Assessing the Role of e-Marketing in Contemporary Marketing Practice

Coviello, Nicole e.; Brodie, Roderick J.; Brookes, Richard; Palmer, Roger

doi:10.1362/026725703322498136

Cited by 18 publications

(30 citation statements)

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“…This suggests that firms with a more intense usage of database marketing tools also use more interaction and network marketing tools. These findings are consistent with those obtained by Coviello et al (2003) and Auruskeviciene et al (2007). The correlation between these marketing practices and transactional marketing is weak.…”

Section: Discussionsupporting

confidence: 94%

Marketing Practices and Performance in a Post-Crisis Scenario

Lado¹,

Duque²,

Álvarez

2014

The Sustainable Global Marketplace

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This research explores the link between contemporary marketing practices, market orientation and business performance in Uruguay, an emergent country that has recovered from an economic crisis. These approaches seem to be related, but there is no existing evidence to confirm this impression. Lessons can be learned from understanding how effective is the adoption of marketing practices under a crisis scenario.Using data from interviews with 143 micro and small enterprises' managers, we identify three clusters dependant on the combination of marketing practices: a multi-marketing cluster, a medium-level relationship marketing cluster and a transactional cluster. A model relating market orientation components and various performance measures is tested for the three clusters, showing that the multi-marketing and transactional clusters are more effective in translating efforts and resources into business outcomes.

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Section: Discussionsupporting

confidence: 94%

Marketing Practices and Performance in a Post-Crisis Scenario

Lado¹,

Duque²,

Álvarez

2014

The Sustainable Global Marketplace

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“…The first empirical research to apply the updated CMP classification scheme and measures was by Coviello et al (2003). Their sample of 149 firms from the UK and New Zealand revealed four combinations of marketing practice.…”

Section: Conceptual and Empirical Developments To Include It-enabled mentioning

confidence: 99%

“…In parallel to the Coviello et al (2003) survey study, qualitative research undertaken by Brady et al (2002a, b)expanded on the original CMP framework with case research to investigate the assimilation of IT into marketing practices in Ireland. Their analysis indicated that IT played a variety of roles in marketing practice.…”

Section: Conceptual and Empirical Developments To Include It-enabled mentioning

confidence: 99%

Contemporary Marketing Practices research program: a review of the first decade

Brodie

Coviello

Winklhofer

2008

Jnl of Bus & Indus Marketing

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Purpose -The objective of the Contemporary Marketing Practices (CMP) research program is to develop an understanding of how firms relate to their markets in a manner that integrates both traditional and more modern views of marketing, and incorporates an understanding of both the antecedents and consequences of different practices. This paper aims to review its first decade. Design/methodology/approach -The paper adopts a theoretical approach. It reviews the history of CMP research and its outcomes. The assessment concludes with a discussion of the program's contribution to marketing knowledge and some issues and challenges for future research. Findings -Now a decade old, the CMP research program has undertaken research in over 15 countries. The study finds that it has made a unique contribution to marketing knowledge by bridging the gap between theory and practice. Originality/value -By adopting a multi-paradigm philosophy and a multi-method approach, a broad perspective has been achieved that integrates the traditional managerial view of marketing with relational and process arguments.

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“…: [Coviello, Brodie, Munro, 1997;Pels, Brodie, 2003;Coviello et al, 2003;Pels, Brodie, Johnston, 2004;Dadzie, Johnston, Pels, 2008;Das, 2009;Ferdous, Hossain, 2011;Третьяк, Ребязина, Ветрова, 2015] и результат от задания T, который измеряется как P и корректируется с учетом опыта E» [Mitchell, 1997]. Основные вопросы развития этого направ ления представлены в [Mitchell, 2006].…”

Section: маркетинговые практики и их влияние на финансовые результатыunclassified

“…Авторы работы [Pearce II, Michael, 1997], определяя маркетинговые стратегии с учетом бизнес цикла компании, с помо щью факторного и регрессионного анализа предложили маркетинговые стратегии, ха рактерные для периодов подъема и рецес сии отрасли. В рамках проекта СМР исполь зовался кластерный анализ для выделения типов маркетинговых практик и анализа и оценки состояния МП на различных рынках [Coviello, Brodie, Munro, 1997;Coviello et al, 2002;Coviello et al, 2003]. В табл.…”

Section: взаимосвязь маркетинговых практик и финансовых результатов кunclassified