Search
Search Results
-
How within-person research can extend marketing knowledge
Much existing research in marketing examines theory using between-persons research designs, yet draws implications that are based on within-person...
-
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...
-
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**...
-
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...
-
Advancing marketing theory and practice: guidelines for crafting research propositions
Effective research propositions are key to advancing marketing theory and practice. However, our discipline provides little guidance on how to...
-
Marketing on the metaverse: Research opportunities and challenges
The metaverse offers marketers the greatest potential to engage with customers and develop competitive advantages on a new medium since the advent of...
-
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...
-
Marketing at UNSW Sydney: Building Marketing Capability in Australasia
This paper traces the evolution of the marketing discipline within the University of New South Wales (UNSW) Sydney, the home of Australasia’s...
-
Marketing agility in volatile, uncertain, complex and ambiguous (VUCA) contexts: a systematic literature review and future research agenda
Firms increasingly need to be customer-focused and adaptable to changing markets. Marketing agility (MA), a dynamic capability, supports an...
-
Moving forward better marketing for a better world: a path for new research opportunities
The topic of marketing as a source of a “better world” is gaining rising importance in academia and practice. It represents an opportunity to move...
-
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...
-
Digital Marketing Implementation and Practice
In this chapter, we will discuss different elements of digital marketing implementation, including tactics, actions, evaluation, correction and...
-
Marketing Planning and Marketing Research
In this chapter, the reader learns to understand the importance of planning for companies, to apply different planning concepts, to recognize the...
-
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...
-
Political social media marketing: a systematic literature review and agenda for future research
We focus on political marketing and conduct a systematic literature review of journal articles exploring political marketing on social media. The...
-
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...
-
Mindfulness in marketing & consumption: a review & research agenda
Purpose: During the last decade, studies on the theoretical models of mindful marketing and consumption have gained the attention of researchers due...
-
Entrepreneurs' competency, marketing innovation, and enterprise growth: uncovering the mediating role of marketing innovation
Despite their large numbers, the vertical growth of micro, small, and medium enterprises (MSMEs) is not readily apparent, even though they have a...
-
Marketing perspectives on CSR initiatives: Conceptual foundations and an agenda for future research
Corporate social responsibility (CSR) initiatives are value-creating initiatives designed to enhance the social welfare of those whose lives are...
-
Consumer Incivility in Virtual Spaces: Implications for Interactive Marketing Research and Practice
The interactive nature of social media networks (SMNs) has contributed to the emergence of an adverse online phenomenon: consumer incivility, that...