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1 – 10 of over 4000The aim of this paper is to demonstrate that scholarship is all about challenging the prevailing wisdom by offering an alternative perspective or explanation. Hopefully, the…
Abstract
Purpose
The aim of this paper is to demonstrate that scholarship is all about challenging the prevailing wisdom by offering an alternative perspective or explanation. Hopefully, the author’s journey of more than 50 years will inspire others to be eclectic and become deep generalists.
Design/methodology/approach
It is an autobiographical evaluation of an accidental scholar. It emphasizes that an educator is more than a scientist or a priest or a public servant. It is all of them. Educators are in the business of making ordinary people extraordinary. They are diamond cutters who are entrusted by society with its rough diamonds to get their brilliance out and make them useful to themselves, the society and the community.
Findings
Over 50 years, marketing has evolved and adapted to the external environment, including technology revolution, changing demographics, global competition and geopolitics. This provides enormous opportunity for the next generation of scholars to establish their own identity in managerial marketing, consumer behavior or marketing analytics.
Practical implications
While publishing in the top journals is both necessary and desirable in the early stages of an academic career, it is also important to make an impact on practitioners by publishing professional books.
Social implications
According to Peter Drucker, there are only two functions of business: innovation and marketing. While innovation is admired by everyone, marketing can also become a positive force for a better world.
Originality/value
Lessons learnt over time from different encounters and circumstances in research, teaching and service are important to document. In the end, according to the author, they are all academic entrepreneurs.
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This paper describes the personal history and intellectual development of Morris B. Holbrook (MBH), a participant in the field of marketing academics in general and consumer…
Abstract
Purpose
This paper describes the personal history and intellectual development of Morris B. Holbrook (MBH), a participant in the field of marketing academics in general and consumer research in particular.
Design/methodology/approach
The paper pursues an approach characterized by historical autoethnographic subjective personal introspection or HASPI.
Findings
The paper reports the personal history of MBH and – via HASPI – interprets various aspects of key participants and major themes that emerged over the course of his career.
Research limitations/implications
The main implication is that every scholar in the field of marketing pursues a different light, follows a unique path, plays by idiosyncratic rules, and deserves individual attention, consideration, and respect … like a cat that carries its own leash.
Originality/value
In the case of MBH, like (say) a jazz musician, whatever value he might have depends on his originality.
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This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb008227. When citing the article, please…
Abstract
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb008227. When citing the article, please cite: John A. Howard, Robert P. Shay, Christopher A. Green, (1988), “MEASURING THE EFFECT OF MARKETING INFORMATION ON BUYING INTENTIONS”, Journal of Consumer Marketing, Vol. 5 Iss: 3, pp. 5 - 14.
In 1960 I approached a Gulf vice president in charge of marketing to service stations in four states to cooperate in a study of pricing. His reply was quick and honest: “I don't…
Abstract
In 1960 I approached a Gulf vice president in charge of marketing to service stations in four states to cooperate in a study of pricing. His reply was quick and honest: “I don't know how I do what I do, and I don't think you can find out. But I will be happy to cooperate.” Within six months, with his help, I was able to construct a pricing model. If we knew his facts and used the model, we could predict with almost perfect accuracy what price he would set. Further, his intuitive procedures were highly imaginative, and we doubted that any economist could improve them.
Proposes a general framework for thinking in which various problems related to buyer behaviour are recognized. Examines how the marketing concept has developed this century…
Abstract
Proposes a general framework for thinking in which various problems related to buyer behaviour are recognized. Examines how the marketing concept has developed this century. Reviews two comprehensive consumer behaviour models briefly, and after a more thorough examination retains a third as a consumer behaviour framework. Attempts to indicate the present situation with regard to consumer behaviour.
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Donald G. Howard and John K. Ryans
The focus of this article is a cross‐national comparison of the role the study of marketing theory should play in the marketing education process. This study also examines whether…
Abstract
The focus of this article is a cross‐national comparison of the role the study of marketing theory should play in the marketing education process. This study also examines whether the status of marketing theory differs from marketing academicians in the United States, Europe, and the Pacific Basin.
Advocacy is an important tool for translating population health objectives and research findings into policy and practice, as well as for enhancing stakeholder support for…
Abstract
Advocacy is an important tool for translating population health objectives and research findings into policy and practice, as well as for enhancing stakeholder support for programmes and activities with a potential to improve the health of populations. At the inception of modern prisons, health advocacy approaches focused on appealing to humanitarian and religious sentiments of stakeholders to improve the well‐being of prisoners. This approach achieved limited results, not least because of persistent apathy of custodial authorities and the public to prisoners’ wellbeing. From the mid twentieth century onwards, a constitutional and human rights approach evolved, with courts becoming actively involved in mandating minimum health standards in prisons. Penal populism eroded public support for a judicial recourse to improving prison health services, and encouraged governments to institute procedural barriers to prisoner‐initiated litigation. The author proposes an approach premised on public health principles as an appropriate platform to advocate for improvements in prison health services in this era. Such an advocacy platform combines the altruistic goals of the humanitarian and constitutional rights approaches with an appeal to community’s self‐interest by alerting the public to the social, financial and health implications inherent in released prisoners suffering from major communicable and chronic diseases re‐entering the community.
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John A. Howard, Robert P. Shay and Christopher A. Green
The ABC measure was developed to replace the less flexible and less comprehensive traditional measure of marketing effectiveness—market share. The ABC measure is based upon…
Abstract
The ABC measure was developed to replace the less flexible and less comprehensive traditional measure of marketing effectiveness—market share. The ABC measure is based upon concepts and theory that were used in developing a buyer behavior model that has been successfully applied to a range of products. This article demonstrates the design and application of the ABC measure by analyzing the experience of four financial institutions, each of which markets a managed cash account. Finally, using the results of the managed cash accounts study, it discusses the application of this measure in meeting the management needs.
John K Ryans and Willem Van't Spyker
Compares the views of European and US marketing lenders on a select group of marketing theory attitudinal statements. Gives attention to the approach taken to teaching marketing…
Abstract
Compares the views of European and US marketing lenders on a select group of marketing theory attitudinal statements. Gives attention to the approach taken to teaching marketing at undergraduate and graduate levels. Concludes that European and US respondents reacted overall similarly.
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