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Learning Resource Centre Monthly Bulletin |
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Learning Resource Centre Monthly Bulletin |
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| New Books |
 B120031 15 Paradigm Shifts Transforming Marketing Manageme By Hathi Ashish Vanraj |  B119580 Mapping Experiences By Kalbach Jim |  B120003 Marketing Management By Gupta Prachi |
| Click Here to learn about the Recent Books added to our collection on different topics of Management. |
| Articles |
| The Effects of Mergers and Acquisitions on Marketing Decisions and Effectiveness By Landsman, Vardit;Stremersch, Stefan Journal of Marketing Research (JMR). Apr2026, Vol. 63 Issue 2, p298-321. 24p. Abstract :Mergers and acquisitions (M&As) may trigger adjustments to firms` marketing decisions and their outcomes. Yet, prior literature provides little empirical insight regarding the nature of these adjustments. The authors address this gap in the context of the biopharma industry, analyzing data on sales, prices, and detailing spending for 375 branded drugs acquired in 73 M&A deals between 2007 and 2020. They find that, on average, acquiring firms (1) reduce detailing spending on target drugs, (2) increase target drug prices, and (3) achieve increases in detailing elasticity for target drugs after the M&A, compared with before. The younger the target drugs and the more experience the acquirer has in marketing drugs in the drugs` therapeutic category, (1) the greater the likelihood that detailing will be reduced and prices raised, and (2) the greater the likelihood that acquirers will experience larger increases in detailing elasticity and reductions in price elasticity. For the investigated 375 target drugs, acquirers generated over $23 billion more in revenue in the two years postdeal while spending over $1 billion less on detailing compared with the two years predeal. The article provides a framework for firms regarding commercial returns on M&As and informs the debate on regulatory responses to M&As. [ABSTRACT FROM AUTHOR] | |||
| Toward Destigmatization of Mental Health: The Institutional Role of Advertising By Ertimur, Burçak;Chen, Steven Journal of Advertising. Jan-Mar2026, Vol. 55 Issue 1, p81-97. 17p. Abstract :Mental health conditions represent one of the most pressing health challenges of the twenty-first century. Given the global prevalence, high cost, and profound consequences of mental disorders, the marketplace has become a critical arena for advancing mental health awareness and destigmatization. This paper examines how brands promote mental health awareness and seek to mitigate mental health stigma through advertising. Inspired by transformative advertising research, we use institutional theory as our enabling lens and examine brand advertising as institutional work. Using a grounded theory-inspired Gioia method, we analyze 176 advertisements on mental health awareness. The findings reveal three forms of institutional work—advocating, educating, and motivating—that are utilized by brands and suggest mechanisms through which they can lead to destigmatization of mental health issues. By focusing on the institutional role of advertising in raising awareness and facilitating destigmatization of mental health issues, this study contributes to transformative advertising research. It extends strategies that promote mental health awareness and reduce mental health stigma. By considering advertising as institutional work, the study highlights connections amongst macro–meso–micro levels of analyses in destigmatization processes. [ABSTRACT FROM AUTHOR] | |||
| Multichannel Effects of Mobile In-Feed Advertising. By Li, Yiyi;Zhuang, Mengzhou;Fang, Eric Journal of Marketing. Jan2026, Vol. 90 Issue 1, p51-71. 21p. Abstract :With in-feed advertising becoming an increasingly popular advertising tool for advertisers to reach mobile consumers, the authors propose an integrated model of contemporaneous, carryover, and spillover effects to measure the incremental contributions of in-feed ads in multiple types of mobile apps: newsfeed, social, and video. They empirically examine the three proposed effects of newsfeed ads, social feed ads, and video feed ads using data from a large-scale ad campaign for a new mobile game. The data set contains 10,115,801 impressions, 286,506 clicks, and 12,706 conversions. First, the findings show that social feed ads have the strongest contemporaneous effects on both ad clicks and conversions; social feed ads are 1.87 times more likely to generate a click and 1.69 times more likely to generate a conversion than newsfeed ads, followed by video feed ads (clicks: 1.73 times; conversions: 1.55 times). Second, video feed ads have the strongest carryover effect, followed by social feed ads, while newsfeed ads have a negative carryover effect. Third, newsfeed ads exhibit the strongest spillover effect; prior newsfeed ad exposures are more effective than prior social or video feed ad exposures at promoting clicks and conversions upon subsequent exposure in other channels. [ABSTRACT FROM AUTHOR] | |||
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| News |
| Why Gen Z rejects vague ads and demands specificity By The Financial Express; Apr 1 2026 |
| Brands lawyer up before using movie characters in ads By The Economic Times; Brand Equity ; Mar 31 2026 |
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