Top Research Papers on Marketing

Angesichts der wachsenden Bedeutung von Social Media Plattformen für Marketing-Aktivitäten von Unternehmen will der Beitrag eine erste datenschutzrechtliche Orientierung für UnterNEhmen geben, die sich in diesem Umfeld bewegen oder be wegen wollen.

Over the last three decades, the services sector’s contribution to GDP growth has been steadily rising. Actually, with the services sector accounting for over half of GDP in the United States—the first country to be formally classified as a service economy—and other industrialised nations, the importance of services to their economies is only increasing. But even emerging nations now depend on the services industry to fuel their economies. Businesses have realised that marketing services, which are intangible, perishable, and variable, needs different techniques than selling commodities. There...

The global market is an increasingly competitive and dynamic business environment. Technological developments, globalisation, and internet access have changed consumer patterns and opened up opportunities and challenges for companies in marketing their products internationally. In such a market environment, companies are required to have effective marketing strategies in order to increase the competitiveness of their products in the global market. This research aims to examine marketing strategies in improving product competitiveness in the global market. The current research type is qualitati...

The main purpose of the manual is to adapt the provisions of the general theory of marketing to the specifics of the banking sector. In addition, attention is focused on provisions reflecting current trends in the development of bank marketing, in particular the implementation of a customer-oriented approach. Within the framework of this direction, such problems as the organization of individual services, the formation and management of loyalty, and other topical issues of the strategic development of a commercial bank are considered. The proposed textbook contains educational and methodologi...

The concept of “Services Marketing” is based on the idea that, in the actual world, there are unique obstacles to promoting services. Building lasting connections with customers by excellent service is at the core of this book. The information necessary to use service strategies for competitive advantage in various sectors is also the main emphasis of the book. Consequently, the fifth edition includes frameworks for customer-focused management and tactics for boosting customer happiness and retention via service.

This paper employs a qualitative technique, with one of Indonesia's significant telecommunications companies serving as the primary case study, to go deeper into how a firm executes digital transformation in marketing.

Abstract The use of digital resources through digital marketing is an option to be able to reach customers, build interactions with customers in real time and finally achieve customer satisfaction. This research intends to determine the influence of entrepreneurial marketing through digital marketing capabilities on marketing performance in Palu, Indonesia. The population in the study amounted to 21,696 with a total number of samples of 197 SMEs obtained with the Yamane and Isaac formula. The sampling technique in this study went through two stages, namely the Area Sampling Technique and then ...

PurposeThis study aims to present a retrospective of the Journal of Research in Interactive Marketing (JRIM) on its 15th anniversary. The retrospective includes an analysis of JRIM's growth in publication and citation, and an exploration of the journal's major themes and methodologies employed.Design/methodology/approachThis study used a bibliometric methodology consisting of analytical techniques such as performance analysis, co-authorship network analysis, and bibliographic coupling to present a retrospective of JRIM.FindingsThis study finds that JRIM has grown consistently in terms of its p...

This chapter will navigate and thrive on how the fast-growing world of marketing develops strategy and content for communication and discuss the consequences of different digital marketing platforms.

The research found that AI is not yet advanced enough to fully replace marketers, while AI can assist with certain tasks, such as data analysis and content creation, it cannot replace the creativity and human touch that marketers bring to the table.

This work identifies two marketing strategy formulation pathways: one for pure-play online companies and one for the integrative play and an in-depth discussion of key elements of the marketing strategy, segmentation, and target market choice and positioning sets the stage for the design of the customer experience and actual marketing program.

The authors propose that marketing educators adapt their teaching of foundational marketing concepts to reflect the technology-augmented marketing era and suggest ways educators can modify and reimagine existing marketing courses to prepare students for a successful entry into technology-enabled marketing jobs.

A model taking this possibility into account therefore allowing dealers to externalize part of their risk and displaying an important feature well known to practitioners that within a certain inventory range, the dealer internalizes the flow by appropriately adjusting the quotes and starts externalizing outside of that range.

Las crisis empresariales ocurren de manera frecuente en el sector turístico, recibiendo inevitablemente la atención de los medios de comunicación. Ello hace que estas situaciones pierdan su privacidad y se conviertan en eventos de carácter público con repercusiones potencialmente negativas sobre las empresas y destinos turísticos afectados. El presente artículo analiza la situación profesional de los Estados Unidos y España respecto a los métodos y técnicas de comunicación que capacitan a la organización para prevenir las crisis o minimizar sus consecuencias negativas. Mediante un análisis com...

PurposeThe paper aims to reveal the impact of relationship marketing (RM) practices adopted by companies in emerging markets on their market and financial performance (FP) over a long-term, 13-year perspective.Design/methodology/approachThe research design combines primary empirical data from 229 Russian companies, based on the Contemporary Marketing Practices (CMP) survey, and objective FP data from official statistical databases for 2008–2020 to verify the impact of RM practices on market and FP in the long term.FindingsThe research underlines the significant impact of RM practices. It is im...

PurposeDrawing on the knowledge-based view of the firm (KBV) and Dynamic Marketing Capabilities (DMC), this paper examines the role of key internationalization knowledge absorption processes as learning strategies, namely market exploitation and market exploration in enabling internationalization knowledge absorption in export-oriented firms involved in manufacturing goods or producing electrical/engineering products.Design/methodology/approachThe data were gathered via a cross-sectional survey using a questionnaire (i.e. n = 315) on a sample of Bangladeshi manufacturing firms exporting in US ...

: Health insurance is increasingly provided through managed competition, in which two key market design instruments are subsidies for consumers and risk adjustment for insurers. Although typically analyzed in isolation, we illustrate through a stylized model that subsidies offer two key advantages over risk adjustment in markets with adverse selection. First, they provide greater flexibility in tailoring insurance premiums to buyers with different willingness to pay. Second, under imperfect competition, they produce equilibria with lower markups and greater enrollment. We quantitatively assess...

PurposeThis paper examines the relationship between marketing automation emergence and the marketers' use of heuristics in their decision-making processes. Heuristics play a role for the integration of human decision-making models and automation in augmentation processes, particularly in marketing where automation is widespread.Design/methodology/approachThis study analyzes qualitative data about the impact of marketing automation on the scope of heuristics in decision-making models, and it is based on evidence collected from interviews with twenty-two experienced marketers.FindingsMarketers m...

To avoid dystopia, managers need to take consumer psychology into account and resist the temptation to maximize short-term profits at the cost of consumers.

The idea that firms have some market power in wage-setting has been slow to gain acceptance in economics. Indeed, until relatively recently, the textbooks viewed monopsony power as either a theoretical curiosum, or a concept limited to a handful of company towns in the past. This view has been changing rapidly, driven by a combination of theoretical innovations, empirical findings, dramatic legal cases, and new data sets that make it possible to measure the degree of market power in different ways. A search of the EconLit database shows that the number of published journal articles mentioning ...

Asan is a hub for business in the Kathmandu valley famed for its bazaar, festive calendar, and historic location. This research looks at how the market is changing and how people shop in Asan, which is a blend of old and new ways of doing things. Apart from that, it is also one the most popular trade route for India-Tibet that passes through Kathmandu. To get in-depth knowledge about this old but traditional marketplace for this research paper I have chosen various approaches such as interviews, past data analysis, and surveys. On that basis, i saw how the market is changing over time, influen...

ABSTRACT Quasi-market approaches to social care provision are being utilized across the world, with stewardship of these markets becoming an area of interest and concern for governments and scholars. The market-stewardship literature mainly focuses on the role of central governing bodies, however non-government actors also play important stewardship roles. This paper examines stewardship activities conducted by advocacy organizations in a social care quasi-market – the Australian National Disability Insurance Scheme. We argue effective market stewardship requires central agencies to support th...

It is argued that until Big Data and AI can judge creativity, the digitisation of marketing will continue to suffer teething problems and be affected by paradigmatic incompatibilities within marketing 4.0.

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The carbon emission trading market is an important policy tool to promote the realization of China’s carbon peaking and carbon neutrality goals. Research on the relationship between the carbon market and other related ones supports policy formulation and risk aversion. Firstly, we construct the Carbon–Energy–Stock system to compare the information spillover between the three subsystems under a unified framework. Secondly, we adopt the connectedness network to identify the role and status of the carbon, energy, and stock markets. Thirdly, through the rolling window approach, we explore the dyna...

Influencer marketing initiatives require firms to select and incentivize online influencers to engage their followers on social media in an attempt to promote the firms’ offerings. However, limited research considers the costs of influencer marketing when evaluating these campaigns’ effectiveness, particularly from an engagement elasticity perspective. Moreover, it is unclear whether and how marketers could enhance influencer marketing effectiveness by strategically selecting influencers, targeting their followers, or managing content. This study draws on a communication model to examine how f...

This study forecasts the closing prices of numerous corporations using Long-Short Term Memory (LSTM) methodologies and finds that LSTM works better than SVR, as shown by the experiment's findings.

As modern marketing environments become increasingly data‐intensive, the role of marketing analytics in illuminating the dynamics of customer psychology to inform marketing decision‐making becomes critical. This study conducts a systematic literature review using a bibliometric analysis of 122 studies identified and retrieved from Scopus, focusing on the expansive domain of marketing analytics. Our review serves as a conduit binding the fragmented past, present, and future of marketing analytics, presenting an organized framework that highlights the characteristic theoretical underpinnings ass...

Examination of the mechanisms through which big data and marketing analytics can be used to enhance firm marketing capabilities demonstrates positive effects of the use of big data on theUse of marketing analytics, and the latter’s effect on firm marketing planning, marketing implementation, brand management, customer relationship management, and product development management.

The findings of the study indicate that digital marketing and digital orientation significantly influence the marketing performance of MSMEs and brings information technology capability within the scope of MSMEs.

PurposeThe study aims to analyze the impact of market participation on small paddy farmers' income and consumption expenditure. The study also estimates various determinants affecting the market participation of smallholders. Further, the study computes the efficiency of different paddy marketing channels and identifies the determinants that impact the marketing channel selection of paddy growers in Eastern India.Design/methodology/approachThe study used the propensity score matching (PSM) approach to measure the impact of market participation on farm income and per capita consumption. Further...

This work reviews work and relevant tools for measuring economic activity, market power, data markets, and the role of data in financial markets and highlights areas where future work is needed.

In running a business, it is inseparable from marketing activities, no matter how good the value of the product sold without being balanced with the right marketing, it will not get optimal sales. Today's business activities place marketing as an important part of increasing sales turnover in a business organization. Integrated marketing communications are a part of marketing that plays an important role in increasing sales.  However, not all business actors have implemented integrated marketing communications effectively and efficiently. The impact of this is that the message that the seller ...

The development of technology in the digital age can’t be avoided in today's life. Nowadays social media is increasingly loved by marketers as a tool to introduce or promote their products because of low costs and can reach more audiences. The development of marketing in this digital era shows that consumers not only buy products but the experiences created and the emergence of emotions are also expected by consumers when consuming a product. This study uses multiple linear regression analysis tools and the data used are primary data respondents of users of Shinzu'i UME body mist products. The...

a s p a w n s o f G e r m a n w a r p o l i c y a n d t h u s d e m a n d e d a n e n d t o p r o p a g a n d a c l i c h e s t h a t l i n k e d O stjuden tum t o D eutsch tum .66 A m T age des G erich ts w a s a d e f e n s e o f P o l i s h J e w r y d e s ig n e d b o t h t o i n ­ f l u e n c e p o l i c y a n d t o b r i n g G e r m a n J e w i s h m e n i n t o t h e e th n i c j e w i s h f o l d . T h e s to r y t h u s r e c a p i t u l a t e s t h e h i s to r i c a l s t a g e s o f t r a d i t i o n a l , e n l i g h t e n e d , a n d e t h n i c J u d a i s m i n P o l a n d — a ...

Electricity generation using distributed renewable energy systems is becoming increasingly common due to the significant increase in energy demand and the high operation of conventional power systems with fossil fuels. The introduction of distributed renewable energy systems in the electric grid is crucial for delivering future zero-emissions energy systems and is cost-effective for promoting and facilitating large-scale generation for prosumers. However, these deployments are forcing changes in traditional energy markets, with growing attention given to transactive energy networks that enable...

The purpose of this study is to analyze the influence of social media marketing, product innovation, market orientation on marketing performance. The study uses quantitative methods and data analysis techniques are based on Structural Equation Modeling using SmartPLS 3.0 software. The sample selection method uses the snowball sampling method. Online questionnaires are sent to 320 SMEs in Banten Province, where 300 responses are used. The results of data analysis show that social media marketing has a significant effect on marketing performance, product innovation has a significant effect on ma...

This paper is as an invitation to rethink social studies of economization and geographies of marketization at a time when the heydays of neoliberal marketization seem to be over. After briefly summarizing the thrust of the economization/marketization approach, we make two suggestions to develop the perspective further. The first is to make use of economic geography’s heterodox tradition and contribute to the ongoing “provincialization” of the neoclassical market. Second, theorizing actually existing market arrangements as necessarily involving struggles between competing logics and rationaliti...

The emergence of "Green Marketing" as a prominent trend in India reflects a growing societal and environmental consciousness, aligning business strategies with sustainable practices. This article delves into the dynamic landscape where companies are increasingly incorporating eco-friendly initiatives into their marketing strategies. The concept of Green Marketing goes beyond mere product promotion, emphasizing environmental responsibility and sustainable development. In India, a country grappling with environmental challenges, the shift towards Green Marketing is particularly significant. With...

Influenced by the concept of the strength of a force in physics, access to markets has since the 1940s been evaluated by indicators of ‘potential’, measured as a sum of a distance-weighted of population or market size of foreign or external territories. Later development of the New Economic Geography (NEG) by Paul Krugman did not solve the problem of calculating internal market size in a way that can be used to add it to calculations for external market potential. This paper analyzes the consequences of geometrical justifications in measuring internal market potential. For a sample of European...

We develop a new equilibrium model in which households’ labor supply choices form the link between sorting on the marriage market and sorting on the labor market. We first show that in theory, the nature of home production—whether partners’ hours are complements or substitutes—shapes equilibrium labor supply as well as marriage and labor market sorting. We then estimate our model using German data to empirically assess the nature of home production, and find that spouses’ home hours are complements. We investigate to what extent complementarity in home hours drives sorting and inequality. We...

The study illuminates the transformative impact of digital marketing, particularly in the context of burgeoning online markets, and advocates for a visionary paradigm shift in digital marketing strategies, emphasizing the imperative of enhancing customer engagement and trust-building initiatives.

Purpose: This study aims to identify effective and targeted policy strategies to improve the quality of Lake Toba. Lake Toba, a popular tourist destination in Indonesia, faces global competition and needs continuous development to maintain its appeal to domestic and international travelers. This study incorporates marketing mix policy theory to guide the design of these strategies. Objective: The objective of this study is to identify effective and targeted policy strategies to improve the quality of Lake Toba, a popular tourist destination in Indonesia. Scope: The scope of this study includes...

This study offers the concept of Brand Articulating Capability to bridge the gap between Digital Marketing in increasing Marketing Performance and the model's findings support the model using the following variables.

Real hardware need not be close to home, as CHRIS EDWARDS discovers

The paper explores the “building blocks” of the Metaverse and how it is functioning in a case study, and presents and explains the concept of Metaverse, which will revolutionize nearly every industry and can be regarded as the 3D version of the internet.

This study aims to find out how the use of social media as a business strategy by some business people online based is used, especially Facebook, Twitter and Instagram in online business marketing strategy.

As pesquisas na área dos esportes têm crescido muito no Brasil e as investigações sobre sua cadeia produtiva podem revelar aspectos importantes acerca de diversos negócios. Deste modo, o marketing esportivo contempla várias possibilidades de exploração através da publicidade midiática, comercialização de produtos oficiais e patrocínios. Sendo assim, esse texto visou identificar as principais relações entre clubes de Santa Catarina e patrocinadores entre os anos de 1990 e o começo da década de 2020. A partir de metodologia exploratória-analítica com revisão bibliográfica e documental a pesquisa...

Stock markets serve as a conduit for money and liquidity, which are necessary for economic growth and stability. This study aimed to determine whether stock market impacts are communicated in an economically unstable environment, characterised by volatility, high inflation rates, and political instability. The research used a time series Vector Autoregressive model (VAR) with quarterly data from between 2013 and 2022. The study revealed that there is a positive statistically significant association between the stock market and economic growth at the 10% level. On the other hand, the stock mark...

Corporate Social Responsibility (CSR) policy, digital marketing and green marketing are considered as some of the most emerging topics. However, the major problem is associated with the lack of CSR policies, development and adaptation of green marketing in the companies operating in manufacturing companies in the UK. In this manner, this study aimed to determine the role of digital marketing, CSR policies and green marketing in brand development. Concerning this, the case of UK’s manufacturing companies was considered which can help the manufacturing companies operating in the UK to make the d...