Dr. Kittinger, for almost eight years you have been responsible for editing the GfK Marketing Intelligence Review (GfK MIR). Who are the target audience for this publication, and what is special about the GfK MIR?
Anybody seeking to keep on top of developments regarding marketing techniques and those looking to learn more about marketing are well-served by our publication. The GfK MIR is often compared with the Harvard Business Review, which is obviously pleasing to hear. For this reason, we place great emphasis upon delivering the highest-quality publication possible.
The objective of the GfK MIR is to present new findings in the field of marketing research in a practice-relevant manner. We work with renowned marketing researchers from around the globe, and our advisory board selects new, exciting themes to deal with. For each of these, a renowned marketing scholar serves as guest editor, inviting researchers to work more closely on individual aspects of the respective topic. In order that readers can enjoy an informative and engaging publication, we edit the texts further, adding images and figures produced especially for the GfK MIR. Those who just want to gain an overview are also catered for: short executive summaries of the articles mean that skim reading of the publication is also easy.
Previous editions have discussed topics such as emotions, social media, design and measuring marketing success. The most recent deals with the subject “Responsible Marketing”. What can you tell us about the content?
Against a contemporary backdrop of climate change and increasing social tension, corporate responsibility is more relevant than ever. We were able to attract CB Bhattacharya as guest editor of the publication, Chair for Sustainable Management at the European School of Management and Technology in Berlin (ESMT). The eight contributions he selected show that there need not be a conflict between profit orientation and responsible management. On the contrary, a sustainable commitment toward the environment or society enables competitive advantages to be leveraged, in turn securing a company’s very existence. We explain what pioneers such as Unilever, Intel, Ferrero and large pharmaceutical companies have already achieved in terms of sustainability. We also look at the stumbling blocks which should be avoided. Consumers, for example, are not always automatically attracted to “more ecological” or “fairer” products, which needs to be considered when developing a CSR strategy. Our GfK research also looks at this problem and the difference between what people say and what they do when it comes to purchasing fair trade clothing, as well as how suppliers can react to this.
Are you able to tell us the topic of the next edition, and when it is expected for publication?
Preparations are already underway for the next two editions, and they both again feature exciting and topical subjects. The next edition will be published in November of this year and focuses on big data and how marketing can benefit. Data science is becoming increasingly important in the field of marketing, both in training and in practice. We look at the opportunities presented by analyzing various different data sets, as well as the hefty challenges posed by assessing this data in order to generate more profit. In the first edition of 2017, we will investigate the effects of the increasing digititalization of many walks of life. The edition "Digital Transformation" will also have a closer look at the consequences of new business models on individual companies and whole industries. Many tried-and-tested concepts for success stop working, whereas new ideas and ways of thinking allow for lots of money to be earned. Whether in market research, commerce, advertising or the banking sector, things are changing and we can learn how we can fit into this picture.
Thank you for your time!
You can find the current edition of MIR “Responsible Marketing” here.
You can find all editions of MIR here.