Marketing articles 2014 pdf

He is a past editor of the journal of marketing and chairperson of the american marketing association ama. How to run a successful marketing campaign with usergenerated content. Pdf content marketing evolves to be a powerful marketing tactic in the digital, fast moving. The 21st century has seen the advent of the new economy, thanks to the technology innovation and development. Hatem elgohary birmingham city university business school, birmingham, uk. In 20, the vacation rental service homeaway filed a lawsuit against airbnb alleging that airbnbs birdhouse marketing campaign is a trademark infringement on its own logo, an iconic blue birdhouse. International journal of research in marketing elsevier. Londhe procedia economics and finance 11 2014 335 a 340 maller, 2006. The importance of market research in implementing marketing. Introduction marketing is a matching process, one that pairs the capabilities of a company and the wants of the customers. Global journal of management and business research.

His primary research areas are marketing theory and thought and consumers evaluative reference scales. Marketing management articles management study guide. This paper has defined four factors for targeting an attractive market, i. Numbers in table refer to the following references. I would even argue that marketing needs more introvertspeople who will spend more time listening than talking, reflecting deeply on meaning, and building fewer, deeper relationships. Caroline quamme, nicole maurer, jessica westberry, and enzo landucci changing consumer culture first year seminar. Maynard award for significant contribution to marketing theory and thought, and the amasheth foundation award for longterm contributions.

The most downloaded articles from industrial marketing management in the last 90 days. Marketing activities are concerned with the demand stimulating. Marketing mix, commonly known as the mccarthys 1960 4ps, consists of product, price, place and promotion. Issue 5 2015 annual conference of the emerging markets conference board. Journal of consumer marketing available volumes and issues.

Marketing is art of developing, advertising and distributing goods and services to consumer as well as business. Finally, under armour has recently developed a new marketing campaigned aimed at women, which promotes active lifestyles and a healthy body image among the average young female consumer. Hot on the heels of the release of the 2015 b2b content marketing benchmarks, budgets, and trends study from marketingprofs and content marketing institute, were taking a look back at the most valuable and indispensable content marketing resources of 2014. Willmott 2014 makes specific recommendations for marketers. A survey of the effect of social media marketing on online. Companies spend effort to find the most efficient marketing mix in order to implement a successful marketing strategy.

Within the academic history of marketing, one of the first articles that appeared in the journal of marketing was an article by phillips. Companies in 21st century have to adapt to ever changing environment. Analyzing the effectiveness of marketing strategies in the. Gerber, 2014 report that achieving engagement on large audience platforms like facebook is one of the most important social media marketing goals for consumerfacing. With support from our parent company, blue apron, we introduce gourmez. Though social and digital media are rapidly transforming marketing and new tools emerge daily, in most firms the organization of the function hasnt changed.

Issue 7 2011 the first decade emerging issues of the. Abstractthis paper provides a synthesis and critical assessment of the sustainability marketing literature, from the period 199820, building on a previous assessment from 1971 to 1998. Usage last year, 91% of b2b marketers said they used content marketing. Consumer psychology jcp, journal of marketing jm, and journal of marketing research jmr. Electronic marketing emarketing can be viewed as a new philosophy and a modern business practice involved with the marketing of goods, services, information and ideas via the internet and other electronic means. Issue 2 2012 marketing challenges in serving millennials. Buell and moonsoo choi find out what happens when they also embrace transparency, accentuating the. Latest articles article commentary what is digital possession and how to study it. It does not attempt to serve the generalist in marketing management, but it does strive to appeal to the.

Marketing is designed to bring about desired exchanges with target audiences for the purpose of mutual gain. It details research within major marketing journals and critically assesses this research in relation to the ongoing conversation which focuses on marketings relationship with the natural environment. The purpose of this paper is to undertake case study research investigating the process by which leading companies develop their value propositions. Effective use of marketing technology in eastern europe. Marketing planning, market orientation and business. New research on marketing from harvard business school faculty on issues including advertising, crisis communications, social media, digital marketing techniques and strategy. Marketing mix is a tool used for effective marketing for decades. Most popular articles and research papers of 2014 harvard.

Journal of service science and management, 7, 368376. All journal articles featured in journal of strategic marketing vol 28 issue 4. This paper will be discussing the green marketing and its sustainability as well as the tools and marketing mix of green marketing. Journal of services marketing over the period 199820081. Hatem elgohary birmingham city university business school, birmingham, uk cairo university business school, cairo, egypt email. To understand how marketers are using social media, social media examiner commissioned its sixth annual 2014 social media marketing industry report we set out to uncover the who, what, where, when and why of social media marketing with this report.

A study of the impact of social media on consumers lyfe marketing. Citescore values are based on citation counts in a given year e. Marketing mix for next generation marketing sciencedirect. May 19, 2014 to understand how marketers are using social media, social media examiner commissioned its sixth annual 2014 social media marketing industry report. A look at gender differences and marketing implications. It is wellknown that traditional offline marketing strategies are already widely. The research papers published based on the research conducted out of the course of. David reed fidm journal of direct, data and digital marketing practice volume 16, pages 146 147 2014 cite this article. Most downloaded industrial marketing management articles. Content marketing institutemarketingprofs 93% of b2b marketers use content marketing. These topics were among the ingredients that made up the most popular stories on harvard business school working knowledge in 2014. The paper develops case studies of two companies approaches to developing value propositions in the businesstobusiness b2b and businesstoconsumer b2c sectors within these vertical markets.

Digitization capability and the digitalization of business models in businesstobusiness firms. Associate professor of marketing mercer university atlanta, ga u. Jul 10, 2014 i would even argue that marketing needs more introvertspeople who will spend more time listening than talking, reflecting deeply on meaning, and building fewer, deeper relationships. Companies want to show their offerings in the best light. Articles related to digital marketing, social media, and online word of. Social media marketing north american business press.

A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. Online marketing, also called digital marketing, is the process of using the web and internetconnected services to promote your business and website. There are many aspects of marketing such marketing techniques. Its hard to believe, but 2016 is already a little more than half gone. Volume 26, 2020 vol 25, 2019 vol 24, 2018 vol 23, 2017 vol 22, 2016 vol 21, 2015 vol 20, 2014 vol 19, 20 vol 18, 2012 vol 17, 2011 vol 16, 2010 vol 15, 2009 vol 14, 2008 vol, 2007 vol 12. However, research suggests less than 10 per cent of companies formally develop value propositions. Marketing is the economic process by which goods and services are exchanged between the maker and the user and their values determined in terms of money prices. Issue 2 2016 social media and big data in consumer behaviour. It details research within major marketing journals and critically assesses this research in relation to the ongoing conversation which focuses on marketing s relationship with the natural environment. Vargo is a shidler distinguished professor and professor of marketing at the university of hawaii.

Dec 09, 2014 hot on the heels of the release of the 2015 b2b content marketing benchmarks, budgets, and trends study from marketingprofs and content marketing institute, were taking a look back at the most valuable and indispensable content marketing resources of 2014. Davis 1994 describes there are three elements in e. Marketing planning is probably one of the most widely used and widely understood technologies in marketing. A look at gender differences and marketing implications heather kraft mba student mercer university atlanta, ga u. This article makes two different but related contributions to marketing theory and. Pdf marketing strategy is a construct that lies at the conceptual heart of the. Scholars identify the value proposition as representing the essence of strategy and the firms single most important organizing principle. Lusch is a professor of marketing and muzzy chair in entrepreneurship and innovation in the eller college of management at the university of arizona where he also holds courtesy appointments in sociology and philosophy.

Eckhardt, varala maraj, will odom, massimo airoldi, alessandro caliandro, mike molesworth and alessandro gandini. Marketing mix has been extremely influential in informing the development of both marketing theory and practice 337 b. Internet advertising will make up nearly 25% of the entire advertising market by 2015. Marketing 4 questions you should ask before investing in influencer marketing there are more resources, tools and case studies available than ever to help build a successful campaign.

Content 29 mustread content marketing articles of 2014. In total, 29 articles were published on these topics in the consumer behavior. Shruti p maheshwari assistant professor, shri vaishnav institute of management, indore, mp, india. Why can red shoes improve your effectiveness at work.

December 9, 2014 save hot on the heels of the release of the 2015 b2b content marketing benchmarks, budgets, and trends study from marketingprofs and content marketing institute, were taking a look back at the most valuable and indispensable content marketing resources of 2014. We set out to uncover the who, what, where, when and why of social media marketing with this report. The creation and delivery of unique value to prospective customers and acquire a sustained competitive advantage is of prime importance in marketing. Other than that, the green consumer and branding will be discussed. Thirdparty data used by marketers to target their media is on its way outthat may not be such a bad thing. International journal of management, accounting and economics. Abstract this paper looks at a variety of factors that continue to influence the changing marketplace in regards to gender differences. Airbnb sued by rival homeaway for its birdhouse marketing campaign. Buzz stream gives a run down on how to create a topnotch content promotion plan, ensuring that your stellar content gets the attention it deserves. Manuscriptandsubmissionguidelines marketingmanagementjournal january2010. This report stands to analyze a new product, as well as the marketing strategy that will ensure its success.