scholarly journals Historical Marketing Research – Barriers to Conducting it and its Importance

2021 ◽  
Vol 14 (1) ◽  
pp. 108-126
Author(s):  
Jacek Kamiński
Keyword(s):  
Critical Evaluation ◽  
Historical Analysis ◽  
Marketing Research ◽  
Point Of View ◽  
Historical Research ◽  
Marketing Theory ◽  
Critical Approach ◽  
Marketing Practice ◽  
The Status ◽  
Practice Marketing

Abstract Subject and purpose of work: The article is devoted to historical marketing research. Its purpose is to identify barriers to conducting historical marketing research and to characterize the significance of this type of research. Materials and methods: The observations contained in the article were formulated on the basis of a review, analysis, synthesis and critical evaluation of the literature in the field of marketing. Results: The article highlights the ahistorical attitude of marketing discipline also with reference to research in the area of marketing. Barriers to conducting this type of research were discussed and the significance of historical research was pointed out.. The barriers were characterized based on the properties of historical research as well as the features of practice and marketing theory. The problem is discussed from the point of view of marketing practice, marketing theory, the status of marketing as a science, the role of historical research as a critical approach in the science of marketing, and historical analysis of phenomena as a social perspective. The significance of historical marketing research for teaching marketing issues is underlined. Conclusions: The main conclusion of the analysis is that historical research on marketing plays a particularly significant role, despite the fact that it is found on the margins of currently undertaken issues and does not belong to the mainstream marketing. As a result, it is rarely discussed in marketing textbooks.

Bridging the Academic-Practitioner Divide in Marketing

2021 ◽  
pp. 1370-1385
Author(s):  
Andre Vilares Morgado
Keyword(s):  
Business Schools ◽  
Marketing Research ◽  
Point Of View ◽  
Theory And Practice ◽  
Theoretical Point ◽  
Marketing Theory ◽  
Marketing Practice

In recent years, marketing practice has increased in complexity, becoming more challenging. This situation demands that marketing professionals be better prepared to face the difficulties of the market. Business schools play a key role in training marketing professionals. However, there is a strong divide between the expectations held by marketing professionals and those held in academia. This chapter considers this phenomenon from a theoretical point of view and explores its causes. The author argues that business schools are able to play a key role in bridging theory and practice in marketing. The chapter closes by offering several suggestions for how business schools might increase the relevance of marketing research while reducing the gap between marketing theory and practice. In particular, the chapter offers a set of policies that business schools can implement in order to close this gap.

Bridging the Academic-Practitioner Divide in Marketing

2019 ◽  
pp. 39-61
Author(s):  
Andre Vilares Morgado
Keyword(s):  
Business Schools ◽  
Marketing Research ◽  
Point Of View ◽  
Theory And Practice ◽  
Theoretical Point ◽  
Marketing Theory ◽  
Marketing Practice

In recent years, marketing practice has increased in complexity, becoming more challenging. This situation demands that marketing professionals be better prepared to face the difficulties of the market. Business schools play a key role in training marketing professionals. However, there is a strong divide between the expectations held by marketing professionals and those held in academia. This chapter considers this phenomenon from a theoretical point of view and explores its causes. The author argues that business schools are able to play a key role in bridging theory and practice in marketing. The chapter closes by offering several suggestions for how business schools might increase the relevance of marketing research while reducing the gap between marketing theory and practice. In particular, the chapter offers a set of policies that business schools can implement in order to close this gap.

The Role of Business Schools in Marketing Education

2021 ◽  
pp. 42-56
Author(s):  
Andre Vilares Morgado
Keyword(s):  
Business Schools ◽  
Marketing Research ◽  
Point Of View ◽  
Theory And Practice ◽  
Theoretical Point ◽  
Marketing Theory ◽  
Marketing Education ◽  
Inductive Approach

Business schools play a key role in training marketing professionals. However, there is a strong divide between the expectations held by marketing professionals and those held in academia. This article considers this phenomenon from a theoretical point of view and explores its causes. The author argues that business schools are able to play a key role in bridging theory and practice in marketing. The article closes by offering several suggestions for how business schools might increase the relevance of marketing research while reducing the gap between marketing theory and practice. In particular, the article suggests the adoption of an inductive approach to research and offers a set of policies that business schools can implement in order to close this gap.

NEOMODERNISM: TOWARDS A PARADIGM SHIFT IN MARKETING

2018 ◽  
Vol 3 (2) ◽  
pp. 166-180
Author(s):  
Metin TOPTAÅž
Keyword(s):  
Paradigm Shift ◽  
Marketing Research ◽  
Point Of View ◽  
Theory And Practice ◽  
Marketing Theory

The purpose of this paper was to address the paradigm shift in the philosophy of marketing science. This shift from modernism to postmodernism and now to neomodernism has been providing new perspectives in terms of the generation of knowledge related to marketing theory and practice as well as marketing research. Neomodernism reflects a combination of commonly appreciated facets of the previous paradigms (e.g. Modernism and Postmodernism), and thus presents a more mature and comprehensive perspective. In the paper, first, the emergence of Neomodernism was depicted in a historical point of view, and second, its possible implications for the certain aspects of marketing research, theory and practice were discussed.

The Role of Business Schools in Marketing Education

2019 ◽  
Vol 2 (1) ◽  
pp. 45-58
Author(s):  
Andre Vilares Morgado
Keyword(s):  
Business Schools ◽  
Marketing Research ◽  
Point Of View ◽  
Theory And Practice ◽  
Theoretical Point ◽  
Marketing Theory ◽  
Marketing Education ◽  
Inductive Approach

Business schools play a key role in training marketing professionals. However, there is a strong divide between the expectations held by marketing professionals and those held in academia. This article considers this phenomenon from a theoretical point of view and explores its causes. The author argues that business schools are able to play a key role in bridging theory and practice in marketing. The article closes by offering several suggestions for how business schools might increase the relevance of marketing research while reducing the gap between marketing theory and practice. In particular, the article suggests the adoption of an inductive approach to research and offers a set of policies that business schools can implement in order to close this gap.

Romanian Gypsies in Spain. A Migratory Phenomenon, Its Causes and Repercussions

2017 ◽  
Vol 17 (2) ◽  
pp. 160-169
Author(s):  
Silviu Costachie
Keyword(s):  
Research Program ◽  
Social Acceptance ◽  
Historical Analysis ◽  
Point Of View ◽  
Direct Result ◽  
Future Research ◽  
Starting Point ◽  
The Social ◽  
The Status ◽  
Employment Education

AbstractIn the following paper we will discuss about the situation of the Romanian gypsies living in Spain and the main problems involved by their presence in this country. We will analyze the causes that made them emigrate to Spain, together with a historical analysis of this process, the living conditions they have (housing, employment, education...). Also, we will present the social problems they suffer because of their particular culture, other than Spanish, the main settlements where they chosen to live in Spain and social acceptance from the point of view of the Spanish population. The present article is the direct result of a research program that was developed almost two years ago by the Research Center for Regional Development and European Integration of the University of Bucharest, part of a larger research program regarding the ethnic minorities of Romania. The main important aspect of this research is the fact that we used two target groups interviewed both in Romania and Spain and also, we used official information regarding Romanian gypsy located actually on Spanish territory, according with the official Spanish census. This way we managed to gather a large quantity of information and to provide to the reader a closer to reality image of the status of Romanian gypsy presently living inside Spanish border. Also, the novelty brought by this research is the fact that we tried to present the social and integration problems encountered by the Romanian gypsies located in the cities or villages of Spain. The article might be considered a starting point for future research upon this subject.

scholarly journals Context into text into context: marketing practice into theory; marketing theory into practice

2015 ◽  
Vol 33 (7) ◽  
pp. 1027-1046 ◽  
Author(s):  
Terry Smith ◽  
Tom Williams ◽  
Sid Lowe ◽  
Michel Rod ◽  
Ki-Soon Hwang
Keyword(s):  
Marketing Theory ◽  
Marketing Practice ◽  
Content Type ◽  
B2b Marketing ◽  
Theory To Practice ◽  
Case Methodology ◽  
Cyclical Process ◽  
Practice Marketing ◽  
Practical Implications

Purpose – The purpose of this paper is to explore the dynamics of marketing practice and theory in arguing that much of the dislocation between strategy and practice is due to the inheritance and internalisation of often impractical but persistently dominant, tacit Cartesian assumptions. Design/methodology/approach – This paper uses case methodology to examine the marketing theory into practice/marketing practice into theory conundrum and explores: their separation (marketing theory and marketing practice); their flows (context to text to context: theory into practice/practice into theory); their symbiosis (the praxis of marketing); and the dynamic and static (in situ/in aspic) nature of their duality. This work is an exploratory empirical study undertaken in what is a very under-researched area. Findings – In this paper, marketing theory and marketing practice are recognised as occupying different epistemes. The lifeworld of marketing theorising appears as characterised by a relatively homogenous and mostly cognitive world dominated by rationality and empirical rigour. By contrast, the embodied practitioner inhabits a more highly segmented, fragmented, heterogeneous and frequently improvised landscape. Practical implications – The authors propose that the all-consuming clamour for reliance and relevance of theory to practice dictates that the form, function and philosophy of marketing must be co-created in the practical pragmatism of praxis. Praxis is practice informed by theory and theory informed by practice, a cyclical process of experiential, contextual learning. Originality/value – The paper appears to be the first to bring together Cartesian thought and the practice-theory divide in B2B marketing theory.

scholarly journals Relationships Marketing, as a New Direction of a Marketing Theory

Ekonomika ◽  
1999 ◽  
Vol 47 ◽  
Author(s):  
Angelė Kėdaitienė
Keyword(s):  
Social Science ◽  
Marketing Research ◽  
Point Of View ◽  
Full Potential ◽  
Marketing Theory ◽  
Marketing Activity ◽  
Organizational Changes ◽  
Research Relationships ◽  
Points Of View ◽  
Theoretical Paradigms

The interest in relationships marketing has grown in recent years and is now beginning to take center stage in marketing thought and research. Relationships marketing covers the whole spectrum of marketing’s sub-disciplines and also integrates concepts and theoretical paradigms from several social science disciplines, including economics, sociology, psychology and political science. The full potential of relationships marketing has implications for organizational changes and for creating superior marketing value. Several indications suggest that it will have a broad appeal and would encourage widespread academic inquiry.The aim of this article would be to present various points of view to relationships marketing and highlight concepts which, according to authors point of view, carry out the highest level of relation-ships marketing correlation with classical marketing theory and which are the most important to present practical marketing activity, to marketing management and marketing research.

scholarly journals Research on Brand Marketing Based on Ukrainian Tourist Destination

2020 ◽  
pp. 168-176
Author(s):  
Zhang Lianfeng ◽  
Yu. Danko ◽  
Chen Zhuanqing
Keyword(s):  
New Media ◽  
Marketing Theory ◽  
Tourism Destination ◽  
Tourist Destination ◽  
Marketing Practice ◽  
Brand Marketing ◽  
The Status ◽  
The Government ◽  
Tourism Enterprises ◽  
Destination Brand

Tourist destination is a place to attract tourists to make a short stay and visit here. The competition of tourism is increasing day by day, and the competition between tourist destinations has turned to brand competition. Tourism destination brand marketing refers to the brand marketing activities that take the government departments and tourism enterprises as the marketing subject and take the cultural resources, natural landscape and tourism services of the tourism destination as the marketing content. Brand marketing plays an important role in tourism destination marketing, but the current research on the related problems of brand marketing is still relatively shallow, lack of theoretical and empirical research on the characteristics of tourism destination brand marketing. The brand marketing system of tourism destination based on the overall interests of the region has important guiding significance to the marketing practice of tourism destination. Based on the theory of marketing, this paper constructs the brand marketing theory system of tourism destination based on the overall interests of the region. This paper introduces the brand marketing of tourism destination in Ukraine as a case study, Starting from the status quo of tourism brand marketing in Ukraine, this paper expounds the existing problems of tourism in Ukraine, and finally puts forward some countermeasures to improve the brand marketing of tourism destination in Ukraine.And tries to apply the conclusion of brand marketing of tourism destination based on the overall interests of the region to tourism practice. Key words: Ukraine ,TourismDestination, Integrated marketing ,New media marketing, Internet plus ,Tourism Brand, Brand Marketing.

The position of the State in the international system from the perspective of major schools of thought in international relations

2019 ◽  
pp. 79
Author(s):  
Salah Hassan Mohammed ◽  
Mahaa Ahmed Al-Mawla
Keyword(s):  
International Relations ◽  
International Politics ◽  
International System ◽  
International Order ◽  
The State ◽  
Point Of View ◽  
The Status ◽  
Future Vision

The Study is based on the state as one of the main pillars in international politics. In additions, it tackles its position in the international order from the major schools perspectives in international relations, Especially, these schools differ in the status and priorities of the state according to its priorities, also, each scholar has a different point of view. The research is dedicated to providing a future vision of the state's position in the international order in which based on the vision of the major schools in international relations.

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