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Nabi, Danish, Malik Zahra Khalid und Aaliya Ahmed. „Media-Marketing Paradigm—An analytical study of Paid News in Indian Media“. Global Journal For Research Analysis 3, Nr. 2 (15.06.2012): 131. http://dx.doi.org/10.15373/22778160/february2014/41.
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Marshall, Kimball P., und Stephen W. LaMotte. „Marketing Information Systems: A Marriage Of Systems Analysis And Marketing Management“. Journal of Applied Business Research (JABR) 8, Nr. 3 (04.10.2011): 61. http://dx.doi.org/10.19030/jabr.v8i3.6146.
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Synergy between information systems and marketing has stimulated interest in marketing information systems (MKIS) as a major marketing management tool. However, educators, researchers and managers are only beginning to define this field systematically. This paper reviews related literature from marketing, management and information sciences to develop a definition of marketing information systems and a model process for MKIS development. Special attention is paid to the role of marketing professionals in the development process.
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Ismail, Muhammad. „Influence of Positioning Strategy and Relationship Marketing Towards Brand Imaging“. International Journal of Applied Management Theory and Research 3, Nr. 1 (Januar 2021): 32–52. http://dx.doi.org/10.4018/ijamtr.2021010103.
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The purpose of the article (objective of the study is) to investigate the simultaneous and partial effect of positioning and relationship marketing strategies, as perceived by customers, towards brand image on customers of pre-paid GSM providers in Makassar. First, positioning strategy and relationship marketing have positive, partial, and simultaneous influence towards brand image of the pre-paid GSM cellular provider customers in Makassar. Secondly, positioning strategy relationship marketing and brand image have simultaneous influence towards brand loyalty of the pre-paid GSM cellular provider customers in Makassar. The originality of this study is that this is a comprehensive study analyzing the relationship between performance of positioning and marketing strategy, their relationship to brand image, and its implications towards brand loyalty.
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Gong, Yan Fen, und Xu Cao. „Research on the Enterprise Ecological Marketing Effect Based on Fuzzy Matter-Element“. Advanced Materials Research 962-965 (Juni 2014): 2240–44. http://dx.doi.org/10.4028/www.scientific.net/amr.962-965.2240.
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Ecological marketing as a new marketing concept has been paid more and more attention. To evaluate the enterprise ecological marketing effect from ecological products and R&D, ecological marketing channels, ecological recovery and ecological marketing support system. The enterprise And put forward the measures to improve the enterprise ecological marketing effect.
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Novianti, Ayi Indah, und Lindawati Kartika. „PENGARUH GREEN MARKETING KEBIJAKAN KANTONG PLASTIK BERBAYAR TERHADAP GREEN BEHAVIOUR MASYARAKAT KOTA BOGOR“. Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT 2, Nr. 1 (15.02.2017): 81–94. http://dx.doi.org/10.36226/jrmb.v2i1.32.
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Paid plastic bags policy issued by The Ministry of Environmental and Forestry to reduce plastic waste problem and promote green behaviour lifestyle. In order to change consumer behaviour when using plastic bags, government need to look over the marketing of paid plastic bags policy. The objective of this study are to identify customer respons about using their own bags, customer perceptions of green marketing and green behaviour, analyze green marketing of paid plastic bags policy influence towards green behavior.Primary data are obtained by questionnaire method and the secondary data are obtained from Department of Industry and Trade. The data have been analyzed using structural equation model and descriptive analysis. The result of this study shows after the policy applied, more customers are willing to carry their own shopping bag and reduce using plastic bags. The price of plastic bags are still considered too cheap and should be increased. Green marketing process that has significance influence towarads green behavior are know your customer, empowering customer and reassure the buyer.
Keywords: green marketing, green behavior
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Syaukat, Rosidah, und Ekky Imanjaya. „Tweet Berbayar: Bagaimana Word-Of-Mouth Bekerja dalam Media Baru“. Humaniora 2, Nr. 2 (31.10.2011): 1193. http://dx.doi.org/10.21512/humaniora.v2i2.3170.
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New media, like Twitter, has changed many possibilities, including marketing strategy in Indonesia. One of the extraordinary phenomena is paid-to-tweet, as being used by celebrity or ordinary users. The purpose of the article is to identify how Twitter roles in marketing: what the unique characteristic of Twitter so that Word-of-Mouth (WOM) could work effectively and efficiently? How viral marketing, buzz marketing and recommendation could move simultaneously to increase awareness to consumers about specific goods and services? How to choose the endorsers, as buzzers and key opinion leader in social media like Twitter? And why is hard-sale highly forbidden in new marketing practical style? Generally, the article will analyze about what and how regarding phenomena of paid-to-tweet happening in Indonesia.
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Umami, Zakiya, und Gede Sri Darma. „DIGITAL MARKETING: ENGAGING CONSUMERS WITH SMART DIGITAL MARKETING CONTENT“. Jurnal Manajemen dan Kewirausahaan 23, Nr. 2 (17.09.2021): 94–103. http://dx.doi.org/10.9744/jmk.23.2.94-103.
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The accelerated development of digital technology is currently affected by several factors such as the use of internet technology, the development of smartphones, the emergence of various social media, the development of e-commerce and the large number of people who actively use the internet. This study aimed to find a suitable marketing strategy for promoting food products by observing the development of digital marketing, especially today’s social media marketing. Bali was well known as one of the destinations visited by local and International tourists. One restaurant located in Kuta called Maisyaroh, in spite of the advancement of digital technology, had not optimized the use of the technology well. Whereas, it actually could affect the competitive advantages. In addition, a qualitative descriptive approach was used in this research, while the data collection techniques were carried out through observation, in-depth interviews by using Zoom Meeting and documentation. The results stated that promotion using Instagram (IG) endorsement and paid promote could increase brand awareness and buying interest.
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UNTARINI, NINDRIA. „Pengaruh Persepsi Pelanggan tentang Bauran Pemasaran terhadap Loyalitas Penggunaan Ponsel Pasca Bayar Esia Surabaya“. BISMA (Bisnis dan Manajemen) 3, Nr. 1 (06.06.2018): 84. http://dx.doi.org/10.26740/bisma.v3n1.p84-100.
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This paper is analyzing the influence of marketing mix customer perception that feels and make scoring by post paid customer to ESIA cellular operator in Surabaya. Post paid customer as research object is active customer using their cell phone to become ESIA post paid customer in Surabaya. This research have to be done because understanding customer active is essential for keeping and protect them to switch another cell phone operator. This research purpose to watching carefully the perception about service of marketing mix that bargained by ESIA cellular operator to loyalty of using post paid customer cell phone. The variable in this research taking from Zeithaml and Bitner service marketing theory and Yazid adopt it (1999:21) and the composition7P’s are product, price, place, promotion, participant, physical evidence, and process. Analyze model adapted from Customer Behavior simple model by Assael (1984:11) with using multiple linear regression technique, F test and t test. Base on analyze, can take a resume that marketing mix perception variable (cellular telecommunication service, price, facility ease, promotion, staff servicing, physical evidence, and administration process) post paid ESIA customer feels influenced to using cell phone loyalty at ESIA cellular operator in Surabaya as significantly both of single test and simultaneous test. As a single test, this result can look at each of t test that always have score more than 1,6616. While as simultaneous test, can take a look of F test result is 51,611 that more than score of F table 2,127. From the result of analysis, knows that price of cellular telecommunication that charged to post paid customer have dominant influence to loyalty of cell phone used post paid customer ESIA in Surabaya. While, the variable of facility ease have very little influenced. Base on analyze, can take a resume that marketing mix perception variable (cellular telecommunication service, price, facility ease, promotion, staff servicing, physical evidence, and administration process) post paid ESIA customer feels influenced to using cell phone loyalty at ESIA cellular operator in Surabaya as significantly both of single test and simultaneous test. As a single test, this result can look at each of t test that always have score more than 1,6616. While as simultaneous test, can take a look of F test result is 51,611 that more than score of F table 2,127. From the result of analysis, knows that price of cellular telecommunication that charged to post paid customer have dominant influence to loyalty of cell phone used post paid customer ESIA in Surabaya. While, the variable of facility ease have very little influenced.
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van Esch, Patrick, Denni Arli, Jenny Castner, Nabanita Talukdar und Gavin Northey. „Consumer attitudes towards bloggers and paid blog advertisements: what’s new?“ Marketing Intelligence & Planning 36, Nr. 7 (01.10.2018): 778–93. http://dx.doi.org/10.1108/mip-01-2018-0027.
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Purpose Reports show that 6.77m people published blogs on blogging websites and more than 12m people write blogs using their social network. However, few studies have explored consumer attitudes toward bloggers and their advertising. Therefore, an effort to discover how paid blog advertisements influence consumer attitudes toward bloggers and the products they advertise will help marketers gain an understanding of how to use bloggers as paid sponsors to influence consumer purchase intent. Using online survey approach, a study recruited participants (n=210) through an online survey platform (MTurk). The results indicated that the similarity between the consumer and the ad creator is an important psychological reason why consumers are more likely to perceive advertisements as more authentic, more affective, less deceptive and more credible, and they are thus more likely to trust the blogger. On the other hand, the importance of ad attribute (authenticity) does not significantly influence consumers’ intention to purchase products advertised by a blogger. As consumers are becoming more skeptical of advertisements, blogs need to be entertaining and a pleasure to view. Not only does the content need to be interesting, the design, flow and clarity of the blogs must also be considered important factors. In addition, advertising needs to be believable, credible and honest. In the online world, trust and credibility are still paramount in attracting consumers’ engagement; hence, promoting companies’ products and services through blogs can be an effective strategy to lower consumer skepticism barriers. The paper aims to discuss these issues. Design/methodology/approach Participants answered questions about their attitudes toward bloggers and their advertising when purchasing products in an online retail environment. Furthermore, participants also answered questions about their perceived trust in the bloggers themselves as well as the authenticity and credibility of the brand-related communication received from bloggers. Moreover, they reported on their attitudes toward how deceptive they considered bloggers and their advertising to be. Finally, participants reported how paid blog advertisements influence their purchase intent. Findings Similarity toward the ad creator is an important psychological reason behind consumers’ attitude toward blogs. Consumers who follow a blog often have the same interests and are thus more likely to support bloggers. This idea can be used as a segmentation strategy to reach particular consumers. Consumers who perceive similarity with the ad creator are more likely to recognize the ads as more authentic, affective, credible and trustworthy as well as less deceptive, regarding the blogger. Blogs need to be entertaining and a pleasure to view. Not only does the content need to be interesting but the design, flow and clarity of the blog are also important factors. Blog advertising needs to be believable, credible and honest. In the online world, trust and credibility are still paramount in attracting consumers’ engagement with the website, bloggers or social media. Originality/value Trust in the blogger did not influence consumers’ purchase intent; however, it did influence their attitude toward how similar they are with the blogger. In an online shopping environment, the human touch and personal contact between consumers and retailers has been lost. Consumers often leave the online transaction due to a lack of trust. Therefore, bloggers can be replacements for the missing “salesperson” in online interactions. Companies can use bloggers as the mediating person to reach their intended audiences, bridging the gap between the company and consumers.
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Dařena, F. „Global architecture of marketing information systems – Scientific Information“. Agricultural Economics (Zemědělská ekonomika) 53, No. 9 (07.01.2008): 432–40. http://dx.doi.org/10.17221/625-agricecon.
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The paper is focused on study of information systems that can be applied in the process of marketing planning. General terms from information systems theory are examined from marketing perspective, particular examples of marketing activities support are identified on the basis of literature review and global structure of the Marketing Information System (MkIS) is proposed. The main subsystems of MkIS – internal reporting system, marketing intelligence system, marketing research system, and decision support system are discussed in higher level of detail. The main attention is paid not only to supported marketing processes but also to technologies that can be used in individual parts of MkIS. The result is the architecture that integrates isolated marketing applications into one comprehensible framework. This architecture also creates a framework for following research in the field of marketing activities support.
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Yuniaris, Wenny. „PENGARUH INTEGRATED MARKETING COMMUNICATION TERHADAP LOYALITAS PENGGUNA KARTU PASCA BAYAR HALO DI MALANG“. Manajemen Bisnis 1, Nr. 1 (11.01.2013): 21. http://dx.doi.org/10.22219/jmb.v1i1.1319.
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Fakultas Ekonomi Universitas Muhammadiyah MalangE-mail: kareynza@umm.ac.idABSTRACTThe aim of this research are to know the message of integrated marketing communication arecontent, structure, format, source, time, space, ettiquete, things, friendship, agreement, and symbol tobuild customer loyalty is trust, psychological commitment, word of mouth, that integrated marketingcommunication show with the effect to customer loyalty of Halo Post-Paid users at Malang. There isthree hypothesis, first is content, structure, format, source, time, space, ettiquete, things, friendship,agreement, and symbol are a message build in integrated marketing communication. Second, trust,psychological commitment, word of mouth to build customer loyalty. Third message of integratedmarketing communication affect to customer loyalty. The analysis is factor analys with rotated factorand multiple linear regression analys. The research result shown that message builder in integratedmarketing communication. Trust, psychological commitment, word of mouth are customer loyaltybuilder and than integrated marketing communication have significant influence to customer loyaltyof Halo Post-Paid users at Malang.Key word: message, integrated marketing communication, and customer loyalty
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Sun, Jian, Guang Ying Xie, Yao Li Zhang und Jing Chen. „Research on Search Engine Marketing for Small and Medium-Sized Material Enterprises“. Advanced Materials Research 655-657 (Januar 2013): 1820–25. http://dx.doi.org/10.4028/www.scientific.net/amr.655-657.1820.
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This paper introduces the weakness of small and medium-sized material enterprises first, and then analyzes the primary component of search engine marketing according to the experience of the authors and other scholars. Combined with the practical situation of small and medium-sized material enterprises, this paper proposes to do search engine marketing from the angle of search engine optimization, paid listing, search engine blog marketing and search engine community marketing. Among them, search engine optimization as the major part of search engine marketing is introduced in detail and applied with specific instructions.
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Umidova, F. „Methodological Aspects for Determining the Efficiency of Marketing in Companies“. Bulletin of Science and Practice 7, Nr. 3 (15.03.2021): 228–35. http://dx.doi.org/10.33619/2414-2948/64/24.
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At the current stage of reforms in the economy of Uzbekistan, special attention is paid to the development of competition in commodity markets. In such a competitive market environment, the success of any business depends on the efficiency of marketing activities. Therefore, this article describes the methodological aspects of determining the efficiency of marketing in companies. Indicators that determine the efficiency of marketing activities are reflected. In particular, the structure of internal and external performance indicators of marketing activities, current and final indicators related to marketing activities are shown. The importance of costs in the efficiency of marketing activities has also been mentioned. The composition of marketing costs is determined.
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LU, CHONGYU, und REX YUXING DU. „Click-Through Behavior across Devices In Paid Search Advertising“. Journal of Advertising Research 60, Nr. 4 (26.02.2020): 394–406. http://dx.doi.org/10.2501/jar-2020-004.
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ANISHCHENKO, A. E. „INFLUENCE OF CULTURAL FEATURES ON THE FORMATION OF JAPANESE-STYLE MARKETING“. EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 2, Nr. 6 (2020): 171–75. http://dx.doi.org/10.36871/ek.up.p.r.2020.06.02.023.
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The article describes the main stages of the development of marketing in the Japanese style since the end of World War II and the period of American occupation, as during this period Japan implemented concept of marketing at the national market. The purpose of the article is to identify the role of cultural characteristics influence on the development of marketing in Japan. Special attention is paid to the differences between Japanese-style marketing and Western one, as well as to the comparison of theoretical theses on the typology of Hofstede's cultural dimensions and the characteristics of Japanese marketing.
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Leathers, Howard. „Orderly Marketing in Agriculture Revisited“. Agricultural and Resource Economics Review 36, Nr. 2 (Oktober 2007): 281–92. http://dx.doi.org/10.1017/s1068280500007097.
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This paper presents a model of economic behavior that explicates the phenomenon known as “orderly marketing,” which was a main objective of the Marketing Orders agricultural program introduced early in the New Deal. Recent analyses of marketing orders start with an implicit assumption that there is no market failure—thus, that price regulation can cause only deviations from the first-best market solution. However, historical evidence suggests that disorderly marketing might refer to a kind of market imperfection. In the model presented here, a monopsonist processor sets a price to be paid, and an aggregate quantity to be purchased. In some states of the world, some farmers are excluded from the market. In other words, nonprice rationing can occur, and changes in consumer expenditure for the final product are absorbed by the processor rather than passed along to the farmer. The classified price and pooling provisions of federal orders can lead to a Pareto improvement in welfare.
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Ginevičius, Adomas. „QUANTITATIVE EVALUATION OF ENTERPRISE MARKETING EFFECTIVENESS“. Technological and Economic Development of Economy 13, Nr. 1 (31.03.2007): 19–23. http://dx.doi.org/10.3846/13928619.2007.9637771.
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Enterprises operating in a complicated, constantly changing environment should pay much more attention to the market and the user, ie to marketing. Despite the fact that the main subject of the state economy is an enterprise, the problems of marketing are mostly analysed at the level of activities. At the enterprises, these problems, which are of great practical and theoretical importance, are paid little attention. One of the main problems in this context is quantitative evaluation of marketing effectiveness. The nature of the considered processes implies that this problem can be solved by multiple criteria evaluation methods. It allows us to offer a particular methodology verified by calculations. The evaluation of some actual enterprises has shown that marketing considerably affects their commercial activities in a positive way, increasing their effectiveness (profitability).
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METELKINA, P. V., und T. P. ROZANOVA. „THE NEED TO IMPLEMENT MARKETING STRATEGIES IN THE ACTIVITIES OF SMALL AND MEDIUM-SIZED BUSINESSES“. EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 2, Nr. 5 (2021): 147–52. http://dx.doi.org/10.36871/ek.up.p.r.2021.05.02.024.
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The article highlights practical and theoretical approaches to substantiating the need for strategic plan-ning in the marketing of small and medium-sized businesses. The features of the functioning of such enter-prises, their similarities and differences with large businesses are considered. The concepts of strategic mar-keting are revealed, attention is paid to organizational and managerial tasks of marketing. The basic principles of the marketing strategy development, including in the context of digitalization, are highlighted. The necessity of strategic marketing planning is justified, and the risks associated with the lack of a strategy are highlighted.
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Arora, Sandeep, Frenkel ter Hofstede und Vijay Mahajan. „The Implications of Offering Free Versions for the Performance of Paid Mobile Apps“. Journal of Marketing 81, Nr. 6 (November 2017): 62–78. http://dx.doi.org/10.1509/jm.15.0205.
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The mobile application (app) industry has grown tremendously over the past ten years, primarily fueled by small app development businesses. Lacking advertising budgets, these small and relatively unknown businesses often offer free versions of their paid apps to be noticed in the crowded app industry and to reduce customer uncertainty about app quality and fit. The authors build on the existing marketing and information systems literature on sampling and versioning to investigate the implications of offering free versions for the adoption speed of paid apps. Using a unique data set of 7.7 million observations from 12,315 paid apps, and accounting for endogeneity, the authors find that although the practice of offering free versions of paid apps is popular, it is negatively associated with paid app adoption speed. They also find that this negative association between free version presence and paid app adoption speed is stronger both for hedonic apps and in the later life stages of paid apps. The authors hope that the study's results will encourage app developers to reevaluate their current strategy of offering free versions of paid apps and prompt academics to produce more work focusing on this industry.
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Werenowska, Agnieszka. „Social media marketing (SMM) jako narzędzie komunikacji przedsiębiorstwaz grupami otoczenia“. Turystyka i Rozwój Regionalny, Nr. 12 (05.12.2019): 95–102. http://dx.doi.org/10.22630/tirr.2019.12.22.
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Social media are a place that allows you to meet your business needs. Companies are constantly looking for new solutions to improve their communikcation with customers. That article presents the possibilities of using social media for communication between the company and its users. Special attention was paid to Facebook as a popular communication tool.
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Kemp, April, Elizabeth Randon McDougal und Holly Syrdal. „The Matchmaking Activity: An Experiential Learning Exercise on Influencer Marketing for the Digital Marketing Classroom“. Journal of Marketing Education 41, Nr. 2 (02.10.2018): 141–53. http://dx.doi.org/10.1177/0273475318803415.
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Influencer marketing is an emerging technological disruptor for marketing across a wide range of industries. This tactic allows companies to promote products in a more organic, trust-affirming manner compared with other forms of paid advertising. As the use of influencer marketing is rapidly growing, marketing educators have a unique opportunity to prepare students to perform this in-demand marketing skill. This article outlines a classroom exercise, called the Matchmaking Activity, which introduces the concept of influencer marketing, provides hands-on experience, and encourages critical thinking to solve a simulated marketing dilemma. The end goal is for students to gain confidence that can be applied to a real-world marketing environment. To assess the effectiveness of the Matchmaking Activity, the exercise was conducted with students in digital marketing classes. Based on findings from a post-activity reflection survey completed by students, the Matchmaking Activity results in the achievement of several desirable learning outcomes. Ideas for adapting this exercise for use in a variety of other marketing courses are also provided.
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Veleva, Petya. „INTERNET ADVERTISING - A MARKETING TOOL SUPPORTING E-COMMERCE“. Trakia Journal of Sciences 17, Suppl.1 (2019): 883–90. http://dx.doi.org/10.15547/tjs.2019.s.01.145.
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The possibilities of Internet advertising as a modern marketing tool for supporting and developing e-commerce were explored based on a web survey. An example of a paid video advertising published in social media for a certain period of time is presented. Internet advertising was used by a small company as a marketing strategy to promote produced goods. According to Pay-to-click (PTC) criterion, a 60% increase of interest by Internet users to the advertised product was reported. A significant increase in sales during the considered period was registered.
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Ginevičius, Romualdas, Valentinas Podvezko und Adomas Ginevičius. „QUANTITATIVE EVALUATION OF ENTERPRISE MARKETING ACTIVITIES“. Journal of Business Economics and Management 14, Nr. 1 (22.02.2013): 200–212. http://dx.doi.org/10.3846/16111699.2012.731143.
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The growing competition on the international markets means that the importance of enterprise marketing activities is increasing. However, the attention paid to theoretical and practical marketing problems by enterprises is insufficient. This particularly refers to the analysis of marketing strategy effectiveness. It is not clear how marketing affects enterprise performance. To perform this analysis, the quantitative evaluation of enterprise marketing activities is required. Enterprise marketing is a complex multi-faceted phenomenon. Its various aspects are described by multidimensional and often oppositely directed criteria. Therefore, in this case, multicriteria evaluation methods can be successfully used for analysis. The state of the enterprise marketing system is described by sets of criteria. Therefore, the problem of adequate evaluation of their weights arises. Sometimes, it is possible to reduce the number of evaluation criteria by developing their hierarchical system. However, the question arises how the transformation of a single-level system of criteria into the respective multi-level system affects the calculation results.
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Matviiets, Olha, und Viktoriia Kipen. „The features of direct marketing and personal selling as a form of marketing communications“. VUZF Review 6, Nr. 2 (29.06.2021): 139–45. http://dx.doi.org/10.38188/2534-9228.21.2.16.
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The article summarizes approaches to defining the essence of the "direct marketing" concept. It is proved that the tools of direct marketing, as a component of internal marketing, are the most effective means of influencing the behavior of modern consumers and adaptive to market conditions of marketing activities, the implementation of which will contribute to achieving the corporate goal and mission of the enterprise with minimal time and resources. The necessity of using direct marketing tools in the activities of modern enterprises is justified. The problems of activating direct marketing based on the introduction of interactive systems are considered. The main advantages associated with the use of Integrated Marketing Communications in the formation of direct marketing strategies are revealed. The methodological bases of marketing communications are analyzed in the article. The expediency of using different types of marketing communications on the basis of their benefits and drawbacks for the effective implementation of the company's marketing policy. Particular attention was paid to the tools of direct marketing and the dynamics of the most influential communication features of digital marketing. As a result, it was determined that the tools of marketing communications should be combined thoroughly, and the most effective tool is eventually an integrated marketing.
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Canace, Thomas G., Anna M. Cianci, Xiaotao (Kelvin) Liu und George T. Tsakumis. „Paid for looks when others are looking: CEO facial traits, compensation, and corporate visibility“. Journal of Business Research 115 (Juli 2020): 85–100. http://dx.doi.org/10.1016/j.jbusres.2020.04.039.
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Chui, Margaret S. M. „To Explore the Effectiveness of Digital and Experiential Marketing in Attracting Customer Participation in the Hong Kong Wine and Dine Festival“. Nang Yan Business Journal 6, Nr. 1 (01.06.2018): 21–46. http://dx.doi.org/10.2478/nybj-2018-0002.
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Abstract The purpose of this study is to explore the effectiveness of digital and experiential marketing in attracting customer participation in the Hong Kong Wine and Dine Festival. This study explores the evolution of theories and models of digital and experiential marketing, and how they account for participation in a specific event. Findings show that variables related to media have moderate to strong relationship to customer satisfaction: owned media - HKTB Facebook, paid media - search engine, earned media - word-of-mouth, experiential marketing - escapist, experiential marketing - entertainment. Customer satisfaction also has a moderate relationship to customer loyalty. To boost the number of visitors, it is critical to better utilize the owned media – HKTB Facebook, paid media - search engine, and earned media – word-of-mouth to provide information and get positive feedback from visitors. The experiential marketing seems to be equally important and the marketer/organizer should consider providing escapist and entertainment experiences for visitors. A major limitation is the cross-sectional nature of this study. Future research could adopt a longitudinal approach by exploring issues related to promotional tools and types of experience over say three consecutive years. Another limitation is the sample size and type. Numbers are moderate and the snowball sampling adopted is non-probabilistic, which means that findings are suggestive rather than generalizable to all similar events.
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Самостроенко, Georgiy Samostroenko, Шатохина und Olga Shatokhina. „MARKETING ASPECTS OF CREATION AND FUNCTIONING OF INDUSTRIAL PARKS IN THE REGIONS“. Central Russian Journal of Social Sciences 10, Nr. 6 (27.11.2015): 345–49. http://dx.doi.org/10.12737/16831.
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The article examines the issues associated with the use of marketing in the creation and functioning of industrial parks. Particular attention is paid to the formation of marketing data to allow evaluation of the effectiveness of the industrial parks.
The authors prove that the geo information system of industrial parks must be one of the key tools to ensure marketing data for potential investors and residents: and it should be the basis for the formation of programs and measures of state support of development of modern industrial infrastructure of the country.
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A. Griffith, David, Hannah S. Lee, Chang Seob Yeo und Roger Calantone. „Marketing process adaptation“. International Marketing Review 31, Nr. 3 (06.05.2014): 308–34. http://dx.doi.org/10.1108/imr-06-2013-0113.
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Purpose – The purpose of this paper is to explore the marketing “processes” of governing multiple export relationships under the theoretical framework of governance value analysis (GVA). Specifically, this work examines the internal exchange attributes of transaction-specific investments and psychic distance on the adaptation/standardization of relational behavior and detailed contracting and how process adaptation/standardization influences new product outcomes and jointly created value in the focal export relationship. Design/methodology/approach – A survey was conducted of 151 US manufacturers regarding their relationship with their primary foreign buyers. Data were analyzed with partial least squares estimation. Findings – The results indicate that high levels of transaction-specific investments lead to the adaptation of relational behaviors whereas high levels of psychic distance lead to less adaptation of detailed contracting. The adaptation of relational behaviors and detailed contracting reflect differential direct effects on export performance. Furthermore, the results indicate that there is a significant positive interaction effect between the adaptation of relational behavior and detailed contracting on jointly created value in the focal export relationship. Practical implications – The findings of the study reveal that adaptation of the marketing process related to relationship governance strategies can play an important role in the export marketing process, but managers must proceed with caution in balancing relational behavior and detailed contract adaptation. The results also point to the importance of understanding the underlying source of uncertainty and adapting appropriate aspects of governance for enhancing jointly created value in the export relationship. Originality/value – The value of this research lies in its goal to highlight the issue of marketing process adaptation across multiple export relationships. Less attention has been paid to the marketing “processes” of governing multiple export relationships in the international marketing strategy literature relative to “program” standardization/adaptation. This is one of the first empirical studies on marketing process adaptation of governance employing the theoretical framework of GVA.
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Callens, Hanna. „Kidfluencer marketing in the video game industry“. Interactive Entertainment Law Review 3, Nr. 1 (01.09.2020): 44–54. http://dx.doi.org/10.4337/ielr.2020.01.04.
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Children spend a tremendous number of hours online these days watching kids their age play video games on YouTube. The videos of these young stars, also called ‘kidfluencers’, have become an essential avenue for marketers to advertise games and merchandise. However, the game promotions of these kidfluencers can easily deceive children, as the paid collaboration with companies is not always properly disclosed. Therefore, this article aims to investigate if the European advertising regulations sufficiently protect children against misleading promotions in the videos of kidfluencers. It starts by analysing the effectiveness of kidfluencer marketing and its applicable European advertising legislation. After this analysis, it shows that the current regulations of kidfluencer marketing require a European approach that harmonizes the use of advertising disclosures and YouTube's responsibility regarding commercial communication.
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Toledo, Luciano Augusto, Adriana Beatriz Madeira, Marcos Fernando Garber und Felix Hugo Aguero. „Aplicações do Crowdsourcing na Gestão de Marketing“. Future Studies Research Journal: Trends and Strategies 11, Nr. 1 (01.01.2019): 123–43. http://dx.doi.org/10.24023/futurejournal/2175-5825/2019.v11i1.372.
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Crowdsourcing is a newly developed term that refers to the process of participating a company's activities through an online community, openly and closed. Any member of this community can complete assigned tasks and be paid or not. Although it originated in the computing industry, companies began using crowdsourcing for a wide range of tasks. It turns out that companies are using crowdsourcing to accomplish the tasks related to the market, focusing on three major areas: product development, advertising, promotion, and marketing research. This work will make use of the qualitative research through the method of the case. The unit of analysis to be used will be marketing activities based on crowdsourcing. Finally, the subjects of study for the understanding of the phenomenon to be studied were COCA COLA, PEPSICO, NETFLIX, and AMAZON.
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Ibrahim, Mona Mohamed Sayed. „The Mediating Role of Job Embeddedness Between Internal Marketing and Turnover Intention“. International Journal of Customer Relationship Marketing and Management 2, Nr. 4 (Oktober 2011): 38–53. http://dx.doi.org/10.4018/jcrmm.2011100103.
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This study contributes to the stream of research on job embeddedness and internal marketing. Greater attention needs to be paid to understand the mechanisms and processes through which internal marketing influences work-related attitudes such as turnover intention in order to develop complete understanding of the effect of internal marketing on job embeddedness. This study fills this research gap using a sample of respondents employed by telecommunication companies in Egypt. The author examines whether job embeddedness mediated the effects of internal marketing on turnover intention. Results from Structural Equation Modeling (SEM) showed that job embeddedness fully mediates the relationship between internal marketing and turnover intention. Results also support that internal marketing has obviously positive influence on job embeddedness and a clearly negative influence on turnover intention; finally, internal marketing has direct and indirect influences on turnover intention through job embeddedness. Implications for research and practice of the findings are discussed.
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Goldman, Michael M., Mignon Reyneke und Tendai Mhizha. „Building the BrightRock brand through change“. Emerald Emerging Markets Case Studies 6, Nr. 3 (07.11.2016): 1–23. http://dx.doi.org/10.1108/eemcs-05-2016-0070.
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Subject area This case allows students to engage with classical marketing tenets of branding, media and communications decisions and content marketing within a management framework. Study level/applicability This case is appropriate for an undergraduate or graduate-level programme in marketing management. Case overview Suzanne Stevens was part of a group of four former senior employees of a large life insurance firm that decided to establish a new and innovative South African insurance company, BrightRock. They identified a gap in a large and highly competitive (albeit generic and opaque) insurance market and developed a distinctive positioning within the market. There was low consumer understanding of the technical aspects of life insurance products, and no existing life insurance product provided an individualized offering. Stevens developed the company’s brand and marketing strategy by drawing on reputation drivers, traditional advertising and a content marketing approach. BrightRock focused on change moments in consumers’ lives, including getting married, having children or getting a new job, and changed the standard insurance product model by launching an individualized flexible product that could adapt with the consumer through their various life stages. The case study documents the first three years of BrightRock’s operations, with a strong focus on brand and product development, distribution and communication. The case dilemma involves choices Stevens faced at the beginning of 2015 about marketing investments across paid, earned and owned media. Expected learning outcomes This study enables to critique the development of a services brand; integrate paid, owned and earned media to increase communication effectiveness and efficiency; and critique a content marketing strategy. 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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Guo, Bifeng, Rui Fan, Chong-wen Huang, Fuyu Ma, Zihao Li, Qiubin Liu, Penghui Liu und Weitao He. „The best marketing plan of photographing for money deduced by extensible mind mapping“. ITM Web of Conferences 17 (2018): 03003. http://dx.doi.org/10.1051/itmconf/20181703003.
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With the development of society and economy, there is a new way of marketing research by people’s taking photos of the respondents. They can get paid after finishing the survey tasks by taking photos. However, the contradictory problem is that, as for the project leader, the well pay makes him spend too much money while the poor pay causes low task completion rate. The solution to the problem is to put forward a way to find the best marketing plan of the project, which can both meet the demands of marketing research and reduce the budget. By means of Extenics in combination with extensible mind mapping, we find the best marketing plan for it.
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Riswandi, D. Iwan, und Wawan Oktariza. „Analisis Margin dan Efisiensi Pemasaran Ikan Bandeng dan Ikan Tongkol di DKI Jakarta (Analysis Marketing Margin and Efficiency of Milkfish and Mackarel Tuna Fish at DKI Jakarta)“. Jurnal Sains Terapan 5, Nr. 1 (04.06.2015): 60–73. http://dx.doi.org/10.29244/jstsv.5.1.60-73.
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Ministry of Marine Affairs and Fisheries has continued to roll out policies for the empowerment of fisherman and fish farmers, especially the micro scale. In order to enhance the welfare and income of fish farmers and fisherman, the problems in marketing that need to be getting the attention that is associated marketing margin and efficiency of capture fisheries and aquaculture commodity. The purpose of this study is to analyze marketing margin and efficiency of milkfish and mackarel tuna coming into Jakarta market as well as provide marketing policy recommendations of fishery products. The results showed that the marketing of milkfish and mackarel tuna to the Jakarta market based on marketing costs have been efficient because the costs are relatively low compared to the price of the consumer level. However, based on marketing cost-benefit ratio is not efficient because it can not hold a fair sharing of the overall price paid by the consumers to producers and middleman involved in the production and marketing of the commodity. Therefore, there needs to be marketing regulation to protect the interests of fish farmers, fisherman and consumers in the marketing of fishery commodities.Keyword: marketing efficiency, milkfish and mackarel tuna, marketing regulation
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Seymour, Tom, Dean Frantsvog und Satheesh Kumar. „History Of Search Engines“. International Journal of Management & Information Systems (IJMIS) 15, Nr. 4 (12.09.2011): 47. http://dx.doi.org/10.19030/ijmis.v15i4.5799.
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As the number of sites on the Web increased in the mid-to-late 90s, search engines started appearing to help people find information quickly. Search engines developed business models to finance their services, such as pay per click programs offered by Open Text in 1996 and then Goto.com in 1998. Goto.com later changed its name to Overture in 2001, and was purchased by Yahoo! in 2003, and now offers paid search opportunities for advertisers through Yahoo! Search Marketing. Google also began to offer advertisements on search results pages in 2000 through the Google Ad Words program. By 2007, pay-per-click programs proved to be primary money-makers for search engines. In a market dominated by Google, in 2009 Yahoo! and Microsoft announced the intention to forge an alliance. The Yahoo! & Microsoft Search Alliance eventually received approval from regulators in the US and Europe in February 2010. Search engine optimization consultants expanded their offerings to help businesses learn about and use the advertising opportunities offered by search engines, and new agencies focusing primarily upon marketing and advertising through search engines emerged. The term "Search Engine Marketing" was proposed by Danny Sullivan in 2001 to cover the spectrum of activities involved in performing SEO, managing paid listings at the search engines, submitting sites to directories, and developing online marketing strategies for businesses, organizations, and individuals. Some of the latest theoretical advances include Search Engine Marketing Management (SEMM). SEMM relates to activities including SEO but focuses on return on investment (ROI) management instead of relevant traffic building (as is the case of mainstream SEO). SEMM also integrates organic SEO, trying to achieve top ranking without using paid means of achieving top in search engines, and PayPerClick SEO. For example some of the attention is placed on the web page layout design and how content and information is displayed to the website visitor.
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Salo, Jari, Tuula Lehtimäki, Henri Simula und Matti Mäntymäki. „Social Media Marketing in the Scandinavian Industrial Markets“. International Journal of E-Business Research 9, Nr. 4 (Oktober 2013): 16–32. http://dx.doi.org/10.4018/ijebr.2013100102.
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Limited attention is paid in the academic literature to how business markets and marketers have harnessed social media. The purpose of this study is to depict how companies in business markets have been using social media and what kinds of future strategic actions they have planned for it. The research is based on a literature review, six case studies and eight interviews with industry experts. The research shows that managers are hesitant to adopt and use social media mainly due to the challenges of creating compelling content and because open interaction within social media is perceived as a threat, although companies have run trial campaigns with limited success. For academics, this study illustrates areas for further research and theory development.
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Zhang, Mingli, Yan Zhang, Lu Zhao und Xiaoyong Li. „What drives online course sales? Signaling effects of user-generated information in the paid knowledge market“. Journal of Business Research 118 (September 2020): 389–97. http://dx.doi.org/10.1016/j.jbusres.2020.07.008.
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Donovan, Robert J., Susan Leivers und Leonard Hannaby. „Smokers' Responses to Anti-Smoking Advertisements by Stage of Change“. Social Marketing Quarterly 5, Nr. 2 (Juni 1999): 56–65. http://dx.doi.org/10.1080/15245004.1999.9961046.
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Prochaska and DiClemente's stages of change concept has been readily adopted by health promoters and social marketers. These stages have been recommended as a segmentation variable in health promotion and social marketing campaigns, while a recent social marketing text proposes the Prochaska stages as a core element of the social marketing approach. For any marketing segmentation base to be meaningful, it must be shown that the different segments respond differentially to some aspects of the communication and marketing mixes directed at the segments. Hence the utility of the stages of change approach in social marketing is dependent on evidence that individuals in the various stages of change do respond differentially to elements of the social marketing mix. Given that information is the primary component of many social marketing campaigns, and that this information is often carried in the form of paid advertisements or public service announcements (PSAs), it would be useful to determine whether individuals in the different stages of change respond differentially to the same message, and hence require separate communications.
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Soloveichik, I. A. „MARKETING INNOVATIONS AS A MEANS OF IMPROVING BANKING SERVICES“. ECONOMIC VECTOR 2, Nr. 25 (Juni 2021): 111–17. http://dx.doi.org/10.36807/2411-7269-2021-2-25-111-117.
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The intensification of competition in the banking business, the universalization of banking activities, the introduction of advanced information technologies, radically change the forms and systems of sales of bank products and methods of communication with existing and potential customers, while it requires the personification of traditional banking products to meet the individual needs of individual customers and the formation of a system of partnership relations between customers and the bank, which forces banks to master new concepts and tools of banking marketing. This article discusses the advanced trends in the development of innovative banking technologies in Russia, with special attention paid to the development of digital merchandising and interactive banking systems.
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Wohllebe, Atilla, und Mario Hillmers. „Towards a Scientific Definition of App Marketing – A Practice-Oriented Approach Using Scientific and Grey Literature“. International Journal of Applied Research in Business and Management 2, Nr. 1 (Juni 2021): 13–25. http://dx.doi.org/10.51137/ijarbm.2021.2.1.2.
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The relevance of smartphones and mobile apps has increased significantly in recent years. Increasingly, companies are trying to use mobile apps for their business purposes. Accordingly, the role of app marketing has become more important. Nevertheless, there is no uniform understanding of the term "app marketing". Based on scientific and gray literature, two definitions of "app marketing" are developed. In the narrower sense, app marketing refers to measures aimed at making a mobile app better known and acquiring users i. e. generating app downloads. In the broader sense, app marketing refers to all activities that are used to acquire users for a mobile app, contact them, and encourage them to reach a specified goal. Additionally, based on job ads, an overview of activities in app marketing is provided from a practical point of view. Here, the focus is primarily on paid app install campaigns as well as on monitoring, reporting and analytics.
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Horyslavets, Pavlo, Mariia Plonka und Viktor Trynchuk. „Experience marketing and its tools in promoting the insurance services“. Innovative Marketing 14, Nr. 1 (18.05.2018): 41–48. http://dx.doi.org/10.21511/im.14(1).2018.05.
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Economic development is rapidly growing. In the late 20th century, the experience economy is gaining in importance. When choosing a particular product or service, the priority is given to that impressing the buyer at the psychological level and causing some feelings and emotions. The urgency of this article is due to the need for a more detailed study of the marketing processes development in the current context. The principles of the experience economy formation are considered, and four sectors of impressions are also clarified. The article researches and systematizes scientific views on the experience marketing – a new direction of the relationship between the insurance brand and real and potential consumers of insurance products, and considers how its tools can be implemented. The essence of the experience marketing concept is defined. The article analyzes the experience marketing instruments – the event communication of insurance companies, the peculiarities of the insurance museums operated in different countries of the world. Particular attention is paid to event marketing as an effective tool for advancing insurance services.
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Wolk, Agnieszka, und Sven Theysohn. „Factors influencing website traffic in the paid content market“. Journal of Marketing Management 23, Nr. 7-8 (17.09.2007): 769–96. http://dx.doi.org/10.1362/026725707x230036.
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Oktavia Putri, Oki, und Yodfiatfinda Yodfiatfinda. „ANALISIS MARJIN PEMASARAN PENGECER AYAM POTONG DI PD PASAR JAYA PASAR MINGGU“. Jurnal Bioindustri 3, Nr. 2 (30.05.2021): 643–57. http://dx.doi.org/10.31326/jbio.v3i2.910.
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This research was about broiler chicken business in PD Pasar Jaya, Pasar Minggu, Jakarta Selatan by focussed on its market margin. The research objective was to identify marketing channels for broiler chicken, analyze the marketing margins of broiler retailers, and providing recommendation for broiler marketing channel management. The analysis method used was descriptive, marketing marjin, and marketing efficiency. There were four patterns of marketing channels and five marketing agencies. The most efficient marketing channel for broiler chickens was Channel 1 in the domestic chickens. Farmers distribute it directly to the retailers. Channel 1 had the lowest marketing marjin of IDR 16,000. The highest farmer's share value was 78%, meaning that the farmers received 78% of the price paid by the consumer. Marketing cost in the channel 1 was the smallest amounting to Rp 943. Marketing channel was efficient if the value was less than 5%, therefore channel 1 was the most efficient due to the value is the lowest at 1%. Chicken price fluctuations influenced by supply-demand which was subject to particular moments. An effective management recommendation define an effective and efficient marketing channel to set margins on the raw product so that the fair distribution of the margins between marketing channels. The fluctuation of chicken prices in breeders can be overcome by determining the period of raising chickens according to the demand data during particular moment.
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Atlasov, Vladimir Olegovich, Gennadiy Viktorovich Dolgov, Natal’ya Aleksandrovna Kulikova, Ekaterina Igorevna Provodnikova und Konstantin Viktorovich Yaroslavskiy. „Organizational and legal issues of provision of paid services in maternity institutions in the conditions of reforming of health“. Journal of obstetrics and women's diseases 64, Nr. 6 (15.12.2015): 112–18. http://dx.doi.org/10.17816/jowd646112-118.
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The article presents the substantiation of expediency of granting of paid services to the patients of maternity services in accordance with the applicable legal acts that are particularly relevant in the present time of reform of national health care. The necessity of expanding the range of medical and support services, enjoying considerable demand, the important role of the marketing Department in optimizing strategies for providing health and social care, the decision of problems of creation of market new services to better meet the needs of pregnant and parturient women. Special attention is paid to the analysis of the results of operations of the Department of paid medical services, studied the motivation of women using the services provided.
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Li, Lan, Richard J. Sexton und Tian Xia. „Food Retailers' Pricing and Marketing Strategies, with Implications for Producers“. Agricultural and Resource Economics Review 35, Nr. 2 (Oktober 2006): 221–38. http://dx.doi.org/10.1017/s1068280500006687.
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This paper examines grocery retailers' ability to influence prices charged to consumers and paid to suppliers. We discuss how retailer market power manifests itself in terms of pricing and marketing strategies by setting forth and offering evidence in support of eight “stylized facts” of retailer pricing and brand decisions. We argue that little, if any, of this behavior can be explained by a model of a competitive, price-taking retailer, but that most of the indicated behavior was also inconsistent with traditional models of market power. Finally, we discuss the impacts of aspects of this retailer behavior on the upstream farm sector.
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Burhanudin, Burhanudin. „Pengembangan Instrumen Identifikasi Persona Pelanggan dan Perjalanan Pelanggan“. JUDICIOUS 2, Nr. 1 (29.06.2021): 74–78. http://dx.doi.org/10.37010/jdc.v2i1.307.
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Penelitian ini bertujuan mengembangkan instrumen yang dapat digunakan pemasar dalam mengembangkan digital marketing di industrinya. Metode yang digunakan merupakan applied research dan sudut pandang konstruktivisme. Peneliti melakukan interview dan pengembangan strategi digital marketing. Hasil dari penelitian ini menjelaskan call to action memberikan efektivitas konsumen dalam pembelian produk. Namun perlu didorong pada promosi melalui IG paid untuk memberikan jangkauan promosi yang lebih luas. Penelitian ini juga menjelaskan beberapa hal yang penting untuk dipertimbangkan dalam penyusunan target pasar dengan menganalisis personal pelanggan dan menyusun rancang bangun perjalanan pelanggan.
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Laffey, Des. „Paid search: The innovation that changed the Web“. Business Horizons 50, Nr. 3 (Mai 2007): 211–18. http://dx.doi.org/10.1016/j.bushor.2006.09.003.
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Kelleci, Alpaslan, und Oğuz Yıldız. „A Guiding Framework for Levels of Sustainability in Marketing“. Sustainability 13, Nr. 4 (04.02.2021): 1644. http://dx.doi.org/10.3390/su13041644.
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Up to now, far more attention has been paid to assessing the environmental, social, and economic aspects of sustainability. However, what makes this paper distinct is that it proposes a guiding framework that can be employed as a useful tool for business enterprises and other related stakeholders in transforming the potential of marketing disciplines towards upper levels of marketing orientations and sustainable consumption patterns. This present paper follows a typological model that classifies the conceptual approximations that are relatively dispersed in the literature. In doing so, the authors trace back to Kotler’s distinction of positive and normative scopes of marketing, then based on this dichotomy, they propose five different sustainability marketing levels and tag them. This paper aims to provide a convenient roadmap for traditional growth-oriented and transitionary firms who are stuck in short-term positive marketing level and thus need to include sustainability and sufficiency as the most prospective options for long term competitive advantage.
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Bloom, Paul N., George R. Milne und Robert Adler. „Avoiding Misuse of New Information Technologies: Legal and Societal Considerations“. Journal of Marketing 58, Nr. 1 (Januar 1994): 98–110. http://dx.doi.org/10.1177/002224299405800108.
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A variety of new information technologies have emerged that clearly can improve the efficiency and effectiveness of marketing programs. However, the use of technologies such as computer matching or automatic order-entry systems to support marketing programs also can lead to legal and societal difficulties. The authors review the types of problems that marketers could encounter when using new information technologies. Particular attention is paid to the possibilities of being charged with (1) participating in collusive information exchanges, (2) maintaining an illegal “essential facility,” (3) storing or transmitting inaccurate and harmful information, and (4) violating the privacy rights of individuals. They offer ideas about how marketing managers and researchers can reduce the chances of facing these types of problems.
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Karvele, Ligita, und Daina Znotiņa. „EVALUATION OF DIGITAL MARKETING USE IN THE PROMOTION OF LATGALE REGION TOURISM“. ENVIRONMENT. TECHNOLOGIES. RESOURCES. Proceedings of the International Scientific and Practical Conference 2 (20.06.2019): 195. http://dx.doi.org/10.17770/etr2019vol2.4055.
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Destination communication is essential for improving the economic and social development of cities, regions and countries, as tourism has become a major component of gross domestic product in most countries of the world. The development of information technology has fundamentally changed the use of traditional communication tools. Due to the development of modern information technologies, the Internet has become an integral part of tourism communication. Aim of the research is to explore the use of digital marketing in tourism promotion in Latgale region. Research methods - document analysis, statistical data analysis, survey - surveyed tourism information providers in Latgale region; statistical grouping, reading method, interview. The results of the research show that only 20% of Latgale region tourism information providers are actively involved in the use of social media. In the work of tourism information providers more attention is paid to printed materials than to video materials in the digital environment. But the most effective means of digital marketing is that all tourism information providers emphasize the importance of social networks. Digital Marketing Costs has only 40% of the Latgale region tourism information providers and they make between 100 and 3000 euros per year. On Visitlatgale.com and latgale.travel, most of the analyzed digital marketing criteria are not present. Latgale marketing action plan is quite varied and wide where costs are for many exhibitions both in Latvia and abroad, visits of Latvian tour operators and journalists, visits of foreign tour operators and bloggers, training seminars, but the marketing plan for 2019 does not include expenses for digital marketing. Latgale Region Tourism Association Ezerzeme marketing plan necessary to provide expenditure for the development of a communication plan - actively should be used funded projects possibilities, for example costs can be partly covered by the European Union's European Agricultural Fund for Rural Development (EAFRD) and the Rural Development Program. Latgale Region Tourism Association needs to attract project funding for tourism information providers training in digital marketing. More attention should be paid to publishing video materials and attracting appropriate specialists. Latgale Planning Region and Rezekne Municipality should improve tourism websites Latgale.travel and visitlatgale.com.