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Stealth marketing as a strategy
Abstract
Stealth marketing has gained increasing attention as a strategy during the past few years. We begin by providing a brief historical review to provide some perspective on how this strategy has been practiced in a myriad of ways in various parts of the world, and how it has consequently evolved in the emerging new marketplace. A more inclusive definition of stealth marketing is then proposed to conceptually understand its use in various contexts. Specifically, we propose a new typology of stealth marketing strategies based on whether businesses or competitors are aware of them, and whether they are visible to the targeted customers. We further provide suggestions of how firms can counter the stealth marketing strategies used by their competitors. Contrary to conventional wisdom, evidence is also provided about how such strategies can be used for “doing good” for society. Finally, the assessment of efficiency and effectiveness of stealth marketing strategies, and their related ethical implications, are discussed.
... Böylece marka ve işletmeler alternatif pazarlama metodlarına ihtiyaç duymuşlardır. Bu alternatif metodlardan bir tanesi çok da yeni bir metod olmamasına rağmen ağızdan ağıza pazarlama metodunun bir kolu/uygulaması olarak adlandırılabilecek gizli pazarlama metodudur (Roy & Chattopadhyay, 2010 ). ...
... Etkin bir şekilde planlanmış olsa dahi geleneksel pazarlama yaklaşımları, mevcut değişken müşteri taleplerini karşılamakta ve rekabet ile başa çıkmakta yeterli gelmemektedir (Erdoğan Tarakçı ve Baş, 2019:167). Günümüzün modern tüketici profili ürün ve hizmetlerde daha fazla kalite talep etme ve parasının karşılığını almaya daha fazla önem verme konusunda daha bilgilidir ve her geçen gün bilgi ve iletişim teknolojileri sayesinde bilgisi daha da artmaktadır (Roy & Chattopadhyay, 2010 ). Fiyat düzeyine karşı aşırı hassasiyet ve yüzeysel marka bağlılığı / sadakati şeklinde firmalar tarafından hiçte istenmeyen tüketici alışkanlıkları olarak kendini göstermektedir. ...
... Rakiplerimiz gizli pazarlama stratejimizden ne kadar haberdar olmalı? (Roy & Chattopadhyay, 2010 ) Yeşil Alan -Bu hücrede yer almayı planlayan markanın pazarlama çalışmaları hem rakipleri hem de hedef müşterileri tarafından bilinmektedir (Roy & Chattopadhyay, 2010 ). ...
İÇİNDEKİLER PAZARLAMADA PLANLAMANIN ROLÜ VE STRATEJİK PAZARLAMA PLANLAMASI Bilgen Hilal ÖTER RESTORAN DERECELENDİRME KURULUŞLARININ TÜRKİYE GASTRONOMİ TURİZMİNE ETKİSİ Bülent NEMUTLU DIŞ TİCARETTE BÖLGESEL VE SEKTÖREL YOĞUNLAŞMA: ANKARA İLİ ÖRNEĞİ Celal Utku SEKBAN MARKA CİNSİYETİ VE BİR UYGULAMA Mehmet BAŞ - Elif Betül ÜÇÜNCÜ BOYKOT Hacer AKIN SÜRDÜRÜLEBİLİRLİK VE YEŞİL PAZARLAMA Sabira PASHAEVA
... 5 (Black and Nevill, 2009) A marketing method that cautiously conceal the intention and the sponsor of the marketing message. 6 (Roy and Chattopadhyay, 2010) A cautious action to enter, operate in, or leaving a market in a sneaky, secretive or unnoticeable way or any attempt to do so. ...
... There are different Techniques used in stealth marketing as described by Kaikati & Kaikati in 2004. Several papers, also, confirm that (Rodrigue, 2006;Vilpponen, Winter and Sundqvist, 2006;Black and Nevill, 2009;Roy and Chattopadhyay, 2010;Shakeel and Khan, 2011;Klepek, 2014;Akyol and Tokatli, 2019;Choong et al., 2021). ...
... The aim of flog is produce positive effect between customers regarding a brand, product or service that is not possible when promoted by the traditional marketing methods. The moral issue is related to the fact the customers are unaware that this faked blog is sponsored by any particular firm so they are actually misleading (Roy and Chattopadhyay, 2010). Usually flog as a faked blog contain "manufactured" comments and opinions that are made by the marketers to create a favorable image of a product or service of a company. ...
Stealth marketing is considered as one of the contemporary issues that researchers have begun to explore as a current understanding. It is the marketing approach used by organizations to promote their products and services to the public in implicit and indirect manner. In this article, the concept of stealth marketing will be discussed throw its advantages and disadvantages. In addition, the different techniques of stealth marketing have been discussed including: viral marketing, celebrity marketing, brand pushers, bait-and-tease marketing, video games marketing, and marketing in music. Furthermore, a new technique of marketing entitled "Marketing through social responsibility" has been added and discussed according to the themes in the past literature that support this view. Additionally, it is suggested to expand the use of marketing in music technique into to the marketing in art. It is concluded that the stealth marketing is a tool that could be added to the promotion mix elements. Lastly, a position for stealth marketing is proposed within mix marketing structure.
... The meaning of stealth marketing start with ''guerilla'' approach as described by Levinson (1984), using unconventional marketing strategies that may involve catching the consumer unawares and in unexpected way (Roy & Chattopadhyay, 2010). ...
... Also (Roy & Chattopadhyay, 2010) say that the root of the word stealth as defined in the Merriam-Webster's (1986) Third New International Dictionary refering to an ''act or action of proceeding furtively, secretly or imperceptibly,'' ''a furtive or surreptitious departure or entrance,'' or ''intended to escape observation.'' Therefore, in colloquial term stealth marketing refers to undercover, covert, or hidden marketing. ...
... Within the stealth marketing strategy, there are a couple techniques that can be determined and discussed (figure 1); fake-blogs, product placement and live buzz marketing (Roy & Chattopadhyay, 2010) These concepts are explained follows: ...
Purpose: the proposal will focus on marketing by gathering three variables (quality social of communication, stealth marketing, and re-engineering customer relationship) to figure out the relationship and effects among them. Also, to establish the roll of quality social of communication as a moderator to enhance the negative relation between stealth marketing and re-engineering customer relationship. Objectives: understand the importance of Quality of Social Communication and to understand the importance of social customer relationship management and compare it with traditional customer relationship management. Also, understanding the relationship between Quality of Social Communication and stealth marketing. In addition, find out the negative role of stealth marketing on re-engineering customer relationship. Methodology: formulating the research design depend on the objectives that should be achieved. So, hypothesis will determine to understand the relation and effect among the three variables. As well as, judgmental sample will be used. Moreover, the study will use quantitative research technique to collecting data by questionnaire. Lastly, the researcher will use Statistical Package for the Social Sciences (SPSS) program to analyze the data which is collected by the questionnaire.
... While some cultural products are purposefully designed to educate people about animals, most of them are not. However, simply by portraying animals, the latter do influence people's connections with biodiversity, as it is known that subtle and repeated exposure can induce positive changes in attitudes and preferences (Bornstein & D' Agostino, 1992;Kaikati & Kaikati, 2004;Kalof et al., 2015;Roy & Chattopadhyay, 2010;Zajonc, 1968). Interest in cultural representations of animals has increased in recent decades, although some cultural products have received more attention than others. ...
... Moreover, although they are usually not designed to raise awareness about biodiversity, clothes are used in daily life and therefore constitute a frequent public display (Feinberg et al., 1992). As such, children's fashion offers subtle and repeated exposure (Bornstein & D' Agostino, 1992;Roy & Chattopadhyay, 2010), which we regard as a potential route to raise awareness about biodiversity. ...
While cultural products such as clothes are usually not designed with an educational goal in mind, they may still raise biodiversity awareness. This study explored the portrayal of animal biodiversity on children’s clothing marketed by three major clothing retailers in the Netherlands. Findings showed that although nonhuman animals were a common theme, diversity was quite low. The portrayal was centered on mammals, in particular exotic and domestic species, and a gender binary was uncovered, restricting animals such as dinosaurs to boys’ clothes and butterflies to girls’ clothes. Moreover, portrayals were often highly simplified and anthropomorphic, which reduced recognizability. The results show that children’s clothes currently do not offer the balanced and iconic depiction of animal biodiversity needed for broadening people’s perceptions. To achieve a more extensive representation that can help connect people with biodiversity, a shift in ideas will be required of what animals are suitable to portray.
... To accomplish this, we synthesize 89 articles across 20 years and highlight how the younger research stream on secrecy as a value creation strategy concerts with and challenges the mature research on secrecy as a value appropriation mechanism. We start by following the typology of secretive strategies based on their market orientation; that is, whether competitors are aware of them and whether they are visible to the targeted customers (Roy and Chattopadhyay, 2010). Onward analysis of the literature uncovered that beyond customers and competitors, there is a variety of stakeholders who experience information withholding in their relations with firms, such as regulators and investors (Agarwal et al., 2013). ...
... For example, Sony's AIBO robot was positioned as a lovable pet instead of an albeit limited, household aide. This positioning attracted elderly consumers to being early adopters (Roy and Chattopadhyay, 2010). In summary, the extant research across marketing subfields has accumulated evidence of product secrets' effectiveness in generating demand and facilitating exchange, whilst no negative or dubious consequences have been identified so far. ...
Secrets are a double-edged sword. They are crucial for protecting valuable knowledge and appropriating value from innovation; they also invite consumer curiosity and in doing so may generate demand. On the other side, secrecy may invite suspicions, distrust, and miscommunication. In this paper, we review the growing body of research on secrets and secrecy. Our review reconciles the various theoretical perspectives on secretive protective mechanisms and their consequences, both positive and potentially detrimental. We adopt a dynamic relational perspective towards secrecy and develop a multilevel framework to categorize and define four major types of secrets: trade secrets, reputation secrets, power secrets, and marketing mix secrets. Finally, we outline a research agenda by pointing out understudied themes and underemployed theoretical perspectives on secrecy.
... In addition, when marketing strategies are being implemented, we must take into account both the markets on which the organization operates and the existing competitors [22] (pp. [37][38][39][40][41][42][43][44][45][46][47]. Having a clear picture of the environment in which they operate, managers can make the best decisions about marketing activity in the organization. ...
... Marketing establishes the value that must be conveyed to customers, the way in which they must be satisfied [35], the way in which long-term relationships with them must be established, etc. [36,37]. The value offered to customers has begun to occupy an increasingly important place in this field of activity, with consumers giving importance to the additional elements they receive after purchasing various products or services [38] (pp. 69-71). ...
The scope of this research was to identify the degree of satisfaction experienced by beneficiaries as a result of accessing and implementing a project using European funds in tourism. The whole research identified more than 1000 projects that were financed from European funds in tourism in the period 2007–2013 through the operational programs. The survey was conducted on a sample of 312 respondents, and the method used was a quantitative, research-based survey. This research aims to collect the necessary data for understanding how the process of accessing European funds in tourism is perceived. A few important objectives, such as the effect of the benefits perceived by beneficiaries as a result of accessing projects using European funds in tourism on the degree of satisfaction experienced by them as a result of their development and the effect of risks perceived by beneficiaries as a result of accessing European funded projects in tourism on the degree of satisfaction experienced by them as a result of their development, were highlighted in this research. The most important objective proposed in this research is strategic planning, which is the main way in which the beneficiaries can be fulfilled in regards to the process of accessing European Funds.
... The authors developed a "Bait-and-Tease" stealth marketing intervention (Roy and Chattopadhyay, 2010), promoting increased physical activity and a reduction in sedentary behaviour in the workplace amongst office-based employees, via advocating energy saving and recycling and examined the spillovers of those behaviours. This intervention formed the "Bait" part of the technique, which made no reference to physical activity. ...
... This paper finally discusses the results across all stages, and identifies the limitations of our work and future research directions. Roy and Chattopadhyay (2010) note that stealth marketing as a strategy can be used "…to do good for society, and at times to generate positive publicity". Along with the fact that knowledge does not always translate into behaviour change, this underscores the increasing interest in stealth marketing interventions promoting physical activity (Riekert et al., 2014). ...
Sedentary lifestyles have adverse effects on health and wellbeing and are especially prevalent amongst office-based employees. This project goes above and beyond currently existing physical activity initiatives in the workplace, by examining the feasibility of using a "Bait-and-Tease" stealth marketing intervention promoting increased physical activity and reduction of sedentary behaviour in the workplace amongst office-based employees. The intervention focused on promoting employee pro-environmental behaviour in the workplace (i.e., energy saving and recycling). This was the "Bait" part of the technique, which made no reference to physical activity. The spillovers of employee pro-environmental behaviour change on employee physical activity and sedentary behaviour were then evaluated. This was followed by a reveal stage, the "Tease" part of the technique, where the link between 26 health and the environment was made explicit (e.g., taking the stairs instead of the elevator saves energy while also increasing walking time) and participants were informed of the true purpose of the intervention. Initial employee focus groups, grounded on the Behaviour Change Wheel framework, fed into an intervention co-development workshop. The developed intervention, which included an informational campaign and a green champion, was piloted within a Higher Education Institution and targeted academics, professional service members, and postgraduate research students as university employees with office-based jobs. The pilot involved an intervention and a control-group, with a "before" and "after" research design. Both self-reported (i.e., employee surveys measuring pro-environmental behaviour) and observational (i.e., tracking walking and standing time via a mobile application, recording sedentary time and counting stairs via trained observers) data were collected. Results indicate that the intervention was found feasible and the pilot study shows potential for large-scale implementation, even though the pilot sample size was small. The goals of the study were achieved and problems in relation to recruitment, adherence and measurements were identified with multiple future research directions.
... Perceptive respect for associations' correspondence, without skipping a beat, mix is all things considered, extraordinary (Lindstr€ om 2012). Clients show lower brand unwaveringness and more critical capacity to switch between brands (Roy and Chattopadhyay 2010). Likewise, feasibility of standard sorts of publicizing is ceaselessly reducing (Kaikati and Kaikati 2004;Smith et al., 2007). ...
In the field of advertising, the designer searches for everything that is new, attractive, and attracts the eye, and what to communicate a clear message to the audience and clarifies the concept. It is a visual communicative work of art. As for marketing, it includes several components, including market study and brand management with advertising, which are two parts of the marketing process. Clients get better at abstaining from being affected by customary promoting, whether using new innovation or just by intellectually obstructing them. Promoters utilized a portion of the new publicizing media that emerged from the crowd's assumptions, and understood that they expected to utilize imaginative, inventive, and unpredictable strategies, methodologies, and procedures to hold their clients. Guerrilla promoting methodologies highlight imaginative thoughts that are powerfully introduced in offbeat ways where publicizing is least anticipated. The objective is to shock, aggravate, interest, and move the shopper. Guerrilla advertising strategies are more creative and engaging than traditional methods. This research came to show the relationship between guerilla advertising and guerilla marketing, and how to know the type of marketing advertising through the strategy used. This paper plans to contribute in making a hypothetical methodology of guerrilla publicizing techniques all through dissecting the setting of beginning, standards and reasoning of guerrilla, right off the bat, promoting, besides featuring the coordination of guerrilla promoting as eccentric advertising strategies. This paper takes a descriptive approach to description of the effect of guerrilla advertising on brand image through analysis some of the different types of guerrilla advertising strategies. The research finds results promote utilized a portion of the new publicizing media that emerged from the crowd's assumptions, and understood that they expected to utilize creative, inventive, and whimsical strategies, procedures, and methods to hold their clients.
... The terms neuroethics as well as the stealth marketing are currently trending in the emerging domain of consumer neuroscience. Roy and Chattopadhyay (2010) describe stealth marketing as a marketing strategy that is hidden, covert or is undercover, and the consumers are unaware that they are being targeted for the purpose of product persuasion. It is sometimes interchangeably referred to as undercover marketing wherein the consumers are unsuspecting that the marketers are subtly advertising and promoting their products and services. ...
Neuromarketing is an interdisciplinary field consolidating neuroscience, psychology, and marketing, aiming to understand consumer behaviour at the subconscious level. However, as neuromarketing techniques become increasingly sophisticated, ethical issues and considerations have emerged as a focal point of debate and scrutiny. The paper critically evaluates foundational ethical principles, such as informed consent, beneficence and nonmaleficence, privacy and confidentiality, transparency, scientific or methodological rigor, predicting and influencing consumer choices, safeguarding the vulnerable population, and commitment to abiding and respecting the guidelines and codes of ethics. It also includes the emerging techniques and research, need for ethics and terms like neuroethics and brain privacy.
... Finally, the last element of the marketing mix is place, which companies use very effectively for their stealth marketing purposes. For example, websites of illegal businesses can operate in countries that have lax laws, and thus attracting customers from countries where these businesses are forbidden and, therefore, don't exist (Roy and Chattopadhyay, 2010). ...
This thesis analyses the factors that influence the celebrity endorser’s perceived authenticity and its impact on the promoted brand in covert social media marketing. To examine consumer behaviour, the Persuasion Knowledge Model and Attribution Theory were integrated, and a theoretical framework was then developed. In total, 653 social media users were recruited to participate in the research, and structural equation modelling was conducted to test the proposed model. The results confirm that (1) activated persuasion knowledge negatively influences celebrity endorser’s perceived authenticity in covert social media marketing; (2) celebrity-brand congruity does not have a significant impact on the endorser’s perceived authenticity; (3) celebrity’s expertise positively influences the celebrity endorser’s perceived authenticity when endorsing products related to his or her area of expertise; (4) the celebrity’s perceived attractiveness has a positive impact on the celebrity’s perceived authenticity when endorsing attractiveness enhancing products covertly in social media; and (5) perceived authenticity of a celebrity endorser positively influences brand attitudes and, consequently, behavioural intentions. Both theoretical and managerial implications are drawn, suggesting directions for future studies.
... In covert advertisements, the advertising message is normally masked, and the promoting intention is secretly attained (Gould et al., 2000;Rotfeld, 2008;Russell, 2002). Unrecognizing the persuasive intent, consumers are likely to avoid a skeptical approach to commercial messages (Darke & Ritchie, 2007;Roy & Chattopadhyay, 2010). ...
Short-video social media is becoming a major advertising tool in the digital age. Covert advertising is increasingly used as a major strategy to effectively promote a product. This study aims to explore the genre of covert short-video advertisements launched in Douyin-the Chinese version of TikTok. It integrates Bhatia's critical genre analysis approach with Kress and van Leeuwen's Multimodal Discourse Analysis approach as the conceptual framework. The researchers selected 100 covert short-video advertisements in Douyin for analysis. The findings demonstrate how this genre is manipulated to exploit consumerism , to shape consumer culture and to drive business growth through rhetorical moves, interdiscursivity and exploitation of multimodal resources. This study not only gives insight into the less explored deceptive new media genre but also contributes to recognition of covert short-video advertising and methods in analyzing genres in the age of ''new media.''
... Roy and Chattopadhyay (2010) have focused on stealth marketing as an alternative strategy under guerilla marketing methods, in which businessmen contract celebrities for their advertisements -hence, also known celebrity marketing [60,61]. Kaikati and Kaikati (2004) refer to stealth marketing as masked/undercover marketing, and assign it to a subcategory of covert marketing [50]. ...
In recent years, given the enormous competition for new products and services, many companies have begun to behave more creatively in an aim to be the best in the market. “Guerrilla marketing” refers to an advertising technique that uses
unconventional and cost-effective approaches, employing a variety of strategies that reduce costs. Since the emergence of this concept in the second half of the last century, substantial research has looked into its application and usefulness. This
study presents a systematic survey of the field of marketing and advertising: by analyzing the main scientific publications on guerrilla marketing through content analysis in the Web of Science, Scopus, and EBSCO databases. One hundred and
sixty-four articles were analyzed in depth and divided into two separate lists: one with publications corresponding to Hutter and Hoffmann’s first classification, and another corresponding to the new variables that emerged from the in-depth
study that was carried out. As a consequence, a new taxonomy is proposed for the field, based on the identification of some novel variables characterizing the different existing approaches
... Perceptive respect for associations' correspondence, without skipping a beat, mix is all things considered, extraordinary (Lindstr€ om 2012). Clients show lower brand unwaveringness and more critical capacity to switch between brands (Roy and Chattopadhyay 2010). Likewise, feasibility of standard sorts of publicizing is ceaselessly reducing (Kaikati and Kaikati 2004;Smith et al., 2007). ...
... In covert advertisements, the advertising message is normally masked, and the promoting intention is secretly attained (Gould et al., 2000;Rotfeld, 2008;Russell, 2002). Unrecognizing the persuasive intent, consumers are likely to avoid a skeptical approach to commercial messages (Darke & Ritchie, 2007;Roy & Chattopadhyay, 2010). ...
Short-video social media is becoming a major advertising tool in the digital age. Covert advertising is increasingly used as a major strategy to effectively promote a product. This study aims to explore the genre of covert short-video advertisements launched in Douyin—the Chinese version of TikTok. It integrates Bhatia’s critical genre analysis approach with Kress and van Leeuwen’s Multimodal Discourse Analysis approach as the conceptual framework. The researchers selected 100 covert short-video advertisements in Douyin for analysis. The findings demonstrate how this genre is manipulated to exploit consumerism, to shape consumer culture and to drive business growth through rhetorical moves, interdiscursivity and exploitation of multimodal resources. This study not only gives insight into the less explored deceptive new media genre but also contributes to recognition of covert short-video advertising and methods in analyzing genres in the age of “new media.”
... With the advent of information and smartphone technologies, social media marketing, mobile marketing and digital marketing have emerged as essential marketing instruments and any space of consumers is untouched or undisturbed by businesses. Contrary, with the information overload (Malhotra, 1982a), marketing become much more difficult because of low attention span, low brand loyalty (Roy and Chattopadhyay 2010), and diminishing effectiveness of the traditional forms of advertising among the new generation, gen z and millennials customers (Kaikati andKaikati 2004, Smith et al. 2007). Because of economic and financial crises companies are under pressure to cut their advertising budget and along with that a new green world with a strong appeal to protect our earth, makes the marketing space very complex and contradictory. ...
By 2030, the global marketplace will be dominated by Millennials and Gen Z. These generations get averted if a brand is doing too much self-promotion and are very active on environmental issues. In today's environment, any business should look for inclusive growth and sustainability. As guerrilla marketing uses innovative, unconventional low-cost strategies to create significant impact, there is a potential for 2G-Green Guerrilla Marketing to act as an image builder by conveying those messages with a flavour of sustainability in more attractive ways. This research is a qualitative study to gain insights into the efforts and nitiatives toward sustainability made by three reputed Indian companies namely ITC, HCL Tech and TCL (Tata chemicals ltd) and analyse the potential ways to deliver those endeavours to the larger audiences through Guerrilla Marketing.
... Picture books thus expose young readers subtly and repeatedly to animals, and in line with cultivation theory (Gerbner, 1969;Potter, 2014) and research on the impact of subtle, repeated exposure (Bornstein and D'Agostino, 1992;Kaikati and Kaikati, 2004;Roy and Chattopadhyay, 2010;Zajonc, 1968) they are likely to shape children's perceptions of animal diversity and their feelings about animals (Prokop et al., 2011;Root-Bernstein et al., 2013). For instance, children may learn to distinguish and name different animals and may grow affinity toward animals that play leading roles in compelling stories. ...
While animal biodiversity is declining globally, cultural representations of animals are highly prevalent in society and play an increasing part in shaping children’s perceptions of animal diversity. We studied animal portrayals in children’s picture books in the Netherlands, and coded over 2,200 animals from 217 award-winning books. We found a strong bias toward vertebrates, mammals in particular. Mammals were featured more often than other animals, played more prominent roles in the story, and were visually and textually specified more strongly. Furthermore, exotic and domestic species outnumbered native species. Picture books currently are likely to reinforce children’s perceptions toward only a small part of animal biodiversity. While we realize that picture books have other primary aims, picture book makers could be inspired and encouraged to diversify and specify their portrayals of the natural world. This would broaden children’s perceptions of the animal kingdom and could help foster lasting connections to biodiversity.
... Black & Nevill (2009) defines it as "the intentional concealment of the purpose of the marketing message and its sponsor". According to Roy & Chattopadhyay (2010) it is "a deliberate act to enter the market, work in it, or leave it in a secret or imperceptible way". Akyol & Tokatli (2019) defines it as "efforts to inform customers about the brand and/or product without being discovered by restrictive laws". ...
The object of this research is to determine the effect of stealth marketing on customer engagement in a group of private universities in Iraq. Stealth marketing has been studied through five techniques: viral marketing, celebrity marketing, brand pushers, Bait-and-Tease Marketing, and marketing through corporate social responsibility. The level of customer engagement was identified through six indicators: Identification, Absorption, Enthusiasm, Attention, Interaction, and advocacy. The research was conducted on a sample of 1146 students of those private universities in Iraq. Questionnaire was used as a tool for collecting research data. By analyzing the data in statistical programs (SPSS V.23 & AMOS V.23), it is concluded that there is a positive effect of stealth marketing in the customer engagement.
... Stealth marketing has received substantial attention as an unconventional marketing strategy in literature during the past few decades (Roy & Chattopadhyay, 2010). A stealth marketing campaign helps marketers cut through the clutter of traditional advertising (Kaikati & Kaikati, 2004;Rotfeld, 2008). ...
This study is an empirical investigation of the effectiveness of guerrilla-marketing techniques in creating a positive brand image among generation Y (millennial) consumers. Five guerrilla techniques practiced by companies-such as viral marketing (EWOM), stealth marketing, ambush, graffiti, and clickbait ads-were studied, and hypotheses were proposed. This study adopted a quantitative approach and a questionnaire using the non-probability sampling technique was developed to collect data and self-administered to 248 millennial respondents on various university campuses. The data collected were analyzed through structured modeling on AMOS. The findings of this research revealed that guerrilla marketing affects symbolic and experiential brand image. Further, the results revealed that stealth marketing, graffiti, and click bait advertising were found to be influential on both symbolic and experiential brand images. As an exception, the hypotheses for ambush marketing were found to have no significant influence on the brand image (symbolic and experiential). Moreover, ambush technique in campaigns may have a negative impact on the brand image. Conversely, the study found that clickbait ads had a significantly negative influence on experiential brand image. Consequently, the results of this study strengthen past findings and concluded that guerrilla marketing techniques are beneficial communication tools in the limited marketing budgets.
... With this definition, stealth marketing techniques also had a new perspective on a gathering of information about consumers through surely stealth techniques. Roy and Chattopadhyay (2010) expended the definition with competitors and define the stealth marketing as a deliberate act of entering, operating in or exiting a market in a furtive, secretive or imperceptible manner, or an attempt to do so (p. 71). ...
... Marketing could be an effective way to reach out to potential clients. There are a variety of general marketing strategies that therapists could, and do, employ to reach out to potential clients (Keller, 2009;Roy & Chattopadhyay, 2010;Schmitt, 1999). However, it is not understood what kind of marketing strategies are being used by therapists. ...
The positive benefits of therapy are well-established (Duberstein et al., 2018) and therapy continues to make significant strides with regard to therapeutic outcomes. However, little is known regarding client initiation processes as well as how therapists reach out to potential clients. Clients present with a variety of challenges, and researchers and clinicians struggle with creating ways to increase access to care, reach out to potential clients, and engage individuals in therapy services. Nevertheless, therapist engagement and connection with the client can have a significant impact (Sexton, Littauer, Sexton, & Tømmerås, 2005). Marriage and Family Therapists (MFTs) are uniquely trained and qualified to develop strong therapeutic relationships with multiple clients at the same time (Blow & Sprenkle, 2001). As a rapidly growing field that is competing against other professional counseling services, it is crucial to understand how MFTs reach out to clients and potential clients. This study addressed this research gap by conducting a qualitative content analysis of MFT websites in order to better understand what and how therapists are passively marketing to potential clients. Twenty-five websites were selected from Psychology Today. Matrices were used to organize the website data and commence the analysis process. Next, each website was uploaded into Linguistic Inquire Word Count (LIWC; Francis & Booth, 1993), a text analysis software program. The LIWC program assisted with providing statistical information surrounding pre-established categories. Then, the websites were uploaded into Dedoose (Dedoose Software, 2014), an online qualitative software program, where coding occurred and themes emerged. Results from the LIWC analysis revealed higher level thinking, a strong demonstration of confidence, and mixed results of authenticity and overall emotional tone. Some of the themes from the study included: collaboration, pressure to convey, and negative motivation. Additionally, a lack of MFT branding and description was observed. The findings are discussed, and clinical implications and future research ideas are provided.
... In order to grow EC sites and the sharing economy sites soundly, we need to accurately understand how the evaluation gap affects the consumer behavior and customer satisfaction [3]. In addition, if a consumer can learn the proper product/service value, it is important for us to grasp clearly how long the evaluation which is manipulated illegally by stealth marketing [4] affects the consumer behavior. Therefore, in this study, we assume that a consumer can estimate the proper product/service value, and we investigate how the evaluation gap affects the consumer behavior and customer satisfaction by using agent-based simulations. ...
A lot of companies and individuals provide various products and services through EC sites and sharing economy sites such as Airbnb, Uber, and so on. Along with growth of these websites, it is very difficult for us to estimate the proper values of product/services through its pictures and explanations. Thus, many consumers referent reputation information sites such as Booking.com, Yelp, and so on. However, if the value which a consumer gets by using a product/service is lower than the product/service evaluation in a reputation information site, namely, if its evaluation is overestimation, the consumer gets deeply dissatisfied with it, and never use it again. Therefore, this paper investigates how a product/service evaluation gap affects customer satisfaction and consumer behavior by using agent-based simulations.
... Stealth marketing has permeated industries via engagement of practises, such as viral marketing, that tactfully and subtly promote brands (Kaikati & Kaikati, 2004;Martin & Smith, 2008;Roy & Chattopadhyay, 2010;Ozuem, Borrelli & Lancaster, 2017). Viral marketing is defined as, "the process of getting customers to pass along a company's marketing message to friends, family, and colleagues." ...
The active presence of fashion brands online serves as a channel for customers to connect with brands for different intentions. This connection acts as an outlet customers employ in furthering social identity through brand associations. Brand perceptions are accordingly formed among consumers based on the promised functional and symbolic benefits consumption of that brand guarantees. Social media has assumed an integral role in fostering brand-customer relationships that ultimately augment social identity. The following chapter examines the role social media has played on brand perceptions in the fashion apparel and accessories industry from a social identity theory perspective. The chapter focuses on theoretical implications and managerial implications. The concluding section offers some significant roles that social media and social identity may play in keeping up with the design and development of marketing communications programs.
... The notion of buzz is derived from several streams of research, mostly in communication theory and sociology, but has strong roots in the diffusion of innovation literature within marketing and rural sociology where WOM is a central concept (Robertson 1971;Rogers 1995). More recently, with the ability that consumers have to interact electronically through social media, the notions of marketing buzz, buzz marketing, or stealth marketing have received considerable attention from managers (e.g., Edelman and Salsberg 2010), lawyers (e.g., Sprague and Wells 2010), and academics (e.g., Kaikati and Kaikati 2004;Roy and Chattopadhyay 2010;Magnini 2011). However, although buzz finds its foundation in the WOM and interpersonal communication literature, it goes beyond WOM. ...
... Companies have assumed stealth marketing by employing procedures such as viral marketing to promote brands in a subtle manner (Kaikati & Kaikati, 2004;Martin & Smith, 2008;Roy & Chattopadhyay, 2010;Ozuem, Borrelli & Lancaster, 2016). Viral marketing is defined as "the process of getting customers to pass along a company's marketing message to friends, family, and colleagues" (Laudon & Traver, 2015, p. 381). ...
Fashion brands' online presence provide a platform for customers to supplement social identity based on associations with brands, and ultimately this can shape brand perceptions among customers through promised functional and symbolic benefits. Social media has matured into the prime channel for regular interactions and the development of brand-customer relationships that enrich social identity. Drawing on social identity theory, the current chapter examines how the evolving social media platforms impact on brand perceptions in the fashion apparel and accessories industries. The chapter focuses on theoretical implications and managerial implications. The concluding section offers some significant roles that social media and social identity may play in keeping up with the design and development of marketing communications programmes.
Le marketing non conventionnel représente un ensemble d’approches alternatives tendant à renouveler la communication des entreprises et des organisations. Dans cet ensemble, les actions dites de street marketing semblent particulièrement adaptées pour toucher une cible précise de consommateurs lors de leurs déplacements urbains. Cependant, ces actions de marketing de rue confrontent les agences et les annonceurs à un risque inédit, la mobilisation du bien commun à des fins de communication n’étant pas sans poser des problèmes règlementaires. Sur la base d’une recherche menée avec 8 annonceurs et 10 agences, cet article met en évidence les pratiques transgressives des entreprises face à la réglementation française, articule les trois grandes dimensions d’une décision de transgression pour agences et annonceurs et détaille les façons de contourner la règle et/ou de gérer la transgression à la règle.
يهدف البحث الى تحديد مدى تأثير أبعاد المسؤولية الاجتماعية، ودورها في تعزيز التسويق الخفي في شركة كورك للاتصالات في نينوى، فنتيجة للاهتمام بالمسؤولية الاجتماعية كونها الداعم الاكبر نحو الاداء الافضل ولارتباطها الايجابي مع التسويق الخفي في تحقيق الاهداف، وبالتالي الوصول الى النجاح في المدى البعيد، الامر الذي جعل الشركات توجه انظارها الى المسؤولية الاجتماعية في عملها وتفاعلها مع المجتمع لتحقيق النجاح في بيئة اعمال تنافسية، لذا تم التطرق في هذه الدراسة على متغيرين، يتضمن المتغير المستقل المسؤولية الاجتماعية وابعادها المتمثلة بـ (المسؤولية الاقتصادية، المسؤولية القانونية، المسؤولية الاخلاقية، المسؤولية الطوعية "الإنسانية")، ويتضمن المتغير المعتمد تقنيات التسويق الخفي المتمثلة بـ (التسويق الفيروسي، تسويق المشاهير، مروجو العلامة التجارية، التسويق المضخم والمبالغ فيه). وقد تم استخدام البرنامج الاحصائي (SPSS) لتحليل بيانات الميدان المبحوث واستخراج الوصف التشخيصي للمتغيرات، وذلك عن طريق توزيع (100) استمارة على عينة من الموظفين العاملين في (شركة كورك للاتصالات في نينوى)، اذ تم استرداد (90) استمارة، وفي ضوء ذلك تم التوصل الى مجموعة من الاستنتاجات والمقترحات التي تنسجم مع البحث، وتحقق أكبر فائدة ممكنة.
سارعت أغلب المنظمات في الآونة الأخيرة إلى القيام بمجهودات التسويق إعتماداً على تكنولوجيا المعلومات و الإتصالات جنباً إلى جنب مع التسويق التقليدي، و من بين أبرز استراتيجيات التسويق المعاصرة التسويق من خلال الشخصية الإفتراضية Avatar Marketing و الذي يعتمد على إتاحة مندوب/مساعد مبيعات إفتراضي على موقع المنظمة لتقديم خدمات دعم و مساعدة متنوعة للعملاء، و بالرغم من كون هذا النمط التسويقي المبتكر من حلول المستقبل؛ إلا أن الأمر مازال يحيط به قدر كبير من الغموض و عدم التأكد فيما يتعلق بجدوى و منافع هذا النمط، لذا هدفت هذه الدراسة إلى تناول و تحليل مجموعة النواتج المتوقعة لتطبيق و تبني هذه الاستراتيجية من خلال دراسة العلاقة بين التسويق من خلال الشخصية الإفتراضية Avatar Marketing و عدد من النواتج التسويقية (رضا العملاء و ثقتهم و نية شرائهم و إتجاهاتهم نحو المنتج و نشرهم للكلمة المنطوقة-التقليدية و الإلكترونية) بالتطبيق على عملاء عدد من البنوك في مصر، و تم تطوير عدد من الفروض و إعداد قائمة استقصاء لجمع البيانات الأولية، و تم تحليل البيانات التي تم تجميعها من عينة قوامها 366 مفردة من العملاء بطريقة ميسرة تحكمية، و تم اختبار الفروض من خلال تحليل المسار، و أظهرت النتائج قبول عدد من فروض الدراسة، مما يُشجع القائمين على المجهودات التسويقية بالبنوك في مصر على تطبيق و تبني هذه الإستراتيجية، و تم عرض عدد من الدلالات العلمية و العملية و تقديم عدد من التوصيات.
This study aims to develop
telecommunications companies
and improve the reality of their
services to customers in Iraq and
represented by academics.
Amaç–Araştırmanın temel amacı, gerilla pazarlama taktiklerinin tüketicilerin çevre kaygısı ve yeşil tüketim niyetlerine etkisini incelemektir. Ayrıca gerilla pazarlama ile yeşil satın alma niyeti arasında çevresel kaygının aracılık rolü yan amaç olarak belirlenmiştir. Yöntem–Belirlenen amaç doğrultusunda gerilla pazarlama kavramı hakkında bilgi sahibi olan 255 tüketici ile yüz yüze ve elektronik ortamda oluşturulan formlar ile anket yapılmıştır. Katılımcılar yargısal örnekleme yöntemi ile seçilmiştir. SPSS25 paket programı kullanılarak frekans analizi,faktör analizi, güvenilirlik analizi, korelasyon analizi ve regresyon (PROCESS) analizi yapılmıştır. PROCESS analizinde Hayes Macrosu 4. Modeli kullanılmıştır.Bulgular–Çalışma sonucunda gerilla pazarlama bileşenlerinin (ortam pazarlama, tuzak pazarlama, gizli pazarlama ve viral pazarlama) çevre kaygısı ve yeşil satın alma niyeti üzerinde önemli bir etkiye sahip olduğu görülmüştür. Ayrıca gerilla pazarlama bileşenlerinden ortam pazarlama, tuzak pazarlama vegizli pazarlamanın yeşil satın alma niyeti üzerine etkisinde çevre kaygısının kısmi aracılık rolü tespit edilmiştir. Tartışma–Sonuçlar sürdürülebilirlik, çevre dostu tüketim veya yeşil satın alma eğilimlerinin geniş kitlelere yayılmasında geleneksel olmayan pazarlama yöntemlerinden gerilla pazarlamanın kullanılabileceğini göstermektedir. Yeşil gerilla pazarlama ile ürünlerin başarılı bir şekilde ve çeşitli yollarla pazarlanabileceğini ve bu yöntemin sürdürülebilir kalkınma için etik ve sosyal olarak sorumlu davranmanın yenilikçi bir yolu olduğu düşünülmektedir.
In recent years, given the enormous competition for new products and services, many companies have begun to behave more creatively in an aim to be the best in the market. “Guerrilla marketing” refers to an advertising technique that uses unconventional and cost-effective approaches, employing a variety of strategies that reduce costs. Since the emergence of this concept in the second half of the last century, substantial research has looked into its application and usefulness. This study presents a systematic survey of the field of marketing and advertising: by analyzing the main scientific publications on guerrilla marketing through content analysis in the Web of Science, Scopus, and EBSCO databases. One hundred and sixty-four articles were analyzed in depth and divided into two separate lists: one with publications corresponding to Hutter and Hoffmann’s first classification, and another corresponding to the new variables that emerged from the in-depth study that was carried out. As a consequence, a new taxonomy is proposed for the field, based on the identification of some novel variables characterizing the different existing approaches.
La saturación publicitaria, la aparición de nuevos públicos y el desarrollo de las tecnologías son factores que han contribuido a la evolución del marketing. En las empresas están cada vez más presentes las estrategias basadas en mecanismos no convencionales, donde se prima el ingenio por encima del presupuesto. Ante tal situación aparece el marketing de guerrilla, una herramienta que pretende llamar la atención del receptor y despertar su interés para, finalmente, convertirlo en consumidor de la marca. El objetivo principal de este trabajo fue verificar la dependencia de la intensidad del marketing de guerrilla en relación con el género del cliente e identificar posibles tendencias de las campañas de marketing de guerrilla en las PyMES. Este trabajo se desarrolló bajo la línea base del enfoque cualicuantitavo. Cualitativo porque permitirá dentro de la investigación comprobar la factibilidad y viabilidad del modelo teórico planteado, el desarrollo de un instrumento de medición es necesario debido a que permitirá obtener la información óptima para el estudio de las variables que contienen al problema en estudio. Cuantitativo, los resultados que se realicen en la investigación de campo serán sometidos a las respectivas comprobaciones, lo que permitirá establecer un contacto directo y cercano con la realidad. La investigación estuvo dirigida a un grupo de jóvenes elegidos al azar en la Región de Puno. El resultado de la investigación puede utilizarse para las empresas que operan en el mercado sur oriente peruano, especialmente en el área de bebidas, alimentos, deportes / entretenimiento y productos de belleza. No obstante existen otras estrategias de marketing que influyen en el éxito de las PyMES.
la Revista Científica Andina “Science & Humanities” de carácter multidisciplinario, creada con Resolución N° 025–2017–EPG/UANCV–CP–D, en su primera versión como resultado de una labor organizada de profesores y estudiantes con el deseo de contribuir al conocimiento científico y que tenga la oportunidad de perdurar en el tiempo.
This study examines the influence of guerilla marketing on customer patronage of Noodles product in Calabar. The main objective of this study was to explore the relationship between guerilla marketing and customer patronage. The survey design was adopted as the main research design. The total sample size for the study which made up the number of questionnaires distributed was 200. The instrument for data collection was structured questionnaire. Simple linear regression analysis was used to measure the degree of relationship. The study found that viral and ambient marketing had significant positive relationships on customer patronage. On the basis of the findings, customer patronage increases with guerilla marketing strategy implementation and also, there is a significant possibility of achieving an increase in customer patronage if the available proxies of guerilla marketing (viral and ambient marketing) are made prominent. The researchers recommended that distributors should focus on the use of creative/ unconventional advertising and ads which are viral should be engaged because it leads to an online word of mouth which is good for the organization's offerings.
This edited book has made an earnest attempt to include academic research outputs from social science disciplines. We sincerely hope that this book fulfils the requirements of the commerce, management and business researcher, Since errors are inevitable, we shall be grateful if mistakes are brought to my notice. Such corrections will be incorporated in subsequent editions. We thank the lord almighty and our parents for their blessings to us to write and publish this book. We express our appreciation and heartfelt thanks to the authors those contributed chapters in the book and made this endeavour fruitful. We extend our thanks to all our family members, well-wishers and our dear friends for their moral support and encouragement during the preparation and publication of this book.
The active presence of fashion brands online serves as a channel for customers to connect with brands for different intentions. This connection acts as an outlet customers employ in furthering social identity through brand associations. Brand perceptions are accordingly formed among consumers based on the promised functional and symbolic benefits consumption of that brand guarantees. Social media has assumed an integral role in fostering brand-customer relationships that ultimately augment social identity. The following chapter examines the role social media has played on brand perceptions in the fashion apparel and accessories industry from a social identity theory perspective. The chapter focuses on theoretical implications and managerial implications. The concluding section offers some significant roles that social media and social identity may play in keeping up with the design and development of marketing communications programs.
This article presents an overview of the ethically questionable business strategies of data mining and automated prediction with respect to vulnerable populations of consumers. It first provides a summary of the privacy and ethical issues that arise when high‐tech internet‐based organizations collect and analyze large quantities of personal data from the users of their systems and how these data are analyzed to make assumptions and projections on individual behaviors. It then discusses how these actions might be technically legal but violate established moral and ethical standards. The paper also highlights the role that governments can play in limiting the ability of large tech‐based companies to mine personal information for commercial application. The article closes with suggestions for future research.
La creciente globalización, el consumismo y la rivalidad entre las empresas han influido a lo largo del tiempo en la generación de estrategias de mercadeo para prevalecer, por medio del análisis de los comportamientos humanos. Por ello, a partir de una revisión de literatura de estos aspectos, se diseñó una metodología constructivista llamada “Trappola”, que permite, a través de una situación de consumo enfocada en estrategias de mercadeo, que los participantes vivencien el principio de la economía conductual, que se basa en la idea de que las personas no son completamente racionales, sino también previsiblemente irracionales. Es decir, que su irracionalidad se produce siempre del mismo modo una y otra vez. Por ende, el objetivo de aprendizaje gira en torno a reconocer métodos como el efecto señuelo, efecto anclaje, coherencia arbitraria, gregarismo o efecto arrastre, efecto del coste cero, marketing emocional y efecto de la expectativa o efecto Pigmalión. Por último, se concluye que el comportamiento humano al ser predecible permite que las estrategias de marketing se cumplan en gran medida al momento de efectuar una compra.
سعت هذه الدراسة إلى سبر غور متضمنات استراتيجية تسويقية معاصرة ممثلة في التسويق الخفي
Stealth Marketing) )، باعتبارها نتاج التطور في سياق عمل المؤسسات التسويقية المعاصرة والحاجة الملحة لمغادرة
الأساليب التقليدية في النشاط التسويقي التي لم تعد تجدي نفعًا في تحقيق أهدافه المتعددة، والتي يقف في مقدمتها خلق
الطلب من خلال التأثير في سلوك الزبون، حيث تعد استراتيجية التسويق الخفي بمثابة طوق النجاة للعديد من الشركات
المعاصرة للخروج من أزمة عزوف الزبون في الألفية الجديدة وعدم اقتناعه بما يعرض من وسائل ترويجية تقليدية باتت
تثير الملل لديه. وبالتالي فلم تعد قادرة على تحقيق التأثير المنشود في ذهن الزبون، وهو ما ينعكس على تفضيلاته وقراراته
الشرائية، فكان لزامًا عليها البحث عن وسائل أكثر وقعًا في ذهن الزبون وأكثر قدرة على تحفيزه باتجاه المنتجات المعروضة.
ووفقًا لما سبق حاولت هذه الدراسة تحليل مضامين هذه الاستراتيجية ومحاولة إيجاد التفسيرات المنطقية
لإشكالية تبنيها التي تنازعتها رؤيتان، الأولى تذهب باتجاه اعتبارها أداة فاعلة لرسم الطريق المنشود للسلوك الشرائي
للزبون المستهدف، في حين ترى الأخرى فيها أداة لتضليل الزبون والتأثير في خياراته المتاحة وقراره الشرائي، ويعكس عنوان
الدراسة مشكلتها في جدية استخدام استراتيجية التسويق الخفي لتعزيز السلوك الشرائي، أو في خداع الزبون، وفق رؤية
تحليلية للأطروحات النظرية لهذه الاستراتيجية، فضاً عن تعزيز نتائج التحليل عبر بيان تأثير هذه الاستراتيجية في
السلوك الشرائي لعينة بحثية عشوائية مكونة من ) 200 ( زبون في ( Family Mall ( أكبر مركز تسوق في محافظة أربيل /
إقليم كوردستان العراق، واستخدمت الاستبانة بوصفها أداة رئيسة لجمع البيانات والمعلومات الخاصة بالجانب العملي،
وجرى تحليلها بالاستعانة بالحزمة البرمجيّة ( SPSS. Ver-19 (، واعتمادًا على الاستنتاجات التي توصل إليها الباحث فقد
قُدم عدد من المقترحات لعل أبرزها ضرورة القيام بتعزيز الجوانب الإيجابية التي يتضمنها التسويق الخفي من خال
ابتعاد الشركات عن أساليب التضليل والتهويل في عرض الرسالة الإعلانية من خلال أي من تقنياته لإقناع الزبون والتأثير
في قراراته الشرائية وبالتالي حتمية مغادرة أو التقليل من الاعتماد على أساليب الإقناع التقليدية ضمن النشاط الترويجي
للشركات المحلية
Tüketiciye sunulan marka sayısının giderek artması nedeniyle markalar kendilerini fark ettirebilmek için çeşitli pazarlama iletişimi stratejilerini uygulamaktadırlar ve geleneksel reklamcılıktan daha farklı yollara başvurmaktadırlar (Abanoz ve Mayadağlı, 2018). Modern çağ pazarlamacıları, reklamı ve diğer pazarlama iletişim biçimlerini yeniden tanımlamaktadır. Gizli mesajlar günlük hayatımıza sıkça işlenmektedir ve tüketiciler çoğu zaman bu mesajların gizli amaçlarının farkında olamamaktadır (Belch ve Belch, 2003). Bir zamanlar açıkça gösterilen tanıtım reklamları şimdi bilinçaltı mesajlar ile zihinlerimize işlenmektedir. Günümüz pazarlamacıları birçok zorlukla ve engelle karşı karşıya kalmakta ve pazarlama uygulamalarını yeniden gözden geçirmektedir. Gizli pazarlama uygulamaları da bir strateji olarak son zamanlarda giderek dikkat çekmektedir (Roy ve Chattopadhyay, 2010).
Surveys provide evidence on practice, attitudes, and knowledge. However, conducting good survey research is harder than it looks. The authors aim to provide guidance to both researchers and readers in conducting and interpreting survey research. Like all research, surveys should have clear research question(s) using the smallest possible number of high-quality, essential, survey questions (items) that will interest the target population. Both researchers and readers should put themselves in the position of the respondents. The survey questions should provide reproducible results (reliable), measure what they are supposed to measure (valid), and take less than 10 min to answer. Good survey research reports provide results with valid and reliable answers to the research question with an adequate response rate (at least 40%) and adequate precision (margin of error ideally 5% or less). Possible biases among those who did not respond (nonresponders) must be carefully analyzed and discussed. Quantitative results can be combined with qualitative results in mixed-methods research to provide greater insight.
Some organizations actively seeking those that are trying to achieve a quick profit and competitive edge, especially in a record time of the adoption of strategies and practices of marketing may be marred by suspicion, deception and one of these practices is trying to use the hidden marketing or stealth strategy, which is intended to apply subtle practices can not be disclosed because it is familiar and illegal has exercised acts immoral in order to promote their products
Corporate social responsibility (CSR) is closely interrelated with marketing concept. For some, CSR can be viewed as “a ‘product’ which is offered implicitly by the firm to its various publics and is, therefore, the focus of an exchange process between the firm and society”; these products include “all positive or negative social goods… or services” (Murray, K. B., & Montanari, J. B., Academy of Management Review 11:817, 1986). Although some companies merely view CSR as a tool to attract more customers towards their products and services, when it is carefully formulated and implemented, it can create positive implications on stakeholders. Marketing can contribute to this process a lot. The chapter focuses on the critical role of marketing in CSR. It first clarifies the concept by distinguishing it from the similar themes such as societal or sustainable marketing. Then, it discusses how CSR can be integrated into the process of marketing in terms of developing, pricing, promoting, and distributing a product responsibly.
Stealth marketing techniques are being driven by a growing criticism of the advertising industry, and are based on the premise that word of mouth and peer group recommendation are the most effective promotional and marketing tools.This article discusses stealth marketing methods used by companies to reach consumers without their motives being obvious. The authors feel that brand managers need to consider the strengths and weaknesses of stealth marketing and traditional marketing before they decide on either.
It is widely held that a customer-oriented firm is more likely to deliver exceptional service quality and create satisfied customers. However, little research has addressed the question of how the orientation can be disseminated among employees throughout the firm. This dissemination is especially important in service firms in which frontline, customer contact employees are responsible for translating a customer-oriented strategy into quality service. The authors propose a structural model that explains how service firms can disseminate their customer-oriented strategy by aligning the strategy with specific management- and employee-initiated control mechanisms (i.e., formalization, empowerment, behavior-based employee evaluation, and work group socialization) that lead to increased commitment and shared values on the part of customer contact employees. The findings indicate that there are three "corridors of influence" between customer-oriented strategy and shared employee values. The dominant corridor, which focuses on dual (management- and employee-initiated) control, emphasizes the importance of work group socialization and organizational commitment in the dissemination of customer-oriented strategy. A secondary corridor focuses on two management-initiated control mechanisms: formalization and behavior-based evaluation. The final corridor, which focuses on the empowerment of customer contact employees, has a more limited impact than originally hypothesized. The authors discuss implications for the implementation of customer-oriented strategy and the management of customer contact employees, along with several directions for further research.
Consider that a firm announces a deadline for a new product introduction. Conditional on such a preannouncement, how must an external observer evaluate whether the product will be delayed beyond that deadline? Using data collected from managers in the computer hardware, software, and telecommunications industries, the authors present an analysis that demonstrates that delays in new product introductions beyond preannounced deadlines can be jointly explained by factors related to (1) the firm's motivations to delay the product, (2) the presence of constraints that prevent delay (or the availability of opportunities to delay the product), and (3) the firm's abilities pertaining to product development.
Firms have only just begun to use the Internet to obtain customer information in their database marketing processes to enhance customer relationship management. This research uses an action research approach to develop a new framework about how they can do this. The action research project was carried out in a large Australian database company because no other sources of empirical information about the topic were available and it could provide rich findings about an under-researched, practical area. Results showed that integration of the Internet and database marketing enhances the effectiveness of customer relationship management practices. For example, the Internet offers benefits such as increased consumer data collection accuracy and speed, cost savings, greater interaction and better relationships with customers. This research also identifies that organizational culture, top management support and collaboration between marketing and IT teams need to be in place to provide a supportive environment that is critical for the success of the integration.
In recent years, a market-oriented corporate culture increasingly has been considered a key element of superior corporate performance. Although organizational innovativeness is believed to be a potential mediator of this market orientation - corporate performance relationship, much of the evidence to date remains anecdotal or speculative. In this context, a systematic framework is presented to test the postulated market orientation-innovation-performance chain. To this end, the direct causality assumption of market orientation on organizational performance is examined with Narver and Slater's (1990) market orientation framework. Moreover, a componentwise approach is taken, and an examination is conducted of how the 3 core components of market orientation affect the 2 core components organizational innovativeness en route to affecting corporate performance. Using banking industry data, innovation's mediating role in the market orientation-corporate performance relationship is empirically tested and substantiated.
Firms striving to reach consumers through today's swell of marketing clutter frequently are employing novel marketing practices. Although many nontraditional marketing messages are effective through clever, entertaining, and ultimately benign means, others rely on deception to reach consumers. In particular, one form of covert marketing known as stealth marketing uses surreptitious practices that fail to disclose or reveal the true relationship with the company producing or sponsoring the marketing message. As well as deception, stealth marketing can also involve intrusion and exploitation of social relationships as means of achieving effectiveness. In this paper, we consider the ethical implications using three stealth marketing case studies. We cast our discussion in the context of consumer defense mechanisms by employing the skepticism and persuasion knowledge literatures to help explain the effectiveness of these practices. Having identified the ethical problems inherent to stealth marketing, our analysis concludes with recommendations for marketers and public policymakers.
"Stealth Marketing and Editorial Integrity" is the first article in the legal literature to address the normative implications of covert marketing in mass media. For business, technological, and cultural reasons, advertisers and propagandists are increasingly using editors to pass off promotional messages as editorial content. This integration of sponsorship allows marketers to cut through communications clutter and audience resistance to marketing. In this way, the practices of payola, product placement, and sponsored journalism are proliferating and spreading into newer media forms like blogs and video games. A federal sponsorship disclosure law has proscribed these practices in broadcasting for nearly a century. Despite high profile recent controversies about the practices, the legal literature is devoid of any systematic analysis of the problem that stealth marketing presents or the values that sponsorship disclosure might serve whether in broadcasting or other media. This Article fills that void by providing a normative theory of sponsorship disclosure law informed by the First Amendment, bribery law, and information theory more generally. Drawing on the economic theory of Ronald Coase and the social theory of Juergen Habermas, Professor Goodman identifies the harm of undisclosed sponsorship in media as a degradation of the robust public discourse that is necessary to a democracy and is possible even in a highly commercialized media sphere. The Article concludes with a proposal for revamping and extending sponsorship disclosure law beyond broadcasting in a manner that is technology neutral and sensitive to the evolution of digital technologies.
There is strong theoretical and empirical evidence supporting the idea that “first-to-market” leads to an enduring market share advantage. In sharp contrast to these findings, we find that at the business unit level being first-to-market leads, on average, to a long-term. This result holds for a sample of consumer goods as well as a sample of industrial goods and leads to questions about the validity of first mover advantage, in and of itself, as a strategy to achieve superior performance. We replicate the typical demand-side pioneering advantage but find an even, which is the source of the pioneering profit disadvantage. In an extended analysis, we show that first-to-market leads to an, which, depending on the sample or profit measure, lasts for about 12 to 14 years before turning into a disadvantage. Moreover, we show that pioneers differentially benefit from a lack of consumer learning, a strong market position and patent protection. These three moderating factors together can actually help pioneers achieve a sustainable profit advantage over later entrants. Finally, we find strong support for the theoretical argument that the entry order decision should be treated as endogenous in empirical estimation.
As companies aspire to become market-driven, they exhort employees to get closer to customers, stay ahead of competitors, and make decisions based on their markets. Yet, even the best-intentioned senior managers find it difficult to translate those aspirations into action. Failed or flawed change programs have many symptoms, most of which are traceable to a lack of commitment to the deep-seated changes needed. The organization hasn't fully grasped what it means to be market-driven — or why it matters — and lacks a clear path to that end.1 Further problems occur if the change program is unsuited to the task of orienting the business to its present and prospective markets.
Companies have traditionally managed innovation as an internal process, relying upon their own skills and capabilities. However, this closed approach to innovation is no longer viable in a period of rapid diffusion of commercially valuable knowledge. If leading firms are to retain their capacity for innovation, they must begin to manage intellectual property via the logic of open innovation. Such an approach is much more fluid, emphasizing both the use of R&D produced outside the firm and the development of internal systems to reward commercially viable innovation within the firm.
For many grocery shoppers, the feeling is familiar: that slight swell of virtue that comes from dropping a seemingly healthful product into a shopping cart. But at one New England grocery chain, choosing some of those products may induce guilt instead. The chain, Hannaford Brothers, developed a system called Guiding Stars that rated the nutritional value of nearly all the food and drinks at its stores from zero to three stars. Of the 27,000 products that were plugged into Hannaford's formula, 77 percent received no stars, including many, if not most, of the processed foods that advertise themselves as good for you. These included V8 vegetable juice (too much sodium), Campbell's Healthy Request Tomato soup (ditto), most Lean Cuisine and Healthy Choice frozen dinners (ditto) and nearly all yogurt with fruit (too much sugar). Whole milk? Too much fat — no stars. Predictably, most fruits and vegetables did earn three stars, as did things like salmon and Post Grape-Nuts cereal. At a time when more and more products are being marketed as healthy, the fact that so many items seemed to flunk Hannaford's inspection raises questions about the integrity of the nutrition claims, which are regulated by the Food and Drug Administration — or possibly about whether Hannaford made its standards too prissy or draconian. Either way, the results do seem to confirm the nagging feeling that the benefits promoted by many products have a lot more to do with marketing than nutrition. Furthermore, the rating system, introduced in September, puts the grocery store in the awkward position of judging the very products it is trying to sell, not to mention the companies that supply the foods. In fact, most of Hannaford's own store-branded products did not get stars. Hannaford says it is not trying to be preachy or to issue a yes-or-no checklist, just to offer guidance to shoppers who want it — and if the average consumer's reliance on the United States Department of Agriculture's food pyramid system is any yardstick, many do not. Furthermore, the company said, there is a place for no-star foods in every balanced diet. "We are saying there are no bad foods," said Caren Epstein, a Hannaford spokeswoman. "This is a good, better and best system." Food manufacturers, she said, were apprehensive at first but relaxed when they learned that neither they nor their products would be penalized. "The people who represented salty snacks and cookies understood that they weren't going to get any stars," Ms. Epstein said.
The article discusses the effect of ambush marketing on corporate sponsorship. Ambush marketing reduces the effectiveness of the sponsor's message while undermining the quality and value of the sponsorship opportunity that the event owner is selling. The author stated that the role of sponsorship is a way to gain consumers' attention. Companies use sponsorship to fulfill the primary marketing communications objectives of creating brand awareness and enhancing image, although they explicitly achieve bottom-line sales results.
Associations offer a wide range of benefits to their members and thus offer a rich source for understanding relationship marketing practices. Yet, the marketing academic literature is devoid of any frameworks that help us understand the process of marketing to and through associations at the firm level. What are the appropriate dimension(s) of characterizing associations, and how might they be best classified? What are organizational factors that foster or hinder such characterizations, and, what are their consequences and implications?Based on literature review and field interviews with association executives and related exploratory research, we uncover “affinity strength,” or members' attachment to the association, as the key dimension distinguishing associations. We then test to determine antecedent factors (association systems characteristics) that foster or hinder affinity strength as well as its consequences and implications. The major study involved a survey of executives of a wide range of associations, selected from the Encyclopedia of Associations.Certain association systems characteristics do predict affinity strength. Also, affinity strength's relationship with some of the antecedents as well as consequential variables was shown to be stronger or weaker, contingent upon the type of association (i.e., Professional, Cause-based, Common Interest, or Demographic) being considered. Overall, however, attributes of associations (e.g., association systems and outcomes), rather than association types, were more critical in explaining several phenomena pertaining to marketing to and through associations.
In an effort to make the marketing process seamless and more? efficient, marketers are surreptitiously and inextricably coupling information gathering and marketing. To understand the welfare implications of these practices better, this essay extends the conceptualization of covert marketing to include both information gathering and marketing communications. The authors present a multistage exchange framework that helps identify factors affecting marketer and consumer welfare when covert practices are used. They use the framework to discuss the benefits and harms related to these types of covert marketing practices as well as consumer reactions to such practices.
The authors examine preannouncements as strategic marketing communications aimed at influencing the perceptions and attitudes of industry stakeholders. The growth of the Internet points to the expanded importance of preannouncements. With an investigation of 265 chief executive officers (CEOs) and presidents from manufacturers of new products, the authors examine the effects of three firm-specific factors (first-mover predisposition, firm information interactivity, and competitive equity building) and one environmental construct (industry dynamism) on a firm's propensity to preannounce its future intended actions. The results indicate that competitive equity building, defined as a firm's tendency to pursue a high-profile leadership position within its industry, is the main driver of a firm's propensity to preannounce. Future directions for research include the development of a normative preannouncement framework and investigation of the role of preannouncements within the context of CEO marketing activities.
This article presents a normative set of recommendations for elevating the practice of marketing ethics. The approach is grounded in seven essential perspectives involving multiple aspirational dimensions implicit in ethical marketing. More important, each basic perspective (BP), while singularly useful, is also integrated with the other observations as well as grounded in the extant ethics literature. This combination of BPs, adhering to the tenets of normative theory postulation, generates a connective, holistic approach that addresses some of the major factors marketing managers should consider if they desire to conduct their marketing campaigns with the highest levels of ethics and social responsibility.
Marketers have become increasingly culpable for their role in societal
problems which affect a myriad of sensitive groups. The publicity
engendered from this relationship has translated into a new arena of
competition, largely based on perceptions of corporate social
responsibility. An ethically-based, strategic framework for analyzing
social issues and sensitive groups is critical to the development of
relationship marketing in the 1990s.
Globalization, commercialization and Americanization are changing the lives of almost everybody on the planet. The uniqueness of this book is that it tackles these trends together, and head-on. The balance of knowledge and feeling makes it an important book in a field plagued by one-sided pro- and anti- pieces.-David Arnold, author of The Mirage of Global MarketsMillions of people around the world have come to despise the United States. One of the biggest reasons is American "in-your-face" marketing, which treats people everywhere as 24 × 7 consumers, drives U.S. free market materialism at the expense of local values, and seeks to "McDonaldize" the entire globe.In this book, one of the world's leading experts on global marketing steps back to see its true impact. Johny K. Johansson looks at American marketing from the perspective of the non-U.S. consumer: as the first wave of a cultural assault by an arrogant, wasteful society of overfed, gas-guzzling, SUV-driving bullies.Johansson considers the Bush administration's "repositioning" of America and the post-9/11 collapse of American popularity from the perspective of a professional global marketer. He then offers practical guidance for marketers who wish to succeed in global markets without becoming "ugly Americans." Meet the new "ugly American"-American marketers abroad: loud, short-sighted, and ineffective Live by the brand, die by the brand-Why American brands are the #1 targets of the anti-globalization movement One size does not fit all-No matter how much global marketers say it does After 9/11: The disastrous "repositioning" of America-Bush unilateralism versus traditional American values Toward a more humane global marketing-Local awareness and respect and the long-term route to sustainable profitThe new global rebellion against American marketing "In-your-face" American marketing-the not-so-hidden cause of global anti-Americanism. The "repositioning" of America and why American popularity overseas has collapsed How to profitably market internationally, without promoting anti-Americanism A desperately needed wake-up call for American companies in global marketsIn Your Face reveals the new worldwide rebellion that's brewing against American marketing. Renowned international marketing expert Johny K. Johansson explains why global customers will no longer put up with the traditional tactics of western companies. Most important, he offers a new path to sustainable profits-a path based on respect, not domination.Along the way, Johansson shows why American brands are especially susceptible to attack, how global politics is reshaping the playing field for U.S. companies, and how to overcome the hidden "one-size-fits-all" ethnocentrism that's fatal to marketers abroad.
textlessptextgreaterThe literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept. The authors synthesize extant knowledge on the subject and provide a foundation for future research by clarifying the construct's domain, developing research propositions, and constructing an integrating framework that includes antecedents and consequences of a market orientation. They draw on the occasional writings on the subject over the last 35 years in the marketing literature, work in related disciplines, and 62 field interviews with managers in diverse functions and organizations. Managerial implications of this research are discussed.textless/ptextgreater
textlessptextgreaterMarketing academicians and practitioners have been observing for more than three decades that business performance is affected by market orientation, yet to date there has been no valid measure of a market orientation and hence no systematic analysis of its effect on a business's performance. The authors report the development of a valid measure of market orientation and analyze its effect on a business's profitability. Using a sample of 140 business units consisting of commodity products businesses and noncommodity businesses, they find a substantial positive effect of a market orientation on the profitability of both types of businesses.textless/ptextgreater
Innovation is rapidly becoming democratized. Users, aided by improvements in computer and communications technology, increasingly can develop their own new products and services. These innovating users—both individuals and firms—often freely share their innovations with others, creating user-innovation communities and a rich intellectual commons. In Democratizing Innovation, Eric von Hippel looks closely at this emerging system of user-centered innovation. He explains why and when users find it profitable to develop new products and services for themselves, and why it often pays users to reveal their innovations freely for the use of all. The trend toward democratized innovation can be seen in software and information products—most notably in the free and open-source software movement—but also in physical products. Von Hippel's many examples of user innovation in action range from surgical equipment to surfboards to software security features. He shows that product and service development is concentrated among "lead users," who are ahead on marketplace trends and whose innovations are often commercially attractive. Von Hippel argues that manufacturers should redesign their innovation processes and that they should systematically seek out innovations developed by users. He points to businesses—the custom semiconductor industry is one example—that have learned to assist user-innovators by providing them with toolkits for developing new products. User innovation has a positive impact on social welfare, and von Hippel proposes that government policies, including R&D subsidies and tax credits, should be realigned to eliminate biases against it. The goal of a democratized user-centered innovation system, says von Hippel, is well worth striving for. An electronic version of this book is available under a Creative Commons license.
Most firms build their marketing strategies around the concept of the product life cycle--the idea that after introduction, products inevitably follow a course of growth, maturity, and decline. It doesn't have to be that way, says HBS marketing professor Youngme Moon. By positioning their products in unexpected ways, companies can change how customers mentally categorize them. In doing so, they can shift products lodged in the maturity phase back--and catapult new products forward--into the growth phase. The author describes three positioning strategies that marketers use to shift consumers' thinking. Reverse positioning strips away"sacred" product attributes while adding new ones (JetBlue, for example, withheld the expected first-class seating and in-flight meals on its planes while offering surprising perks like leather seats and extra legroom). Breakaway positioning associates the product with a radically different category (Swatch chose not to associate itself with fine jewelry and instead entered the fashion accessory category). And stealth positioning acclimates leery consumers to a new offering by cloaking the product's true nature (Sony positioned its less-than-perfect household robot as a quirky pet). Clayton Christensen described how new, simple technologies can upend a market. In an analogous way, these positioning strategies can exploit the vulnerability of established categories to new positioning. A company can use these techniques to go on the offensive and transform a category by demolishing its traditional boundaries. Companies that disrupt a category through positioning create a lucrative place to ply their wares--and can leave category incumbents scrambling.
In this follow-on piece to his article "Hardball: Five Killer Strategies for Trouncing the Competition" (HBR April 2004), George Stalk of the Boston Consulting Group offers another approach for prevailing over rivals. Strategic hardball is about playing rough and tough with competitors; strategic curveball is about outfoxing them. It involves getting rivals to do something dumb that they otherwise wouldn't (that is, swing at a pitch that appears to be in the strike zone but isn't) or not do something smart that they otherwise would (that is, fail to swing at a pitch that's in the strike zone but appears not to be). Stalk describes four types of curveball: Draw your rival out of the profit zone. Lure competitors into disadvantageous areas--for example, by competing for, but intentionally failing to win, the business of less profitable customers. Borrow techniques from unexpected places. Using the hardball tactic of plagiarizing good ideas, put rivals off balance by importing techniques from other industries--for example, employing the retailer's hard sell in the stodgy world of retail financial services. Disguise how you attain your success. Veil your methods by achieving an advantage through unlikely means--for example, generating product sales through your service operations. Let rivals misinterpret the reasons for your success. Allow them to act on conventional but incomplete explanations for your success--for example, squeezing costs rather than aggressively utilizing assets. The author provides extended examples of these curveball strategies in action, at companies such as the industrial-cleaning chemical supplier Ecolab and the Australian airline Jetstar.
What's behind cheaper print cartridges: HP, Kodak, others slash prices but also volume of ink- a higher cost per page
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Medical ads on YouTube attract fire
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Where do we go from here?Financial Times Mastering marketing: Your single source guide to becoming a master of marketing (pp. 5—12)
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Paid testimonials part of blogging climate
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Buying in: The secret dialogue between what we buy and who we are
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AIDS drives plots on TV The works of Charles Lamb
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Gild by association: Companies may be able to get attention for their products by using another company's image
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DRM free music from EMI a price hike by stealth
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standards of practice. Retrieved March 1, 2009, from
http://www.the-cma.org/?WCE=C=47%7CK=225849
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intellectual property. California Management Review, 45(3),
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Hush hush. Entrepreneur
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March 15, 2009, from http://findarticles.com/p/articles/
mi_m0DTI/is_4_29/ai_73121430
Mastering marketing: Your single source guide to becoming a master of marketing
- P Kotler
Kotler, P. (1999). Where do we go from here? In P. Kotler (Ed.),
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Prentice Hall.
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Improving customer relationship management through database Internet marketing: A theory building research project
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Marketing, 38(3/4), 338-354.
Inside the Stealth Bomber: The B-2 story
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Scott, B. (1991). Inside the Stealth Bomber: The B-2 story. Blue
Ridge Summit, PA: Tab Aero.
Popolorica: A popular history of the fads, mavericks, inventions, and lore that shaped modern America
- M J Smith
- P J Kiger
Smith, M. J., & Kiger, P. J. (2004). Popolorica: A popular history of
the fads, mavericks, inventions, and lore that shaped modern
America. New York: Harper Collins.
Hardball: Are you playing to play or playing to win
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Stalk, Jr., G., & Lachenaur, R. (2004). Hardball: Are you playing
to play or playing to win? Boston: Harvard Business Press.
AIDS drives plots on TV. USA Today The works of Charles Lamb
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Sternberg, S. (2006, August 7). AIDS drives plots on TV. USA Today.
Retrieved March 15, 2009, from http://www.usatoday.com/
life/television/news/2006-08-07-aids-on-tv_x.htm
Talfourd, T. N. (2005). The works of Charles Lamb. Ann Arbor, MI:
University of Michigan.
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whole food devotees. Advertising Age, 77(45), 3-4.