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When marketing misses a trick

When marketing misses a trick Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds his own impartial comments and places the articles in context. Findings – The piece discusses the gains derived from Lean Six Sigma projects at a UK food manufacturing site and identifies gaps in potential benefits, in particular how well any potential marketing messages were exploited by the organization. The findings critically evaluate the impact that marketing function involvement could have in helping to promote the wider productivity message and its contribution to the wider corporate social responsibility (CSR) strategy for the organisation. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategic Direction Emerald Publishing

When marketing misses a trick

Strategic Direction , Volume 30 (11): 3 – Oct 7, 2014

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References (1)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0258-0543
DOI
10.1108/SD-09-2014-0133
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds his own impartial comments and places the articles in context. Findings – The piece discusses the gains derived from Lean Six Sigma projects at a UK food manufacturing site and identifies gaps in potential benefits, in particular how well any potential marketing messages were exploited by the organization. The findings critically evaluate the impact that marketing function involvement could have in helping to promote the wider productivity message and its contribution to the wider corporate social responsibility (CSR) strategy for the organisation. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Journal

Strategic DirectionEmerald Publishing

Published: Oct 7, 2014

There are no references for this article.