Readings in Marketing Fall, Dr. E. Bruning. Meeting: Tuesday, September 14 --Overview of the Field
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1 Readings in Marketing Fall, Dr. E. Bruning Week 1: Meeting: Tuesday, September 14 --Overview of the Field Readings: Chapter 1. Shelby Hunt, Modern Marketing Theory: Critical Issues in the Philosophy of Marketing Science. Southwestern Publishing Co., Theodore Levitt, Marketing Myopia, Harvard Business Review, August Wroe Alderson, The Analytical Framework for Marketing, in Ben Enis and Keith Cox, eds., Marketing Classics. Boston: Allyn and Bacon, Richard Bagozzi, Marketing as Exchange, in Ben Enis and Keith Cox, eds., Marketing Classics. Boston: Allyn and Bacon, Philip Kotler and Sidney Levy, Broadening the Concept of Marketing, in Ben Enis and Keith Cox, eds., Marketing Classics. Boston: Allyn and Bacon, Paul Anderson, Marketing Strategic Planning and the Theory of the Firm, in Week 2: Meeting: Tuesday, September 21 Methodological Issues Readings: Paul Anderson, On Method in Consumer Research: A Critical Relativists Perspective, Journal of Consumer Research, 13, 1986, Harvey Siegel, Relativism for Consumer Research? (Comments on Anderson), Journal of Consumer Research, 15, 1988, Paul Anderson, Relative to What That is the Question: A Reply to Siegel, Journal of Consumer Research, 15, 1988, K. Hostiuk, T. Kurtz, and D. Kurtz, Alderson s Functionalism and the Development of Marketing Theory, Journal of Business Research, 1 Fall 1973, J. Peter and J. Olson, Is Science Marketing? Journal of Marketing, 47 (Fall) 1983, S. Hunt, For Reason and Realism in Marketing, Journal of Marketing, 56 (April),
2 J.Peter, Realism or Relativism for Marketing Theory and Research: A Comment on Hunt s Scientific Realism, Journal of Marketing, 56, 2, 1992, Week 3: Meeting: Tuesday, September 28 Buyer Behaviour Readings: Niraj Dawar and Philip Parker, Marketing Universals: Consumers Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality, Journal of Marketing, 58,2, April 1994, Russell Belk, Situational Variables and Consumer Behaviour, Journal of Consumer Research, December 1975, George Katona, Rational Behavior and Economic Behavior, in Ben Enis and Keith Cox, eds., Marketing Classics. Boston: Allyn and Bacon, F. Houston and J. Gassenheimer, Marketing and Exchange, Journal of Marketing, 51, 4, 1987, Frederick Webster and Yoram Wind, A General Model for Understanding Organizational Buying Behavior, in Ben Enis and Keith Cox, eds., Marketing Classics. Boston: Allyn and Bacon, John Howard and Jagdish Sheth, A Theory of Buyer Behavior, in Ben Enis and Keith Cox, eds., Marketing Classics. Boston: Allyn and Bacon, James Bettman, Memory Factors in Consumer Choice: A Review, in Week 4: Meeting: Tuesday, October 5 --Buyer Behaviour Readings: Patrick Murphy and William Staples, A Modernized Family Life Cycle, in Everett Rogers, New Product Adoption and Diffusion, in S. Beatty, L. Kahle, P. Homer, and S. Misra, Alternative Measurement Approaches to Consumer Values: The List of Values and the Rokeach Value Survey, Psychology and Marketing, 2 (3) 181. Arnold Mitchell, The VALS Typology, in Ben Enis and Keith Cox, eds., Marketing Classics. Boston: Allyn and Bacon,
3 Russell Haley, Benefit Segmentation: A Decision-Oriented Research Tool, in Week 5: Meeting: Tuesday, October 12 Market Orientation Readings: Frederick Webster, The Changing Role of Marketing in the Corporation, Journal of Marketing, 56, 4, 1992, A.K. Kohli, B.J. Jaworski, Market Orientation: The Construct, Research Propositions, and Managerial Implications, Journal of Marketing, 54, 2, 1990, B. Jaworski and A. Kohli, Market Orientation: Antecedents and Consequences, Journal of Marketing, 57, 3, 1993, J. Narver and S. Slater, The Effect of Market Orientation on Business Profitability, Journal of Marketing, 54, 4, 1990, S. Slater and J. Narver, Does Competitive Environment Moderate the Market Orientation-Performance Relationship? Journal of Marketing, 58, 1, 1994, Week 6: Meeting: Tuesday, October 19 Market Orientation Readings: Orville Walker and Robert Rueker, Marketing s Role in the Implementation of Business Strategies: A Critical Review and Conceptual Framework, in Ben Enis and Keith Cox, eds., Marketing Classics. Boston: Allyn and Bacon, Rohit Deshpande and Frederick Webster, Organizational Culture and Marketing: Defining the Research Agenda, Journal of Marketing, 53, 1, 1989, D. Szymanski, S. Bharadwaj, and P. Varadarajan, An Analysis of the Market Share-Profitability Relationship, Journal of Marketing, 57, 3, 1993, Peter Dickson, Toward a General Theory of Competitive Rationality, Journal of Marketing, 56, 1, 1992, C. Moorman and R. Rust, The Role of Marketing, Journal of Marketing, 63 (Special Issue) 1999, Week 7: Meeting: Tuesday, October 26 Pricing and Quality Readings: D. Garvin, Competing on the Eight Dimensions of Quality, Harvard Business Review, 65 (November), 1987, V. Zeithaml, Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, 52, 1988, 2-22.
4 N. French, J. Williams, and W. Chance, A Shopping Experiment on Price- Quality Relationships, Journal of Retailing, 48 (Spring), 1983, E. Gerstner, Do Higher Prices Signal Higher Quality? Journal of Marketing Research, 22 (May), Z. Lambert, Price and Choice Behavior, Journal of Marketing Research, 9 (February), 1972, A. Gabor and C. Granger, On the Price Consciousness of Consumers, Applied Statistics,10, 2, 1961, A. Kirmani and A. Rao, No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality, Journal of Marketing, 64 (April) 2000, Week 8: Meeting: Tuesday, November 2 Service Quality Readings: A. Parasuraman, V. Zeithaml, and L. Berry, A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing, 49, 3, 1985, V. Zeithaml and L. Berry, and A. Parasuraman, Communication and Control Processes in the Delivery of Service Quality, Journal of Marketing, 53 (2) 1988, ,, and, SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, 64, (Spring), 1988, ,, and, Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Future Research, Journal of Marketing, 58, 1, 1994, J. Cronin and S. Taylor, Measuring Service Quality: A Reexamination and Extension, Journal of Marketing, 56, 3, 1992, J. Cronin and S. Taylor, SERVPERF Versus SERVQUAL: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality, Journal of Marketing, 56, 3, 1994, R. Teas, Expectations, Performance Evaluation, and Consumers Perceptions of Quality, Journal of Marketing, 57, 4, 1993, R. Teas, Expectations as a Comparison Standard in Measuring Service Quality: An Assessment of a Reassessment, Journal of Marketing, 56, 3, 1994, R. Oliver, Whence Consumer Loyalty? Journal of Marketing, 63 (Special Issue) 1999,
5 Week 9: Meeting: Tuesday, November 9 Marketing Distribution L. Bucklin, Postponement, Speculation, and the Structure of Distribution Channels, Journal of Marketing Research, 11, 1965, R. Achrol, R. Singh, T. Reve, and L. Stern, The Environment of Marketing: A Framework for Comparative Analysis Journal of Marketing, 47 (Fall) 1983, J. Arndt, The Political Economy Paradigm: Foundation for Theory Building in Marketing, Journal of Marketing, 47 (Fall) 1983, G. Frazier, Interorganizational Exchange Behavior in Marketing Channels: A Broadened Perspective, Journal of Marketing, 47 (Fall) 1983, J. Gaski, The Theory of Power and Conflict in Channels of Distribution, Journal of Marketing, 48 (Summer), 1984, Week 10: Meeting: Tuesday, November 16 Marketing Relationships R. Dwyer, P. Schurr, and S. Oh, Developing Buyer-Seller Relationships, Journal of Marketing, 51, (April), 1987, H. Thorelli, Markets as Networks-Political Science Revisited, in Anderson, P.F. and M.J. Ryan, Scientific Method in Marketing, Chicago: American Marketing Association, (1984), R. Ruekert and O. Walker, Marketing s Interaction with Other Functional Units: A Conceptual Framework and Empirical Evidence, Journal of Marketing, 51 (January), 1987, J. Nevin, Relationship Marketing and Distribution Channels: Exploring Fundamental Issues, The Journal of the Academy of Marketing Science, 23 (Fall) 1995, B. Weitz and S. Jap, Relationship Marketing and Distribution Channels, The Journal of the Academy of Marketing Science, 23 (Fall) 1995, R. Morgan and S. Hunt, The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing, 58 (3) 1994, E. Garbarino and M. Johnson, The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships, Journal of Marketing, 63 (2) 1999, S. Ganesan, Determinants of Long-Term Orientation in Buyer-Seller Relationships, Journal of Marketing, 58 (April) 1994, 1-19.
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