Category: Understanding Marketing
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Thinking Differently About Business School Cases
Bridgman, Cummings, and McLaughlin in their 2016 paper about the case method tell us that the conventional history of the development of business case teaching is missing some vital elements. Cases nowadays come from the perspective of management. There exists a management objective that the students are trying to deliver. This excessively managerial perspective is…
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What Caused The Classic Polling Disaster?
In presidential election polling 1936 stands out as a uniquely bad disaster. What caused the classic polling pisaster? 1936, The Worst Ever Polling Disaster? In 1936 The Literary Digest made a prediction that Republican Alf Landon would beat the incumbent Democratic president Franklin Delano Roosevelt in a landslide. This rates as arguably the biggest disaster…
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Net Promoter And Lessons For Academic Research
I value academic work that speaks to the issues of managers and others outside of academia. The Net Promoter Score/System (NPS) is widely used by managers and so it can be valuable when academics look into this metric. What then can we say about Net Promoter and the lessons for academic research? Reviewing The Literature…
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The Influence Of Marketing On Managers
The history of business, especially marketing, thought is an interesting topic to me. Modern text analytics techniques can help us get a better understanding of what has happened. If I understand correctly historians seem to be increasing using such techniques. What then can this tell use about the influence of marketing on managers? Changing Topics…
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In Defense Of A Really Silly Idea
One the silliest things that academics do is compare the number of ‘A’ publications people have. Who thinks that a career can be summarized by a single number? It is clearly an absurd idea. Even if research publications are all that count (and I think that is obviously nonsense) ‘A’ publications aren’t all the same.…
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Mathematical Thinking, Cons, And Finding Results
Jordan Ellenberg tells us how to use mathematical thinking to “not be wrong”. He tells us about mathematical thinking, cons, and finding results. Good Advice The advice is often very good. If he wants to call it as a result of mathematics that works for me. Following his advice will help us have better judgment.…
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Fixing Marketing’s Perception Problem
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,…
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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.…
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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…
