Therefore, a purposive or theoretical sampling plan glaser and strauss 1967 was used to ensure that the sample in. Critics of the approach called for a reference to commercial marketing techniques for the promotion of prosocial ideas. Gerald, lemasters, karen, heffring, michael 1982, theory construction in marketing. Pdf theory construction and model building skills download. Some thoughts on thinking zaltman, lemasters, and heffring 1982, has had a big impact, inspiring many in our field to think broadly.
Books by gerald zaltman author of how customers think. This eleventh set in the series, consisting of five volumes, is a tribute to gerald zaltman. Zaltman, gerald, lemasters, karen, and heffring, michael 1982, theory construction in marketing. Wilson professor emeritus at the harvard business school, massachusetts, and a founding partner in olson zaltman associates, a market research and marketing consulting firm with clients around the globe. In the case of a communications device, this suggests that tactile experiences of. Theory construction in marketing national library of. In the years that followed the kotlerzaltman 1971 article, the growth of social marketing continued to be fueled by both supply and demand pressures within tbe field of academic marketing. Some thoughts on thinking by gerald zaltman, karen lemasters, michael heffring pp. Probing the unconscious mind of the consumer has tremendous value beyond advertising. Consumption experiences as escape an application of the. A prospectus for theory construction in marketing richard p. Jerrys association for consumer research acr presidential address argued for serendipity and exploration of hidden events that are the source of. The coalescenc e of social marketing oriented theory, and 5.
Key theories, applications, and planning processes related. Some thoughts on thinking theories in marketing series. Some thoughts on thinking zaltman, lemasters, and heffring 1982, has had a bbig impact, inspiring many in our field to think broadly. Pdf a paradigm for theory construction in marketing. Zaltman is a professor of marketing at harvard business school and a fellow at harvard universitys mind, brain, behavior initiative.
The distinction of ama fellow is given to individuals who have made significant contributions to the research, theory and practice of marketing, and to the service. Fba items qualify for free shipping and amazon prime. Metaphors are widely used within marketing literature, yet so far have remained unacknowledged. Coulter in the early 1980s, holbrook and hirschman 1982 drew attention to the study of experiential consumption and, over the past two decades, numerous scholars have contributed. Zaltman the zaltman metaphor elicitation technique 2. Founded in 1997 and based in pittsburgh, we help leading organizations understand their customers through deep insight. Marketing theories construction theory construction in marketing. Article a theoriesinuse approach to building marketing theory valarie a. Fulfillment by amazon fba is a service we offer sellers that lets them store their products in amazons fulfillment centers, and we directly pack, ship, and provide customer service for these products. Article a theories in use approach to building marketing theory valarie a. What it is, and what it means for consumer research, in advances in consumer research, wallendorf and anderson, eds. Zaltman, heffring, and lemasters 1982 note that individuals. Social marketing came along with new concpets such as market research, audience segmentation.
Gerald zaltman at the harvard business school in the early 1990s. There has been a shift from a sales to a marketing orientation in recent years. Most of what influences what we say and do occurs below the level of awareness. Some thoughts on thinking by gerald zaltman, karen lemasters, and michael heffring new york. Contributions from the behavioral sciences, coeditor of creating social change in press, perspectives on social change in press, and a contributor to numerous books and journals. Wilson professor of business administration, emeritus. Some thoughts on thinking theories in marketing series gerald zaltman on. Theory construction and tiu why use a tiu approach. A theoriesinuse approach to building marketing theory show all authors.
Participants will engage in the theory construction process to gain. A theoriesinuse approach to building marketing theory. The brain and mind of the consumer are the key to effective marketing. Olson, professor of marketing emeritus, smeal college of business at penn state. Such widely known topics such as globalization of markets, viral marketing and many others are in fact metaphors. Pdf download theory construction and model building. There is a section for theories, applications, and planning processes. School library theorists and practitioners who have addressed various theoretical and practical.
Olson zaltman oz is a researchbased consulting firm that identifies deep consumer insights to help clients develop and implement effective marketing, product and communication strategies. Importantly, jerrys engagement with thinking is to. Marketing metaphors and metamorphosis springerlink. Essential insights into the mind of the market how. Theory construction and model building skills available for download and read online in other f. In 1971, kotler and zaltman, in their article social marketing. Wilson professor emeritus at harvard business school and the author and editor of 20 books, most recently how customers think 2003 and marketing metaphoria 2008. In spite of the recurrent emphasis on the importance of social enterprise ses in the entrepreneurship literature, there has never been a research conducted on the marketing approaches for a social enterprise. Robin higie coulter and gerald zaltman 1994,using the zaltman metaphor elicitation technique to understand brand images, in na advances in consumer research volume 21, eds. Previous research has established, accordingly, that online purchase intentions are the product of both consumer assessments of the it itselfspecifically its perceived usefulness and easeofuse tamand trust in the evendor. How customers think neuromarketing neuroscience marketing. Weinreich 1999 furthered those concepts by suggesting practical and useful applications.
Theoryapplicationprocess this section gives the name of the theory, application, or planning process and. In 1997 he founded the market research consulting firm olson zaltman associates in partnership with jerry c. The decline of consensusoriented perceptions of social reality. Theory construction in marketing national library of australia. Olson zaltman associates research involves the use of our exclusive qualitative tool, zmet the zaltman metaphor elicitation technique. Founded in 1997 and based in pittsburgh, we help leading organizations understand their.
In an attempt to fill this void within marketing department ph. Factors affecting trust in market research relationships. As mentioned earlier, zaltman, kotler, and kaufman 1972 conceived social marketing concepts based on their understanding of commercial marketing theory. His major research interests and writing concern the diffusion of inno. The distinction of ama fellow is given to individuals who have made significant contributions to the research, theory and practice of marketing, and to the service and activities of the ama over a prolonged period of time.
The hardcover of the theory construction in marketing. This article addresses the question, how should theories be constructed. Within each section, topics are listed in the chart alphabetically. The table for each theory, application or planning process consists of three parts.
Download pdf theory construction and model building skills book full free. Marketing management, july 8, 2003 the book is informative and verbalizes part of my own philosophy, developed after 25 years in the product development field. To that end, it provides theory construction and testing applications in several subdisciplines of business and the social sciences to illustrate how to move away from symmetric theory construction. Pdf download theory construction and model building skills. This article examines the applicability of marketing concepts to social causes and social change.
Using the zaltman metaphor elicitation technique to. Zaltman, lemasters, and heffring, theory construction in marketing, pp. Each chapter constructs case outcome theory and includes empirical analysis of outcomes. Pdf download for a prospectus for theory construction in marketing open epub for a. Some thoughts on thinking should be considered for adoption by any marketing professor teaching graduate students. Essential insights into the mind of the market how customers. Our academic tradition survives in the form of articles, books, tweets, and a monthly newsletter containing insights both industrywide and from within. Gerald zaltman is associate professor of behavioral science, department of marketing, graduate school of management and faculty associate of the center for the interdisciplinary study of science and technology at north.
Pdf a theoriesinuse approach to building marketing theory. Teacherschool library media specialist collaboration. How customers think essential insights into the mind of the market bygerald zaltman a summary of the original text. Social marketing is defined as the design, implementation, and control of programs calculated to. Gerald zaltman has been named an american marketing association fellow. Olson zaltman is a pioneer in the use of brain science for market research and consulting. Marketing what youll learn in this summary you do not control your brand. Drawing heavily on psychology, neuroscience, sociology, and linguistics, zaltman combines academic rigor with realworld results to offer highly accessible insights, based on his years of this title provides practical synthesis of the cognitive sciences. The purpose of the theory onstruction workshop is to help participants understand the nature of a theory, the theory construction process, and to develop skills in building interesting and impactful new theory. Zaltman, gerald, karen lemasters and michael heffring 1982, theory construction in marketing. A sales orientation considers the job as one of finding customers for existing products and convincing them to buy these products. Key theories, applications, and planning processes related to.
Keywords building theory, grounded theory, theories in use, theory construction, theory development references argyris, chris 2010, reasoning and rationalization. Some thoughts on thinking theories in marketing series zaltman, gerald on. The zaltman metaphor elicitation technique zmet is a market research tool. An approach to planned social change, first defined social marketing as the design, implementation, and control of programs seeking to increase the acceptability of a social idea or practice in a target group. Gerald zaltmans most popular book is how customers think. The subconscious mind of the consumer and how to reach it. Pdf download for a theoriesinuse approach to building marketing theory, open. The book describes some important, recent knowledge about how customers think, feel, remember, and construct their realities. Wolfgang ulaga is senior affiliate professor of marketing, insead, france email. Zmet is a technique that elicits both conscious and especially unconscious thoughts by exploring peoples nonliteral or metaphoric expressions. How customers think essential insights into the mind of the market by gerald zaltman is a must read for anyone interested in neuromarketing. Wilson professor of business administration, emeritus, harvard business school, harvard university, usa email. Research on knowledge use has focused on the two communities theory which maintains that a major source. Incorrect assumptions about how consumers make purchasing decisions could be causing you to make serious strategy mistakes.
Other distinctions to be found in the literature cited include separating use from the con sequences of use impact, sequential types of use, con fidence building versus decision prevention, and covert versus overt use. Factors affecting the use of market research information. Our client list includes many fortune 500 companies both in the united states and worldwide. Download fulltext pdf download fulltext pdf a paradigm for theory construction in marketing article pdf available in journal of marketing 481. Gerald zaltman has 23 books on goodreads with 2148 ratings. On theory and method in research in marketing adigm in the conduct of research necessarily brings with it the inherent biases associated with using that paradigm and its allied methodologies. Olson zaltman associates is a marketing research and consulting firm with an office in downtown pittsburgh, pa. A separate and distinct interaction with both the actual evendor and with its it web site interface is at the heart of online shopping. An approach to planned social change philip kotler and gerald zaltman can marketing concepts and techniques be effectively applied to the promotion of social objectives such as brotherhood, safe driving, and family planning. Our academic tradition survives in the form of articles, books, tweets. What deep metaphors reveal about the minds of consumers.
1412 1455 157 68 1472 552 570 1202 1103 366 103 1338 899 814 818 184 606 433 704 18 1131 845 537 226 175 11 985 534 382 876 525 998 237 186 1415 592 945 1014 1241 120 13