Evolution of Marketing as a Discipline: What Has Happened and What to Look Out For

By Vinay Kumar. 2015

252 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/ea6583648b0752987afcbd349580daafed1b3f2f

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Citations in the corpus

What messages to post? Evaluating the popularity of social media communications in business versus consumer markets ☆ (2017, background): “…they have focused little on understanding the factors that drive the popularity of brand content on social media sites (De Vries et al., 2012; Kumar, 2015), specifically in business-to-business (B2B) markets where there is a lack of research guidance and the presence of unique barriers that…”
A Systems Perspective on Markets: Toward a Research Agenda (2017, background): “In a recent editorial of Journal of Marketing, Kumar (2015) stresses the importance of marketing’s staying on top of, and responsive to, the current economic vacillations, emergence of new markets and other fast changes occurring in the business environment.”
S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM (2019, background): “…raising focal research issue; (2) Cited sources: Refer to existing research on related research issue(s); In right-hand column: M1, M2, etc.: Manager ID (cf. Appendix). organizational performance implications of S-D logic–informed CE (Kumar and Pansari 2015; Kumar 2013, 2015; Lee et al. 2015).”
From Finance to Marketing: The Impact of Financial Leverage on Customer Satisfaction (2015, background): “Thus, our research enhances understanding of the impact of financial decisions on marketing and answers the call for an increased understanding of marketing’s interface with other business functions (Kumar 2015).”
Evaluating Facebook brand content popularity for service versus goods offerings (2017, background): “While most scholars focus on the importance of social media to organizations, limited efforts try to unravel effective social media content strategies (Kumar, 2015; Swani et al., 2017), specifically in terms of promoting service versus goods.”
Marketing in the Sharing Economy (2019, background): “In recent years, both marketing scholars and practitioners have placed increased emphasis on value creation across the breadth of a firm’s stakeholders (Kumar 2015).”
Marketing capability, organizational adaptation and new product development performance☆ (2015, background): “By answering how organizational structural factors affect marketing capability on firm performance, we also partially answered the call regarding how to completely integrate marketing activities with other business functions for superior firm performance (Kumar, 2015).”