Literature list Theories of Marketing fall 2022 – these are all covered in the summary
Topic 1: Overview of development in marketing thinking
Marketing origins
- Narver&Slater (1990), The effect of a market orientation on business profitability,
journal of marketing, October 1990
- Slater and Narver (1998) Customer-led and market-oriented, let’s not confuse the
two, strategic management journal, 19, p1001–1006
Current developments in marketing thinking
- Achrol &Kotler (2012), Frontiers of the marketing paradigm in the third millennium,
Journal of the Academy Marketing Science, vol 40:35–52
- Homburg, Jozić&Kuehnl (2017), Customer experience management: toward
implementing an evolving marketing concept, Journal of the Academy of Marketing
Science, 45, p377–401
Topic 2: Consumer Insights & motivations
Consumer insights & value
- Laughlin, P. (2014), Holistic customer insight as an engine of growth, Journal of
Direct, Data and Digital Marketing Practice, 16(2), 75-79.
- Van den Driest, F., Sthanunathan, S., & Weed, K. (2016). Building an insights engine.
Harvard business review, 94(9), 64-74.
Means-end chains in marketing
- Pai, P., & Arnott D.C. (2013), User adoption of social networking sites: Eliciting uses
and gratifications through a means–end approach, Computers in Human Behavior,
29 (3), 1039-1053.
- Magids, S., Zorfas, A., & Leemon, D. (2015), The new science of customer emotions,
Harvard Business Review, 93(11), 66-76.
Topic 3: Value equity & innovation
Value perception & delivery
- Almquist, Senior and Bloch (2016), The Elements of Value Measuring—and
delivering—what consumers really want, Harvard Business Review, September, 47-
53
- Day (2011), Closing the Marketing Capabilities Gap, Journal of Marketing, Vol. 75
(July), 183–195
- Lemon,Rust& Zeithaml (2001). What drives customer equity? Marketing
Management 10 (1), p20
Value innovation
- Kim & Mauborgne (2005), Blue Ocean Strategy: FROM THEORY TO PRACTICE.
California Management Review, 47 (3), 105-121.
- Burke,Stel&Thurik (2010), Blue Ocean vs. Five Forces, Harvard business review, may
2010 (1 page).
To understand blue oceans better, take a look at the video materials for week 3 and/or the
following publications (not mandatory for the exam):
- Kim & Mauborgne (2015), (Links to an external site.) Red Ocean Traps The mental
models that undermine market-creating strategies, Harvard business review,
Vol.93(3), pp. 68-73
, - Kim& Mauborgne (2004) (Links to an external site.), Blue ocean strategy, Harvard
Business Review 82 (10): 76-84.
Topic 4: Consumer behavior
Conceptual overview of behavior modification in marketing
- Nord, W. R., & Peter, J. P. (1980). A behavior modification perspective on marketing.
Journal of Marketing, 44(2), 36-47.
- Wells, V.K. (2014), Behavioural psychology, marketing and consumer behaviour: a
literature review and future research agenda, Journal of Marketing Management, 30
(11-12), 1119-1158.
Contemporary applications of behavioral theories in marketing
- Gelbrich, K., Gäthke, J., & Hübner A. (2017), Rewarding customers who keep a
product: How reinforcement affects customers' product return decision in online
retailing, Psychology & Marketing, 34, 853–867.
- Chen, Y., Wang, Q., & Xie, J. (2011). Online social interactions: A natural experiment
on word of mouth versus observational learning. Journal of marketing research,
48(2), 238-254.
Topic 5: Brand & relationship equity
Brand equity
- Dwivedi, Merrilees&Sweeney (2010), Brand extension feedback effects: a holistic
framework, Journal of Brand Management,17, 328 – 342.
- Hsu, L., Fournier, S., & Srinivasan, S. (2016). Brand architecture strategy and firm
value: how leveraging, separating, and distancing the corporate brand affects risk
and returns. Journal of the Academy of Marketing Science, 44(2), 261–280.
Relationship equity and customer equity
- Watson, Beck, Henderson & Palmatier (2015), Building, measuring, and profiting
from customer loyalty Building, Journal of the Academy of Marketing Science,
Vol.43(6), pp.790-825
- Hsieh, Chiu& Chiang (2005), maintaining a committed online customer: A study
across search-experience-credence products, Journal of Retailing, Vol.81(1), pp.75-
82
- Silveira, C., Oliveira, M. and Luce, F. (2017), Comparing alternative approaches to
estimate customer equity, Marketing Intelligence & Planning, Vol. 35 No. 5, pp. 611-
625.
,Topic 1
(Empirical paper – it has original data, tested data, measurements, effects, small idea but proven if
it works in real life
Conceptual paper – takes existing information, it’s a larger paper, „given the data that we have, and
the developments, we look at them differently” – giving a new perspective – big ideas, but they are
not tested and thus not proven)
Developments in marketing thinking
Market Orientation (Perusall 0)
Narver&Slater (1990). The effect of a market orientation on business profitability, journal of
marketing, October 1990
• What is the core of this definition and how is it related to marketing and the marketing
concept?
• Why is it important to measure this concept?
• Can you explain why some companies benefit more from (investments in) Market
Orientation than others?
What is marketing?
/Brainstorming: What is marketing?
- Marketing activities – bridiging the organization (product) with the consumer – create
engagement • Functions & processes/activities to deliver “customer value”
- Usually marketing is
associated with branding
and communication
- Positioning – core (but in
terms of numbers not that
significant)
Functions & processes/activities to
deliver “customer value”
Business philosophy – way to
approach the market
• A business philosophy -> a way to approach the market
History of marketing as a business philosophy
PRODUCTION
In the 1900 years – mass production – bringing products to the market
Exploitation of technical capabilities
Origins of marketing is all about distribution – how to get products to consumers
SELLING
The environment has changed, because of the production concept. All companies started producing
for cheaper, creating competition
How to sell a product? How to convince consumers that your product is better than the
competitons’?
, Promoting the consumption of products that an organization can make – persuading people that
what the organization can produce is what they need
MARKETING – THE MARKETING CONCEPT
Identifying wants and needs and matching these to organizations’ resources
Let’s listen first, and then produce what people want and need – starting from the demand side
rather than the supply side
Marketing definitions AMA
1985: Marketing is the process of planning and executing conception, pricing, promotion and
distribution of goods, ideas and services to create exchanges that satisfy individual and
organizational goals.
2012: Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society at
large.
Transaction and Relation and
product driven value driven
Metric: market Metric: wallet
share share
share of wallet – how much money a consumer spends on your product/service in terms of his
overall spending in the category – about brand loyalty, how can a brand focus on sub-groups
- from mass targeting to niche, sub-group targeting
The marketing
- system
Relation and value driven means that you have to understand your market
The marketing system
suppliers distributors
suppliers organisation distributors
suppliers distributors
Needs
Wants
Value
7
Two main marketing decisions
1. Segmentation – understanding consumers (Consumer behavior)
2. Value differentiation – creating customer value (Marketing strategy)
Market orientation (Narver&Slater 1990 – empirical paper)
“Market orientation is crucial for sustainable superior customer value”
3 dimensions, based on which we can measure how market oriented a company is
- Customer orientation
- Competitor orientation
- Interfunctional coordination – all functions within a company are alligned with the thinking
(Interfunctional coordination means that the whole company, every department has to know about
the customer and competitor information – so that everyone is allign with the strategy – for
example: the HR department also have to know these, so that they can hire such people, etc)
