Academic Marketing Research Research Articles

Comment on advertising response models with managerial impact: an agenda for the future

Applied Stochastic Models in Business and IndustryVolume 21, Issue 4-5 p. 363-364 Comment Comment on advertising response models with managerial impact: an agenda for the future Tim Ambler, Corresponding Author Tim Ambler [email protected] London Business School, London NW1 4SA, U.K. Senior Fellow.London Business School, Regent's Park, London NW1 4SA, U.K.Search for more papers by this author Tim Ambler, Corresponding Author Tim Ambler [email protected] London Business School, London NW1 4SA, U.K. Senior Fellow.London Business School, Regent's Park, London NW1 4SA, U.K.Search for more papers by this author First published: 04 August 2005 https://doi.org/10.1002/asmb.570Citations: 1 AboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL No abstract is available for this article.Citing Literature Volume21, Issue4-5Special Issue: Bridging the Gap between Academic Research in Marketing and Practitioners' ConcernsJuly ‐ October 2005Pages 363-364 RelatedInformation

Comment on the implementation challenge of pricing decision support systems for retail managers

Applied Stochastic Models in Business and IndustryVolume 21, Issue 4-5 p. 379-381 Comment Comment on the implementation challenge of pricing decision support systems for retail managers Suzanne N. Valentine, Corresponding Author Suzanne N. Valentine suzanne.valentine@demandtec.com DemandTec, 1 Circlestar Way, Suite 200, San Carlos, CA 94061, U.S.A. VP of Merchandising Analytics.DemandTec, 1 Circlestar Way, Suite 200, San Carlos, CA 94061, U.S.A.Search for more papers by this authorKrishna Venkatraman, Krishna Venkatraman krishna.venkatraman@demandtec.com DemandTec, 1 Circlestar Way, Suite 200, San Carlos, CA 94061, U.S.A. Chief Scientist.Search for more papers by this author Suzanne N. Valentine, Corresponding Author Suzanne N. Valentine suzanne.valentine@demandtec.com DemandTec, 1 Circlestar Way, Suite 200, San Carlos, CA 94061, U.S.A. VP of Merchandising Analytics.DemandTec, 1 Circlestar Way, Suite 200, San Carlos, CA 94061, U.S.A.Search for more papers by this authorKrishna Venkatraman, Krishna Venkatraman krishna.venkatraman@demandtec.com DemandTec, 1 Circlestar Way, Suite 200, San Carlos, CA 94061, U.S.A. Chief Scientist.Search for more papers by this author First published: 04 August 2005 https://doi.org/10.1002/asmb.573Citations: 1 AboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Share a linkShare onFacebookTwitterLinked InRedditWechat No abstract is available for this article.Citing Literature Volume21, Issue4-5Special Issue: Bridging the Gap between Academic Research in Marketing and Practitioners' ConcernsJuly ‐ October 2005Pages 379-381 RelatedInformation

Rejoinder for market response models and marketing practice

Applied Stochastic Models in Business and IndustryVolume 21, Issue 4-5 p. 439-441 Rejoinder Rejoinder for market response models and marketing practice Dominique M. Hanssens, Dominique M. Hanssens Anderson School of Management, UCLA, California, LA, U.S.A.Search for more papers by this authorPeter S. H. Leeflang, Peter S. H. Leeflang Department of Economics, University of Groningen, P.O. Box 800, 9700 AV Groningen, The NetherlandsSearch for more papers by this authorDick R. Wittink, Dick R. Wittink Yale University, New Haven, Connecticut, U.S.A. Department of Economics, University of Groningen, The NetherlandsSearch for more papers by this author Dominique M. Hanssens, Dominique M. Hanssens Anderson School of Management, UCLA, California, LA, U.S.A.Search for more papers by this authorPeter S. H. Leeflang, Peter S. H. Leeflang Department of Economics, University of Groningen, P.O. Box 800, 9700 AV Groningen, The NetherlandsSearch for more papers by this authorDick R. Wittink, Dick R. Wittink Yale University, New Haven, Connecticut, U.S.A. Department of Economics, University of Groningen, The NetherlandsSearch for more papers by this author First published: 04 August 2005 https://doi.org/10.1002/asmb.587AboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Share a linkShare onFacebookTwitterLinked InRedditWechat No abstract is available for this article. Volume21, Issue4-5Special Issue: Bridging the Gap between Academic Research in Marketing and Practitioners' ConcernsJuly ‐ October 2005Pages 439-441 RelatedInformation

Rejoinder for measuring short‐ and long‐run promotional effectiveness on scanner data using persistence modelling

Applied Stochastic Models in Business and IndustryVolume 21, Issue 4-5 p. 421-422 Rejoinder Rejoinder for measuring short- and long-run promotional effectiveness on scanner data using persistence modelling Marnik G. Dekimpe, Marnik G. Dekimpe Catholic University Leuven, Naamsestraat 69, 3000 Leuven, Belgium Erasmus University, Rotterdam, The NetherlandsSearch for more papers by this authorDominique M. Hanssens, Dominique M. Hanssens UCLA Anderson School of Management, U.S.A.Search for more papers by this authorVincent R. Nijs, Vincent R. Nijs Kellogg Graduate School of Management, Northwestern University, U.S.A.Search for more papers by this authorJan-Benedict E.M. Steenkamp, Jan-Benedict E.M. Steenkamp Tilburg University, The NetherlandsSearch for more papers by this author Marnik G. Dekimpe, Marnik G. Dekimpe Catholic University Leuven, Naamsestraat 69, 3000 Leuven, Belgium Erasmus University, Rotterdam, The NetherlandsSearch for more papers by this authorDominique M. Hanssens, Dominique M. Hanssens UCLA Anderson School of Management, U.S.A.Search for more papers by this authorVincent R. Nijs, Vincent R. Nijs Kellogg Graduate School of Management, Northwestern University, U.S.A.Search for more papers by this authorJan-Benedict E.M. Steenkamp, Jan-Benedict E.M. Steenkamp Tilburg University, The NetherlandsSearch for more papers by this author First published: 04 August 2005 https://doi.org/10.1002/asmb.583AboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL No abstract is available for this article. Volume21, Issue4-5Special Issue: Bridging the Gap between Academic Research in Marketing and Practitioners' ConcernsJuly ‐ October 2005Pages 421-422 RelatedInformation

Comment on the effect of survey measurement on respondent behaviour

Applied Stochastic Models in Business and IndustryVolume 21, Issue 4-5 p. 457-459 Comment Comment on the effect of survey measurement on respondent behaviour Herbert C. Sorensen, Corresponding Author Herbert C. Sorensen herb.sorensen@saiemail.com Sorensen Associates Inc, 999 NW Frontage Road, Suite 190, Troutdale, OR 97060, U.S.A.Sorensen Associates Inc, 999 NW Frontage Road, Suite 190, Troutdale, OR 97060, U.S.A.Search for more papers by this author Herbert C. Sorensen, Corresponding Author Herbert C. Sorensen herb.sorensen@saiemail.com Sorensen Associates Inc, 999 NW Frontage Road, Suite 190, Troutdale, OR 97060, U.S.A.Sorensen Associates Inc, 999 NW Frontage Road, Suite 190, Troutdale, OR 97060, U.S.A.Search for more papers by this author First published: 04 August 2005 https://doi.org/10.1002/asmb.591AboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Share a linkShare onFacebookTwitterLinked InRedditWechat No abstract is available for this article. Volume21, Issue4-5Special Issue: Bridging the Gap between Academic Research in Marketing and Practitioners' ConcernsJuly ‐ October 2005Pages 457-459 RelatedInformation

Comment on market segmentation for customer satisfaction studies via a new latent structure multidimensional scaling model

Applied Stochastic Models in Business and IndustryVolume 21, Issue 4-5 p. 313-314 Comment Comment on market segmentation for customer satisfaction studies via a new latent structure multidimensional scaling model Rinus Haaijer, Corresponding Author Rinus Haaijer r.haaijer@muconsult.nl MuConsult BV, P.O. Box 2054, 3800 CB Amersfoort, The NetherlandsMuConsult BV, P.O. Box 2054, 3800 CB Amersfoort, The NetherlandsSearch for more papers by this authorEdward Rosbergen, Edward Rosbergen e.rosbergen@muconsult.nl MuConsult BV, P.O. Box 2054, 3800 CB Amersfoort, The NetherlandsSearch for more papers by this author Rinus Haaijer, Corresponding Author Rinus Haaijer r.haaijer@muconsult.nl MuConsult BV, P.O. Box 2054, 3800 CB Amersfoort, The NetherlandsMuConsult BV, P.O. Box 2054, 3800 CB Amersfoort, The NetherlandsSearch for more papers by this authorEdward Rosbergen, Edward Rosbergen e.rosbergen@muconsult.nl MuConsult BV, P.O. Box 2054, 3800 CB Amersfoort, The NetherlandsSearch for more papers by this author First published: 04 August 2005 https://doi.org/10.1002/asmb.556AboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Share a linkShare onFacebookTwitterLinked InRedditWechat No abstract is available for this article. Volume21, Issue4-5Special Issue: Bridging the Gap between Academic Research in Marketing and Practitioners' ConcernsJuly ‐ October 2005Pages 313-314 RelatedInformation

Comment on measuring short‐ and long‐run promotional effectiveness on scanner data using persistence modelling

Applied Stochastic Models in Business and IndustryVolume 21, Issue 4-5 p. 417-419 Comment Comment on measuring short- and long-run promotional effectiveness on scanner data using persistence modelling Jean-Bernard Kazmierczak, Corresponding Author Jean-Bernard Kazmierczak jean-bernardkazmierczak@gfk.fr GfK Marketing Services, 10 rue Lionel Terray, 92508 Rueil-Malmaison Cedex, FranceGfK Marketing Services, 10 rue Lionel Terray, 92508 Rueil-Malmaison Cedex, FranceSearch for more papers by this author Jean-Bernard Kazmierczak, Corresponding Author Jean-Bernard Kazmierczak jean-bernardkazmierczak@gfk.fr GfK Marketing Services, 10 rue Lionel Terray, 92508 Rueil-Malmaison Cedex, FranceGfK Marketing Services, 10 rue Lionel Terray, 92508 Rueil-Malmaison Cedex, FranceSearch for more papers by this author First published: 04 August 2005 https://doi.org/10.1002/asmb.582AboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Share a linkShare onFacebookTwitterLinked InRedditWechat No abstract is available for this article. Volume21, Issue4-5Special Issue: Bridging the Gap between Academic Research in Marketing and Practitioners' ConcernsJuly ‐ October 2005Pages 417-419 RelatedInformation

Comment on retail assortment, shelf and stockout management: issues, interplay and future challenges

Applied Stochastic Models in Business and IndustryVolume 21, Issue 4-5 p. 395-396 Comment Comment on retail assortment, shelf and stockout management: issues, interplay and future challenges Gilles Gros, Corresponding Author Gilles Gros Gilles.Gros@france.acnielsen.com A. C. Nielsen, 9 Avenue des Trois Fontaines, 95000 Cergy, France9 Avenue des Trois Fontaines, 95000 Cergy, FranceSearch for more papers by this author Gilles Gros, Corresponding Author Gilles Gros Gilles.Gros@france.acnielsen.com A. C. Nielsen, 9 Avenue des Trois Fontaines, 95000 Cergy, France9 Avenue des Trois Fontaines, 95000 Cergy, FranceSearch for more papers by this author First published: 04 August 2005 https://doi.org/10.1002/asmb.576AboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Share a linkShare onFacebookTwitterLinked InRedditWechat No abstract is available for this article. Volume21, Issue4-5Special Issue: Bridging the Gap between Academic Research in Marketing and Practitioners' ConcernsJuly ‐ October 2005Pages 395-396 RelatedInformation

Rejoinder for the proper interpretation of sales promotion effects: supplement elasticities with absolute sales effects

Applied Stochastic Models in Business and IndustryVolume 21, Issue 4-5 p. 407-408 Rejoinder Rejoinder for the proper interpretation of sales promotion effects: supplement elasticities with absolute sales effects Harald J. van Heerde, Harald J. van Heerde Faculty of Economics and Business Administration, Tilburg University, P.O. Box 90153, 5000 LE Tilburg, The NetherlandsSearch for more papers by this author Harald J. van Heerde, Harald J. van Heerde Faculty of Economics and Business Administration, Tilburg University, P.O. Box 90153, 5000 LE Tilburg, The NetherlandsSearch for more papers by this author First published: 04 August 2005 https://doi.org/10.1002/asmb.580AboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Share a linkShare onFacebookTwitterLinked InRedditWechat No abstract is available for this article. Volume21, Issue4-5Special Issue: Bridging the Gap between Academic Research in Marketing and Practitioners' ConcernsJuly ‐ October 2005Pages 407-408 RelatedInformation

Comment on the proper interpretation of sales promotion effects: supplement elasticities with absolute sales effects

Applied Stochastic Models in Business and IndustryVolume 21, Issue 4-5 p. 405-405 Comment Comment on the proper interpretation of sales promotion effects: supplement elasticities with absolute sales effects Tom J. M. Wilms, Corresponding Author Tom J. M. Wilms t.wilms@grolsch.nl Consumer and Market Insight Manager, Royal Grolsch N.V., Brouwerslaan 1, P.O. Box 55, 5700 AB ENSCHEDE, The Netherlands Consumer and Market Insight Manager.Consumer and Market Insight Manager, Royal Grolsch N.V., Brouwerslaan 1, P.O. Box 55, 5700 AB ENSCHEDE, The NetherlandsSearch for more papers by this author Tom J. M. Wilms, Corresponding Author Tom J. M. Wilms t.wilms@grolsch.nl Consumer and Market Insight Manager, Royal Grolsch N.V., Brouwerslaan 1, P.O. Box 55, 5700 AB ENSCHEDE, The Netherlands Consumer and Market Insight Manager.Consumer and Market Insight Manager, Royal Grolsch N.V., Brouwerslaan 1, P.O. Box 55, 5700 AB ENSCHEDE, The NetherlandsSearch for more papers by this author First published: 04 August 2005 https://doi.org/10.1002/asmb.579 AboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Share a linkShare onFacebookTwitterLinked InRedditWechat No abstract is available for this article. Volume21, Issue4-5Special Issue: Bridging the Gap between Academic Research in Marketing and Practitioners' ConcernsJuly ‐ October 2005Pages 405-405 RelatedInformation

Whither research in marketing?

PurposeTo introduce the contents of this special issue on research in marketing and comment on the development of the discipline in UK universities.Design/methodology/approachRelates each paper to a taxonomy of academic research and comments on their content. Examines major trends in higher education and relates them to the fortunes of marketing educators.FindingsThere are reasons to be cheerful about academic marketing in the UK: there are clearly opportunities to publish in the world's leading academic journals, increased funding for the discipline, the acceptability of a wide range of methodologies and the increasing influence of marketing. Less encouraging is the naïve and destructive competition between universities and the consequent destruction of academic development.Research limitations/implicationsThis is a UK perspective that depends on limited knowledge of other than a few other countries.Practical implicationsThere are good reasons to be positive about an academic career in marketing, but also a desperate need to tackle the naïve strategies of universities and to intervene to mend the gaps in the development of academic marketers.Originality/valueGives an insight in to the range of research in marketing, and an insight into the opportunities and pitfalls of a career in academic marketing research.

Disseminating academic research information to marketing practitioners

Purpose – It is well known that the results of academic marketing research are not widely used by practitioners. This is attributed to a range of factors including language barriers and poor communication between the academic and practitioner communities. In spite of this, there exists little research within marketing that has focused on how potential users of academic research such as business or marketing managers prefer to receive research information. To start filling this void in the research literature, we report a study of managers' media preferences for receiving academic research information.Design/methodology/approach – A survey of managers who had taken part in a larger study into the competitiveness of service enterprises was conducted. Cluster analysis was used to assess different media preference segments.Findings – Findings contradict expectations derived from media richness theory. For example, a substantial number of managers prefer written communication modes, which according to media ri...

Why Practitioners Don't Read Our Articles and What We Should Do About It

This article questions the value of much academic marketing's 'top' journal literature. The argument made is that current strong pressures (driven by the RAE) to publish in journals that are dominated by positivistic approaches is damaging to both pure and applied academics. A detailed critique of some recent articles is used to highlight specific failings that, in this author's view, need to be urgently addressed. The paper concludes that a key role for applied academic marketing research is to provide a platform that allows managers to construct knowledge that is usually applied with their local context.

Vertical Relationships in Distribution Channels: A Marketing Perspective

The objective of this article is to review the academic marketing research that develops and tests theories involving the vertical relationships between manufacturers and retailers in a distribution channel.

The changing face of marketing academia

This commentary was stimulated by two things. First, the apparently growing concerns within marketing academia with the gap between academia and practice. Throughout Europe academics are expressing the need to link their work closely with practitioners, yet there is little sign of urgency from those who influence research output. Second, the opportunities for changing academic practices illustrated by cultural changes taking place in commercial market research. Market researchers now approach their task differently: to begin with they are adopting a more relaxed attitude to their methodologies. Eclecticism and bricolage are the new vogue. They have become much more focused on what their internal customers want: help in making decisions. The change of name from market research to customer insight is but one symptom of this re‐evaluation. This commentary questions the existing cultures of academic marketing research and publication, and asks what lessons we can learn from commercial market research. The paper concludes that applied marketing academics need to adopt a different set of priorities in comparison to their classical marketing colleagues. Commercial market researchers and applied academics share a requirement to make their research accessible, engaging and even actionable. There is little overt acknowledgement of this at present, and until this changes, the current academic cultural norms may erect barriers to our messages getting across.

Adapting action research to marketing

The purpose of this article is to offer a perspective on adapting action research principles and methods in academic marketing research contexts. From combined theoretical and practical perspectives, the article provides a dialogical argument about the issues associated with implementing action research, addressing three important and related questions. First, are marketers specifically (and people in organizations, more generally) truly reflective? Is reflection suited to some organizations' authoritarian realities? Second, how is a strong organizational culture a barrier to change and further learning, and how might this difficulty be overcome by action research? Third, what is the role of the researcher in the process, and what skills, knowledge, and influence must this person have to successfully implement an action research program? The article concludes by proposing that an incremental orientation to change and intervention effectiveness is needed for these approaches to work in demanding marketing contexts.

Editorial: Defining Interesting Research Problems

We argue that research problems are only interesting relative to some external audience. Interesting academic research should impact, at least, that external audience. Hence, we should target our research toward specific external audiences. Several foreboding trends that exacerbate the urgency of this targeting are discussed. To facilitate the targeting task, a partial list of fifteen possible audiences for academic research in marketing is identified. We discuss some of them, including practitioners, in detail. For example, we conclude that, for our research to be interesting to practitioners, practitioners must have the ability to improve and to make better decisions with enhanced understanding. Finally, we strongly suggest that we focus our research on fundamental problems in marketing. These are problems with the property that external audiences would first look to the marketing literature for answers.

Managerial relevance in academic research: an exploratory study

Concern has been expressed by business and marketing scholars that academic research in these fields should be made more relevant to managers. In this paper the focus in on the views of marketing managers concerning the relevance of academic research to them. The empirical context of the work is business‐to‐business marketing. The experienced marketing practitioners interviewed knew very little about the current state of academic research in marketing, and considered that academic researchers did not understand the realities of business life and could not communicate effectively with managers. Marketing practitioners prefer to work with consultants, whom they consider understand business realities better and are more effective communicators. The paper discusses the barriers that marketing academies will have to overcome if they are to make their research more relevant to practitioners.

Looking at me, looking at you: qualitative research and the politics of knowledge representations in advertising and academia

Takes a somewhat reflexive look at the politics of qualitative research in advertising and draws some analogies with academic research in marketing. The main basis for the discussion is a qualitative study of advertising which utilised a discourse analytic approach to dyadic depth interviews within a social, constructionist, ontological framework. The findings from the study drew attention to the political as opposed to epistemological problems of legitimisation for qualitative forms of understanding. Where qualitative forms of knowledge and understanding are considered legitimate, the social order of power relations within the organisation changes.

Increasing the Relevance and Productivity of Academic Research in Marketing in Australia and New Zealand

Ways of increasing the relevance and productivity of academic research in marketing in Australia and New Zealand are explored. The recently formed regional organisation ANZMAC provides the infrastructure to help facilitate this. Initiatives include the ANZMAC annual conference and doctoral colloquium and establishing an ANZMAC journal that publishes high quality research. There are also plans to further develop the ANZMAC website so it provides a hub for the networking between researchers. The paper also examines the Marketing Science Institute and the Institute of Business Studies and suggests they provide excellent models for facilitating interaction with business and increasing the relevance of research.