My search for meaning in marketing

Purpose This paper is focused on my search over nearly 60 years for an understanding of marketing – not just as a management technology, but as a social discipline which gives meaning and purpose to the technology. Design/methodology/approach This paper illustrates my life as an academic in context, which began with a strong focus on marketing in contemporary management and went on to conclude that marketing is much more than management. It was my travels across the world to widely differing markets and marketplaces that led me to this conclusion. I saw individuals, groups and organizations linking with each other in the voluntary exchange of economic and social value, self-organizing into increasingly complex networks that in the end become the institutions that frame marketing action. Findings I gradually came to see marketing in a much wider, intensely human setting, and to realize some of the complexities of the networks that marketing activities generate. Practical implications My story may be of assistance to younger scholars beginning a career in marketing. Social implications Marketing is much more than management and if re-framed should/could stand alongside other social sciences in considering social and economic policy. Originality/value To build on my recollections of an unplanned life spent in search of marketing to highlight the need for younger scholars to think about marketing in a dynamic ever-changing systems setting.

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Marketing and Gaelic football

Strategic Direction ◽

10.1108/sd-05-2016-0079 ◽

2016 ◽

Vol 32 (8) ◽

pp. 15-17

Keyword(s):

Market Segmentation ◽

Design Methodology ◽

Business Success ◽

Market Segments ◽

Content Type ◽

Sports Organizations ◽

Competitive Edge ◽

Marketing Activities ◽

Pertinent Information ◽

Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Market segmentation has long been acknowledged as a key component in business success. An ability to recognize and exploit disparities between different consumer segments can prove a rich source of opportunity for firms. Those able to successfully match their offerings with the requirements of specific market segments often secure and sustain a competitive edge. Segmentation strategies are critical to sports organizations as well as to more conventional industries. Sports consumers come in all shapes and sizes and no one-cap-fits-all where marketing activities are concerned. Different sports attract different consumer types. The secret is to identify the unique characteristics of each sub-group and target them accordingly. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

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The importance of user-generated photos in restaurant selection

Journal of Hospitality and Tourism Technology ◽

10.1108/jhtt-11-2017-0130 ◽

2019 ◽

Vol 10 (1) ◽

pp. 2-14 ◽

Cited By ~ 10

Author(s):

Bruno Oliveira ◽

Beatriz Casais

Keyword(s):

Design Methodology ◽

Online Reviews ◽

User Generated Content ◽

Content Type ◽

Online Platforms ◽

Photo Sharing ◽

Restaurant Managers ◽

Marketing Activities ◽

Hospitality Sector ◽

Practical Implications

Purpose User-generated content and online reviews are highly relevant in purchase decision in the hospitality sector, including restaurants, but there is a lack of knowledge about the effect of sharing pictures in this context. This study aims to focus on the relevance of user-generated photos in online platforms for restaurants’ selection. Design/methodology/approach A research was conducted with a sample of 319 residents of Porto region, who had at least one meal in a restaurant over the 30 days before the answer of the survey and had searched online to select the restaurant. Findings The results show that while doing online research about restaurants, it is important for potential consumers to find pictures of food and physical evidences of restaurants generated by other users. Findings also show that consumers find user-generated photos especially at websites of reviews, although the importance of restaurant owned platforms, such as official social media pages and websites. Practical implications The research results appeal restaurant managers to understand the importance of user-generated photos in online platforms by promoting photo sharing in their restaurants with appropriate marketing activities for that purpose. Originality/value This paper expands the state-of-the-art about the importance of user-generated content, focusing on the importance of photos from restaurants shared by consumers in online platforms.

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Online dating apps as a marketing channel: a generational approach

European Journal of Management and Business Economics ◽

10.1108/ejmbe-10-2019-0192 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Cited By ~ 1

Author(s):

Paulo Rita ◽

Ricardo Filipe Ramos ◽

Sérgio Moro ◽

Marta Mealha ◽

Lucian Radu

Keyword(s):

Design Methodology ◽

Online Dating ◽

Marketing Channel ◽

Marketing Activity ◽

Male Population ◽

Content Type ◽

Dating Apps ◽

Marketing Activities ◽

Sentiment Score ◽

Practical Implications

PurposeThis study aims to understand if an online dating app is considered an acceptable channel to conduct advertising activities and understand the differences between Generations X, Y and Z for such acceptance.Design/methodology/approachA total of 411 Tinder users’ reactions were obtained and analyzed using text mining to compute the sentiment score of each response, and a Kruskal–Wallis H test to verify if there are statistical differences between each generation.FindingsThe results showed positive acceptability toward the marketing campaign on Tinder, especially Z Generation. Nevertheless, the statistical analysis revealed that the differences between each generation are not statistically significant.Research limitations/implicationsThe main limitation relates to the fact that the participants, during the data collection, revealed their identification, perhaps leading to acquiescence bias. In addition, the study mainly covered the male population. A balanced sample would be positive to examine any possible differences between gender.Practical implicationsResults provide an essential indication for companies regarding their marketing activities conducted on Tinder to fully exploit the possibility of using Tinder as an alternative and valuable channel to conduct marketing activities.Originality/valueUp until now, no studies tried to understand the effect of a marketing activity online on an online dating app.

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Networking as a marketing tool in small companies: a random and informal approach

Journal of Business Strategy ◽

10.1108/jbs-02-2017-0020 ◽

2018 ◽

Vol 39 (2) ◽

pp. 47-55 ◽

Cited By ~ 4

Author(s):

Mário Franco

Keyword(s):

Design Methodology ◽

Qualitative Approach ◽

Small Companies ◽

Content Type ◽

Market Opportunities ◽

Marketing Activities ◽

Marketing Tool ◽

Exploratory Case Studies ◽

Practical Implications ◽

Informal Approach

Purpose The purpose of this paper is to identify and analyse the particularities of marketing in small and medium-sized enterprises (SME), to try to understand how networking can influence the marketing activities implemented in this firm segment. Design/methodology/approach For this purpose, the author decided on a qualitative approach and performed exploratory case studies of four SMEs in Portugal. Findings The results obtained show that the owners/managers of the SMEs studied here recognize the importance of marketing and networking, but have not yet implemented them in a structured way. In these SMEs, marketing is informal and reactive to market opportunities. Practical implications This study contributes to showing the importance of marketing in SMEs, providing more information and evidence about marketing in this firm sector, as well as about the owner/manager’s influence on the use of networking in marketing activities. Originality/value In spite of the opportunities associated with networking in SMEs, there is only limited empirical evidence of its importance in marketing activities. This holds particularly for the realm of SMEs.

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Am I worth it? Gifting myself with luxury

Journal of Fashion Marketing and Management ◽

10.1108/jfmm-04-2013-0062 ◽

2014 ◽

Vol 18 (2) ◽

pp. 112-132 ◽

Cited By ~ 8

Author(s):

Hannele Kauppinen-Räisänen ◽

Johanna Gummerus ◽

Catharina von Koskull ◽

Åke Finne ◽

Anu Helkkula ◽

...

Keyword(s):

Design Methodology ◽

Research Topic ◽

The Self ◽

Luxury Brands ◽

Content Type ◽

Data Collection And Analysis ◽

Sample Data ◽

Marketing Activities ◽

Key Dimensions ◽

Practical Implications

Purpose – Consumers gift themselves with luxury fashion brands, yet the motives for self-gifting are not well understood. Whereas traditionally, self-gifting is defined as self-orientated in nature, luxury brands are seen as social statements, and self-gifting of luxury fashion brands that combine these two controversial areas is an interesting research topic. The purpose of this paper is to address this issue by exploring the self-gifting behaviour of consumers, in particular focusing on the personal motives of gifting oneself with luxury fashion brands. Design/methodology/approach – The study takes a multi-qualitative approach involving a small (n=19) but rich sample. Data collection and analysis were triangulated to reduce researcher biases. Findings – The study provides key dimensions for understanding consumers’ perceptions of luxury fashion brands and self-gifting motives (self and socially orientated). The findings reveal that reflections from others are part of the self-gifting phenomenon. It appeared that although self-orientated benefits and personally orientated motives trigger the self-gifting act, the act of actually purchasing explicitly luxury brands for oneself as a gift may be triggered by other-orientated benefits and socially orientated motives. The findings also imply that luxury holds a self-orientated aspect; luxury brands are not only purchased for socially orientated reasons but also for reasons related to oneself. In addition, the findings discuss the act of shopping, where the act can be perceived as a luxury experience and overrun the importance of the brand. Practical implications – The findings provide insights to consumers’ gifting behaviour that may be valuable for retailers and fashion marketers as they plan for marketing activities related to their customers’ self-gifting. Originality/value – Self-gifting represents a view of gifting that remains under-researched. This study uncovers the motives for gifting oneself with luxury fashion brands, a further sub-area in need for more investigation.

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Social marketing in social enterprises: how to deal with dualities

Strategic Direction ◽

10.1108/sd-05-2016-0073 ◽

2016 ◽

Vol 32 (8) ◽

pp. 6-8

Keyword(s):

Social Marketing ◽

Design Methodology ◽

Social Enterprises ◽

Content Type ◽

Marketing Activities ◽

Practical Implications

Purpose The purpose of the paper is to understand the tensions that marketing practitioners in social enterprises are subjected to. Design/methodology/approach The paper examines the case of 15 Canadian social enterprises. Findings The analysis reveals four dualities in social enterprises, and initial strategies to deal with them. Practical Implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The paper reveals how dualities facing marketing practitioners in social enterprises influence marketing activities in these organizations.

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Social media marketing must start at the top

Strategic Direction ◽

10.1108/sd-02-2016-0023 ◽

2016 ◽

Vol 32 (5) ◽

pp. 25-27

Keyword(s):

Social Media ◽

Design Methodology ◽

Strategic Marketing ◽

Social Media Marketing ◽

Content Type ◽

Top Executives ◽

Marketing Activities ◽

Pertinent Information ◽

The Right ◽

Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings An investigation into the activities that allow firms to efficiently and effectively integrate social media into strategic marketing activities. Many firms do not adopt the right internal organizational activities for effective social media execution, which leads to the authors’ view of it as the “step-child” of corporate functions. Remedies are examined and the importance of engagement by top executives is emphasized . Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

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SOLOMO – are hospitality SMEs able to move beyond traditional websites in their digital marketing roadmap for Expo 2020?

Worldwide Hospitality and Tourism Themes ◽

10.1108/whatt-02-2019-0010 ◽

2019 ◽

Vol 11 (3) ◽

pp. 298-313

Author(s):

Florian Kriechbaumer

Keyword(s):

Data Analytics ◽

Design Methodology ◽

Digital Marketing ◽

Content Type ◽

Marketing Innovation ◽

Technological Readiness ◽

Local Experience ◽

Marketing Activities ◽

High Degree ◽

Practical Implications

Purpose This paper aims to provide an overview of how trends encompassing SOLOMO (social, local, mobile) factors impact marketing activities in small and medium-sized hospitality enterprises (SMEs). It explores the relevancy of these factors and their application in the industry and synthesizes them in the context of Dubai’s path toward Expo 2020 by collecting practitioner input. Design/methodology/approach This paper provides continuity with the author’s previous WHATT article exploring SME website implementation by expanding its scope by analyzing literature on SOLOMO adoption in the hospitality industry, drawing from a range of journals and applicable industry sources. It collects informal commentary from practitioners with relevant local experience to contextualize the findings within Dubai’s digital roadmap. Findings Several aspects of SOLOMO in the context of hospitality have been examined by researchers; however, their successful applicability to the SME sector (which is still struggling with the fundamentals of website implementation) lacks comprehensive consideration. There is a dearth of academic and governmental guidance for industry executives. At the same time, trends beyond SOLOMO, particularly around data analytics, are emerging and require incorporation into a digital SME roadmap. Practical implications Executives in the hospitality SME domain are encouraged to continue focusing on the fundamentals of website implementation while they take into consideration the trends around SOLOMO identified in the study. A holistic, result-driven view of digital marketing is required to ensure focused resource usage. Closer collaboration between private sector, policymakers and academia will support Dubai’s initiatives to leverage its high degree of technological readiness for marketing innovation in the SME sector. Originality/value This manuscript provides a practically oriented and engaging overview of the applicability of SOLOMO concepts for hospitality SMEs, with a local focus on the Dubai ecosystem.

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Spatial change management secrets

Strategic Direction ◽

10.1108/sd-06-2017-0096 ◽

2017 ◽

Vol 33 (9) ◽

pp. 22-24

Keyword(s):

Design Methodology ◽

Meaning Making ◽

Management Strategies ◽

Physical Change ◽

Spatial Change ◽

Content Type ◽

Space Management ◽

Strong Focus ◽

Pertinent Information ◽

Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings The study indicates that space management strategies may fail because of the lack of understanding of how organizational events and other contextually specific aspects correlate with the physical change initiative. Succeeding with the spatial strategy requires a strong focus on socio-material relationships and the employee meaning-making process during the spatial change process. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

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