The New Global Marketing Reality

by Palmer, Roger; Brookes, Richard

• ISBN13: 9781403905208
• ISBN10: 1403905207
• Format: Hardcover
• Copyright: 2004-01-17
• Publisher: Palgrave Macmillan

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