Inhaltsverzeichnis
Auswahl der wissenschaftlichen Literatur zum Thema „On-line marketing communication“
Geben Sie eine Quelle nach APA, MLA, Chicago, Harvard und anderen Zitierweisen an
Machen Sie sich mit den Listen der aktuellen Artikel, Bücher, Dissertationen, Berichten und anderer wissenschaftlichen Quellen zum Thema "On-line marketing communication" bekannt.
Neben jedem Werk im Literaturverzeichnis ist die Option "Zur Bibliographie hinzufügen" verfügbar. Nutzen Sie sie, wird Ihre bibliographische Angabe des gewählten Werkes nach der nötigen Zitierweise (APA, MLA, Harvard, Chicago, Vancouver usw.) automatisch gestaltet.
Sie können auch den vollen Text der wissenschaftlichen Publikation im PDF-Format herunterladen und eine Online-Annotation der Arbeit lesen, wenn die relevanten Parameter in den Metadaten verfügbar sind.
Zeitschriftenartikel zum Thema "On-line marketing communication"
1
Hovančáková, Dominika. „Mobile Marketing“. Studia commercialia Bratislavensia 4, Nr. 14 (01.01.2011): 211–25. http://dx.doi.org/10.2478/v10151-011-0007-y.
Der volle Inhalt der QuelleAnnotation:
Mobile Marketing In addition to traditional communication tools, new tools of marketing communication are currently coming into use. Mass-media and marketing communication is an important factor that may considerably influence economic development. In this these I will introduce some of them also in line with possibilities to measure their impact on marketing communication.
2
Godfrey, Andrea, Kathleen Seiders und Glenn B. Voss. „When Is Enough Enough? Balancing on the Fine Line in Multichannel Marketing Communications“. GfK Marketing Intelligence Review 4, Nr. 2 (01.11.2012): 8–15. http://dx.doi.org/10.2478/gfkmir-2014-0029.
Der volle Inhalt der QuelleAnnotation:
Abstract In an effort to build long-term, profitable relationships, many companies systematically engage in multichannel relational communication - personalized messages sent to existing customers through various channels as part of a broader relationship marketing strategy. However, too much of a good thing might actually ultimately have a bad effect.Whether ongoing direct communication with customers is perceived positively depends on its volume, the mix of communication channels, and the alignment of those channels with customers’ preferences. There is an ideal level of communication. If it is exceeded, customers react negatively and this negative response can be exacerbated by the use of multiple channels. The ideal level differs depending on individual channel preferences. Aligning channels with customer preferences is advisable to optimize repurchase rates.
3
Syvolovska, Olena, Tetiana Neskuba, Olena Aleksandrova und Olena Mkrtychyan. „Implementation of innovative marketing technologies for higher efficiency of the marketing communication complex“. SHS Web of Conferences 67 (2019): 04013. http://dx.doi.org/10.1051/shsconf/20196704013.
Der volle Inhalt der QuelleAnnotation:
The authors analyzed the basic trends in development of marketing communications in Ukraine and defined efficient innovating marketing methods, one of which is neuromarketing. The article generalizes experience in implementing neuromarketing techniques in Ukraine and all over the world, systematizes methods, technologies and tools of neuromarketing and defines the areas of usage for business activity in Ukraine. Besides, the article analyzes faults, advantages and prospects of neuromarketing development, classifies target audiences in terms of their response to neuromarketing methods and techniques. It also touches a need to implement on-line neuromarketing tools.
4
Claudia, Benedicta Yovi, Rustono Farady Marta und Rewindinar Rewindinar. „Edukasi Kesehatan Kulit Perempuan Indonesia melalui Media Sosial pada Akun Instagram @hi.flawless“. Jurnal Komunikasi Profesional 5, Nr. 3 (31.05.2021): 222–43. http://dx.doi.org/10.25139/jkp.v5i3.3685.
Der volle Inhalt der QuelleAnnotation:
Content marketing has become an essential part of any social media marketing strategy. However, the effectiveness of a content marketing strategy through social media will be determined by its alignment with the prevailing communication model. This study aims to analyze the communication model that takes place in the marketing of educational content regarding the health of Indonesian women's skin on Instagram @ hi.flawless and determine the effectiveness of the content marketing based on the communication model that occurs. This study uses a qualitative approach with a netnographic method. Data collection methods are through observation and interviews, while data analysis techniques use data reduction, data presentation, and drawing conclusions analysis methods. This research shows that the communication model that occurs is Schramm's interactional communication model which can then be further developed into a multistep non-linear communication model and advanced web communication. The use of Indonesian women's skin health education as content for marketing on Instagram @ hi.flawless is known to be in line with the prevailing and effective communication model to be implemented, seen from the relatively high level of consumer involvement and the increase in sales that have occurred.
Keywords: communication model, content marketing, education, social media
5
Mirković, Milena, und Dejana Kulina. „Marketing Communications as Important Segment of the Marketing Concept“. ECONOMICS 4, Nr. 1 (01.06.2016): 165–80. http://dx.doi.org/10.1515/eoik-2015-0031.
Der volle Inhalt der QuelleAnnotation:
Summary New frameworks operating at the international level have led to the need for a broader and more complex involvement of companies in international economic flows. In such circumstances, focus on the international and global markets becomes inevitable. Each segment companies must adapt and evolve in accordance with such conditions. Marketing as an important activity of the company in selling products or services is also changing and expanding its activities in line with international market. This leads to the creation of an international marketing concept and system as a specific approach to the processing of international economic relations. An important segment of implementation of the marketing concept is the marketing communication, which in terms of the limited number of international barriers. It is certainly possible to overcome with a well-defined marketing strategy. Clearly defined marketing strategy and well-prepared marketing mix remove barriers, to meet the set goals and lead to positive results for the company.
6
Chlebovský, Vít, und Vítězslav Plšek. „Research on Czech firms’ marketing communication based on social media networks“. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis 60, Nr. 7 (2012): 111–18. http://dx.doi.org/10.11118/actaun201260070111.
Der volle Inhalt der QuelleAnnotation:
Objective of the research described in this article is to make an analysis of the usage of marketing communication using both traditional Internet communication channels as well as Social Media Networks by the Czech companies. Primary research was made through on-line questionnaire. Companies across the branches and size categories within the Czech economy were addressed. Companies were selected from the www.firmy.cz portal. Only companies with their own web domain were addressed. The typical respondents were mostly from middle management, especially managers from the marketing or commercial departments. The final number of questionnaire respondents covered in the research is 1009. The main research method was questioning. The questionnaire consisted of three sections with the scale answer questions mainly. Google Refine was used for data processing and Microsoft Excel for statistical processing and graphic outputs of the research. Evaluated results show significant gaps in usage of Internet communication tools in marketing of Czech companies and also deficiency between clear understanding of the respondents how Social Media should be used in marketing communication and real use in the companies. This deficiency was statistically tested and relation between respondents’ perception of the importance of Social Media use for bidirectional communication with stakeholders and non-use of Social Media for bidirectional communication with stakeholders by respondents’ company was confirmed.
7
Zhang, Ping. „Research on the Technology of Service Pricing Optimization Strategy for Mobile Communication Enterprise“. Applied Mechanics and Materials 713-715 (Januar 2015): 1427–30. http://dx.doi.org/10.4028/www.scientific.net/amm.713-715.1427.
Der volle Inhalt der QuelleAnnotation:
Price is the main competition means in China's mobile communications market, scientific pricing methods and strategies are important issues must be resolved by operators. Meanwhile, the pricing strategy selection of service product is an important decision factor in mobile communication business marketing. Based on this, this paper through analyzing on the cost-plus pricing strategy, competition-oriented pricing strategy and customer-oriented pricing strategy, consider mobile communication enterprise pricing strategy should be selected according to their own environment and the different stages of the mobile service growth, so that pricing is more in line with the subjective wishes of the client, and favorable for long-term interests of the enterprise.
8
Berčík, Jakub, Roderik Virágh, Zdenka Kádeková und Tatiana Duchoňová. „Aroma marketing as a tool to increase turnover in a chosen business entity“. Potravinarstvo Slovak Journal of Food Sciences 14 (16.12.2020): 1161–75. http://dx.doi.org/10.5219/1475.
Der volle Inhalt der QuelleAnnotation:
The paper deals with the evaluation of the effectiveness of the application of aroma marketing describing a few possibilities of using aromatization in practice. Nowadays, many sophisticated tools are used in marketing and consumer behavior, such as sensory marketing and sensory perception. The following is the term of marketing communication and its division into the above-the-line and below-the-line communication, sales promotion, and in-store communication. The paper also focused on the new trends in the place of sale and aroma marketing. The subject of the practical part is the use of the aroma in the food store. An important part consists of a characteristic of the alliance, questionnaire survey, comparison of achieved sales volume and sales before placing the aroma diffuser, and while it was placed in the grocery store. The article aims to find out how the coffee aroma in the store influenced consumer decision-making and stimulated them to impulsive purchase and consequent influence on the company turnover. Concerning the results of our observation and questionnaire survey, we formulate suggestions and recommendations for the business operation and practice. The whole research was made in the grocery store “Môj obchod”.
9
Ni, Wenbin, und Hongyi Sun. „The trustworthiness of internet-based quality signals: an interactivity perspective“. Journal of Services Marketing 32, Nr. 2 (09.04.2018): 195–210. http://dx.doi.org/10.1108/jsm-07-2015-0235.
Der volle Inhalt der QuelleAnnotation:
Purpose This study aims to examine the trustworthiness of internet-based quality signals (specifically webpages and before-sale services) from the perspective of interactivity by evaluating the associations between on-line signals of product quality and the off-line perceived quality of actual products. Design/methodology/approach Empirical data are collected from 261 Chinese female university students. Partial least squares structural equation modelling is used to test the conceptual model. Findings Both webpages and before-sale services are positively associated with off-line perceived quality, but only the quality of before-sale service has a direct association with customer satisfaction. Webpages and before-sale services are both trustworthy signals for indicating the quality of physical products; however, these signals provide different levels of trustworthiness. Research limitations/implications The interactivity perspective supplements information-economics theory in examining the trustworthiness of internet-based signals. A signal is a trustworthy indicator only if customers perceive a close relationship between the quality of the signal and the actual product quality. Practical implications On-line sellers should improve the reciprocity and controllability of communications from a buyer’s perspective and should pay more attention to the strategic role of on-line communication for improving customer service. Originality/value Researchers have evaluated the trustworthiness of on-line quality signals from an information-economics perspective. This study extends these previous studies by addressing the perspective of interactivity. Two types of product-quality signals, including webpages and before-sale services, are assessed in terms of their trustworthiness by examining how these signals relate to off-line perceived quality and customer satisfaction.
10
Krizanova, Anna, George Lăzăroiu, Lubica Gajanova, Jana Kliestikova, Margareta Nadanyiova und Dominika Moravcikova. „The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment“. Sustainability 11, Nr. 24 (09.12.2019): 7016. http://dx.doi.org/10.3390/su11247016.
Der volle Inhalt der QuelleAnnotation:
Online marketing communication covers a wide area and thus promotes an extensive reach of advertising to a broad audience. Hotels can achieve certain goals through online communication, mainly an increase of hotel awareness; an improvement of their image; and an increase in the level of customer satisfaction and trust, or brand loyalty. Measurement of the effectiveness of communication tools in the online environment is still a challenge, whether in the academic world or in the business world, mainly due to the complexity of this process. The main objective of this paper is to propose a methodology for implementing an indicator suitable for the evaluation of the effectiveness of online communication activities in the Slovak hotel industry. It uses analysis of the current usage of online marketing communication activities from the perspective of hotel service providers. The methodology should be applicable to support decision-making and actively support the sustainable development of hotels. In order to achieve the objective of the paper, the authors conducted a marketing survey focused on online marketing communication by Slovakian hotels to determine their use and to map the current state or methods of evaluating their effectiveness. Results of the research suggest that hotels in Slovakia perceive evaluating marketing communications online as being important, regardless of the size, length of operation, budget, and class of the hotel. They prefer financial metrics because they are a de facto manifestation of the traditional approach towards investment evaluation. The results also showed that return on investment is the most common metric for evaluating the investments of online communication activities, and that respondents expressed the highest level of confidence in this metric as well. In line with the results, we have proposed return on investment (ROI) as the most appropriate metric applicable in evaluation of the effectiveness of online communication tools.
Dissertationen zum Thema "On-line marketing communication"
1
Mirošová, Leona. „On-line marketingová komunikace“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-414478.
Der volle Inhalt der QuelleAnnotation:
The master’s thesis focuses on the online marketing communication of the fashion brand Sledgehammer. The thesis acquaints with the current structure of the communication mix and online marketing communication and, based on performed analyses and its own research, suggests appropriate suggestions to improve the communication of Sledgehammer with the public.
2
Šléglová, Miroslava. „On-line marketingová komunikace“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-442921.
Der volle Inhalt der QuelleAnnotation:
The master’s thesis is focused on the on-line marketing communication of the brand Pěkný domov shop. The thesis acquaints with the current structure of the communication mix and the online marketing communication and based on the performed analyses and own research, suggests the appropriate suggestions to improve the on-line communication of Pěkný domov shop with the public.
3
Měchurová, Lada. „On-line marketingová komunikace“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-443106.
Der volle Inhalt der QuelleAnnotation:
The diploma thesis focuses on the on-line marketing communication of the Pedro brand belonging to the portfolio of The Candy Plus Sweet Factory, s. r. o. The theoretical chapter contains definitions of important terms which provide the basis for further chapters. In the analytical part, there are performed analyses of the marketing mix and communication mix are performed, as well as analyses of the microenvironment and macroenvironment within the Slovak Republic. It also includes marketing research, which consists of a qualitative and quantitative part. The last chapter of this thesis deals with online marketing communication, through which the brand would expand its own e shop to the Slovak B2C market.
4
Gajdoš, Martin. „Using online technology for hotel presentation“. Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-17367.
Der volle Inhalt der QuelleAnnotation:
The thesis is devoted to describing the current on-line marketing opportunities and their application for the newly emerging hotel. The goal was to describe current technologies and suggest how to use them in hotels Moods.
5
Németh, Petr. „Návrh on-line marketingové strategie internetového projektu e2shop.cz“. Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113205.
Der volle Inhalt der QuelleAnnotation:
The main objective of this thesis is to propose an on-line marketing strategy of start-up project e2shop.cz. The thesis itself consist of three parts. The first part presents theoretical framework of commercial communication with focus on on-line communication. The second part describes the basic principles of e2shop.cz project and its functionality. The last parts consists of the strategy itself that is based on thorough analysis of external factors, market and competition using PESTEL, SWOT and TOWS schemes. The strategy contains of target group, objectives and tools definistion. Implementation plan and budget are included as well.
6
Lifková, Hana. „MARKETING ZAMĚŘENÝ NA PACIENTY S FENYLKETONURIÍ (PKU)“. Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-198276.
Der volle Inhalt der QuelleAnnotation:
The master's thesis deals with inherited metabolic disorder phenylketonuria from a marketing point of view. The theoretical basis of this thesis points out to differences between the marketing mix in the pharmaceutical industry and other industries. Analysis of marketing mix of Nutricia company in relation to patients with phenylketonuria is based on these facts. Secondary and primary data are used in this master's thesis. There were several research methods used to get the information, such comparison and telephone interviews. The work provides insights and recommendations in relation to the potential competitive advantages of the Nutricia company, which can help to maintain its position as market leader in the future. Attention is mostly paid to project such Home Deliveery and on-line communication.
7
Jankovič, Zdeněk. „On-line marketing - princip aukce mění svět reklamy“. Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-16985.
Der volle Inhalt der QuelleAnnotation:
Diploma thesis 'On-line marketing - Principle of an auction changes the world of advertising' is about internet as a medium, on-line commercial communications, search engines and performance marketing. This thesis is divided into three parts. First part is about internet as a medium and actual situation on the Czech internet market. Second part describes a marketing communication mix on the internet, forms of online advertisement and pros and cons of online advertising. Third part deals with an advertisement within the frame of search engines. This part is also about PPC systems and SEM (Search Engine Marketing). Contribution of this thesis lies in info how to use the internet for propagation.
8
Hodboď, Radek. „Analýza on-line komunikačního mixu společnosti Danone a návrh na jeho zefektivnění“. Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-136225.
Der volle Inhalt der QuelleAnnotation:
Diploma thesis studies the topic of on-line communication as a part of communication mix and marketing mix. It's closely connected with rapid technological development. It's therefore necessary to monitor trends, which are also part of the thesis. Based on the theoretical backgound, analysis of Czech internet and advertising environment and research of Czech firm's approach to on-line communication, author deals with the importance of on-line forms in comparison to other parts of communication mix. The outputs of the above are applied in the analysis of FMCG producer's on-line communication mix and competitive activities also. These findings are further formulated in recommendations for more effective on-line communication of analysed company and also serves to determine the new strategy.
9
Černá, Veronika. „Analýza účinnosti on-line komunikácie DOX“. Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-165632.
Der volle Inhalt der QuelleAnnotation:
The diploma thesis deals with the assessment of the effectiveness of on-line communication with the application for DOX Centre for Contemporary Art in Prague. It focuses on clarifying the theoretical framework of principles of social networks, mapping new trends and approaches in on-line communication and marketing. Part of the work is given to the identification of the percentage of the visitors of DOX who only search for information about exhibitions and other related program via the Internet. The emphasis is on research of the share of real customer of DOX to fan base on the Facebook social network. To make on-line communication more effective the priorities are set for various on-line channels with the tool for monitoring of mentions on the internet related to DOX. According to the fact that Facebook is an important interactive channel for DOX, there is created detailed analysis of the publications of contributions and the resulting recommendations for implementation. In conclusion, DOX expresses the contribution of the diploma thesis.
10
Ostrovská, Nina. „On-line marketingová komunikace“. Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-442880.
Der volle Inhalt der QuelleBücher zum Thema "On-line marketing communication"
1
Canter, Laurence A. How to make a fortune on the information superhighway: Everyone's guerrilla guide to marketing on the Internet and other on-line services. New York: HarperCollins Publishers, 1994.
Den vollen Inhalt der Quelle finden
2
S, Siegel Martha, Hrsg. How to make a fortune on the information superhighway: Everyone's guerrilla guide to marketing on the Internet and other on-line services. London: HarperCollins, 1995.
Den vollen Inhalt der Quelle findenBuchteile zum Thema "On-line marketing communication"
1
Basal, Bilgen. „On-Line Media Planning and On-Line Media Common Measurement Currencies“. In Handbook of Research on Effective Advertising Strategies in the Social Media Age, 105–24. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-8125-5.ch006.
Der volle Inhalt der QuelleAnnotation:
This chapter examines on-line media planning techniques and the common on-line measurement metrics, which are used in evaluating the effectiveness of an advertising campaign. It uses highly accessible and scalable Web-based and mobile communication techniques, which turn communication into interactive dialogue as opposed to traditional media. On-line media planning is analyzed in four different dimensions, such as on-line display advertising, performance marketing, social media marketing, and mobile advertising. In addition to this, the meanings and the implications of some concepts such as on-page and off-page search engine optimization and search engine marketing, impression, cost per thousand impressions, also click through rate, pay per click, cost per lead. Please note that conversion and engagement rates are also investigated in this chapter. Social media tools in building the social media strategy such as Facebook social graph, custom audiences, lookalike audiences, interest analysis, and Google analytics also receive special attention.
2
Gani, Mohammad Osman, und Anisur Rahman Faroque. „Digital Marketing“. In Cross-Border E-Commerce Marketing and Management, 172–202. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-5823-2.ch008.
Der volle Inhalt der QuelleAnnotation:
The current innovation of marketing embraces digital platforms. Digital marketing has become the successor to the economic development of many countries. This chapter intends to depict how to harness the power of digital marketing strategies as a driver of marketing activities. This chapter will navigate and provide an overview on search engine optimization (SEO), search engine marketing (SEM), web analytics, social media marketing platforms (Facebook, Instagram, YouTube, WeChat, Line, Twitter, Snapchat, etc.), e-mail marketing, mobile marketing, and display advertising and discuss the consequences of different digital marketing platforms. This chapter will navigate and thrive on how the fast-growing world of marketing develops strategy and content for communication.
3
Gülsoy, Tanses Yasemin. „Does Social Media Marketing Improve Business Performance?“ In Social Media Marketing, 138–62. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5637-4.ch008.
Der volle Inhalt der QuelleAnnotation:
The recent growth of social media, or consumer-generated media, has given rise to bidirectional communication between consumers and marketers. There is some evidence that the dialogue appears to help the business performance of companies by influencing, for example, product sales, consumer attitudes, and consumer decision-making. This chapter examines the evidence, with a particular focus on on-line consumer product reviews. Also investigated is the role trust plays in how marketing works in the social media. Managerial implications and research directions are indicated.
4
Gülsoy, Tanses Yasemin. „Does Social Media Marketing Improve Business Performance?“ In Handbook of Research on Effective Advertising Strategies in the Social Media Age, 416–39. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-8125-5.ch023.
Der volle Inhalt der QuelleAnnotation:
The recent growth of social media, or consumer-generated media, has given rise to bidirectional communication between consumers and marketers. There is some evidence that the dialogue appears to help the business performance of companies by influencing, for example, product sales, consumer attitudes, and consumer decision-making. This chapter examines the evidence, with a particular focus on on-line consumer product reviews. Also investigated is the role trust plays in how marketing works in the social media. Managerial implications and research directions are indicated.
5
Johnston, Wesley J., Hanna Komulainen, Annu Ristola und Pauliina Ulkuniemi. „Mobile Advertising in Small Retailer Firms“. In Marketing and Consumer Behavior, 2200–2215. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-7357-1.ch109.
Der volle Inhalt der QuelleAnnotation:
The mobile service landscape is changing quickly as a result of innovations in technology. Due to the emergent nature of the mobile business field, it is still unclear what kind of services will succeed and what will be the driving forces behind their success. In this study the authors identify the critical value elements of mobile advertising, in particular, and mobile services, in general. Moreover, the focus is on small retail firms that find the benefits of mobile advertising highly enticing, at the same time finding the full exploitation of this new communication medium challenging for many reasons. In line with the current understanding of value creation as a cooperative process between the service provider and the customer, the study highlights the perspectives of both advertisers and consumers. Unless both service provider (advertiser in the case of m-advertising) and customer actively engage in the co-creation of the mobile service, value creation will not reach its potential. These results also carry important implications for those managers dealing with mobile advertising and mobile services in general.
6
Walsh, Gianfranco, Simon Brach und Vincent-Wayne Mitchell. „Enlisting Online Communicators in Web 2.0“. In E-Entrepreneurship and ICT Ventures, 137–48. IGI Global, 2010. http://dx.doi.org/10.4018/978-1-61520-597-4.ch008.
Der volle Inhalt der QuelleAnnotation:
The Web 2.0 has changed the basic marketing communication paradigm in that it forces companies to acknowledge that Internet-based consumer-to-consumer communication can be a powerful success driver. Information dissemination, which can enhance the success of on-line and off-line products, is increasingly outside the realm of influence of companies because in many markets on-line communicators can play a central role in influencing others’ purchase decisions. e-Mavens are recognized as a consumer type that engage in on-line communication. Using a sample of more than 2,500 consumers, the authors profile e-Mavens using demographic and psychographic characteristics as well as explore their motives for visiting music web sites. In addition, changes in e-Mavens’ music-related consumption behavior are investigated. Next, using cluster analysis, the authors develop a typology of e-Mavens. Implications for both managerial practice and Web 2.0 research are discussed.
7
Sahay, Arun. „Philanthropy, CSR and Sustainability“. In Organizational Communication and Sustainable Development, 75–99. IGI Global, 2010. http://dx.doi.org/10.4018/978-1-60566-822-2.ch005.
Der volle Inhalt der QuelleAnnotation:
Despite business’s business being business, the business owners have been doing acts of benevolence depending upon the owner’s religion, faith, values and beliefs. Establishment of temples, mosques, churches, schools, hospitals etc. has been usual practice through which firms have shown their concern about the society and made contribution to the social cause. However, of late, it is observed that progressive businesses, after understanding the nuances of sustainable development and its reporting, have moved from philanthropic mode of contributing to society to the concept of Corporate Social Responsibity (CSR). Some of them have gone beyond CSR and have entered the domain of Strategic CSR. In the process, a new concept of Corporate Sustainability, which is based on Triple Bottom-line concept, has emerged in strategic management literature. Thus, today CSR activities are being aligned with the business strategy of the firm. In the developed countries, firms are increasingly integrating CSR with the core business activities e.g. innovation, marketing, finance etc. This article attempts to look into firm’s CSR and corporate sustainability with special reference to a developing country - India.
8
Terán, Luis, Andreas Ladner, Jan Fivaz und Stefani Gerber. „Using a Fuzzy-Based Cluster Algorithm for Recommending Candidates in E-Elections“. In Fuzzy Methods for Customer Relationship Management and Marketing, 115–38. IGI Global, 2012. http://dx.doi.org/10.4018/978-1-4666-0095-9.ch006.
Der volle Inhalt der QuelleAnnotation:
The use of the Internet now has a specific purpose: to find information. Unfortunately, the amount of data available on the Internet is growing exponentially, creating what can be considered a nearly infinite and ever-evolving network with no discernable structure. This rapid growth has raised the question of how to find the most relevant information. Many different techniques have been introduced to address the information overload, including search engines, Semantic Web, and recommender systems, among others. Recommender systems are computer-based techniques that are used to reduce information overload and recommend products likely to interest a user when given some information about the user’s profile. This technique is mainly used in e-Commerce to suggest items that fit a customer’s purchasing tendencies. The use of recommender systems for e-Government is a research topic that is intended to improve the interaction among public administrations, citizens, and the private sector through reducing information overload on e-Government services. More specifically, e-Democracy aims to increase citizens’ participation in democratic processes through the use of information and communication technologies. In this chapter, an architecture of a recommender system that uses fuzzy clustering methods for e-Elections is introduced. In addition, a comparison with the smartvote system, a Web-based Voting Assistance Application (VAA) used to aid voters in finding the party or candidate that is most in line with their preferences, is presented.
9
Karavdic, Munib, und Gary D. Gregory. „Internet Commerce and Exporting“. In Internet Commerce and Software Agents, 24–42. IGI Global, 2001. http://dx.doi.org/10.4018/978-1-930708-01-3.ch002.
Der volle Inhalt der QuelleAnnotation:
A host of new products and services are now available to more than a half-billion consumers. Firms now have greater opportunities to customize their product/service offerings as well as rely on standardized offerings as a preference. Global firms have the opportunity to customize their advertising and sales promotion messages to specific customer segments without the significant cost once involved in developing numerous messages for numerous markets. This communication segmentation strategy allows firms to achieve real dissemination strategies because of the elimination of wasted audience coverage and better-targeted messages aimed at the core benefits sought by various consumer segments. This is the new business world created by the Internet. As a result of recent technological advances in market entry, many firms are now beginning to increase their marketing and export functions. An emerging part of new technologies development involves electronic transactions over the open network, the Internet. An important Internet characteristic is its global coverage. Using the Internet as an access to the international market, firms generate significant revenues. For example, the music CD distributor CDNow, as a pure on-line company generated 21 percent of its total revenue from international markets in the first quarter of 1998; Dell, a computer manufacturer, generated 20 percent; and FastParts, an electronic components distributor, generated 30 percent. With other numerous examples of generating international revenue on-line, the Internet has already been proven a strategic tool in the exporting process. In this chapter we examine Internet marketing strategy for exporting and possible implications for firms using electronic technologies. The first part of this chapter presents Internet commerce as a specific entry mode to global markets using advanced technologies, represented by the Internet. Part Two introduces a model for Internet exporting strategies utilizing key components in the marketing mix (i.e., product, promotion, place, and price). The focus of this model is on the interaction between Internet commerce activities and software agents, and the potential impact on the exporting process. Applying the model of Internet-based exporting strategy to businesses, Part Three develops a strategic matrix that classifies firms based on the degree of product transferability and their capitalization on Internet technologies in exporting. Particular emphasis is given to the role of software agents in the electronic exporting process at different stages in strategy development. Finally, we summarize the impact of Internet commerce on exporting activities and highlight the benefits of incorporating new technologies into an exporting strategy.
10
Silvana de Rosa, Annamaria, Emanuele Fino und Elena Bocci. „Addressing Healthcare On-Line Demand and Supply Relating to Mental Illness“. In Dynamics of Competitive Advantage and Consumer Perception in Social Marketing, 16–55. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-4430-4.ch002.
Der volle Inhalt der QuelleAnnotation:
The study presented in this chapter explores the influence of social networks in directing and shaping the supply of, and demand for, healthcare services – specifically systems and therapies for the treatment and rehabilitation of mental disorders. For this purpose, knowledge sharing and co-construction processes of social representations of psychoanalysis and psychiatry, the images of the relevant professionals (psychoanalysts and psychiatrists), and their social practices are investigated within the social arenas provided by digital media 2.0, namely some of the most popular social networks. The authors collect a substantial corpus—a total of 6762 statements—of public, spontaneous conversations on Facebook, Twitter, and Yahoo! Answers. These are analyzed with the text clustering method of Descending Hierarchical Classification by means of the Alceste software. Thanks to the cross-national perspective of the study, they identify different psycho-social scenarios between the two national contexts (Italy and France) in which the social demand for health care and supply relating to mental illness has in recent decades been animated by the controversial debate on psychiatry, psychoanalysis, and the institutional practices with large impact on society and laypeople outside the circles of experts and professionals. Confirming their hypotheses, the results show specific strategies for the promotion by users involved in communicative processes in the social networks—under the relevant communicative constraints—of specific claims for the treatment and rehabilitation of mental disorders, and of the relative services in healthcare sectors. The study presented in this chapter explores the influence of social networks in directing and shaping the supply of, and demand for, healthcare services – specifically systems and therapies for the treatment and rehabilitation of mental disorders. For this purpose, knowledge sharing and co-construction processes of social representations of psychoanalysis and psychiatry, the images of the relevant professionals (psychoanalysts and psychiatrists), and their social practices are investigated within the social arenas provided by digital media 2.0, namely some of the most popular social networks. The authors collect a substantial corpus—a total of 6762 statements—of public, spontaneous conversations on Facebook, Twitter, and Yahoo! Answers. These are analyzed with the text clustering method of Descending Hierarchical Classification by means of the Alceste software. Thanks to the cross-national perspective of the study, they identify different psycho-social scenarios between the two national contexts (Italy and France) in which the social demand for health care and supply relating to mental illness has in recent decades been animated by the controversial debate on psychiatry, psychoanalysis, and the institutional practices with large impact on society and laypeople outside the circles of experts and professionals. Confirming their hypotheses, the results show specific strategies for the promotion by users involved in communicative processes in the social networks—under the relevant communicative constraints—of specific claims for the treatment and rehabilitation of mental disorders, and of the relative services in healthcare sectors.
Konferenzberichte zum Thema "On-line marketing communication"
1
Schueller, David. „SIGNIFICANT MEDIA OF ON-LINE MARKETING COMMUNICATION IN CULTURE SECTOR“. In 5th SGEM International Multidisciplinary Scientific Conferences on SOCIAL SCIENCES and ARTS SGEM2018. STEF92 Technology, 2018. http://dx.doi.org/10.5593/sgemsocial2018/1.5/s05.108.
Der volle Inhalt der Quelle
2
Liebal, Andreas, Heidi Krömker, Atif Mahboob und Christian Weber. „Toolbox for User-Centered Specification of VR Systems“. In ASME 2019 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. American Society of Mechanical Engineers, 2019. http://dx.doi.org/10.1115/detc2019-97340.
Der volle Inhalt der QuelleAnnotation:
Abstract Breaking into the consumer market, Virtual Reality (VR) has now penetrated wide areas of the industrial market. Rapidly developing technologies are opening up new application possibilities with low cost and high quality solutions. Although VR has been used exclusively as a marketing tool in companies up to now, it is still being extended to support all areas of the complete product development process. However, this is also accompanied by the difficulty to manage the amount of functionalities and design options associated with VR. Developers of such VR systems must nevertheless maintain an overview of the multitude of technological and content-related possibilities and bring them in line with the requirements of VR customers or VR users. At the same time, VR customers must also have an idea of the technological possibilities and formulate their vision of a VR system as precisely, completely and goal-oriented as possible. In the end, both sides must find a common level of communication in order to record the characteristics of the VR system in the form of a requirement specification or an offer. Factors such as different terminologies and different views about the product development process along with the diverse knowledge about VR functionalities on both sides complicate this process. This article is intended to show the concept for a toolbox that supports the definition of a customer-specific VR solution. This shall exploit the full potential of VR for the customer’s specific product development process in VR. The generic product development process will be studied and the VR application areas will be located. In this regard, a classification of the main components of VR systems is performed. The goal of such a classification is to establish a relationship between the product model (along with product specific properties and relationships) and the VR system components. As the field of VR does not yet have an established set of standardized terms, a definition of all terms in this context can help to improve communication between customer and developer. This article shows how a toolbox for agencies and development departments must be structured so that the VR developer can design, evaluate, calculate and develop a complex VR system in a customer-oriented way. Furthermore, the vision of the toolbox presented in this paper also has the goal that the VR customer can specifically formulate his/her requirements in a customer-specific way that leads to an easier understanding for VR developer and eventually to a VR solution. Finally, the possibility of extension of the presented toolbox structure is discussed to automatically generate specification proposals and suitable technology recommendation based on the problem at hand.