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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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”.
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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.
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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.
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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.
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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.
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AMCUAB, KONSTANTIN. „STRATEGIC PLANNING FOR THE DEVELOPMENT OF THE SOCIO-ECONOMIC MODEL OF COMMUNICATION“. Communicology 8, Nr. 3 (September 2020): 63–72. http://dx.doi.org/10.21453/2311-3065-2020-8-3-63-72.
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The article considers the strategic management carried out on the basis of a strategic plan, which includes among the main provisions and components of models for applying methods and methods of communication. According to the author, strategic communication planning is a process of bringing the communication structure and function in line with the main goals of the organization. The so-called strategic communications matrix, which is the focus of marketing research, includes those communication models that fit into the system of strategic communications, involve all stakeholders in the communication process, and optimize communication efforts. Considering the aspects of the development of strategic planning in Russia, the author comes to the conclusion that in the Soviet period of development, the goals of strategic planning were not expressed in the plan of strategic communications, which is a tool for managing all communication structures and processes included in the system of strategic management of the development of a particular object.
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Pandey, Neeraj, und Gaganpreet Singh. „Value communication: low-cost marketing initiatives for “Guru Ki Bani 58282”“. Emerald Emerging Markets Case Studies 3, Nr. 3 (28.06.2013): 1–9. http://dx.doi.org/10.1108/eemcs-04-2013-0025.
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Subject area Pricing, digital marketing, marketing management and strategic marketing. Study level/applicability The case can be used for pricing or digital marketing courses as well as marketing management courses to MBA students and/or for management development programmes. Case overview Goldfinch Mobile Solutions, a Hong-Kong based value added services (VAS) and gaming platform provider, had an exclusive tie up with Bharti Airtel in India for providing value added voice applications on an interactive voice response system (IVRS) platform. The Goldfinch flagship service is “Guru Ki Bani” which may be subscribed to by dialing the short code 58282. This “58282” service has a repository of all Sikh religion daily prayers, religious songs, teachings, stories from Guru's life and similar information that is derived from the Sikh Holy book Guru Granth Sahib Ji. As per mutual agreement between Goldfinch Mobile Solutions and Bharti Airtel, the telecom operator had the responsibility to promote Goldfinch's Guru Ki Bani service amongst its subscriber base through its below the line (BTL) promotional channels such as short messaging service (SMS), outbound calls, cell information, notification SMS after call and above the line (ATL) activities such as posters, leaflets, print, promoters, regional TV, outdoors, etc. The revenue sharing arrangement between Airtel and Golfinch was in the ratio of 75 percent and 25 percent. However, with recent changes in the policies of Telephone Regulatory Authority of India (TRAI), promotional marketing used by telecom operators has been constrained. Declining customer share, decreasing profits (after Bharti Airtel halted promotions) and increasing organization cost per customer have made MD and CEO Mr Newton Bubber think of various options including low-cost marketing initiatives besides digital marketing to promote Guru Ki Bani services. Value communication to its huge potential customer base, i.e. 184.19 million Bharti Airtel subscribers was another challenge facing Mr Newton and his marketing team at Goldfinch. Expected learning outcomes The case enables students to learn the concepts and application of value creation, effective value communication, price waterfall analysis, importance of costing parameters in pricing decisions, low-cost marketing strategies and digital marketing. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
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Manser Payne, Elizabeth, James W. Peltier und Victor A. Barger. „Omni-channel marketing, integrated marketing communications and consumer engagement“. Journal of Research in Interactive Marketing 11, Nr. 2 (12.06.2017): 185–97. http://dx.doi.org/10.1108/jrim-08-2016-0091.
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Purpose In this invited paper, the authors aim to offer an integrated marketing communications (IMC) framework for understanding how disparate customer touchpoints impact consumer engagement and profitability in an omni-channel environment. For each aspect of the framework, the authors recommend areas for further research. Design/methodology/approach The authors review literature linking personal and electronic channels of communication in an omni-channel context to consumer engagement, with an emphasis on channel and message unity. Findings Five major research areas were identified: research that better links omni-channel and IMC theory and practice; conceptual and empirical research that helps operationalize the consumer-brand engagement construct, including its antecedents and consequences; Build understanding of off- and on-line consumer-brand touchpoints and how they may enhance engagement and profitability; how omni-channel IMC best monetizes buyer–seller relationships; and omni-channel IMC in other consumer decision contexts. Practical implications The emergence of omni-channel marketing is breaking down the silos across available consumer-brand touchpoints. The intersection of effective omni-channel marketing and IMC strategic and tactical initiatives offers marketers an opportunity to engage their customers and to form profitable relationships. Originality/value The authors proposed an omni-channel IMC Framework and a research agenda for advancing the field. As this is a new area of inquiry, the authors argue for the development of other comprehensive frameworks, both for general omni-channel IMC conceptualizations.
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Respati, Wira. „Analisis Strategi Komunikasi Pemasaran Terpadu dalam Meningkatan Partisipasi Pemilih pada Pemilu 2014“. Humaniora 6, Nr. 1 (30.01.2015): 29. http://dx.doi.org/10.21512/humaniora.v6i1.3295.
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As the institution in charge of election administration, Election Commission of Republic of Indonesia or Komisi Pemilihan Umum (KPU) has consistently conducted campaign to increase number of voters who will participate in election. As a matter of fact, result of previous elections showed how the level of participation has been decreased. Lack of political awareness, level of knowledge upon the importance of election as well as skepticism on government and representatives’ performance were believed to be the trigger. Hence, it is important for KPU to enhance effective marketing communication program, ranging from the stages of planning, implementation and evaluation to promote public awareness to participate in the election. Therefore, this study aims to find how the principles of social marketing are actually implemented in designing communication program to increase voter awareness upon the importance of 2014 election. This study used qualitative method. Data were gathered from interview with related parties and literature study. Research found that the principles of social marketing to build awareness of voters basically have already been integrated in the programs of KPU toward the entire group of voters. In addition, KPU is quite aware of the importance of synergy between the programs of their communications both above the line and below the line. On April 9th legislative election, level of participation were increasing, reached 75.11%, up from 71% in the previous 2009 election. However, the level of participation of the July 9th presidential election dropped to 70% compared to the previous election in 2009, 72%. The result of these two elections should be considered as another challenge to KPU in improving their marketing communication strategy in the future.
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Akroush, Mamoun N., Samer M. Al-Mohammad und Abdelhadi L. Odetallah. „A multidimensional model of marketing culture and performance“. International Journal of Contemporary Hospitality Management 27, Nr. 7 (12.10.2015): 1442–78. http://dx.doi.org/10.1108/ijchm-02-2014-0088.
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Purpose – The purpose of this paper is to examine a multidimensional model of marketing culture and performance in tourism restaurants operating in Jordan. The paper introduces a model proposing certain associations between Webster’s (1990) marketing culture dimensions and attempts to underline how such associations affect restaurants’ performance. Design/methodology/approach – A structured and self-administered survey was used, targeting managers and employees of tourism restaurants operating in Jordan. A sample of 334 tourism restaurants’ managers and employees were involved in the survey. A series of exploratory and confirmatory factor analyses were used to assess the research constructs dimensions, unidimensionality, validity and composite reliability. Structural path model analysis was also used to test the hypothesised interrelationships of the research model. Findings – The empirical findings indicate that the marketing culture dimensions are seven rather than six, as proposed by Webster’s (1990) original model: service quality, interpersonal relationships, management–front-line interaction, selling task, organisation, internal communication and innovativeness. “Organisation” had positively and significantly affected “interpersonal relationships”. “Interpersonal relationships” had positively and significantly affected each of “management–front-line interaction”, “selling task” and “internal communications”. On the other hand, each of “management–front-line interaction”, “selling task” and “internal communications” had positively and significantly affected “innovativeness”. However, “innovativeness” itself had positively and significantly affected each of “service quality” and restaurant performance. Finally, “service quality” had positively and significantly affected restaurants’ performance. Research limitations/implications – Only seven dimensions of marketing culture were examined; meanwhile, there could also be other dimensions that affect restaurants’ performance. This paper has also examined the effect of a multidimensional model of marketing culture on restaurants’ financial performance only; the use of other types of non-financial measures could yield different results. The fact that paper’s sample consisted only of Jordanian restaurants further limits its generalisation potential. Practical implications – The paper reinforces the importance of sound marketing culture to Jordanian tourism restaurants. It further underlines the importance of several marketing culture dimensions, particularly those related to employees’ selection, development and communication. Further, the paper emphasises the particular importance of front-office employees to the success of Jordanian restaurants. Tourism restaurants’ managers and executives can benefit from such findings for designing their marketing culture strategies to achieve long-term performance objectives. Originality/value – This paper represents the first empirical attempt to examine the interrelationships between marketing culture dimensions introduced by Webster (1990). Accordingly, it should shed more light on the dynamics of marketing culture within service organisations, and how such dynamics affect organisations’ performance. Further, the paper is the first of its kind to study marketing culture dynamics in the context of Jordanian tourism restaurants industry. International tourism restaurants planning to expand their operations in Jordan’s tourism industry have now valuable empirical evidence concerning the marketing culture dimensions and their effect on performance.
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Pasmor, M. S., S. V. Demchenko und D. V. Zaitseva. „Analyzing the Marketing Instruments in the Sphere of Innovative Entrepreneurship and Creative Industries in the City of Kharkiv“. Business Inform 10, Nr. 513 (2020): 420–34. http://dx.doi.org/10.32983/2222-4459-2020-10-420-434.
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The topic of development and involvement of marketing instruments in business is relevant nowadays. In the era of the Internet, social networks and open information space, it is extremely important for companies and organizations to learn and implement new marketing instruments in order to utilize and fill the communication channels used by modern human in everyday life. Most marketing instruments, applied by the business environment before 2014–2016, are already becoming irrelevant due to the lack of feedback from the younger generation. From the off-line format, the interaction of business – buyer is increasingly moving to the on-line format. Thanks to the rapid development of digitalization in recent years, enterprises have received new channels of communication with their target audience, and, accordingly, new channels of communication and marketing instruments, which are covered in the publication. The article is aimed at theoretical studying the latest marketing instruments and analyzing their introduction into the creative industries of the city of Kharkiv. The latest marketing instruments are analyzed, examples of their use in the modern business environment of Ukraine are provided. Their adaptability is considered and recommendations for their use in commercial structures are made. Systematized and allocated are purely new marketing instruments used by business in the 21st century. The efficiency of their introduction into the activities of companies and organizations is substantiated and proved on specific examples. In addition, special attention is paid to the extended presentation of their use and disclosure of the essence on the example of the public organization «Kharkiv IT Cluster».
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Nguyen, Quang Tri, Winai Wongsurawat und Rian Beise-Zee. „Vertical Brand Extension at Vinamilk, Vietnam“. Asian Case Research Journal 20, Nr. 02 (Dezember 2016): 331–50. http://dx.doi.org/10.1142/s0218927516500127.
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This case study illustrates the role of marketing instruments on the success of a vertical brand extension executed by a leading dairy company in Vietnam — Vinamilk. In 2011, the company launched a fortified liquid milk line as a step-down vertical brand extension from its previous and more premium line — 100% fresh milk. The key issue in the study is to understand how Vinamilk used marketing communication and distancing techniques (or differentiation tactics) to influence the performance of the vertical brand extension. The case findings show that despite quite serious cannibalization on the core brand, the vertical brand extension at Vinamilk was deemed a successful launch. The success was attributable to marketing communication that was rooted in profound consumer understanding — the right product offered to the right target at the right price supported with heavy consumer pull and trade push marketing. Vinamilk’s strong umbrella brand and wide distribution network also contributed to the successful launch. The most serious challenge was cannibalization on the previous premium product line — Vinamilk 100% fresh milk. As Vietnamese consumers grew wealthier and more sophisticated, non-reconstituted, fresh milk would likely become the biggest seller in the future, a sector Vinamilk could not afford to lose. Competition in this premium market was already heating up, requiring the company to strengthen this product line. For longer term strategy, Vinamilk had been forced to revisit its liquid milk product portfolio. A more clearly defined role for each product line along with effective differentiation would be required.
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Székely, Szilárd, Lucian-Ionel Cioca und Adriana Benedek. „Technical and commercial communication methods used in semi-finished industrial goods market in South East European markets“. MATEC Web of Conferences 290 (2019): 07013. http://dx.doi.org/10.1051/matecconf/201929007013.
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South East European industrial markets are crossing a period of strong development. This progress is also strongly felt by industrial suppliers, including semi-finished non-ferrous metal products traders. Industrial marketing presents a lot of features which differs from the consumers marketing. Analyzing these markets one can observe an increased communication between sales teams and buying centers. This communication has two major line: technical and commercial. Buying teams, which include very often engineers, need special, detailed and customized technical information related to products, delivery and payment conditions etc. The clarity and efficiency of this communication is one of the key factors of commercial success on industrial markets. In our paper we intend to analyze the communication methods, channels preferred on the mentioned markets, focusing on the interaction of personal and digital communication and other issues which are specific for industrial marketing. Research methods include: on site observations of sales teams, back office analyses of industrial suppliers’ websites, professional in-depth interviews. Our goal is to deeply understand the trends and interactions of different communication methods and channels on this field and to propose new concepts in order to improve this communication.
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Sampurna, Angelia, Monica Tandian, Viviana Huang, Ruth Florescia Simanjuntak und Rustono Farady Marta. „Implementasi Total Branding dalam Perspektif Semiotika Pemasaran“. CoverAge: Journal of Strategic Communication 10, Nr. 2 (29.03.2020): 59–73. http://dx.doi.org/10.35814/coverage.v10i2.1384.
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The integrated marketing communication process creates positive relationships with consumers, stakeholders, suppliers, and distributors bringing profit through the delivery of carefully planned messages or strategies with integrated marketing objectives. This study aims to describe the implementation of total branding in the application of integrated marketing communication in a food brand, which is seen from many aspects such as brand identity, brand elements, suppliers, distributors, competitors, packaging, and others. The analysis offered by Laura R. Oswald in the semiotic marketing, where the signs, strategies and brand values are interrelated with one another is implemented. The research method is exploratory case studies elaborated with marketing semiotics resting on a constructivism paradigm that thoroughly examines signs and the way they work and can convey meaning to all aspects of marketing activities carried out by Kecap Bango. The results of this study are Kecap Bango’s plan and carry out a through total branding that is in line with the target of the intended marketing.
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Griffith, David A., und Qimei Chen. „THE INFLUENCE OF VIRTUAL DIRECT EXPERIENCE (VDE) ON ON-LINE AD MESSAGE EFFECTIVENESS“. Journal of Advertising 33, Nr. 1 (Januar 2004): 55–68. http://dx.doi.org/10.1080/00913367.2004.10639153.
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Vardar, Nükhet. „Bank Z's communication dilemma during Turkey's 2001 crisis“. Emerald Emerging Markets Case Studies 2, Nr. 5 (10.07.2012): 1–8. http://dx.doi.org/10.1108/20450621211264743.
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Subject area Marketing. Study level/applicability The primary target for this case study is marketing and communications undergraduate students, especially those from emerging countries; the secondary target is MBA students studying principles of marketing, integrated marketing communications. Case overview Turkey probably faced the most severe economic crisis after the Second World War in February 21, 2001, when the Turkish Lira was devalued by 94 percent against US dollar just overnight. Against this volatile business environment, Bank Z as one of the major banks in Turkey, was preparing for the launch of a major new marketing and communication plan. In April 2000 Bank Z had set itself the target of “changing the banking concept in Turkey, accomplishing no other bank was able to realize”. So Bank Z was ready to communicate its new consumer banking products when the country started to face rough times. Especially financial institutions and banks were encountering serious trust issues. Bank Z on the other hand, had grouped its products according to their line of financial expertise in five groups with the aim of having specialized personnel in these different areas, serving clients in the best possible way. Furthermore, the bank was aiming to realize 80 percent of its transactions via telephone and internet banking. Therefore, Bank Z had undertaken major technological investments in order to be able to deliver these services. But under these volatile economic conditions, should they go ahead with the campaign? Or should they postpone the campaign? Or should they realize it with a reduced frequency and budget? What if they postpone and one of the competitors start a new advertising campaign with similar propositions? The case tries to answer these critical questions with the help of market data, showing the likely course of business decisions can take in an emerging country just under 24 hours. Expected learning outcomes There are two main outcomes: first, to show the importance of consistent, continuous and sustainable communication for brand's marketing activities, especially during times of economic instability. The second outcome is to simulate difficulties of decision making under highly volatile market conditions and in high-risk environments, especially when the business environments can change abruptly. Supplementary materials Teaching notes are available.
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Konhäusner, Peter, und Robert Seidentopf. „Digital Marketing Effects of Clubhouse on Crowdfunding in the Context of COVID-19“. Journal of Risk and Financial Management 14, Nr. 8 (29.07.2021): 347. http://dx.doi.org/10.3390/jrfm14080347.
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In the marketing mix, promotion is mentioned as using the communication channels available to present and market the product or service at hand. In recent years, social media has risen as an influential marketing communication channel in digital space. Apart from end-to-end direct messengers and video communication in times of the COVID-19 pandemic, the social media channel Clubhouse offers an audio-only experience. The current research lacks analysis of the potential influence of the hyped social network. Due to the novelty of the channel and the absence of text messages as well as visual stimuli, questions regarding the impact that usage of this social media channel might have on crowdfunding, a means of rising popularity in alternative financing, have arisen. The study builds upon the media richness theory of Daft and Lengel as well as the channel expansion theory of Carlson and Zmud. Besides literature research, explorative expert interview analyses were applied to answer the research question at hand. The main findings include different approaches to foster the opportunities of Clubhouse for marketing crowdfunding campaigns in line with insights about the user group of Clubhouse as well as development options for the platform.
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Milczarek, Sławomir, und Magdalena Grębosz-Krawczyk. „Evaluation of the Marketing Communication of Scientific Units in the Context of Cooperation with the Sector of small and Medium Enterprises in Lodz Region“. Marketing of Scientific and Research Organizations 32, Nr. 2 (01.06.2019): 153–73. http://dx.doi.org/10.2478/minib-2019-0034.
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Summary An essential role in the constant overcoming of barriers as well as in the development of cooperation on the line “science-business” is played by proper marketing communication carried out by scientific units, being the party initiating the commercialization processes. The aim of the article is to evaluate selected aspects of marketing communication carried out by scientific units during cooperation with small and medium enterprises (SMEs) representing the smart specializations of the Lodz region. The article discusses the results of research carried out in the second and third quarter of 2018, based on the method of indirect communication with respondents, using a questionnaire among the representatives of companies belonging to the smart specializations of the Lodz region. The research results prove that scientific units do not use the available spectrum of marketing communication tools in cooperation with companies and do not use the language of market benefits in the description of knowledge being the subject of commercialization. The majority of respondents are convinced that the level of use of online communication tools by scientific units is low and medium, which automatically transfers into lowering its perception as innovative partners. On the other hand, in the opinion of the surveyed companies, the use of the possibilities created by the Internet Web 2.0 era by scientific units in marketing communication, can positively affect their image in the business environment.
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Kestane, Serpil Ünal. „Marketing and Communication Problems and Proposed Solutions for the Turkish Women’s N.G.O. Sector“. International Journal of Social Sciences and Management 1, Nr. 3 (21.07.2014): 93–102. http://dx.doi.org/10.3126/ijssm.v1i3.10542.
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In almost all contemporary societies the position and importance of non-governmental organizations in terms of the way they handle and solve social issues, is undeniable. Non Governmental Organizations (NGOs) are voluntary non-profit organizations that engage in many activities ranging from cultural events to health, environment, education, law, human rights issues as well as many others. Women Focused Non-Governmental Organizations (WFNGO) in Turkey are also non-profit, engaging in combating and seeking solutions for a multitude of women- related issues. As is the case with other NGOs, their main objective is to achieve social benefits. For that reason alone, “marketing” should be perceived as a commercial activity by NGOs, but all too often this important business function is considered either as a secondary purpose or one that is completely neglected.The main objective of this study is to ascertain the marketing and communication strategies WFNGO’s utilise whilst engaging in their activities and to determine the marketing problems that inform and enlighten these organizations. An additional goal is to acknowledge the achievement of their social benefits in terms of the proposals made to the WFNGO’s, finding solutions on how to increase their reach to target groups and how to use their resources more efficiently and effectively. In line with these main objectives and sub goals, a questionnaire has been developed, entitled Marketing and Communications Problems of WFNGO in Turkey. Altogether 105 organizations active in various Turkish cities have been interviewed either face-to-face or by telephone to seek answers to the questions. The resulting data has been analyzed and interpreted using the SPSS 18.00 computer software programmed.The findings of the study reveal the general structure of WFNGO’s, within the framework of the organizations reached and establish that the common problems of almost all WFNGO’s in Turkey are of a financial and organizational nature, together with bureaucratic restrictions and a shortage of suitably qualified personnel. Another important finding of this study is that Turkish WFNGO’s consider marketing to be nothing more than a ‘vending, presentation and publicity’ activity, with 66% of the organisations interviewed considering marketing to be unnecessary. The results of this study conclude that WFNGO’s, just like profit-orientated organizations, need a strategic marketing plan and they should be advised accordingly.In a literature review it is possible to find many essays, books, journals and publications on marketing activities in non-profit organizations. However, this paper is a first in relation to marketing activities for Women Focused Non Governmental Organizations. Furthermore, in line with the information and findings obtained as a result of this study, the proposals made towards marketing activities of WFNGO’s can be used as an effective guide for such organizations.DOI: http://dx.doi.org/10.3126/ijssm.v1i3.10542 Int. J. Soc. Sci. Manage. Vol.1(3) 2014: 93-102
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Rafoneke, L. P., P. M. Mshenga, G. Owuor und A. M. Rantlo. „Influence of transaction costs on choice of marketing outlets among smallholder peach farmers in Lesotho“. African Crop Science Journal 28, s1 (02.10.2020): 175–85. http://dx.doi.org/10.4314/acsj.v28i1.13s.
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Peach (Prunus persica) production is a major agro-economic activity in Lesotho. However, most smallholder peach farmers in Lesotho still fail to reap the benefits that are in line with peach commercialization. This is because of high transaction costs, which vary along with different peach marketing outlets. This study was conducted to determine the influence of transaction costs on the choice of marketing outlets of peaches in Lesotho. A multistage sampling technique was used to select 90 respondents for this study. Cross-sectional data were collected using a semi-structured questionnaire. A Multivariate probit model was used to analyse transaction costs influencing the choice of marketing outlets among smallholder peach farmers. The study revealed that gender and communication costs positively influenced the choice of farm gate; while the time taken to reach other outlets and average monthly income negatively influenced the choice of farm gate outlets. Sorting, grading and communication costs negatively impacted the local market; whereas, the average monthly income positively influenced it. Household size influenced farmers’ export market choice negatively. Evidence from the results suggests that the improvement of roads and communication infrastructure could enhance farmers’ income through the proper selection of marketing outlets. Access to market information regarding both distance and the time taken to reach each of the outlets should also be improved.
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Burns, Kelli S., und Richard J. Lutz. „THE FUNCTION OF FORMAT: Consumer Responses to Six On-line Advertising Formats“. Journal of Advertising 35, Nr. 1 (April 2006): 53–63. http://dx.doi.org/10.2753/joa0091-3367350104.
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Liao, Shu-Hsien, und Szu-Yu Hsu. „Big data analytics for investigating Taiwan Line sticker social media marketing“. Asia Pacific Journal of Marketing and Logistics 32, Nr. 2 (23.10.2019): 589–606. http://dx.doi.org/10.1108/apjml-03-2019-0211.
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Purpose Line sticker, a social media, it allows users to exchange multimedia files and engage in one-to-one and one-to-many communication with text, pictures, animation and sound. The purpose of this paper is to examine various Taiwan user experiences in the Line sticker use behaviors. Further, this research looks at how the situations of Line sticker proprietors and their affiliates are disseminated for formulating social media marketing (SMM) in its business model concerns. Design/methodology/approach This study examines the experience of various Taiwanese Line stickers users utilizing a market survey, a total of 1,164 valid questionnaire data, and the questionnaire is divided into five sections with 30 items in terms of the database design. All questions use nominal and order scales. This study develops a big data analytics approach, including cluster analysis and association rules, based on a big data structure and a relational database. Findings The authors divide Taiwan Line sticker users into three clusters by their profiles and then find each group’s social media utilization and online purchase behaviors for investigating the Line sticker SMM and business models. Originality/value This is the first study to offer a big data analytics to investigate and analyze the varieties in the use of Line sticker by exploring users’ behaviors for further SMM and business model development.
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Warner-Soderholm, Gillian, und Charles Cooper. „Be Careful What You Wish for: Mapping Nordic Cultural Communication Practices & Values in the Management Game of Communication“. International Journal of Business and Management 11, Nr. 11 (26.10.2016): 48. http://dx.doi.org/10.5539/ijbm.v11n11p48.
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Whether executives are sharing their organization’s strategy goals, financial projections, marketing initiatives, crisis management, or perhaps disseminating HRM issues, culture-with regard to differing ways of communicating-matters. Therefore, the purpose of this article is to understand Nordic managers’ cultural practices -and wished for values-within the context of delivering and receiving communication messages, not only within their organizations, but also with a keen eye to external stakeholders. Minor yet significant differences in communication norms may surface, even when representatives from similar cultures work together (Adler, 2002). As a follow on from the GLOBE project (House et al., 2004), data based on the GLOBE instrument collected on culture and communication values (Warner-Søderholm, 2012) are applied in this present study in order to explore to what degree cultural values impact how we form, deliver and receive an organization’s business communication messages within the Nordic cluster. Thus, this supports the proposition that better cross-cultural business communication practices contribute to an organization’s bottom line in the management game of communication today. Moreover, we contribute to the field with an analysis of the differences between managers’ cultural practices and wished for values.
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Townsend, Stephanie, und Geoff Bick. „Kulula.com: now anyone can fly in South Africa“. Emerald Emerging Markets Case Studies 1, Nr. 1 (01.01.2011): 1–28. http://dx.doi.org/10.1108/20450621111126792.
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Subject area Marketing. Study level/applicability This case can be used in a principles of marketing course, at Introductory, Executive or MBA level, it is particularly suitable as a case on promotions policy as one of the 4-P's, to illustrate the role of marketing communications as part of an integrated marketing strategy, or to illustrate the building of a service brand. Case overview The case illustrates a number of practical marketing issues: the marketing challenges of launching a budget airline: gaining high visibility and awareness with a relatively low share of voice; the relationship between an organisation and its advertising agency; the requirement to maintain a consistent marketing strategy over time, but to adapt the execution as market dynamics impact the consumer. Given the dynamics of most industries, kulula.com cannot afford to be complacent, as new entrants are always on the horizon. The dilemma facing Gidon Novick and his team is to rethink the sustainability of its current strategy, how to grow and protect its position, as well as the relationship with its advertising agency and its communication strategy – is a more relevant campaign or a new agency required to keep the marketing communications interesting and current? Expected learning outcomes The expected learning outcomes are: to analyse the success of communications campaigns; to explore the issue of client/agency relationships; to understand brand building strategies, how to create a distinctive position, and how to build a services brand; To understand the key success factors for a low-fare niche positioning strategy, and to examine the sustainability of this low-fare strategy; and to identify some product line extension opportunities for kulula.com. Supplementary materials Teaching note.
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Madleňák, Adam. „Geolocation Services and Marketing Communication from a Global Point of View“. SHS Web of Conferences 92 (2021): 02040. http://dx.doi.org/10.1051/shsconf/20219202040.
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Research background: Electronic communication fundamentally influences social behavior of the society. An unlimited virtual connection to the outside world and the minimal costs needed to reach out to a particular subject cause personal contact to become of marginal importance. The starting point may be, in certain cases, the ability of a mobile device to provide interested parties with relatively accurate geographical data mapping the distribution of objects in space. Therefore, localization of individual participants in the communication process becomes a prerequisite for establishing a contact in the real world. Moreover, localization also serves as a tool for creating highly personalized messages based on a combination of geographical, demographic, psychographic and behavioral characteristics. Purpose of the article: The aim of the paper is to research the peculiarities associated with the localization of portable electronic devices in the space and the associated efforts to improve the level of personalized communication in line with the right timing of wireless distribution of advertising content to the recipient. Methods: In order to achieve the stated goal, the author made use of several research methods to research the use of localization technologies in software products supporting social interaction between users of portable electronic devices. In particular, the author used analytical, inductive, deductive and comparative research methods. The paper also contains the results of several scientific studies presenting the latest market trends reflecting on research from abroad. Findings & Value added: The paper contributes to the definition of the specifics that characterize the various types of localization technologies which convey information to the target audience within SoLoMo marketing.
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Khalaf Ahmad, Ala’Eddin Mohammad. „Integrated Marketing Communication and Brand Image in Saudi Private Sector Hospitals: An Empirical Investigation“. International Journal of Business and Management 11, Nr. 11 (26.10.2016): 94. http://dx.doi.org/10.5539/ijbm.v11n11p94.
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This research aims to explore how integrated marketing communication (IMC) impacts on brand image in private hospitals in Saudi Arabia. A purposive sampling technique was used to recruit 290 patients in four different hospitals. This research showed that IMC dimensions (advertising, personal selling, public relations, and WOM) had a positive effect on brand image of the private hospitals, and only one dimension, represented by sales promotion, had no effect on brand image. The paper contributes to previous research by adding to existing knowledge regarding IMC dimensions and brand image. The paper makes key recommendations towards adoption of IMC dimensions to develop and enhance the brand image of private hospitals in Saudi Arabia. re and communication values (Warner-Søderholm, 2012) are applied in this present study in order to explore to what degree cultural values impact how we form, deliver and receive an organization’s business communication messages within the Nordic cluster. Thus, this supports the proposition that better cross-cultural business communication practices contribute to an organization’s bottom line in the management game of communication today. Moreover, we contribute to the field with an analysis of the differences between managers’ cultural practices and wished for values.
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Milczarek, Sławomir, und Magdalena Grębosz-Krawczyk. „Evaluation of on-Line Marketing Communication of Scientific Units in the Context of Its Cooperation with Companies from the Lodz Region“. Marketing of Scientific and Research Organizations 35, Nr. 1 (01.03.2020): 73–92. http://dx.doi.org/10.2478/minib-2020-0010.
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AbstractMarketing communication of scientific units has gained a lot of importance at the time of the emergence and development of the hypermedia environment, in particular the Web 2.0 era. The objective of this article is to assess the degree of use of the website by scientific units in the context of potential cooperation with companies. The article presents the results of research conducted in the period 09.2017–03.2018 using the method of critical analysis of secondary sources in the form of websites of all parameterized scientific units located in the Lodz region. Research of the content of websites of scientific units confirmed that scientific units do not use the available spectrum of marketing communication tools in cooperation with companies and that they do not use the language of market benefits in the description of knowledge being the subject of commercialization.
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Abdulkarim, Jehan. „Creativity, bravery and the need for agencies to adapt to the challenge of technology“. Journal of Communication Management 22, Nr. 4 (05.11.2018): 490–93. http://dx.doi.org/10.1108/jcom-06-2018-0053.
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Purpose The purpose of this paper is to address the relationship between organizations and their communication agencies. The paper argues that the relationship is symbiotic; both parties have to understand the importance of adapting their engagement with one another, especially if they hope to produce brand work that is impactful for target audiences and highlights the value of good communications and marketing to leadership. Design/methodology/approach The views expressed in this practice paper are based on the author’s extensive experience in the communications sector in the Middle East. Findings The paper highlights the importance of human creativity in communication campaigns, the need for bravery in marketing communications, and the need to adapt to technology. The best client/agency relationships combine the right degree of closeness and distance that allows agencies to be passionate advocates for the client while also being honest on stakeholder reactions. But, honesty requires courage. Telling a client what they need to hear and putting aside the fear of upsetting those who pay the bills in the search for the most effective creative idea takes nerve. Finally, the greatest change to the practice of communication is technology. Originality/value Although the relationship between clients and their communications agencies has been a topic of interest, much of the focus has been on the bottom line. This has been attributed to multiple reasons such as increased digital focus, or a belief among many brands that developing in-house capabilities provides better returns on investment. This practice paper addresses the agency–client relationship from a different perspective arguing for a symbiotic relationship built on creativity, honesty, bravery and the need to adapt to technology.
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Papatla, Purushottam, und Amit Bhatnagar. „Choosing the Right Mix of On-line Affiliates: How Do You Select the Best?“ Journal of Advertising 31, Nr. 3 (Oktober 2002): 69–81. http://dx.doi.org/10.1080/00913367.2002.10673677.
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KIRCOVA, İbrahim, Fatih PINARBAŞI und Şirin Gizem KÖSE. „UNDERSTANDING EPHEMERAL SOCIAL MEDIA THROUGH INSTAGRAM STORIES: A MARKETING PERSPECTIVE“. Business & Management Studies: An International Journal 8, Nr. 2 (25.06.2020): 2173–92. http://dx.doi.org/10.15295/bmij.v8i2.1452.
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Choosing media channels and consuming in digital channels have become crucial subjects in marketing and communication in the last century. Ephemeral social media, which can be defined as sharing and consuming media content in a short period, has recently become a widespread habit in social media tools. Ephemeral timelines that are a product of this concept has recently increased its importance in digital communication channels. In line with this trend, this study explores consumers’ intention to continue using Instagram Stories, which is a service provided by Instagram and makes it possible to share content that is available for 24 hours only. Regression analyses are conducted to analyze the relationships between model variables, and Chi-square tests are employed to evaluate relationships between intention and personal attributes. As a result, it is found that perceived ephemerality, reliance on graphics and social presence have a positive relationship with the intention to continue using Instagram Stories. The study also assesses related personal attributes for the intention which can be used for academic and managerial implications.
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Poels, Karolien, und Siegfried Dewitte. „Getting a Line on Print Ads: Pleasure and Arousal Reactions Reveal an Implicit Advertising Mechanism“. Journal of Advertising 37, Nr. 4 (Dezember 2008): 63–74. http://dx.doi.org/10.2753/joa0091-3367370405.
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Lohmann, Juliane, Marina Schmitz und Silvia Damme. „Portraying gender in external marketing communication, using the example of a fair fashion label“. Emerald Open Research 3 (20.05.2021): 8. http://dx.doi.org/10.35241/emeraldopenres.14090.1.
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The topics of gender and sustainability are firmly anchored within a social discourse. Based on both factors, customers are placing demands on companies and have specific ideas on how they should be represented in advertising. The case study presented herein combines these two topics and examines the portrayal of gender in the external marketing communication of the fair fashion label ARMEDANGELS. By analysing individual Instagram publications, the case study identifies how the topic is generally portrayed on the company’s channel. Furthermore, the perspectives of customers are determined through conducted interviews. When comparing the two sides, it becomes apparent that customers mostly approve of the attempt to break with conservative gender roles as well as an equal representation of the male and female personas. In addition to expanding the theoretical considerations of the triple bottom line as well as the S-O-R model, we derive recommendations for ARMEDANGELS and for other companies in the fashion industry. For customer retention purposes, companies should therefore focus on aligning the sexes, breaking with the general gender binary and integrating LGBTQ+ communities in future marketing measures.
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Zhang, Muxin, Liyan Kang, Bing Cao, Ying Shang, Qiutong Wu, Xinran Liu, Haishan Zhou und Wenyu Liu. „Research and Application of Transformer-User Identification Technology Based On Fault Diagnosis of Electrical Information Acquisition Equipment“. E3S Web of Conferences 136 (2019): 04054. http://dx.doi.org/10.1051/e3sconf/201913604054.
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The line loss rate of power supply enterprises is an important economic and technical index, which directly reflects the lean level of marketing professional management of power supply enterprises. At present, the confusion of transformer-user archives in transformer area is still widespread, which is a key issue in line loss management in power supply enterprises. As the downlink communication channel, low-voltage power line carrier can realize cross-station reading, which brings great difficulties to the identification of transformer-user relation. Because the data of calculating the line loss rate of the transformer area depends on the electrical information acquisition system, the running state of the electrical information acquisition equipment is also one of the important factors affecting the line loss rate of the transformer area. This paper will focus on the fault diagnosis technology of electrical information acquisition equipment, and use it to carry out the identification of transformer-user transformers.
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Bormane, Santa. „PRICE AS AN INTEGRATED MARKETING COMMUNICATION TOOL IN PROMOTING THE CONSUMPTION OF SUSTAINABLE PRODUCTS“. CBU International Conference Proceedings 6 (24.09.2018): 62–68. http://dx.doi.org/10.12955/cbup.v6.1134.
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There are favourable conditions for the development of sustainable marketing in Latvia. In order to take advantage of this, businesses need to conduct market research on the need and demand for sustainable products and draw up a marketing strategy encompassing all the marketing mix elements serving the People, Planet, and Profit. Businesses need to create a well-thought approach, a sustainable product assortment and promotion and selling activities in line with sustainability conditions. The consumers of nowadays are very sensitive to any price changes, and businesses may use price changes as an IMC (integrated marketing communication) tool in communication with their consumers to help not only sell or promote new products, but also boost the sales of healthy, ecological, domestic manufactured products.The goal of the research is to study and assess the role of price as an integrated marketing communication tool for sustainability in the context of demand. The subject of the research is price as a set of IMC tools, and the object of research are the price tools for the sustainable development of food retail chains.In order to accomplish the goal and objectives of the research, the author used the results of previous studies and the following quantitative and qualitative methods of economic research: survey, comparison, and grouping. The research is based on scientific papers published by Latvian and foreign scholars, general and scientific literature, and periodicals. Within the research there an assessment was conducted, a market investigation, a comparative analysis, as well as a survey of leading specialists from Latvian food retail chains, with the MS Excel software used for data processing and analysis.The research confirmed the hypothesis that price changes as an IMC tool and the use therefore may positively affect the buyer’s market behaviour and foster the consumption of sustainable, ecological, domestic manufactured products. The results of the research are of both theoretical and practical value.
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Catalin, Nachila. „Methods and Models for Surveying Using the Internet“. International Journal of Sustainable Economies Management 1, Nr. 4 (Oktober 2012): 18–27. http://dx.doi.org/10.4018/ijsem.2012100103.
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If the Internet was able to modify economic relations and the concept of communication, it can also make it possible to improve the process of research in fields like management, statistical, and marketing. The researchers can use the Internet in order to improve or to facilitate the collection of data necessary for its work. As the number of users is growing and the technology is rapidly developing, the Internet can provide various methodologies similar to the researcher’s studies. The goal of the article is to present the existing methods of surveying via Internet (off-line and on-line) and to propose two models for conducting these surveys based on traditional methods (e-mail for off-line and Computer Assisted Web Interviewing for on-line).
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Al-Mohammad, Samer, Mamoun Akroush und Abdelhadi Lutfi Odetallah. „Marketing culture and business performance“. Marketing Intelligence & Planning 32, Nr. 7 (30.09.2014): 794–822. http://dx.doi.org/10.1108/mip-08-2013-0127.
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Purpose – The purpose of this paper is to examine the validity and reliability of marketing culture measurement scale developed by Webster (1990, 1993) in the context of Jordanian tourism restaurants industry. Further, the paper aims to assess the impact of marketing culture, and its dimensions, over Jordanian restaurants performance. Design/methodology/approach – A structured and self-administered survey was employed targeting managers and employees of tourism restaurants operating in Jordan. A sample of 334 of tourism restaurants managers and employees were involved in the survey. A series of exploratory and confirmatory factor analyses were used to assess the research constructs dimensions, unidimensionality, validity, and composite reliability. Two structural path models analyses were also used to test the hypothesized relationships of the research model. Findings – The empirical findings indicate that marketing culture dimensions are found to be seven rather than six dimensions as proposed by the original model; service quality, interpersonal relationships, management-front-line interaction, selling task, organization, internal communication, and innovativeness. A new dimension is found, named as management-front-line interaction, which exerted a positive and significant effect on restaurants performance. The structural findings indicate that the marketing culture “construct” has a positive and significant effect on restaurants performance, meanwhile only three out of seven of its dimensions exerted a positive and significant effect on restaurants performance; innovativeness, management-front-line interaction, and organization, respectively. Research limitations/implications – Theoretically, the author examined only seven components of marketing culture; meanwhile there could be other factors of marketing culture, or other organizational factors, that may affect restaurants performance. Empirically, the research has also examined the effect of marketing culture on restaurant financial performance only. Further, the research is industry limited; tourism restaurants in Jordan. Accordingly, the findings cannot be generalized to other service industries without further examination. Practical implications – Tourism restaurants managers should recognize that marketing culture is not simply a number of dimensions that shape it rather; it is a complex organizational phenomenon that affects performance. Marketing culture is a multidimensional construct that consists of seven dimensions not just six as proposed by the original model. Tourism restaurants managers and executives can benefit from the research findings while designing their marketing culture strategies to achieve long-term performance objectives. Originality/value – This is the first research effort devoted to reveal the marketing culture dimensions and examine their effect on tourism restaurants performance in Jordan. Executives and managers can benefit from the research findings to enhance their marketing culture strategies to achieve long-term objectives. International tourism restaurants planning to expand their operations in Jordan's tourism industry have now empirical evidence concerning the marketing culture dimensions and their effect on performance.
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Alvarnas, Joseph C., Priscilla Avanessian, Mark Tsuneo Wakabayashi, Tricia Kassab und Alexandra M. Levine. „City of Hope's referring physician communication process improvement initiative.“ Journal of Clinical Oncology 31, Nr. 31_suppl (01.11.2013): 63. http://dx.doi.org/10.1200/jco.2013.31.31_suppl.63.
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63 Background: City of Hope’s (COH) Performance Excellence Program (PEP), a physician incentive program aimed at improving quality and process outcomes, identified the need to establish a process for strengthening COH’s relationship with referring physicians. Methods: Working in collaboration with New Patient Services, Marketing, and physicians across multiple disciplines, we implemented a manual process of copying information in all H and Ps/Admit Notes, discharge summaries, consultation notes, and operative reports to referring MDs if the COH MD had not done so. The PEP team is also in the process of establishing a specific COH referral MD line that would allow for priority queuing and a real-time warm transfer to the MD/ MD’s office. Marketing of the number will be conducted through a standard thank-you cover letter sent by every COH MD upon initial consultation of patient, as well as through a newly revamped physician website. The implementation of a Health Information Exchange is also in progress. Results: Overall satisfaction on COHs ability to communicate increased from 23% to 30%. Number of 10 or more updates received from COH increased from 0% to 17%. Those who referred 20% of their patient volume increased from 15% to 20% while those who only referred 1-5% decreased from 69% to 30%. Conclusions: Through the multiple strategies and joint efforts across disciplines, COH has strengthened its relationship with referring MDs and increased its referral volume. [Table: see text]
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Kumoratih, Dewi. „Rancangan “Wonderful Indonesia” Sebagai Branding-Destination“. Business Economic, Communication, and Social Sciences (BECOSS) Journal 2, Nr. 1 (28.01.2020): 75–82. http://dx.doi.org/10.21512/becossjournal.v2i1.6062.
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The aim of this paper is to examine Indonesia’s latest branding-destination, “Wonderful Indonesia”. This study attemps to find the missing link between what the country is trying to communicate, represented by the logo of its destination brand, and how this logo is perceived by its audience. Furthermore, in conjunction with its campaign, it is also important to discover whether design as a discipline, plays a major role in the strategic planning of the nation’s grand-design. Required data of logo implementation and distribution were collected through online media as well as above the line and below the line media. The method used is based on qualitative research dan data was examined through art history, visual communication design dan marketing approaches. The outcome suggests that the Ministry responsible for tourism needs to re-evaluate its branding strategy in a more strategic basis due to its lack of consistency in terms of implementations and communications.
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Pereira, Carolina Almeida, Joana Moreira Ferreira, Francini Monteiro Costa und Cristiana Guedes Oliveira. „A importância do LinkedIn nas estratégias de assessoria em turismo: estudo de caso de oito marcas de cruzeiros turísticos“. Prisma.com 43 (2020): 130–57. http://dx.doi.org/10.21747/16463153/43a7.
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This work aims to understand the role that press office have and relate it with the importance of the social network, LinkedIn in press office tourism strategies. As such, a study case that involves eight brands related to cruises has been developed: Celebrity Cruises, Royal Caribbean International, Norwegian Cruise Line, Carnival Cruises, Princess Cruises, Holland America Line, MSC Cruises e Costa Cruises. In this way, we want to understand the impact that communication has on social media, especially on LinkedIn and on his mission. With this study, we conclude that LinkedIn is used as a platform of networking, marketing and public relations of people and companies, and denotes an increasing popularity.
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Paek, Hye-Jin, Jay (Hyunjae) Yu und Beom Jun Bae. „Is On-Line Health Promotion Culture-Bound?: Cultural Characteristics Manifested in U.S. and South Korean Antismoking Web Sites“. Journal of Advertising 38, Nr. 1 (April 2009): 35–48. http://dx.doi.org/10.2753/joa0091-3367380103.
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Dermawan, Indra. „THE EFFECT OF PROMOTION MIX OF THE OFF-AIR ENGLISH SERVICE PROGRAM AT RRI PRO2 FM BANDUNG UPON THE LOYALTY OF THE AUDIENCES“. Management Journal of Binaniaga 3, Nr. 02 (31.12.2018): 1. http://dx.doi.org/10.33062/mjb.v3i2.253.
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This research aims to figure out how the effect of promotion mix of the Off Air English Service Program (ESP) at RRI Pro2 FM Bandung upon the loyality of its audiences, in order to communicate the Off Air English Service Program (ESP) to the audiences of at RRI Pro 2 FM Bandung, RRI has been doing the activity of promotion mix. Referring to Kotler & Armstrong (2008:166), promotion mix is also named Marketing Communication Mix, having the promotion mix the company could communicate the value of the audiences persuasively and develop the relationship with the customers. The writer has applied the theory of Kotler (2009:175) about the promotion mix (marketing communication mix) consisting of eight tools of promotion mix as the basic of the reseach which is promotion, marketing promotion, events and experiences, public relation and publicity, direct marketing, interactive marketing, mouth to mouth marketing, personal selling. Loyalty variable as Y variable, the writer has applied the theory from Grifin (2002:31) the audiences loyalty consists of four characters: (1) makes regular repeat purchase, (2) purchases across products or services line, (3) recommends other products (refers other), and (4) demonstrates on immunity to the full of the competition. Griffin (2002:31). Result of the analysis in this research has applied the method of SEM analysis (Structure Equation Models) indicating that the promotion mix has significantly affected the loyalty of audiences which is 61.9%, however the rest of 38.1% is the contribution of other variables that is not studied. Key words: Promotion Mix, Loyalty of The Audiences.
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Uzo, Uchenna, und Louis Nzegwu. „Indomie Noodles in Africa: lessons on digital and cultural branding“. Emerald Emerging Markets Case Studies 8, Nr. 1 (07.02.2018): 1–18. http://dx.doi.org/10.1108/eemcs-03-2017-0048.
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Subject area Marketing, Brand management, Social media marketing, Digital marketing. Study level/applicability The case can be taught in MBA courses and executive education programs. Case overview Dufil Prima Limited is the manufacturer of Indomie noodles and a market leader in the noodles market of Nigeria that exports products to Congo, Ivory Coast, Ghana and Benin Republic. However, the company has experienced a drop in the market share from 78 per cent in 2010 to 54 per cent in 2015. This drop is largely due to rising competition, Nigeria’s economic downturn and the inability to grow a consumer base in Northern Nigeria. Kenneth Iruonagbe, a social media executive of the company, is responsible for developing a social media and digital marketing strategy for the company to increase the market share position by 16 per cent in the next three years. Kenneth is convinced that a growth in the Northern Nigeria market share is critical for improving the market position in the entire country and facilitating the market penetration in the other four countries. A number of options are being considered to address the current problem. Because of the sharp differences in the consumption habits, cultural values and lifestyles of consumers of noodles in the northern and southern parts of Nigeria, the options may be difficult to implement. Dufil needs to engage in the delicate task of crafting a social media and digital marketing strategy that will be consistent with the values of the Indomie brand and yet prevent the risk of brand confusion and alienation on the part of consumers. The company has one month to roll out its plan. Expected learning outcomes Highlight how cultural branding through social media applies to consumer markets in Africa Explain the fundamentals of brand building and also introduce the concepts of integrated marketing communication, below-the-line, above-the-line, social media and digital marketing. Explain how social media and digital marketing could be used to move consumers from brand awareness to brand loyalty. Explain how to craft social media and digital marketing strategies that are relevant to countries facing an economic downturn. Highlight the lessons from internationalizing a brand across various African countries. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS: 8: Marketing.
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Gümüş, Niyazi. „Usage of Social Media in City Marketing: A Research on 30 Metropolitan Municipalities in Turkey“. EMAJ: Emerging Markets Journal 6, Nr. 2 (06.01.2017): 30–37. http://dx.doi.org/10.5195/emaj.2016.114.
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Rapid changes in information and communication technologies cause serious developments in marketing field similar to every sector. In parallel with these developments, the social media channels which appear as Web 2.0 applications have a number of advantages in comparison with traditional media channels. Social media gained a place in marketing activities because of its advantages. Social media is added on instruments in line with these developments that countries benefit in marketing activities for attracting more tourists, investment and becoming prominent against the other cities. Cities intensively benefit from social media because of social media’s properties like reaching the large masses, low marketing cost, interaction, receiving feedbacks rapidly, etc. Within this context, the purpose of this research is to determine the use statuses of social media by metropolitan municipalities as part of city marketing. In accordance with this purpose, official social media accounts of 30 metropolitan municipalities are investigated between the dates of 01/09/2016 and 30/09/2016, then their shares in social media channels are investigated in the context of city marketing.It is observed that two metropolitan municipalities do not have official Facebook accounts, four metropolitan municipalities do not have an official Twitter account as well. Again, it is found that 19 metropolitan municipalities do not have an official Instagram account and 17 metropolitan municipalities do not have official YouTube account. In consequence, it is observed that, our metropolitan municipalities do not benefit from social media effectively for city marketing activities.
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Okazaki, Shintaro, Charles R. Taylor und Shaoming Zou. „Advertising Standardization's Positive Impact on the Bottom Line: A Model of When and How Standardization Improves Financial and Strategic Performance“. Journal of Advertising 35, Nr. 3 (Oktober 2006): 17–33. http://dx.doi.org/10.2753/joa0091-3367350302.
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Lee, Wen-Hsuan, und Yu-Hsun Lin. „Online communication of visual information“. Online Information Review 44, Nr. 1 (26.11.2019): 43–61. http://dx.doi.org/10.1108/oir-08-2018-0235.
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Purpose The purpose of this paper is to deepen the understanding of why text messages are superseded by using stickers, thus driving instant messaging software (IMS) users’ visual communication process. Design/methodology/approach Drawing on Uses & Gratifications (U&G) theory and using a semantic technique, this research begins by identifying design indices of stickers and user’s perceived gratifications that they describe and evaluate at their first impression of using stickers in Study 1. Study 2 introduces media richness theory and the expectancy model into the framework of U&G theory and further explains several causal linkages from the LINE stickers’ design quality indices to proximal users’ perception of gratifications and distal sticker use intention. Findings Study 1 explores four variables, playfulness, variety, delicacy and uniqueness, as stickers’ design quality indices and discloses two user perceptions of gratifications, i.e., the needs of self-expression and of flaunting to someone, as main intrinsic motives for users sending stickers. The results of Study 2 further support the finding that self-expression and a mentality that seeks conspicuousness are two important psychological variables mediating the effects of three design quality indices – playfulness, variety and uniqueness – on visual image use intention. Originality/value The main contribution of this research is to verify the psychological mechanism of visualized communication between IMS users. Moreover, the finding extends the digital marketing literature by highlighting conspicuous consumption that occurs not only in consuming luxury goods, but also in costless or cheaper digital product such as IMS stickers.