• A marketing mix model for a complex and turbulant environment

      Mason, Roger B. (SAe Publications, 2007)
      Purpose: This paper is based on the proposition that the choice of marketing tactics is determined, or at least significantly influenced, by the nature of the company’s external environment. It aims to illustrate the type of marketing mix tactics that are suggested for a complex and turbulent environment when marketing and the environment are viewed through a chaos and complexity theory lens. Design/Methodology/Approach: Since chaos and complexity theories are proposed as a good means of understanding the dynamics of complex and turbulent markets, a comprehensive review and analysis of literature on the marketing mix and marketing tactics from a chaos and complexity viewpoint was conducted. From this literature review, a marketing mix model was conceptualised. Findings: A marketing mix model considered appropriate for success in complex and turbulent environments was developed. In such environments, the literature suggests destabilising marketing activities are more effective, whereas stabilising type activities are more effective in simple, stable environments. Therefore the model proposes predominantly destabilising type tactics as appropriate for a complex and turbulent environment such as is currently being experienced in South Africa. Implications: This paper is of benefit to marketers by emphasising a new way to consider the future marketing activities of their companies. How this model can assist marketers and suggestions for research to develop and apply this model are provided. It is hoped that the model suggested will form the basis of empirical research to test its applicability in the turbulent South African environment. Originality/Value: Since businesses and markets are complex adaptive systems, using complexity theory to understand how to cope in complex, turbulent environments is necessary, but has not been widely researched. In fact, most chaos and complexity theory work in marketing has concentrated on marketing strategy, with little emphasis on individual tactics and even less on the marketing mix as a whole. Therefore, this paper can be viewed as an important foundation for a new stream of research using chaos and complexity theory to better understand marketing mixes and the choice of marketing tactics for complex and turbulent business environments.
    • The Influence of the Internet on B-to-B International Marketing Activities An Empirical Study of the UK Companies

      Eid, Riyad; Elbeltagi, Ibraheem (Haworth Press, 2006)
      Business-to-Business International Internet Marketing (B2B IIM) has emerged as one of the key drivers in sustaining an organisation's competitive advantage. Market entry and communication via the Internet have affected the dynamics and traditional process in B2B commerce. The critical question for companies today is what should be done to find leverage points that could result in greater success of this kind of business and how are market-oriented activities affected by the use of the internet. However, few empirical studies have been done regarding B2B IIM that are affected by the use of the Internet, and the effect of that on B2B marketing efficiency. By studying the practice of 123 UK B2B companies, it has been found that the use of the Internet positively influences B2B international marketing by its two dimensions, B2B international marketing activities and B2B marketing activities which reflect positively on the marketing efficiency.