Top Research Papers on Marketing

This question is increasingly being raised by companies of all sizes throughout the UK. But why should this be? Marketing has been around for a long time now and has been successfully practised by many companies. What is true, perhaps, is that marketing practice has largely been confined to fast‐moving consumer goods; but this situation is now beginning to change rapidly, particularly in the retailing and service goods sectors.

This book explores what marketing is and how an enterprise can differentiate itself from others in attracting and retaining customers. The book is organized according to the design of the first-year marketing course in the two-year MBA program at the Harvard Business School. Each chapter of the book is written by HBS faculty and used by MBA students in preparation for classroom participation. The book consists of three parts: the analysis of marketing opportunities, the formulation of marketing strategy, and the execution of that strategy.

The what is marketing is universally compatible with any devices to read and is available in the authors' digital library an online access to it is set as public so you can get it instantly.

Sub ject Hours Courses To enroll in upper-division business courses, students must be certified for degree candidacy and meet all prerequisites.

For many, the word marketing brings to mind tacky car commercials and pushy salesmen. All too frequently, marketing is confused with publicity or “PR.” While a good publicity strategy is an important component of an overall marketing plan, it is only one element of a larger, more complex undertaking. Marketing can more be more broadly understood as the communication channel linking a product or service to the targeted customers (or patrons). The process of marketing is not about selling a product; rather, it focuses on identifying customer needs and defining how the product or service meets th...

Hiring faculty is a challenge in the field of marketing. One important factor is a shortage of candidates. The problem is exacerbated, however, by an imperfect match between jobs and candidates. This study examines the homogeneity of academic jobs and candidates. Surveys were conducted with both parties. The results show that institutions and candidates are not homogenous. For example, hiring institutions differ in whether they are primarily seeking teaching or research ability and this is predictable depending on whether the institution is PhD granting or not. In addition, three types of job ...

Working out and realization of marketing strategy requires certain conditions: clear idea about the purposes of production and sale in prospect, marketing activity strategy of the firm; knowledge of the market and its requirements; clear idea about the possibilities and resources (research, scientific and technical, industrial, marketing). The article is devoted to these problems.

It is in the interest of industry and government to raise a new generation of marketing managers, who are accustomed to the philosophy that good marketing consists of identifying, anticipating and satisfying what the market wants or is going to want next. In this article, the author outlines the principles of good marketing, and recalls some successful case histories associated with his organisation.

This paper delves into the evolution of HR in the digital age, the integration of AI into L&D, the benefits and challenges of this paradigm shift, real-world applications.

Purpose – To gain insight into what marketing entails and how a marketer can begin to employ the basic fundamentals in order to become more customer focused.Design/methodology/approach – Provides guidelines to enhancing and strengthening your marketing efforts.Findings – Posits that a more successful and innovative marketing strategy can be attained by following the guidelines outlined in this paper.Originality/value – Helps a marketer to understand the keys to developing a more successful and innovative marketing strategy and respond to the challenges that they face.

Rapidly increasing global competition, the emergence of new markets, and technological advancements make today’s marketplace a highly dynamic and challenging environment for companies. From start-ups to well-established firms, increasingly, effective marketing separates organizations that survive and prosper from those that do not. Marketing is the process through which organizations identify customer needs and then develop and distribute products and services to satisfy these needs. The recent flourishing of social media, review websites, and more generally user-generated content have made th...

This chapter primarily deals with the relationship between the marketing mix and the channel strategy of the companies. The distribution system is influenced by product, price, and promotion of the brand. The choice of the distribution system also influences the product, price, and promotion strategy of the brand. The chapter will discuss in detail how each of the factors of product, price, and promotion are correlated with the channel strategy of the company. It is seen that the product along with the market determines the distribution strategy and the channel choices and strategies are influ...

This invited commentary is a reflection on and response to an essay on “The Long Macro View”, by Robert Lusch, who articulated key themes of human, societal and marketing evolution, and challenges marketing scholars to consider ways to reduce costs inflicted by prolific human activity, particularly (marketing) exchange. Those costs cumulatively pose existential threats to humanity; they also present opportunities, which potentially can be redressed by better understanding of conflict resolution theory, relevant marketing applications to reduce social conflict, and guidance by complementary mac...

Hoteliers and restaurateurs are often forced to make hard decisions about where to put their advertising dollars. This article presents a persuasive argument for special-interest magazines as a highly effective vehicle for reaching the right audience

Die 8. Auflage folgt ausgehend von grundlegenden Erkenntnissen zur marktorientierten Unternehmensführung dem typischen Ablauf des Marketingplanungsprozesses und dessen konkreter Umsetzung. Entsprechend der Bedeutung eines fundierten Verständnisses über Zustandekommen und Beeinflussungsmöglichkeiten von Kaufentscheidungen, der Konkurrenzbedingungen sowie deren Integration in einen stringenten Analyse- und Planungsprozess wird diesem Teil eines anwendungsorientierten Marketing ein großer Raum zugebilligt. Es folgen Ausführungen zur strategischen und operativen Umsetzung in einem erweiterten Mar...

The textbook is the fourth edition, contains a detailed presentation of the topics of the discipline "Marketing". In an accessible and understandable form, the key concepts of the discipline "Marketing"are considered. In particular, the reader will get an idea of the essence of marketing, its types, principles, functions and basic elements; the environment of marketing and the conditions in which it can be applied. The textbook reveals the concept of the market, its types, capacity and segmentation; competition, its types, the role of the enterprise in the competition in order to achieve key s...

In today’s fast-changing global business world, marketing jobs—from entry to executive level—require a mix of knowledge, skills, and practical experiences with a wide variety of topics. Marketing students need to have better theoretical, analytical, and methodological training to remain competitive in a demanding job market. The marketing area offers courses in three categories that are different in terms of their focus, objectives, coverage, and delivery to better prepare students for their future careers: Knowledge-Generation (KG) courses; Skill-Building (SB) courses; and Industry-Exposure (...

In today’s fast-changing global business world, marketing jobs—from entry to executive level—require a mix of knowledge, skills, and practical experiences with a wide variety of topics. Marketing students need to have better theoretical, analytical, and methodological training to remain competitive in a demanding job market. The marketing area offers courses in three categories that are different in terms of their focus, objectives, coverage, and delivery to better prepare students for their future careers: Knowledge-Generation (KG) courses; Skill-Building (SB) courses; and Industry-Exposure (...

The discipline of marketing will provide you with outstanding career opportunities in professional selling, marketing research, advertising, purchasing, distribution management, product development, wholesaling, and product management. The demand for marketing professionals continues to grow as today's organizations place greater emphasis on effective marketing as a means of achieving their goals.

involved in offering sustainable products which manifest qualities that make them different from traditional products through differentiated packaging where they show environmental certification thus validating their interest in the care and welfare of the environment, as a result of this is born what is known as sustainable development term based on a concept of socio-economic development whose purpose is to ensure a life of quality and fullness for all. Many organisations are involved in offering sustainable products, in Ecuador they do it under the commissaries or also known as hypermarkets...