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Review of Marketing Research pushes the boundaries of
marketing-broadening the marketing concept to make the world a
better place. Here, leading scholars explore how marketing is
currently shaping, and being shaped by, the evolution of Artificial
Intelligence (AI). Topics covered include the effects of AI on:
economics; personalisation; pricing; content generation; the
identification, structuring, and prioritization of customer needs;
customer feedback; Natural Language Processing; image analytics;
deep learning; and the anthropomorphism of AI, such as in virtual
assistants and chatbots. Each chapter provides thought provoking
discussions which will be relevant to researchers, professionals,
and students.
Measurement is at the core of empirical research in marketing
because researchers need measures that faithfully represent the
constructs in their theories. This 19th volume of Review of
Marketing Research addresses important measurement issues to deepen
readers' appreciation of the fundamental role of measurement in
empirical research in marketing. Measurement in Marketing features
a range of chapters from experts in the field who discuss the
philosophical foundations of measurement, provide practical
recommendations about measurement error and explore the latest
research, offering guidance on the selection of appropriate
implicit measures for capturing automatic cognitive processes.
Measurement in Marketing is built to provide a state-of-the-art
discussion of current topics in measurement and deepen readers'
appreciation of the fundamental role of measurement in empirical
research in marketing.
"The Review of Marketing Research" annual series provides current,
state-of-the-art articles by the marketing field's leading
researchers and academicians. In contrast to other research
publications in the field that impose rigid limitations on the
length of articles, "RMR" publishes longer chapters that are not
only theoretically rigorous, but also offer richer detail,
including literature reviews, cutting-edge methodologies, empirical
studies, emerging trends, international developments, guidelines
for implementation, and suggestions for future theory development
and testing.Edited by Naresh K. Malhotra along with a distinguished
editorial review board drawn from the leading figures in marketing
research and theory, the annual "RMR" volumes include approximately
7-8 chapters. Each contribution undergoes a double-blind review
process, and each volume represents an across-the-board view of the
full range of current marketing research methodologies. No
marketing bookshelf or library will be complete without this annual
series.
This latest volume of Review of Marketing Research, Marketing
Accountability for Marketing and Non-Marketing Outcomes is divided
in three parts: (1) measures of firm performance, (2) measures of
social interaction, and (3) measures related to broader societal
outcomes such as sustainability and quality of life. Measures of
firm performance covered include the marketing implications of
financial accounting, customer feedback metrics, drivers of brand
equity, brand failure, market orientation capabilities, and
multichannel attributions. Measures of social interaction encompass
environmental and social performance, social networks, and
attitudinal word-of-mouth drivers. The final chapter is devoted to
measures related to societal outcomes and focuses on attractiveness
of inner city for society. Each chapter presents thought-provoking
discussions and new insights which will be relevant to researchers,
professionals and students of marketing, branding and consumer
behaviour
In spite of, and because of, the attention recently paid to "big
data" and the huge amount quantitative data available from online
and point of sale transactions, qualitative and conceptual research
is in greater demand than ever. Rather than the correlational and
superficial view provided from the overflow of numerical data,
qualitative and conceptual data help to make sense of what is
really going on among consumers. Numerical approaches are a useful
first cut at detecting changes in market patterns, but they fail to
help understand the underlying and deeper meanings of these data
among individual consumers, families, and consumption communities.
By gathering data from observation (first hand and automated),
depth interviews, projective measures, netnography, videography,
qualitative marketing and consumer research help put flesh on the
bones of often sterile quantitative data. This volume provides a
good illustration of the sorts of insights that qualitative and
conceptual analysis can provide. Using some of the latest
qualitative research tools, this volume highlights insights about
consumption ranging from how consumers process advertising
messages, how skiers consume a ski resort, and how small retailers
can combat the practice of "showrooming" by consumers comparing
online prices with mobile devices to the nature of consumer
"presence, rethinking the meanings of prices, and buying
counterfeit luxuries with friends. These and other practices
provide eye-opening insights of their own. But they also spark the
imagination by demonstrating what qualitative research can do and
why it is an increasingly popular set of techniques.
Establishing, expanding and leveraging brand meaning is critically
important yet exceedingly complex. Successful brand meaning
management is foundational to both brand differentiation and to
outcomes like brand identification and brand attachment. Yet,
managing this meaning over time is complex. Noted contributors to
this special issue add new insights to this complex domain. A group
of papers lend insight into the myriad entities involved in the
meaning making process itself, such as marketers, celebrities,
brand users, and the broader culture in which consumers live. A
second set emphasizes the critical impact that brand meaning has on
consumers and brands themselves-outcomes that include brand
identification and attachment, social relationship management, and
brand evangelism. The final set addresses when and how brand
transgressions can threaten these outcomes, and what brands must do
to recover from lost or tainted meanings. The volume co-editors
provide an overview of the chapters and identify future research
issues on brand meaning management in B2B (vs. B2C) markets, and
how multi-product firms manage the collective set of meanings that
comprise their brand portfolio.
Edited by Naresh K. Malhotra, this volume of Review of Marketing
Research delivers a high powered range of articles from leading
researchers and universities. The issue provides insights of
interest to marketers throughout the discipline. Topics covered
include a critical review on consumer experience and experimental
marketing, designing and pricing digital content products/ services
and nation equity. Authors include senior Chaired professors from
such prestigious institutions as Wharton and Columbia. This volume
adds to the already formidable body of knowledge built up by this
highly respected book series.
In their 2004 article "Evolving to a new dominant logic for
marketing," Vargo and Lusch established the related principles that
value is always co-created and, thus, firms cannot deliver value,
but only develop compelling value propositions. This perspective is
now known as "service-dominant (S-D) logic." Subsequent S-D logic
work has suggested that value is not only always co-created; it
also requires the integration of resources from multiple sources
and thus is contextually contingent, since each instance of value
creation involves the availability, integration, and use of a
different combination of resources. This repositioning of value,
from a static concept of something embedded in the output of a
"producer" to be "consumed," to a dynamic concept of a co-created
outcome in ever-changing, networked systems, can be seen throughout
the manuscripts in this volume.
"The Review of Marketing Research" series provides current,
state-of-the-art articles by the marketing field's leading
researchers and scholars. Unlike other research publications in the
field, which impose major constraint on article length, RMR
publishes longer chapters that are not only theoretically rigorous
but also offer richer detail, including literature reviews,
cutting-edge methodologies, empirical studies, international
developments, guidelines for implementation, and suggestions for
future theory development and testing. "The RMR" series is edited
by Naresh K. Malhotra along with a distinguished editorial review
board. Each contribution undergoes a double-blind review process,
and each volume represents an across-the-board view of the full
range of current marketing research methodologies.
"The Review of Marketing Research" annual series provides current,
state-of-the-art articles by the marketing field's leading
researchers and academicians. In contrast to other research
publications that impose rigid limitations on the length of
articles, "RMR" publishes longer chapters that are not only
theoretically rigorous but also offer richer detail, including
literature reviews, cutting-edge methodologies, empirical studies,
emerging trends, international developments, guidelines for
implementation, and suggestions for future theory development and
testing.
"The Review of Marketing Research" annual series provides current,
state-of-the-art articles by the marketing field's leading
researchers and scholars. Unlike other research publications that
impose rigid constraints on the length of articles, RMR publishes
longer chapters that are not only theoretically rigorous, but also
offer richer detail, including literature reviews, cutting-edge
methodologies, empirical studies, emerging trends, international
developments, guidelines for implementation, and suggestions for
future theory development and testing. "RMR" fills an important
need in the marketing literature. No bookshelf or library is
complete without these annual volumes.
This volume includes the full proceedings from the 1985 Academy of
Marketing Science (AMS) Annual Conference held in Miami Beach,
Florida. It provides a variety of quality research in the fields of
marketing theory and practice in areas such as consumer behaviour,
marketing management, marketing education and international
marketing, among others. Founded in 1971, the Academy of Marketing
Science is an international organization dedicated to promoting
timely explorations of phenomena related to the science of
marketing in theory, research, and practice. Among its services to
members and the community at large, the Academy offers conferences,
congresses and symposia that attract delegates from around the
world. Presentations from these events are published in this
Proceedings series, which offers a comprehensive archive of volumes
reflecting the evolution of the field. Volumes deliver cutting-edge
research and insights, complimenting the Academy’s flagship
journals, the Journal of the Academy of Marketing Science (JAMS)
and AMS Review. Volumes are edited by leading scholars and
practitioners across a wide range of subject areas in marketing
science.
Founded in 1971, the Academy of Marketing Science is an
international organization dedicated to promoting timely
explorations of phenomena related to the science of marketing in
theory, research, and practice. Among its services to members and
the community at large, the Academy offers conferences, congresses
and symposia that attract delegates from around the world.
Presentations from these events are published in this Proceedings
series, which offers a comprehensive archive of volumes reflecting
the evolution of the field. Volumes deliver cutting-edge research
and insights, complimenting the Academy's flagship journals, the
Journal of the Academy of Marketing Science (JAMS) and AMS Review.
Volumes are edited by leading scholars and practitioners across a
wide range of subject areas in marketing science. This volume
includes the full proceedings from the 1986 Academy of Marketing
Science (AMS) Annual Conference held in Anaheim, California.
"The Review of Marketing Research" annual series provides current,
state-of-the-art articles by the marketing field's leading
researchers and academicians. Unlike other research publications in
the field that impose rigid limitations on the length of articles,
RMR publishes longer chapters that are not only theoretically
rigorous but also offer richer detail, including literature
reviews, cutting-edge methodologies, empirical studies, emerging
trends, international developments, guidelines for implementation,
and suggestions for further theory development and testing. Edited
by Narash K. Malhotra along with a distinguished Editorial Review
Board drawn from the leading figures in marketing research and
theory, the annual "Review of Marketing Research" volumes include
approximately 7-8 chapters. Each contribution undergoes a
double-blind review process, and each volume represents an
across-the-board view of the full range of current marketing
research methodologies. No marketing bookshelf or library will be
complete without this annual series.
The Review of Marketing Research annual series provides current,
state-of-the-art articles by the marketing field's leading
researchers and academicians. In contrast to other research
publications in the field that impose rigid limitations on the
length of articles, RMR publishes longer chapters that are not only
theoretically rigorous but also offer richer detail, including
literature reviews, cutting-edge methodologies, empirical studies,
emerging trends, international developments, guidelines for
implementation, and suggestions for future theory development and
testing. Edited by Narash K. Malhotra along with a distinguished
Editorial Review Board drawn from the leading figures in marketing
research and theory, the annual Review of Marketing Research
volumes include approximately 7-8 chapters. Each contribution
undergoes a rigorous double-blind review process, and each volume
represents an across-the-board view of the full range of current
marketing research methodologies.
Innovation is the process of value creation through use of relevant
knowledge, capabilities and resources for conversion of ideas into
new products, processes and practices, and improvements in existing
products, processes and practices. Innovations of various types and
forms are crucial to achieving and sustaining a competitive
advantage in the marketplace, the principal focus of competitive
strategy.Product innovations play a central role in various
strategic marketing contexts such as meeting consumers' needs and
wants, responding to changes in consumers' preferences, shaping
consumers' preferences, entering new markets, enhancing a firm's
market position in presently served product-markets,
differentiating the firm's product offerings from competitors'
offerings, neutralizing the effects of competitors' actions, and
preemption and deterrence of competitors. Against this backdrop,
articles published in this volume focus on substantive issues in
innovation, marketing strategy, and the nexus of innovation and
marketing strategy. The substantive issues addressed in these
articles include sources of innovation, customer involvement in
innovation, innovations in a digital environment, innovations in an
information rich environment, the role of market foresight and
design orientation as organizational capabilities in new product
development and new product performance, and the effects of market
orientation, organizational culture, trust and commitment on
business performance.
This special issue will assemble a set of current,
comprehensive/extended review articles/chapters written by
distinguished experts on the state-of-the-art of marketing research
and future prospects in the transition towards sustainable society.
Reviews have been written for impact on marketing thought and
clearly articulate the significance, and present critical
perspectives and integrated theories on marketing for
sustainability. This special issue features contributions from
several top scholars including former editors of top journals in
marketing.
Marketing is arguably amidst a paradigm shift. With the emerging
value co-creation perspective, a single transaction can blossom to
a process in which the customer and the marketer collaborate
(rather than negotiate) for best total value through products,
features, delivery terms, maintenance, and financing options for
both B2B as well as B2C markets. Marketers increasingly need to
develop and maintain long-term, win-win relationships that extend
beyond customers, such as those with distributors, dealers,
suppliers, competitors and other external influencers. Business
executives, marketing students, and those who are interested in
learning about the transformative power of relationship marketing
and CRM analytics in the business enterprise would highly benefit
from reading this book.
'Put this on your bookshelf and in your classroom! This is a
comprehensive guide to understanding and managing customer
relationships from two top scholars and educators.'Dr Linda L
PriceUniversity of Wyoming, andEditor, Journal of Consumer
ResearchCustomer relationship marketing (CRM) opportunities are
embedded in the entire customer journey spanning several touch
points across all stages including prepurchase, purchase, and
postpurchase stage. Customer relationship marketing evolved from
traditional marketing concept and has broadened its scope today,
intersecting with the following domains, namely customer buying
behavior process models, customer satisfaction and loyalty, service
quality, customer relationship management tools and strategies,
customer centricity, and customer engagement activities. A
comprehensive, state-of-the-art textbook, Customer Relationship
Marketing: Theoretical and Managerial Perspectives is organized as
follows:
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