Purpose – Globalisation as a competitive marketing strategy can only offer a limited explanation for the behaviour of organisations. This is particularly applicable in the case of business and marketing strategies for small and... more
Purpose – Globalisation as a competitive marketing strategy can only offer a limited explanation for the behaviour of organisations. This is particularly applicable in the case of business and marketing strategies for small and medium-sized organisations in the retail sector. Terms such as “localisation”
have been coined by researchers but the concept is yet to receive a valid interpretation as a marketing strategy from the perspective of the small retailer. This paper seeks first, to understand how “localisation” impacts on the business practices and marketing strategy of small retailers in Spain and
Scotland. Second, the results should help lessen the gap between the concepts of globalisation and the localisation.
Design/methodology/approach – This explorative, comparative qualitative paper explores business practices and marketing strategies by small retail business owners in Seville (Spain) and Perth (UK) and the role of localisation, using three key themes – place, people and promotion.
Findings – This paper suggests that place attractiveness, word-of-mouth customer-to-customer marketing, customer service beyond simple product advice, community embeddedness and informal but meaningful interpersonal relations between shop owner and customers are some of the key pillars of the “localisation” strategic marketing approach pursued by small retailers in Perth and Seville. This indicates a counterbalance to globalisation.
Originality/value – The pursuit of a deliberate localisation approach by small retailers may be key to their sustainable competitiveness in the knowledge that these elements would not be easily replicated by larger or global retailers.
have been coined by researchers but the concept is yet to receive a valid interpretation as a marketing strategy from the perspective of the small retailer. This paper seeks first, to understand how “localisation” impacts on the business practices and marketing strategy of small retailers in Spain and
Scotland. Second, the results should help lessen the gap between the concepts of globalisation and the localisation.
Design/methodology/approach – This explorative, comparative qualitative paper explores business practices and marketing strategies by small retail business owners in Seville (Spain) and Perth (UK) and the role of localisation, using three key themes – place, people and promotion.
Findings – This paper suggests that place attractiveness, word-of-mouth customer-to-customer marketing, customer service beyond simple product advice, community embeddedness and informal but meaningful interpersonal relations between shop owner and customers are some of the key pillars of the “localisation” strategic marketing approach pursued by small retailers in Perth and Seville. This indicates a counterbalance to globalisation.
Originality/value – The pursuit of a deliberate localisation approach by small retailers may be key to their sustainable competitiveness in the knowledge that these elements would not be easily replicated by larger or global retailers.
Research Interests: Marketing, Tourism Studies, Urban management, Space and Place, Urban Planning, and 14 moreTown Centre Management, Urban Studies, Sense of Place, Marketing Research, Retail Marketing, Retail, Urban Sociology, Urban And Regional Planning, Place Management and Marketing, Retail Management, Place Management, Services Management: Tourism & Hospitality Management, Health Management, Retail Management, Town Centres, and Place Management And
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The purpose of the case study is to ascertain how future users of an expert system would like the system to be designed and the problems associated with this, and to find out why design of the system has stopped.
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Suggests that, though user involvement in the design and implementation of expert systems (ES) is generally encouraged in the literature, the incidence of successful user participation continues to be low. Draws on research carried out... more
Suggests that, though user involvement in the design and implementation of expert systems (ES) is generally encouraged in the literature, the incidence of successful user participation continues to be low. Draws on research carried out for a large British company on four expert systems projects, to illustrate the problems, and penalties, of not involving the users. Company culture has a bearing on why participation is difficult. Penalties of not involving the users include non‐implementation and poor interfaces. Suggested advantages of involving users are that happy users are the best advertisement for future systems and that users can make useful suggestions to the designers. Concludes that the concept of participation needs a strong push so that it will become a familiar part of management.
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ABSTRACT Author Posting (c) Westburn Publishers Ltd, 2001. This metadata relates to the electronic version of an article which has been published in its definitive form in the Journal of marketing management, and has been posted by... more
ABSTRACT Author Posting (c) Westburn Publishers Ltd, 2001. This metadata relates to the electronic version of an article which has been published in its definitive form in the Journal of marketing management, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in Journal of marketing management, Vol.17, 2001, No.9/10, pp.1007-1018, doi:10.1362/026725701323366728 This paper seeks to examine how well the political parties have targeted women and identifies political marketing as a means of creating voter satisfaction. It starts by examining the differences and changes in the number of women MPs following the general election in June 2001 compared with the outcome of the election in 1997. Voter behaviour and the lack of female role models in politics are then considered. The use of market segmentation is discussed. The paper concludes that political parties need to utilise segmentation in a more sensitive way to attract the silent majority of women and ensure their political success.
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ABSTRACT Puts forward a framework for carrying out user evaluations of expert systems, which is based on user evaluations carried out in a large British company over a period of three years. The aim of this framework is to ensure that the... more
ABSTRACT Puts forward a framework for carrying out user evaluations of expert systems, which is based on user evaluations carried out in a large British company over a period of three years. The aim of this framework is to ensure that the aims of the expert system designers and the users of the system are congruent. This in turn will make it more likely that the expert system will be a success. The framework covers aspects such as user type, updating knowledge, training, the value of the system and the human/computer interface.
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... The Journal of Nonprofit and Public Sector Marketing (Vo1.2, Nos.213, 1994) devotes a whole volume to Marketing University ... more empirical research; the question of ethics, especially in health care marketing; modification of... more
... The Journal of Nonprofit and Public Sector Marketing (Vo1.2, Nos.213, 1994) devotes a whole volume to Marketing University ... more empirical research; the question of ethics, especially in health care marketing; modification of language and the true marketing orientation of NFP ...
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Research Interests: Business, Marketing, Globalization, Sense of Place, Marketing Research, and 15 moreRetail Marketing, Retail, Marketing Strategy, Place Management and Marketing, Retail Management, Business and Management, Customer Service, Place Management, Design Methodology, Interpersonal Relations, Marketing Mix, HF, Place Management And, HD, and Commercial Services
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PurposeGlobalisation as a competitive marketing strategy can only offer a limited explanation for the behaviour of organisations. This is particularly applicable in the case of business and marketing strategies for small and medium‐sized... more
PurposeGlobalisation as a competitive marketing strategy can only offer a limited explanation for the behaviour of organisations. This is particularly applicable in the case of business and marketing strategies for small and medium‐sized organisations in the retail sector. Terms such as “localisation” have been coined by researchers but the concept is yet to receive a valid interpretation as a marketing strategy from the perspective of the small retailer. This paper seeks first, to understand how “localisation” impacts on the business practices and marketing strategy of small retailers in Spain and Scotland. Second, the results should help lessen the gap between the concepts of globalisation and the localisation.Design/methodology/approachThis explorative, comparative qualitative paper explores business practices and marketing strategies by small retail business owners in Seville (Spain) and Perth (UK) and the role of localisation, using three key themes – place, people and promotio...
Research Interests: Business, Marketing, Globalization, Sense of Place, Marketing Research, and 15 moreRetail Marketing, Retail, Marketing Strategy, Place Management and Marketing, Retail Management, Business and Management, Customer Service, Place Management, Design Methodology, Interpersonal Relations, Marketing Mix, HF, Place Management And, HD, and Commercial Services
... Politicians, as Tony Blair himself admitted, are not listening enough. ... Rather it was the mistrust of politicians that exercised the group's minds, again confirming the role of trust in possible non-voter behaviour... more
... Politicians, as Tony Blair himself admitted, are not listening enough. ... Rather it was the mistrust of politicians that exercised the group's minds, again confirming the role of trust in possible non-voter behaviour (Dermody and Hanmer-Lloyd 2003). ...
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ABSTRACT This article reviews the role of the facilitator, commencing with the work of Kurt Lewin. It then goes on to describe a project on which a facilitator was engaged in a large British company. Facilitation in this case is concerned... more
ABSTRACT This article reviews the role of the facilitator, commencing with the work of Kurt Lewin. It then goes on to describe a project on which a facilitator was engaged in a large British company. Facilitation in this case is concerned with communications and "clearing the air", as well as operating mainly on a one-to-one basis. It concludes that before people can be helped to help themselves, communications must be unblocked and misconceptions cleared away. The article also discusses some of the issues in relationship to facilitation.
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ABSTRACT There are many practical difficulties facing managers who decide to venture into the field of Expert Systems. They will have to cope with both technological and human problems. Care must be taken in choosing the application,... more
ABSTRACT There are many practical difficulties facing managers who decide to venture into the field of Expert Systems. They will have to cope with both technological and human problems. Care must be taken in choosing the application, software house, hardware and software. A company may decide to build an Expert System in-house, in which case it will need the right sort of Knowledge Engineer(s). The system must be of obvious benefit to the user otherwise it will fail. Knowledge Acquisition for Expert Systems is difficult, but possible if handled properly. The users of the system must be involved in its design and evaluation and a methodology for doing so is suggested. Managers can no longer pay lip service to the concept of user involvement in the design and implementation of new technology.
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ABSTRACT Puts forward a framework for carrying out user evaluations of expert systems, which is based on user evaluations carried out in a large British company over a period of three years. The aim of this framework is to ensure that the... more
ABSTRACT Puts forward a framework for carrying out user evaluations of expert systems, which is based on user evaluations carried out in a large British company over a period of three years. The aim of this framework is to ensure that the aims of the expert system designers and the users of the system are congruent. This in turn will make it more likely that the expert system will be a success. The framework covers aspects such as user type, updating knowledge, training, the value of the system and the human/computer interface.
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Full-text of this article is not available in this e-prints service. This was originally published in Machiavelli Marketing and Management, published by and copyright Periplous.
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... Biographies of contributors 227 Richard Elliott Richard Elliott is Professor of Marketing and Consumer Research in the School of Business and Economics ... Bruner, J. 60 Bull, George 15, 25, 140, 226... more
... Biographies of contributors 227 Richard Elliott Richard Elliott is Professor of Marketing and Consumer Research in the School of Business and Economics ... Bruner, J. 60 Bull, George 15, 25, 140, 226 'bull', skill of 8, 115-16 Buonaccorsi, Biagio 35 Buondelmonti, Zanobi 36 Bacon ...
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... The Journal of Nonprofit and Public Sector Marketing (Vo1.2, Nos.213, 1994) devotes a whole volume to Marketing University ... more empirical research; the question of ethics, especially in health care marketing; modification of... more
... The Journal of Nonprofit and Public Sector Marketing (Vo1.2, Nos.213, 1994) devotes a whole volume to Marketing University ... more empirical research; the question of ethics, especially in health care marketing; modification of language and the true marketing orientation of NFP ...
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ABSTRACT This article reviews the role of the facilitator, commencing with the work of Kurt Lewin. It then goes on to describe a project on which a facilitator was engaged in a large British company. Facilitation in this case is concerned... more
ABSTRACT This article reviews the role of the facilitator, commencing with the work of Kurt Lewin. It then goes on to describe a project on which a facilitator was engaged in a large British company. Facilitation in this case is concerned with communications and "clearing the air", as well as operating mainly on a one-to-one basis. It concludes that before people can be helped to help themselves, communications must be unblocked and misconceptions cleared away. The article also discusses some of the issues in relationship to facilitation.
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SUMMARY This article considers the nature and use of segmentation in political marketing. The importance of an awareness of political marketing at a more local level will become particularly important with the onset of regional... more
SUMMARY This article considers the nature and use of segmentation in political marketing. The importance of an awareness of political marketing at a more local level will become particularly important with the onset of regional government. The article particularly ...
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ABSTRACT There are many practical difficulties facing managers who decide to venture into the field of Expert Systems. They will have to cope with both technological and human problems. Care must be taken in choosing the application,... more
ABSTRACT There are many practical difficulties facing managers who decide to venture into the field of Expert Systems. They will have to cope with both technological and human problems. Care must be taken in choosing the application, software house, hardware and software. A company may decide to build an Expert System in-house, in which case it will need the right sort of Knowledge Engineer(s). The system must be of obvious benefit to the user otherwise it will fail. Knowledge Acquisition for Expert Systems is difficult, but possible if handled properly. The users of the system must be involved in its design and evaluation and a methodology for doing so is suggested. Managers can no longer pay lip service to the concept of user involvement in the design and implementation of new technology.
Research Interests:
ABSTRACT Puts forward a framework for carrying out user evaluations of expert systems, which is based on user evaluations carried out in a large British company over a period of three years. The aim of this framework is to ensure that the... more
ABSTRACT Puts forward a framework for carrying out user evaluations of expert systems, which is based on user evaluations carried out in a large British company over a period of three years. The aim of this framework is to ensure that the aims of the expert system designers and the users of the system are congruent. This in turn will make it more likely that the expert system will be a success. The framework covers aspects such as user type, updating knowledge, training, the value of the system and the human/computer interface.
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Abstract: Looks at the current state of marketing through the mediating eyes of Milton, Machiavelli, Monet and Mussorgsky. Mussorgsky's emotional and relational music Pictures at an Exhibition is used as a interlinking inspirational... more
Abstract: Looks at the current state of marketing through the mediating eyes of Milton, Machiavelli, Monet and Mussorgsky. Mussorgsky's emotional and relational music Pictures at an Exhibition is used as a interlinking inspirational pastiche of characters and events as we promenade and observe some of the remorseless characters and creative passion that drives marketing ever onward.