Traditional marketing
(also called by-the-book marketing or one-to-many marketing)
(also called by-the-book marketing or one-to-many marketing)
DESCRIPTION
The use of marketing approaches that rely on conventional wisdom and where such practices have typically proven to be sufficiently effective in the past.
The use of marketing approaches that rely on conventional wisdom and where such practices have typically proven to be sufficiently effective in the past.
KEY INSIGHTS
Such a marketing approach, which may include the use of traditional mass promotion (a one-to-many marketing approach), may be adopted by organizations that are interested in relying on traditional practices for their marketing but they may miss out on opportunities in pioneering new approaches and can be vulnerable to competitors who do so.
Such a marketing approach, which may include the use of traditional mass promotion (a one-to-many marketing approach), may be adopted by organizations that are interested in relying on traditional practices for their marketing but they may miss out on opportunities in pioneering new approaches and can be vulnerable to competitors who do so.
KEYWORDS Conventional wisdom, tradition
IMPLICATIONS
While an organization may embrace tradition in selecting its marketing approaches, the current rate of change in marketing practice suggests that marketers should not discount adopting pioneering new approaches—even when pursuing the firm’s traditional strategic marketing objectives. In particular, marketers should continually seek to identify and understand new approaches to marketing in order to be able to evaluate their costs and benefits relative to approaches traditionally adopted and pursued by the organization.
While an organization may embrace tradition in selecting its marketing approaches, the current rate of change in marketing practice suggests that marketers should not discount adopting pioneering new approaches—even when pursuing the firm’s traditional strategic marketing objectives. In particular, marketers should continually seek to identify and understand new approaches to marketing in order to be able to evaluate their costs and benefits relative to approaches traditionally adopted and pursued by the organization.
APPLICATION AREAS AND FURTHER READINGS
Online Marketing
Scullin, S. S., Fjermestad, J., Jr, and Romano, N. C. (2004). ‘E-relationship Marketing: Changes in Traditional Marketing as an Outcome of Electronic Customer Relationship Management,’ Journal of Enterprise Information Management, 17(6), 410–415.
Scullin, S. S., Fjermestad, J., Jr, and Romano, N. C. (2004). ‘E-relationship Marketing: Changes in Traditional Marketing as an Outcome of Electronic Customer Relationship Management,’ Journal of Enterprise Information Management, 17(6), 410–415.
Social Marketing
Shrum, L. J., Lowrey, Tina M., and McCarty, John A. (1995). ‘Applying Social and Traditional Marketing Principles to the Reduction of HouseholdWaste,’ American Behavioral Scientist, 38(4), 646 657.
Sleich, K. (1986). ‘Traditional Marketing of Livestock and Meat in West Africa: Experiences from the Ivory Coast,’ Quarterly Journal of International Agriculture, 25, 6–21.
BIBLIOGRAPHY
Rowsom, M. (1998). ‘Bridging the Gap from Traditional Marketing to Electronic Commerce,’ Direct Marketing, 60(9), 23–25.
Rowsom, M. (1998). ‘Bridging the Gap from Traditional Marketing to Electronic Commerce,’ Direct Marketing, 60(9), 23–25.
trait centrality see warm/cold effect
trait validity see validity
transaction cost see cost
trait validity see validity
transaction cost see cost