B.P. Leonard, A.P. Lock and M.K. Macvean
The NIRVANA project is concerned with the development of anonoscillatory, integrally reconstructed,volume‐averaged numerical advectionscheme. The conservative, flux‐based…
Abstract
The NIRVANA project is concerned with the development of a nonoscillatory, integrally reconstructed, volume‐averaged numerical advection scheme. The conservative, flux‐based finite‐volume algorithm is built on an explicit, single‐step, forward‐in‐time update of the cell‐average variable, without restrictions on the size of the time‐step. There are similarities with semi‐Lagrangian schemes; a major difference is the introduction of a discrete integral variable, guaranteeing conservation. The crucial step is the interpolation of this variable, which is used in the calculation of the fluxes; the (analytic) derivative of the interpolant then gives sub‐cell behaviour of the advected variable. In this paper, basic principles are described, using the simplest possible conditions: pure one‐dimensional advection at constant velocity on a uniform grid. Piecewise Nth‐degree polynomial interpolation of the discrete integral variable leads to an Nth‐order advection scheme, in both space and time. Nonoscillatory results correspond to convexity preservation in the integrated variable, leading naturally to a large‐Δt generalisation of the universal limited. More restrictive TVD constraints are also extended to large Δt. Automatic compressive enhancement of step‐like profiles can be achieved without exciting “stair‐casing”. One‐dimensional simulations are shown for a number of different interpolations. In particular, convexity‐limited cubic‐spline and higher‐order polynomial schemes give very sharp, nonoscillatory results at any Courant number, without clipping of extrema. Some practical generalisations are briefly discussed.
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– This study aims to analyze how and why managers adopt and use business-to-business (B2B) research.
Abstract
Purpose
This study aims to analyze how and why managers adopt and use business-to-business (B2B) research.
Design/methodology/approach
Data were collected through participant observations, focus groups and interviews in three organizations that had used a certain conceptual model from B2B research.
Findings
The study suggests that managers use B2B research in an action-oriented, flexible and dynamic manner. Such conceptual or translational use is characterized by managers’ creative translation of the research to match the problems they are facing at that particular time.
Research limitations/implications
This study suggests that researchers and managers are on equal footing, and can contribute to one another in an active and creative way.
Practical implications
Through translating research into their specific context, managers can find a new spectrum of research usage in their organization, but can also contribute to research in an interactive and creative way.
Originality/value
This study gives empirical examples for how and why a certain piece of B2B research has been used by managers in three organizations. Moreover, this study contributes to existing models relating to marketing use by giving examples of the active translation process in which managers adopt the research to their specific challenges.
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Reviews a variety of academic and practitioner opinions on different types and definitions of lobbying and the purposes for which it is used, ranging from government relations to…
Abstract
Reviews a variety of academic and practitioner opinions on different types and definitions of lobbying and the purposes for which it is used, ranging from government relations to marketing communications. Distinguishes between what is termed loud lobbying, typically a highly visible media relations campaign providing an information subsidy to carefully targeted media, for marketing purposes; and quiet lobbying, discreet use of links with legislators, in order to encourage or block legislation. A model is given to aid clarification. The distinction is illustrated using examples of loud and quiet lobbying, including a case study of the campaigns for and against resale price maintenance (RPM). This shows Asda’s lobbying campaign to have been essentially a key element of the company’s marketing strategy. Concludes that the objectives of a lobbying campaign are crucial in determining whether loud or quiet lobbying would be more appropriate.
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The most marked example of progress in marketing communications is the emergence of Integrated Marketing Communications (IMC). Many organizations now consider IMC to be a key…
Abstract
The most marked example of progress in marketing communications is the emergence of Integrated Marketing Communications (IMC). Many organizations now consider IMC to be a key competitive advantage of marketing. This paper reviews the developmental progress of IMC. Now, just a few years into the 21st century, IMC is entering a critical period, with many businesses – and the agencies that service their needs – apparently enmeshed in the first stages of IMC development. The early promise that IMC offered seems to be fading, unless organizations start to take it seriously, even when faced by the realities of organizational exigency.
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The purpose of this paper is to show the diversity within integrated communication and to demonstrate how its scope has been broadened to include virtually everything an…
Abstract
Purpose
The purpose of this paper is to show the diversity within integrated communication and to demonstrate how its scope has been broadened to include virtually everything an organization says and does and everyone who is affected by the organization's existence and activities. In the most ambitious interpretations of the concept the integration endeavour extends from the external integration of visual design to the internal integration of the organization's culture and “soul”.
Design/methodology/approach
The paper is based on a critical and thematic reading of the integrated marketing communication (IMC) field. The review covers both theorists and practitioners and those who are in between: theoretical practitioners and practical theorists, since all parties contribute to the creation of the field and the phenomenon that are the object of analysis in this paper. The focus is on semantic and conceptual development in relation to the range and scope of integrated communication.
Findings
The ideal of integration in connection with marketing communication is not new. The analysis shows that the IMC field is marked by great diversity and disagreement. The ideal scope of integration has expanded. An attempt is made to “map” various approaches and perspectives within the IMC field, based on the distinctions between opponents versus advocates and theoretical versus non‐theoretical.
Research limitations/implications
The paper makes the claim that in many interpretations of the concept integrated communication is focused on control. It does not seek to demonstrate how more dialogical perspectives might be developed within the framework of integrated communication.
Originality/value
The focus in this paper is on the semantic and conceptual development in relation to the range and scope of integrated communication. It usefully asks, how far does the organization's effort at integration extend, and how deeply is it supposed to enter the individual's life: what, in short, is the extent of integrated communication's intervention and influence and outreach.
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Proposes a prescriptive model for political marketing based loosely on the Six Markets Model of relationship marketing. The rationale for this is to be found in an analysis of the…
Abstract
Proposes a prescriptive model for political marketing based loosely on the Six Markets Model of relationship marketing. The rationale for this is to be found in an analysis of the historical treatment of political marketing, from within both disciplines. Argues that many of the conventional axioms of marketing are inappropriate in politics, and observes how in political science, as in marketing itself, there is a questioning ofthe fundamental rational foundations of anumber of key theoretical constructs. In proposing a multiple markets model for politics, cites as evidence the fact that many of the approaches advocated appear already to have been adopted during the 1997 general election campaign of the British Labour Party.
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Niccolò Machiavelli is used as a guide to some of the key issues facing modern government and applies his insights into the effective management and development of civic society…
Abstract
Niccolò Machiavelli is used as a guide to some of the key issues facing modern government and applies his insights into the effective management and development of civic society. Political marketing, good governance, lobbying, ethics and effective communication with the consumer is developed.
Ben Marder, Caroline Marchant, Chris Archer-Brown, Amy Yau and Jonas Colliander
Acquiring “Likes” for a political party or candidate’s Facebook pages is important for political marketers. For consumers, these “Likes” are conspicuous, making their political…
Abstract
Purpose
Acquiring “Likes” for a political party or candidate’s Facebook pages is important for political marketers. For consumers, these “Likes” are conspicuous, making their political affiliation visible to their network. This paper aims to examine the roles of the undesired social-self and visibility (conspicuous vs inconspicuous) in predicting consumers’ intention to “Like” political brands. The authors extend knowledge on the undesired social-self and transference of theory from general marketing to a political domain and provide practical advice for political marketers engaging social network sites.
Design/methodology/approach
The authors gather data from two surveys run with Facebook using electorates in the run up to the UK 2015 and US 2016 elections (n = 1,205) on their intention to “Like” political brands under different visibility conditions.
Findings
Data support the theorized relationship of the undesired social-self with social anxiety intention to “Like” when “Liking” is conspicuous. However, data also indicate that all users – irrespective of proximity to the undesired social-self – prefer to “Like” inconspicuously.
Research limitations/implications
The research is limited by the generalizability of the specific context and the use of self-report measures.
Practical implications
Political marketers should reconsider promoting conspicuous consumption for that which is more inconspicuous.
Originality/value
The authors provide the first examination of the undesired social-self in driving behaviour under different visibility conditions. Furthermore, the authors challenge the extension of existing knowledge of the self-concept within political marketing, based on the “norm” for consumers’ to avoid disclosing political views publically.
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Vicent Tortosa-Edo and Miguel Ángel López-Navarro
In the context of an industrial complex where corporate political activity (CPA) and political corporate social responsibility (political CSR) are not related, this study aims to…
Abstract
Purpose
In the context of an industrial complex where corporate political activity (CPA) and political corporate social responsibility (political CSR) are not related, this study aims to investigate the possible relationship between citizens’ perceptions of these two non-market strategies and residents’ trust in companies located in the industrial complex.
Design/methodology/approach
Data were collected from 740 citizens living near a petrochemical complex in Tarragona (Spain). The results were analysed using structural equation modelling.
Findings
Based on institutional theory, the key findings of the study are that CPA and political CSR are differently related to citizens’ trust in companies. The results also verify that the negative relationship (between CPA and trust) outweighs the positive one (between political CSR and trust).
Practical implications
The lack of fit between political CSR and CPA in the complex analysed suggests that firms are neglecting approaches shared by these non-market strategies, and thus wasting a huge opportunity to improve citizens’ trust in and acceptance of the complex firms. Moreover, the ethical dimension should always be present when these firms take on political responsibilities.
Originality/value
To date, CPA and political CSR have largely been dealt with separately in the literature. This study attempted to bridge this gap by examining a situation where there is no strategic relationship between CPA and political CSR to analyse, from the perspective of citizens’ perceptions, the relationship each strategy has with the important academic concept of citizens’ trust in companies.
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Hannele Kauppinen-Räisänen and Christian Grönroos
The purpose of the paper is to explore how service marketing knowledge is applied in practice. It introduces some ideas about how to bridge the gap between scholarly knowledge and…
Abstract
Purpose
The purpose of the paper is to explore how service marketing knowledge is applied in practice. It introduces some ideas about how to bridge the gap between scholarly knowledge and business practices, and thereby opens up the conversation between service marketing scholars and management practitioners.
Design/methodology/approach
This qualitative study focusses on four concepts of service marketing (service quality, servicescape, internal marketing and augmented service offering). Knowledge use is studied according to the degree service marketing knowledge is applied at symbolic, conceptual and instrumental levels. Four firms are involved.
Findings
Service marketing knowledge was acknowledged within the firms. However, the application of the knowledge in practice was limited, resulting in shortcomings and negative consequences in terms of marketing outcomes. Hence, the knowledge was used mainly symbolically and conceptually, and the instrumental use of the knowledge was limited.
Research limitations/implications
By comparing the current use of knowledge to the levels of knowledge, the findings contribute to the understanding of why shortcomings of knowledge use develop and the study introduces ideas about how to bridge the gap between service marketing knowledge and business practices. Using this approach, the study contributes to the debate on knowledge “translation,” transfer, exchange and sharing between scholars and practitioners.
Practical implications
The study shows how management practitioners could understand and analyze their own practices as they develop their services and customer-oriented practices. It offers insights for scholars who seek to share scholarly knowledge for practical use.
Originality/value
The study contributes to the discussion on the use of scholarly knowledge by focussing on knowledge related to service marketing. Moreover, it focusses on not only the use of service marketing knowledge but also how it is used. By applying the three usage levels, the study recommends systematic means to detect gaps and shortcomings in knowledge use.