Relevant bibliographies by topics / Internet marketing

Academic literature on the topic 'Internet marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 29 July 2024

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Journal articles on the topic "Internet marketing"

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Jakšić, Anja. "UPOREDNA ANALIZA ONLAJN VIDLJIVOSTI VISOKOŠKOLSKIH USTANOVA PRIMENOM ALATA INTERNET MARKETINGA." Zbornik radova Fakulteta tehničkih nauka u Novom Sadu 34, no. 10 (September 30, 2019): 1868–71. http://dx.doi.org/10.24867/04gi13jaksic.

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Učestala upotreba interneta u obrazovanju uslovila je promenu procesa prenošenja znanja i istraživanja u velikoj meri. Samim nastankom interneta, dogodile su se promene u sferi marketinga, te pored dosadašnjeg tradicionalnog marketinga, nastaje internet marketing i velikom brzinom uzima primat u odnosu na sve dosadašnje načine oglašavanja. Cilj ovog rada jeste da istakne značaj, ulogu i prednosti internet marketinga, ali i njegovu primenu u visokom obrazovanju, sa posebnim akcentom na benefite primene alata internet marketinga u visokoškolskim ustanovama. U radu su analizirani najbolji strani i domaći univerziteti i njihova primena onlajn alata internet marketinga.
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Beyer, Anja. "Internet-Marketing." Versicherungskaufmann 47, no. 1 (January 2000): 12. http://dx.doi.org/10.1007/bf03251638.

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Page, Kelly. "Internet Marketing." Journal of Brand Management 8, no. 4 (May 2001): 371–73. http://dx.doi.org/10.1057/palgrave.bm.2540036.

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Saxby, S. "Internet Marketing." Computer Law & Security Review 21, no. 3 (January 2005): 277. http://dx.doi.org/10.1016/j.clsr.2005.01.013.

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Vishe,, Nisha Gurunath. "INTERNET MARKETING." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 05 (May 22, 2024): 1–5. http://dx.doi.org/10.55041/ijsrem34416.

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A unique platform that connects people worldwide and at the same time brings truckloads of information on almost anything you can imagine. People make sites to find their lost love and end up connecting millions (heard of Orkut?), brand owners can listen to thousands of customers from around the globe without moving from their chair (seen Twitter?), NGO's run campaigns to motivate people to vote (Jagore.com) ... these are just a few examples of internet's growing reality in today's world.
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Leśniewski, Michał Adam. "ENTERPRISE INTERNET MARKETING INSTRUMENTS." Scientific Notes of Ostroh Academy National University, "Economics" Series 1, no. 31(59) (December 21, 2023): 37–41. http://dx.doi.org/10.25264/2311-5149-2023-31(59)-37-41.

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Marketing, as one of many and very important instruments, is undergoing a process of changes towards the Internet, which is reflected in Internet marketing. The process of development of Internet marketing is co-created not only by globalization but also by the presence of consumers on the Internet. Enterprises that want to be present in the world of the Internet must shape Internet marketing instruments. The aim of the study is to present the importance of the development of enterprise Internet marketing in the era of globalization.
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Sturienė, Urtė. "Internet marketing tools." Vilnius University Open Series, no. 2 (December 5, 2019): 67–74. http://dx.doi.org/10.15388/openseries.2019.18406.

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In today's world, every business organization can pursue marketing goals online. Choosing the right Internet marketing tools or combining several may be significant in reaching the target audience. Therefore, without precise criteria for assessing the impact of Internet marketing tools on business organizations, it is not very easy to choose the most appropriate tools to compete with other businesses. This paper aims to investigate the impact of Internet marketing tools on business organizations. In order to achieve this goal, the following tasks are set: to analyse the Internet marketing concept and to reveal the impact assessment criteria. The results have shown that there is no agreed scientific definition of the term and concept of Internet marketing tools. However, it is obvious that Internet marketing is the part of digital marketing. Also, the Internet marketing impact criteria consist of short-term effect, long-term effect, and alternatives. Internet marketing tools typically drive sales growth, strengthen the brand and help to build and maintain relationships with clients.
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Rocca, María Inés. "Marketing por Internet." Dixit, no. 12 (August 29, 2010): 49. http://dx.doi.org/10.22235/d.v0i12.291.

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¿Cómo lograr que una organización aparezca mejor rankeada en los portales de búsqueda en Internet? ¿Qué criterio utilizan los grandes motores de búsqueda, como Google o Yahoo, para ubicar a una organización en los primeros lugares de búsqueda relacionadas al posicionamiento en Internet? Éstas y otras preguntas que varios nos hemos hecho en torno a este tema son las que Miguel Todaro pretende contestar en su libro Internet Marketing Methods Revealed.
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Leeflang, P. S. H., and M. A. Vonk. "Marketing en internet." Maandblad Voor Accountancy en Bedrijfseconomie 77, no. 11 (November 1, 2003): 539–44. http://dx.doi.org/10.5117/mab.77.12768.

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We beschrijven enkele belangrijke relaties tussen marketing en internet. Daarbij besteden we aandacht aan emarketing en hoe belangrijk e-marketing voor vrager en aanbieder is en kan worden. We beschrijven factoren die de groei van on line-verkopen beïnvloeden.
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Belz, O. "INTERNET MARKETING TOOLS." Visnyk of the Lviv University. Series Economics, no. 56 (December 18, 2019): 316–22. http://dx.doi.org/10.30970/ves.2019.56.0.3029.

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Dissertations / Theses on the topic "Internet marketing"

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Гладченко, Оксана Робертівна, Оксана Робертовна Гладченко, Oksana Robertivna Hladchenko, and J. Grymailo. "Internet marketing." Thesis, Вид-во СумДУ, 2009. http://essuir.sumdu.edu.ua/handle/123456789/17077.

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Faria, Giuliana Mendonça de. "Marketing na internet." Florianópolis, SC, 2001. http://repositorio.ufsc.br/xmlui/handle/123456789/81729.

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Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro Tecnológico. Programa de Pós-Graduação em Engenharia de Produção.
Made available in DSpace on 2012-10-19T07:15:48Z (GMT). No. of bitstreams: 0Bitstream added on 2014-09-25T23:03:52Z : No. of bitstreams: 1 187068.pdf: 4495550 bytes, checksum: 8923cd4364b0361f52903f14d7e2ae85 (MD5)
O objetivo deste estudo é propor um plano de marketing para ser utilizado na divulgação do site do Sindicato Rural de Campo Grande. Para isto são revistos conceitos nas áreas de marketing e marketing na Internet. Partindo do plano de marketing sugerido por Ambrósio (1999), foram verificadas quais estratégias deste plano foram ou estão sendo utilizadas pelo Sindicato Rural de Campo Grande. O plano de marketing utilizado possui quatro fases: oportunidades, marketing estratégico, marketing tático e operação e controle; dentro dessas fases são analisadas diversas estratégias de marketing para garantir a sua eficácia e para que a organização atinja seus objetivos. Verificou-se que a organização estudada não possui plano de marketing e atua de maneira desintegrada nas suas estratégias de marketing e comunicação e, através desta pesquisa a organização poderá utilizar este plano para obter eficácia na divulgação do seu site na Internet.
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Brounek, Radim. "Internetový marketing." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224532.

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Diploma thesis deals with the internet promotion of the company XY s.r.o. For company will be created new companies website and e-shop. Internet marketing is focused on increasing website and e-shop traffic. Thesis will describe current situation of company using PEST, PORTER and SWOT analysis. According to the results of analysis will be selected the most appropriate solution to achieve objectives. Individual targets will be progressively developed and continuously monitored and evaluated. After a period of one year will be suggested suitable procedures for further websites development.
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Varfan, Mona, and Alfa Shima. "Traditional marketing vs. Internet marketing. A comparison." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-777.

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Title: Traditional marketing vs. Internet marketing: A comparison

Problem: Marketing is an important strategy for businesses and it contains numerous effective tools. Traditional marketing has been in use for many years and nowadays Internet has brought new ways of doing business for companies and that has affected marketing. What are the main differences between Internet marketing and traditional marketing? Which one of the two approaches contains the most used and effective marketing tools according to chosen companies in this thesis?

Purpose: The aim of this study is to compare traditional marketing and Internet marketing and show the differences of characteristics between them. And to find out what marketing tools are effective for some chosen companies in the fashion industry.

Method: The information gathered in this study was obtained through qualitative research from textbooks, websites, articles and interviews. Some quantitative data such as statistics were also gathered. The authors conducted interviews with few companies operating in the fashion industry to collect information needed for the analysis in this study.

Conclusion: By analysing different aspects of theory, comparison and interview answers, the authors came to a conclusion. Using the advantages of both Internet marketing and traditional marketing according to the goals of the company, is considered to be the most effective way of marketing. Comparing the two approaches, Internet seemed to be a complementary tool to traditional marketing.

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Herrera, Ana Laura. "El marketing en internet." Bachelor's thesis, Universidad Nacional de Cuyo. Facultad de Ciencias Económicas, 2011. http://bdigital.uncu.edu.ar/5173.

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Internet ha supuesto una revolución sin precedentes en el mundo, tanto de la informática como de las telecomunicaciones. Los inventos como el teléfono, radio, y computadora sentaron las bases para esta integración de capacidades nunca antes vistas. Internet es un medio de difusión mundial, una herramienta de propagación de información, y un medio de interacción entre personas de todo el mundo, sin importar donde se encuentren. El presente trabajo tiene por objetivo describir cómo ha evolucionado el Marketing en las organizaciones, hasta llegar al “Marketing on-line" herramienta fundamental en los tiempos que corren. Además, analizar la situación actual del uso de las nuevas tecnologías en Argentina y su rol como promotor en el desarrollo económico local y regional.
Fil: Herrera, Ana Laura. Universidad Nacional de Cuyo. Facultad de Ciencias Económicas.
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Vorel, Lukáš. "Internet marketing in SME." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-18169.

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This thesis aims to explore concrete ways of application of internet marketing for promotion of a small service oriented business-to-business (B2B) company in broader context of the so-called new economy. To support the validity of the presented applications the thesis first draws on well-established theory of marketing concepts. In the second part of the paper, the role of internet marketing in business strategy of small and medium sized enterprises is explored. The thesis then continues with detailed description of particular tools of internet marketing and discusses their relevance and most appropriate application in the chosen field. In the application part of this thesis, the tools of Google Search Engine Marketing, which are perceived as the most efficient agent of small business promotion, are field-tested in a real small business promotion campaign. Finally, the thesis concludes with discussion of possibilities of future development in the field of internet marketing and sums up the overall findings of this paper. Throughout this thesis, the examined new technologies are regarded through the lenses of practical experience reported by their users and, at the same time, with consideration to established theoretical framework.
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Gabriel, Vladislav. "Internet v marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-16633.

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This project describes internet marketing and its components (search engine marketing, internet advertising, internet PR, e-mail marketing etc.). It also describes the possibilities of employing internet in marketing and depicts new ways of online communication. The expenses for internet advertising are constantly growing as well as the number of internet users. The number of universities is increasing and so is the competition. That's why it's vital that they should act as a part of the market and use marketing strategies. The objective of this project is to analyse and suggest communication strategies of the Faculty of Management at the University of Economics in Prague using the knowledge acquired from the theoretical part. The practical part specifies the target group, draws up a report and chooses the way of communication. Further on, we will consider the timing of every single activity and the overall budget.
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Heckroodt, Steyn. "A strategic marketing approach to Internet marketing implementation." Thesis, Stellenbosch : Stellenbosch University, 2000. http://hdl.handle.net/10019.1/51625.

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Thesis (MBA)--Stellenbosch University, 2000.
Some digitised pages may appear illegible due to the condition of the original hard copy.
ENGLISH ABSTRACT: The Internet encompasses a wide range of applications. Since its arrival in the computer technology industry, it has covered substantial grounds in the development as an tool/medium to enhance commerce. It has also brought along with it problems and new challenges to each level of managerial competence in the business world. The researcher shows through this study project the importance of business strategy and functional level strategy (marketing) as the basis for the implementation and utilisation of Internet marketing as a marketing tool. Conventional business and marketing practices are used in terms of strategic planning and formulation, to illustrate the importance of the strategic factor when incorporating the Internet into the daily business practices of companies. This study project relates specifically to Internet marketing and elaborates on various aspects of the marketing function to support the premise that the Internet is merely a tool, which can extend the company marketer's existing capabilities. The researcher aims to suggest that the Internet does change/extend numerous business practices, but the core principles in so far as strategic management is concerned, still needs to be adhered to. The researcher refers to numerous real life examples to highlight these points and make the practical application of its guidelines in terms of Internet marketing implementation and utilisation as easy as possible to understand and follow by the company marketer.
AFRIKAANSE OPSOMMING: Die Internet behels 'n wye reeks toepassings. Sedert die verskyning van die Internet in die rekenaar tegnologie bedryf, het dit aansienlike vordering gemaak ten opsigte van die aanwending as 'n "medium" om besigheid te verbeter. Dit het egter ook sy eie probleme en nuwe uitdagings saam gebring vir elke vlak van bestuursvernuf in die korporatiewe besigheidsarena. Die navorser toon by wyse van hierdie werkstuk die belangrikheid aan van 'n besigheidstrategie en 'n funksionele vlak strategie - spesifiek bemarking - as die basis vir die implimentering en aanwending van Internet bemarking. Konvensionele besigheids- en bemarkings praktyke word gebruik, in terme van strategiese beplanning en formulering, om die belangrikheid van die strategiese aspek aan te toon wanneer dit kom by die inkorporering van die Internet by die daaglikse besigheid van maatskappye. Aangesien die onderwerp van hierdie werkstuk spesifiek verband hou met Internet bemarking, brei die navorser uit oor die verskeie aspekte van die bemarkingsfunksie om sodoende sy siening te ondersteun. Dit is dat die Internet slegs as 'n medium gebruik moet word om die bestaande bevoegdhede van die bemarker uit te brei. Die navorser poog om aan te dui dat die Internet wel talle bestaande besigheidspraktyke verander, maar dat die kern-beginsels in so verre strategiese bestuur aan betref, steeds aandag moet geniet. Die navorser verwys na verskeie werklike voorbeelde om hierdie punte te beklemtoon en om die praktiese toepassing van die riglyne in terme van In Internet bemarkingstrategie so maklik moontlik te maak om te verstaan en toe te pas deur die maatskappybemarker.
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Rimbach, Felix. "Internet marketing for profit organizations : a framework for the implementation of strategic Internet marketing." Thesis, University of Plymouth, 2010. http://hdl.handle.net/10026.1/2349.

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The development of the Internet has significantly changed the face of established markets and operation approaches across a tremendous spectrum of different industries. Within the competitive environment of those industries, the opportunities and risks derived from the new platform are so ubiquitous that unused opportunities quickly translate into potential risks. Those opportunities and risks demand for a structured approach how to implement a sustainable Internet marketing strategy that targets clear business objectives. Marketing and strategic management theory describes very clear structural principles towards their operational implementation. Based on those principles an extensive literature review has been conducted which confirms the result from representative statistics that demonstrate the lack of a comprehensive framework for strategic Internet marketing. The distinct result of this research is such a comprehensive framework which has been directly derived from the illustrated principles of strategic management and Internet marketing. All major components of this generic framework are designed, evaluated in dedicated surveys and validated in extensive case studies. The main achievements of the research are: A comprehensive review of the current state-of-the-art Internet marketing strategies. Conceptual specification of a strategic Internet marketing framework with generic applicability to profit organizations. Demonstration of the practical feasibility of the proposed framework at the implementation level (via several examples like the SIMTF and SIMPF). Confirmation of the applicability of the framework based upon a survey of potential beneficiaries. Validation of the effectiveness of the approach via case study scenarios. Changing the understanding of a former technical discipline, the thesis describes how Internet marketing becomes a precise strategic instrument for profit organizations. The new structured, complete and self-similar framework facilitates sales organizations to significantly increase the effectiveness and efficiency of their marketing operations. Furthermore, the framework ensures a high level of transparency about the impact and benefit of individual activities. The new model explicitly answers concerns and problems raised and documented in existing research and accommodate for the current limitations of strategic Internet marketing. The framework allows evaluating existing as well as future Internet marketing tactics and provides a reference model for all other definitions of objectives, KPI and work packages. Finally this thesis also matures the subject matter of Internet marketing as a discipline of independent scientific research providing an underlying structure for subsequent studies.
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Kerner, Martin. "Erfolgsfaktoren im konsumentengerichteten Internet-Marketing /." Norderstedt : Books on Demand, 2004. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=012960391&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.

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Books on the topic "Internet marketing"

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Bliss, Charles E. Internet marketing. Oxford: Oxford Brookes University, 1998.

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Buss, Anna. Internet marketing. München: Markt + Technik, 2009.

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Publishing, JDD, ed. Insider Internet marketing. Smithfield, RI: JDD Pub., 1997.

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Escuela Europea de Estudios Universitarios y de Negocios., ed. Marketing en Internet. 2nd ed. Madrid: Anaya Multimedia, 2006.

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Rodionov, I. I. Internet, predprinimatelʹ, marketing. Moskva: Vseros. in-t nauch. i tekhn. informat︠s︡ii, 1997.

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Zimmerman, Jan. Marketing on the Internet. 4th ed. Gulf Breeze, FL: Maximum Press, 2000.

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Zimmerman, Jan. Marketing on the Internet. 3rd ed. Gulf Breeze, FL: Maximum Press, 1998.

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Frosch-Wilke, Dirk, and Christian Raith, eds. Marketing-Kommunikation im Internet. Wiesbaden: Vieweg+Teubner Verlag, 2002. http://dx.doi.org/10.1007/978-3-322-84975-5.

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Kirthi, Kalyanam, ed. Internet marketing & e-commerce. Australia: Thomson/South-Western, 2007.

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V, Ellsworth Matthew, ed. Marketing on the Internet. 2nd ed. New York: John Wiley & Sons, 1997.

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Book chapters on the topic "Internet marketing"

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Dobson, Paul, and Vish Maheshwari. "Internet marketing." In Entrepreneurship Marketing, 174–88. Second edition. | Abingdon, Oxon ; New York, NY : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429505461-11.

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Brae, C. Michael. "Internet Marketing." In New Channels of Music Distribution, 81–88. New York ; London : Routledge, 2018 | 2018: Routledge, 2017. http://dx.doi.org/10.4324/9781315648347-9.

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Altobelli, Claudia Fantapié. "Internet-Marketing." In Branchenspezifisches Marketing, 793–814. Wiesbaden: Gabler Verlag, 2001. http://dx.doi.org/10.1007/978-3-663-09439-5_34.

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Stroud, Dick. "The Marketing Process." In Internet Strategies, 76–128. London: Palgrave Macmillan UK, 1998. http://dx.doi.org/10.1057/9780333981474_5.

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Roddewig, Sven. "Werbewirkung im Internet." In Website Marketing, 87–138. Wiesbaden: Vieweg+Teubner Verlag, 2003. http://dx.doi.org/10.1007/978-3-322-89054-2_2.

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Frosch-Wilke, Dirk, and Christian Raith. "Virus-Marketing." In Marketing-Kommunikation im Internet, 233–59. Wiesbaden: Vieweg+Teubner Verlag, 2002. http://dx.doi.org/10.1007/978-3-322-84975-5_6.

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Lampe, Frank. "Marketing im Internet." In Business im Internet, 103–93. Wiesbaden: Vieweg+Teubner Verlag, 1996. http://dx.doi.org/10.1007/978-3-322-83928-2_6.

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Lammenett, Erwin. "(Internet-)Video-Marketing." In Praxiswissen Online-Marketing, 325–47. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-15494-3_13.

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Lampe, Frank. "Marketing im Internet." In Unternehmenserfolg im Internet, 155–275. Wiesbaden: Vieweg+Teubner Verlag, 1998. http://dx.doi.org/10.1007/978-3-322-89108-2_6.

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Lammenett, Erwin. "(Internet-)Video-Marketing." In Praxiswissen Online-Marketing, 381–410. Wiesbaden: Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-25135-2_14.

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Conference papers on the topic "Internet marketing"

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Kara, M. A., and A. V. Zakharenko. "Modern Internet Marketing." In ТЕНДЕНЦИИ РАЗВИТИЯ НАУКИ И ОБРАЗОВАНИЯ. НИЦ «Л-Журнал», 2018. http://dx.doi.org/10.18411/lj-10-2018-83.

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Lapão, Luís Velez, Rui Sousa Santos, Miguel Góis, and Paulo Duarte Silva. "Healthcare internet marketing." In the 1st international conference. New York, New York, USA: ACM Press, 2007. http://dx.doi.org/10.1145/1328057.1328118.

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Bahorka, Мariia, and Nataliy Yurchenko. "MODERN INTERNET MARKETING TOOLS." In Digitalization of the economy as a factor in the sustainable development of the state. Publishing House “Baltija Publishing”, 2022. http://dx.doi.org/10.30525/978-9934-26-242-5-17.

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Ranisavljević, Duško Mr. "Internet marketing u retail bankarstvu." In Sinteza 2014. Belgrade, Serbia: Singidunum University, 2014. http://dx.doi.org/10.15308/sinteza-2014-324-329.

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Kutluk, Aysegül. "Guerilla Marketing on the Internet and an Evaluation on the Tourism Industry." In International Conference on Eurasian Economies. Eurasian Economists Association, 2013. http://dx.doi.org/10.36880/c04.00765.

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At the present time, managements which can see and use alterations, they can remain stand and strive with their competitors. Changes are in managements only able to possible by using new strategies, that can make a management comperior under the competition clause. These strategies are: last trends, fun promotions, flash mobbings, guerrilla advertising and even the viral applications that can make people unwittingly a marketer. On the other hand, at the first times, while guerilla marketing was a method that small scale enterprise can struggle against the big bussiness, nowadays it is a very simple method which every management can apply easily.The aim of guerilla marketing is to make more sales, like traditional marketing. But, the methods that used, are different from eachother. This method try to find with very low budget some works, that will take place more higher from other traditional marketing methods' effects. This works have to be effective, different, enjoyable and unforgetable. That is possible to see them in out,on ethernet and somewhere of our life. Especially, these activities are organized contemplated by advertising agencies; diversified according to the imagination of the creators. Guerilla marketing and the other similar marketings are done especially online network in tourism sector of Turkey. The purpose of this study; is increasing the awareness of guerilla marketing as an alternative method in academic and sectorel context, that can increase the sales of tourism managements and at the same time can provide quickly and easily reach to their target group.
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Li-Fu Hsu. "Internet marketing based on Electronic Commerce." In 2011 IEEE International Conference on Computer Science and Automation Engineering (CSAE). IEEE, 2011. http://dx.doi.org/10.1109/csae.2011.5952607.

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Lin, Jiann-Horng, and Hsiu-Cheng Liu. "System Dynamics Simulation for Internet Marketing." In 2008 IEEE/SICE International Symposium on System Integration. IEEE, 2008. http://dx.doi.org/10.1109/si.2008.4770431.

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Liu, Jian, and Yanqing Wang. "Research on Internet marketing relationship model." In 2012 9th International Conference on Fuzzy Systems and Knowledge Discovery (FSKD). IEEE, 2012. http://dx.doi.org/10.1109/fskd.2012.6233730.

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Cheng, Congxi, and Pengfei Geng. "Internet Marketing and Innovation Strategies: A Study of Marketing China's Agricultural Products." In 2009 International Conference on Management and Service Science (MASS). IEEE, 2009. http://dx.doi.org/10.1109/icmss.2009.5304432.

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Lou, Jing. "Clothing Enterprise Marketing Channel Research Based on the Angle of Internet Marketing." In 2015 3rd International Conference on Education, Management, Arts, Economics and Social Science. Paris, France: Atlantis Press, 2016. http://dx.doi.org/10.2991/icemaess-15.2016.86.

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Reports on the topic "Internet marketing"

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Filip, Grażyna, and Justyna Majchrowska. Internet Post as an Element of E-Branding. Linguistic Analysis. Ivan Franko National University of Lviv, February 2022. http://dx.doi.org/10.30970/vjo.2022.51.11401.

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E-branding of Lidl brand is a wide-ranging marketing strategy, which purpose is to keep the current customers and gain new. The authors of advertisments posts, that includes information regarding a specific product (name, information about it, price, reason of showcasing in the specific moment), use semantic (mostly nature, price, tradition, modernity, comfort, luxury), grammatical and non-linguistic categories to convince the receivers to themselves. Such communicational process enables also to read the needs of customers, who – by liking the brand’s page – want (actively) to participate in the whole sales process, want to be informed and to have a chance to use the offer.
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Ertanowska, Delfina. MEMES AS A MEANS OF COMMUNICATION AND MANIPULATION. Ivan Franko National University of Lviv, February 2021. http://dx.doi.org/10.30970/vjo.2021.49.11073.

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The article considers memes as a short form of internet statement. Memes was discussed as a successor to the primary interpersonal communication in the form of rock drawings, pictures, pictograms, and hieroglyphs. In addition, the issue of memes as a tool of media and political manipulation has been described. Areas of discussion also include paid trolling and specialized media services to build a modern political campaign through memes. The use of memes as a political marketing tool was discussed.
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Vaskivskyj, Yurij. Branding in journalism: prospects for operation. Ivan Franko National University of Lviv, February 2022. http://dx.doi.org/10.30970/vjo.2022.51.11395.

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The article analyzes the branding process in the context of the development of individual units of journalism. After all, in the current conditions of competition in the Ukrainian information space, it is important to apply and master new technologies for the development and promotion of media resources in the media market. The history of branding is presented and it is noted that branding is the key to the success of each media brand in using the necessary tools and technologies, which involves the branding process. It is necessary to know and understand not only the basic laws of branding, but also its possibilities as the main tool of Internet marketing and offline or digital marketing. It is emphasized that the personal brand should be considered as a tool that builds a reputation and a positive image in the information space, as well as allows you to get a variety of resources only using professional skills and knowledge. It is important not only to form your own audience, but also to meet its needs. The GORDON online publication is analyzed, because this media resource is a consequence of the influence of personal brand on the audience and rapid development in the context of promoting a particular media resource, and the main ideologue and co-founder of this publication is an example of how personal brand can affect audiences. and promote the development of a specific business project. It is noted that the reputation of Dmitry Gordon and his odious figure became the basis for the success of this online publication, and attitudes toward him may be different and often ambiguous, but his person is known to everyone in the post-Soviet space. Modern information space needs scandalous and odious personalities, because they are able to arrange a show, give people emotions. The author points out that branding is an extremely promising technology not only in the context of promoting and promoting a particular media resource or personal brand, but also promotes the comprehensive development of journalists as public opinion experts and potential speakers at international conferences not only in journalism, but also internet marketing.
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Majchrowska, Justyna. TESTIMONIAL IN (NEW) MEDIA. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11109.

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The linguistic research of (the new) media so far has mainly focused on the analysis of content from broadcasters – people publishing on the Internet in order to convince the potential recipients to enter the website, read articles, explore the website as well as return after leaving it – in exchange for the material or financial benefit. Several years of observation of a variety of text types existing in the media shows that not only texts from broadcasters make it possible to notice and maintain this attention of recipients. Nowadays, similarly as in marketing and advertising, in the media (but not only there) the essential and productive content comes from the recipient. The subject of this quantitative and qualitative linguistic analysis is the title testimonial as a rapidly growing persuasive (promotional) trend in (new) media and a response to the challenges of the modern society.
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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.
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Carpenter, Marie, and William Lazonick. The Pursuit of Shareholder Value: Cisco’s Transformation from Innovation to Financialization. Institute for New Economic Thinking Working Paper Series, February 2023. http://dx.doi.org/10.36687/inetwp202.

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Once the global leader in telecommunication systems and the Internet, over the past two decades the United States has fallen behind global competitors, and in particular China, in mobile communication infrastructure—specifically 5G and Internet of Things (IoT). This national failure, with the socioeconomic and geopolitical tensions that it creates, is not due to a lack of US government investment in the knowledge required for the mobility revolution. Nor is it because of a dearth of domestic demand for the equipment, devices, and applications that can make use of this infrastructure. Rather, the problem is the dereliction of key US-based business corporations to take the lead in making the investments in organizational learning required to generate cutting edge communication-infrastructure products. No company in the United States exemplifies this deficiency more than Cisco Systems, the business corporation founded in Silicon Valley in 1984 that had explosive growth in the 1990s to become the foremost global enterprise-networking equipment producer in the Internet revolution. This paper provides in-depth analysis of Cisco’s organizational failure, attributing it ultimately to the company’s turn from innovation in the last decades of 20th century to financialization in the early decades of the 21st century. Since 2001, Cisco’s top management has chosen to allocate corporate cash to open-market share repurchases— aka stock buybacks—for the purpose of giving manipulative boosts to the company stock price rather than make the investments in organizational learning required to become a world leader in communication-infrastructure equipment for the era of 5G and IoT. From October 2001 through October 2022, Cisco spent $152.3 billion—95 percent of its net income over the period—on stock buybacks for the purpose of propping up its stock price. These funds wasted in pursuit of “maximizing shareholder value” were on top of the $55.5 billion that Cisco paid out to shareholders in dividends, representing an additional 35 percent of net income. In this paper, we trace how Cisco grew from a Silicon Valley startup in 1984 to become, through its innovative products, the world leader in enterprise-networking equipment over the next decade and a half. As the company entered the 21st century, building on its dominance of enterprise-networking, Cisco was positioned to upgrade its technological capabilities to become a major infrastructureequipment vendor to service providers. We analyze how and why, when the Internet boom turned to bust in 2001, the organizational structure that enabled Cisco to dominate enterprise networking posed constraints related to manufacturing and marketing on the company’s growth in the more sophisticated infrastructure-equipment segment. We then document how from 2002 Cisco turned from innovation to financialization, as it used its ample profits to do stock buybacks to prop up its stock price. Finally, we ponder the larger policy implications of Cisco’s turn from innovation to financialization for the competitive position of the US information-and-communication technology (ICT) industry in the global economy.
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Cediel Domínguez, Andrea Nathalia, and Juan Camilo Vega Guerrero. La competitividad endógena en emprendimientos sociales en la ciudad de Bucaramanga. Universidad Nacional Abierta y a Distancia- UNAD, October 2022. http://dx.doi.org/10.22490/ecacen.6310.

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El presente trabajo de investigación se desarrolla en el marco de las temáticas de emprendimiento social, competitividad y marketing en organizaciones sociales de la ciudad de Bucaramanga y su área metropolitana. El objetivo del estudio es identificar las variables que inciden en la competitividad interna en organizaciones sociales que atienden niños en estado de vulnerabilidad de la ciudad de Bucaramanga mediante la aplicación de un cuestionario durante el segundo semestre de 2021. El análisis de los factores de competitividad se realiza mediante el análisis de frecuencias y de tendencia central, para establecer la dinámica de las variables de competitividad interna de mercadeo en las organizaciones participantes con respecto a: Identificación de la oferta social, estructuración de las capacidades sociales al mercado, administración en emprendimiento e innovación sociales El estudio se articula con el proyecto de investigación de la ECACEN denominado: La competitividad endógena de marketing en organizaciones de emprendimiento social en Colombia. Los principales resultados del estudio nos permiten inferir que los directores de estas organizaciones sociales consideran relevantes todos los componentes evaluados para desarrollar la competitividad interna de mercado en sus organizaciones. Se logró identificar que para las mujeres es muy importante la identificación de la oferta social y la estructuración de las capacidades sociales al mercado.
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Valdes, Constanza, Jeffrey Gillespie, and Erik N. Dohlman. Soybean production, marketing costs, and export competitiveness in Brazil and the United States. [Washington, D.C.]: Economic Research Service, U.S. Department of Agriculture, December 2023. http://dx.doi.org/10.32747/2023.8142532.ers.

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The production of soybeans, the fourth leading crop produced globally, is projected to reach a record level in marketing year (MY) 2023/24. Combined, soybeans and their derivatives--soybean meal and soybean oil--are the most traded agricultural commodity, accounting for nearly 9 percent of the total value of global agricultural trade. Brazil is now the world's largest soybean producer and exporter, while the United States and Brazil jointly supplied nearly 90 percent of soybean exports to the world in MY 2021/22. Soybeans stand out as a crucial crop in the expansion of Brazil's farm sector and the country's ascent as a top global supplier of agricultural products. This report focuses on the export competitiveness for soybeans in Brazil and in the United States over the MY 2017/18--2021/22 periods, by comparing farm-level production costs, producer returns, the cost of internal transportation, and the cost of shipping to a common export destination. With soybean production in Brazil expected to reach a record high in MY 2023/24, a depreciating Brazilian currency, and the country's exporting capabilities expecting a boost (from expanding transportation infrastructure), changes in the competitiveness of Brazil will have important implications for U.S. and international agricultural markets.
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Zilberman, David, Amir Heiman, and Yanhong Jin. Use of Branding and Sampling in Agricultural Fresh Produce. United States Department of Agriculture, July 2013. http://dx.doi.org/10.32747/2013.7697116.bard.

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The original proposal has three main objectives: a conceptual framework on willingness to pay (WTP) for fruits and vegetables, the introduction of branding and sampling in fresh food, and empirical applications to the United States and Israel. We modified our research plan over time based on availability of data and emergence of new problems. We expanded the range of products to include poultry and the range of techniques to use real experiments as well as more traditional surveys. We expanded the range of problems to understand attitudes toward genetically modified (GM) food. There is a growing interest in introduction of marketing tools like demonstration sampling, money-back guarantees, labeling, and brands in agriculture. These marketing tools are important for enhancing demand for agricultural products and food safety. However, the methodology needed to assess the effectiveness of these tools and understand their performance in different agricultural sectors is limited. Our analysis demonstrated the importance of brands as a marketing tool in agriculture. In particular, we showed conceptually that strong brands can be substitutes for other marketing tools like sampling or demonstration. We were able to conduct real experiments for the demand for safe chicken and show that consumers are willing to pay significantly more for products branded as more safe. Yet, using experiments in Israel and the United States, we found that WTP for brands of fresh fruits and vegetables is smaller than in other product categories. Warning labels are a sort of negative branding. The GM-free labeling is particularly important since it serves as a trade barrier to U.S. crops exports. Our analysis of acceptance of GM products found that WTP for GM products in Israel and the United States depends on framing of information about the impact ofGM and the quantity of information disclosed. Finally, in analyzing the evolution of support for Proposition 37 that aimed to introduce mandatory labeling of GM in California, we found that support for mandatory labeling ofGM products is broad as long as it is not perceived to be costly. Our project demonstrates the feasibility of conducting real experiments to assess consumer demand in agriculture. When looking at interdisciplinary groups, one can design new products and assess the WTP for their characteristics. We also show that, while branding is a very strong marketing tool, its use in fresh fruit and vegetables is likely to be limited. However, brands can be important with processed food. Furthermore, we have proven that, while some consumers strongly object to GM products, most consumers in the United States and Israel would be willing to buy them for a discount, and some would pay extra if they are associated with improved characteristics. Finally, we expanded the notion of warning labels to calorie information and showed that the response to calorie information depends on gender, education, and how the information is presented.
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Lindo-Ocampo, Gloria Inés, and Hilda Clarena Buitrago-García. English for Business Course. Thematic Unit: Business Events. Ediciones Universidad Cooperativa de Colombia, September 2022. http://dx.doi.org/10.16925/gcnc.24.

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This didactic unit is aimed at the fifth semester students of the Business Administration, Marketing and International Business program, who have already completed the four basic levels of the Open Lingua program. This proposal seeks to develop skills and competencies that allow them to perform in different fields related to private, public and solidarity economy companies, and in various mediation and negotiation processes at national and international levels. The instructional design of this unit contains real-life situations, focused on the world of business, that allow students to interact in various types of business events. The grammatical and lexical concepts, necessary to interact successfully in these types of communicative situations, are introduced and applied. The educational activities are designed to offer opportunities to interact in business conferences, international exhibitions, and seminars, among others. The contents are framed in natural and meaningful contexts. This leads to a greater understanding of the type of language used in business and the way it is used to communicate. The contents are structured in three lessons in which the level of complexity of the topics, tasks, texts and transitions (4Ts) have been considered. Also, various types of activities that activate and reinforce previous knowledge and that, subsequently, evaluate the progress of the students, are included.
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