Marketing Commons^™

Reaching Out: Expanding Your Library’S Online Presence Using Online Tools, Erin Gow

Erin Gow

The article offers information on expanding the online presence of a library, with examples from the law library at the University of Louisville. Topics discussed include using social media to reach the target audience, generating content, and developing a brand.

Americans, Marketers, And The Internet: 1999-2012, Joseph Turow, Amy Bleakley, John Bracken, Michael X. Delli Carpini, Nora A. Draper, Lauren Feldman, Nathaniel Good, Jens Grossklags, Michael Hennessy, Chris Jay Hoofnagle, Rowan Howard-Williams, Jennifer King, Su Li, Kimberly Meltzer, Deirdre K. Mulligan, Lilach Nir

Chris Jay Hoofnagle

This is a collection of the reports on the Annenberg national surveys that explored Americans' knowledge and opinions about the new digital-marketing world that was becoming part of their lives. So far we’ve released seven reports on the subject, in 1999, 2000, 2003, 2005, 2009, 2010, and 2012. The reports raised or deepened a range of provocative topics that have become part of public, policy, and industry discourse. In addition to these reports, I’ve included three journal articles — from I/S, New Media & Society and the Journal of Consumer Affairs — that synthesize some of the findings and place …

Cross-Functional Integration And New Product Performance: An Empirical Analysis And Findings, Lisa C. Troy, Tanawat Hirunyawipada, Audhesh K. Paswan

Tanawat "Tom" Hirunyawipada

Although cross-functional integration is often considered an important element in a successful new product development program, a great deal of variance exists in extant literature regarding how integration is defined and implemented and how relevant studies are conducted.

The authors attempt to bring clarity to a diverse set of 25 studies that investigate cross-functional integration by empirically analyzing 146 correlations between integration and aspects of new product success. The authors examine the impact of 12 potential moderators that affect the integration–success link using meta-analysis techniques.

The findings indicate that though cross-functional integration may indeed have a direct impact on success, …

International Management: Strategic Opportunities And Cultural Challenges, Paul B. Sweeney, Dean B. Mcfarlin

Paul B. Sweeney

As the economies of many countries become more interrelated, international managers are facing huge challenges and unique opportunities associated with their roles. Now in its fifth edition, Sweeney and McFarlin's International Management embodies a balanced and integrated approach to the subject, emphasizing the strategic opportunities available to firms on a global playing field, as well as exploring the challenges of managing an international workforce. Integrating theory and practice across all chapter topics, this book helps students to learn, grasp, and apply the underlying principles of successful international management: Understanding the broad context of international business, including the critical trends impacting …

The Digital Dionysus: Nietzsche & The Network-Centric Condition

Dan Mellamphy

No abstract provided.

Case Study: Sexism In Advertising And Airlines, Tamilla Curtis, Anke Arnaud Ph.D., Blaise Waguespack

Dr. Anke Arnaud

This case study outlines an ethical dilemma faced by a young female student who is planning to buy airline tickets. Her purchase decision is influenced by cost and advertising strategies. The case discusses advertising ethics, ethical moral philosophies, including teleology and deontology, and sexist advertising with examples from the airline industry. This case will be beneficial for marketing students to discuss the topic of advertising ethics, and for business students to discuss the topic of organizational ethics. Students enrolling in aviation related classes will also benefit from this case. The teaching notes for instructors are available upon request.

Case Study: Sexism In Advertising And Airlines, Tamilla Curtis, Anke Arnaud Ph.D., Blaise Waguespack

Dr. Tamilla Curtis

This case study outlines an ethical dilemma faced by a young female student who is planning to buy airline tickets. Her purchase decision is influenced by cost and advertising strategies. The case discusses advertising ethics, ethical moral philosophies, including teleology and deontology, and sexist advertising with examples from the airline industry. This case will be beneficial for marketing students to discuss the topic of advertising ethics, and for business students to discuss the topic of organizational ethics. Students enrolling in aviation related classes will also benefit from this case. The teaching notes for instructors are available upon request.

Take Two Tablets And Do Not Call For Judicial Review Until Our Heads Clear: The Supreme Court Prepares To Demolish The 'Wall Of Separation' Between Church And State, Terence Lau, William Wines

Terence Lau

In this article, we examine the issues that bring First Amendment jurisprudence to the grant of certiorari in Pleasant Grove v. Summum, scheduled for oral argument in the Supreme Court of the United States in November. We examine the historical basis for America’s religious heritage, the historical judicial treatment of the religious clauses, and the erosion of the wall of separation between church and state. We examine the Ten Commandments, finding inherent discrimination present in modern-day attempts to advance a particular version of the Ten Commandments as secular. By drawing upon Rousseau’s civic religion, we suggest alternative routes for the …

Attitudes Toward And Behavioral Intentions To Adopt Mobile Marketing: Comparisons Of Gen Y In The United States, France And China, Rebecca Wells, Catherine E. Kleshinski, Terence Lau

Terence Lau

The rapid global diffusion of mobile marketing makes it increasingly important to understand cross-­‐cultural consumer attitudes and behavioral intentions toward mobile marketing as a promotional channel. By building on the previously published research of Altuna and Konuk (2009), this work investigates the attitudes and behavioral intentions toward mobile marketing of Generation Y consumers in the United States, France, and China. Based on this analysis, Chinese Gen Y have the most positive attitude toward mobile marketing, and their overall attitude is significantly more positive than the attitudes of French and American Gen Y groups. While American Gen Y's behavioral intentions are …

Designing Competitive Edge Through Job Ads: A Content Analysis Of Seek.Com.Au, Jan Jervis, Jeffrey Brand

Jeffrey Brand

Extract: The word ‘design’ appears regularly in all types of dialogue, going far beyond traditional design disciplines. Yet an understanding of design appears dependent on the perceptions assigned by individuals across a wide and varied spectrum of professions. This paper examines the communication discourse on design across Australian businesses by analysing job listings on seek.com.au, a leading employment, recruitment and career portal in Australia and new Zealand. The research questions ask: (1) what design knowledge is requested by employers in their job advertisements; (2) what industries and professions are presented in the design features; and (3) whether design is acknowledged …

Consumer Hookah Consumption: Is The Hubble Bubble The New Coffee And Cocktail?, Tracy Harmon-Kizer

Tracy R. Harmon-Kizer Ph.D.

Hookah smoking is a growing practice among American teens and young adults. In a single hookah smoking session, a smoker may inhale 100 to 200 times the volume of smoke inhaled in a single cigarette. Yet, the risks and adverse consequences of hookah smoking are relatively unfamiliar to health professionals, tobacco policy regulators and consumer behavior researchers. To extend our understanding of this epidemic-like consumption practice, this study explores consumer initiation and continued practice, and the meanings, attitudes and beliefs held by those who smoke hookah, especially with respect to cigarette smoking. Our findings reveal adulterated ways in which hookah …

Perceived Importance And Future Use Of Online Channels Of Distribution By Small Businesses In The United States And Australia: An Exploratory Study, Irene Dickey, William Lewis, John Vanbeveren

Irene J. Dickey

Online marketing is important to small-business owners and operators because they are typically faced with limited budgets to design and implement traditional marketing programs. This paper compares the perceived importance of specific online marketing tactics and their anticipated future use of online marketing tactics by small businesses in the United States and Australia. Results of the study reveal that both in the United States and in Australia, there is a growing use of online marketing tactics to accomplish marketing objectives. While most online marketing tactics were effective in both the United States and Australia, there were some statistically significant differences.

The Evolution (Revolution) Of Social Media And Social Networking As A Necessary Topic In The Marketing Curriculum: A Case For Integrating Social Media Into Marketing Classes, Irene J. Dickey, William F. Lewis

Irene J. Dickey

This research first examines social media and social networks as a social phenomenon and its influence on marketing practice. Survey data and an extensive literature review reveal that not only have social networks evolved rapidly during the last few years, but so have social media, consumer behaviors, and subsequently, social media marketing tactics, which are increasingly being integrated into marketing programs. The authors explore the question of whether more time should be devoted to these topics and whether they should be incorporated into the marketing curriculum. This research provides important information, insights and recommendations for incorporating the topic of social …

Social Media Perceptions And Usage By Generation Y And Relevant Marketing Implications, Irene J. Dickey, William F. Lewis

Irene J. Dickey

One of the most common ways in which Internet users connect and network with each other is through "social media." Social media is the content that is provided and maintained by the user on a website. It is clear that social media such as Facebook and LinkedIn are becoming increasingly pervasive in the lives of students, professionals and consumers. A literature review, as well as the results from our survey, reveals that not only have social networks evolved rapidly during the last few years, but so too have consumers’ behaviors. Subsequently, marketing strategies and tactics, and the potential for practitioners …

Consumer Generated Media: Evolving Marketing Opportunity For Consumer Engagement, Irene Dickey, William Lewis

Irene J. Dickey

This paper examines consumer-generated media (CGM), also called user-generated Web sites or social media, and the evolving and broad consumer behaviors associated with it. CGM websites have evolved rapidly during the last few years, but so have consumer behaviors and subsequently marketing tactics and future potential opportunities. Marketers should be aware of the characteristics of this type of website and understand how they are being used by consumers and other practitioners. CGM sites are primarily used by consumers to connect with others for many reasons. This connectivity, also called engagement, appears to be an opportunity for marketers to connect with …

Consumer-Generated Media (Cgm): An Exploratory Study Of Various Forms, Value To Consumers, And Marketing Practitioners, And Global Implications, Irene J. Dickey, William F. Lewis

Irene J. Dickey

This paper examines consumer-generated media (CGM), also called user-generated Web sites or social media. The Internet is clearly dynamic in nature, and CGM will be of interest to marketers as e-commerce races ahead. The basis for the growth and the importance of such sites will be explored to improve our understanding of their development and use by marketers. Our research will consider the domestic and global behaviors, and findings will be useful for both researchers and marketing practitioners who seek to understand issues relevant to CGM and associated marketing tactics and their ability to accomplish marketing objectives, particularly related to …

Public Perceptions Of The Midwest’S Pavements: Policies And Thresholds, David Kuemmel, Richard Robinson, Ronald Sonntag, Robert Griffin, James K. Giese

Robert Griffin

A 5-year, pooled fund study with the Iowa, Minnesota, and Wisconsin departments of transportation assessed the public's perceptions of pavement improvement strategies and developed thresholds of satisfaction using the departments' physical indices, such as pavement ride and condition on rural, two-lane highways in the states. Approximately 3,600 drivers in the three states were involved in the three phases of the project, which included 18 focus groups, 400 statewide surveys in each state, and 2,300 targeted surveys across the three states. A multidisciplinary team from Marquette University and a mass media survey lab conducted the studies. A summary of focus group …

Appearances Do Matter! What Libraries Can Learn From Clinton Kelly, Nancy E. Fawley

Nancy Fawley

One could easily mistake Clinton Kelly’s closing keynote presentation at ACRL 2011 in Philadelphia last March as light fare. Kelly, cohost of TLC’s What Not To Wear, spoke enthusiastically about the importance of one’s appearance and the necessity of making an extra effort in the way individuals present themselves. His keynote address, and the fact that a fashion expert was a speaker at a conference for librarians, sparked debates on Twitter and in the blogosphere. Do appearances matter? I say they do and add that this applies to buildings and objects, as well. Academic libraries, especially, could benefit from some …

Mobile Technologies And Boundaryless Spaces: Slavish Lifestyles, Seductive Meanderings, Or Creative Empowerment?, Nikhilesh Dholakia, Detlev Zwick

Nikhilesh Dholakia

According to the instrumental theory of technology, mobile technologies - what McLuhan's refers to as electronic prostheses - promise opportunities for greater freedom, creativity, leisure, and productivity by enhancing organic bodily functions. Correspondingly, as (Cavallaro, 2000) would argue, objects such as mobile phones, personal digital assistants (PDAs), portable physiotherapy units, laptops, and portable stereos - to name just a few - seem to impart a sense of solidity to consumers' lives. Just like prostheses, they are inserted into our everyday lives, helping our "inadequate" bodies along in fulfilling practical tasks. Phenomenologically, these kinds of mobile technologies supposedly support the subject's …

Being Critical In Marketing Studies: The Imperative Of Macro Perspectives, Nikhilesh Dholakia

Nikhilesh Dholakia

In this article, I argue that an elevated macro-level perspective is imperative for conducting critical studies in the fields of marketing and consumer research. There are epistemic barriers to operating in this manner, and I offer several suggestions for overcoming these barriers. Finally, I review the research spaces for critical studies of marketing in various global settings and conclude that United Kingdom and Nordic Europe have the best epistemic climate, and this region needs to take leadership in promoting greater range of macro and critical studies of marketing in the rest of the world.

The Epistemic Consumption Object And Postsocial Consumption: Expanding Consumer‐Object Theory In Consumer Research, Detlev Zwick, Nikhilesh Dholakia

Nikhilesh Dholakia

We introduce the concept of the epistemic consumption object. Such consumption objects are characterized by two interrelated features. First, epistemic consumption objects reveal themselves progressively through interaction, observation, use, examination, and evaluation. Such layered revelation is accompanied by an increasing rather than a decline of the object’s complexity. Second, such objects demonstrate a propensity to change their “face‐in‐action” vis‐à‐vis consumers through the continuous addition or subtraction of properties. The epistemic consumption object is materially elusive and this lack of ontological stability turns the object into a continuous knowledge project for consumers. Via this ongoing cycle of revelation and discovery, consumers …

Novos Serviços De Informação E Comunicação: Um Quadro De Referência Estratégico, Nikhilesh Dholakia, Norbert Mundorf, Ruby Roy Dholakia

Nikhilesh Dholakia

From the late 1960s onwards, the range of information and communication services available to residential consumers and business users in the technologically advanced nations has been growing. The future of information services will depend on the strategic and structural interactions of firms specializing in content, conduits and components.

Bringing The Market To Life: Screen Aesthetics And The Epistemic Consumption Object, Detlev Zwick, Nikhilesh Dholakia

Nikhilesh Dholakia

This article argues that the new ‘visuality’ (Schroeder, 2002) of the Internet transforms the stock market into an epistemic consumption object. The aesthetics of the screen turn the market into an interactive and response-present surface representation. On the computer screen, the market becomes an object of constant movement and variation, changing direction and altering appearance at any time. Following Knorr Cetina (1997, 2002b) we argue that the visual logic of the screen ‘opens up’ the market ontologically. The ontological liquidity of the market-on-screen simulates the indefiniteness of other life forms. We suggest that the continuing fascination with online investing is …

Marketing Tourist Destinations To Media Savvy Consumers: An Alternative Model, Janet Hanlan, Stephen Kelly

Adjunct Professor Stephen J Kelly

No abstract provided.

Te Warewhare: The Impact Of The Warehouse On Maori In Kaitaia, Kerikeri & Motueka, Janet G. Sayers, Will Low, Eileen Davenport

Janet G Sayers

Examines the impact of a large format retailer modeled on Wal-Mart (The Warehouse) on small town New Zealand.

The Social Uses Of Advertising, Mark Ritson, Richard Elliott

Mark Ritson

Advertising research has focused exclusively on the solitary subject at the expense of understanding the role that advertising plays within the social contexts of group interaction. We develop a number of explanations for this omission before describing the results of an ethnographic study of advertising's contribution to the everyday interactions of adolescent informants at a number of English high schools. The study reveals a series of new, socially related advertising-audience behaviors. Specifically, advertising meanings are shown to possess social uses relating to textual experience, interpretation, evaluation, ritual use, and metaphor. The theoretical and managerial implications of these social uses are …