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Summary Theories of Marketing Articles Complete Summaries
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By: divenanzialessandro • 6 year ago
By: MorrisCui • 6 year ago
Theories of International Management
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Table of ContentsTHEME 1) MARKETING DEVELOPMENT THEORY 5
ART 1) THE EFFECT OF A MARKET ORIENTATION ON BUSINESS PROFITABILITY 5
MAIN MESSAGE 5
PROBLEM 5
CONTRIBUTION 5
MARKET ORIENTATION AND PERFORMANCE: CONCEPTUAL MODEL 5
PROPOSITIONS: SUPPORTING THE CONSTRUCT VALIDITY OF THE THREE-COMPONENT MODEL OF MARKET
ORIENTATION 6
CONCLUSION 6
ART 2) THE ULTIMATE MARKETING MACHINE 6
CHALLENGE 6
FINDINGS 6
CONCLUSION 7
ART 3) FRONTIERS OF THE MARKETING PARADIGM IN THE THIRD MILLENNIUM 7
MAIN MESSAGE 7
PROBLEM 7
SUBPHENOMENA OF MARKETING: FROM CUSTOMER SATISFACTION TO CONSUMER EXPERIENCES AND SENSORY
SYSTEMS 7
PHENOMENAL STRUCTURE OF MARKETING: FROM DYADIC EXCHANGE TO MARKETING NETWORKS 8
SUPERPHENOMENA OF MARKETING: SOCIETAL CONSEQUENCES SUCH AS SUSTAINABILITY AND POVERTY 8
CONCLUSION 8
IMPLICATIONS FOR PRACTITIONERS 9
IMPLICATIONS FOR RESEARCHERS 9
MAIN MESSAGE 9
PROBLEM 9
GROWTH OF EMERGING MARKETS: FACTORS RESPONSIBLE FOR GROWTH OF EMERGING MARKETS 10
HISTORY OF INTERNATIONAL MARKETING: EMPIRICAL RESEARCH AND CONCEPTUAL THINKING ON INTERNATIONAL
MARKETS: 10
CHARACTERISTICS OF EMERGING MARKETS 10
COMPARATIVE ADVANTAGE OF EMERGING MARKETS 11
RETHINKING EXISTING PERSPECTIVES & PRACTICES: PROPOSITIONS FOR THEORY, STRATEGY, POLICY, PRACTICE
12
IMPLICATIONS FOR RESEARCH 13
IMPLICATIONS FOR PRACTICE 13
THEME 2) CONSUMER POWER: SHIFTS IN MARKETING RELATIONSHIPS 13
ART 1) CONSUMER POWER: EVOLUTION IN THE DIGITAL AGE 13
MAIN MESSAGE 13
Ø TECHNOLOGY PARADOX: TECH. ADVANCEMENTS EMPOWERED CONSUMERS, BUT AT THE SAME
TIME, ALSO DISEMPOWERED THEM. 13
Ø INCREASED COLLECTION & USE OF INFO OFFERS WAYS TO OPTIMIZE CRM. 13
PROBLEM 13
CONTRIBUTION 13
CONSUMER POWER AND EMPOWERMENT 14
INFRASTRUCTURE CHARACTERISTICS 14
SOURCES OF POWER 15
APPLYING THE DEFINITION POWER TO COMPANIES (EG: FB, AMAZON, GOOGLE) 15
EVOLUTION OF CONSUMER POWER SOURCES 17
FUTURE OF CONSUMER DATA COLLECTION 18
1
,§ IOT: HOME APPLIANCES CONNECTED TO THE INTERNET (EG: GOOGLE HOME, SAMSUNG
FRIDGE) 18
§ QUANTIFIED SELF: CONSUMERS COLLECTING DATA ABOUT THEMSELVES (EG: SMARTWATCH,
MOODPANDA, DIGIFIT, SLEEPCYCLE) 18
FUTURE OF PREDICTIVE ANALYSIS 18
§ CURRENTLY FOCUSES TOO MUCH ON PREDICTING THE NEXT PURCHASE AND TARGETING
CUSTOMERS BASED ON THAT. 18
§ MARKETERS SHOULD FOCUS MORE ON LONG-TERM OBJECTIVES AND DEPENDING VARIABLES
SUCH AS PREDICTING LOYALTY AND SWITCHING BEHAVIOUR (RATHER THAN FOCUSING ON NEXT
PURCHASE). 18
DOES ALL THE DEVELOPMENTS DISEMPOWER CONSUMERS? 18
PERSONALIZED SEARCH REFERS TO SEARCH EXPERIENCES THAT ARE TAILORED
SPECIFICALLY TO AN INDIVIDUAL'S INTERESTS BY INCORPORATING INFORMATION
ABOUT THE INDIVIDUAL BEYOND SPECIFIC QUERY PROVIDED. 18
ON THE ONE HAND, THIS IS RELEVANT BECAUSE IT MAKES LIFE EASIER WHEN
SEARCHING FOR STUFF. BUT ON THE OTHER HAND, WE MAY AS WELL LIVE IN A
‘FILTER BUBBLE’, MEANING: MARKETEERS POINT YOU TOWARDS PRODUCTS THAT
YOU MAY CONSUME à TECHNOLOGY PARADOX (=POWER BALANCE IN THE
CONSUMER-MARKETER RELATIONSHIP; TECHNOLOGICAL ADVANCEMENTS HAVE BOTH
EMPOWERED AND DISEMPOWERED CONSUMERS). 18
ART 2) PRIVACY AND HUMAN BEHAVIOUR IN THE AGE OF INFORMATION 18
MAIN MESSAGE 18
PROBLEM 18
RESEARCH QUESTION 18
CONTRIBUTION 18
CONTEXT 19
PRIVACY 19
SOURCES OF PRIVACY UNCERTAINTY 19
CONTEXT-DEPENDENCE 20
MALLEABILITY OF PRIVACY PREFERENCES 21
CONCLUSIONS 21
ART 3) TRANSPARENT PRICING: THEORY, TESTS, AND IMPLICATIONS FOR MARKETING PRACTICE 22
MAIN MESSAGE 22
AIM 22
PRICE TRANSPARENCY 22
PRICE TRANSPARENCY VS RELATED MARKETING PRACTICES 22
PREVIOUS RESEARCH 22
CONCEPTUAL FRAMEWORK AND HYPOTHESES 24
RESULTS 24
DISCUSSION 25
MANAGERIAL IMPLICATIONS 25
ART 4) TWO-SIDED ADVERTISING: A META-ANALYSIS 25
MAIN MESSAGE 25
PROBLEM 25
CONTRIBUTION 26
THEORETICAL BACKGROUND 26
RESULTS 27
REGRESSION ANALYSIS 27
CONCLUSION 27
PRACTICAL IMPLICATIONS 27
2
,THEME 3) CONSUMER BEHAVIOUR IN THE AGE OF ROBOTS AND INTELLIGENT
PRODUCTS 28
ART 1) IS THAT CAR SMILING AT ME? SCHEMA CONGRUITY AS A BASIS FOR EVALUATING
ANTHROPOMORPHIZED PRODUCTS 28
MAIN MESSAGE 28
PROBLEM 28
ANTHROPOMORPHIZE 28
SCHEMA CONGRUITY AS A BASIS FOR PRODUCT EVALUATION 29
HYPOTHESES 29
CONCLUSION 29
ART 2) SO CUTE I COULD EAT IT UP: PRIMING EFFECTS OF CUTE PRODUCTS ON INDULGENT
CONSUMPTION 30
MAIN MESSAGE 30
CONTRIBUTION TO: 30
HYPOTHESES 30
FOUR STUDIES 30
CONCLUSION 31
IMPLICATIONS 31
ART 3) WHEN HUMANS LOOK LIKE MACHINES: IMPACT OF MECHANISTIC DEHUMANIZATION ON
HEALTH CHOICES 31
MAIN MESSAGE 31
CONTRIBUTION 31
NATURAL VS MECHANISTIC BODY VIEW 32
HYPOTHESES 32
SIX STUDIES: TESTS THAT MECHANISTIC DEHUMANIZATION IS FACILITATIVE AND USED STIMULI EASILY AVAILABLE
IN THE REAL WORLD 32
CONCLUSION 33
THEORETICAL IMPLICATIONS 33
MANAGERIAL IMPLICATIONS 33
FUTURE RESEARCH 33
THEME 4) MULTICHANNEL CUSTOMER MANAGEMENT: ONLINE AND MOBILE CUSTOMER
ENGAGEMENT 34
ART 1) KEY ISSUES IN MULTICHANNEL CUSTOMER MANAGEMENT: CURRENT KNOWLEDGE AND
FUTURE DIRECTIONS 36
MAIN MESSAGE 36
PROBLEM 36
KEY ISSUES IN MULTICHANNEL CUSTOMER MANAGEMENT 36
ART 2) CRAFTING INTEGRATED MULTICHANNEL RETAILING STRATEGIES 43
MAIN MESSAGE 43
PROBLEM 43
LECTURE SLIDES 43
KEY ISSUES IN MULTICHANNEL (MC) RETAILING 44
ART 3) ON THE GO: HOW MOBILE SHOPPING AFFECTS CUSTOMER PURCHASE BEHAVIOUR 46
MAIN MESSAGE 46
PROBLEM 46
HYPOTHESES 46
CONCLUSION 46
ART 4) WHICH PRODUCTS ARE BEST SUITED TO MOBILE ADVERTISING? 47
MAIN MESSAGE 47
PROBLEM 47
THEME 5) UNDERSTANDING CUSTOMERS IN THE SHARING ECONOMY 48
3
, ART 1) PUTTING THE SHARING ECONOMY INTO PERSPECTIVE 48
MAIN MESSAGE 48
PROBLEM 48
ECONOMIC-HISTORIC PERSPECTIVE ON SUDDEN RISE OF SHARING ECONOMY 48
ASSESSING THE SHARING ECONOMY 49
REGULATIONS AND ALTERNATIVE PLATFORMS 49
ART 2) SHARING 50
MAIN MESSAGE 50
PROBLEM 50
SHARING IN AND SHARING OUT 50
AGGREGATE EXTENDED SELF 51
DISTINGUISHING BETWEEN SHARING, GIFT GIVING, AND COMMODITY EXCHANGE 51
DIMENSIONS OF SHARING 51
ART 3) ACCESS-BASED CONSUMPTION: THE CASE OF CAR SHARING 52
MAIN MESSAGE 52
PROBLEM 52
ACCESS-BASED CONSUMPTION 52
RANGE OF ACCESS-BASED CONSUMPTIONSCAPES 52
FINDINGS 53
ART 4) FROM SHARING TO EXCHANGE: AN EXTENDED FRAMEWORK OF DUAL MODES OF
COLLABORATIVE NONOWNERSHIP CONSUMPTION 54
MAIN MESSAGE 54
CONTRIBUTION 54
PROBLEM 54
SHARING ECONOMY 55
COLLABORATIVE NON-OWNERSHIP CONSUMPTION PRACTICES 55
DE FACTO/DE JURE SENSE OF JOINT OWNERSHIP 55
FINDINGS 55
ADDITIONAL PAPERS (UNDER REVIEW) BY STOFBERG ET AL. (2017) 55
PAPER 1: SHARING FOR HIRE 55
PAPER 2: SECURING THE FUTURE OF THE SHARING ECONOMY BY BUILDING RELATIONAL VALUE 56
THEME 6) MARKETING EFFECTIVENESS 56
ART 1) ACCOUNTABILITY AS A MAIN INGREDIENT OF GETTING MARKETING BACK IN THE BOARD
ROOM 56
MAIN MESSAGE 56
PROBLEM 56
ACCOUNTABILITY 56
MARKETING’S INFLUENCE ON FIRM PERFORMANCE 57
KEY MARKETING CAPABILITIES: HOW MARKETING CAN REGAIN ITS INFLUENCE 57
IMPORTANT LESSONS IN IMPLEMENTING A STRONG AND ACCOUNTABLE MARKETING FUNCTION 57
ART 2) DEMONSTRATING THE VALUE OF MARKETING 58
MAIN MESSAGE 58
PROBLEM 58
MARKETING VALUE ASSESSMENT 58
ISSUE 1: INFLUENCE OF MARKETING OBJECTIVES ON MARKETING VALUE METRICS 58
ISSUE 2: METHODS & METRICS TO ASSESS MARKETING VALUE 59
ISSUE 3: REQUIREMENTS FOR INTERNALLY COMMUNICATING MARKETING VALUE 60
CONCLUSION 60
ART 3) A HOLISTIC EXAMINATION OF NET PROMOTER 60
MAIN MESSAGE 60
NET PROMOTER SCORE (NPS) 60
PROBLEM 60
CONCLUSION 60
4
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