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توضیحات

وبسایت مکاله اقدام به ارائه پروژه ی ساینس دایرکت با فرمت pdf، از انتشارات الزویر برای رشته بازاریابی، و با عنوان بررسی علمی زنجیره ارزش بازاریابی : از تحقیقات علمی بازاریابی به عمل آن ، نموده است. برای آشنایی بیشتر با این مقاله میتوانید ابتدا خلاصه آن را از لینک زیر دانلود نموده و پس از حصول اطمینان و با در دست داشتن کارت عابر بانک (تمامی بانکها) + رمز دوم (رمز اینترنتی) این مقاله را که از سری مجلات جدید و علمی الزویر تهیه شده است، خریداری و بلافاصه دانلود نمایید. 


مشخصات این مقاله :

عنوان مقاله :

From academic research to marketing practice: Exploring the marketing science value chain

ترجمه فارسی عنوان :

بررسی علمی زنجیره ارزش بازاریابی : از تحقیقات علمی بازاریابی به عمل آن

سال انتشار : 2014

متعلق به مجله یا ژورنال : نشریه بین المللی تحقیقات بازاریابی Intern. J. of Research in Marketing

فرمت: PDF

تعداد صفحات: 14

شماره پروژه: 5068

 


چکیده  :

Abstract

We aim to investigate the impact of marketing science articles and tools on the practice of marketing. This impact may be direct (e.g., an academic article may be adapted to solve a practical problem) or indirect (e.g., its contents may be incorporated into practitioners’ tools,which then influencemarketing decisionmaking).Weuse the term “marketing science value chain” to describe these diffusion steps, and surveymarketingmanagers, marketing science intermediaries (practicing marketing analysts), and marketing academics to calibrate the value chain. In our sample, we find that (1) the impact of marketing science is perceived to be largest on decisions such as the management of brands, pricing, new products, product portfolios, and customer/market selection, and (2) tools such as segmentation, survey-based choice models, marketing mix models, and pre-test market models have the largest impact on marketing decisions. Exemplary papers from 1982 to 2003 that achieved dual – academic and practice – impact are Guadagni and Little (1983) and Green and Srinivasan (1990). Overall, our results are encouraging. First, we find that the impact of marketing science has been largest on marketing decision areas that are important to practice. Second, we find moderate alignment between academic impact and practice impact. Third, we identify antecedents of practice impact among dual impact marketing science papers. Fourth, we discover more recent trends and initiatives in the period 2004–2012, such as the increased importance of big data and the rise of digital and mobile communication, using the marketing science value chain as an organizing framework.


مقدمه این مقاله :

 Introduction

Does marketing science research affect marketing practice? Which decisions have marketing science articles supported? To which tools has marketing science contributed? Which marketing science articles have had dual impact on both science and practice? These are key questions that we address in this paper. We define marketing science as the development and use of quantifiable concepts and quantitative tools to understand marketplace behavior and the effect of marketing activity upon it. From this definition, one would consider it reasonable for marketing scientists to seek impact on marketing practice, i.e., seek relevance.However, marketing scientists have recently rekindled the age-old debate on rigor versus relevance. On the one hand, marketing science has been very successful in attracting scholars from other fields such as economics, statistics, econometrics and psychology. This inflow of talented scientists from other fields has clearly added to the rigor of marketing science and has allowed the development of newtechniques. On the other hand, a number of academic scholars have recently called for more emphasis to be placed on the application of marketing science to industry problems, rather than rigor per se (e.g., Lehmann,McAlister, & Staelin, 2011; Lilien, 2011; Reibstein, Day, &Wind, 2009). Such application may also show positive returns to firms. Germann, Lilien, and Rangaswamy (2013) find that increasing analytics deployment by firms leads to an improvement in their return on assets. Despite the importance of this debate for our field and the strong interest in the drivers of academic impact (e.g., see Stremersch & Verhoef, 2005; Stremersch, Verniers, & Verhoef, 2007), empirical examination of the impact of marketing science on practice is rare. Valuable exceptions are Bucklin and Gupta (1999), Cattin and Wittink (1982), Wittink and Cattin (1989), and Wittink, Vriens, and Burhenne (1994).


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توضیحات بیشتر در مورد پروژه :


در این مقاله هدف ما بررسی تاثیر مقالات علم بازاریابی و ابزار عمل بازاریابی می باشد. با کشف روند اخیر در سال های 2004 تا 2012 ، مانند اهمیت داده بزرگ و افزایش ارتباطات و دیجیتال و تلفن همراه با استفاده از بازاریابی ، علم زنجیره ارزش به عنوان یک چارچوب سازمان در آمده است.


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