Journal Authors: Thuy D. Nguyen, Audhesh Paswan, Alan J. Dubinsky Journal and date: Industrial Marketing Management, Volume 68, 2018, Pages 114-131 Reviewer Masi Keshavarz, Research Project Manager Dr. Scott Downey, Associate Director and Professor Summary The goal of...
In preparation for our summer and fall marketing courses, I’ve been thinking a lot about how marketing strategy has changed in my career. If we think about marketing decisions as being structured around four (or five) Ps—product, price, place (distribution), and...
Article Akrout, H. and Mbaye Fall Diallo. “Fundamental transformations of trust and its drivers: A multi-stage approach of business-to-business relationships.” Industrial Marketing Management 66 (2017) 159-171. Reviewer Masi Keshavarz, Research Project Manager Summary...
Article Dalsace, Frédéric and Sandy Jap. “The friend or foe fallacy: Why your best customers may not need your friendship.” Business Horizons 60 (2017), 483-493. Reviewer Dr. Michael Gunderson, Director and Professor Summary The authors of this article take an...
This guest post is authored by Brian C. Briggeman, Ph.D., Professor and Director of the Arthur Capper Cooperative Center, Department of Agricultural Economics, Kansas State University. Briggeman will be a presenter at the Purdue University Center for Food and...
Article Rosenbaum, M. S., Mauricio Losada Otalora, and Germán Contreras Ramírez. (2017). “How to create a realistic customer journey map.” Business Horizons. 60(1). 143-150. Reviewer Dr. Scott Downey, Associate Director and Professor Summary While presented as a case...
Article Zhang, Jonathan, Watson IV, George, Palmatier, Robert, and Dant, Rajiv (2016). “Dynamic Relationship Marketing.” Journal of Marketing, 80(9), 53-75. Reviewer Dr. Scott Downey, Associate Director and Professor Summary Relationships are important in...
Article Plouffe, C.R., W. Bolander, J.A. Cote, and B. Hochstein. “Does the Customer Matter Most? Exploring Strategic Frontline Employees’ Influence of Customers, the Internal Business Team, and External Business Partners.” Journal of Marketing 80, 2 (2016):...
Measuring Loyalty From AgriMarketing Magazine - A classic example of loyalty is George Clooney’s character, Ryan Bingham, from the 2009 movie “Up in the Air.” A debonair businessman whose job requires frequent travel, Bingham made it his personal goal to join his...
Selling to Key Customers From AgriMarketing Magazine - Picture your largest-volume customer. Describe that customer’s operation. What does it look like? How are decisions made? What role do the owners play in the operation? In a growing number of agribusinesses, these...