This study explores how internal and external factors influence the design and use of marketing performance measurement (MPM) practices in Chinese firms. The results show that a firm’s MPM practice is subject to its characteristics (e.g., marketing dashboard, market orientation, marketing complexity) and its external condition (i.e., market turbulence).

This paper broadly addresses the development of optimal marketing budget allocating among firms in the Russian market and applies methodologies produced by the contemporary marketing practices (CMP) project (New Zealand, the university of Auckland). From that project, it would seem that there are two separate paradigms that distinguish modern firms, namely a transactional approach and a relational approach. In a transactional type, the marketing campaign depends entirely upon closing the sale, based on a marketing miх or 4P conception. Relational marketing is based, rather, on a long term relationships with the customer, and it is generally typical of B2B markets where a limited number of companies try to develop customer’s loyalty due to the strong competition. Using marketing practices according to these two paradigms in Russia as an emerging market, however, reveals a difficulty in determining how to apply the CMP method to businesses: how is firm efficiency in these markets associated with one paradigm or the other? Is the situation in Russia typical for transition or emerging markets, or is it closer to that of advanced market economies, and which patterns in marketing practices do companies from different financial level prefer? Finally, how can firms use this approach to optimize marketing resources allocation? These questions were not resolved by the CMP project, yet they are critical for understanding the evolution of firms in transition countries such as Russia. The theoretical understanding in the literature shows a general cross-country relationship between marketing practices and firm efficiency. It is generally admitted that marketing creates value for a company, e.g. by analyzing customer database, selecting profitable clients segments, activities of the company, choosing an appropriate business model and strategic direction of the company. These are some of the most prominent reasons why marketing and company’s revenues are closely connected (Doyle, 2000; Rust et.al. 2004). The literature on marketing practices additionally identifies several regularities for developed and emerging markets: 1. Increased effectiveness can be achieved primarily by using database technology: switch marketing attention from markets to customers (individuals) and analyze clients flow. (Sheth and Sisodia, 2002; Rust and Chung, 2006) 2. Markets should be aimed not only at the customer acquisition but also at the customer retention. (Sheth and Sisodia, 2002) 3. Marketing is mostly characterized by delayed effect in time, implying companies should relate marketing activities with longer term effects (Dekimpe, Hanssens, 1995). 4. The consumer-company interrelation influence on the cumulative level of the marketing assets of the company. (Reinartz and Kumar, 2002)

This paper will investigate social marketing strategies and tactics used to promote sustainable fashion consumption. It will map the impact of selected ethical awareness-raising campaigns by Asia-based sustainability champion NGO, Redress, using a case study method to determine the effectiveness of promotional practices employed in promoting environmentally sustainable fashion brands.

The contrasting discourses in the marketing and medical literature on pharmaceutical marketing practices motivate this study. Of particular interest is detailing and related practices which involve deploying pharmaceutical sales representatives (PSRs) to interact with physicians often for providing product information and benefits (Manchanda and Chintagunta, 2004; Mizik and Jacobson, 2004). Acutely aware that a dominant effect of detailing on physician’s prescription choices is problematic, Gonul et al. (p. 90) summarize the marketing literature by noting that, “there are no reasons for public concern regarding the social implications of the reviewed personal selling practice employed by drug manufacturers because its effect is mostly informative.” By contrast, taking a combative and aversive view of PSRs, leading medical scholars and practitioners recommend strict sequestration of commercial interests of industry from the physician (Steinman, et al. 2006). Major medical centers including Yale, Harvard, Duke, Stanford, University of Pennsylvania, Henry Ford Health System, and UCLA have banned physicians from receiving monetary or non-monetary gifts, and PSRs from visiting patient care areas. Prestigious medical journals such as The British Medical Journal and Journal of American Medical Association, along with International Committee of Medical Journal Editors and World Association of Medical Editors, now require all authors to include an explicit disclosure of industry sponsored research and, in some cases, to conduct independent statistical analysis as a condition for publication (DeAngelis, 2006). Using public documents from a recent court case, I analyzed pharmaceutical industry’s marketing practices and their role in creating externalities that compromise trust and fiduciary responsibility governing physician-patient relationship. Results indicate that externalities are complicit in exploiting COI and undermining consumer welfare in medical markets. Our study contributes to the research into, and practice of pharmaceutical marketing practices for interacting with physicians in several ways. First, I develop a conceptual framework based on COI theory that has substantially informed the medical profession’s discourse but received minimal, if any, attention in the marketing literature (Moore, Cain, Loewenstein, & Bazerman, 2005). This framework posits an embedded view of physician exchanges that presents new insights that have heretofore remained unexplored in the marketing literature. Second, building on the COI framework, I outline an orchestration thesis that reliably represents the medical profession’s guiding approach for seeking and evaluating evidence relating to industry’s marketing practices. Unlike the marketing literature’s interest in examining the efficiency and effectiveness of different marketing instruments such as detailing and journal publishing, the orchestration thesis focuses on strategic intent that underlies all marketing instruments. As such, the orchestration thesis offers a competing perspective that challenges the evidence in the marketing literature. Third, using a novel approach based on systematic analysis of court documents, I examine the support, if any, for the orchestration thesis in a specific contextual setting. Finally, the current study builds the conceptual and empirical foundation to bridge the marketing and medical literatures. Such a bridge is critical in developing a common ground for reconciling disparate viewpoints and redirecting marketing practices.

Emerging markets represent a significant part of the world economy and tend to expand their share, but they are still not well examined. Specifically, one of the BRIC economies, Russia seems to be avoided in the overall marketing strategy academic discussion. According to Sheth (2011, p. 7) market orientation and relationship marketing are marketing strategies that have become mainstream for empirical research in marketing. But existing research shows that these marketing strategies have hardly been investigated in–depth in Russian context for the last twenty years. The purpose of this paper is to test Contemporary Marketing Practices model in Russian market. Classification scheme of marketing practices is based on “Contemporary marketing practices – CMP” methodology: TM (Transactional marketing, DM (Database marketing), IM (Interactive marketing), NM (Network marketing) and RM (Relationship marketing) (Coviello et al, 2002). Thus, main research question is to reveal what types of marketing practices (transactional, data based, interactive, relational or network) are more often used by Russian companies. Paper is based on empirical data (quantitative study of 329 Russian companies). Cluster analysis was conducted to show that types of marketing practices are common for Russian market: transactional, relational or interactive.

With the rapid development of society and the wide application of information network technology, we have entered the era of new media, and more and more schools have opened the course of "New Media Marketing", trying to better fit the new media with the marketing profession in order to meet the needs of a diversified society and cultivate high-quality talents. This article lists the teaching examples of online plus offline plus practice during the COVID-19 epidemic, and examines the current situation, the main problems faced and the solutions of the blended teaching practice of the New Media Marketing Course in the context of the actual situation of university teaching.

Purpose: This study assesses the marketing practices and value-added fish products under the Coral Reef Rehabilitation and Management Program (COREMAP) in East Indonesia. Research design, data and methodology: This study gathered qualitative and quantitative data through i) focus group discussions (FGD) with fishers, traders and COREMAP officers, ii) surveys and iii) interviews with fishermen and traders. This study surveyed 714 households (365 in COREMAP and 349 in non-COREMAP) and 33 traders (17 in COREMAP and 16 in non-COREMAP) using structured questionnaires between January and March 2016. This study used Shepherd’s Index to estimate the marketing efficiency for each stage of the marketing channel. For value-added fish products, the value is determined by the difference between processed output and the raw product used. Results: Marketing cost in the non-COREMAP area was more efficient than in COREMAP as indicated by lower operational cost and higher selling price. However, no value-added fish products were produced in the non-COREMAP area. This study noted a lower catch in COREMAP area, which implies COREMAP program successfully reduced fishing pressure. Conclusions: This study identified poor infrastructure and the limited market as the major problems in developing value-added fish products in both COREMAP and non-COREMAP area.

본 연구에서는 브랜드 스토리텔링을 이용한 마케팅 사례조사를 통해 브랜드 스토리텔링 기법의 마케팅효과를 확인하고 여러 사례의 스토리텔링기법을 통해 브랜드 전략의 한 요소로서 브랜드 스토리텔링기법의 중요성을 알아보고자 하였다. 현재 마케팅에서 스토리텔링은 상품과 브랜드에 생명력을 심어주는 차원에서 마케팅의 중요한 요소가 되었다. 과거와 달리 현대의 소비자들은 단순히 품질이 좋은 제품만을 찾는 것이 아니라, 공감하고 감성을 나눌 수 있는 감성적 측면에서 브랜드를 선호하며, 더 나아가 이야기가 있고 공감을 줄 수 있는 브랜드에 흥미를 보이기 때문에 이제 스토리텔링은 단순히 하나의 마케팅 방법이 아니라 마케팅 전략의 필수요소가 되었다고 할 수 있다. 스토리텔링을 이용한 브랜드 마케팅 전략이 소비자들에게 신선하고 새로운 즐거움을 주며 소비자들의 브랜드접근성을 높여준다는 차원에서 스토리텔링 브랜드 마케팅에 간한 연구는 가치 있다고 판단된다. 따라서, 본 연구는 브랜드 스토리텔링 관한 연구의 기초를 제공한다는 차원에서 의의가 있다.