australian newspapers between January 1997 and December 2011 mentioning the survey findings were identified from the Factiva database and a descriptive analysis of the content conducted.

Results
Overall, 144 news items were identified. The news angles focused mainly on physical activity/sedentary behaviour; overweight/obesity and nutrition; however these angles changed between 1997 and 2011, with angles focused on physical activity/sedentary behaviour increasing, compared with overweight/obesity and nutrition angles (p=0.001). Responsibility for obesity and weight-related behaviours was most frequently assigned to parents and food marketing, and the most common solutions were policy strategies and parental/child education and support.

Conclusions
Population health surveys are newsworthy and when coupled with strategic dissemination, media can contribute to communicating health issues and interpreting findings in ways that are relevant for consumers, policy makers and stakeholders.

Implications
This case study emphasises the news value of government-funded population surveys, while providing a cautionary note about media focus on individual studies rather than a larger body of research evidence.

Practitioner prognostications on the future of online marketing

In arguably the most dynamic period in the history of marketing, and in particular the management of marketing communication, the challenges and opportunities presented by online marketing are both immense and unprecedented. In an effort to understand how these challenges are perceived at the ‘coal face’, this paper solicits and longitudinally compares senior marketing practitioners' perceptions and perspectives, both recently (late 2008) and five years prior (2003). Due to the rapid evolution of online marketing and its impact on both consumer behaviour and marketing strategy, a longitudinal qualitative research design was employed to track changes in senior marketers' perceptions. Findings are presented and discussed within the context of six recurring themes: interactivity, personalisation, integration, evaluation, agency structures, and capabilities. The paper concludes by examining the utility of integrated marketing communication as a marketing management framework for online marketing strategy.

Understanding culture, motivation, and ethnic consumer behavior

Understanding ethnic consumer behaviors through a case study of good practice and their innovative marketing strategies to ethnic consumers is important. Surprisingly, little has been done to discuss which practices and strategies may work best when marketing to ethnic consumers. This chapter presents a case study of the Immigration Museum (Melbourne, Australia) and how the organization uses strategies to promote their products and programs to ethnic consumers. The case study and in-depth interviewsare the methods used. In this chapter, the authors argue that a combination of Alferder’s and Schwartz’s theoretical frameworks help museum marketers understand behaviors of ethnic groups, thereby using appropriate marketing strategies in encouraging their consumption. This chapter extends current marketing literature on consumers’ motivation, drive, and needs, and non-profit marketing, and validates selected motivational theories. It also provides practical implications for marketers of non-profit organizations.

Social change models in social marketing

'This is essential reading for social marketing practitioners, researchers and students. the book describes a comprehensive range of behavior change theories of relevance to social marketing and is complemented with illustrative case ...

Disciplining the discipline: understanding postcolonial epistemic ideology in marketing

In this study, conducted in two top ranked business schools in India, we examine pedagogy and doctoral research in marketing and show that the discipline is characterised by dependency on the West. We offer an understanding of postcolonial epistemic ideology that is contributing to the creation of unreflexive and dependent subjectivities in the discipline. We show that the marketing discourse in postcoloniality is characterised by mimesis of the West and silencing of local subaltern stakeholders. We further show that epistemic ideology disciplines through the deployment of devices developed in the West to create a compradorian theatre.

Green marketing strategies

This chapter presents the fundamentals of “green” marketing by drawing on traditional marketing theory as well as researchfocused on green marketing context. It discusses five critical areas in green marketing. The first critical area stems from green marketingtheory and practice that examines the logic for reducing the environmental impact of value creation and exchange. The second criticalarea highlights green marketing strategy that focuses on achieving organizational goals in ways that can reduce or eliminate negativeimpacts on the natural environment. The third critical area examines the green marketing mix that accounts for green products, greendistribution, green pricing, and green promotion. By using traditional marketing concepts, the chapter identifies how the entiremarketing mix elements should consistently provide a complete green product offering. Green products and processes need to beresearched, designed, and manufactured to include environmentally safe ingredients and components. Products need to be strategicallypriced to reflect their green values, distributed in the green chain channels and displayed effectively to highlight their status, and accuratelycommunicated to consumers and stakeholders. The fourth critical area illustrates governance and control. It shows how theholistic transformation toward greening the organization requires organizational culture change to gain support within and outside thefirm to ensure environmental issues are appropriately considered. These can be assessed by using existing management mechanisms,such as environmental management systems and/or triple bottom line management, which ensure best practice and continuousimprovements to occur. Lastly, the chapter discusses the future of green marketing and the direction that businesses need to take if theyseek to be sustainable.

Implementação de CRM para viabilização de marketing de relacionamento: um estudo de caso

Foco em estratégias empresariais para a longevidade da relação com clientes, comunicação personalizada bidirecional, múltiplos pontos de contato, novas formas de segmentação de mercado, estrutura organizacional descentralizada e mensuração em tempo real da satisfação dos clientes, são exemplos que indicam a existência de uma forma de marketing diferenciada, denominada de marketing de relacionamento. Motivada pela crescente demanda empresarial por tecnologias mercadológicas, a indústria de softwares criou, em meados dos anos 90, um sistema denominado de Customer Relationship Management (CRM) com a promessa de gerenciar, de forma integrada, todos os relacionamentos com os clientes. Gradativamente, novas funcionalidades foram incorporadas ao sistema que alcançou ampla difusão no meio empresarial, responsável por investimentos na ordem de bilhões de dólares ao ano. Enquanto os fabricantes de CRM anunciam crescimentos significativos de vendas, o mercado vem apresentando sinais de insatisfação. Há dúvidas se a implementação do sistema seria suficiente para viabilizar o marketing de relacionamento e quais são seriam suas potencialidades. Pesquisar a teoria do marketing de relacionamento, levantar qUaiS são os seus elementos determinantes e investigar as possibilidades do CRM poderá contribuir para proporclOnar beneficios mútuos para as quatro partes envolvidas no relacionamento: os clientes, as empresas que comercializam produtos e serviços, fabricantes e implementadores de CRM.