Lynne Eagle

The use of marketing communications by consumers as the basis of some form of social interaction is potentially exciting in that it suggests high levels of engagement with brands and brand messages. This chapter defines the concept of communication in a way that encompasses both process and outcome and considers its role within the context of marketing. Key communication models are identified, and their relevance to modern-day products and markets is discussed. The chapter examines the factors that either aid or inhibit the effectiveness of a piece of marketing communication and explores the reasons why this might be the case. A communication that is undifferentiated in both its message and medium of delivery is where each target consumer is subject to the same message and media combination; no modifications are made to take into account differences between target segments or, indeed, differences inside individual target groups.

Many conventional sales organizations are under intense pressure from escalating customer demands for superior value, accompanied by the emergence of new business models that replace some traditional sales functions and processes (e.g., Internet-based direct channels, Customer Relationship Management technology), and new organizational strategies to partner with major customers (e.g., key account management and global account management). The Prudential insurance business was long associated with direct selling of policies. In 1995, three-quarters of its business came through its 6000 door-to-door salespeople – the ‘man from the Pru’. It is impossible to conceive a world where the Internet ceased to be part of the business model. It is simply too powerful not to be. But we are still early enough in the real adoption of Web-based initiatives that predicting its full impact remains uncertain.

Purpose: The purpose of this paper is to focus on the implications of claimed detrimental impacts for the agricultural activity of the Great Barrier Reef (GBR) ecosystem health in Queensland, Australia. The authors discuss the complex interaction of factors that have contributed to the decline in reef ecosystems and the challenges presented by multiple industries operating within the GBR catchment area. The authors then discuss measures employed to address agricultural run-off, claimed to be a significant factor in declining reef water quality.Design/methodology/approach: Surveys of land managers were undertaken in partnership with two of the six natural resource management (NRM) organizations operating in areas adjacent to the GBR identified as having very high risk of natural and anthropogenic runoff. The sample population was obtained from a membership database within the two regions. Participants include land managers from the both regions who engaged in sugar cane production (Region 1 and Region 2, included in this paper) and cattle production (Region 2, to be reported later). Quantitative and qualitative data were analyzed including open-ended responses.Findings: A large-scale study of land managers reveals several reasons for the lack of success at reducing agricultural run-off. The authors discuss the rationale for a move to a theory-grounded social marketing approach to encouraging land manager behavior change, highlighting barriers, and potential enablers of sustained behavior change.Originality/value: This study is first of its kind that discusses the behavior of land managers in the GBR catchment area and highlights facilitators and impediments of land managers’ behavior change toward GBR protection actions.

Purpose: The purpose of this paper is to report student attitudes and beliefs towards climate change adaptation and sustainability-related behaviours.Design/methodology/approach: A paper-based questionnaire was completed by 247 first-year (students in their first semester of study) and third-year (students in their final semester of study) students in the same year (2012) of the study (Table I). A factor analysis shows that common themes previously identified failed to reflect the diverse range of influences on young people, including family, friends and news media.Findings: Contrary to the literature, few significant differences were found in sustainability-related behaviours between first- and third-semester students, with an increase in scepticism regarding the reality of climate change among the latter.Research limitations/implications: The study focused on Australian undergraduate university business students. As a single-institution case study, the results may not be generalised to all university students. As such the authors recommended that the study be completed in other universities from around the world. The study was undertaken over one year, but the participants may not have necessarily been the same students in third semester as they were in first semester. Therefore, it is recommended that the study be repeated in future years so that the same cohort can be measured over time, providing a more accurate account of the development of student knowledge and perceptions of sustainability during their time at university.Practical implications: Achieving significant long-term changes in behaviours will be a substantial challenge for tertiary curricula. The findings of this study can inform instructors in higher education of student attitudes towards sustainability and climate change adaption and in turn inform changes to tertiary curriculum in sustainability and climate change adaption.Originality/value: This paper reports on the second phase of a longitudinal research project examining the effects of an undergraduate business studies curriculum on student views of sustainability. The authors confirm that the research is original and that all of the data provided in the study are real and authentic. Neither the entire work nor any of its parts have been previously published.

Purpose The purpose of this study is to explore the concept of social acceptance and examine public opinions on climate change, renewable energy and fossil fuels in regional Australia. Understanding public opinion is critical given the need for governments to transition energy production away from fossil fuels and towards renewable energy in order to meet obligations under the 2015 UN Paris Agreement on Climate Change. Design/Methodology/Approach A survey was developed and respondents (n = 325) were recruited face-to-face in a regional city in Northern Australia. Data was then analysed using IBM SPSS 20 software. Frequency distributions, cross tabulations and non-parametric tests were performed. Findings Respondent-completed questionnaires reveal positive attitudes towards renewable energy. Overall, respondents agree that climate change is occurring and that society has a responsibility to act to minimise its effects. Surprisingly, consumers who support coal-fired power show strong support for renewable energy, despite being undecided on the climate change issue and not perceiving a connection between electricity usage in the home and climate change. Consumers who are opposed to coal-fired power show low support for all fossil fuels, despite the fact that they will continue to underpin the Australian energy system for some time to come. In addition, demographic variables, notably gender and education, along with political affiliation, are associated with varying levels of support for particular energy technologies. Limitations The findings are based on a convenience sample of mostly urban North Queensland residents, and hence are not fully representative of Queensland's population. The study is descriptive in nature and there is a need for explanatory research to validate key findings on demographics. Implications The research has several policy implications. The cost competitiveness of both solar and wind technology over coal-fired generation needs to be emphasised. Furthermore, altruistic appeals such as benefiting future generations may also be effective. Commercial marketing techniques may be useful in boosting support for emerging renewable energy resources, such as geo-thermal and fuel cell technology, particularly amongst females, since a survey reveals that females have less support than males for these energy resources. It is recommended that misconceptions about coal-fired power be addressed, for instance through community-based programmes, if Australia is to make a transition to a low-carbon electricity market. Contribution This article represents an attempt to examine the attitudes of regional Australians towards a wide range of energy resources, and to show, by drawing on the literature on social acceptance, the key factors that underpin support for renewable energy.