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    of 9

    Academic Session ( 2023 – 25)

    NAME : ABHINAY PRATAP SINGH


    PGDM NO. : PGDM 23355
    SECTION : D
    SUBJECT : RESEARCH METHODS IN BUSINESS

    SUBMITTED BY : SUBMITTED TO:


    ABHINAY PRATAP SINGH Mr. RAVI RANJAN
    Q.1 3 - 5 Important technical papers in Marketing ?
    Ans 1. Chris Anderson's 2004 book "The Long Tail".

    This essay addresses the transition that the internet has made feasible
    between traditional mass-market strategies and niche marketing, as
    well as the advantages that firms can reap from serving a wide range of
    specialized and varied clientele.

    2. Theodore Levitt's 1960 book "Marketing Myopia".

    Levitt's seminal study highlights the significance of putting customers'


    demands ahead of your own product sales goals. In order to prevent
    becoming shortsighted, it addresses the idea of marketing myopia and
    exhorts companies to define their sectors broadly.

    3. The Ehrenberg-Bass Institute and Byron Sharp's 2011 book "Building


    Brands Without Mass Media":

    This essay contests the notion that heavily publicizing a brand is


    necessary to have a strong brand and makes the case for regularly
    reaching a large audience as opposed to concentrating on marketing
    that is only focused.

    4. Sinan Aral, Lev Muchnik, and Arun Sundararajan's "Social Influence


    and the Diffusion of User-Created Content" was published in 2009.
    This study investigates the effect of social influence in the
    dissemination of user-generated content and offers insights into the
    ways in which social networks and word-of-mouth affect marketing
    tactics.

    5. E. Jerome McCarthy's "The Four P's of Marketing" (1960):

    Product, Price, Place, and Promotion are the four main components of
    marketing that McCarthy defines in his framework. This essay is
    regarded as a foundational work in marketing strategy and education.

    Q.2 3 – 5 Important survey papers in Marketing ?

    Ans. Marketing's Impact on Firm Value: Generalizations from a Meta-


    Analysis.

    Girish Mallapragada, Gary L. Lilien, and Rajdeep Grewal are the authors
    published in the 2006 issue of Journal of Marketing.

    "Digital Marketing: A Framework, Review, and Research Agenda"

    Manjit S. Yadav, Irene J. Petrick, and Arvind Rangaswamy wrote this.


    2009 saw its publication in the International Journal of Research in
    Marketing.
    "The Effects of Brand Relationship Norms on Consumer Attitudes and
    Behavior"

    Susan Fournier and Lara Lee are the authors.


    released in 2009 by the Journal of Consumer Research.
    "The State of Marketing Channel Management Research"

    Michael L. Nelson and Peter J. Rosenbaum are the authors.


    2008 publication in the Academy of Marketing Science Journal.
    Interactive and Multi-Channel Marketing: A Key to the Future
    Thorsten Hennig-Thurau, Dwayne D. Gremler, Gianfranco Walsh, and
    Kevin P. Gwinner are the authors.
    Printed in the 2004 issue of the Journal of Interactive Marketing.

    Q 3. 3 - 5 Important works in Marketing ?

    Al Ries and Jack Trout's "Positioning: The Battle for Your Mind" (1981):

    The idea of positioning was first presented in this iconic marketing


    book, which emphasized the significance of forging a distinctive and
    appealing position in the eyes of customers in order to stand out in the
    competition.

    Robert B. Cialdini's "Influence: The Psychology of Persuasion" (1984):

    Dr. Cialdini examines the ideas of persuasion and how marketing might
    make use of them. Six fundamental concepts are discussed in the book:
    scarcity, authority, likeability, commitment, social evidence, and
    reciprocity.
    W. Chan Kim and Renée Mauborgne, "Blue Ocean Strategy" (2005):

    The idea put out by Kim and Mauborgne is to create a "blue ocean" by
    identifying uncontested market space and eliminating competition. The
    book offers businesses strategic insights to help them stand out from
    the competition and innovate.

    Jonah Berger's book "Contagious: How to Build Word of Mouth in the


    Digital Age" (2013):

    Berger investigates the elements that lead to the virality of concepts


    and goods. He identifies important concepts based on research,
    including social currency, triggers, emotion, public awareness,
    usefulness, and storytelling.

    Byron Sharp's book "How Brands Grow: What Marketers Don't Know"
    (2010):

    Byron Sharp offers evidence-based insights into how companies


    develop while challenging conventional marketing knowledge. The
    author highlights the significance of both mental and physical
    availability, reach, and challenges certain conventional marketing
    techniques.
    Q.4 3 - 5 Important labs/centers in Marketing where the work is done ?

    Customer Analytics at Wharton

    Where: Wharton School of University of Pennsylvania School


    Overview: Using data and analytics to better understand consumer
    behavior is the main goal of the Wharton Customer Analytics Initiative.
    WCA researchers work on initiatives pertaining to marketing tactics,
    data-driven decision-making, and customer analytics.
    MIT Sloan School of Management: The Digital Economy Initiative (IDE)

    Massachusetts Institute of Technology (MIT) is the location.

    Overview: MIT Sloan's Initiative on the Digital Economy investigates


    how digital technologies affect society, business, and the economy. It
    encompasses studies on how digital innovations impact marketing
    strategies even if it is not exclusively marketing-focused.

    The Center for Advanced Hindsight at Duke University

    Where: Duke University


    Overview: With an emphasis on behavioral economics, the Center for
    Advanced Hindsight is committed to researching and comprehending
    human behavior. Its study has several applications in marketing,
    particularly in comprehending consumer decision-making, even if it is
    not solely a marketing center.
    The Center for Global Marketing Practice at Kellogg School of
    Management
    Where: Kellogg Hall, Northwestern University Management School
    Overview: The goal of Kellogg's Center for worldwide Marketing
    Practice is to further knowledge and application of marketing in a
    worldwide setting. Projects pertaining to consumer behavior, market
    trends, and worldwide marketing strategies are jointly undertaken by
    researchers and practitioners.

    Q.5 3 Important journals (Tier 1 /2/3) in your area.

    The Tier 1 Journal of Marketing:

    This publication is regarded as one of the top venues for marketing


    research. It publishes top-notch, original research and covers a wide
    range of themes within the marketing field.

    The Tier 1 Journal of Consumer Research:

    This consumer behavior-focused publication is well-known for its


    thorough research and theoretical contributions. It releases research
    findings that shed light on the thoughts, emotions, and decision-making
    processes of consumers.
    Tier 1 Marketing Science:

    One of the top journals that promotes analytical and quantitative


    methods in marketing research is Marketing Science. It addresses a
    broad range of subjects, such as modeling, marketing analytics, and
    empirical research with a solid methodological base.
    Q.6 3 Important conferences in Marketing ?

    INBOUND HubSpot:

    One of the biggest inbound marketing conferences in the world,


    INBOUND is hosted by HubSpot. Professionals from the fields of
    marketing, sales, and customer success get together to learn about the
    newest tactics, technology, and trends in the industry. Keynote
    speakers, workshops, and networking opportunities are all part of the
    conference.
    Adobe Conference:

    Every year, Adobe hosts an event called Adobe Summit with a focus on
    analytics, advertising, and digital marketing. It gives marketers a place
    to experiment with the newest methods and instruments for designing
    and running digital experiences. The conference includes sessions on
    emerging technologies, customer experience management, and data-
    driven marketing.
    The World of Content Marketing:

    Content Marketing World is a yearly gathering that focuses on content


    marketing. In order to exchange best practices, insights, and the newest
    developments in content marketing, it brings together marketers,
    content creators, and industry experts. Aspects of content
    development, delivery, and measurement are covered in detail at the
    conference.
    Q.7 3 Important professional societies in Marketing ?
    American Marketing Association (AMA): Among the biggest and most
    powerful marketing associations in the world is the AMA. It offers a
    venue for networking, resource access, and staying current with
    industry trends and advancements for marketing professionals.

    The Chartered Institute of Marketing (CIM): This is a prominent


    professional association for marketers, with its headquarters located in
    the United Kingdom. It provides a range of events, training courses, and
    certifications to help marketers advance their expertise.

    The Association of National Advertisers (ANA): This is a U.S.-based


    organization that advocates for marketing excellence and represents
    advertisers. With an emphasis on collaboration, education, and
    advocacy, it offers a platform for marketers to discuss industry issues
    and exchange best practices.

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