People mention in the previous story have more to say:
Jagdish N. Sheth on marketing and customer focus: “Throughout this evolutionary process, we paid lip service to marketing as being customer-driven. This focus had emerged as early as the late 1950s in companies such as General Electric and Pillsbury. In these companies there was much talk of the need to adopt a customer viewpoint, and this became a sort of mantra in Kotler’s textbook, i.e. that profits through customer satisfaction should be the objective of the company. But in reality, this was not implemented until the 1980s when the Malcolm Baldrige Award encouraged a stronger customer orientation.
If I had to summarize all the challenges facing us, the major one springs from the fact that marketing practice has always led the way, leaving academics to follow. In the old days, academics caught on slowly, but today, with the Internet, the practice of marketing is running so far ahead that by the time we “wake up” at our academic institutions, it is already too late.
I tell my students that the “half life” of knowledge is getting shorter and shorter. Much of what you study in college becomes more or less obsolete in two and a half years, i.e. it loses 50% of its value. ”
Barbara E. Kahn has some interesting looking papers:
– Shades of Meaning: The Effects of Color and Flavor Names on Purchase Intentions (PDF)
– The Impact of Private vs. Public Consumption on Variety Seeking (PDF): people choose more variety in public than in private.
– Cross-Category Effects of Induced Arousal and Pleasure on the Internet Shopping Experience (PDF): “Two experiments show that if the initial experiences encountered in a simulated Internet shopping trip are higher in pleasure, then there is a positive impact on approach behaviors and subjects engage in more arousing activities (e.g., more exploration, more tendencies to examine novel products and stores, higher response to promotional incentives).”
Generally, I feel IA has a lot to learn from the marketing folk. If only it was easier to separate the wheat from the caff!