Factors affecting the study of important marketing issues: Implications and recommendations

Kohli, Ajay K.; Haenlein, Michael

doi:10.1016/j.ijresmar.2020.02.009

Cited by 49 publications

(50 citation statements)

References 40 publications

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“…For example, Harter (1992, p. 603) states that “a phenomenon that is relevant changes the matter in some way; it adds information, or decreases information, offers a new perspective, or causes other kinds of cognitive change.” In discourse theory, relevance refers to a linguistic discourse that produces change in knowledge and assumptions (Wilson and Sperber 2004). The impact (or change) view of relevance is also central to Jaworski’s (2011, p. 212) definition of managerial relevance as “the degree to which a specific manager in an organization perceives academic knowledge to aid his or her job-related thoughts or actions in the pursuit of organizational goals.” Relatedly, some authors distinguish relevance from importance (Kohli and Haenlein 2021; Stremersch 2021). They suggest operationalizing importance by the number and status of stakeholders who are likely to change their behavior as well as the magnitude of the expected change (Kohli and Haenlein 2021).…”

Section: The Case For Measuring Relevance To Marketingmentioning

confidence: 99%

“…Given that marketing is an applied discipline, articles published in academic journals should fulfill marketing practitioners’ informational needs and be relevant to marketing practice. However, many articles do not seem to present relevant and important insights and findings that impact business practice (Jaworski 2011; Kohli and Haenlein 2021; Kumar 2017; Stremersch, Winer, and Camacho 2021; Van Heerde et al 2021). Prominent marketing scholars, including the founders of the annual Theory and Practice in Marketing (TPM) conference, have noted that “many observers complain that academia is far removed from addressing substantive problems of industry.…”

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confidence: 99%

“…For years, academic researchers have proposed changing the status quo. For example, they have proposed providing incentives and rewards for scholars to engage in relevant research, focusing less on technical sophistication and more on substantive issues, and improving communications and interactions between academics and practitioners (Kohli and Haenlein 2021; Lehmann, McAlister, and Staelin 2011; Lilien 2011; Reibstein, Day, and Wind 2009; Schmitt 2012; Winer 1999). The editors of the Journal of Marketing ( JM ) recently highlighted specific actions to help infuse real-world perspectives into academic research (Van Heerde et al 2021).…”

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confidence: 99%

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R2M Index 1.0: Assessing the Practical Relevance of Academic Marketing Articles

Jedidi¹,

Schmitt²,

Sliman³

et al. 2021

Journal of Marketing

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Using text-mining we develop version 1.0 of the Relevance to Marketing (R2M) Index, a dynamic index that measures the topical and timely relevance of academic marketing articles to marketing practice. The index assesses topical relevance based on a dictionary of marketing terms derived from 50,000 marketing articles published in practitioner outlets from 1982 to 2019. Timely relevance is based on the prevalence of academic marketing topics in practitioner publications at a given time. We classify topics into four quadrants based on their low/high popularity in academia and practice —“Desert,” “Academic Island,” “Executive Fields,” and “Highlands”— and score academic articles and journals: Journal of Marketing has the highest R2M score followed by Marketing Science, Journal of Marketing Research, and Journal of Consumer Research. The index correlates with practitioner judgments of practical relevance and other relevance measures. Because the index is a work-in-progress, we discuss how to overcome current limitations and suggest correlating the index with citation counts, altmetrics, and readability measures. Marketing practitioners, authors, and journal editors can use the index to assess article relevance, and academic administrators can use it for promotion and tenure decisions. The R2M index is thus not only a measurement instrument but also a tool for change.

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Section: The Case For Measuring Relevance To Marketingmentioning

confidence: 99%

mentioning

confidence: 99%

mentioning

confidence: 99%

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R2M Index 1.0: Assessing the Practical Relevance of Academic Marketing Articles

Jedidi¹,

Schmitt²,

Sliman³

et al. 2021

Journal of Marketing

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show abstract

“…In past, a lot of work has been reported in the area of Quality and Marketing separately. According to Kohli and Haenlein (2020), Marketing is such a subject that rapidly changes from time to time because of emergence of new concepts and technologies, so, there is a need for researches that tackle different issues with an entirely different and creative approach. On the other side, majority work in Quality discipline is on healthcare, higher education institutions (HEIs), construction, manufacturing, automobile, agriculture, pharmaceutical industry and banking sector.…”

Section: Significancementioning

confidence: 99%

Marketing–Quality Interface: An Empirical Analysis of FMCG Customers

Khalil

2021

Cogent Business & Management

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This research intends to study the interface of key concepts of Marketing and Quality in relation to Fast Moving Consumer Goods (FMCG) Customers. Marketing variables i.e. product, price, place and promotion are exogenous variables, quality perception is the endogenous variable whereas Word of Mouth (WOM) is the mediating variable for this study. For achieving the objectives of this research and test the developed hypotheses, a quantitative research strategy has been followed. In order to collect data, on the basis of literature, a questionnaire has been developed by the researcher. This research has significance in terms of its contribution both theoretically and practically as it has developed an instrument for measuring FMCG customers' quality perception. Moreover, a model has also been developed which is statistically validated. Data have been collected from 466 customers from Lahore using Stratified Random Sampling Technique. AMOS has been used for developing structural model and testing of hypotheses. Findings of the research conclude that all marketing variables i.e. price, place and promotion except product has an interface with perceived quality of FMCG customers and these relationships are mediated through WOM.

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“…129-143 menghasilkan sejumlah teori, kerangka kerja, model dan alat pengambilan keputusan. (Kohli & Haenlein, 2020). Misalnya penelitian Howard & Sheth (1970) membahas pemasaran dari sisi membangun teori perilaku pembeli; Parasuraman, Zeithaml, & Berry (1985) mengembangkan teori kualitas layanan; Tuli, Kohli, & Bharadwaj (2007) mengusulkan pandangan baru tentang solusi pelanggan; Srivastava, Shervani, & Fahey, (1998) mengembangkan kerangka kerja yang menghubungkan manajemen aset berbasis pasar dengan nilai pemegang saham; Guadagni & Little (1983) mengembangkan model untuk memprediksi efek tindakan pemasaran pada merek pilihan; dan Rust, Lemon, & Zeithaml (2004) mengembangkan pendekatan berbasis ekuitas pelanggan untuk membandingkan investasi pemasaran.…”

Section: Pemasaranunclassified

Bauran Pemasaran Pada Batik Gendheis Kota Banjar

Miati¹,

Tresna²

2020

adbispreneur

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The company will use a marketing strategy so that the production of goods increases and the company develops rapidly. Marketing strategy is the most important thing to make the company known to the wider community. The Gendheis batik company in the city of Banjar was originally a small company, and the marketing techniques used by entrepreneurs by introducing batik cloth products to government agencies and private agencies in the City of Banjar. Today, Gendheis batik has developed. Based on this, the authors are interested and want to examine the marketing mix that is in the Gendheis batik in Banjar City. The purpose of this study is to find out how the marketing mix of the Gendheis batik in Banjar City. The research method used is descriptive research method with a qualitative approach. The results showed, Product Gendheis batik cloth has a characteristic tanum flower motif, various kinds of batik cloth products patterns and colors in accordance with consumer desires. The price of Gendheis batik cloth is affordable by all groups according to the type of fabric used, Place or distribution is easily accessible to consumers, promotion uses promotion strategies to the public directly and indirectly. In conclusion, the Gendheis batik company is developing rapidly by using marketing strategies with marketing mix techniques, namely batik production that is unique and attractive, competitive product prices, promotions that still use direct techniques to consumers has not been fully adapted to the changing times, where distribution is affordable but not yet precise and not yet strategic. Perusahaan akan menggunakan strategi pemasaran supaya produksi barangnya meningkat dan perusahaan berkembang pesat. Stategi pemasaran merupakan hal paling utama untuk menjadikan perusahaan tersebut dikenal oleh masyarakat luas. Perusahaan batik Gendheis Kota Banjar pada awalnya perusahaan kecil, dan teknik pemasaran yang digunakan pengusaha dengan memperkenalkan produk kain batik kepada instansi pemerintahan maupun instansi swasta yang ada di Kota Banjar. Saat ini batik Gendheis sudah berkembang. Berdasarkan hal tersebut maka penulis tertarik dan ingin meneliti mengenai bauran pemasaran yang ada di batik Gendheis Kota Banjar. Tujuan penelitian ini untuk mengetahui bagaimanakah bauran pemasaran pada batik Gendheis Kota Banjar. Metode penelitian yang digunakan yaitu metode penelitian deskriptif dengan pendekatan kualitatif. Hasil penelitian menunjukkan, Product kain batik Gendheis mempunyai ciri khas motif bunga tanum, produk kain batik berbagai macam corak dan warna sesuai dengan keinginan konsumen. Price kain batik Gendheis terjangkau oleh semua kalangan sesuai dengan jenis kain yang digunakan, Place atau pendistibusian mudah dijangkau oleh konsumen, promotion menggunakan strategi promosi kepada masyarakat secara langsung dan tidak langsung. Kesimpulannya, Perusahaan batik Gendheis berkembang pesat dengan menggunakan stategi pemasaran dengan teknik bauran pemasaran yaitu produksi batik yang unik dan menarik, harga produk yang bersaing, promosi masih menggunakan teknik langsung kepada konsumen belum sepenuhnya disesuaikan dengan perkembangan jaman, tempat pendistribusian yang terjangkau namun belum tepat dan belum strategis.

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Factors affecting the study of important marketing issues: Implications and recommendations

Cited by 49 publications

References 40 publications

R2M Index 1.0: Assessing the Practical Relevance of Academic Marketing Articles

R2M Index 1.0: Assessing the Practical Relevance of Academic Marketing Articles

Marketing–Quality Interface: An Empirical Analysis of FMCG Customers

Bauran Pemasaran Pada Batik Gendheis Kota Banjar

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