Thomas Barta discusses marketing’s perception problem. He is interested in fixing marketing’s perception problem. Unaccountable Not Sleazy By the problem, Barta means more an internal perception problem within firms than an external view (of marketers as sleazy). Internally marketing is seen as unaccountable, it is a bit of a black hole for funds. As marketers,…
Author: neilbendle
Neil is an Associate Professor Marketing at the Terry College of Business, University of Georgia. He investigates the measurement of marketing performance, the accounting/marketing interface, and the impact of non-standard decision making in commercial and political markets.
Neil is the Chair of the Marketing Accountability Standards Board advisors. He is co-author of Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance (3rd edition) Wharton School Press and is co-author of a cartoon book: Behavioural Economics for Kids.
Who Thinks Brands Should be Involved in Social Issues?
YouGov is a survey firm and [in 2018] they uncovered what consumers think of firms getting involved in social issues. What was the result? Who thinks brands should be involved in social issues? Political Involvement From Brands I think this is a fascinating topic. I would expect more and more political involvement from brands. If…
Fairness In Business
A tricky problem in business research is understanding the role of fairness concerns. It is pretty obvious from just a cursory look at social interactions (of which business relations are a special type) that fairness matters to a lot of people a lot of the time. Often consumers and workers complain about lack of fairness….
Logical Problems
Logic is a challenge for all of us. To get through life we make a lot of leaps that are probably not justified. That said it is helpful to sit back and think through the leaps we are making. Bo Bennett has put together a compilation of logical fallacies. These range from some classic ones…
Innumeracy And The Problems It Causes
John Allen Paulos’ book Innumeracy tackles the fact that much of what is talked about in the public sphere shows an alarming lack of mathematical fluency. I had to agree with many of his points. (Though it might need a new edition; some of the writing seemed a bit dated, there were a frightening number…
Why Aren’t Academics More Relevant?
Much academic research is not connected to any immediate practical outcomes. This isn’t necessarily bad. Some research can have value to society more broadly or over a longer period. Saying that will happen can be a bit of a cop-out however. ‘This will be extremely valuable a long time after I die so give me…
Business Schools And The Teaching Of Political Marketing
Paul Baines, an academic at Cranfield in the UK, has made the argument that business schools are not utilizing political marketing to its fullest. What do we know about business schools and the teaching of political marketing? What should they do? Why? What Do Business Schools Teach? Few business schools have courses on political marketing….
Segments and Stereotypes
Mark Ritson has a regular column in Marketing Week. He tackles a problem that is often skimmed over in marketing. Stereotypes are often painfully close to the way marketers construct segments. What then can we say about segments and stereotypes. Segments and Stereotypes A segment doesn’t need to be based upon faulty generalizations. A segment…
Big Data And The Academic Practitioner Divide
What do we know about Big Data And The Academic Practitioner Divide? Is there cause for hope? I think so. At least a bit. The Big Divide I find the divide between academics and practitioners fascinating. It is clearly very large. More strangely, I find it amazing how easily many people on both sides accept…
Problems In Academic Research
Writing in the Journal of International Business Studies Klaus Meyer and his colleagues outline some problems in academic research. The authors tell us how they suggest dealing with the problem. Familiar Problems In Academic Research The problems they outline will be quite familiar to anyone following recent controversies in academia. The file drawer problem is…
