Thomas Martin Key
University of Colorado Colorado Springs
The InternetAdvertisingBusiness marketingService qualitySociologyBusinessMarketing scienceMarketingOrder (exchange)Marketing managementInfluencer marketingValue (ethics)Value (economics)StorytellingService (business)Service networksIndustrial marketingReturn on marketing investmentPublic relationsBusiness-to-governmentMarketing researchKnowledge managementCrowdsourcingMarketing strategyDigital marketing
15Publications
5H-index
140Citations
Publications 15
Newest
#1Thomas Martin Key (UCCS: University of Colorado Colorado Springs)H-Index: 5
#2Astrid L. Keel (University of La Verne)H-Index: 2
Last. Eric M. Olson (UCCS: University of Colorado Colorado Springs)H-Index: 21
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#1Eric M. Olson (UCCS: University of Colorado Colorado Springs)H-Index: 21
#2Kai Monroe Olson (CSU: Colorado State University)H-Index: 2
Last. Thomas Martin Key (UCCS: University of Colorado Colorado Springs)H-Index: 5
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Abstract The internet brought disruptive change to the business landscape through the creation of a whole host of digital marketing tactics. But with these new tactical options has come the need for marketing managers to (1) prioritize what they wish to accomplish and (2) determine which digital marketing tactics to invest in. We consider these issues from the perspective of four business strategies: prospectors, analyzers, low-cost defenders, and differentiated defenders. In this article, we pr...
2 CitationsSource
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#1Thomas Martin Key (UCCS: University of Colorado Colorado Springs)H-Index: 5
#2Terry Clark (SIU: Southern Illinois University Carbondale)H-Index: 16
Last. Leyland Pitt (SFU: Simon Fraser University)H-Index: 71
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This paper is composed of scholarly essays that explore the problematic nature of marketing’s influence within the academy and organizations, potential explanations and causes, and how conceptual and theoretical research can address and move our discipline forward. Each section represents material and research developed through interactive sessions from Academy of Marketing Science conferences. Topics include the history of the marketing discipline, its innovation and loss of domain expertise; i...
8 CitationsSource
#1Thomas Martin KeyH-Index: 5
#1Thomas Martin KeyH-Index: 1
Last. Goutam ChallagallaH-Index: 1
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1 CitationsSource
#1Thomas Martin KeyH-Index: 1
#1Thomas Martin KeyH-Index: 5
Last. Astrid L. KeelH-Index: 2
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This paper aims to explore how chief executive officers (CEOs) and C-suite marketing executives (chief marketing officers [CMOs], chief customer officers [CCOs], chief branding officers [CBOs], etc.) talk about marketing concepts to better understand how marketers can more effectively articulate their value and increase their strategic influence within the firm.,Artificial intelligence-enabled computerized text analysis was used to identify and weight keywords from 266 CEO and C-suite marketing ...
1 CitationsSource
The purpose of this paper is to illustrate and conceptualize how crowdsourcing can be implemented as a potential means to address gaps in service quality within service networks and to provide guidance to marketing practitioners on the use of crowdsourcing within service networks.,This paper conceptualizes how crowdsourcing can be used to address service quality gaps in service networks and provides propositions regarding the effects of crowdsourcing on service quality gaps.,Conceptual paper wit...
3 CitationsSource
#1Thomas Martin Key (UCCS: University of Colorado Colorado Springs)H-Index: 5
#2Andrew J. Czaplewski (UCCS: University of Colorado Colorado Springs)H-Index: 9
Last. Jeffery M. Ferguson (UCCS: University of Colorado Colorado Springs)H-Index: 12
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Digital marketing practice continues to grow along with the need for a qualified workforce. This paper presents a course design intended to teach students how to use relevant digital marketing tool...
3 CitationsSource
#1Thomas Martin Key (UCCS: University of Colorado Colorado Springs)H-Index: 5
#2Carol Azab (Stetson University)H-Index: 4
Last. Terry Clark (SIU: Southern Illinois University Carbondale)H-Index: 16
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Abstract This article introduces a new concept, embedded ethics, to explain the subtle impact that complex systems and structures have on ethical outcomes. We define embedded ethics as the entrenched complex of networked structural indicators that subtly and silently direct actions in the form of normalized industrial, organizational, and/or functional-role behavior. We then describe two examples—one from the legal systems (corporate governance) and one from business (shareholder value)—to demon...
3 CitationsSource
#1Thomas Martin Key (UCCS: University of Colorado Colorado Springs)H-Index: 5
The sharing economy has experienced major growth in a short period with little academic research that has looked into possible logistic factors that may have contributed to this phenomenon. This article explores the domains of digital marketing channels—specifically e-mail marketing, social media marketing, and search engine marketing—to understand how they can contribute to growth for organizations in the sharing economy. A detailed conceptual model of the decision spectrum necessary to coordin...
29 CitationsSource