Marketing Literature Review

Leonard, Myron

doi:10.1509/jmkg.64.2.109.17997

Cited by 4 publications

(5 citation statements)

References 1 publication

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“…The Journal of Marketing has classified marketing into five broad subject areas (marketing environment, marketing functions, special marketing applications, marketing research, and other topics) (Leonard 2012). Researchers have developed several classification schemes for these subject areas.…”

Section: Subject Areas In Marketingmentioning

confidence: 99%

“…For example, the Institute for Operations Research and the Management Sciences (2014) has classified marketing into 18 subjects (e.g., buyer behavior, industrial marketing, promotion). Journal of Marketing has classified marketing into five broad subject areas (marketing environment, marketing functions, special marketing applications, marketing research, and other topics) (Leonard 2012). For the purpose of this research, eight subject areas from the scheme developed by Cano, Carrillat, and Jaramillo (2004) were used: advertising, channels, consumer behavior, research methods, new product development, pricing, sales, and strategy.…”

Section: Subject Areas In Marketingmentioning

confidence: 99%

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Have We Progressed Marketing Knowledge? A Meta-Meta-Analysis of Effect Sizes in Marketing Research

Eisend

2015

Journal of Marketing

102

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This study measures the value and progress of knowledge that has been produced in marketing research by using meta-analytic effect sizes as a measure of scientific knowledge. The study combines the results of 176 meta-analyses that included data from more than 7,500 primary studies published between 1918 and 2012. The 1,841 meta-analytic effect sizes show that we have developed a considerable body of marketing knowledge, as expressed by a meta-meta-analytic correlation of .24. This medium-sized effect is as strong or even stronger than effects that have been found in compilations of meta-analyses in other, more basic fields of inquiry (e.g., psychology), showing that marketing is a successful academic discipline. In terms of practical significance, the findings indicate a 24 % success rate, which translates to the change in market behavior if we apply the knowledge that has been produced by marketing research. The effect sizes vary across subject areas with pricing showing the strongest effects followed by consumer behavior; methods and new product development show the weakest effects. This finding reveals different degrees of knowledge production and varying benchmarks to assess the contribution of future research outcomes in these subject areas. Marketing knowledge follows a discontinuous model of progress: knowledge has increased over time, but at a decreasing rate, and the research field that is nowadays characterized by fragmentation and specialization has reached a stage of maturity. The findings provide implications for future research in marketing and for the academic community on how to measure, evaluate, and progress knowledge in marketing.

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Section: Subject Areas In Marketingmentioning

confidence: 99%

Section: Subject Areas In Marketingmentioning

confidence: 99%

Have We Progressed Marketing Knowledge? A Meta-Meta-Analysis of Effect Sizes in Marketing Research

Eisend

2015

Journal of Marketing

102

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“…A review (Leonard 2003) of recent contributions to the literature substantiates the observations of Anderson and Coughlan (2002). These include contributions that inform our understanding of the systemic nature and qualities associated with larger channel systems, the role of dual channel structures, marketing channels and logistical functions and their interplay with supply chain processes, the emergence of electronic (e.g., Internet) channels of distribution, the nature, qualities and performance of interfirm relationships, the governance of such relationships, the use of interfirm influence and power, channel performance and the choice of channels by consumers among other topics.…”

Section: Domain Of Interestmentioning

confidence: 99%

The Domain and Scope of Scm's Foundational Disciplines — Insights and Issues to Advance Research

Frankel

Bolumole

Eltantawy

et al. 2008

J of Business Logistics

141

129

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The authors examine and take stock of the changing nature and landscape surrounding supply chain management, and the related disciplines of purchasing, operations management, logistics and marketing channels of distribution. They identify, describe and synthesize the nature of research in those academic disciplines that are identified to be some of the objectives with respect to supply chain management's integration goals. Their examination highlights the considerable evolution and significant advances occurring within and among these disciplines. Additionally, they find this new landscape to provide both insights and issues for scholarship to those attempting to understand the evolving nature of supply chain management and its related fields. Such insights and issues suggest a number of proposals for progress with regard to SCM's future development.

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“…The term "online marketing" has been used synonymously with "e-marketing" and "internet Marketing" (Leonard, 2001). However, in some situations online marketing has been used with a very selective meaning.…”

Section: Introductionmentioning

confidence: 99%

Generating web site traffic: a new model for SMEs

Quinton

Khan

2009

Direct Marketing: An International Journal

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Purpose -Organisations now regard having a web site as mandatory but as more businesses create websites the real challenge lies in driving traffic to a specific web site. Little research attention has been paid to the issues for small and medium enterprises (SMEs) of how to increase traffic to their web site. This paper addresses the issue of web site traffic generation for SMEs which have limited resources to determine how SMEs might make more effective use of search engine marketing (SEM) tools to increase web site traffic. Design/methodology/approach -An investigation of specific SEM tools, including press release distribution and directory submission, that are available to SMEs was conducted. This research paper follows a mixed methods approach incorporating Pearson's product moment correlation conducted on web site traffic and backlinks data as well as qualitative analysis of interview transcripts of three SME organisations and their use of search engine optimisation across different industries. Findings -The findings indicate that a combined use of both press release distribution and directory submission does increase traffic generation to a web site. A tentative model is proposed which requires further testing. Practical implications -This paper demonstrates the synergy that can be created from two easily accessible and low cost SEM tools for SMEs in order to improve web site traffic generation. Originality/value -The value of this research lies in the fact that the tools used in the creation of the model are within the means of small organisations and therefore highly relevant to SMEs.

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Marketing Literature Review

Cited by 4 publications

References 1 publication

Have We Progressed Marketing Knowledge? A Meta-Meta-Analysis of Effect Sizes in Marketing Research

Have We Progressed Marketing Knowledge? A Meta-Meta-Analysis of Effect Sizes in Marketing Research

The Domain and Scope of Scm's Foundational Disciplines — Insights and Issues to Advance Research

Generating web site traffic: a new model for SMEs

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