relationship marketing research topics

Advancing relationship marketing theory: exploring customer relationships through a process-centric framework

• Theory/Conceptual
• Published: 08 May 2017
• Volume 8 , pages 39–57, ( 2018 )

Cite this article

• Antje S. J. Hütten 1 ,
• Torsten Oliver Salge 1 ,
• Thomas Niemand 2 &
• Florian U. Siems 3  

1793 Accesses

4 Citations

Explore all metrics

Relationship marketing is commonly defined as a process. Its essential process dimension, however, remains surprisingly under-theorized. In this conceptual paper, we address this theoretical void and begin to develop a process-centric framework to explore company-customer relationships. This framework distinguishes four ideal-typical models of the relationship marketing process: (1) life-cycle, (2) evolutionary, (3) teleological and (4) dialectical process models. Our review of the relationship marketing literature reveals the prevalence of life-cycle conceptions of the relationship marketing process, followed by teleological and evolutionary conceptions. It is against this backdrop that we illustrate the value of dialectical process models as a first promising opportunity to advance relationship marketing theory. The second opportunity we showcase consists in combining two (or more) of these process models. We end with guidelines on how to identify suitable combinations of commensurable process models to systematize the multifaceted opportunities for advancing theory in relationship marketing and beyond.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Price includes VAT (Russian Federation)

Instant access to the full article PDF.

Rent this article via DeepDyve

Institutional subscriptions

Similar content being viewed by others

Online influencer marketing

Research in marketing strategy

Customer experience: fundamental premises and implications for research

Achrol, R. S., & Etzel, M. J. (2003). The structure of reseller goals and performance in marketing channels. Journal of the Academy of Marketing Science, 31 (2), 146–163.

Google Scholar  

Agariya, A. K., & Singh, D. (2011). What really defines relationship marketing? A review of definitions and general and sector-specific defining constructs. Journal of Relationship Marketing, 10 (4), 203–237.

Aggarwal, P. (2004). The effects of Brand relationship norms on consumer attitudes and behavior. Journal of Consumer Research, 31 (1), 87–101.

Altman, I., Vinsel, A., & Brown, B. B. (1981). Dialectic conceptions in social psychology: An application to social penetration and privacy regulation. Advances in Experimental Social Psychology, 14 (1983), 107–160.

Anderson, E. W., & Mittal, V. (2000). Strengthening the satisfaction-profit chain. Journal of Service Research, 3 (2), 107–120.

Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12 (2), 125–143.

Anderson, E., & Weitz, B. (1992). The use of pledges to build and sustain commitment in distribution channels. Journal of Marketing Research, 29 (1), 18–34.

Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and Manufacturer firm working partnerships. Journal of Marketing, 54 (1), 42–58.

Andersson-Cederholm, E., & Gyimóthy, S. (2010). The service triad: Modelling dialectic tensions in service encounters. The Service Industries Journal, 30 (2), 265–280.

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20 (4), 644–656.

Bagozzi, R. P. (1995). Reflections on relationship Marketing in Consumer Markets. Journal of the Academy of Marketing Science, 23 (4), 272–277.

Bantham, J. H., Celuch, K. G., & Kasouf, C. J. (2003). A perspective of partnerships based on interdependence and dialectical theory. Journal of Business Research, 56 (4), 265–274.

Batonda, G., & Perry, C. (2003). Approaches to relationship development processes in inter-firm networks. European Journal of Marketing, 37 (10), 1457–1484.

Batson, D. C. (1997). Self–other Merging and the Empathy–Altruism Hypothesis: Reply to Neuberg et al. (1997). Journal of Personality and Social Psychology, 73 (3), 517–522.

Baxter, L. A. (1988). A dialectical perspective on communication strategies in relationship development. In S. Duck (Ed.), Handbook of personal relationships (pp. 257–274). London: Wiley.

Baxter, L. A. (1990). Dialectical contradictions in relationship development. Journal of Social and Personal Relationships, 7 (1), 69–88.

Baxter, L. A., & Montgomery, B. M. (1996). Relating: Dialogues and dialectics (1st ed.). New York: Guilford Press.

Bejou, D. (1997). Relationship marketing: Evolution, present state, and future. Psychology and Marketing, 14 (8), 727–735.

Ben-Ari, A. (2012). Rethinking closeness and distance in intimate relationships are they really two opposites? Journal of Family Issues, 33 (3), 391–412.

Berry, L. L. (1983). Relationship marketing. In L. L. Berry, G. L. Shostack, & G. Upah (Eds.), Emerging perspectives on services marketing, AMA proceeding series (pp. 25–28). Chicago: American Marketing Association.

Berry, L. L., Hensel, J. S., & Burke, M. C. (1976). Improving retailer capability for effective consumerism response. Journal of Retailing, 52 (3), 3–14.

Berscheid, E., Snyder, M., & Omoto, A. M. (1989). The relationship closeness inventory: Assessing the closeness of interpersonal relationships. Journal of Personality and Social Psychology, 57 (5), 792–807.

Beverland, M., & Lindgreen, A. (2004). Relationship use and market dynamism: A model of relationship evolution. Journal of Marketing Management, 20 (7–8), 825–858.

Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54 (2), 69–82.

Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: Diagnosing favorable and unfavorable incidents. Journal of Marketing, 54 (1), 71–84.

Bowen, J. (1990). Development of a taxonomy of services to gain strategic marketing insights. Journal of the Academy of Marketing Science, 18 (1), 43–49.

Braithwaite, D. O., & Baxter, L. A. (1995). I Do’Again: The relational dialectics of renewing marriage vows. Journal of Social and Personal Relationships, 12 (2), 177–198.

Butcher, K., Sparks, B., & O’Callaghan, F. (2002). On the nature of customer-employee relationships. Marketing Intelligence & Planning, 20 (5), 297–306.

Conway, T., & Swift, J. S. (2000). International relationship marketing - the importance of psychic distance. European Journal of Marketing, 34 (11/12), 1391–1414.

Cornforth, M. C. (1968). Materialism and the dialectical method . New York: International Publishers.

De Houwer, J., Teige-Mocigemba, S., Spruyt, A., & Moors, A. (2009). Implicit measures: A normative analysis and review. Psychological Bulletin, 135 (3), 347–368.

de Rond, M., & Bouchikhi, H. (2004). On the dialectics of strategic alliances. Organization Science, 15 (1), 56–69.

DeConinck, J. B., & Lewis, W. F. (1997). The influence of deontological and teleological considerations and ethical climate on sales managers’ intentions to reward or punish sales force behavior. Journal of Business Ethics, 16 (5), 497–506.

Duck, S. (1994). Steady as (S)he goes: Relational Maintenance as a shared meaning system. In D. J. Canary & L. Stafford (Eds.), Communication and relational Maintenance (pp. 45–60). San Diego: Academic Press.

Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51 (2), 11–27.

Eiriz, V., & Wilson, D. (2006). Research in relationship marketing: Antecedents, traditions and integration. European Journal of Marketing, 40 (3/4), 275–291.

Eisenhardt, K. M. (2000). Paradox, spirals, ambivalence: The new language of change and pluralism. Academy of Management Review, 25 (4), 703–705.

Evans, J. R., & Laskin, R. L. (1994). The relationship marketing process: A conceptualization and application. Industrial Marketing Management, 23 (5), 439–452.

Fang, S.-R., Chang, Y.-S., & Peng, Y.-C. (2011). Dark side of relationships: A tensions-based view. Industrial Marketing Management, 40 (5), 774–784.

Fournier, S., & Yao, J. L. (1997). Reviving Brand loyalty: A reconceptualization within the framework of consumer-Brand relationships. International Journal of Research in Marketing, 14 (5), 451–472.

Gerstel, N., & Gross, H. (1984). Commuter marriage: A study of work and Family . New York: Guilford Press.

Giannakis, D., & Harker, M. J. (2014). Strategic alignment between relationship marketing and human resource Management in Financial Services Organizations. Journal of Strategic Marketing, 22 (5), 396–419.

Greiner, L. (1972). Evolution and revolution as organizations grow. Harvard Business Review, 50 (4), 37–46.

Grönroos, C. (1990). Relationship approach to Marketing in Service Contexts: The marketing and organizational behavior Interface. Journal of Business Research, 20 (1), 3–11.

Grönroos, C. (1994). From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Management Decision, 32 (2), 4–20.

Grönroos, C. (1997a). Keynote paper from marketing mix to relationship marketing - towards a paradigm shift in marketing. Management Decision, 35 (4), 322–339.

Grönroos, C. (1997b). Value-driven relational marketing: From products to resources and competencies. Journal of Marketing Management, 13 (5), 407–419.

Grönroos, C. (2004). The relationship marketing process: Communication, interaction, dialogue, value. Journal of Business & Industrial Marketing, 19 (2), 99–113.

Gruen, T. W., Summers, J. O., & Acito, F. (2000). Relationship marketing activities, commitment, and membership behaviors in professional associations. Journal of Marketing, 64 (3), 34–49.

Guenzi, P., & Pelloni, O. (2004). The impact of interpersonal relationships on customer satisfaction and loyalty to the service provider. International Journal of Service Industry Management, 15 (4), 365–384.

Gummesson, E., & Polese, F. (2009). B2B is not an island! Journal of Business & Industrial Marketing, 24 (5/6), 337–350.

Gupta, Y. P., & Torkzadeh, G. (1988). Re-designing Bank Service Systems for Effective Marketing. Long Range Planning, 21 (6), 38–43.

Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: The Customer’s perspective. Journal of the Academy of Marketing Science, 26 (2), 101–114.

Halinen, A. (2012). Relationship Marketing in Professional Services: A study of agency-client dynamics in the advertising sector . London, New York: Routledge.

Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9 (2), 132–140.

Hollmann, T., Jarvis, C. B., & Bitner, M. J. (2015). Reaching the breaking point: A dynamic process theory of business-to-business customer defection. Journal of the Academy of Marketing Science, 43 (2), 257–278.

Homburg, C., Kuester, S., & Krohmer, H. (2012). Marketing management: A contemporary perspective . London: McGraw-Hill Higher Education.

Howcroft, B., Hewer, P., & Durkin, M. (2003). Banker-customer interactions in financial services. Journal of Marketing Management, 19 (9–10), 1001–1020.

Hui, M. K., Au, K., & Fock, H. (2004). Reactions of service employees to organization–customer conflict: A cross-cultural comparison. International Journal of Research in Marketing, 21 (2), 107–121.

Hunt, S. D., Arnett, D. B., & Madhavaram, S. (2006). The explanatory foundations of relationship marketing theory. Journal of Business & Industrial Marketing, 21 (2), 72–87.

Iacobucci, D., & Ostrom, A. (1996). Commercial and interpersonal relationships; using the structure of interpersonal relationships to understand individual-to-individual, individual-to-firm, and firm-to-firm relationships in commerce. International Journal of Research in Marketing, 13 (1), 53–72.

Jap, S. D. (2001). The strategic role of the salesforce in developing customer satisfaction across the relationship lifecycle. Journal of Personal Selling & Sales Management, 21 (2), 95–108.

Joshi, A. W., & Campbell, A. J. (2003). Effect of environmental dynamism on relational governance in Manufacturer-supplier relationships: A contingency framework and an empirical test. Journal of the Academy of Marketing Science, 31 (2), 176–188.

Kalwani, M. U., & Narayandas, N. (1995). Long-term Manufacturer-supplier relationships: Do they pay off for supplier firms? Journal of Marketing, 59 (1), 1–16.

Kotler, P., Wong, V., Saunders, J., & Armstrong, G. (2005). Principles of Marketing (4th European ed). Harlow: Pearson Education.

Kunz, W. H., & Hogreve, J. (2011). Toward a deeper understanding of service marketing: The past, the present, and the future. International Journal of Research in Marketing, 28 (3), 231–247.

Levitt, T. (1983). After the sale is over. Harvard Business Review, 61 (7), 87–93.

Lindgreen, A. (2001). A framework for studying relationship marketing dyads. Qualitative Market Research: An International Journal, 4 (2), 75–88.

Maheswaran, D. (1994). Country of origin as a stereotype: Effects of consumer expertise and attribute strength on product evaluations. Journal of Consumer Research, 21 (2), 354–365.

Masheter, C., & Harris, L. M. (1986). From divorce to friendship: A study of dialectic relationship development. Journal of Social and Personal Relationships, 3 (2), 177–189.

Mattsson, L. (1997). “relationship marketing” and the “markets-as-networks approach”—A comparative analysis of two evolving streams of research. Journal of Marketing Management, 13 (5), 447–461.

McCarthy, E. J. (1960). Basic marketing: A managerial approach (1st ed.). Homewood: Richard D. Irwin.

Mende, M., Bolton, R. N., & Bitner, M. J. (2013). Decoding customer–firm relationships: How attachment styles help explain customers’ preferences for closeness, repurchase intentions, and changes in relationship breadth. Journal of Marketing Research, 50 (1), 125–142.

Möller, K., & Halinen, A. (2000). Relationship marketing theory: Its roots and direction. Journal of Marketing Management, 16 (1–3), 29–54.

Montgomery, B. M. (1993). Relationship Maintenance versus relationship change: A dialectical dilemma. Journal of Social and Personal Relationships, 10 (2), 205–223.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58 (3), 20–38.

Muniz, A. M., & O’Guinn, T. C. (2001). Brand Community. Journal of Consumer Research, 27 (4), 412–432.

Murray, S. L., Holmes, J. G., & Griffin, D. W. (1996). The benefits of positive illusions: Idealization and the construction of satisfaction in close relationships. Journal of Personality and Social Psychology, 70 (1), 79–98.

Neu, W. A., Gonzalez, G. R., & Pass, M. W. (2011). The trusted advisor in inter-firm interpersonal relationships. Journal of Relationship Marketing, 10 (4), 238–263.

Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17 (4), 460–469.

Palmatier, R. W. (2008). Relationship marketing . Cambridge: Marketing Science Institute.

Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70 (4), 136–153.

Palmatier, R. W., Houston, M. B., Dant, R. P., & Grewal, D. (2013). Relationship velocity: Toward a theory of relationship dynamics. Journal of Marketing, 77 (1), 13–30.

Palmer, A. (2002). The evolution of an idea. Journal of Relationship Marketing, 1 (1), 79–94.

Palmer, A., & Bejou, D. (1994). Buyer-seller relationships: A conceptual model and empirical investigation. Journal of Marketing Management, 10 (6), 495–512.

Parvatiyar, A., & Sheth, J. N. (2000). The domain and conceptual foundations of relationship marketing. In J. N. Sheth & A. Parvatiyar (Eds.), Handbook of relationship marketing (pp. 3–38). Thousand Oaks: Sage.

Payne, A., Ballantyne, D., & Christopher, M. (2005). A stakeholder approach to relationship marketing strategy: The development and use of the “six markets” model. European Journal of Marketing, 39 (7/8), 855–871.

Porter, C. (1993). The marketing strategy letter. May.

Price, L. L., & Arnould, E. J. (1999). Commercial friendships: Service provider-client relationships in context. Journal of Marketing, 63 (4), 38–56.

Ravald, A., & Grönroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30 (2), 19–30.

Rawlins, W. K. (1992). Friendship matters: Communication, dialectics, and the life course . New Brunswick: Transaction Publishers.

Reichheld, F. F., & Sasser Jr., W. E. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68 (5), 105–111.

Reimann, M., Schilke, O., & Thomas, J. S. (2010). Toward an understanding of industry commoditization: Its nature and role in evolving marketing competition. International Journal of Research in Marketing, 27 (2), 188–197.

Roberts, J. H., Kayande, U., & Stremersch, S. (2014). From academic research to marketing practice: Exploring the marketing Science value chain. International Journal of Research in Marketing, 31 (2), 127–140.

Schulman, A. I. (1974). Memory for words recently classified. Memory & Cognition, 2 (1), 47–52.

Sheth, J. N., Gardner, D. M., & Garrett, D. E. (1988). Marketing theory: Evolution and evaluation . New York: Wiley.

Soldow, G. F., & Thomas, G. P. (1984). Relational communication: Form versus content in the sales interaction. Journal of Marketing, 48 (1), 84–93.

Stafford, L., & Merolla, A. J. (2007). Idealization, reunions, and stability in long-distance dating relationships. Journal of Social and Personal Relationships, 24 (1), 37–54.

Stafford, L., & Reske, J. R. (1990). Idealization and communication in long-distance premarital relationships. Family Relations, 39 (3), 274–279.

Swanson, R. A., & Holton, E. F. (2001). Foundations of human resource development . San Francisco: Berrett-Koehler Publishers.

Tidström, A. (2014). Managing tensions in coopetition. Industrial Marketing Management, 43 (2), 261–271.

Tynan, C. (1997). A review of the marriage analogy in relationship marketing. Journal of Marketing Management, 13 (7), 695–703.

Van de Ven, A. H. (2007). Engaged scholarship : A guide for organizational and social research: A guide for organizational and social research . Oxford: Oxford University Press.

Van de Ven, A. H., & Poole, M. S. (1995). Explaining development and change in organizations. Academy of Management Review, 20 (3), 510–540.

Velu, C. (2015). Knowledge management capabilities of lead firms in innovation ecosystems. AMS Review, 5 (3), 1–19.

Verma, V., Sharma, D., & Sheth, J. (2015). Does relationship marketing matter in online retailing? A meta-analytic approach. Journal of the Academy of Marketing Science, 44 (2), 206–217.

Webster Jr., F. E. (1992). The changing role of Marketing in the Corporation. Journal of Marketing, 56 (4), 1–17.

Weitz, B. A., & Bradford, K. D. (1999). Personal selling and sales management: A relationship marketing perspective. Journal of the Academy of Marketing Science, 27 (2), 241–254.

Wilson, D. T. (1995). An integrated model of buyer-seller relationships. Journal of the Academy of Marketing Science, 23 (4), 335–345.

Yadav, M. S. (2010). The decline of conceptual articles and implications for knowledge development. Journal of Marketing, 74 (1), 1–19.

Zhang, J. Z., Watson IV, G. F., Palmatier, R. W., & Dant, R. P. (2016). Dynamic relationship marketing. Journal of Marketing, 80 (5), 53–75.

Download references

Author information

Authors and affiliations.

TIME Research Area, Innovation, Strategy, and Organisation Group, RWTH Aachen University, Kackertstraße 7, D –, 52072, Aachen, Germany

Antje S. J. Hütten & Torsten Oliver Salge

Institute of Management and Economics, Department of Management and Marketing Research, Clausthal University of Technology, Albrecht-von-Groddeck-Straße 7, D –, 38678, Clausthal-Zellerfeld, Germany

Thomas Niemand

Department of Marketing, Dresden University of Technology, Helmholtzstraße 10, Hülsse-Bau, D –, 01069, Dresden, Germany

Florian U. Siems

You can also search for this author in PubMed   Google Scholar

Corresponding author

Correspondence to Antje S. J. Hütten .

Rights and permissions

Reprints and permissions

About this article

Hütten, A.S.J., Salge, T.O., Niemand, T. et al. Advancing relationship marketing theory: exploring customer relationships through a process-centric framework. AMS Rev 8 , 39–57 (2018). https://doi.org/10.1007/s13162-017-0091-x

Download citation

Received : 19 January 2016

Accepted : 06 April 2017

Published : 08 May 2017

Issue Date : June 2018

DOI : https://doi.org/10.1007/s13162-017-0091-x

Share this article

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

• Relationship marketing process
• Customer relationships
• Process theories
• Dual-motor theory
• Theory combination
• Find a journal
• Publish with us
• Track your research

To read this content please select one of the options below:

Please note you do not have access to teaching notes, relationship marketing research (1994‐2006): an academic literature review and classification.

Marketing Intelligence & Planning

ISSN : 0263-4503

Article publication date: 8 May 2009

The purpose of this paper is to review the academic literature on relationship marketing (RM), conduct a content analysis of the same for the purpose of classification and provides a comprehensive bibliography.

Design/methodology/approach

A range of online databases were searched to review the literature on RM. Only, 209 papers had RM as the primary research topic. The full text of each paper was taken as the unit of analysis. The classification of all the units into mutually exclusive categories was done by two independent researchers.

The content analysis led to classification of literature into five mutually exclusive categories viz. objectives, defining constructs, instruments, industrial applications and issues. The contribution of research papers has been on the rise across the time frame and there has been a sharp rise in RM research publication in the recent years. The study revealed many other useful findings.

Research limitations/implications

The findings can be generalized only to the population of selected online databases for the given time period but not to the larger universe of RM literature. The study identifies various untapped areas for further research in terms of industry, country of study, research methods, type of study, etc.

Practical implications

The paper provides a roster of field projects accompanied by a comprehensive bibliography that will be useful to both academics and practitioners for studying existing research as well as for contemplating future research.

Originality/value

This is the only paper that provides a literature review and bibliography of RM literature for the period 1994‐2006.

• Relationship marketing
• Customer relations
• Information management

Das, K. (2009), "Relationship marketing research (1994‐2006): An academic literature review and classification", Marketing Intelligence & Planning , Vol. 27 No. 3, pp. 326-363. https://doi.org/10.1108/02634500910955236

Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

Related articles

We’re listening — tell us what you think, something didn’t work….

Report bugs here

All feedback is valuable

Please share your general feedback

Join us on our journey

Platform update page.

Visit emeraldpublishing.com/platformupdate to discover the latest news and updates

Questions & More Information

Answers to the most commonly asked questions here

Research Topics & Ideas: Marketing

50+ Marketing Research Topic Ideas To Fast-Track Your Project

Finding and choosing a strong research topic is the critical first step when it comes to crafting a high-quality dissertation, thesis or research project. If you’ve landed on this post, chances are you’re looking for a marketing-related research topic , but aren’t sure where to start. If so, you’ve come to the right place.

Here, we’ll explore a variety of marketing-related research ideas and topic thought-starters, covering both traditional marketing (offline media) and digital marketing (including social media marketing, content marketing and the like). We’ll also look at actual dissertations and theses from marketing students to give you a view of what a well-defined research topic looks like.

NB – This is just the start…

The topic ideation and evaluation process has multiple steps . In this post, we’ll kickstart the process by sharing some research topic ideas within the marketing domain. This is the starting point, but to develop a well-defined research topic, you’ll need to identify a clear and convincing research gap , along with a well-justified plan of action to fill that gap.

If you’re new to the oftentimes perplexing world of research, or if this is your first time undertaking a formal academic research project, be sure to check out our free dissertation mini-course. In it, we cover the process of writing a dissertation or thesis from start to end. Be sure to also sign up for our free webinar that explores how to find a high-quality research topic. 

Overview: Marketing-Related Topics

• How to find a research topic (video)
• Traditional (offline) marketing topics/ideas
• Digital (online) marketing topics/ideas
• Examples of actual dissertation topics
• Free Webinar : Topic Ideation 101
• Where to get extra help

How To Find A Research Topic

Before we look at specific research ideas and topics, it’s useful to first understand what the topic ideation process entails and how to go about finding and refining viable topic ideas. In the video below, we cover exactly that. So, if you’re a first-time researcher, be sure to watch this tutorial before jumping into the collection of marketing research topics we present below. 

Now that you’ve got a big-picture view of the topic ideation process, we can dive into a few research ideas to get your creative juices flowing. Please note that these research topic ideas are intentionally broad and generic, so you will need to refine them a fair deal using the techniques we discussed in the video above.

To make life a little easier for you, we’ve grouped the topic ideas based on two main categories – traditional marketing and digital / online marketing . For the latter, we’ve divided it up into a few subcategories, including social media marketing, content marketing and search marketing. That said, there is naturally some overlap between topics, so keep this in mind.

Research Ideas: Traditional Marketing

• The perceived effectiveness of different types of direct mail campaigns (e.g., postcards, catalogues, brochures) among small business owners in New York
• The perception and use of traditional marketing in creating and nurturing customer loyalty and retention among UK Financial Firms.
• The impact of demographic targeting on traditional marketing performance among green businesses
• The perception of different types of sales promotion (e.g., discounts, coupons, contests) among GenZ consumers
• The continued use of celebrity endorsements in traditional marketing campaigns, post-2020.
• Exploring factors related to outdoor advertising recall in India
• Measuring the ROI of traditional marketing efforts: a review of current methods
• Comparing the effectiveness of different traditional media channels (e.g., television, radio, print) in driving engagement and conversions among established brands
• The use of public relations in traditional marketing campaigns among large insurance companies
• The role of event marketing in building brand awareness and engagement: perceptions among marketing professionals in the UK

Research Ideas: Digital/Online Marketing

Social media marketing

• The use of artificial intelligence in social media marketing among online fashion companies in Sweden
• The impact of social media on public relations and media relations: a Case Study of Nandos
• The role of Twitter in crisis communication and reputation management: a discourse analysis
• The impact of social media influencer presence on brand loyalty and customer retention among Gen X.
• The use of social media for market research and consumer insights among SMEs in Kenya
• The impact of social media on consumer buying behaviour of fast food in Italy
• The challenges and opportunities of social media in global and multicultural marketing: perceptions of marketing departments in large corporations
• The relationship between social media engagement and website traffic: an analysis of fitness brands
• The effectiveness of influencer marketing on social media platforms for household cleaning products in the UK
• The perceptions and understanding of paid vs organic social media advertising among Gen Z consumers in San Francisco

Content marketing

• The use and understanding of micro-moments in creating personalized content experiences among content creators in the USA
• Comparing the effectiveness of methods of personalization of content marketing: an evaluation of best practice
• The experiences and use of SEO in content marketing strategy among small online businesses
• The use of social media influencers in content marketing campaigns: a Case Study of Hello Fresh
• Comparing different content distribution channels for different types of content: perceptions of best practices among content marketing experts
• The use of user-generated content in building brand trust and engagement among green companies in the UK
• Measuring the ROI of content marketing efforts among luxury brands
• The perception and use of Chat GPT in content creation among small online businesses
• The perceptions of interactive and immersive content formats (e.g., virtual reality, augmented reality) in marketing among consumers: an experimental study
• Comparing image and text-based content formats in driving engagement and conversions on social media: a multi-case study of NGOs

Search engine marketing

• The effectiveness of different ad formats (e.g., text ads, shopping ads, video ads) in Search Engine Marketing for tourist destinations
• The impact of search engine algorithm updates on Search Engine Marketing performance – who are the winners and losers?
• The perception and use of AI and machine learning in Search Engine Marketing strategy and bidding optimization within a UK marketing agency
• The use of voice search and its impact on Search Engine Marketing among food retailers in Switzerland
• The role of local SEO in driving brick-and-mortar sales: a case study of a local fashion outlet in France
• The impact of mobile optimization on Search Engine Marketing performance and conversion rates in Nigeria
• Comparing analytical tools for measuring ROI of Search Engine Marketing campaigns
• The effectiveness of different types of keywords and search queries in driving traffic towards restaurants in Italy
• The use of remarketing and retargeting in search engine marketing campaigns among marketers
• The understanding and use of schema markup and structured data in improving Search engine marketing performance among Start-Ups

Email marketing

• The perception and use of AI and machine learning in email marketing among NGOs: a focus on personalized content and dynamic segmentation
• The effectiveness of email subject line strategies in driving open and click-through rates: an experimental study
• Comparing A/B testing and multivariate testing in improving email marketing performance: a case study
• The use of personalization on email marketing performance among craft bloggers
• The impact of automated email marketing among local online retailers on customer loyalty and retention
• The use of automation and triggered emails in increasing engagement and conversion rates for online courses
• The perception and understanding of GDPR and other data privacy regulations on email marketing among SMEs
• The role of mobile optimization in email marketing targeting Gen Z consumers
• The challenges of measuring the ROI of email marketing campaigns: perceptions of SMEs
• The effectiveness of different email formats (e.g., text-based, HTML, interactive) in driving engagement: A/B testing for a small online retailer

Marketing-Related Dissertations & Theses

While the ideas we’ve presented above are a decent starting point for finding marketing-related research topic, they are fairly generic and non-specific. So, it helps to look at actual dissertations and theses to see how this all comes together.

Below, we’ve included a selection of research projects from various marketing-related degree programs to help refine your thinking. These are actual dissertations and theses, written as part of Master’s and PhD-level programs, so they can provide some useful insight as to what a research topic looks like in practice.

• The Influences of Brand Personality, Culture, and Social Media on Iconic Brand Preferences (Whelan, 2021)
• Customer Success and the Transformation of Customer Relationships (Raines, 2022)
• The Effects of Online Incentivized Reviews on Organic Review Ratings (Jeong, 2020)
• Are You For Real? The Consumption-Driven Self-Authentication Process And Its Effects On Perceived Brand Authenticity (Kuchmaner, 2020)
• You Are What You Eat: How Food Texture And Packaging Influence Consumer Well-Being (Ning, 2020)
• Social Dialogic Listening: Connecting Marketing Activity To Strategy (Collins, 2020)
• Millennials’ Attitudes Towards Influencer Marketing And Purchase Intentions (Yu, 2019)
• Cannibalization between Two Mercedes-Benz Models and Consumer Behavior (Ma, 2020)
• Selling and Buying Aspects of Used Products That Are Brand Anthropomorphized (Kim, 2019)
• Global Identity: Conceptualization, Measurement, And Implications For Marketing Strategy (Yoruk, 2022)
• The Intersection of Organizational Frontline Marketing and a High-Tech World (Krotz, 2021)
• The Unexplored Impacts of Communication Elements in Marketing (Trinh, 2022)
• Founder Social Identity As A Predictor Of Customer And Competitor Orientation In Small And Medium-Sized Enterprises (Rutherford, 2021)

Looking at these titles, you can probably pick up that the research topics here are far more specific and narrowly-focused , compared to the generic ones presented earlier. This is an important thing to keep in mind as you develop your own research topic. That is to say, to create a top-notch research topic, you must be precise and target a specific context with specific variables of interest . In other words, you need to identify a clear, well-justified research gap.

Fast-Track Your Research Topic

If you’re still feeling a bit unsure about how to find a research topic for your marketing dissertation or thesis, check out our 1-on-1 private coaching services below.

You Might Also Like:

Submit a Comment Cancel reply

Your email address will not be published. Required fields are marked *

Save my name, email, and website in this browser for the next time I comment.

• Print Friendly

• 18+ Risks and Disadvantages of Technology

How to Build Your Business Identity on a Tight Budget

• Best Green Tea Brands in the world in 2020: What makes them the best?
• Global Milk brands in 2020 – What makes them successful?
• What is a Triple Net Lease? Its Advantages and Disadvantages
• Adaptation Level Phenomenon – understanding its importance
• Risk Matrix – Factors of a risk matrix and how to implement it
• Prioritization Matrix – Different types and how to use a prioritization matrix

71+ Research Paper Topics & Ideas for Marketing Students  

As a marketing student, you probably have access to a plethora of resources such as your college library and of course, the internet, to come up with great research paper topics.

However, the thought of writing your research paper can be daunting, especially if you’re still brainstorming and don’t know what to write about.

Just like any other piece of writing, start by keeping your audience in mind. Then, make a list of research paper topics that are more relevant to your interests, or a new under-developed field (for example; augmented reality, or people sentiments towards Artificial Intelligence), or a unique research topic that intrigues your audience.

But if you’re still struggling to pin down one out of the many research paper topics for your program, we’ll suggest a number of them for you to either choose from; or for you to take inspiration from and come up with your own.

Table of Contents

How to Choose the Best Research Paper Topics

Before we dive into the details, you’ll have to familiarize yourself with the basics. For starters, pick up a pen and paper and brainstorm different topics that you’d like to write about.

While personal interest is definitely important, we also suggest you opt for a topic that will intrigue your readers.  Here are a couple of factors you ought to keep in mind while selecting a topic:

Keeping your personal interest in mind

You probably won’t be able to write a stellar research paper if you’re not interested in the topic. Sit down with your peers and advisors to discuss possible ideas. It will be easier for you to discuss different themes once you’ve written down all your ideas in one place. If you’ve decided on a specific keyword for instance “consumer behaviour”, you can look for similar research papers on the internet.

A research paper isn’t a descriptive essay which you can drag aimlessly. Your research paper needs to be based on factual data and that’s only possible if you’ve conducted thorough research. While jotting down points for your first draft, ensure your statements are supported with references or examples citing credible academicals and research work.

Don’t leave it till the last day

A lot of students tend to undermine the writing process and leave for the last few days. Bear in mind that you can’t possibly write your entire research paper overnight. In order to succeed, you’ll have to devote sufficient amount of time to research.

Also, be prepared to schedule meetings with your advisor on a regular basis as you’re bound to require help along the way. At this point, make sure you only rely on credible sources that will support your dissertation.

Examples & List of Research Paper Topics

If you’re still unable to decide a topic of your interest, here is a list of 70 unique marketing research topics that you can use as marketing project topics for your MBA, or any other marketing course:

• How do organizations use CSR ( corporate social responsibility ) to reinforce brand equity?
• What manipulation tactics do brands use to get more customers?
• How can brand image be communicated via social media marketing?
• How can social media impact the buying choices of shoppers?
• Are consumers equipped to shield themselves from direct marketing strategies?
• Determine and analyze consumer buying behavior for [product name]
• How does advertising impact consumer behaviour?
• How does family orientation impact marketing communications?
• What characteristics do buyers look for when purchasing a product online?
• How does global marketing incorporate standardization?
• What attributes do consumers look for when comparing products online?
• How do financial institutions differentiate their goods and services on the basis of social class?
• Is direct marketing really the most effective form of marketing?
• What internet marketing trends can be expected for the future?
• How to marketing strategies differ across different cultures?
• Can brand advertising impact political campaigns?
• How do brands exploit impulsive buying?
• How does loyalty cards encourage sales and boost customer loyalty?
• Can well-marketed brands get away with selling substandard quality products?
• How is globalization having on impact on consumer behaviour?
• Impact of brand image on customer loyalty
• Brand attributes that lead to an increase in customer loyalty
• Successful marketing approaches that helped break through strong market monopoly
• Impact of cause marketing on brand affinity with young mothers
• Effect of consumer promotions and discount offerings on brand equity
• The outcomes of advertising in a recession
• Influence on Social Media advertising on consumer behaviour
• Effect of TV advertising on top of mind awareness
• Understanding customer perceptions around event sponsorships
• Does corporate social responsibility translate into sales?
• Canadians perspective on being targeted with mobile ads based on their browser history
• Is direct marketing welcomed by people?
• Are customers able to differentiate between various mortgage offering by competing banks?
• Does social media influence buying behaviour
• Do people like being click baited into sponsored posts?
• Understanding the impact of celebrity endorsements on ROI for CPG brands
• Women’s sentiments around comparison advertising
• How effective is comparison advertising to build brand equity?
• Do consumers prefer purchasing routine grocery products online?
• Is earned media perceived to be as important as it appears to be?
• What makes people want to share content to their friends?
• Understanding why content goes viral
• Marketing challenges around the evolving family structures
• Are we losing the emotional value and significance of money being in a cashless society?
• Is centralized global marketing a good idea for brand health in local markets?
• How is augmented reality going to enhance marketing experiences?
• How will artificial intelligence support in making better marketing decisions?
• Is immersion marketing through virtual reality technology going to be accepted?
• What does the luxury auto buyer look for in a car?
• How to instill a desire to purchase for customers in the luxury category
• Harmful effects of advertising to kids
• Impact of in-store branding on brand salience
• Effect marketing strategies for restaurant businesses
• Habit formation and ways to integrate new products in consumer lifestyles
• Is display advertising going to die?
• Can Snapchat help small business grow?
• How do customers perceive the brand who advertise on Instagram?
• The impact of humour in advertising
• Do customers pay attention to nutrition labels?
• What triggers impulse buying behaviour
• Essentials to sky rocket a new brand to heights of awareness
• The factors that lead to customer satisfaction in young adults
• Elements that help build an emotional connection with your audience
• How do males and females differ in their buying behaviour of mobile phones
• Does language targeting help in ethnic advertising?
• Customer Perceptions: Are well known brands good in quality?
• Is radio still an effective method of advertising?
• Rural vs Urban marketing challenges to be mindful of
• Impact of internal branding on employee retention and turnover
• An in-depth analysis of political marketing in Canada

More Categories of Research Topics

Still in need of some inspiration? Here are a few research paper areas that you can explore:

• Distribution
• Consumer Behavior
• Relationship Marketing
• Brand Management
• Nonprofit Marketing
• Market Segmentation & Targeting
• Internet Marketing
• Marketing Planning & Forecasting
• Product Design & Positioning
• Direct Marketing
• Advertising
• Purchasing & Materials Management

Hopefully, these marketing thesis topics will help you come up with a few topics of your own. If you’re still confused about which area, you’d like to work with, we suggest you consult your advisor for some additional help. Good luck!

135+ Rumi Quotes on Love, Beauty & Happiness

Explanation of Group Polarization with Real Life Examples

Related posts.

Dell Marketing Strategy – Details of the multi-million-dollar monopoly

Difference between Marketing and Advertising: What’s confusing?

Write a comment cancel reply.

Save my name, email, and website in this browser for the next time I comment.

This site uses Akismet to reduce spam. Learn how your comment data is processed .

• ADVERTISING
• SOCIAL MEDIA
• ENTREPRENEURSHIP
• WEB DEVELOPMENT
• MAKE MONEY WITHOUT PAYING ANYTHING
• HOW TO MAKE QUICK MONEY
• WAYS TO MAKE MONEY BLOGGING
• BIGGEST SLOGANS GUIDE
• DIFFERENT TYPES OF MARKETING
• MARKETING MIX EXPLANATION
• TYPES OF DISTRIBUTION STRATEGIES
• AFFILIATE MARKETING FOR BEGINNERS
• LEARN TO MAKE A BLOG
• FREE PRINTABLE CALENDARS 2019
• DMCA Notice
• Privacy Policy

Type above and press Enter to search. Press Esc to cancel.

• Onsite training

3,000,000+ delegates

15,000+ clients

1,000+ locations

• KnowledgePass
• Log a ticket

01344203999 Available 24/7

Top Marketing Research Topics: Strategies for Competitive Advantage

Explore the dynamic landscape of Marketing Research and discover key strategies for gaining a competitive advantage in this insightful blog. From consumer behaviour analysis to emerging trends, delve into the latest methodologies and innovative approaches that can elevate your marketing efforts. This blog unlocks the secrets to staying ahead in the ever-evolving business world through practical Marketing Research Topics.

Exclusive 40% OFF

Training Outcomes Within Your Budget!

We ensure quality, budget-alignment, and timely delivery by our expert instructors.

Share this Resource

• BCS Foundation Certificate in IS Project Management
• Introduction to Marketing Training
• Marketing Budget Course
• BCS International Diploma in Business Analysis
• BCS Advanced International Diploma in Business Analysis

Marketing Research is essential for any business that wants to understand its customers, competitors, and market trends. Marketing Research Topics are the specific questions that guide the collection and analysis of data to provide insights and recommendations for various marketing decisions.   

These topics cover a wide range of areas, such as product development, pricing, promotion, distribution, customer satisfaction, loyalty, segmentation, branding, and more. In this blog, we will discuss some of the top Marketing Research Topics that can help marketers achieve their goals and gain an edge over their competitors.   

Table of Contents 

1) Best Marketing Research Topics list 

     a) Digital Marketing Topics 

     b) Content Marketing Topics 

     c) Strategic Marketing Problems 

     d) Social Media Marketing Research Topics 

     e) Exceptional Marketing Research Topics 

     f) Unique Marketing Research Topics 

    g) Premium Marketing Research Topics 

    h) Interesting Marketing Research Ideas.  

    i) Current Marketing Research Topics 

    j) Impressive Marketing Research Topics 

2) Conclusion 

Best Marketing Research Topics list 

Here, we explore various Marketing Research Topics to uncover insights and strategies for informed decision-making and business success.  

1) Digital Marketing Research Topics 

Listed below are some of the best Digital Marketing Research topics: 

a) Digital Marketing's influence on brand recognition  

b) Social Media's function in Digital Marketing  

c) Efficiency of digital advertising  

d) Mobile technology's influence on Digital Marketing  

e) Search engine optimisation's role in Digital Marketing  

f) Utilisation of Big Data in Digital Marketing  

g) Digital Marketing's impact on customer engagement  

h) Content Marketing's position in Digital Marketing  

i) Effectiveness of strategies in Digital Marketing  

j)  Digital Marketing's impact on shopping behaviour  

k)  Artificial intelligence's role in Digital Marketing  

l)  Video usage in Digital Marketing  

m) Digital Marketing's impact on Sales  

n) Influencer Marketing's role in Digital Marketing  

o) Email Marketing's effectiveness  

p) Digital Marketing's impact on customer loyalty  

q) Social Media analytics in Digital Marketing  

r) Integration of Voice Search in Digital Marketing  

s) Digital Marketing's Effect on Return on Investment (ROI)  

t) Automation's Role in Digital Marketing  

2) Content Marketing Research Topics 

Listed below are the top Content Marketing topics: 

a) Building brand identity through Content Marketing  

b) The social media landscape in Content Marketing strategies  

c) Evaluating the impact of content advertising effectiveness  

d) Mobile technology's influence on Content Marketing strategies  

e) Search engine optimisation's significance in Content Marketing  

f) Harnessing Big Data for informed Content Marketing decisions  

g) Customer engagement strategies in Content Marketing  

h) The crucial role of Content Marketing in digital strategies  

i) Assessing the effectiveness of Content Marketing strategies  

j) Content Marketing's influence on consumer shopping patterns  

k)  Artificial intelligence: A catalyst in Content Marketing innovation  

l) Video content strategies for effective Content Marketing  

m) Driving sales through strategic Content Marketing  

n) Influencer collaboration's impact on Content Marketing success  

o) Email marketing: A pillar of effective content distribution  

p) Fostering customer loyalty through tailored content experiences  

q) Social media analytics for informed Content Marketing insights  

r) Integrating voice search into Content Marketing strategies  

s) Measuring Content Marketing ROI: A comprehensive analysis  

t) The role of automation in optimising Content Marketing effort 

Elevate your marketing prowess with our Marketing Research Masterclass for comprehensive training and strategic insights. Join now!  

3) Strategic Marketing Research Topics  

Here’s a list of Strategic Marketing Research Topics: 

a) Strategic Marketing Research's influence on brand positioning  

b)  The role of market segmentation in Strategic Marketing Research  

c) Evaluating the effectiveness of competitive analysis in Strategic Marketing  

d) Technological innovations and their impact on strategic Marketing Research  

e) Consumer behaviour studies: Informing strategic marketing decision-making  

f) Strategic Marketing Research in the era of Big Data analytics  

g) Customer journey mapping: A strategic approach in Marketing Research  

h) The positioning of brand equity in Strategic Marketing Research  

i)  Assessing the effectiveness of pricing strategies in Strategic Marketing  

j)  The impact of environmental scanning on strategic Marketing Research  

k) Artificial Intelligence's integration in strategic Marketing Research  

l) Utilising surveys and feedback loops in strategic Marketing Research  

m) Strategic Marketing Research's influence on market penetration  

n) Stakeholder analysis: A key component of strategic Marketing Research  

o) Email surveys and their role in strategic Marketing Research  

p) Building customer retention strategies through strategic Marketing  

q) Social Media monitoring in strategic Marketing Research  

r) The integration of Voice of the Customer (VOC) in Strategic Marketing  

s) Assessing ROI in strategic Marketing Research initiatives  

t) The role of automation in enhancing Strategic Marketing Research. 

4) Social Media Marketing Research Topics 

Here’s a list of Social Media Marketing Research Topics: 

a) Exploring Social Media's impact on brand recognition  

b) The role and function of Social Media in Digital Marketing  

c) Measuring the effectiveness of Social Media advertising  

d) Influence of mobile technology on Social Media Marketing  

e) Optimising Social Media presence through SEO strategies  

f) Leveraging Big Data for insights into Social Media Marketing  

g)  Enhancing customer engagement through Social Media Marketing  

h) Positioning Content Marketing within Social Media strategies  

i) Evaluating the effectiveness of Social Media Marketing strategies  

j) Understanding Social Media's influence on consumer shopping behaviour  

k) The integration of Artificial Intelligence in Social Media Marketing  

l) Utilising video content for effective Social Media Marketing  

m) Analysing the impact of Social Media Marketing on sales  

n) Role and impact of Influencer Marketing in Social Media  

o) Effectiveness of Email Marketing in Social Media context  

p) Fostering customer loyalty through Social Media Marketing  

q) Utilising Social Media analytics for strategic insights  

r) Integrating voice search in Social Media Marketing strategies  

s) Measuring Social Media Marketing's Return on Investment (ROI)  

t) The role of automation in Social Media Marketing 

Optimise your marketing impact with the Marketing Budget Masterclass – Unlock strategic budgeting skills for business success!  

5) Exceptional Marketing Research Topics 

Given below are Research Topics for Exceptional Marketing: 

a) Offshore marketing and evaluating optimal distribution strategies for new companies 

b)  Marketing distribution channels and potential mistakes to avoid 

c) Examination of online shopping in China, discussing its influence and opportunities 

d) Explanation of the concept of Artificial Intelligence in marketing 

e) Discussion of the components of a competitive marketing strategy 

f) Impact assessment of augmented reality on the marketing experience 

g) Pricing and positioning strategies for marketing effectiveness 

h) Description of the role of Social Media in lead generation 

i) Development and execution of investment banking in developing markets 

j) Impact analysis of European financial supervision on cross-border financial investment 

k) Consumer purchase decision and the influence of e-marketing 

l) Customer buying behaviour and the role of sensory marketing 

m) Gender influence on business startups 

n) Analysis of the significance of leadership and culture in organisational change 

o) Case study of Nike, evaluating the role of CSR 

p) Analysis of the use of Omni-channel tracking in marketing 

q) Comparison of Augmented Reality (AR) and Immerse Technologies in Marketing 

r) Comparison of the use of User-Generated Content and Content Mapping in Marketing 

s) Application of Progressive Web Apps (PWAs) in marketing 

t) Pros and cons of using Predictive Analytics and Browser Push Notifications in marketing 

6) Unique Marketing Research Topics 

Here’s a list of unique Marketing Research Topics: 

a) Analysing the impact of cultural shifts on consumer behaviour  

b) Unveiling the power of neuro-marketing in understanding consumer choices  

c) The role of augmented reality in enhancing market research  

d) Green marketing: sustainability as a critical factor in consumer preferences  

e) Cross-cultural marketing: navigating diverse global markets  

f) The influence of gamification on market research strategies  

g)  Ethical considerations in contemporary market research practices  

h)  Examining the role of blockchain in revolutionising marketing data security  

i) VOC analysis: Strategies for effective implementation  

j) The impact of virtual events on market research dynamics  

k) Harnessing the potential of chatbots in gathering customer insights  

l) Understanding the psychology of brand loyalty in changing market landscapes  

m) Market research in the age of privacy concerns: navigating regulatory challenges  

n) Evaluating the effectiveness of experiential Marketing Research  

o) Innovations in mobile market research: adapting to the smartphone era  

p) The intersection of market research and artificial intelligence  

q) Measuring emotional engagement in Marketing Research  

r) The role of predictive analytics in anticipating market trends 

7) Premium Marketing Research Topics 

Here, we discuss the premium Marketing Research Topics in the contemporary world: 

a) Crafting an exclusive brand experience: Beyond digital channels 

b) Strategic utilisation of luxury influencers in marketing 

c) Innovative approaches to premium Content Marketing 

d) Augmented reality in premium branding strategies 

e) Customised user journeys: Personalisation in Premium Marketing 

f) Blockchain technology in ensuring brand authenticity for premium products 

g) Neuro-Marketing: Understanding the premium consumer's mind 

h) Exclusive partnerships and collaborations in premium branding 

i) Data privacy and security concerns in premium customer relationships 

j) Sustainability as a premium brand value: Strategies and challenges 

k) The role of experiential marketing in premium product launches 

l) Psychological pricing strategies for premium goods 

m) Virtual reality experiences for premium brand engagement 

n) Ultra-personalisation: Tailoring premium services to individual needs 

o) Emerging trends in premium customer retention strategies 

p) Cultivating a sense of exclusivity: Membership programs in premium marketing 

q) The impact of limited-edition releases on premium brand image 

r) Luxury branding in the digital age: balancing tradition and innovation 

s) Premium market positioning: Differentiating in a crowded landscape 

t) Strategies for niche market penetration in premium sectors 

Unlock the full potential of Business Analysis with our BCS International Diploma In Business Analysis . Sign up now!  

8) Interesting Marketing Research Ideas 

Discussed below are a few interesting Marketing Research ideas: 

a) Utilising pillar content for sales growth: An exploration of effective strategies 

b) Examining the roles of Mobile Marketing in driving business success 

c) The intersection of internet security and its implications for online marketing 

d) Determining the optimal social media platform for marketing baby products 

e) The role of social media in business survival and growth 

f) The importance of competitor analysis in shaping brand marketing strategies 

g) Political campaigns as a factor in brand marketing dynamics 

h) Assessing the viability of centralised marketing for international brands 

i)  Exploring brand salience and its impact on in-store branding 

j) Social class distinctions and their influence on company service perception 

k) Exploring commonly used methods for predicting consumer behaviour 

l) Investigating the influence of advertising during economic recession periods 

m)  Strategies employed in the marketing landscape of the fashion industry 

n) In-depth exploration of targeted marketing using paid search engine ads 

o) Assessing the impact of television advertisements on consumer moods 

9) Relevant Marketing Research Topics 

Here’s a list of relevant Marketing Research Topics: 

a) Impact of Covid-19 on the marketing initiatives of the organisation 

b) Effect of the Covid-19 emergence on business communities 

c) Influence of the Covid-19 emergence on marketing operations 

d) Examination of the impact of brand promotion and celebrity usage on ROI 

e) Analysis of how lockdown situations impact an organisation's PR activities 

f) Significance of the marketing mix on organisational performance 

g) Discussion on the importance of STP analysis for any business entity 

h) Analysis of the impact of Covid-19 and subsequent lockdown on the hospitality sector 

i) Effects of Covid-19 and subsequent lockdown on the aviation industry 

j) Importance of an environmental audit for formulating effective marketing strategies 

k) Impact of Covid-19 and the subsequent lockdown on the service sector 

l) Exploration of the impact of Covid-19 and the subsequent lockdown on the sports industry 

m) "Just Do It" - one of the most successful environmentally conscious advertising taglines 

n) Examination of the successful marketing strategies of Apple, Southwest Airlines, and Budweiser 

o) Importance of personalisation in marketing 

10) Impressive Marketing Research Topics 

Listed below are some of the impressive Marketing Research Topics: 

a) Impact of consumers' implicit and explicit knowledge on their purchasing behaviour 

b) Implementation of centralised global marketing 

c) Integration of IoT, wearables, or smart devices for automated customer service 

d) Definition and application of e-CRM in marketing 

e) Interconnection between brand awareness and repeat purchases 

f) Establishing a company's brand image through Guest Blogging 

g) Strategies for managing marketing and company reputation effectively 

h) Examination of Corporate Social Responsibility as a marketing tactic 

i) Optimal social media approaches to enhance customer engagement 

j) Analysis of social media marketing's influence on customer behaviour 

k) Relationship dynamics between influencer marketing and lifestyle branding 

l)  Technologies pivotal in improving customers' online decision-making processes 

m) Exploring efficient marketing strategies to mend a damaged reputation 

n) Human Resource Management and the motivational factors crucial for future leaders 

o) Influence and importance of performance management in large and diverse organisations 

Conclusion 

Marketing Research Topics vary from how Digital Marketing influences what we buy to whether traditional methods still work. You can also explore Social Media's role, how online ads perform, and the impact of loyalty programs. Other areas include product placement, celebrity endorsements, and how pricing affects what consumers choose. Regardless of the topic, thorough and organised research is crucial for accurate and reliable findings. 

Elevate your marketing expertise with our Marketing Courses . Empower your career today!  

Frequently Asked Questions

Upcoming digital marketing resources batches & dates.

Fri 24th May 2024

Fri 28th Jun 2024

Fri 12th Jul 2024

Fri 2nd Aug 2024

Fri 6th Sep 2024

Fri 11th Oct 2024

Fri 22nd Nov 2024

Fri 13th Dec 2024

Get A Quote

WHO WILL BE FUNDING THE COURSE?

My employer

By submitting your details you agree to be contacted in order to respond to your enquiry

• Business Analysis
• Lean Six Sigma Certification

Share this course

Our biggest spring sale.

We cannot process your enquiry without contacting you, please tick to confirm your consent to us for contacting you about your enquiry.

By submitting your details you agree to be contacted in order to respond to your enquiry.

We may not have the course you’re looking for. If you enquire or give us a call on 01344203999 and speak to our training experts, we may still be able to help with your training requirements.

Or select from our popular topics

• ITIL® Certification
• Scrum Certification
• Change Management Certification
• Business Analysis Courses
• Microsoft Azure Certification
• Microsoft Excel Courses
• Microsoft Project
• Explore more courses

Press esc to close

Fill out your  contact details  below and our training experts will be in touch.

Fill out your   contact details   below

Thank you for your enquiry!

One of our training experts will be in touch shortly to go over your training requirements.

Back to Course Information

Fill out your contact details below so we can get in touch with you regarding your training requirements.

* WHO WILL BE FUNDING THE COURSE?

Preferred Contact Method

No preference

Back to course information

Fill out your  training details  below

Fill out your training details below so we have a better idea of what your training requirements are.

HOW MANY DELEGATES NEED TRAINING?

HOW DO YOU WANT THE COURSE DELIVERED?

Online Instructor-led

Online Self-paced

WHEN WOULD YOU LIKE TO TAKE THIS COURSE?

Next 2 - 4 months

WHAT IS YOUR REASON FOR ENQUIRING?

Looking for some information

Looking for a discount

I want to book but have questions

One of our training experts will be in touch shortly to go overy your training requirements.

Your privacy & cookies!

Like many websites we use cookies. We care about your data and experience, so to give you the best possible experience using our site, we store a very limited amount of your data. Continuing to use this site or clicking “Accept & close” means that you agree to our use of cookies. Learn more about our privacy policy and cookie policy cookie policy .

We use cookies that are essential for our site to work. Please visit our cookie policy for more information. To accept all cookies click 'Accept & close'.

Relationship Marketing

Access of our Relationship Marketing Marketing Resources here. Select any of the popular topics below to narrow your search.

Relationship Marketing: How-to articles covering the latest marketing tactics, tips, and strategies.

• What Relationship Marketers Can Learn From the Mittelstand Ethos Nick Worth Relationship marketers at big companies can learn a lot from successful small and midsize German companies that take a leaner approach to work, saving time and money in the process. Customer Relationships , Management , Marketing Budgets , Marketing Plans , Relationship Marketing , Thought Leadership , Time Management
• Three Ways Niche Players Can Connect With the C-Suite Tom Whatley We all have dream clients—company logos we'd love to place on our homepage. The only way to get there, in most cases, is by engaging with senior decision-makers over time—starting ... B2B Marketing , Customer Acquisition , Customer Relationships , Lead Generation , Lead Nurturing , Networking , Positioning , Relationship Marketing , Sales , Value Propositions
• How to Build an Instagram Influencer Campaign in Six Steps Ryan Stewart Discover how to identify, contact, and work with influential Instagram users for your own marketing campaigns. Brand Awareness , Community , Content , Content Marketing , Digital Marketing , Inbound Marketing , Instagram , Online Marketing , Public Relations , Relationship Marketing
• Marketers' Perceptions of Real-Time Marketing [Infographic] Verónica Jarski Some 88% of marketers say real-time marketing is important in 2014, according to a recent survey. So, why is it important? And how are marketers using real-time marketing? Customer Relationships , Email , Marketing Strategy , Relationship Marketing , Social Media
• How to Develop Rapport With Influencers via Social Media Vibhu Satpaul The influencers in your niche are probably receiving hundreds of friendly requests a day. The trick behind successful outreach is to stand out and catch the intended party's attention—and maintain ... Blogging , Career Management , Customer Relationships , Networking , Public Relations , Relationship Marketing , Social Media , Social Networking
• Small Data Can Help Businesses Be More Human Jamie Tedford By using small data, businesses can build mutually beneficial relationships with their consumers. Big Data , Customer Engagement , Customer Relationships , Data , High-Tech Marketing , Relationship Marketing
• Email Open and Click-Through Rates: Benchmarks by Vertical Ayaz Nanji Education, retail, and computer hardware/electronics are the best-performing verticals in email marketing, according to a new study that benchmarked open rates, click-through rates, and churn metrics across 14 industries. Customer Behavior , Email , Email Campaigns , Email Marketing , Newsletters , Relationship Marketing , Research Summaries
• Omnichannel Loyalty: The New Customer Connection [Infographic] Verónica Jarski With omnichannel loyalty, companies engage customers with personalized messages at each touchpoint across various channels; businesses also offer rewards for customers' loyalty, which often results in lifelong brand loyalty. Brand Loyalty , Brand Management , Customer Experience , Customer Loyalty , Customer Relationships , Relationship Marketing , Sales , Social Media
• The Liquor Store Model for Social Media Marketing Success Becky McCray I run a liquor store in a small town, and I've always dealt with instant communication among customers. An unhappy customer, can go down to the coffee shop and spread ... Community , Customer Behavior , Customer Experience , Customer Relationships , Local Marketing , Marketing Tips , Relationship Marketing , Small Business , Social Business , Social Media
• Humanizing the Web With Personalization 2.0: Three Tips to Get Started John Kottcamp We're not talking "Welcome back John" and certainly not "Dear Valued Customer." Real personalization goes much deeper than that today. Call it Personalization 2.0: it means the delivering the right ... Brand Loyalty , Content , Customer-Centric , Customer Experience , Customer Loyalty , Customer Relationships , Digital Theory , Marketing Strategy , Relationship Marketing , Web Content

Relationship Marketing: Podcasts containing in-depth interviews with smart marketers from all walks of life.

• Is Giving the Secret to Getting? Bob Burg Guests on Marketing Smarts [Podcast] by Matthew Grant In this week's episode of Marketing Smarts, author Bob Burg explains why giving—consistently providing value to others—is not only a nice way to live life but also a financially profitable way that helps build valuable relationships. Customer-Centric , Customer Relationships , Marketing Smarts , Relationship Marketing

Search by Topic

• Advertising
• B2B Marketing
• Benchmarking
• Blog Comments
• Brand Ambassadors
• Brand Awareness
• Brand Equity
• Brand Loyalty
• Brand Management
• Brand Positioning
• Career Management
• Case Studies
• Channel Marketing
• Chief Marketing Officer
• Collaboration
• Consumer Electronics
• Content Marketing
• Content Strategy
• Copywriting
• Creative Briefs
• Customer Acquisition
• Customer Behavior
• Customer-Centric
• Customer Engagement
• Customer Experience
• Customer Loyalty
• Customer Relationships
• Customer Retention
• Customer Satisfaction
• Customer Service
• Digital Marketing
• Digital Theory
• Direct Marketing
• Economic Crisis
• Email Campaigns
• Email Deliverability
• Email Lists
• Email Marketing
• Email Service Providers
• Email Subject Lines
• Green Marketing
• High-Tech Marketing
• Hiring Outside Resources
• Hispanic Marketing
• Inbound Marketing
• Influencer Marketing
• Interactive Marketing
• International Marketing
• Landing Pages
• Lead Generation
• Lead Nurturing
• Local Marketing
• Market Research
• Marketing Analytics
• Marketing Automation
• Marketing Budgets
• Marketing Challenges
• Marketing Dashboards
• Marketing Inspiration
• Marketing Operations
• Marketing Plans
• Marketing Smarter
• Marketing Smarts
• Marketing Strategy
• Marketing Tips
• Measurement
• Mobile Marketing
• Newsletters
• Online Marketing
• Personal Branding
• Personalization
• Positioning
• Positioning Statements
• PPC Campaigns
• Print Collateral
• Product Management
• Product Marketing
• Public Relations
• Public Speaking
• Research Summaries
• Retail Marketing

How-to Articles

Keep me signed in

Sign in with your preferred account, below.

Over 600,000 marketers rely on MarketingProfs for B2B know-how every day. Don't miss out on the latest marketing tips and techniques, delivered right to your inbox. Subscribe today ... it's free!

• Project Topics
• Business Plan

THE IMPACT OF RELATIONSHIP MARKETING AS A TOOL FOR CUSTOMER SATISFACTION AND PROFITABILITY.

• Type: Project
• Department: Marketing
• Project ID: MKT0093
• Access Fee: ₦5,000 ($14)
• Chapters: 5 Chapters
• Pages: 116 Pages
• Methodology: chi saqure
• Reference: YES
• Format: Microsoft Word
• Views: 4.7K
• Report This work

THE IMPACT OF RELATIONSHIP MARKETING AS A TOOL FOR  CUSTOMER SATISFACTION AND PROFITABILITY. (A CASE STUDY OF INTERCONTINENTAL BANK PLC, ABA) ABSTRACT This research work review extensively the meaning of Relationship Marketing and its role as a tool for customer satisfaction and profitability by using Intercontinental  Bank Plc Aba, as a case study. This study was carried out to reveal the extent at which the relationship marketing can help the bank satisfy their customers and to maximize profit. It tries to research out the need for the application of relationship marketing in solving some problems in banking sector and also recommendations where necessary. The major purpose for this study is to find out the effective impact of relationship marketing in achieving customer satisfaction and profitability. This has been achieved through an effective and efficient research design, proper data collection method an analysis use in this work and various findings and recommendations. TABLE OF CONTENTS Chapter one: Introduction 1.1        Background of the study                                        1.1.1 Profile of the study                                               1.2    Statement of the study                                  1.3    Objectives of the study                                 1.4    Major research questions                                       1.5    Research Hypothesis                                             1.6    Significance of the study                                        1.7    Scope and limitation of the study                    1.8    Definition of terms                                                Chapter two: Review of  related Literature                    2.0        Introduction                                                         2.1        Various definition of Relationship marketing 2.2        Objectives of Relationship Marketing               2.3        The Evolutional Relationship                   2.4        Operational Difference Relationship Marketing an Transactional marketing             2.5        Factors that give rise to increasing shift  Towards Relationship Marketing                             2.6        Customer  is a king                                       2.7        Tips to delivering excellent customer service 2.8        Relationship marketing and strategic Alliance 2.9        The distinguish the levels of Relationship         Marketing in practice.                                   2.10    Relationship marketing in practice.          2.11    Relationship marketing and Marketing Mix        2.12    Relationship marketing in service            2.13    Building customer Relationships                      2.14    Capturing value from customer                       2.15    Customer database and database marketing Chapter three: Research Methodology 3.1        The deign of the study                                  3.2        The are of  the study                                            3.3        Population of the study                                  3.4        Sample and sampling techniques                            3.5        Method of data collection Instrument                       3.6        Method of data analysis and presentation                 Chapter four: Presentation and analysis of data 4.1        Presentation of data in accordance with research     question and analysis of data                                     4.2        Testing of Hypothesis                                            4.3        Discussion of findings.                                   Chapter five: Summary, conclusion and recommendation 5.1          Re-statement of the problem                                 5.2          Summary of the study                                 5.3          Conclusion96 5.4          Recommendations                                               5.5          Suggestions for further studies                              References Appendix 1 Appendix II LIST OF TABLES 4.1.1          Do you agree  with me that relationship marketing is the process of creating, maintaining and enhancing strong and valued relationship with customers? 4.1.2          Does relationship marketing contribute to profit actualization. 4.1.3          Does your bank apply relationship marketing in their operation? 4.1.4          Has relationship marketing anything to do with customer satisfaction? 4.1.5          Do your customers get motivated through the application of relationship marketing? 4.1.6          Does the application of relationship marketing lead yto profitability 4.1.7          Is the company’s profit the best way to measure customer’s satisfaction? 4.1.8          Continuous patronage is an indicator that the company’s performance meeting customers satisfaction and needs 4.1.9          Do the organization achieve their set goal through relationship marketing? 4.1.10       Does the operationalization of the relationship marketing ensure organizational profitability. 4.11    Is the cost of implementating the relationship marketing in right proportion to the reward or benefit of the company? 4.12    Does the application of relationship marketing lead to customner satisfaction? 4.13    Every customer is considered as an individual person 4.14    The customer’s Value are recognized through relationship marketing 4.15    Does the application of relationship marketing lead to customer loyalty? 4.16    Relationship marketing increase customer patronage 4.17    Relationship marketing emphases high customer service orientation. 4.18    Do your bank practice maintenance marketing? 4.19    Does your company use technology in rendering services? 4.20    If yes, doe it contributes towards practicing relationship marketing? CHAPTER ONE INTRODUCTION 1.1       BACKGROUND OF THE STUDY Relationship marketing is one of the aspects of newly developed philosophy in marketing, which is Holistic marketing. It holds the fact that “everything matters with marketing and that a broad, integrated perspective is often necessary, Increasing a key goal of marketing is to develop deep, enduring relationship with all people or organization that could directly attract the success of the firms marketing activities. Relationship marketing has the aim of building mutually satisfying long Item relationship with key parties, customers, suppliers, distributors and other marketing partners in order to earn and retain their business. It builds strong economic, technical and social ties among the partners.         However, relationship marketing is a term which  is generally agreed, first appeared in the management literature in 1980s, it describes, however, a concept that is as old as  commerce  itself and that tends  to often practices albeit  unknowingly, within small to medium sized business. The concept of relationship marketing illustrated with the example of a small shopkeeper, who would know most customers by name, through regular contact. He or she would therefore talk to customers frequently, know about their likes and dislikes, and aware of special requirements particular customers may have such as for cream on Friday, for example. This direct knowledge enables shopkeeper to order stock, plan services and value on the basis of know customers requirements.         Moreover, customers are important they have the ultimate choice when it comes to buying products  and services and their requirements must be satisfied. Customers are “Kings”, they determine the existence of the marketers. When this is forgotten, one will lose his or her customers base. Customers needs are prime importance both to themselves and to the prospective suppliers if they have a training problem they will seek help from the providers of the financial services concerned. They will look for a speedy and effective response. If they do not  get the kind quality and services, they  are  entitled  to, they will  vote with their feet and will not return and do not expect any recommendations. But when customers receive a courteous, efficient and effective financial service, they come back for more and recommend your products and services to contact.         In the financial sector especially banks,  the concept  of customers relations arises from indirect financing with intermediaries accumulating  surplus funds from surplus spending units and intending  to  lend them out to deficit  spending units. This legally creates “banker customer relations” as that of a debtor and creator.         In essence, relationship marketing involves knowing about your customers, encouraging two-way communication with them, and seeking to create a mutually beneficial relationship with them where appropriate. The aim of relationship marketing is to convert am individual or organization with initial interest purchasing goods and services into a loyal customers and the focus is as much on relating existing customers as on bringing in new ones.         However, when customers are satisfied, they become unpaid agents and in return there will be profit maximization. Relationship marketing includes all marketing and efforts deigned by the banks to satisfy the needs of the customers profitable. That is why the slogan of intercontinental Bank is “Happy Customer, Happy Bank”. 1.1.1 PROFILE OF THE STUDY  Intercontinental Bank Plc came into existence in March 1989 as a product of the Partnership between some Visionary and dynamic Nigerian businessmen, to provide innovative  and customer focused  products and services  that will satisfy the publics  growing  need for  sophisticated banking services. Since its inception then as Nigerian Intercontinental Merchant bank Limited, the  bank has been providing a wide array of  products and services covering investments banking, retail and funds management.         The bank is managed by a dynamic , versatile and result-oriented team  and easily won national acclaim by emerging as the most profitable merchant bank just  five years  after it takes off. Over the year, the bank has grown to symbolize innovation, services excellence and professionalism, with a diversities group structure spanning the various areas of financial service business. The subsidiaries  and  associate  are today made up of vibrant commercial bank, equity  Bank of Nigeria Limited, a flourishing insurance company, WAPIC Insurance Plc,  Intercontinental Capital market Limited (ICML) and two associated companies, Intercontinental  Securities  Limited and Associated Discount House Limited  (ADHL).  The discount  House has brought  into  gateway bank Plc in which  its own controlling Interest, while equity Bank has the  following  subsidiaries,  CBN Securities, CBN Finance Limited.         Intercontinental Bank has made substantial investment in information technology with all its branches effective linked with one another and to the Head office through the very small aperture Terminal (VSAT), which enhances on line real time capabilities. This has made banking easily for the banks teeming customers across the country.         In July, 1999, the bank converted to a commercial Bank and later obtained a universal banking license to avail many more customers of its unique products and services as well as top into their market opportunities in the Nigerian Economy. Following a resolution of the Board in October 2001, the Bank Changed to a public Limited Liability company in June 2002 and following  it up  in July  the same year with an initial public offering (IPO). The capitalization of the Bank was further boosted with N3.58 billion being proceeds of the IPO and by mid 2004 the banks shareholders funds had grown to N10 billion before the new minimum capital bases of N25 billion    was set by the regulators.         Consequently, the bank returned to the capital market and raised new funds totally N22.4 billion thereby growing its shareholders fund to  N34.7 Billion. The banks shares are listed on the Nigeria on stock .exchange  (NSE), Since its debet  in the commercial banking field, Intercontinental Bank Plc has  purchased an aggressive branch network expansion programmes,  As  at March 2005. The bank has 63 branches making it sixth largest bank in the country in terms of network. In 2006 they executed another public offer that grossed about N100 billion with subscription level hiking an unprecedented 774%.         In 2007, a consortium of five foreign financial institutions invested & 161 million in the bank. This shared up the shareholder  fund  to $1.3 billion, making if the first Nigerian bank to cross the $1 billion capitalization threshold. They have about 250 branches spread all over the country, from 2008 to 2009, they become the number one bank in Nigeria, the first in E-banking and the second best bank in customers services. They have 8027 staff strength and they have 20 members pf board of directors, which is chairman by Dr. Raymond. C.    Obieri  (OON)         However, their Vision is to be the number one financial institution in Nigeria and among the top 100 in the world. And their mission is to help their stakeholders build and pressure wealth. Intercontinental Bank Plc offers a full range of consumer products covering a wide spectrum of the market. these include  the Intercontinental Diamond Fund. (IDF). Intercontinental Valuable yield Account (IVY) Intercontinental Premium savings Account (IPSA). The Intercontinental classic current Account (I.CLASS) Domiciliary Account management (DAM), Intercontinental: Domicilary Extra Account(DAM) intercontinental LEASING Account (I-Lease) intercontinental Personal Loan (1-Pearl), Intercontinental Bank Value card, and Travelers  Cheques (TC). Their service Include the following: Retail, Banking, Treasury and Financial services, foreign  trade  activities, SMS banking, Telephone banking  Internet banking, investment banking, commercial banking and Electronic Banking. The bank is a direct agent for Western Union Money Transfer and a partner of Master Card. A                                                                                                                                                   socially responsible organization. Intercontinental Bank Maintains a long standing policy of cooperate responsibility to the communities. In which it operates and has made impact in the areas of public health and education. 1.2        STATEMENT OF THE PROBLEM.   This study emphasis on the issue  of customers satisfaction an profitability  from the conceptual framework of the relationship marketing. However, the major problems we have is to know. To what extent the intercontinental bank Plc, is operating in relation with the relationship marketing.  Moreover, how has the Intercontinental bank plc Aba been coordinating and managing their customers. To what extent has relationship marketing contributed to the organizational profitability?         Furthermore, how and to what extent have they gained Innovation through the application of relationship marketing? And to what extent have they achieved their organizational objective through relationship marketing.   1.3    OBJECTIVES OF THE STUDY Having raised the issues involved in the statement of the problem. The objective of this study therefore is as follows: i.            To determine if relationship marketing has any  thing to do with customers satisfaction. ii.            To ascertain if relationships market contributes to profit actualization. iii.         To Identity if they achieved their set goals through relationship marketing. iv.         To evaluate the operationlization of relationship marketing in achieving organizational profitability. v.           To examine the factors military against the application of relationship marketing. 1.4    MAJOR RESEARCH QUESTION However, from the objectives of the study. The  following pertinent researcher questions are  formulated. 1. Has relationship marketing anything  to   do with customer  satisfaction. 2. Does relationship marketing contributes to profit actualization? 3. Does the organization achieve their set goal through relationship marketing? 4. Does the operationalization of the relationship, marketing ensure organizational profitability. 5. Are there factors affecting the application of relationship marketing? 1.5       RESEARCH  HYPOTHESIS The  following  hypothesis as  formed  for  testing based  on the research problem and  objectives of the study. Ho:    The relationship  marketing has nothing to do with customer satisfaction. HA:    The relationship marketing has something to do with  customer satisfaction. Ho:    The operationalization of relationship  marketing do not ensure  organization profitability. HA:    The operationalization of relationship marketing ensures organizational profitability. Ho:    Relationship marketing does not contribute to profit actualization. HA:    Relationship marketing contributes to profit actualization. 1.6    SIGNIFICANCE OF THE STUDY Nevertheless, this study is basically and significant to the contemporary services  organization and marketing business operating environment, for all kind of reason including  the following. i.             It will enhance the management of the customer value ii.            It will help in understanding of who is a customer and how to satisfy them. iii.          It will enable the company to focus on its objectives through the help of relationship marketing iv.          The research study will form the basis of further researcher for the incoming students of marketing. v.           This study is also a prerequisite to partial fulfillment of the award of Higher National Diploma. vi.          It will guide the government in formulating polices on environmentalism and consumerism. 1.7    SCOPE OF THE STUDY In order to achieve a precised study, this work will concern itself with investigating  the relationship between the relationship marketing and customer satisfaction and profitability in the Intercontinental Bank Plc Aba, during  this periods of unstable economy,  in Nigeria. This work limits itself to the study of Intercontinental Bank Plc Aba Branches. The work will deliberately select a population in Aba City.  Thus within the areas that are covered by the intercontinental bank Plc Aba. 1.8    DEFINITIONS OF THE  TERMS In this study section, some important  term used  will be defined in order to achieve a synchronized  understanding of this work. Marketing: According to kalu F.O (2002), Marketing is d defined as the process in which companies, deliver solutions to customers needs and desires in relation for payment. MARKETING CONCEPT:  this has to do with the identification of customers need and wants and satisfying them more profitable than competitors. RELATIONSHIP MARKETING:  According to Kotler (1999:497) is the process of creating, maintaining and enhancing strong, value, laden relationships with customer and stakeholders. CUSTOMER: This can be perceived as a person or company that buys goods regularly. Marketing Dictionary. SATISFACTION: This is a function of perceived performance and expectation. IMPACT: This is the powerful   effect that practice of relationship marketing has on the customer’s satisfaction and profitability.

Bank payment for Nigerians, Make a payment of ₦ 5,000 to

Bitcoin: make a payment of 0.0005 to, bitcoin(btc), related works.

• Department: Business Administration and Management
• Department: Mass Communication
• Department: Economics

Quick Navigation Menu

• [email protected]

Home » Blog » Dissertation » Topics » Marketing » 80 Marketing Research Topics

80 Marketing Research Topics

FacebookXEmailWhatsAppRedditPinterestLinkedIn Are you a student at the undergraduate, master’s, or doctoral level seeking captivating research topics in the field of marketing? Look no further. We have compiled a comprehensive list of research topics that are relevant, engaging, and aligned with the latest trends and challenges in the dynamic world of marketing. Whether you are interested […]

Are you a student at the undergraduate, master’s, or doctoral level seeking captivating research topics in the field of marketing? Look no further. We have compiled a comprehensive list of research topics that are relevant, engaging, and aligned with the latest trends and challenges in the dynamic world of marketing.

Whether you are interested in consumer behaviour , digital marketing , brand management , market segmentation , advertising , retail marketing , international marketing , services marketing , social media marketing , or relationship marketing , our list covers a wide range of intriguing topics to inspire your dissertation. Explore the cutting-edge concepts, emerging strategies, and innovative approaches in marketing that can contribute to both academic knowledge and industry practices. Choose a research topic that aligns with your interests and career aspirations, and embark on a rewarding journey of scholarly exploration in the captivating marketing field.

A List Of Potential Research Topics In Marketing:

• The role of customer engagement strategies in fostering brand advocacy and word-of-mouth.
• The influence of online reviews and ratings on consumer decision-making in the UK e-commerce sector.
• Marketing healthcare services in the post-pandemic era: Strategies for building patient confidence.
• The impact of online advertising on consumer privacy concerns and ad-blocking behaviour.
• Consumer trust in online shopping platforms: Building confidence in the post-COVID era.
• The effectiveness of personalized marketing campaigns in improving customer engagement.
• The role of customer experience in driving customer satisfaction and loyalty.
• The effects of scarcity marketing on consumer purchase decisions.
• The role of customer relationship management (CRM) in improving customer retention.
• The impact of remote work and digital transformation on B2B marketing strategies.
• The influence of mobile marketing on consumer behaviour and brand engagement in the UK.
• The influence of online shopping platforms on consumer trust and satisfaction.
• The effectiveness of loyalty programs in driving customer retention and repeat purchases in the UK market.
• The role of nostalgia marketing in connecting with consumers’ emotions in the aftermath of the pandemic.
• The role of omnichannel marketing in enhancing the customer experience in the UK retail sector.
• The effectiveness of influencer collaborations in brand partnerships and co-branding.
• Marketing strategies for re-engaging customers and rebuilding brand awareness after periods of lockdown.
• The Role of Sustainability and corporate social responsibility in consumer perceptions of UK Brands.
• The role of artificial intelligence in enhancing customer experience.
• The impact of social media advertising on consumer attitude and purchase intention.
• Sustainable marketing practices in a post-pandemic world: Challenges and opportunities.
• The impact of Brexit on international marketing strategies of UK-based companies.
• The effectiveness of personalized marketing campaigns in the UK: A case study of significant brands.
• The impact of COVID-19 on consumer behaviour and purchasing decisions: A comparative study across different industries.
• The impact of digital transformation on traditional marketing channels in the UK market.
• The effectiveness of loyalty programs in fostering customer retention and repeat purchase.
• Crisis management and brand reputation in the face of a pandemic: Case studies from the marketing industry.
• The impact of social media influencers on consumer purchase decisions.
• The effects of product packaging on consumer perception and purchase decisions.
• The role of brand authenticity in building consumer trust and loyalty.
• The Role of social media marketing in building brand resilience post-COVID.
• The influence of brand community participation on consumer brand engagement and loyalty.
• The role of luxury brand positioning in the UK market: A case study of high-end fashion brands.
• The influence of ethical marketing practices on consumer perception and brand reputation.
• The impact of supply chain disruptions on marketing strategies: Lessons from the COVID-19 pandemic.
• The effectiveness of cause-related marketing in enhancing brand image and consumer loyalty.
• The role of nostalgia marketing in evoking positive emotions and brand loyalty.
• The effectiveness of experiential marketing in creating brand awareness and loyalty.
• The impact of virtual reality technology on consumer decision-making processes.
• The role of experiential marketing in enhancing brand engagement and loyalty among UK consumers.
• The influence of influencer marketing during and after the COVID-19 crisis.
• The impact of sustainability initiatives on consumer brand loyalty.
• How has consumer behaviour shifted in response to the COVID-19 pandemic and what are the implications for marketing strategies?
• The Role of emotional branding in shaping consumer behaviour.
• The impact of social media marketing on brand equity and customer loyalty.
• The impact of augmented reality in enhancing the in-store shopping experience.
• The role of cultural factors in shaping consumer preferences and purchasing behaviour.
• The influence of cultural values on consumer responses to marketing appeals.
• The effectiveness of influencer marketing in reaching niche target markets.
• The Role of artificial intelligence in personalizing marketing messages post-COVID.
• The role of artificial intelligence (AI) and machine learning in driving marketing personalization in the UK market.
• The influence of brand storytelling on brand equity and consumer loyalty.
• The influence of cultural diversity on marketing strategies in the UK: Insights from multinational companies.
• The impact of augmented reality (AR) and virtual reality (VR) technologies on marketing effectiveness post-COVID.
• The role of social media influencers in shaping consumer attitudes and purchasing decisions in the UK market.
• The Role of data privacy and Security in shaping consumer trust in digital marketing post-COVID.
• The impact of influencer marketing regulations on UK brands and content creators.
• The role of customer engagement and loyalty programs in driving repeat business post-COVID.
• The role of data analytics and customer insights in shaping marketing strategies of UK-based companies.
• The impact of mobile marketing strategies on consumer engagement and conversion rates.
• The effectiveness of mobile advertising in reaching and engaging millennial consumers.
• The influence of brand personality on consumer brand attachment and loyalty.
• The effectiveness of content marketing in building brand trust and engagement.
• The impact of cross-cultural marketing on global brand success.
• The role of virtual influencers in shaping consumer behaviour and brand perception.
• The role of virtual events and experiences in marketing post-COVID.
• The effects of personalized recommendations on online shopping behaviour.
• The role of customer relationship management (CRM) systems in enhancing customer satisfaction and loyalty in the UK banking sector.
• The effects of influencer authenticity on consumer trust and brand preference.
• The effects of pricing strategies on consumer perception and purchase behaviour.
• The influence of cultural values and consumer preferences on marketing strategies in the UK hospitality industry.
• The impact of Brexit on UK consumer behaviour and marketing strategies: A case study of the retail sector.
• The effectiveness of direct-to-consumer (DTC) marketing strategies in the UK fashion industry.
• The effects of celebrity endorsements on brand image and consumer perception.
• The influence of online customer reviews on brand perception and purchase intention.
• The influence of online reviews and ratings on consumer decision-making in the post-pandemic era.
• The effects of personalized pricing strategies on consumer purchase behaviour.
• The influence of cultural and societal changes on marketing communication strategies post-COVID.
• Digital marketing strategies for adapting to the new normal: Lessons learned from the COVID-19 pandemic.
• The evolution of omnichannel marketing in response to changing consumer behaviours post-COVID.
• The effectiveness of cause-related marketing campaigns in the UK: A study of social and environmental initiatives.

In conclusion, finding the right research topic is crucial for students pursuing degrees in marketing at various levels. The provided list of marketing research topics offers a wide range of options that can serve as a starting point for students’ dissertation research. Select a topic that aligns with your interests and feel free to narrow down or modify the suggested topics to suit your research objectives. Good luck with your dissertation journey in the field of marketing!

Order Your Marketing Dissertation Now!

External Links:

• Download the marketing dissertation sample for your perusal

Research Topic Help Service

Get unique research topics exactly as per your requirements. We will send you a mini proposal on the chosen topic which includes;

• Research Statement
• Research Questions
• Key Literature Highlights
• Proposed Methodology
• View a Sample of Service

Ensure Your Good Grades With Our Writing Help

• Talk to the assigned writer before payment
• Get topic if you don't have one
• Multiple draft submissions to have supervisor's feedback
• Free revisions
• Complete privacy
• Plagiarism Free work
• Guaranteed 2:1 (With help of your supervisor's feedback)
• 2 Installments plan
• Special discounts

Other Posts

• 80 Advertising Research Topics June 21, 2023 -->
• 80 Brand Management Research Topics June 22, 2023 -->
• 80 Consumer Behaviour Research Topics June 22, 2023 -->
• 80 Digital Marketing Research Topics June 22, 2023 -->
• 80 International Marketing Research Topics July 17, 2023 -->
• 80 Market Segmentation Research Topics July 20, 2023 -->
• 80 Relationship Marketing Research Topics July 19, 2023 -->
• 80 Retail Marketing Research Topics July 18, 2023 -->
• 80 Services Marketing Research Topics July 20, 2023 -->
• 80 Social Media Marketing Research Topics July 10, 2023 -->

WhatsApp us

150+ Unique Marketing Research Topics for Your Upcoming Projects

Marketing has developed into a massive industry with various specialized sectors. It is a broad field of study that includes different sectors of marketing. In the current era, marketing encompasses digital marketing, and, along with digital and traditional marketing, it is associated with various other marketing branches. Understandably, you feel speculative in this challenging position. After all, finding relevant marketing research topics is not that easy for most students.

When you write a research paper on marketing, you have to prove that you can systematically articulate your thoughts, find appropriate sources of information, and analyze data accordingly. But do not forget that this is only possible if you have a relevant research topic in marketing. In such a situation, we have got you covered!

This article will find some non-trivial and equally unique marketing research topics. We included topics on every possible marketing niche because we wanted topics from every niche.

Table of Contents

Selecting Marketing Research Topics

Before you begin sifting through the offered marketing topics, we suggest you first become acquainted with the selection procedure. The upcoming research paper will discuss your hard work, efforts, and skills. So, the research topic should also be about something that interests you. Take your time. Start researching certain research areas. So, for starters, brainstorm different marketing fields for which you wouldn’t mind delving deeper into the details.

Navigate Different Branches of Marketing

Nowadays, with marketing getting widespread, there are many marketing fields to accommodate your research. Analyze different marketing branches and then think about what fascinates you the most. Next, narrow those lists and start researching more about those topics. Just because marketing is complex doesn’t mean you must be stuck swimming in executive suite jargon to try to make sense of it. We are sure that in the end, you will come up with something extravagantly interesting and unique simultaneously.

Look For Your Marketing Interests

Reading and writing come with a few terms and conditions, and the most important is that the topic must be fascinating .  So, the initial step would be to sit and jot down topics in marketing that you’re interested in. When you are interested in something, you automatically become passionate about that field of study. It will constantly motivate you to dig deeper and find relevant sources to support your research theories.

Investigate Factual Topics

Remember, a research paper is not a comprehensive narrative that can be dragged out indefinitely. A lot of research and hard work are required to draught a successful research paper. It is more than just assignment writing , which we used to do in high school. So, ensure that your research topic concludes with practical data and information. Conduct thorough research to make sure you can go a long way to providing comprehensive research about your topic. Enumerate a list of credible sources to support your hypothesis and arguments.

For Conceptualized Ideas, Google Marketing Research Topics

When you start browsing for “marketing topics for research,” you will get a whole list of Scholarly Ideas Based On Such Topics. Scrolling Through Those Lists Would Be The Best Approach For you. There are hundreds of possible themes for your paper, and you’ll undoubtedly find at least a handful that intrigues you.

Narrow Down Your Topic’s Approach

When you have compiled a few marketing topics, your next step will be narrowing them down. See if the following research topics consist of enough credible sources or not. For successful research, it is essential to choose a topic that will create an impact in your prescribed field. So select a research field that has never been invested in before or at least something in which you can show a whole new perspective.

 Select the Topic

Topics that have been well examined will give you many references for blackening your arguments. To make your contribution to the discipline, look for research elements that have yet to be thoroughly investigated.

150+ Research Topics in Marketing

We understand finding marketing topics for research can be a tough job to handle. After all, marketing is such a vast field that sometimes deciding what topic you want to work on can be challenging. In such cases, we have enumerated a list of marketing topics to help you frame an excellent research paper.

We have classified these topics into different sections, which can help you choose according to your field of interest. Explore these lists of hot marketing research topics to ensure you select a topic that piques your interest.

Marketing Research Topics Related to Consumer Behavior

Marketing goods and services for personal consumption refers to consumer marketing. Or at least this is the first thing that pops up in our minds. Similarly, consumer behavior refers to studying consumers’ behavioral changes or individuals associated with a purchase.

The following topics are intended to be diverse, fascinating, and captivating for your marketing research. Have a look at them and select whatever suits you the best.

• An integrative framework for cross-sectional consumer behavioral
• Self-concept in consumer behavior
• The significance and measurement of attachment in consumer behavior
• Luxury goods and sustainability issues
• Impact of brand equity and consumer behavior
• The cultural influence of luxury consumption behavior among Italian consumers
• The evolving behaviors of luxury consumption
• Coca-Cola customer purchasing behavior: analysis and prediction
• Consumer responsiveness towards environmental claims for clothing brands
• A conceptual framework prestige- seeking consumer behavior
• Symbolism and marketing performance: a theoretical approach
• Assessment and evaluation of successful and failed instances of luxury marketing techniques
• A symbolic interactions perspective on the function of products as social stimulants
• Convergence and divergence in consumer behavior
• Understanding the consequences of global retailing
• Dimensions of consumer expertise: mapping a consumption constellation
• The influence of sustainability declarations on customer ecological perception and performance expectancy: A detailed work on H&m
• A symbolic interactionism perspective on the empirical models of consumer behaviors
• Sensory marketing strategies and power in advertising
• The impact of word of mouth and electronic word of mouth on consumer purchase intension

Read Also –

Influential Marketing Topics Regarding the Digital Market

In this digital age, digital marketing is undoubtedly becoming the most crucial aspect of the marketing world. If you are interested in digital marketing, the following juicy digital marketing research topics might guide you in the right direction.

• Understanding the critical aspects of opportunities and challenges of digital marketing
• Opportunities and challenges of marketing research in the 21st century
• Assess digital marketing trends over the last 20 years and the future research directions.
• A critical review of the effectiveness of internet marketing initiatives
• A theoretical analysis of digital marketing techniques adopted by startups
• Accessing the metrics of digital marketing strategies, transformation, trends, and realities
• Study on digital marketing technique
• What inspires college students to use Pinterest? A model with consequences for academics and marketers
• Mapping the international qualitative marketing research
• Investigating the transition from word-of-mouth marketing to electronic word-of-mouth and its consequences on customer behavior.
• The significance of Corporate Social Responsibility (CSR) in marketing strategy
• Conceptualizing influencer marketing as a modern phenomenon in reputation management
• Analyzing the impact of search engine optimization on web accessibility
• Addressing marketers’ over-reliance on digital content to boost revenues
• Digital marketing strategy implementation: examining the digital marketing infrastructure
• Ethical issues concerned with fundamentals of marketing research: a detailed study
• Content marketing: the fundamental tool for design, advertising, and marketing: a systematic literature review
• The influence of content writing in marketing communication: anatomy of digital marketing infrastructure

Distribution Marketing Topics for Research

Every firm, either new or established, requires a well-defined distribution channel for distributing its products or goods to customers. Have a look at these top-notch topics for your marketing assignment writing :

• The distribution mechanism in SMEs and large-scale corporations
• The impact of strategic and tactical causes marketing on brand loyalty among customers
• Best strategies for incorporating new items into the lifestyles of the targeted clients
• A comparative analysis of the distribution systems of SMEs and multinational corporations
• Marketing 4.0: How technological advancements are transforming marketing organizations
• Distributional channels: understanding and managing the structure of distribution channels
• Brand manipulation techniques employed by marketers: learning organizational strategies
• Understanding the sustainability of distributional marketing: an overview
• Marketing mix modeling of Facebook
• The distributional and promotional approach of winemakers
• Identifying distributional changes in the Interactive Digital Media Ecosystem
• Analyzing the best distribution techniques for new offshore marketing organizations.
• Market segmentation: issues and perspectives
• Rediscovering industrial market segmentation
• The challenges of marketing logistics: Product distribution, Price, and Promotion
• Contemporary commercial marketing strategies and concepts.

Social Media Marketing Research Topic Suggestions

In this digital era, more than one-fourth of the population is connected to some social media platform. Here are some suggestions for marketing research questions or topics regarding social marketing.

• Social media marketing communication: efficiency and usage
• Incorporating social responsibility and marketing strategy: a critical overview
• The Most Notable Successes in the history of Social Media Marketing
• Starbucks marketing analysis: a process that guarantees growth
• Measuring the visual turn in social media campaigns
• Social media influence on purchasing decisions: a case study on e-commerce sites
• The effect of social media marketing on brand loyalty
• The impact of Instagram content marketing on advancements in reach and engagements

Sports Marketing Research Topics

Sports marketing is a substantial source of revenue, which is why research in this field is essential for different researchers. Here are some sport marketing ideas for you to examine.

• Sports marketing: The strategic perspective behind marketing communication
• Mapping the role of sports marketing in attracting individuals
• How intelligent chatbots’ outstanding content might help sports teams boost fan loyalty
• Opportunities in sports marketing that are emerging and how to leverage on them
• The psychology of sports marketing: a critical analysis
• A handbook on sports marketing and social media
• Examining the motives and restrictions of Twitter users in the context of social media and sports marketing.
• Using social media to investigate the determinants of consumer reaction to sport marketing
• Sports marketing and social media: a review on the motivation and constraints of Twitter users

Topic Ideas for Content Marketing

With the constant evolution in digital marketing, there has also been a significant boost in content marketing. In recent years, many students have used content marketing as their MBA dissertation topics . Let’s have a look at some excellent content marketing topics:

• Essential content marketing strategies for SMEs
• Understanding a theoretical approach to content marketing for engaging more organic traffic
• Content marketing in SMEs: significance of entrepreneurial sensemaking
• Content marketing as a fundamental tool of digital marketing: an overview of digital strategies for marketing
• New opportunities for engaging strong brands on online platforms
• Canvas’s design school content marketing strategies: exploring strategies
• Identifying the dynamics of the same content across borders
• Content marketing strategies for breaking through the clutter and winning more organic traffic
• The rise of storytelling as an essential element of content marketing strategy

Marketing Topics for Research on Print Media

Print media is the most traditional and fundamental alternative for public communication. You can use print media research topics as your marketing project topics or dissertation topics. Let’s have a look at the following print marketing research topics that can be valuable for you:

• Policies and attitudes in print media: mapping a consumption constellation
• Effectiveness of print media industry in this evolving age: an analysis into the implications
• Analyzing print media advertising in the era of social media
• Is the global print media sector expected to expand or decline in 2021? An examination of the ramifications
• The influence of print media on millennials and GenY: a comprehensive overview
• Print media and digital media: a comparative analysis
• Print-media advertising and selling smartness in a knowledge economy: understanding the economics of print media
• Understanding the language of pictures in print media advertising: a historical preview

Relationship Marketing Project Topics

Relationship marketing is a Client Relationship Management (CRM) approach that focuses on customer retention, satisfaction, and lifetime value. Here is a list of some unique relationship marketing project topics for you:

• Importance of customer relationship management: a thorough examination
• Loyalty points as the unrivaled monarch of relationship marketing for retailers: a comprehensive synopsis
• Conversion of print media into digital media: taking the Indian market as an example
• Understanding the social media presence for effective relationship management
• A strategic framework for customer relationship management
• Relationship marketing management: a study on issues and challenges of the US market
• Adopting customer relationship management: from strategy to implementation
• Storytelling in content management: Using content marketing to create customer connections effectively
• Relationship marketing in the post-pandemic era: expectations and realities
• Understanding emotions in relationship marketing: looking backward towards the future
• Customer gratitude in relationship marketing: a survey of the existing relationship marketing
• The evolution of relationship marketing

Also Check Our Research Paper Help Services

Non-Profit Marketing Research Topic Ideas

Non-profit marketing is continuously increasing day by day. In the last few years, various researchers have chosen non-profit marketing research areas as their research topics. Let’s have a look at some of the excellent research topics regarding NPOs:

• Why are non-profits easier to promote on social media: The significance of warmth and brand representation
• Non-profit marketing strategies: an exploratory study
• Marketing in the non-profit organizations
• Internet presence for NPOs in the current digital era
• Social event marketing via internet platforms welcomes a new age for non-profit organizations.
• Inspiring young people through dynamic and engaging call-to-actions – analyzing the contemporary non-profit strategies
• In-person and virtual events: A two-pronged strategy for engagement in a fast-paced environment
• The applications of marketing for non-profit organizations
• Rethinking the framework for marketing strategies for NPOs from a global perspective
• Methodology for assessing the relational dimension of a relationship marketing strategy: A research work of non-profit organizations

Strategic Marketing Questions and Topics for Research

If you are someone with a strategist’s attitude, then chances are that you’ll find these strategic marketing research topics intriguing.

• Considerable factors behind a poorly executed market research
• Strategic marketing management: an overview
• An exploratory investigation of black Friday deals
• Inconsistency in service value or communication of products: a social exchange perspective
• Strategic marketing insights for creating a competitive advantage
• Contemporary strategic marketing for non-profit organizations
• Understanding strategic marketing planning for radically new products: an international perspective
• The international marketing strategy of Starbucks: a case study
• The theory, practices, and research agendas of strategic marketing planning
• Determinants and benefits of global product marketing
• Relationship between marketing research and marketing strategy: understanding the ins and out of strategic marketing
• Black Friday and Cyber Monday: Understanding digital strategies of organizations

Read Also – 150+ Business Research Topics

Marketing Research Topics Regarding Advertising

Still not able to select your marketing topics? Hang up! We’re sure this list of exciting marketing research topics will help you.

• The negative and positive impacts of advertising on the youth: a research overview
• Understanding the relationship between advertising and the application of humor
• The effect of advertising on the recession period
• Understanding the influence of advertising on consumer behavior
• Impact of brand advertising on political campaigns
• An ethical examination of advertising deception
• Addressing false and misleading advertising: an empirical investigation
• A comparative analysis of the dove campaign promoting natural beauty with other misleading advertisements
• Unethical practices of advertising: a case study of some selective products
• Understanding the advertising law of The united states

International Marketing Research Paper Topics

Marketing is the global stage where most entrepreneurs get to connect. If you are considering choosing international marketing as your research area, then the following international marketing research topics are a win-win for you!

• International market entry: a case study on Tim Horton’s
• Social media as a game changer for global marketing: an overview
• Global market entry strategies: understanding the internalization approach
• Marketing athlete’s events across international borders: a comprehensive approach
• Environmental determinants of international market entry strategies
• Understanding the international market segmentation: issues and perspectives
• Financial market development: International evidence
• Liberalization of capital controls and expansion of the stock market
• Entrepreneurial businesses’ effectuation and global markets expansion
• The social networks of international entrepreneur firms

Pandemic-Related Marketing Research Paper Topics

The COVID-19 pandemic upended the rule book of several entrepreneurs. It questioned the established norms of the current human relationship and brand development. So much has recently changed that there’s no turning back to the old routine. Here are some new pandemic-related marketing topics for research:

• The influence of covid-19 on marketing and its philosophy
• How online marketing assisted companies during the epidemic
• Pandemic marketing story: Mapping a retailing constellation
• Long-term vs. short terms marketing approach by businesses: a comprehensive overview
• Internet marketing during the pandemic: new trends and policies
• The globalization of the international economy in the post-pandemic decade
• Post-pandemic recovery strategies for organizations: stimulating lifestyle entrepreneurship
• A systematic review of the marketing strategies during and after the pandemic
• The influence of covid-19 on changing the marketing world

Summing Up!!

Hopefully, these topics in marketing will inspire you to create some exciting research areas. Our sole purpose behind aggregating these marketing topics was to provide students with a clear perspective on marketing research that is relevant in this existing world. In other words, we intended to publish the most recent marketing research issues that would benefit readers and researchers.

If you’re still unsure about your research field, we recommend you consult your adviser or a paper help service provider. Your professor and an online expert can help you make the best decision. So, don’t hesitate to use their expertise and guidance.

By Alex Brown

I'm an ambitious, seasoned, and versatile author. I am experienced in proposing, outlining, and writing engaging assignments. Developing contagious academic work is always my top priority. I have a keen eye for detail and diligence in producing exceptional academic writing work. I work hard daily to help students with their assignments and projects. Experimenting with creative writing styles while maintaining a solid and informative voice is what I enjoy the most.

• How it works

Useful Links

How much will your dissertation cost?

Have an expert academic write your dissertation paper!

Dissertation Services

Get unlimited topic ideas and a dissertation plan for just £45.00

Order topics and plan

Get 1 free topic in your area of study with aim and justification

Yes I want the free topic

25 Marketing Management Dissertation Topics

Published by Owen Ingram at January 2nd, 2023 , Revised On August 18, 2023

Are you a marketing or management student looking for specific marketing management dissertation topics? If yes, your search is over because this article provides 25 highly focused marketing management dissertation ideas and examples for your consideration.

Marketing management refers to planning, organising, coordinating, and controlling marketing functions within a company. Sales, distribution, and customer service are all related to marketing management because they connect a brand with customers, suppliers, and other partners. Other areas of marketing management include public relations and direct advertising activities.

Furthermore, marketing management involves planning for the marketing mix, which is essential for promoting any business. It encompasses various responsibilities, from product development to pricing strategies and channel selection.

Marketing managers perform:

• Detailed market research
• Develop product and service branding strategies
• Develop strategies for targeting customers
• Identify the marketing activities to be undertaken within the budget.

Increased sales revenue and market share are the primary goals of marketing management. Therefore, improving product quality and service levels will improve customer satisfaction.

Also read Sports management dissertation topics , event management thesis ideas , operations management thesis ideas , management thesis topics , and asset management thesis topics .

Marketing Management Research Areas For Dissertation

Marketing management can be divided into four main types as categorized by the American Marketing Association (AMA):

• Customer relationship management (CRM)
• Product lifecycle management (PLM)
• Supply chain management (SCM)
• Market analytics.

These are briefly explained below.

Customer Relationship Management

Customers who have not engaged with a company for a long time can be won back through CRM strategies—providing personalized products, services, and communication to create a long-term relationship with the customer.

Product Lifecycle Management

The PLM process adds new features, services, and components to existing products over time to create more value. Maintaining consumer needs helps companies improve their margins.

Supply Chain Management

SCM uses technologies like supply chain software to manage inventory flows throughout their supply chain, which extends the company’s internal resources into all aspects of their external relationships with vendors, suppliers, distributors, and retailers.”

Market Analytics

Companies use market analytics to gather insights into consumer behaviour and preferences to make better business decisions. Business Intelligence: Business intelligence collects, analyses, and interprets data from multiple sources to understand how the business performs.

Furthermore, if you are studying business, you may also want to look at the list of business dissertation topics  and  finance dissertation topics .

Benefits of Marketing Management

There are various benefits of using Marketing Management. Some of them are as follows:

• It increases sales and profits.
• It improves customer satisfaction.
• It reduces costs
• It helps you to identify the problems in your business.
• It improves the quality of products and services.
• It builds a competitive advantage.
• It makes processes more efficient.
• It increases customer satisfaction.
• It improves sales
• It helps to identify new markets.

Order a Full Dissertation

Worried about your dissertation writing project? Not sure where to start?

• Choose any deadline
• Plagiarism free
• Unlimited free amendments
• Free anti-plagiarism report
• Completed to match exact requirements

List of Dissertation Topics for Marketing Management

Marketing management is a vast field, and it can be challenging to know where to start! Luckily, we’ve done the work for you. Here is a list of the latest marketing management dissertation topics to help you out.

• Using financial products in the UK retail banking sector
• A study of how service quality and customer satisfaction affect brand equity
• A study of the antecedents and consequences of a firm’s reputation
• Impact of social media marketing on consumer behaviour
• The role of internet advertising as a marketing tool
• A study of how supermarket retailers can use customer relationship management (CRM) data to identify consumers and predict buying behaviour
• The influence of reference groups on purchasing patterns among British consumers
• Factors that influence product packaging decisions
• An investigation into how organizational culture influences employee behaviour
• A preliminary study examined how sales assist the marketing role of security solutions.
• A thorough analysis of the literature on the term “Coopetition.”
• The function of marketing management in maintaining efficient supply chains
• Review of the literature on product innovation in multinational companies
• The psychology of consumers, how to evaluate it, and how it relates to digital marketing
• Several of the most prevalent errors are made today in email marketing.
• Correlation between marketing problem-solving techniques and marketing management support systems.
• A comparison of marketing management practices in industrialized and developing countries.
• A comprehensive review of the connection between management sciences and marketing management.
• Exploring the potential link between corporate financial success and corporate social responsibility
• A comparison of the regional strategic management of fashion apparel brands.
• Analysis of market segmentation’s effect on hotel industry customer loyalty.
• The analysis of the influence of social media on customer relationship management in the hotel industry.
• The analysis of supply chain management on operational efficiency in the hotel industry.
• The relationship between customer satisfaction, market share, and profitability
• An empirical study into the relationship between brand image and consumer perception.

Marketing management has a broad scope as it is not confined to one industry or market. It is necessary to effectively market goods and services in any economic sector. In marketing, strategic thinking, management practices, and techniques are used to develop and implement marketing programs that help businesses flourish and grow. We hope you can pick one from the aforementioned marketing management dissertation topics.

Alternatively, you may want to read about the dissertation proposal writing service and the full dissertation writing service to see how our services can ease your workload by completing your dissertation to the required criteria.

Free Dissertation Topic

Phone Number

Academic Level Select Academic Level Undergraduate Graduate PHD

Academic Subject

Area of Research

Frequently Asked Questions

How to find dissertation topics about marketing management.

For dissertation topics in marketing management:

• Study recent marketing challenges.
• Explore consumer behavior trends.
• Analyze digital marketing innovations.
• Investigate branding strategies.
• Examine market segmentation.
• Consider ethical marketing issues.

You May Also Like

Are you passionate about helping others, especially those facing mental health challenges? If this is the case for you, then mental health nursing is a career choice you may not want to pursue.

Authorizing your dissertation is a very challenging task. As determined by the supervisors and advisors, the subjects should be innovative and creative, cover both theoretical and practical aspects, and add something new to the field.

A drama dissertation must be fully reflected in its topic. Here’s a list of the 65 most interesting dissertation topics on drama for you.

USEFUL LINKS

LEARNING RESOURCES

COMPANY DETAILS

• How It Works