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Article
Publication date: 15 May 2007

Mark E. Hill, John McGinnis and Jane Cromartie

This paper seeks to examine the pivotal guiding role of “marketing thinking” in an organization, to identify the obstacles to marketing thinking, explaining how they hinder its…

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Abstract

Purpose

This paper seeks to examine the pivotal guiding role of “marketing thinking” in an organization, to identify the obstacles to marketing thinking, explaining how they hinder its implementation, and offering strategies to minimize those negative effects, and thereby, to enable improved marketing thinking and enhanced performance.

Design/methodology/approach

Relevant literature is synthesized, to derive a definition of marketing thinking before a conceptual framework is developed, on the basis of which to discuss the potential obstacles.

Findings

In viewing marketing thinking as type of questioning, potential obstacles are found to be: what is “familiar” typical questioning practices, and a “static” orientation. Identification and examination of the source and impact of each obstacle can in turn allow for enhanced understanding of both the detrimental effects and the potential benefits of effective counter‐action.

Research limitations/implications

Three types of obstacles to marketing thinking are identified and discussed, but there is no intended implication that only those three exist. If marketing planners will treat marketing thinking as a type of questioning behavior, the identification of additional obstacles is not only possible but likely. Future research can move the agenda in that direction.

Practical implications

Understanding marketing thinking as a special type of questioning is key to developing strategies and plans which allow for maintaining a meaningfully differentiated position in a constantly changing environment of continuously differentiated products and services. Confronting the obstacles to marketing thinking will facilitate that objective.

Originality/value

New strategies are offered to enable practitioners to work around the obstacles to marketing thinking, thereby improving its value as a tool in marketing intelligence and planning.

Details

Marketing Intelligence & Planning, vol. 25 no. 3
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 13 April 2010

Harriette Bettis‐Outland, Jane S. Cromartie, Wesley J. Johnston and Aberdeen Leila Borders

The purpose of this paper is to analyze the need for developing a return on trade show information (RTSI) index; this index would be used to measure the impact of information…

1647

Abstract

Purpose

The purpose of this paper is to analyze the need for developing a return on trade show information (RTSI) index; this index would be used to measure the impact of information gathered at trade shows on long‐term decision making within the organization. Also, the paper aims to suggest differences in how exhibitors and visitors perceive tangible versus intangible benefits that accrue as a result of utilizing new information acquired at trade shows.

Design/methodology/approach

The paper utilizes a conceptual approach, employing the market orientation framework to develop a model for the return on trade show information (RTSI). It incorporates the acquisition, dissemination and utilization of new trade show information, suggesting that perceived information quality acts as a moderator in this relationship.

Findings

The return on trade show information (RTSI) index describes both tangible and intangible benefits that accrue to the organization as a result of information acquired at trade shows. However, in some cases the same information that is acquired at trade shows is also available from alternative sources, potentially making it difficult to determine true RTSI.

Originality/value

The manuscript offers an innovative perspective for estimating the value of new information acquired at trade shows, suggesting differences in the way in which exhibitors and visitors perceive, as well as utilize, trade show information. This opens the door to future research in the area of trade show information value; in addition, this can benefit practitioners by providing a different method for evaluating the investment value of trade show participation.

Details

Journal of Business & Industrial Marketing, vol. 25 no. 4
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 30 October 2007

Mark E. Hill, John McGinnis and Jane Cromartie

The purpose of this paper is to explain and discuss a paradoxical tension in the practice of marketing and the consequent dilemmas posed for practitioners in general and planners…

6572

Abstract

Purpose

The purpose of this paper is to explain and discuss a paradoxical tension in the practice of marketing and the consequent dilemmas posed for practitioners in general and planners in particular.

Design/methodology/approach

A “Viewpoint” contribution, with implicit permission to “think aloud.” Informed opinion and logical argument are in this case founded on but not exclusively derived from the existing research‐based marketing literature, plus selected transfer of principles from other disciplines.

Findings

The paradox is that, by concentrating on the contribution of accepted theory and principles to practice, in fact intellectual and conceptual progress might be hindered. A way out of this dilemma is to shift the focus from marketing‐as‐content (doing) to marketing‐as‐questioning (thinking). A new working definition emphasizes the value of this focus and the benefits of equal participation in the process by both academics and practitioners.

Practical implications

A route map is offered for productive collaboration across the much‐discussed academic‐practitioner gap, which should lead to mitigation of the constraining (hindering) effect of the conventional wisdom and the way it is applied to strategy.

Originality/value

The paper presents a point of view, to stimulate lateral thinking and alternative positions. It shifts the focus from “what” to “how” and “why” and exhorts academics and practitioners to move in the same direction together.

Details

Marketing Intelligence & Planning, vol. 25 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Available. Content available
Article
Publication date: 30 October 2007

Keith Crosier and David Pickton

361

Abstract

Details

Marketing Intelligence & Planning, vol. 25 no. 7
Type: Research Article
ISSN: 0263-4503

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Book part
Publication date: 19 February 2025

Sally Shortall and Orla Collins

Abstract

Details

Rural Entrepreneurship: Harvesting Ideas and Sowing New Seeds
Type: Book
ISBN: 978-1-83753-576-7

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Book part
Publication date: 28 August 2023

Atsuko Kawakami, Subi Gandhi, Derek Lehman and Jennie Jacobs Kronenfeld

The disparities of COVID-19 vaccination rates between the rural and urban areas have become apparent during this pandemic. There is a need to understand the root causes of vaccine…

Abstract

Purpose

The disparities of COVID-19 vaccination rates between the rural and urban areas have become apparent during this pandemic. There is a need to understand the root causes of vaccine hesitancy demonstrated by the rural population to increase coverage and to contain the disease spread throughout the United States. This study aimed to explore other factors influencing vaccine hesitancy among rural dwellers besides the geography-related barriers such as poor health care access and individuals having no or suboptimal insurance coverage.

Methodology/Approach

By reviewing existing data and literature about vaccination, health literacy, and behaviors, and prevailing ideologies, we discuss the potential causes of vaccine hesitancy in rural areas that could create barriers for successful public health efforts related to vaccine coverage and provide suggestions to ameliorate the situation.

Findings

Geography-related barriers, health literacy, and preconceived notions are key determinants of adopting healthy behaviors and complying with public health authorities' recommendations among rural individuals during a public-health crisis. We argue that ideology, which is much deeper than preconception or misconception on vaccination, should be incorporated as a key factor to redefine the term “vulnerable populations” in public health research.

Research Limitations/Implications

The limitation of our study is that we have not found an effective way to encourage the populations who hold conservative religious and political ideologies to join the efforts for public health. Even though geography-related barriers may strongly impact the rural dwellers in achieving optimal health, the various forms of ideologies they have toward certain health behaviors cannot be discounted to understand and address vaccine-related disparities in rural areas. There is a need to redefine the term “vulnerable population” particularly as it relates to rural areas in the United States. During large-scale public health disasters, scholars and public health authorities should consider the ideologies of individuals, in addition to other factors such as race/ethnicity, area of residence (rural vs. urban), and socioeconomic factors influencing the existing vulnerabilities and health disparities.

Details

Social Factors, Health Care Inequities and Vaccination
Type: Book
ISBN: 978-1-83753-795-2

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Article
Publication date: 1 March 1999

Allan Metz

President Bill Clinton has had many opponents and enemies, most of whom come from the political right wing. Clinton supporters contend that these opponents, throughout the Clinton…

894

Abstract

President Bill Clinton has had many opponents and enemies, most of whom come from the political right wing. Clinton supporters contend that these opponents, throughout the Clinton presidency, systematically have sought to undermine this president with the goal of bringing down his presidency and running him out of office; and that they have sought non‐electoral means to remove him from office, including Travelgate, the death of Deputy White House Counsel Vincent Foster, the Filegate controversy, and the Monica Lewinsky matter. This bibliography identifies these and other means by presenting citations about these individuals and organizations that have opposed Clinton. The bibliography is divided into five sections: General; “The conspiracy stream of conspiracy commerce”, a White House‐produced “report” presenting its view of a right‐wing conspiracy against the Clinton presidency; Funding; Conservative organizations; and Publishing/media. Many of the annotations note the links among these key players.

Details

Reference Services Review, vol. 27 no. 1
Type: Research Article
ISSN: 0090-7324

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