Do to others what you want them to do to you

28 Jan 2018

Marketing Research Areas

Quite sometime back, a colleague once asked (jokingly, I should add), why does marketing have so many modules? All you need is one Marketing module.

I didn't know whether to laugh or to be annoyed. However, I later found out that despite it's importance, marketing is often looked down by academics in other fields. The problem is that they associate marketing with only one thing - selling or promotion/ advertising.

In fact, we are probably the only discipline which links directly to the most important factor in business - the customer.

That's why I always joke (though it is the reality): you can have a great engineering team, a great HR team, the best accountants and finance people, the best managers. But if you don't have a good marketing team, you are done for because no customers, no accounting, no jobs and no managers.

Anyway, if you have always wondered what Marketing is all about, take a look at the various tracks at the UK's Academy of Marketing Conference 2018.

  1. Arts and Heritage
  2. B2B Marketing
  3. Brand, Identity and Corporate Reputation
  4. Consumer Psychology and Cross-Cultural Research
  5. Consumer Behaviour
  6. Consumer Culture Theory
  7. Critical Marketing
  8. Entrepreneurial and Small Business Marketing
  9. E-Marketing and Digital Marketing
  10. Ethics and Marketing
  11. Fashion Marketing and Consumption
  12. International Marketing
  13. Marketing Case Studies
  14. Marketing Communications
  15. Marketing Education
  16. Marketing of Higher Education
  17. Marketing Research and Methodology
  18. Marketing Segmentation and Target Marketing Strategy
  19. Non-Profit and Social Marketing
  20. Place Marketing and Branding
  21. Political Marketing
  22. Retail Marketing
  23. Services and Customer Relationship Marketing
  24. Sports and Events Marketing
  25. Strategic Marketing
  26. Sustainability
  27. Tourism Marketing
Yes, that's a total of 27 different tracks. 

10 Jan 2018

Marketing our research papers

I am an active member on and I saw a very interesting question: "Do you think academic researchers should market their papers to create wider reach for the work?"

I wanted to share it with the audience on my blog as well. I have edited the answer a bit.

According to the American Marketing Association (AMA, 2012) marketing refers to: 
"the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large."
According to a study in 2007, half of academic papers are read only by their authors, referees and journal editors. I guess we academics have ourselves to blame as we tend to focus largely on the theoretical contributions and also limit the discussions mostly within the academic community.
However, changes in the way our Key Performance Indices (KPIs) are measured and funders disperse their money, have slowly resulted in changes in the way we view and carry out research as well. Most educational institutions of higher learning which have a research focus as well as funders, now require you to show the “impact” of the research. This impact includes evidence on how the results were circulated on mass media, implementation by industry or target audiences, etc.
The main issue is that many academics are not media savvy and do not really know how to market their research. Many researchers feel uneasy with promoting themselves. One Professor told me, "Your research should speak for itself". However, as indicated earlier, this may not be as straightforward if only 3 people read your research. Moreover, researchers tend to move on to the next project once they end the previous one - happy that they have a conference proceeding or two and a journal paper from the research and then move on to the next one. Again this is due to pressure from institutions to churn out research papers regularly to meet KPIs, University rankings and quality certifications.
Coming back to the definition of marketing in this context, we can market our research by looking at how we can create value from our research. We also need to be media savvy and should reach out to the general public. 
Thankfully, I can see that many of us are now active on social media and sharing our research and knowledge with everyone who cares to listen and we are also finding out what people think about our research. Engaging and collaborating with organisations (including NGOs, Governments and Corporates), allows us to fine tune our research to meet and satisfy specific needs and requirements.
Hopefully, this will increase the reach of our research.

12 Nov 2017

Call for Case Study Chapters

I would like to invite all those who are interested to contribute an original, real case study for publication in our book titled: 'Management of Shari’ah Compliant Businesses – Case Studies on Creation of Sustainable Value' which will be published by Springer next year.

Authors are expected to submit original and real life case studies (not published elsewhere) on Islamic finance, marketing and management.

If you are interested, please email me ( an expression of interest - a short outline or abstract (maximum of 500 words) by 11th of December, 2017.

More Info about the book:

Dr. Ezlika Ghazali, Senior Lecturer, Department of Marketing, Faculty of Business and Accountancy, University of Malaya, Malaysia
Dr. Dilip Mutum, Associate Professor of Marketing, Nottingham University Business School, The University of Nottingham, Malaysia Campus, Malaysia
Dr. Mamunur Rashid, Assistant Professor of Finance, Nottingham University Business School, The University of Nottingham Malaysia Campus, Malaysia
Dr. Jashim Uddin Ahmed, Professor of Management, Department of Management, School of Business & Economics, North South University, Dhaka, Bangladesh

Type of publication:
The book aims at presenting high quality case studies in the context of Islamic finance, banking, entrepreneurship, insurance, capital market, management, Halal marketing, etc. that deal with consumer perception, services orientation, new product development, risk management,
industry readiness for better customer satisfaction, and policy issues coupling strategy and best practices. Asian countries, including Malaysia, Indonesia, Pakistan, Bangladesh, India, hold a larger portion of Islamic assets. Hence, we have decided to limit the scope of this book within the Asian context.

Only original case studies based on primary as well as secondary research that are not published elsewhere will be considered.

3 Sep 2017

Paper on Consumers’ Values for Buying Organic Personal Care Products published

Our paper titled Health and Cosmetics: Investigating Consumers’ Values for Buying Organic Personal Care Products has been published in the Journal of Retailing and Consumer Services.

This is one of the fastest I have ever had a paper published. It was submitted on 28 March 2017. Revised 24 June 2017. Accepted on 2 August 2017 and available online 10 August 2017.

Here is the abstract of the paper:
In investigating consumers’ intentions to re-purchase organic personal care products (PCP), this study extends the theory of planned behaviour by including perceived value dimensions as the antecedents of attitude in the model. The findings revealed that most of the hypothesised relationships linking the consumer perceived value constructs (namely, health, safety, hedonic and environmental) with attitude towards the rebuying of organic PCP, were supported. Also, better product knowledge about organic PCP would lead to more positive attitudes towards re-purchasing the product. In contrast, social value was not important in predicting attitude. Similarly, the influence of subjective norm on rebuying intention was not supported. In terms of ranking of importance with regards to prediction of re-purchasing intention, attitude was the most important predictor followed by perceived behavioural control, product knowledge, hedonic value, environmental value and safety value.

You can download the paper for free till September 29, 2017 using this link below:

Ghazali, E., Soon, P.C., Mutum, D. S. and Nguyen, B. (2017). Health and cosmetics: Investigating consumers’ values for buying organic personal care products, Journal of Retailing and Consumer Services, 39, 154-163.

8 Feb 2017

Most citations

Was going through Google Scholar today morning and was pleasantly surprised to learn that one of my journal papers has been cited 101 times (as of today).

The paper titled "A review of customer relationship management: successes, advances, pitfalls and futures" was co written with my friend Bang Nguyen. According to the journal, the paper has been downloaded 11298 times since 2012.

This has been my most cited paper all time and was totally unexpected as it was a conceptual paper and I did not think much about it. However, I have since then realised that many of the most cited academic papers are actually conceptual papers as opposed to the empirical research papers. Just take a look at some of the ground breaking Harvard Business Review papers.

My second most cited paper is a book chapter which I co-authored during my PhD days with my supervisor Professor Qing Wang. The chapter titled "Consumer generated advertising in blogs" in the book  'Handbook of Research on Digital Media and Advertising: User Generated Content Consumption (Vol 1)', edited by Matthew S. Eastin; Terry Daugherty and Neal M. Burns and published by IGI Global, has now been cited 35 times.

Anyway here is the link to my journal paper:

Nguyen, B., & Mutum, D. S. (2012). A review of customer relationship management: successes, advances, pitfalls and futures. Business Process Management Journal, 18(3), 400-419.

22 Jan 2017

Book on Islamic Finance, Marketing, and Management is now out

I am delighted to announce that our latest edited book is finally out. The book 'Advances in Islamic Finance, Marketing, and Management: An Asian Perspective' is co-edited with Dr. Mohammad Mohsin Butt, Associate Professor of Marketing at Curtin University Malaysia and Dr. Mamunur Rashid Assistant, Professor of Finance at Nottingham University Business School.

advance in Islamic finance, marketing and management

With contributions from 35 experts, this book is targeted at both academics and practitioners who are interested and assist in making Shariah-centric strategies.

Here is the preface from the book:
The Islamic financial industries have been growing at a double-digit rate for over a decade now. Referring particularly to the post-financial crisis era, challenges of the management of Islamic financial, management and marketing have reached new heights. Islamic financial institutions (IFIs) from the South Asia, Southeast Asia, and the Middle Eastern countries hold a major percentage of Islamic assets. New opportunities are opening up in the Central Asian countries as well. Currently, the knowledge base on Shari’ah-compliant business and finance is particularly limited, and largely written on the development of finance and allied industries. Experts foresee the need for a useful integration of Islamic finance, halal marketing, and management of Islamic businesses.
This book “Advances in Islamic Finance, Marketing, and Management: An Asian Perspective” aims to balance these gaps by focusing on the Asian perspective of Islamic businesses and by incorporating, alongside finance, the development in Islamic marketing and management of Islamic business. The book is divided into three sections, considering:
Islamic finance that includes topics on Islamic equity and mutual funds, risk and performance of Islamic banks, long-term investment and Sukuk, dynamics of credit portfolios, and financial crimes in Islamic perspective.
Islamic marketing that includes topics on Islamic marketing theory, halal marketing in several Asian markets, and halal logistics.
Islamic business management that includes topics on management of Zakat institutions, and the corporate social responsibility in Islamic organizations.
A group of international experts offer original conceptual articles, empirical research findings, case studies, and critical reviews in the areas of Islamic finance, banking, capital market, halal marketing, consumer perception, services orientation, risk management, industry readiness for better customer satisfaction, as well as policy issues coupling strategy and best practices. As expected, major portion of the discussion surrounds already established Islamic finance industry and a preliminary discussion on the management of businesses. The book can be considered as a guidebook for the academicians as well as the practitioners in the areas of Islamic finance, marketing, and management.

6 Dec 2016

Top 60 Marketing Profs who Tweet 2016

Updated: 9/1/2016

This is the updated list of Marketing professors who tweet 2016. Some changes from the previous list in 2015. Most have gained new followers though a few have lost followers. Mark Schaefer from Rutgers University is on top with 147K followers.

One new entry at 24 is D. Steven White.

Not sure why, but there is a big gap between the 6th and 7th positions.

Again, Marketing Profs refer to academics in the area of marketing and related subjects in academic institutions of higher learning. These include some in Psychology and Public Relations. They are the "Gurus" and opinion leaders in the field of Marketing.

The ranking is based on the number of followers as of 7 December 2016.

I proudly represent Malaysia and India on the list at 17th

Note: Please let me know if you want to be added to/ removed from the list. 
  1. Mark Schaefer (@markwschaefer) - Rutgers University - 147K
  2. Dan Ariely (@danariely) - Duke University - 123K
  3. Nancy Richmond (@NancyRichmond) - Florida International University - 109K 
  4. Travis Langley (@Superherologist) - Henderson State University - 107K 
  5. Anthony Miyazaki (@AnthonyMiyazaki) - Florida International University - 90.5K
  6. Gary R. Schirr (@ProfessorGary) - Radford University - 75.6K
  7. Patrick Strother (@PatrickStrother) - University of Minnesota - 34K
  8. Jennifer Aaker (@aaker) - Stanford University - 25.5K
  9. David Gerzof Richard (@davidgerzof) - Emerson College - 22.5K
  10. Bang Nguyen (@ProfBangNguyen) - East China Univ. of Science and Technology - 17.1K
  11. Mike Johansson (@mikejny) - Rochester Institute of Technology - 16K
  12. Tracy Tuten (@brandacity) - East Carolina University - 13.3K
  13. David Aaker (@DavidAaker) - University of California - 12.9K
  14. Carol Phillips (@carol_phillips) - University of Notre Dame - 12.7K
  15. Kimberly Whitler (@KimWhitler) - University of Virginia - 12K
  16. Simon Chadwick (@Prof_Chadwick) - Salford University - 11.5K
  17. Dilip Mutum (@admutum) - The University of Nottingham Malaysia Campus - 9859
  18. Lauri Harrison (@lharrison) - Columbia University - 9066
  19. Jim Joseph (@JimJosephExp) - New York University - 9347
  20. Markus Giesler (@DrGiesler) - York University - 7541
  21. Byron Sharp (@ProfByron) - University of South Australia - 7230
  22. Christophe Benavent (@Benavent) - Paris Ouest University - 7168
  23. Denny McCorkle (@DennyMcCorkle) - University of Northern Colorado - 6944
  24. D. Steven White (@dstevenwhite) - University of Massachusetts Dartmouth - 6185
  25. John Deighton (@HBSmktg) - Harvard University - 6013
  26. Karen Russell (@KarenRussell) - University of Georgia - 5237
  27. Richard Ladwein (@rladwein) - Université de Lille - 4876
  28. Barbara Kahn (@barbarakahn) - University of Pennsylvania - 4566
  29. Jaideep Prabhu (@JaideepPrabhu) - University of Cambridge - 3587
  30. Philip Kotler (@kotl) - Northwestern University - 3565
  31. Robert Kozinets (@Kozinets) - York University - 3272
  32. Eric Vernette (@VernetteE) -  Toulouse University - 3072
  33. T. Bettina Cornwell (@BettinaCornwell) - University of Oregon - 3062
  34. Miguel Guinalíu (@GUINALIU) - University of Zaragoza - 2934
  35. Steven H. Seggie (@Seggitorial) - Özyeğin University - 2527
  36. Tom van Laer (@tvanlaer) - City University London - 2147
  37. Dirk vom Lehn (@dirkvl) - King’s College London - 2117
  38. Aric Rindfleisch (@aricrindfleisch) - The Univ. of Illinois at Urbana-Champaign - 2093
  39. Janet Ward (@DrJanet_A_Ward) - University of Sunderland - 2038
  40. Shari Worthington (@sharilee) - Worcester Polytechnic Institute - 1901
  41. Marie Taillard (@marietaillard) - ESCP Europe - 1779
  42. Sue Bridgewater (@SueBridgewater) - University of Liverpool - 1777
  43. Gemma Calvert (@DrGemmaCalvert) - Nanyang Technological University - 1578
  44. Michelle Weinberger (@consumerlife) - Northwestern University - 1436
  45. Steve Vargo (@SteveVargo) - The University of Hawai’i at Manoa - 1383
  46. Finola Kerrigan (@FinolaK) - University of Birmingham - 1273
  47. Laurence Dessart (@laurencedessart) - Kedge Business School - 1230
  48. Anthony Patterson (@TonyPatterson) - The University of Liverpool - 1180
  49. Spencer M Ross (@srossmktg) - McGill University - 1159
  50. Ana Isabel Canhoto (@canhoto) - Oxford Brookes University - 1159
  51. Vincent Balusseau (@vbalusseau) - Audencia Business School - 1149
  52. Stephen Dann (@stephendann)- Australian National University - 1145
  53. Alexa Fox (@AlexaKaye3) - Ohio University - 1142
  54. Joan Ball (@joanpball) - St. John's University - 1104
  55. Hope Jensen Schau (@HopeJensenSchau) - University of Arizona - 1066
  56. Robert Lusch (@RobertLusch) - University of Arizona - 985
  57. Tracy Harwood (@tgharwood) -  De Montfort Univ. - 966
  58. Joonas Rokka (@jccnas) - EMLYON Business School - 963
  59. Ekant Veer (@VeerOffTrack) - University of Canterbury - 948
  60. Linda Tuncay Zayer (@dr_tea) - Loyola Univ. Chicago - 913
Some I missed out:
1. Mark Ritson (@markritson) - Melbourne Business School - 48K - Should be #7 on the list.