Showing papers on "Marketing management published in 2014"
Journal Article•
TL;DR: In this paper, the authors provide a tool for revamping the decision process at the boundaries between functions and describe how Target, Nordstrom, and other large companies have identified important decisions at the seams and increased the impact of their marketing organizations.
Abstract: The gap between marketers� aspirations and what their organizations can accomplish creates intense pressure to reshape how marketing is done. In recent years some leading companies have developed an innovative approach that focuses on the seams between marketing and the other functions it interacts with--the C-suite, IT, sales, finance, and so on. It is at these seams that communication most often breaks down and processes stall. Typically, three categories of marketing-related decisions cross organizational seams: strategy and planning; execution; and operations and infrastructure. When marketing works closely with other units to execute key decisions, it can get things done far more quickly and effectively than in the past. But divergent assumptions or a lack of alignment and shared commitment between functions can get in the way. When the authors asked people in marketing and other relevant units what roles they played in a decision, the answers were all over the map. In a classic example, both marketers and product developers in one automaker�s European division believed that they had the final say on which features to include in a new model. The authors provide a tool for revamping the decision process at the boundaries between functions and describe how Target, Nordstrom, and other large companies have identified important decisions at the seams and increased the impact of their marketing organizations.
701 citations
TL;DR: In this paper, the authors present the real challenges companies are facing going digital and present these challenges based on results of a survey among a convenience sample of 777 marketing executives around the globe, revealing that filling talent gaps, adjusting the organizational design, and implementing actionable metrics are the biggest improvement opportunities for companies across sectors.
540 citations
TL;DR: In this article, a survey of marketing managers showed that firms face internal and external pressures to adopt a digital presence in social media platforms, and marketers must focus on relationship-based interactions with their customers.
454 citations
TL;DR: The Accepted Manuscript version of the following article is available online via DOI: https://doi.tourman.2013.09.009 as mentioned in this paper, and the final, definitive version of Record is available on the Web site.
430 citations
TL;DR: Increasingly, and inevitably, all of marketing will come to resemble to a greater degree the formerly specialized area of service marketing, only with an increased emphasis on marketing analytics.
Abstract: The nature of marketing science is changing in a systematic, predictable, and irrevocable way. As information technology enables ubiquitous customer communication and big customer data, the fundamental nature of the firm's connection to the customer changes: better, more personalized service can be offered, from which service relationships are deepened, and consequently, more profitable customers grow the influence of service within the goods sector and expand the service sector in the economy. Marketing is becoming more personalized, and marketing science techniques that exploit customer heterogeneity are becoming more important. Information technology improvements also guarantee the increasing importance and usage of computationally intensive data processing and “big data.” Most importantly, these trends have already lasted for more than a century, and they will become even more pronounced in the coming years as a result of the monotonic nature of technology improvement. These changes imply a transformation of marketing science in both the topics to be emphasized and the methods to be employed. Increasingly, and inevitably, all of marketing will come to resemble to a greater degree the formerly specialized area of service marketing, only with an increased emphasis on marketing analytics.
364 citations
TL;DR: In this article, the authors draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital content in marketing.
Abstract: Purpose – This paper aims to draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital content in marketing. B2B digital content marketing is an inbound marketing technique and hence offers a solution to the declining effectiveness of traditional interruptive marketing techniques. Design/methodology/approach – Semi-structured interviews were conducted with 15 key informants involved in B2B content marketing in the USA, UK and France, in five industry sectors. Findings – B2B digital content marketing is an inbound marketing technique, effected through web page, social media and value-add content, and is perceived to be a useful tool for achieving and sustaining trusted brand status. Creating content that is valuable to B2B audiences requires brands to take a “publishing” approach, which involves developing an understanding of the audience’s...
307 citations
TL;DR: The authors provide a synthesis and critical assessment of the sustainability marketing literature, from the period 1998-2013, building on a previous assessment from 1971 to 1998, providing a particular call for theoretical and managerial reflections which tackle broader systemic and institutional issues within the discipline.
Abstract: This paper provides a synthesis and critical assessment of the sustainability marketing literature, from the period 1998–2013, building on a previous assessment from 1971 to 1998. It details research within major marketing journals and critically assesses this research in relation to the on-going conversation which focuses on marketing’s relationship with the natural environment. Differences in the content and depth of sustainability coverage in marketing journals are considered. Potential avenues for future sustainability marketing research are proposed, with a particular call for theoretical and managerial reflections which tackle broader systemic and institutional issues within the discipline.
257 citations
TL;DR: In this paper, the authors review the academic literature on factors that drive social media marketing adoption in SMEs and organization and provide a balanced view of the current state of global social media adoption research.
243 citations
TL;DR: In this paper, the authors outline the nature, effects and present status of the Social Media, underlying their role as customer empowerment agents and propose two possible Social Media marketing strategies: a passive approach focusing on utilizing the social media domain as source of customer voice and market intelligence, and an active approach i.e. engaging the social Media as direct marketing and PR channels, as channels of customer influence, as tools of personalizing products and last but not least develop them as platforms of co-operation and customer-generated innovation.
198 citations
TL;DR: In this paper, the impact of social media marketing medium toward brand loyalty and purchase intention in Generation Y was studied, and the results indicated that the online marketing communications, specifically, E- WOM, online communities and online advertisement are effective in promoting Brand loyalty and product purchase intention through company website and social media platforms.
189 citations
TL;DR: This article investigated the influence of anthropomorphism on brand love in the context of defensive marketing and identified five possible theoretical mechanisms through which anthropomorphisms may influence brand love: category-level evaluation, cognitive fluency, cognitive consistency, self-extension and selfcongruence.
Abstract: Brand love has been found to predict brand loyalty measures better than conventional attitude models that rely on the brand’s perceived quality. Hence, marketers are interested in factors that lead to brand love. This study investigates the influence of anthropomorphism on brand love in the context of defensive marketing. We identified five possible theoretical mechanisms through which anthropomorphism may influence brand love: category-level evaluation, cognitive fluency, cognitive consistency, self-extension and self-congruence. The results reveal that the level of quality and anthropomorphism that a consumer perceives the brand has are important antecedents of brand love. Moreover, anthropomorphism’s predictive power differs between evaluative and relationship-specific dimensions of brand love.
TL;DR: Advice on best practice, focusing upon evaluation metrics, futureproofing and strategic integration, needs to be developed for the communication industry, and a Digital Marketer Model was developed, highlighting the key competencies and skills needed by an excellent digital marketer.
TL;DR: In this article, the authors show that marketing might have important implications for resource-based theory, and they also suggest that marketing may not be the only approach that has had important implications in marketing.
Abstract: Kozlenkova et al. (Journal of the Academy of Marketing Science
2013) show that resource-based theory has had important implications for marketing. This paper suggests that marketing might have important implications for resource-based theory.
TL;DR: In this paper, four new premises to guide marketing thought and practice for achieving and sustaining strategic advantage are presented, including the following: marketing needs to take a lead role in assisting the enterprise to enable value co-creation by customers.
Abstract: Marketing needs a new mindset to fulfill its proper role in creating and sustaining strategic advantage. To extend its influence beyond the boundaries of current offerings, the firm, and conventional practice, marketing and markets must be viewed through a service lens. This lens allows marketing to take a lead role in assisting the enterprise to enable value co-creation by customers who have jobs to be done. This article offers four new premises to guide marketing thought and practice for achieving and sustaining strategic advantage.
TL;DR: In this article, the authors explored the idea of adapting a co-production strategy from service marketing to marketing communication sent to personal media, and found that perceived customization of the communication interacts strongly with risk perception and marginally with coupon proneness as related to attitude toward the communication when marketers enter the world of consumers' personal media.
TL;DR: This article created a tourism marketing knowledge grid and used it as a framework for the review of existing tourism marketing research, finding that most of the existing research has focused on how service promises are made and kept, and has mostly generated frameworks to improve managerial decision making or provided insights about associations between constructs.
TL;DR: In this article, the authors investigate the role of boundary spanners in tacit knowledge exchange between sales and marketing and its ability to enhance marketing success (i.e., marketing program innovativeness, relative efficiency, and relative effectiveness).
TL;DR: In this paper, a case study showed that citizen involvement in place branding can be used to enhance the quality of the brand and include citizens' emotions in governance processes, and when citizens are given influence the effects of place marketing on spatial plans and other policies increases.
Abstract: Place marketing is increasingly used by local governments to enhance the image of cities and achieve policy goals related to economic and spatial development. Place marketing has become part of local and regional governance processes. Critics have argued that place marketing is often applied in top-down ways that exclude citizens. Drawing on survey data this article empirically confirms this critique. But the article shows with a case study that citizen involvement in place branding can be used to enhance the quality of the brand and include citizens’ emotions in governance processes.Points for practitionersThe influence of citizens on place marketing is generally low. Nonetheless, when citizens are given influence the effects of place marketing on spatial plans and other policies increases, according to respondents of this study. Place branding can be carried out interactively with citizens, and then be applied to include citizens’ emotions in governance processes. This may be used to enrich and locally ...
TL;DR: In this article, the impact of integrated marketing communications on hotel brand equity, considered as a multidimensional construct composed of brand image, perceived quality, and brand loyalty, is investigated.
TL;DR: In this paper, the authors outline and describe eight different country-of-origin (COO) strategies, which are often used in combination with each other, and practical examples are provided for each strategy.
Abstract: Many companies communicate their company’s country-of-origin (COO) or the COO of its products to customers because they hope to benefit from the patriotism of domestic customers or from positive stereotypes that foreign customers have about products from that country. Depending on the product category and the target market, a strong COO can translate into a competitive advantage for companies and can help them to win new markets. The COO of products is typically communicated through the phrase ‘Made in …’ or by using origin labels. Nevertheless, companies use a number of other explicit and implicit strategies to make the origin of their products known. This article outlines and describes eight different COO strategies, which are often used in combination with each other. In addition, practical examples are provided for each strategy.
TL;DR: The social marketing literature has been dominated by questions about the field's legitimacy along with the ethical and other implications of its relationship with commercial marketing as mentioned in this paper, however, the authors of this paper acknowledge then move beyond these concerns, enabling a focus on the opportunities created for this vibrant field in the current environment.
Abstract: The social marketing literature has been dominated by questions about the field’s legitimacy along with the ethical and other implications of its relationship with commercial marketing In reviewing social marketing’s origins and considering its future, this paper acknowledges then moves beyond these concerns, enabling a focus on the opportunities created for this vibrant field in the current environment Three thematic areas frame the paper’s discussion: the legitimacy of social marketing as a field in its own right; the broadening and deepening of the field and the consequences for social change; and the strengths and opportunities arising out of social marketing’s relationship with mainstream marketing The paper reviews social marketing’s origins, before considering how the field might draw on the turbulent environment and the dynamic developments taking place within marketing to shape its future
TL;DR: In this paper, the influence of green marketing mix elements on the dimensions of consumer-based brand equity in a green marketing context is evaluated, and the potential moderating influence of consumers' environmental concerns and their consideration of the future consequences of current behaviors are also investigated.
Abstract: A substantial gap – or disconnect – exists between the stated pro-environmental beliefs and actual consumption behaviors of purportedly green consumers. Given this complicating factor, the construction and execution of successful green marketing strategies generally require more than broad-brush development and applications of short-term marketing plans. This study was initiated to evaluate the influence of managed green marketing mix elements on the dimensions of consumer-based brand equity in a green marketing context, in an effort to develop insights that will allow green marketers to close this gap. The potential moderating influence of consumers' environmental concerns and their consideration of the future consequences of current behaviors are also investigated. A model is developed and tested using a snowballing sample of consumer and five global brands selected from Interbrand. Seven discrete green marketing implications – each related either to the strategic management of green products, promotion...
TL;DR: In this article, the authors developed a model of drivers of sustainable export marketing strategy adaptation and explored the circumstances under which such a strategy affects export performance using a sample of U.K. exporters.
Abstract: Despite the growing global importance of sustainability issues, scant research has examined marketing strategy sustainability issues in international settings. Although significant prior work has examined drivers and performance consequences of adaptation/standardization of marketing strategies in international markets, researchers have yet to apply this avenue of inquiry to sustainable marketing strategies. Building on contingency theory and the concept of strategic fit, the authors develop a model of drivers of sustainable export marketing strategy adaptation and explore the circumstances under which such a strategy affects export performance. Using a sample of U.K. exporters, they find that various macro- and microenvironmental factors are responsible for sustainable export marketing strategy adaptation, which shapes the nature of sustainable export marketing strategy fit and its export venture performance outcomes. The results indicate that sustainable export marketing strategy adaptation is the outcome of the differences between home and export markets in terms of economic and technological conditions, competitive intensity, customer characteristics, and stakeholder pressures. Moreover, the performance relevance of sustainable export marketing strategy adaptation requires adequate fit with these macro- and microenvironmental factors.
TL;DR: In this paper, the importance and role of entrepreneurial marketing in SMEs was determined by using a qualitative approach, with two case studies (SMEs) selected, and the empirical evidence obtained showed that the importance of entrepreneurship is recognized, but that it differs considerably according to firm size.
Abstract: Purpose – Marketing has been seen as one of the greatest problems faced by small- and medium-sized enterprises (SMEs), but simultaneously one of the most important activities for their growth and survival. Therefore, the purpose of this paper is to determine the importance and role of entrepreneurial marketing in SMEs. Design/methodology/approach – To reach this goal, a qualitative approach was adopted, with two case studies (SMEs) selected. As data-collecting instruments, interviews and documentary analysis were used, and the data-treatment technique was content analysis. Findings – The empirical evidence obtained shows that the importance of entrepreneurial marketing is recognized, but that it differs considerably according to firm size. In the SMEs studied, marketing is informal and reactive to market opportunities and the founder-entrepreneur has an influence on the decision-making process. Practical implications – The study contributes to the existing research about the role the founder-entrepreneur ...
TL;DR: In this paper, the authors explore the challenges facing organizations in aligning sustainable procurement requirements and marketing needs and explore the strategies, processes and relationships associated with synthesising sustainable supply chain and green marketing needs.
TL;DR: In this article, the authors examined the expected adoption rate of gamification in marketing campaigns and found that gamification's primary goals perfectly align with three core marketing concepts: engagement, brand loyalty and brand awareness.
TL;DR: The criteria offer a verifiable explanation for differences in marketing elasticities and an actionable connection between marketing and financial performance metrics and establish that combining marketing and attitudinal metrics criteria improves the prediction of brand sales performance, often substantially so.
Abstract: Marketing managers often use consumer attitude metrics such as awareness, consideration, and preference as performance indicators because they represent their brand's health and are readily connected to marketing activity. However, this does not mean that financially focused executives know how such metrics translate into sales performance, which would allow them to make beneficial marketing mix decisions. We propose four criteria---potential, responsiveness, stickiness, and sales conversion---that determine the connection between marketing actions, attitudinal metrics, and sales outcomes.
We test our approach with a rich data set of four-weekly marketing actions, attitude metrics, and sales for several consumer brands in four categories over a seven-year period. The results quantify how marketing actions affect sales performance through their differential impact on attitudinal metrics, as captured by our proposed criteria. We find that marketing--attitude and attitude--sales relationships are predominantly stable over time but differ substantially across brands and product categories. We also establish that combining marketing and attitudinal metrics criteria improves the prediction of brand sales performance, often substantially so. Based on these insights, we provide specific recommendations on improving the marketing mix for different brands, and we validate them in a holdout sample. For managers and researchers alike, our criteria offer a verifiable explanation for differences in marketing elasticities and an actionable connection between marketing and financial performance metrics.
Book•
05 Feb 2014
TL;DR: In this paper, the authors introduce the field of social marketing and create social change through intervention and theories of behavior. But they do not discuss the role of social agents in social marketing.
Abstract: 1.Introduction to the field of social marketing: Creating Social Change? 2.Intervention and Theories of Behaviour 3.The Changing Context of Change Agents: Social Marketing and Governance 4.The Process of Social Marketing 5.The Craft and Practice of Social Marketing 6.The Demarketing of Tourism Attractions, Activities and Destinations 7.Tourist and Visitor Focussed Social Marketing: Cases and Issues 8.Destination and community-based tourism and social marketing: Cases and Issues 9.Sustainable Consumption and Social Marketing 10.A Sustainable Future for Social Marketing: Towards a Socially Dominant Logic?
TL;DR: In this article, the authors investigate the impact of marketing science articles and tools on the practice of marketing and find that the impact is either direct (e.g., an academic article may be adapted to solve a practical problem) or indirect (i.e., its contents may be incorporated into practitioners' tools, which then influence marketing decision making).