Journal articles on the topic 'Application software – Marketing'
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Biroscak, Brian J., Jenny E. Scott, James H. Lindenberger, and Carol A. Bryant. "Leximancer Software as a Research Tool for Social Marketers." Social Marketing Quarterly 23, no. 3 (April 4, 2017): 223–31. http://dx.doi.org/10.1177/1524500417700826.
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The amount of human effort required to do content analysis research “by hand” is often time-consuming, and unreliability is a common concern. Our aim was to conduct a content analysis that traces the history of Social Marketing Quarterly ( SMQ) articles by using Leximancer (version 4.5)—a software tool designed for analyzing natural-language text data. We adhered to Krippendorff’s network of steps to address two research questions: (1) “What are the prevailing conceptualizations of the application of social marketing?” and (2) “How have those conceptualizations changed over time?” We identified all SMQ volumes/issues published between May 1994 (inaugural issue) and September 2015. Our sampling units consisted of all SMQ “Application” articles published during that time ( n = 162). Leximancer output includes a conceptual map representing the main concepts within the text and how they are related (themes). Based on conceptual and relational analyses, one would surmise that social marketing applications (e.g., campaigns) predominantly address health-related problems through behavioral influence strategies, informed by audience research and designed to include the elements of the marketing mix (e.g., messaging). The predominant health topic addressed by social marketing applications has been tobacco use and smoking. Leximancer has a number of desirable features including an ability to quickly handle large amounts of text in various formats and languages. However, those features are no substitute for a content analysis design that makes the research reproducible and available for critical examination—a shortcoming of previous content analyses of the social marketing field.
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Zhu, Ye, and Chong Wang. "Study on Virtual Experience Marketing Model Based on Augmented Reality: Museum Marketing (Example)." Computational Intelligence and Neuroscience 2022 (May 19, 2022): 1–21. http://dx.doi.org/10.1155/2022/2485460.
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With the development of emerging digital technologies such as Augmented Reality and Artificial Intelligence, Augmented Reality (AR) technology-enabled experience marketing model can bring brand new virtual experience to the users, improve the brand attitudes of users, and increase the use and purchase intention of users. Based on the theoretical basis of experience marketing and AR, the AR application of Guilin Museum was designed and developed by using Unity as the software development tool and using AR Foundation as the AR development framework. The implementation of this application was mainly based on face detection and tracking, image detection, and tracking in the underlying API of AR Foundation. Subsequently, an AR virtual experience marketing model was constructed based on the Schmitt strategic experience module, and the usage data of AR applications were collected. Furthermore, the collected data were analyzed and evaluated using SPSS and AMOS software, and the relationships and influences of sensory experience, emotional experience, thinking experience, action experience, and association experience on the brand attitudes of users and use intention and purchase intention in AR application were tested.
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Bakri, Rizal, Umar Data, and Andika Saputra. "Marketing Research : The Application of Auto Sales Forecasting Software to Optimize Product Marketing Strategies." Journal of Applied Science, Engineering, Technology, and Education 1, no. 1 (November 10, 2019): 6–12. http://dx.doi.org/10.35877/454ri.asci1124.
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The aims of this study is to apply the Auto Sales Forecasting software to predict sales transaction data. The Auto Sales Forecasting software consists of two main features namely descriptive analysis and forcasting features along with its visualization. Forecasting methods contained in the Auto Sales Forecasting application are forecasting methods of Simple Moving Average, Robust Exponantial Smoothing, Auto ARIMA, Artificial Neural Network, Holt-Winters, and Hybrid Forecast. The Auto Sales Forecasting software can intelligently choose the best forecasting method based on RMSE values. The results showed that the Auto Sales Forecasting software successfully analyzed the sales transaction data. From the analysis it was found that there were 43 types of products produced and sold by the Futry Bakery & Cake Store. Three of them are the types of products that are most in demand by consumers, namely Sweet Bread, Maros Bread, and Traditional Cakes 3500. The best selling product type, Sweet Bread, is used to build forecasting models. The best forecasting method is the Robust Exponential Smoothing method with the smallest RMSE value of 0.83 on the variable number of sold out products. Forecasting results using the Robust Exponantial Smoothing method show that the average number of products to sell for the next seven days ranges from 116 products with a certain confidence interval value.
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Raghavan R., Srinivasa, Jayasimha K.R., and Rajendra V. Nargundkar. "Impact of software as a service (SaaS) on software acquisition process." Journal of Business & Industrial Marketing 35, no. 4 (April 6, 2020): 757–70. http://dx.doi.org/10.1108/jbim-12-2018-0382.
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Purpose Organizations worldwide are adopting software as a service (SaaS) applications, where they pay a subscription fee to gain access rather than buying the software. The extant models on software acquisition processes, several of which are based on organizational buying behavior, do not sufficiently explain how SaaS application acquisition decisions are made. This study aims to investigate the acquisition process organizations follow for SaaS software, the changes to the roles of the Chief Information Officer (CIO) and the business user and also looks at the impact of SaaS on the proliferation of unauthorized software systems. Design/methodology/approach The authors used exploratory research using the grounded theory approach based on 18 in-depth interviews conducted with respondents who have studied with enterprise software delivered on-premise and as SaaS in different roles such as sales, consulting, CIO, information technology (IT) management and product development. Findings The authors identified a need to classify the SaaS software and developed a framework that uses software specificity and its strategic importance to the organization to classify SaaS applications. The aforementioned framework is used to explain how software evaluation processes have changed for different kinds of SaaS applications. The authors also found that the CIO’s and the business users’ have changed substantially in SaaS application evaluations and found evidence to show that shadow IT will be restricted to some classes of SaaS applications. Originality/value By focusing on the changes to the roles and responsibilities of the members of the buying center, this paper provides unique insights into how the acquisition process of SaaS is different from the extant models used to explain enterprise software acquisitions. An understanding of how information search is conducted by the business users will help software vendors to target business users better.
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Widianto, Yonatan, Robby Kurniawan Budhi, and Kevin Cornelius. "Marketplace Application Analysis And Design Of Paid Software And Web-Based Shareware Services." JOINCS (Journal of Informatics, Network, and Computer Science) 5, no. 1 (April 29, 2022): 10–13. http://dx.doi.org/10.21070/joincs.v5i1.1593.
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In this digital era, many people do shopping online. The ease of application facilities offered is a consideration for people doing business transactions, especially during the Covid-19 period. Along with these changing trends, many business actors are also implementing their marketing strategies through various media such as social media, e-commerce, or marketplaces in order to continue to contribute to business income. This electronic marketing strategy makes it possible to market targeted offerings and in turn, build stronger customer loyalty. Like the Marketplace, paid software and shareware products have specific features. This study aims to analyze and design a marketplace application for paid software services and shareware. Applications are developed using the Waterfall method, through analysis, design, coding, testing, and system maintenance. The analysis and design use standard object-oriented tools with the Unified Modeling Language (UML) model. Model Document diagram contains Use case Diagrams, Class Diagrams, and Sequence Diagrams. The results of this study are in the form of an overview of needs analysis and application design as a reference in making applications for transactions in the marketplace.
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Zhou, Chuan Sheng. "Research on XML Based Flexible Web Application Design." Applied Mechanics and Materials 268-270 (December 2012): 1661–66. http://dx.doi.org/10.4028/www.scientific.net/amm.268-270.1661.
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During web applications developed and deployed in many and many enterprises today, how to make sure their web applications satisfied to their individual and specific business requirements and marketing changes has been become a major problem. As now a lot of web applications are only designed and developed for specific business and they are normally high-coupled together with very bad system opening, collaboration, and flexibility. Here, by research on XML based web application design with software bus, component and workflow technologies, with multiple tiers layout and from user interface flexibility, business flow flexibility and data model flexibility, it illustrates a new way for a flexible web application design and try to improve web application flexibilities and to enhance enterprise satisfaction to their applications meeting with their business and marketing changes.
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Chen, Xianfeng. "Design and Application of Marketing Intelligent Platform Based on Big Data Technology." Scientific Programming 2022 (July 8, 2022): 1–10. http://dx.doi.org/10.1155/2022/8401395.
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The progress of big data technology has promoted the development of intelligent marketing for education companies. The online course selection system on the official website of the education company can provide users with online course selection and purchase services. The early marketing conversion rate remained below 0.09% throughout the year. After the analysis of the marketing department, it is found that there are some problems on the official website, such as a low marketing conversion rate. To improve the marketing conversion rate of the official website, the marketing department puts forward business needs. The experiential marketing strategy has been formulated, and it is planned to implement experiential course purchase and secondary marketing on the official website. The IT R & D department has established a big data marketing intelligent recommendation system project to meet the business needs put forward by the marketing department. Firstly, use the big data real-time computing technology to collect the user behavior information of users screening courses on the official website. Real time analysis of user behavior information can predict the courses given to users, which is conducive to the purchase of courses. Then, use the big data machine learning technology to integrate the marketing activity opportunity data in each marketing activity opportunity management system and establish a user portrait. For users who have participated in online or offline marketing activities but have not purchased courses, offline predict the courses and classes that can be recommended to users to carry out secondary marketing for them. Finally, the information of recommendable courses and classes predicted in real time and offline is displayed in the display area of the official website, which makes the marketing conversion rate of the official website reach 0.20%, which is 125% higher than that of the original official website.
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Zuo, Yan, and Di Song. "Software platform owners' entry and application developers' innovations: a conceptual model." Industrial Management & Data Systems 122, no. 1 (September 29, 2021): 107–17. http://dx.doi.org/10.1108/imds-04-2021-0198.
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PurposeThe primary aim of this article is to develop an understanding that resolves and integrates the conflicting findings with regard to the effects of platform-owner entry on the innovation of individual complementors.Design/methodology/approachDrawing on the platform ecosystem literature and the profiting from innovation (PFI) framework, this study presents a conceptual model that articulates how developers' marketing capabilities and the size of platform's installed base are two key moderators that explain the conflicting results between platform-owner entry and complementor innovations.FindingsThis article theorizes that platform owners' entry stimulates developers' innovations when the size of platform's installed base is large or when developers' marketing capabilities are strong while the entry can discourage innovations otherwise.Originality/valueBy proposing the conceptual model, this article makes important theoretical contributions to the rising literature on platform governance and complementor innovations. It lays a foundation for future research exploring the implications of platform-owner entry.
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Pan, Qianqian, and Gang Yang. "Application of mining algorithm in personalized Internet marketing strategy in massive data environment." Journal of Intelligent Systems 31, no. 1 (January 1, 2022): 237–44. http://dx.doi.org/10.1515/jisys-2022-0014.
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Abstract Internet marketing requires a personalized marketing strategy. In this study, the application of data mining in personalized Internet marketing was studied. Based on the mining algorithm, a personalized marketing method was designed. Through the calculation of frequent closed item sets and support counts of positive and negative samples, the interval with a high success rate for marketing was obtained. With performance analysis, it was found that the success rate of the marketing method proposed in this study improved 8% compared with the traditional marketing method and had a better performance under the smaller interval number and smaller minimum success number. After applying the designed method in telecommunication enterprise A, it was found that after adopting the marketing method of this study, the marketing success rate of enterprise A increased from 2.72 to 6.31%, which indicated the effectiveness of the method. The research results of this study verify the role of data mining algorithms in Internet marketing, which is conducive to the further application of mining algorithms in personalized marketing and innovation of business modes.
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Yuliadi, Yuliadi, Mohammad Taufan Asri Zaen, Rodianto Rodianto, and Mega Tazayyun. "Rancang Bangun Galeri UMKM Britama Berbasis E-Commerce." JURIKOM (Jurnal Riset Komputer) 9, no. 3 (June 30, 2022): 715. http://dx.doi.org/10.30865/jurikom.v9i3.4300.
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UMKM BRItama in Batudulang Village is a small and medium micro enterprise that is engaged in the creative economy by marketing the products of Batudulang Village. UMKM BRItama in Batudulang Village in the process of product marketing applies the conventional transaction because there is no special media that is used as a marketing solution. Based on this, we need an online media in the form of a website that can be accessed by all internet users without space and time limits. This study uses a descriptive qualitative approach with a software development methodology using Waterfall. The system design process with a structured approach and the construction stage using the Codeigniter framework. Before being implemented, this application will be tested by two parties, namely the first from the researcher as a developer and a competent party in software engineering to find out that the functions made are already running according to the specified specifications. The two tests were carried out by BRItama UMKM managers and several customers to ensure that the applications made were in accordance with their needs. To ensure the suitability of the user's needs of the application made testing using the black-box testing method. Of all the testing processes, 99% stated that the functions were running according to specifications and applications that had been made according to needs. UMKM BRItama Batudulang Village has become an application as a medium in product marketing without boundaries of space and time and helps expand the scope of product marketing
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Jumansyah, Rizky, Natasha Puspa Dewi, Eddy Soeryanto Soegoto, Senny Luckyardi, and Sevdie Alshiqi. "Modeling islamic marketing research using VOSviewer application: A bibliometric analysis." Journal of Eastern European and Central Asian Research (JEECAR) 10, no. 1 (January 8, 2023): 31–45. http://dx.doi.org/10.15549/jeecar.v10i1.1090.
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This study aims to carry out a bibliometric analysis on Islamic marketing using the VOSviewer program. This study uses a quantitative descriptive method. The data used in this study are search results based on the keyword "Islamic Marketing" sourced from Google Scholar using publish or perish software. From the search results, we found 1000 articles published in the 2018-2022 range. The results show that research on Islamic marketing increased in 2019 and 2020 but decreased significantly in 2022. In conclusion, this study is needed to demonstrate the significance of undertaking bibliometric analysis, particularly in the area of Islamic marketing. It is expected that this study will serve as a model for future research in terms of conducting and identifying research topics, particularly in the field of Islamic marketing.
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Doyle, Shaun. "Software review: Auto-ID technology in retail and its potential application in marketing." Journal of Database Marketing & Customer Strategy Management 11, no. 3 (April 2004): 274–79. http://dx.doi.org/10.1057/palgrave.dbm.3240227.
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Nathania, Beatrice, Sarida Sirait, and Arifin Tua Purba. "Village Economic Revitalization Through Technology-Based OVOP Approach." Economics Development Analysis Journal 11, no. 4 (November 29, 2022): 405–14. http://dx.doi.org/10.15294/edaj.v11i4.58439.
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The technology-based One Village One Product (OVOP) program is a program that aims to create superior village products through technology-based marketing management. This research uses qualitative analysis and produces a digital marketing application that is ready to be used by users. The stages of the research started from data reduction, data display, verification/drawing conclusions. Data design is done by making computer-based software. The software used in the application development process is XAMPP Control Panel for database management and website configuration, PhP MyAdmin to handle MySQL administration, Visual Studio Code as source-code editor in programming languages. Qualitative analysis is used to analyze technology-based applications OVOP approach in Horsik Village and the follow-up is to build digital marketing applications according to village needs. The samples and data sources for this research were village officials, farmer groups, village communities, and all parties who became data sources. The results of this study explain that the application of technology-based OVOP is very appropriate and feasible in Horsik Village. The author has re-verified the research results and conducted trials and training regarding the use of the application. The conclusion from this study is that the application of technology-based OVOP in Horsik Village has a very high chance of succeeding and improving the village economy through increasing sales of the village's superior products. The collaboration of the government, village officials, farmer groups and institutions through the results of this research will facilitate the revitalization of Horsik Village into a productive tourism village
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Malik, Navneet, Sudhanshu Prakash Tiwari, and Gurbaksh Phonsa. "Cost Benefit Analysis of Customized Application Software for Insurance Sector Using Perfective Maintenance." Journal of Computational and Theoretical Nanoscience 16, no. 9 (September 1, 2019): 3759–65. http://dx.doi.org/10.1166/jctn.2019.8246.
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This paper discusses the profit Analysis of Customized Application Software against the standard ERP for insurance sector. This Application Software contains different modules. This application software contains different modules such as policy management, claim management, customer management and profit management, marketing management. Customized application software can work in reduced and full working dimensions which means from the given set of modules one or more than one may not working as expected. In one Application Software model the system can work in decreased state which implies the product is having old highlights and need versatile, restorative, preventive and perfective upkeep to achieve the full limit working state.
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Lebedeva, I. P. "Methods of Resolving Problems Connected with Raising Competitiveness of Mobile Application." Vestnik of the Plekhanov Russian University of Economics 18, no. 2 (April 9, 2021): 170–77. http://dx.doi.org/10.21686/2413-2829-2021-2-170-177.
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Problems that should be resolved by marketer when a new mobile application is put on sale can be divided into two groups. The 1-st one is connected with customer attraction, the 2-nd one – with his/her retaining. On the one hand, resolving these problems is directly connected with advertizing campaign and marketing research, however the majority of companies – developers of mobile applications have no financial possibilities for marketing accompaniment of application entering market. The article studies research, which can be done by own forces. With adequate analysis they can lead to high-quality results and increase in the number of users. Apart from that the author proposes the method of analyzing event arrangement in application software section, which can help keep an eye on user’s steps and interpret them to find key problems of the application. This method of event arrangement is not new for developers and it is offered by existing analytical platforms, however interpretation of obtained results and subsequent company steps can become a serious task. Further development of such methodology based on analytics, segmentation and reviews of users could resolve a problem of developing by companies-developers of mobile applications their own marketing strategy verified in practice.
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Ivakhnenko, Grigoriy A. ,. "Application of Forecasting GMDH Algorithms for Marketing Problems Solution." Journal of Automation and Information Sciences 40, no. 3 (2008): 70–82. http://dx.doi.org/10.1615/jautomatinfscien.v40.i3.70.
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Eggert, Andreas, Wolfgang Ulaga, and Anna Gehring. "Managing Customer Success in Business Markets: Conceptual Foundation and Practical Application." Journal of Service Management Research 4, no. 2-3 (2020): 121–32. http://dx.doi.org/10.15358/2511-8676-2020-2-3-121.
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Customer success management is gaining momentum in business markets. From an initial focus on selected industries, such as software-as-a-service, interest in customer success is spreading among business-to-business marketing practitioners. To date, academia has largely neglected this concept and its organizational implementation. Based on extant managerial literature and research on value in use in business markets, we distinguish between customer success as a customer-perceived construct, customer success management as a joint customer-supplier management process, and the emerging job position of customer success managers in supplier organizations. Based on the case of a provider of IoT devices, software and services in decision agriculture, we illustrate how customer success management is practiced in a business marketing context and refine our understanding of customer success management and its constituents. Finally, we suggest promising avenues for future research in this managerially important, under-researched and rapidly growing domain.
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Kanjanatarakul, Orakanya, Songsak Sriboonchitta, and Thierry Denœux. "Forecasting using belief functions: An application to marketing econometrics." International Journal of Approximate Reasoning 55, no. 5 (July 2014): 1113–28. http://dx.doi.org/10.1016/j.ijar.2014.01.005.
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Peštek, Almir, and Amina Osmanović. "Systematic mapping study: Application of augmented reality in marketing." Ekonomski vjesnik 35, no. 2 (2022): 399–416. http://dx.doi.org/10.51680/ev.35.2.12.
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Purpose: The aim of this paper is to provide an overview and analysis of literature dealing with the possibilities for applying augmented reality (AR) in marketing and the impact of AR on marketing in the era of digital transformation of business. Though attractive, this topic is still insufficiently explored. Methodology: The paper uses a bibliometric method - citation and co-citation analysis in the Web of Science and Scopus citation databases. Data analysis was performed using the VOSviewer software tool for information construction, analysis and visualization. Results: The conducted research revealed that there is an increasing trend in the number of research papers dealing with the AR and marketing topics. The specific topics dealt with in the papers are primarily related to the impact of AR on business, creating customer loyalty, sales increase and other marketing activities. Conclusion: AR is a powerful and influential tool the use of which improves communication with customers and, at the same time, sales strategies and processes. AR is based on immersing customers into a new experience, by showing virtual objects in the users’ real-world environment and creating harmony between the digital and the real-world environment so that the boundaries between them disappear. It is manifested as a form of experiential marketing, since it focuses both on a product and a service, and on the entire experience created for customers.
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Cheng, Jianfeng. "An Evaluation Strategy for Commercial Precision Marketing Based on Artificial Neural Network." Revue d'Intelligence Artificielle 34, no. 5 (November 20, 2020): 637–44. http://dx.doi.org/10.18280/ria.340515.
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With the proliferation of the Internet and smart mobile terminals, great progress has been made in the precision placement and benefit-sharing mechanism of commercial advertisements. Meanwhile, media marketing has become increasingly in-depth and precise. So far, mature theories have been proposed on consumer value and precision marketing. But further research is needed to mine the value from the big data on commercial precision marketing. To improve the accuracy of commercial precision marketing, this paper presents an evaluation index system (EIS) for commercial precision marketing based on improved attention-interest-desire-memory-action (ADIMA) model, and determines the principal evaluation indices through principal component analysis (PCA). Next, an artificial neural network (ANN) was established to evaluate commercial precision marketing, and optimized through k-means clustering (KMC). Finally, the optimized model was realized on MATLAB. The proposed EIS and ANN were proved scientific and effectiveness through simulations. The research results provide a reference for the application of the ANN in other fields of marketing.
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Nugroho, Heru, Robbi Hendriyanto, and Kautsar Tisamawi. "Application for Marketplace Agricultural Product." IJAIT (International Journal of Applied Information Technology) 2, no. 02 (December 22, 2018): 58. http://dx.doi.org/10.25124/ijait.v2i02.1286.
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Farmers empowerment is an effort to improve farmers' ability to conduct better farming through education and training, counseling and mentoring, development of Agricultural products and marketing system, consolidation and guarantee agricultural land area, ease of access of science, technology and information, and institutional strengthening. Support Information Technology is not only making it easier regarding resources but become media marketing agricultural products for farmers in Indonesia. Currently, the chain of commerce for the sale of agricultural products is still very long. That causes the price of agricultural products is quite high. However, when the farmers sell the product, the hat price is still relatively low. To reduce the chain of commerce is needed a system that can provide information as well as a marketing place for agricultural products and can also use for direct purchase by consumers. The system that can meet those needs is e-commerce that built Marketplace based. Based on the findings of e-Marketer, the business to consumer (B2C) e-commerce market in Indonesia has the largest growth record in the Asia Pacific through 2017. There is potential to improve the welfare of farmers in Indonesia using information technology for marketing as well as direct transactions with consumers. In this paper will be proposed Android Application for Marketplace Agricultural Product Base Android. This Application will development by Software Development Life Cycle (SDLC) Prototype method with Java and XML programming languages and database management will be used MySQL. This Application will provide information on agricultural products, facilitate farmers to market their agricultural products, and facilitate farmers to conduct direct transactions with consumers.
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Nurjanah, Siti, and Hadi Sutopo. "DEVELOPING AUGMENTED REALITY APPLICATION ON COFFEE SHOP." Journal of Southwest Jiaotong University 57, no. 1 (February 28, 2022): 317–28. http://dx.doi.org/10.35741/issn.0258-2724.57.1.29.
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The development of processed coffee in Indonesia has excellent prospects because the growth of coffee drinkers increased in the last decade. Since the COVID-19 pandemic began in March 2020, coffee prices have been uncertain because of the supply chain disruptions. Marketing needs to have creative and innovative ideas, develop a mobile application, and ensure that the application makes sense to the brand of a coffee shop. The objective is to obtain the proper to create an augmented reality coffee application to support marketing. With the application, customers can see the varieties of virtual coffee types augmented in the real world using their smartphones. The research uses six phases of augmented reality development: assignment, analysis, creation, testing, implementation, and operation. The preliminary survey is processed at the first phase using NVivo qualitative software. When it is used as an augmented reality application, NVivo can help meet the advantage marketing system beneficial to the coffee industry using augmented reality application. The research is still ongoing, and the prototype is running for testing. The research findings at the testing phase indicate that the augmented reality application can go to the next stage, implementation.
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Trilaksono, Agung Irsyad, and Budi Prabowo. "Analisis Pengaruh Experiential Marketing terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Intervening:." Reslaj : Religion Education Social Laa Roiba Journal 5, no. 1 (August 6, 2022): 101–12. http://dx.doi.org/10.47467/reslaj.v5i1.1262.
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This study aims to determine: (1) the effect of experiential marketing on Gojek customer satisfaction; (2) the effect of experiential marketing on Gojek customer loyalty. The population of this study are consumers who have used the Gojek application in the Surabaya area. The number of samples in this study were 100 respondents. The sampling technique was purposive sampling with the criteria of consumers aged ± 17 years and over and had used the Gojek application service more than once in the Surabaya area. Data analysis technique using Partial Least Square with software smartPLS 3.0. The results of this study indicate that experiential marketing has a positive and significant effect on customer satisfaction. Likewise, experiential marketing has a positive and significant effect on customer loyalty. indirectly experiential marketing has a positive and significant effect on customer loyalty through customer satisfaction.
Keywords: Experiential Marketing, Customer Satisfaction, Customer Loyalty.
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Koldyshev, Maxim. "INDUSTRIAL (B2B) MARKETING OF GLASS COMPANIES: MOBILE APPLICATIONS AS A SALES PROMOTION TOOL." Three Seas Economic Journal 1, no. 3 (December 18, 2020): 46–52. http://dx.doi.org/10.30525/2661-5150/2020-3-8.
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The purpose of the paper is a qualitative analysis of mobile applications as a sales promotion tool in industrial (B2B) marketing of glass companies. Industrial marketing of the glass industry is poorly studied in terms of digital technology development and integration as well as mobile applications as tools for digital marketing communications. B2B companies’ digitalization is at the initial stage. Methodology. This research builds on the concepts of digital B2B marketing, the digitization capability of B2B companies, customer relationship building, and customer focus. The research methodology is based on the case study of ABC company and the content analysis of information available on the ABC’s website in the public domain. A content analysis was conducted of the patent for a method for determining the coated glass coating type using an application and a light source. Results demonstrate problems related to digital marketing concepts integration, customer focus, and customer relations formation. The results show an active digital strategy use for the company’s business growth through software development and integration of end product interactive visualization tools. As a result, additional business value is formed: 1) end customer company focus; 2) product knowledge development and B2B services personalization; 3) manufacturers transfer some sales and communication functions to their customers, which solves the problem of staff rotation in the sales subsystem; 4) the application becomes a tool for customer behaviour analysis. Mobile applications complement any traditional product promotion channels. The main domestic industrial market challenge is the poor rate of readiness for digital changes: applications become an effective marketing communication tool only when customers use them. Practical implications. Companies in different industries can use the results to understand real issues of applications integration in marketing strategy and communication. These problems include the digital unpreparedness of the Russian domestic market to accept new technological solutions. Value/originality. This research proves that mobile applications increase sales and is effective if company personnel, end users and B2B customers actively use them. Applications complement traditional B2B marketing channels.
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Nadanyiova, Margareta, Jana Majerova, and Lubica Gajanova. "Digital marketing, competitive advantage, marketing communication, social media, consumers." Marketing and Management of Innovations 5, no. 4 (2021): 92–103. http://dx.doi.org/10.21272/mmi.2021.4-08.
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Nowadays, marketing in the digital environment is very important for every company. The reason is that internet use has more than doubled in the last decade, and this shift has significantly affected the way customers buy products and communicate with companies. Digital marketing is like any other type of marketing - it is a way to connect with current customers and influence potential customers. It is very important, especially when there are already many products and services on the market with really high competition. The main difference between online and traditional marketing is that the company can better connect with customers and influence them online. Based on the above mentioned, the paper's main aim is to analyze the application of digital marketing in the selected Slovak brand and its perception by Slovak consumers, propose recommendations for a more effective application of digital marketing in this company. It includes providing the theoretical background and analysis of digital marketing from the viewpoint of Slovak and foreign authors. The important secondary data source was scientific research, annual company reports, statistical databases, and published professional publications. To find out the perception of digital marketing from the perspective of Slovak consumers, a questionnaire survey was conducted. The questionnaire survey aimed to find out the opinions, attitudes, and satisfaction of consumers with the selected Slovak brand. To determine the sample size, the base file representing a number of people older than 18 was obtained from the demographic statistics of the Statistical Office of the Slovak Republic. General scientific methods (i.e., excerption, description, comparative analysis, deduction, and induction) were used for data processing and mathematical and statistical methods to evaluate data from the survey using IBM SPSS Statistics software. To achieve the main goal of the paper, based on the theoretical background and survey results, research hypotheses were formulated and subsequently verified. Finally, based on the analysis and results of the questionnaire survey, benefits of digital marketing are highlighted, such as gaining a competitive advantage, increasing customer loyalty, and overall increasing brand awareness.
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Ikramuddin, Ikramuddin, Faisal Matriadi, Em Yusuf Iis, and Mariyudi Mariyudi. "MARKETING PERFORMANCE DEVELOPMENT: APPLICATION OF THE CONCEPT OF DIGITAL MARKETING AND MARKET ORIENTATION STRATEGY IN THE MSME SECTOR." International Journal of Educational Review, Law And Social Sciences (IJERLAS) 1, no. 2 (November 22, 2021): 181–90. http://dx.doi.org/10.54443/ijerlas.v1i2.85.
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Changes in consumer behavior require companies to rethink their marketing strategies, especially in the digital marketing era. The Covid-19 pandemic has suppressed the marketing performance of MSMEs in a negative direction, so MSMEs need to improve their marketing strategies towards the concept of digital marketing. This study aims to analyze the role of the digital marketing platform, marketing orientation and entrepreneur orientation on the marketing performance of MSMEs during the Covid-19 pandemic in North Aceh Regency. This research is survey research with a sampling approach, the number of samples used in this study is 131 MSME actors in North Aceh Regency which are determined by purposive sampling. The data were analyzed using the Structural Equational Modeling (SEM) software Amos. Based on a survey of marketing managers and MSME managers, this study shows that MSMEs face various internal and external pressures to adopt digital marketing platforms as a medium to improve their marketing. This can be seen from the low perception of respondents on the influence of the entrepreneurial orientation variable on marketing performance. However, in this case, MSME Marketing Performance is influenced by digital marketing and marketing orientation, each coefficient value for digital marketing is 0.215 and CR 3.387 (P-Value 0.000 < 0.05) and marketing orientation is 0.621 and CR 8.466 (P-Value 0.000 < 0.05). ). The involvement of digital marketing and marketing orientation in MSMEs is expected to increase the company's performance and income. To increase digital marketing engagement, MSME actors who focus on relationship-based interactions with their customers through various digital marketing platforms and on-line buying and selling sites are still expected. This research shows how some companies outside of MSMEs have achieved this. This study makes an important contribution in improving the marketing performance of MSMEs through the relationship of digital marketing platforms, customer orientation and entrepreneurial orientation.
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Pei, Niu. "Research hotspots and development trend of green marketing in China from 1993 to 2021: knowledge graph analysis based on Citespace." BCP Business & Management 20 (June 28, 2022): 497–507. http://dx.doi.org/10.54691/bcpbm.v20i.1024.
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As the whole world enters the era of environmental protection, the green revolution has brought vitality to enterprises and society. Carrying out green marketing, producing green products and setting up green marketing concepts are the hot topics of academic interest, and also a great opportunity for enterprises. Using the visual analysis software citespace, draw the corresponding knowledge map, carry out corresponding quantitative research on domestic green marketing research, and analyze the knowledge structure and evolution pattern of green marketing research in China from a bibliographic perspective. The results of the study show that there is little cooperation between authors and institutions in the field of green marketing, . The research themes are mainly distributed in green marketing, eco-marketing, low carbon economy, green consumption, green products and other aspects, among which "green marketing" is the biggest node of continuous attention. Future research should focus on the application and promotion of green marketing in agricultural products, and at the same time, strengthen the connection and cooperation between authors and institutions, broaden the breadth and depth of research, and study the development and application of green marketing through more literature.
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Syafrizal, M. "Web-Based SME Online Marketing System (E-Commerce)." International Journal Software Engineering and Computer Science (IJSECS) 1, no. 2 (December 30, 2021): 75–79. http://dx.doi.org/10.35870/ijsecs.v1i2.599.
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The objectives of this research are; 1) To find out the Web-based SME Online Marketing System (E-Commerce), and 2) To design a web-based SME Online Marketing System (E-Commerce). Data Flow Diagram (DFD) is used to design the application, while the application design stage uses the Rapid Application Development (RAD) method. Based on the results of the research the author can draw a conclusion which includes the following; 1) The use of an online marketing system for SMEs (e-Commerce) based on the Web is expected to help create accurate and effective Sales Information data, 2) The information system provides convenience for SMEs because it speeds up information in general and reduces errors, 3) System Sales Information on SMEs which the author designed uses various web-based programming languages consisting of; HTML, CSS, Jquery, JavaScript, JSON PHP, and for database processing the Structure Query Language (SQLi) is used. The supporting software used is XAMPP version 5.6 (Support MySQLi), NotePad ++, and Google Chrome Browser, and 4) Sales Information System for SMEs which the author designed also uses several APIs such as; WhatsApp Auto-Order link, GMAIL SMTP, Raja Ongkir Courier API which is a third party as a supporter of this sales application.
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Isroni, Muhammad, Donna Setiawati, and Fariyono Fariyono. "ANALISIS, PERANCANGAN & IMPLEMENTASI APLIKASI E-COMMERCE BERBASIS WEB DI TOKO ABON ROJOKOYO." JITU : Journal Informatic Technology And Communication 3, no. 1 (May 31, 2019): 64–75. http://dx.doi.org/10.36596/jitu.v3i1.75.
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The title of this reseacrh is the analysis, design, and implementation of E-Commerce applications with web contents in the Abon Rojokoyo store to support marketing and promotion. With the application of E-Commerce can have a positive impact on the store, especially making it easier for consumers to shop anywhere and anytime. The method used in this study is the Waterfall method, which describes a systematic and sequential approach to software development.Starting with the analysis of the needs of the company or store, then proceeding through the stages of system design or design, coding/writing program code and finally the implementation / implementation of the program code. In making the website using the PHP (Hypertext Propocecos) programming language, the Apche server and the Mysql database that have been provided in the Xamp software. For the results achieved is an E-commerce web to support marketing and promotion systems and facilitate consumers in purchasing products.
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Sajjadian, Fatemeh, Reza Sheikh, Mohammad Ehsan Souri, and Shib Sankar Sana. "Application of rough set and netnography in tourism marketing analysis." Journal of Modelling in Management 13, no. 4 (November 5, 2018): 1025–36. http://dx.doi.org/10.1108/jm2-02-2018-0029.
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PurposeSocial media has given customers more power over sharing their knowledge, opinions and experiences with each other. Tourists as customers of destinations are also using text ads on social media and websites to share their experiences. The purpose of this study is to find out the factors which have affect on the decisions of tourists towards the most popular destinations in Tehran, Isfahan and Shiraz of Iran.Design/methodology/approachNetnography methodology has been applied to 2,852 comments showing travelers’ experiences through TripAdvisor.com. As a result, ten major factors have been discovered. According to these factors, a questionnaire has been designed and distributed among 449 tourists. In the second step, the collected data are used by rough set theory to discover the rules of destination recommendation based on the factors discovered before. Finally, eight main rules are determined to further analysis.FindingsThe findings confirm that beauty, cultural attractions, safety, welfare, costs and dealing with passengers are more important than other observed dimensions.Originality/valueIn this study, first the factors affecting consumer behavior in the tourism industry have been investigated. Based on this, the comments of tourists who have traveled to one of the cities Shiraz, Isfahan or Teheran and shared their experiences on TripAdvisor.com are studied. Further, the rules are discovered based on the rough set theory, and owing to the large number of objects (449 customer), the Rosetta software has been used.
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Iványi, Tamás, and Szilvia Bíró-Szigeti. "Smart City: Studying Smartphone Application Functions with City Marketing Goals Based on Consumer Behavior of Generation Z in Hungary." Periodica Polytechnica Social and Management Sciences 27, no. 1 (January 28, 2019): 48–58. http://dx.doi.org/10.3311/ppso.12451.
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Many cities in Hungary have an application specially developed for smartphones that try to satisfy both the needs of tourists and local residents. These "products" are based on different objectives of city marketing and destination marketing: their goal is to make shorter or longer stays more comfortable, provide faster and more personalized information, help consumers to turn their offline experiences into online experience sharing and to provide a platform for two-way communication between local and touristic consumers. In addition to the marketing literature review related to smartphones and local tourism experiences, this paper presents the results of a quantitative questionnaire focusing on the needs of Generation Z concerning application functions. Based on the quantitative results, the members of Generation Z are classified into three main groups with the k-means cluster analysis. Among the groups, there are significant differences between the functional requirements of city marketing applications, and according to the size of the groups three main application types and two main ways of software development can be distinguished. The results also show that there are four main group of functions and connected to the different clusters application functions appear together in the needs of consumers. However, the analysis and comparison of the related data together show also that there are only small differences concerning demographic and device-usage variables between the groups defined by the k-means cluster analysis, and this requires more research methods to be conducted in the future based on the results of this exploratory survey research.
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NAYAK, RICHI, and TIAN QIU. "A DATA MINING APPLICATION: ANALYSIS OF PROBLEMS OCCURRING DURING A SOFTWARE PROJECT DEVELOPMENT PROCESS." International Journal of Software Engineering and Knowledge Engineering 15, no. 04 (August 2005): 647–63. http://dx.doi.org/10.1142/s0218194005002476.
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Data mining techniques provide people with new power to research and manipulate the existing large volume of data. A data mining process discovers interesting information from the hidden data that can either be used for future prediction and/or intelligently summarising the details of the data. There are many achievements of applying data mining techniques to various areas such as marketing, medical, and financial, although few of them can be currently seen in software engineering domain. In this paper, a proposed data mining application in software engineering domain is explained and experimented. The empirical results demonstrate the capability of data mining techniques in software engineering domain and the potential benefits in applying data mining to this area.
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ISNAENI, NURIDA, and MUHAMMAD QODRI. "THE ROLE OF ISLAMIC SOCIAL MARKETING AS A MEDIATION VARIABLE ON THE IMPLEMENTATION OF MAQASHID SYARIAH ON DECISIONS TO PAY ZIS THROUGH ZAKAT MANAGERS." Al-Masraf : Jurnal Lembaga Keuangan dan Perbankan 4, no. 2 (December 20, 2019): 215. http://dx.doi.org/10.15548/al-masraf.v4i2.269.
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This study aimed to analyze the effect of application of Maqashid Syariah on the decision of Muzaki in paying ZIS, to analyze the effect of the application of Maqashid Syariah on social marketing carried out by zakat managers, and to analyze the effect of social marketing on Muzaki decision in paying ZIS. Finally, to analyze whether social marketing is able to mediate between maqashid syariah towards Muzaki decision in paying ZIS to zakat managers. This study used the Structural Equation Model (SEM) method with quantitative descriptive analysis by using software tools, Lisrel and SPSS. in this study used a sample of 360 respondents who became muzaki (zakat payers) in Jambi province. The results of the SEM method concluded that the Maqashid Syariah variable directly affected social marketing, while not directly towards the decision to pay ZIS. Direct social marketing also influences the decision to pay ZIS. Finally, in this study, social marketing as an intervening variable provided mediation effect (direct mediation) indirect only between maqashid syariah and the decision to pay ZIS
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Arifin, Muhyiddin Zainul, Hasan Bisri Isa Alfaris, Siti Sufaidah, and Agus Sifaunajah. "RANCANG BANGUN E-COMMERCE PANDUKRIA BERBASIS FRAMEWORK CODEIGNITER." SAINTEKBU 11, no. 1 (October 10, 2018): 1–11. http://dx.doi.org/10.32764/saintekbu.v11i1.251.
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In Jombang district there is considerable potential if thorn pandanus is managed optimally. The community has long been a pandanus craftsman and their businesses are mostly inherited so this shows that pandanus business is the main support of the family economy. But the fact is that the Pandan Duri woven craft business has not been able to improve their lives. This is because the pandanus woven business is a side job, the products produced are less diverse and only in the manufacture of woven mats, and marketing is limited to local markets and the surrounding communities. As one of the efforts to improve the economy of the community, thorns and pandanus woven craftsmen created e-commerce software through the Knowledge-based Economy Development Program by hoping that besides being able to accelerate economic improvement, the woven craftsmen community could also become entrepreneurial development and achieve achievements. Intellectual Property Rights (IPR) in the form of patents from marketing application software products that have been made. The software application is built called PanduKRIA and its implementation uses the language of the PHP program based on CodeIgniter framework and MySQL The methodology used is to conduct a site survey to see the condition of the community in the four sub-districts as the basis of Kria SME thorn pandanus craftsmen, namely in Kudu District, Ploso District, Kabuh District, and Plandaan District. Furthermore, the market share will be strengthened so that these products can penetrate national and international markets. Market strengthening is done by synergizing thorn pandanus woven products in the PanduKria application program application based on the website.
Key words: Kria Pandan Duri, Codeigniter, Webbing, E-Marketing.
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Hasyim, Hasyim, Janner Simarmata, and Nasirwan Nasirwan. "Building marketing performance through digital marketing and database-based networking capability in Indonesian SMEs." International Journal of Data and Network Science 6, no. 4 (2022): 1125–34. http://dx.doi.org/10.5267/j.ijdns.2022.7.007.
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This study aims to bridge the theoretical gap in the relationship of business ability to build relationships with marketing performance in the digital economy era, marked by the application of IT in its business activities. The progress of the digital economy is currently increasing in response to the Covid-19 pandemic. Data collection was conducted by distributing questionnaires to the owners and managers of SMEs in the city of Medan. Questionnaires were distributed to 175 respondents using non-probability sampling and purposive sampling techniques. Testing models and hypotheses using Structural Equation Model (SEM) was conducted with AMOS software version 23. The results show that SMEs are more likely to build and develop database-based networks to improve marketing performance. It is empirically proven that digital marketing, strategy quality, and relationship-building skills improve SMEs' marketing performance in Medan City. Theoretically, this study contributes in highlighting the strategy quality and relational database as moderating variables in the relationship between relational capability and marketing performance in digital business.
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Lacković, Krešimir, Robert Šojo, and Marina Peko. "Integrated Marketing Communication in Project Activities." Tehnički glasnik 15, no. 2 (June 9, 2021): 205–12. http://dx.doi.org/10.31803/tg-20200707161105.
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The paper deals with integrated marketing applied in project activities. The reason for this is the fact that such activities should refine their offer with a supplement in the project documentation but in the means of a different approach to the market. The amendment addresses recommendations to investors for the future construction and maintenance of facilities, and Lean and BIM in the design, construction and maintenance of facilities. That is why, during market processing, investors are offered an offer that solves the project task, includes design with visualization, and construction supervision, but already at this stage also includes certain maintenance solutions. This is only possible if the customers are approached comprehensively. For this there is an integrated marketing activity or process, where already in the market research, customers are informed about a kit containing everything from design, through construction to maintenance of the facility. Successful application of this process requires appropriate hardware and software support, as well as trained personnel for marketing. In scientific terms, a new method of integrating marketing activities in the business process of project activities is proposed. In application terms, a business process organization model integrated with marketing is presented, which enables the project company to connect with the market more dynamically and efficiently.
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Kowalik, Izabela, and Lidia Danik. "Marketing activity of international new ventures – application of the EMICO framework." Journal of Business & Industrial Marketing 34, no. 4 (June 7, 2019): 779–91. http://dx.doi.org/10.1108/jbim-02-2018-0079.
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Purpose One of the approaches to study entrepreneurial marketing (EM) is the EMICO framework. The extant studies have not yet explored the application of this framework by international new ventures (INVs). To address this research gap, four Polish INVs from medium-tech sector have been studied to check whether this tool can be applied to investigate the companies from Central and Eastern European Countries and identify the hierarchy of elements in the EMICO framework. Design/methodology/approach Using semi-structured interviews and the card game method, the understanding and importance of the EM concept elements by the Polish entrepreneurs have been explored. The collected text has been analyzed using qualitative data analysis software. Findings The studied INVs in their international marketing activity attributed most importance to understanding and responsiveness toward customers, networking, innovation introductions based on gathering of information and on the constant communication with clients. Most of the EMICO framework dimensions were confirmed; however, the concepts of “exploiting markets” and “integration of business processes” had minor importance for marketing. Research limitations/implications Research findings are relevant mainly for the B2B companies. Originality/value The paper recommends a modified list of EMICO elements for use in future studies concerning the small- and medium-sized enterprise internationalization.
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Eskrootchi, Rogheyeh, and Mohammad Ali Boroumand. "Marketing methods for electronic resources in medical libraries: a study on the application of the analytical hierarchy process." Journal of the Medical Library Association 110, no. 3 (December 8, 2022): 332–39. http://dx.doi.org/10.5195/jmla.2022.1351.
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Paired with the high cost of providing access to electronic resources in medical libraries, the inefficient use of these resources highlights the need for more efforts to promote these resources than ever before. In this study, electronic resource marketing methods were prioritized and the best strategies were determined using the analytical hierarchy process (AHP). Using an analytical survey of officials of medical libraries, the most common methods for marketing electronic resources in libraries were determined and divided into categories of strategies. Five important criteria for marketing strategies were also selected. Using AHP, pairwise comparisons were performed between the alternatives (i.e., strategies), which were evaluated against the selected criteria. Data analysis was performed using Expert Choice 11 software. A total of 44 electronic resource marketing methods were identified and categorized into 4 strategies. On average, 43.9% of these methods were used by the surveyed libraries. The AHP showed that simplicity was the most important criterion and that communication networks were the best electronic resource marketing strategy. Home/off-campus access, group training, library search stations, and marketing by individual librarians were the most preferred methods of marketing electronic resources. With the availability of a variety of different methods for marketing electronic resources, medical libraries must select strategies based on important criteria depending on the characteristics of the library, librarians, and users. Thus, the AHP can be an effective and practical solution to decision-making by mathematically prioritizing the selection of the best strategies from a set of alternatives based on differentially weighted criteria.
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Luque Ruiz, Irene, Gonzalo Cerruela García, and Miguel Ángel Gómez-Nieto. "Interactive mosaic building and its application to marketing strategies using NFC." Multimedia Tools and Applications 77, no. 12 (August 21, 2017): 15291–320. http://dx.doi.org/10.1007/s11042-017-5115-x.
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Zarubina, Venera, Mikhail Zarubin, Zhaukhar Yessenkulova, Rassima Salimbayeva, Gulbarshyn Satbaeva, and Dina Kenzhebekova. "Promotion of the EIA Subsystem of the 3D-Quarry Web Application." Environmental and Climate Technologies 26, no. 1 (January 1, 2022): 883–97. http://dx.doi.org/10.2478/rtuect-2022-0067.
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Abstract The software market for computerization of modelling and design processes of mining enterprises is represented by American, Australian and Russian solutions, which increases the dependence of Kazakhstani enterprises on third-party developers. Kazakhstani cloud service, scalable according to selected solutions, allows not only to reduce dependence on exported solutions, but also to better adapt solutions to regulatory and legislative documents. At the same time, the promotion of both the service itself and its individual solutions is associated with a number of problems. A marketing strategy for promoting an EIA solution for a software product will allow you to focus on promoting both the entire cloud system and the EIA solution, conquering your market segment, and increasing competitiveness. The consequences of open pit mining may not be entirely favourable when it comes to its social and environmental impacts. This study presents a strategy for promoting a program module for environmental impact assessment (EIA) of open pit mines. The aim of the study is to develop a marketing strategy for promoting the EIA subsystem of the 3DCAREER web application in the context of the globalization of the world economy. Promotion of the module for environmental assessment of the impact of open pits on the extraction of common minerals on the environment to optimize calculations for assessing the impact of open pits in dynamically changing environmental conditions of the enterprise will minimize negative environmental impacts.
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Asnawati, Asnawati, Maryam Nadir, Wirasmi Wardhani, and Made Setini. "The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision." International Journal of Data and Network Science 6, no. 1 (2022): 81–90. http://dx.doi.org/10.5267/j.ijdns.2021.10.001.
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Purchasing decisions on the Traveloka application has experienced a significant decline since the Covid-19 pandemic outbreak. Ticket returns and refunds that occur due to travel restrictions have resulted in a decline in Traveloka's brand image. This study aims to analyze how brand image mediates the effect of perceived ease of use, electronic word of mouth and content marketing towards ticket purchasing decisions on the Traveloka application which was conducted on 130 respondents using the Traveloka application. The research was conducted in June 2021 with data analysis using SmartPLS 3.2.0 software. The results show that perceived ease of use had a negative impact on purchasing decisions, either directly or indirectly through brand image. Electronic word of mouth had a positive impact on purchasing decisions either directly or indirectly through brand image. Content marketing had a negative and significant impact on purchasing decisions, while indirectly through brand image had a positive and significant impact. The role of brand image was very important in increasing the effect of perceived ease of use, electronic word of mouth and content marketing towards purchasing decisions.
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Rashid, Ekbal. "Improvisation of case-based reasoning and its application for software fault prediction." International Journal of Services Technology and Management 21, no. 4/5/6 (2015): 214. http://dx.doi.org/10.1504/ijstm.2015.073921.
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AZHMUKHAMEDOV, ISKANDAR M., KIRILL A. ZORIN, and VALENTINA YU KUZNETSOVA. "STRUCTURE OF A SOFTWARE PRODUCT FOR SEMANTIC ANALYSIS OF TEXTUAL INFORMATION." CASPIAN JOURNAL: Control and High Technologies 53, no. 1 (2021): 9–17. http://dx.doi.org/10.21672/2074-1707.2021.53.1.009-017.
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The article is devoted to the development of software for semantic text analysis. Describes the General logic of the developed web application, which implements the classification of textual information by previously predefined semantic categories. This article provides usage and deployment diagrams, as well as a General diagram of the algorithm. The methods implemented in the app allow you to increase the speed of processing text information. The use of the developed software product allows you to quickly process text information of any content, as well as conduct a deeper semantic analysis of the text. The implemented method is relevant in many areas of activity where you have to work with text information: monitoring of emotional mood towards the company, marketing, social network analysis.
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Jiang, Wen Feng, and Jun Zhou. "Study on the Multi-Layer Structure Design of the Power Marketing Demand Side Monitoring Center System." Applied Mechanics and Materials 548-549 (April 2014): 1566–70. http://dx.doi.org/10.4028/www.scientific.net/amm.548-549.1566.
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Main station system of demand monitoring center, as the important part of the Marketing Technology Support System, is the technical support system to achieve customer site information collection, load monitoring, analysis and forecasting of the electricity market, and plays a fundamental and fore running role. This article, tries to make a detailed architecture design of power marketing demand-side monitoring center system from the physical layer, software layer, data layer, technology layer, and application layer respectively, and provides a good reference for the electricity companies and a number of related companies to build demand-side monitoring platform.
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Jie Chen. "A Study on Evaluation Method and Application of Service Marketing Management with Hesitant Fuzzy Information." International Journal of Digital Content Technology and its Applications 7, no. 2 (January 31, 2013): 350–57. http://dx.doi.org/10.4156/jdcta.vol7.issue2.42.
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Liu, Xia. "E-Commerce Precision Marketing Model Based on Convolutional Neural Network." Scientific Programming 2022 (March 7, 2022): 1–11. http://dx.doi.org/10.1155/2022/4000171.
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With the rapid development of network and informatization of the consumer market in my country, the application and maturity of technologies such as the Internet, terminal equipment, logistics, and payment and the continuous improvement of people’s consumption concepts, online shopping has gradually become the mainstream purchase method for Chinese consumers, and e-commerce has gradually become one of the important driving forces to promote the sustained and vigorous development of China's economy. Under the traditional marketing model, companies do not fully understand the needs of users. The sales staff's thinking is only how to sell products to users. They do not know the specific consumer needs, so they can only focus on the product. Based on these foundations, this research uses convolutional neural networks and applies this model to precision marketing to obtain accurate portraits of consumers, thereby increasing the company's turnover. After comparing different models and conducting some experiments, it is concluded that (1) through the collection and analysis of W enterprise data, the training and testing conditions of the CNN model, LSTM model, LSTM attention model, and CNN + LSTM attention model are compared. It is concluded that the CNN + LSTM attention model and the LSTM attention model perform better, and the accuracy of testing and training is higher. (2) Through the fitting of the model, it is found that Sn(%) = 70.71, Sp(%) = 86.25, Acc(%) = 81.07, and MCC = 0.752 of the CNN + LSTM attention model are the best fitting models. The men and women stratification and gender stratification of users are predicted, and it is found that men in the W company are the main purchasing power, and in the age stratification, it is found that the population of 41–50 accounts for the highest proportion. (3) The average accuracy rate of the LSTM attention model is as high as 66.6%, the average recall rate is 82.3%, and the F1 score is 73.1%. This model has met expectations for precision marketing forecasts. (4) Using the CNN + LSTM attention model to predict the marketing input for the next year, it is found that the use of precision marketing will increase the profit of W company. The average annual data show that the monthly revenue of precision marketing has increased by 73.5%.
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Desarbo, Wayne S., Martin R. Young, and Arvind Rangaswamy. "A Parametric Multidimensional Unfolding Procedure for Incomplete Nonmetric Preference/Choice Set Data in Marketing Research." Journal of Marketing Research 34, no. 4 (November 1997): 499–516. http://dx.doi.org/10.1177/002224379703400407.
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Multidimensional unfolding (MDU) is one of the most powerful conceptual and methodological tools used in marketing for product positioning analysis. Unfortunately, the majority of the commercial software programs available for performing such analyses (especially nonmetric analyses) suffer from serious limitations including degenerate solutions, interpretation difficulties, lack of supporting statistical inference and model selection procedures, excessive number of parameters to estimate, requirements of full data sets, and difficulties with local optima. The authors propose a new parametric approach to nonmetric unfolding (PARFOLD) to extend methodological developments in the econometrics and marketing science arenas. The authors develop the technical aspects of the proposed procedure, including options for accommodating incomplete rank orders, constraints, and reparameterizations. Two marketing-related applications are provided: one deals with preferences for snack food items involving complete rank orders, and the second involves incomplete data in which students rank order Master of Business Administration schools in their consideration/application sets. Comparisons are made with existing nonmetric MDU procedures including ALSCAL, PREFMAR and KYST with respect to several newly proposed diagnostic indices of solution degeneracy and positioning implications. Finally, the authors summarize limitations of the proposed model and offer directions for further research.
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Suriati, Luh, and K. Selamet. "Empowerment of PKK Wanagiri Group Through the Application of Natural Preservative Aloe-coating on Strawberries." AJARCDE (Asian Journal of Applied Research for Community Development and Empowerment) 6, no. 3 (June 28, 2022): 29–33. http://dx.doi.org/10.29165/ajarcde.v6i3.113.
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Postharvest handling of strawberries is an effort to prevent damage, maintain quality and extend shelf life. The application of the edible coating is a step that can be taken in the postharvest handling of strawberries. The number of harmful preservatives on the market is a cause for concern. Aloe vera gel is a natural ingredient that can be used as an edible coating for strawberries. Empowerment of community groups in the application of natural preservative Aloe-coating on strawberries can overcome the problems that exist in the community. One of the groups in the villages that has this problem is the Empowering Family Welfare Group PKK Wanagiri, which is located in Sukasada District, Buleleng Regency, Bali Province, Indonesia. Partners do not know post-harvest handling, entrepreneurship, and marketing. The solutions to solve the problems are: providing knowledge about post-harvest handling, packaging, entrepreneurship, and marketing. Appropriate technology on how to make Aloe-coating and methods of its application to strawberries are provided and quality can be maintained. The method used is active community participation and exploratory. The result is community service activities have been running smoothly. The PKK Wanagiri, get the added value and their standard of living has increased. Post-harvest handling of strawberries can be applied. Knowledge of Aloe-coating produce, method of application, packaging, hygiene sanitation, entrepreneurship, and appropriate product marketing was understood and applied. This activity is carried out continuously and the group can independently make aloe vera coating, and apply it to strawberries, thereby increasing income.
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Kovshova, Iryna, and Yuliia Babych. "Strategic directions of development of innovative marketing in the market of high technologies." INNOVATIVE ECONOMY, no. 1-2 (2021): 120–25. http://dx.doi.org/10.37332/2309-1533.2021.1-2.17.
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Purpose. The aim of the article is defining strategic directions for the development of innovative marketing in the high-tech market in order to increase sales of goods or services, increase the efficiency of enterprises and analyse potential markets. Methodology of research. The following methods were used in the research process: abstract and logical - to formulate the concepts of innovative marketing, high technologies and strategies of innovative marketing; analysis and synthesis - to identify certain parts of the innovative marketing strategy and their proper application in the high technology market; economic and statistical - to study the strategic directions of innovative marketing and to establish a quantitative impact on the high technology market; comparative - to compare the development trends of strategic areas of innovative marketing in 2016 and 2020. Findings. The essence of the characteristics of innovative marketing in the high-tech market is deepened and the most effective strategic directions of innovative marketing development of today are identified: software promotion, artificial intelligence, video marketing, personalization and conversational marketing. It is substantiated that to ensure innovative marketing activities, it is important for the company to constantly monitor the market and new tools that will bring goods or services to a new level. It is established that the five areas of innovative marketing have been identified as significantly influencing the marketing tools of high-tech enterprises, artificial intelligence programs are included in all areas of the marketing industry and are actively used by marketers to process, recognize and analyse voice, text, images and decision making. Options for the use of artificial intelligence in the marketing activities of enterprises are substantiated and the main trends of further development are formed. Originality. It is substantiated that these strategic directions of development of innovative marketing today (software promotion, artificial intelligence, video marketing, personalization and conversational marketing), in contrast to existing strategic directions of development, increase sales of goods and services, increase brand awareness, build trust and improve communication with potential and real customers. Practical value. The results of the conducted study can be used by high-tech companies in Ukraine and around the world to increase market competitiveness and bring the product or service to a new level. It will also increase sales of goods or services and increase the efficiency of enterprises. Key words: innovative marketing, enterprise, directions of development, technology market, video marketing, artificial intelligence, marketing.
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Preciado-Ortiz, Claudia Leticia. "Quality and Use of Mobile Applications for Transportation Service: Influence on Satisfaction." Mercados y Negocios, no. 44 (July 1, 2021): 21–42. http://dx.doi.org/10.32870/myn.v0i44.7646.
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The main objective of this research work was to analyze the factors that influence satisfaction and the intention to continue with the use of mobile transport applications in young university students from Guadalajara, Jalisco, Mexico. The approach was quantitative. 144 valid responses were used, and partial least squares structural equation modeling (PLS-SEM) was used to test the model. The software employing was the SmartPLS 3. The results indicate that the quality of the design, the quality of the information and the quality of the system are predictors of influence on satisfaction. Companies that offer individual passenger transport through a mobile application have increased in recent years, generating strong competition both between existing brands and with established traditional taxis. This study provides new and recent information for marketing managers and academics on application user behavior in the transportation industry.