Harry Vardis and Sandra Vasa‐Sideris
Creativity is essential to the development of positioning strategies. However, for these creative solutions to be implemented, the client must be willing to accept them. Built on…
Abstract
Creativity is essential to the development of positioning strategies. However, for these creative solutions to be implemented, the client must be willing to accept them. Built on a foundation of extensive research and practice in the field of creativity, the PISCESSM Process (plan, imagine, select, create, evaluate, start) is a guided creative process that leads to successful positioning action plans. By design, the process is structured to engage the client from the beginning, thereby increasing buy‐in of the creative solutions that are developed. This makes the process immediately more attractive to clients because it “puts the client in the driver’s seat.” The five‐step PISCESSM Process has been used successfully to develop new advertising as well as to create new products, extend a product line, and to reposition an existing product. This paper provides an overview of the steps in the PISCESSM Process including some of the creativity tools used and presents an example of successful application of the process.
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LET'S VARY LITERACEE with a little bibliographic burglaree. If you suddenly feel like humming The Pirates of Penzance or recollecting Gilbert and Sullivan, you are closely attuned…
Abstract
LET'S VARY LITERACEE with a little bibliographic burglaree. If you suddenly feel like humming The Pirates of Penzance or recollecting Gilbert and Sullivan, you are closely attuned to the bibliographic thoughts in my mind. Literary allusions are the rich overtones that make reading and writing a grand collaboration and a happy pursuit. An author may conscientiously write to convey ideas, but if a cut above the average, he always strives as did H. L. Mencken to express his ideas ‘in suave and ingratiating terms, and to discharge them with a flourish, and maybe with a phrase of pretty song’. His creative efforts will be mostly wasted, however, if his readers lack the requisite literary background and sophistication that would enable them to join in his game and share his earnest effusions. Literacy is never enough; a young child can read and understand the six one‐syllable words ‘who steals my purse, steals trash’, but that same child can grow to be a mighty old man without ever fully comprehending the sentence unless he reads Othello and studies Iago's presumptuous remarks on ‘Good name in man and woman’.
Purpose – This chapter aims to show that attention to nicknaming as a form of language-making and sensemaking can provide a valuable avenue for exploring employees’ assessments of…
Abstract
Purpose – This chapter aims to show that attention to nicknaming as a form of language-making and sensemaking can provide a valuable avenue for exploring employees’ assessments of (mis)behavior. It highlights the connection between gender and language-making as central to the way workers assess and respond to (mis)behavior in different workplaces.
Methodology – The chapter uses an historical perspective and concepts drawn from sociology and organizational theory. It identifies nicknames and nicknaming practices from a wide range of documentary sources and oral sources.
Findings – In considering nicknaming in terms of sensemaking and language-making rather than simply as a form of humor, the chapter shows that derogatory names enable employees to address the tensions and conflicts arising from formal organizational practices, rules, and managerial imperatives and workplace relations. It emphasizes commonalities in nicknaming practices that extend beyond the micro-level of specific workplaces and in doing so illustrates that nicknaming is not simply a manifestation of humor but as importantly of inter-subjective processes through which workers construct group identities to enforce co-produced informal rules of behavior.
Social implications – The chapter illustrates the importance of workplace nicknaming and its implications for the way employees try to influence the behavior of others by condoning and/or shaming those who conform to or defy informal rules.
Originality – The chapter's originality lies in its focus on employees’ own assessments of misbehavior and on commonalities in nicknaming practices in different times and in different places.
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A collection of essays by a social economist seeking to balanceeconomics as a science of means with the values deemed necessary toman′s finding the good life and society enduring…
Abstract
A collection of essays by a social economist seeking to balance economics as a science of means with the values deemed necessary to man′s finding the good life and society enduring as a civilized instrumentality. Looks for authority to great men of the past and to today′s moral philosopher: man is an ethical animal. The 13 essays are: 1. Evolutionary Economics: The End of It All? which challenges the view that Darwinism destroyed belief in a universe of purpose and design; 2. Schmoller′s Political Economy: Its Psychic, Moral and Legal Foundations, which centres on the belief that time‐honoured ethical values prevail in an economy formed by ties of common sentiment, ideas, customs and laws; 3. Adam Smith by Gustav von Schmoller – Schmoller rejects Smith′s natural law and sees him as simply spreading the message of Calvinism; 4. Pierre‐Joseph Proudhon, Socialist – Karl Marx, Communist: A Comparison; 5. Marxism and the Instauration of Man, which raises the question for Marx: is the flowering of the new man in Communist society the ultimate end to the dialectical movement of history?; 6. Ethical Progress and Economic Growth in Western Civilization; 7. Ethical Principles in American Society: An Appraisal; 8. The Ugent Need for a Consensus on Moral Values, which focuses on the real dangers inherent in there being no consensus on moral values; 9. Human Resources and the Good Society – man is not to be treated as an economic resource; man′s moral and material wellbeing is the goal; 10. The Social Economist on the Modern Dilemma: Ethical Dwarfs and Nuclear Giants, which argues that it is imperative to distinguish good from evil and to act accordingly: existentialism, situation ethics and evolutionary ethics savour of nihilism; 11. Ethical Principles: The Economist′s Quandary, which is the difficulty of balancing the claims of disinterested science and of the urge to better the human condition; 12. The Role of Government in the Advancement of Cultural Values, which discusses censorship and the funding of art against the background of the US Helms Amendment; 13. Man at the Crossroads draws earlier themes together; the author makes the case for rejecting determinism and the “operant conditioning” of the Skinner school in favour of the moral progress of autonomous man through adherence to traditional ethical values.
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Communications regarding this column should be addressed to Mrs. Cheney, Peabody Library School, Nashville, Tenn. 37203. Mrs. Cheney does not sell the books listed here. They are…
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Communications regarding this column should be addressed to Mrs. Cheney, Peabody Library School, Nashville, Tenn. 37203. Mrs. Cheney does not sell the books listed here. They are available through normal trade sources. Mrs. Cheney, being a member of the editorial board of Pierian Press, will not review Pierian Press reference books in this column. Descriptions of Pierian Press reference books will be included elsewhere in this publication.
This paper reviews the contributions of Harry Tosdal, a pioneer of sales and marketing management. It serves to puncture a variety of marketing myths and illuminate a completely…
Abstract
Purpose
This paper reviews the contributions of Harry Tosdal, a pioneer of sales and marketing management. It serves to puncture a variety of marketing myths and illuminate a completely neglected concept of the consumer.
Design/methodology/approach
This account is based on a close reading of Tosdal’s publications.
Findings
Tosdal articulated a highly nuanced interpretation of marketing management, market research and sales force management. Each of these elements was keyed into fostering goodwill between firm and customer. Perhaps most importantly, he provides a counterpoint to the idea that the consumer is sovereign in the marketplace. Instead, he makes a case that the ontology of the market is riven by compromise.
Originality/value
This paper highlights the concept of the compromising consumer. Arguably, this is a much more empirically realistic conception of the agency we possess in the marketplace than the idea that we move markets in ways absolutely consistent with our desires.
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– This paper aims to provide a history of relational perspectives in marketing practice from the nineteenth through to the twentieth century.
Abstract
Purpose
This paper aims to provide a history of relational perspectives in marketing practice from the nineteenth through to the twentieth century.
Design/methodology/approach
This paper engages in a systematic reading of published histories of retailing practice using the key attributes of transaction and relationship marketing as a conceptual framework to interrogate whether earlier practitioners were committed to either approach.
Findings
This paper supplements the studies conducted in other domains that undermine the idea that relational practices were rejected in favor of transaction-type approaches during the industrialization of the USA and Canada.
Practical implications
The content of this paper provides textbook authors with a means to fundamentally revise the way they discuss relationship marketing. It has a similar pedagogic utility.
Originality/value
This paper studies the writings of practitioners known to be pioneers of retailing to unravel their business philosophies, comparing and contrasting these to known attributes of relationship marketing. It deals with an historical period that has not previously been studied in this level of detail by marketing historians.
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Serkan Karadas, Minh Tam Tammy Schlosky and Joshua C. Hall
What information do members of Congress (politicians) use when they trade stocks? The purpose of this paper is to attempt to answer this question by investigating the relationship…
Abstract
Purpose
What information do members of Congress (politicians) use when they trade stocks? The purpose of this paper is to attempt to answer this question by investigating the relationship between an aggregate measure of trading by members of Congress (aggregate congressional trading) and future stock market returns.
Design/methodology/approach
The authors follow the empirical framework used in academic work on corporate insiders. In particular, they aggregate 61,998 common stock transactions by politicians over the 2004–2010 period and estimate time series regressions at a monthly frequency with heteroskedasticity and autocorrelation robust t-statistics.
Findings
The authors find that aggregate congressional trading predicts future stock market returns, suggesting that politicians use economy-wide (i.e. macroeconomic) information in their stock trades. The authors also present evidence that aggregate congressional trading is related to the growth rate of industrial production, suggesting that industrial production serves as a potential channel through which aggregate congressional trading predicts future stock market returns.
Originality/value
To the best of the authors’ knowledge, this study is the first to document a relationship between aggregate congressional trading and stock market returns. The media and scholarly attention on politicians’ trades have mostly focused on the question of whether politicians have superior information on individual firms. The results from this study suggest that politicians’ informational advantage may go beyond individual firms such that they potentially have superior information on the overall trajectory of the economy as well.