Recherche et Applications en Marketing-English Edition
Scope & Guideline
Connecting Theory to Practice in Marketing Research
Introduction
Aims and Scopes
- Consumer Behavior and Mindfulness:
Research on how consumer practices, including mindful eating and food consumption behaviors, influence brand relationships and marketing efficacy. - Sustainable Marketing Practices:
Exploration of sustainable marketing strategies, including the promotion of eco-friendly products and practices, and their impact on consumer behavior. - Digital Marketing and Technology:
Focus on the role of digital platforms, social media influences, and the integration of technology in shaping consumer experiences and marketing strategies. - Ethnographic and Experiential Insights:
Utilization of ethnographic methods to understand consumer experiences and the social contexts of consumption, providing depth to marketing research. - Critical Marketing Perspectives:
Incorporation of critical theories and frameworks to analyze marketing's role and responsibilities in societal and ecological contexts.
Trending and Emerging
- Health and Wellness Marketing:
Recent publications emphasize the role of marketing in promoting health and wellness, particularly through the lens of food consumption and digital influencers, reflecting a growing consumer interest in healthy lifestyles. - Sustainability and Ethical Consumption:
There is an increasing focus on sustainability in marketing, with research addressing how brands can foster eco-responsibility and consumer engagement in sustainable practices. - Impact of Digital Influencers:
The role of digital influencers and social media in shaping consumer perceptions and behaviors is a rising theme, with studies exploring their effectiveness in marketing campaigns. - Consumer Experience and Engagement:
A trend towards understanding the experiential aspects of marketing, including consumer engagement and the emotional dimensions of brand interactions, is becoming more prevalent. - Post-Growth Society Perspectives:
Emerging discussions around marketing in a post-growth society highlight the need for responsible marketing practices that consider ecological and societal implications.
Declining or Waning
- Traditional Marketing Mix:
There is a noticeable decline in research focusing on the traditional 4Ps of marketing (Product, Price, Place, Promotion), as newer frameworks and consumer-centric approaches gain prominence. - Conventional Advertising Techniques:
The focus on conventional advertising methods is waning in favor of innovative and experiential marketing strategies that engage consumers on a deeper level. - Static Consumer Segmentation:
Research that relies on static demographic-based consumer segmentation is decreasing, with a shift towards more dynamic and behaviorally-based approaches that consider consumer experiences and interactions.
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