Journal articles: 'Marketing academics'

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Hubbard, Raymond, and Andrew T. Norman. "What impact has practitioner research had in the marketing academy?" Management Research News 30, no. 1 (2006): 25–33. http://dx.doi.org/10.1108/01409170710724278.

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PurposeGiven marketing's fundamentally applied nature, to compare the relative impacts in the academy of work published by three groups – practitioners, practitioner‐academic alliances, and academics.Design/methodology/approach – Social Sciences Citation Index data were used to estimate the influence of 438 articles published by practitioners, practitioner‐academic alliances, and academics in five marketing journals over the period 1970‐2000.Findings – Citations for academic research were more than twice as high as those for practitioners. Conversely, citations for practitioner‐academic research rival those of the academics, and sometimes exceed them.Research limitations/implications – Only considered US marketing journals.Practical implications – Despite some excellent citation evidence for practitioner‐academic work, additional cooperative efforts must be pursued to ensure the relevance of academic marketing research to practitioner needs.Originality/value – This is the only study to “objectively” address the impact of practitioner, practitioner‐academic alliance, and academic research in the academy.

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Polonsky, Michael Jay, and David S. Waller. "Marketing journals and Asia-Pacific marketing academics." Asia-Australia Marketing Journal 1, no. 1 (1993): 61–69. http://dx.doi.org/10.1016/s1320-1646(93)70292-0.

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Brennan, Ross, Nektarios Tzempelikos, and Jonathan Wilson. "Improving relevance in B2B research: analysis and recommendations." Journal of Business & Industrial Marketing 29, no. 7/8 (2014): 601–9. http://dx.doi.org/10.1108/jbim-09-2013-0201.

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Purpose – The purpose of the study is to identify and discuss critical aspects of the academic/practitioner gap and suggest how to make marketing research more relevant. Design/Methodology/Approach – The study uses data from an earlier study of eight qualitative interviews conducted with business-to-business (B2B) marketing practitioners and from an earlier quantitative study among 128 academics and 510 marketing research practitioners. The data are re-analyzed for this article. Findings – Results show that academics and practitioners agree that academic research should be of more practical value. However, their priorities differ. For academics, publishing in refereed journals is the first priority and influencing practice is of much lower priority, while practitioners are not interested in the methodological and theoretical advances of marketing research; their priority is to satisfy day-to-day practical needs. Hence, practitioners have no interest in academic journals. The academic reward system tends to reinforce this divide because academic career progression depends substantially on the production of refereed journal articles. Research limitations/implications – Much prior consideration has been given to how academic journals can be made more relevant to practitioners, which is a desirable goal. However, a more fruitful approach for B2B academics would be to embrace new technologies such as blogging and social media to reach practitioners through their preferred channels. If greater relevance is to be achieved, then consideration needs to be given to the views of doctoral students, and to doctoral training processes in B2B marketing. Practical implications – The study provides academics with guidance concerning how marketing research can have a greater effect on the practice of marketing. Social implications – Originality/value – The study contributes to the research base by identifying and discussing critical aspects of the academic/practitioner gap. The study also offers insights into how managerial relevance in marketing research can, practically, be improved.

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Richard, James, Geoff Plimmer, Kim-Shyan Fam, and Charles Campbell. "Publishing success of marketing academics: antecedents and outcomes." European Journal of Marketing 49, no. 1/2 (2015): 123–45. http://dx.doi.org/10.1108/ejm-06-2013-0311.

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Purpose – The purpose of this paper is to explore the relationship between positive incentives (perceived organisational support) and negative incentives (publish or perish), on both academic publication productivity and marketing academics’ quality of life. While publish-or-perish pressure is a common technique to improve academics’ performance, its punishment orientation may be poorly suited to the uncertain, creative work that research entails and be harmful to academics’ life satisfaction and other well-being variables. In particular, it may interfere with family commitments, and harm the careers of academic women. While perceived organisational support may be effective in encouraging research outputs and be positive for well-being, it may be insufficient as a motivator in the increasingly competitive and pressured world of academia. These issues are important for individual academics, for schools wishing to attract good staff, and the wider marketing discipline wanting to ensure high productivity and quality of life amongst its members. Design/methodology/approach – A conceptual model was developed and empirically tested using self-report survey data from 1,005 academics across five continents. AMOS structural equation modelling was used to analyse the data. Findings – The findings indicate that the most important determinants of publishing success and improved well-being of academics is organisational support rather than a “publish-or-perish” culture. Research limitations/implications – The use of a self-report survey may have an impact (and potential bias) on the perceived importance and career effect of a “publish-or-perish” culture. However, current levels of the publish-or-perish culture appear to have become harmful, even for top academic publishers. Additional longitudinal data collection is proposed. Practical implications – The challenge to develop tertiary systems that support and facilitate world-leading research environments may reside more in organisational support, both perceived and real, rather than a continuation (or adoption) of a publish-or-perish environment. There are personal costs, in the form of health concerns and work–family conflict, associated with academic success, more so for women than men. Originality/value – This study is the first to empirically demonstrate the influence and importance of “publish-or-perish” and“perceived organisational support” management approaches on marketing academic publishing performance and academic well-being.

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Andreasen, Alan R. "Marketing Social Marketing in the Social Change Marketplace." Journal of Public Policy & Marketing 21, no. 1 (2002): 3–13. http://dx.doi.org/10.1509/jppm.21.1.3.17602.

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Social marketing faces significant barriers to growth because there is no clear understanding of what the field is and what its role should be in relation to other approaches to social change. However, growth is possible through increases in social marketing's share of competition at the intervention, subject matter, product, and brand levels. The author proposes a specific social marketing branding campaign to advance the field, with roles for academics and the American Marketing Association.

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Baron, Steve, Brendan Richardson, Diane Earles, and Yusra Khogeer. "Marketing academics and practitioners: Towards togetherness." Journal of Customer Behaviour 10, no. 3 (2011): 291–304. http://dx.doi.org/10.1362/147539211x602522.

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Eser, Zeliha, F. Bahar Isin, and Metehan Tolon. "Perceptions of marketing academics, neurologists, and marketing professionals about neuromarketing." Journal of Marketing Management 27, no. 7-8 (2011): 854–68. http://dx.doi.org/10.1080/02672571003719070.

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Repsold, Fernanda, and Marcus Hemais. "Divide In Marketing Between Academics And Practitioners." Brazilian Business Review 15, no. 1 (2018): 68–87. http://dx.doi.org/10.15728/bbr.2018.15.1.5.

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Harrigan, Paul, and Bev Hulbert. "How Can Marketing Academics Serve Marketing Practice? The New Marketing DNA as a Model for Marketing Education." Journal of Marketing Education 33, no. 3 (2011): 253–72. http://dx.doi.org/10.1177/0273475311420234.

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This article seeks to address how marketing academics can best serve marketing practice through marketing education. It is contended that, where technology is driving marketing in practice, it is afforded significantly less attention in both theory and education. Thus, the marketing graduates being produced from universities are often lacking in the skills that 21st-century marketers require. Where the focus of the article is on marketing education, a broad analysis of the content of marketing textbooks and degree programs is presented and an “old Marketing DNA” presented. The study also adopted an inductive approach to data collection where the aim was to investigate the exact nature, constituency, and role of marketing in organizations. Qualitative in-depth interviews were undertaken with senior marketing managers and executives in U.K. organizations. Findings are organized into the areas of customer-led marketing, value-driven strategic marketing, channels, data-driven marketing, and online and off-line integrated marketing communications. The article concludes that there is a disconnect between marketing education and marketing practice and goes some way to recommending what the response of marketing academia should be through the “new Marketing DNA.” This article aims to inspire a holistic response from marketing educators to bring their practice more in line with what is actually being practiced by marketing practitioners in the 21st century.

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Burton, Jamie, Linda Nasr, Thorsten Gruber, and Helen L. Bruce. "Special section: advancing customer experience and big data impact via academic–practitioner collaboration." Journal of Services Marketing 31, no. 2 (2017): 142–47. http://dx.doi.org/10.1108/jsm-01-2017-0020.

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Purpose This paper aims to outline the purpose, planning, development and delivery of the “1st Academic-Practitioner Research with Impact workshop: Customer Experience Management (CEM) and Big Data” held at Alliance Manchester Business School on 18th and 19th January 2016, at which four subsequent papers were initially developed. Design/methodology/approach The paper sets out a summary of the importance and significance of the four papers developed at the workshop and how the co-creative dialogue between managerial practitioners, presenting key problems and issues that they face, and carefully selected teams of academics was facilitated. Findings To develop richer and more impactful understanding of current problems challenging customer-focused managers, there is a need for more dialogue and engagement between academics and practitioners. Practical implications The paper serves as a guideline for developing future workshops that aim at strengthening the links between academia and the business world. Originality/value This paper highlights the value of academic–practitioner workshops for focusing academic research on areas of importance for practitioners to generate impact. The innovative format of the workshop and the resulting impactful papers should serve as a call and motivation for future academic–practitioner workshop development.

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Ashraf Fauzi, Muhammad, Christine Tan Nya-Ling, Ramayah Thurasamy, Adedapo Oluwaseyi Ojo, and Ibrahim Shogar. "Muslim academics’ knowledge sharing in Malaysian higher learning institutions." Journal of Islamic Marketing 10, no. 2 (2019): 378–93. http://dx.doi.org/10.1108/jima-10-2017-0111.

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Purpose The purpose of this paper is to investigate Muslim academics’ knowledge sharing (KS) behavior and its relating predictors in the context of Malaysia. Academics being the center entity of education in higher learning institutions (HLI) has the noble obligation in spreading and sharing knowledge. Moreover, in Islamic teaching, academics having knowledge must let others know that knowledge can be beneficial in everyday life. Design/methodology/approach The underpinning theories used in this study are theory of planned behavior (TPB) and social capital theory (SCT) for assessing the probable factors that can determine academics’ KS behavior. This study evaluates 398 Muslim academics in Malaysia for KS behavior in 20 public and 5 private HLIs. Structural equation modeling–partial least square was used as the tool for data analysis. Findings It was found that all the variables tested in this study were significant, except for commitment. Social network, trust, management support, facilitating conditions and social media are significant predictors in Muslim academics’ KS behavior. Research limitations/implications The findings would enable HLIs to inculcate and enhance KS among academics in terms of theoretical and managerial perspectives. Originality/value This study integrates TPB, SCT and other individual, organizational and technological factors for assessing Muslim academics in Malaysia. Thus, generalization on Muslim academics can be attained in South Asian countries.

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Gillespie, Brian, Christian Otto, and Charles Young. "Bridging the academic-practice gap through big data research." International Journal of Market Research 60, no. 1 (2018): 11–13. http://dx.doi.org/10.1177/1470785317744670.

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The proliferation of advances in technology and communication have led to the formation of “big data” research and the argument that big data will be effective in connecting consumer to practitioners. We argue big data is also an effective means through which practitioners and academics can connect. Practitioner-academic collaborative on big data collection and advanced analysis offers a unique opportunity to align common goals between practitioners and academics, and bridge the academic-practice gap in marketing and management domains, among others.

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Tapp, Alan. "A call to arms for applied marketing academics." Marketing Intelligence & Planning 22, no. 5 (2004): 579–90. http://dx.doi.org/10.1108/02634500410551950.

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Wilkie, William L., and Patrick E. Murphy. "Marketing academics at the FTC: the inside story." Journal of Historical Research in Marketing 5, no. 1 (2013): 124–40. http://dx.doi.org/10.1108/17557501311293398.

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Bailey, Charles D., Joe F. Hair, Dana R. Hermanson, and Victoria L. Crittenden. "Marketing Academics' Perceptions of the Peer Review Process." Marketing Education Review 22, no. 3 (2012): 263–78. http://dx.doi.org/10.2753/mer1052-8008220306.

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Lagarde, François. "The Canadian Social Marketing Story." Social Marketing Quarterly 21, no. 4 (2015): 194–99. http://dx.doi.org/10.1177/1524500415609574.

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This article presents Canada’s major social marketing achievements and contributions to date, the strengths of the Canadian social marketing field, and the challenges it currently faces. As an early adopter of social marketing, Canada has been integrating this unique form of marketing into its public health and environmental strategies for over 40 years. The Canadian track record includes successful initiatives, major events, seminal publications, high-quality training programs, as well as academic and professional centers that have had an impact in Canada and around the world. The field is currently facing some challenges, however. If this remarkable story is to continue, Canadian social marketing leaders will need to rally around a number of collective initiatives to advance the field, promote its value, mobilize resources, and attract a renewed network of practitioners and academics.

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Hollander, Stanley C., William W. Keep, and Roger Dickinson. "Marketing Public Policy and the Evolving Role of Marketing Academics: A Historical Perspective." Journal of Public Policy & Marketing 18, no. 2 (1999): 265–69. http://dx.doi.org/10.1177/074391569901800212.

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Krishen, Anjala S., Michael T. Lee, and Robyn L. Raschke. "The Story Only Few Can Tell: Exploring the Disproportionately Gendered Professoriate in Business Schools." Journal of Marketing Education 42, no. 1 (2019): 7–22. http://dx.doi.org/10.1177/0273475319879972.

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In American business schools, the higher the position, the lower the female representation, especially when including additional intersections of identity such as race, sexual orientation, and ethnicity. Our article aims to supplement existing research regarding gender bias and underrepresentation in academia, particularly in business schools. Such research can uncover faculty gender issues, work toward mitigating the existing biases related to diversity and inclusion, and bring a needed voice and discussion for the purpose of moving toward solutions. To build our hypotheses, we provide a literature review regarding academic satisfaction, perceived performance weight–teaching and perceived performance weight–service differences between genders, and gender issues with the academic pipeline to full professor. Next, we utilize data collected from a sample of n = 696 academics from American business schools and find that women faculty have significantly lower academic satisfaction throughout all ranks and institutions. Our results further indicate that there are differences in perceived performance weight–teaching and perceived performance weight–service between female and male academics at the ranks of assistant and full professors at various types of institutions. Last, we offer conclusions and implications, limitations, and future research suggestions that include studies regarding intersectional faculty, academic mobbing and bullying, incivility, and academic satisfaction.

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Lingden, Binod. "International Marketing Strategy as Determinants of Export Performance in Nepalese Handicraft Sector." Journal of Advanced Academic Research 1, no. 1 (2015): 85–87. http://dx.doi.org/10.3126/jaar.v1i1.13517.

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Increased globalization of trade has led to a growing number of firm's focus on high-growth export market. The spotlight on activity export has also attracted the attention of academics. This study aims at explaining the marketing strategy as determinants of export performance in Nepalese handicraft sector.Journal of Advanced Academic Research Vol.1(1) 2014: 85-87

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Dann, Stephen. "Reaffirming the Neutrality of the Social Marketing Tool Kit: Social Marketing as a Hammer, and Social Marketers as Hired Guns." Social Marketing Quarterly 13, no. 1 (2007): 54–62. http://dx.doi.org/10.1080/15245000601158390.

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Social marketing has been a discipline founded on the open and robust exchange of ideas regarding the nature of social change, the adaptation and adoption of commercial marketing, and the ethics of influencing behavior for beneficial outcomes. As a practical discipline, with a strong theoretical and philosophical framework, it also relies on the open communication between academic and practitioner to ensure those researching and those implementing are speaking the same social marketing language. In early 2006, the international social marketing mailing list (SOC-MKT) was subject to a short, albeit critical, debate on the ethics and nature of social marketing, the social marketing tool kit, and the role of social marketers. This article reports on the summary and implications of the debate among academics, practitioners, and founders of the social marketing discipline.

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Blackley, Nelson, Sheilagh Mary Resnick, and Kim Cassidy. "Improving UK retail academic-practitioner research: insights from relationship marketing." International Journal of Retail & Distribution Management 45, no. 1 (2017): 4–19. http://dx.doi.org/10.1108/ijrdm-01-2016-0009.

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Purpose The purpose of this paper is to explore the reasons for the continuing “gap” between UK retail academic research and practice. A relationship marketing (RM) lens, focussing on relationship antecedents, is used to develop a deeper understanding of the barriers to collaboration and propose new solutions to close the gap. Design/methodology/approach The paper adopts a qualitative methodology to compile the evidence, using multiple data sources to identify the dynamics of the retail academic-practitioner divide. Findings The research illustrates a marked absence of the majority of the customer focussed, seller focussed and dyadic antecedents, essential for effective relational exchanges, and highlights that at the heart of the problem lies a lack of shared understanding of mutual relationship benefits with academics currently neither motivated nor incentivised to develop such relationships. Research limitations/implications Further research is needed to explore what characterises a successful sustainable research relationship. There is also a pressing need to understand the experience, skills and knowledge of “boundary spanners” who operate successfully in both academic and business cultures. Practical implications Universities should adopt a strategic approach towards building relationships with retailers based upon relationship antecedents. Reward structures should be developed to encourage academics to develop research relationships. Resources should be allocated to better defining and communicating the benefits of a university research relationship with retailers. Originality/value There has been limited empirical research on the academic-practitioner gap within the context of the UK retail sector. The RM lens draws attention to new insights about barriers to successful relationships and generates concrete ideas for closing the gap moving forward.

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Auty, Susan, and Geoff Easton. "Patterns of Competition: A Study of Local Restaurants." Marketing Intelligence & Planning 8, no. 1 (1990): 27–33. http://dx.doi.org/10.1108/eum0000000001072.

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Competitors come a very poor second to consumers as the focuses for studies carried out by marketing academics. Since the marketing concept is so much at the heart of what many academics think marketing is all about this should surprise no one. However, the emergence of the subject of marketing strategy with its concern over sustainable competitive advantage and the current popularity of competitiveness, however defined, as an adjunct or complement to marketing studies suggest that competitors and competition may be about to become a fashionable area for study. And not before time. The trinity of company, consumer and competitor, however stark as a framework, represents the minimum knowledge anyone would require before taking a major marketing decision.

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Arrigo, Elisa. "Social media marketing in luxury brands." Management Research Review 41, no. 6 (2018): 657–79. http://dx.doi.org/10.1108/mrr-04-2017-0134.

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Purpose Digital technologies and social media have improved the connectivity and collaboration between firms and customers in all sectors. However, in the luxury sector, the approach to social media and digital technologies has been slower than in other industries. The purpose of this paper is to review the academic literature on social media marketing in luxury brands to highlight the current state of the art, the addressed key research themes and the implications for management research and practice. Design/methodology/approach A systematic literature review of academic research on social media marketing has been conducted to gather, examine and synthetize studies related to luxury brands. By following a review protocol based on both automatic and manual search on the Scopus database, all relevant studies on luxury brands were identified and analyzed. Findings A critical conceptualization of social media marketing in luxury brands has been provided and the emerging key research themes have been categorized into four main areas. Originality/value Academic literature about social media marketing activities in luxury firms is very limited and existing studies focus only on certain aspects, contexts or single cases. In contrast, the value of this study, for both academics and practitioners, lies in providing, for the first time, a comprehensive and critical systematization of social media marketing academic literature in the field of luxury brands.

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Tadajewski, Mark, and Brian Jones. "Autobiographical reflections part II: risk, tenacity and philosophies of research." Journal of Historical Research in Marketing 9, no. 3 (2017): 210–16. http://dx.doi.org/10.1108/jhrm-06-2017-0020.

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Purpose This paper reviews autobiographical accounts of thought leadership in the marketing discipline and draws out pertinent insights for senior, mid-career and junior academics alike. Design/methodology/approach This narrative is based on a close reading of the pertinent material. Findings To be a pioneer in marketing takes considerable hard work, tenacity, serendipity, and a high tolerance for risk. Originality/value This manuscript can be used by junior scholars to legitimize the challenges they pose to more established colleagues. It helps contribute to the reversal of extant power relations in academic practice.

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Hansotia, Behram J. "Bridging the research gap between marketing academics and practitioners." Journal of Database Marketing & Customer Strategy Management 11, no. 2 (2003): 114–20. http://dx.doi.org/10.1057/palgrave.dbm.3240212.

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Polonsky, Michael Jay, and Gary Mankelow. "Where Are We Going? Perceptions of U.S. Marketing Academics." Journal of Marketing Management 16, no. 7 (2000): 717–43. http://dx.doi.org/10.1362/026725700784672872.

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Hetzel, Patrick L. "Where Are We Going? Perceptions of French Marketing Academics." Journal of Marketing Management 16, no. 7 (2000): 697–716. http://dx.doi.org/10.1362/026725700784672953.

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Diamantopoulos, A. "A model of the publication performance of marketing academics." International Journal of Research in Marketing 13, no. 2 (1996): 163–80. http://dx.doi.org/10.1016/0167-8116(95)00039-9.

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Appel, Gil, Lauren Grewal, Rhonda Hadi, and Andrew T. Stephen. "The future of social media in marketing." Journal of the Academy of Marketing Science 48, no. 1 (2019): 79–95. http://dx.doi.org/10.1007/s11747-019-00695-1.

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Abstract Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers. Considering the numerous ways social media affects individuals and businesses alike, in this article, the authors focus on where they believe the future of social media lies when considering marketing-related topics and issues. Drawing on academic research, discussions with industry leaders, and popular discourse, the authors identify nine themes, organized by predicted imminence (i.e., the immediate, near, and far futures), that they believe will meaningfully shape the future of social media through three lenses: consumer, industry, and public policy. Within each theme, the authors describe the digital landscape, present and discuss their predictions, and identify relevant future research directions for academics and practitioners.

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Stremersch, Stefan, Isabel Verniers, and Peter C. Verhoef. "The Quest for Citations: Drivers of Article Impact." Journal of Marketing 71, no. 3 (2007): 171–93. http://dx.doi.org/10.1509/jmkg.71.3.171.

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Why do some articles become building blocks for future scholars, whereas others remain unnoticed? The authors aim to answer this question by contrasting, synthesizing, and simultaneously testing three scientometric perspectives—universalism, social constructivism, and presentation—on the influence of article and author characteristics on article citations. They study all articles published in a sample of five major journals in marketing from 1990 to 2002 that are central to the discipline. They count the number of citations each of these articles has received and regress this count on an extensive set of characteristics of the article (i.e., article quality, article domain, title length, the use of attention grabbers, and expositional clarity) and the author (i.e., author visibility and author personal promotion). They find that the number of citations an article in the marketing discipline receives depends more on “what is said” (quality and domain) and “who says it” (author visibility and personal promotion) than on “how it is said” (title length, the use of attention grabbers, and expositional clarity). The insights gleaned from this analysis contribute to the marketing literature and are relevant to scientific stakeholders, such as the management of scientific journals and individual academic scholars, as they strive to maximize citations. They are also relevant to marketing practitioners; they inform practitioners on characteristics of the academic journals in marketing and their relevance to decisions they face. Conversely, the insights also raise challenges regarding how to make journals accessible and relevant to marketing practitioners: (1) Authors visible to academics are not necessarily visible to practitioners; (2) the readability of an article may hurt academic credibility and impact, but it may be instrumental in influencing practitioners; and (3) it remains questionable whether articles that academics assess to be of high quality are also managerially relevant.

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Shafaei, Azadeh, Mehran Nejati, and Nina Maadad. "Brand equity of academics: demystifying the process." Journal of Marketing for Higher Education 29, no. 1 (2019): 121–33. http://dx.doi.org/10.1080/08841241.2019.1605438.

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Salo, Jari, Tuula Lehtimäki, Henri Simula, and Matti Mäntymäki. "Social Media Marketing in the Scandinavian Industrial Markets." International Journal of E-Business Research 9, no. 4 (2013): 16–32. http://dx.doi.org/10.4018/ijebr.2013100102.

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Limited attention is paid in the academic literature to how business markets and marketers have harnessed social media. The purpose of this study is to depict how companies in business markets have been using social media and what kinds of future strategic actions they have planned for it. The research is based on a literature review, six case studies and eight interviews with industry experts. The research shows that managers are hesitant to adopt and use social media mainly due to the challenges of creating compelling content and because open interaction within social media is perceived as a threat, although companies have run trial campaigns with limited success. For academics, this study illustrates areas for further research and theory development.

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Baker, Michael J. "Education for practice." European Business Review 20, no. 6 (2008): 529–32. http://dx.doi.org/10.1108/09555340810913539.

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PurposeThe purpose of this short opinion piece is to focus on the role of marketing, its theory and practice, and its relevance now and in the future.Design/methodology/approachThe article analyses the present situation – which is not new – the perceived divide between marketing theory and marketing practice and, therefore, the issue of what academics should research and teach that might be of relevance to practitioners.FindingsThe article shows that if marketers – both academic and practitioner – are to meet and resolve the present challenges then they need to be customer focused, build long‐term relationships with customers, and think of their life‐time value as opposed to their short‐term profitability.Originality/valueThe article highlights issues of relevance to those involved with marketing theory and practice.

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Crick, James M. "Teaching marketing to non-marketers: some experiences from New Zealand and the UK." Education + Training 60, no. 9 (2018): 1070–83. http://dx.doi.org/10.1108/et-03-2018-0063.

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PurposeThe purpose of this paper is to explore how marketing can be taught to students originating from non-marketing or non-business backgrounds (non-marketers), so that academics can engage such students in lectures and tutorials.Design/methodology/approachThe research design involved a qualitative methodology using data from two undergraduate marketing courses (one in New Zealand and one in the UK) that contained a large proportion of non-marketing students. Data were collected from a combination of empirical and archival sources and were analysed using self-reflection techniques, alongside other checks for methodological credibility.FindingsWhen teaching marketing to non-marketing students, it is important to integrate theory with practice to help their learning (e.g. through practical case studies). Marketing educators must also maximise their interactivity with their students and have in-class discussions to engage the cohort. Further, lecturers and tutors should relate marketing theories and concepts with non-business subjects to demonstrate the subject’s relevance to students with limited commercial knowledge. These teaching and learning strategies were important for students intending to become entrepreneurs after graduating from university, as well as those planning to enter paid employment.Originality/valuePrior studies have focussed on teaching marketing to specialist marketing students; however, they have scarcely considered how educators can teach non-specialist marketing to students with non-marketing and non-business backgrounds. This viewpoint solves this research problem, by discussing the best ways that academics can maximise such students’ engagement. It is proposed that the main way that non-marketers can be engaged is through linking marketing with their subjects-of-origin, to demonstrate how marketing activities apply to all organisations and should not be overlooked. A framework is presented, based on the empirical data, to help academics teach marketing to non-marketers. This paper ends with some directions for future research.

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Meng Leong, Siew, Jagdish N. Sheth, and Chin Tiong Tan. "An Empirical Study of the Scientific Styles of Marketing Academics." European Journal of Marketing 28, no. 8/9 (1994): 8–27. http://dx.doi.org/10.1108/03090569410067622.

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Sukmana, Febrian Humaidi, and Sri Maryanti. "TELAAH KONSEPTUAL RELATIONSHIP MARKETING DAN PERKEMBANGANNYA." Distribusi - Journal of Management and Business 7, no. 1 (2019): 47–62. http://dx.doi.org/10.29303/distribusi.v7i1.56.

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Many academics and practician of marketing admit that Relationship Marketing (RM) has developed vastly and also considered contributed to paradigm reformation, it even become the basis of marketing science theory reform. Hence, discussion on RM is interesting to be studied. The study aimed to synthesize various opinion and former research result to get a clearer view for academics, manager and general reader concerning concept of RM. Various literatures, either periodic journals, conference articles and textbooks are collected and used as references in this monography. Writer find out some perspectives used by scientists to describe RM concept, start from marketing philosopny aspect, resources based perspective, marketing strategy, value creation and mutual value creation (value co-creation). Writer concluded that various perspectives applied in formulating RM is strengthen the other perspective. Despite seems to be overlapped but there’s a link that connected each perspective. Writer thought that (theoretically) value co-creation is the most relevant perspective to outlines RM process and activities in today’s situation. Whereas in field, many corporates placed RM as one of their main strategy in marketed the company.

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Soutar, Geoffrey N., Ian Wilkinson, and Louise Young. "Research performance of marketing academics and departments: An international comparison." Australasian Marketing Journal (AMJ) 23, no. 2 (2015): 155–61. http://dx.doi.org/10.1016/j.ausmj.2015.04.001.

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Hunt, Shelby D. "A Responsibilities Framework for Marketing as a Professional Discipline." Journal of Public Policy & Marketing 26, no. 2 (2007): 277–83. http://dx.doi.org/10.1509/jppm.26.2.277.

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Many practitioners believe that marketing practice should be viewed as a profession. Similarly, many marketing academics argue that marketing should be taught and researched as a professional discipline. This article develops a “responsibilities framework” that can be used to explore how marketing should be defined if it is to be viewed as a profession.

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Hole, Yogesh, Snehal Pawar Hole, and Mahesh P. Bhaskar. "The Damages of Liberal Marketing Myopia." Restaurant Business 118, no. 10 (2019): 542–56. http://dx.doi.org/10.26643/rb.v118i10.9573.

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In the academy and business of knowledge creation and diffusion, the marketing academics fell into Levitt (1960) trap described as Marketing Myopia, which means the company focuses more on their products instead of understanding the customer needs. This review paper’s purpose is to evaluate the marketing academic practices to recognize what precisely they preach. Does Marketing Myopia orient really create confusion and collapse of industries as the main business field of knowledge generation and dissemination? In the methodology, design, and approach, the paper evaluates critically the epistemology of marketing myopia literature emphasizes the performance of marketing knowledge in the production and industry field. Hence, the paper ﬁnds whether the knowledge of marketing science can be regarded as valid. Unfortunately, Marketing academicians have turned myopic to understand what marketing knowledge is all about, as they feel it has become a production-oriented, having the objective to produce the optimum. Certainly, there is an urgent need to drive action research, using practitioner tools underlining marketing facts. Hence, this paper tries to investigate the theory of marketing with critically observing its validity, scope, and methods and highlights every aspect of marketing academic literature. It is concluded that industries and companies hold a myopic view and attitude concerning their business, mainly because of the fact that they assume many things, ignorant of the market changing trends and hence oblivious of future tendencies of their own resources. Therefore, they should alter their attitude to bring strategic changes to improve business for success.

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Anderson, Sidney, Steven W. Rayburn, and Jeremy J. Sierra. "Future thinking: the role of marketing in healthcare." European Journal of Marketing 53, no. 8 (2019): 1521–45. http://dx.doi.org/10.1108/ejm-10-2017-0779.

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PurposeThe purpose of this paper is to discuss how, using a futures studies perspective, marketing is uniquely positioned to address future challenges facing health-care service systems.Design/methodology/approachThe futures studies perspective involves predicting probable, preferable and possible futures. Using digital and face-to-face data collection methods, health-care professionals, academics and patients were asked about their perspectives and expectations of health care’s future. Using grounded theory, responses were analyzed to a point of thematic saturation to expose the immediate probable future and a preferred future of health care.FindingsPatients expressed a desire to participate in health-care delivery, impacting caregivers’ roles. Thus, co-creation of value in this context is contingent on the relationship among stakeholders: patients, patients’ families, caregivers and health-care organizations. Concordance, a type of value co-creation, is an effective way for physicians and patients to ameliorate health outcomes.Research limitations/implicationsAlthough a more diverse sample would be ideal, insight from health-care professionals, academics and patients across global regions was obtained.Practical implicationsTo achieve a preferred future in health care, practitioners should implement a three-pronged approach, which includes health promotion and prevention, appropriate use of technology in health care and concordance.Originality/valueUsing patients, health-care professionals and academics, this research broadens the concept of value co-creation in health care. Additionally, paths (i.e. promotion and prevention, technology use and concordance) to a preferred health-care future are uncovered.

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Vrontis, Demetris, Michael Christofi, and Constantine S. Katsikeas. "An assessment of the literature on cause-related marketing: implications for international competitiveness and marketing research." International Marketing Review 37, no. 5 (2020): 977–1012. http://dx.doi.org/10.1108/imr-07-2019-0202.

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PurposeA substantial, albeit scattered, body of research evidence is accumulating in the cause-related marketing (CRM) research stream. Thus, there is a need of a systematic overview of extant literature to map and holistically understand the CRM domain.Design/methodology/approachTo address this issue and make progress in this important area, the authors systematically review and critically examine the state of academic research on CRM.FindingsBased on a systematic review of 105 journal articles published over the past 30 years, the results reveal that CRM research is a vibrant and rapidly growing domain in the broader marketing field. This assessment exercise also shows that the current state of knowledge about CRM is characterized by persisting knowledge gaps, conflicting empirical results, theoretical inconsistencies, as well as by the absence of international marketing research on the CRM domain.Originality/valueTherefore, the authors critically evaluate the extant CRM research with the aim of increasing its coherence, quality, scope, impact and international dimension. Based on this evaluation, the authors develop an ambitious research agenda that addresses a number of promising research paths embracing different international perspectives. Finally, the authors discuss the contributions to the literature and the implications for both academics and practitioners.

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Moradi, Masoud. "Importance of Internet of Things (IoT) in Marketing Research and Its Ethical and Data Privacy Challenges." Business Ethics and Leadership 5, no. 1 (2021): 22–30. http://dx.doi.org/10.21272/bel.5(1).22-30.2021.

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This paper focuses on examining IoT applications in marketing research and provides information on how organizations utilize IoT devices and other new technologies such as artificial intelligence (AI), machine learning (ML), and social media to promote various products and services. Moreover, this study specifies how the consistent use of IoT technologies results in substantial organizational competitiveness. The paper also explains how IoT can be referred to as a new component of business analytics and digital marketing and discusses the challenges related to introducing IoT solutions. The most pressing issues that need to be addressed in the IoT context are described as ethical and data privacy issues. It can be explained by the fact that a substantial amount of data is generated during the development of IoT solutions, which raises the question of whether the respective information could be properly managed. It necessitates implementing a transparent, ethical framework, which should be supported by an adequately regulatory process. The extensive exploration of IoT solutions allows academics and marketing practitioners to generate a wide range of data that can be used to improve products and services provided to diverse consumer groups. Therefore, this paper offers a framework for the collaboration process between academics and practitioners. This collaboration in developing IoT tools is marked by adopting a holistic approach to facilitating the progress of such innovation. Academic researchers’ expertise can be utilized to generate creative and innovative ideas on the IoT sector. The combination of important theoretical assumptions and practical experience is vital to achieving the strategic goals of the collaboration between academics and practitioners.

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Lees-Marshment, Jennifer. "Marketing Scholars and Political Marketing: the Pragmatic and Principled Reasons for Why Marketing Academics Should Research the Use of Marketing in the Political Arena." Customer Needs and Solutions 6, no. 3-4 (2019): 41–48. http://dx.doi.org/10.1007/s40547-019-0091-0.

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Johnson, Richard M. "In Favor of Closer Ties." Journal of Marketing Research 42, no. 3 (2005): 255. http://dx.doi.org/10.1509/jmkr.2005.42.3.255.

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The author believes that marketing would be strengthened by closer relationships between academics and practitioners. He argues that the commercial market research environment can be stimulating for methodological development, and he suggests that everyone would benefit if academics and practitioners had experience in both environments.

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Lim, Weng Marc. "Understanding the selfie phenomenon: current insights and future research directions." European Journal of Marketing 50, no. 9/10 (2016): 1773–88. http://dx.doi.org/10.1108/ejm-07-2015-0484.

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Purpose This paper aims to define the conceptual boundary of the selfie and to discuss the role of the selfie in the social media marketplace. Design/methodology/approach This paper extensively reviews and draws themes from the extant literature on consumer identities in the social media marketplace to explain the selfie phenomenon and to identify potentially fruitful directions for further research. Findings Current insights into the selfie phenomenon can be understood from socio-historical, technological, social media, marketing and ethical perspectives. Research limitations/implications Despite the limitations of a general review (e.g. absence of empirical data and analysis), this paper identifies multiple avenues to extend existing lines of inquiry on the selfie phenomenon. Thus, this paper should encourage further research on the topic in the academic and scientific community. Practical implications The selfie can be used as a marketing tool to improve marketing performance and accomplish marketing-related goals. Originality/value This paper sheds light on how marketing academics and practitioners can better understand the impact of the selfie in the social media marketplace.

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Aksoy, Lerzan, Loïc Guilloux, Hélène Duneigre, and Sikaar Keita. "Viewpoint: service research priorities – bridging the academic and practitioner perspectives." Journal of Services Marketing 33, no. 5 (2019): 626–31. http://dx.doi.org/10.1108/jsm-03-2019-0147.

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Purpose As an interdisciplinary and applied discipline, managerial relevance has always been at the forefront of service research. This viewpoint article synthesizes the main ideas presented in one of the 10th SERVSIG conference panels by three practitioners about what they view as the biggest opportunities/challenges they face and two journal editors on current academic research priorities. The purpose of this study is to use this panel as a starting point to bridge more closely the world of academia with practice and propose a collection of recommendations toward this goal. Design/methodology/approach This study synthesizes the academic and practitioner viewpoints presented and research conducted into research priorities. Findings Although there is significant overlap in what is deemed important by the presenting academics and practitioners, there are some important differences when it comes to issues deemed important, how they are articulated and the language that is used. Originality/value This paper contributes to the literature and practitioner community by summarizing the viewpoints of the two sides and curating a collection of existing approaches and new recommendations to more closely bridge academic and practitioner perspectives.

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Windels, Kasey. "Bridging advertising practitioner theories and academic theories on how to communicate effectively with men and women." Qualitative Market Research: An International Journal 22, no. 3 (2019): 325–43. http://dx.doi.org/10.1108/qmr-07-2017-0117.

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Purpose The purpose of this paper is to understand advertising practitioners’ theories on how to communicate effectively with men and women via advertising. Further, comparisons are made between practitioners’ theories and academic research. Design/methodology/approach Qualitative interviews were conducted with 39 US advertising practitioners. Findings Many professionals believed women preferred other-oriented messages, while men preferred self-oriented messages. They believed women were comprehensive processors, while men were less engaged with advertising messages. They believe men preferred slapstick humor and factual messages, while women preferred emotional appeals. Research limitations/implications Comparisons between practitioners’ perspectives and the academic research reveal that practitioners’ theories often correspond to academic theories and empirical data. Relationships with the selectivity hypothesis are explored in depth. Suggestions are made to extend existing theory to test practitioners’ theories. Practical implications This study helps to bridge the academician-practitioner gap, which helps academics understand practitioners, communicate with them and develop shared knowledge. Originality/value This study fills a research gap in understanding practitioners’ theories of how to communicate with men and women. A key contribution of the research is a comparison of practitioner theories with academic research to note points of agreement and disagreement, bridge the gap and offer suggestions for future research.

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Mcculloch, Sharon. "Hobson’s choice: the effects of research evaluation on academics’ writing practices in England." Aslib Journal of Information Management 69, no. 5 (2017): 503–15. http://dx.doi.org/10.1108/ajim-12-2016-0216.

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Purpose The purpose of this paper is to examine the influence of research evaluation policies and their interpretation on academics’ writing practices in three different higher education institutions and across three different disciplines. Specifically, the paper discusses how England’s national research excellence framework (REF) and institutional responses to it shape the decisions academics make about their writing. Design/methodology/approach In total, 49 academics at three English universities were interviewed. The academics were from one Science, Technology, Engineering and Mathematics discipline (mathematics), one humanities discipline (history) and one applied discipline (marketing). Repeated semi-structured interviews focussed on different aspects of academics’ writing practices. Heads of departments and administrative staff were also interviewed. Data were coded using the qualitative data analysis software, ATLAS.ti. Findings Academics’ ability to succeed in their career was closely tied to their ability to meet quantitative and qualitative targets driven by research evaluation systems, but these were predicated on an unrealistic understanding of knowledge creation. Research evaluation systems limited the epistemic choices available to academics, partly because they pushed academics’ writing towards genres and publication venues that conflicted with disciplinary traditions and partly because they were evenly distributed across institutions and age groups. Originality/value This work fills a gap in the literature by offering empirical and qualitative findings on the effects of research evaluation systems in context. It is also one of the only papers to focus on the ways in which individuals’ academic writing practices in particular are shaped by such systems.

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Czinkota, Michael R., and Ilkka A. Ronkainen. "An International Marketing Manifesto." Journal of International Marketing 11, no. 1 (2003): 13–27. http://dx.doi.org/10.1509/jimk.11.1.13.20140.

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In spite of important global inroads and successes scored by international marketing, the field stagnates in the eyes of academics, practitioners, and policymakers and is harshly attacked by activists. The people defending international marketing usually point to vague theoretical and long-term goals, whereas opponents serve up facile polemics, which acquire sympathies from the uninformed public. The authors postulate that the field of international marketing has already and can continue to make major contributions to the improvement of society. They offer seven theses in support of a lively debate for the sake of a renaissance of the field: (1) remember the roots and purpose of the field, (2) resist the temptations of overspecialization, (3) work with a new paradigm and new methods, (4) look to the world, (5) maintain the dialogue with all possible constituents, (6) work also with those who place or show, and (7) profess expertise.

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Schwarzkopf, Stefan. "Marketing history from below: towards a paradigm shift in marketing historical research." Journal of Historical Research in Marketing 7, no. 3 (2015): 295–309. http://dx.doi.org/10.1108/jhrm-06-2015-0021.

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Purpose – The purpose of this article is to introduce the theme of this special issue. In doing so, the paper argues that marketing historical research is in need of a paradigmatic shift. Rather than privilege primary and secondary sources that preserve the perspectives and actions of corporate managers and of marketing academics, marketing historians need to open the historical narratives they construct much more than before to the experiences and voices of ordinary consumers, i.e. of those who actually shop and buy and choose. They also need to do more to incorporate into their narratives examples of the value-creation that consumers themselves enact, both inside and outside the sphere of the market. Design/methodology/approach – By reviewing the state of the marketing historical literature, this paper introduces the “History from Below” school of historical thought into marketing historical research. It also tests to what extent a stronger consumer focus might be able to enrich historical research in marketing. Findings – Although contemporary marketing historiography is characterized by a richness of themes and methodological approaches, there is still a marked difference between the way marketing academics and historians write the history of marketing and consumption. While, surprisingly, the former often tend to ignore the voices of ordinary consumers, the latter often lack the marketing-related “technical” knowledge to fully understand the significance of specific archival sources they discuss. This means that a genuine “People’s History of Marketing” has yet to be written. Research limitations/implications – Findings from the paper will be of value to marketing historians who wish to expand the scope and agenda of their research and help historical research move away from narrow managerial perspectives and other “privileged” accounts of marketing. Originality/value – This paper makes two original contributions. First, it introduces historiographical innovations associated with “History from Below” (social history) into marketing historical scholarship. Second, it attempts to help marketing historians identify alternative sets of primary and secondary sources, e.g. oral history archives, which would allow them to be much more optimistic about their own ability to reconstruct the perspectives of those whose voices are all too often ignored.

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Journal articles on the topic 'Marketing academics'

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