Future of Marketology (FOM)

Aghazadeh, Hashem

doi:10.1057/978-1-137-54833-7_5

Cited by 1 publication

(1 citation statement)

References 149 publications

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“…Multipledefinitionsdescribethefundamentalconceptofmarketengineering. Aghazadeh(2017) definedmarketengineeringasthestructuredandmethodicalprocessesofanalyzingandrestructuring marketsforthepurposesofmakingthembothefficientandeffectiveinthetermsofperforming transaction exchanges. Weinhart and Gimpel (2007, p. 6) defined marketing engineering as the "processofconsciouslysettinguporre-structuringamarketinordertomakeitaneffectiveand efficientmeansforcarryingoutexchangetransactions."…”

Section: Market Engineeringmentioning

confidence: 99%

The Capability Maturity Model Integrated as a Market Engineering Maturity Model

Doss

Henley

McElreath

et al. 2021

International Journal of Service Science, Management, Engineering, and Technology

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This article examined a variant of the capability maturity model integrated (CMMi) through the lens of market engineering process improvement. The population and sample represented a national array of U.S. marketing organizations. Using ANOVA, a 0.05 significance level, and a stratification of urban marketing organizations versus rural marketing organizations, the study showed three statistically significant differences representing the second (p = 0.00; M = 2.90), fourth (p = 0.01; M = 3.22), and sixth hypotheses (p = 0.04; M = 3.15). The second hypothesis corresponded to the first maturity level (ad hoc, random processes), the fourth hypothesis corresponded to the third maturity level (characterized and expressed processes), and the sixth hypothesis corresponded to the fifth maturity level (optimized processes).

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Section: Market Engineeringmentioning

confidence: 99%