Type of Credit: Elective
Credit(s)
Number of Students
This course is conducted as a seminar. Each session will focus on a discussion of the articles assigned for the course. In reading the articles, students should consider:
Students should maintain a written evaluation of each article assigned. In addition, students should write a short integrative review of the assigned articles for the week.
Reviews should be brief and clear. Students will be assigned to lead a number of discussions during the term.
能力項目說明
The course Marketing Theory aims to:
| 教學週次Course Week | 彈性補充教學週次Flexible Supplemental Instruction Week | 彈性補充教學類別Flexible Supplemental Instruction Type |
|---|---|---|
Session 1: Introduction to the Course and Accuracy of Conclusions 9/10, 2024
Peter, J. Paul (1979), “Reliability: A Review of Psychometric Basics and Recent Marketing Practices,” Journal of Marketing Research, 16(February), 6-17. 1-1
Peter, J. Paul (1981), “Construct Validity: A Review of Basic Issues and Marketing Practices,” Journal of Marketing Research, 16(February), 64-73. 1-2
Churchill, Gilbert A., Jr. (1979), “A Paradigm for Developing Better Measures of Marketing Constructs,” Journal of Marketing Research, 16(February), 64-73. 1-3
Steenkamp, Jan-Benedict E. M. and Hans C. M. van Tripjp (1991), “The Use of Lisrel in Validating Marketing Constructs,” International Journal of Research in Marketing, 8, 283-299. 1-4
Session 2: A Management Philosophy vs. Functional Orientation 9/24, 2024
Anderson, Paul F. (1982), “Marketing Strategic Planning and the Theory of the Firm,” Journal of Marketing, 46(Spring), 15-26. 2-1
Jones, D. G. Brian and David D. Monieson (1992), “Early Development of the Philosophy of Marketing Thought,” Journal of Marketing, 54 (January), 102-113. 2-2
Webster, Frederick E., Jr. (1992), “The Changing Role of Marketing in the Corporation,” Journal of Marketing, 56(October), 1-17. 2-3
Walker, Orville C., Jr. and Roert W. Ruekert (1987), “Marketing’s Role in the Implementation of Business Strategies: A Critical Review and Conceptual Framework,” Journal of Marketing, 51(July), 15-33.
Session 3: Market-Driven Management 10/1, 2022
Gotteland, David and Jean-Marie Boul_ (2006), "The Market Orientation - New Product Performance Relationship: Redefining the Moderating Role of Environmental Conditions", International Journal of Research in Marketing, 23, 2, 171-185. 3-1
Krica, Ahmet H., Satish Jayachandran, and William O. Bearden (2005), “Market Orientation: A Meta-Analytic Review and Assessment of Its Antecedents and Impact on Performance,” Journal of Marketing , 69 (April), 24-41. 3-2
Narver, John C. and Stanley F. Slater (1990), “The Effect of a Market Orientation on Business Profitability,” Journal of Marketing, 54(October), 20-35. 3-3
Day, George S. (1994), “The Capabilities of Market-Driven Organizations,” Journal of Marketing Research, October, 37-52.
Kohli, Ajay K., Bernard J. Jaworski, and Ajith Kumar (1993), "MARKOR: A Measure of Market Orientation", Journal of Marketing Research, 30, 4 (November), 467-77.
Kohli, Ajay K. and Bernard J. Jaworski (1990), “Market Orientation: The Construct, Research Propositions, and Managerial Implications,” Journal of Marketing, 54(April), 1-18.
Lam, Son K., Florian Kraus, and Michael Ahearne (2010), “The Diffusion of Market Orientation Throughout the Organization: A Social Learning Theory Perspective,” Journal of Marketing, 74 (September), 61-79.
Session 4: Market Evolution 10/8, 2024
Dickson, Peter R. (1992), “Towards a General Theory of Competitive Rationality”,
Journal of Marketing, 56 (1), 69-83. 4-1
Lambkin, Mary and George S. Day (1989), “Evolutionary Processes in Competitive Markets: Beyond the Product Life Cycle,” Journal of Marketing, 53(July), 4-20. 4-2
Chandy, Rajesh K. and Gerard J. Tellis (2000), “The Incumbent’s Curse? Incumbency, Size, and Radical Product Innovation,” Journal of Marketing, 64 (July), 1-17. 4-3
Medlin, Christopher J. and Chris Ellegaard (2015), “Conceptualizing competition and rivalry in a networking business market,” Industrial Marketing Management, 51, 131–140. 4-4
Debruyne, Marion and David J. Reibstein (2005), "Competitor See, Competitor Do: Incumbent Entry in New Market Niches," Marketing Science, 24, 1 (Winter), 55-66.
Gatignon, Hubert, Erin Anderson, and Kristiaan Helsen (1989), "Competitive Reactions to Market Entry: Explaining Interfirm Differences", Journal of Marketing Research, 26, (February), 44-55.
Holak, Susan L. and Y. Edwin Tang (1990), “Advertising’ s Effect on the Porduct Evolutionary Cycle,” Journal of Marketing, 1(July), 16-29.
Levitt, Theordore (1960), “Marketing Myopia,” Harvard Business Review, July-August, 45-56.
Tellis, Gerald J. and C. Merle Crawford (1981), “An Evolutionary Approach to Product Growth Theory,” Journal of Marketing, 45(Fall), 125-132.
VanderWerf, Pieter A. and John F. Mahon (1997), “Meta-Analysis of the Impact of Research Methods on Findings of First-Mover Advantage,” Management Science, 43 (November), 1510-1519.
Session 5: Marketing Exchange Relationship 10/15, 2025
V. Kumar and Werner Reinartz (2016), “Creating Enduring Customer Value,” Journal of Marketing, 80(6), 36-68. 5-1
Arnett, Dennis B., Steve D. German, and Shelby Hunt (2003), “The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing,” Journal of Marketing, 67 (April), 89-105. 5-2
Morgan, Robert M. and Shelby D. Hunt (1994), “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing, July, 20-38. 5-3
Katherine N. Lemon and Peter C. Verhoef (2016), “Understanding Customer Experience Throughout the Customer Journey,” Journal of Marketing, 80(6), 69-96.
Anderson, James C., Hakan Hakansson, and Jan Johanson (1994), “Dyadic Business Relationships within a Business Context,” Journal of Marketing, October, 1-15.
Dwyer, Robert F., Paul H. Schurr and Sejo Oh (1987), “Developing Buyer-Seller Relationships,” Journal of Marketing, 51(April), 11-27.
Ganesan, Shankar (1994), “Determinants of Long-Term Orientation in Buyer-Seller Relationships,” Journal of Marketing, April, 1-19.
Session 6: Marketing Mix Elements—Product Strategy 10/22, 2024
Homburg, Christian, Martin Schwemmle, and Christina Kuehnl. (2015), “New Product Design: Concept, Measurement, and Consequences,” Journal of Marketing, 79 (3), 41-56. 6-1
Simonian, Itamar (1989), “Choice Based on Reason: The Case of Attrition and Compromise Effects,” Journal of Consumer Research, 16(2), 158-174. 6-2
Clarke, Irvine, Margaret Owens, and John B. Ford (2000), “Integrating Country of Origin into Global Marketing Strategy: A Review of U.S. Marketing Statutes,” International Marketing Review, 17(2), 114.126. 6-3
Luo, L. (2011), “Product Line Design for Consumer Durables: An Integrated Marketing and Engineering Approach,” Journal of Marketing Research, 48 (1), 128-139
Chang, Woojung and Steven A. Taylor, (2016), “The Effectiveness of Customer Participation in New Product Development: A Meta-Analysis,” Journal of Marketing, 80(1), 47-64.
Session 7: Services Marketing 10/29, 2024
Kirmani, Amna, and Akshay R. Rao (2000), “No Pain, no Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality,” Journal of Marketing, 64 (2), 66-79. 7-1
Cronin, J. Joseph, Jr. and Steven A. Taylor (1992), “Measuring Service Quality: A Reexamination and Extension,” Journal of Marketing, July, 55-68. 7-2
Zeithaml, Valarie A., A. Parasuraman, and Leonard L. Berry (1985), “Problems and Strategies in Services Marketing,” Journal of Marketing, 49(Spring), 33-46. 7-3
Guiltinan, Joseph P. (1987), “The Price Bundling of Services: A Normative Framework,” Journal of Marketing, 51(April), 74-85.
Session 8: Mid-term Presentation 11/5, 2024
Session 9: Branding 11/12, 2024
Luffarelli, Jonathan, Mudra Mukesh, and Ammara Mahmood (2019), “Let the Logo Do the Talking: The Influence of Logo Descriptiveness on Brand Equity,” Journal of Marketing, Research, 56(5), 862-878. 8-1
Wiles, Michael A., Neil A. Morgan, and Lopo L. Rego (2012), “The Effect of Brand Acquisition and Disposal on Stock Returns,” Journal of Marketing, 76 (January), 38-58. 8-2
Morgan, Neil A. and Lopo L. Rego (2009), “Brand Portfolio Strategy and Firm Performance,” Journal of Marketing, 73 (January), 59-74. 8-3
Park, C. W., Bernard J. Jaworski, and Deborah J. MacInnis (1986), “Strategic Brand Concept-Image Management,” Journal of Marketing, 50(October), 135-145. 8-4
Mizik, Natalie and Robert F. Jacobson (2009), “Valuing Branded Businesses,” Journal of Marketing, 73 (November), 137-153.
Keller, Kevin Lane (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57(January), 1-22.
Keller, Kevin Lane and Donald Lehmann (2006), “Brands and Branding: Research Findings and Future Priorities,” Marketing Science, 25 (6), 740-59.
Stahl, Florian, Mark Heitmann, Donald R. Lehmann, and Scott A. Neslin (2012), “The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin,” Journal of Marketing, 76 (4), 44-63.
Morgan, Neil A. and Lopo L. Rego (2009), “Brand Portfolio Strategy and Firm Performance,” Journal of Marketing, 73 (January), 59-74.
Session 10: Marketing Mix Elements—Pricing Strategy 11/19, 2024
Stremersch, Stefan and Gerard J. Tellis (2002), “Strategic Bundling of Products and Prices: A New Synthesis for Marketing,” Journal of Marketing, 66 (1), 55-72. 9-1
Zeithaml, Valarie A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52(July), 2-22. 9-2
Biswas, Abhijit and Edward A. Blair (1991), “Contextual Effects of Reference Prices in Retail Advertisements,” Journal of Marketing, 55(July), 1-12. 9-3
Tellis, Gerard J. (1986), “Beyond the Many Faces of Price: An Integration of Pricing Strategies,” Journal of Marketing, 50(October), 146-160.
Tellis, Gerad J. and Gary J. Gaeth (1990), “Best Value, Price-Seeking, and Price Aversion: The Impact of Information and Learning from Consumer Choices,” Journal of Marketing, 54(April), 34-45.
Session 11: Marketing Mix Elements—Distribution Strategy 11/26, 2024
Verhoef, Peter C., P.K. Kannanb, J. Jeffrey Inman (2015). “From Multi-Channel Retailing to Omni-Channel Retailing: Introduction to the Special Issue on Multi-Channel Retailing,” Journal of Retailing, 91(2), 174-181. 10-1
Arora, Sourabh and Sangeeta Sahney (2018), “Antecedents to Consumers’ Showrooming Behaviour: An Integrative TAM-TPB framework,” Journal of Consumer Marketing, 35 (4), 438-450. 10-2
Srinivasan, Raji and Christine Moorman (2005), “Strategic Firm Commitments and Rewards for Customer Relationship Management in Online Retailing,” Journal of Marketing, 69 (October), 193–200. 10-3
Cai, G. (2010), “Channel Selection and Coordination in Dual-Channel Supply Chains,” Journal of Retailing, 86 (1), 22-36
Choi, S.C. (1991), “Price Competition in a Channel Structure with a Common Retailer.” Marketing Science, 10 (4), 271-296
Raju, J. and J. Zhang (2005), “Channel Coordination in the Presence of a Dominant Retailer,” Marketing Science, 24 (2), 254-262
Ingene, C., S. Taboubi, and G. Zaccour (2012), “Game-Theoretic Coordination Mechanisms in Distribution Channels: Integration and Extensions for Models without Competition,” Journal of Retailing, 88 (4), 476-496
Session 12: Marketing Mix Elements—Marketing Communications 12/03, 2024
Batra, Rajeev and Kevin Lane Keller (2016), “Integrating Marketing Communications: New Findings, New Lessons, and New Ideas,” Journal of Marketing, 80 (6), 122-145. 11-1
Anderson, E. and D. Simester (2013), “Advertising in a Competitive Market: The Role of Product Standards, Customer Learning, and Switching Costs,” Journal of Marketing Research, 50 (Aug), 489-504. 11-2
Lichtenstein, Donald R., Richard G. Netemeyer and Scott Burton (1990), “Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Theory Perspective,” Journal of Marketing, 54(July), 54-67. 11-3
Joshi, Amit and Dominique M. Hanssens (2010), “The Direct and Indirect Effects of Advertising Spending on Firm Value,” Journal of Marketing, 74 (1), 20-33.
Farris, Paul W. and Mark S. Albion (1980), “The Impact of Advertising on the Price of Consumer Products,” Journal of Marketing, 54(Summer), 17-35.
MacInnis, Deborah and Bernard J. Jaworski (1989), “Information Processing from Advertisements: Toward an Integrative Framework,” Journal of Marketing, 53(October), 1-23.
Davis, Scott, J. Jeffrey Inman, and Leigh McAlister (1992), “Promotion Has a Negative Effect on Brand Evaluation-or Does it? Additional Disconfirming Evidence,” Journal of Marketing Research, 54(July), 42-53.
Session 13: Digital, Mobile, and Social Media Marketing 12/10, 2024
Lamberton, Cait and Andrew T. Stephen (2016), “A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry,” Journal of Marketing, 80(6), 146-172. 12-1
Ho-Dac, Nga, Stephen J. Carson, and William L. Moore (2013), ‘‘The Effects of Positive and Negative Online Customer Reviews: Do Brand Strength and Category Maturity Matter,’’ Journal of Marketing, 77 (November), 37-53. 12-2
Hui, Sam K., J. Jeffrey Inman, Yanliu Huang, and Jacob Suher (2013), “The Effect of In-Store Travel Distance on Unplanned Spending: Applications to Mobile Promotion Strategies,” Journal of Marketing, 77 (2), 1-16. 12-3
Yadav, Manjit and Paul A. Pavlou (2014), ‘‘Marketing in Computer-Mediated Environments: Research Synthesis and New Directions,’’ Journal of Marketing, 78 (January), 20-40.
You, Ya, Gautham G. Vadakkepatt, and Amit M. Joshi (2015), “A Meta-analysis of Electronic Word-Of-Mouth Elasticity,” Journal of Marketing, 79 (2), 19-39.
Nam, Hyoryung and P. K. Kannan (2014), “The Informational Value of Social Tagging Networks,” Journal of Marketing, 78 (4), 21-40.
Session 14:,Market Signals 12/17, 2024
Soresku, Alina and Vankatesh Shakar, and Tarun Kushwaha (2007), “New Product Preannouncements and Shareholder Value: Don’t Make Promises You Can’t Keep,” Journal of Marketing Research, 44 (August), 468–489. 14-1
Erdem, Tulin, Joffre Swait, and Ana Valenzuela (2006), “Brands as Signals: A Cross-Country Validation Study,” Journal of Marketing, 70 (1), 34-49. 14-2
Rao, Akshay R., Lu Qu, and Robert W. Ruekert (1999), “Signaling Unobservable Product Quality through a Brabd Ally,” Journal of Marketing Research, 36 (May), 258-268. 14-3
Dawar, Niraj and Philip Parker (1994), “Marketing Universals: Consumers’ Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality,” Journal of Marketing, April, 81-95. 14-1
Eliashberg, Jehoshua and Thomas S. Robertson (1988), “New Product Preannouncing Behavior: A Market Signaling Study,” Journal of Marketing Research, 25(August), 282-292.
Session 15: Synergy 12/24, 2024
Kumar, V., JeeWon Brianna Choi, and Mallik Greene (2017), “Synergistic Effects of Social Media and Traditional Marketing on Brand Sales: Capturing the Time-Varying Effects,” Journal of the Academy of Marketing Science, 45(2), 268-288. 15-1
Swaminathan, Vanitha and Christine Moorman (2009), “Marketing Alliances, Firm Networks, and Firm Value Creation,” Journal of Marketing, 73 (September) 52-69. 15-2
Bucklin, Louis P. and Sanjit Sengupta (1993), “Organizing Successful Co-Marketing Alliances,” Journal of Marketing, April, 32-46. 15-3
Session 16: Final Presentations 12/31, 2024
Midterm Presentation ··············· 20%
Final Presentation ··············· 40%
Individual Classroom Performance ··············· 40%