This research addresses three questions: (1) Why are some organizations more market-oriented than others? (2) What effect does a market orientation have on employees and business performance? (3) D...

Market orientation: Antecedents and consequences

The literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept. The authors synthesize extant knowledge on the subject and pro...

Market orientation: The construct, research propositions, and managerial implications.

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

Development as Freedom

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.

Trust: The Social Virtues and the Creation of Prosperity

This article presents a normative set of recommendations for elevating the practice of marketing ethics. The approach is grounded in seven essential perspectives involving multiple aspirational dim...

/pdf/normative-perspectives-for-ethical-and-socially-responsible-cq3avernyb.pdf

Normative Perspectives for Ethical and Socially Responsible Marketing

This experimental study evaluated the influence of stated organizational concern for ethical conduct upon managerial behavior. Using an in-basket to house the manipulation, a sample of 113 MBA students with some managerial experience reacted to scenarios suggesting illegal conduct and others suggesting only unethical behavior. Stated organizational concern for ethical conduct was varied from none (control group) to several other situations which included a high treatment consisting of a Code of Ethics, an endorsement letter by the CEO and specific sanctions for managerial misconduct. Only in the case of suggested illegal behavior tempered by high organizational concern were managers influenced by organizational policy to modify the morality of their actions. However, the responses to the illegal scenarios were significantly “more ethical” than the reactions given to the unethical (but not illegal) situations. The implications of these findings are then discussed.

The influence of stated organizational concern upon ethical decision making

Marketing educators generally assume in their teaching that there is little inconsistency between adherence to the marketing concept and the stakeholder concept. Some assume that the latter is a logical extension of the former but there has been no empirical analysis of this issue. In this paper, research based on the perceptions of Fortune 500 executives is presented which focuses on this issue. Of particular concern are their views concerning the future business environment, organizational conduct and expected performance in 1995. This data is used to empirically examine the inseparability of the marketing concept and stakeholder concept. In addition, the relationship of the competitive environment upon these philosophies as well as upon perceived organizational performance is empirically investigated and discussed.

The Evolving Marketing Concept, Competitive Intensity and Organizational Performance:

Purpose – The purpose of this paper is to provide an ethical foundation for relationship marketing using a virtue ethics approach.Design/methodology/approach – The approach is a conceptual one providing a background on relationship marketing from both American and European perspectives. Earlier studies published in EJM on relationship marketing are featured in a table.Findings – The proposed ethical relationship marketing approach has three stages (establishing, sustaining and reinforcing) that are paired with specific virtues (trust, commitment and diligence). These and other facilitating virtues are shown in a figure.Researchlimitations/implications – The model and its components have yet to be tested empirically. Some strategies for undertaking such research are discussed.Practical implications – Several European and American companies that currently practice ethical relationship marketing are discussed.Originality/value – Although relationship marketing has been studied for a number of years by many s...

/pdf/an-ethical-basis-for-relationship-marketing-a-virtue-ethics-3thtybg4nm.pdf

An ethical basis for relationship marketing: a virtue ethics perspective

1. Analyzing Marketing Ethics. 2. Ethical Reasoning and Marketing Decisions. 3. Ethics in Marketing Research. 4. Product Management Ethics. 5. Ethical Issues in Distribution, Retailing and Pricing. 6. Ethical Concerns in Advertising. 7. Personal Selling Ethics. 8. International Marketing Ethics. 9. The Ethics of Social, Professional, and Political Marketing. 10. Implementing and Auditing Marketing Ethics.

Gene R. Laczniak

Papers

Normative Perspectives for Ethical and Socially Responsible Marketing

The influence of stated organizational concern upon ethical decision making

The Evolving Marketing Concept, Competitive Intensity and Organizational Performance:

An ethical basis for relationship marketing: a virtue ethics perspective

Ethical Marketing Decisions: The Higher Road