Publications
Reavey, B. & Zahay, D. (2022), Teaching Conceptual Models: Using Direct Interaction to Enhance Metacognition, Marketing Education Review, forthcoming
Reavey, B., Zahay, D. & Rosenblum, A. (2021), Updating the Marketing Research Course to Prepare the Marketing Generalist. Journal of Marketing Education, Special Issue
Zahay, D., Pollitte, W., Reavey, B. & Alvarado, A. (2021). An Integrated Model of Digital Marketing Curriculum Design, Marketing Education Review
Zahay, D., (2021). Advancing Research in Digital and Social Media Marketing, The Journal of Marketing Theory and Practice, 29(1), 125-139. Published online March 8, DOI:10.1080/10696679.2021.1882865Zahay, D., Altounian, D., Pollitte, W. & James, J. (2019). Effective Resource Deployment in Digital Marketing Education. Marketing Education Review, 29 (3), pp. 182-192.
Johnson, D., Muzellec, L., Sihi, D. & Zahay, (2019).The Marketing Organization's Journey to Become Data-Driven, Journal of Research in Interactive Marketing,13(2), pp. 162-178
Zahay, D. Hajli, N., & Sihi, D. (2018). Managerial Perspectives on Crowdsourcing in the New Product Development Process, Industrial Marketing Management, 71(May), pp 41-63.
Zahay D. & Roberts, M. L. (2018). Internet Marketing, Integrating Online and Offline Strategies in a Digital Environment, Fourth Edition, Cengage/Southwest Publishing.
Hajli, N., Shanmugam, M., Papagiannidis, S, Zahay, D. & Richard, M.-O. (2017). Branding Co-creation with Members of Online Brand Communities, Journal of Business Research (Online August 30, 2016) , 70 (January), pp. 136-144.
Barker, M., Barker, D., Bormann, N., Roberts, M.L. & Zahay, D. (2017). Social Media Marketing: A Strategic Approach, 2nd Edition, Cengage/Southwest Publishing.
Zahay, D. (2015). Digital Marketing Management, Business Expert Press.
Zahay, D. Schultz, D., & Kumar, A. (2015). Reimagining Branding for the New B2B Digital Marketplace, Journal of Brand Strategy, 3(4), pp. 257-372.
Zahay, D., Peltier, J., Krishen, A. & Schutlz, D. (2014). Organizational Processes for B2B Services IMC Data Quality, The Journal of Business and Industrial Marketing, 29 (1), pp. 63-74.
Peltier, J., Zahay, D. & Lehman, D. (2013). Organizational Learning and CRM Success: A Model for Linking Organizational Practices, Customer Data Quality and Performance, Journal of Interactive Marketing, 27, pp. 1-13. Winner of Journal Best Paper, 2014.***
Peltier, J., Zahay, D. & Krishen, A. (2013). A Hierarchical IMC Data Integration and Measurement Framework. The Journal of Marketing Analytics, formerly Journal of Database Marketing and Customer Strategy Management, 1 (1), 1, 32-48.
Zahay, D., Peltier, J., & Krishen, A. (2012). Building the Foundation for Customer Data Quality in CRM Systems for Financial Services Firms, Journal of Database Marketing and Customer Strategy Management formerly Journal of Database Marketing, 19 (1), pp. 5-16.
Zahay, D. L., Griffin, A., & Fredericks, E. (2011). Information Use in NPD: An Initial Exploratory Empirical Test in the Chemical Industry, Journal of Product Innovation Management, 28 (4) 485-502.
Zahay D., Scovatti, C., Peterson, R. and Domagalski, S. (2010). Identifying and Assessing Fundamental Competencies: What Does it Mean to be a Direct and Interactive Marketer, Journal for the Advancement of Marketing Education, 17 (Winter), 52-62.
Zahay, D. L. & Griffin, A. (2010). Marketing Strategy Selection, Marketing Metrics and Firm Performance, Journal of Business & Industrial Marketing, 25 (2) 84-93.
Zahay, D., Mason, C. & Schibrowsky, J. (2009), The Present and Future of IMC and Database Marketing, International Journal of Integrated Marketing Communications, 1(2), 13-30. (Invited Piece, peer reviewed).
Zahay, D. L. & Fredericks. E. (2009). Podcasting to Improve Delivery of a Project-based Internet Marketing Course, Marketing Education Review, 19(1), 57-63.
Caravella, M., Zahay, D., Jaeger, C., & Ekachail, G. (2009), Web 2.0: Opportunities and Challenges for Marketing Educators, Journal of Advertising Education, (Spring), 58-63.
White, T., Zahay, D. L., Thorbjornsen, H., & Shavitt, S. (2008). Getting Too Personal: Reactance to Highly Personalized Email Solicitations. Marketing Letters, 19 (1), 39-50.
Zahay, D. L. (2008). Successful B2B Customer Database Management. Journal of Business & Industrial Marketing, 23 (4), 264-272.
Zahay, D. L. & Peltier, J. (2008). Interactive Strategy Formation: Organizational and Entrepreneurial Factors Related to Effective Customer Information Systems Practices in B2B Firms. Industrial Marketing Management, 37 (2), 191-205.
Peltier, J., Schibrowksy, J. A. , Schultz, D. E. , & Zahay, D. L. (2006). Interactive IMC: The Relational Transactional Continuum and the Synergistic Use of Customer Data. Journal of Advertising Research, 46 (2), 146-159.
Payton, F. C. & Zahay, D. L. (2005). Why Doesn't Marketing Use the Corporate Data Warehouse? The role of trust and quality in adoption of data-warehousing technology for CRM applications. Journal of Business & Industrial Marketing, 20 (4/5), 237-244.
Zahay, D. L., Peltier, J., Griffin , A., & Schultz , D. (2004). The Role of Transactional versus Relational Data in IMC Programs: Bringing Sales and Marketing Data Together. Journal of Advertising Research, 44 (1), 3-18.
Zahay, D. L. & Griffin, A. (2004). Customer Learning Processes, Strategy Selection, and Performance in Business-to-Business Service Firms. Decision Sciences (Journal of), 35 (2), 169-203.
Zahay, D. L., Griffin , A., & Fredericks, E. (2004). Sources, Uses, and Forms of Data in the New Product Development Process. Industrial Marketing Management, 33, 657-666.
Zahay, D. L. & Handfield, R. (2004). The Role of Learning in Adoption of B2B Technologies. Industrial Marketing Management, 33, 627-641.
Zahay, D. L. & Handfield, R. (2003). Using the Value Chain Concept to Improve Interactive Marketing. Interactive Marketing, 4 (4), 343-354.
Payton, F. & Zahay, D. L. (2003). Understanding Why Marketing Doesn't Use the Corporate Data Warehouse for CRM Applications. Journal of Database Marketing, 10 (4), 315-326.
Zahay, D. L. & Griffin, A. (2003). Information Antecedents and Consequences of Personalization and Customization in Business-to-Business Service Markets. Journal of Database Marketing, 10 (3), 255-271-326
Articles
Dr. Zahay-Blatz has published 34 refereed articles and three books on various aspects of data-driven digital marketing and the use of digital marketing technology in teaching in various Journals including Journal of Product Innovation Management and Decision Sciences.A proud achievement was being awardedbest paper 2014 by the Journal of Interactive Marketing. Her recent article with Dr. Brooke Reavey received an HonorableMention from Journal of Marketing Education for Outstanding Article of the Year. A list of citations and publications are available from Google Scholar and ResearchGate.
