Marketing: Marketing Topics - selected Readings

Consumers and consumer behavior

• Are Men More Rational than Women when Purchasing Cars? A Comparison of Cultural Influences on Product Judgment in Brazil and the United States of America.
• Cooking up a recipe for self-control: the three ingredients of self-control and its impact on impulse buying.

Marketing research

• Designing web surveys in marketing research: does use of forced answering affect completion rates?
• Measuring soft-sell versus hard-sell advertising appeals.

• Transformative Marketing: The Next 20 Years.

Market segmentation

• Cross-national segmentation: An application to the NAFTA airline passenger market.

• Performing market segmentation: a performative perspective.

Market targeting

• Designing competitive loyalty programs: How types of program affect customer equity.

• Using metrics to achieve 'steering control' of your marketing actions.

Market differentiation

• Consumer addressability and customized pricing.

• Fairly sold? Adding value with fair trade coffee in cafes.

Market positioning

• A Cross-Cultural Examination of Corporate Social Responsibility Marketing Communications in Mexico and the United States: Strategies for Global Brands.

• Positioning Multicountry Brands: The Impact of Variation in Cultural Values and Competitive Set.

Products

• Cause-related marketing campaigns: Do consumer perceptions and brand motivations matter?

• Eco-labels: A Tool for Green Marketing or Just a Blind Mirror for Consumers.

Promotion (sales promotion)

• An Evaluation of Consumers' Deal-Specific Response to Sales Promotions Based on Their Product Involvement.

• Seeding as Part of the Marketing Mix: Word-of-Mouth Program Interactions for Fast-Moving Consumer Goods.

Distribution (economic theory)

• Assessing changes in the U.S. hardwood sawmill industry with a focus on markets and distribution.

• Windows Live: The long, unhappy life of a misunderstood brand.

Pricing

• Marketing-orientated pricing: Understanding and applying factors that discriminate between successful high and low price strategies.

• Profiling behavioral pricing research in marketing.

• Willingness to Pay for Cause-Related Marketing: The Impact of Donation Amount and Moderating Effects.

International marketing

• Special Issue on the Future of International Marketing: Trends, Developments, and Directions (Journal of International Marketing [March 2018]).

  • Global Customer Engagement.

  • International Market Entry Strategies: Relational, Digital, and Hybrid Approaches.

  • Consumers and Brands Across the Globe: Research Synthesis and New Directions.

Use of technology in marketing

• Technologies That Support Marketing and Market Development in SMEs-Evidence from Social Networks.

• Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing.

Sustainable marketing (green marketing)

• Normalising green behaviours: A new approach to sustainability marketing.

• Sustainability Marketing Commitment: Empirical Insights About Its Drivers at the Corporate and Functional Level of Marketing.