From academic research to marketing practice: Exploring the marketing science value chain

We aim to investigate the impact of marketing science articles and tools on the practice of marketing. This impact may be direct (e.g., an academic article may be adapted to solve a practical problem) or indirect (e.g., its contents may be incorporated into practitioners' tools, which then influence marketing decision making). We use the term “marketing science value chain” to describe these diffusion steps, and survey marketing managers, marketing science intermediaries (practicing marketing analysts), and marketing academics to calibrate the value chain.     

Barriers to advancing the science and practice of marketing

ABSTRACT

From focus groups to clinical interviews to cognitive, neurological and biological approaches, market research borrows heavily from the behavioural sciences. Borrowing ideas and methods from other disciplines, often with adaptations, while clearly valuable, also brings a significant risk of ‘getting it wrong’. Problems arise when researchers do not follow best practices carefully developed in the originating discipline. To maintain competitive advantage, marketing researchers often ‘black box’ the details of how they apply those procedures of method design and analysis. This lack of transparency provides little evidence that best practices are followed. This, in turn, raises questions about the validity and reliability of the resulting insights and their implications. To illustrate this issue, we examine two domains where there is strong evidence to suggest that current practices are not best (or even good) practices – implicit association testing and neuroscience.     

Challenges and new research avenues in marketing science

This paper is a revised version of the key note speech which the author gave at the 1984 Annual Conference of the European Marketing Academy (EMAC). The author critically evaluates the contributions of marketing science with respect to practical relevance and managerial decision making. He diagnoses a number of substantial discrepancies between research efforts and adoption of marketing science models. Some causes for this situation are identified and new more comprehensive research avenues are proposed and discussed. It is the intention of the article to stimulate further discussion on these important issues. Necessarily, many statements in this position paper are based on subjective judgement and not validated in a scientific sense.     

Assessing the influence of marketing research on the social science literature

Citation analysis indicates that theJournal of Marketing and theJournal of Marketing Research contribute primarily to marketing and other business areas as opposed to nonbusiness social sciences. The journals are also heavily cited by practitioner-oriented publications. A list of most cited articles is provided.The authors acknowledge the research funding from Washington State University and the National University of Singapore for this project.     

From academic research to marketing practice: Some further thoughts

In this rejoinder, we share some further thoughts that were triggered by the insightful comments of Lehmann and Winer, and address some concerns expressed by them. We argue that our work can be interpreted using two different reference points, leading to an optimistic view or a more pessimistic one. We also advance a number of strategies for those in our field who aspire to influence the decisions that managers actually make.     

The impact of economic downturns on marketing

The Great Recession of 2008–2010 affected the global and U.S. economies and its companies more universally than any economic downturn since the Great Depression. This study explores how the Great Recession influenced the marketing decisions of firms and the resulting long-term effects on marketing within business-to-business companies. Empirical evidence from previous recessions suggests that companies should focus on their customers and increase their marketing efforts during a recession. However, many companies typically slash their marketing budgets during economic downturns. Authors found that during the Great Recession, companies reacted differently than in previous recessions with their marketing responses. Authors conclude their analysis by proposing that the Great Recession will have three long-term effects on marketing in business-to-business companies.     

Historical research in marketing theory and practice: a review essay

Abstract

This paper reviews 30 years of interdisciplinary scholarship that deals with marketing history or the history of marketing thought. We have ranged across the humanities and social sciences to review the very best scholarship that these domains have produced which speaks to issues likely to concern the readers of the Journal of Marketing Management (JMM). These domains include: the history of marketing management, history of market research, history of market segmentation, product management history, retailing and channels history, promotion history, advertising history, the history of marketing thought, and marketing and the management of subjectivity, among others. Given obvious page limitations we have nevertheless tried to appeal to the paradigmatic span of the readers of the JMM. With this in mind, we have critically reviewed material that will be of interest to managerially oriented academics, as well as those who subscribe to consumer culture theoretics and critical marketing studies.     

Theory into practice: meditations on cultures of accountability and interdisciplinarity in marketing research

Abstract

The emergence of a more reflexive and discerning customer has created inter alia a demand for ‘better’ food (i.e. quality and ‘authenticity’) in terms of sourcing, processing, and specialist distribution/retailing. As a consequence, the food production/distribution industry is under pressure to change many of its practices. One manifestation is the emergence of farmers' markets and the associated emphasis on ‘local’ food. This paper aims to identify the extent to which ‘conscious’ consumers are committed to buying local foodstuffs and supporting local food producers, especially from farmers’ markets. Given the exploratory nature of this research, a qualitative approach was undertaken using in-depth interviews with ‘conscious’ consumers. The results reveal that ‘conscious’ consumers recognise their own limitations (i.e. time, convenience, and price) but also demonstrate that integrating ethical considerations into their consumption behaviour is a complex and flexible task. A number of strategic actions for farmers’ markets are proposed to help differentiate their provision, particularly in terms of capitalising on perceptions of authenticity and locality.     

Reconciling marketing with political science: Theories of political marketing

This paper has two broad aims: to trace the theoretical development of political marketing and then demonstrate how these concepts can be used in the analysis of election campaigns. Electioneering is not the sole manifestation of marketing in politics but it is the most obvious, a point underlined by recent work addressing the prominent role now played by political marketing in a parliamentary democracy like Britain. Whilst much of this material understandably concentrates on the once neglected work of campaign practitioners, the more theoretical explorations of the intersection between marketing and politics have tended to appear in management journals. This paper intends to explore the relationship from a political science perspective.     

客观看待消费研究对广告营销趋势的影响

大型广告公司都会进行常规的消费研究，以此作为为广告主制订传播推广策略的重要参考。2009年4A广告公司在消费报告发布上的高调，多少是受金融危机影响的表现，是减轻和化解危机影响的一种方式。如果关注一下整体消费市场及媒体投放等多种因素，对消费研究的形势判断就会更加全面。     

传统营销、现代营销、关系营销互融的成功实践

<正> 在渤海之滨——天津塘沽,有一家企业在短短的3年内发展成为了中国北方最大的建材专业批发市场,它就是天津华北建材陶瓷批发市场(以下简称"华北陶瓷市场")。华北陶瓷市场是由天津市塘沽区华翔商贸有限公司投资1.2亿元与当地政府联合兴建的大型建材陶瓷专业批发市场。该市场主要经营建筑陶瓷系列产品及卫生洁具、进口及国产大理石和花岗岩产品等,市场内的300多家承租客商来自全国14个省市自治区,产品销售辐射河北、山西、内蒙古、山东以及东北地区。2000年该市场被天津市政府评为"先进市场",2001年被评为天津市商品交易市场20强之一。     

The impact of entrepreneurial marketing on innovative marketing performance in small- and medium-sized companies

ABSTRACT

This study examines the impact of entrepreneurial marketing on innovative marketing in small- and medium-sized companies producing industrial tools and mechanical parts. The statistical population of this study consisted of all owners and workers of industrial tools and mechanical parts around the world. The sample size includes 195 people who were chosen through simple random sampling method and Cochran formula. This is a correlational research and the data were collected using a questionnaire designed by theoretical foundations and Likert scale. The validity of the tool was confirmed using the opinions of experts and specialists and the reliability of the questionnaire was confirmed using Cronbach’s alpha (0.891). Data were analyzed through structural equation modeling. The results show that value creation that includes creating value for customers through the products and services, and marketing activities and technology has the greatest impact on innovative performance. Also, innovation, which includes innovative strategy, management believes in innovation, and using new methods to carry out activities, is in the next place. Among the factors, the leverage of resources, which include the financial and human forces, has the least effect on innovative performance.     

Eastern European marketing systems and Western marketing research voids: A research agenda

Starting with détente, there has been a marked improvement in North American trade with the U.S.S.R. and other Eastern European countries. This trend is predicted to continue at an accelerating rate in the years ahead. Despite this, trading and business systems of these countries are not likely to alter much. In most cases, planned purchases are going to continue, although the intensity may vary. Public policy makers in these countries decide well in advance what type of products or services they are going to purchase, because their purchases must conform with the goals of the annual foreign trade plan and the allocations of foreign exchange available for that particular purchase.Most aspects of Eastern European markets and marketing practices are not well known by North American company managers dealing with these countries. In most cases, lack of information about these markets often leads to misunderstanding and, hence, lost opportunity. The purpose of this article is to determine the critical research voids in an effort to facilitate the expansion of North American-Eastern European trade. To this end, a four-step procedure is proposed to pinpoint areas of research for immediate attention.