Showing papers on "Marketing management published in 2018"
TL;DR: In this paper, a unified definition and conceptualization of unstructured data (UD) in marketing is proposed, bridging disjoint literature with an organizing framework that synthesizes various subsets of UD relevant for marketing management through an integrative review.
Abstract: The rise of unstructured data (UD), propelled by novel technologies, is reshaping markets and the management of marketing activities. Yet these increased data remain mostly untapped by many firms, suggesting the potential for further research developments. The integrative framework proposed in this study addresses the nature of UD and pursues theoretical richness and computational advancements by integrating insights from other disciplines. This article makes three main contributions to the literature by (1) offering a unifying definition and conceptualization of UD in marketing; (2) bridging disjoint literature with an organizing framework that synthesizes various subsets of UD relevant for marketing management through an integrative review; and (3) identifying substantive, computational, and theoretical gaps in extant literature and ways to leverage interdisciplinary knowledge to advance marketing research by applying UD analyses to underdeveloped areas.
151 citations
TL;DR: In this article, a systematic review of recent academic literature analyzing the role, organization and management of marketing activities in small and medium-sized enterprises (SMEs) is presented, revealing, on the one hand, the emerging role of networks and information and communication technologies in marketing behavior by SMEs, and on the other hand a research gap in terms of specific marketing practices.
Abstract: This paper presents a systematic review of recent academic literature analysing the role, organization and management of marketing activities in small and medium-sized enterprises (SMEs). To this end, 310 articles published between 2006 and 2015 in 69 main journals devoted to small firms/entrepreneurship and management/marketing fields were analysed. This review shows that SMEs’ marketing has received great attention in both management and marketing literature in recent years. Findings reveal, on the one hand, the emerging role of networks and information and communication technologies in marketing behaviour by SMEs, and on the other hand a research gap in terms of specific marketing practices. Entrepreneurial marketing has been used as the main conceptual framework in reviewed studies, even if findings overall still point out a distance between the theoretical bases of reviewed contributions and the study of SMEs’ marketing behaviour and practices. Therefore, future research on the role of resources, relationships and networks could benefit from the combination of theories developed within the field of entrepreneurship with other approaches such as the resource-based view, the dynamic capabilities theory and the Industrial Marketing and Purchasing (IMP) framework.
127 citations
TL;DR: A systematic review of social commerce research by synthesizing 407 papers from academic publications between 2006 and 2017 is conducted, delineating the various facets of social Commerce in an all-encompassing taxonomy that enables answering the first question.
113 citations
TL;DR: In this article, the authors examined the debate about who the customer is in higher education and concluded that students must be considered customers in the development of marketing strategy and made recommendations about ways to resolve the dispute.
98 citations
TL;DR: In this paper, the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength were investigated in a distinctive service industry, and the results of the study support the assumption that multisensor marketing is an important means to establishing brand experiences.
Abstract: Providing customers with unique and memorable experiences to establish a positive customer–brand relationship has become one of the key challenges for brand managers. Hence, approaches to experiential marketing that appeal to all senses have increasingly gained attention. However, little is known about how to design multisensory brand experiences that lead to high and sustainable brand strength and provide the customers with a high perceived value. To better understand the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength, we conducted an empirical study in a distinctive service industry, luxury hotels that provides a good role model for learning about an approach that targets all senses. The results of our study support the assumption that multisensory marketing is an important means to establishing brand experiences. Both are key drivers of customer perceived value and significantly influence the brand strength. Moreover, the identified causal structure reveals relevant insights into the question of which components of customer perceived value (financial, functional, social and individual) are particularly influenced by multisensory marketing and brand experience, establishing brand strength. Hence, the findings provide interesting clues for the design of promising experiential marketing.
93 citations
TL;DR: Through a randomized control study of 852 firms in South Africa, the analysis finds significant improvements in profitability from both types of business skills training, however, the pathways to achieve these gains differ substantially between the two groups.
Abstract: This paper examines the impact of improvements in marketing skills relative to finance skills among small-scale entrepreneurs. It addresses three important questions: (1) What is the impact of marketing or finance skills on business profits? (2) How do improvements in marketing and finance skills respectively affect different business outcomes? (3) When are increases in marketing relative to finance skills more beneficial? Through a randomized control study of 852 firms in South Africa, the analysis finds significant improvements in profitability from both types of business skills training. However, the pathways to achieve these gains differ substantially between the two groups. The marketing group achieves greater profits by adopting a growth focus on higher sales, greater investments in stock and materials, and hiring more employees. The finance group achieves similar profit gains but through an efficiency focus on lower costs. Both groups show significantly higher adoption of business practices related...
63 citations
TL;DR: This research provides insight into the new effects of each dimension of e-servicescape on perceived e-shopping value and the two dimensions of loyalty, thus improving the existing knowledge in the field of servicescape and online shopping customer behaviour.
Abstract: The popularity of online shopping has grown in the recent years, enhancing the interest in identifying the factors that influence shoppers’ loyalty The purpose of this paper is to investigate, through aesthetic appeal, layout and functionality, and financial security, the impact of customers’ perceptions of the e-servicescape in online shopping on perceived e-shopping value and customer loyalty defined as a two-component construct (attitudinal loyalty and behavioural loyalty), following the sequence of the S–O–R framework,Data were gathered using an Internet survey in which 221 active online shoppers participated who had at least one online purchase in the past six months The research model was analysed using the partial least squares approach to analyse structural equations (SEM),Based upon empirical evidence of a web-based survey of online shoppers, this study shows that consumers’ interpretation of e-servicescape exerts a positive influence over perceived e-shopping value and loyalty Specifically, the study finds that layout and functionality and financial security, as the salient attributes of the e-servicescape dimension, set the point of perceived e-shopping value which affects attitudinal loyalty,The authors expose several practical implications how marketing management could use the dimensions of e-servicescape perceived e-shopping value Managers are advised to incorporate the dimensions of the e-servicescape to build perceived e-shopping value and loyalty Online shops need to invest in particular in layout and functionality and financial security, dimensions that had a stronger effect on perceived e-shopping value in order to achieve costumers’ loyalty in a fashion product context,The transition from physical service locations to virtual service processes has increased the research interest of e-servicescape This study analyses it through its aesthetic appeal, layout and functionality, and financial security connecting them with the constructs of perceived e-shopping value and customer loyalty in the application for fashion products This work emphasises the connection between servicescape attributes in creating perceived value which affects attitudinal and behavioural loyalty In this way, the e-servicescape is seen as stimuli, the perceived e-shopping value represents the organism and the loyalty the response of the sequence of the S–O–R framework This research provides insight into the new effects of each dimension of e-servicescape on perceived e-shopping value and the two dimensions of loyalty, thus improving the existing knowledge in the field of servicescape and online shopping customer behaviour
62 citations
TL;DR: In this article, the authors review the growing marketing literature on how to attenuate or amplify the impact of business cycle fluctuations in marketing, focusing on three key aspects: (1) the scope of, and insights from, existing business cycle research, (2) advancements in the methods to study various business cycle phenomena, and (3) some emerging trends that offer new challenges and opportunities for future BC research in marketing.
Abstract: Business cycles (BCs) may affect entire markets, and significantly alter many firms’ marketing activities and performance. Even though managers cannot prevent BCs from occurring, marketing research over the last 15 years has provided growing evidence that their impact on consumers, and hence on firm and brand performance, depends to a large extent on how firms adjust their marketing mix in response to these macro-economic swings. In this study, we review the growing marketing literature on how to attenuate or amplify the impact of BC fluctuations. Our discussion focuses on three key aspects: (1) the scope of, and insights from, existing BC research in marketing, (2) advancements in the methods to study various BC phenomena in marketing, and (3) some emerging trends that offer new challenges and opportunities for future BC research in marketing.
58 citations
TL;DR: In this article, the authors investigated the relationship between marketing capability and abnormal stock returns, and found that asset growth mediates the relationship, not only the intangible characteristic of marketing capabilities, but also the growth potential that marketing capabilities exhibit that help explain higher stock returns.
TL;DR: In this article, the authors discuss the three stages of target marketing, including market segmentation, market targeting and market positioning, and explain how to adapt their marketing mix elements, including products, prices, channels, and promotional tactics to suit the requirements of individual consumers.
Abstract: Businesses may not be in a position to satisfy all of their customers, every time. It may prove difficult to meet the exact requirements of each individual customer. People do not have identical preferences, so rarely does one product completely satisfy everyone. Many companies may usually adopt a strategy that is known as target marketing. This strategy involves dividing the market into segments and developing products or services to these segments. A target marketing strategy is focused on the customers’ needs and wants. Hence, a prerequisite for the development of this customer-centric strategy is the specification of the target markets that the companies will attempt to serve. The marketing managers who may consider using target marketing will usually break the market down into groups and to target the most profitable segments. They may adapt their marketing mix elements, including; products, prices, channels, and promotional tactics to suit the requirements of individual consumers. In sum, this chapter explains the three stages of target marketing, including; market segmentation (ii) market targeting and (iii) market positioning.
TL;DR: In this paper, the authors analyzed marketing messages and employed content analysis to capture the two distinct types of direct marketing communications and found that the effects of economic and relational marketing communication on customer purchase behaviors interplay and vary over time.
Abstract: Business-to-business firms spend significant resources in direct marketing to manage close relationships with their customers. Nevertheless, there is limited understanding of how the effectiveness of direct marketing communications varies by value propositions. Typically, direct marketing efforts are geared toward explicitly featuring economic or relational values. To implement an effective communication strategy catering to customers’ preferences, firms should understand how customers consistently evaluate these organizational marketing communications, which ultimately affect their buying behaviors. Therefore, the authors analyze marketing messages and employ content analysis to capture the two distinct types of direct marketing communications. Using data from a Fortune 500 business-to-business service firm and a robust econometric model, they find that the (1) effects of economic and relational marketing communication on customer purchase behaviors interplay and vary over time, (2) latent stock ...
TL;DR: In this paper, a correlative descriptive research method is used and 384 questionnaires with five-point Likert scale are distributed among managers of Iranian halal food SME producers chosen by simple random sampling method.
Abstract: Small and medium enterprises (SMEs) need to use specific marketing strategies and approaches due to their limited resources and capabilities. Entrepreneurial marketing (EM) is an alternative marketing management approach under the special conditions that describe SMEs. Therefore, the purpose of this paper is to investigate whether EM has a positive and significant effect on different aspects of performance of Iranian halal food SMEs.,A correlative descriptive research method is used and 384 questionnaires with five-point Likert scale are distributed among managers of Iranian halal food SME producers chosen by simple random sampling method. To analyze the data, structural equations modeling based on partial least squares is applied using SmartPLS 3.,The result of data analysis indicates a positive and significant effect of EM on the market and innovative performances of halal food SMEs. Nevertheless, the effect of EM on production performance of aforementioned companies is not confirmed. The findings also show that production, market and innovative performances of halal food SMEs result in their financial performance.,The study’s sample is limited to halal food SMEs of Iran. Although the objectives of the study have been aimed, more research can be done investigating this relationship in other companies from different sectors, contexts and countries. Similar studies can be conducted cross-culturally and in different Islamic countries.,For halal food SMEs that tend to achieve better performance, obtaining improved innovative and market performances requires using EM activities effectively. This paper suggests that halal food SMEs should be innovative, proactive, opportunist, risk-taker and customer-oriented to achieve better market and innovative performances and consequently earn higher profits.,This is one of the earliest studies investigating the effects of EM in the halal food industry. Although very few papers practically recognized the impact of EM on the performance of SMEs and entrepreneurial ventures, the effect of this concept on halal food SMEs has remained unknown.
20 Mar 2018
TL;DR: A review of the literature that connects Big Data, Computational Science, Economics, Finance, Marketing, Management, and Psychology can be found in this paper, where the authors discuss research issues that are related to the various disciplines.
Abstract: The paper provides a review of the literature that connects Big Data, Computational Science, Economics, Finance, Marketing, Management, and Psychology, and discusses research issues that are related to the various disciplines Academics could develop theoretical models and subsequent econometric and statistical models to estimate the parameters in the associated models, as well as conduct simulation to examine whether the estimators in their theories on estimation and hypothesis testing have good size and high power Thereafter, academics and practitioners could apply theory to analyse some interesting issues in the seven disciplines and cognate areas
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TL;DR: In this paper, the authors examined the interrelations among Muslim Friendly Tourism (MFT), tourist attitude toward destination, destination image, and travel intention in the tourism industry and found that tourist attitude and destination image have a significant relationship with travel intention.
Abstract: The demand for supply of Islamic tourism industry has been affected positively by the increasing number of Islamic followers globally and positive tourism trends. The purpose of this paper is attempted to examine the interrelations among Muslim Friendly Tourism (MFT), tourist attitude toward destination, destination image, and travel intention in the tourism industry. After questionnaire survey, the structural questionnaire was used to collect data from the members at Muslims’ tourists. Valid responses from the survey was 161 with a 92.5 % of respond rate. The empirical results from the structural model suggest that: (1) Muslims friendly tourism positively and significant impact tourist attitude, destination image, and travel intention; (2) tourist attitude and destination image have a significant relationship with travel intention; (3) destination image positively affects tourist attitude. (4) The opportunities and suggestions in developing and destination marketing for Halal tourism are also discussed. JEL classification numbers: K1, M3, O2, Z1Keywords: Halal tourism, Islamic tourism, Marketing management, Consumer behavior.
TL;DR: A review and synopsis of the existing body of research on international marketing research in Sub-Saharan Africa, and a discussion of the manuscripts included in the special issue can be found in this article.
Abstract: The purpose of this paper is to highlight important contemporary themes in international marketing strategy from the perspective of Sub-Saharan African firms.,The approach adopted is a review and synopsis of the existing body of research on international marketing research in Sub-Saharan Africa, and a discussion of the manuscripts included in the special issue.,International marketing in Sub-Sahara Africa is growing steadily, driven largely by rapid changes in socio-economic and demographic characteristics of consumers in this market. The growing appetite of multinational enterprises to explore new growth opportunities on this continent and the increasing intra-Africa cross-border transactions is driving unique approaches to international marketing that are predicated on using non-traditional means to produce, communicate and distribute products and services.,While the international marketing opportunities and challenges discussed in this paper are not exhaustive, the paper highlights important research themes that need consideration regarding international marketing research in Sub-Saharan Africa.,This introductory paper emphasizes the unique international business landscape in Sub-Saharan Africa and discusses its international marketing strategy implications. The paper further draws attention to a number of unanswered research questions that require additional research, and thus bring Sub-Saharan Africa to international marketing scholarly enquiry.
TL;DR: In this paper, the authors analyzed the relationship between the level of firm innovativeness and different steps of the marketing management process, to understand if good marketing capabilities can affect the firm innovativeness.
Abstract: Small businesses often do not have a sufficient capacity to put the appropriate r&D activities into action. never- theless, they are able to be innovative towards their products, processes, distribution channels, and geographical markets. Therefore, even for small and medium-sized enterprises (SMEs), the level of innovativeness can be high. The literature shows that the firm marketing capabilities are very important for innovation in the food industry, to guarantee that innova - tion reflects the market needs. The purpose of this paper is to analyse the relationship between the level of firm innovative - ness and different steps of the marketing management process, to understand if good marketing capabilities can affect the firm innovativeness. An interactive questionnaire available on the web was used for the data collection. The survey was conducted on 468 European SMEs. Linear regression was run to assess the link between marketing activities and the level of firm innovativeness. our empirical analysis reveals that the SME marketing capabilities show significant and positive relationships with firm innovativeness.
TL;DR: Research into marketing activity in community pharmacy is limited, and little evidence is available to show the effects of such activities, so future research needs to demonstrate the causality for the effect of marketing activities on consumer behaviour and economic outcomes.
Abstract: Background Community pharmacy ownership requires engaging with marketing strategies to influence consumer behaviour. There is a plethora of information from trade journals, expert opinion, and published discussion surrounding this issue. Despite this, evidence relating to the efficacy of marketing activity within the pharmacy sector is scant. Objectives To review how marketing activity has been conceptualised in the community pharmacy sector and to determine the evidence for the effect of marketing activity. Methods Seven databases were systematically searched using a scoping review framework with the reporting protocol of PRISMA-P. The search yielded 33 studies that were analysed for year of publication, journal, country of focus, and framework of marketing. Results The majority of marketing research papers focused on the United States and were published in healthcare journals. These were various marketing strategy elements, including; segmentation, targeting, differentiation, and positioning. Also evident was research regarding marketing mix, which predominately involved the “4Ps” model. Actual marketing activity comprised little of the research. Conclusions Research into marketing activity in community pharmacy is limited, and little evidence is available to show the effects of such activities. Future research needs to demonstrate the causality for the effect of marketing activities on consumer behaviour and economic outcomes.
TL;DR: The authors will address the single most defining phenomenon that is affecting the marketer's role and function in the marketing process: the exponential increase in the number, variety and capability of marketing applications, platforms and services that perform, control, influence and/or integrate virtually every marketing task and decision.
Abstract: As marketers and consumers simultaneously adopt artificial intelligence (AI) services and applications, the dynamic of the process of exchange between the buyer and seller in the marketplace is being fundamentally altered. This article reviews the emerging patterns of adoption and rates of diffusion of AI applications by both marketers and consumers. On the marketers' side the authors will address the single most defining phenomenon that is affecting the marketer's role and function in the marketing process: the exponential increase in the number, variety and capability of marketing applications, platforms and services that perform, control, influence and/or integrate virtually every marketing task and decision.
TL;DR: In this article, a large-scale cross-industry sample was used to assess share repurchases and myopic marketing and found that there is a higher share of firms cutting marketing investments among repurchasing firms than among non-repurchasing ones.
Abstract: Investor demand has promoted share repurchases to the dominating payout instrument for U.S. firms. However, critics worry that the repurchase boom leads to firms neglecting long-term investments. Even worse, scholars have shown that investor pressure also motivates firms to cut marketing investments with the aim of boosting short-term income, a practice called myopic marketing management. Extant theory still lacks an understanding of whether and how the co-occurrence of share repurchases and myopic marketing affects firm stakeholders such as investors and consumers. Using a large-scale cross-industry sample, the authors reveal that there is a higher share of firms cutting marketing investments among repurchasing firms than among nonrepurchasing firms. Furthermore, investors immediately respond negatively to myopic firms that also repurchase shares. Finally, repurchases and myopic marketing are also associated with an increase in product recalls. This first study to assess share repurchases through...
01 Jun 2018
TL;DR: The broadening and generic concepts of marketing have been the dominant paradigm in the marketing discipline for almost half a century, and ambiguities in that paradigm have hindered development of a general theory of marketing as mentioned in this paper.
Abstract: For almost half a century the broadening and generic concepts of marketing have been the dominant paradigm in the marketing discipline. However, ambiguities in that paradigm have hindered development of a general theory of marketing. This research takes a fresh look at these concepts that some academics regard as causing an identity crisis in marketing. Historical analysis reveals many practical applications, which arise from the broadening/generic paradigm, result in unresolvable theoretical anomalies. Consequently, a new paradigm is proposed. Marketing systems, we argue, provides a logically coherent foundation for building a general theory of marketing.
TL;DR: In this paper, the authors proposed a method to help analyse the management performance of cooperatives in their operational activities in the recycling chain (OARC): in waste collection management, in production management, and in waste marketing management, as an instrument of social inclusion, income generation and MSWRP reduction.
Abstract: In developing countries, recyclable material collectors cooperatives are presented as a public policy model for managing urban solid wastes with recyclable potential (MSWRP). They are a fundamental part of the resources recovery chain. Thus, this study proposes a method to help analyse the management performance of cooperatives in their operational activities in the recycling chain (OARC): in waste collection management, in production management, in waste marketing management, and as an instrument of social inclusion, income generation and MSWRP reduction. To exemplify the application of the method, longitudinal research was carried out on some characteristics of cooperatives based in a medium-sized city in Brazil. For data treatment, the DEA-SBM models, Tobit regression and the Kruskal-Wallis test were used. The results indicated that cooperatives are heterogeneous, with different levels of management performance and administrative organisation. This presents communication difficulties and creates disparities in the rent paid by the collection centres for the collection trucks. In some cases, cooperatives are organised with separate administrative sectors, while in others all administrative functions are performed by the president. The results also indicated the need for maintenance and an increase in public actions to integrate the cooperatives and waste collectors with the aim to guarantee greater control in the collection, production and commercialisation of MSWRP. This is important as improvements in cooperatives’ management performances in their OARC are fundamental to their survival and the improvement of their members’ quality of life.
TL;DR: The authors argue that corporate reputation generates a "halo effect" where products from companies with better reputations are more likely to be chosen, and that corporate reputations generate a "Halo effect".
Abstract: Previous work suggests that corporate reputation generates a ‘halo effect’ where products from companies with better reputations are more likely to be chosen. We argue that corporate reputa...
TL;DR: The pitfalls, which may sink a promotional campaign are discussed and how strategic planning can solve these issues are suggested and some approaches that organizations may adopt to ensure that they are successful in their future projects are suggested.
Abstract: Close to 75% of marketing and promotional campaigns globally fail to meet their purpose. Marketing campaigns fail due to pitfalls, which sink promotional projects. Strategic planning is significant in overcoming these pitfalls hence increasing the chances of business being successful in their promotional campaigns. However, a lot of businesses are experiencing issues with integrating strategic planning into their daily operations and promotional campaigns. This article is intended at discussing the pitfalls, which may sink a promotional campaign and suggests how strategic planning can solve these issues. In addition, this article also discusses approaches which can be adopted by organizations to enable them to successfully integrate strategic planning into the marketing projects. In conclusion, it suggests some approaches that organizations may adopt to ensure that they are successful in their future projects.
TL;DR: In this paper, an integrated marketing communications (IMC) strategy consisting of a combination of promotional tools could be an essential element of the businesses' overall marketing strategy, and the marketing managers must consider the 6Ms (including the market, the mission, the message, the media, money and measurement) when they are preparing an IMC plan.
Abstract: Promotion is one of the four major elements of the marketing mix. Therefore, an integrated marketing communications (IMC) strategy consisting of a combination of promotional tools could be an essential element of the businesses’ overall marketing strategy. Different promotional tools could foster an increased awareness of a company’s products or services, inform people about features and benefits, and move them to make a purchase. In this light, this chapter examines these promotional tools, individually. It suggests that effective IMC plans promote the companies’ products and services, by sending clear, consistent and complementary messages that are ultimately intended to turn prospects into customers. In conclusion, it posits that the marketing managers must consider the 6Ms (including the market, the mission, the message, the media, money and measurement) when they are preparing an IMC plan.
15 Oct 2018
TL;DR: In this article, the authors define consumer vulnerability as a state of powerlessness that arises from an imbalance in marketplace interactions or from the consumption of marketing messages and products, when control is not in an individual's hands, creating a dependence on external factors (e.g. marketers) to create fairness in the marketplace.
Abstract: Critical marketing scholars have been encouraged to consider the experiences of consumers who encounter marketplace exclusion, consumers “whose views are rarely heard by those in positions of power” (Tadajewski, 2010, p. 214). Our focus in this chapter is on consumers experiencing vulnerability. Baker et al. (2005, p. 134) offer the following definition of consumer vulnerability: “[c]onsumer vulnerability is a state of powerlessness that arises from an imbalance in marketplace interactions or from the consumption of marketing messages and products. It occurs when control is not in an individual’s hands, creating a dependence on external factors (e.g. marketers) to create fairness in the marketplace. The actual vulnerability arises from the interaction of individual states, individual characteristics, and external conditions within a context where consumption goals may be hindered and the experience affects personal and social perceptions of self.” Central to Baker et al.’s (2005) definition is the lack of control and power experienced by some consumers, but also that the experience of vulnerability is often heightened due to circumstances beyond the individual’s control (e.g. how other people respond to her/him). This point emphasises the socially constructed and interactive nature of consumer vulnerability. Since the 1990s the importance of consumer vulnerability has been recognised with research exploring its conditions and contexts (Smith and Cooper-Martin, 1997; Gentry et al, 1994; Hill & Stamey, 1990; Ozanne et al, 1998; Morgan et al, 1995; Botti et al, 2008; Schultz et al, 2009; Ozanne & Ozanne, 2011; Cartwright, 2015). This work has been published in a range of outlets, including special issues of Journal of Macromarketing (Hill, 2005) and Journal of Marketing Management (Dunnett, Hamilton and Piacentini, 2016) and an edited collection (Hamilton, Dunnett and Piacentini, 2016). Much of this research stream questions and problematizes experiences of vulnerability within the marketplace.
TL;DR: The results from the data analytic models indicate that the most accurate classifier was the support vector machines followed by artificial neural networks and decision trees respectively.
Abstract: This study aims to assist marketing managers in identifying locations in which to host peer-to-peer educational events for healthcare professionals (HCPs) throughout the country using data analytics. These events would allow physicians and other HCPs to engage with their peers and learn about the most up-to-date clinical data and research from worldwide known Key Opinion Leaders. Decision making power in the healthcare industry is beginning to grow and fragment into numerous drivers. There are increasingly more variables, which affect marketing initiatives, and hence marketing managers are challenged to find the right methodology to place large investments and resources in the correct market segment. 3400 observations were collected from several sources including: The National Institute of Infant Nutrition monthly survey, Nielsen Consumer Behavior Data Reports, Congressional Budget Office Core Based Statistical Areas, US Census 2010 SF2 File, ZCTA Population and account information from the sales force. There were 17 input variables considered in this current analysis. The variables included; Return on Investment rank, total dollars of distribution margin, hospital influence rate, mother’s decision rate, healthcare professional decision rate, total investment, and competitive market share. The results from the data analytic models indicate that the most accurate classifier was the support vector machines followed by artificial neural networks and decision trees respectively. Marketing managers can flexibly utilize the proposed data analytic methodology proposed here to assist in identifying their target market. With the deployment of data analytics, marketing managers may now begin to sort through the large and complex data they gather and enhance their analyses of key target markets.
TL;DR: In this paper, the authors investigated the role of dynamic capabilities in the creation of innovation capabilities through CRM usage and conducted an exploratory study based on qualitative experts' interviews to support the argument that CRM drives innovation through dynamic capabilities.
Abstract: Customer relationship management (CRM) is a topic discussed, mainly, by information systems and marketing management areas Many organizations are already using CRM systems When a company uses CRM, it develops different organizational capabilities some of which lead to innovation Whilst there are some studies that already analyze the creation of innovation capabilities resulting from the usage of a CRM system, how this is achieved has not been understood The present study aims to contribute to this debate by building on the dynamic capabilities theory to develop a conceptual model for understanding the innovation capabilities development through CRM usage The research question that guides this paper is: “What is the role of Dynamic Capabilities in the creation of innovation capabilities through CRM usage?” We conduct an exploratory study based on qualitative experts’ interviews Our findings support the argument that CRM drives innovation through dynamic capabilities In fact, by sensing, seizing and reconfiguring market opportunities and threats, CRM allows organizations to generate innovation
TL;DR: In this paper, the authors explore the implications of the selfie for marketing management in the era of celebrity and show that the facilitation of the creative performance of consumer identity is a key element of marketing management task for the media convergence era.
Abstract: Purpose
The purpose of this paper is to explore the implications of the selfie for marketing management in the era of celebrity. The purpose is to show that the facilitation of the creative performance of consumer identity is a key element of the marketing management task for the media convergence era.
Design/methodology/approach
The paper uses the selfie, the picture of oneself taken by oneself, as a metaphor to develop a conceptual exploration of the nature of marketing in the light of the dominance of celebrity and entertainment in contemporary media and entertainment.
Findings
The paper suggests that marketing management in the era of convergence should facilitate consumers’ identity projects through participatory and engaging social media initiatives. Marketers must furnish and facilitate not only the props for consumers mediated identity performances, but also the scripts, sets and scenes, plot devices, cinematographic and other visual techniques, costumes, looks, movements, characterizations and narratives.
Research limitations/implications
This is a conceptual paper that sketches out the beginning of a re-framed, communication-focussed vision of marketing management in the era of media convergence.
Practical implications
Marketing managers can benefit from thinking about consumer marketing as the stage management of consumer visual, physical, virtual, sensory and psychic environments that enable consumers to actively participate in celebrity culture.
Originality/value
This paper suggests ways in which marketing practice can emerge from its pre-digital frame to embrace the new digital cultures of consumption.