New marketing, improved marketing, apocryphal marketing: is one marketing concept enough?

PURPOSE – This paper seeks to explore marketing's ambiguous relationship with truth and, in so doing, to question the efficacy and value of the marketing concept and the very nature of marketing itself. Is marketing something that marketers do, or is it something much broader than this? If the latter, are marketers themselves either willing, or able to operate beyond traditional boundaries and, if not, should they focus – honourably – on what they do best, and encourage/support others who might market just as effectively, but in a different manner? DESIGN/METHODOLOGY/APPROACH – Starting with a summary of recent developments in marketing thought this paper argues that marketers find difficulty in implementing the marketing concept, and that market-oriented compromise and pretence should consequently be abandoned. The thesis goes on to suggest that both “performance” and the “part-time” marketer should be given greater respect and allocated substantially more credence by all marketing communities. FINDINGS – The argument concludes, ultimately, that marketing could find both greater respect and effectiveness by focusing its efforts more on the extremes of “marketing space”, and that the presently envisioned marketing concept offers scope only for a dispiriting and partially realised evocation of its stated aims. PRACTICAL IMPLICATIONS– Marketers should take marketing more seriously. ORIGINALITY/VALUE – This paper seeks to add to current debates on marketing theory and will, hopefully, help inform ongoing exploration into the nature and role of marketing practice

Making sense of higher education: students as consumers and the value of the university experience

In the global university sector competitive funding models are progressively becoming the norm, and institutions/courses are frequently now subject to the same kind of consumerist pressures typical of a highly marketised environment. In the United Kingdom, for example, students are increasingly demonstrating customer-like behaviour and are now demanding even more ‘value’ from institutions. Value, though, is a slippery concept and has proven problematic both in terms of its conceptualisation and measurement. This article explores the relationship between student value and higher education and, via study in one United Kingdom business school, suggests how this might be better understood and operationalised. Adopting a combined qualitative/quantitative approach, this article also looks to identify which of the key value drivers has most practical meaning and, coincidentally, identifies a value-related difference between home and international students

Exploring the UK high street retail experience: is the service encounter still valued?

Purpose: The relationship between service quality, the service encounter and the retail experience is explored within a changing UK retail environment. Design: Data was gathered from forty customers and twenty staff of an established UK health and beauty retailer with a long standing reputation for personal customer service. A qualitative analysis was applied using both a service quality and a customer value template. Findings: Customers focused more on the utilitarian features of the service experience and less on ‘extraordinary’ aspects, but service staff still perceived that the customer encounter remained a key requisite for successful service delivery. Research implications: Recent environmental developments - involving customers, markets and retail platform structures - are challenging traditional service expectations. Practical Implications: Retailers may need to reassess the role of the service encounter as part of their on-going value proposition. Originality/value: There has been limited research to date on the perception of shoppers to the service encounter in a changing retail environment and to the evolving notions of effort and convenience

Everything flows: a pragmatist perspective of trade-offs and value in ethical consumption

The debate around ethical consumption is often characterised by discussion of its numerous failures arising from complexity in perceived trade-offs. In response, this paper advances a pragmatist understanding of the role and nature of trade-offs in ethical consumption. In doing so it draws on the central roles of values and value in consumption and pragmatist philosophical thought, and proposes a critique of the ethical consumer as rational maximiser and the cognitive and utilitarian discourse of individual trade-offs to understand how sustainable consumption practices are established and maintained. An in-depth qualitative study is conducted employing phenomenological interviews and hermeneutic analysis to explore the consumption stories of a group of ethically minded consumers. The research uncovers the location of value within a fluid, yet habitual, plurality of patterns, preferences, morals, identities and relationships. Its contribution is to propose that consumer perception of value in moral judgements is represented by an overall form of aggregate personal advantage, which lacks conscious reflection and delivers a phenomenological form of value rooted in habits, reflecting a pragmatist representation of value unified as a 'consummatory experience'

Overcoming limited dataset availability when working with industrial organisations

Increasing data security and privacy requirements combined with the need for additional data management research leads to a conflict for industrial companies. In order to solve their industrial data management problems companies need to share some of their data, but their internal confidentiality rules sometimes hamper this sharing process. Existing techniques for sharing data without releasing company secrets often loose some of the problems/characteristics within the data. This paper therefore presents a qualitative process to overcome this problem of industrial data sharing while still enabling external researchers to develop relevant solutions to organizational problems. It is based on initial trials with two industrial case studies and showed some promising results.BoeingThis is the author accepted manuscript. The final version is available from IEEE via http://dx.doi.org/10.1109/INDIN.2015.728184

Evaluating the applicability of multi-agent software for implementing distributed industrial data management approaches

Distributed approaches to industrial control or information management problems are often tackled using Multi-agent methods. Multi-Agent systems – solutions resulting from taking a Multi-agent based approaches - often come with a certain amount of “overhead” such as communication systems, but can provide a helpful tool with the design and implementation. In this paper, a distributed data management problem is addressed with both a bespoke approach developed specifically for this problem and a more general Multi-agent approach. The two approaches are compared using architecture and software metrics. The software metric results show similar results, although overall the bespoke approach was more appropriate for the particular application examined. The architectural analysis indicates that the main reason for this difference is the communication and computation overhead associated with the agent-based system. It was not within the scope of this study to compare the two approaches under multiple application scenarios.BoeingThis is the author accepted manuscript. The final version is available from Springer via http://dx.doi.org/10.1007/978-3-319-15159-5_1