A vision of theory, research, and the future of business schools

The authors have distinguished between two broad types of research: studies dedicated to development and testing of theoretical explanations and studies seeking to generalize observed effects to settings of interest. Winer (1999 [this issue]) argues that the goal of making research conducted by marketing academics more relevant can be served by coupling theory studies with effects studies. Outcomes observed in the former type of study would gain external validity from the latter. While this notion has much intuitive appeal, the authors believe it is flawed. Generalizing the effects obtained in theory testing research by conducting additional effects studies using realistic data, such as scanner data, fails to take into account that theoretical explanation is not inherent in any set of data. An alternative view is offered in this article in which theoretical explanation serves as the basis for solving real-world problems and is the appropriate focus of business school education. Bobby J. Calder, Charles H. Kellstadt Professor of Marketing, received his Ph.D. in psychology from the University of North Carolina at Chapel Hill. He has taught at the University of Illinois and the University of Pennsylvania. His current empirical research is in two areas: (1) detecting theoretically meaningful patterns across separate individual behaviors and (2) explaining attitudinal affect in terms of emotions. In addition, he has a continuing interest in meta-methodological issues. He teaches the BMA consumer behavior course at Kellogg and various executive program sessions on developing marketing strategies based on an understanding of consumers. Alice M. Tybout, Harold T. Martin Professor of Marketing, received her Ph.D. from the Kellogg Graduate School of Management at Northwestern University. Her research explores how people process, categorize, and use information in consumer decision making. She also has written about philosophical and methodological issues related to the domain and conduct of scientific research. At the Kellogg School, she teaches the introductory course on marketing management to MBA students and serves as faculty for a variety of executive education courses. She is a member of the Board of Directors of the American Marketing Association and a former trustee of the Marketing Science Institute.     

稳固企业销售渠道的策略

维持稳固的销售渠道并使之高效运转，始终是企业营销管理的要务，可采取以下五种举措：其一，以先进的理念和良好的远景打动经销商；其二，以强大品牌吸引经销商；其三，以完善服务扶持经销商；其四，以做强终端制约经销商；其五，以经济利益驱动经销商。通过这些举措，就可以掌握经销商，形成一流的稳固渠道。     

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.     

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.

     

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.     

网络营销——企业营销新业态

网络营销是通过信息运动和交换以实现网上交易，它以成本低、无时间限制、覆盖面广及形式多样的优势条件已成为最有前途的商业新业态。为此，应针对目录式网站、加盟公司门户网站、第一语言网站、多语言本土化网站等四种模式作出相应的对策并采取具体措施。另外，还应在观念意识、风险防范、电子结算、物流配送等基础工作和行动策略方面做好必要的准备工作。     

在华外资商企本土化营销战略及启示

当企业从事跨国营销活动时,则会面临标准化营销(standardized marketing)与本土化营销(或称差异化营销adapted marketing)战略的选择问题.外资商企进入中国市场后努力实施人才本土化策略、产品本土化策略、文化本土化策略、形象本土化策略等本土化营销战略,是其在中国市场上获得成功的重要法宝.这为中国企业实施“走出去“战略,进行营销创新提供了有益的启示.     

The intellectual ecology of mainstream marketing research: an inquiry into the place of marketing in the family of business disciplines

Many inside mainstream academic marketing judge the discipline’s influence within the family of business disciplines (as well as in practice) to be in decline. Despite great research productivity, methodologies as sophisticated as any in the social sciences, and a large and rich literature, opinion and evidence suggest that academic marketing is the least influential of the mainstream academic business disciplines. Nevertheless, marketing’s decline is not inexorable. The purpose of this paper is to evaluate this perplexing situation by: (1) assembling and evaluating a number of expert opinions from within marketing; (2) exploring relations and patterns of influence among the leading academic journals in accounting, finance, management, and marketing and evaluating the position and influence of each field; (3) attempting to understand marketing’s problems; and (4) exploring avenues to move marketing back to its once prominent position among the business disciplines.     

Ethical guidelines for business and social marketing

The ethical sensitivity of all professionals has come under closer scrutiny recently. Within the business area, the ethics of marketing executives in particular has been viewed with skepticism. The growing use of “social marketing” also compounds the potential for ethical abuse. The ethical dimensions of both business and social marketing are examined in this paper. Four ethical guidelines-increased professionalism, ethical consultants, seminars and ethical cost-benefit analyses-are suggested as a means of improving the ethical standards of marketing decision-making.     

The future of technology and marketing: a multidisciplinary perspective

Journal of the Academy of Marketing Science -     

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...     

微商营销模式在贵州市场的可行性分析

随着社会的进步和我国移动互联网的快速发展,网络已经在很大程度上影响着人们的生活,衣食住行因为互联网的不断深入,而变得更加便捷。特别是对于年轻人来说,互联网已经成为他们获得最新资讯和社交的主要方式,移动社交的蓬勃也为新型的营销模式——微商,带来了发展的契机。而这种影响力巨大、发展前景广阔的营销模式却正因为缺乏监管而变得市场混乱,它所面临的挑战更受到人们的关注。本文将通过了解微商、对比微商与传统电商的区别、分析微商的优势与劣势,并结合贵州市场的现状,探讨微商这种新型营销模式在贵州市场的可行性,为使用微商的营销者提出合理化建议。     

Functional marketing plan development in department store retailing

Retailers are now implementing the types of formal marketing planning programs that have long characterized consumer goods firms. The functional marketing plans that are developed tend to be a year or less in duration. The primary responsibility for developing the plans resides with the general merchandise manager. The planning efforts of the retailing executive, in spite of their short term nature, do reflect an awareness of the importance of understanding the strengths and weaknesses of competitors and of the need to spell out issues involving profit planning, sales promotion planning, merchandise addition/deletion decisions, and issues involving inventory/physical distribution. A variety of marketing plans are developed. Separate plans are developed by merchandise lines in many organizations. The authors wish to express their appreciation to The Conference Board for permission to use the questionnaire, with modifications, underlying research for The Marketing Plan, Report No. 801, The Conference Board, 1981, as the basis for formulating the questionnaire used in this research     

我国大型百货商场的多角化经营战略

我国百货零售业在自身竞争手段落后导致的低准入门槛、市场成长缓慢和其它业态竞争者的大批跟进等多面夹击下销售增长急速下降、利润空间日益狭窄.应对全球化竞争,大型百货商场发展需要走内涵式道路,积极取向多角化经营,包括:跨区域组建企业集团、建设城乡统筹连锁网、优化商品结构、积极进入国际化购销链、运用现代信息技术降低物流成本等.     

建立市场营销新理念开创企业经营新局面

企业存在着经营观念滞后、不重视市场调查研究和分析、品牌意识不强、营销工作人员素质较低等问题。问题的主要原因在企业自身。企业必须更新观念 ,研究市场 ,把握市场 ,提高竞争能力。     

Macroenvironmental forces,marketing strategy and business performance: A futures research approach

A method of futures research is used to empirically test a structure-conduct-performance (SCP) model in a marketing setting. It is proposed that within the macroenvironment there exist, varying levels of resource constraints and structural fluctuations which are positively correlated. Increased resource constraints and structural fluctuations, which are characteristics of a turbulent environment, are expected to increase the competitive intensity is an industry. This higher level of competitive intensity is hypothesized to result in increased use of nonprice marketing strategies. Nonprice marketing strategies are also expected to increase business performance because of the contingency relationship between conduct (strategy) and performance. The possible role of “blind” luck or stochastic processes in determining success is also discussed.     

The physician and the marketing concept

Most physicians use some marketing techniques (albeit, unintentional or unplanned) in the operation of their private medical practices. They use marketing to attract patients, but seem unaware of the necessity and potential value of satisfying customer needs beyond the provision of adequate medical care. Medical service is often characterized by impersonality, with patients treated as machines rather than humans. This situation is partially a reflection of a seller's market, with a shortage or absence of private medical services in many areas of the country. In addition, the apparent lack of consumer orientation is reinforced by policies of the American Medical Association that forbid most forms of self-promotion and by the minimum fee schedules suggested by local medical associations that effectively preclude price competition. Physicians do not seem to recognize the congruity between their own interests or objectives and the total satisfaction of consumers in the marketplace for medical care.     

The anatomy of the macro marketing system

The anatomy of the macro marketing system is developed through the use of a systems methodology. This conceptual model provides academics with a frame of reference for fleshing out the marketing system as it develops over time. Beyond depicting its parts and their interrelationships, the treatise emphasizes a fundamental premise orienting change within the marketing system. Contemporary economic conditions necessitate that the marketing system operate as an aggregate mechanism for the maintenance of minimum costs. This furnishes practitioners with a basis for anticipating the transformation that will take place if the marketing system is to offer its denizens higher quality life styles in the future.