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This paper presents an autobiographical sketch of Philip Kotler.
Abstract
Purpose
This paper presents an autobiographical sketch of Philip Kotler.
Design/methodology/approach
I use an autobiographical narrative.
Findings
This sketch focuses on my contributions to the marketing discipline in teaching and, especially, in book publishing while including some of the many scholars who have collaborated with me.
Originality/value
This paper is a condensed sketch based on the full-length autobiography titled My Adventures in Marketing forthcoming on Kindle.
Details
Keywords
Marketing “guru” Professor Philip Kotler′s address to abusiness school graduation ceremony exposed some of his views on issuessuch as the marketing and positioning of business…
Abstract
Marketing “guru” Professor Philip Kotler′s address to a business school graduation ceremony exposed some of his views on issues such as the marketing and positioning of business schools, marketing strategy, and employee involvement in marketing. An anecdotal piece.
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In this article, I have traced the literature of marketing libraries and information services from 1970 to the present. This period immediately follows Kotler and Levy's…
Abstract
In this article, I have traced the literature of marketing libraries and information services from 1970 to the present. This period immediately follows Kotler and Levy's introductory article in the Journal of Marketing (January 1969) which first suggested the idea of marketing nonprofit organizations. The use of the marketing concept for libraries and information services was an idea which did not appear until after that date. However, many articles on specific aspects of marketing, such as publicity and public relations, were published prior to 1970. These areas have been touched upon only briefly to show their connection with marketing.
Svend Hollensen, Philip Kotler and Marc Oliver Opresnik
This study aims to present and explain the concept of Metaverse, which will revolutionize nearly every industry and can be regarded as the 3D version of the internet. Especially…
Abstract
Purpose
This study aims to present and explain the concept of Metaverse, which will revolutionize nearly every industry and can be regarded as the 3D version of the internet. Especially, the paper explores the “building blocks” of the Metaverse and how it is functioning in a case study.
Design/methodology/approach
The Metaverse concept is explained by the Nike–Roblox case study, where the authors explore the customer benefits, that are provided by the Nikeland project.
Findings
The Nike–Roblox case study is showing that virtual platforms, content services, consumer and business behavior are the most important and visible “building blocks” to the Nikeland visitors (customers) in the Nike–Roblox alliance. The Metaverse is gaining popularity among the big global brands. It is expected that the big breakthrough for Metaverse will happen when the next layer of brands, the regional and local brands, will start penetrating the Metaverse.
Originality/value
Metaverse will be the new future marketing platform for presenting and giving life to all kinds of brands in the 3D interactive digital space. Metaverse is a digital copy of how we are working in the physical world. In this 3D digital space, the users can come together via avatars that resemble them. This will have an enormous effect on how companies will use the marketing function and how we will communicate with each other in future.
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In the Northeast, taxpayers are looking toward a winter that threatens deeper cuts into their pocketbooks. An economy that was supposed to continue its growth has turned flat. The…
Abstract
In the Northeast, taxpayers are looking toward a winter that threatens deeper cuts into their pocketbooks. An economy that was supposed to continue its growth has turned flat. The real estate market is in tatters, just as S&L bailouts and the eternal U.S. budget deficit drive a wedge into the President's vow of no new taxes at the federal level. And a larger percentage of the citizenry relies on fixed incomes that make a mockery of the golden years. These are all long‐term problems with no quick‐fix solutions. The portents of a dismal decade for tax supported institutions are all around us.
In the spring of 1982, I published an article in Reference Services Review on marketing libraries and information services. The article covered available literature on that topic…
Abstract
In the spring of 1982, I published an article in Reference Services Review on marketing libraries and information services. The article covered available literature on that topic from 1970 through part of 1981, the time period immediately following Kotler and Levy's significant and frequently cited article in the January 1969 issue of the Journal of Marketing, which was first to suggest the idea of marketing nonprofit organizations. The article published here is intended to update the earlier work in RSR and will cover the literature of marketing public, academic, special, and school libraries from 1982 to the present.
Mark Tadajewski and D.G. Brian Jones
This paper aims to introduce a special issue of the Journal of Historical Research in Marketing which includes autobiographical sketches by leading scholars in the history of…
Abstract
Purpose
This paper aims to introduce a special issue of the Journal of Historical Research in Marketing which includes autobiographical sketches by leading scholars in the history of marketing and consumer research.
Design/methodology/approach
A brief review of the (auto)biographical tradition in marketing scholarship leads to a commentary on the four accounts in this issue.
Findings
Highlights of the four portraits are presented and insights into their authors’ lives and careers are offered.
Originality/value
The authors hope this introductory article whets readers’ appetites to learn more about the four contributors whose careers and personal lives are explicated for their consumption.
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Hamilton Coimbra Carvalho and Jose Afonso Mazzon
This paper aims to expose the inadequacy of social marketing to tackle complex social problems, while proposing an expansion in the discipline’ conceptual repertoire. The goal is…
Abstract
Purpose
This paper aims to expose the inadequacy of social marketing to tackle complex social problems, while proposing an expansion in the discipline’ conceptual repertoire. The goal is to incorporate complexity tools, in particular from the system dynamics field, and the promotion of mindware within a true transdisciplinary paradigm.
Design/methodology/approach
This paper uses literature review to support the proposed theoretical development. It also presents a short case study.
Findings
Most problems that plague our modern societies have a distinctive complex nature that is not amenable to traditional social marketing interventions. Social marketing has simplified the problem of bringing about societal change by thinking that upstream social actors can be influenced in the same way as downstream individuals. This paper shows that this is not the case while proposing a framework to close this gap.
Research limitations/implications
The proposed framework is a theoretical one. It depends on further refinements and actual application to wicked problems.
Practical implications
Complex social problems – or wicked problems – remain widespread in modern societies. Moreover, they are getting worse over time. The paper presents a proposal to redefine the limits of the social marketing discipline so it can be more useful to tackle such problems. Practical approaches such as measuring the success of mindware in the marketplace of ideas are implied in the proposed framework.
Social implications
The increase in complexity of social problems has not been accompanied by an evolution in the discipline of social marketing. The lack of proper conceptual tools has prevented the discipline from contributing to tackling these problems effectively. Some interventions may actually worsen the underlying problems, as illustrated in the paper.
Originality/value
This paper identifies two major gaps associated with the social marketing discipline, in particular the lack of complexity and systems thinking and the forsaking of ideas (mindware) as a legitimate goal of the discipline. This realization corroborates the claim that boundaries among disciplines are often artificial, hindering the proper understanding of complex social problems. In turn, only the use of adequate conceptual lenses makes it possible to devise interventions and programs that tackle actual causes (instead of symptoms) of complex social problems.
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Develops a model of a sales analysis system, aiming to enable marketing mangers to assess information which could be available and of use to them. Reviews the relative importance…
Abstract
Develops a model of a sales analysis system, aiming to enable marketing mangers to assess information which could be available and of use to them. Reviews the relative importance of past sales information with regard to marketing decision making. Attempts to put sales data and the cost and effectiveness of disaggregation into perspective.
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Somewhere along the line marketers got off track, especially at the academic level. At its core, the discipline is one of persuasion and influence. Yet the concept of power is…
Abstract
Somewhere along the line marketers got off track, especially at the academic level. At its core, the discipline is one of persuasion and influence. Yet the concept of power is conspicuously absent from most works on the nature of the marketing effort. That's a hit like trying to teach skydiving by ignoring gravity. Sometimes the results are also similar, in dealing with policy and strategy. The author provides a brief history of the demise of the power concept in marketing and offers a contextual argument for its inclusion as a central tenet of the discipline's conceptual core.