We publish SRC Marketing News 6 times a year.
SRC Marketing News is intended to be a useful, informative,
and interesting source of up to date and relevant business
ideas.
We therefore positively welcome feedback from our readers. If there is anything that you would like us to write about or sections that you would like to see on a regular basis, just let us know.
Additionally, if you have any criticisms or comments please feel free to contact us, it is the only way we can continue to improve this newsletter.
All communications can be directed to feedback@srchk.com.
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THE INTERFACE OF MARKETING & HUMAN RESOURCES
At SRC, we have consistently argued that marketing is the responsibility of the whole organization and that its influence permeates organizational functions and processes, or at least should.
There is little doubt that people are an organization's most vital assets (it is fair to say that this concept is given only lip service by most firms), as without people, nothing would get done. In terms of customer satisfaction and service, those employees that deal with the customer in any form are vital human resources, and indeed marketing assets. Assets are not costs. A fund manager that invests your money and then returns that exact same amount (or less) after a specified time period would be unlikely to get your money again.
Click here for full story...
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POSITIONING - WARFARE IN THE CUSTOMERS MIND
One of the major concepts in strategic marketing is that of positioning. It is also one of the most poorly understood areas of marketing and strategy in general.
According to Al Ries and Jack Trout, the two marketing gurus from the US who popularized the concept in their classic book ¡V POSITIONING: The Battle for Your Mind, positioning is:
'Positioning is not something you do to a product. Positioning is what you do to the mind of the prospect. That is, you position a product in the mind of the prospect.'
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RESEARCH ARTICLE SUMMARY-PRACTITIONER IMPLICATIONS
Every newsletter, we will examine a recent empirical research article and examine its implications for marketing. If there are any specific areas you would like us to investigate, let us know at src@srchk.com.
The Influence of Organizational Market Orientation on
Individual Level Market Oriented Cognitions. This article
explores the effect on organizational activities on individual
actions. Click here for more...
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Book review
MARKET DRIVEN MANAGEMENT-how to define, develop, and deliver customer value (2nd edition), Wiley. Frederick E. Webster, Jr. (2002), 308 pages.
This is an interesting book indeed. Frederick Webster is one of the foremost marketing academics of his time. A prolific writer on the marketing concept and the importance...more |
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