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Marketing Review St. Gallen – Call for Papers

Marketing Review St.Gallen (formerly Thexis) is a marketing journal which is published by the Institute of Marketing and Retailing at the University of St.Gallen. Aimed at encouraging interaction of theory and practice in the marketing field, the journal has for over 22 years strived to link up the learning processes of executives and academics to promote marketing based on reality. As a single-topic magazine Marketing Review St.Gallen focuses on one key subject in each issue. Each issue pursues the objective of being a unique, user-oriented publication with the St.Gallen hallmark that makes itself indispensable to interested executives and academics. The editors of Marketing Review St.Gallen are inviting anybody with an interest to submit articles in German or English on the key topics for 2009. You can choose from the following options:

• Theoretical/conceptional or practice-oriented article
• List of theses quoting brief examples to underlay them
• Systematic article with integrated examples from practice
• Concrete and critical report based on experience in implementation
• Brief case study (maximum two pages)

MRSG 1.2009: Marketing goes viral
Viral marketing enables companies to take advantage of snowball effects in order to reach a high number of consumers. Consequently, the interactions among consumers lead to a rapid spread of contents and messages. Yet, companies have only a limited influence on viral effects during the communication process. Until today, the knowledge of the possibilities and limitations of viral marketing in research and in practice is narrow. Hence, the target of the MRSG issue «Marketing goes viral» is closing that gap. We are look ing for articles based on the following research topics:

• Guerrilla marketing
• Recommendation marketing
• Buzz marketing
• Identification of different roles in viral processes
• Entrepreneurial impact on viral processes
• Success factors of viral marketing
• Design of viral content
• Measuring viral marketing productivity
• Viral marketing and market research

Please send a one-page abstract (A4) to marcus.schoegel@unisg.ch and marketingreview@unisg.ch by June 10, 2008 at the latest. The final deadline for submitting your article in full is August 7, 2008. This issue will be published on February 16, 2009.

MRSG 2.2009: Strategic Innovation Marketing
In order to create and expand new attractive markets companies must possess the competence to «invent» products three times: As a new bundle of hardware and services, as a preference construction in the «heads» of customers, and as a means to combat competitors. We are looking for articles based on the following research topics:

• Open innovation (e. g., customer integration)
• Network externalities
• Innovation protection (e.g., brand strategy, coalitions)
• Innovation communication (e.g., communities, viral marketing)
• Design driven innovation
• Consumer response to innovation

Please send a one-page abstract (A4) to torsten.tomczak@unisg.ch and marketingreview@unisg.ch by July 10, 2008 at the latest. The final deadline for submitting your article in full is October 10, 2008. This issue will be published on April 15, 2009.

MRSG 3.2009: International Market Development
Today, entering into foreign markets and systematically adapting to them is taken for granted for many companies. Leading Swiss and German companies like ABB, BASF and Siemens gain most part of their revenues abroad. Hence, international market development becomes the main driver of growth for the entire company. We are looking for articles based on the following research topics:

• Steps for the market entry process
• Gaining market share in selected emerging markets (e. g. Eastern Europe, Asia, India)
• Bribery and corruption in practice within selected geographical markets
• Selection of target markets
• Organization of foreign market adaptation
• International planning processes
• Central and decentral support functions
• International sales management
• Antecedents/factors to/for unsuccessful market entries
• Choice of sales-approach in foreign markets

Please send a one-page abstract (A4) to christian.belz@unisg.ch and marketingreview@unisg.ch by September 4, 2008 at the latest. The final deadline for submitting your article in full is December 4, 2008. This issue will be published on June 12, 2009.

MRSG 4.2009: Customer Decision Behavior
Research in decision behavior investigates new aspects of customer decisions besides classical consumer behavior. The role of management is to develop innovative marketing concepts to react to changes in consumer behavior accordingly. We are looking for articles based on the following research topics:

• Behavioral economics
• Anomalies in purchasing decisions
• Neurological marketing
• Consumer behavior and innovative sales concepts
• Visualization of decision relevant information
• Implications of social shopping, blogs and communities

Please send a one-page abstract (A4) to thomas.rudolph@unisg.ch and marketingreview@unisg.ch by November 13, 2008 at the latest. The final deadline for submitting your article in full is February 13, 2009. This issue will be pub lished on August 14, 2009.

MRSG 5.2009: Price Management
There is no other Marketing tool having a similar immediate effect on a company’s profitability as the price has. Surprisingly, price management is often implemented unsystematically in practice. We are looking for articles based on the following research topics:

• Psychological aspects of pricing (price thresholds, reference prices, price fairness, mental accounting, prospect theory etc.)
• Communication of prices (especially price increases)
• Management of rebate and bonus systems
• Latest approaches for the price determination of new products or innovations:
  • Reverse pricing
  • Value based pricing
  • Auction pricing (in conjunction with game theory)
  • Adapted conjoint analysis
• Managing price image
• Price differentiation
• Ways for achieving an integrated price management

Please send a one-page abstract (A4) to sven.reinecke@unisg.ch and marketingreview@unisg.ch by January 16, 2009 at the latest. The final deadline for submitting your article in full is April 16, 2009. This issue will be published on October 14, 2009.

MRSG 6.2009: Inbound Marketing
Inbound Marketing advances and uses customer initiated contacts. Inbound does not suffer from spreading losses because the customers decide on the communication topic, time, and channel. However, it does not suffice to work off the customer activities only on an administrative level. The company`s ability to a qualified response is most important. We are looking for articles based on the following research topics:

• Change of perspectives in inbound marketing: outbound push and/or inbound pull?
• Positioning inbound marketing within the firm
• From complaint management to proactive inbound marketing
• Managing inbound marketing: From objectives to controlling
• Inbound marketing in the age of communities and Web 2.0
• Inbound marketing for small accounts
• Inbound marketing in different company and market situations (case studies with initial situation, objectives, measures, and achievement; particularly interesting are publishing and dispatching companies, retail business, companies with a strong customer service)

Please send a one-page abstract (A4) to christian.belz@unisg.ch and marketingreview@unisg.ch by March 11, 2009 at the latest. The final deadline for submitting your article in full is June 11, 2009. This issue will be published on December 9, 2009.

MRSG: Marketing Management

Marketing Review St.Gallen generally concentrates on core topics. However, each issue may also include individual articles on general principles of marketing. In order for such an article on general principles to be published the topic must be of widespread interest and be dealt with in a self-contained manner. Please send a one-page abstract (A4) to sven.reinecke@unisg.ch and marketingreview@unisg.ch. If you have any further questions, please don’t hesitate to contact Prof. Dr. Christian Belz (+41 (0)71 224 28 20, christian.belz@unisg.ch) or Prof. Dr. Sven Reinecke (+41 (0)71 224 28 73, sven.reinecke@unisg.ch).

Once the deadline for submitting abstracts has passed, you will be informed within 14 days whether you will be requested to submit an article in full. Please send us your manuscript in electronic form (as a Word file). Prior to submitting a manuscript please check the formal requirements at www.marketingreview.ch. All articles will be appraised in a double-blind review process.

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