Theories of marketing: Marketing theory, how markets...

 

This article discusses postmodernism, and its effect on marketing. Postmodernism is a rebellion against rationality and uniformity: whereas modernism believes in a single universal reality, and exalts ...

The existence of the academician-practitioner gap is readily acknowledged and widely discussed in the marketing/advertising literature. This paper analyses key writings on the nature of the academicia ...

This paper describes the practical and theoretical implications for marketing research practitioners of a disruptive new, emerging collection of models of mass behaviour described as 'Herd theory'. Th ...

Thought Leadership is a very successful marketing strategy employed by professional service firms in order to make money from their clients. It works by developing ideas, presented as universally appl ...

The Ehrenberg-Bass Institute, established in March 2006, celebrates the work of two pioneers in marketing science. This article explains why empirical science is necessary for marketing and why market ...

In this introduction to Admap's special report on Brand Growth, Roderick White examines the theories, rules and practice of profitable organic growth. Starting with Ehrenberg's work he discusses theor ...

John Singer, principal of Blue Spoon, argues that traditional consumer-centric models are no longer suitable for marketing, and that a fundamental re-think based on a network-centric approach is calle ...

The design of successful marketing strategies requires knowledge of the competitive market structure as well as the competitive patterns that exist in the market. Only with this prior knowledge can we ...

David Meer, partner in the New York office of management consultancy, Marakon, believes that marketing's current credibility problems stem from the lack of a cogent theory explaining customer buying b ...

Joe Zawadzki, founder of Poindexter Systems, an online and site optimisation agency, argues that the goal in poker (as in marketing) is making good decisions on the basis of imperfect and changing inf ...

This paper utilises the FMCG category in a mature market with sustained equilibrium and a considerable number of well-established products to assess two assumptions: the stability of the system throug ...

Argues that marketers are wrong to believe (as they do) that products in their markets are always getting better. On the contrary, as soon as a product becomes mass-market, it declines in quality and ...

This paper argues that rather than aiming for market share, brands must try and link themselves with popular culture and social change. In order to do, media plans as they normally conceived need to b ...

Argues that the traditional `four P’s’ model of marketing, because it assumes that the marketer is in control of the process, is out of date now that the consumer is in control. An alternative demand- ...

In this article Professor Andrew Ehrenberg, doyen of consumer behaviour research, reflects on 50 years of simple and innovative research that has resulted in many generalisable truths about brand buyi ...

Between 1980 and 1990, radical new thinking emerged about how advertising `works’, yet it failed to take root. The first part of the paper re-visits the key hypotheses and analyses why they were rejec ...

Suggests that the philosophy of Marx, especially his concept of `alienation’, applies to consumers today, as they become more cynical about the aims of commercial and political marketing. Consumers ar ...

The Tipping Point (Gladwell 2000) is the influential bestseller on how hits happen. It is also a book about market research, revealing the three key research initiatives that can unlock the viral pote ...

This paper looks at the most important current theories of how people buy - what we buy, how we choose, and how buying patterns can be formulated. The article covers Ehrenberg's 'rules', the limitati ...

John Dawes pulls the rug on marketing gurus. He argues that many consultants and speakers present an idea as a wonder solution, when it is merely a list of adjectives, a repackaging of old ideas, or a ...

Best Practice looks at the most important current theories of how people buy - what we buy, how we choose, and how buying patterns can be formulated. The article covers Ehrenberg's 'rules', the limit ...

In this insightful analysis, Tasgal argues eloquently that the malaise he believes has afflicted marketing in recent years can be ascribed to 'arithmocracy' - an obsession with measurement derived fro ...

The parallels between Marketing and War are provocative. Just as in modern Warfare where we see shifts to unconventional, low visibility, covert guerrilla operations, so there has been a shift in Mark ...

Some marketers spend a great deal of time, money, and effort trying to define and target a brand's most valuable consumers among current buyers. 'Less valuable' consumers, however, are essential to br ...

What causes brands to grow over time? The article addresses this important question. Measures of market share, market penetration, customer loyalty, and price were gathered in two time periods, five y ...

Throughout the evolution of marketing as a discipline, there have evolved many different schools of thought. This paper is a brief review of four of the more prominent marketing schools of thought: co ...

New brand launches still have a low success rate. This may be due to gaps in theory, rather than faulty testing or development procedures. Ernst & Young (US, 1997) found a 67% failure rate among truly ...

Based on the author's prize-winning paper (see article in Admap March 1991), describes how countries pass or grow through a series of stages in their use and understanding of marketing. The hypothesis ...

This study is designed to test the relationship between the manufacturer's downstream (upstream) market orientation and the manufacturer's business performance, using self-reports and customer (suppli ...

The interactive marketplace changes traditional marketing theory. An argument is made for the development of shared values and reciprocity as a theory base on which to build customer relationships. A ...