6 juillet 2015

Academic Digest #Q2_2015: Latest Marketing scientific publications #Marketing-Thema #CNRS

par Yassine EL BOUCHIKHI

We offer here an Academic Digest with the latest scientific papers in marketing published among the 40 top ranked academic journals. The file offered for download is an excel spreadsheet allowing you to explore the data as you need.

Ranking is based on the French CNRS evaluation (The national scientific research center) for november 2014.

This Excel database will be offered each quarter, the next update will be for September 2015.

Publications Marketing 40 revues classées Juillet 2015

PS: 2 Publications are not considered in this work (IJMR & Decisions Marketing).

Happy exploration!

Yassine El Bouchikhi

20 juillet 2015

How Some Of The Best Marketers Are Using Analytics To Create A Competitive Advantage #Marketingthema

par Yassine EL BOUCHIKHI

Two of the hottest topics today, from the classroom to the boardroom, are Big Data and Analytics. There is a recognition that firms that do a better job of collecting, assimilating, analyzing, and using data have a built-in advantage versus their competitors. Yet, if your firm doesn’t have a competency in analytics, it’s difficult to figure out how to create one.

To better understand how companies can become more adept at leveraging analytics to improve decision making, I turned to Gopi Koteeswaran, the CEO at LatentView Analytics, a firm that specializes in helping CMOs at many Fortune 500 companies bridge the gap between the old and new analytics disciplines. What follows is an in-depth look at how best-in-class firms are leveraging the power of analytics to create advantage.

Q: How do you define analytics and how is it different from big data, marketing research, and other related concepts?

Data analytics, simply put, is the use of data to understand your consumer or business better. The data that you need to sort through and analyze can be of different sizes.When there is a lot of it, we call it Big Data.

Lire la suite

Mots-clés :
20 juillet 2015

The snob effect #Luxury #Veblen_goods #Marketingthema

par Yassine EL BOUCHIKHI

The snob effect is a phenomenon observable with certain products and services among certain groups of consumers. For example, when a new night club strictly limits who can get in, its exclusivity will have a strong appeal to certain individuals, but if the same night club were to suddenly throw its doors open to the general public, the night club would be completely unappealing to the same individuals.

In microeconomics, the snob effect is a phenomenon referring to the situation where the demand for a certain good by individuals of a higher income level is inversely related to the demand for the good by individuals of a lower income level. This situation is derived by the desire to own unusual, expensive or unique goods. These goods usually have a high economic value, but low practical value. The less of an item available, the higher its snob value. Examples of such items with general snob value are rare works of art, designer clothing, and sports cars. Ultimately, wealthy consumers can be lured by superficial factors such as rarity, celebrity representation and brand prestige. We can also talk about veblen goods to define those kind of goods. (T. Veblen


Sources : Dacko, S. (2007) & Wikipédia

9 juillet 2015

Tous manipulés ! #specimen #RTS #Marketingthema

par Yassine EL BOUCHIKHI

Vous allez découvrir dans cet étonnant documentaire de la RTS, les techniques de manipulation utilisées au quotidien. Sachez les reconnaître et vous en préserver….

7 juillet 2015

Icarus paradox : Skyrocketing today doesn’t mean the business is safe #Icarus #Paradoxe #Marketingthema

par Yassine EL BOUCHIKHI

« The Icarus paradox is a neologism coined by Danny Miller in his 1990 book by the same name. The term refers to the phenomenon of businesses failing abruptly after a period of apparent success, where this failure is brought about by the very elements that led to their initial success. It alludes to Icarus of Greek mythology, who drowned after flying too close to the Sun. The failure of the very wings that allowed him to escape imprisonment and soar through the skies was what ultimately led to his demise, hence the paradox ….  »

A nice article from Harvard Business Review on this pradox can be found here written by Freek Vermeulen

7 juillet 2015

The Pygmalion or Rosenthal effect: Study on the Power of Positive Expectations #Psychology #Marketingthema

par Yassine EL BOUCHIKHI

The Pygmalion effect, or Rosenthal effect, is the phenomenon whereby the greater a wish or thought is makes the thing the person wanted really happens. The effect is named after the Greek myth of Pygmalion, a sculptor who fell in love with a statue he had carved. A corollary of the Pygmalion effect is the golem effect, in which low expectations lead to a decrease in performance; both effects are forms of self-fulfilling prophecy

Source : wikipédia

6 juillet 2015

C’est l’oligarchie financière qu’il faut combattre #Re-Publication de soutien à l’institut #Schiller #Marketingthema

par Yassine EL BOUCHIKHI

Les BRICS nous permettront d’établir une paix durable

Message de Jean Verstappen, ancien sénateur, président de la Fraternelle royale Général Patton 11e Bataillon de Fusiliers, secrétaire de « Rencontres pour la Paix », Belgique.

Chers participants,

Je regrette beaucoup que ma santé ne me permette pas d’être parmi vous aujourd’hui, mais je vous envoie mes salutations les plus chaleureuses, et je vous souhaite un grand succès pour cette conférence.

Face au danger croissant d’une guerre mondiale, l’alternative proposée par les pays des BRICS, basée sur le respect mutuel, la coopération et le développement économique, doit nous permettre d’établir une paix durable.

Lire la suite

21 juin 2015

Éloge de la décroissance : Nous vivons un présent sans lendemain #Court_termisme #Marketingthema

par Yassine EL BOUCHIKHI

We are reaching economic, environemental, and social tipping points…

17 juin 2015

« Weber-Fechner Law of Pricing » with Ron Wilcox #Effects #Marketingthema

par Yassine EL BOUCHIKHI

What price to apply?

Weber-Fechner Effect : In psychology, a concept stating that change in a stimulus is noticeable in proportion to the strength of the original stimulus. Weber’s law is used in marketing to increase prices for products. That is, marketers have found a company may change its prices by a certain percentage before customers notice they are higher or lower. Source

Mots-clés : ,
17 juin 2015

Hick’s law : The more information we have, the slower we react #Marketingthema

par Yassine EL BOUCHIKHI

Hick’s law, or the Hick–Hyman Law, named after British and American psychologists William Edmund Hick and Ray Hyman, describes the time it takes for a person to make a decision as a result of the possible choices he or she has: increasing the number of choices will increase the decision time logarithmically. The Hick–Hyman law assesses cognitive information capacity in choice reaction experiments. The amount of time taken to process a certain amount of bits in the Hick–Hyman law is known as the rate of gain of information. Source: wikipedia

6 juin 2015

L’homme formaté, manipulations commerciales, médiatiques #Expérimentations #Marketing-Thema

par Yassine EL BOUCHIKHI

Un petit livre intéressant et offert gratuitement sur les techniques de « Hacking social », il couvre les résultats d’expérimentations de manipulation commerciales, médiatiques ou dans l’univers quotidien et nous le proposons comme un écrit qui agrège des résultats venus de plusieurs domaines sur ces problématiques. Cet ouvrage n’a ni orientation politique ni autre, il expose simplement ces méthodes qui sont devenues tellement répandues et dont on ne se rend même plus compte…. il est proposé en téléchargement en bas de ce billet.

Source : https://hackingsocialblog.wordpress.com/2015/05/28/lhomme-formate-manipulations-commerciales-mediatiques-et-professionnelles/

28 mai 2015

Marketing academia : who is hiring and where? #2014_2015 #6insights #Phd #MarketingThema

par Yassine EL BOUCHIKHI

Here is an analysis of Marketing positions published in the website marketingphdjobs.org between Feb 13, 2014 and May 23, 2015. The aim of this analysis, is to help marketers understand what positions are proposed, when and where. This work can help community to identify most active universities in hiring, what kind of positions are trending, and identify the most promising countries in the field. We joined an excel file containing « Top Hiring Universities By Country »

*This study doesn’t pretend to be a complete view of the job market, it is a slice of reality … ;)

Total ads analysed 624, for 993 types of positions offered

Wich monthsInsight 1: May and June are the best months for candidating, we see also a soaring period during september and october were many offers are published…. if you are looking for a job, this is the right moment to try …. the year 2015 is not yet completed but we observe a soaring number of job offers during the first semester of 2015.

Jobs offered per adInsight 2: Most of the time (83%), the universities are proposing 1 to 2 positions per ad. Generally, few universities are using « grouped hiring ».

What positionsInsight 3: Universities were essentially looking for assistant positions and associate.  28 positions for visiting were offered in 2014, there is still effort to do in this area for scientific exchange (18 offers were made in the USA, followed by 4 positions in China, and 4 visiting in Canada).

TOP Jobs Platform  Insight 4 : The most used sources online for publication are AMA and Higher Ed jobs. Most avtive countries Insight 5: The share of lion belongs to US universities that represent more than 76% of job offers. Followed by China (3.8%) and Canada (2.9%) and some European universities (UK, France, Turkey & Germany).

TOP active universitiesInsight 6 : University of Lewis, West virginia university and Indiana university were the TOP 3 most active recruiters for the considered period of this study.

We offer you to download here in Excel format:

Top Hiring Universities By Country for 2014-2015 (.xls)

Data collected and analysed by


28 mai 2015

Mini-retrospective sur le live-tweet du congrès #AFM2015 #Veille #Marketing-Thema

par Yassine EL BOUCHIKHI


Voici une analyse synthétique sur les 430 tweets partagés durant le live-tweet dynamique tenu en marge des sessions du congrès AFM 2015 à Marrakech. Le document tient compte uniquement des tweets marqués par le hashtag #AFM2015 entre le 19 et le 27 Mai 2015. Nous partageons en bas du post un fichier au format excel pour ceux qui souhaitent faire d’autres analyses, nous reviendrons dans un tutoriel bientôt sur comment faire ce type d’analyses sur twitter avec des outils de veille intelligents, ou il est possible d’automatiser des suivis très avancés de sujets spécifiques, des usagers, des événements, etc..  

En attendant, voici  quelques insights généraux …

1- Télécharger le document « Tag Cloud » AFM 2015 PDF

2- Détail des données Fichier Excel Live Tweet AFM 2015

13 mai 2015

QDA Miner for qualitative interviews analysis #Free_version #Marketing-Thema

par Yassine EL BOUCHIKHI

QDA Miner Lite is a free and easy-to-use version of computer assisted qualitative analysis software. It can be used for the analysis of textual data such as interview and news transcripts, open-ended responses, etc. as well as for the analysis of images. It offer basic CAQDAS features, other options are available but require a commercial version.

13 mai 2015

What’s Next ? A global map for major technology and society trends by Richard Watson #Marketing-Thema

par Yassine EL BOUCHIKHI

« What’s Next is a trends report published by Richard Watson, a futurist author, speaker and scenario planner. Richard has written four books on current and future trends and has given over 200 talks to various organisations throughout the world »

Download here the timeline of Emerging Science and Technology

Download here the Trends and Technology Timeline

Source : http://www.nowandnext.com/


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