Business Review, July-August: 136-144.
Blattberg and Deighton (1996), in their article, emphasize the importance of keeping track of high value customers in their marketing campaign. In a marketing campaign, the goal is not to sell items, but to make sure that existing customers continue to shop at your business. Emphasizing retention spending is said to be the most important factor in a marketing campaign, as you monitor your customer's retainability and brand your products towards them. The authors make a very good point about retaining customers, though their insistence that it take precedence above all else in a marketing standpoint seems to be somewhat flawed.
Chen, Y, & Xie, J. (2008) Online consumer review: word-of-mouth as a new element of marketing communication mix. Management Science 54(3): 477-491.
Chen and Xie (2008) investigate the importance of word of mouth as accomplished through the online consumer review. In the Internet age, this has become increasingly important as a means to achieve good press and buzz around a product offered; the authors create a normative model that helps to shape strategy as it pertains to consumer reviews. These pieces of information are asked to be reviewed heavily when making changes to marketing communication strategies. This article is very helpful in specifying a new type of marketing communication strategy based on a specific aspect of the Internet; the online consumer review's importance is successfully emphasized, and is proven to be a vital component to a company's marketing strategy.
Gronroos, C. (2004). The relationship marketing process: communication, interaction, dialogue, value. Journal of Business and Industrial Marketing 19(2): 99-113.
Gronroos (2004) investigates central processes in relationship marketing through a conceptual framework. This framework places a central importance on interaction between consumer and company, and an emphasis on a variety of communications media as the marketing communications support. Relationship marketing is seen to result as a higher customer value of the company overall. Provided that the interaction and communication processes are used to their fullest effect, it is possible to establish relationships with the consumer. This article establishes the vital importance of communicating with the customer and finding out what they want; this is the cornerstone of finding new marketing strategies to make communication more effective.
Hoffman, D.L., & Novak, T.P. (1996). A new marketing paradigm for electronic commerce. Vanderbilt.
Hoffman and Novak (1996) discuss the early potential of the World Wide Web for business and consumer marketing. Conventional marketing activities have to be set aside when dealing with the new paradigm that the Internet offers, utilizing new strategies to facilitate e-commerce. Pricing strategies, new media, and other factors have to be weighed in, and new audiences must be marketed to in order to be successful. This particular article is a good reference for attitudes toward marketing at the beginning of the Internet era, and provides some basic tools for Internet marketing that still hold true today.
Kassing, J. (2011). Selling marketing to management. ABA Bank Marketing September: 35-37.
Kassing (2011) writes about the difficulties inherent in getting approval from management to implement new marketing strategies they may not fully understand. Strategies are shown to demonstrate the return on investment that can come from new ideas such as QR codes and new media to disbelieving management staff. The value of email marketing and personal URLs are also demonstrated. Understanding how the institution you work for makes its money will allow you to be receptive to more and more innovative, paradigm-shifting marketing strategies. This article provides an excellent commentary on the inability for management to adapt to changing media and markets, and the need to use these new types of marketing to receive favorable outcomes.
Mohr, J. & Nevin, J.R. (1990). Communication strategies in marketing channels: A theoretical perspective. The Journal of Marketing 54(4): 36-51.
Mohr & Nevin (1990) study the importance of communication in marketing channels, building a theoretical model to provide the proper understanding needed to communicate in this context. In their model, contingency theories exist that factor in communication strategy in terms of channel outcomes. Matching up communication strategies with channel conditions creates the ideal channel outcomes, facilitating better business for markets. The authors create tremendous exploration and discussion of the different facets of communication, and the model itself is sound - this article shows the importance of matching the right strategy to the right condition to create the right results..
Parasuraman, A., & Zinkhan, G.M. (2002). Marketing to and serving customers through the Internet: An overview and research agenda. Journal of the Academy of Marketing Science 30(4): 286-295.
Parasuraman and Zinkhan (2002) investigate the avenues by which companies can use the Internet to market to consumers. The Internet is advocated as a constantly changing marketplace wherein marketers must constantly move and shift priorities and campaigns in order to successfully catch the consumers' eye. Keeping track of online consumer communities and their similarities in behavior is a good way to successfully market to them. The article is somewhat broad and covers many topics, but is a good research agenda for the topic on the whole.
Pookulangara, S., & Koesler, K. (2011). Cultural influence on consumers' usage of social networks and its impact on online purchase intentions. Journal of Retailing and Consumer Services 18: 348-354.
In this paper, Pookulangara and Koesler (2011) examine the impact of social networks on the purchase intentions of people who shop online, creating a conceptual model based on Hofstede's cultural dimensions. According to the authors, social networking has become a vital place for communicating with customers right at the beginning of the sales point. The advantages of social networking to retailers is shown, as well as how to extend the sales point into an online purchase - emphasizing this important aspect of marketing in new media makes this article vital to my paper.
Ritter, T. (2006). Communicating firm competencies: Marketing as different levels of translation. Industrial Marketing Management 35: 1032-1036.
Ritter (2006) examines the idea of competence based marketing and communication and whether or not it has relevance in effective market communication. He argues that market communication everywhere is based on competence, but there are many different waves of market orientation that alter the ability to market, creating mitigating circumstances that negatively effect marketing potential. Effectively, firm competencies should be translated into customer language in order to become fully communicable to them. This article is a very good look at how core competencies as they relates to the market are extremely vital to continued business.
Wohlfeil, M. & Whelan, S. (2006). Consumer motivations to participate in event-marketing strategies. Journal of Marketing Management 22: 643-669.
Wohlfeil and Whelan (2006) investigate the motivations young consumers have in participating in corporate strategies to market through events. The Adidas Predator Cup is used as an example, wherein youth were excited about participating in an event, despite its corporate commercial message. The authors form a conceptual model in which four predispositional involvement dimensions exist as factors which drive motivation - they suggest that marketers create a web of areas in which to interest consumers. This article is immensely useful for those who wish to create a new type of event-based marketing in order to grab youth consumers, showing the various successes of the practice and how those successes come about.