As the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management ...concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume I is focused on Brand and Consumer. Part I of this volume is dedicated to understanding the concepts and methods of brand sensing and brand equity. It delves into the analytic techniques used to track and profile brand image, and explains the key components of brand equity, how to measure it, and what factors drive it. It provides readers with a comprehensive framework for measuring and understanding brand equity and the tools to pursue its growth.Part II of this volume focuses on understanding consumers through qualitative and quantitative research methods, segmentation, customer satisfaction, customer value management, consumer panels, consumer analytics and big data. The volume covers the analytic tools used to extract insights from consumer transactions, which are becoming increasingly important in today's data-driven world. It also covers the use of consumer analytics and big data specifically within consumer markets.
As the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management ...concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume II, Parts III to V, is dedicated to Product, Advertising, Packaging, Biometrics, Price and Promotion. Part III focuses on the product development process, covering the analytic methods and procedures used to screen ideas, concepts, and products during development, launch, and post-launch.Part IV delves into advertising, packaging, and biometrics. The fundamentals, concepts, and core themes of advertising are covered in a chapter that explains how advertising works and what makes it effective and impactful. The chapter on Advertising Analytics focuses on audience engagement, both behavioural and attitudinal, and the analytic techniques and research processes used to test and track advertising.The chapter on packaging is devoted to the analytics and research techniques employed throughout the stages of packaging development and the chapter on biometrics covers biometric techniques and the relevant technologies, devices, metrics, and applications of these techniques that are useful to practitioners.Finally, Part V deals with price and promotion, covering a variety of pricing research methods and techniques for promotions evaluation. This will help the reader to gain an understanding of the importance and application of pricing and promotions in marketing strategy.
As the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management ...concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume IV is divided into two parts - Retail and Statistics for Marketing Analytics. Retail delves into the various aspects of retail tracking, sales and distribution, retail analytics, and category management.The chapter on retail tracking covers in detail the processes that make up a retail measurement service, including the metrics supported by the service, the key benefits of the service, and how the data is interpreted.The sales and distribution chapter covers five key managerial objectives - building distribution, targeting the right channels and chains, optimizing assortment, securing retailer support, and managing stocks in trade.The retail analytics chapter covers a range of diagnostic analytic tools used to extract insights from disaggregate outlet-level data.Category management offers a framework for retailers to manage their business and for suppliers to understand the dynamics of trade marketing.Statistics for Marketing Analytics covers basic statistics, sampling, and marketing mix modelling. It aims to equip readers with the statistical knowledge and tools necessary to analyse and interpret marketing data. The chapters in this part provide a comprehensive understanding of statistical methods and their applications in marketing analytics, including sampling techniques, probability distributions, hypothesis testing, and regression analysis.
Purpose
Based on theories related to coopetition, the purpose of this paper is to examine the patterns of business-to-business digital referrals inscribed in businesses’ digital content.
...Design/methodology/approach
A complete industry-wise digital data set is formed by extracting digital referrals in all the content pages. The authors outline how digital referrals are strategically used among peer businesses in the peer-to-peer digital network and in the augmented digital network, taking into consideration geographical framing and physical distance.
Findings
The authors reveal how geographical framing and physical distance influence peer-to-peer referral patterns in the digital space. Quite counter-intuitively, businesses are more likely to give digital referrals for peers residing in the same region, as well as for peers located in closer proximity. Further, results from the augmented digital network show that peer businesses in closer proximity exhibit greater strategic similarity in their digital referring strategy.
Research limitations/implications
The findings extend the understanding of business-to-business coopetition to the digital space and suggest that geographical framing and physical distance can induce reciprocated relationships between peers by offering each other digital referrals.
Practical implications
The findings shed light on the formation of a business-to-business digital coopetition strategy using digital referral marketing.
Originality/value
This study highlights the impact of digital referrals in business-to-business relationship management, especially in the digital coopetition context.
With the rise of virtual reality, augmented reality, the internet of things and more, customers are more engaged, more involved, and easier to reach than ever;while being inundated with increasing ...amounts of marketing material. This straightforward guide takes you through these new technologies and shows how to leverage them to reach new markets.
Don’t you (forget about me) Mo, Ce (Jacky); Yu, Ting; de Ruyter, Ko
European journal of marketing,
04/2020, Letnik:
54, Številka:
4
Journal Article
Recenzirano
Odprti dostop
Purpose
To advance research on channel relationship management, this study aims to test for the impacts of a channel member’s perception of exclusion from a supplier’s distribution channel networks ...(i.e. out-of-the-channel-loop perceptions OCLP) on supplier–channel partner relationships. The authors also systematically develop and empirically validate a scale to measure OCLP.
Design/methodology/approach
This paper reports two empirical studies. The first develops a new scale for OCLP, following established approaches. The second tests the hypotheses. Survey data from a sample of channel firms operating in four industries were subjected to partial least squares modelling in the test of the hypothesized main and moderating effects.
Findings
The authors developed the new scale, including eight items, that capture OCLP from both social and economic perspectives. The results also show that OCLP has negative impacts on channel members’ psychological and behavioural outcomes (satisfaction, information sharing, positive word of mouth), after controlling for the effect of perceived unfairness. Channel partner perceived peer support emerges as a boundary condition of the impact; perceived informational support attenuates, whereas emotional support amplifies, the impact of OCLP.
Research limitations/implications
This study suggests new research opportunities for explaining business-to-business marketing relationships using newly conceptualized OCLP.
Practical implications
This study highlights that suppliers must recognize the potential for negative consequences of OCLP and manage these perceptions to minimize the negative implications. For suppliers, this study also offers several tools for managing OCLP.
Originality/value
This study introduces ostracism concepts to marketing channel literature to study a potential detriment to channel relationships. The proposed scale captures channel partners’ sense of exclusion from supplier relationships. It provides initial insights into the direct impacts on channel relational outcomes and associated boundary conditions.
Arc’Teryx is a well-known outdoor gear brand that has gained significant recognition due to the growing trend of outdoor activities. However, with increased brand recognition comes a corresponding ...increase in operational risks. This article aims to analyze specific operational risk cases and suggest solutions based on these risks to maximize expansion efficiency. Research shows that a significant portion of operational risks for Arc’Teryx stem from cross-border trade and the insensitivity of outdoor goods companies towards other countries’ cultures. To minimize these risks, the brand should consider implementing various marketing strategies. Firstly, improving customer education can ensure that customers are well-informed about the brand’s products and values. Secondly, utilizing influencer marketing can help the brand reach a wider audience and increase brand awareness. Thirdly, Arc’Teryx should establish a sustainable corporate culture to demonstrate its commitment to environmental responsibility and social justice. Finally, effective localization can help the brand enhance its cultural sensitivity and adapt to local customs and values more efficiently. By adopting these strategies, Arc’Teryx can reduce the risks associated with expanding its business and enhance its reputation as a socially responsible brand. Recognizing and accepting cultural differences is the key to achieving maximum marketing results.
Der Beitrag skizziert grundlegende Überlegungen für die Förderung nachhaltigen Verbraucherverhaltens durch die Entwicklung entsprechender Marketingstrategien und dient als Arbeitshilfe für die ...Vorbereitung von Marketingstrategien zur Förderung nachhaltigen Konsums. Mit Blick auf die Organisation stellt sich die zentrale Managementaufgabe, Nachhaltigkeitsziele zu integrieren und transparente Changeprozesse zu gestalten. Der Blick auf die Kund*innen erfolgt durch Vorstellung des erweiterten SHIFT-Frameworks von White et al. (2019), das sowohl als konzeptionelle Rahmung einer internen Neukonfiguration als auch als Praxis-Checkliste und Leitfaden für kreative Ansätze Anwendung finden kann.
In this contribution, fundamental considerations for promoting sustainable consumer behaviour through the development of corresponding marketing strategies are outlined. It serves as a practical tool for preparing marketing strategies to encourage sustainable consumption. In terms of organizational perspective, the central management task initially involves integrating sustainability goals and designing transparent change processes. The focus on customers is achieved by introducing the extended SHIFT framework by White et al. (2019), which can be applied as a conceptual framework for internal reconfiguration, as well as a practical checklist and guide for creative approaches.
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