Predicting Customer Satisfaction from ATMs: A Cross Country Study

ABSTRACT

In recent years, churches and religious organizations have come to recognize they are involved in marketing activities. A review of the religion journals found 17 articles on marketing issues published since 1976. Reasons for religious organization resistance, as well as gradual acceptance of marketing, are discussed. Opportunities for future research are considered.     

Celebrity influences on consumer decision making: new insights and research directions

ABSTRACT

Throughout human history, people have expressed admiration for heroes who possessed extraordinary abilities and achieved superhuman goals. For many, modern-day celebrities fulfil this role and are prominent in various marketing communications activities. This paper addresses the literature review gaps and provides an in-depth review of the psychological and social psychological perspectives which are relevant to the celebrity endorsement literature. The contributions of this paper consist of a detailed analysis of important types of consumer-celebrity relationships, key emotional drivers (e.g. envy and admiration) of celebrity influence and the development of an original conceptual model. The conceptual model pulls together the past research and identifies new research gaps, which synthesises different research perspectives and provides a sound theoretical basis guiding future researchers and marketing managers.     

Avoiding academic irrelevance in the marketing discipline: the promise of the history of marketing thought

ABSTRACT

This paper offers a commentary on Hunt’s ‘Advancing marketing strategy in the marketing discipline and beyond: From promise, to neglect, to prominence, to fragment, (to promise?)’. We focus on three issues: (1) the historical origins of marketing strategy, (2) resource-advantage theory as a general theory of competition and/or a general theory of marketing and (3) the current state and future promise of doctoral training in the history of marketing thought.     

Gender Entrepreneurship and Global Marketing

ABSTRACT

The purpose of this article is to redirect attention to the role of gender entrepreneurship in global marketing. The value of gender in global marketing through the use of words and behavior is discussed, which helps to integrate the disparate gender, entrepreneurship, and global marketing streams of research. The article suggests that a more gender neutral stance in global marketing is required due to the more fluid and changing understanding about the meaning of gender in society. This enables increased dialogue about gender stereotyping in global marketing to be examined as a way to keep up to date with global trends. Global marketers must confront gender biases as a way of enhancing a more open and inclusive society. The trends in gender and marketing are addressed that help to raise awareness for how to improve global marketing standards.     

Relational marketing: development,debates and directions

Abstract

Relationship marketing (RM) is an umbrella term for a loose collection of ideas and concepts that emerged in different empirical contexts from the late 1970s. Informed by diverse research traditions, it represented at one and the same time an extension of existing ideas within marketing management and a very different way of thinking about marketing. Though cooperation has not been a core element of the marketing management lexicon, debates about cooperation and competition predate the 1970s. Moreover, re-engaging with relational perspectives raises important questions about managerial autonomy and about the utility of the market as a regulating force. The paper calls for the development of a more realistic theory of networks with inputs from both business and consumer marketing contexts.     

A Reply to the Commentaries on “Business Marketing: A Twenty Year Review”

ABSTRACT

In this article the authors respond to the commentaries by Professors Spekman, Wilson, and Woodside on their article, “Business Marketing: A Twenty Year Review” and share their thoughts on the future of business marketing. In responding to the commentaries, the authors concede that while their review has started the dialogue, much remains to be done. They conclude with a call for the establishment of a broad-based research task force to develop a research agenda and to coordinate research efforts that systematically address the key problems facing business marketing and research practices in business marketing.     

从交易营销到战略营销:营销理论范式的比较与创新

市场营销发展的历史表明,在现代的市场竞争下单纯依赖以4Ps策略为分析框架的交易营销范式已经逐渐失去了对新问题的解释力。关系营销范式因为缺乏明确的研究框架和分析工具还不能成为主流的营销范式。而伴随着现代竞争的日益发展,基于竞争和顾客导向的战略营销管理理论范式越来越具有影响力。SMM范式具备一个全新的理论范式的条件,将对未来我国企业的营销战略的制定,长远的营销发展具有重要的意义。     

The Journal of Business-to-Business Marketing at 21 and My Perspective on the Field of B to B Marketing

ABSTRACT

Purpose: The author shares his thoughts on the progression of the Journal of Business-to-Business Marketing and the field of business-to-business (B to B) marketing over the last 21 years. The author discusses the field of B to B marketing research and examines the gaps that exist between theory and practice and in the quality of papers among the top-tier marketing journals and the three journals that are dedicated to B to B marketing research.

Methodology[#x0002F]approach: Because the article represents both the author[#x02019]s perspective on the current state of B to B research and his views on how well the Journal of Business-to-Business Marketing has contributed to and influenced the field, the approach taken is primarily conceptual. Also, the approach allowed the author to opine as to the future direction of the field.

Findings: Although much progress has been made in improving the quality and relevance of B to B research, there still exists a relative gap in the number of submitted papers, the quality of these papers, and the impact, with some exceptions, that B to B scholars have on marketing theory and practice. Much of the gap can be attributed to the lack of adequate doctoral training. The gap is more a relative comparison to those who would follow a business-to-consumer (B to C) research path.

Research implications: Doctoral training for those interested in B to B marketing need to explore other fields of study (e.g., political science, sociology) as well as to be better equipped in more rigorous methods by which to examine the phenomenon that they select to study. The quality of the research in the domain referred to as B to B marketing has improved over the years. The belief that it is more difficult to conduct B to B research than it might be in the B to C world is no longer an excuse for a poorly conceived and executed study. The journal gives a voice to those who wish to study and conduct research in B to B marketing.

Practical implications: The implications for practice are immediate and would result in an increase in the dialogue between academics and practicing managers. Given the importance of B to B marketing to the world[#x02019]s economy, B to B scholars ought to pursue problems that are relevant to the world of practice.

Originality[#x0002F]value[#x0002F]contribution: In light of the fact that this is the 21^st anniversary of the journal, I was asked by Editor-in-Chief David Lichtenthal to present my

opinions as to the state of both the journal and the state of the field. I believe that the article builds on the work of others and hopefully sets a direction for future B to B scholars.     

Critical visual analysis of gender: reactions and reflections

Abstract

As a way to think about gender in marketing, this article reflects on recent events of the ‘Gamergate’ scandal, in which an online analyst of gender in video games was severely harassed and threatened. We focus largely of representational conventions of gender, and introduce conceptual tools such as ethics of representation and performative iteration to illuminate key concerns within marketing representation. We raise several important issues for future work on gender and marketing, and urge a move beyond a search for ‘effects’.     

A Commentary on “Undergraduate Education: The Implications of Cross-Functional Relationships in Business Marketing–The Skills of High-Performing Managers”

ABSTRACT

This commentary reinforces the importance and need for developing the student's knowledge, abilities, and understanding of what is required to collaborate with the firm's internal and external constituencies, in the context of B2B marketing environment. It is an important goal to be achieved in the B2B marketing course. The new era of business marketing is built around achieving “collaborative advantage” with the new breed of customers who demand relatively more complex product and services arrangements as well as nature of relationships from their vendors. Today's customers also expect intellectual input and consultative selling approaches from group of diverse and independent marketing entities, whom they expect to work together to meet their requirements. The firm's success or failure in the market place may indeed be predicated on their ability to achieve this “collaborative advantage”. The commentary also expands the authors' suggestions in the areas of course pedagogy and design for building the student's know-how and capability for practicing the art-of-collaboration.     

A Stakeholder Perspective on Relationship Marketing

Abstract

This paper proposes a broad framework of relationship marketing using the stakeholder approach. Drawing from Peck et al. (1999) framework and proposing several modifications, the authors identify the following relational groups-supplier markets, customer markets (channels), customer markets (end users), competitor markets, external influence markets, and internal markets. The growing importance of strategic alliances is reflected in all constituent groups as well as in a proposed modification of the Berry and Parasuraman (1991) levels of relationships. This paper also re-examines the strategic role of the traditional marketing mix strategies (namely, product, price, place, and promotion) in the new relationship paradigm. Finally, implementation strategies for the stakeholder markets, in general, and customer markets, in particular, are proposed. Several propositions are derived throughout the paper, many of which can be fertile areas for future research investigations.     

Up,up and away: social marketing breaks free

Abstract

The social marketing literature has been dominated by questions about the field’s legitimacy along with the ethical and other implications of its relationship with commercial marketing. In reviewing social marketing’s origins and considering its future, this paper acknowledges then moves beyond these concerns, enabling a focus on the opportunities created for this vibrant field in the current environment. Three thematic areas frame the paper’s discussion: the legitimacy of social marketing as a field in its own right; the broadening and deepening of the field and the consequences for social change; and the strengths and opportunities arising out of social marketing’s relationship with mainstream marketing. The paper reviews social marketing’s origins, before considering how the field might draw on the turbulent environment and the dynamic developments taking place within marketing to shape its future.     

Selling whiteness? – A critical review of the literature on marketing and racism

ABSTRACT

This article provides a critical review of the literature concerning marketing and racism, grounded in theoretical foundations drawn from critical race theory, whiteness theory and attendant models of privilege and oppression in society. The extant literature indicates a relationship between racism, marketing and social hierarchies which manifest with regard to marketing representations of people of colour and racialised groups; discriminatory practices in the marketplace and the roles of marketing professionals of colour. However, multiculturalism and anti-racism efforts attempt to counter racist practices; yet, the impacts of these efforts are unclear. Directions for future research are suggested.     

Extending the Marriage Metaphor as a Way to View Marketing Relationships

ABSTRACT

Relationships lie at the center of many marketing activities, and in certain cases are a central focus of a firm's marketing strategy. This review further develops the use of marriage as a useful metaphor for understanding many marketing relationships. Specific attention is given to the nature of a marriage relationship and to the critical transitions and different trajectories that define marriages. Dwyer, Schurr and Oh (1987) point out that far too little is known about these aspects of marketing relationships. We provide a complementary perspective on the issues that will help relationships survive and prosper. Drawing upon work in the area of marriage and family studies, we introduce several aspects of relationship trajectory and discuss implications for marketing conduct and scholarly research.     

Commentary: Relative Presence of Business-to-Business Research in the Marketing Literature: The Demand-Oriented Path Forward

In this article we discuss the relative presence of business-to-business (B2B) research in the marketing literature. We concur that B2B research is underrepresented in marketing literature and business school curricula. Avenues for remedy, improvement, and future research are presented.     

Envisioning consumers: how videography can contribute to marketing knowledge

ABSTRACT

Based on a review of the past 30 years of videographic research and outputs in the field of marketing, we highlight the key contributions that videography has made to the marketing literature and identify the key issues facing videographic research today. We develop a typology that identifies four ways that videography can contribute to theory development and verification, presenting new criteria for assessing academic videographies. We note that making theoretical contributions is one of the most difficult issues facing videographic researchers and that this is an area in need of significant developments to help the field progress. Finally, we envision what the future of videography might look like and consider the implications of new forms of videographies.     

Ethnic Food Marketing

Abstract

This paper discusses the unique role of ethnic foods in value-added food product marketing. In particular, the case of Korean kimchi is used to provide several examples of concepts introduced within the paper. When Korean kimchi export markets were disaggregated into groups of “culturally similar” and “culturally distant” markets, striking differences in the pattern of trade flows were observed. Exports of kimchi to culturally similar markets were more stable, predictable and higher volume. Exports of kimchi to culturally distant markets were more variable and had lower volume. A literature review of 28 articles published from 1979 through 1998 revealed a growing consistency in model formulation for the study of ethnic food markets. The niche markets that ethnic foods represent may be an important part of future value-added food product marketing strategies in an increasingly global society.     

Trends and Future Directions in Online Marketing Research

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 is set to extensively review scholarly articles appearing from 2000 to 2014 on the topic from 10 top-tier academic journals to understand the research trends in the domain. A literature review has reported eight major subjective categories with an analysis of online marketing effectiveness framework. This review found three most significant subject categories: (1) online marketing issues; (2) Internet usage, perception, and attitude; and (3) online shopping and e-commerce. Additionally, some new online marketing research topics such as word-of-mouth, user-generated content, and social network are also highlighted. Finally, a selection of research topics that got the maximum attention of researchers is presented along with discussion of the future research directions in the online marketing space.     

企业微博营销效果研究综述

作为一种新兴的社交媒体,微博迅速吸引了庞大的用户,微博营销也成为越来越多企业采取的营销新方式。本文以微博作为研究对象,讨论企业对微博营销效果的测度问题,对影响微博营销效果的主要因素进行了分析并展望研究趋势。