CHAPTER 4

REVIEW OF LITERATURE
 REVIEW OF LITERATURE
ON MARKETING MANAGEMENT SYSTEM

The Literature on Marketing Management Concepts: A Review (2015)

The research study focuses on examining numerous marketing management ideas, with a
focus on company branding in particular. The authors point out that there hasn't been much
academic study done on corporate branding, which is a relatively new idea in the world of
marketing. Nevertheless, despite the fact that this idea is new, many authors have argued that
managers and chief executives should consider the organization's brand when making
decisions because of the potential competitive advantage this might bring.

Experience from IEEE Transactions on Power Systems in the design and

implementation of PJM market systems (2003)
This research study examines the operation, system design, and deployment of the PJM
(Pennsylvania, New Jersey, and Maryland) market. The two primary market sectors that are
the focus of the essay are the day-ahead and real-time energy markets. In order to ensure its
competitiveness and robustness, the voluntary least-cost security restricted unit commitment
and dispatch mechanism is utilised in the day-ahead market. Participants in this market have
the opportunity to bind day-ahead prices for energy and transportation costs.

A services marketing management model: integrating internal and external marketing

functions" by Patriya Tansuhaj, Donna Randall, and Jim McCullough (1988)
In the context of services marketing, the study investigates the connection between internal
and external marketing. The study acknowledges that staff play a critical role in luring,
cultivating, and preserving client relationships in the service sector.The idea of internal
marketing, which includes initiatives for employee recruitment, training, incentive,
communication, and retention, is the subject of the essay. Internal marketing initiatives seek
to match staff attitudes and actions with the company's marketing goals. According to the
writers, successful external marketing campaigns depend on successful internal marketing.

Build an Intelligent Online Marketing System source from IEEE Internet Computing
(2019)

The research study focused on developing an intelligent online marketing system architecture
to enhance online marketing efforts. The paper begins by acknowledging the significant
growth of Internet users and the effectiveness of online marketing in reaching new customers.
It highlights the challenges faced in converting customers through online marketing.

The researchers then present an architectural design for an intelligent marketing system that
has been put into production. This system comprises various core functionalities, including
tracking, metrics, attribution, bidding, and keyword generation. The abstract emphasizes the
interactions between these components.

Challenges and Opportunities in the Market System and Public Policy Regarding
Restrictions on Sustainable Energy Consumption by Eric J. Arnould and Melea Press
(2009)

This study intends to investigate the barriers that prevent consumers from engaging in
sustainable energy consumption, which is described as a consumption behaviour intended to
lessen the moral risks connected to excessive fossil fuel use. Four major barriers to
sustainable energy use are identified by the authors, who concentrate on marketing policy and
consumer research issues within the market system: rules and regulations, product
accessibility and availability, pricing, and customer understanding. Due to major changes in
the overall context of energy use, the study acknowledges the significance of resolving these
limits.

Bar-code technology for inventory and marketing management systems: A model for its
development and implementation by Vassiliki Manthou (2001)

This study investigates the possible advantages and difficulties of using barcodes to support
whole supply chains. Higher quality standards, improved customer service, better inventory
accuracy, faster buyer or seller communication, cost savings in inventory and marketing and
increased industrial efficiency are some of the goals. In addition to proposing a methodology
for the creation and application of such a system the study provides a conceptual framework.
For incorporating a bar code system into inventory and marketing processes. The integration
of bar code system in inventory marketing management for a corporate is examined along
with any potential issues, benefits and solutions.
Implementing and evaluating silver screener: A marketing management support system
for movie exhibitors by Jehoshua Eliashberg, Sanjeev Swami, Charles B Weinberg,
Berend Wierenga (2001)

This investigation focuses on pathe theatres in the Netherlands and how they choose which
films to keep playing or replace each Monday morning. The goal is to choose replacement
movies from the slate that is on offer at that moment. A mathematical programming technique
called silver screener was used to help pathe administrators make these selections. The silver
screener models performance was compared to that of two comparable multi screen theatres
without any decision aids or technique for estimating attendance was created using historical
information, managerial expertise, and theatre specific variables. Even though a properly
controlled experiment could not be done, the theatre that followed the silver screener advice
made more money than the other two theatres.

Management Science and Marketing Management by A. Charnes, W. W. Cooper (1985)

The abstract emphasises how management science and marketing research have produced
new approaches and theoretical frameworks. It highlights the value of data development as
well as the naming and structure of new concerns. The abstract also discusses the activities'
future directions, comparing them to competing strategies and evaluating their present
success and promise for the future.

Marketing: Management Technology or Social Process? By Daniel J. Sweeney (1972)

Is there an identity problem in marketing? The author investigates the effects of divergent
points of view on marketing research, education, and the essential matter of marketing's
social responsibility. If marketing is to develop to its full intellectual maturity, it is claimed
that marketing researchers and practitioners must undergo a significant reorientation.

The Marketing Budgeting Process: Marketing Management Implications by Nigel F.

Piercy (1987)

The majority of analyses of marketing and advertising budgeting focus on methods that range
from simplistic "rules of thumb" to sophisticated models from management science. The
author contends that by concentrating on the marketing budgeting process, more
understanding can be gained. The article's processual variables offer a framework for
managing marketing budgeting that is far more insightful than the straightforward
recommendation of budgeting methods. This realisation results from the fact that these
procedural factors have their origin in the task context of marketing budgeting. A conceptual
framework for managing marketing budgeting that goes beyond technique and emphasises
process and structure is what is intended. This framework can be expanded to include a
marketing budgeting organisational model. The argument is supported by the results of a
study of U.K. manufacturing firms.

The powerful triangle of marketing data, managerial judgment, and marketing

management support systems by Gerrit H. van Bruggen, Ale Smidts, Berend Wierenga
(2001)

Conceptualises how information technology affects marketing choices. argues that various
information technology improvements have distinct effects on how marketing decision-
makers operate. Information technology advancements increase the possibilities for data
collection and information generation to help marketing decision-making. This could have a
beneficial effect on how well decisions are made. The ability to manage people favours the
conversion of data into market insights. Increasing the amount of data may complicate the
decision-making context, yet marketing managers' cognitive powers are constrained. In turn,
increased complexity enhances the probability of biased decision processes, thereby
negatively affecting decision‐making performance. Marketing management support systems,
also being the result of advances in information technology, are tools that can help marketers
to benefit from the data explosion. The analysis leads to the expectation that the combination
of marketing data, managerial judgment, and marketing management support systems will be
a powerful factor for improving marketing management.

Marketing Management in the Sphere of Hotel and Tourist Services by Natalia Ye.
Goryushkina, Dmitry V. Shkurkin, Antonina S. Petrenko, Sergey Y. DEMİN, Natalia S.
YAROVAYA (2016)
Due to the rising competition for clients among the organisations in the industry and the
tourism sector in general, marketing activity management research is urgently relevant to the
hotel and tourism company organisations. The hotel sector is increasingly competitive, which
means that the focus of the competition is no longer just on accommodation rates but also on
new types of offers to entice and motivate consumers, quality, variety of programmes to
encourage discounts for returning customers, bonuses, etc. The steps that follow from this
one significantly boost the value of marketing research in the hotel sector by allowing for the
identification of trends and potential growth areas, management strategy, and key
performance indicator implementation for the entire complex. Therefore, there is a problem
with search marketing management approaches that would strengthen over time and maintain
its own stable place in the competition for customers before each domestic hotel and a global
hotel business. The application of marketing concepts is suggested in the policy management
marketing business hotel and tourist business of the nation, the world's states and territories,
and the resort specialisation in their methodology defines essential for efficient operation of a
hotel-tourist complex full satisfaction of the needs of consumers of travel services.

Towards a typology of transparency for marketing management research by Jens

Hultman, Björn Axelsson (2007)

Due to the restricted typological evolution of transparency-related vocabulary in marketing

management research, this paper investigates and expands the idea of transparency. It
expands on earlier studies by outlining four different forms of transparency and giving them
three more related characteristics. Cost transparency, supply transparency, organisational
transparency, and technical transparency are the four categories. Four examples based on case
studies completed at two focal enterprises in the Swedish manufacturing sector are used to
explore and analyse the extended idea of transparency. By demonstrating how information
technology exploitation, trust, and transparency are interconnected, the study contributes to
the field of marketing management research. The study also emphasises how the transparency
idea is dynamic. The current findings suggest that enhanced transparency in buyer-supplier
relationships has both good and negative consequences, in contrast to the findings of other
studies.
Financial Dimensions of Marketing Management by V.H. Kirpalani and Stanley S.
Shapiro (1973)

A renewed interest has recently been demonstrated in the potential contribution of tools
established in the functional areas of accounting and finance, even though numerous different
types of procedures can help with the more efficient allocation of marketing effort. This
article discusses several of these profit-driven aids to decision-making and control, including
their nature, areas of application, and limitations.

A Stakeholder Approach to Marketing Management Using the Value Exchange Models

by Miller, Richard Lee; Lewis, William F. (1991)

Two value exchange models and the stakeholder approach are provided as tools to aid market
managers in strategically managing the marketing function. The stakeholder idea is presented
to help identify all of the internal and external constituents and other stakeholders of
marketing and to more fully comprehend the numerous stakes involved. The Individual Value
Exchange Model is recommended for use in analysing interpersonal and other one-on-one
value exchange relationships, while the Corporate Value Exchange Model offers the means
for integrating and quantitatively measuring the most significant direct value exchange
relationships with the constituents and/or indirectly among them.