Introduction Marketing and the Climate Change Debate Marketing For Social and Environmental Change Marketing and the Scientific Community Enviro-marketers: Whos Out There Marketing Sustainability? What Can We Learn from Them? Marketing Adaptive Management: a Call to Action Conclusion Endnotes Responses to this Article Acknowledgments Literature Cited

The tailoring of a firm’s marketing mix to the individual customer is the essence of one-to-one marketing. In this paper, we distinguish between two forms of one-to-one marketing: personalization and customization. Personalization occurs when the firm decides what marketing mix is suitable for the individual. It is usually based on previously collected customer data. Customization occurs when t...

paying attention to finance and financial marketing tools could significantly contribute to resolution of financial problems of the firms and avoid their bankruptcy. following the review of previous works in the field of marketing and its application in financing, as well as conducting semi-structured interviews, firstly marketing elements for financing were identified and then marketing strate...

Marketing has been practiced since ancient times and has been thought about almost as long. Yet, it is only during the 20th century that marketing ideas evolved into an academic discipline in its own right. Most concepts, issues and problems of marketing thought have coalesced into one of several schools or approaches to understanding marketing. In this article we trace the evolution of 10 scho...

As consumers are getting better at avoiding the traditional marketing campaigns companies are using, it has become crucial for companies to differentiate their marketing. One way of doing this is to use guerrilla marketing, a marketing type more extreme, innovative and attention capturing than traditional marketing. The purpose of this thesis is to explore how the use of guerrilla marketing aff...

After introductory remarks on the definition of marketing, the evolution of library and information services (LIS) marketing is explained. The authors then describe how marketing was applied to LIS over the years. Marketing is also related to other concepts used in the management of LIS. Finally the role of professional associations in diffusing marketing theory is portrayed and the importance ...

This chapter seeks to extend current knowledge relating to innovative methods in marketing. The authors consider the significance of SMS marketing amongst Small and Medium Enterprises (SMEs) within South Africa and aim to emphasise the various advantages of SMS marketing to SMEs within emerging economies. They look at how SMS marketing has emerged within the Western world and how it could be ju...

Relationship marketing during the nineties has become an accepted approach in marketing research. This type of marketing, however, consists of many different perspectives. Here, the network approach is covered. This perspective’s origin and its differences to the marketing management approach are discussed. It is concluded that the development of the network perspective was influenced by its Sw...

In response to the guest editors’ call for the expansion of disciplinary space within marketing and consumer research, in this paper I offer an alternative conceptualisation of critical marketing knowledge. Rather than asking what is (or isn’t) critical marketing, instead I ask what is marketing knowledge for, critical or otherwise, and for whom? I use these questions to develop a framework thr...