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May 2009, Vol. 6, No. 4
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.
Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?
Brand experiences arise in a wide variety of settings when consumers search for, shop for, and consume brands. Yet how exactly do consumers experience a brand? How can researchers and marketing practitioners measure these experiences?
Can McDonald’s Food Ever Be Considered Healthful?
This research investigates conditions under which metacognitive experiences of difficulty can threaten the perceived understanding of such well-established brands and what can happen when the sense of understanding is threatened in this way.
Understanding Markets as Online Public Places: Insights from Consumers with Visual Impairments
Consumers with impairments engage in e-commerce, but they often experience constraints that limit their access to online retail Web sites. The authors suggest that public policy makers view Web sites public as marketplaces, and thus public accommodations Web sites should fall under the jurisdiction of the Americans with Disabilities Act.
Order-of-Entry Effects for Service Firms in Developing Markets
People who maintain a large number of ties to other people tend to strongly influence others in the process of innovation adoption. People adopt through social hubs sooner than other people not because they are innovative but rather because they are exposed earlier to an innovation as a result of their multiple social links.
Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions
Traditionally, marketing has focused its attention on customer or product-market results, such as customer counts, sales, and market share. The link to financial outcomes and stock price is rarely considered. Increasingly, however, the marketing profession is being challenged to assess and communicate the value created by its actions on shareholder value. These demands create a need to translate marketing resource allocations and their performance consequences into financial and firm value effects.
Announcements
Put the Web to Work for Your Nonprofit
Are you working the web for the benefit of your nonprofit? Learn how to harness the power of social media and networking to mobilize online support during the AMA’s 2009 Nonprofit Marketing Conference to be held in Chicago July 15-17.. Plan now to learn the latest insights by industry experts including those from Blue State Digital, The Ad Council, Causes, United Way of America, AARP and the US Fund for UNICEF.
Are You Social Media Savvy? Learn Real-World Approaches to Social Media Marketing that Net Real-Time Results
What’s your social media savvy quotient? To compete in today’s market you need to understand how to work the social media web to your advantage. The AMA’s Social Media Workshop shows you how to tap the power of the collective within your organization and how to apply it to both marketing and operations. Plan now to attend this hands-on workshop where you’ll be able to walk away with a working campaign under your belt and the knowledge and skills to run your own social media program.
Plan for the Future by Taking Advantage of the Latest Marketing Research Techniques
Prepare for what’s next by learning the latest trends and insights from some of the industry’s leading marketing research experts. The 2009 Marketing Research Conference will be a must-attend event featuring leaders including those from American Express, Turner Broadcasting, Ford, Citi Group, BP, Coca Cola and Allstate Insurance, to name a few. Plan now to attend the AMA conference scheduled for October 4-7 in Palm Springs, CA.
AMAF Valuing Diversity Scholarships
The American Marketing Association Foundation (AMAF), in conjunction with the AMA Academic Council, established a scholarship program in 2003 focused on creating scholarship funds for populations underrepresented in the marketing profession. Through its Valuing Diversity Ph.D. Scholarship Program, the AMAF seeks to widen the opportunities for underrepresented populations to attend marketing doctoral programs.
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