Marketing Topics

• Reports

  How to Identify and Better Manage Hunters and Farmers in the Sales Force

  Dec 22, 2014 Thomas E. DeCarlo and Son K. Lam, 2014, 14-122

  In three empirical studies, examines the antecedents and moderating factors that influence salesperson hunting and farming orientations, and effects of salesperson ambidextrous behavior (i.e., having both orientations) on individual salesperson-generated profit margins.

• Reports

  Marketing Return on Investment: Seeking Clarity for Concept and Measurement

  Sep 12, 2014 Paul W. Farris, Dominique M. Hanssens, James D. Lenskold, and David J. Reibstein, 2014, 14-108

  Reviews current uses of ROI metric in marketing (MROI), covering marketing initiatives in different business sectors. Focuses on the connection between MROI and business objectives, highlighting different variants of MROI. Also discusses the importance of setting MROI hurdle rates that recognize marketing’s ability to drive revenue and firm’s cost of capital.

• Articles

  5 Things I Know about Marketing - David Poltrack, Chief Research Officer, CBS

  Jan 27, 2014

  CBS Corporation’s Chief Research Officer David Poltrack shares some of his core beliefs about marketing.

• Reports

  Unpacking Loyalty: How Conceptual Differences Shape the Effectiveness of Customer Loyalty

  Oct 8, 2013 George F. Watson IV, Joshua T. Beck, Conor M. Henderson, and Robert W. Palmatier, 2013, 13-120

  Synthesizes theoretical and empirical loyalty research in two studies: an item-level content analysis of loyalty research and a meta-analysis of 130 independent samples from 116 articles. 

• Reports

  Customer Outcomes of Corporate Social Responsibility in Supplier-Customer Relationships

  Oct 7, 2013 Christian Homburg, Marcel Stierl, and Torsten Bornemann, 2013, 13-119

  Develops and tests a framework of the influence of a supplier’s CSR engagement on organizational customer outcomes, based on 200 matched supplier–customer dyads from a broad range of B2B industries.