首页 > 最新文献

Journal of Applied Marketing Theory最新文献

英文 中文
Understanding Differences in the Dimensions of Brand Loyalty Among Generational Cohorts in the Carbonated Beverage Category 碳酸饮料类别中代际群体品牌忠诚度维度差异的理解
Pub Date : 2018-09-01 DOI: 10.20429/jamt.2018.080204
Neleen S. Leslie, Petula Senior
This study explores generational differences in the antecedents of brand loyalty in the carbonated beverage category. Eight loyalty dimensions were examined across three generational cohorts: Millennials, Generation X and Baby Boomers. Results indicate partial support for the study hypothesis. Significant generational differences were only observed for some loyalty dimensions and in most of those cases, Baby Boomers recorded significantly higher scores than Millennials but were not significantly different than other groups. There were also very few differences between Millennials and Generation X. ABOUT THE AUTHORS Dr. Neleen Leslie is a lecturer in the School of Business Administration at the University of Technology, Jamaica. She lectures in Market Research and Integrated Marketing Communications. Dr. Leslie is a graduate of Florida State University, where she earned her PhD in Communication as well as master’s degrees in Integrated Marketing & Management Communication and Measurement & Statistics. Petula Senior is a lecturer at the University of Technology, Jamaica with over 20 years academic experience teaching marketing at the undergraduate level. Her areas of specialization are Consumer Behavior and Service Marketing. She has held academic leadership positions as Module Coordinator and Program Director of Marketing. She holds a Master of Science Degree in Business at the University of Salford, UK and postgraduate diploma in Education.
本研究探讨了碳酸饮料类别中品牌忠诚前因的代际差异。研究人员对千禧一代、X一代和婴儿潮一代这三个世代的人进行了8个忠诚度维度的调查。结果表明部分支持研究假设。只有在某些忠诚维度上观察到显著的代际差异,在大多数情况下,婴儿潮一代的得分明显高于千禧一代,但与其他群体没有显著差异。千禧一代和x一代之间也几乎没有什么区别。作者简介:奈琳·莱斯利博士是牙买加科技大学工商管理学院的讲师。她讲授市场研究和整合营销传播。莱斯利博士毕业于佛罗里达州立大学,在那里她获得了传播学博士学位,以及整合营销与管理传播和测量与统计硕士学位。老佩图拉是牙买加科技大学的讲师,拥有20多年的本科市场营销教学经验。她的专业领域是消费者行为和服务营销。她曾担任学术领导职务,如模块协调员和市场营销项目总监。她拥有英国索尔福德大学商学硕士学位和教育研究生文凭。
{"title":"Understanding Differences in the Dimensions of Brand Loyalty Among Generational Cohorts in the Carbonated Beverage Category","authors":"Neleen S. Leslie, Petula Senior","doi":"10.20429/jamt.2018.080204","DOIUrl":"https://doi.org/10.20429/jamt.2018.080204","url":null,"abstract":"This study explores generational differences in the antecedents of brand loyalty in the carbonated beverage category. Eight loyalty dimensions were examined across three generational cohorts: Millennials, Generation X and Baby Boomers. Results indicate partial support for the study hypothesis. Significant generational differences were only observed for some loyalty dimensions and in most of those cases, Baby Boomers recorded significantly higher scores than Millennials but were not significantly different than other groups. There were also very few differences between Millennials and Generation X. ABOUT THE AUTHORS Dr. Neleen Leslie is a lecturer in the School of Business Administration at the University of Technology, Jamaica. She lectures in Market Research and Integrated Marketing Communications. Dr. Leslie is a graduate of Florida State University, where she earned her PhD in Communication as well as master’s degrees in Integrated Marketing & Management Communication and Measurement & Statistics. Petula Senior is a lecturer at the University of Technology, Jamaica with over 20 years academic experience teaching marketing at the undergraduate level. Her areas of specialization are Consumer Behavior and Service Marketing. She has held academic leadership positions as Module Coordinator and Program Director of Marketing. She holds a Master of Science Degree in Business at the University of Salford, UK and postgraduate diploma in Education.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129388306","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Examining Differences among Primary and Secondary Rivals: Are Fan Perceptions, Behavioral, and Consumption Intentions Influenced by Degree of Rivalry? 考察主要和次要竞争对手之间的差异:球迷的认知、行为和消费意愿是否受到竞争程度的影响?
Pub Date : 2018-03-01 DOI: 10.20429/jamt.2018.080103
C. Havard, L. Reams
The current study investigated how the relevance of a rival influences perceptions and behavioral intentions toward the rival and favorite team. In particular, fans of intercollegiate athletics reported their (1) perceptions of a rival team, (2) willingness to consider committing anonymous acts of aggression toward rival participants and fans, and (3) likelihood to consume their favorite team when playing either a primary and secondary rival team. Results indicated that fans were less likely to support their primary rival when playing another team than when their secondary rival was playing another team, believed fans of the primary rival team behaved more poorly than fans of the secondary rival, and experience more satisfaction when their favorite team defeated the primary rival than the secondary rival. Additionally, fans were more willing to consider committing anonymous acts of aggression toward participants and fans of the primary rival than the secondary rival, and were more likely to wear favorite team merchandise and read about the favorite team when they played a primary rival compared to a secondary rival. Discussion focuses on implications and applications for marketing practitioners.
目前的研究调查了竞争对手的相关性如何影响对竞争对手和最喜欢的球队的看法和行为意图。特别是,校际体育运动的粉丝报告了他们(1)对对手球队的看法,(2)愿意考虑对对手参与者和粉丝采取匿名攻击行为,以及(3)在与主要和次要对手球队比赛时消费他们最喜欢的球队的可能性。结果表明,球迷在与主要对手比赛时比在与次要对手比赛时更不愿意支持主要对手,认为主要对手的球迷比次要对手的球迷表现得更差,并且当他们喜欢的球队击败主要对手时比次要对手获得更多的满足感。此外,与次要对手相比,粉丝更愿意考虑对主要对手的参与者和粉丝采取匿名攻击行为,并且在与主要对手相比,与次要对手比赛时,他们更有可能穿着最喜欢的球队商品,阅读最喜欢的球队的报道。讨论的重点是对市场营销从业者的影响和应用。
{"title":"Examining Differences among Primary and Secondary Rivals: Are Fan Perceptions, Behavioral, and Consumption Intentions Influenced by Degree of Rivalry?","authors":"C. Havard, L. Reams","doi":"10.20429/jamt.2018.080103","DOIUrl":"https://doi.org/10.20429/jamt.2018.080103","url":null,"abstract":"The current study investigated how the relevance of a rival influences perceptions and behavioral intentions toward the rival and favorite team. In particular, fans of intercollegiate athletics reported their (1) perceptions of a rival team, (2) willingness to consider committing anonymous acts of aggression toward rival participants and fans, and (3) likelihood to consume their favorite team when playing either a primary and secondary rival team. Results indicated that fans were less likely to support their primary rival when playing another team than when their secondary rival was playing another team, believed fans of the primary rival team behaved more poorly than fans of the secondary rival, and experience more satisfaction when their favorite team defeated the primary rival than the secondary rival. Additionally, fans were more willing to consider committing anonymous acts of aggression toward participants and fans of the primary rival than the secondary rival, and were more likely to wear favorite team merchandise and read about the favorite team when they played a primary rival compared to a secondary rival. Discussion focuses on implications and applications for marketing practitioners.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"46 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133259622","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 13
The Impact of Bilingual Labeling in the U.S. on Package and Product Evaluation 双语标签在美国对包装和产品评价的影响
Pub Date : 2018-03-01 DOI: 10.20429/jamt.2018.080101
M. Gopinath, M. Glassman, Prashanth U. Nyer
Impact of Bilingual Labeling in the U
双语标签在美国的影响
{"title":"The Impact of Bilingual Labeling in the U.S. on Package and Product Evaluation","authors":"M. Gopinath, M. Glassman, Prashanth U. Nyer","doi":"10.20429/jamt.2018.080101","DOIUrl":"https://doi.org/10.20429/jamt.2018.080101","url":null,"abstract":"Impact of Bilingual Labeling in the U","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133947493","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
An Examination of Motivation and Identification of Football Fans 足球迷的动机与认同研究
Pub Date : 2018-03-01 DOI: 10.20429/jamt.2018.080102
J. Mak, C. King, Jinmoo Heo
This study examined the fans motivation to attend the National Football League (NFL) games and how it relates to fan identification. Data from 158 fans who attended regular season games in a Midwestern city in the United States were analyzed using regression to determine the degree to which fan identification could be explained by motivation factors. It was found that self-esteem, entertainment, escape, and eustress explained 40.1% of the variance in fan identification. Understanding that fans have different levels of identification and different types of motivations will enable sport marketers can better tailor strategies to more effectively reach target markets.
本研究考察了球迷参加国家橄榄球联盟(NFL)比赛的动机及其与球迷认同的关系。研究人员利用回归分析法分析了美国中西部某城市158名参加常规赛的球迷的数据,以确定球迷认同在多大程度上可以用动机因素来解释。研究发现,自尊、娱乐、逃避和压力解释了40.1%的粉丝认同差异。了解球迷有不同程度的认同和不同类型的动机,将使体育营销人员能够更好地定制策略,更有效地进入目标市场。
{"title":"An Examination of Motivation and Identification of Football Fans","authors":"J. Mak, C. King, Jinmoo Heo","doi":"10.20429/jamt.2018.080102","DOIUrl":"https://doi.org/10.20429/jamt.2018.080102","url":null,"abstract":"This study examined the fans motivation to attend the National Football League (NFL) games and how it relates to fan identification. Data from 158 fans who attended regular season games in a Midwestern city in the United States were analyzed using regression to determine the degree to which fan identification could be explained by motivation factors. It was found that self-esteem, entertainment, escape, and eustress explained 40.1% of the variance in fan identification. Understanding that fans have different levels of identification and different types of motivations will enable sport marketers can better tailor strategies to more effectively reach target markets.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"16 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130425056","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Regulatory Focus and Risk Factors in Travel Planning 旅游规划中的监管重点和风险因素
Pub Date : 2018-03-01 DOI: 10.20429/jamt.2018.080105
Michael D. Musante, David C. Bojanic
{"title":"Regulatory Focus and Risk Factors in Travel Planning","authors":"Michael D. Musante, David C. Bojanic","doi":"10.20429/jamt.2018.080105","DOIUrl":"https://doi.org/10.20429/jamt.2018.080105","url":null,"abstract":"","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130964502","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Consuming Digital Technologies to Enact Identities: An Exploratory Study Among Mothers 消费数字技术制定身份:一项对母亲的探索性研究
Pub Date : 2018-03-01 DOI: 10.20429/jamt.2018.080104
Meera Venkatraman
{"title":"Consuming Digital Technologies to Enact Identities: An Exploratory Study Among Mothers","authors":"Meera Venkatraman","doi":"10.20429/jamt.2018.080104","DOIUrl":"https://doi.org/10.20429/jamt.2018.080104","url":null,"abstract":"","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"38 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121475248","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Supermarket Pricing Model Impact on Private Label Brands versus National Brands among Millennial Consumers 超市定价模式对千禧一代消费者中自有品牌与全国性品牌的影响
Pub Date : 2017-09-01 DOI: 10.20429/jamt.2017.070202
Jeffrey D. Hendrix, Vinny Caraballo
National Brands (NBs) and private label brands (PLBs) play a vital role in manufacturing and retailing strategies.  Market share growth of PLBs over the past few decades continues to level the playing field; altering go-to-market strategies for both NB and PLB manufacturers and retailers.  A quantitative examination compared purchase data between NB versus PLB using panel data from 100,000 households.  Consumer metrics; trip conversion, buyer conversion, and dollar loyalty served as dependent variables interacting with a multivariate grouping of branding (NB vs. PLB), grocery pricing model (Hi-Lo vs. EDLP vs. Hybrid) and age-cohort (Millennial vs. Generation X).  A MANOVA provided findings to support significance levels <.001 in buyer conversion and dollar loyalty scores, when comparing NB vs. PLB across grocery pricing model.  Results support previous studies aligning purchase propensity for NB at Hi-Lo retailers while PLB has higher mean scores for buyer conversion and dollar loyalty at EDLP retailers.
民族品牌(NBs)和自有品牌(PLBs)在制造和零售战略中起着至关重要的作用。在过去的几十年里,公共服务提供商的市场份额不断增长,使竞争环境更加公平;改变NB和PLB制造商和零售商的市场进入策略。一项定量研究使用来自10万户家庭的面板数据比较了NB与PLB之间的购买数据。消费者指标;旅行转化率、买家转化率和美元忠诚度作为因变量,与品牌(NB vs. PLB)、杂货定价模型(Hi-Lo vs. EDLP vs. Hybrid)和年龄队列(千禧一代vs. X一代)的多变量分组相互作用。方差分析提供的结果支持显著性水平<。在比较NB和PLB在杂货定价模型中的差异时,买家转化率和美元忠诚度得分为001。结果支持先前的研究,将NB在Hi-Lo零售商的购买倾向,而PLB在EDLP零售商的买家转换和美元忠诚度方面具有更高的平均得分。
{"title":"Supermarket Pricing Model Impact on Private Label Brands versus National Brands among Millennial Consumers","authors":"Jeffrey D. Hendrix, Vinny Caraballo","doi":"10.20429/jamt.2017.070202","DOIUrl":"https://doi.org/10.20429/jamt.2017.070202","url":null,"abstract":"National Brands (NBs) and private label brands (PLBs) play a vital role in manufacturing and retailing strategies.  Market share growth of PLBs over the past few decades continues to level the playing field; altering go-to-market strategies for both NB and PLB manufacturers and retailers.  A quantitative examination compared purchase data between NB versus PLB using panel data from 100,000 households.  Consumer metrics; trip conversion, buyer conversion, and dollar loyalty served as dependent variables interacting with a multivariate grouping of branding (NB vs. PLB), grocery pricing model (Hi-Lo vs. EDLP vs. Hybrid) and age-cohort (Millennial vs. Generation X).  A MANOVA provided findings to support significance levels <.001 in buyer conversion and dollar loyalty scores, when comparing NB vs. PLB across grocery pricing model.  Results support previous studies aligning purchase propensity for NB at Hi-Lo retailers while PLB has higher mean scores for buyer conversion and dollar loyalty at EDLP retailers.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"50 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128418411","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Reasons Why Small, Private Schools Should Start Football Programs 小型私立学校应该开设足球项目的原因
Pub Date : 2017-09-01 DOI: 10.20429/jamt.2017.070204
A. Rynarzewska, Steven R. McClung
{"title":"Reasons Why Small, Private Schools Should Start Football Programs","authors":"A. Rynarzewska, Steven R. McClung","doi":"10.20429/jamt.2017.070204","DOIUrl":"https://doi.org/10.20429/jamt.2017.070204","url":null,"abstract":"","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"25 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129204665","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Race Ethnicity and In-Store Mobile-Assisted Shopping in the US 美国的种族、民族和店内移动辅助购物
Pub Date : 2017-09-01 DOI: 10.20429/jamt.2017.070206
Kristine Johnson, M. Pontes
0 0 1 245 1419 23 8 1656 14.0 Normal 0 false false false EN-US JA X-NONE This research examines the relationship between race, ethnicity, and consumer use of mobile coupons and digital barcodes to facilitate purchase decisions. Data were collected by telephone survey of a nationally representative sample of US adults. The independent variables were demographic variables (race ethnicity, gender, and household income) and behavioral variables (tablet and E-reader ownership index, and social networking service (SNS) and Twitter use index). Results showed that minority (Non-White) adults were significantly more likely than White adults to use their mobile phone in-store to 1.) purchase products with mobile coupons, and 2.) scan barcodes for product information. Univariate analyses showed SNS use and tablet/E-reader ownership were both significantly associated with the in-store use of mobile coupons and of mobile phones to scan barcodes for product information. Multivariate analyses showed that both SNS use and tablet/E-reader ownership were significantly associated with the in-store use of mobile phones to scan barcodes for product information, but only SNS use was significantly associated with in-store mobile coupon use. Both univariate and multivariate analyses showed that greater household income was significantly related to a greater mobile coupon use but was not associated with greater likelihood of barcode scans for product information. These results show that minorities are at the forefront of the use of mobile phones to assist with in-store purchase decisions, and that the ownership of mobile devices, such as tablets and E-readers, and the use of social media predict in-store mobile assisted shopping.
本研究考察了种族、民族和消费者使用移动优惠券和数字条形码来促进购买决策之间的关系。数据是通过电话调查收集的,调查对象是具有全国代表性的美国成年人。自变量为人口统计变量(种族、民族、性别和家庭收入)和行为变量(平板电脑和电子阅读器拥有率指数、社交网络服务(SNS)和Twitter使用指数)。结果显示,少数族裔(非白人)成年人比白人成年人更有可能在店内使用手机1.)使用手机优惠券购买产品,2.)扫描条形码获取产品信息。单变量分析显示,社交网络的使用和平板电脑/电子阅读器的拥有量都与店内使用移动优惠券和使用手机扫描条形码获取产品信息显著相关。多变量分析显示,社交网络的使用和平板电脑/电子阅读器的拥有量都与店内使用手机扫描条形码获取产品信息显著相关,但只有社交网络的使用与店内移动优惠券的使用显著相关。单变量和多变量分析都表明,较高的家庭收入与较高的移动优惠券使用显著相关,但与较高的条形码扫描产品信息的可能性无关。这些结果表明,少数族裔在使用手机协助店内购买决策方面处于领先地位,并且拥有移动设备(如平板电脑和电子阅读器)和使用社交媒体可以预测店内移动辅助购物。
{"title":"Race Ethnicity and In-Store Mobile-Assisted Shopping in the US","authors":"Kristine Johnson, M. Pontes","doi":"10.20429/jamt.2017.070206","DOIUrl":"https://doi.org/10.20429/jamt.2017.070206","url":null,"abstract":"0 0 1 245 1419 23 8 1656 14.0 Normal 0 false false false EN-US JA X-NONE This research examines the relationship between race, ethnicity, and consumer use of mobile coupons and digital barcodes to facilitate purchase decisions. Data were collected by telephone survey of a nationally representative sample of US adults. The independent variables were demographic variables (race ethnicity, gender, and household income) and behavioral variables (tablet and E-reader ownership index, and social networking service (SNS) and Twitter use index). Results showed that minority (Non-White) adults were significantly more likely than White adults to use their mobile phone in-store to 1.) purchase products with mobile coupons, and 2.) scan barcodes for product information. Univariate analyses showed SNS use and tablet/E-reader ownership were both significantly associated with the in-store use of mobile coupons and of mobile phones to scan barcodes for product information. Multivariate analyses showed that both SNS use and tablet/E-reader ownership were significantly associated with the in-store use of mobile phones to scan barcodes for product information, but only SNS use was significantly associated with in-store mobile coupon use. Both univariate and multivariate analyses showed that greater household income was significantly related to a greater mobile coupon use but was not associated with greater likelihood of barcode scans for product information. These results show that minorities are at the forefront of the use of mobile phones to assist with in-store purchase decisions, and that the ownership of mobile devices, such as tablets and E-readers, and the use of social media predict in-store mobile assisted shopping.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"56 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115730863","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The Near Future of Marketing from the Consulting Perspective 从咨询的角度看市场营销的未来
Pub Date : 2017-09-01 DOI: 10.20429/jamt.2017.070203
R. Goldsmith, L. Moutinho
The Near Future 0f Marketing From The Consulting Perspective Abstract How we see the future depends partly on our current perspective. A research-oriented visionary will detail what the future brings for researchers. A technology-oriented one describes the wonders of coming technologies. Marketing managers are likely concerned with future developments in their specific areas of responsibility (i.e., advertising and promotion, branding, or supply chain). Academics likely look for the hot new research topics. This article summarizes how several major consulting companies, e.g., McKinsey & Company, Strategy&, and Euromonitor International, view the near future on the premise that academic researchers often overlook such forecasts although they provide a unique perspective on what is important to all types of marketing managers. It summarizes the recommendations several consulting firms make regarding how managers should adapt their practices to these changes. The article contends that the reports consulting companies release to the public in an effort to attract clients are a valuable and unique source of information that can inform and shape academic research and teaching.
摘要我们如何看待未来,在一定程度上取决于我们当前的视角。一个以研究为导向的梦想家会详细描述未来给研究人员带来的东西。一个以技术为导向的词描述了即将到来的技术的奇迹。市场经理很可能关心他们特定责任领域的未来发展(即,广告和促销,品牌或供应链)。学者们可能会寻找热门的新研究课题。本文总结了几家主要的咨询公司,如麦肯锡公司、Strategy&和欧睿国际,在学术研究人员经常忽视这些预测的前提下,如何看待不久的将来,尽管他们提供了对所有类型的营销经理重要的独特视角。它总结了几家咨询公司就管理人员应如何调整其做法以适应这些变化提出的建议。这篇文章认为,咨询公司为了吸引客户而向公众发布的报告是一种有价值的、独特的信息来源,可以为学术研究和教学提供信息和指导。
{"title":"The Near Future of Marketing from the Consulting Perspective","authors":"R. Goldsmith, L. Moutinho","doi":"10.20429/jamt.2017.070203","DOIUrl":"https://doi.org/10.20429/jamt.2017.070203","url":null,"abstract":"The Near Future 0f Marketing From The Consulting Perspective Abstract How we see the future depends partly on our current perspective. A research-oriented visionary will detail what the future brings for researchers. A technology-oriented one describes the wonders of coming technologies. Marketing managers are likely concerned with future developments in their specific areas of responsibility (i.e., advertising and promotion, branding, or supply chain). Academics likely look for the hot new research topics. This article summarizes how several major consulting companies, e.g., McKinsey & Company, Strategy&, and Euromonitor International, view the near future on the premise that academic researchers often overlook such forecasts although they provide a unique perspective on what is important to all types of marketing managers. It summarizes the recommendations several consulting firms make regarding how managers should adapt their practices to these changes. The article contends that the reports consulting companies release to the public in an effort to attract clients are a valuable and unique source of information that can inform and shape academic research and teaching.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"95 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114837093","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
期刊
Journal of Applied Marketing Theory
全部 Acc. Chem. Res. ACS Applied Bio Materials ACS Appl. Electron. Mater. ACS Appl. Energy Mater. ACS Appl. Mater. Interfaces ACS Appl. Nano Mater. ACS Appl. Polym. Mater. ACS BIOMATER-SCI ENG ACS Catal. ACS Cent. Sci. ACS Chem. Biol. ACS Chemical Health & Safety ACS Chem. Neurosci. ACS Comb. Sci. ACS Earth Space Chem. ACS Energy Lett. ACS Infect. Dis. ACS Macro Lett. ACS Mater. Lett. ACS Med. Chem. Lett. ACS Nano ACS Omega ACS Photonics ACS Sens. ACS Sustainable Chem. Eng. ACS Synth. Biol. Anal. Chem. BIOCHEMISTRY-US Bioconjugate Chem. BIOMACROMOLECULES Chem. Res. Toxicol. Chem. Rev. Chem. Mater. CRYST GROWTH DES ENERG FUEL Environ. Sci. Technol. Environ. Sci. Technol. Lett. Eur. J. Inorg. Chem. IND ENG CHEM RES Inorg. Chem. J. Agric. Food. Chem. J. Chem. Eng. Data J. Chem. Educ. J. Chem. Inf. Model. J. Chem. Theory Comput. J. Med. Chem. J. Nat. Prod. J PROTEOME RES J. Am. Chem. Soc. LANGMUIR MACROMOLECULES Mol. Pharmaceutics Nano Lett. Org. Lett. ORG PROCESS RES DEV ORGANOMETALLICS J. Org. Chem. J. Phys. Chem. J. Phys. Chem. A J. Phys. Chem. B J. Phys. Chem. C J. Phys. Chem. Lett. Analyst Anal. Methods Biomater. Sci. Catal. Sci. Technol. Chem. Commun. Chem. Soc. Rev. CHEM EDUC RES PRACT CRYSTENGCOMM Dalton Trans. Energy Environ. Sci. ENVIRON SCI-NANO ENVIRON SCI-PROC IMP ENVIRON SCI-WAT RES Faraday Discuss. Food Funct. Green Chem. Inorg. Chem. Front. Integr. Biol. J. Anal. At. Spectrom. J. Mater. Chem. A J. Mater. Chem. B J. Mater. Chem. C Lab Chip Mater. Chem. Front. Mater. Horiz. MEDCHEMCOMM Metallomics Mol. Biosyst. Mol. Syst. Des. Eng. Nanoscale Nanoscale Horiz. Nat. Prod. Rep. New J. Chem. Org. Biomol. Chem. Org. Chem. Front. PHOTOCH PHOTOBIO SCI PCCP Polym. Chem.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1