Dacko S.G. The Advanced Dictionary of Marketing Putting Theory to Use
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marketing, laws of 320
Another indication of a marketing law is given in a journal article dis-
cussing distance education which states:
‘understanding the nature of products and services that one is attempting to sell
constitutes the first law of marketing’ (Michael 1997).
Beyond laws of marketing which are explicitly presented in marketing
and marketing-related journals, there are also a number of ‘laws of
marketing’ that have been put forth in books on marketing and other
publications about marketing. These include a reference to a law of
marketing in a book on internal marketing, which is referred to as:
‘Cahill’s First Law of Marketing: Take care of the Customer and Profits Will Take
Care of Themselves’ (Cahill 1996).
and another in a book on strategic marketing planning, which, in a
chapter entitled ‘The Formulation of Strategy 3: Strategies for Leaders,
Followers, Challengers, and Nichers’, has a section entitled
‘The inevitability of strategic wearout (or, the law of marketing gravity and why
dead cats only bounce once)’ (Gilligan and Wilson 2003);
and, finally, receiving much popular attention, a book on twenty-two
“immutable’ marketing laws by Ries and Trout (1993).
Still other laws of marketing have been put forth by individuals in less-
formal publications including one on website design which states:
‘It’s the first law of marketing: if they can’t find you, then they won’t buy your
products’ (Dysart 2003).
Beyond laws referring specifically to marketing, there are also laws
related to particular aspects and elements of marketing such as the ‘Laws
of Service’ (see service, laws of) and the ‘Law of Exchange’ (see exchange,
law of).
KEY WORDS Marketing generalizations, effective marketing
IMPLICATIONS
Laws of marketing, or broad generalizations about effective marketing,
provide marketers with perspectives worthy of reflection. While the mer-
its of any generalization may vary depending on the context in which it is
considered (e.g. online marketing versus internal marketing), marketers
may wish to give particular attention to Twedt’s reference to the First
Law of Marketing, as it reflects a dominant view of that which constitutes
effective marketing.
APPLICATION AREAS AND FURTHER READINGS
Marketing Management
Little, John D. C. (1979). ‘Decision Support Systems for Marketing Managers,’ Journal
of Marketing, 43(3), 9–26.
Harris, Phil, Lock, Andrew, and Rees, Patricia (2000). Machiavelli, Marketing, and
Management. London: Routledge.
Teare, R. E. (1998). ‘Interpreting and Responding to Customer Needs,’ Journal of
Workplace Learning, 10(2), 76–94.
Marketing Strategy
Bell, Gordon H. (2001). ‘Physics and the Laws of Marketing,’ Direct Marketing, 64(1),
46–47.
321 marketing, principles of
Marketing Theory
Rossiter J. R. (2001). ‘What is Marketing Knowledge,’ Marketing Theory, 1, 9–26.
Wierenga, B. (2002). ‘On Academic Marketing Knowledge and Marketing Know-
ledge that Managers Use for Decision-Making,’ Marketing Theory, 2(4), 355–
362.
Ehrenberg, A. S. C. (1966). ‘Laws in Marketing: A Tail-Piece,’ Applied Statistics, 15(3),
257–267.
Ehrenberg, A. S. C. (1969). ‘The Discovery and Use of Laws of Marketing,’ Journal of
Advertising Research,9.
Skipper, R. B., and Hyman, M. R. (1995). ‘On Foundations Research in the Social
Sciences,’ International Journal of Applied Philosophy, 10, Summer/Fall, 23–38.
BIBLIOGRAPHY
Dysart, Joe (2003). ‘A Primer for Website Design,’ www.nature.com/bioent
/building/pr/042003/box/bioent728_BX1.html Accessed: 8 October 2007.
Cahill D. J. (1996). Internal Marketing: Your Companys’s Next Stage of Growth.The
Haworth Press: New York.
Michael, Steve O. (1997). ‘Distance Education in the New Russia: The Relevance
of Strategic Marketing Planning,’ Educational Technology Research and Development,
45(4), 106–117.
Twedt, Dik Warren (1966). ‘Is an “Audit Bureau of Interviews” Needed Now?’ Journal
of Marketing, 30(2), April, 59–60.
Twedt, Dik Warren (1965). ‘Consumer Psychology,’ Annual Review of Psychology, 16,
January, 265–294.
Gilligan, Colin, and Wilson, Richard M. S. (2003). Strategic Marketing Planning.
Oxford: Butterworth Heinemann.
Ries, A., and Trout, J. (1993). The 22 Immutable Laws of Marketing: Violate Them at your
Own Risk. New York: HarperCollins Publishers.
marketing, principles of
DESCRIPTION
Basicmarketinggeneralizations that are frequently accepted astrueand which
can be used as a basis for reasoning and/or marketing conduct.
KEY INSIGHTS
A more-specific view on the definition and scope of ‘principles of market-
ing’ is that given by Armstrong and Schultz (1993), namely, ‘principles
of marketing are normative statements about marketing that specify a
condition followed by a suggested action.’ However, there are a great
many academic and practitioner-generated texts, journal articles, and
written works that espouse principles of marketing in the sense that
they each provide bases for marketing reasoning and action. What varies
within each, however, are indications of the extent that such principles
generalize across different areas of marketing. Clearly, it would be a
challenge for any single written work to present, address, evaluate, and
critique the many principles of marketing as developed and advocated by
multiple authors. As such, those interested in understanding the differ-
ent principles of marketing will find benefit in reading influential and
popular texts and articles concerning marketing, either generally, or any
of marketing’s topical areas (e.g. services marketing, social marketing).
marketing, principles of 322
Examples of principles of marketing put forth in the academic
marketing-related literature include:
‘ . . . a basic principle of marketing [is] that business performance is enhanced by
satisfying customers.’ (Yeung and Ennew 2001)
‘ . . . the underpinning principle of marketing is that the buyers . . . know what is
best for themselves.’ (Nims 1999)
‘ . . . the guiding principle of marketing practice is “market segmentation.”’
(Nagle 1984)
‘A centrally important principle of marketing is that all marketing activities
should be geared towards what the customers want.’ (Binsardi and Ekwulugo
2003)
‘ . . . the fundamental principle of marketing—namely orientation towards the
customer in particular and society in general— . . . ’ (Bauer, Huber, and Herrmann
1996)
‘The first principle of marketing, and the foundation and basis for all success in
marketing, is concentration or focus.’ (Keegan 1984)
KEY WORDS Basic marketing generalizations, effective marketing
IMPLICATIONS
Principles of marketing, as advocated by academicians and practitioners
alike, provide individuals serious about the study of marketing with ‘food
for thought’ about the nature and practice of marketing. Developing a
greater understanding of the many principles of marketing may ulti-
mately assist marketers with the identification, evaluation, selection, and
implementation of effective marketing practice.
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
Henry, Aasael (1993). Marketing Principles & Strategy, 2nd edn. Orlando, Fla.: The
Dryden Press.
Online Marketing
Hughes, T. J. (2002). ‘Marketing Principles in the Application of E-commerce,’
Qualitative Market Research, 5(4), 252–260.
Services Marketing
Palmer, A., and Cole, C. (1995). Services Marketing: Principles and Practices. Englewood
Cliffs, NJ: Prentice-Hall.
Marketing Research
Armstrong, J. Scott, and Schultz, Randall L. (1993). ‘Principles Involving Marketing
Policies: An Empirical Assessment,’ Marketing Letters, 4, July, 253–65.
Social Marketing
Donovan, R., and Henley, N. (2003). Social Marketing: Principles and Practice.
Melbourne: IP Communications.
BIBLIOGRAPHY
Bartels, Robert (1944). ‘Marketing Principles,’ Journal of Marketing, 9 (October), 151–
157.
Kotler, Philip, and Armstrong, Gary (2006). Principles of Marketing, 11th edn. Upper
Saddle River, NJ: Pearson Education, Inc.
323 marketing, rules of
Keegan, Warren J. (1984). ‘International Competition: The Japanese Challenge,’
Journal of International Business Studies, 3, Winter, 188–193.
Bauer, H. H., Huber, F., and Herrman A. (1996). ‘Political Marketing: An
Information-Economic Analysis,’ European Journal of Marketing, 30(10/11), 159–172.
Binsardi, A., and Ekwulugo, F. (2003). ‘International Marketing of British Education:
Research on the Students’ Perceptions and the UK Market Penetration,’ Marketing
Intelligence and Planning, 21(5), 318–327.
Nagle, T. (1984). ‘Economic Foundations for Pricing,’ Journal of Business, 57(1),
January, s3–s26.
Yeung, M. C. H., and Ennew, C. T. (2001). ‘Measuring the Impact of Customer
Satisfaction on Profitability: A Sectoral Analysis,’ Journal of Targeting, Measurement
and Analysis for Marketing, 10(2), 106–116.
Nims, J. (1999). ‘Marketing Library Instruction Services: Changes and Trends,’
Reference Services Review, 27(3), 249–253.
marketing, rules of
DESCRIPTION
Authoritative statements concerning the conduct of effective marketing.
KEY INSIGHTS
While much academic and practitioner marketing research has focused
on the search for laws and principles of marketing, there are also advo-
cates of effective marketing practice who offer guidance in the form
of rules governing effective marketing practice. One example from the
business literature is:
‘ . . . the golden rule of marketing, i.e., that marketing activities should always
take place in the language of the customer.’ (Guillen 2002)
Examples of rules of marketing put forth in the broader academic litera-
ture include:
‘The first rule of marketing is to understand the target audience.’ (Brown, Long,
Gould, Weitz, and Milliken 2000)
‘A general rule of marketing, borne out by years of practical experience and
research, is that if you want to sell more of something, target the people (or
type of people) who are already buying it.’ (Buford 2000)
Beyond references to rules of marketing in academic journals, there are
also a number of rules of marketing that are presented in books on
marketing topics. Examples include:
‘What’s the first rule of marketing? Understand your market. The second rule?
Understand your consumer.’ (Barletta 2003).
and a book on the practice of marketing by Lewis Kornfeld of Radio
Shack, where he provides 129 rules of marketing including:
‘The First Rule of Marketing: Without a product, you don’t have a business; the
formula is 0 × 1 = 0’ (Kornfeld 1992)
Finally, beyond rules ‘of’ marketing, there are also a number of rules ‘for’
marketing, in that they are viewed as facilitating effective marketing and
marketing, rules of 324
are linked with the success of the organization. Notable examples of such
rules include:
The Ten Foot Rule—a rule of customer service strongly advocated by Wal-Mart
founder Sam Walton, which stated that, whenever an associate is within ten
feet of a customer, the associate should look the customer in the eye, greet the
customer, and ask if they can help the customer. Today, Wal-Mart considers the
Ten Foot Rule to be one of its ‘secrets’ to customer service.
The Sundown Rule—a rule supporting an organizational culture promoting a
respect for other’s time, a sense of urgency, and a desire to exceed customer
expectations, also advocated by Wal-Mart founder Sam Walton, which states that
the organization should try to answer requests (from, quite simply, anyone) by
the close of business on the day which they are received.
KEY WORDS Authoritative marketing statements, effective marketing
IMPLICATIONS
The experiences and views of other marketers provide yet another means
for marketers to obtain perspectives on effective marketing for further
reflection. While some espoused rules of marketing overlap to some
extent with ‘laws of marketing’ and ‘principles of marketing,’ and where
others are not as formal or rigorous, such statements can nevertheless
assist the marketer further by providing points of reference for marketers
engaged in processes of developing and evaluating marketing alternatives
for their potential effectiveness. Finally, while not a law, principle, or
rule, marketers may also want to take heed of what is referred to in the
marketing literature as both an ‘adage’ and ‘venerable phrase’: ‘Know thy
customer.’
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
Ryan, C. (2000). ‘How Disintermediation is Changing the Rules of Marketing, Sales
and Distribution,’ Interactive Marketing (London), 1(4), 368–374.
Newell, F. (1997). The New Rules of Marketing: How to Use One-to-One Relationship Market-
ing to be the Leader in your Industry. New York: McGraw-Hill.
Nunes, Paul, and Johnson, Brian (2004). Mass Affluence: Seven New Rules of Marketing to
Today’s Consumer. Cambridge, Mass.: Harvard Business School Press.
Kotler, P. (2004). Ten Deadly Marketing Sins: Signs and Solutions. Hoboken, NJ: John
Wiley & Sons.
BIBLIOGRAPHY
Buford, H. (2000). ‘Understanding Gay Consumers: What Matters is not Affluence
but Discretionary Income and Time,’ Gay and Lesbian Review, 7(2), Spring, 26–27.
Barletta, Martha (2003). Marketing to Women: How to Understand, Reach and Increase your
Share of the World’s Largest Market Segment. Chicago: Dearborn Trade Publishing.
Brown, B. A., Long, H. L., Gould, H., Weitz, T., and Milliken, N. (2000). ‘A Conceptual
Model for the Recruitment of Diverse Women into Research Studies,’ Journal of
Women’s Health and Gender-Based Medicine, 9(6), 625–632.
Guillén, M. F. (2002). ‘What is the Best Global Strategy for the Internet?’ Business
Horizons, May–June, 39–46.
Kornfeld, Lewis (1992). To Catch a Mouse, Make a Noise Like a Cheese. Denton, Tex.:
University of North Texas Press.
Wal-Mart (2007). ‘The Sundown Rule,’ www.walmartstores.com, following links to
People, The Wal-Mart Culture, Sundown Rule. Accessed: 7 March 2007.
325 marketing, theories of
Wal-Mart (2007). ‘The Ten Foot Rule,’ www.walmartstores.com, following links to
People, The Wal-Mart Culture, The Ten Foot Rule. Accessed: 7 March 2007.
marketing, theories of
DESCRIPTION
Theory or theories aimed at understanding, explaining, and/or predicting the
nature of marketing and/or its conduct.
KEY INSIGHTS
According to Hunt (1991), a theory is a ‘systematically related set of
statements, including some law-like generalizations, that is empirically
testable.’ Given that the scope of marketing is unquestionably broad, it
should come as no surprise that agreement upon a general theory of mar-
keting remains elusive. There are, however, theories of marketing that
have been suggested for areas within marketing, such as marketing ethics
(Hunt and Vitell 1986) and marketing control (Jaworski 1988). Marketing
theory therefore comprises a collection of theoretical perspectives, with
each varying in the extent that they fit the rigorous definition of theory
as given by Hunt (1991).
KEY WORDS Nature of marketing, marketing conduct, effective marketing
IMPLICATIONS
Marketers seeking a greater understanding of broad marketing theory
may benefit from a deeper understanding of the many issues associated
with its development as discussed and developed in marketing theory
research. In support of a better understanding of effective marketing
practice, marketers may also wish to obtain greater knowledge of par-
ticular theoretical perspectives in marketing, such as those focusing on
relationship marketing or internal marketing. While theories continue to
develop in many areas of marketing, recognizing that a major source of
inspiration of theory development is found in the practice of marketing
can assist the marketer in appreciating how the marketer’s own actions
ultimately contribute to marketing theory development and theoretical
knowledge dissemination.
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
Day, G. S., and Wensley, R. (1983). ‘Marketing Theory with a Strategic Orientation,’
Journal of Marketing, 47, 79–89.
Marketing Management
Jaworski, B. J. (1988). ‘Toward a Theory of Marketing Control: Environmental
Context, Control Types and Consequences,’ Journal of Marketing, 52, July, 23–39.
Hunt, S. D., and Vitell, S. (1986). ‘A General Theory of Marketing Ethics,’ Journal of
Macromarketing, 6(1), 5–16.
Buttle, Francis (1996). Relationship Marketing: Theory and Practice. London: Chapman.
Services Marketing
Murray, Keith B. (1991). ‘A Test of Services Marketing Theory: Consumer Informa-
tion Acquisition Activities,’ Journal of Marketing, 55, January, 10–25.
marketing approaches 326
Gronroos, C. (1985). ‘Internal Marketing—Theory and Practice,’ in T. Block, G.
Upah, and V. Zeithlman (eds.), Services Marketing in a Changing Environment.
Chicago: American Marketing Association, 41–47.
BIBLIOGRAPHY
Hunt, Shelby D. (1991). Modern Marketing Theory: Critical Issues in the Philosophy of
Marketing Science. Cincinnati: South-Western Publishing Co.
Cornelissen, J. (2002). ‘Academic and Practitioner Theories of Marketing,’ Marketing
Theory, 2(1), 133–143.
Hunt, Shelby D. (2002). Foundations of Marketing Theory: Toward a General Theory of
Marketing. Armonk, NY: M. E. Sharpe
Hunt, Shelby D. (2003). Controversy in Marketing Theory: For Reason, Realism, Truth, and
Objectivity. Armonk, NY: M. E. Sharpe.
Sheth, Jagdish N., Gardner, David M., and Garrett, Dennis E. (1988). Marketing
Theory: Evolution and Evaluation. New York: John Wiley & Sons.
Zaltman, Gerald, LeMasters, Karen, and Heffring, Michael (1982). Theory Construction
in Marketing: Some Thoughts on Thinking. New York: John Wiley & Sons.
Alderson, Wroe (1965). Dynamic Marketing Behavior, A Functionalist Theory of Marketing.
Homewood, Ill.: R. D. Irwin.
Hunt, S. D. (1993). ‘Objectivity in Marketing Theory and Research,’ Journal of Mar-
keting, 57, April, 76–91.
marketing approaches
DESCRIPTION
Marketing characterized by emphases on different purposes, method-
ologies, strategies, tactics, or techniques which may further involve an
emphasis on a particular type or form of offering characteristic, organi-
zational arrangement, information technology, communication approach,
communication technique, marketing channel, market emphasis, or market
relationship.
KEY INSIGHTS
The increasingly advanced nature of marketing has led to numerous,
specific characterizations of marketing. Each, in turn, has resulted in
research emphases and practical developments aimed at understanding
and explaining better their usefulness and scope for more effective and
efficient marketing management and strategy. The following alphabet-
ized list identifies the many different approaches, types, or forms of
marketing which are elaborated upon in this dictionary:
above-the-line marketing
affiliate marketing
affinity marketing
ambient marketing see
out-of-home marketing
ambush marketing
antimarketing
B2B marketing see
business-to-business
marketing
B2C marketing see consumer
marketing
below-the-line marketing
bespoke marketing
blog marketing
bottom-up marketing
brick(s)-and-click(s) marketing see
entry at online marketing
brick(s)-and-mortar marketing see
entry at online marketing
327 marketing approaches
business marketing see
business-to-business
marketing
business-to-business marketing
business-to-consumer
marketing see consumer
marketing
buzz marketing see
word-of-mouth marketing
by-the-book marketing see
traditional marketing
cause marketing see cause-related
marketing
cause-related marketing
celebrity marketing
cell phone marketing see mobile
marketing
click(s)-and-brick(s) marketing see
entry at online marketing
click(s)-and-mortar marketing
see entry at online
marketing
collaborative marketing
comarketing see cooperative
marketing
commercial marketing
comparative marketing
concentrated marketing see niche
marketing
concurrent marketing
confusion marketing
consumer marketing
contrarian marketing see
unconventional marketing
convergence marketing
cooperative marketing
copycat marketing see me-too
marketing
corporate marketing
counter-marketing
cross-cultural marketing
cross-marketing see cooperative
marketing
cultural marketing see
multicultural marketing
custom marketing see one-to-one
marketing
customer-centric marketing see
customer-oriented marketing
customer experience marketing
see experiential marketing
customer-oriented marketing
customer relationship marketing
see relationship marketing
customer value marketing see
value-based marketing
customized marketing see
one-to-one marketing
cybermarketing see online
marketing; Web marketing
cyberspace marketing see online
marketing; Web marketing
database marketing
defensive marketing
demarketing
destination marketing see place
marketing
differentiated marketing
digital marketing see e-marketing
direct mail marketing see direct
marketing
direct marketing
direct response marketing see
direct marketing
direct-to-consumer marketing
diversity marketing see
multicultural marketing
door-to-door marketing see direct
marketing
eco-centric marketing see green
marketing
eco-marketing see green
marketing
electronic marketing see
e-marketing
electronic word-of-mouth
marketing see viral marketing
e-mail marketing see e-marketing;
direct marketing
e-marketing
enlightened marketing
entrepreneurial marketing
environmental marketing see
green marketing
marketing approaches 328
environmentally responsible
marketing see green marketing
ethical marketing
ethnic marketing see
multicultural marketing
ethnomarketing see multicultural
marketing
evangelism marketing see
word-of-mouth marketing
event marketing
experience marketing see
experiential marketing
experiential marketing
fax marketing see e-marketing
field marketing
for-profit marketing see
commercial marketing
frequency marketing
fusion marketing
generational marketing
global marketing
glocal marketing
government marketing
governmental marketing see
government marketing
grassroots marketing see
word-of-mouth marketing
green marketing
guerrilla marketing
hybrid marketing
idea marketing see social
marketing
inbound marketing
in-cultural marketing see
multicultural marketing
indirect marketing
individual marketing see
one-to-one marketing
industrial marketing see
business-to-business
marketing
innovative marketing see
enlightened marketing
institutional marketing
in-store marketing see retail
marketing
integrated direct marketing see
direct marketing
integrated marketing see
concurrent marketing
interactive marketing see
e-marketing; online
marketing; Web marketing
internal marketing
international marketing
internet marketing see online
marketing; Web marketing
internet-centric marketing see
online marketing; Web
marketing
intrusive marketing
joint marketing see cooperative
marketing
junk e-mail marketing see mass
marketing; viral marketing
lateral marketing
lean-over marketing
see stealth
marketing
lifestyle marketing
local marketing
location marketing see place
marketing
loyalty marketing
macromarketing
mail marketing see direct
marketing
many-to-many marketing see
affiliate marketing
markets-of-one marketing see
one-to-one marketing
mass marketing
mass media marketing see mass
marketing
matrix marketing see network
marketing
megamarketing
me-too marketing
micromarketing
minority marketing see
multicultural marketing
mission-based marketing see
non-profit marketing
329 marketing approaches
m-marketing see mobile
marketing
mobile marketing
mobile phone marketing see
mobile marketing
multicultural marketing
multi-level marketing see network
marketing
multimarketing see hybrid
marketing
network marketing
new economy marketing see
online marketing; Web
marketing
niche marketing
non-profit marketing
non-profit sector marketing see
non-profit marketing
not-for-profit marketing see
non-profit marketing
offensive marketing
offline marketing see entry at
online marketing
one-to-many marketing see
traditional marketing
one-to-one marketing
online marketing
on-the-edge marketing see
unconventional marketing
OOH marketing see out-of-home
marketing
opt-in marketing see permission
marketing
opt-out marketing see permission
marketing
organizational marketing see
business-to-business
marketing
out-of-home marketing
outbound marketing
outdoor marketing see
out-of-home marketing
parity marketing see me-too
marketing
partner marketing see affiliate
marketing
partnership marketing see
cooperative marketing
pay-for-performance marketing see
affiliate marketing
pay-per-click marketing see
affiliate marketing
peer-to-peer marketing see
word-of-mouth marketing
performance-based marketing see
affiliate marketing
permission marketing
person marketing see celebrity
marketing
personal marketing see one-to-one
marketing
personalized marketing see
one-to-one marketing
person-to-person marketing see
word-of-mouth marketing
place-based marketing see
out-of-home marketing
place marketing
point-of-purchase marketing
point-of-sale marketing
postal marketing see direct
marketing
precision marketing
private sector marketing see
commercial marketing
product marketing
public sector marketing see
government marketing
pull marketing
push marketing
radical marketing see
unconventional marketing
reciprocal marketing see
cooperative marketing
referral marketing see affiliate
marketing; word-of-mouth
marketing
relationship marketing
remarketing
responsible marketing see ethical
marketing; social marketing;
green marketing