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Interactive or reactive? Marketing with Twitter
Despite rapid growth in organizational use of Twitter, there is little theoretical or empirical research examining how different organizations use Twitter. This paper aims to analyze and compare use of Twitter in 12 accounts held by six organizations in the USA and Australia, drawing on existing models of interactive communications. The results demonstrate different ways in which the interactive capabilities of Twitter can be used to communicate with customers. However by also demonstrating lack of consistency in Twitter practice within most organizations, the results reinforce the need for strategic consistency in developing Twitter practice..
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A global culture of cool? Generation Y and their perception of coolness
This paper seeks to explore whether the global market segment Generation Y shares a common perception of a specific consumption activity, namely bungee jumping, and how perceptions of cool operate around that. This research interprets global Generation Y culture from a small convenience sample from America, Ireland, Scotland and England, thus generating avenues for further research as discussed. These findings have value for businesses that create consumption experiences for Generation Y customers and scholars seeking insight into the plural and complex function of cool.
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Entrepreneurial marketing: A strategy for the twenty-first century?
This paper presents the author's view of the role of entrepreneurial marketing (EM) as a strategy to address the dynamic marketing environment of recent times. It discusses some contemporary examples of companies that have successfully adopted EM approaches and challenged traditional marketing wisdom. While this is an opinion piece, the paper provides evidence of how EM can be adopted and applied by entrepreneurial firms and challenges marketers to create and control their own-marketing environment.
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An expanded model of marketing performance
The purpose of this paper is to develop a model identifying key metric categories on which companies should focus attention, so that they can better understand their current situation whilst offering guidance for improvement. The benefits from extending knowledge about marketing performance are substantial. The author believes that if companies develop an integrated set of relevant measures and systematically collect, analyze and disseminate information about them, then marketing may be viewed as a more credible discipline.
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Consumer cynicism: From resistance to anti-consumption in a disenchanted world?
This paper offers a new perspective on resistance and anti-consumption literature by relating it to consumer cynicism. Four different figures of consumption related to cynicism were distinguished in this paper. Defensive cynicism and offensive cynicism are psychological tools used to neutralize persuasion attempts or divert marketing techniques. Subversive cynicism and ethical cynicism challenge the consumerist ideology and even propose an alternative ethics.
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Segmenting technology markets: Applying the nested approach
While market segmentation is an intriguing academic concept, most B2B practitioners struggle with the design and implementation of such initiatives. This paper aims to illustrate an effective strategic segmentation process in a high-technology market context. A four-stage segmentation plan consisting of corporate commitment, research/refinement, implementation and evaluation/enhancement is proposed and discussed. Strategic planning lessons and research extensions are offered.
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