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July 2008, Vol. 5, No. 7
Marketing Thought Leadership
Published monthly exclusively for AMA members, this e-newsletter provides readers with an update on the latest AMA journal and magazine articles on issues and concepts that shape marketing today--and tomorrow.
Customer Equity: An Integral Part of Financial Reporting
Despite most companies maintaining that customer service is Job #1, few organizations factor customer equity into their financial reporting equation. Customer metrics can aid investors in communicating a customer value orientation to the finanical community. The authors propose a means to report customer equity that matches financial reporting criteria.
The Prominence Effect in Shanghai Apartment Price
In China, the impact of the consumer boom is perhaps nowhere more evident than in the real estate market. Real estate developers are increasingly relying on careful pricing practices to avoid missing profitable opportunities. Based on several studies, the authors reveal a discrepancy between the desired and actual sales patterns, making a connection between the prominence effect and real outcomes in the marketplace.
Toward a Framework for Assessing Covert Marketing Practices
In a marketplace characterized by widespread methods to market to consumers covertly, where should marketers draw the line between unacceptable practice and efficient marketing tactics? The authors present a framework describing the contextual factors affecting marketers' decisions to engage in covert marketing as well as consumers' decisions to enter into exchanges with marketers.
Psychic Distance: Antecedents, Retail Strategy Implications and Performance Outcomes
While psychic distance has historically attracted research interest, there still is little agreement as to its usefulness. A study of nonfood retailers operating in at least three foreign countries found that though retail strategy is driven by psychic distance alone, entry strategy is influenced by other factors as well.
The Table Stakes of Visual Thinking
Marketing researchers would do well to brush up on their poker skills. Although recognized for their left-brain analytic skills, marketing researchers would do well to apply skills associated with poker to the process of creative thinking. Author Dan Roam addresses how the process of visual thinking can help marketers solve problems in unexpected ways. Announcements
Plan Now to Attend the AMA's 2008 Summer Marketing Educators' Conference
"Unleashing the Power of Marketing to Transform Consumers, Organizations, Markets and Society" is the theme of this year's Summer Marketing Educators' Conference to be held in San Diego, CA August 8-11.
Marketing Research Conference Addresses Need to Refocus on the Consumer
What are consumers really thinking? This year's Marketing Research Conference to be held in Boston September 14-17 will feature keynote speakers Dan Ariely and Gary Hirshberg who will address issues critical to the marketing research field today.
Journal of Public Policy & Marketing Editor Nominations Sought
SThe American Marketing Association is accepting nominations for the editor-designate of the Journal of Public Policy & Marketing, the AMA's premier journal dedicated to research in the public policy domain. Nominations should be submitted no later than August 15, 2008.
Nominations Sought for Journal of Marketing Research Editor
The AMA is seeking candidates to fill a three-year term as editor-designate of the Journal of Marketing Research. Applications must be submitted no later than September 15, 2008.
AMA Proposes New Ethics Statement
The American Marketing Association is proposing a new amendment to its Statement of Ethics. Members are encouraged to review the proposed amendment and submit feedback to byoungberg@ama.org.
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