Pub Date : 2022-01-15DOI: 10.37745/bjms.13/vol10no1pp.32-46
The paper utilized materials from relevant extant literature and cognate experience to discuss marketing analytics with regard to its tools, relationship with big data, applications and challenges, and proposes research direction in cognate areas. Specifically, the paper posits that marketing analytics has some salient issues such as equivocal conceptualizations, strong connections with big data, myriad of tools and applications, in addition to associated challenges. These stated salient issues may not be exhaustive enough to represent all the cognate issues associated with marketing analytics, especially in contemporary times. This is a major limitation of the paper which can be addressed in future research efforts. Therefore, relevant empirical research streams are suggested in the paper to investigate these salient and other cognate marketing analytics issues in different contexts, including sectors, business types, and countries. The insights from the paper are likely to have practical and theoretical implications and relevance for marketing managers, organizational researchers and data scientists, among others, regarding marketing analytics tools, applications, connections with big data, and implementation challenges.
{"title":"Salient Issues in Marketing Analytics","authors":"","doi":"10.37745/bjms.13/vol10no1pp.32-46","DOIUrl":"https://doi.org/10.37745/bjms.13/vol10no1pp.32-46","url":null,"abstract":"The paper utilized materials from relevant extant literature and cognate experience to discuss marketing analytics with regard to its tools, relationship with big data, applications and challenges, and proposes research direction in cognate areas. Specifically, the paper posits that marketing analytics has some salient issues such as equivocal conceptualizations, strong connections with big data, myriad of tools and applications, in addition to associated challenges. These stated salient issues may not be exhaustive enough to represent all the cognate issues associated with marketing analytics, especially in contemporary times. This is a major limitation of the paper which can be addressed in future research efforts. Therefore, relevant empirical research streams are suggested in the paper to investigate these salient and other cognate marketing analytics issues in different contexts, including sectors, business types, and countries. The insights from the paper are likely to have practical and theoretical implications and relevance for marketing managers, organizational researchers and data scientists, among others, regarding marketing analytics tools, applications, connections with big data, and implementation challenges.","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126593453","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}
Pub Date : 2022-01-15DOI: 10.37745/bjms.13/vol10no1pp.1-12
This theoretical article aims to present and describe the role of the design thinking approach, and social marketing canvas model in designing and improving an action plan for a healthcare campaign addressed to target audiences exposed to a disease, such as COVID-19. The latest global events encouraged this author to produce and write this essay to introduce two agile instruments for co-creating and co-producing a healthcare campaign considering the citizen experience. The design approach and social marketing canvas are based on agile methodologies and lean principles to reach two primary results: (a) design, co-create and co-produce a 'social product/service'; (b) social marketing canvas co-organises the strategies required to address the 'social product/service' to a target audience. Furthermore, both tools have the role of inducing a social change by policymaking in healthcare campaigns in a humanised way and considering the individuals as the primary agents of social change.
{"title":"Co-Creating Healthcare Campaigns through Design and Social Marketing Approaches","authors":"","doi":"10.37745/bjms.13/vol10no1pp.1-12","DOIUrl":"https://doi.org/10.37745/bjms.13/vol10no1pp.1-12","url":null,"abstract":"This theoretical article aims to present and describe the role of the design thinking approach, and social marketing canvas model in designing and improving an action plan for a healthcare campaign addressed to target audiences exposed to a disease, such as COVID-19. The latest global events encouraged this author to produce and write this essay to introduce two agile instruments for co-creating and co-producing a healthcare campaign considering the citizen experience. The design approach and social marketing canvas are based on agile methodologies and lean principles to reach two primary results: (a) design, co-create and co-produce a 'social product/service'; (b) social marketing canvas co-organises the strategies required to address the 'social product/service' to a target audience. Furthermore, both tools have the role of inducing a social change by policymaking in healthcare campaigns in a humanised way and considering the individuals as the primary agents of social change.","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129536080","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}
Pub Date : 2020-07-15DOI: 10.37745/bjms/vol8.no4.pp16-26.2020
{"title":"Do Social Stereotypes Interfere In Business Negotiations","authors":"","doi":"10.37745/bjms/vol8.no4.pp16-26.2020","DOIUrl":"https://doi.org/10.37745/bjms/vol8.no4.pp16-26.2020","url":null,"abstract":"","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"281 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123291098","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}
Pub Date : 2020-07-15DOI: 10.37745/bjms/vol8.no4.pp49-66.2020
{"title":"A Study of Branding Strategy Influencing Brand Equity for Youth in the Pakistan’s Domestic New Luxury Apparel Industry","authors":"","doi":"10.37745/bjms/vol8.no4.pp49-66.2020","DOIUrl":"https://doi.org/10.37745/bjms/vol8.no4.pp49-66.2020","url":null,"abstract":"","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"335 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116193898","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}
Pub Date : 2020-07-15DOI: 10.37745/bjms/vol8.no4.pp1-15.2020
{"title":"Influence social media on the implementation of public relations in selected higher learning institutions in northern Tanzania","authors":"","doi":"10.37745/bjms/vol8.no4.pp1-15.2020","DOIUrl":"https://doi.org/10.37745/bjms/vol8.no4.pp1-15.2020","url":null,"abstract":"","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124539058","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}
Pub Date : 2020-07-15DOI: 10.37745/bjms/vol8.no4.pp27-48.2020
{"title":"The Moderating Effect of Customer Satisfaction on the Link between Customer Relationship Management Dimensions (CRMD) and Organizational Performance in Telecommunications Sector in Sudan","authors":"","doi":"10.37745/bjms/vol8.no4.pp27-48.2020","DOIUrl":"https://doi.org/10.37745/bjms/vol8.no4.pp27-48.2020","url":null,"abstract":"","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"38 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134283974","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}
Pub Date : 2020-04-15DOI: 10.37745/bjms/vol8.no3.pp12-20.2020
N. Q. Huan, H. Giang, Van Hien
Currently, people's lives greatly improved, which has led to a fast-growing tourism demand, which requires the tourism industry to grow faster than the GDP growth rate, in which the hotel business system holds a prominent position. Therefore, the objective of this study is to explore the relationship between market orientation, learning Orientation to business model innovation of restaurants and hotels in Ho Chi Minh City (HCMC). The researchers surveyed 600 managers related to restaurants and hotels in HCMC. They answered 12 questions, and 545 samples processed. The data got from November 2019 to January 2020 in HCMC. Simple random sampling technique. The data analyzed Cronbach's Alpha and the exploratory factor analysis (EFA), and multiple regression analysis. Research results showed that there is a relationship between market orientation, learning Orientation to business model innovation of restaurants and hotels in HCMC with significance level 0.01.
{"title":"The Relationship Between Market Orientation, Learning Orientation and Business Model Innovation: A Case Study Of Restaurants – Hotels in Ho Chi Minh City","authors":"N. Q. Huan, H. Giang, Van Hien","doi":"10.37745/bjms/vol8.no3.pp12-20.2020","DOIUrl":"https://doi.org/10.37745/bjms/vol8.no3.pp12-20.2020","url":null,"abstract":"Currently, people's lives greatly improved, which has led to a fast-growing tourism demand, which requires the tourism industry to grow faster than the GDP growth rate, in which the hotel business system holds a prominent position. Therefore, the objective of this study is to explore the relationship between market orientation, learning Orientation to business model innovation of restaurants and hotels in Ho Chi Minh City (HCMC). The researchers surveyed 600 managers related to restaurants and hotels in HCMC. They answered 12 questions, and 545 samples processed. The data got from November 2019 to January 2020 in HCMC. Simple random sampling technique. The data analyzed Cronbach's Alpha and the exploratory factor analysis (EFA), and multiple regression analysis. Research results showed that there is a relationship between market orientation, learning Orientation to business model innovation of restaurants and hotels in HCMC with significance level 0.01.","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"51 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-04-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133650465","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}
Pub Date : 2020-04-15DOI: 10.37745/bjms/vol8.no3.pp54-60.2020
{"title":"CSR and Consumer Attitude on Banking Industry","authors":"","doi":"10.37745/bjms/vol8.no3.pp54-60.2020","DOIUrl":"https://doi.org/10.37745/bjms/vol8.no3.pp54-60.2020","url":null,"abstract":"","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-04-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132709344","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}
Pub Date : 2020-04-15DOI: 10.37745/bjms/vol8.no3.pp21-28.2020
{"title":"Locus of Control and Consumer Purchase Intention of Fabric Materials in Abia State","authors":"","doi":"10.37745/bjms/vol8.no3.pp21-28.2020","DOIUrl":"https://doi.org/10.37745/bjms/vol8.no3.pp21-28.2020","url":null,"abstract":"","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"13 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-04-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125054494","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}
Pub Date : 2020-04-15DOI: 10.37745/bjms/vol8.no3.pp29-53.2020
{"title":"Internet Banking Service Quality and Customer Retention in Deposit Money Banks in Rivers State- Nigeria","authors":"","doi":"10.37745/bjms/vol8.no3.pp29-53.2020","DOIUrl":"https://doi.org/10.37745/bjms/vol8.no3.pp29-53.2020","url":null,"abstract":"","PeriodicalId":269977,"journal":{"name":"British Journal of Marketing Studies","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-04-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126145838","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}
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