AMA and MSI Special Issue of Journal of Marketing — Mapping the Boundaries of Marketing: What Needs to Be Known

Introduction to the Special Issue — Mapping the Boundaries of Marketing: What Needs to Be Known
– V. Kumar, Kevin Lane Keller, & Katherine N. Lemon
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Organizing for Marketing Excellence
– Christine Moorman and George S. Day
We review 25 years of scholarship to examine the impact of four elements of marketing organization (MARKORG) on marketing excellence: capabilities, configuration (structure, metrics, and incentives), culture, and the human capital of marketing leadership and talent.
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Creating Enduring Customer Value
– V. Kumar and Werner Reinartz
This study integrates and synthesizes existing findings in the customer value literature by considering value provided to the customers by firms and value derived by firms from customers, it identifies the best practices, and it highlights future research avenues for creating lasting customer value.
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Understanding Customer Experience Throughout the Customer Journey
– Katherine N. Lemon and Peter C. Verhoef
In this article, the authors aim to develop a stronger understanding of customer experience (CX) and the customer journey in this era of increasingly complex customer behavior.
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Marketing Analytics for Data-Rich Environments
– Michel Wedel and P.K. Kannan
We describe the history and the state-of-the-art in marketing analytics and provide future research directions in the context of big data for personalization, marketing mix, and privacy and security.
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Integrating Marketing Communications: New Findings, New Lessons, and New Ideas
– Rajeev Batra and Kevin Lane Keller
This article provides a conceptual framework and models to help marketers and academics better understand integrated marketing communication (IMC) programs in the context of today’s new media environment, so that they can design and implement more effective and efficient IMC programs.
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A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry
– Cait Lamberton and Andrew T. Stephen
We looked at the last 15 years of research in marketing related to digital, social media, and mobile channels to identify what we know versus what we need to know more about. This review reveals many instances in which marketing academia and practice both have and have not been aligned, presenting many opportunities for further collaboration, growth, and knowledge.
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Demonstrating the Value of Marketing
– Dominique M. Hanssens and Koen H. Pauwels
The value of marketing to the organization can and should be defined, assessed, and communicated. This article identifies gaps in marketing’s knowledge base to set the stage for further research and enhanced practice in demonstrating marketing’s value.
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Journal of Marketing Subject and Author Index, Volume 80, 2016
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