Showing papers on "Qualitative marketing research published in 2017"

Qualitative methods in business research

Abstract: For a student or practitioner beginning their qualitative research journey in business, there are few dedicated texts. Business schools have tended to recommend the routinely revised and increasing...

Thirty years of the Journal of Business & Industrial Marketing: a bibliometric analysis

Abstract: Purpose The aim of this study is to reveal the contribution that Journal of Business & Industrial Marketing has to scientific research and its most influential thematic work in B-to-B since its beginning in 1986 until 2015, in commemoration of the 30th anniversary. Design/methodology/approach The paper begins with a qualitative introduction: the emergence of the magazine, its origins, editorial and positioning. Subsequently, it is based on bibliometric methodologies to develop quantitative analysis. The distribution of annual publications is analyzed, the most cited papers, the keywords that are mostly used, the influence on the publishing industry and authors, universities and the countries that have the most publications. Findings The predominant role of the USA at all levels is highlighted. It also highlights the presence (given its size and population) of the countries of Northern Europe. There is great interest in appreciating the evolution of the number of publications that are always increasing which demonstrates the growing and sustained interest in these types of articles, with certain times of retreat (often coincide with economic crisis). Research limitations/implications The Scopus database gives one unit to each author, university or country involved in the paper, without distinguishing whether it was one or more authors in the study. Therefore, this may bring some deviations in the analysis. However, the study considers some figures with fractional counting to partially solve these limitations. Practical implications After observing the different perspectives of the journal’s production, it allows to give an objective view of the evolution that the Journal of Business & Industrial Marketing has had in the past 30 years. Originality/value It is part of the trend that several journals (Journal of Marketing, Journal of Public Policy & Marketing, Journal of Marketing Research, Journal of Business Research) made special sections to show progress and contribution of these journals to scientific research.

Marketing research on mergers and acquisitions: a systematic review and future directions

Abstract: Purpose The purpose of this paper is to systematically review and critically examine marketing research on mergers and acquisitions (M&As), and articulates its importance and relevance in consideration of the growing influence of the M&A phenomenon in the global economy. Design/methodology/approach A two-stage systematic review of the extant literature was conducted focusing on peer-reviewed journal articles published during a 28 year period – from 1987 to 2014. Findings A systematic analysis of 32 journal articles reveals that M&A research is a vibrant and rapidly growing stream of the broader marketing domain, and that it is contextually, methodologically and thematically diverse. The findings also highlight several literature trends and shortcomings, as well as the complex nature of the relationship between marketing and M&As. Originality/value On the basis of the critique, we develop an ambitious research agenda that raises exciting new research questions for the scholar community and helps promote future theory development in marketing, strategy, and other related disciplines.

From relationship marketing to total relationship marketing and beyond

Abstract: Purpose This paper aims to emphasize the need for generation of more general, abstract and grand theory in marketing by synthesizing relationship marketing and other developments and to address complexity instead of fragmented bits of marketing. Design/methodology/approach This study is a discourse based on new theoretical developments, literature and personal reflection. Findings Relationships, networks and interaction constitute the core of marketing. Research limitations/implications Future focus on theory generation and complexity through case study research and not on fragmented quantitative surveys and hypotheses testing. When complexity is better understood, boil it down to actionable simplicity in the form of mid-range theory. Practical implications Research in marketing is there to be used in real life; it is not an academic parlor game. The paper addresses complexity instead of shunning it, search for the core of marketing and offer simplification as mid-range theory (checklists, heuristics, etc.) and with focus on decisions, action and results. Originality/value Going from the current fragmented approach of marketing to a holistic and theory-based approach, linking theory with practice.

Guest editorial: relationship marketing – past, present and future

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.

What Makes Qualitative Research Good Research? An Exploratory Analysis of Critical Elements

Abstract: When conducting research, it is essential that both the design and the method used are appropriate to fully answer the research questions. The overall aim of the study should determine the choice of the design. it is also crucial that the research is not only relevant but must be of good quality to provide knowledge that can be effectively used in various settings such as practice and education, as well as implementation of policies and projects. Qualitative research is used in various disciplines including behavioral and social sciences to understand human experiences and situations, as well as individuals' cultures, beliefs, and values. Qualitative research is very useful for exploring complex phenomena that are difficult to measure with quantitative studies. Despite the advantages of qualitative research, its trustworthiness is often questioned by some researchers and readers. This article presents an exploratory analysis of the essential elements in qualitative research that when properly and objectively utilised can enable the readers of qualitative work to judge it as a good research.

Relationship marketing readiness: theoretical background and measurement directions

Abstract: Purpose This paper aims to develop the foundation of a model for assessing relationship marketing readiness (RMR) and provide directions for such an assessment. Design/methodology/approach Based on the promise theory and service logic, the importance of the customer–firm touchpoints and interactions to relationship marketing as an equivalent to the product variable in a conventional marketing approach is discussed. Then, a relationship marketing model and an RMR assessment model are developed. Findings The paper suggests an RMR assessment model based on two variables, namely, whether management’s focus is on the customers’ or the firm’s resources and processes and whether it is on the customers’ or the firm’s definition of quality. An indicative list of measurement factors is proposed. Originality/value The paper emphasizes the need to broaden the scope of marketing and offers a novel measurement approach, which both in theory and practice helps the development of relationship marketing understanding.

Marketing agency – client relationships: towards a research agenda

Abstract: Purpose This paper aims to present the first systematic review of the literature relating to the relationships between organisations and their marketing agencies, the agency–client relationship, and presents a concept matrix that identifies the key areas of investigation, and topics where further research would be beneficial. As agencies play a pivotal role in operationalising marketing strategy, this relationship is central to marketing theory, management and practice. Design/methodology/approach A systematic review of the literature was performed using key databases and search terms, and filtering on the basis of criteria relating, for example, to relevance and format, to create a core set of refereed papers on the agency–client relationship in the marketing and advertising domains. Bibliographic and thematic analysis was used to profile the literature in the dataset, and to draw out key themes. Findings The paper provides an analysis of the extant knowledge base, including key themes, journals and research methods. The following themes emerged from the literature, and are used to elaborate further on the existing body of knowledge: conflict, client account management, contracts and agency theory, cultural and international perspectives and co-creation. An agenda for future research is proposed that advocates a focus on theoretical foundations, research strategies and research topics and themes. Originality/value This is the first systematic review of the literature on agency–client relationships, which is scattered across disciplines and informed by several theoretical perspectives. Given the increasing complexity of agency–client relationships in the digital age, and increasing need to understand “marketing-as-practice”, the coherent overview offered by this paper is of particular value for guiding future research.

Storytelling and Social Networking as Tools for Digital and Mobile Marketing of Luxury Fashion Brands

Abstract: This research intends to discover what the current strategies in digital marketing that are being carried out by brands in the luxury fashion sector are. It is intended to identify the most relevant aspects in the interaction of brands with their audiences in a digital and mobile environment, for which qualitative techniques have been used, through content analysis and in-depth interviews. We have found that, among others, the principle of "storytelling" is one of the key strategies in digital marketing, this principle is found in video marketing strategies, social media, events and exhibitions open to the public, which seek to interact with public and show its history.

Exploring value destruction in social marketing services

Abstract: Purpose This paper seeks to draw from services marketing theory as an alternative and under-used pathway to social and behaviour change for the achievement of societal well-being. Social marketing services are an important part of social change programmes as they contribute towards service users’ health, well-being, and the fulfilment of social marketing goals. However, value destruction can occur in users’ service experiences, leading to a decline rather than improvement of their well-being. The purpose of this paper is to understand the nature of the value destruction process and identify the outcomes in social marketing services from a consumer’s perspective. Design/methodology/approach A qualitative exploratory study using a focus group (n = 4) and individual depth interview (n = 4) methods was undertaken. The discussions were guided by a semi-structured interview guide and were audio recorded and transcribed verbatim. Findings Thematic analysis of the data revealed two value destruction processes: incongruent resource application and misuse of firm resources. The value destruction processes suggest three types of outcomes: reduced usage of the service, termination of service and strategic behavioural actions. Originality/value This study is the first to examine value destruction processes and outcomes in social marketing services from a consumer’s perspective. This study contributes towards the small but growing body of research on value destruction in both commercial and social marketing by challenging the assumption that value creation is always positively valenced and responding to critique that there is currently insufficient focus on value destruction in service research and its impact on well-being.

Beating, ditching and hiding: consumers’ everyday resistance to marketing

Abstract: This article illuminates consumers’ views of marketing in light of theories of resistance. It argues that consumers engage in resistance to the power of marketing through their everyday actions and also through the ways they construct their accounts of these actions. It identifies three theoretical approaches to resistance (hegemonic, relational and autonomous). These are used to discuss consumers’ accounts of marketing collected through 78 personal interviews in which participants were asked to describe marketing and provide examples of their experiences with marketing as they defined it. Through this, the study uncovers various forms of consumer resistance, which can often go unnoticed. These are conceptualised through the notion of everyday resistance to marketing and are used to challenge existing marketing theory and develop paths for future research.

Qualitative Marketing Research: The State of Journal Publications

Abstract: Qualitative methods in marketing have become essential not only for their classical advantage in consumer behavior, but also for their benefits in dealing with big data and data mining. Research from International Data Corporation (IDC) shows that when it comes to online data, unstructured content accounts for 90% of all digital information. Under these circumstances, this study provides a literature review and analysis on the role and relation of qualitative methods with quantitative methods in marketing research. The paper analyzes research articles that include qualitative studies in the top marketing journals during the last decade and focuses on their topic, domain, methods used and whether they used any triangulation with quantitative methods. Starting from this analysis, the study provides recommendations that can help better integrate qualitative methods in marketing research, academics and practice. Keywords: Qualitative Analysis, Marketing, Triangulation Introduction The black swan theory refers to events hard to predict statistically, with three main characteristics: rarity, extreme "impact," and retrospective predictability, due to the human nature's capacity to formulate explanations for occurrences after the fact (Taleb, 2007). There is a point where even great statistics fail and give way to the (sometimes) unpredictable human nature and alternative explanations. It is here that qualitative research finds its greatest role, in its potential to understand and explain complex phenomena and situation, in acquiring everyday knowledge and in building theories (Cooper, 2008; Gummesson, 2005; Hirschman, 1986). While the role of qualitative research in the marketing discipline has evolved in both research and practice, there are still many topics left to debate and numerous obstacles that qualitative methods users encounter (Alam, 2005; Bailey, 2014; Barnham, 2010; Martin, 2005). Besides discussions related to paradigms and the classical comparison between positivism and interpretivism, there is also a divide regarding the formulation of objectives and the tools used in qualitative research by academics and practitioners (Bailey, 2014). For example, researchers have noted that the qualitative methods are least understood and most criticized research methods, not only because of the characteristics of the methods, but also because of the manner in which they are used and promoted in journal publications (Alam, 2005). Qualitative methods are even more important now, with the development of online consumer communications, from blogs to social media posts and product reviews, where qualitative tools of analysis can prove beneficial for researchers and practitioners. Research from International Data Corporation (IDC; Schubmehl & Vesset, 2014) shows that when it comes to online data, unstructured content accounts for 90% of all digital information. This can include information from customer surveys, response forms, online forums, social media, documents, videos, news reports, phone calls to call centers and information gathered by the sales team. This knowledge is typically textual rather than numerical, and it is not easily quantified (Noyes, 2015; Skageby, 2015). Practitioners note that, when connected and used properly, this type of information can help increase revenue, reduce costs, respond to customer needs more quickly and accurately, or bring products to market faster (Schubmehl & Vesset, 2014). The research question that guided this investigation is related to how are qualitative methods used in marketing research, how did they evolved in the past decades, and whether they are keeping up with the new technologies and market changes. In this context, this study attempts to take the pulse of the major marketing research journals in a review of articles that use qualitative methods in order to assess their current use and make recommendations based on the information collected. …

Qualitative Methods in Patient-Centered Outcomes Research.

Abstract: The Patient-Centered Outcomes Research Institute (PCORI), created to fund research guided by patients, caregivers, and the broader health care community, offers a new research venue. Many (41 of 50) first funded projects involved qualitative research methods. This study was completed to examine the current state of the science of qualitative methodologies used in PCORI-funded research. Principal investigators participated in phenomenological interviews to learn (a) how do researchers using qualitative methods experience seeking funding for, implementing and disseminating their work; and (b) how may qualitative methods advance the quality and relevance of evidence for patients? Results showed the experience of doing qualitative research in the current research climate as "Being a bona fide qualitative researcher: Staying true to research aims while negotiating challenges," with overlapping patterns: (a) researching the elemental, (b) expecting surprise, and (c) pushing boundaries. The nature of qualitative work today was explicitly described and is rendered in this article.

Trends and Future Directions in Online Marketing Research

Abstract: Over the last decade, the increased adoption of the Internet in public life as well as in developing businesses has led to a phenomenal rise in academic research on online marketing. This article i...

Consumer imagination in marketing: a theoretical framework

Abstract: Imagination is a complex mental process where consciousness departs from reality to create new content not currently found in existence. Imagination is key to marketing persuasion, but studies that examine consumer imagination in response to marketing messages illustrate confusing and sometimes contradictory perspectives about consumers’ mental processing. This paper aims to provide a review of the existing literature on consumer imagination relevant to marketing scholarship, and builds a new theoretical framework to organize and explain these papers.,A systematic review of the marketing literature was undertaken to identify all papers related to consumer imagination and its role in marketing persuasion. A focus was placed on empirical papers, review papers and meta-analyses.,A new conceptual framework was created to classify the consumer imagination literature based on both the characteristics and the content of imagination. The existing marketing literature was then organized into the framework. The framework helps to explain seeming contradictions between different studies as well as helps to collect similar studies together to summarize schools of thought.,The imagination framework presents an entirely new way of conceptualizing imagination research in marketing. This new categorization structure not only clarifies consumers’ use of imagination in response to marketing messages but also identifies questions for future research in this area of marketing theory.

A different type of lighting research – A qualitative methodology:

Abstract: As lighting researchers we can learn from our colleagues in the humanities who have progressed qualitative research methods to a high level of rigour. We should consider using qualitative research ...

Managers’ beliefs about marketing research and information use in decisions in context of the bounded-rationality theory

Abstract: Purpose The purpose of this paper is to diagnose two types of causal relationships from the perspective of the structural equations model. First, the relationship is analysed between managers’ beliefs regarding the use of marketing information in making decisions and the rational premises of decision validity. Next, the rational premises of decision validity are considered in reference to managers’ abilities to select appropriate information from marketing research reports. Taking into account all of the above premises, the author in the empirical research conducted here introduced the following two research hypotheses which state that: H1: the high level of managers’ beliefs about the usefulness of information from marketing research does not yet positively influence their way of reasoning and making decisions in the light of the bounded-rationality theory. H2: managers who do not use the bounded-rationality criteria of decision assessment, lack of the analytical approach in solving decision problems, also reflect the inability of selecting proper information from a marketing research report. Design/methodology/approach In the conducted empirical research, that is, in the process of gathering the information, the internet questionnaire survey was used, which included the author’s own version of items measuring respective latent variables. Next, to the chosen group of the respondents (invited to the survey through the two social networking sites: LinkedIn and Golden Line), a direct link to the questionnaire was sent via personal e-mails. The method of providing answers to the questions in the online survey included indicating by the respondents the answers on a seven-point Likert scale for the statements which were expressed in agree/disagree format. The whole empirical research was conducted between March 1 and August 31 in 2014, and the process of choosing the appropriate respondents to the sample was conducted with the use of the two techniques: judgemental sampling and snowball sampling. The final size of sample equalled n=213 and its structure included the individuals in companies, who have borne the responsibility mainly for the organisation and planning of strategic and tactic marketing activities. In short, the sample structure consisted of the respondents responsible for decision-making processes and included: marketing directors (45 per cent), product managers (27 per cent), managing directors and chief executive officers (20 per cent), as well as marketing executives (8 per cent). Findings On the basis of findings and the obtained empirical results it is argued that decision makers in companies, despite their strong declarations regarding the use of marketing information, in reality prefer to act in a non-analytical way when making choices. Managers, when faced with difficulties in information processing, adopt simple solutions in solving decision problems which are much closer to the irrational sphere of making choices. Thus the full potential of information that is available to them from marketing research is not even considered. This irrational behaviour in decisions as well as the lack of analytical thinking result in further consequences pertaining to the way that information is selected. Practical implications In spite of all theoretical arguments supporting the bounded-rational theory of making choices, the irrationality or, simply, the non-analytical thinking in decision-making processes in organisations takes place. The inability to use effectively information by managers in companies and failure to scrutinise their own processes of decision making on the basis of logic and reasoning is admittedly the Achille’s heel of many information users. Using information from marketing research in decisions, as well as undertaking the sequence of steps to ensure the valid decision-making process, seems to be a huge problem for managers. Taking into account, the empirical research findings, one can argue now that in spite of the managers’ conviction about the usefulness of the information from marketing research, that is, despite their declarations pertaining to use of information in decision-making processes, such information is in practice often ignored and not taken into account. Originality/value In the paper the author explains why, as is supported by empirical evidence, managers in companies decide to conceal their real beliefs concerning the usefulness of marketing information. Taking this into consideration, the indirect question of the empirical research conducted here is whether managers ever seriously consider marketing research results when making decisions?

QCA in Empirical Marketing Research: An Experiment Featuring Dorah Explorah, Investigating Celebrity Endorsement's Effect on Product Selection:

Abstract: This study explains how to disentangle the relationships between outcomes and the configurations of marketing brand tactics and consumer attributes for a particular marketing phenomenon. We demonst...

Social Media Marketing in Comparison With Other Forms of Marketing in the Slovak Banking Sector

Abstract: Purpose – Social media have become an important marketing tool in recent years, used for marketing purposes by Slovak banks besides other forms of communication. A comparison of social media marketing perception by banks’ customers on the Slovak market with other forms of marketing, examined across age groups, will be the main aim of this paper. Design/Methodology/Approach – This investigation was conducted using a questionnaire survey with self-assessment statements, rated on a five-point Likert scale to compare the perception of items influencing the decision whether to use a bank or its services. The results were presented using descriptive statistics, z-scores, top two box scores, the Kruskal-Wallis test, the Mann-Whitney test, and Pearson’s correlation. Findings and implications – A relatively low level of perceived influence of social media marketing compared to those in other forms of marketing was detected in the process of decision-making about the adoption of a bank and its services. Higher levels of perceived influence were detected mainly in younger groups of respondents. Limitations – These results give only a basic overview of the customer perception of social media marketing in comparison with other forms used in the Slovak banking market. Deeper relations between various forms of marketing and their perceptions might be investigated. The results have low explanatory power because of the limited sample size. Originality – The investigation of the clients’ social media marketing perception and its comparison with the perception of other marketing forms used in the Slovak banking market, including age-related differences, has not been conducted before.

Research in marketing ethics: Continuing and emerging themes:

Abstract: This article discusses both longstanding and emergent research themes in marketing ethics. It begins with a section on definitions and moves to an examination of research on: consumer ethics, product issues, pricing questions, channels challenges, and two emerging trends having to do with advertising and promotion. A latter part of the article provides a number of suggestions for junior scholars in conducting research on topics in marketing ethics. It concludes with a few thoughts on teaching marketing ethics and a mention of privacy as an area of growing ethical concern in marketing.

Ethnography for Marketing and Consumer Research

Abstract: This is intended to assist researchers in employing ethnographic methods in marketing and consumer research. It is our response to the demands of practitioners, students, and academics who want to know more about ethnographic research, but who may not have had a formal training or exposure. Ethnographic research is an instantiation of what is sometimes referred to as interpretive research. Ethnography is increasingly used to explore marketing and consumer issues, designing products, services and systems that improve people’s daily lives. We offer a step-by-step approach to conducting ethnography in business and consumer settings with some examples. We also provide a framework and some general principles.

Towards a more universal understanding of content marketing: the contribution of academic research

Abstract: As a new marketing paradigm, the scholarly publications about content marketing have steadily increased since the first academic study in 2008. It is, however, still surpassed by the thousands of practitioner publications in the form of blogs, case studies, and industry publications. Varied perspectives and competing concepts about content marketing impede universal understanding and hinder future growth. Marketing scholars have only recently started to address content marketing's definitional and conceptual issues and have thus far contributed very little to the continuous debate about this shift in marketing thought. This study was consequently done to address a gap in our understanding of content marketing by focusing on the state of current scholarly contributions when it comes to unanimity about its conceptual foundation. It is furthermore also important to be aware of how research has advanced content marketing theory so far to expand existing knowledge. A directed, inductive content analysis of 191 academic studies about content marketing was done to establish how content marketing is conceptually and consistently explained and understood in existing scholarly work. Three main categories emerged that illustrate uniformity in views, namely delineation of content marketing, content marketing field, and foundational elements. Conceptual understanding of a phenomenon is crucial to develop frameworks and models to accurately describe it. This study could thus be an underpinning for future studies to add to incomplete conceptions about content marketing and thereby advancing its growth.

A simple analysis of revolution and innovation of marketing mix theory from big data perspective

Abstract: Using big data technology to integrate date, transform these data into fundamental and strategic resources in enterprise marketing management and formulate and implement data-driven marketing mix strategy has become a research hotspot in enterprise management circles, and it has generated far-reaching influence on traditional marketing theory and especially marketing mix theory. From perspective of big data, revolution idea and implementation form of traditional marketing mix theory is analyzed in this paper, and approach to establishing innovative strategies of marketing mix pattern under big data background is studied.

Transfer of marketing knowledge to Catholic primary schools

Abstract: While the role and importance of marketing have grown in nonprofit organizations, marketing knowledge in nonprofit education organizations, specifically primary schools, is sparse This paper reports the research findings of an exploratory study designed to examine the transfer of marketing knowledge to Catholic primary schools It identifies and explores what school leaders know about marketing, how they acquire that knowledge, and what factors contribute to or impede its development Qualitative data gathered from Catholic school educational leaders reveal that while marketing is viewed in schools as an important management function, marketing knowledge is slow to transfer Findings reveal that marketing knowledge is primarily developed unintentionally, as a result of trial and error, and that a lack of formal marketing training results in a heavy dependence on volunteers Findings also indicate that school leaders have minimal autonomy under the Diocese, which, along with economic, cultural, and structural barriers, functions to limit marketing knowledge development It was also found that, although cross-sector cooperation is desired among educational leaders, it is not pursued, further limiting the transfer of marketing knowledge Theoretical and managerial implications for resource-strapped primary schools in competitive environments are discussed

Ruth N. Bolton: Autobiographical reflections

Abstract: Purpose My goal is to describe my life in marketing over more than 36 years and to help readers better understand (from my personal perspective) the history of marketing. I also aim to lift the curtain on some aspects of service within the marketing community. Design/methodology/approach This paper is an autobiographical sketch. It describes some key moments in my career, as well as describing how my most cited articles came to be written. It emphasizes the contextual factors at work in different periods, so readers can better understand how and why my research evolved in certain ways. I aim to convey the nature and variety of career experiences that were (and are) open to marketing academics. I discuss my experiences at the Journal of Marketing and the Marketing Science Institute. Findings Marketing changed rapidly between 1974 and 2017. Although change can be uncomfortable, I urge marketers to seek exposure to new ideas and practices; they are essential to learning and growth. Unexpected opportunities will come along and an alert individual can learn much from them. My time in industry was a learning experience for me. There are many kinds of interesting and successful careers. Practical implications The marketing field advances, not by the work of a single individual, but from the accumulated work of the entire marketing community. Everyone has a role to play. I encourage each individual to look for ways to contribute. I offer thoughts on how to build a research career based on my own experience. Social implications My thoughts may shed some light on the experiences of a woman academic and the globalization of marketing academia between 1974 and 2017. Originality/value My hope is that this paper contributes to a better understanding of the history of marketing, when it is considered together with other articles on this topic. It may also be useful to people who are embarking upon a career, as well as those seeking to understand the work of earlier marketing scholars.

Essential employability skills for marketing careers: gap analysis of education and profession

Abstract: This study investigates generic skills, technical abilities and conceptual knowledge required by employers of marketing professionals. The first part of the research is based upon the content analysis of 375 advertisements of marketing jobs. These competencies were classified in two categories i.e. generic skills and technical marketing skills. With regards to generic skills, oral/written communication, leadership and team work has come out as preferred by employers. The Industry knowledge and sales management are the most desirable technical skills that are required by employers. In the second phase 16 marketing executives ranked the competencies they prefer while hiring marketing professionals. Lastly an exploratory study was conducted to find out if essential competencies are delivered through curriculum of marketing or not. ‘Industry specific knowledge’ and forecasting and budgeting are two areas that are not sufficiently covered by the marketing curriculum.

A Reappraisal on Marketing Definition and Marketing Theory

Abstract: This study examines the definition of marketing and different marketing theories for academic research based on historical literature review. After a comprehensive review on different approaches on marketing definition, the paper gives its own description of marketing, with a highlight on value creation and exchange. The paper also attempts to discuss the possibility that a potential new paradigm of marketing as a science by a value creation theory, which focus on the new role of marketing in value creation during the traditional transaction exchange, with a suggestion that the impact of marketing maybe underestimated.