Denial at the top table: status attributions and implications for marketing

Senior marketing management is seldom represented on the Board of Directors nowadays, reflecting a deteriorating status of the marketing profession. We examine some of the key reasons for marketing’s demise, and discuss how the status of marketing may be restored by demonstrating the value of marketing to the business community. We attribute marketing’s demise to several related key factors: narrow typecasting, marginalisation and limited involvement in product development, questionable marketing curricula, insensitivity toward environmental change, questionable professional standards and roles, and marketing’s apparent lack of accountability to CEOs. Each of these leads to failure to communicate, create, or deliver value within marketing. We argue that a continued inability to deal with marketing’s crisis of representation will further erode the status of the discipline both academically and professionally

The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers

This study examines the differential effects of the benefits customers receive from a loyalty program (LP) on satisfaction with the LP, trust in the LP, and store loyalty for high- and low-end fashion retailers. With survey data from U.S. LP subscribers, the study tests the relationships using multiple regressions and analysis of covariance. The results show that symbolic benefits are more important for high-end fashion store consumers' satisfaction with the LP; conversely, utilitarian benefits increase consumers' satisfaction with the LP more in low-end fashion retailing, whereas hedonic benefits increase consumers' satisfaction with the LP in both types of retailers. All benefits in both types of retailers affect trust in the LP. Finally, satisfaction with and trust in the LP are important drivers of loyalty to the retailer. The findings have important implications on how managers of high- and low-end fashion retailing can effectively design their LP rewards to maximize loyalty

Los beneficios del CRM móvil para la empresa desde la perspectiva del marketing relacional y el modelo TOE

Firms that achieve to establish reciprocal and successful relationships with their clients can obtain greater profitability in their relationship marketing inversions. This study adopts the TOE model to consider technological factors (technological competence), organizational factors (innovativeness and employee support) and environment factors (customer information management) to define the perceived benefits deriving from mobile CRM. The empirical study was performed with information obtained from 125 firms and analyzed with structural equation modeling. Results suggest that the firm perceives benefits from the m-CRM use if it is technologically competitive, shows propensity to innovativeness, manages customers’ information and has employees’ support. The main contribution is the simultaneous use of the TOE model and the relationship marketing approach to understand, from the Spanish firm perspective, the perception of the management of the relationship with customers through the mobile phone.Las empresas que logran establecer relaciones recíprocas y exitosas con sus clientes pueden obtener mayor rentabilidad de sus inversiones en marketing relacional. Este estudio aplica el modelo TOE para contemplar factores del contexto tecnológico (competencia tecnológica), organizacional (propensión a la innovación y apoyo de los empleados) y del entorno empresarial (gestión de la información de los clientes) para determinar la percepción de los beneficios de la gestión de las relaciones con los clientes a través del móvil (m-CRM). El estudio empírico fue realizado con información proporcionada por directivos de 125 empresas españolas, y fue analizado mediante ecuaciones estructurales. Los resultados sugieren que la empresa percibe beneficios del uso de m-CRM siempre que se considere tecnológicamente competitivo, tienda a la innovación tecnológica, gestione la información de los clientes, y cuente con el apoyo de los empleados. La principal contribución de este estudio es la aplicación conjunta del modelo TOE y el enfoque del marketing relacional para entender, desde la perspectiva de la empresa española, la percepción de los beneficios de la gestión de las relaciones con los clientes a través del teléfono móvilMinistry of Economy and Competitiveness (Spain) for its support of this research through the project ECO2014-53060-

Marketing management (Chicago, Ill.)

v. : ill. ; 28 cm

Journal of Marketing Research Volume L Number 3 June 2013

1. Creating truth-telling incentive with the bayesian truth serum. 2. Subjective knowledge in consumer financial decisions. 3. Bonuses versus commissions: A field study. 4. Judging the book by its cover? How consumers decode conspicuous consumption cues in buyer-seller relationships. 5. Fusing aggregate and disaggregate data with an application to multiplatform media consumption. 6. Putting brands int their place: How a lack of control keeps brands contained. 7. Marketing channels in foreign markets: Control mechanisms and the moderating role of multinational corporation headquarters-subsidiary relationship. 8. The impact of brand rating dispersion on firm value. 9. How variety-seeking versus inertial tendency influences the effectiveness of immediate versus delayed promotions

Journal of Marketing Research : Volume XLIX Number 6 December 2012

1. Introduction to the special section on "Marketing Dynamics". 2. Repositioning dynamics and pricing strategy. 3. Advertising and consumer awereness of new, differentiated products. 4. Discovering how advertising grows sales and builds brands. 5. New drug diffusion when forward-looking physicians learn from patient feedback and detailing. 6. Determining consumers\u27 discount rates with field studies. 7. Dynamic brand satiation. 8. Visual influence and social groups. 9. When guilt begets pleasure: THe positive effect of a negative emotion. 10. When talk is "free": The effect of tarriff structure on usage under two- and three-part tarrifs. 11. The best of both worlds? Effects of attribute-included goal conflict on consumption of healthful indulgences. 12. Willingness to pay for cause-related marketing: The impact of donation amount and moderating effects. 13. Guilt versus shame: Coping, fluency, and framing in the effectiveness of responsible drinking messages. 14. How attribut quantity influences option choice. 15. It\u27s not whether you win or lose, it\u27s how you play the game? The role of process and outcome in experience consumption. 16. more than fit: brand extension authenticity. 17. Influence of warm versus cool temperatures on consumer choice: A resource depletion account. 18. The "Response-to-failure" scale: Prediting behavior following initial self-control failure

Journal of Marketing Research Volume L Number 4 August 2013

1. On brands and word of mouth. 2. Deconstructing the "first moment of truth": understanding unplanned consideration and purchase conversion using in-store video tracking. 3. Temporal contiguity and negativity bias in the impact of online word of mouth. 4. Look at me! Look at me! Conspicuous brand usage, self-brand connection, and dilution. 5. Advertising in a competitive market: the role of product standars, cunsumer learning, and switching cost. 6. Comparing apples to apples or apples to oranges: the role of mental representation in choice difficulty. 7. Comparing the relative effectiveness of advertising channel: a case study of a multimedia blitz campaign. 8. Consumer behavior in "equilibrium": how expericencing physical balance increases compromise choice. 9. Mental representasion and perceived similarity: how abstract mindset aids choice from large assortments

Journal of Marketing Research Volume LI Number 6 December 2014

1. Introduction to the special issue on theory and practice in marketing. 2. Positioning brands against large competitors to increase sales. 3. Private label imitation of a national brand: Implications for consumer choice and law. 4. Employee-based brand equity: why firms with strong brands pay their executives less. 5. Assessing the total financial performance impact of brand equity with limited time-series data. 6. Product customization via starting solutions. 7. Managing costumer profits: the power of habits. 8. The economic and cognitive cost of annoying display advertisements. 9. Take turns or march in sync? the impact of the national brand promotion calendar on manufacturer and retailer performance. 10. Surcharges plus unhealthy labels reduce demand for unhealthy menu items. 11. Contingent match incentives increase donations. 12. Index, volume LI. 201