A Longitudinal Study of the Turkish Marketing Academia: What Has Changed and What Has Not in a Decade?

This article compares the findings of two surveys of the Turkish marketing academia undertaken in 2007 and in 2016. As a follow up replicating Erdogan and Uzkurt's study (2007), this 2016 study aims to reveal the current status and problems of the marketing academia in Turkey as an emerging country, by adding a longitudinal dimension. The same questionnaire was used for both surveys carried out. The data collection procedure included both an online survey and a drop-and-collect survey, with the participation of faculty members with all types of academic titles working in the Turkish marketing academia. 108 and 132 usable questionnaires were collected in 2007 and 2016, respectively. The research findings indicate that the problems experienced have remained fairly similar in almost all dimensions, while the publication performance has increased during this period. The findings about research and teaching interests indicate that marketing academics primarily concentrate on such fields as consumer behavior, marketing research and marketing strategy. The teaching and research interests have also differed depending on global trends and changes in tenure standards in the Turkish marketing academia. Another key finding regarding the issues of the field, with vital implications for marketing education, is the perceived gap between marketing theory and practice. The fundamental issue related to education is cited as the decreasing student proficiency in Turkey.

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The Role of Business Schools in Marketing Education

Research Anthology on Business and Technical Education in the Information Era ◽

10.4018/978-1-7998-5345-9.ch003 ◽

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.

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The Role of Business Schools in Marketing Education

International Journal of Marketing and Sales Education ◽

10.4018/ijmse.2019010104 ◽

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

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

Marketing Theory ◽

10.1177/14705931211032257 ◽

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.

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Customer Experience: Are We Measuring the Right Things?

International Journal of Market Research ◽

10.2501/ijmr-53-6-771-792 ◽

2011 ◽

Vol 53 (6) ◽

pp. 771-772 ◽

Cited By ~ 103

Author(s):

Stan Maklan ◽

Philipp Klaus

Keyword(s):

Customer Value ◽

Marketing Research ◽

Service Marketing ◽

Active Role ◽

Customer Experience ◽

Theory And Practice ◽

Marketing Theory ◽

Total Quality ◽

Managerial Decisions ◽

The Right

Marketing theory and practice evolved dramatically through a series of transformations from products to services and, recently, customer experiences. Each stage has its own perspective on marketing's purpose, the nature of customer value, and measurements that calibrate performance and guide managerial decisions. The latter is of particular interest to market researchers. Measurement (research) typically lags behind changes in marketing theory due to institutional factors and the time it takes for new practices to diffuse. The authors posit that firms still measure customer experience against criteria more suited to evaluating product and service marketing. Research practice seems rooted in 1990s notions of service quality, itself an outgrowth of total quality management (TQM) originating in manufacturing during the 1980s. The authors argue that market researchers will serve their organisations and customers better if they take an active role in updating the customer experience measurement commensurate with advances in the conceptualisation of that which firms offer customers.

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Customer Perception of CSR Activities: A Comparative Study of Finnish and Russian Consumers

Baltic Journal of European Studies ◽

10.1515/bjes-2017-0010 ◽

2017 ◽

Vol 7 (2) ◽

pp. 59-83 ◽

Cited By ~ 3

Author(s):

Maxim Potepkin ◽

Olga Firsanova

Keyword(s):

Corporate Social Responsibility ◽

Customer Loyalty ◽

Marketing Research ◽

Theory And Practice ◽

Marketing Theory ◽

Consumer Loyalty ◽

Customer Perception ◽

Corporate Social ◽

The Impact ◽

Customer Reaction

Abstract This study estimates the impact of corporate social responsibility (CSR) on customer loyalty based on the data collected during marketing research on consumer behavior in Finnish and Russian markets of dietary supplements. Concretely, the author examines the influence of perceived CSR on customer loyalty taking into account trust factor. A key focus of this work is a comparison of Finnish and Russian customer responses as well as investigation the “country” factor in customer CSR perception and its correlation with consumer loyalty and trust. In general, the findings show similarity of customer reaction to CSR initiatives in both countries. At the same time, the study illustrates some differences in Finnish and Russian customer perception and evaluating CSR level. Regarding practical issues, the author relates arguments for implementation CSR activities as a significant factor of forming customer loyalty in the two countries. The article gives implications for marketing theory and practice.

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NEOMODERNISM: TOWARDS A PARADIGM SHIFT IN MARKETING

TURKISH JOURNAL OF MARKETING ◽

10.30685/tujom.v3i2.40 ◽

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.

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Quality of Marketing Education and the Performance of Marketing Graduates in Nigeria

Journal of Economics and Management Sciences ◽

10.30560/jems.v1n1p237 ◽

2018 ◽

Vol 1 (1) ◽

pp. p237

Author(s):

Agu Godswill Agu

Keyword(s):

Poor Performance ◽

Theory And Practice ◽

Marketing Theory ◽

Linkage Relationship ◽

Convenience Sample ◽

Tertiary Institutions ◽

Marketing Education ◽

The Subject ◽

Graduating Students

This study surveyed the views of marketing educators, practitioners and graduating students over the increasing gap between marketing theory and practice in Nigeria which has led to the displacement of marketing graduates from marketing positions in many companies across various industries. The survey research design was adopted while a convenience sample size of 180 respondents was used. The respondents were drawn from Marketing lecturers and students in tertiary institutions offering Marketing in the South-east and South-south, as well as industry managers. The study revealed that the level of synergy between marketing theory and practice in Nigeria was poor which results in poor performance of marketing graduates and that the quality of marketing education and methods adopted in teaching the subject matter have high impact on graduates’ performance. It was recommended among others that tertiary institutions offering marketing should seek strong linkage, relationship and knowledge coalition with industry players and employers of labour and that NUC, NIMN and institutional authorities should put an eagle eye on the quality of lecturers, materials and learning environment in order to boost the quality and relevance of marketing education.

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Brickbats and bouquets for marketing

European Journal of Marketing ◽

10.1108/ejm-09-2016-0530 ◽

2016 ◽

Vol 50 (11) ◽

pp. 1906-1923 ◽

Cited By ~ 1

Author(s):

Philip J. Kitchen ◽

Jagdish N. Sheth

Keyword(s):

Social Media ◽

Theory And Practice ◽

Good News ◽

Current Status ◽

Marketing Theory ◽

Market Failures ◽

Marketing Practice ◽

Content Type ◽

Marketing Process ◽

Over Time

Purpose The purpose of this paper is to consider the development and application of marketing theory and practice over time and its current status. The terms “brickbats” and “bouquets” are used as metaphors to extend praise or criticism for marketing. In doing so, the authors draw upon the views of leading theorists over time and apply these in the current environmental context. Design/methodology/approach The approach adopted is discursive, critical and conceptual. Findings Following literature review, and drawing upon current examples, marketing as a discipline is subject to both kudos and criticisms. Nonetheless, it is concluded optimistically in that marketing can be an even greater source for societal good. That “goodness” is partly based upon the added impetus of social media adoption and use by consumers, the need for growth and accelerative innovation in the digital age coupled with the democratisation of consumption. Nonetheless, the authors offer the caveat that free competitive markets lead to market failures, and the need for market regulation by governments is becoming more evident. Research limitations/implications The implications of the paper are profound. Academics should be concerned in and involved with marketing theory. Questions need to be raised concerning non-robust definitions of marketing and its application. The authors wait for a consumer-led approach to marketing to add depth to the marketing theory. Practical implications Marketers need to be made more accountable for their actions. Consumers need to become part of the marketing process. Marketing claims need to be verified by delivered benefits. Companies need to take steps to ensure that the marketing process does not end at purchase. Satisfaction needs to be made manifest. Likewise, dissatisfactions need to be managed well as part of the marketing process. Social implications Too much marketing currently is relatively unregulated in the sense that there are so few opportunities to evade its myriad reach and – despite social media – little chance of changing marketing practice for the good of societies. Many criticisms of marketing practice are not being addressed in the literature. Originality/value Marketing is a vibrant force in all nations and markets. It is deeply rooted in business practice. It is contemporaneous and relevant. It is global and national. But, it is not entirely all good news. There are caveats and criticisms as well as kudos and praise. While both are addressed here, the topic needs to be considered for marketing and its accompanying theory and practice to change.

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Retrospective: efficiency in service delivery: technological or humanistic approaches?

Journal of Services Marketing ◽

10.1108/jsm-10-2015-0321 ◽

2016 ◽

Vol 30 (2) ◽

pp. 133-135

Author(s):

Scott W. Kelley

Keyword(s):

Service Delivery ◽

Marketing Research ◽

Research Area ◽

Theory And Practice ◽

Future Research ◽

Marketing Theory ◽

Research Directions ◽

Content Type ◽

Managerial Implications ◽

Key Aspects

Purpose The purpose of this paper is to provide a retrospective evaluation of the findings first put forward in the article Efficiency in Service Delivery: Technological or Humanistic Approaches?, and to offer directions for further research and developments in the research area. Design/methodology/approach Research directions which emanated from the publication of the article have been examined in the light of current service(s) marketing theory and practice. As a result, promising current and future strands of research have been identified. Findings The original article examined technological and humanistic approaches to improving service delivery efficiency. In doing so, it included two services classification schemes which provided context for the managerial implications presented. The original article was published in 1989. Much has changed since then, especially with regard to technological approaches to service delivery. However, the implications included in the original article for the most part hold. Future researchers are offered a variety of possible directions to pursue in light of the changes, especially in technology, that have occurred since the publication of the original article. Originality/value The original article was highly rated and generated discussion and important further research. It has value as part of the history of service(s) marketing research. The retrospective analysis by the author gives a unique insight into processes and thinking associated with understanding key aspects that contribute to the historical development of service(s) marketing, and provides substantial food for thought for future research directions.

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Retrospective: a cross-sectional test of the effect and conceptualization of service value revisited

Journal of Services Marketing ◽

10.1108/jsm-11-2015-0328 ◽

2016 ◽

Vol 30 (3) ◽

pp. 261-265 ◽

Cited By ~ 17

Author(s):

J. Joseph Cronin

Keyword(s):

Marketing Research ◽

Service Marketing ◽

Theory And Practice ◽

Future Research ◽

Consumer Decision Making ◽

Marketing Theory ◽

Cross Sectional ◽

Research Directions ◽

Content Type ◽

Service Value

Purpose This paper aims to provide an evaluation of the findings first put forward in the article “A cross-sectional test of the effect and conceptualization of service value” with the benefit of hindsight, and to offer directions for further research and developments in the research area. Design/methodology/approach Research directions which emanated from the publication of the paper have been examined in the light of current service(s) marketing theory and practice. As a result, promising current and future strands of research have been identified. Findings The focus of both the original and this paper is on the conceptualization and measurement of the value construct. Although much theory has been advanced relative to the measurement of value, the marketing literature lacks a conceptualization and measures that reflect this theory. Research limitations/implications The implication of the paper is that marketing scholars tend to focus more on to other studies before exhausting the opportunities to identify and test appropriate conceptualizations and measures of core marketing constructs such as value, quality, sacrifice and satisfaction. Practical implications Although value is universally identified as a major driver of consumer decision-making, a full appreciation of its role in the strategic marketing efforts of organizations depends on having an accurate conceptualization and measures. The original paper and this revisit motivate and assist organizations in their efforts to better understand value and its impact in the decisions made by consumers. Social implications To contribute to the needs and wants of society, organizations must identify what is valued by society. The original and this revisit identify the creation of value as a basic need in encouraging consumer behaviours when the intent is to satisfy societal needs or desires. Originality/value The original paper was highly rated, and generated discussion and important further research. It has value as part of the history of service marketing research. The retrospective analysis by the authors gives a unique insight into processes and thinking associated with understanding key aspects that contribute to the historical development of service marketing, and provides substantial food for thought for future research directions.

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