Integrating internal communications, human resource management and marketing concepts into the new internal marketing philosophy

Successful companies attach great importance to human resource management and internal communications, because they are aware of the value of those activities and of strategic advantage they can bring to the organization. They should also realize that it is necessary to live internal marketing philosophy, if they stream to offer quality products and services to both markets: internal and external. The idea of satisfied employees for the benefit of satisfied customers is accepted and developed by both academicians and practitioners, through the concepts of internal marketing, internal communications and human resource management. Consequently, the paper had two objectives: (1) to analyze concepts of internal marketing (IM), internal communications (IC) and human resource management (HRM) parallelly, and define their scopes, overlaps and differences; and (2) to propose a new internal marketing philosophy that combines three before mentioned concepts. The conclusion that emerged after reaching both objectives was that the new internal marketing philosophy should be grounded in a relationship marketing theory. It should not be limited to neither of three functional areas that are commonly connected to it – internal communications, human resource management or marketing. It is for sure that managing internal relationships should not be restricted to any function, and should not apply traditional marketing concepts and tools. That would ruin the nature of internal relationship marketing, and would not encompass all tasks it should fulfill.internal marketing philosophy, internal marketing, internal communications, human resource management (HRM)

Factors Influencing Organisational Buying Decisions in the Manufacturing Industry: Are Products and Services Procurement Different?

The paper explores factors influencing services procurement decision-making of manufacturing companies, and compares it to factors influencing products procurement decision-making. Data were gathered by survey among manufacturing companies and analysed by using exploratory factor analysis. The comparison between factors influencing services procurement and factors influencing products procurement is made by content analysis. Results prove that six distinct factors influence manufacturing companies when making services procurement decisions: interdepartmental communication, trust in service provider, service provider flexibility, buyer’s price sensitivity, top management support, and service provider competence. When compared to products procurement situation, it can be observed that some of the factors are influential in both purchasing situations, whereas other factors are not similarly important in both purchasing situations. The paper offers an insight to factors influencing buying decisions of manufacturing companies, that can help selling companies to better understand the differences in procurement processes of manufacturing companies in two buying situations: products procurement vs. services procurement

Integrating internal communications, human resource management and marketing concepts into the new internal marketing philosophy

Successful companies attach great importance to human resource management and internal communications, because they are aware of the value of those activities and of strategic advantage they can bring to the organization. They should also realize that it is necessary to live internal marketing philosophy, if they stream to offer quality products and services to both markets: internal and external. The idea of satisfied employees for the benefit of satisfied customers is accepted and developed by both academicians and practitioners, through the concepts of internal marketing, internal communications and human resource management. Consequently, the paper had two objectives: (1) to analyze concepts of internal marketing (IM), internal communications (IC) and human resource management (HRM) parallelly, and define their scopes, overlaps and differences; and (2) to propose a new internal marketing philosophy that combines three before mentioned concepts. The conclusion that emerged after reaching both objectives was that the new internal marketing philosophy should be grounded in a relationship marketing theory. It should not be limited to neither of three functional areas that are commonly connected to it – internal communications, human resource management or marketing. It is for sure that managing internal relationships should not be restricted to any function, and should not apply traditional marketing concepts and tools. That would ruin the nature of internal relationship marketing, and would not encompass all tasks it should fulfill

The effects of cause and donation size of cause-related marketing program on consumers' intention to buy

There were different understandings of cause-related marketing in the past. It has been described as a form of horizontal cooperative sales promotion, a tie-in between corporate philanthropy and sales promotion, synonymous with corporate sponsorship of charitable causes, the initiation and funding of deserving causes, or as marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives. Nowadays, cause-related marketing is considered a specific type of relationship between profit- and nonprofit- organizations, where both partners receive potential benefit.cause-related marketing, cause of the CRM campaign, donation size in the CRM campaign, consumers’ intention to buy

Applicability of Keller’s brand equity model in the B2B chemical market

A B2B (business-to-business) brand is a distinctive identity that differentiates a relevant, enduring and credible promise of value associated with a product, service or organisation, as well as indicating the source of that promise. The concept of B2 brand equity is one of the most intriguing concepts connected to B2B brands. Although there have been some attempts to conceptualise and measure B2B brand equity in the literature, in practice no consensus about the concept has been reached so far. Unlike previous studies, this study examines the applicability of Keller’s brand equity model in a specific industry and market – the B2B chemical market. For that purpose, a series of semi-structured face-to-face interviews were conducted with buyers of specific industrial chemical products in the South and Eastern European B2B chemical market. The results show that the Keller’s brand equity model can be applicable in the B2B chemical market, however, the six brand building blocks – salience, performance, imagery, judgements, feelings and resonance – as well as subdimensions that assemble the blocks, need arrangements in different ways in order to meet the logic of the B2B marketing philosophy. As a result, the respondents perceive corporate brands to be more important than product brands. They also point to the significance of the relationship with sales representatives in building brand equity. At the top block of the pyramid respondents set partnership relations, and cooperation in developing solutions oriented towards improvement of customers’ production processes

Effects of selected elements of cause-related marketing program on brand choice

Marketing općeg dobra obično se definira kao uspostavljanje odnosa suradnje između profitnog i neprofitnog sektora djelatnosti pri čemu obje strane ostvaruju određene koristi. Brojni su razlozi koji su pogodovali njegovu porastu. Među najznačajnijima je općenito povećana društvena osjetljivost, koja unosi brojne promjene u poslovno promišljanje. U radu se prikazuju rezultati istraživanja utjecaja pojedinih elemenata marketinga općeg dobra na spremnost kupca da promijeni postojeću marku proizvoda u korist one koja se povezuje s akcijom marketinga općeg dobra. Rezultati istraživanja upućuju da trajanje kampanje pozitivno utječe na spremnost kupca da promijeni marku proizvoda.Cause-related marketing is commonly defined as a relationship and cooperation between profit- and nonprofit- organizations, where both partners have potential benefit. There are a number of reasons that influenced its development. One of the most important ones is a general increase in social sensitivity, which has influenced business principles as well. The paper presents the results of empirical research of the effects that selected elements of a cause-related marketing program have on brand choice. The results confirmed that the duration of the cause-related marketing program has a positive influence on customers’ brand-choice, i.e. a longer program will prompt customers to choose the brands that support a specific cause

SUSTAINABLE B2B MARKETING

Održivi marketing pretpostavlja marketinške prakse koje uvažavaju (1) okolišnu odgovornost – odnosno uravnotežnost poslovnog djelovanja s prirodnim okruženjem, (2) društvenu odgovornost – odnosno poslovanje koje vodi brigu o svim dionicima i (3) ekonomski napredak koji se temelji na principima održivosti. Istraživanja provedena o održivom marketingu većinom su dokazala njegove pozitivne učinke na tržištu krajnje potrošnje, no u području marketinga poslovnih (B2B) tržišta ovakvi se zaključci iznose s većom dozom opreza. Godinama su, naime, menadžeri smatrali da je ulaganje u održivost trošak, čiji se rezultati vide samo u poboljšanoj reputaciji na tržištu krajnje potrošnje. Organizacijski kupci, koji odlučuju dominantno vođeni racionalnim kriterijima, nisu bili spremni platiti veću cijenu zbog dimenzije održivosti ponude dobavljača. Primjetno je da se, uslijed pritisaka regulatora i javnosti ovakvi stavovi mijenjaju, pa sve više poduzeća na poslovnim (B2B) tržištima traži izvore održivosti duž cijelog lanca stvaranja i isporuke vrijednosti. Ovaj rad predstavlja analizu objavljenih teorijskih i empirijskih istraživanja s ciljem utvrđivanja teorijskih ishodišta i koncepata povezanih s održivim marketingom, što predstavlja znanstveni doprinos u području održivog marketinga na poslovnim (B2B) tržištima. U radu se analiziraju dimenzije održivog marketinga i orijentacija poduzeća na marketinšku održivost te izazovi s kojima se susreću poduzeća na poslovnom (B2B) tržištu u primjeni održivog marketinga.Sustainable marketing stands for marketing activities that take into consideration (1) environmental responsibility – which is represented by a balance between business activities and natural environment, (2) social responsibility – which denotes a company that takes care about all stakeholders, and (3) economic prosperity based on sustainability principles. Research on sustainable marketing proved that these activities have many positive consequences with regard to business-to-consumers markets. However, in the light of business-to-business markets, the conclusions are not unison. The fact is that for many years companies considered sustainability initiatives a cost, with only enhanced reputation among end consumers, as a positive outcome. Organizational buyers, who dominantly decide based on rational factors, were not ready to pay premium price for a sustainable offer. It can be observed that, due to regulatory and public pressures, these attitudes change, ending up with more and more organizations operating on business-to-business (B2B) markets seeking for sources of sustainability along their value chain. This paper represents an analysis of published theoretical and empirical research, with an aim to determine theoretical grounds and concepts connected to B2B sustainable marketing. The paper analyses dimension of sustainable marketing, the sustainable marketing orientation concept, as well as challenges that B2B companies face in sustainable marketing implementation

SUSTAINABLE B2B MARKETING

Održivi marketing pretpostavlja marketinške prakse koje uvažavaju (1) okolišnu odgovornost – odnosno uravnotežnost poslovnog djelovanja s prirodnim okruženjem, (2) društvenu odgovornost – odnosno poslovanje koje vodi brigu o svim dionicima i (3) ekonomski napredak koji se temelji na principima održivosti. Istraživanja provedena o održivom marketingu većinom su dokazala njegove pozitivne učinke na tržištu krajnje potrošnje, no u području marketinga poslovnih (B2B) tržišta ovakvi se zaključci iznose s većom dozom opreza. Godinama su, naime, menadžeri smatrali da je ulaganje u održivost trošak, čiji se rezultati vide samo u poboljšanoj reputaciji na tržištu krajnje potrošnje. Organizacijski kupci, koji odlučuju dominantno vođeni racionalnim kriterijima, nisu bili spremni platiti veću cijenu zbog dimenzije održivosti ponude dobavljača. Primjetno je da se, uslijed pritisaka regulatora i javnosti ovakvi stavovi mijenjaju, pa sve više poduzeća na poslovnim (B2B) tržištima traži izvore održivosti duž cijelog lanca stvaranja i isporuke vrijednosti. Ovaj rad predstavlja analizu objavljenih teorijskih i empirijskih istraživanja s ciljem utvrđivanja teorijskih ishodišta i koncepata povezanih s održivim marketingom, što predstavlja znanstveni doprinos u području održivog marketinga na poslovnim (B2B) tržištima. U radu se analiziraju dimenzije održivog marketinga i orijentacija poduzeća na marketinšku održivost te izazovi s kojima se susreću poduzeća na poslovnom (B2B) tržištu u primjeni održivog marketinga.Sustainable marketing stands for marketing activities that take into consideration (1) environmental responsibility – which is represented by a balance between business activities and natural environment, (2) social responsibility – which denotes a company that takes care about all stakeholders, and (3) economic prosperity based on sustainability principles. Research on sustainable marketing proved that these activities have many positive consequences with regard to business-to-consumers markets. However, in the light of business-to-business markets, the conclusions are not unison. The fact is that for many years companies considered sustainability initiatives a cost, with only enhanced reputation among end consumers, as a positive outcome. Organizational buyers, who dominantly decide based on rational factors, were not ready to pay premium price for a sustainable offer. It can be observed that, due to regulatory and public pressures, these attitudes change, ending up with more and more organizations operating on business-to-business (B2B) markets seeking for sources of sustainability along their value chain. This paper represents an analysis of published theoretical and empirical research, with an aim to determine theoretical grounds and concepts connected to B2B sustainable marketing. The paper analyses dimension of sustainable marketing, the sustainable marketing orientation concept, as well as challenges that B2B companies face in sustainable marketing implementation

Reaching, engaging and bonding with voters on social media: the case of 2014/2015 Croatian presidential elections

This paper examines the ways in which presidential candidates use social media in their election campaigns to democratise politics and political representation. The study is based on content analysis of statements which candidates in 2014/2015 Croatian presidential elections published on their official Facebook and Twitter accounts. The results show that candidates did not use social media to reach, engage and form stronger bonds with potential voters. By failing to do so, they have missed the opportunity to bring disenchanted voters back into the political arena and potentially increase the legitimacy of the democratic processes

Political impression management through direct and mediated communication: The 2014/2015 Croatian presidential elections

This paper examines similarities and differences between direct and mediated political candidates' communication during electoral campaigns, and answers the question: How, if at all, do candidates' techniques of impression management differ in their direct and mediated communication. The study is based on content analysis of major daily newspapers, and statements published by candidates in the 2014/2015 Croatian presidential elections on their official Facebook and Twitter accounts. The results show that candidates did not use social media to portray their personal side, humanise their image and create their image of a leader through references to their skills and qualities. Rather, this research shows that in spite of the growing importance of social media, and the willingness and skill of the politicians in employing social media, traditional media, such as newspapers, remain indispensable for providing information about political issues to citizens in this new democracy during presidential elections