http://mediamatica.pbworks.com/f/challenges+opportunities+social+media.pdf

Users of the world, unite! The challenges and opportunities of Social Media

Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output The dominant logic focused on tangible resources, embedded value, and transactions Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relationships The authors believe that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision rather than goods is fundamental to economic exchange The authors explore this evolving logic and the corresponding shift in perspective for marketing scholars, marketing practitioners, and marketing educators

/pdf/evolving-to-a-new-dominant-logic-for-marketing-bnlxqi06a2.pdf

Evolving to a New Dominant Logic for Marketing

https://link.springer.com/content/pdf/10.2307%2F3343168.pdf

Development as Freedom

Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments

MKT 6009 Marketing Internship (0 semester credit hours) Student gains experience and improves skills through appropriate developmental work assignments in a real business environment. Student must identify and submit specific business learning objectives at the beginning of the semester. The student must demonstrate exposure to the managerial perspective via involvement or observation. At semester end, student prepares an oral or poster presentation, or a written paper reflecting on the work experience. Student performance is evaluated by the work supervisor. Pass/Fail only. Prerequisites: (MAS 6102 or MBA major) and department consent required. (0-0) S MKT 6244 Digital Marketing Strategy (2 semester credit hours) Executive Education Course. The course explores three distinct areas within marketing and sales namely, digital marketing, traditional sales prospecting, and executive sales organization and strategy. The continuing convergence of the digital marketing and sales funnels has created a strategic continuum from digital lead generation to digital sales. The course identifies the current composition of this digital continuum while providing opportunities to evaluate sales and marketing digital strategies. Prerequisites: MKT 6301 and instructor consent required. (2-0) Y MKT 6301 (SYSM 6318) Marketing Management (3 semester credit hours) Overview of marketing management methods, principles and concepts including product, pricing, promotion and distribution decisions as well as segmentation, targeting and positioning. (3-0) S MKT 6309 Marketing Data Analysis and Research (3 semester credit hours) Methods employed in market research and data analysis to understand consumer behavior, customer journeys, and markets so as to enable better decision-making. Topics include understanding different sources of data, survey design, experiments, and sampling plans. The course will cover the techniques used for market sizing estimation and forecasting. In addition, the course will cover the foundational concepts and techniques used in data visualization and \"story-telling\" for clients and management. Corequisites: MKT 6301 and OPRE 6301. (3-0) Y MKT 6310 Consumer Behavior (3 semester credit hours) An exposition of the theoretical perspectives of consumer behavior along with practical marketing implication. Study of psychological, sociological and behavioral findings and frameworks with reference to consumer decision-making. Topics will include the consumer decision-making model, individual determinants of consumer behavior and environmental influences on consumer behavior and their impact on marketing. Prerequisite: MKT 6301. (3-0) Y MKT 6321 Interactive and Digital Marketing (3 semester credit hours) Introduction to the theory and practice of interactive and digital marketing. Topics covered include: online-market research, consumer behavior, conversion metrics, and segmentation considerations; ecommerce, search and display advertising, audiences, search engine marketing, email, mobile, video, social networks, and the Internet of Things. (3-0) T MKT 6322 Internet Business Models (3 semester credit hours) Topics to be covered are: consumer behavior on the Internet, advertising on the Internet, competitive strategies, market research using the Internet, brand management, managing distribution and supply chains, pricing strategies, electronic payment systems, and developing virtual organizations. Further, students learn auction theory, web content design, and clickstream analysis. Prerequisite: MKT 6301. (3-0) Y MKT 6323 Database Marketing (3 semester credit hours) Techniques to analyze, interpret, and utilize marketing databases of customers to identify a firm's best customers, understanding their needs, and targeting communications and promotions to retain such customers. Topics

Marketing for management.

Consumers who once might have voiced their dissatisfaction with a firm to a few friends and acquaintances are now constructing Web sites to tell the world about their dissatisfaction. Protest-framing theory reveals the interlocking rhetorical tactics (injustice, identity, and agency framing) consumers use to mobilize mass audiences against a firm, contributing important insights to our understanding of negative word of mouth. Moreover, an analysis of protest sites reveals that consumers “frame” their corporate betrayal to the public to demonstrate their power to influence others and gain revenge. As a result, a community of discontent may arise in which both individual and social identities appear to be constructed and affirmed.

Complaining to the Masses: The Role of Protest Framing in Customer-Created Complaint Web Sites

Executive Summary As companies race to introduce technology that enables customers to get service on their own, managers often find that implementing and managing effective self-service technologies (SSTs) is more difficult than it looks. In this article, we present findings from qualitative interviews and survey research investigating SSTs from the customer's point of view. This research identifies factors that impact customer satisfaction and dissatisfaction with SSTs. It also explores the issue of customer adoption of SSTs and highlights factors that are necessary for a customer to try an SST for the first time. Based on this research and our work with companies, we present important lessons to guide managers in developing successful SSTs.

Amy L. Ostrom

Papers

Complaining to the Masses: The Role of Protest Framing in Customer-Created Complaint Web Sites

Implementing successful self-service technologies

Distinguishing Service Quality and Customer Satisfaction: The Voice of the Consumer

Gender differences in the impact of core and relational aspects of services on the evaluation of service encounters

The Calculus of Service Quality and Customer Satisfaction: Theoretical and Empirical Differentiation and Integration: Volume 3