THEORIES AND FRAMEWORKS IN MARKETING Course Outline Instructor: Dr. Deepak S. Kumar OBJECTIVES: The course is expected to provide the participants with an over view about the broader research streams in Marketing. It may also familiarize them with the seminal works in scholarly Marketing literature which helps them to identify the relevant areas for doing research. Other objectives include: the course enables the participants to explore the nuances of marketing thought through selected papers from refereed journals. It is also expected to enable the participants appreciate different methodologies, ideas and their logical presentation prevalent in marketing literature. Finally, facilitates the participant to identify potential areas of research to be taken up in future. PEDAGOGY EVALUATION : The course widely relies on seminar presentations by participants and discussion facilitated by the instructor. In addition, research (term) paper writing will be used to supplement the learning. Participants should note that the readings given against each topic are not exhaustive but selective. The broad evaluation pattern followed will be as given: Class Presentation 30% Class Participation 30% Research Paper 40% The research paper can be conceptual or empirical and must be on any one of the topics discussed in the course. Participants may refer to the following documents for instructions on how to write a research paper. Summers, O. J. (2001), Guidelines for Conducting Research and Publishing in Marketing: From Conceptualisation through the Review Process, Journal of the Academy of Marketing Science, 29(4), 405 415. The first 2-3 sessions will be based on the reading from the text book: S. D. Hunt (2010), Marketing Theory: Foundations, Controversy, Strategy, Resourceadvantage Theory; M.E. Sharpe Once a reasonable understanding is developed among participants regarding the nature of marketing and the foundations of marketing theory, the subsequent sessions will be on the reading list appended below. READING LIST TOPIC WISE (Not exhaustive)
Market Orientation Shapiro, B. P (1988), "What the Hell is Market Orientation?," Harvard Business Review, 66 (6), 19 25. Kohli, A. and B. J. Joworski (1990), "Market Orientation: The Construct, Research Propositions, and Managerial Implications," Journal of Marketing, 54 (2), 1-18. Slater, E.S. and J.C. Narver (1995), "Market Orientation and the Learning Organisation," Journal of Marketing, 59 (2), 63-74. Creating and Managing Customer Value Smith, B.J. and M. Colgate (2007), "Customer Value Creation: A Practical Framework," Journal of Marketing Theory and Practice, 15 (1), 7-23. Palmatier, W.R. (2008), "Interfirm Relational Drivers of Customer Value," Journal of Marketing, 72 (4), 76-89. Muthuraman, B. A. Sen, P. Gupta, DVR Seshadri and J.A. Narus (2006), "Understanding the Process of Transitioning to Customer Value Management," Vikalpa, 31 (2), 1 27. Segmentation Decisions Tynan, C.A. and J. Drayton (1987), "Market Segmentation," Journal of Marketing Management, 2 (3), 301-35. Haley, Russel (1968), "Benefit Segmentation: A Decision-oriented Research Tool, Journal of Marketing, 32 (3), 30-5. Lin, C. (2002), "Segmenting Customer Brand Preference: Demographic or Psychographic," Journal of Product & Brand Management, 11 (4), 249 68. Product Management Day, G.S. (1981), "The Product Life Cycle: Analysis and Application Issues," Journal of Marketing, 45 (4) 60 7. Wind, Y. and H.J. Claycamp (1976), "Planning Product Line Strategy: A Matrix Approach," Journal of Marketing, 40 (1), 2 9. Quelch, J.A. and D. Kenny (1994), "Extend Profits, Not Product Lines," Harvard Business Review, 72 (5), 153-60. Gill, T. (2008), "Convergent Products: What Functionalities add More Value to the Base?," Journal of Marketing, 72 (2), 46-62. New Product Development
Wind, J. and V. Mahajan (1997), "Issues and Opportunities in New Product Development: An Introduction to the Special Issue," Journal of Marketing Research, 34 (1), 1-12. Cooper, L. (2000), "Strategic Marketing Planning for Radically New Products," Journal of Marketing, 64 (1), 1-16. Koshy, A, and A. Angel (1994), "Patterns of New Product Introduction in Consumer Products Category," Vikalpa, 19(2), 21-33. Brand Management and Positioning Aaker, Jennifer L. (1997), Dimensions of Brand Personality, Journal of Marketing Research, 34 (3), 347-56. Keller, K.L. and D.R. Lehmann (2006), "Brands and Branding: Research Findings and Future Priorities," Marketing Science, 25 (6), 740-59. Blankson, C., and S.P. Kalafatis (2007), "Positioning Strategies of International and Multicultural Oriented Service Brands," Journal of Services Marketing, 21 (6), 435 50. Park, C. Whan, Bernard Jaworski and Deborah MacInnis (1986),"Strategic Brand Concept-Image Management," Journal of Marketing, 50 (4), 135-45. Brand Extensions and Brand Equity Keller, K.L. (1993), "Conceptualizing, Measuring, Managing Customer Based Brand Equity," Journal of Marketing, 57 (1), 1-22. Volckner, F. and H. Sattler (2006), "Drivers of Brand Extension Success," Journal of Marketing, 70 (2), 18-34. Pricing Decisions Tellis, G. (1986), "Beyond the Many Faces of Price: An Integration of Pricing Strategies," Journal of Marketing, 50 (3), 146-60. Xia, L., K. Monroe, and J.Cox (2004), "The Price is Unfair! A Conceptual Framework of Price Fairness Perceptions," Journal of Marketing, 68 (4), 1-15. Mazumdar, T., S. Raj, and I. Sinha (2005), "Reference Price Research: Review and Propositions," Journal of Marketing, 69 (4), 84-102. Advertising Argenti, A.P., R.A. Howell, and K.A. Beck (2005), "The Strategic Communication Imperative," Sloan Management Review, 46 (3), 83-9.
Garretson, A.J. and S. Burton (2005), "The Role of Spokescharacters as Advertisement and Package Cues in Integrated Marketing Communications," Journal of Marketing, 69 (4), 118-32. Lodish, L.M., M. Abraham, S. Kalmenson, J. Livelsberger, B. Lubetkin, B. Richardson, and M.E. Stevens (1995), "How T.V. Advertising Works: A Meta Analysis of 389 Real World Split Cable T.V. Advertising Experiments," Journal of Marketing Research, 32 (2), 125-39. Sales Promotion Gelb, B., D. Andrews and S.K. Lam (2007), "A Strategic Perspective on Sales Promotions," Sloan Management Review, 48 (4), 1 7. Honea, H. and D.W. Dahl (2005), "The Promotion Affect Scale: Defining the Affective Dimensions of Promotion," Journal of Business Research, 58 (4), 543-51. Choi, S. and M. Kim (2007), "The Effectiveness of Scratch And Save' Promotions: The Moderating Roles of Price Consciousness and Expected Savings," Journal of Product & Brand Management, 16 (7), 469 80. Sales Management Churchill Jr., G.A., N.M. Ford, S.W. Hartley, and O.C. Walker Jr. (1985), "The Determinants of Salesperson Performance: A Meta analysis," Journal of Marketing, 22 (2), 103 18. Smith, K., E. Jones, and E. Blair (2000), "Managing Salesperson Motivation in a Territory Realignment," The Journal of Personal Selling and Sales Management, 20 (4), 215-26. Distribution Management Anderson, E., G.S. Day, and V. K. Rangan (1997), "Strategic Channel Design," Sloan Management Review, 38 (4), 59-69. Kabadayi, S., N. Eyuboglu, and G.P. Thomas (2007), "The Performance Implications of Designing Multiple Channels to Fit with Strategy and Environment," Journal of Marketing, 71 (4), 195 211. Gaski, F. (1984), "The Theory of Power and Conflict in Channels of Distribution," Journal of Marketing, 48 (3), 9-29. Frazer, G. and J. Sheth (1985), "An Attitude Behaviour Framework for Distribution Channel Management," Journal of Marketing, 49 (3), 38-48. Retailing
Brown, S. (1995), "Postmodernism, The Wheel of Retailing and will to Power," The International Review of Retail, Distribution and Consumer Research, 5 (3), 387-414. Dawson, J.A. (2000), "Retailing at Century End: Some Challenges for Management and Research," The International Review of Retail, Distribution and Consumer Research, 10 (2), 119-48. Sinha, P.K., A. Banerjee, and D.P. Uniyal (2002), "Deciding Where to Buy: Store Choice Behaviour of Indian Shoppers," Vikalpa, 27(2), 13-28. Services Marketing Lovelock, C. and E. Gummerson (2004), "Whither Services Marketing?: In Search of a New Paradigm and Fresh Perspectives," Journal of Services Research, 7 (1), 20-41. JoBitner, M. (1992), "Servicescapes: The Impact of Physical Surroundings on Customers and Employees," Journal of Marketing, 56 (2), 57-71. Parasuraman, A., V. Zeithaml, and L. Berry (1988), "SERVQUAL: A Multiple Item Scale for Measuring Consumer Perceptions of Service Quality," Journal of Retailing, 64 (1), 12-40. International Marketing Levitt, T. (1983), "The Globalisation of Markets," Harvard Business Review, 61 (3), 92-102. Jain, S.C. (1989), "Standardization of International Marketing Strategy: Some Research Hypotheses," Journal of Marketing, 53 (1), 70-9. Rural Marketing Jha, M. (1988), "Rural Marketing: Some Conceptual Issues," Economic and Political Weekly, (February 27), 8-16. Halfacree, K.H. (1995), "Talking About Rurality: Social Representation of the Rural as Expressed by Residents of Six English Parishes," Journal of Rural Studies, 11 (1), 1-20. Marketing and Economic Development Prahalad, C.K. and A. Hammond (2002), "Serving the Worlds Poor, Profitably," Harvard Business Review, 80 (9), 48 58 Drucker, P.F. (1958), "Marketing and Economic Development," Journal of Marketing, 22 (1), 252-59. Joy, A. and C.A. Ross (1989), "Marketing and Development in Third World Contexts: An Evaluation and Future Directions," Journal of Macromarketing, 9(2), 17 31
Future of Marketing Sheth, J. and R. Sisodia (1999), "Revisiting Marketing Lawlike Generalisations," Journal of Academy of Marketing Science, 27 (1), 71-87. MacInnis, J.D. and E. demello Gustovo (2005), "The Concept of Hope and its Relevance to Product Evaluation and Choice," Journal of Marketing, 69 (1), 1-14.