The New Global Marketing Reality,9781403905208

The New Global Marketing Reality

by ;
ISBN13: 9781403905208
ISBN10: 1403905207
Format: Hardcover
Pub. Date: 2004-01-17
Publisher(s): Palgrave Macmillan
List Price: $105.00

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Summary

Marketing practices have fundamentally changed over the past decade. This book documents the nature of these changes, examines their impact on marketers and marketing, explains the results of a major international study into the changing nature of contemporary marketing practices, assesses their implications for marketing and marketers and provides guidance for those who are implementing change processes to improve value creation capabilities.

Author Biography

Roger Palmer is with the Cranfield School of Management.

Richard Brookes is in the Department of Marketing, The University of Auckland.

Table of Contents

List of figures
ix
List of tables
x
Acknowledgements xi
Introduction 1(1)
The Changing Nature of Marketing
1(2)
Why Another Book on Marketing, Then?
3(1)
Out Target Audience
4(1)
How This Book was Put Together
5(3)
Did You Feel the Earth Move?
8(3)
Our Central Message
11(2)
The Structure of the Book
13(6)
Understanding Business Today
19(26)
Chapter Objectives
19(1)
The Pressure of Pressure
19(2)
Uncovering Practical Theory
21(7)
A Model of Contemporary Marketing Practices
28(6)
The Dynamic Nature of Relationships
34(11)
Explanations of Marketing: Evolving, Changing or Competing?
45(26)
Chapter Objectives
45(1)
The Evolution of Marketing
45(5)
No New Customers
50(1)
The Momentum for Relationship Marketing
51(3)
A Synthesis of Relationship Marketing
54(1)
The Nordic School of Services
54(1)
The IMP Tradition
55(2)
The Anglo-Australian Approach
57(3)
Mid-Range Perspectives
60(2)
Relationship Marketing in Practice
62(3)
Researching Relationship Marketing
65(1)
Relationship and Managerial Dimensions
66(5)
The New Business Reality
71(28)
Chapter Objectives
71(1)
The Pressures to Grow
71(2)
How the Goths Got to the Gates of the General Motors Empire
73(26)
Growth and Value
99(30)
Chapter Objectives
99(1)
The Attraction of External Growth Strategies
100(1)
The Hard Lesson of M&As
101(2)
The Lesson of DaimlerChrysler
103(2)
Honda: A Better Bet, and Sloan's Fourth Wave?
105(1)
The Pressure to Deliver Value
106(2)
Strategy and the Art of Creating Value
108(12)
The New Marketing Reality
120(2)
Creating Value in the Knowledge Economy
122(2)
What Do Customers Now Want?
124(5)
Finding and Creating Advantage
129(26)
Chapter Introduction
129(1)
The Strategy Debate
129(1)
Structure, Conduct, Performance
130(1)
Resources
131(3)
Emergent Strategy and Game Theory
134(3)
Marketing Advantage
137(1)
The Consumer Franchise
137(3)
The Customer Franchise
140(5)
Network Efficiency
145(3)
The Interaction of Power and Advantage
148(7)
Organizational Transformation
155(28)
Objectives
155(1)
Creating the Future
155(3)
The View From the Top
158(2)
Inflection Points
160(1)
Did Compaq Miss an Inflection Point?
161(1)
Compaq's Strategy Comes Unstuck
162(2)
Now, it's Hewlett-Packard's Time
164(2)
Information Technologies
166(1)
IT and Early Predictions of an Organizational Tranformation
167(1)
Now, the Digital Revolution and the Internet as an Inflection Point
168(4)
Organizing for the Internet
172(1)
What Became of IBM?
173(3)
The Impacts of IT-Enabled Interactivity on Marketing Practices
176(2)
Does the Internet Really Change Everything?
178(5)
Contemporary Marketing and the Five Changes Challenge
183(28)
Objectives
183(1)
All Companies Face Change
184(1)
Change 1: Financial Accountability, Loyalty and Customer Value Management
185(7)
Change 2: Increasing Emphasis on Service Aspects of All Products
192(5)
Change 3: Organizational Transformation
197(3)
Change 4: Retailer Power and Systemic Relationships
200(4)
Change 5: Interactive Media and Mass Customization
204(3)
Integrating the Five Changes
207(4)
Pluralism in Marketing Practice
211(26)
Chapter Introduction
211(1)
Challenging the Paradigm
211(2)
The Role of Research
213(1)
The Contemporary Marketing Practice Study
214(4)
Contemporary Marketing Practice Findings
218(3)
International Comparisons
221(2)
Pluralistic Marketing Practice
223(5)
Marketing Practice and Business Sector
228(2)
Buyer and Seller Interaction
230(3)
Managerial Implications
233(4)
The Future of Marketing
237(26)
Objectives
237(1)
IT and Predictions of Organizational Transformation
238(1)
The Internet, IT-Enabled Interactivity and Organizational Transformation
239(2)
Differing Views on the Extent of IT Impacts on Marketing Practices
241(1)
The Internet and B2B Relationships
242(2)
IT-Enabled Interactivity and CRM
244(2)
Internal Relationship Marketing
246(2)
IT and Internal Relationship Marketing
248(1)
Managing Change Processes
249(4)
The CMP Study of Managers' Perceptions of the Roles of IT
253(5)
Has the Internet Really Changed Everything?
258(1)
Managerial Implications
258(3)
Internal Relationship Management and Change Management
261(2)
References 263(22)
Index 285

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