Marketing Theory
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Recent papers in Marketing Theory
We offer an efficiency-based approach to derive market partitions and respective benchmarks using Data Envelopment Analysis. Product efficiency is measured as an output to input value from the customer’s perspective. Products offering a... more
In addressing skin this paper seeks to illuminate current research within consumer culture theory. Framing our discussion within a consideration of tattoo culture, we explore the double-sidedness of skin, its ambiguity and ambivalence. In... more
The assumptions Benjamin appropriated are dead on accurate. As uncannily prophetic his assumptions are -- his predictions are off. This comes down to a fundamental misunderstanding of human nature. CLICK ON LINK TO READ THE REVIEW ON... more
Hackley, C. (2010) “Theorizing Advertising: Managerial, Scientific and Cultural Approaches”, Chapter 6 in Pauline MacLaran, Michael Saren, Barbara Stern and Mark Tadajewski (Eds) The Sage Handbook of Marketing Theory, London, Sage, pp.... more
This conceptual paper re-evaluates the concept of niches in tourism markets. As many regions are now attempting to address niche markets in tourism as a development strategy, understanding of the dynamics of niche markets is crucial.... more
Published Date (Yayın Tarihi): 03/06/2017 ÖZ Günümüzde tüketici davranışları ve iş dünyası her geçen gün karmaşık hale gelmektedir. Bu karmaşıklığa bir açıklama getirebilmek, pazarlama çabalarını daha etkin kılmak ve daha hızlı ve doğru... more
This paper reorients the conceptual architecture of marketing theory. It is proposed that marketing is the dynamic force that economists and sociologists seek to explain the centrality of habit in everyday life. Questioning the arguments... more
This is another critique of arguments that call relationship marketing a new paradigm, perspective or fairly recent addition to the marketing toolbox or who claim to have discovered relationships or interaction in the 1960s and 1970s.... more
Purpose: The purpose of this paper is to provide an historical analysis of an important early contribution to the history of marketing thought literature – the six-book series titled The Knack of Selling – which was published in 1913 and... more
The paper takes a detailed look at the segmentation of HNWIs in Japan, with a special focus on the "New Rich". Using a unique form of segmentation of the rich in Japan, which is based on the reach of their social networks, this paper... more
Foundations of Marketing Thought: The Influence of the German Historical School goes beyond the shallow chronicle of textbooks and university courses that has characterized much of the literature dealing with the history of marketing... more
This paper provides an overview of the development and application of focus groups. It rethinks the conventional history associated with this approach in at least four ways. We reinsert a forgotten pioneer of focus groups, Herta Herzog,... more
These are a couple of notes/scribbles for Marketing Theory; hope they help towards your postgraduate studies in Marketing.
this research paper offered a more suitable E- marketing mix for hotels through an exploratory research that ended with proposed research questions that can be investigated in further research papers
World society has been formed as a single interactive network in our time. Universal means of communication are now available to give expression to universal ideas. This essay explores the role of markets and money in the human economy.... more
Consumer behavior theory prior to the Second World War was based on accepted economic theory of the "rational man" model of decision making. The central idea of economics is that people make decisions by weighing costs and benefits in a... more
The aim of this paper is to propose a marketing-oriented definition of the tourist product as well as a classification system of its components based on an extensive review and analysis of tourism marketing literature. Tourist products... more
Psychoanalytic concepts and theory have long served studies of consumption, from exposing unconscious motives to elucidating contemporary consuming desire. Sharing with psychoanalysis an interest in symbolic meanings, anthropological... more
This paper reviews 30 years of interdisciplinary scholarship that deals with marketing history or the history of marketing thought. We have ranged across the humanities and social sciences to review the very best scholarship that these... more
As in all disciplines of social sciences, it is not possible to exclude social and cultural context of different perspectives in marketing science, also. All branches of social science are influenced from social and cultural context while... more
At its most basic, we can understand critical marketing studies as interested in challenging the status quo, that is, it questions the way marketing activities are represented by academics and observers interested in legitimising the role... more
In this paper we acknowledge the politics of marketing pedagogy. Given recent neoliberal developments and the turn against critical perspectives in some quarters, it is proposed that those scholars taking a critical approach to their... more