Top Research Papers on Marketing

Marketing agility has recently gained the attention of international marketing managers and scholars. However, scholars have not examined how this capability directly and indirectly influences firm performance and how the effects change under the complex market conditions facing emerging market (EM) firms in advanced economy (AE) markets. Hence, underpinned by the dynamic capability and complexity theories, this study investigates the direct effect of marketing agility—a dynamic meta-capability involving market sensing, speed, flexibility and responsiveness—on firm performance and its indirect...

Purpose The marketing mix has been extensively criticised by scholars and practitioners, which has led marketing scholars to redefine the original 4P concept, expand the 4Ps with additional Ps and develop new concepts to replace the marketing mix. However, there is very limited empirical testing assessing the effectiveness of the original marketing mix (4Ps). Design/methodology/approach This research applies a field experiment to assess whether the application of a full marketing mix (4P) is more effective than a promotion only campaign (1P) when aiming to increase fruit and vegetable (FV) int...

This article focuses on the economics of digital markets with particular emphasis on those features that are commonly deemed critical for Antitrust. Digital markets are often concentrated due to network effects and due to the need of large amounts of Data for production. We review papers characterizing the nature of social harms caused by market power and the role of competition FOR the market and IN the market to relief some of that harm. Special emphasis is given to the role of (i) human attention (which is monetized and is a key input in advertising markets), (ii) Data (which is the oil tha...

We examine the predictive power of a daily newspaper-based index of uncertainty associated with infectious diseases (EMVID) for oil-market volatility. Using the heterogeneous autoregressive realized volatility (HAR-RV) model, we document a positive effect of the EMVID index on the realized volatility of crude oil prices at the highest level of statistical significance, within-sample. Importantly, we show that incorporating EMVID into a forecasting setting significantly improves the forecast accuracy of oil realized volatility at short-, medium-, and long-run horizons. Our findings comprise imp...

Marketing: An Introduction , 9th edition shows students how to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help them master this key challenge, the authors present the fundamentals of marketing within an innovative customer-value framework. Students will see how customer value - creating it and capturing it - drives every good marketing strategy.The ninth Australian edition reflects the major global and local trends and shifting forces that have an impact on marketing in this digital age of customer value, engageme...

Sustainability is a critical issue in today’s society. Organizations can no longer consistently grow their businesses without society’s cooperation. Marketing managers thus focus on satisfying consumers’ socio and ethical needs, such as through providing cultural promotion, environmental protection, and disaster relief activities. Sustainability encompasses an organization’s economic, social, and environmental responsibilities, provoking the question of how to implement them effectively. This study focuses on the traditional fashion market’s sustainable marketing activities and their performan...

We build a model of the mortgage market in which banks attain their optimal mortgage portfolio by setting rates and steering customers. Sophisticated households know which mortgage type is best for them; naive households are susceptible to banks' steering. Using data on the universe of Italian mortgages, we estimate the model and quantify the welfare implications of steering. The average cost of the distortion is equivalent to 16% of the annual mortgage payment. A financial literacy campaign is beneficial for naive households, but hurts sophisticated ones. Since steering also conveys informati...

This study explores the evolution of Marketing 4.0 and empirically examines its impact on customer satisfaction and purchase intention. Marketing 4.0, an upgrade to the previous Marketing 3.0 model, aims to include the influence of brand interaction in the digital age. This study provides an empirical test of this newer model by analyzing all four of its components with customer satisfaction and purchase intention. Using structural equation modeling to analyze 508 prospective real estate first-time homebuyers, this study evaluates the role of the components of Marketing 4.0 in maximizing custo...

Through six previous editions, Airline Marketing and Management has established itself as the leading textbook for students of marketing and its application to today's airline industry, as well as a reference work for those with a professional interest in the area. Carefully revised, the seventh edition of this internationally successful book examines an exceptionally turbulent period for the industry. It features new material on: *Changes in customer needs, particularly regarding more business travellers choosing - or being forced - to travel economy, and analysis of the bankruptcy of 'All Bu...

A novel taxonomy is proposed, which serves as a tool for systematic naming and describing marketing attribution methods and allows to reflect on the contemporary attribution methods’ capabilities to account for the specifics of the customer journey, thereby creating currently lacking theoretical backbone for advancing the accuracy of value attribution.

We provide evidence of the stock market consumption wealth effect by using a local labor market analysis. An increase in local stock wealth driven by aggregate stock prices increases local employment and payroll in nontradable industries and in total, with no effect on employment in tradable industries. In a model of geographic heterogeneity in stock wealth, these responses imply an MPC of 3.2 cents per year and that a 20 percent increase in stock valuations, unless countered by monetary policy, increases the aggregate labor bill by at least 1.7 percent and aggregate hours by at least 0.7 perc...

The collection of nine studies in this special issue richly describes the challenges that marketing practitioners face and highlights research issues that need to be addressed.

https://openpolicyfinder.jisc.ac.uk/id/publication/5670

Nonfungible tokens (NFTs) are a record of ownership of primarily digital media, where the NFT is stored on a blockchain. According to the 2021 Gartner Hype Cycle for Key Technologies, NFTs may significantly transform marketing functions. Marketing managers wishing to adopt NFTs therefore need to know something about the marketing implications. This article explains NFTs in broad terms and discusses the marketing implications using a modified AIDA hierarchy. These implications can give marketing managers and executives guidelines on how to persuade consumers to purchase NFTs owing to their uniq...

ABSTRACT I develop a structural model of mortgage demand and lender competition to study how leverage regulation affects the U.K. mortgage market. Using variation in risk‐weighted capital requirements across lenders and mortgages with different loan‐to‐values (LTVs), I show that a 1‐percentage‐point increase in risk‐weighted capital requirements increases lenders' marginal cost of originating mortgages by about 26 basis points (11%) on average. I use the estimated model to study proposed leverage regulations. Counterfactual analyses show that large lenders exploit a regulatory cost advantage, ...

The paper attempts to investigate the volatility spillover between oil and stock markets returns (namely Karachi, Shanghai and Bombay) by using bivariate BEKK-GARCH model covering the period from 1997 to 2014. Further, the data is divided before crisis and after crisis period to capture the role of volatility spillover across different economic scenarios. The findings have confirmed the significant role of historical shocks and volatility of one market on current volatility of the market itself in all three oil and stock markets. Overall, the volatility spillover between oil and stock market h...

Abstract In this article, we argue that non-fungible tokens (NFTs) challenge established marketing understanding of digital ownership, uniqueness, and value; authenticity, status, and sharing; and branding and distribution. We propose a set of preliminary research questions rooted in these areas, in hopes of offering entry points to future programmatic investigation of the broader field of “crypto-marketing.” This emerging subdiscipline offers opportunities to expand our understanding of consumer behavior, pricing, and product design and may be crucial in predicting the future of our disciplin...

Abstract Online influencer marketing (OIM) has become an integral component of brands’ marketing strategies; however, marketers lack an adequate understanding of its scope, effectiveness, and potential threats. To fill this gap, this article first describes the phenomenon’s background, defines OIM, and delineates its unique features to set the conceptual boundaries for the new concept. Drawing insights from practitioner and consumer interviews, and in line with social capital theory, the authors propose that OIM can be understood as leveraging influencer resources (including follower networks,...

Table of Contents Part I Why? 1 The importance of social marketing for social policy 2 The nature of social marketing 3 Marketing social good Part II What? 4 The social marketing mix 5 Strategic social marketing 6 Creating value in social marketing Part III How? 7 Systems thinking and social marketing 8 Using theory in social marketing 9 Research approaches in social marketing 10 Research methods in social marketing 11 Social marketing and social programme design 12 Planning social marketing interventions 13 Embedding social marketing within social programmes 14 Critical social marketing

We develop, estimate, and test a tractable general equilibrium model of oligopsony with differentiated jobs and concentrated labor markets. We estimate key model parameters by matching new evidence on the relationship between firms’ local labor market share and their employment and wage responses to state corporate tax changes. The model quantitatively replicates quasi-experimental evidence on imperfect productivity-wage pass-through and strategic wage setting of dominant employers. Relative to the efficient allocation, welfare losses from labor market power are 7.6 percent, while output is 20...