The DOI matches its Crossref record; 4 of the 4 references it cites were found in a registry or an index.
Megamarketing: The Creation of Markets as a Social Process
Abstract
Drawing from institutional theory in sociology, this article theorizes the process of “megamarketing”—defined by Kotler (1986) as the use of strategic efforts by a firm or firms to gain the cooperation of multiple stakeholders—to understand how new industries are created and sustained in a complex social and political context. The author uses an analysis of the casino gambling industry to demonstrate the role of normative and regulatory structures in facilitating the adoption and eventual acceptance of an industry through the social process of legitimation. In a quantitative and qualitative content analysis of 7211 newspaper articles from 1980 to 2007, the author finds that frames such as crime, business, and regulation change over time and that these frames are used by multiple stakeholders to structure normative conceptions about the practice of casino gambling. These findings contribute to a theoretical understanding of market creation and development over time and provide marketing managers with the conceptual tools for megamarketing in any industry.
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Cites
Development and validation of brief measures of positive and negative affect: The PANAS scales.
Watson, D., Clark, L. A., & Tellegen, A. (1988) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.54.6.1063 · Cited by 32,433
Managing Legitimacy: Strategic and Institutional Approaches
Suchman, M. C. (1995) · The Academy of Management Review · doi:10.2307/258788 · Cited by 19,903
Institutional conditions for diffusion
Strang, D., & Meyer, J. W. (1993) · Theory and Society · doi:10.1007/bf00993595 · Cited by 2,114
Grayson, K., Johnson, D., & Chen, D.-F. R. (2008) · Journal of Marketing Research · doi:10.1509/jmkr.45.2.241 · Cited by 234
Cited by
Novak, T. P., & Hoffman, D. L. (2019) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-018-0608-3 · Cited by 332
Unstructured data in marketing
Balducci, B., & Marinova, D. (2018) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-018-0581-x · Cited by 300
The Effects of Culture on Consumers’ Consumption and Generation of Online Reviews
Kim, J. M., Jun, M., & Kim, C. K. (2018) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2018.05.002 · Cited by 118
Leek, S., Houghton, D., & Canning, L. (2019) · Industrial Marketing Management · doi:10.1016/j.indmarman.2017.10.009 · Cited by 91
Legitimation of hybrid cultural products: The case of American Yoga
Coskuner-Balli, G., & Ertimur, B. (2017) · Marketing Theory · doi:10.1177/1470593116659786 · Cited by 74
Metadata
- Authors
- Humphreys, A.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2010-03
- Volume
- 74
- Issue
- 2
- Pages
- 1-19
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W4248061457
- Cited by
- 543
- References
- 4
- FWCI
- 30.23
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
