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Concise and practical management articles

In this section we have taken the latest in management thinking and condensed it into concise, easy-to-read articles, designed to help you turn theory into practice.

From our database of over 85,000 articles we handpick the most pertinent issues for today’s manager in order to provide an action-based insight into the world of business.

The crucial role of the customer in new product development

The linkage between new product development (NPD) and inter-firm relationships has received increased attention both in research and practice. A number of key success factors have been identified, many of which are related to the crucial role of customers and suppliers. In particular, being able to access rich information and knowledge from key customers provides an understanding of the customers' problems and needs, which again is a critical success factor for the developer.

Philip Kotler's contributions to marketing theory and practice

Philip Kotler has published 147 articles in peer-reviewed journals. When Professor Jagdish Sheth invited him to be published as a Legend in Marketing, he proceeded to group these 147 articles into nine categories. In what follows, Kotler describes the key articles in groups six, seven and eight, and their intended contribution.

Millions wasted on ineffective advertising

No one will disagree that millions are wasted on ineffective advertising. It could be argued all other business functions waste money, so why pick on advertising? For example, wrong choices are made in personnel selection, sales forecasts are often wrong, new products are developed and fail - and so on. But most failures are eventually discovered and this knowledge leads to more effective operations. This is not so with advertising. Many campaigns are launched without quantified objectives, and the attempts sometimes made to measure results are inadequate.

Can social and environmental practices be classed as marketing tools?

A recent study analysed whether Corporate Social Responsibility (CSR) practices in European companies (both those CSR practices that relate to marketing-based strategies and those that do not) create value. The creation of value is based on two variables - reputation and shareholder value creation.

Peak performance - European snow tourism

A recent study looked into European snow tourism and the market positioning of destinations. Three main findings emerged - that clear positioning on longer-stay customers makes it more likely that the conduct of ski corporations and hotel businesses will complement each other; that clear positioning on longer-stay customers improves the competitive performance of ski corporations; and that clear positioning on longer-stay customers improves the competitive performance of tourist hospitality businesses.

Letters to Santa - expressions of needs, wants, and dreams

What do Christmas gifts mean to children? We examine the features and styles of a selection of the letters children write to Santa Claus. The contents and style of 314 authentic letters sent by UK children to Santa Claus were analyzed using an underlying interpretive consumer research approach.

Stop selling and help your customers buy

In the good old days, businesses could plan their marketing campaigns based on a consistent economy and consumers? willingness to spend. For decades, companies could conduct initial marketing planning and research, followed by money, time and resources, and good results were often predictable.

Keeping up with the Joneses

In field-capital theory, people acquire economic, social and cultural capital which they deploy in social arenas known as "fields" to compete for positions of distinction and status. Competitive behaviour in these fields is of interest to marketers. Examining human behaviour through the lens of field and capital theory highlights the importance of the competition motive in explaining consumers' actions.

New Look: the successful pursuit of a public-to-private transaction

In July 2003, UK fashion retailer New Look was taken private with the support of Apax Partners/Permira. The management of New Look, originally listed publicly in 1998, wanted to transform the company to improve performance and take advantage of several opportunities they believed the UK and European retail sector offered.

Football's big four and building brand equity in Asia

The present Asian sports market is characterized by the process of globalization which drives increasing media involvement, dependence on sponsorship and the growth of a whole industry around sport.