This paper reports on the results of empirical research undertaken among small Scottish companies who participated in the DTI’s Marketing Initiative. This scheme enabled many…
Abstract
This paper reports on the results of empirical research undertaken among small Scottish companies who participated in the DTI’s Marketing Initiative. This scheme enabled many small firms to take advantage of expertise in all areas of business through a grant‐aided programme. The key objectives of the research were to understand better the attitudes held of marketing in the small firm sector in order to identify if there were perceived barriers in accepting marketing techniques to aid a firm’s development. Secondly, the research focused on the specific benefits derived from the Marketing Initiative in an attempt to identify the educational benefits of participating in such schemes. The research findings indicated that there were considerable attitudinal barriers to implementing marketing among the sample firms. They key issues were marketing being perceived as a costly, time consuming to manage, lacking relevant skills to implement marketing and lacking understanding of the relevancy of marketing to development needs. This was in addition to a general misconception of what being “marketing oriented’ actually meant. This general lack of understanding and misconception highlighted the need for such schemes to help in part overcome such perceptions. As for the benefits of the Marketing Initiative, the results were more encouraging, with all respondents perceiving the scheme and its aims as very worthwhile and relevant to their needs. Main benefits derived by participation in the scheme included a greater understanding of marketing and its relevance in the small firm, new market opportunities identified through expert research advice and a detailed plan of action to follow for future development.
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Elaine M. O′Brien and Kenneth R. Deans
Presents the viewpoints of both students of marketing and employersof these students, in an attempt to ascertain if we, as educators, aresatisfying the needs of both sets of…
Abstract
Presents the viewpoints of both students of marketing and employers of these students, in an attempt to ascertain if we, as educators, are satisfying the needs of both sets of customers, namely the students studying for a sound practical business degree, and the employers requiring students with a solid grounding in the essentials of business coupled with practical skills. Researches first‐year marketing students, outlining their expectations and understanding of the subject and focuses on recent employers of marketing graduates and their expectations and understanding of what a graduate should offer. Findings indicate that students are looking for a degree which furnishes them with a wide knowledge base, so improving their employment opportunities. Suggests that employers prefer business graduates, although they also consider there to be a requirement for task‐specific training.
Elaine M. O’Brien and Kenneth R. Deans
Examines the concept of adapting industry models to higher education, with specific reference to the idea of an educational supply chain, in which employers, students, university…
Abstract
Examines the concept of adapting industry models to higher education, with specific reference to the idea of an educational supply chain, in which employers, students, university staff, schools and colleges work in collaboration to ensure that the needs of all are satisfied. The empirical research was undertaken as part of the University of Strathclyde’s Department of Marketing’s review of the undergraduate programme. It involved both students and employers in the decision‐making process and gauged the reaction of both sectors to the idea of becoming more integrated into the university planning structure. Results show that both student and employer markets welcome the idea of further integration and collaboration and that there are some valuable lessons to be learned from industry in the arena of strategic planning.
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Elaine Enarson and Lourdes Meyreles
This article provides an introduction and assessment of the English and Spanish literatures on gender relations in disaster contexts. We analyze regional patterns of differences…
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This article provides an introduction and assessment of the English and Spanish literatures on gender relations in disaster contexts. We analyze regional patterns of differences and similarities in women’s disaster experiences and the differing research questions raised by these patterns in the scholarly and practice‐based literature. The analysis supports the claim that how gender is theorized makes a difference in public policy and practical approaches to disaster risk management. We propose new directions in the field of disaster social science and contribute a current bibliography in the emerging gender and disaster field.
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This paper considers the mutually advantageous relationship that can exist between the University and the SME sectors. Such a relationship is explored through the notion of the…
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This paper considers the mutually advantageous relationship that can exist between the University and the SME sectors. Such a relationship is explored through the notion of the Marketing/Entrepreneurship paradigm. The author shares good practice through drawing upon their experience of developing and running shared SME and University programmes.
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By stepping outside of the consumer socialization model (Ward, 1974) which for many years has resembled a ‘body of verified truths’ when it comes to understanding the complex…
Abstract
Purpose
By stepping outside of the consumer socialization model (Ward, 1974) which for many years has resembled a ‘body of verified truths’ when it comes to understanding the complex intimacy between young consumers’ identities and the marketplace, this research aims to offer a theoretical and empirical reconsideration of the tangible light and shade, indeterminacy and yet ambition in which these young adolescents’ consumption practices and social contexts are inextricably intertwined.
Methodology
Five different data collection methods were employed; namely personal diaries, in-depth interviews (which were conducted at two separate intervals), accompanied shopping trips, e-collages and researcher diaries. Each method was chosen so as to fulfil a specific purpose and reflect a specific angle of repose on the lived experience and consumption practices of a liminar – those at the heart of marketing’s newest strategic boundary.
Findings
This chapter describes some of the constituent elements of metaconsumption; the proposed theorization of the liminars’ consumption practices and a suggested diversion from ‘the effects’ perspective on young consumers’ socialization.
Research implications
This chapter adds to those which problematize the tendency to view young consumers’ interactions with consumption as measurable by having to pass through pre-defined stages if they are to become recognized as complete consumers. Instead this research aligns with the perspective that young consumers, like adults, must mediate the shifting milieus of their social lives through engagement with a myriad consumption practices.
Originality/value
This perspective responds to an acknowledged empirical dearth (e.g. Martens, Southerton, & Scott, 2004). However, secondly in line with Arnould & Thompson’s (2005) original motivation that CCT encapsulate those who see our discipline as ripe with the potential for new theory generation and widespread applicability, this research aligns micro understandings and theorizations of children’s social worlds and consumer culture practices with existing meso- and macro-levels of consumption theory.
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Elaine Collinson and Eleanor Shaw
Entrepreneurial marketing is a term which is receiving increasing use. It essentially encompasses two very distinct areas of management: marketing and entrepreneurship. This…
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Entrepreneurial marketing is a term which is receiving increasing use. It essentially encompasses two very distinct areas of management: marketing and entrepreneurship. This article is dedicated to exploring the emergence of this area of theory, its history and the current developments in the interface between these two areas. Scholars from both the worlds of marketing and entrepreneurship have long identified similarities in the key issues concerning both. Recent years have seen the emergence of increased study in the area of overlap between the two disciplines. Academics working in this field are undertaking research in a number of key areas, namely entrepreneurial management, networking and the resource and skills implications of adopting an entrepreneurial approach to marketing activities. This research has now built up into a sizeable body of literature and this article introduces the reader to the essence of this research and identifies its usefulness in viewing many areas of management.
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Online retailing is continuing to grow at a time with many fashion brands are closing retail stores. Social media is now an essential component within the purchase journey of a…
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Online retailing is continuing to grow at a time with many fashion brands are closing retail stores. Social media is now an essential component within the purchase journey of a fashion consumer. As social media networks continue to develop transactional capabilities, this has giving rise to the expansion of social shopping. Fashion brands need to consider how best to optimise social shopping opportunities as an extension of the retail shopping experience. Reviewing developments within retailing, a conceptual model of social shopping is proposed, which places mobile technologies as central to the social shopping experience both on social media and in store.
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Susan Frelich Appleton and Susan Ekberg Stiritz
This paper explores four works of contemporary fiction to illuminate formal and informal regulation of sex. The paper’s co-authors frame analysis with the story of their creation…
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This paper explores four works of contemporary fiction to illuminate formal and informal regulation of sex. The paper’s co-authors frame analysis with the story of their creation of a transdisciplinary course, entitled “Regulating Sex: Historical and Cultural Encounters,” in which students mined literature for social critique, became immersed in the study of law and its limits, and developed increased sensitivity to power, its uses, and abuses. The paper demonstrates the value theoretically and pedagogically of third-wave feminisms, wild zones, and contact zones as analytic constructs and contends that including sex and sexualities in conversations transforms personal experience, education, society, and culture, including law.
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Shaun Gravestock, Dinal Vekaria and Elaine Hurault
We report the case of a man with Asperger's syndrome and borderline intelligence, atypical eating disorder (food faddiness/refusal due to fear of choking) and XYY syndrome. We…
Abstract
We report the case of a man with Asperger's syndrome and borderline intelligence, atypical eating disorder (food faddiness/refusal due to fear of choking) and XYY syndrome. We consider multi‐modal management and inter‐agency service provision issues in meeting his complex mental health and social needs.