Marketing Commons^™

The Expansion Of Conscious Capitalism Into The Marketing World: Do Marketing Managers Practice 'Conscious' Marketing?, Gary Ottley

2016

Conscious capitalism is a business philosophy that, through its four foundational principles – higher purpose, stakeholder integration, conscious leadership, and conscious culture and management – reflects a move to elevating marketing to a higher level. Combining the axioms of service-dominant (S-D) logic with the tenets of conscious capitalism, the construct “conscious marketing” is developed. Conscious marketing is the manifestation of conscious capitalism in a marketing context, seen through the lens of S-D logic and influenced by a stakeholder orientation to marketing.

This research defines and delves into the meaning of the conscious marketing construct informed by extant literature, and develops …

Want To Sell To The Government? Do Your Market Research!, Veronica Doga

White Papers

How many times have you heard that government buys everything you can think of? In general, it is true. And, means a huge opportunity for small businesses.

Perceptions Of Cause-Related Marketing Tactics, Robert Bernier

White Papers

Study of small business owners in Nebraska reveals reluctance to make judgements about tactics intended to manipulate customers and more certainty about genuine charitable actions.

Changing The World Of Higher Education: Creating A Student Capital Management System, Kathleen Houlihan

AMTP Proceedings 2016

Higher education is plagued with new concerns regarding government oversight and the college “rating system” that will hold schools accountable for student outcomes. This research supports the development of a student capital management system (SCM) that controls and protects student information while ensuring student outcomes data quality. Presented is an empirical model that connects colleges to the business world, while allowing higher education to access student data after they graduate. The first phase in developing a secure validated network of student data is the connection with the workforce and to the government in a system that offers granular access to …

Sport Consumer Behavior Research: Improving Our Game, Daniel Funk, Daniel Lock, Adam Karg, Mark Pritchard

All Faculty Scholarship for the College of the Sciences

Sport consumer behavior (SCB) research continues to grow in both popularity and sophistication. A guiding principle in much of this research is that sport consumers seek out sport-related experiences, and the benefits they yield, in order to satisfy needs and wants. This approach has provided new knowledge and insight into sport consumers. One outcome of this focus is that the vast majority of research on sport consumers has centered on psychological characteristics of these sport experiences related to evaluative and affective components. In addition, this research has predominately relied on cross-sectional studies and attitudinal surveys to collect information with less …

The Integrative Justice Model: Fair, Ethical, And Innovative Marketing To The Poor, Gene R. Laczniak, Nicholas J. C. Santos

Marketing Faculty Research and Publications

No abstract provided.

The Relationship Between Marketing Ethics And Corporate Social Responsibility: Serving Stakeholders And The Common Good, Gene R. Laczniak, Patrick E. Murphy

Marketing Faculty Research and Publications

No abstract provided.

On The Nature Of “Good” Goods And The Ethical Role Of Marketing, Gene R. Laczniak, Nicholas J. C. Santos, Thomas A. Klein

Marketing Faculty Research and Publications

The purpose of this essay is to elaborate on an important section of a document titled, Vocation of the Business Leader, published by the Pontifical Council for Justice and Peace. Subtitled “A Reflection,” this document is an 87 paragraph, 13,000 word (in English) statement about the ideals of business leadership as inspired by Christian values and ethics. It was sponsored by Peter K.A. Cardinal Turkson and Bishop Mario Toso in consultation with assorted educators, theologians, economists, and philosophers. The document developed from reflections and discussions on Pope Benedict XVI’s social encyclical Caritas in Veritate, particularly a seminar organized …

Assessing Perceptions Of The Integrative Justice Model Propositions: A Critical Step Toward Operationalizing A Macro Model, Tina M. Facca-Miess, Nicholas J. C. Santos

Marketing Faculty Research and Publications

Propositions underlying the theoretical tenets of the Integrative Justice Model (IJM), a normative, ethical framework for engaging in impoverished markets, are investigated for reliability in application. Santos and Laczniak provide numerous decision principles to help the marketer to evaluate fairness in the marketplace exchange, yet which are most reflective of the core tenets and most useful in application? Managerial perceptions of the extent to which the propositions reflect the core tenets of the IJM are evaluated in this critical step toward operationalizing the model. Factor analysis is implemented with a relatively small sample, a challenge particularly common in research with …

Effectiveness, Efficiency, And Ethics Of Marketing Analytics, Julia Hopkins

Honors Theses and Capstones

Abstract

The concept of big data has influenced the marketing field in numerous ways. By having access to more information about their consumers than ever before, marketers are presented with a unique opportunity to make the marketing process more streamlined and effective than ever; however, this also creates a challenge in understanding how this targeted advertising affects the brand’s perception by consumers. This study looks at the concepts of data marketing and re-targeted ads from three aspects. First, are marketers being as effective as possible to ensure they are sending the right advertisement, to the right customer, at the right …

2016-Alumni Meghan Stuart Earns Fulbright Us Student Program Award, University School, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to University School Alumni Meghan Stuart,Class of 2012, for earning a Fulbright U.S. Student Program Award for Study.

Meghan, a current University of Tennessee Student, who is triple majoring in physics, honors math, and computer science, will be studying math at the Renyi Institute in Hungary. She also plans to pursue research in topology.

So proud of our Bucs!

2016-January-Alum Matthew J. Brown's Photographs Featured In Ain't Bad Magazine.Pdf, College Of Arts And Sciences, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Art & Design alum Matthew Jessie's photographs from his recent BFA exhibition, It's Hills and Valleys, are currently being featured in Oxford American's Eyes on the South, The Latent Image, Splash and Grab, Aint-Bad, and Wave Pool online magazines.

For more information on Matthew Jessie's photographs please follow these links:

http://www.oxfordamerican.org/item/735-corrections

http://latentimage.us/2015/12/17/matthew-jessie-mine/

http://splashandgrab.co.uk/post/135045573745/weekly-selection-1-ellen-pearson-2-mona

http://www.aintbadmagazine.com/?s=matthew+jessie&submit=Search

http://wave-pool.net/matthew-jessie/

2016-2016 Designing For Safety.Pdf, Department Of Interior Architecture, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

Commercial Studio 6 students interacted with Larry Christopher, Brasfield & Gorrie Construction.  Mr. Christopher stressed the importance of designing for safety and that it was an important current issue in the built environment. He discussed typical project procedure for risk assessment and safety. He explained that it is a daily activity not just a one-time procedure.  Another topic discussed was acoustics.  Mr. Christopher described techniques for achieving acoustic privacy in con2015-2015 Studio Rome Kick-Offstruction, design and in material and finish specification.  He provided lessons learned from his experiences.  Students asked him questions regarding their children’s clinic and his experiences in …

2016-Gatton College Of Pharmacy Dean Named Outstanding Dean By National Organization, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY Dr. Larry Calhoun, founding dean of the Bill Gatton College of Pharmacy at East Tennessee State University, is the recipient of a prestigious national honor from the American Pharmacists Association (APhA).

Calhoun has received the 2016 APhA Academy of Student Pharmacists Outstanding Dean Award, which was was established in 2004 by the APhA to recognize a school or college of pharmacy dean who has made significant contributions to the APhA-ASP chapter and promoted the welfare of student pharmacists through various activities.

Loren Kirk, a fourth-year pharmacy student at ETSU and 2014-15 Speaker of the House for the APhA-ASP, …

2016-Etsu Gatton College Of Pharmacy National Champions For Second Time, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY For the second time in school history, the Gatton College of Pharmacy at East Tennessee State University was named the national champion of the American College of Clinical Pharmacy (ACCP)s Clinical Pharmacy Challenge.

The Clinical Pharmacy Challenge is a unique pharmacy student team competition that draws participation from institutions across the country. The online competition gave 112 teams the opportunity to compete in up to four rounds of competition in Hollywood, Florida, where they answered questions about everything from cardiovascular disorders and critical care to immunology and palliative care.

After successfully making its way to Hollywood and defeating …

Personas: A Strategy For More Inclusive And Usable Reproductive Health Tracking Technologies, Anna R. Paul

Dissertations, Master's Theses and Master's Reports

In this report, I argue for the inclusion of personas in the development process of technologies that are designed to allow users to collect and track their health information. Personas provide a profile of a user and their needs, goals, and contexts. This tool can help designers to better understand their users, in order to create better, more usable end products. I examine one particular self-tracking technology, smartphone applications that allow users to record information about their menstrual cycles. Many of the most popular period tracking applications available today only meet the needs of a narrow user group, resulting in …

Marketing Research For Mission-Based Thrift Suggests Relationship Marketing Strategy, Jon M. Martin

AMTP Proceedings 2016

In order to alleviate the risks associated with a lack of objective marketing research data and to apply marketing research in a unique niche, the author, in collaboration with a local mission-based thrift (“Thrift XYZ”), conducts marketing research regarding the motivations and preferences of shoppers and donators for one primary thrift location in North Carolina as a gratis community service. The findings are that XYZ’s shoppers and donators routinely and regularly shop and donate (respectively) with XYZ and that the nature of this target market is ideal for developing and applying a relationship marketing strategy with each/both groups.

Determining The Influence Of Electronic Messages On Consumer Behavior Based On Perceived Source Trust And Credibility, Mackenzie Sawyer, Nick Sellers, Rhett Coleman, Jaejin Lee

AMTP Proceedings 2016

With the growing presence of the internet, it is difficult for consumers to separate valuable information from useless information, and for marketers to determine what information consumers deem valuable. This paper aims to discover which message source - Corporate, Social, or Independent - is most trustworthy in the eyes of consumers. Corporate sources include paid platforms such as the company’s website and social media channels managed by the company, social sources include reviews posted on social media platforms by unpaid users who are not directly associated with the company, and independent sources include reviews from online articles, specialized publications, discussion …

Three Essays On Big Data Analytics, Traditional Marketing Analytics, Knowledge Discovery, And New Product Performance, Zhenning Xu

Open Access Theses & Dissertations

In recent years, companies have become aggressive in investing in Big Data Analytics (BDA) for marketing purposes, particularly new product development. One of the basic features of BDA is its promise in delivering automated recommendations or knowledge. For this reason, companies attempt to ascertain if BDA can improve new product performance beyond what Traditional Marketing Analytics (TMA) can.

The overarching question is whether different combinations (BDA and TMA in different levels) of analytics capabilities are able to generate different kinds of knowledge for Knowledge and Information Fusion that could improve new product performance. The aim of this study is to …

Getting The Green: Understanding The Market For Eco-Friendly Tires, Julia E. Mallinak, Kira L. Sizemore, Nicholas A. Moyer, Pauline G. Gaynesbloom, Kyle R. Costal

Williams Honors College, Honors Research Projects

The Goodyear Tire and Rubber Company has developed a new tire that replaces petroleum with a more sustainable resource: soybean oil. Following an unexpected surge of popularity in the press, Goodyear decided to look into marketing options for this new tire. For this purpose, the research team is testing market reactions to eco-friendly products, reactions to specific tire names, and potential pricing options for the tire.

Previous research indicated multiple areas of concern, including a general skepticism towards “green” terminology, perceptions of low quality in eco-friendly products, and a lack of willingness to purchase eco-friendly products in older generations. The …

An Integrative Framework Of Buyer–Supplier Negative Relationship Quality And Dysfunctional Interfirm Conflict, Melvin Prince, Dayananda Palihawadana, Mark A. P. Davies, Robert Winsor

Marketing & Business Law Faculty Works

Purpose: Problems of relationship quality and interfirm conflict in business-to-business settings are serious concerns that need to be addressed. Thus, the authors have engaged in an extensive review to promote an understanding of these complex issues. This article develops an integrated framework for analyzing wide-ranging relations between individual representatives and patterns of interfirm incompatibility for managerial control.

Methodology/approach: The review involves numerous sources that include articles and monographs. A theoretical framework is constructed to integrate fragmented empirical data. In particular, social identity and commitment-trust theories are mobilized for this framework.

Findings: The review of studies has a substantial consistency with …

Business-To-Business Marketing Perceptions: Customer Knowledge Management And Customer Engagement, Lorraine Marzilli Lomas

Walden Dissertations and Doctoral Studies

Abstract: Business-to-business (B2B) marketing involves several components including the marketing management decision-making process and the buying behaviors of the B2B clientele and the end users. Disregarding customer knowledge management (CKM) and inaccurate analysis of data cost companies billions of dollars per year. The objective of this exploratory single-case study was to develop an in-depth analysis of the problem that some marketing managers have limited knowledge of how to use CKM strategies to improve B2B customer engagement. The dynamic capabilities and technological opportunism theories comprised the study's conceptual framework. Data collection consisted of participant observations, member checking, and semistructured interviews with …

Marketing Strategies Restaurant Leaders Use To Develop Their Customer Base, Carrie Weinreich

Walden Dissertations and Doctoral Studies

Surviving past the first year of operation is a growing concern for independent, full-service restaurants. Some restaurant leaders lack the marketing strategies necessary to develop a loyal customer base and survive beyond the first year of operation. The purpose of this multiple case study was to explore the marketing strategies that independent, family-oriented, full-service restaurant leaders located in the Pittsburgh, PA, metro area in business for at least 5 years have used to develop their customer base during the first year of operation. This study was guided by the 7Ps of marketing theory, which emphasizes how people, including customers and …

Strategies Technology Development Marketing Leaders Used To Commercialize A New Product Innovation, Roxie Mooney

Walden Dissertations and Doctoral Studies

Strategies for commercialization of a new product innovation are critical for gaining a sustainable level of customer acceptance and financial performance. The purpose of this single case study was to explore the commercialization strategies used by 5 technology development marketing leaders from a healthcare company in Washington state. The conceptual framework for this study was commercialization of innovation theory (CoI). The data were collected through semistructured interviews and company documentation, and analyzed using Yin's 5-step data analysis process for case studies to identify and code themes. Analysis of data generated 3 major themes: strategies implemented during the prelaunch phase, strategies …

Strategies For Real Estate Professionals To Compete With Internet Organizations, Jennifer Dorwart

Walden Dissertations and Doctoral Studies

There has been slow growth among traditional residential real estate organization managers to communicate among the real estate industry successful e-commerce strategies. Grounded in diffusion of innovation theory, the purpose of this descriptive case study was to explore strategies traditional residential real estate managers use to compete with e-commerce real estate managers. The study population comprised traditional real estate office managers in western Nebraska who had at least 5 years' experience in developing successful e-commerce strategies and had sold a home in the past 5 years. I conducted a thematic analysis on the data collected via semistructured interviews and company …

Panel 2: Native Advertising, Ellen Goodman, Rick Kurnit, Shelly Paioff, Jeremy Sheff, Po Yi, Felix Wu

Cardozo Arts & Entertainment Law Journal

No abstract provided.

Panel 1: False Advertising, Ashima Dayal, Jeffrey Greenbaum, Jen Lavie, Rebecca Tushnet, Brett Frischmann

Cardozo Arts & Entertainment Law Journal

No abstract provided.

Peer Guides Deliver Popcorn And More At The University Of Nebraska-Lincoln, Joan Barnes

University of Nebraska-Lincoln Libraries: Faculty Publications

In recent years, one of our key strategic goals at the University of Nebraska-Lincoln (UNL; http://libraries.unl.edu) has been to transform into a more student-centered library by creating a more inviting and comfortable environment for study, collaboration, and academic programming. To accomplish this goal, we needed feedback from students, which meant we had to develop formal, and informal, ways to engage , them. As a member of the User Experience and Student Success Team, in August 2014, I was given the responsibility of coordinating a new initiative called the Peer Guide Program. The plan was that I'd hire undergraduate students to …

The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala

College of Journalism and Mass Communications: Faculty Publications

We live in an empowered age with empowered consumers. Technology has become a slingshot enabling each of us consumers to defeat Goliath, the big companies and marketers. Consumers have god-like power, able to see, hear, discover, and uncover almost anything through all of the devices available today. Digitization, globalization and demographic shifts are requiring us to replace old models of thinking about communication and advertising. The chapter introduces new models of thinking about about the future of advertising, guided by a few fundamental principles: delivering utilities and services, as opposed to a message; reaggregating audiences, as opposed to segmenting them; …

Marketing Strategies Used By Franchise Small Businesses To Retain Customers, Hilda Jordan Arline

Walden Dissertations and Doctoral Studies

Franchised small businesses will not survive their first 5 years if they cannot implement marketing strategies that appeal to their customers. The purpose of this multiple case study was to explore the marketing strategies that successful franchise small business leaders used to retain customers. The population comprised 4 business leaders at franchise small businesses in North Carolina. Competitive advantage theory and blue ocean theory grounded this study. Data were collected using semistructured face-to-face interviews and review of company marketing materials. Data were thematically analyzed, and 6 themes emerged: personalization of customer service, market segmentation, innovative advertising, networking, brand identity, and …