Introduction to the Special Issue — Mapping the Boundaries of Marketing: What Needs to Be Known
V. Kumar, Kevin Lane Keller, & Katherine N. Lemon
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.
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.
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.
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.
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.
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.
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.
Journal of Marketing Subject and Author Index, Volume 80, 2016