The marketing concept and marketing communications Essay

The marketing concept and marketing communications - Essay Example 2002). Thinking of marketing less as a function and more as a set of values and processes (Moorman and Rust 1999) appears as the new vision of marketing. The survival and growth of a company therefore requires accurate knowledge about customers and careful relationship management. In this paper I look for the underlying principles of the new trends in marketing. In doing so, I focus first on exploring the new concept of marketing; then I show an example of new trends in marketing in AstraZeneca (See Appendix). After that, I tackle the concept of marketing communication with the case of Royal Caribbean Cruises (See Appendix). Finally I refer to conclusions. During the last few decades marketing has been challenged to undertake a paradigm shift away from the view of marketing as an optimization problem with an emphasis on product, price, promotion and distribution and toward a conceptualization of marketing as a set of activities focused on intra-firm and inter-organizational influence processes. As a result marketing has moved away from a focus on transactions as the fundamental unit of analysis and toward a focus on relationships with customers and suppliers (Webster et al. 2003). In addition, in this relationship the customer is no longer just a recipient of goods. The customer is viewed as a co-producer of service and therefore marketing is defined as a process of doing things in interaction with the customer (Vargo and Lusch 2004). Understanding relationship in marketing (RM) requires distinguishing between the discrete transaction, which has a distinct beginning, short duration, and sharp ending by performance, and relational exchange, which traces to previous agreements and is longer in duration, reflecting an ongoing process (Morgan and Hunt 1994). Numerous definitions of RM have been introduced in the literature since the beginning of 1990s reflecting the high attention of

Training professionals have a leading role in innovation and change Essay - 4

Training professionals have a leading role in innovation and change - Essay Example the importance of training this important component to ensure consistent innovation that subsequently result into enhancing the organization’s competitive edge. This paper explores the role of professional training in promoting innovation and change in the current organizational setup. According to Omachonu and Einspruch (2010: 6), innovative duties require versatile people with ability to function in a wide conceptual environment. In addition, technical ability and proficient communication skills are important attributes for innovators. Unlike the previous specialists who specialized in a particular discipline, ability to multitask is a highly sought attribute in a professional in the current business environment. This implies that such a person can make valuable technical contributions and strategic decisions in diversified areas of business engagement. Therefore, promoting innovation culture in an organization does not only require recruitment of passionate innovators but also individuals with business acumen, enterprising character and negotiation skills (Resnick 2008). Recruiting a professional with these attributes requires more than just perusing resume or initiating volunteering programs in the organization. Therefore, organizations have become cognizant o f the need to incorporate training programs to promote innovation and positive change in their businesses. Various writers have investigated the role of training professionals in the current business environment in delivery of innovations. Bondarouk and Looise (2005: 163) classified the roles in context of three major human resources management issues, namely work structuring, organizing design and personnel issues. According to Bondarouk and Looise, (2005: 165) work should be structured in manner that encourages creativity and innovation. This includes changing the supervision model and creation of semi-independent teams in an organization. Work structure plays an important role in