کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
7240605 | 1471433 | 2014 | 14 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
From academic research to marketing practice: Exploring the marketing science value chain
ترجمه فارسی عنوان
از تحقیقات علمی تا عمل بازاریابی: بررسی زنجیره ارزش علم بازاریابی
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موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
چکیده انگلیسی
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.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Research in Marketing - Volume 31, Issue 2, June 2014, Pages 127-140
Journal: International Journal of Research in Marketing - Volume 31, Issue 2, June 2014, Pages 127-140
نویسندگان
John H. Roberts, Ujwal Kayande, Stefan Stremersch,