Introducing the Marketing Accountability Standards Board (MASB) and its Common-Language Marketing Dictionary: Background, Description, Vision, and Prospects

2021 ◽  
pp. 027614672110366
Author(s):  
John F. Gaski
Keyword(s):  
Academic Community ◽  
Theory And Practice ◽  
Common Language ◽  
Marketing Theory ◽  
Accountability Standards ◽  
Financial Accountability ◽  
Business Executives ◽  
Marketing Function ◽  
Language Resource ◽  
Marketing Accountability

For the benefit of marketing's worldwide academic community, not least this journal's high-end readership, a relatively new, specialized, marketing-focused organization of ascending impact merits formal introduction. The Marketing Accountability Standards Board (MASB), founded only in 2007, is a group of marketing academics, financial professionals, other business executives, and professional association representatives organized for and committed to improving the financial accountability of the corporate marketing function through enhanced performance measurement. That informational notice is one purpose of this communication. Then, the report segment per se outlines MASB's current initiatives in furtherance of the accountability aim, with special emphasis on one that may first appear a lesser function: creation of an official, authoritative marketing language dictionary. The endeavor's justification is that a common language as embodied in a good dictionary would benefit marketing theory and practice through improved communication, thereby enabling better accountability. Yet the ultimate reach of such a language resource should transcend any impact on financial accountability.

The unobserved signaling ability of marketing accountability: can suppliers’ marketing accountability enhance business customers’ value perceptions?

2019 ◽  
Vol 34 (1) ◽  
pp. 166-175 ◽  
Author(s):  
Maja Arslanagic-Kalajdzic ◽  
Vesna Žabkar ◽  
Adamantios Diamantopoulos
Keyword(s):  
Customer Value ◽  
Perceived Value ◽  
Theory And Practice ◽  
Future Research ◽  
Marketing Theory ◽  
Content Type ◽  
Value Perceptions ◽  
Signaling Effect ◽  
Client Firm ◽  
Marketing Accountability

PurposeMarketing accountability is currently receiving increased attention from scholars and practitioners alike, with its usage mostly being linked to the improved position of marketing within the firm and to better firm performance. The purpose of this study is to assess whether a supplier’s marketing accountability also has an unobserved signaling effect on customer perceived value.Design/methodology/approachBased on a survey of advertising agency-client dyads, the authors develop and test a multilevel model that assesses the relationship between the supplier’s marketing accountability and perceived value of the client.FindingsEmpirical results indicate that marketing accountability of the agency is positively related to client-firm perceived value, that is marketing accountability also has a positive signaling effect on customers’ value perceptions.Originality/valueThis study provides novel insights on how perceptions of customer value are created in business relationships. More specifically, it highlights that marketing accountability of a supplier positively contributes to shaping clients’ value perceptions. Implications for marketing theory and practice, focused on the need for building, improving and sustaining marketing accountability within the firm and its relevance for value, are discussed and future research directions are identified.

Editorial: Transnational Marketing

2013 ◽  
Vol 1 (1) ◽  
pp. 1-4
Author(s):  
Ibrahim Sirkeci
Keyword(s):  
Theory And Practice ◽  
New Venture ◽  
Marketing Theory ◽  
High Quality ◽  
Cultural Contexts ◽  
Organization Structures ◽  
Innovative Thinking ◽  
Critical Approaches ◽  
National Boundaries ◽  
Resource Environment

Transnational Marketing Journal is a new scholarly, peer-reviewed journal is dedicated to disseminating high quality contemporary research into transnational marketing practices and scholarship while encouraging critical approaches in the development of marketing theory and practice. It is an exciting new venture for us and we would like to invite innovative thinking, scholarship, and current research into marketing practices and challenges crossing national borders.In Transnational Marketing and Transnational Consumers, Transnational Marketing is defined “as understanding and addressing customer needs, wants and desires in their own country of residence and beyond and in borderless cultural contexts with the help of synergies emerging across national boundaries and transfer of expertise and advantages between markets where the organization operates transnationally with a transnational mentality supported by transnational organization structures and without compromising the sustainability of any target markets and resource environment offering satisfactory exchanges between the parties involved” (Sirkeci, 2013: vii).

Something old, something new: Enabled theory building in qualitative marketing research

2021 ◽  
pp. 147059312110322
Author(s):  
Pierre-Yann Dolbec ◽  
Eileen Fischer ◽  
Robin Canniford
Keyword(s):  
Consumer Research ◽  
Review Process ◽  
Marketing Research ◽  
Theory And Practice ◽  
Theory Building ◽  
Marketing Theory ◽  
Research Projects ◽  
Novel Theory ◽  
The Creation ◽  
Analytical Tools

“Enabled theorizing” is a common practice in marketing scholarship. Nevertheless, this practice has recently been criticized for constraining the creation of novel theory. To advance this conversation, we conduct a grounded analysis of papers that feature enabled theorizing with the aim of describing and analyzing how enabled theorizing is practiced. Our analysis suggests that enabled theorizing marries data with analytical tools and ontological perspectives in ways that advance ongoing conversations in marketing theory and practice, as well as informing policy and methods. Based on interviews with marketing and consumer research scholars who practice enabled theorizing, we explain how researchers use enabling theories to shape research projects, how researchers select enabling lenses, and how they negotiate the review process. We discuss the implications of our analyses for theory-building in our field, and we question the notion of originality in relation to theory more generally.

Coalition loyalty-programme adoption and urban commercial-network effectiveness evaluation

2014 ◽  
Vol 42 (9) ◽  
pp. 818-838 ◽  
Author(s):  
Ivan De Noni ◽  
Luigi Orsi ◽  
Luca Zanderighi
Keyword(s):  
Urban Areas ◽  
Dynamic Network ◽  
Theory And Practice ◽  
Evaluation Methodology ◽  
Marketing Theory ◽  
Urban Network ◽  
Content Type ◽  
Network Effectiveness ◽  
Commercial Network ◽  
Loyalty Programme

Purpose – To counter the proliferation of out-of-town shopping centres, a spontaneous or planned coalition loyalty programme (CLP), one involving most retailers in an urban network, may positively affect a town centre's capacity to entice customers and may enhance its competitiveness. The purpose of this paper is to assess the effectiveness of CLP implementation in town-centre management (TCM) as a tool for enhancing urban commercial-system attractiveness. Design/methodology/approach – The theoretical framework used in this study is supported by the evaluation methodologies of an empirical case study: the Savigliano Card project. CLP performance analysis uses a dynamic network-competitiveness index, an approach based on Laspeyres-type decomposition. The effects on each retailer's profitability are then tested by matching network and regression analyses. Findings – The results suggest that CLPs implementation in a TCM scheme can produce benefits and positive externalities for customers, retailers and urban areas. CLPs can influence a town centre's revitalisation process, improve the attractiveness of the urban commercial network and increase the profitability of private retailers by enhancing cross-selling dynamics. Practical implications – The paper provides a CLP performance-evaluation methodology and presents the benefits concerning CLP implementation in TCM strategies. Originality/value – This type of CLP is weakly exploited in marketing theory and practice; therefore, the paper provides theoretical and empirical explanations for the measurement of CLP effectiveness in TCM. In addition, it has significant implications for both practitioners and academics.

Relationship Marketing sebagai Upaya untuk Mempertahankan Loyalitas Pelanggan:

2021 ◽  
Vol 3 (2) ◽  
pp. 170-177
Author(s):  
Farah Chalida Hanoum ◽  
Yanti Hasbian Setiawati
Keyword(s):  
Relationship Marketing ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Marketing Activities ◽  
Major Shift

Relationship marketing establishing, developing and maintaining succesful relational exchanges constitutes a major shift in marketing theory and practice. Relationship marketing refer to all marketing activities directed toward establishing, developing and maintaining succesful relational exchanges.  

scholarly journals Customer Satisfaction Measurement – Clustering Approach

2018 ◽  
Vol 66 (2) ◽  
pp. 561-569 ◽  
Author(s):  
David Schüller ◽  
Jan Pekárek
Keyword(s):  
Linear Regression ◽  
Customer Satisfaction ◽  
Hierarchical Clustering ◽  
Theory And Practice ◽  
Coefficient Of Determination ◽  
Individual Factors ◽  
Marketing Theory ◽  
Linear Regression Models ◽  
Satisfaction Measurement ◽  
Customer Satisfaction Measurement

The paper deals with the issue of customer satisfaction measurement. The aim of this study is to determine the importance of the individual factors and their impact on total customer satisfaction for multiple segments by using linear regression and hierarchical clustering. This study is focused on the market of café establishment. We applied hierarchical clustering with Ward’s criterion to partition customers into segments and then we developed linear regression models for each segment. Linear models for partitioned data showed higher coefficient of determination than the model for the whole market. The results revealed that there are quite significant differences in rankings of customer satisfaction factors among the segments. This is caused by the different preferences of customers. The clustered data allows to achieve a higher homogeneity of data within the segment, which is crucial both for marketing theory and practice. The approach i.e. partitioning the market into smaller more specific segments could become perspective for marketing use in different economic sectors. This attitude can allow marketers to target better on customer segments according to the importance of individual factors.

Twenty Years of the Journal of Marketing Theory and Practice

2012 ◽  
Vol 20 (3) ◽  
pp. 243-262 ◽  
Author(s):  
Michael Jay Polonsky ◽  
Allison Ringer
Keyword(s):  
Theory And Practice ◽  
Marketing Theory
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