The Antidote: Volume 3 Issue 5
Table of contents
The End of Marketing
B GouldPosits that in any business there seems to be three general activities: first, businesses must attract and keep their customers; second, businesses must produce services or goods…
The future(s) of marketing
B GouldRaises some questions about marketing for discussion by seven senior managers and marketing professionals (these are listed in full in a highlighted box). Discusses the two…
Aligning marketing activities: production, sales and service
T KippenbergerArgues that the most successful 200 hi‐tech companies researched herein are those that used concurrent marketing techniques, and these are those that involved close integration of…
Barriers to market orientation: the myths and realities
T KippenbergerDelves into market orientation and gives its true definition as ‘the organizational culture that most effectively and efficiently creates the necessary behaviours for the creation…
Gateways to customer value
T KippenbergerSuggests a helpful improvement for many organizations is to get them thinking in terms of the whole services that their customers receive from the company's offering rather than…
Insatiable customers and technology's fast lane
B GouldDeclares that technology and competition have changed the essence of how time is lived nowadays — e.g. the ‘real‐time’ economy, for instance, which means instantaneous…
Relationship marketing — but why?
B GouldOutlines thinking from a number of writers on brand loyalty, when to adopt a relationships marketing approach, and some early indications on the use of relationship approaches…
Notes of caution for relationship marketing
B GouldBelieves loyal relationships are more appropriate to business‐to‐business markets than consumer market. Looks at some of the main assumptions of loyalty marketing, raising some…
Brand valuation: an awkward necessity or the Emperor's new clothes?
T KippenbergerProposes that brands must be valued and that since the late 1980s this has gathered momentum in the larger firm. Takes a bird's‐eye view of the brand valuation argument and…
Setting the offering apart from its competition
T KippenbergerSuggests one general framework that centres on the choices that customers make between competing offerings as firms compete for customers, the options for competitive strategy…
The essence of excellent service
T Kippenberger, B GouldAdvances that profitability and growth are directly linked to customer and employee satisfaction, through the delivery of excellent service. Pinpoints, in boxes highlighted for…
Systematic product innovation
B Gould, N KingPresents a comprehensive approach for companies that want to bring a continuous stream of successful new products to market. Strongly advocates a culture in which the selection…
Marketing as experimental innovation: succeeding via planned failure
B GouldComplements the previous article (p.33) and puts forward expeditionary marketing as the best way to opening up markets as they develop. Records as an example the successful…
Catering to cultures: the customer is often right
B GouldLooks at cultural divides — such as where the French take their dogs with them to restaurants, dining at the table with their owners and in some Asian countries where dogs are the…
Southwest Airlines: redefining relationships with customers
T KippenbergerConcentrates on US domestic carrier, Southwest Airlines, and how its discount air travel has allowed millions to fly where previously they could not afford to. Highlights, in a…
The rise, fall and return or customer retention at MCI
B GouldSpotlights US telecommunications firm MCI and how it tries to retain its most valuable customers, in spite of severe rivalry from its US competitors Sprint and AT&T, which…
Innovation on the hoof at Performance Chemicals
B GouldChronicles Performance Chemicals' attitude to individualized products and greater service attention. States that, following downsizing, the survivors of this multinational group…