Frank Mulhern is an American academic who is Associate Dean of Research at the Medill School of Journalism at Northwestern University. Mulhern specializes in research on marketing communications, marketing research and database analysis and the role of employees in marketing strategy. He has published papers on retail pricing and promotions, the effectiveness of coupons, and the purchase behavior of ethnic consumer groups. More recent research involves analysis of the role of employees in brand strategy and the integration of internal communications with traditional and interactive media. His research papers have appeared in numerous scholarly journals including the Journal of Marketing, Journal of Retailing, Journal of Advertising, International Journal of Research in Marketing, Journal of Interactive Marketing and Journal of Business Research. Mulhern is the editor of the Promotion Marketing Academic Quarterly, a publication of the Promotion Marketing Association. He is the co-author of the textbook, Marketing Communications: Integrated Theory, Strategy and Tactics. Mulhern also serves as Director of the Forum for People Performance Management and Measurement, a center for scholarly research on employee engagement and internal marketing.
Mulhern has taught courses in the IMC program including Marketing Management, Marketing Communications, Sales Promotion, Database Marketing, Marketing Measurement and Statistics. He also teaches Communication with the Marketplace in the Master of Science in Communication, Managerial Program at the School of Communications at Northwestern.. Mulhern was previously on the faculty at the College of Business Administration at Pennsylvania State University. He earned his Ph.D. in Marketing at the University of Texas at Austin.
Marketing is the act of satisfying and retaining customers. It is one of the primary components of business management and commerce.
The marketing mix is the set of controllable elements or variables that a company uses to influence and meet the needs of its target customers in the most effective and efficient way possible. These variables are often grouped into four key components, often referred to as the "Four Ps of Marketing."
The Medill School of Journalism, Media, Integrated Marketing Communications is a constituent school of Northwestern University that offers both undergraduate and graduate programs. It frequently ranks as the top school of journalism in the United States. Medill alumni include over 40 Pulitzer Prize laureates, numerous national correspondents for major networks, many well-known reporters, columnists and media executives.
Communication studies or communication science is an academic discipline that deals with processes of human communication and behavior, patterns of communication in interpersonal relationships, social interactions and communication in different cultures. Communication is commonly defined as giving, receiving or exchanging ideas, information, signals or messages through appropriate media, enabling individuals or groups to persuade, to seek information, to give information or to express emotions effectively. Communication studies is a social science that uses various methods of empirical investigation and critical analysis to develop a body of knowledge that encompasses a range of topics, from face-to-face conversation at a level of individual agency and interaction to social and cultural communication systems at a macro level.
Marketing communications refers to the use of different marketing channels and tools in combination. Marketing communication channels focus on how businesses communicate a message to its desired market, or the market in general. It is also in charge of the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion.
Advertising management is how a company carefully plans and controls its advertising to reach its ideal customers and convince them to buy.
In marketing, promotion refers to any type of marketing communication used to inform target audiences of the relative merits of a product, service, brand or issue, persuasively. It helps marketers to create a distinctive place in customers' mind, it can be either a cognitive or emotional route. The aim of promotion is to increase brand awareness, create interest, generate sales or create brand loyalty. It is one of the basic elements of the market mix, which includes the four Ps, i.e., product, price, place, and promotion.
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and concepts into one large media base. Advertising campaigns utilize diverse media channels over a particular time frame and target identified audiences.
The target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to the previously intended audience. In marketing and advertising, the target audience is a particular group of consumer within the predetermined target market, identified as the targets or recipients for a particular advertisement or message.
Strategic communication can mean either communicating a concept, a process, or data that satisfies a long-term strategic goal of an organization by allowing facilitation of advanced planning, or communicating over long distances usually using international telecommunications or dedicated global network assets to coordinate actions and activities of operationally significant commercial, non-commercial and military business or combat and logistic subunits. It can also mean the related function within an organization, which handles internal and external communication processes. Strategic communication can also be used for political warfare.
Don Edward Schultz was Professor Emeritus of Service at Northwestern University's Medill School. He was most notable for his research and writing on integrated marketing communications (IMC).
The following outline is provided as an overview of and topical guide to marketing:
CELSA is a French communication and journalism school located in the West of Paris, (Neuilly-sur-Seine) and is part of the Sorbonne University. The name CELSA is an acronym for the French phrase 'Centre d'études littéraires et scientifiques appliquées', i.e. Centre for Applied Literary and Scientific Studies.
The study of the history of marketing, as a discipline, is meaningful because it helps to define the baselines upon which change can be recognised and understand how the discipline evolves in response to those changes. The practice of marketing has been known for millennia, but the term "marketing" used to describe commercial activities assisting the buying and selling of products or services came into popular use in the late nineteenth century. The study of the history of marketing as an academic field emerged in the early twentieth century.
Birger Wernerfelt is a Danish economist and management theorist, and JC Penney Professor of Management at the MIT Sloan School of Management. He is best known for “A Resource-based View of the Firm” (1984), which is one of the most cited papers in the social sciences.
John Lavine is a United States journalist and educator and currently the chief executive officer of StrategicMediaGroup.com. Previously, he was a media company publisher and editor, and then professor and Dean of Northwestern University's Medill School of Journalism, Media, Integrated Marketing Communications, as well as a professor of media management and strategy at the Kellogg School of Management.
Enterprise engagement is a sub-discipline of marketing and management that focuses on achieving long-term financial results by strategically fostering the proactive involvement and alignment of customers, distribution partners, salespeople, and all human capital outside and inside of an organization. Enterprise engagement is distinct from the traditional sub-disciplines of financial management, marketing, sales, operations, and human resources in that it seeks to achieve long-term success by integrating these various traditional business disciplines to consistently focus the organization on identifying and meeting target audience needs. Enterprise Engagement is related to brand engagement, a term developed in Great Britain in the 2000s to describe an integrated external and internal marketing approach to achieving long-term success for a brand. Enterprise Engagement applies similar principals to the achievement of an organization's overall financial objectives.
Venkatesh (Venky) Shankar is an American marketing professor, consultant and author. He is currently Professor of Marketing, Ford Chair in Marketing & E-Commerce at Mays Business School, Texas A&M University. He is the co-editor of the Handbook of Marketing Strategy and the author of Shopper Marketing.
Jerry (Yoram) Wind is The Lauder Professor and Professor of Marketing at The Wharton School of the University of Pennsylvania, and is the founding director of the Wharton "think tank,” The SEI Center for Advanced Studies in Management.
Martin Fassnacht is a German economist, professor and director of the Chair of Strategy and Marketing at the WHU – Otto Beisheim School of Managementin Düsseldorf.
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