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Article
Publication date: 1 January 2006

Linda Suzanne Wing

265

Abstract

Details

Team Performance Management: An International Journal, vol. 12 no. 1/2
Type: Research Article
ISSN: 1352-7592

Available. Content available
Book part
Publication date: 2 March 2017

Free Access. Free Access

Abstract

Details

The Imagination Gap
Type: Book
ISBN: 978-1-78714-207-7

Available. Open Access. Open Access
Article
Publication date: 11 February 2020

Brian T. Ratchford

The purpose of this study is to determine what the history of research in marketing implies for the reaction of the field to recent developments in technology due to the internet…

15036

Abstract

Purpose

The purpose of this study is to determine what the history of research in marketing implies for the reaction of the field to recent developments in technology due to the internet and associated developments.

Design/methodology/approach

This paper examines the introduction of new research topics over 10-year intervals from 1960 to the present. These provide the basic body of knowledge that drives the field at the present time.

Findings

While researchers have always borrowed techniques, they have refined them to make them applicable to marketing problems. Moreover, the field has always responded to new developments in technology, such as more powerful computers, scanners and scanner data, and the internet with a flurry of research that applies the technologies.

Research limitations/implications

Marketing will adapt to changes brought on by the internet, increased computer power and big data. While the field faces competition for other disciplines, its established body of knowledge about solving marketing problems gives it a unique advantage.

Originality/value

This paper traces the history of academic marketing from 1960 to the present to show how major changes in the field responded to changes in computer power and technology. It also derives implications for the future from this analysis.

Propósito

El objetivo de este estudio es examinar qué implica la historia de la investigación académica en marketing en la reacción del campo de conocimiento a los recientes desarrollos tecnológicos como consecuencia de la irrupción de Internet.

Metodología

Esta investigación analiza la introducción de nuevos temas de investigación en intervalos de diez años desde 1960 hasta la actualidad. Estos periodos proporcionan el cuerpo de conocimiento básico que conduce al ámbito del marketing hasta el presente.

Hallazgos

Aunque los investigadores tradicionalmente han tomado prestadas ciertas técnicas, las han ido refinando para aplicarlas a los problemas de marketing. Además, el ámbito del marketing siempre ha respondido a los nuevos desarrollos tecnológicos, más poder de computación, datos de escáner o el desarrollo de Internet, con un amplio número de investigaciones aplicando tales tecnologías.

Implicaciones

El marketing se adaptará a los cambios provocados por Internet, aumentando el poder de computación y el big data. Aunque el marketing se enfrenta a la competencia de otras disciplinas, su sólido cuerpo de conocimiento orientado a la resolución de problemas le otorga una ventaja diferencial única.

Valor

Describe la historia académica del marketing desde 1960 hasta la actualidad, para mostrar cómo los principales cambios en este campo respondieron a los cambios tecnológicos. Se derivan interesantes implicaciones para el futuro.

Palabras clave

Historia, Revisión, Cambio, Tecnología, Conocimiento, Internet, Datos, Métodos

Tipo de artículo

Revisión general

Details

Spanish Journal of Marketing - ESIC, vol. 24 no. 1
Type: Research Article
ISSN: 2444-9709

Keywords

Available. Content available
Article
Publication date: 14 September 2010

Brian A. Vander Schee

2041

Abstract

Details

Journal of Consumer Marketing, vol. 27 no. 6
Type: Research Article
ISSN: 0736-3761

Keywords

Available. Content available
Book part
Publication date: 14 December 2005

Abstract

Details

Advances in Accounting Education: Teaching and Curriculum Innovations
Type: Book
ISBN: 978-1-84950-869-8

Available. Content available
Book part
Publication date: 14 February 2022

Satya Banerjee, Sanjay Mohapatra and M. Bharati

Abstract

Details

AI in Fashion Industry
Type: Book
ISBN: 978-1-80262-633-9

Available. Content available
Book part
Publication date: 20 August 1996

Abstract

Details

The Peace Dividend
Type: Book
ISBN: 978-0-44482-482-0

Available. Content available
Book part
Publication date: 1 January 2005

Naresh K. Malhotra

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-723-0

Available. Open Access. Open Access
Article
Publication date: 15 March 2022

Sascha Kraus, Sandipan Sen, Katrina Savitskie, Sampath K. Kumar and John Brooks

The purpose of this paper is to examine millennial customer perceptions of food trucks and to identify factors that can foster their behavioral intentions pertaining to food…

14387

Abstract

Purpose

The purpose of this paper is to examine millennial customer perceptions of food trucks and to identify factors that can foster their behavioral intentions pertaining to food trucks.

Design/methodology/approach

The study is based on a sample of 247 millennial customers of various food truck vendors in the United States and was assessed using ordinary least squares regression analysis.

Findings

Food truck image and employee friendliness were found to impact both customer satisfaction and word of mouth behavior; however, the other hypotheses were not supported.

Research limitations/implications

There were two limitations. The first was that one of the constructs did not achieve the minimum average variance extracted. The second was that data collection was done in a single city in the United States; therefore, future research could overcome these limitations through a refinement of the construct’s items and targeting more cities.

Originality/value

There has been limited academic research on the millennial customer perceptions of the food truck phenomenon. This research addresses that gap through a field study that examines factors that contributed to the growth and popularity of food trucks among millennials

Details

British Food Journal, vol. 124 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

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