Special issue on evolving the e-marketing mindset towards the social web model - Editorial Part 1

Con este proyecto editorial nuestro objetivo es promover un campo de investigación clave en la comercialización de hoy, es decir, la evolución de la mentalidad e-marketing hacia el nuevo modelo de web social.

Measuring Brand Equity and Analyzing Its Relationship with Key Marketing Mix Elements

The aim of this paper is to analyze the effect of price and advertising on brand equity. The dimensionality of brand equity is thoroughly examined, and the effect price, price deals, perceived advertising spending and advertising appeal have on the dimensions of brand equity are analyzed using multiple regression analysis as well as other supporting analyses. Price and advertising are found to be of great importance to brand equity. Arguably the most influential finding is the strong positive effect low prices – an integral brand element – have on the case company brand equity, even though a negative effect was hypothesized based on prior research. The results also support separating advertising appeal from perceived advertising spending, as well as linking service quality as part of the overall perceived quality in the context of service-intensive firms.

Developing a Comprehensive Model for Marketing Planning — Combining the Major Approaches

Mix marketing and relationships marketing are two major approaches that often form a basis for organizational marketing planning. The superiority of these approaches has been debated for long without any rational conclusion. Lately there have been studies indicating that both of the major approaches are many times used side by side in marketing planning. There have been also studies suggesting that even combining the mix marketing and relationship marketing approaches might be possible. The aim of this thesis is to provide knowledge about the usage of mix marketing and relationship marketing approaches in organizations and possibilities in combining the approaches. Also a settlement of strengths, weaknesses and risks of combining is intended to provide. The objectives were met through the literature and a case study research. In the case study, interviews were conducted in order to gain a deeper knowledge about marketing planning in various organizations. Based on this study, the combining of the major marketing approaches will be possible and even recommended when keeping in mind few aspects which might cause some troubles in the combining process.

Solution marketing characteristics and practices

The first objective of this master's thesis is to find out how the concepts solution and solution marketing are defined in the literature. In order to do so, solution marketing literature is reviewed widely. Another target is to identify the characteristics of solution marketing and to explain how solution marketing can be carried out. The final objective is to determine how well the described solution marketing practices are executed in the target company, and this will be studied with a survey. A solution can be described as a co-created and customized combination of products and services. Solution marketing aims at developing and anticipating customer's business needs and it involves close collaboration between customer and supplier. Solution marketing communication is targeted to a specific audience. It entails deep customer intimacy and is focused on understanding customer's business problem. Solution marketing also requires close collaboration between sales and marketing as well as customer focused mindset. Solution marketing can be executed by promoting thought leadership, presenting solution offering, creating close customer relationships and treating customers as individuals. Solution provider's whole organization must engage customer focus.

Tempo dos deuses, tempo dos homens: mito e história no político de Platão

O presente artigo realiza uma exegese do grande mito cósmico do Político de Platão, no intuito de mostrar que a representação da historicidade humana por ele alegoricamente elaborada ilustra e antecipa, em um registro simbólico, algumas das soluções teóricas exploradas pelo diálogo em sua conclusão a respeito das relações entre o melhor regime e a história.

O nomos e a lei: considerações sobre o realismo político em Carl Schmitt

O artigo aborda o tema do realismo político no pensamento de Carl Schmitt, à luz de suas reflexões sobre o direito e a história da política internacional no mundo moderno. Para tanto, o texto analisa sua narrativa sobre a constituição da ordem das relações internacionais a partir do século XVI, apresentada no livro Der Nomos der Erde im Völkerrecht des Jus Publicum Europaeum (O Nomos da Terra no Direito Internacional do Jus Publicum Europaeum). Essa análise busca pôr em evidência a maneira como Carl Schmitt concebe a relação entre direito e realidade na época moderna e, com isso, pretende apresentar uma imagem do seu realismo político que leve em conta algumas de suas premissas históricas e filosóficas.

O contexto religioso-político da contraposição entre pirronismo e academia na "Apologia de Raymond Sebond"

Montaigne faz um ataque pirrônico ao conceito acadêmico de verossimilhança ou probabilidade na Apologia de Raymond Sebond. O ataque é paradoxal porque Montaigne parece seguir o verossímil na própria Apologia e em diversos outros ensaios. Para resolver este problema exegético proponho uma dupla restrição do escopo do ataque à verossimilhança. Por um lado, mostro que o ataque visa mais a leitura epistêmica da verossimilhança proposta por Filo de Larissa do que ao conceito original de ordem exclusivamente prática de Carnéades. Por outro, situo-o em um contexto político-religioso bem específico. O ataque pirrônico à verossimilhança é a estratégia oferecida por Montaigne à rainha católica de Navarra e irmã do rei da França, Marguerite de Valois, para eventual uso nas polêmicas religiosas em sua corte majoritariamente protestante de Nérac. Esta contextualização soluciona também outros problemas exegéticos da Apologia, como o da defesa paradoxal de Sebond, a inconsistência aparente entre as respostas de Montaigne às duas objeções feitas ao livro de Sebond, e o problema do fideísmo.

A difícil arte de "deslizar sobre o mundo" ou Montaigne, um político discreto ("De poupar a própria vontade" - III, 10)

De 1581 a 1585, Montaigne foi prefeito de Bordeaux. Foi acusado por detratores de não se ter aplicado o bastante e de não ter feito nada de marcante durante seus dois mandatos. Ao responder às acusações no ensaio "De poupar a própria vontade" (III, 10), o autor encontra a ocasião para uma crítica das paixões em geral e, em particular, das que pertencem ao contexto político. Isto porque ele visava, com sua aparente falta de aplicação aos deveres de prefeito, evitar a paixão que tantas vezes se oculta por trás do engajamento - a ambição, desejo de honras, glória, renome. Sobretudo, esperava evitar um duplo perigo, ao mesmo tempo ético e político: comprometer a própria liberdade numa busca servil da glória e subordinar o bem coletivo ao interesse pessoal. No presente estudo, procuraremos reconstituir a trama argumentativa do ensaio em questão, acompanhando de perto os argumentos que sustentam a crítica montaigniana das paixões, bem como a terapia muito particular a que o ensaísta as submete, a qual lhe permite fazer do episódio da Mairie de Bordeaux um modelo de conciliação entre o cuidado de si e o cumprimento dos deveres políticos.

Aristóteles e o sentido político da comunidade ante o liberalismo

O caráter comunitário da filosofia de Aristóteles resulta das diversas formas de análise da política que o filósofo apresenta na articulação dos seguintes aspectos: a tese de que o ser humano é um animal político; o modo como esta é realizada na comunidade política, na qual o logos se manifesta como atividade discursiva compartilhada; o cultivo de determinadas virtudes ético-políticas presentes na convivência humana, sobretudo, a amizade; a autossuficiência do cidadão e o seu vínculo com a autarquia da comunidade política. A retomada de um moderno conceito de comunidade, na tentativa de reatualizar os princípios gerais do comunitarismo aristotélico, pode ser compatível com determinadas teses liberais, sobretudo a questão da liberdade (autonomia) individual e o fato do pluralismo ético e político nas sociedades modernas.

Condorcet e Kant: a esperança como horizonte do projeto político

Este trabalho analisa o conceito de esperança nas obras de Condorcet e Kant. Defende-se que o conceito de esperança no progresso da humanidade é de fundamental importância para a compreensão da filosofia política de ambos os autores. Por um lado, esperança oferece um horizonte de sentido que protege suas propostas políticas de visões de mundo antagônicas; por outro, ela se incorpora no próprio projeto político tendo ao mesmo tempo a função de motivação e de criação de instituições políticas com caráter pedagógico.

Marketing culture of Finnish research libraries : an analysis of marketing attitude, knowledge and behaviour

The aim of the present dissertation is to investigate the marketing culture of research libraries in Finland and to understand the awareness of the knowledge base of library management concerning modern marketing theories and practices. The study was based onthe notion that a leader in an organisation can have large impact on its culture. Therefore, it was considered important to learn about the market orientation that initiates at the top management and flows throughout the whole organisationthus resulting in a particular kind of library culture. The study attempts to examine the marketing culture of libraries by analysing the marketing attitudes, knowledge (underlying beliefs, values and assumptions), behaviour (market orientation), operational policies and activities, and their service performance (customer satisfaction). The research was based on the assumption that if the top management of libraries has market oriented behaviour, then their marketing attitudes, knowledge, operational policies and activities and service performance should also be in accordance. The dissertation attempts to connect all these theoretical threads of marketing culture. It investigates thirty three academic and special libraries in the south of Finland. The library director and three to ten customers from each library participated as respondents in this study. An integrated methodological approach of qualitative as well as quantitative methods was used to gain knowledge on the pertinent issues lying behind the marketing culture of research libraries. The analysis of the whole dissertation reveals that the concept of marketing has very varied status in the Finnish research libraries. Based on the entire findings, three kinds of marketing cultures were emerged: the strong- the high fliers; the medium- the brisk runners; and the weak- the slow walkers. The high fliers appeared to be modern marketing believers as their marketing approach was customer oriented and found to be closer to the emerging notions of contemporary relational marketing. The brisk runners were found to be traditional marketing advocates as their marketing approach is more `library centred¿than customer defined and thus is in line of `product orientation¿ i.e. traditional marketing. `Let the interested customers come to the library¿ was appeared to be the hallmark of the slow walkers. Application of conscious market orientation is not reflected in the library activities of the slow walkers. Instead their values, ideology and approach to serving the library customers is more in tuneof `usual service oriented Finnish way¿. The implication of the research is that it pays to be market oriented which results in higher customer satisfaction oflibraries. Moreover, it is emphasised that the traditional user based service philosophy of Finnish research libraries should not be abandoned but it needs to be further developed by building a relational based marketing system which will help the libraries to become more efficient and effective from the customers¿ viewpoint. The contribution of the dissertation lies in the framework showing the linkages between the critical components of the marketing culture of a library: antecedents, market orientation, facilitators and consequences. The dissertationdelineates the significant underlying dimensions of market-oriented behaviour of libraries which are namely customer philosophy, inter-functional coordination,strategic orientation, responsiveness, pricing orientation and competition orientation. The dissertation also showed the extent to which marketing attitudes, behaviour, knowledge were related and impact of market orientation on the serviceperformance of libraries. A strong positive association was found to exist between market orientation and marketing attitudes and knowledge. Moreover, it also shows that a higher market orientation is positively connected with the service performance of libraries, the ultimate result being higher customer satisfaction. The analysis shows that a genuine marketing culture represents a synthesis of certain marketing attitudes, knowledge and of selective practices. This finding is particularly significant in the sense that it manifests that marketing culture consists of a certain sets of beliefs and knowledge (which form a specific attitude towards marketing) and implementation of a certain set of activities that actually materialize the attitude of marketing into practice (market orientation) leading to superior service performance of libraries.

Percepções de alunos de medicina sobre marketing médico

INTRODUÇÃO: Marketing médico é um assunto controverso, principalmente no que concerne a princípios éticos. Portanto, frente à competição acirrada de mercado, é necessário o preparo profissional. Conhecer a percepção dos alunos de Medicina pode auxiliar na estruturação de alternativas de capacitação. METODOLOGIA: Inicialmente, identificaram-se crenças sobre marketing médico através de grupo focal composto por 12 alunos. Com base nesses dados, dez afirmações para avaliar atitudes foram aplicadas aos alunos de uma Faculdade de Medicina pública brasileira. RESULTADOS: Observou-se falta de clareza sobre o conceito de marketing, preocupação com princípios éticos e necessidade de marketing no mercado competitivo. Na fase de aplicação, foram obtidas 280 respostas de diversos estágios do curso. Apenas 16,8% admitiram contato com o tema. Houve clareza sobre ética em relação ao paciente, influenciada positivamente pela progressão no curso, mas houve divergência na ética entre profissionais. CONCLUSÕES: Marketing médico é uma área pouco compreendida e relegada ao currículo oculto, sendo influenciada por transposições inadequadas de métodos didáticos destinados à comunicação profissional para a população leiga. Novos métodos de ensino, como a educação tutorial, podem ser uma alternativa para lidar com essas situações.

Customer reference marketing and utilization of social media as an integral part of customer references

The objective of this Bachelor's Thesis is to find out the role of social media in the B-to-B marketing environment of the information technology industry and to discover how IT-firms utilize social media as a part of their customer reference marketing. To reach the objectives the concepts of customer reference marketing and social media are determined. Customer reference marketing can be characterized as one of the most practically relevant but academically relatively overlooked ways in which a company can leverage its customers and delivered solutions and use them as references in its marketing activities. We will cover which external and internal functions customer references have, that contribute to the growth and performance of B-to-B firms. We also address the three mechanisms of customer reference marketing which are 'status transfer', 'validation through testimonials' and 'demonstration of experience and prior performance'. The concept of social media stands for social interaction and creation of user-based content which exclusively occurs through Internet. The social media are excellent tools for networking because of the fast and easy access, easy interaction and vast amount of multimedia attributes. The allocation of social media is determined. The case company helps clarify the specific characteristics of social media usage as part of customer-reference-marketing activities. For IT-firms the best channels to utilize social media in their customer reference marketing activities are publishing and distribution services of content and networking services.

The Role of Tactical Marketing Decisions on New Product Performance: The Moderating Effect of Entry Timing

This study focuses on observing how Finnish companies execute their new product launch processes. The main objective was to find out how entry timing moderates the relationship between launch tactics (namely product innovativeness, price and emotional advertising) and new product performance (namely sales volume and customer profitability). The empirical analysis was based on data collected in Lappeenranta University of Technology. The sample consisted of Finnish companies representing different industries and innovation activities. Altogether 272 usable responses were received representing a response rate of 37.67%. The measures were first assessed by using exploratory factor analysis (EFA) in PASW Statistics 18 and then further verified with confirmatory factor analysis (CFA) in LISREL 8.80. To test the hypotheses of the moderating effects of entry timing, hierarchical regression analysis was used in PASW Statistics 18. The results of the study revealed that the effect of product innovativeness on new product sales volume is dependent on entry timing. This implies that companies should carefully consider what would be the best time for entering the market when launching highly innovative new products. The results also depict a positive relationship between emotional advertising and new product sales volume. In addition, partial support was found for a positive relationship between pricing and new product customer profitability.