December 12, 2010 by Robert Kozinets.

This blog is getting some “red hot” editorial news about the State of Marketing Scholarship these days. My last post broke the news about the new editorial team at the Journal of Consumer Research (”JCR”).

And here is a very fresh one about the #1 Journal in the Marketing field.

As many of you are aware Gary Frazier is the editor elect of the Journal of Marketing (or “JM”) and will be taking over in July of 2011 from Ajay Kohli. For a while, Ajay, Gary, and Bob Leone have acted as co-editors of the journal. As with JCR, the manuscripts flows in the main journals in our field have been increasing dramatically, necessitating some editorial action to share the workload.

Gary has decided to change the structure of the Journal of Marketing to one that includes Associate Editors (or “AEs”). I think this is a very smart move. AEs at JM will have considerable latitude to make recommendations, but the final decision will always lie with the Editor-in-Chief, that is, Gary. Gary has appointed 16 AEs, some truly excellent people, and I believe he is looking for a couple more.

Gary has asked me to be an Associate Editor of JM for his term and I have happily accepted. Thank you for the vote of confidence, Gary.

What this means, I believe, is that the Journal of Marketing is institutionalizing a role and a place for Consumer Culture Theory, cultural, or “qualitative” approaches to practical marketing issues in the field. This is big news. It is something that many of us in the CCT field have been working towards for many years. More top tier options for our publications is important to continuing the institutionalization of CCT work as an important and necessary (albeit minority) component of all Marketing Scholarship, Marketing Education, and Marketing Departments.

At the #1 journal in the Marketing field, we now have, perhaps more than ever before, the promise of a real presence and solidified representation at the top of the field.

I think that a look at the past 7 years of cultural work in JM will show that CCT work is getting more and more applied, and offering increasingly powerful pragmatic insights to the marketing industry.

The move is also presenting  a natural place for all types of social media and social media marketing research. One of my personal goals is to raise the quality and profile of research on social media and social media marketing research.

Officially, these will be the areas of the Journal of Marketing that I will have Associate Editor authority over:

Primary (substantive) content area

Internet and social media marketing

Secondary content areas

1. Word-of-mouth marketing;
2. entertainment marketing;
3. brand and product management;
4. retailing

Methods: 

• Qualitative/ethnographic (e.g., discourse analysis, semiotics, phenomenological interviews, metaphor analysis),
• Other methodological orientations as necessary (I am trained and versed in a variety of different methods)
  

If you do social media research using qualitative methods, you can pretty much guess who is going to be shepherding your work though JM.

So starting in July I will be looking forward to seeing all your best managerially-oriented work sent to us at the Journal of Marketing. I will do my very best to make sure it gets treated fairly or even better, and to publish the best work to keep our field of Marketing moving steadily forward.

Posted in Qualitative Research Methods, Academic Life, Economy and General Business Management, Ethnography, Consumer Culture Theory, Conferences & Presentation, Entertainment Marketing, Marketing News & Insights, Communities and Tribes, Word of Mouth Marketing, Marketing Research, Marketing Science | Print | 3 Comments »

December 1, 2010 by Robert Kozinets.

The latest phase of my career is taking an interesting new direction. I am trying to get a more holistic look at “marketing” as a discipline and a practice, and analyze how all the elements of “marketing”, such as marketing research and brand management, fit together with management as a field. I’ve been thinking about this for over a year, and last year wrote an editorial for Canada’s national business newspaper, The National Post, on the topic. I originally titled it rather dramatically as “The End of Marketing” but they published it more positively as “Marketing’s Evolution.” Here is the original article, if you are interested.

Talking with the brilliant and insightful marketing researcher, consultant, professor, and author Shira Nayman about some mutual interests about six weeks ago, I was struggling with a term for what I was trying to say. “Consumer-centered marketing” was clumsy, but it was all I had. Wordsmith that she is, she suggested the term “People-Centered Marketing” and it really fit.

So when Ruth Bolton and the Marketing Science Institute came calling and asked me to present to their Annual Trustee’s meeting in San Francisco, this topic of “People-Centered Marketing” came to mind immediately as something I definitely wanted to introduce to their high-level group of academics and practitioners, in order to get their feedback and have them help me develop it.

The presentation was great, and the comments I received were extremely helpful. I thought I would share the introduction to the presentation with you, my beloved blog audience, in order to give you a flavor of this work and share some of what is to come.

Following is the introduction to the presentation, where I lay out the idea of People-Centered Marketing in basic form, and give the essential outline of the talk.

As an anthropologist, I am drawn to the history of marketing-which likes in face-to-face, interpersonal exchange. It’s an aspect that lives on in service encounters and in marketing throughout much of the developing world, accounting for perhaps eighty percent of all exchanges.

Modern marketing, marketing as we know it, has moved away from face-to-face encounters, of course. That has happened for very good reasons of scale. But in this move away from the face of the consumer, something has been lost. Something vitally important. Marketing as a field has become increasing distanced form the consumer and her world.

The consumer has become less and less of a person, and more and more of an abstraction. An object, if you will.

In this presentation, I will propose that marketing as a field is in a state of slow decline. I will speculate that an important reason for this deterioration is because we have been following almost exclusively one somewhat limited model of understanding the consumer. This is a model which abstract, distances, and objectifies not only the consumer, but the marketer and the very act of marketing.

Acting as a bit of an agent provacateur, I will provoke more questions rather than propose answers to this dilemma.

Overall, I will suggest that we need to rethink how we think about consumer understanding. How will we seek to know our consumers? In our difficult and dynamic environment, that intensely philosophical examination is actually an extremely urgent question with immensely practical ramifications for how we do marketing and how we do business.

So, using and proposing the term “People-Centered Marketing” for the very first time, here, I will propose a more relational, conversational, lifeworld-centered style of both understanding and interacting with consumers as we go forward in these changing, challenging times.

Here is how I will frame this view:

1. I will begin with a high-level look at the field of marketing as it currently stands
2. Then, drawing on my own experiences as the founder of a new marketing research approach, I will reflect on why I think marketing must deal with these issues
3. Then, the presentation takes a turn into philosophical terrains—into phenomenology and the “conservative wing of Heideggerian hermeneutics” to be exact—in order to unpack the meaning of understanding in relation to “understanding the consumer”
4. From there, I explain three ways of understanding consumers which show how we need to refucos and balance what we do as marketers and marketing researchers
5. Finally, I offer a few examples and some very cursory ideas about first steps towards strategically implementing these changes in the practice of day-to-day marketing and management.

 And, yes, I did it all in a 35 minute presentation! I can’t quite believe that myself.

And if you want more, as *they* say, “Ya gotta buy the book.” Except it isn’t written yet… Comments from you, Gentle Readers, are always welcome. Thanks for listening, and for “understanding”….(see how subtle my patented fractal-segue-conclusions can be?….).

Posted in Academic Life, Economy and General Business Management, Conferences & Presentation, Marketing Research, Branding, Marketing News & Insights, Marketing Science | Print | 3 Comments »

November 4, 2010 by Robert Kozinets.

Our Ph.D. students are truly amazing. They are go-getters, free-thinkers, evangelists, and hard workers. I think so highly of all of them and it is a genuine honor to be working with them.

Yikun Zhao was kind enough in a past posting to have translated my netnography white paper for NetBase into Mandarin Chinese. Now, Daiane Scaraboto has translated it into Portuguese. This is very significant because, as some of you already know, there is a major following for netnography in Brazil, and has been for some time. That is one of the reasons Daiane has come here as a student, to work on the technique and for us to learn from one another.

I have also been working with Debora and Bernardo, two excellent researchers and thinkers from the advertising planning side in an alliance in Brazil that will bring a high-quality of netnography to Brazilian companies that are interested. The firm is called “Folks-Netnografica” and it is growing in influence, with some exciting large new clients. As well, I’ve been talking to a very interesting marketing reseacher who is very interested in the technique. Perhaps this document will help to spread the word among those who speak Protuguese.

Again, if spreading the word around the world is important, then keeping netnography texts as mainly “English-only” is silly. So here comes the “spreadability” Henry J.

Here we go. Netnography 101 and the Listerine brand example. Netnography White Paper in Portuguese

Again, I’d like to thank NetBase for agreeing to allow us to do this with that paper. They asked me to note that the NetBase semantic search engine does not read and analyze  Portuguese–yet. It is currently an English-only search and analysis tool.So here, without further ado, is the Portuguese version of the Netnography: The Marketer’s Secret Weapon White Paper. Netnography White Paper in Portuguese. It is presented as a pdf file. I hope that our Brazilian readers and those who are interested in Netnography find it useful. Thank you once again, Daiane Scaraboto and Michael O.

Netnography White Paper in Portuguese

Posted in Qualitative Research Methods, Social Media, Social Media Marketing, Netnography, Technology, Marketing News & Insights, Word of Mouth Marketing, Marketing Research, Marketing Science | Print | No Comments »