Marketing from the Trenches: Perspectives on the Road Ahead

Edited by Nicolas Papadopoulos & Cleopatra Veloutsou

ISBN: 960-6672-06-9, 400 pages, Hardback
First published in 2006 by ATINER

Price: Paperback: 50€ (It includes Shipping and Handling) Hardcover: 90€ (It includes Shipping and Handling)

Electronic copy: 30€

Order Form

Table of Contents

List of Contributors	ix
A Taste of Marketing in the Postmodern Era: An Introduction Dr. Nicolas Papadopoulos and Dr. Cleopatra Veloutsou, Editors	1
1. SECTION I: Consumers, Brands, and Strategy
RFID is in the Eye of the Consumer: Survey Results and Implications Madlen Boslau and Britta Lietke	13
The Stake of Implementing Qualitative Criteria in Purchasing Management Thierry Sauvage and Benoît Marais	31
Public Relations in Integrated Marketing Communication: A Model of Strategic Public Relation Processes for Creating Sustainable Customer Relations Boonchai Hongcharu and Somkiat Eiamkanchanalai	51
Forecasting The Number of Arrivals: A Quadratic Weighted Moving Average Approach Haji Jubok Zainodin and Mun Meng Chia	67
Combination Training for Marketing and Information Technology Practitioners Johannes J. van der Walt	79
‘Communities of Practice’ and the Management of Technology and Innovation Tuija Lämsä	91
Brand and Knowledge for Excellence in Fashion Marketing Cesare Amatulli	105
How to Reach the Next Generation: The Hip-Hop Marketing Árpád Ferenc Papp-Vary	119

SECTION II: Marketing: The Services Dimension Customer Perceived Convenience in Electronic Financial Services Tommi Laukkanen and Teuvo Kantanen	131
A Methodological Approach to Service Provider Selection Criteria: An Exploratory Investigation of Mobile Telecommunications Services in Lithuania Ramune Kugyte	143
SERVQUAL – Application in the Irish Hospitality Industry Juliana Mc Donnell and Maria Donnellan	157
Commitment in Professional Service Relationships on Business-To-Business Markets Barbara Zuzel	173
Using Dramaturgy to Achieve Branded Customer Service Aidan Daly SECTION III: Perspectives from the International Domain	189
Barriers to Exporting – the Five Threads Peter Ruddock	205
Assessing Brand Image Dimensionality in a Cross-Cultural Context Laura Šalčiuvienė, Viltė Auruškevičienė and Regina Virvilaitė	223
A Bi-directional Comparison of Consumer Views of Countries and Their Products Nicolas Papadopoulos	235
The Effects of Involvement on Foreign Product Evaluations Ivonne M. Torres SECTION IV: Social and Development Issues in Marketing	249
Factors Inducing Mistrust in Local Board’s Decision Making Risto Harisalo, Jari Stenvall and Antti Syväjärvi	269
Local Economic Development in South Africa With Specific Reference to the Emfuleni Municipal Area: A Critical Analysis Lennard van Vuren and T.J.C. Slabbert	291
Managing the Sustainable Development of the Aquaculture Industry: An Australian Perspective Rae Weston and Sciona Browne	313
Bringing the Job Characteristics Model into Community Relations: A Proposition for Governments in the Age of Immigration Christine Goodall	325
How Marketing and the Customer Metaphor are Undermining Nonprofit Organizations in the U.S. James G. Hutton	339