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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-723-0

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Marketing Accountability for Marketing and Non-marketing Outcomes
Type: Book
ISBN: 978-1-83867-563-9

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Book part
Publication date: 27 September 2021

Amalesh Sharma, Sourav Bikash Borah, Anirban Adhikary and Tanjum Haque

The extant literature provides much-needed support to understand marketing accountability and how marketing actions are related to financial performance (FP). However, we…

Abstract

The extant literature provides much-needed support to understand marketing accountability and how marketing actions are related to financial performance (FP). However, we have limited understanding of the relationships between marketing actions and firms' social performance (SP) and environmental performance (EP). Understanding these links is critical to enhancing sustainable FP, SP, and EP. Moreover, the literature provides limited understanding of the measures by which SP and EP may be operationalized, or the data necessary to reach a conclusion. This study bridges these gaps by extensively reviewing the extant literature to offer a set of measures and data sources to operationalize SP and EP, and empirically show their relationships with marketing actions. We find that greenhouse gas (GHG) emission, environmental disclosure score, waste reduction, energy consumption, and recycling are prominent measures of EP, and that social disclosure score, philanthropy or community spending, and diversity of gender and race are prominent measures of SP. The KLD, ASSET4, and Bloomberg are prominent sources of data that can be used to operationalize SP, to which CDP may be added for EP. We also show that marketing actions positively affect EP and SP. This study contributes to the extant literature on SP and EP by identifying measures and data sources and linking marketing actions to both performance types. It contributes to policy development by identifying the importance of EP and SP and how marketing actions can help achieve such performance.

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Book part
Publication date: 27 September 2021

Abstract

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Marketing Accountability for Marketing and Non-marketing Outcomes
Type: Book
ISBN: 978-1-83867-563-9

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Book part
Publication date: 1 February 2007

Dwight R. Merunka and Robert A. Peterson

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Review of Marketing Research
Type: Book
ISBN: 978-0-7656-1306-6

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Book part
Publication date: 1 January 2005

Naresh K. Malhotra

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-723-0

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Article
Publication date: 29 August 2008

David W. Stewart

The purpose of this paper is to offer observations regarding best and weak practices with respect to academic publishing in marketing.

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Abstract

Purpose

The purpose of this paper is to offer observations regarding best and weak practices with respect to academic publishing in marketing.

Design/methodology/approach

The approach takes the form of personal reflections based on the experience of the author as an editor of the Journal of Marketing and Journal of the Academy of Marketing Science.

Findings

Interesting and novel work is most likely to be published in academic journals even when such work has methodological flaws. Research that is methodologically correct but of limited contribution is less likely to be published. Venue‐driven research, replications, most extensions of prior research and data fitting exercises are unlikely to be published in the “better” marketing journals.

Practical implications

The paper offers practical advice about how to publish in the better marketing journals and how an author should manage the publication process.

Originality/value

The paper offers observations regarding best and weak practices with respect to academic publishing in marketing. It is a practical guide to the academic publication process in marketing. It will be of use to any aspiring scholar in marketing.

Details

European Business Review, vol. 20 no. 5
Type: Research Article
ISSN: 0955-534X

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-726-1

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Book part
Publication date: 27 September 2021

Kåre Sandvik, Karoline U. D. Dahr and C. Jay Lambe

Despite overwhelming research on market orientation, during the last 30 years, the need for consolidation is addressed. This research investigates the role of market…

Abstract

Despite overwhelming research on market orientation, during the last 30 years, the need for consolidation is addressed. This research investigates the role of market orientation capability in the marketing–performance outcome chain. Three fundamental capabilities are conceptualized – market exploration, market orientation exploration, and market orientation tacitness – and included as antecedents of the market orientation capability. The hypothesized model includes operational and organizational performance variables and combines key-informant data and accounting-based data for five years. The model is tested with a single industry of 297 companies that provide support for the expected direct and indirect effects of market orientation capability. The inclusion of the three fundamental capabilities as antecedents of market orientation explains 74% of its variance and have a significant indirect impact on sales growth and profitability. The chapter suggests that there remain numerous important unanswered questions in conceptualizing and empirically studying market orientation capabilities.

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Marketing Accountability for Marketing and Non-marketing Outcomes
Type: Book
ISBN: 978-1-83867-563-9

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Article
Publication date: 1 January 1997

Michel R.M. Rod

It seems intuitive that as firms continue to try and keep in touch with the customers they serve, research should play an increasingly important role in determining the…

Abstract

It seems intuitive that as firms continue to try and keep in touch with the customers they serve, research should play an increasingly important role in determining the needs and wants of the consumer. Accordingly, as goods and services are tailored to meet these needs, so too does the accompanying advertising. Additionally, there is constant pressure on advertising agencies to produce advertising that consistently meets the objectives of their clients. Marketing departments, in turn, have to justify and be accountable to top management for advertising budgets. Consequently, agencies increasingly have to provide measures of effectiveness (Flandin et al 1992). In order to optimize the process(es) that will meet client objectives, agencies have to ensure that they understand how the consumer thinks and feels. One such approach to understanding the consumer's view is account planning. The main objective of this paper will be to provide a thorough review of the account planning phenomenon in advertising and in so doing, highlight the use of advertising research from a developmental perspective. This paper will describe the account planning process and how it differs from traditional agency practices. The justification for such a paper is the fact that billions of dollars are spent annually on advertising, in the hopes that the advertiser's objectives will consistently be met. If it could be demonstrated that increased attention to the consumer, in the development stages of advertising leads to more effective advertising than when consumer input is limited to the evaluation of advertising, after the fact, this would be of significant interest to advertisers as well as advertising agencies.

Details

Management Research News, vol. 20 no. 1
Type: Research Article
ISSN: 0140-9174

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