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Abstract

Details

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

Article
Publication date: 3 April 2007

William J. Hauser

The purpose of this paper is to discuss the current state of marketing analytics and how it should become a standard marketing research tool in the twenty‐first century.

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Abstract

Purpose

The purpose of this paper is to discuss the current state of marketing analytics and how it should become a standard marketing research tool in the twenty‐first century.

Design/methodology/approach

The design of this paper is both a review of the field of marketing analytics and a discussion of how these factors must be enhanced and incorporated into twenty‐first century marketing research. As such this paper is offered as a viewpoint based on years of experience in the field and should serve as the basis for discussion and discourse by both academicians and practitioners.

Findings

In the realm of marketing, primary research has traditionally focused on quantitative or qualitative methodologies to provide customer insights. With advances in technology, especially data mining, marketing analytics has become an invaluable tool and should be viewed as an equal component of the marketing research toolkit. Analytics requires marketers to use data to understand customers at every touch point throughout their lifecycle with the business. To do this the analyst must mine, analyze, interpret, and present the information so that it is converted into actionable intelligence. In this process, the customer's information DNA is tracked, segmented, modeled and then acted upon. As these concepts and tools become standard operating procedures, academic marketing departments must internalize analytics into their overall curriculum in order to provide students with a compelling career advantage.

Originality/value

The value of this paper is that it presents marketers with a strong argument for the integration of marketing analytics into their practice of researching marketing issues and problems. Analytics completes the research triangle of qualitative, quantitative and data mined information gathering, analysis, and interpretation. It is hoped that this paper will generate additional discourse and research in this area and, especially, the adaptation of analytics as a standard research tool by marketers.

Details

Direct Marketing: An International Journal, vol. 1 no. 1
Type: Research Article
ISSN: 1750-5933

Keywords

Book part
Publication date: 1 January 2005

Lan Xia and Kent B. Monroe

Abstract

Details

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

Article
Publication date: 1 March 1987

Robert A. Gordon

Means, medians and SD for available socio‐economic status (SES) black‐white differences are here substituted for those of IQ in a between‐groups model published by the…

252

Abstract

Means, medians and SD for available socio‐economic status (SES) black‐white differences are here substituted for those of IQ in a between‐groups model published by the author over a decade ago. The goodness of fit of the SES variables used is compared with that for the earlier IQ data. Even when SES variables are relatively successful this can be viewed as additional evidence of the importance of IQ differences to black‐white differences in delinquency.

Details

International Journal of Sociology and Social Policy, vol. 7 no. 3
Type: Research Article
ISSN: 0144-333X

Keywords

Abstract

Indicates books which are especially recommended.

Details

Further University of Wisconsin Materials: Further Documents of F. Taylor Ostrander
Type: Book
ISBN: 978-0-76231-166-8

Content available
Book part
Publication date: 1 January 2005

Naresh K. Malhotra

Abstract

Details

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

Book part
Publication date: 28 March 2015

Elisabeth Hoff-Clausen and Øyvind Ihlen

The prime goal of this chapter is to discuss what the notion of rhetorical citizenship as a normative aspiration might entail for corporations.

Abstract

Purpose

The prime goal of this chapter is to discuss what the notion of rhetorical citizenship as a normative aspiration might entail for corporations.

Methodology/approach

The chapter draws on a pilot study of the Facebook pages of two banks. A rhetorical criticism of these pages was conducted.

Findings

We suggest that while corporations are assuredly entities very different from the individual citizens who hold civil, social, and political rights – which do not directly apply to corporations – rhetorical citizenship is nevertheless a suggestive and constructive metaphor for corporations to communicate by.

Research limitations/implications

Rhetorical citizenship for corporations must, we argue, be(come) rooted in organizational reality, and should involve a continued critical questioning as to what might constitute citizenly communication for corporations under any given circumstances. The chapter is, however, built on limited data from a pilot study and needs to be complemented.

Practical implications

We suggest from our pilot study that the active engagement of corporations in social media may currently be seen as one form of rhetorical citizenship that the public expects corporations to enact. Thus, we argue, corporations in general might as well attempt to do their best to act as rhetorical citizens.

Originality/value

The chapter highlights how communication is a set of practices in which social responsibility must be enacted. We find that this is not a prevalent perspective in the existing literature on CSR and communication.

Details

Corporate Social Responsibility in the Digital Age
Type: Book
ISBN: 978-1-78441-582-2

Book part
Publication date: 30 October 2019

Thomas O'Donoghue and Keith Moore

Abstract

Details

Teacher Preparation in Australia: History, Policy and Future Directions
Type: Book
ISBN: 978-1-78743-772-2

Book part
Publication date: 29 March 2016

Marc Wouters, Susana Morales, Sven Grollmuss and Michael Scheer

The paper provides an overview of research published in the innovation and operations management (IOM) literature on 15 methods for cost management in new product…

Abstract

Purpose

The paper provides an overview of research published in the innovation and operations management (IOM) literature on 15 methods for cost management in new product development, and it provides a comparison to an earlier review of the management accounting (MA) literature (Wouters & Morales, 2014).

Methodology/approach

This structured literature search covers papers published in 23 journals in IOM in the period 1990–2014.

Findings

The search yielded a sample of 208 unique papers with 275 results (one paper could refer to multiple cost management methods). The top 3 methods are modular design, component commonality, and product platforms, with 115 results (42%) together. In the MA literature, these three methods accounted for 29%, but target costing was the most researched cost management method by far (26%). Simulation is the most frequently used research method in the IOM literature, whereas this was averagely used in the MA literature; qualitative studies were the most frequently used research method in the MA literature, whereas this was averagely used in the IOM literature. We found a lot of papers presenting practical approaches or decision models as a further development of a particular cost management method, which is a clear difference from the MA literature.

Research limitations/implications

This review focused on the same cost management methods, and future research could also consider other cost management methods which are likely to be more important in the IOM literature compared to the MA literature. Future research could also investigate innovative cost management practices in more detail through longitudinal case studies.

Originality/value

This review of research on methods for cost management published outside the MA literature provides an overview for MA researchers. It highlights key differences between both literatures in their research of the same cost management methods.

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-727-8

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