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Article
Publication date: 13 November 2020

Jan Philipp Graesch, Susanne Hensel-Börner and Jörg Henseler

The enabling technologies that emerged from information technology (IT) have had a considerable influence upon the development of marketing tools, and marketing has become…

Abstract

Purpose

The enabling technologies that emerged from information technology (IT) have had a considerable influence upon the development of marketing tools, and marketing has become digitalized by adopting these technologies over time. The purpose of this paper is to demonstrate the impacts of these enabling technologies on marketing tools in the past and present and to demonstrate their potential future. Furthermore, it provides guidance about the digital transformation occurring in marketing and the need to align of marketing and IT.

Design/methodology/approach

This study demonstrates the impact of enabling technologies on the subsequent marketing tools developed through a content analysis of information systems and marketing conference proceedings. It offers a fresh look at marketing's digital transformation over the last 40 years. Moreover, it initially applies the findings to a general digital transformation model from another field to verify its presence in marketing.

Findings

This paper identifies four eras within the digital marketing evolution and reveals insights into a potential fifth era. This chronological structure verifies the impact of IT on marketing tools and accordingly the digital transformation within marketing. IT has made digital marketing tools possible in all four digital transformation levers: automation, customer interaction, connectivity and data.

Practical implications

The sequencing of enabling technologies and subsequent marketing tools demonstrates the need to align marketing and IT to design new marketing tools that can be applied to customer interactions and be used to foster marketing control.

Originality/value

This study is the first to apply the digital transformation levers, namely, automation, customer interaction, connectivity and data, to the marketing discipline and contribute new insights by demonstrating the chronological development of digital transformation in marketing.

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Article
Publication date: 30 July 2019

Park Beede

This study aims to contribute a comprehensive historical analysis of account planning in scholarly literature, tracing its origins in agency adoption through…

Abstract

Purpose

This study aims to contribute a comprehensive historical analysis of account planning in scholarly literature, tracing its origins in agency adoption through transformation amid today’s rapidly changing advertising environment.

Design/methodology/approach

The paper applies a historical literature review of advertising account planning literature spanning over a half-century. The analysis focuses on dual dimensions of chronological evolution and thematic content analysis to trace the development of key constructs and their changes over time.

Findings

The analysis sheds light on the origins of account planning as a discipline and factors influencing its practice among agencies. Three distinct chronological stages of development are identified, and four dominant construct themes evident across time. Analysis indicates that traditional account planning was well formed functionally in the 1990s and peaked in prominence around the turn of the new millennium. Of late, however, advances in account planning theory appear limited and the future fragmented.

Originality/value

This study provides a unique historical perspective tracing the chronological development and key constructs of account planning. Implications for the future of the planning discipline are uncertain as agencies innovate with new functional roles seeking to unlock consumer insights and creative opportunities in the digital advertising environment.

Details

Journal of Historical Research in Marketing, vol. 12 no. 3
Type: Research Article
ISSN: 1755-750X

Keywords

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Article
Publication date: 3 February 2015

Francisco Vieira and Carlos Brito

– This study aims to map scientific knowledge in industrial marketing.

Abstract

Purpose

This study aims to map scientific knowledge in industrial marketing.

Design/methodology/approach

The research was conducted on the basis of a quantitative and descriptive research using scientometric analysis based on scientific records. It analyzes more than 14,000 scientific records on the Scopus database from 1956 to 2009. The sample fits Bradford’s and Lotka’s power laws of distribution of science in use.

Findings

The study reveals the existence of four stages: the genesis of this stream of research (1956-1984), the early development (1985-1995), the consolidation of production (1996-2003) and the phase of scientific maturity (from 2004) with an increasing number of records in recent years. Regarding authorship, there is a clear predominance of single authorship and an average increase in the number of authors per record from one to two authors for recent years. The main sources of knowledge are the Journal of Business & Industrial Marketing and the Industrial Marketing Management journal. A statistical significance is shown between the number of records and the number of papers per journal, highlighting that Management Science and Industrial Marketing Management journals are the most cited sources.

Practical implications

Practitioners find in this paper a sound basis for a wide perspective of the key issues addressed by researchers on industrial marketing over the past decades, as well as good insights in terms of the main challenges faced by companies in this field.

Originality/value

Evidence was found of the existence of a long tail behavior in scientific literature of industrial marketing regarding chronology, sources, number of records with a single author and number of records cited.

Details

Journal of Business & Industrial Marketing, vol. 30 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

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Article
Publication date: 27 January 2012

Georgios Patsiaouras and James A. Fitchett

Conspicuous consumption refers to the competitive and extravagant consumption practices and leisure activities that aim to indicate membership to a superior social class…

Abstract

Purpose

Conspicuous consumption refers to the competitive and extravagant consumption practices and leisure activities that aim to indicate membership to a superior social class. Studies examining the symbolic role of luxury brands and status symbols, and the importance of interpersonal relations and upward social mobility via consumption choices, have been widely discussed in the marketing and consumer behaviour literature. There is, however, limited research on how the all‐encompassing concept of “conspicuous consumption” has evolved since the introduction of the term by Thorstein Veblen in 1899 in The Theory of the Leisure Class. This paper seeks to review some of the issues.

Design/methodology/approach

Using a chronological periodization the paper examines and discusses the impact of wider institutional and socio‐economic forces on the evolution of conspicuous consumption phenomena. The paper adopts a historical framework related to economics and marketing.

Findings

The paper shows how the concept of “conspicuous consumption” has been reinvented with different terminology during the twentieth century by marketing and consumer behaviour theorists.

Originality/value

The paper discusses and examines the socio‐economic factors behind the changing consumption patterns of “conspicuous consumers” throughout the twentieth century. It is valuable for marketing academics, students and marketing practitioners interested in the evolution of status symbols.

Details

Journal of Historical Research in Marketing, vol. 4 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

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Article
Publication date: 1 November 1999

Mark R. Nelson

Retail banking in the USA is an industry in crisis. This message is repeated from the pages of industry journals to the annals of academic literature. Based on historical…

Abstract

Retail banking in the USA is an industry in crisis. This message is repeated from the pages of industry journals to the annals of academic literature. Based on historical analysis of the industry literature, introduces trends and patterns surrounding the interface between the marketing and information services functions within the industry. There is clear evidence that many banks lack alignment or integration between their marketing and information services functions. Improving this cross‐functional interface may lead to more effective use of information technology to support the marketing function in many banks. Provides a historical perspective of marketing and information technology evolution within this very information intensive industry, suggesting avenues for future research that arise from this perspective.

Details

International Journal of Bank Marketing, vol. 17 no. 6
Type: Research Article
ISSN: 0265-2323

Keywords

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Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Article
Publication date: 1 June 2006

Emmanuella Plakoyiannaki and Michael Saren

The concept of time is intrinsically linked to the conceptualization and empirical investigation of organizational processes such as customer relationship management…

Abstract

Purpose

The concept of time is intrinsically linked to the conceptualization and empirical investigation of organizational processes such as customer relationship management (CRM). The purpose of this paper is to offer conceptual and methodological insights enabling the incorporation of temporal factors in the study of CRM.

Design/methodology/approach

A framework toward the integration of time into the study of CRM is proposed and discussed.

Findings

This framework, which consists of philosophical, conceptual, methodological and substantive domains, suggests that the locus of time is inherent in the conceptualization and empirical investigation of marketing phenomena.

Practical implications

CRM practitioners can emphasize crucial events of the firm‐customer relationship, which are likely to be associated with stronger rapport with customers.

Originality/value

The paper promotes more explicit thinking about the temporal dimension in relationship marketing. Second, it advances understanding of the CRM process, since buyer‐seller relationships are dynamic phenomena that embrace the concept of time.

Details

Journal of Business & Industrial Marketing, vol. 21 no. 4
Type: Research Article
ISSN: 0885-8624

Keywords

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Article
Publication date: 1 August 1994

Gary Davies

The current paradigm of time in the marketing literature is one wheretime is linear, quantifiable and predominantly chronological in nature.This is merely one construct of…

Abstract

The current paradigm of time in the marketing literature is one where time is linear, quantifiable and predominantly chronological in nature. This is merely one construct of one aspect of time and a construct that is largely specific to a western, industrialized society. The associated theory of time allocation assumes individuals seek to compress time‐consuming activities. Time compression and the speeding‐up of activities are a current feature of both consumer and industrial marketing. Discusses other constructs of time, drawn from the fields of sociology, psychology and anthropology. Time is two concepts, duration and succession. Time can be cyclical rather than linear and is seen as such within concepts such as the product life cycle. It can also be episodic, as in the celebration of events. Questions whether time is ever truly linear, as our perception of duration varies with the content of the activities that fill that duration. This suggests an alternative to time compression, to fill empty time so as to make duration appear faster. Discusses the limitations of current theory and concepts. Suggests a relativistic approach of describing or scoping time‐consuming activities as an alternative towards developing a more universal understanding of time allocation. Argues that progress is needed in the area to meet the needs of a society where time in general and leisure time in particular are ever more significant.

Details

European Journal of Marketing, vol. 28 no. 8/9
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 25 January 2008

Andrea Insch

The purpose of this paper is to identify and explain the triggers and processes of value creation in Australia's chicken meat supply chains. This industry was chosen as…

Abstract

Purpose

The purpose of this paper is to identify and explain the triggers and processes of value creation in Australia's chicken meat supply chains. This industry was chosen as the critical case due to the rapid rise in poultry meat consumption in western markets. This study addresses the lack of understanding about the transformation of agri‐food supply chains to provide a chronological and historical explanation of patterns of value creation in this industry.

Design/methodology/approach

A historical case study approach was chosen. Multiple primary and secondary sources were collated and analysed to describe events in narrative form.

Findings

Analysis of the patterns of value creation revealed four major phases in the evolution of Australia's chicken meat supply chains. In each phase a dominant form of value creation was identified and the triggers that facilitated the transition between phases are described.

Research limitations/implications

As the study is confined to a single industry, further research in other settings is needed to verify the patterns described. Since agri‐food supply chains are dynamic they should be continuously monitored to identify trends that resemble previous triggers and processes, or manifest as novel ones.

Originality/value

This study takes a historical perspective to identify the triggers and patterns of value creation in Australia's chicken meat supply chains. A schema of phases of value creation is offered that can potentially be applied by practitioners in other industries to diagnose the possible outcomes of prior events and actions by supply chain members.

Details

British Food Journal, vol. 110 no. 1
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 1 April 2003

Georgios I. Zekos

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination…

Abstract

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.

Details

Managerial Law, vol. 45 no. 1/2
Type: Research Article
ISSN: 0309-0558

Keywords

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