From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing

체험마케팅(Experiential Marketing)의 오해와 진실

Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required This development is supported by evolving trends in business, such as strategic partnerships, alliances and networks Suggests relationship marketing, based on relationship building and management, as one emerging new marketing paradigm of the future Concludes that the simplicity of the marketing mix paradigm, with its Four P model, has become a straitjacket, fostering toolbox thinking rather than an awareness that marketing is a multi‐faceted social process, and notes that marketing theory and customers are the victims of today′s mainstream marketing thinking By using the notion of a marketing strategy continuum, discusses a number of consequences of a relationship‐type ma

From Marketing Mix to Relationship Marketing

Purpose – The purpose of this paper is to compare the major performance measurement models, hereafter called performance models, and investigate their application in the context of facility management (FM), based on which it aims to identify the effectiveness of these models and recommend the most important performance indicators.Design/methodology/approach – A combination of literature review, expert interview and questionnaire survey is adopted in this study. A literature review and a series of expert interviews help to identify the performance models spread in general and applied to FM in particular. Based on the literature review and expert interviews, a questionnaire survey is carried out in the UK and Ireland to investigate the application of performance models in FM practice.Findings – The review of relevant literature shows that in recent years various models have been developed to measure and improve the performance of organisations. The application of such models within FM organisations is evalu...

Performance measurement models in facility management: a comparative study

Improving the provision of meals in hospital. The patients' viewpoint

Purpose – From December 2005, patients in the UK needing an operation will be offered a choice of four or five. These could be NHS trusts, foundation trusts, treatment centres, private hospitals or practitioners with a special interest operating within primary care. This is called “Choose and Book”. The purpose of this research is to discover how critical facilities management service factors are in influencing a choice of hospital. The aim is to find out what the most important influencing factors are to people when making a choice of which hospital to have their operation. If facilities services and the patient environment are influencing factors in the patient experience, which are considered critical.Design/methodology/approach – Focus groups were used as the primary method of data collection.Findings – The study finds that all three focus groups placed more importance on clinical factors than facilities factors. High standards of cleanliness and good hospital food were the two facilities factors that...

/pdf/patient-choice-in-the-nhs-how-critical-are-facilities-32ck7mno3w.pdf

Patient choice in the NHS: How critical are facilities services in influencing patient choice?

Purpose – If NHS hospitals wish to influence patients to choose them and, as the literature review suggests, cleanliness will be a key‐influencing factor in making that choice, it would seem important for hospitals to understand what factors lead people to decide whether a hospital is clean or dirty. The research aims to identify what the key factors are that influence patients' perceptions of cleanliness and to rank these factors in order of importance.Design/methodology/approach – The project utilised a mixed methodology to collect the data. The hospital staff and people who had been recent patients took part in focus groups in order to gather their views. The current hospital in‐patients were surveyed through the use of a paper questionnaire.Findings – The main themes that influence the perceptions of cleanliness emerging from the analysis can be summarised under three broad headings – appearance of the environment, physical cleanliness and staff behaviour. The findings suggest that this subject is muc...

/pdf/an-exploratory-study-into-the-factors-that-influence-3eq5txjt11.pdf

An exploratory study into the factors that influence patients' perceptions of cleanliness in an acute NHS trust hospital

Purpose – The purpose of this paper is to investigate the extent to which practicing National Health Service (NHS) facilities managers thought that the contribution of facilities management (FM) could be measured in terms of health outcomes.Design/methodology/approach – A questionnaire was distributed to NHS facilities or estate managers from the majority of NHS trusts in England and Wales.Findings – In general, there is little or no evidence from pre‐existing research to prove the contribution of FM in terms of health outcomes. However, in spite of this, 59 per cent of facilities managers in the NHS believe that the contribution of FM could be measured yet only a relatively small number of Trusts (16 per cent) have attempted to measure the contribution of FM. The analysis of the secondary data does not show any conclusive evidence of a correlation between FM and health outcomes.Research limitations/implications – The scope of the study did not extend to collecting empirical evidence to prove the contribu...

/pdf/the-impact-of-facilities-management-on-patient-outcomes-cu2uvchmvj.pdf

The impact of facilities management on patient outcomes

Part 1: Introductory Chapters Ch 1 Event Creation - A purposeful endeavour Ch 2 A Stakeholder Centric Emphasis Part 2: What Does Success Look Like Ch 3 Interpreting Client / Host Outcomes Ch 4 What's in it for the attendee? Ch 5 Understanding Sponsors and Partners expectations Ch 6 Community Expectations Part 3: Strategic Event Design: Ch 7 Co-producing the event Ch 8 Mapping the Experience Journey Ch 9 Shaping the eventscape Ch 10 'Mood Food' and Experience at Events Ch 11 Enlightened Event Marketing Ch 12 Managing the Constraints Ch 13 Leveraging The Legacy Part 4: Evaluation to Innovation: Ch 14 Evidencing the outcomes Ch 15 Capturing the learning Ch 16 Co-Innovating the Future Ch 17 Challenges and Future Agenda

Strategic event creation

There are current issues and trends in the music festival market, which may affect the success of an event, and market saturation is at the forefront of these issues. Previous literature, maintaining the need for a marketing approach to festivals, identifies the need for maintaining strong stakeholder relationships in order to succeed in a business environment; attention has been focused to the theory of relationship marketing (RM) because of the recognition that this practice is complementary to the marketing of festivals. The very nature of the music festival as an annual, usually, 4-day event means that effective marketing is needed to keep connections with the consumer throughout the year. This article focuses on the RM techniques utilised within the music festival industry from the viewpoint of the festival organiser in an attempt to establish how festival organisations value and monitor organisational relationships. This article explores the extent to which these relationships are valued and managed; furthermore, the variations between these intricate relationships are considered by focusing on those held with the organisation's consumers and sponsors, the results of which have provided the ability to establish the importance and relevance of RM to the industry and further identify the marketing communication methods employed to establish and maintain such relationships. In-depth, convergent interviews have been conducted with a segment of music festival organisers from a range of events. The results have been integrated with the study of current literature to best exemplify these issues. It has been established that RM has a strong role in today's commercial and independent music festival industry; technological advances are enabling the organiser to support online relationships further and increase consumer loyalty. There is a need to expand the research further because of the complexity of organisational relationships and the varying categories of festivals.

/pdf/an-exploratory-study-looking-at-the-relationship-marketing-4xboge2ksh.pdf

An exploratory study looking at the relationship marketing techniques used in the music festival industry

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