James W. Peltier

The Interdependence of the Factors Influencing the Perceived Quality of the Online Learning Experience: A Causal Model:

A structural model of the drivers of online education is proposed and tested. The findings help to identify the interrelated nature of the lectures delivered via technology outside of the traditional classroom, the importance of mentoring, the need to develop course structure, the changing roles for instructors and students, and the importance of designing and delivering course content on the enhancement of the online learning experience. The results support an integrated, building-block approach for developing successful online programs and courses.

Virtual Communities and the Assessment of Online Marketing Education

Online education has created a “virtual community” learning environment. Effective assessment of this new learning environment is paramount to providing quality education and may provide insights to effective management of virtual communities in the business world. A model of online education effectiveness is proposed and then empirically investigated. Dimensions included in this model are student-to-student interactions, student-to-instructor interactions, instructor support and mentoring, information delivery technology, course content, and course structure. Measures of these dimensions were then analyzed and found to be significant predictors of the variance in students’ evaluations of the global effectiveness of the online educational experience.

Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing

The interactivity of the new electronic media requires that a database-driven segmentation approach to communication strategy be employed to take advantage of its uniqueness. To accomplish this, firms must develop ways of collecting information at the individual level by traditional and/or electronic means, and of using that data to create informationintensive customer communication strategies. These strategies should then employ the new media to generate interaction with customers. We term this approach ‘Interactive IMC’. In this article we propose and illustrate an interactive IMC process model.

The state of internet marketing research

Purpose – The purpose of this study is to examine the internet marketing literature to determine how internet marketing research has evolved in terms of quantity, content, and publication outlets. In addition, the paper identifies important trends in the internet marketing literature and provides a view of the research gaps and expected topical areas of interest.Design/methodology/approach – A content analysis was performed on approximately 1,400 internet‐related marketing articles identified by searching the ABI/INFORM database. A total of 902 peer‐reviewed internet marketing articles appearing in nearly 80 different journals were identified. The study revealed that 60 percent of the internet research had been published in the last three years. The three most researched internet marketing areas were consumer behavior, internet strategy, and internet communications. The topics with the highest growth over the past two years were research issues and consumer search. Over the past 15 years, 14 articles appe...

A Professional School Approach to Marketing Education

With many business schools paying lip service to the concept of professional training, this article attempts to provide some direction for moving from an academic or liberal-arts-oriented marketing department to a professional marketing program. The transformation to a professional school perspective can be facilitated by marketing programs examining other professional schools to identify how these programs differ from their current programs. A professional school approach to marketing education meets the needs of both students and employers while providing the department with a comparative advantage as the business education environment becomes more competitive and challenging.

The Role of Transactional versus Relational Data in IMC Programs: Bringing Customer Data Together

ABSTRACT In this exploratory study of integrated marketing communications (IMC), we bring together relational and transactional data, and sales and marketing views, to investigate whether firms can enhance their position in the market in terms of both marketing-oriented and sales-based performance benchmarks. This article examines, in a business-to-business services context, the relationships between collecting various types of customer transaction and relational data, customer data quality, and two types of business unit performance. The first type of performance is a more traditional sales-oriented metric of sales-oriented business growth, growth in sales, and net income. The second type is a less traditional marketing-oriented metric, called marketing-oriented customer performance, a summed measure of retention rate, share of wallet, lifetime customer value, and return on investment (ROl). An extensive review of different types of transaction and relational data produced two different categories of transaction and relationship information.

Reflecting on reflection: scale extension and a comparison of undergraduate business students in the United States and the United Kingdom

In the Peltier, Hay, and Drago (2005) article titled “The Reflective Learning Continuum: Reflecting on Reflection,” a reflective learning continuum was conceptualized and tested. This is a follow-up article based on three extensions: (1) determining whether the continuum could be expanded, (2) further validating the continuum using additional schools, and (3) determining whether the continuum could also be applied to undergraduate business education. The findings from a study of U.S. and U.K. students show that the revised scale is valid and reliable and that U.S. students in the sample universities rated their educational experience higher and were more likely to use reflective thinking practices.

A Critical Review of the Literature for Sales Educators.

The Journal of Marketing Education is publishing a special issue on Sales Education and Training in August 2014. In this article, we review the sales education literature from four primary journals and the business literature at large. The four primary journals are the Journal of Marketing Education, Marketing Education Review, Journal of Education in Business, and the Journal of Personal Selling & Sales Management. Of the 107 identified articles, experiential learning, assessment, and career development were the three most prominent topics. Future research opportunities in sales education, including those for the special issue, are offered across nine topical areas.

The Journal of Marketing Education: Past, Present, and Future

The Journal of Marketing Education (JME) was launched almost 35 years ago. In this invited article, we review JME’s long and distinguished history. For historical perspective, we will lean heavily on the words of JME editors (including special issue editors); this focus adds context for the past and helps project the future. As a descriptive tool, we highlight key trends as they emerged over the years, and we offer a categorization rubric for simplifying cross-era comparisons. We also spotlight the most active authors over the years, note JME outstanding articles of the year, and highlight the most frequently cited articles. In presenting this historical review, we first discuss the methodology used for creating categorical areas and then present the findings for each of the four eras. We then provide an overview of each area and cross-era trend assessment. And finally, we conclude with future research directions.

Interactive psychographics: Cross-selling in the banking industry

ABSTRACT This paper presents the findings from a study designed to investigate the use of interactive psychographics to develop cross-selling strategies. Interactive psychographics is the process of identifying psychographic-based segments, profiling the segments, matching individuals to the resulting segments, and developing actionable relationship strategies that best match the psychological and purchasing needs of each customer.