(PDF) The Role of Marketing Research on the Performance of Business
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Mass personalization: Predictive marketing algorithms and the reshaping
In contrast, this paper aims to understand the paradox posed by contemporary mass personalization, i.e. algorithmic processes in which the precise adjustment of prediction to unique individuals involves the computation of massive datasets, compiling the behaviors of very large populations. As noted by Lury and Day, "Personalization is not ...
Personalization in personalized marketing: Trends and ways forward
4.2 Most prolific authors for personalized marketing research. The most prolific authors for personalized marketing research are presented in Table 6 (RQ2). The table indicates that R.T. Rust is the most productive author with eight publications, followed by A. Tuzhilin and M. Wedel with five and four publications, respectively.
Marketing-as-practice: A framework and research agenda for value
In 2004, the American Marketing Association (AMA) introduced a new definition of marketing, according to which the concept refers to "…the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." 1 The fact that value-creating activity is highlighted in the AMA ...
Mapping research in marketing: trends, influential papers and agenda
This study aims to map the conceptual structure and evolution of the recent scientific literature published in marketing journals to identify the areas of interest and potential future research directions.,The 100 most influential marketing academic papers published between 2018 and 2022 were identified and scrutinized through a bibliometric ...
'Masstige' marketing: A review, synthesis and research agenda
Marketing luxury brands to the 'mass market' focusing on middle class, with the goal of creating Mass Prestige (masstige marketing) is a new phenomenon and presents a big opportunity. Though Silverstein and Fiske brought 'masstige' into main stream research through their Harvard Business Review article in 2003, the concept is still in ...
A Framework for Digital Marketing Research: Investigating the Four
SUBMIT PAPER. Journal of Interactive Marketing. Impact Factor: 11.8 / 5-Year Impact Factor: 12.4 . JOURNAL HOMEPAGE ... Implications for Seeding Strategies Journal of Marketing Research 54 2 2017 187-201. Crossref. ... Mass. Google Scholar. Ratchford Brian T. Some Directions for Research in Interactive Marketing Journal of Interactive ...
'Masstige' marketing: A review, synthesis and research agenda
Marketing luxury brands to the 'mass market' focusing on middle class, with the goal of creating Mass Prestige (masstige marketing) is a new phenomenon and presents a big opportunity. ... He has published over 50 research papers in SSCI listed international journals and bestselling case studies with Ivey-Canada & Harvard University. He is ...
A review on customer segmentation methods for personalized ...
Thus, the mass marketing strategy cannot satisfy the needs and expectations of online customers. On the other hand, it is easier to extract knowledge out of the shopping process under the Internet environment. ... Li K, Rollins J, Yan E (2018) Web of science use in published research and review papers 1997-2017: a selective, dynamic, cross ...
Research in marketing strategy
While not by a large margin, research on marketing strategy (as delineated in Fig. 1) comprises the smallest number (less than 6% of all published papers) of the different types of strategic marketing papers coded in our review across the six journals we examine (vs. Tactics, Internal/External Environment, Inputs, and Outputs). However, we also ...
How digital technologies reshape marketing: evidence from a ...
In the Scopus database, the number of articles, conference papers, books, and book chapters containing 'digital transformation' in the title, keywords, and abstract increased from 2 to 3,109 between 2000 and 2021. ... a critical mass of marketing analysts who collectively provide sufficiently deep expertise in analytics as well as ...
A global perspective on the marketing mix across time and space
1. Introduction. According to the American Marketing Association (AMA), the marketing mix (MM) "refers to the combination of controllable marketing variables that the firm uses to pursue the desired level of sales in the target market" (MASB 2021).As such, it is part of, and informed by, the firm's marketing strategy (Varadarajan 2010, p. 120) and implemented by means of concrete actions ...
Social media in marketing research: Theoretical bases, methodological
1 INTRODUCTION. The exponential growth of social media during the last decade has drastically changed the dynamics of firm-customer interactions and transformed the marketing environment in many profound ways.1 For example, marketing communications are shifting from one to many to one to one, as customers are changing from being passive observers to being proactive collaborators, enabled by ...
Twenty years of social media marketing: A systematic review
Over the past decade, as new streams of research (from content marketing to social CRM and innovation management) have started investigating the potential of SMM, the concept of social media adoption, use, and implementation has become more and more complex, requiring more sophisticated and strategic approaches to craft and manage social media ...
Personalization in Personalized Marketing: Trends and Ways Forward
Abstract. In marketing, personalization is the action of designing and producing in ways that. resonate with customer preferences. Content and products that are personalized. according to customer ...
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Explore the latest full-text research PDFs, articles, conference papers, preprints and more on MARKETING RESEARCH. Find methods information, sources, references or conduct a literature review on ...
(PDF) Influencer Marketing: An Exploratory Study to Identify
This paper will undertake a qualitative field study comprising ... marketing mix for new smartphone brands in order to generate positive buzzes on the internet capable of creating mass consumer ...
Mass Media and Marketing Communication Promoting Primary and Secondary
We discussed current research, new research areas, methodologies and theories needed to move the field forward, and critical areas and disciplines for future research. This paper summarizes a discussion about mass media and marketing approaches to cancer prevention and control held by attendees of the Society of Behavioral Medicine (SBM) Cancer ...
Setting the future of digital and social media marketing research
This section synthesizes the existing literature focusing on digital and social media marketing and discusses each theme listed in Table 1 from a review of the extant literature. Studies included in this section were identified using the Scopus database by using the following combination of keywords "Social media", "digital marketing" and "social media marketing".
Profiling consumers who reported mass marketing scams ...
Underreporting issues also extend to survey research on fraud victimization. In 2003, researchers with AARP administered a survey to known victims of fraud and found that 50% of lottery scam victims and 77% of investment fraud victims did not report investing or paying money in any of the relevant questions about investment fraud or a lottery scam (AARP 2003).
Semi-active suspension systems from research to mass-market
The conflicting demand in the design of vehicle suspension is shown in Figure 2.The x-axis represents the root mean square (RMS) value of the dynamic tyre load with respect to the static wheel load.The y-axis represents the RMS value of the weighted body vertical acceleration.The "ride comfort value" consists of a weighted sum made up of the accelerations of the driver's seat, hands, and ...
(PDF) Market Segmentation, Targeting and Positioning
In sum, this chapter explains the three stages of target marketing, including; market segmentation (ii) market targeting and (iii) market positioning. Discover the world's research 25+ million members
To Whom Do Victims of Mass-Market Consumer Fraud Complain?
Abstract. Utilizing data from surveys of mass-market consumer fraud sponsored by the Federal Trade Commission in 2005, 2011, and 2017, this paper explores whether victims of such mass-market consumer frauds complain to anyone beyond their families and friends about being victimized, and if they do complain, to whom they complain.
The Sunday Read: 'What I Saw Working at The National Enquirer During
The Sunday Read: 'What I Saw Working at The National Enquirer During Donald Trump's Rise' Inside the notorious "catch and kill" campaign that now stands at the heart of the former ...
(PDF) Mass Market and the Rise of Consumption
The market as a social mechanism for the exchange of goods and services among individuals and institutions, generally can be subdivided into niche market and mass market. The first one is a ...
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In contrast, this paper aims to understand the paradox posed by contemporary mass personalization, i.e. algorithmic processes in which the precise adjustment of prediction to unique individuals involves the computation of massive datasets, compiling the behaviors of very large populations. As noted by Lury and Day, "Personalization is not ...
4.2 Most prolific authors for personalized marketing research. The most prolific authors for personalized marketing research are presented in Table 6 (RQ2). The table indicates that R.T. Rust is the most productive author with eight publications, followed by A. Tuzhilin and M. Wedel with five and four publications, respectively.
In 2004, the American Marketing Association (AMA) introduced a new definition of marketing, according to which the concept refers to "…the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." 1 The fact that value-creating activity is highlighted in the AMA ...
This study aims to map the conceptual structure and evolution of the recent scientific literature published in marketing journals to identify the areas of interest and potential future research directions.,The 100 most influential marketing academic papers published between 2018 and 2022 were identified and scrutinized through a bibliometric ...
Marketing luxury brands to the 'mass market' focusing on middle class, with the goal of creating Mass Prestige (masstige marketing) is a new phenomenon and presents a big opportunity. Though Silverstein and Fiske brought 'masstige' into main stream research through their Harvard Business Review article in 2003, the concept is still in ...
SUBMIT PAPER. Journal of Interactive Marketing. Impact Factor: 11.8 / 5-Year Impact Factor: 12.4 . JOURNAL HOMEPAGE ... Implications for Seeding Strategies Journal of Marketing Research 54 2 2017 187-201. Crossref. ... Mass. Google Scholar. Ratchford Brian T. Some Directions for Research in Interactive Marketing Journal of Interactive ...
Marketing luxury brands to the 'mass market' focusing on middle class, with the goal of creating Mass Prestige (masstige marketing) is a new phenomenon and presents a big opportunity. ... He has published over 50 research papers in SSCI listed international journals and bestselling case studies with Ivey-Canada & Harvard University. He is ...
Thus, the mass marketing strategy cannot satisfy the needs and expectations of online customers. On the other hand, it is easier to extract knowledge out of the shopping process under the Internet environment. ... Li K, Rollins J, Yan E (2018) Web of science use in published research and review papers 1997-2017: a selective, dynamic, cross ...
While not by a large margin, research on marketing strategy (as delineated in Fig. 1) comprises the smallest number (less than 6% of all published papers) of the different types of strategic marketing papers coded in our review across the six journals we examine (vs. Tactics, Internal/External Environment, Inputs, and Outputs). However, we also ...
In the Scopus database, the number of articles, conference papers, books, and book chapters containing 'digital transformation' in the title, keywords, and abstract increased from 2 to 3,109 between 2000 and 2021. ... a critical mass of marketing analysts who collectively provide sufficiently deep expertise in analytics as well as ...
1. Introduction. According to the American Marketing Association (AMA), the marketing mix (MM) "refers to the combination of controllable marketing variables that the firm uses to pursue the desired level of sales in the target market" (MASB 2021).As such, it is part of, and informed by, the firm's marketing strategy (Varadarajan 2010, p. 120) and implemented by means of concrete actions ...
1 INTRODUCTION. The exponential growth of social media during the last decade has drastically changed the dynamics of firm-customer interactions and transformed the marketing environment in many profound ways.1 For example, marketing communications are shifting from one to many to one to one, as customers are changing from being passive observers to being proactive collaborators, enabled by ...
Over the past decade, as new streams of research (from content marketing to social CRM and innovation management) have started investigating the potential of SMM, the concept of social media adoption, use, and implementation has become more and more complex, requiring more sophisticated and strategic approaches to craft and manage social media ...
Abstract. In marketing, personalization is the action of designing and producing in ways that. resonate with customer preferences. Content and products that are personalized. according to customer ...
Explore the latest full-text research PDFs, articles, conference papers, preprints and more on MARKETING RESEARCH. Find methods information, sources, references or conduct a literature review on ...
This paper will undertake a qualitative field study comprising ... marketing mix for new smartphone brands in order to generate positive buzzes on the internet capable of creating mass consumer ...
We discussed current research, new research areas, methodologies and theories needed to move the field forward, and critical areas and disciplines for future research. This paper summarizes a discussion about mass media and marketing approaches to cancer prevention and control held by attendees of the Society of Behavioral Medicine (SBM) Cancer ...
This section synthesizes the existing literature focusing on digital and social media marketing and discusses each theme listed in Table 1 from a review of the extant literature. Studies included in this section were identified using the Scopus database by using the following combination of keywords "Social media", "digital marketing" and "social media marketing".
Underreporting issues also extend to survey research on fraud victimization. In 2003, researchers with AARP administered a survey to known victims of fraud and found that 50% of lottery scam victims and 77% of investment fraud victims did not report investing or paying money in any of the relevant questions about investment fraud or a lottery scam (AARP 2003).
The conflicting demand in the design of vehicle suspension is shown in Figure 2.The x-axis represents the root mean square (RMS) value of the dynamic tyre load with respect to the static wheel load.The y-axis represents the RMS value of the weighted body vertical acceleration.The "ride comfort value" consists of a weighted sum made up of the accelerations of the driver's seat, hands, and ...
In sum, this chapter explains the three stages of target marketing, including; market segmentation (ii) market targeting and (iii) market positioning. Discover the world's research 25+ million members
Abstract. Utilizing data from surveys of mass-market consumer fraud sponsored by the Federal Trade Commission in 2005, 2011, and 2017, this paper explores whether victims of such mass-market consumer frauds complain to anyone beyond their families and friends about being victimized, and if they do complain, to whom they complain.
The Sunday Read: 'What I Saw Working at The National Enquirer During Donald Trump's Rise' Inside the notorious "catch and kill" campaign that now stands at the heart of the former ...
The market as a social mechanism for the exchange of goods and services among individuals and institutions, generally can be subdivided into niche market and mass market. The first one is a ...