The Experts below are selected from a list of 88308 Experts worldwide ranked by ideXlab platform
Andrew Crane - One of the best experts on this subject based on the ideXlab platform.
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facing the backlash green Marketing and strategic reorientation in the 1990s
Social Science Research Network, 2000Co-Authors: Andrew CraneAbstract:This paper discusses green Marketing strategies in the Context faced by businesses in the middle to late 1990s. The literature suggests that this Context has been characterized by a consumer backlash against green Marketing, which has been created by perceived problems in the areas of green product performance and green claims in the late 1980s and early 1990s. Evidence is reported from a qualitative study which investigated corporate perceptions of this Context and revealed the strategic orientations which have subsequently been employed by green marketers. The findings suggest that managers do indeed perceive the backlash to have occurred and to have been caused by the factors posited. It is argued that these understandings have assumed the role of myths in shaping organizational perceptions of the green Marketing Context. Four subsequent strategic routes are identified in the paper, namely passive greening, muted greening, niche greening and collaborative greening. These are described in some detail and managers’ justifications for them are presented. It is shown that each of these strategies might be appropriate for particular situations in the Context of the backlash and some of the limitations of the green Marketing literature in this respect are highlighted. Finally, some discussion is provided regarding the appropriateness of these strategies in the future and potential avenues for further research are identified.
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facing the backlash green Marketing and strategic reorientation in the 1990s
Journal of Strategic Marketing, 2000Co-Authors: Andrew CraneAbstract:This paper discusses green Marketing strategies in the Context faced by businesses in the middle to late 1990s. The literature suggests that this Context has been characterized by a consumer backlash against green Marketing, which has been created by perceived problems in the areas of green product performance and green claims in the late 1980s and early 1990s. Evidence is reported from a qualitative study which investigated corporate perceptions of this Context and revealed the strategic orientations which have subsequently been employed by green marketers. The findings suggest that managers do indeed perceive the backlash to have occurred and to have been caused by the factors posited. It is argued that these understandings have assumed the role of myths in shaping organizational perceptions of the green Marketing Context. Four subsequent strategic routes are identified in the paper, namely passive greening, muted greening, niche greening and collaborative greening. These are described in some detail an...
Sharyn Rundlethiele - One of the best experts on this subject based on the ideXlab platform.
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long live the Marketing mix testing the effectiveness of the commercial Marketing mix in a social Marketing Context
Journal of Social Marketing, 2020Co-Authors: Ville Lahtinen, Timo Dietrich, Sharyn RundlethieleAbstract:The Marketing mix has been extensively criticised by scholars and practitioners, which has led Marketing scholars to redefine the original 4P concept, expand the 4Ps with additional Ps and develop new concepts to replace the Marketing mix. However, there is very limited empirical testing assessing the effectiveness of the original Marketing mix (4Ps).,This research applies a field experiment to assess whether the application of a full Marketing mix (4P) is more effective than a promotion only campaign (1P) when aiming to increase fruit and vegetable (FV) intake of 6–13-year-old Finnish children. A total of 15 schools were randomly assigned to 4P, 1P and control settings. Data was collected from schoolchildren using the Day in the Life Questionnaire.,A repeated measures analysis involving 1,076 children demonstrated that a full application of the Marketing mix (4P) is more effective than a promotion only (1P) campaign in increasing FV intake within children.,To the best of the authors’ knowledge, this study is the first empirical test of the effectiveness of the commercial Marketing mix against a promotion only strategy in social Marketing.
Francis J Mulhern - One of the best experts on this subject based on the ideXlab platform.
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customer profitability analysis measurement concentration and research directions
Journal of Interactive Marketing, 1999Co-Authors: Francis J MulhernAbstract:Abstract As Marketing activities become more precisely targeted to consumers through direct and interactive forms of communication, customer profitability takes on a central role in the development of Marketing strategies. This paper provides a conceptual and methodological foundation for measuring customer profitability by generalizing approaches to measuring customer lifetime value in direct Marketing for broader target Marketing applications. Particular emphasis is placed on the precise specification of the inputs into a profitability analysis and the measures of the degree of concentration of profits among customers. An empirical analysis involving the profitability of customers in a business-to-business Marketing Context is described, along with research propositions for future work on the determinants of customer profitability.
Ville Lahtinen - One of the best experts on this subject based on the ideXlab platform.
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long live the Marketing mix testing the effectiveness of the commercial Marketing mix in a social Marketing Context
Journal of Social Marketing, 2020Co-Authors: Ville Lahtinen, Timo Dietrich, Sharyn RundlethieleAbstract:The Marketing mix has been extensively criticised by scholars and practitioners, which has led Marketing scholars to redefine the original 4P concept, expand the 4Ps with additional Ps and develop new concepts to replace the Marketing mix. However, there is very limited empirical testing assessing the effectiveness of the original Marketing mix (4Ps).,This research applies a field experiment to assess whether the application of a full Marketing mix (4P) is more effective than a promotion only campaign (1P) when aiming to increase fruit and vegetable (FV) intake of 6–13-year-old Finnish children. A total of 15 schools were randomly assigned to 4P, 1P and control settings. Data was collected from schoolchildren using the Day in the Life Questionnaire.,A repeated measures analysis involving 1,076 children demonstrated that a full application of the Marketing mix (4P) is more effective than a promotion only (1P) campaign in increasing FV intake within children.,To the best of the authors’ knowledge, this study is the first empirical test of the effectiveness of the commercial Marketing mix against a promotion only strategy in social Marketing.
Timo Dietrich - One of the best experts on this subject based on the ideXlab platform.
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long live the Marketing mix testing the effectiveness of the commercial Marketing mix in a social Marketing Context
Journal of Social Marketing, 2020Co-Authors: Ville Lahtinen, Timo Dietrich, Sharyn RundlethieleAbstract:The Marketing mix has been extensively criticised by scholars and practitioners, which has led Marketing scholars to redefine the original 4P concept, expand the 4Ps with additional Ps and develop new concepts to replace the Marketing mix. However, there is very limited empirical testing assessing the effectiveness of the original Marketing mix (4Ps).,This research applies a field experiment to assess whether the application of a full Marketing mix (4P) is more effective than a promotion only campaign (1P) when aiming to increase fruit and vegetable (FV) intake of 6–13-year-old Finnish children. A total of 15 schools were randomly assigned to 4P, 1P and control settings. Data was collected from schoolchildren using the Day in the Life Questionnaire.,A repeated measures analysis involving 1,076 children demonstrated that a full application of the Marketing mix (4P) is more effective than a promotion only (1P) campaign in increasing FV intake within children.,To the best of the authors’ knowledge, this study is the first empirical test of the effectiveness of the commercial Marketing mix against a promotion only strategy in social Marketing.