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A human-to-human approach to social marketing for sustainability and development
The Sustainable Development Goals are a global blueprint for enhancing the quality of life and prosperity of society and the planet. Social Marketing...
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Case Study: Patagonia—A Human-Centered Approach to Marketing
The case about Patagonia shows a clearly visible human-centered approach to marketing. The company is not only known for its sustainable and...
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The management of marketing talent
There is very little research on talent management in the marketing discipline. This is despite the significant time and effort that firms allocate...
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Consumer responses to human-AI collaboration at organizational frontlines: strategies to escape algorithm aversion in content creation
Although Artificial Intelligence can offer significant business benefits, many consumers have negative perceptions of AI, leading to negative...
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Talent management in marketing: A framework and agenda for future research
Marketing managers and academics are recognizing a widening gap between contemporary demands of markets and the capabilities of the marketing...
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Influencer marketing research: a systematic literature review to identify influencer marketing threats
This study aims to identify and classify the influencer marketing threats mentioned overtly or implicitly in previous studies on brand use and future...
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Map** the marketing analytics landscape: unveiling the diverse proficiencies in marketing and technical know-how among practitioners
Against the backdrop of the resource-based theory (RBT), this research paper aims to analyze if different types of analytics personnel exist in the...
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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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How the metaverse influences marketing and competitive advantage of retailers: predictions and key marketing research priorities
Retail is one of the sectors that Metaverse will strongly implicate. Given the hypothetical convergence of physical and the Metaverse shop**...
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The relationship between the quality of big data marketing analytics and marketing agility of firms: the impact of the decision-making role
Against the backdrop of the resource-based and dynamic capabilities view, this paper examines the impact of technology and information quality on...
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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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Generative AI and Usage in Marketing Classroom
This article examines the role of Generative Artificial Intelligence (GenAI) in the context of marketing education, highlighting its substantial...
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Hey ChatGPT: an examination of ChatGPT prompts in marketing
Marketing is one of the areas where large language models (LLMs) such as ChatGPT have found practical applications. This study examines marketing...
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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 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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Digital marketing of nutraceutical and pharmaceutical supplements: marketing ethics and consumer comfort
The article provides the primary material for scholarly discourse in digital marketing science related to online consumer behavior analysis for...
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The role of marketing in new ventures: How marketing activities should be organized in firms’ infancy
Although marketing activities are vital for new ventures (NVs) to ensure growth and survival, previous research is silent on how to organize them in...
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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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Go-To-Market Methods and Human Capital Aspects
This chapter exemplifies the go-to-market methods as well as scalable business models. From human capital point of view, it discusses the motivation...
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Personalized subject lines in email marketing
In the academic literature, there is a growing stream of publications that address how companies can use insights from behavioral economics in...