This paper analyzes and attempts to bridge the gap between popular culture＇s aesthetics, popularized by Camille Paglia and her work Sex, Art and American Culture： Essays （1992], and international marketing culture...This paper analyzes and attempts to bridge the gap between popular culture＇s aesthetics, popularized by Camille Paglia and her work Sex, Art and American Culture： Essays （1992], and international marketing culture＇s aesthetics, as described by Schmitt and Simonson （1997）. Popular culture and marketing rarely share the same realm of research. However, these theories start to influence each other, which are especially visible when compared with international marketing as the framework. In order to analyze the gap between popular culture and marketing culture, the author followed a cultural object, Domo-kun, as it entered the US market. Domo-kun gradually changed, including its marketing aesthetics, its significance, and meaning within popular culture after it entered the market. These meaning changes are through the process of commoditization, emotional value, and how they are reinterpreted within cultural frames and reference groups.展开更多
During last two decades a shift in marketing, corporate strategy, organizational, and market dynamics has been recorded. A series of corporate scandals like ENRON and others has shown that corporations have a signific...During last two decades a shift in marketing, corporate strategy, organizational, and market dynamics has been recorded. A series of corporate scandals like ENRON and others has shown that corporations have a significant impact on a number of stakeholders and particularly customers. The notion that the customers can shift from one product or service provider to the other may not be as valid as some theories suggest. The markets are not perfect mechanisms and customers are not rational decision makers. Although marketing has introduced the corporate culture--the customer-centric approach, the results are not as positive as they should be. The paper shows that marketing and corporate governance systems have many common elements and in fact they can be complementary in practice and theory. To establish the connection-correlation between them, the author is going to review the literature from both disciplines. As a next step, an analysis of impact of the customer as a party that has an interest in the firm is going to take place. Finally, two examples of this impact will depict the importance of a change in scope----goal, strategy, and practices used by both disciplines in achieving the firm＇s mission and goals. The author shows that both can be benefit from the integration of mechanisms, principles, and practices used by the marketing and corporate governance. The paper is the first step to create a theoretical convergence framework for these disciplines that seem completely separate. Marketing and corporate governance specialists and theorists may design a more comprehensive and holistic approach to customer that is more customer friendly, more long term and establishes a more successful and value creation （for both the customer and the corporation） relationship.展开更多
关系营销作为文化艺术组织提升顾客让渡价值、营造顾客忠诚的重要手段被广泛应用。本文梳理了关系营销在文化艺术市场营销理论中的发展,论述了文化艺术组织中的关系营销如何建立顾客价值,并选取了Sheffield City Hall,Museum Sheffield...关系营销作为文化艺术组织提升顾客让渡价值、营造顾客忠诚的重要手段被广泛应用。本文梳理了关系营销在文化艺术市场营销理论中的发展,论述了文化艺术组织中的关系营销如何建立顾客价值,并选取了Sheffield City Hall,Museum Sheffield和Sheffield Theatre三家艺术组织进行了案例研究,通过收集并分析其关系营销实施过程中的数据,探讨了艺术组织间不同的顾客价值建立方法对顾客维系的影响。展开更多
文摘This paper analyzes and attempts to bridge the gap between popular culture＇s aesthetics, popularized by Camille Paglia and her work Sex, Art and American Culture： Essays （1992], and international marketing culture＇s aesthetics, as described by Schmitt and Simonson （1997）. Popular culture and marketing rarely share the same realm of research. However, these theories start to influence each other, which are especially visible when compared with international marketing as the framework. In order to analyze the gap between popular culture and marketing culture, the author followed a cultural object, Domo-kun, as it entered the US market. Domo-kun gradually changed, including its marketing aesthetics, its significance, and meaning within popular culture after it entered the market. These meaning changes are through the process of commoditization, emotional value, and how they are reinterpreted within cultural frames and reference groups.
文摘During last two decades a shift in marketing, corporate strategy, organizational, and market dynamics has been recorded. A series of corporate scandals like ENRON and others has shown that corporations have a significant impact on a number of stakeholders and particularly customers. The notion that the customers can shift from one product or service provider to the other may not be as valid as some theories suggest. The markets are not perfect mechanisms and customers are not rational decision makers. Although marketing has introduced the corporate culture--the customer-centric approach, the results are not as positive as they should be. The paper shows that marketing and corporate governance systems have many common elements and in fact they can be complementary in practice and theory. To establish the connection-correlation between them, the author is going to review the literature from both disciplines. As a next step, an analysis of impact of the customer as a party that has an interest in the firm is going to take place. Finally, two examples of this impact will depict the importance of a change in scope----goal, strategy, and practices used by both disciplines in achieving the firm＇s mission and goals. The author shows that both can be benefit from the integration of mechanisms, principles, and practices used by the marketing and corporate governance. The paper is the first step to create a theoretical convergence framework for these disciplines that seem completely separate. Marketing and corporate governance specialists and theorists may design a more comprehensive and holistic approach to customer that is more customer friendly, more long term and establishes a more successful and value creation （for both the customer and the corporation） relationship.
文摘关系营销作为文化艺术组织提升顾客让渡价值、营造顾客忠诚的重要手段被广泛应用。本文梳理了关系营销在文化艺术市场营销理论中的发展,论述了文化艺术组织中的关系营销如何建立顾客价值,并选取了Sheffield City Hall,Museum Sheffield和Sheffield Theatre三家艺术组织进行了案例研究,通过收集并分析其关系营销实施过程中的数据,探讨了艺术组织间不同的顾客价值建立方法对顾客维系的影响。
