Examines the process of change in marketing channels and its cyclical nature. Looks at the contradictory problems of the needs of small retailers and efficient distribution…
Abstract
Examines the process of change in marketing channels and its cyclical nature. Looks at the contradictory problems of the needs of small retailers and efficient distribution, suggesting possible answers. Explores the implications of the rise of franchising for channels and the economy as a whole. Provides some current options for manufacturers to secure their marketing channels.
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Sets forward an extension of McNair's “wheel of retailing” theory, with three instead of one, wheels. Looks at the forces of competition between the low‐end innovators, high‐end…
Abstract
Sets forward an extension of McNair's “wheel of retailing” theory, with three instead of one, wheels. Looks at the forces of competition between the low‐end innovators, high‐end innovators and conventional stores which represent the wheels. Suggests that these forces result in mutual influence and modification, until the innovators become part of the establishment.
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This article proposes a conceptual framework and a research methodology for transferring marketing technology to developing countries to address important societal problems. The…
Abstract
This article proposes a conceptual framework and a research methodology for transferring marketing technology to developing countries to address important societal problems. The methodology developed by the author is described and illustrated with an empirical investigation. Guidelines for implementation of this methodology in developing countries are also provided.
The Register of Current Research in the field of Physical Distribution Management has been compiled from the response to a request for such information made to Universities in 23…
Abstract
The Register of Current Research in the field of Physical Distribution Management has been compiled from the response to a request for such information made to Universities in 23 countries throughout the world. The last register was published in 1972 in this journal.
Nikhilesh Dholakia and Ruby R. Dholakia
Compares the marketing functions of social enterprises with that of private enterprise, and discusses the management problems involved in the selection and implementation of a…
Abstract
Compares the marketing functions of social enterprises with that of private enterprise, and discusses the management problems involved in the selection and implementation of a social enterprise strategy. Purports that the marketing function in a social enterprise, as in other types of enterprise, is concerned with decisions relating to the level, composition, and distribution of the output. Recognises that marketing mix decisions – e.g. product, price, place, and promotional decision – provide one specific way of determining the output enterprise. Concludes that the marketing planning problem, in a social enterprise, is a complex one, and success depends on the twin elements of operating flexibility and consumer participation.
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The purpose of this paper is to explore the genesis of the first Macro‐Marketing Seminar and to review the institutionalization of macromarketing which resulted from it.
Abstract
Purpose
The purpose of this paper is to explore the genesis of the first Macro‐Marketing Seminar and to review the institutionalization of macromarketing which resulted from it.
Design/methodology/approach
The paper briefly reviews the history of macromarketing, the changes in society and marketing thought, and the seminal research which led to the first Macro‐Marketing Seminar.
Findings
Early macromarketing research was supplanted by a managerial marketing focus in mid‐twentieth century while at the same time society was awakening to the interconnections between human behavior and a broad range of societal problems. The early marketing theory seminars provided a template for the first Macro‐Marketing Seminar.
Originality/value
The paper explains the resurgence of macromarketing which from that first pivotal Macro‐Marketing Seminar has blossomed into a multifaceted and institutionalized area of study.