This paper describes a study that assesses the performance implications of matching marketing strategy to business strategy. In order to conduct this study we first reviewed the literature on marketing strategy to identify its key dimensions. We then conducted a survey of 1000 senior marketing executives about the strategic marketing practices adopted in their respective firms or business units...

Marketers have recently begun to embrace complex experimental designs for marketing and advertising testing. Full-factorial, fractional-factorial and Plackett–Burman designs have given marketers new statistical tools to increase the speed, power, and profitability of their testing programs. This case study shows how well constructed and managed experimental designs offer marketing professionals...

Technological advances increasingly provide marketers with the opportunity to empower consumers. Consumer empowerment is a positive subjective state evoked by consumer perceptions of increasing control. As a positive state, increasing consumer empowerment should be associated with increasing consumer satisfaction. If such a relationship exists, it may be influenced by a number of contextual var...

This article promotes sentiment analysis as an alternative research technique for collecting and analyzing textual data on the internet. Sentiment analysis is a data mining technique that systematically evaluates textual content using machine learning techniques. As a research method in marketing, sentiment analysis presents an efficient and effective evaluation of consumer opinions in real tim...

Few marketing problems in society lead to the tragedy of harm that can result when firearms are diverted from the legal to the illegal marketplace. Product diversion is itself a serious concern for marketers, especially marketers of potentially dangerous products, such as tobacco, alcohol, firearms, and pharmaceuticals. These products may be sought and obtained by consumers who occupy illegal m...

Purpose: The current global recession is presenting new and difficult challenges for those customers wishing to consume sustainably and ethically, and the marketers who seek to provide the goods that allow them to do so. This viewpoint will explore to what extent international marketers can engage consumers with a social conscience and retain their loyalty both during and after the recession. D...