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Managerial marketing and behavioral marketing: when myths about marketing management and consumer behavior lead to a misconception of the discipline
Marketing has become accepted and proven in science and practice over the past decades. Many principles of marketing have become self-evident, but...
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Predicting and optimizing marketing performance in dynamic markets
Our world is turbulent: ecological, social, political, technological, economic, and competitive business environments change constantly. Consumers...
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The Journal of the Academy of Marketing Science at 50: A historical analysis
The Journal of the Academy of Marketing Science (JAMS) is completing 50 years of publication in 2022. This paper attempts to pay homage to this...
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Contours of the marketing literature: Text, context, point-of-view, research horizons, interpretation, and influence in marketing
The marketing literature is the elemental material out of which all of our academic articles are created. It is not possible to conduct an empirical...
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The role of absorptive capacity in the use of digital marketing analytics for effective marketing decisions
According to the literature, companies that use consumer data from digital marketing can have better results than those that do not. However,...
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Key Developments in International Marketing: Influential Contributions and Future Research Directions
We extend Drucker’s axiom regarding marketing’s overarching role and centrality in business to assert that all forms of international business (IB)...
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A general theory of marketing: Conceivable, elusive, or illusive
Hunt et al. (
2022 , in this issue) provide a perspective on the evolution of the marketing discipline spanning five eras, its current state, and... -
The market for private security: a review, research agenda, and marketing strategies for a contested terrain
Security is a fundamental human need, and a nascent industry, which surprisingly, has garnered scant attention hitherto in the marketing and services...
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Out of the fog: fog computing-enabled AI to support smart marketing management
Marketing and consumer research use a variety of data and electronic measurement devices for research, theory-building, and applied decision-making....
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The impact of ambidextrous traditional and contemporary data analytics on marketing innovation
Businesses today operate in a digital transformation era which relates to accumulation of internet-based technologies that reshape how companies...
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Integrating AI-driven marketing analytics techniques into the classroom: pedagogical strategies for enhancing student engagement and future business success
This paper outlines a practical pedagogical framework for integrating AI-driven analytics into marketing education, tailored to equip students for...
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Develo** and renewing marketing as a scientific discipline through reflexive cocreation
Shelby V. Hunt was long interested in codifying and parameterizing the marketing discipline with a distinctive focus on the principles of making...
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The future of digital technologies in marketing: A conceptual framework and an overview
Digital technologies are key to achieving competitive advantage across marketing and retailing contexts. At the same time, marketing managers are...
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Map** sharing economy themes: science map**, topic modeling, and research agenda
Digital and sharing platforms are transforming the business landscape and significantly impacting the global economy. This study provides a...
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Develo** persuasive systems for marketing: the interplay of persuasion techniques, customer traits and persuasive message design
This paper presents a comprehensive review of persuasion techniques and their applications in the context of designing persuasive communication...
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Marketing Technologies (Martechs)
In this chapter, we will introduce some important emerging technologies which can be applied in marketing and can help gaining competitive advantage....
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From homo sapiens to homo superior? Wearable robotics as the platform for transhumanist marketing
This commentary merges perspectives from robotics engineering with marketing to achieve two goals: First, the commentary briefly illustrates how...
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The marketing discipline’s troubled trajectory: The manifesto conversation, candidates for central focus, and prognosis for renewal
Numerous commentators note that marketing is entering its fifth era of evolutionary development as a troubled discipline. Marketing’s troubled...
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Brand activism as a marketing strategy: an integrative framework and research agenda
This paper offers an integrative conceptual framework to posit brand activism (BA) as an organisation-driven phenomenon pertaining to the strategic...
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Predicting Consumer Behavior Based on Big Data of User-Generated Online Content in Retail Marketing
The purpose of this study is to create, using big data from user content in retail marketing, a prediction approach to predicting consumer behavior....
