MKTG 257 - Ivy Online: Module 3 Readings

This chapter covers: Using data to identify and reach your customer. Discovering your customer’s likes and dislikes. Positioning your organization’s product or service.
Tiffany, J., Tiffany, J. (2021). Marketing Strategy: Overcome Common Pitfalls and Create Effective Marketing. United Kingdom: Kogan Page.

This article address the concepts of primary and secondary research as they pertain to marking research. A good overview of the basic marketing research concepts.
Marketing research. (2009). In J. Blythe, Key concepts in marketing. Sage UK. Credo Reference: http://allstate.libproxy.ivytech.edu/login?url=https://search.credoreference.com/content/entry/sageukmark/marketing_research/0?institutionId=3513

Discussion of various forms of primary marketing research and their advantages and disadvantages.

Defines secondary marketing research and gives examples of types and sources of this information.

This article expores the results of a study that develops a framework to describe the main benefits and challenges of digital technologies in marketing research, as perceived by marketing researchers themselves. It highlights successful strategies that have been employed to exploit digital technologies and suggests that the role of the market researcher is changing in the age of digital data.
Cluley, R., Green, W., & Owen, R. (2020). The changing role of the marketing researcher in the age of digital technology: Practitioner perspectives on the digitization of marketing research. International Journal of Market Research, 62(1), 27–42. https://doi.org/10.1177/1470785319865129

Goldenberg, Jacob, Andreas Lanz, Daniel Shapira, and Florian Stahl (2021), “Influencer Marketing,” Impact at JMR, (February), Available at: https://www.ama.org/2022/02/16/the-research-behind-influencer-marketing/

American Marketing Association. (2022, January 11). Why you need a digital marketing strategy. Marketing News. https://www.ama.org/marketing-news/why-you-need-a-digital-marketing-strategy/

Watson, J., Ghosh, A. P., & Trusov, M. (2018). Swayed by the Numbers: The Consequences of Displaying Product Review Attributes. Journal of Marketing, 82(6), 109–131. https://doi-org.indianapolis.libproxy.ivytech.edu/10.1177/0022242918805468

Tellis, G. J., MacInnis, D. J., Tirunillai, S., & Zhang, Y. (2019). What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence. Journal of Marketing, 83(4), 1–20. https://doi-org.indianapolis.libproxy.ivytech.edu/10.1177/0022242919841034

Goldfarb, A., Tucker, C., & Wang, Y. (2022). Conducting Research in Marketing with Quasi-Experiments. Journal of Marketing, 86(3), 1–20. https://doi-org.indianapolis.libproxy.ivytech.edu/10.1177/00222429221082977

Warren, N. L., Farmer, M., Gu, T., & Warren, C. (2021). Marketing Ideas: How to Write Research Articles that Readers Understand and Cite. Journal of Marketing, 85(5), 42–57. https://doi-org.indianapolis.libproxy.ivytech.edu/10.1177/00222429211003560