Search results for "Marketing research"
showing 10 items of 61 documents
Marketing Archetypes: Applying Jungian Psychology to Marketing Research
2016
In the current situation of growing information overload, individuals are gradually becoming less sensitive to traditional marketing communications. For this reason, traditional marketing research models are no longer capable of giving useful insights to management. This calls for new approaches that can grasp the inner meaning of consumer behaviors and evaluate their relevance. To this end, a new multidisciplinary approach is needed to interpret complex behavioral patterns so as to gain deeper and more effective insights into customers and to understand their behavioral patterns. In this paper, following a short introduction to the basic concepts of Jung's analytical psychology and their r…
Marketing and Market Research
2017
In this chapter, the author presents a brief introduction of marketing and market research, and subsequently highlights the contemporary developments that influence current thinking in these areas. By familiarizing marketing academics and practitioners with the state-of-the-art discussions, this chapter aims at improving the knowledge and understanding of marketing and market research, as well as enhancing the rigor of market research applications.
The role of digital channels in industrial marketing communications
2015
Purpose – The purpose of this research is to investigate industrial marketing communications tools and the role of digital channels. The research draws from the literature on industrial marketing communications to examine its goals and intended utilization in industrial firms. Design/methodology/approach – An empirical multiple case study conducted among six industrial firms examines the current state of digital marketing communications (DMC). Findings – The study gleans three research insights. First, although DMC is one of the most important industrial marketing communication tools, firms have not yet used it to its full potential. Second, firms use DMC to enhance customer relationship c…
Evaluating Dance Consumption through the Experiential Value Approach
2018
Purpose – The experiential paradigm has been confirmed as a valuable means to explore and understand people’s consumption of cultural services, thus drawing an increasing interest in the marketing and consumer behavior literature. In this context, consumers’ behavioral decisions are considered not as merely functional but also strongly influenced by emotional dimensions and intrinsic aspects. As consumption of arts is strongly associated with feelings, the experiential approach is a valuable lens for exploring and understanding individuals who consume cultural services. This paper therefore adopts the experiential approach to assess dance as a consumption experience, which is meant to be in…
Entrepreneurial competencies and motivations to enhance marketing innovation in Europe
2017
Global Entrepreneurship Monitor (GEM) country profile variables were analyzed using qualitative comparative analysis (QCA). This analysis identified which combinations of entrepreneurs’ competencies and motivations boost marketing innovation. Marketing innovation contributes to defining and reinforcing competitive advantages, goal setting, and business performance. The findings of this study can help policymakers design strategies to foster regional marketing innovation and economic growth.
The Antecedents of Consumers’ Negative Attitudes Toward SMS Advertising: A Theoretical Framework and Empirical Study
2013
Short message service (SMS) advertising refers to the transmission of advertising via mobile phones in the form of text-based messages (Haghirian, Madlberger, and Tanuskova 2005). Recent marketing research indicates that investigations on consumers’ attitudes toward SMS advertising are limited, and empirical examination of antecedents that negatively influence attitudes toward SMS advertising is even scarcer. As a consequence of this lack of knowledge, current practices of mobile advertising might be ineffective. This research examines irritation, privacy concerns, and intrusiveness perception as main factors that provoke a negative attitude toward SMS advertising. Using structural equation…
Business relationships during project afterlife: antecedents, processes, and outcomes
2015
Purpose – The purpose of this research is to increase understanding of post-project business relationships in service-intensive projects, a topic unexplored to date. This research contributes to the project marketing research focusing on post-project interaction, by building a conceptual research framework capable of illustrating the path from the initiation of a relationship through the project’s afterlife. Design/methodology/approach – A comparative case study is used across four different service-intensive project contexts to highlight the conceptual research framework, derived from the IMP-related interaction research, in practice. Findings – According to the research findings, there a…
Measuring value levers: Experimental and contingent approaches
2014
Abstract This paper compares two alternative methodologies—the experimental–behavioral approach and the contingent approach—for measuring the value that an attribute of a good (product or service) creates for potential customers. In the experimental–behavioral methodology, potential buyers make actual purchase decisions by receiving financial incentives. In the contingent approach, commonplace in marketing research and purchase decisions are hypothetical. A case–control experiment shows that both methodologies discriminate between key and less relevant attributes in purchase decisions, and provide reliable qualitative information on the value of an attribute. Contingent methodologies fail, …
An alternative view of relationship marketing: a framework for ethical analysis
1996
At present, a continuing widespread debate on the moral nature of business is widely recognized. However, it seems that the ethical evaluation of business practices is not very common in the area of relationship marketing. Analyses relationship marketing from the viewpoint of ethical theories. The theories applied are deontology, utilitarianism, virtue ethics, and emotivism. Reviews and analyses studies on relationship marketing issues in order to construct a framework for the ethical analysis of relationship marketing principles. Finally presents a framework for ethical analysis in the form of a constructive solution. Includes a model or code of business ethics for relationship marketers. …
Advertisers' perceptions of search engine marketing
2009
The objective of this study is to examine advertisers' perceptions of search engine marketing. The theoretical part of the study investigates the two aspects of search engine marketing, namely advertising and optimisation. With the use of a qualitative case study conducted with leading search engine marketers and experts in Finland, the paper suggests that search engine marketing is still in its infancy among Finnish companies. Whereas small-sized dot-com companies operating in the Business-to-Business (B2B) sector have been most active in search engine marketing, traditional brick-and-mortars are just starting to set plans for search engine marketing. Finally, the study discusses the impli…