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Review of Marketing Relevant Real Activity Manipulation
This manuscript represents a literature synthesis of REal Activity Manipulation research and practices in marketing with the objective of stimulating...
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ESG Metrics
ESG metrics are performance indicators, mainly of non-financial nature, designed to assess an organization’s commitment to sustainability and...
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Simon Marketing
The marketing area at the University of Rochester’s Simon Business School is and aspires to remain a leading research institute specializing in the...
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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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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...
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Analytics for all marketing majors: sparking interest in the uninterested
Marketing analytics has an impact on the role of every marketer in some way. However, faculty members often face challenges when recruiting students...
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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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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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Modeling the antecedents of multi-generational services adoption behavior of clients across countries: The role of mindset metrics
This study explores the role of clients’ mindset metrics (i.e., satisfaction and sentiment) attributing to the variation in the adoption patterns of...
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Entrepreneurial marketing and business performance in SMEs: the mediating role of competitive aggressiveness
This study examines the interplay between entrepreneurial marketing orientation and business performance among SMEs in the services sector, with a...
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A taxonomy of marketing organizations
A basic step in scientific inquiry entails ordering, classifying, or grou** the phenomena under investigation—that is, develo** a taxonomy. Yet...
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Sustainability Marketing
The market is the arena where companies engage in a dynamic exchange with their customers, seeking to provide value in the form of products and...
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Crypto-marketing: how non-fungible tokens (NFTs) challenge traditional marketing
In this article, we argue that non-fungible tokens (NFTs) challenge established marketing understanding of digital ownership, uniqueness, and value;...
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Beyond text: Marketing strategy in a world turned upside down
Analyzing unstructured text, e.g., online reviews and social media, has already made a major impact, yet a vast array of publicly available,...
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Dynamic interplays between online reviews and marketing promotions
Customer reviews, price discounts, and free ship** are powerful drivers of online purchases. Prior research demonstrates their direct effects on...
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Digital transformation and marketing: a systematic and thematic literature review
This article provides a systematic review of the extensive and fragmented literature focused on Digital Transformation (DT) and marketing by...
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Ready, set, go! Deploying the social listening stoplight activity to teach marketing analytics using qualitative techniques
Analytical skills are in high demand across business sectors and various positions. Therefore, it is pivotal for marketing students to have exposure...
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Visualizing Marketing From Abstract to Intuitive
This book focuses on marketing graphics, figures, and visual artifacts discussed in marketing theory in order to explain and discuss marketing...
