Showing papers on "Marketing management published in 2010"

Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics

Abstract: This article examines how product and consumer characteristics moderate the influence of online consumer reviews on product sales using data from the video game industry. The findings indicate that online reviews are more influential for less popular games and games whose players have greater Internet experience. The article shows differential impact of consumer reviews across products in the same product category and suggests that firms' online marketing strategies should be contingent on product and consumer characteristics. The authors discuss the implications of these results in light of the increased share of niche products in recent years.

Marketing 3.0: From Products to Customers to the Human Spirit

Abstract: Understand the next level of marketingThe new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism.In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. - Explains the future of marketing, along with why most marketers are stuck in the past - Examines companies that are ahead of the curve, such as S. C. Johnson - Kotler is one of the most highly recognized marketing gurus, famous for his "4 P's of Marketing" In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.

Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues

Abstract: Mobile marketing, which involves two- ormulti-way communication and promotion of an offer between a firmand its customers using themobile, a term that refers to themobilemedium, device, channel, or technology, is growing in importance in the retailing environment. It has the potential to change the paradigm of retailing from one based on consumers entering the retailing environment to retailers entering the consumer's environment through anytime, anywhere mobile devices.Wepropose a conceptual framework that comprises three key entities: the consumer, the mobile, and the retailer. The framework addresses key related issues such as mobile consumer activities, mobile consumer segments, mobile adoption enablers and inhibitors, key mobile properties, key retailer mobile marketing activities and competition.We also address successful retailer mobile marketing strategies, identify the customer-related and organizational challenges on this topic, and outline future research scenarios and avenues related to these issues.

Toward a theory of brand co-creation with implications for brand governance

Abstract: In 2004, Prahalad and Ramaswamy analyzed co-creation as a relatively new and critical development within the field of innovation. They provided examples of four building blocks by which co-creation occurs: dialogue, access, transparency and risk. In this article, we relate these elements to the phenomenon of branding, extending the building block framework, using the marketing concepts of brand community and brand co-creation. We use data from a longitudinal case study of the LEGO Group and its brand community LUGNET to derive propositions from our marketing-based reframing of co-creation. Our findings suggest a simplified model based on the dimensions of company/stakeholder engagement and organizational self-disclosure, which we recommend as central concerns to the developing theory of brand co-creation. We conclude by presenting the implications that our work suggests for brand management and brand governance, including the possibility that brands may allow society to regain control over massive international corporations lost during the recent period of globalization.

Marketing Metrics: The Definitive Guide to Measuring Marketing Performance

Abstract: The Definitive Guide to the New State-of-the-Art in Marketing Metrics Marketing Metrics, Second Edition, is the definitive guide to todays most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge. The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and triangulate to optimal solutions. Youll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more. This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make. Choose the right metric for every marketing challenge Understand the full spectrum of marketing metrics: pros, cons, nuances, and application Gain a deep and thorough understanding of marketing profitability Quantify the profitability of products, customers, channels, and marketing initiatives Assess web and social media effectiveness, accurately and in detail Measure everything from bounce rates to the growth of your web communities Link marketing to your enterprise financial metrics Understand your true return on marketing investment--and enhance it This award-winning book will show you how to apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI. Youll find practical, up-to-the-minute techniques for measuring everything from brand equity to social media, market share to web engagement. For every metric, the authors present real-world pros, cons, and tradeoffs--and help you understand what the numbers really mean. Youll learn how to design and interpret marketing dashboards to identify emerging opportunities and risks and use powerful new modeling techniques to optimize every decision you make. In this second edition the authors expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight. Strategy + Business Best Books in Marketing award winnernow fully updated! 30% more coverage: from social media and brand equity to modeling for better decision-making Covers promotions, advertising, distribution, customer perception, market share, pricing, margins, portfolios, channels, dashboards, and much more

Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior

Abstract: Marketing academics and practitioners have acknowledged that consumers look for brands that provide them with unique and memorable experiences. As a result, the concept of brand experience has become of great interest to marketers. The present field study, conducted with actual consumers, addresses the question whether different consumers prefer different experiential appeals and whether experiential types moderate the relationships between brand attitude and purchase intention. We find that there are five types of consumers: hedonistic, action-oriented, holistic, inner-directed, and utilitarian consumers. Moreover, the relationship between attitudes and intentions is strongest for holistic consumers and weakest for utilitarian consumers.

Two studies of consequences and actionable antecedents of brand love

Abstract: Brand love is a recent marketing construct, which has been shown to influence important marketing variables such as brand loyalty and word-of-mouth. Although this knowledge is academically interesting, its managerial relevance depends on the identification of actionable antecedents of brand love. This study adds to the understanding of the managerial potential of brand love by proposing and testing two actionable antecedents of brand love: Brand identification and sense of community. The study uses the Partial Least Squares approach to structural equation modelling to analyze data from two survey-based studies. The study tests two conceptual models using data for six different brands. The results show that brand identification and sense of community both have a positive influence on brand love, which in turn has a positive influence on brand loyalty and active engagement. These findings form the basis for a discussion of the use of image extensions and market shielding to strengthen brand identification and sense of community – with the purpose of elaborating and building brand love.

The Direct and Indirect Effects of Advertising Spending on Firm Value

Abstract: Marketing decision makers are increasingly aware of the importance of shareholder value maximization, which calls for an evaluation of the long-term effects of their actions on product-market response and investor response. However, the marketing literature to date has focused on the sales or profit response of marketing actions, and the goals of marketing have traditionally been formulated from a customer perspective. Recently, there have been a few studies of the long-term investor response to marketing actions. The current research investigates one important aspect of this impact, the long-term relationship between advertising spending and market capitalization. The authors hypothesize that advertising can have a direct effect on valuation (i.e., an effect beyond its indirect effect through sales revenue and profit response). The empirical results across two industries provide support for the hypothesis that advertising spending has a positive, long-term impact on own firms' market capitalizat...

Marketing as Value Co-creation Through Network Interaction and Resource Integration

Abstract: This is a theoretical discourse on contributions to the marketing discipline primarily from service-dominant (S-D) logic, relationship marketing, and the many-to-many network approach. The study combines a literature review with theoretical insights. Framed within a relational context it specifically addresses interaction and its role in the co-creation of value through resource integration. As a consequence, the article also deals with elevating midrange theory in the direction of more abstract and general theory, grand theory. The article advances a model and five propositions which outline interaction in a network of parties as the most crucial antecedent to resource integration. The actors involved set up a dialog and transfer knowledge and other resources for organizational learning and resource creation and renewal. Resource integration is generalized to actor-to-actor (A2A) interaction through which the actors link their resources for mutual benefit. The integration assumes that resources can differ in terms of quality and quantity and require complementarities, or can be similar leading to an increase in the joint volume but sometimes to redundancy, or there can be mixed forms. In all of these situations interaction and co-creation in networks strive to improve service systems through a better matching between resources, processes, and outcomes.

Strategic marketing and marketing strategy: domain, definition, fundamental issues and foundational premises

Abstract: This paper proposes a domain statement for strategic marketing as a field of study and delineates certain issues fundamental to the field. It also proposes a definition for marketing strategy, the focal organizational strategy construct of the field, and enumerates a number of foundational premises of marketing strategy. The domain of strategic marketing is viewed as encompassing the study of organizational, inter-organizational and environmental phenomena concerned with (1) the behavior of organizations in the marketplace in their interactions with consumers, customers, competitors and other external constituencies, in the context of creation, communication and delivery of products that offer value to customers in exchanges with organizations, and (2) the general management responsibilities associated with the boundary spanning role of the marketing function in organizations. At the broadest level, marketing strategy can be defined as an organization’s integrated pattern of decisions that specify its crucial choices concerning products, markets, marketing activities and marketing resources in the creation, communication and/or delivery of products that offer value to customers in exchanges with the organization and thereby enables the organization to achieve specific objectives. Chief among the issues that are fundamental to strategic marketing as a field of study are the questions of how the marketing strategy of a business is influenced by demand side factors and supply side factors.

Consumer Behavior: Building Marketing Strategy

Abstract: This book is a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. URI http://dspace.fue.edu.eg/xmlui/handle/123456789/4317 Description Includes bibliographical references and index. xxii, 778 p. : Collections Books Summaries [1560] DSpace software copyright © 2002-2016 DuraSpace Contact Us | Send Feedback All rights reserved to Consumer behavior: Building marketing strategy  

Sales, Marketing, and Research-and-Development Cooperation Across New Product Development Stages: Implications for Success

Abstract: Prior research has identified the integration of marketing with research and development (R&D) as a key success factor for new product development (NPD). However, prior work has not distinguished the sales and marketing functions, even though they are distinctive departments within an organization. Therefore, the authors extend prior research and examine the effect of cross-functional cooperation among sales, marketing, and R&D on NPD performance across multiple stages of the NPD process. The authors use multiple-informant data from 424 sales, marketing, and R&D managers as well as project leaders of 106 NPD projects to test several hypotheses. The results show that the cooperation between sales and R&D and between sales and marketing has a significant, positive effect on overall NPD project performance beyond marketing–R&D cooperation. The authors also find that the effect of cross-functional cooperation among sales, marketing, and R&D on overall NPD project performance varies across stages of t...

Educational Blogging: Integrating Technology into Marketing Experience

Abstract: The major challenge of marketing education is that the discipline continually reinvents itself. Marketing approaches and practices once new rapidly become old and many texts grow outdated in a short period of time, increasing the pressure on the instructors to provide the students with the latest knowledge. The changing environment of business necessitates the integration of innovative tools into the curriculum to enhance experiential learning and develop soft skills. This article presents the adaptation of blogging as an innovative approach for building and improving necessary marketing skills. This approach requires the students to maintain blogs where, as part of the Marketing Management course, they can write about “anything marketing,” such as recent campaigns, commercials, new products, or their own marketing-related experiences to provide an experiential exercise in marketing and produce significant improvements in students’ soft skills. This article offers a detailed discussion of such outcomes ba...

Entrepreneurial marketing: moving beyond marketing in new ventures

Abstract: This paper discusses an alternative conceptualisation of entrepreneurial marketing that can be understood as 'marketing with an entrepreneurial mindset'. By combining the definition of marketing of the American Marketing Association (AMA) and two conceptualisations of entrepreneurship (entrepreneurial orientation and entrepreneurial management), we arrive at a definition of entrepreneurial marketing as the organisational function of marketing by taking into account innovativeness, risk taking, pro-activeness and the pursuit of opportunities without regard for the resources currently controlled. This definition must not be restricted to young and small ventures, but can equally be applied to larger firms. We illustrate the concept of entrepreneurial marketing by highlighting guerrilla marketing, buzz marketing and viral marketing.

The determinants of hotels' marketing managers' green marketing behaviour

Abstract: Little is known about the factors underlying the pro-environmental behaviour of marketing managers. This paper explores the determinants of green marketing practices in the Red Sea hotel sector in Egypt. The research model assesses green marketing practices against the personal and organisational values of the marketing managers, together with a range of organisational and demographic variables expected to influence hotels' environmental behaviour. From a valid sample of 89 marketing managers responsible for 194 hotels, it was found that organisational contextual variables, and in particular targeting Western tourists, being affiliated to an international hotel chain and the marketers' own demographics, including age, academic subject studied and gender, were the best predictors of more proactive green marketing. Personal environmental values did not explain the pro-environmental behaviour of marketers, and the organisational environmental values that had explained part of their ethical behaviour had resu...

Integrated Marketing Communication

Abstract: The role of marketing communications in advanced economies can hardly be underestimated. The sheer volume of media communications alone is staggering, and its effects are continuous. The aim of this article is to extensively review the literature of the provoking concept – Integrated Marketing Communications (IMC). Secondly, it elaborates on issues related to implementation of IMC from both an agency and a client perspective. A period of this transformation is evident here, documenting the movement by companies and agencies from an emphasis on stand-alone traditional elements of communication – such as advertising for example, to where all elements of communication or promotion are integrated. Such integration is driven by technological advancement, media fragmentation, market demassification, and competitive pressures. The recency of the phenomenon and its widespread global adoption is remarkable and stems from changing practitioner activities in the late 1980s to its current global status. The development process and the effects of such integration are discussed here. Keywords: integrated marketing communications (IMC); historical development; strategic emphasis; in-company; in ad agencies

New directions for customer‐to‐customer interaction research

Abstract: In recent years service researchers have increasingly given attention to the multitude of relationships that may occur in the production, delivery and consumption of services. An important driver of this tendency has been the rise of the relationship marketing paradigm. This paradigm has equipped marketing management with a theoretical foundation for going beyond the customer-supplier dyad and incorporating other relationships. The customer-to-customer relationship is one such relationship. Although it can occur in a number of different contexts, this paper concentrates on direct interactions between customers taking place in physical service settings, that is, customer-to-customer interaction (CCI). The paper seeks to answer two questions: 1 What have been the main accomplishments of CCI research? 2 What directions might be fruitful for advancing our understanding of CCI and its management?

Investigate the Impact of Relationship Marketing Orientation on Customer Loyalty: The Customer's Perspective

Abstract: In today's high competitive and globalize banking context, increasing Customer loyalty emerges as the most important challenges faced by marketers. Cultivating loyal customers is frequently argued to be the single most important driver of organizations’ long-term financial performance, which can lead to increased sales and customer share, lower costs, and higher prices. Therefore marketing scholars emphasize the influence of relationship marketing as a strategically important tool from which customer loyalty can be secured and, as a result, the attainment of higher competitiveness and enhanced customer satisfaction can be achieved. The purpose of this study is to empirically investigate the impact of relationship marketing orientation on customer loyalty. The study also aims to test the impact of demographic variables, in association with relationship marketing dimensions, on customer loyalty. The study was carried out in 2008 on a convenience sample of 450 respondents through the distribution of structured questionnaires to bank customers within the area of Amman, Jordan. The data were factor analyzed to determine the key dimensions of relationship marketing orientation measurement scale. Results confirm that the five dimensions scale (Bonding, trust, communication, satisfaction and commitment) possess adequate reliability and internal consistency as well as convergent validity. Results of regression analysis show that relationship marketing orientation is significant in explaining the variation in customer loyalty. In addition, sex and income displayed a significant impact on the relationship marketing-customer loyalty relationship. The findings contribute to understanding the relationships between different dimensions of relationship marketing orientation, customer loyalty and demographic variables; provide critical implications for bank managers; and highlight directions for future research.

Marketing Means and Ends for a Sustainable Society: A Welfare Agenda for Transformative Change

Abstract: This article examines the principles and practices of the marketing system within corporate social responsibility and sustainable development frameworks to argue that responsible marketing and sustainable marketing are not synonymous ideas. The article identifies misleading assumptions about progress through economic growth and preference satisfaction and highlights the issues to be confronted by marketers to fully address the social and ecological crisis of destructive overconsumption. The basic rationale for the developmental welfare marketing course of action is outlined, and this systemic policy is distinguished from the conventional appropriative form of managerial marketing. A radical new logic for marketing as a social process requiring thinking beyond the discipline is called for. The result of this review is an agenda for a sustainable society purpose and form for marketing, part of a catalytic movement, outlined in an emergent set of transdisciplinary propositions that reflect disillusionment wi...

Principles and Practice of Social Marketing: An International Perspective

Abstract: List of figures List of tables Preface Acknowledgements 1. Social marketing and social change 2. Principles of marketing 3. Social marketing and the environment 4. Advocacy and environmental change 5. Principles of communication and persuasion 6. Models of attitude and behaviour change 7. Research and evaluation 8. Ethical issues in social marketing 9. The competition 10. Segmentation and targeting 11. The marketing mix 12. Using media in social marketing 13. Using sponsorship to achieve changes in people, places and policies 14. Planning and developing social marketing campaigns and programmes 15. Case study: the Act-Belong-Commit Campaign promoting positive mental health Index.

Sustainable Market Orientation: A New Approach to Managing Marketing Strategy

Abstract: Market orientation has been a foundation of corporate marketing strategy since the middle of the last century. There is a need for a broader conceptualization of market orientation and a new corporate marketing model is proposed: sustainable market orientation (SMO). Taking a macromarketing perspective, the new conceptualization proposes the use of three key sustainable development objectives in corporate marketing strategy; economic, social, and ecological sustainability. Corporate benefits from a SMO are discussed, a model for empirical testing is presented, and a range of research opportunities are discussed.

Entrepreneurial marketing: acknowledging the entrepreneur and customer-centric interrelationship

Abstract: The purpose of this paper is to present a conceptualisation of entrepreneurial marketing drawn from recent developments in literature and supported by case evidence from firms leveraging an approach to marketing that explicitly considers the entrepreneur/customer interrelationship. The paper develops a model that puts the entrepreneur and customers and their interrelationship as the organisational drivers that exist in a wider environment of an organisation that embraces marketing augmented by a collection of non-traditional opportunity focused marketing strategy and tactics. Propositions are offered to stimulate and guide subsequent research efforts.

Towards a history of critical marketing studies

Abstract: In this paper, I outline a history of critical marketing studies. The argument put forward that marketing lacks any substantive critical edge is questioned. In surveying our history and finding extensive engagement with a variety of critical perspectives, I connect these with appropriate literature from non-marketing sources to flesh out an account of our critical marketing heritage. I devote considerable attention to the period 1940 to 1990, as this is the historical range of critical marketing literature that most scholars will be unfamiliar with, linking this through citation and discussion to more recently published work. In this way, this paper provides a guide to sources of literature that may have passed marketing scholars by because they violate our disciplinary demands for ‘recency’ (Baker, 2001). As I document, critical marketing studies examines a variety of areas that represent consumer culture theory's (CCT) ‘next frontier’ if we accept Arnould and Thompson's (2005) diagnosis. In opp...