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Marketing Theses and Dissertations
Theses/dissertations from 2023 2023.
How Feeling Like a Minority Affects Preferences for Autonomous Digital Interfaces , Ye Seul Kim
Theses/Dissertations from 2022 2022
Spillover Effects in Product Customization , Samuel Babu Sekar
Theses/Dissertations from 2021 2021
External and Internal Factors of Sports Sponsorship Selling Cycles in North American Professional Sports , Dan Kaufmann
Increasing Personal and Product Influence Through Background Auditory and Visual Cues , Zhihao Yu
Theses/Dissertations from 2020 2020
The Effects of Product Recalls on Competitors’ Market Value and Recalling Firm’s Reputation , Dong Liu
Corporate Brand Impact on Sales / Revenue Per Share , Brad A. Puckey
Competition in Upstream Humanitarian Supply Chain: Investigation of Food Banks , Iana Shaheen
Theses/Dissertations from 2019 2019
How Digital versus Non-Digital Modes of Food Ordering Influence Menu Healthfulness Perceptions and Food Choices , Annika Abell
Theses/Dissertations from 2018 2018
The Impact of Digital Marketing Decisions on Market Outcomes in Residential Real Estate , Denise Hunter Gravatt
Theses/Dissertations from 2017 2017
Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes , Lisa Monahan
The Effects of Loneliness on Consumers’ Digital Engagement with Social Media Ads , Yu Qin
Product Shadows and Ad Evaluations , Nazuk Sharma
Theses/Dissertations from 2016 2016
Understanding the Complexity of Product Returns Management: A Complex Adaptive Systems Theory Perspective , Jennifer Anne Espinosa
Branding Implications of Co-Created Social Responsibility , Alexander J. Kull
Theses/Dissertations from 2015 2015
How You Categorize Influences How Helpful You Are: The Effect of Categorization Mindset on Consumers’ Social Decisions , Hsiao-Ching Kuo
Theses/Dissertations from 2014 2014
Taken for Granted or Taken with Gratitude? An Examination of the Differential Effects of Donations of Time and Money on Consumers' Evaluation of Corporate Philanthropy , Ryan Langan
Essays on Consumer's Psychological and Behavioral Responses toward Social Coupons , Chinintorn Nakhata
Muscling Consumers to Optimal Option Differentiation: The Influence of Incidental Muscular Sensations on Option Differentiation , Courtney Szocs
Theses/Dissertations from 2012 2012
Essays on Mental Accounting and Consumers' Decision Making , Ali Besharat
Perceived Firm Transparency: Scale and Model Development , Jennifer Dapko
Theses/Dissertations from 2010 2010
Antecedents and Consequences of Channel Alienation: An Empirical Investigation within Franchised Channels of Distribution , Ivan Lapuka
Theses/Dissertations from 2009 2009
An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context , Brent L. Baker
Developing the Nomological Network of Perceived Corporate Affinity for Technology: A Three Essay Dissertation , David Earl Fleming
Theses/Dissertations from 2008 2008
Self-Directed Learning: Measures and Models for Salesperson Training and Development , Stefanie Leigh Boyer
Emotional Exhaustion and Its Role in Service Sabotage among Boundary Spanners , Diane R. Edmondson
Theses/Dissertations from 2007 2007
Essays on multiple identities and motivated consumption: Exploring the role of identity centrality on self-brand connections , Tracy R. Harmon
The impact of organizational climate variables of perceived organizational support, workplace isolation, and ethical climate on salesperson psychological and behavioral work outcomes , Robert J. Riggle
Theses/Dissertations from 2005 2005
The Effect of Perceived Entitativity on Implicit Image Transfer in Multiple Sponsorships , FrancoÌ?is Anthony Carrillat
Theses/Dissertations from 2004 2004
Relationship Advertising: Investigating the Strategic Appeal of Intimacy (Disclosure) in Services Marketing , Andrea Diahann Gaye Scott
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Marketing Performance Measurement Ability and Firm Performance
2007, Journal of Marketing
Related Papers
GfK Marketing Intelligence Review
Andrew Abela
It has been widely argued that an inability to account for marketing’s contribution has undermined its standing within the company. Furthermore, the effect of marketing activities on business success is underestimated. To respond to this pressure, marketers are investing in the development of performance measurement abilities. In this study of senior marketing managers in high-tech firms, the effect of the ability to measure marketing performance against business performance is examined. The authors also explore the effect of the ability to measure marketing against marketing’s status within the company. Results indicate that this ability is essential given that it has a significant impact on company performance, profitability, stock returns, and marketing’s stature within the company. Considering these effects, the closing managerial implications are highly relevant for marketing professionals
Cogent Business & Management
Qing Shan Ding
Neil Morgan , Constantine Katsikeas
Research in marketing has increasingly focused on building knowledge about how firms' marketing contributes to performance outcomes. A key precursor to accurately diagnosing the value firms' marketing creates is conceptualizing and operationalizing appropriate ways to assess performance outcomes. Yet, to date, there has been little conceptual development and no systematic examination of how researchers in marketing should conceptualize and measure the performance outcomes associated with firms' marketing. The authors develop a theory-based performance evaluation framework and examine the assessment of such performance outcomes in 998 empirical studies published in the top 15 marketing journals from 1981 through 2014. The results reveal a large number of different performance outcome measures used in prior empirical research that may be only weakly related to one another, making it difficult to synthesize findings across studies. In addition, the authors identify significant problems in how performance outcomes in marketing are commonly conceptualized and operationalized. They also reveal several theoretically and managerially important performance areas in which empirical knowledge of marketing's impact is limited or absent. Finally, they examine the implications of the results, provide actionable guidelines for researchers, and suggest a road map for systematically improving research practice in the future.
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SSRN Electronic Journal
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Marketing ZFP
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Master's thesis Date September 2020 Language of publication: English Number of pages 54 Permission for web ... increase their sales performance. Primary data was used, and two retail organizations with operations in Finland were targeted, namely: Lidl and IKEA. ... Marketing thus needed consumer communications in order to cope with the rising ...
Effective Marketing strategies are the key to frontline market performance. Marketing strategy is the fundamental goal of increasing sales and achieving a sustainable competitive advantage (Silva, 2006). Marketing strategy includes all basic, short-term, and long-term activities in the field of marketing that
Theses/Dissertations from 2009. An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context, Brent L. Baker. Developing the Nomological Network of Perceived Corporate Affinity for Technology: A Three Essay Dissertation, David Earl Fleming.
organization's marketing capability is an effective strategic choice to create points of. difference from the competition (Ju, Jin, & Zhou, 2018). Agents and small business owners should target and adapt competitive strategies. such as building relationships with customers to gain a competitive edge. Agents.
The impact of marketing activities on business performance indicators (1969-1989) Köylüoğlu, A.S., Tosun, P. & Doğan, M. / Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 2021 9(1 ...
Marketing and business performance. Neil A. Morgan. Received: 28 July 2011 / Accepted: 1 August 2011 /Published online: 20 August 2011. # Academy of Marketing Science 2011. Abstract Academics and ...
Digital marketing innovation plays an important role in a company's performance. Since this concept is quite new, there are not many empirical studies on the impact of marketing innovations. The purpose of this study is to examine the impact of digital marketing innovation on firm performance, consider the mediation effect of marketing capability on the impact of digital marketing capability ...
This dissertation investigates the implications of consumer inattention and uncertainty for firms' advertising and pricing decisions. The first chapter is an overview of the problems addressed in the dissertation and the main findings. The second chapter develops a theory-based, cost-effective method to estimate the demand for new
Examining the Effects of Marketing Performance Measurement Systems on Firm Performance through the Lens of Marketing Capabilities: A Mixed Methods Study of Irish Firms Xiaoning Liang, M.A., B.A. A thesis submitted to Dublin City University in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY
Metrics selection is. an essentially rational process by whic h "marketing managers can learn to. improve performance by altering the ut ility levels associated with marketing. control variables ...
Marketing Performance Measurement Ability / 85 The regression coefficients indicate that as we hypothe- Again, we used hierarchical regression to test the rela- sized, MPM ability is significantly associated with both tionship between the predictor variables and the dependent firm performance and CEO satisfaction with marketing. ...
This dissertation explored the direct effects among various components of brand. management capability (organizational culture, resources, and processes) and brand performance. Some researchers hold that the organizational culture leads to the development of resources, which. then lead to the development of processes.
marketing has on the performance of a company. It highlights the significance of digital marketing in enhancing business performance. 1.2 Background of study In highly competitive markets, firms strive to optimize their processes for distributing products and services while attracting consumers and maximizing profits. Based on this
Marketing is a key management discipline that enables the producers of goods and. services to interpret customers wants, needs and desires and match, or exceeds them, in delivery. to their target ...
MARKETING PERFORMANCE: A CASE STUDY ON ABAY BANK S.C By: Aklilu Teshome Medfu Research Advisor: Temesgen Belayneh (PhD) St. Mary University Masters of arts ... Name of thesis advisor Signature Date. DECLARATION I declare that this MSc Thesis is my original work and has never been presented for the award of ...
performance as evidenced by customer satisfaction and to suggest the marketing strategy and advertising channel that would lead to enhanced performance of the firm. Descriptive research was used in this study and both quantitative and qualitative data was collected using a self-administered questionnaire.
marketing strategy is a plan for pursuing the firm's objective or how the company is going to obtain its marketing goals within a specific market segment (Walker, 2011). This implies that a firms marketing strategy is a crucial determinant of successful firm performance and it can be
This dissertation investigates the implications of consumer inattention and uncertainty for firms' advertising and pricing decisions. The first chapter is an overview of the problems addressed in the dissertation and the main findings. The second chapter develops a theory -based, cost-effective method to estimate the demand for new
International Journal of Business Marketing and Management (IJBMM) Volume 3 Issue 9 September 2018, P.P. 01-09 ISSN: 2456-4559 www.ijbmm.com International Journal of Business Marketing and Management (IJBMM) Page 1 EFFECTS OF MARKETING STRATEGIES ON ORGANIZATIONAL PERFORMANCE Dr. Cross Ogohi Daniel
In addition, a concave relationship between marketing expense and firm performance was found by analysing ME. 2 . and t. his result is in line with the literature. Index Terms—Marketing expense, firm performance, BIST textile, leather index. I. INTRODUCTION One of the primary objectives of managers of firms is to maximize the present value of ...
Using well-established theories from the sociological perspective of the organisational behaviour literature, this work proposes relevant questions for future research in this field.Journal of ...
2.4.2 Social media marketing, strategies and nature of the message As explained earlier, luxury brands were reluctant to developing social media marketing strategies (Lee & Watkins, 2016). According to Arrigo (2018a), the hesitation was driven by three aspects: first, the digital world is complex and versatile.
blessing, I cannot finish my undergraduate thesis with title ANALYSIS OF MARKETING STRATEGY AND TACTICS TO CREATE VALUE FOR CUSTOMER IN PT. TAHARICA. Also, support and motivation have a role in finishing my thesis. ... and optimize financial performance with its business model. This business strategy is carried out by the top management with an ...