journal article Show Journal of Marketing Vol. 80, No. 6, AMA and MSI Special Issue of "Journal of Marketing" | Mapping the Boundaries of Marketing: What Needs to Be Known (November 2016) , pp. 97-121 (25 pages) Published By: Sage Publications, Inc. https://www.jstor.org/stable/44134975 Read and download Log in through your school or library Read Online (Free) relies on page scans, which are not currently available to screen readers. To access this article, please contact JSTOR User Support. We'll provide a PDF copy for your screen reader.With a personal account, you can read up to 100 articles each month for free. Already have an account? Log in Monthly Plan
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Abstract The authors provide a critical examination of marketing analytics methods by tracing their historical development, examining their applications to structured and unstructured data generated within or external to a firm, and reviewing their potential to support marketing decisions. The authors identify directions for new analytical research methods, addressing (1) analytics for optimizing marketing-mix spending in a data-rich environment, (2) analytics for personalization, and (3) analytics in the context of customers' privacy and data security. They review the implications for organizations that intend to implement big data analytics. Finally, tuming to the future, the authors identify trends that will shape marketing analytics as a discipline as well as marketing analytics education. Journal Information The Journal of Marketing (JM) develops and disseminates knowledge about real-world marketing questions relevant to scholars, educators, managers, consumers, policy makers and other societal stakeholders. It is the premier outlet for substantive research in marketing. Since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline? Publisher Information Sara Miller McCune founded SAGE Publishing in 1965 to support the dissemination of usable knowledge and educate a global community. SAGE is a leading international provider of innovative, high-quality content publishing more than 900 journals and over 800 new books each year, spanning a wide range of subject areas. A growing selection of library products includes archives, data, case studies and video. SAGE remains majority owned by our founder and after her lifetime will become owned by a charitable trust that secures the company’s continued independence. Principal offices are located in Los Angeles, London, New Delhi, Singapore, Washington DC and Melbourne. www.sagepublishing.com Rights & Usage This item is part of a JSTOR Collection. What are the 4 main marketing strategies?The four Ps are a “marketing mix” comprised of four key elements—product, price, place, and promotion—used when marketing a product or service. Typically, businesses consider the four Ps when creating marketing plans and strategies to effectively market to their target audience.
What else is the marketing plan used for?The purpose of a marketing plan is to ensure that marketing activities are relevant and timely to achieve an organization's objectives. It's a plan defining a sustainable competitive position and defining the resources necessary to achieve it.
What sources of feedback could you use to evaluate the impact of promotional activities?Surveys online and in person, general customer service feedback and online commentary can all reveal what your customers think of your marketing and which campaigns have the greatest impact.
What goes into a marketing strategy?What is included in a marketing strategy?. Target audience.. Value proposition.. Product mix.. Brand messaging.. Promotional initiatives.. Content marketing.. |
Which methodology shortens the time frame to collect and capture marketing mix feedback and data?
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