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Marketers frequently lament the lack of representation of marketing in the boardroom and the short tenure of CMOs. The most common explanations offered are that marketing is not perceived as a strategic discipline and that marketers do not demonstrate a strong enough understanding of how the business makes money.

Financial accounting is how “score is kept” in terms of business performance. It is, therefore, in the self-interest of marketers to become familiar with financial reporting. Doing so will allow them to understand how marketing activities are recorded. In addition, academic researchers need to understand the meaning of the financial measures that they often use as the metrics of success when researching marketing strategy questions.

This is especially important since financial reporting generally does not recognize assets created by marketing investments. In order to substantiate a claim that “brands are assets”, marketers must be able to explain how the financial accounting rules misrepresent economic reality and why managers might use a different set of principles for management reporting.

We argue that the misrepresentation of market-based assets has two forms of negative impact for marketers: external and internal. The external problems are that financial statements are not especially informative about the value of marketing for the providers of capital and do not provide a true portrait of the economic resource base of the company. The internal problems are that marketers cannot point to valuable assets that they are creating, nor can they be effectively held accountable for the way that these assets are managed given that the assets are not recorded.

We do not expect immediate radical changes in financial reporting because financial accounting rules are designed with the specific interests of the suppliers of capital (debt and equity) in mind. To influence financial accounting developments, such as encouraging greater disclosure of marketing activity in the notes to the published accounts, marketers must be able to communicate in language understood by accountants and the current users of financial accounts. To aid this we provide guidance for marketers on the purpose and practices of accounting. We also discuss how academic marketing researchers might wish to adjust financial accounting data to capitalize a proportion of marketing expenses for companies where marketing is a primary driver of business performance.

This study examined how marketer- and user-generated photographs jointly influence consumers' online hotel booking.

Viewing photographs as stimuli that influence consumers' online hotel booking, this study proposes a research model and validates that using one quasi-experiment.

The findings of this study provide some empirical insights. Marketers can release room- and scene-related photographs. Users can release product- and social-related photographs. The interaction between room-related photographs by marketers and product-related photographs by users can promote energetic arousal and dominance and then promote online booking intention. The interaction between scene-related photographs by marketers and social-related photographs by users can promote energetic arousal and dominance and then promote online booking intention. Pleasure, energetic arousal and dominance can positively influence the attitude toward photographs. Pleasure and energetic arousal can positively influence the attitude toward photographs and then positively influence booking intention. Dominance can positively influence booking intention.

The findings of this study reveal significant interaction effects between marketer- and user-generated photographs on consumers' online booking. The findings will help researchers and marketers better understand the impact of photographs on consumers' online hotel booking.

In an effort to explain the high level of scepticism and distrust towards marketing and marketers, this paper aims to explore how marketing practice and practitioners are depicted in the mass media.

The paper analyses 6,877 news reports that discuss “marketing” across two one-year time periods from three UK newspapers. A systematic content analysis is presented through N-grams and K-grams, close readings of individual cases and manual coding.

The paper finds that the news media cultivates an image of marketing and marketing practitioners as a cost to businesses and something that businesses do to consumers. The study finds that marketers are also presented through a narrow viewpoint. Marketers are depicted as male and tend to be viewed as a source of authority only when speaking on behalf of their organizations in response problems and crises.

The cultivation effect of mass media is widely accepted among communications scholar, yet its use within marketing research is limited. The paper represents an empirical application of this approach.

Organizations including the Chartered Institute of Marketing and American Marketing Association have attempted to counteract marketing’s image problem by redefining what marketing means. The results of this study suggest that such attempts are unlikely to work, as the practice of marketing, in particular PR, cultivates a negative image in the media.

The paper explores the relationship between marketing practice and the marketing profession and society.

The paper demonstrates the utility of cultivation theory and systematic content analyses of media texts. It develops a methodology to examine how professional practice is depicted in mass media.

The purpose of this paper is to expand our understanding of retro marketing in sport through the perspective of sport marketers.

Fourteen sport marketers involved in their team’s marketing and utilized retro participated in topical interviews. Interviews were transcribed and open coded to find themes around how retro marketing is utilized and why the marketers think it may be effective.

This study discovered prominent themes explaining how retro marketing is implemented (changing marks and jerseys, celebrating anniversaries, milestones and past players and retro nights) and why it may be effective (nostalgia, retro design appeal and connection to the team’s lived history).

Despite the coverage of retro marketing in popular press, little is understood in the academic field. This current study should expand our understanding of retro marketing in sport and be effective in aiding future scholars who investigate retro marketing in sport.

As consumer marketers have become increasingly disenchanted with traditional “shotgun” mass‐media approaches to reaching customers, database marketing has emerged as the answer to marketers’ woes. Despite its widespread use by direct marketers, database marketing is relatively new to consumer marketers and, as such, leaves some consumer marketers confused as to why it works and how to implement a database program. Presents a managerially relevant introduction to database marketing. Defines database marketing, outlines its advantages and disadvantages and describes application examples. Provides managers with a practical approach to developing a database marketing program. Reviews some trends in database marketing to prepare the consumer marketer for changes in the database marketing program.

The purpose of this paper is to provide a framework to help e‐marketers to find an optimal returns policy and pricing strategy in order to maximize their profits.

A profit‐maximization model is developed to determine the optimal returns policy and pricing strategy for e‐marketers.

The author demonstrates that an optimal returns policy and pricing strategy exists when firms sell products through an e‐market. When a firm uses an e‐market to sell its product, its optimal returns policy and pricing strategy is to offer a more generous returns policy and to charge a higher price when the product web‐fit is strong. Furthermore, the results also show that while the returns policy always is valuable for the e‐marketer, the value of returns policy increases with the product web‐fit.

The present study assumed that all consumers have perfect information. However, information to the consumers could be incomplete. It is recommended that future research explores returns policy and pricing strategy under an incomplete information setting.

This paper provides a very useful model framework, returns policy and pricing strategy for business managers who are using or planning to use the e‐market to sell their products.

This paper fills a conceptual and practical gap for a structured analysis of the current state of knowledge about returns policy and pricing strategy in e‐business. The paper provides practical, solid advice and examples that demonstrate the application of the optimal strategies for e‐business managers.

Compares the personal ethical ideologies of idealism and relativism of American marketers with their South African counterparts. The perceptions of ethical problems, ethical intentions, and coporate ethical values of the parties are also contrasted. The findings indicate that South Africans were more idealistic and less relativistic than their American counterparts. The hypotheses that there will be no differences between South African and American marketers in terms of their ethical perceptions and intentions were not supported. The results generally indicate that South African marketers are more likely to perceive ethical problems than American marketers. However, the survey results revealed that South African marketers tend to be less ethical in their intentions to resolve an ethical problem than their American counterparts. Corporate citizens of South African firms were found to have slightly higher corporate ethical values than their American counterparts, as hypothesized.

The purpose of this paper is to examine the socioeconomic determinants of profitability of fresh fish marketing in Ogun State, Nigeria.

The study was a cross-sectional survey of 120 fresh fish marketers selected randomly from four major fish markets in Ado-Odo Local Government area of Ogun State, Nigeria. Data were collected using structured questionnaire which was designed to solicit information on the marketers’ socioeconomic and marketing characteristics, operating costs and returns, and problems associated with fish marketing in the study area. A combination of descriptive statistics, marketing margin, budgetary and ordinary least square regression analyses were employed to analyze the study data.

The study showed that female (85.8 percent) dominated fresh fish marketing. The percent marketing margin of fresh fish was 34.55 percent. The percent marketing investment of 20,906.03, 20,453 per month and 1.43 were realized, respectively. The result of the regression analysis revealed that profit from fresh fish was significantly determined by education, proportion of household members involved in fresh fish marketing, marketers experience, capital, number of sales outlet and purchase price.

The findings was based on information supplied by the fresh fish marketers in the study area based on the authors memory recall since most of the respondents do not have diary where records of activities were kept before the survey.

This study contributes to the existing literature in fish marketing and will provide empirical information to policy makers in the formulation of appropriate policies. It will also serve as a guide to practicing and prospective fresh fish marketers and to researchers who may investigate further into the subject matter.

The social implications from the findings on the return on investment of 1.43 implies that for every one naira invested by fresh fish marketers, a return of 1.43 and a profit of 0.43 were obtained. The study concludes that fresh fish marketing is an economically rewarding and profitable venture in the study area. It also recommends the need to provide credit facilities to finance storage facilities of this group of marketers.

The study is original in nature and revealed the economic status of fresh fish marketing in Ogun State, Nigeria.

Realizing the importance of psychological capital of marketers for their work, the authors aim to investigate the mediating role of quality of work life, job effort, and job attractiveness in the relationship between psychological capital and job performance of marketers in a transitioning market, Vietnam.

To test the mediating role of quality of work life, job effort, and job attractiveness in the relationship between psychological capital and job performance, the authors used a survey data set collected from 696 marketers working for various types of firms in Ho Chi Minh City, Vietnam.

The authors found that psychological capital has both direct and indirect impacts, mediated by quality of work life, job attractiveness, and job effort, on job performance of marketers.

The findings suggest that firms should pay attention to psychological capital in their recruiting, training, and development programs.

This study documents the mediating role of quality of work life, job effort, and job attractiveness in the relationship between psychological capital and job performance of marketers in a transitioning market, Vietnam.

This paper presents a comparative study of the views of British and German engineers on the relationship between engineers and marketers and the conflict between them. Data have been collected from 151 British and 84 German engineers in 25 companies. Engineers who work in a variety of functions and at a number of different levels within an organisation are included. It has been found that the relationship is seen as being reasonable, with teamwork and increased knowledge of marketing by engineers both needed to make it function effectively. The engineers in both countries do not seek to dominate marketing, but they do feel that they need to obtain an understanding of management and of marketing. Conflict is not seen as being high in either country but German engineers perceive there to be lower levels of conflict between them and their marketing colleagues. German engineers see education and training differences as being the main reasons for conflict, whereas British engineers cite a lack of understanding between the two functions as the main reason. Engineers in both countries agree that better communications, more teamwork and more training are needed to improve the interface between the two functions. From this study, modifications to current theoretical frameworks can be seen and these are discussed.