The marketing concept in perspective

A re-evaluation of the marketing concept appears to be in the making. The focus of research designed to facilitate this re-evaluation is likely to be of considerable importance to the future development of marketing theory. Research designed to better define the role and scope of the marketing concept seems to offer the most promise. Such research would be an aid to determining where the marketing concept should fit into a comprehensive theory of marketing. Limitations of the marketing concept are well documented in the literature suggesting a need for a broader framework of marketing theory. It seems imperative that academicians accept the responsibility for developing a more comprehensive general theory of marketing, one relevant to both the micro and macro aspects of a functioning system. Such flexibility seems to be a minimal requirement.     

Social coupons as a marketing strategy: a multifaceted perspective

Social coupons are fast emerging as a popular marketing tool for businesses, an attractive shopping tool for consumers using them and a profitable business model for the social coupon service providers. But does the popularity of social coupons extend into providing short- and long-term profitability and new customers for the businesses? Through an analytical model, this paper answers the following questions: (1) Are social coupons profitable for businesses? (2) Can businesses influence social coupon profitability? (3) How can businesses recover the shortfall in profits from the coupon launch? (4) How long will it take for businesses to recover the shortfall in profits from the coupon launch? Using data from three different businesses, we find that social coupons in their current form are not ideally suited to ensure customer acquisition and yield profits for the businesses. Additionally, we discuss possible areas where social coupons might work. Several research questions for future testing are offered to explore this new area of marketing.     

The service-dominant logic and the future of marketing

According to Vargo and Lusch (Journal of Marketing, 68:1–17, 2004a, Journal of Service Research, 6:324–335, b), service is the appropriate logic for marketing. For them, service is an interactive process of “doing something for someone” that is valued. More radically, goods also render service and have value-in-use. In this context service becomes the unifying purpose of any business relationship. This marketing world-view involves broadening and reframing what by convention counts as service and stands in opposition to 200 years of mainstream economic logic in explaining productive capacity. In our view they have succeeded in applying their scholarly thinking to old themes with synergistic results. Their thesis challenges marketing orthodoxy, and will in our view support much future innovation in both theoretical and practical terms.     

Pride in contemporary sport consumption: a marketing perspective

Pride feelings and processes have been under-studied in marketing and consumer research although they have major consequences for marketers and consumers. In this article, a multidimensional process view of pride is offered by reporting the findings of a qualitative interpretive study on soccer fans’ possessions. Four types of pride are put into light, i.e., introspective, vicarious, contagious, and conspicuous. Their antecedents and consequences are developed. A series of theoretical and managerial implications are finally suggested. Making consumers proud of the brand/company may lead to stronger commitment and loyalty, increased consumption (new products, upgrades and merchandise), positive WOM, and co-creation of value.     

The future of social media in marketing

Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers. Considering the numerous ways social media affects individuals and businesses alike, in this article, the authors focus on where they believe the future of social media lies when considering marketing-related topics and issues. Drawing on academic research, discussions with industry leaders, and popular discourse, the authors identify nine themes, organized by predicted imminence (i.e., the immediate, near, and far futures), that they believe will meaningfully shape the future of social media through three lenses: consumer, industry, and public policy. Within each theme, the authors describe the digital landscape, present and discuss their predictions, and identify relevant future research directions for academics and practitioners.

     

Integrating marketing and information services functions: a complementarity and competence perspective

Integrating two disparate functions in organizations—marketing and information services (IS)—has become a critical business concern due to the increasing use of information technology (IT) to find and open new markets, deliver improved services to customers, and streamline internal marketing processes. This study appears to be the first to empirically examine the dynamics of bringing these distinct groups of specialists together. We investigate potential antecedents, consequences, and contingencies of IS-marketing integration, drawing on theories of complementarity and competence. Through a survey of IS and marketing executives, we learn that integration is facilitated by trust between the two functions and the interaction between IT strategic intent and customer orientation; it is impeded by a gap in top management knowledge of IT versus marketing. We also find that integration fosters the much-coveted capabilities of developing and introducing innovations (innovativeness) as well as responding flexibly, swiftly, and adroitly to opportunities (strategic responsiveness). Additionally, we determine integration is bounded by market dynamism. In sum, integration between marketing and IS can be enhanced via managerial efforts, and the relationship is profoundly beneficial to businesses.     

Personal selling and sales management: A relationship marketing perspective

The authors examine how the practice of personal selling and sales management is changing as a result of the increased attention on long-term, buyer-seller relationships and identify some implications of these changes. Changes in the traditional personal selling and sales management activities are needed to support the emergence of the part-nering role for salespeople. For salespeople in the part-nering role, the personal selling shifts from a focus on influencing buyer behavior to managing the conflict inherent in buyer-seller relationships. The emphasis on building relationships rather than making short-term sales and the use of sales teams dictates changes in the way firms select, train, evaluate, and compensate salespeople and members of sales teams. In this article, the authors have suggested some issues concerning the emerging partnering role for salespeople that deserve the attention of scholars interested in personal selling and sales management research. Barton A. Weitz is the J. C. Penney Eminent Scholar Chair in Retail Management at the Warrington College of Business Administration at the University of Florida. He received his Ph.D. from Stanford University and his research interests are in the areas of personal selling effectiveness, salesperson motivation, and channel relationships. His research has been published in theJournal of Marketing, theJournal of Marketing Research, Marketing Science, theJournal of the Academy of Marketing Science, andAdministrative Science Quarterly. He has coauthored two textbooks,Selling: Building Relationships andRetail Management. Kevin D. Bradford is an assistant professor of marketing at the University of Notre Dame. He received his Ph.D. from the University of Florida. His research interests include issues in buyerseller relationships and increasing salesperson effectiveness.     

The future of in-store technology

Journal of the Academy of Marketing Science - This paper introduces a conceptual framework for understanding new and futuristic in-store technology infusions. First, we develop a...     

Reflections on the future of marketing

Restraints upon business institutions can be expected to grow more stringent in the latter part of the twentieth century and thereafter. Shortages of raw materials, pollution, and changes in salient societal attitudes are likely to force public policymakers to demand increased corporate attention to consumer welfare. The author examines what the role of the marketing function may be in this kind of milieu. Although significant changes in marketing practices, and shifts of emphases among the various marketing activities are anticipated, the author concludes that marketing will remain an essential force in an economy where the service sector will dominate.     

The behavioral perspective model of purchase and consumption: From consumer theory to marketing practice

The Behavioral Perspective Model of purchase and consumption (BPM) portrays the rate at which consumer behaviors take place as a function of the relative openness of the setting in which they occur and the informational and hedonic reinforcement available in or promised by the setting. Each of eight combinations of contingencies based on these explanatory variables is uniquely related to a specific mode of observed consumer behavior. By providing an environmental perspective on consumer behavior, the model makes a critical contribution to the development of contemporary consumer research that frequently decontextualizes its subject matter. It also presents an innovative conceptualization of the nature of marketing strategies.     

The structure of sustainability research in marketing, 1958–2008: a basis for future research opportunities

Recent changes in the business environment have prompted marketing scholars to pay particular attention to sustainability as a topic of inquiry. Despite the progress made in the study of sustainability, there is a paucity of research on the topic in premier marketing journals. To address this issue, we focus on marketing-related journals and assess the intellectual structure of sustainability research in detail. Drawing on social network theory, we perform an extensive co-citation analysis using multidimensional scaling to examine 76,342 citations made in 1,320 sustainability-focused articles from 36 journals over 51 years (1958–2008). This study specifies that the topics of citizenship behavior, stakeholder theory, corporate performance, and the triple bottom line are integral sustainability research areas. In addition, the results indicate five required topics for examining sustainability in the marketing context: external-internal focus, social-environmental emphasis, legal-ethical-discretionary intent, marketing assets, and financial performance. Supported by the capabilities-based resource perspective, the sustainability-focused typology and framework advanced provide directed structure for future research.     

The impact of electronic technology upon the marketing channel

Teleshopping and other forms of electronic retailing promise to have tremendous impact upon the field of retailing. With respect to the impact of this emerging technology upon the channel structure it would seem that the channel members are “retreating” relative to the channel positions. That is, consumers have retreated to the retailer level where they have assumed many of the retailer functions; retailers have moved back to the wholesaler or supplier level; distributors have assumed some of the manufacturer initiative with respect to produc specification and design; and manufactures have retreated to the subcontractor or component supplier level.     

Literary criticism and the history of marketing thought: A new perspective on “reading” marketing theory

This paper proposes the addition of concepts drawn from literary criticism to philosophical and historical ones in order to provide insights into “reading” marketing theory. The paper sets forth three modes of literary criticism applicable to the analysis of marketing theory—psychobiographical, editorial, and structural. It offers as an illustrative example a reading of the history of Ernest Dichter's motivation research movement using these methods. The addition of literary analysis demonstrates how textual clues can enrich the historian's study of the rise and fall of marketing phenomena over time.     

How artificial intelligence will change the future of marketing

Journal of the Academy of Marketing Science - In the future, artificial intelligence (AI) is likely to substantially change both marketing strategies and customer behaviors. Building from not only...     

The concept of a marketing crisis

Numerous marketing crises have gained media attention in recent years. The author examines the development of the concept of the crisis by political scientists, sociologists, and organizational theorists. Upon this base, a tentative definition for the marketing crisis is developed and a number of implications are drawn. Furthermore, the author suggests some directions for future research into the area of marketing crises.     

“Will a global marketing strategy work? An energy conservation perspective”

To what extent, and under what conditions, a marketing strategy can and should be standardized across national boundaries is an issue still to be resolved in the marketing literature. Proponents of standardization point to economies of scale whereas opponents stand firm on segmentation. This study is an attempt to gain insight to the issue of standardization through cross-cultural research in four nations. The results of this study of energy conservation suggest that market segments, similar on attitudes and behavior, do exist across countries. Within such a specific segment, a global strategy may be appropriate, but a single global strategy, aimed at all segments and countries, would not be effective.     

The paradox of a marketing planning capability

Strategy scholars have long debated the value of formal planning, and research has offered inconsistent support for planning to enhance firm performance. Given these mixed empirical effects, we draw from the resource-based view of the firm to illustrate a paradox firms may face. In particular, a strong marketing planning capability may not only reduce the incidence of postplan improvisation but also contain inherent process rigidity. Since both of these can also increase performance, results illustrate a performance paradox in marketing planning. Rebecca J. Slotegraaf (rslotegr@indiana.edu) is an assistant professor of marketing in the Kelley School of Business at Indiana University. Her research focuses on the nature and effect of organizational resources, marketing capabilities, and deployment actions on competitive advantage. She received her Ph.D. from the University of Wisconsin-Madison. In addition to this publication in theJournal of the Academy of Marketing Science, she has also published several articles in theJournal of Marketing Research. Peter R. Dickson (dicksonp@fiu.edu) is the Knight-Ridder Eminent Scholar in Global Marketing at Florida International University. He was previously the Arthur C. Nielsen Jr., Chair of Marketing Research at the University of Wisconsin-Madison and before that the Crane Professor of Strategic Marketing and a professor of industrial design at the Ohio State University. He received his Ph.D. from the University of Florida. Thirty of his articles on buyer and seller behavior have been published in leading marketing journals.