Stan Maklan

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Nathan Andrews

McMaster University

Carlos B Westphall

Universidade Federal de Santa Catarina - UFSC (Federal University of Santa Catarina)

Barbara Neuhofer

Salzburg University of Applied Sciences

Ramjit Singh

Central University Of Kashmir

Ludovico Solima

Università della Campania Luigi Vanvitelli

Togar Simatupang

Institut Teknologi Bandung

stephen E hiamey

University Of Cape Coast, Ghana

Carlos Westphall

Universidade Federal de Santa Catarina - UFSC (Federal University of Santa Catarina)

Antonio Minguzzi

Università del Molise

Wolf Reitsperger

University of Hamburg

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Papers by Stan Maklan

Show me the money

European Journal of Marketing, 2015

Maklan, S., Peppard, J. and Klaus, Ph., Show Me the Money Improving our Understanding of How Organizations Generate Return from Technology-Led-Marketing Change, European Journal of Marketing

Marketing practice is increasingly shaped through the application of new technology, including cu... more Marketing practice is increasingly shaped through the application of new technology, including customer relationship marketing (CRM) software, social media, analytics and search, with organizations investing heavily in these technologies. Yet, surprisingly, empirically grounded research continues to question the profitability of IT-led marketing initiatives. If this is true, why do companies continue to make such investments? To explore this question, contrasted marketing and IS scholarship on the impact of CRM investment on financial performance. We find that whilst both try to determine what generates return, the IS community has a broader epistemological framework that allows it to understand better how benefits are realized. By marrying the what and the why, we argue that marketing scholarship can better support both practice and research.

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Show Me the Money: Explaining the Contradiction between Practice and Marketing Scholarship in Technology Led Marketing Change

Chapter 7 - Performance assessment process

by Stan Maklan and Simon Knox

New trends in innovation and customer relationship management: a challenge for market researchers

... Other firms have created special consumer panels to help them assess innovation and communica... more

How is Consumer Behaviour Affected by Online Relationships?

2. Executive Summary This paper sets out to investigate whether consumer buying behaviour has cha... more

Exploring Postconsumption Guilt and Pride in the Context of Sustainability

Psychology and Marketing, Sep 1, 2014

This research explores the feelings of guilt and pride experienced by consumers after a purchase ... more This research explores the feelings of guilt and pride experienced by consumers after a purchase decision that involves issues of environmental and social sustainability. Through a multi-method design, the authors examine key dimensions that influence the process of emotional appraisal, illustrate the characteristics of appraisals of guilt/pride and investigate the consequences that emotions have on future choices. In this exploratory research, when a purchase decision includes an ethical dilemma, consumers were found to express guilt or pride even when the purchase is not intentional, i.e. forced by circumstances. Moreover, the study explores how emotions experienced after decisions may have a positive influence on the future purchase of sustainable alternatives. Finally, the paper proposes a new model that describes the process of emotional appraisal and reports on a number of dimensions that were found to lead to guilt and pride. The insights presented extend knowledge of two key consumer emotions and present important implications for practitioners promoting ethical products.

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How categorisation shapes the attitude-behaviour gap in responsible consumption

International Journal of Market Research, 2015

ABSTRACT

Feelings that Make a Difference: How Guilt and Pride Convince Consumers of the Effectiveness of Sustainable Consumption Choices

Journal of Business Ethics, 2014

ABSTRACT

How categorisation shapes the attitude-behaviour gap in responsible consumption

International Journal of Market Research

ABSTRACT

Feelings that Make a Difference: How Guilt and Pride Convince Consumers of the Effectiveness of Sustainable Consumption Choices

ABSTRACT

The missing link of CRM profitability: building marketing capabilities

It seems that for most companies no matter how much they invest in Customer Relationship Manageme... more It seems that for most companies no matter how much they invest in Customer Relationship Management (CRM), neither the quality of their customer relationships nor the profitability of their business have increased commensurately. Of course, it was not supposed to turn out this way; relationship marketing was a "new paradigm" that would herald a golden age of marketing – more loyal and satisfied customers, and much more profit for companies. We argue that it is neither the quality of the CRM solutions nor their implementation that is to blame. Simply, companies have failed to prepare the ground adequately in advance of major CRM investments. Without developing the right capabilities, new technology fails to improve marketing practice. As a consequence, customer relationships are neither better nor more profitable. Our research reveals how operational managers can develop relationship marketing capabilities to coincide with the implementation of CRM to help make better inves...

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Building a Sustainable Bank: The Case of GTBank of Nigeria

Thunderbird International Business Review, 2014

ABSTRACT

Show me the money

by Stan Maklan and Phil Klaus

European Journal of Marketing, 2015