Marketing ethics: a comparison between services and other marketing professionals

Article Abstract:

A comparative study of the marketing ethics held by services marketers and their counterparts in other industries showed that while services marketers regard ethics and social responsibility high on their priorities for long-term survival, their everyday practice of their marketing skills leaves this priority behind and allow short-term priorities to override such high moral standards. This is explained by the tendency of the contact between marketer and customer to elicit situations which places the personal moral standards of the marketer in question.

Marketing, Ethical aspects

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Using norms to improve the interpretation of service quality measures

Article Abstract:

Service quality measures gain deeper significance when used in conjunction with an associated norm, which helps compare service with other similar service entities or compare the performance of the service over time. The use of norms places the service quality score in a certain context, a background by which performance is appraised as improving or declining. This system has deep managerial implications in that it helps formulate improvements in specific sectors of the service.

Methods, Employee performance appraisals, Performance appraisals

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A decision model for marketing research relationship choices

Article Abstract:

Forming collaborative relationships or partnerships can be an effective strategy for improving quality and reducing costs. Such arrangements often occur between service providers and client companies. However, a number of factors play crucial roles in determining the feasibility and sustainability of such relationships. A framework and decision model is proposed to help managers in deciding whether or not to enter into collaborative arrangements with research providers.

Decision-making, Models, Decision making, Partnership, Partnerships, Research and development partnership, Research and development partnerships

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