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Learning Resource Centre Monthly Bulletin |
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Learning Resource Centre Monthly Bulletin |
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| New Books |
 B119811 Omni-Channel Retail and the Supply Chain By Myerson Paul |  B120002 Marketing Management By Kotler Philip |  B119911 Marketing Research By Malhotra Naresh K |
| Click Here to learn about the Recent Books added to our collection on different topics of Management. |
| Articles |
| Adaptation of Marketing Strategies by SMEs: A Comparative Study of Implementation in Stable vs. Uncertain Times By Yadav, Ombir; Mahapatra, S N. Global Business & Finance Review; Seoul Vol. 30, Iss. 11, (2025): 18-32. DOI:10.17549/gbfr.2025.30.11.18 Abstract :Purpose: This study investigates the marketing strategies adopted by Small and Medium Enterprises (SMEs) in normal conditions and examines how the marketing strategies change during uncertainty, like the COVID-19 pandemic. The paper aims to provide insights into strategic flexibility and adaptive marketing, with a particular focus on normal and uncertain times with Price, Product, Place, and Promotion as the key marketing strategies. Findings: The results reveal significant differences in the marketing strategies implementation during normal and uncertain times. During uncertainty like COVID-19, more emphasis given on price-related strategies while SMEs focused on product, place, and promotional activities during normal times. These findings suggested more cost-effective strategies in uncertain environments. The study also highlights support for digital channels during crisis. Research limitations/implications: This study is based on cross sectional SMEs data collected from National Capital Region of India and relies on retrospective self-reporting about the COVID-19 period, which may limit the generalisation of the findings. Future research could also explore longitudinal data or multi region approaches to reflect dynamic changes in marketing strategies over time. The mediating and moderating effects of uncertainty can also be explored in future. Originality/value: The paper contributes to the literature by empirically testing the SMEs marketing strategies implementation during uncertain periods. It adds value to the fields of strategic flexibility, adaptive marketing, and SME resilience. The findings can be valuable to SME managers, policymakers, and researchers towards the enhancement of SME performance and resilience in uncertain environments | |||
| Bottom of Pyramid Marketing: A Bibliometric Analysis and Future Directions By Brahmane, Prashant. International Review of Management and Marketing; Mersin Vol. 15, Iss. 6, (2025): 221-226. DOI:10.32479/irmm.20192 Abstract :This study aims to examine the trends and characteristics of The Bottom of pyramid (BoP) marketing research published from 2014 to 2024 to identify the track of the research area, provide information about major contributors, and suggest future direction for research. This study used the Scopus database, searched for relevant articles using the keyword “Bottom of pyramid marketing,” and compiled the results using different bibliometric analysis software. A total of 219 articles were identified, but only 83 were included in this study. This study observed a volatile trend in publishing articles in this research area. The journal Emerald Emerging Markets Case Studies published the most articles. At the same time, the most cited was the Journal of Retailing and Consumer Service. Important keywords were Bottom of the pyramid, marketing, Emerging market, India, and Poverty. Many countries have published research in this area. This study uses TCM (Theory, Context, and Methods) framework for identifying limitations, and future recommendations. It also suggests developing a theoretical framework and practical applications in BoP marketing | |||
| Mapping the Evolution of Digital Marketing Research Using Natural Language Processing By Sharma, Chetan; Rath Pranabananda; Kumar, Rajender; Sharma Shamneesh; Hsin-Yuan, Chen. Basel Vol. 16, Iss. 11, (2025): 942. DOI:10.3390/info16110942 Abstract :Digital marketing has become a game-changer by combining cutting-edge technologies, insights into how customers behave, and applicability across industries to change how businesses plan and how they interact with customers. Digital marketing is a key part of being competitive, sustainable, and innovative in a world where more and more people are using the internet and social media. Even though this subject is important, the study of it is still scattered, which shows that there is a need to systematically map out its intellectual structure. This research utilizes a bibliometric and topic modeling methodology, analyzing 4722 publications sourced from the Scopus database, including the string “Digital Marketing”. The authors employed Latent Dirichlet Allocation (LDA), a method from Natural Language Processing, to discern latent study themes and Vosviewer 1.6.20 for bibliometric analysis. The results explore ten main thematic clusters, such as digital marketing and blockchain, applications in the health and food industries, higher education and skill enhancement, machine learning and analytics, small and medium-sized enterprises (SMEs) and sustainability, emerging trends and ethics, sales transformation, tourism and hospitality, digital media and audience perception, and consumer satisfaction through service quality. These clusters show that digital marketing is becoming more interdisciplinary and is becoming more connected to ethical and technological issues. The report finds that digital marketing research is changing quickly because of artificial intelligence (AI), blockchain, immersive technology, and reflect it with a digital business environment. Future directions encompass the expansion of analyses to new economies, the implementation of advanced semantic models, and the navigation of ethical difficulties, thereby guaranteeing that digital marketing fosters both business progress and public welfare. | |||
| Machine learning-based research of AI marketing: topic analysis and model construction By ie, Haofen; Nie, Yuankun; Liu, Li; Chen, Yang. X Future Business Journal; Cairo Vol. 11, Iss. 1, (Dec 2025): 272. DOI:10.1186/s43093-025-00686-5 Abstract :Artificial intelligence (AI) has emerged as a transformative force in the marketing landscape, significantly altering consumer engagement, decision-making processes, and strategic management practices. However, despite the substantial expansion of research on AI in marketing, a comprehensive and systematic understanding of its underlying knowledge structure and the evolution of its thematic domains remains insufficient. Therefore, we synthesize qualitative insights with bibliometric science mapping by applying CiteSpace and latent Dirichlet allocation (LDA) topic modeling to 564 Web of Science Core Collection articles (2019–May 2025). The analysis yields three core findings. First, China and the USA anchor the field’s knowledge production, with the UK, Australia, and India as secondary hubs. Second, LDA reveals five topics: (1) Digitalization Transformation and Marketing Strategy, which explores the impact of digital technologies on reshaping traditional marketing approaches; (2) Consumer Behavior and Experience, focusing on how AI influences consumer decision-making and engagement; (3) Business Value and Innovation Research, examining how AI contributes to business value creation and the development of innovative marketing practices; (4) Machine Learning Algorithms and Technological Applications, addressing the technical foundations and practical implementations of AI in marketing; and (5) Generative AI Content and Applications, highlighting the emerging role of generative AI in content creation and personalization. Third, we develop an integrative value chain framework that explicates how AI permeates and transforms distinct stages of the marketing process, offering a holistic perspective on AI’s role in modern marketing practices. Building on these results, we advance a dual co-evolutionary framework—Consumer–Technology–Market and Technology–Economy–Society—that consolidates dispersed streams, clarifies the field’s intellectual structure. For managers, we map the AI–marketing technology landscape, identify high-yield opportunities in customer experience and service automation, and delineate risks involving data privacy, bias, and ethical guardrails, thereby informing effective and responsible adoption of AI in marketing strategy. | |||
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