The Shape of Marketing Research in 2021

Micu, Anca C.; Dedeker, Kim; Lewis, Ian; Moran, Robert A.; Netzer, Oded; Plummer, Joseph T.; Rubinson, Joel

doi:10.2501/jar-51-1-213-221

Cited by 20 publications

(14 citation statements)

References 14 publications

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“…Manufacturers and conveyers of goods and services maintain viable businesses bycompeting for the attention of consumers through marketing and promotion that emphasizes some benefit of using one company's products versus another (Petty et al, 1983;de Mooij and Hodstede 2010;Micu et al, 2011). For many sports and recreational activities, the potential rewards of brand selection are often associated with athletic achievements based on improving skills that result in greater accuracy, speed, distance, and scores (Carlson et al, 2009).…”

Section: Introductionmentioning

confidence: 99%

Perceptions of recreational fisheries conservation within the fishing industry: Knowledge gaps and learning opportunities identified at east coast trade shows in the United States

2017

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The recreational angling community is comprised of diverse stakeholders, including the trade sector responsible for the manufacturing, distribution, and sales of tackle, boats, and clothing, angler-based travel, revenue-generating popular media, and angling services. Through marketing and promotion, fishing companiescompete for customers by convincing anglers as to what success means when they go fishing. If the angling trade can influence the social norms in the recreational angling community, then this could hold true for norms related to the conservation of recreationally targeted fishes and their habitats. We questioned whether individuals working within the fishing trade are adequately informed about best practices for recreational fisheries conservation, since these perceptions could, in turn, influence the values portrayed in the marketing and promotion of fishing. For this study we surveyed fishing trade employees during five industry and consumer shows to evaluate theirperceptionsaboutrecreational fisheries conservation and where they believe their consumers learn about these issues. Across events,respondents believed that commercial fishing and habitat loss were the greatest threats to recreational fisheries. Specific to the angling event, physical injury when handling (e.g., during hook removal) and duration of the fight were selected as having the greatest impacts on fish, with between 74-91% of respondents indicating that they felt impacts were species-specific. Respondents believed that their customers received information on best practices and conservation predominantly from peer-to-peer interactions, social media, and fishing magazines. They also indicated that one of the primary roles of the angling trade when it comes to recreational fisheries conservation is to convey best practices in marketing and promotion. Overall, the trade sector appears to be an important mechanism for reaching anglers,yet more work is needed to ensure that the conservation information they share is consistent with sciencebased best practice.

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Section: Introductionmentioning

confidence: 99%

Perceptions of recreational fisheries conservation within the fishing industry: Knowledge gaps and learning opportunities identified at east coast trade shows in the United States

2017

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“…One of the biggest changes effected by the development of Web 2.0 technologies is the development of a 'river' of information (Micu, Dedeker, Lewis, Moran, Netzer & Plummer, 2011;Day, 2011;Klingberg, 2009) where businesses and individuals promote their products, services, opinions, reviews and blogs, creating a wealth of information. It is arguable that some of the skills necessary in future marketing experts will be developing the expertise to pick out the useful information that exists online.…”

Section: Addressing Industry Needsmentioning

confidence: 99%

“…It is arguable that some of the skills necessary in future marketing experts will be developing the expertise to pick out the useful information that exists online. Micu et al (2011) note that while around 80% of marketing issues are currently tackled by undertaking marketing research, in the future, the most advanced companies will have developed the technology and the people to 'fish the river' of information that exists (Micu et al,p.215). As Valos, Ewing & Powell comment (2010, p.363), "More decisions will be based on data-driven extrapolations and statistical heuristics than on conjecture, opinion and 'gut-feel' ".…”

Section: Addressing Industry Needsmentioning

confidence: 99%

The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries

Royle

Laing

2014

International Journal of Information Management

193

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“…Misalnya, seringkali pemasar bereksperimen melalui uji ide-ide baru di Facebook, sehingga bisa mengumpulkan umpan balik lebih cepat dan lebih banyak, daripada memilih untuk melakukan kelompok diskusi FGD (Brynjolfsson & Schrage, 2009) atau pendekatan risettradisional lainnya (Mulhern, 2009) ). Perubahan terbesar yang telah dipengaruhi oleh pesatnya perkembangan teknologi Web2.0 adalah munculnya media sosial yang memungkinkan terciptanya "sungai" informasi (Day, 2011;Klingberg, 2009;Micu et al, 2011) di mana organisasi bisnis ataupun individu bisa mempromosikan produk, layanan, opini, ulasan serta blog, sehingga memungkinkan terciptanya banyak aliran informasi. Micu (2011) mencatat bahwa sekitar 80% dari masalah komunikasi pemasaran saat ini ditangani dengan melakukan riset pemasaran.Kedepan, perusahaan paling maju adalah perusahaan yang mampu mengembangkan teknologi dan SDM untuk menangkap aliran "sungai" informasi (Micu, 2011, hlm.…”

Section: Peran Media Sosial Pada Komunikasi Kreatifunclassified

Perspektif Komunikasi Kreatif Di Era Digital Oleh Stakeholder Ilmu Komunikasi Udinus

Satriya

2019

wacana

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Dominasi Teknologi Informasi dan Komunikasi, telah membuka lembaran baru dimana masyarakat bisa memperoleh informasi secara mandiri. Sekat-sekat informasi dengan sendirinya menghilang oleh inisiatif kuat individu yang ingin mengetahui lebih jauh apa yang terjadi sekitarnya. Era yang penuh akan muatan nilai-nilai ide, konsep, kreativitas, dan inovasi ini membutuhkan kompetensi unik, spesifik, dan menarik yang harus dimiliki sarjana ilmu komunikasi dalam berkompetisi. Keberadaan media sosial semakin memperkuat peran kreatifitas bagi perusahaan untuk bisa menjangkau khalayak milenial secara terintegrasi dan interaktif melalui strategi komunikasi pemasaran.Penelitian kualitatif ini mengeksplorasi lebih jauh implementasi yang efektif dari pengembangan berkelanjutan komunikasi kreatif. Menggunakan wawancara semi-terstruktur dan diskusi kelompok terarah (FGD), mengidentifikasi persepsi stakeholder dalam memastikan pengembangan berkelanjutan komunikasi kreatif di era digital pada program studi ilmu komunikasi UDINUS. Secara khusus penelitian ini telah menyelesaikan permasalahan penelitian yaitu Bagaimana stakeholder industri komunikasi mempersepsikan, mengalami dan mempraktikkan Komunikasi kreatif di era digital.

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The Shape of Marketing Research in 2021

Cited by 20 publications

References 14 publications

Perceptions of recreational fisheries conservation within the fishing industry: Knowledge gaps and learning opportunities identified at east coast trade shows in the United States

Perceptions of recreational fisheries conservation within the fishing industry: Knowledge gaps and learning opportunities identified at east coast trade shows in the United States

The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries

Perspektif Komunikasi Kreatif Di Era Digital Oleh Stakeholder Ilmu Komunikasi Udinus

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