Showing papers on "Marketing management published in 2016"
TL;DR: In this paper, the authors track the changes in scholarly researchers' perspectives on three major digital, social media, and mobile (DSMM) marketing themes from 2000 to 2015, and identify key themes emerging in five-year time frames during this period.
Abstract: Over the past 15 years, digital media platforms have revolutionized marketing, offering new ways to reach, inform, engage, sell to, learn about, and provide service to customers. As a means of taking stock of academic work’s ability to contribute to this revolution, this article tracks the changes in scholarly researchers’ perspectives on three major digital, social media, and mobile (DSMM) marketing themes from 2000 to 2015. The authors first use keyword counts from the premier general marketing journals to gain a macro-level view of the shifting importance of various DSMM topics since 2000. They then identify key themes emerging in five-year time frames during this period: (1) DSMM as a facilitator of individual expression, (2) DSMM as decision support tool, and (3) DSMM as a market intelligence source. In both academic research to date and corresponding practitioner discussion, there is much to appreciate. However, there are also several shortcomings of extant research that have limited its rel...
643 citations
TL;DR: With an enhanced understanding of the consumer decision journey and how consumers process communications, the authors outline a comprehensive framework featuring two models designed to improve the effectiveness and efficiency of integrated marketing communication programs: a “bottom-up” communications matching model and a top-down communications optimization model.
Abstract: With the challenges presented by new media, shifting media patterns, and divided consumer attention, the optimal integration of marketing communications takes on increasing importance. Drawing on a review of relevant academic research and guided by managerial priorities, the authors offer insights and advice as to how traditional and new media such as search, display, mobile, TV, and social media interact to affect consumer decision making. With an enhanced understanding of the consumer decision journey and how consumers process communications, the authors outline a comprehensive framework featuring two models designed to improve the effectiveness and efficiency of integrated marketing communication programs: a “bottom-up” communications matching model and a “top-down” communications optimization model. The authors conclude by suggesting important future research priorities.
351 citations
TL;DR: In this article, the authors define mobile shopper marketing as the planning and execution of all mobile-based marketing activities that influence a shopper along and beyond the path-to-purchase: from the initial shopping trigger, to the purchase, consumption, repurchase and recommendation stages.
277 citations
TL;DR: In this paper, the authors investigate the organizational processes for developing valuable and timely content to meet customer needs and for integrating content marketing with B2B selling processes and demonstrate the use of marketing automation to generate high-quality sales leads through behavioral targeting and content personalization.
253 citations
TL;DR: A review of the past 25 years of scholarship on marketing organization examines the individual and integrative roles of four elements of marketing organization (capabilities, configuration (including structure, metrics, and incentives), culture, and the human capital of marketing leadership and talent).
Abstract: Marketing organization is the interface of the firm with its markets and where the work of marketing gets done. This review of the past 25 years of scholarship on marketing organization examines the individual and integrative roles of four elements of marketing organization—capabilities, configuration (including structure, metrics, and incentives), culture, and the human capital of marketing leadership and talent. The authors indicate that these four elements are mobilized through seven marketing activities (7As) that occur during the marketing strategy process. These activities enable the firm to anticipate market changes, adapt the strategy to stay ahead of competition, align the organization to the strategy and market, activate effective implementation, ensure accountability for results, attract resources, and manage marketing assets. How well the firm manages these seven activities throughout the marketing strategy process determines the performance payoffs from marketing organization. Future ...
232 citations
TL;DR: In this article, the authors extended the relationship marketing framework to the domain of online retailing to identify what strategies help build relationships with online customers and also examined the relationship between the four mediators, trust, commitment, relationship quality, and relationship satisfaction.
Abstract: Building on the meta-analytic model suggested by Palmatier et al. Journal of Marketing, 70, 136–153, (2006), this study extends the relationship marketing framework to the domain of online retailing to identify what strategies help build relationships with online customers. Specifically, this meta-analytic study identifies key antecedents and consequences of relationship marketing in online retailing. The study also examines the relationship between the four mediators—trust, commitment, relationship quality, and relationship satisfaction— and the antecedents and consequences of relationship marketing. Similarity and seller expertise were found to have the strongest impact on relational mediators, and word of mouth was the most critical outcome of relationship marketing efforts. The model proffered in this study will motivate hypotheses to be examined by future researchers. The model also helps managers to identify the key drivers of relationship marketing in online retailing.
189 citations
TL;DR: In this paper, the authors argue that marketing capability plays a complementary role in the CSR-shareholder wealth relationship and that the influence of marketing capability will be higher for CSR types with verifiable benefits to firm stakeholders (i.e., consumers, employees, channel partners, and regulators).
Abstract: Despite the positive societal implications of corporate social responsibility (CSR), there remains an extensive debate regarding its consequences for firm shareholders. This study posits that marketing capability plays a complementary role in the CSR–shareholder wealth relationship. It further argues that the influence of marketing capability will be higher for CSR types with verifiable benefits to firm stakeholders (i.e., consumers, employees, channel partners, and regulators). An analysis utilizing secondary information for a large sample of 1,725 firms for the years 2000–2009 indicates that the effects of overall CSR efforts on stock returns and idiosyncratic risk are not significant on their own but only become so in the presence of marketing capability. Furthermore, the results reveal that although marketing capability has positive interaction effects with verifiable CSR efforts—environment (e.g., using clean energy), products (e.g., providing to economically disadvantaged), diversity (e.g., ...
174 citations
TL;DR: In this paper, customer-brand engagement is conceptualised and empirically supported as a psychological state, distinct to behavioural manifestations, which are considered a consequence of customer-branch engagement.
Abstract: Customer-brand engagement is emerging as an influential area of modern marketing. Yet, the domain is at an early stage of development, reliant on conceptual reasoning. The purpose of this article is to provide clarity in the domain and to develop an integrated customer-brand engagement model. Customer-brand engagement is conceptualised and empirically supported as a psychological state, distinct to behavioural manifestations, which are considered a consequence of customer-brand engagement. The proposed model conceptualises two contributors to customer-brand engagement, namely a firm-led platform for driving engagement and customer-centred influences. A quantitative approach using structural equation modelling supports the hypotheses. The empirical assessment is measured across both product and service brands, with model support in both contexts. The empirical contribution of the firm-led platform for engagement provides insight for practitioners as to how they may actionably influence customer-brand engagement, whereas the demonstrated consequences highlight the real benefits for organisations in doing so. The model measures the impact of customer-brand engagement upon brand value and brand loyalty, demonstrating the customer’s role in value creation. The research appears to be the first to empirically measure both firm-led and customer-centred antecedents to customer-brand engagement in a comprehensive model, offering a significant contribution to the domain.
163 citations
TL;DR: In this article, the authors argue that the scope and objectives of marketing differ widely across organizations and that there is confusion about the difference between marketing effectiveness and efficiency, and that risk in marketing planning and execution receives little consideration, and analytic insights are n...
Abstract: Marketing departments are under increased pressure to demonstrate their economic value to the firm. This challenge is exacerbated by the fact that marketing uses attitudinal (e.g., brand awareness), behavioral (e.g., brand loyalty), and financial (e.g., sales revenue) performance metrics, which do not correlate highly with each other. Thus, one metric could view marketing initiatives as successful, whereas another could interpret them as a waste of resources. The resulting ambiguity has several consequences for marketing practice. Among these are that the scope and objectives of marketing differ widely across organizations. There is confusion about the difference between marketing effectiveness and efficiency. Hard and soft metrics and offline and online metrics are typically not integrated. The two dominant tools for marketing impact assessment, response models and experiments, are rarely combined. Risk in marketing planning and execution receives little consideration, and analytic insights are n...
TL;DR: In this paper, the authors analyze a unique data set of 628 firms with a novel method of configurational analysis: fuzzy-set qualitative comparative analysis, and find that market orientation is an important determinant of business performance.
Abstract: Market orientation (MO) and marketing performance measurement (MPM) are two of the most widespread strategic marketing concepts among practitioners. However, some have questioned the benefits of extensive investments in MO and MPM. More importantly, little is known about which combinations of MO and MPM are optimal in ensuring high business performance. To address this research gap, the authors analyze a unique data set of 628 firms with a novel method of configurational analysis: fuzzy-set qualitative comparative analysis. In line with prior research, the authors find that MO is an important determinant of business performance. However, to reap its benefits, managers need to complement it with appropriate MPM, the level and focus of which vary across firms. For example, whereas large firms and market leaders generally benefit from comprehensive MPM, small firms may benefit from measuring marketing performance only selectively or by focusing on particular dimensions of marketing performance. The study also finds that many of the highest-performing firms do not follow any of the particular best practices identified.
TL;DR: In this paper, a consumer-perceived consumer-based brand equity scale is proposed, which is made up of four dimensions: quality, preference, social influence, and sustainability.
Abstract: Brand equity is an essential concept in marketing academia and practice. The term came into use during the late 1980s, and the importance of conceptualizing, measuring and managing brand equity has grown rapidly in the eyes of practitioners and academics alike. Despite the importance of the concept, and the need for brand equity measures, the literature lacks an empirically based consumer-perceived brand equity scale. This article develops a brand equity conceptualization and scale determined by dimensions that consumers perceive. This consumer-perceived consumer-based brand equity scale is made up of four dimensions: quality, preference, social influence and sustainability. This new robust scale contributes to the theoretical understanding of consumer-based brand equity measurement, and assists brand managers in measuring brand equity and understanding how consumers value brands in order to develop successful brand strategies.
TL;DR: In this article, the authors extended the resource advantage theory to a specific analysis of the moderators of the capabilities-performance relationship such as market orientation, marketing strategy and organizational power, using established measures and a representative sample of UK firms drawn from Verhoef and Leeflang's data.
TL;DR: In this article, the authors identify and describe three distinct research streams related to marketing resources and performance, namely relation to firm/brand environment, marketing as an organizational function and marketing resource deployment.
TL;DR: In this article, the authors extended the literature on this subject by introducing absorptive capacity (AC) as a moderator of the relationship among market orientation, the interaction of market orientation and marketing capability, and firms' new product performance.
TL;DR: In this paper, the authors reviewed the emergent research on green marketing and consumerism in China and identified gaps and future research directions based on marketing strategy, industrial sector, international comparisons, and green consumerism, all of which play a role in society and its sustainability.
TL;DR: In this article, the feasibility of a joint application of sustainability and marketing and a blueprint for future sustainability marketing studies and practices is provided, and five issues pertaining to the credibility and ambiguity of sustainability marketing are addressed.
Abstract: Sustainability marketing is a provocative area of research. Through an integrated knowledge inquiry approach, the conceptual article aims to provide answers to the feasibility of a joint application of sustainability and marketing and a blueprint for future sustainability marketing studies and practices. Five issues pertaining to the credibility and ambiguity of sustainability marketing are addressed—namely, the controversial debate between the incompatibility of marketing and sustainability, what sustainability offers marketing, what marketing offers sustainability, the feasibility of adopting the sustainability concept in marketing, and sustainability marketing myopia. Then, the article identifies a set of dimensions that characterize sustainability marketing, including economic, environmental, social, ethical, and technological dimensions. Unlike previous studies that often focus on only selected dimensions, the current article makes the case to consider the five identified dimensions as a whole to ach...
TL;DR: In this paper, the theoretical underpinnings for the concept of macro-social marketing are discussed. But the authors focus on the macro level change, as opposed to individual level change.
Abstract: This article provides the theoretical underpinnings for the concept of macro-social marketing. Macro-social marketing seeks to use social marketing techniques in a holistic way to effect systemic change, as opposed to individual level change. The article provides the conceptual roots of the concept derived from systems theory and institutional theory. It starts by explaining what types of macromarketing issues – dubbed here wicked problems – can be approached using macro-social marketing. Systems theory is then used to explain the interconnectedness of wicked problems throughout the social and cultural systems, as well as the material environment and marketing system (Dixon 1984). Subsequent sections apply institutional theory to explain how systemic change can be brought about through the use of macro-social marketing, and discuss change at a broader conceptual level, as well as how this process then trickles down to individual organizations within the marketing system.
TL;DR: In this paper, a conceptual model of Internet marketing capabilities and international market growth was developed and tested, using structural equation modelling (SEM), and the results indicated that firms deploying internet marketing capabilities will benefit due to the reduction of information uncertainty and increased capacity to develop international network capabilities.
TL;DR: In this article, the authors apply the uses and gratification theory proposed by Katz to develop a new typology of consumers based on consumer motivations to interact with brands on Facebook, and explore the type and intensity of these interactions.
Abstract: In recent years, Facebook and other social media have become key players in branding activities. However, empirical research on consumer–brand interactions on Facebook is still in its infancy. Therefore, the aim of this research is to provide additional insights to brand managers on how to adapt their approaches to increase consumers’ interactions with brands on Facebook. In this study, we apply the uses and gratification theory proposed by Katz to develop a new typology of consumers based on consumer motivations to interact with brands on Facebook, and explore the type and intensity of these interactions. We identify five main motivations that might influence consumers’ interactions with a brand on Facebook: (i) social influence, (ii) search for information, (iii) entertainment, (iv) trust and (v) reward. Building on these five motivations, a classification using clustering techniques reveals four different groups of consumers: (i) ‘brand detached’, (ii) ‘brand profiteers’, (iii) ‘brand companions’ and (iv) ‘brand reliants’. Our results provide valuable and applicable insights for social media marketing activities, which will assist brand managers to develop strategies for effectively reaching and influencing the most desirable groups of consumers.
TL;DR: In this article, the mediating role of product innovation in the influence of R&D expenditure and brand equity on marketing performance was investigated, and it was shown that MNC firms are able to use R&DI expenditure to improve their product innovation and market share to a greater extent compared to SME and retailer firms.
TL;DR: In this article, the authors investigate the impact of social media on marketing communications planning, implementation and measurement for services marketers. But no frameworks exist for service marketers to incorporate social media (SM) within marketing communications.
Abstract: Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales. Design/methodology/approach – Depth interviews were conducted with eight senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement. Findings – The findings revealed that the unique characteristics of SM (such a...
TL;DR: In this paper, the authors explored the causal chain by which a firm's network of stakeholder relationships converts into superior performance, while paying particular attention to the role of competitive advantage in this linkage.
TL;DR: In this article, the authors argue that small and medium-sized enterprises (SMEs) must possess both resources and capabilities at a superior level, and those resources and capability must be complementary with one another to achieve superior financial performance.
Abstract: This study argues that small and medium-sized enterprises (SMEs) must possess both resources and capabilities at a superior level, and those resources and capabilities must be complementary with one another to achieve superior financial performance. The resources and capabilities of interest are product innovation and marketing. Using data from manufacturing SMEs, the results suggest that product innovation resource–capability complementarity, marketing resource–capability complementarity, and their interaction are positively related to financial performance through product innovation and customer performance. The findings suggest that some SMEs may outperform others not only because they possess a specific individual resource–capability complementarity but also because they create synergy and asset interconnectedness.
TL;DR: In this article, the authors use the lens of social marketing to investigate the capacities of tourism researchers to contribute to sustainable tourist behavioural change and identify several key and interrelated issues: the nature of socio-technical systems and regimes, understanding what constitutes a successful behavioural intervention, the role of theory and belief systems in interventions, and the potential role of upstream social marketing in policy learning and system change.
Abstract: Given tourism's growing emissions and contribution to environmental change, the positive potential of behavioural interventions, and especially social marketing, has increasingly become a focus for sustainable tourism and mobility research. This paper uses the lens of social marketing to investigate the capacities of tourism researchers to contribute to sustainable tourist behavioural change. Several key and interrelated issues are identified: the nature of socio-technical systems and regimes, understanding what constitutes a successful behavioural intervention, the role of theory and belief systems in interventions, and the potential role of upstream social marketing in policy learning and system change. In the case of social marketing, the essentially political nature of engaging in communications on sustainability is also highlighted. This has implications for the social marketing knowledge base on which sustainable tourism behaviour research draws, such as the value of political marketing and psycholo...
TL;DR: In this article, the mediating roles of corporate social responsibility on the links between green marketing awareness and consumer purchase intentions were examined using the partial least squares (PLS) approach for the analysis of structural equation models with SmartPLS computer program version 2.0.
Abstract: This study examines the mediating roles of corporate social responsibility on the links between green marketing awareness and consumer purchase intentions. Data was analyzed using the partial least squares (PLS) approach for the analysis of structural equation models with SmartPLS computer program version 2.0. PLS results revealed that corporate social responsibility partially mediated the link between green marketing awareness and purchase intentions of the product. Consumers develop positive green marketing awareness based on the growing environmental knowledge. They were aware of the green marketing program of the retail store when they noticed that the store allocated specified space to sell eco-friendly products. Furthermore, the companies make their green marketing activities known to the publics by distributing eco-friendly fliers which helps to increase sales revenue, raise consumer awareness, and develop greater intention to purchase the products. The outcomes of the mediating effects of this study add a new momentum to the growing literature and preceding discoveries on consumer green marketing awareness, which is inadequately researched in the Malaysian setting.
01 Jan 2016
TL;DR: In this paper, the authors present integrated advertising promotion and marketing communications, where they show that people have look hundreds of times for their chosen novels like this integrated advertising promotions, but end up in infectious downloads, and instead they cope with some infectious virus inside their desktop computer.
Abstract: Thank you for reading integrated advertising promotion and marketing communications. Maybe you have knowledge that, people have look hundreds times for their chosen novels like this integrated advertising promotion and marketing communications, but end up in infectious downloads. Rather than reading a good book with a cup of coffee in the afternoon, instead they cope with some infectious virus inside their desktop computer.
TL;DR: In this paper, a qualitative exploratory approach using semi-structured in-depth interviews amongst owner-managers of SMEs in the UK was used to explore the extent to which traditional marketing theory and practice can be applied in small and medium-sized enterprises (SMEs).
Abstract: Purpose – The purpose of this paper is to explore the extent to which traditional marketing theory and practice can be applied in small- and medium-sized enterprises (SMEs) and consider how owner-managers perceive their own role in marketing within a small business setting. Design/methodology/approach –A qualitative exploratory approach using semi-structured in-depth interviews amongst owner-managers of SMEs in the UK. Findings – SME marketing is effective in that it embraces some relevant concepts of traditional marketing, tailors activities to match its customers and adds its own unique attribute of self-branding as bestowed by the SME owner-manager. Research limitations/implications – The study was limited to the UK and to a small sample of SMEs and as such the findings are not necessarily generalisable. Originality/value – A “4Ps” model for SME self-branding is proposed, which encompasses the attributes of personal branding, (co)production, perseverance and practice.