What is he best known for?
The fields of study he is best known for:
- Marketing
- Advertising
- Management
His primary areas of study are Marketing, Integrated marketing communications, Advertising, Public relations and Marketing communication.
His Marketing study integrates concerns from other disciplines, such as Judgment sample and Market economy.
His Integrated marketing communications study combines topics from a wide range of disciplines, such as Marketing research, Digital marketing, Marketing strategy and Business-to-government.
His Business-to-government study deals with Knowledge management intersecting with Leverage and Production model.
His work on Brand loyalty as part of general Advertising study is frequently connected to Creating shared value, therefore bridging the gap between diverse disciplines of science and establishing a new relationship between them.
The concepts of his Public relations study are interwoven with issues in Social media, Slippery slope and Perception.
His most cited work include:
- Integrated marketing communications (173 citations)
- A Multi-Country Comparison of the Drive for IMC (168 citations)
- Social media's slippery slope: challenges, opportunities and future research directions (165 citations)
What are the main themes of his work throughout his whole career to date?
His main research concerns Marketing, Advertising, Integrated marketing communications, Public relations and Marketing communication.
Marketing is represented through his Digital marketing, Marketing research, Marketing management, Marketing mix and Return on marketing investment research.
His specific area of interest is Marketing research, where Don E. Schultz studies Business-to-government.
His study in Brand equity, Direct marketing, Brand loyalty, Brand preference and Advertising research is done as part of Advertising.
His Brand equity research is multidisciplinary, relying on both Brand awareness and Brand management.
His study connects Corporate communication and Integrated marketing communications.
He most often published in these fields:
- Marketing (44.31%)
- Advertising (36.59%)
- Integrated marketing communications (11.38%)
What were the highlights of his more recent work (between 2011-2020)?
- Marketing (44.31%)
- Advertising (36.59%)
- Social media (4.47%)
In recent papers he was focusing on the following fields of study:
Don E. Schultz mostly deals with Marketing, Advertising, Social media, Marketing communication and Brand preference.
His studies deal with areas such as Emerging markets and Conceptual framework as well as Marketing.
His work carried out in the field of Advertising brings together such families of science as Product, Interactivity, Preference and Set.
His studies in Social media integrate themes in fields like Internet privacy, Slippery slope, Public relations and Media studies.
His work deals with themes such as Customer relationship management, Relationship marketing and Knowledge management, which intersect with Marketing communication.
His Marketing management research includes themes of Digital marketing and Marketing mix.
Between 2011 and 2020, his most popular works were:
- Social media's slippery slope: challenges, opportunities and future research directions (165 citations)
- Social media and consumer engagement: a review and research agenda (120 citations)
- The elaboration likelihood model: review, critique and research agenda (68 citations)
In his most recent research, the most cited papers focused on:
- Marketing
- Advertising
- Management
The scientist’s investigation covers issues in Marketing, Advertising, Brand preference, Public relations and Brand management.
The various areas that Don E. Schultz examines in his Marketing study include Conceptual framework and Process.
His Advertising research incorporates elements of Digital media, Product, Integrated marketing communications, Set and Focus group.
His research in Integrated marketing communications tackles topics such as Brand names which are related to areas like Information and Communications Technology.
His study on Brand preference also encompasses disciplines like
- Brand loyalty, which have a strong connection to Corporate branding, Private label, Brand awareness, Brand extension and Marketing management,
- Preference which is related to area like Product, Sales promotion and Commoditization.
His research in Public relations intersects with topics in Social media and Slippery slope.
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