Futuring marketing research Strategy

2021 ◽  
pp. 522-539
Author(s):  
Luiz Moutinho
Keyword(s):  
Marketing Research ◽  
Research Strategy

A Strategic Marketing Intelligence Platform

2020 ◽  
pp. 12-30
Author(s):  
Mark Poema Lida
Keyword(s):  
Artificial Intelligence ◽  
Marketing Research ◽  
Research Strategy ◽  
Market Analysis ◽  
Strategic Marketing ◽  
Processing Data ◽  
Marketing Planning ◽  
Marketing Intelligence ◽  
Research Stage ◽  
Action Stage

The authors develop a three-stage framework for strategic marketing planning, incorporating multiple artificial intelligence (AI) benefits: mechanical AI for automating repetitive marketing functions and activities, thinking AI for processing data to arrive at decisions, and feeling AI for analyzing interactions and human emotions. This framework lays out the ways that AI can be used for marketing research, strategy (segmentation, targeting, and positioning, STP), and actions. At the marketing research stage, mechanical AI can be used for data collection, thinking AI for market analysis, and feeling AI for customer understanding. At the marketing strategy (STP) stage, mechanical AI can be used for segmentation (segment recognition), thinking AI for targeting (segment recommendation), and feeling AI for positioning (segment resonance). At the marketing action stage, mechanical AI can be used for standardization, thinking AI for personalization, and feeling AI for relationalization. We apply this framework to various areas of marketing, organized by marketing 4Ps/4Cs, to illustrate the strategic use of AI.

Features of innovative marketing in modern international chaordic business environment

2021 ◽  
Author(s):  
Vladimir Arsenievich Burenin ◽  
Elizaveta Vladimirovna Burenina
Keyword(s):  
Systems Engineering ◽  
Professional Competence ◽  
Marketing Research ◽  
Functional System ◽  
Business Environment ◽  
Research Strategy ◽  
Innovative Products ◽  
Innovative Idea ◽  
Practical Factors ◽  
Sociology Of Consumption

The article examines new scientifi c and practical factors of modern innovative marketing, which must be taken into account by Russian companies working with innovative projects in international business. The main problem areas for the development and management of modern innovative activities, in terms of marketing operations, in the modern international chaordic business environment are described. The main provisions and principles of new eff ective innovative thinking (quantum thinking), which should be taken into account when solving the problems of creating new highly competitive innovative products, are stated.The peculiarities of the modern chaordic business environment, in which the creation and promotion of innovations to the market takes place, create the need for innovative marketers to use new tools (responses) to new challenges for innovative processes. Some of which are discussed in the article. Using the principle of polyprofessionalism in innovative marketing as a functional system that provides for the simultaneous use and interaction of subsystems of various, conditionally divided, professional areas of analytical activity (marketing research strategy, forecasting, psychology and sociology of consumption, systems engineering, commercialization, etc.). Therefore, in modern marketing of innovative products, it is necessary to develop polyprofessional competence among marketers, the productive development of which leads to the acquisition of polyprofessionalism, where not just professional competence is needed, but a multitude of competencies combined into a common space of professional competencies necessary for the implementation of an innovative idea. In a chaordic business environment, continuous (iterative) marketing is required at all stages of creating a future innovation or innovative project. Discrete presales marketing is cheaper in an operational sense, but disastrous in a strategic sense. This requires the use of "parallel business thinking", which simultaneously uses the forms of "Pareto", also the so-called "Newtonian" thinking, and "quantum" thinking. In a chaordic business environment (which is becoming dominant today), it is important to learn to operate simultaneously (in parallel) with two types of business thinking — "Pareto, Newtonian" and "quantum".

scholarly journals A strategic framework for artificial intelligence in marketing

2020 ◽  
Vol 49 (1) ◽  
pp. 30-50
Author(s):  
Ming-Hui Huang ◽  
Roland T. Rust
Keyword(s):  
Artificial Intelligence ◽  
Data Collection ◽  
Marketing Research ◽  
Research Strategy ◽  
Market Analysis ◽  
Strategic Marketing ◽  
Processing Data ◽  
Marketing Planning ◽  
Research Stage ◽  
Action Stage

AbstractThe authors develop a three-stage framework for strategic marketing planning, incorporating multiple artificial intelligence (AI) benefits: mechanical AI for automating repetitive marketing functions and activities, thinking AI for processing data to arrive at decisions, and feeling AI for analyzing interactions and human emotions. This framework lays out the ways that AI can be used for marketing research, strategy (segmentation, targeting, and positioning, STP), and actions. At the marketing research stage, mechanical AI can be used for data collection, thinking AI for market analysis, and feeling AI for customer understanding. At the marketing strategy (STP) stage, mechanical AI can be used for segmentation (segment recognition), thinking AI for targeting (segment recommendation), and feeling AI for positioning (segment resonance). At the marketing action stage, mechanical AI can be used for standardization, thinking AI for personalization, and feeling AI for relationalization. We apply this framework to various areas of marketing, organized by marketing 4Ps/4Cs, to illustrate the strategic use of AI.

ELK: A Method for Eliciting Knowledge From Customers

1993 ◽  
Author(s):  
Patrick L. Hauge ◽  
Larry A. Stauffer
Keyword(s):  
Experimental Study ◽  
Expert Systems ◽  
Design Process ◽  
Marketing Research ◽  
Research Strategy ◽  
Knowledge Elicitation ◽  
Customer Requirements ◽  
Design Issues

Abstract A methodology of eliciting customer requirements with regard to issues confronted during the design process is presented.. Our methodology is derived from a taxonomy of design issues formulated around the needs of the customer and a method of knowledge elicitation used in the development of expert systems. The results of an experimental study using our methodology compared to a traditional qualitative marketing research strategy is also presented.

D-test: A New Test for Analyzing Scale Invariance Using Symbolic Dynamics and Symbolic Entropy

Methodology ◽  
2011 ◽  
Vol 7 (3) ◽  
pp. 88-95 ◽  
Author(s):  
Jose A. Martínez ◽  
Manuel Ruiz Marín
Keyword(s):  
Symbolic Dynamics ◽  
Scale Invariance ◽  
Rating Scales ◽  
Rating Scale ◽  
Marketing Research ◽  
Response Patterns ◽  
Measurement Scales ◽  
Improve Measurement ◽  
Entropy Measures ◽  
The Difference

The aim of this study is to improve measurement in marketing research by constructing a new, simple, nonparametric, consistent, and powerful test to study scale invariance. The test is called D-test. D-test is constructed using symbolic dynamics and symbolic entropy as a measure of the difference between the response patterns which comes from two measurement scales. We also give a standard asymptotic distribution of our statistic. Given that the test is based on entropy measures, it avoids smoothed nonparametric estimation. We applied D-test to a real marketing research to study if scale invariance holds when measuring service quality in a sports service. We considered a free-scale as a reference scale and then we compared it with three widely used rating scales: Likert-type scale from 1 to 5 and from 1 to 7, and semantic-differential scale from −3 to +3. Scale invariance holds for the two latter scales. This test overcomes the shortcomings of other procedures for analyzing scale invariance; and it provides researchers a tool to decide the appropriate rating scale to study specific marketing problems, and how the results of prior studies can be questioned.

ИЗМЕНЕНИЕ ПАРАДИГМЫ МЕТОДОЛОГИИ ЮРИСПРУДЕНЦИИ

2019 ◽  
Vol 13 ◽  
pp. 32-40
Author(s):  
Ю. М. Оборотов
Keyword(s):  
Legal Theory ◽  
Research Strategy ◽  
The State ◽  
New Paradigm ◽  
Methodological Question ◽  
Modern Development ◽  
Decisive Importance ◽  
The Subject ◽  
Methodological Approaches ◽  
The Law

В современной методологии юриспруденции происходит переход от изучения состо­яний ее объекта, которыми выступают право и государство, к постижению этого объек­та в его изменениях и превращениях. Две подсистемы методологии юриспруденции, подсистема обращенная к состоянию права и государства; и подсистема обращенная к изменениям права и государства, — получают свое отображение в концептуальной форме, методологических подходах, методах, специфических понятиях. Показательны перемены в содержании методологии юриспруденции, где определяю­щее значение имеют методологические подходы, определяющие стратегию исследова­тельских поисков во взаимосвязи юриспруденции с правом и государством. Среди наи­более характерных подходов антропологический, аксиологический, цивилизационный, синергетический и герменевтический — определяют плюралистичность современной методологии и свидетельствуют о становлении новой парадигмы методологии юриспру­денции.   In modern methodology of jurisprudence there is a transition from the study the states of its object to its comprehension in changes and transformations. Hence the two subsystems of methodology of jurisprudence: subsystem facing the states of the law and the state as well as their components and aspects; and subsystem facing the changes of the law and the state in general and their constituents. These subsystems of methodology of jurisprudence receive its reflection in conceptual form, methodological approaches, methods, specific concepts. Methodology of jurisprudence should not be restricted to the methodology of legal theory. In this regard, it is an important methodological question about subject of jurisprudence. It is proposed to consider the subject of jurisprudence as complex, covering both the law and the state in their specificity, interaction and integrity. Indicative changes in the content methodology of jurisprudence are the usage of decisive importance methodological approaches that govern research strategy searches in conjunction with the law and the state. Among the most characteristic of modern development approaches: anthropological, axiological, civilization, synergistic and hermeneutic. Modern methodology of jurisprudence is pluralistic in nature alleging various approaches to the law and the state. Marked approaches allow the formation of a new paradigm methodology of jurisprudence.

Sign in / Sign up

Export Citation Format

Share Document