Showing papers on "Marketing management published in 2017"
TL;DR: In this article, the authors present a framework for research in digital marketing that highlights the touchpoints in the marketing process as well as in marketing strategy process where digital technologies are having and will have a significant impact.
749 citations
TL;DR: The researchers were able to provide an overview of the main themes and trends covered by the relevant literature such as the role of social media on advertising, the electronic word of mouth, customers’ relationship management, and firms’ brands and performance.
602 citations
TL;DR: The effectiveness of engagement marketing arises from the establishment of psychological ownership and self-transformation as discussed by the authors, and the authors provide evidence in support of the derived tenets through case illustrations, as well as a quasi-experimental field test of the central tenet.
Abstract: Customer engagement marketing—defined as a firm’s deliberate effort to motivate, empower, and measure customer contributions to marketing functions—marks a shift in marketing research and business practice. After defining and differentiating engagement marketing, the authors present a typology of its two primary forms and offer tenets that link specific strategic elements to customer outcomes and thereby firm performance, theorizing that the effectiveness of engagement marketing arises from the establishment of psychological ownership and self-transformation. The authors provide evidence in support of the derived tenets through case illustrations, as well as a quasi-experimental field test of the central tenet of engagement marketing.
602 citations
TL;DR: In this article, the authors propose a higher-order resource of cultural mindsets toward customer experiences (CEs), strategic directions for designing CEs, and firm capabilities for continually renewing CEs with the goals of achieving and sustaining long-term customer loyalty.
Abstract: Although research continues to debate the future of the marketing concept, practitioners have taken the lead, appraising customer experience management (CEM) as one of the most promising marketing approaches in consumer industries. In research, however, the notion of CEM is not well understood, is fragmented across a variety of contexts, and is insufficiently demarcated from other marketing management concepts. By integrating field-based insights of 52 managers engaging in CEM with supplementary literature, this study provides an empirically and theoretically solid conceptualization. Specifically, it introduces CEM as a higher-order resource of cultural mindsets toward customer experiences (CEs), strategic directions for designing CEs, and firm capabilities for continually renewing CEs, with the goals of achieving and sustaining long-term customer loyalty. We disclose a typology of four distinct CEM patterns, with firm size and exchange continuity delineating the pertinent contingency factors of this generalized understanding. Finally, we discuss the findings in relation to recent theoretical research, proposing that CEM can comprehensively systemize and serve the implementation of an evolving marketing concept.
555 citations
TL;DR: In this paper, the authors apply a qualitative, theory-building approach to develop a strategic framework that articulates four generic dimensions of strategic social media marketing, and propose an integrative framework that expands beyond marketing theory.
547 citations
26 Mar 2017
TL;DR: A systematic overview of the relevant literature on competing approaches and associated schools of thought to measure willingness-to-pay is provided and obstacles and issues regarding their adoption are discussed.
Abstract: Knowledge about a product’s willingness-to-pay on behalf of its (potential) customers plays a crucial role in many areas of marketing management like pricing decisions or new product development. Numerous approaches to measure willingness-to-pay with differential conceptual foundations and methodological implications have been presented in the relevant literature so far. This article provides the reader with a systematic overview of the relevant literature on these competing approaches and associated schools of thought, recognizes their respective merits and discusses obstacles and issues regarding their adoption to measuring willingness-to-pay. Because of its practical relevance, special focus will be put on indirect surveying techniques and, in particular, conjoint-based applications will be discussed in more detail. The strengths and limitations of the individual approaches are discussed and evaluated from a managerial point of view.
402 citations
TL;DR: In this paper, a systematic review of the literature on green marketing is presented, which analyzes the dominant definitions of green marketing and their evolution over time, the different steps to build a green marketing strategy, and the characteristics of Green Marketing Mix elements.
323 citations
TL;DR: In this article, the authors report a series of four studies and develop a scale to capture the holistic approach of green marketing, which comprises three dimensions: strategic, tactical and internal green marketing orientation.
232 citations
Book•
01 Jan 2017
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Abstract: One day, you will discover a new adventure and knowledge by spending more money. But when? Do you think that you need to obtain those all requirements when having much money? Why don't you try to get something simple at first? That's something that will lead you to know more about the world, adventure, some places, history, entertainment, and more? It is your own time to continue reading habit. One of the books you can enjoy now is strategic marketing for non profit organizations here.
219 citations
TL;DR: Sustainability marketing can, however, use marketing skills and techniques to good purpose, by understanding market needs, designing more sustainable products, and identifying more persuasive methods of communication to bring behavioural change.
Abstract: Tourism marketing has typically been seen as exploitative and fuelling hedonistic consumerism. Sustainability marketing can, however, use marketing skills and techniques to good purpose, by understanding market needs, designing more sustainable products, and identifying more persuasive methods of communication to bring behavioural change. This article summarises the latest research on the theories, methods and results of marketing that seeks to make tourist destinations better places to live in, and better places to visit. It explores sustainability marketing’s two fundamental approaches, that of market development, using market segmentation, and that of sustainable product development. It introduces a Special Issue of the Journal of Sustainable Tourism on sustainable marketing, sharing evidence on the motivations, mechanisms and barriers that businesses encounter, and on successes in changing consumer behaviour and pursuing sustainability goals. Particular attention is given to the methodologies of sustainable tourism marketing, to the subject’s breadth and complexity, and to its many innovations. Further research is called for to fully understand what contextual aspects influence these pro-sustainability interventions to achieve which outcomes in other settings, in order to validate some of the exploratory studies discussed, and establish the feasibility of scaling up pilot studies for more general use.
211 citations
TL;DR: In this paper, the authors argue that the research efforts should be focused on six major areas of inquiry: Innovation, Customer Journey and Relationship Value, Data Analytics, Harnessing Technology, Marketing/Finance Interface and Revenue Growth, and Industry Context or Ecosystem.
TL;DR: In this paper, a time-varying effect model (TVEM) was proposed to study the synergistic effects between social media and traditional marketing efforts with a large U.S. ice-cream brand sales.
Abstract: As social media gains more importance, managers are challenged to quantify its return on sales. The academic understanding in the effectiveness of social media is limited, and in fact the synergistic effects between social media and traditional marketing efforts have rarely been investigated. Despite the dynamics in marketing effectiveness on sales, the time-varying effectiveness of social media has never been studied either. In this study, we capture the time-varying effects of social media and the time-varying synergistic effects of social media and traditional marketing with a time-varying effect model (TVEM) approach. The empirical analyses of a large U.S. ice-cream brand sales reveal that a) the effectiveness of social media and traditional marketing vary over time, b) the synergistic effects vary over time for social media with product sampling and with in-store promotions, c) the proposed TVEM approach has a higher predictive accuracy than the benchmark models, and d) the proposed TVEM approach saves marketing costs by $0.4 million per year, compared to the time-invariant benchmark model. Overall, this study enables managers to not only better understand the synergistic effects of social media marketing and traditional marketing, but also the time-varying effectiveness of their marketing efforts with TVEM approach for better resource allocation.
TL;DR: A review of the current state of research in the field and suggests directions for future development is provided in this paper, where methodological pluralism is called for instead of more traditional methods (conceptual analysis, qualitative and survey) to solve more nuanced research problems.
TL;DR: A review of the relationship marketing literature, supplemented by the authors' on-going interactive research with managers, is presented in this paper, where the authors argue for the broadening of the role of relationship marketing to consider ecosystems; the need for firms to shift from a value-in-exchange to a valuein-use perspective when addressing customer relationships; and the critical need to address “dark side” behaviour and dysfunctional processes in relationship marketing.
Abstract: Purpose
This paper aims to review the growth and development of the field of relationship marketing and, through a consideration of this body of work, identifies key research priorities for the future of relationship marketing. The paper also delineates the frequently confused associated concepts of customer relationship management and customer management and considers how they fit within the broader concept of relationship marketing.
Design/methodology/approach
This paper undertakes a review of the relationship marketing literature, supplemented by the authors’ on-going interactive research with managers.
Findings
The paper reviews alternative approaches to relationship marketing, reflects on the development of the field of relationship marketing and identifies three critical priorities for future research in relationship marketing.
Practical implications
The research priorities that are identified in this paper represent important priorities for scholars, managers, regulators and policy makers.
Originality/value
Although there is now a substantial body of research on relationship, marketing, much of this work focuses on the customer-firm dyad, with a smaller body of work focusing on a broader range of stakeholders. This paper argues for the broadening of the role of relationship marketing to consider ecosystems; the need for firms to shift from a value-in-exchange to a value-in-use perspective when addressing customer relationships; and the critical need to address “dark side” behaviour and dysfunctional processes in relationship marketing.
TL;DR: This paper explored the marketing decision-making process of entrepreneurs undertaking entrepreneurial marketing in international new ventures (INVs) operating in high-tech business-to-business markets and found that entrepreneurs alternate causal and effectual marketing forms as a result of their ambidextrous entrepreneurialism, and variations in the internal uncertainty, technological uncertainty and any market turbulence faced by the firm.
TL;DR: In this article, a customer-integrated marketing communication (CIMC) approach centred on a communication-in-use concept is conceptually developed and introduced, where a customer in his or her individual ecosystem, based on integration of a set of messages from different sources, makes sense of the many messages he or she is exposed to.
Abstract: Purpose
This conceptual paper aims at developing a customer-centric marketing communications approach that takes the starting point in the customer ecosystem.
Design/methodology/approach
After a critical analysis of existing marketing communications and integrated marketing communication (IMC) approaches, a customer-driven view of marketing communications is developed using recent developments in relationship communication, customer-dominant logic and the notion of customer value formation as value-in-use.
Findings
A customer-integrated marketing communication (CIMC) approach centred on a communication-in-use concept is conceptually developed and introduced. The analysis results in a CIMC model, where a customer in his or her individual ecosystem, based on integration of a set of messages from different sources, makes sense of the many messages he or she is exposed to.
Research limitations/implications
The paper presents a customer-driven perspective on marketing communication and IMC. The analysis is conceptual and should trigger future empirical grounding. It indicates the need for a change in mindset in research.
Practical implications
CIMC requires a turnaround in the mindset that steers how companies and their marketers communicate with customers. The CIMC model provides guidelines for planning marketing communication.
Originality/value
The customer-driven communication-in-use concept and the CIMC model challenge traditional inside-out approaches to planning and implementing marketing communication.
TL;DR: In this article, the authors evaluated the relationship between digital technology, tangible/intangible assets and marketing capabilities to gain more insight into the factors related to small and medium-sized enterprises (SMEs) growth in the UK.
Abstract: Purpose
The purpose of this study is to evaluate the relationships between digital technology, tangible/intangible assets and marketing capabilities to gain more insight into the factors related to small- and medium-sized enterprises’ (SMEs’) growth in the UK. Based on the resource-advantage theory, this research addresses the question “to what extent does digital technology influence marketing capability which leads to companies’ growth?”
Design/methodology/approach
Data were gathered through 21 in-depth interviews with managers from different multinational organizations and six focus groups with employees.
Findings
The study identifies the two key components of digital technology as information quality and service convenience. In addition, the relationships between digital technology, tangible/intangible assets and marketing capabilities perform the significant role of facilitator of a company’s growth.
Research limitations/implications
The focus on UK SMEs limits the generalizability of the results. Further studies should be conducted in other sectors and country settings to examine the associations identified in the current study.
Originality/value
This study identifies the main impacts of digital technology on intellectual/physical assets. While managers and employees have specified that marketing capability is significant for organizations, there are a few other areas of concern with regard to consequences related to a company’s growth, competence and core competence, particularly in an SME’s setting.
TL;DR: The Quantitative Strategic Planning Matrix (QSPM) has become widely used in strategic management but is only rarely used in marketing and is not suitable for use in large scale organizations as discussed by the authors.
Abstract: Originally introduced in a 1986 Long Range Planning article, the Quantitative Strategic Planning Matrix (QSPM) has become widely used in strategic management but is only rarely used in marketing st...
TL;DR: In this paper, the authors examine the relation between the five dimensions of customer experience advocated by Schmitt and service provider loyalty and find that the main dimension impacting loyalty is the affective dimension (negative).
Abstract: This article examines the relation between the five dimensions of customer experience advocated by Schmitt [1999a. Experiential Marketing. Journal of Marketing Management, 15, 53–67] (cognitive, affective, sensory, behavioural and social) and service provider loyalty. The examination focuses on two different channels, namely branch/agency (physical) and online (Web-based). A total of 484 panellists of a large Canadian polling firm self-administered a Web-based questionnaire regarding banking experience. The exercise was subsequently replicated in the tourism sector. Findings demonstrate that the main dimension impacting loyalty is the affective dimension (negative), thereby contributing handsomely to experiential marketing literature since negative emotions are rarely investigated. Findings also reveal that choice of channel exerts a moderating effect on the different dimensions influencing loyalty and that results vary from one sector to another. The multidimensional, multichannel, multisector ap...
TL;DR: In this paper, a conceptual application model and five-stage process for an upstream social marketing strategy based on integrated marketing communications (IMC) is presented for an organized approach for managers to develop social marketing strategies that target upstream decision and policy makers.
TL;DR: In this article, the authors developed and tested a new integrated theoretical model of associations among innovation diffusion, environmental marketing strategy, sustainability innovations, and the organizational environment, and found that a supportive organizational environment will enhance the effect of innovation diffusion on environmental marketing.
TL;DR: The authors examined the role of marketing capabilities and current market performance as potential influencers of two key aspects of the intended future competitive strategy of firms operating in international markets: efficiency and marketing differentiation.
TL;DR: In this article, a conceptual model of the decision spectrum necessary to coordinate digital marketing channels is presented and a special case is made for the role branded-mobile applications play in this context.
Abstract: The sharing economy has experienced major growth in a short period with little academic research that has looked into possible logistic factors that may have contributed to this phenomenon. This article explores the domains of digital marketing channels—specifically e-mail marketing, social media marketing, and search engine marketing—to understand how they can contribute to growth for organizations in the sharing economy. A detailed conceptual model of the decision spectrum necessary to coordinate digital marketing channels is presented and a special case is made for the role branded-mobile applications play in this context. In particular, branded-mobile applications leverage three embedded components to overcome common deterrents for participating in the sharing economy: trust, utility, and user experience.
TL;DR: In this article, the authors provide new theoretical perspective on marketing for sustainability, particularly for dealing with the environmental threat of climate change, and reconceptualise how marketing can be used for sustainability.
Abstract: The purpose of this paper is to provide new theoretical perspective on marketing for sustainability, particularly for dealing with the environmental threat of climate change. We reconceptualise how...
TL;DR: In this paper, the authors explored internet marketing adoption in emerging industrial markets across several internet-based technologies (i.e., social media platforms, static and transactional websites) and found that half of the investigated organizations are using the internet as a one-way communication vehicle through static websites.
Abstract: Purpose
This study aims to explore internet marketing adoption in emerging industrial markets across several internet-based technologies (i.e. social media platforms, static and transactional websites).
Design/methodology/approach
This study is mainly based on an exploratory research design and investigated the online presence of 570 industrial organizations in terms of their involvement in social media. This study also examines if websites are used for basic marketing communications (brochureware) or for conducting advanced marketing activities. An online survey is used to explore the relationships between several factors and internet marketing adoption.
Findings
The study found that half of the investigated organizations are using the internet as a one-way communication vehicle through static websites. The study also revealed that decision-makers in emerging industrial markets are enthusiastic about social media, particularly Facebook. In addition, internet marketing adoption was positively related to perceived relative advantage, compatibility, organizational innovativeness, competitor and customer pressure.
Practical implications
From practitioners’ perspectives, the findings can help decision-makers identify the current levels of involvement in internet marketing. At the macro level, the high percentage of organizations with minimum involvement in internet marketing calls for conducting awareness initiatives to educate industrial organizations, particularly small- and medium-sized enterprises, about the opportunities offered by the internet.
Originality/value
The findings from this study enrich internet marketing research because it focuses on industrial organizations in emerging markets, which is a rarely examined context despite its importance and potential.
TL;DR: In this article, the authors highlight the relevance of marketing in contributing to reduce food waste, through the removal of “Buy one, get one free” sales promotions, clarifying date labeling, or raising food waste awareness campaigns.
Abstract: One third of food destined for human consumption is wasted globally, and much of the food waste that comes from high-income or developed countries is caused by poor marketing practices, consumer behavior, and consumption patterns. The present study focuses on developed countries to propose some marketing actions that could help in reducing food waste. A comprehensive analysis was carried out for each marketing variable, to provide a snapshot of actions and proposals that are being developed. Our study highlights the relevance of marketing in contributing to reduce food waste, through the removal of “Buy one, get one free” sales promotions, clarifying date labeling, or raising food waste awareness campaigns. The main contribution of this study is the proposal of marketing actions that help in tacking food waste.
TL;DR: In this paper, the authors relate the CSR concept to marketing by presenting a classification of different theoretical perspectives according to which these two constructs are interrelated, and evaluate the ways in which marketing managers can apply CSR-related activities to generate value for their various stakeholders.
TL;DR: In this paper, the state of relationship marketing is assessed and the potential areas for future relationship marketing research are identified, as well as some research findings that urge relationship marketing researchers to explore novel avenues for the future of this area.
Abstract: Purpose
In a time when relationships have been recognized as an integral part of contemporary marketing theory and practice, what role can the sub-discipline of relationship marketing play? The aim with this special issue is to critically assess the state of relationship marketing and call for new ideas to take the field forward.
Design/methodology/approach
The editors had an open call for papers with an original perspective and advanced thinking on relationship marketing, resulting in 50 originally submitted manuscripts that were subjected to double-blind review. Of these, this issue presents five articles. In addition, the editors invited well-renowned thought leaders who have contributed to theory development within relationship marketing. This issue starts with their four thoughtful, forward-orientated contributions.
Findings
Several thought-provoking reflections and research findings are presented that urge relationship marketing researchers to explore novel avenues for the future of this area. A prominent way forward may be looking for a common ground in relationship marketing thinking, assessing the extent to which the different literature streams add to marketing research and when they do not and testing/deploying the learnings in new settings.
Research limitations/implications
The special issue does not address all areas of relationship marketing research. Potential areas for future relationship marketing research are identified.
Originality/value
To assess existent knowledge of relationship marketing is needed to take the field forward.