Contemporary Marketing Practice: Factors Shaping Change »
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| Speaker | Prof Rod Brodie, Richard Brookes, Steve Dix & Dr Margo Buchanan-Oliver |
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Marketing’s context is changing dramatically with regard to physical distance, time, markets and competition. This in turn is leading to fundamental changes in the way marketing will be practised. Marketing has taken on a diversity of faces in recent years. We hear much about the 4P's, relationship marketing, database marketing and networking. But making sense of the different forms of marketing practice has proved challenging. Recently, a framework for marketing practice was proposed by NZ academics and tested in New Zealand. The aim was to find out where firms are placing their marketing emphasis and whether this varies among different business sectors. This study has captured international attention and has been replicated in a number of countries including Canada, Thailand, Argentina, Finland, Sweden, Ireland, Germany, the UK and US. One of the main findings from this research programme has been that managers of all types of organisations (consumer products, services, business to business and non profit) are placing a greater emphasis on managing their marketing relationships. The focus on relationships is both within organisations and externally with customers, suppliers and other stakeholders. However what this research has shown is that there is considerable variation in the types of relationships that are being developed by different organisations. The research also shows in many organisations there is a pluralism in marketing practice, with relationship marketing being practiced in conjunction with traditional ‘4P’ marketing management. Related to the overall trend of an increased emphasis on relationships, the research has identified a number of factors that are fundamentally changing the nature of marketing practice. There are the pervasive forces for change such as information technology, globalisation, new competition, and more demanding customers. However, what is particularly interesting are specific changes in practice that the research has identified. Five changes of particular importance are: · The increasing emphasis on services. · The focus on financial accountability and value management. · Organisational transformation. · Shifts in power and control within marketing systems. · The increased role of interactive media. This study is relevant for marketing practitioners since it provides an insight into whether and how firms are adopting the 'new tools' of marketing. Recently, SMEI associates were invited to participate in this study as part of a thesis for MCom student, Steve Dix. Some interesting results have emerged which point to the direction that marketing practice is taking in NZ. These results may well provide a yardstick for business organisations to assess their own marketing initiatives. Prof Rod Brodie, Marketing Department, University of Auckland Richard Brookes, Marketing Department, University of Auckland Steve Dix, MCom Student Don’t miss this chance to hear leading edge research results, plus … Post-Modernism and The Web: A Discussion about the Applicability of Post-Modern Marketing Philosophy to the Web with Dr Margo Buchanan-Oliver, Marketing Department, University of Auckland We live in post-modern times. Our marketing philosophy should reflect this. As a communications medium, the Web encapsulates pronounced post-modern tendencies. It is in the best interest of marketers utilising new communications media to understand the post-modern environment in which they operate. SMEI Members and Guests $45, Non members $65 Prices inc GST | |