• Aligning the sustainable supply chain to green marketing needs: a case study

      Brindley, Clare; Oxborrow, Lynn; Nottingham Trent University (Elsevier, 2013-09-11)
      The research explores the challenges facing organisations in aligning sustainable procurement requirements and marketing needs and the attendant shifts in supply chain management practices. Whilst external influences are readily understood (e.g. regulation and customer demand), less is understood about the implications for suppliers trying to meet sustainable procurement requirements and the organisational challenges of aligning marketing with sustainable supply chain management. An exploratory case study of a UK University catering department has been undertaken, to explore the strategies, processes and relationships associated with synthesising sustainable supply chain and green marketing needs. The empirical findings illustrate the divergence between organisational perspectives on sustainability and procuring sustainable products with marketing demands. Thus, the findings extend the theoretical discussion on sustainable supply chains by providing empirical data based on real-life implementation and from this an emergent aligned supply chain model is proposed, which confirms two drivers for alignment, lean and resource efficient and local and seasonal contingent on market demand. The findings emphasise the benefits of a reverse information flow, the importance of intermediaries, and relationships in its fulfilment, while indicating the resurgence of a supply push of sustainable products into core markets. Future research directions are also posited.
    • Gambling over the Internet

      Brindley, Clare; Nottingham Trent University (IGI Global, 2006)
      Gambling providers have begun to exploit the Internet as a vehicle for marketing their products and services. This article discusses the increase in Internet gambling and how the gambling industry has exploited technology to make market gains. Gambling on the Internet is a billion-dollar industry, with online lotteries and pools generating more than half of the total market value (i.e., $1.66 billion). There is a plethora of gambling opportunities, such as casino games and online games, and horse and event betting, although inevitably some of the rules of the games have had to be adapted to operate via the new medium. The home-based nature of interactive gambling means that consumers are no longer restricted by opening hours, social status, or membership requirements, and are able to choose from a wide selection of gambling sites. The nature of the response by gambling organizations to the changes in consumer behavior has depended on the willingness of providers to become online providers, domestic and/or international legislation, and of course Internet service provision, all of which will differ depending on the gambling products offered.
    • The marketing of gambling on the Internet

      Brindley, Clare; Nottingham Trent University (Emerald Group Publishing Limited, 1999)
      It is estimated that gambling on the Internet will be worth as much as $3bn by 2001. Gambling via interactive technology is already underpinned by two recent changes in consumer behaviour. First, increasing familiarisation with interactive technology and second, by changes in the way the gambling market operates. These already changing behaviour patterns, signal the success drivers on which gambling on the internet can build. The implications of this new leisure consumption pattern are discussed and the paper concludes that the synergy between marketing gambling and technology will transform the production and consumption of gambling.
    • Personalized relationship e-marketing and the small and medium sized enterprise

      Brindley, Clare; Nottingham Trent University (IGI Global, 2006)
      Many small businesses are beginning to adopt at least tactical solutions to enhance relationships between themselves and their customers. This chapter focuses on a UK-based marketing communications company which has developed an innovative personalized relationship e-marketing tool, utilizing mobile technology aimed at the SME sector. Current marketing practices, such as database marketing and CRM systems, are discussed in terms of SME adoption and whether the tool, Sign-Up.to is an effective replacement for established CRM systems. The authors conclude that while the case study company has developed a tool that will aid SMEs with their relationship marketing, the philosophy of relationship marketing must already be imbedded within the SME. The authors' intention is to illustrate how technology can be implemented in the SME sector and to explore how technology and marketing can help each other.
    • A retailer's perspective of customer loyalty

      Keegan, J.; Brindley, Clare; Nottingham Trent University (Academy of Marketing, 2011)