2,537,678 research outputs found
Il “nuovo” Chief Marketing Officer: come evolve il ruolo nell’era della trasformazione digitale del marketing?
No full textLo sviluppo delle tecnologie digitali è alla base di una profonda trasformazione delle imprese e, in particolare, del marketing. Centrale risulta essere l’impatto di tali tecnologie sull’organizzazione, nel segno di una crescente tensione verso la marketing agility. In questo quadro, anche la leadership di marketing è protagonista di una importante evoluzione, come emerge dalla crescente letteratura professionale sull’argomento. Tuttavia, nell’ambito degli studi accademici, sono limitati i contributi che indagano l’impatto della digitalizzazione sul ruolo del Chief Marketing Officer (CMO). Il tema sembra invece rilevante, come sottolineato da una recente call for research su Journal of Marketing (Kalaignanam et al., 2021), che invita a riflettere sul ruolo del CMO per lo sviluppo della marketing agility. In tale cornice, il presente lavoro intende approfondire le principali traiettorie evolutive del CMO nell’era della trasformazione digitale, con specifico riferimento alle responsabilità e agli attributi di tale figura professionale. Attraverso un approccio esplorativo basato su 17 interviste in profondità a CMO, CEO e consulenti aziendali e la successiva analisi tematica del contenuto, è stato possibile delineare il profilo del “nuovo” CMO. Un primo macro- tema emerso è relativo all’ampliamento delle responsabilità, mentre con riferimento agli attributi, l’analisi ha delineato due macro-temi: l’ampliamento delle capacità e delle competenze e il cambiamento del mindset del CMO. Per questa via, è stato possibile fornire una prima rappresentazione dell’evoluzione della leadership di marketing nell’era della trasformazione digitale
Exploring new marketing opportunities: crowdsourcing and its role in strategic and marketing choices
No full textThis paper examines the role of marketing strategies in a perspective of stronger customers involvements highlighting its evolution according to both theoretical and empirical contents. Starting from the assumption that customers are not merely targets of strategic activities, the paper underlines the active role of customer as well as the community in design and implementation of marketing policies both at induced and organic level.
This statement comes from the higher consumer confidence in the use of web 2.0 tools and their value-added services. Particularly, the current research analyzes how firm’s relations with other can create value through crowdsourcing activities
Creating a Marketing Plan with a Marketing Team of One
No full textFor librarians with little or no marketing experience, marketing plans can be daunting and overwhelming. However, they are not as difficult as they may seem. This article describes how the author created a marketing plan for a small academic library based on the structured,
5-part process, based on Kathy Dempsey’s 2009 book, The Accidental Library Marketer
Service-informed marketing reform
No full textPurpose: This paper aims to develop an alternative perspective on marketing informed by service scholarship to resolve marketing’s challenges as a discipline and practice. Design/methodology/approach: This paper is conceptual and builds on the ongoing debate regarding marketing’s challenges and on service research to develop a new alternative marketing perspective and model, which could contribute to reforming marketing. Findings: An analysis of the current understanding of marketing showed that the discipline’s myopic focus on activities, which disregards what marketing is as a phenomenon, is the primary reason for the prevailing problems and failure to reform marketing. Based on research into service logic (SL), the paper demonstrates that a higher level view of service can be characterized as the provision of help to the users of goods and services to ensure that these goods and services deliver meaningful assistance in their lives and work. This suggests that the ultimate objective for marketing is to make firms meaningful to the users of their goods and services. Research limitations/implications: To the best of the author’s knowledge, since this paper is the first to conceptually develop a perspective on marketing and a corresponding model informed by service scholarship, more conceptual and empirical research is necessary. Developing the new meaningfulness-based perspective and model for marketing brings a new approach to the process of resolving marketing’s current troubled situation. Practical implications: The meaningfulness approach to marketing enables customer-centered marketing strategies to be implemented. Such strategies include both demand-stimulating and demand-satisfying programs. Originality/value: To the best of the author’s knowledge, this paper is the first to examine marketing’s troubled situation from a service research and SL perspective.Peer reviewe
Marketing management capabilities of SMEs: an empirical analysis in the EU
Full text linkSMEs, that represent the greater part of European food firms producing traditional food products (TFPs), meet difficulties in adapting their strategies to market changes, and in competing with big enterprises. Marketing management capabilities play a key role in good SMEs performance in the market. The purpose of this paper is to evaluate the marketing capabilities of SMEs that produce TFPs. The theoretical framework considers the Market Orientation approach and marketing management capabilities in terms of marketing research, marketing strategy, planning and implementation, control and evaluation. A self evaluation tool was developed by means of an interactive questionnaire, available on the web, aimed at assessing traditional food firms competitive position in the marketing area. The sample consists of 112 Italian firms. Descriptive analysis shows that the most problematic dimensions of the marketing management are planning and implementation and control and evaluation. Moreover, the firms’ size is not a relevant feature to determine the marketing capabilities, whereas quality voluntary certifications have a direct linkage with marketing capabilities, as the more a firm is certified the more t improves its marketing performance. Linear Regression model confirms these results.Marketing capabilities, SMEs, traditional food, linear regression, Agribusiness, Marketing,
Misunderstood or lacking legitimacy?
No full textIn spite of the rising interest in marketing within professional service firms in the last twenty years, past research has identified a reluctant acceptance and application of marketing within these organisations. The present paper will debate whether this is due to lack of understanding of the role of marketing, lack of acceptance as a valid management discipline suitable for professional services or lack of legitimacy as a profession in its own right. A brief overview of the role of marketing will be followed by a discussion on the professions, professional legitimacy and the professional organisation. Qualitative research was done in the form of in-depth interviews with marketing executives and accountancy and law professionals in fourteen firms across the UK. The research has revealed generational differences, misconceptions and outright conflict leading to resistance in the introduction and application of marketing, although the professionals have individually practiced a wide variety of marketing activities in their pursuit of gaining and maintaining clients. There has been a conspicuous resistance to the acceptance of marketing as a management tool within certain firms. The findings have opened up the spectre of inter-professional competition on legitimacy grounds
Transaction cost economics in international marketing: a review and suggestions for the future
No full textDue to copyright restrictions, the access to the full text of this article is only available via subscription.Transaction cost economics (TCE) has received much attention in the international marketing literature over the past 25 years. Many key issues in international marketing have been examined through the lens of TCE, including entry mode choice, the governance of international distribution channels, propensity to franchise, international pricing control, and the governance of international buyer–supplier relationships. The author presents a review and analysis of 43 empirical TCE international marketing studies from 1987 to the present day. The results from this review and analysis indicate that the extant international marketing TCE studies demonstrate some support for the TCE propositions. In addition to these findings, the author also notes some key measurement issues, issues involving the dominance of U.S.-based studies, and some data equivalence issues. He builds on the results of the analysis to lay out important future research directions in the TCE international marketing domain
Building a case study: A marketing academic trainee’s learner journey
Full text linkWorking paper presented at AM2017 ConferenceIntroduction - The lead author of this working paper is a colleague of the Marketing Academy currently entering the second of four years of a Graduate Teaching Assistant (GTA) position at Edinburgh Napier University. The working paper consists of a proposal towards research that will bring together the author’s professional practice and doctoral research in a case study. The case study research will gather data on the introduction of a case study that will be used to in a teaching activity with two distinct focus groups consisting of marketing practitioners and students.https://www.academyofmarketing.org/conference/conference-201
Technology-driven online marketing performance measurement: lessons from affiliate marketing
No full textAlthough the measurement of offline and online marketing is extensively researched, the literature on online performance measurement still has a number of limitations such as slow theory advancement and predominance of technology- and practitioner-driven measurement approaches. By focusing on the widely employed but under-researched affiliate marketing channel, this study addresses these limitations and evaluates the effectiveness of practitioner-led online performance assessment. The paper offers a comprehensive review of extant performance measurement research across traditional, online and affiliate marketing and, employing grounded theory, presents a qualitative in-depth analysis of 72 online forum discussions and 37 semi-structured interviews with the major affiliate marketing stakeholders. As a result, the research identifies a growing need for change in the technology-pushed measurement approaches in affiliate marketing, and proposes actionable improvement recommendations for affiliate and online marketing managers
The Influence of Marketing Journals: A Citation Analysis of the Discipline and its Sub-areas
Full text linkAn important characteristic of journals is how influential they are in the generation and dissemination of scholarly knowledge in a discipline.We report a citation analysis of 49 marketing and marketing-related journals to assess their relative influence based on the index of structural influence proposed by Salancik (1986).We investigate the level and span of influence of the 49 journals, both in the marketing discipline as a whole and in five specific sub-areas of marketing.As expected, the Journal of Marketing emerges as the most influential journal in the discipline and as the journal with the broadest span of influence across all sub-areas of marketing.However, different journals are most influential in each of the sub-areas, and the Journal of Marketing is particularly influential among the applied marketing journals.We also find that the index of structural influence is significantly correlated with all other measures of influence but least so with the impact factors reported in the Social Sciences Citation Index
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