Relevant bibliographies by topics / Marketing strategies

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Marketing strategies'

Author: Grafiati
Published: 4 June 2021
Last updated: 11 September 2023

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Journal articles on the topic "Marketing strategies"

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Martínez-Moreno, Omaira C., Yannet Hernández-Ibarra, and Juan C. Sandoval-Zavala. "Implementando Estrategias de mercado ¿Gestión estratégica de marketing o una combinación?" Revista científica anfibios 4, no. 2 (November 10, 2021): 20–28. http://dx.doi.org/10.37979/afb.2021v4n2.91.

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Con los requerimientos del entorno empresarial de ajustarse a las necesidades de sus clientes, resulta imprescindible implementar las estrategias de marketing adecuadas para llegar al público objetivo, sin embargo, esta estrategia puede que requiera esfuerzos de otras dependencias de la organización. Es así que se pretende examinar la relación entre gestión estratégica y marketing en aspectos primordiales como el interfaz entre cuestiones estratégicas y cuestiones de marketing y cómo se gestiona en entornos prácticos, Esta propuesta va dirigida a ejecutivos de empresas, gerentes y académicos de marketing. Para tales fines se plantea una revisión de la literatura en esta temática. Los resultados que contienen están respaldados por información empírica acerca de las perspectivas convencionales sobre el contenido de marketing, gestión estratégica y toma de decisiones, también se discuten los cambios organizativos y los argumentos teóricos que han socavado en estos conceptos
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Andreoli, Kathleen G., Jack R. Carollo, and Marian W. Pottage. "Marketing strategies." Nursing Administration Quarterly 12, no. 4 (1988): 5–14. http://dx.doi.org/10.1097/00006216-198801240-00005.

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Thompson, Harvey. "Marketing Strategies." Journal of Business Strategy 19, no. 4 (April 1998): 16–21. http://dx.doi.org/10.1108/eb039946.

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Swarnakar, Ekta, and Ansari Fayal Shakil. "Marketing Strategies of Coca Cola." International Journal of Research Publication and Reviews 4, no. 6 (June 2023): 177–80. http://dx.doi.org/10.55248/gengpi.4.623.44706.

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Keschyan, Nadezhda A. "Territories’ Marketing Strategies." European Journal of Economic Studies 9, no. 3 (September 15, 2014): 150–54. http://dx.doi.org/10.13187/es.2014.3.150.

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Micheaux, Andrea. "New Marketing Strategies." Interactive Marketing 1, no. 3 (January 1, 2000): 328–29. http://dx.doi.org/10.1057/palgrave.im.4340042.

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Hauser, John R., and Steven M. Shugan. "Defensive Marketing Strategies." Marketing Science 27, no. 1 (January 2008): 88–110. http://dx.doi.org/10.1287/mksc.1070.0334.

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Hooley, Graham J., James E. Lynch, and David Jobber. "Generic marketing strategies." International Journal of Research in Marketing 9, no. 1 (March 1992): 75–89. http://dx.doi.org/10.1016/0167-8116(92)90030-o.

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Baer, Stephen H. "International marketing strategies." Public Relations Review 17, no. 3 (September 1991): 309–10. http://dx.doi.org/10.1016/0363-8111(91)90026-h.

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Shaw, Robert. "Relationship Marketing: Exploring Relational Strategies in Marketing." Interactive Marketing 3, no. 3 (January 1, 2002): 291–92. http://dx.doi.org/10.1057/palgrave.im.4340142.

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Dissertations / Theses on the topic "Marketing strategies"

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Petrová, Eva. "Marketing inovácií." Doctoral thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-110441.

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The gross domestic product (GDP), as a basic measure of a country's domestic economic output is a product of the size of the labour force and its efficiency. Its result is a combination of two immediate factors: utilization of labour and productivity of labour. Productivity is the most relevant in the long run and the key to sustainable economic growth, while innovation is the central factor of productivity growth. Assessing the innovative performance of a country, as well as explaining it, goes a long way in understanding the dynamics of its productivity, hence its prospects for long term economic growth. The aim of this dissertation thesis is to confirm the importance of innovations' influence on the GDP growth in the chosen developed countries. Another aim of this thesis is to point at innovation as a source of competitive advantages for companies that allows further market share gains and thus revenue and margin increase as well as other strategic advantages. The main aim of this thesis is to provide a complete picture of a successful innovation launch in the market and its management during its life cycle, while considering various influences impacting the success of innovation strategies. The focus will be mainly on high-tech product innovations.
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Ashford, Philip. "Newspaper marketing strategies." Thesis, Massachusetts Institute of Technology, 1991. http://hdl.handle.net/1721.1/13310.

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Thesis (M.S.)--Massachusetts Institute of Technology, Sloan School of Management, 1991.
Title as it appears in the June, 1991 M.I.T. Graduate List: Newspaper pricing strategies.
Includes bibliographical references (leaves 39-40).
by Philip Ashford.
M.S.
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Hruzova, Barbara. "Marketing Strategies during financial crisis." Thesis, Halmstad University, School of Business and Engineering (SET), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-2547.

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The current financial crisis has spread around the world and no business sector has stayed untouched. While companies in some sectors have been forced to close down or lay off employees, companies in the food retail sector mainly have to adapt to their customers´ preferences, which according to Ang, Leong & Kotler (2000) change in times of financial crisis. The purpose of this dissertation was therefore to examine how Swedish food retailers adapt their marketing strategies to the changing consumer buying behavior during the financial crisis.

A qualitative method with an abductive approach was chosen for this research, and the empirical data was gathered from three companies in the Swedish food retail sector; ICA, Coop and Axfood. Primary data was collected through phone interviews and was supported by annual information from their websites, annual reports and different articles.

The findings show that all three companies have recognized a change in their consumers buying behavior and done several changes in their marketing strategies.

This research can be useful for every company in the same or similar situation, in order to see how important it is to have a flexible marketing strategy and be able to adapt to the changing environment in order to either survive or improve their position on the market.

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Matheson, Fiona Combe. "Museum policy and marketing strategies." Thesis, Northumbria University, 1992. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.333143.

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Howard, Laura. "Technical Communication Strategies in Marketing." Miami University / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=miami1304622588.

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Čmielová, Zuzana. "Marketing Strategies in Fashion Industry." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162650.

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The goal of this thesis is to define the fashion industry and identify the key developments that the segment has undertaken over the last two to three decades including the drivers behind these changes. Specifically, the thesis will provide insights into the financial indicators of the industry and review some of the most recent trends such as globalisation of supply chains and internationalisation of fashion retailers. The second section of the theoretical part will try to identify what are the characteristics of fast fashion customers and what influences motivate their shopping behaviour. Specifically, some of the academic concepts will be examined and put into the context of fast fashion -- these include fashion involvement and fashion consciousness, the influence of opinion leadership and the trend of social shopping. The latest part of the theoretical section will examine the contemporary marketing strategies in the fast fashion segment some of which has been spread over the whole fashion market. Amongst the most vital ones is the change in supply chain management strategies, the shortening of the fashion life cycle and its impact on the frequency of stock replenishment. In addition, the theoretical part will examine the rising power of the internet, its effect on online shopping and the overall transformation of media towards digital communication with the growing influence of fashion bloggers. The goal of the practical part of the thesis is to conduct extensive analysis of the fashion strategies of the two selected fast fashion retailers -- Zara and H&M. These were chosen on the basis of their global success and outstanding financial performance even in the period of economic downturn which makes their strategies unique and worth analysing. Each brand has a distinct approach to its marketing strategy and in many of the elements they are fundamentally different, yet both approaches has enabled the brands to achieve international success and build highly profitable businesses. To review the complexity of different aspects of their strategies, the 7p's framework will be used.
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Lee-Palis, Melissa. "Marketing Strategies in the Luxury Industry." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201799.

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The aim of this thesis is to determine the marketing strategies used in the luxury industry differentiate luxury from premium and research the motivations values and beliefs of luxury consumers. Research was done on five main luxury activities: fashion and leather goods jewelry and watches and perfumes and cosmetics spirits and automobiles. The literature part has been structured in a way to present the evolution of the luxury industry and its development over the course of years. The section then goes onto clearly defining what luxury is and stating the different industries found in the luxury market. The secondary research identified the use of five different marketing strategies in the luxury industry. A survey was then conducted in order to understand consumer s motivations for purchasing luxury goods and their beliefs values and view s on luxury products. Results showed that the majority of survey participants agreed there existed a difference between premium and luxury and that quality and craftsmanship are the biggest motivators for purchasing luxury goods. The survey was carried out worldwide but there was a greater focus on consumers from North America and Europe. Survey participants were categorized into three target groups: management students managers with high disposable income and regular luxury consumers. Based on the findings the author made recommendations for new entrants into the luxury industry according to each marketing strategy.
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Collazo, Patricia, Anita Radu, and Berglund Mikaela. "Sustainable Marketing : Challenges faced when implementing sustainable marketing strategies." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-97836.

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Purpose: There is an increasing interest in sustainability, literature testifies that more and more customers are requesting sustainable products. This increasing request impacts companies that are therefore forced not only to provide sustainable alternatives but also turn their business into a more sustainable one. Due to the relatively newness of this topic there is a need to investigate how sustainable marketing strategies impact companies in the business-to-business sector. This paper is a single case study that presents how an international business-to business company is implementing sustainable marketing strategies, in their process to build a circular economy company. This research aims to describe how sustainable marketing strategies affect the implementation process of a B2B company who is moving towards a circular economy business model. Design/methodology/approach: The study has been conducted using a single case study, employing an abductive approach. Semi-structured interviews, observations, documentation and field notes were collected in a large B2B company in Sweden. Findings: The following challenges have been found to affect the implementation process of sustainable marketing strategies: terminology, communication channels, price strategy, culture, greenwashing, lack of performance measurement, lack of managerial involvement, lack of rewarding system, long decision process, poor use of cross-functional teams, lack of a clear plan, marketing strategies, proactive vs reactive. Originality/value: Since sustainability has been studied mainly in the business-to-consumer sector, this paper contributes to the existing literature because it provides an overview on how an international business-to-business company implements sustainable marketing strategies. Furthermore, the study also brings up the challenges that obstacles the implementation, giving useful insights to companies that would like to approach sustainability more or are in the process of implementing sustainability. Additionally, this paper highlights the importance of involving management and employees around the world and creating a single coherent understanding of sustainability in order to reflect such cohesiveness also in the marketing strategy. Paper type: Single case study.
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McCrory, Derine. "Senior Marketing Executives' Strategies to Implement Multicultural Marketing Campaigns." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5751.

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The population in the United States is expected to increase an estimated 42% by the year 2042; ethnic minorities will become the majority group. Marketing executives must understand the environment in which consumers from diverse cultures respond to marketing stimuli. The purpose of this multiple case study was to explore the strategies senior marketing executives use to implement successful multicultural marketing campaigns. The target population consisted of senior marketing executives from 3 profitable companies in the state of Michigan with experience in the implementation of successful multicultural marketing campaigns. The conceptual framework was the critical multicultural marketing theory. Data were collected from semistructured interviews and organizational documents. Data were analyzed using Yin's 5 stages of analysis: compiled and organized, disassembled into fragments, reassembled into a sequence of groups, interpreted for meaning, and conclusions were drawn. Methodological triangulation and member checking were used to validate the trustworthiness of data interpretations. The findings showed 3 emerging themes: marketing using diversity and inclusion strategies; segmentation, target marketing, and positioning strategies; and cultural competence strategies. The information gathered in this study is valuable to current and future marketing managers with an interest in marketing to multicultural consumers. The implications for positive social change include creating and sustaining an environment of inclusion that proactively and strategically engages underrepresented populations of consumers.
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Rojienė, Rasa. "Marketingo strategijų formavimas statybos gaminiais prekiaujančiose įmonėse." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2006. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2006~D_20060523_103841-51456.

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This Master‘s Work is aimed to analyse the theoretical and practical aspects of forming the marketing strategies. The theoretical part includes summaries of Lithuanian and foreign authors’ works; it also reveals the essence of stages while forming the marketing strategies. Each stage of marketing strategy formation, including the whole process of marketing, is thoroughly analysed and presented. The goal of the main part of this work is to present the marketing strategy formation model of the enterprises which deal in building products. The ideas are based on the analysis of external and internal environment as well as on the results of qualitative and quantitative research.
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Books on the topic "Marketing strategies"

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Gagné, Antoinette. Marketing strategies. [Lasalle, Québec]: Didier, 1987.

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Majumdar, Ramanuj. Marketing strategies. New Delhi: Allied Publishers, 1996.

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Rajagopal. Agile Marketing Strategies. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-031-04212-6.

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D, Hennessey Hubert, ed. Global marketing strategies. 4th ed. Boston: Houghton Mifflin, 1998.

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Jeannet, Jean-Pierre. Global marketing strategies. 5th ed. Boston, [Mass.]: Houghton Mifflin, 2000.

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D, Hennessey Hubert, and Jeannet Jean-Pierre, eds. Global marketing strategies. 2nd ed. Boston: Houghton Mifflin, 1992.

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Jeannet, Jean-Pierre. Global marketing strategies. 5th ed. Boston, [Mass.]: Houghton Mifflin, 2000.

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review, Harvard business, ed. Consumer marketing strategies. Boston, MA: Harvard Business Review, 1991.

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Cokayne, Frank. Successful marketing strategies. Cambridge: Director Books, 1991.

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Jeannet, Jean-Pierre. Global marketing strategies. 2nd ed. Boston, Mass: Houghton Mifflin, 1992.

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Book chapters on the topic "Marketing strategies"

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Christopher, Martin, and Malcolm McDonald. "Customer Retention Strategies." In Marketing, 269–80. London: Macmillan Education UK, 1995. http://dx.doi.org/10.1007/978-1-349-23858-3_18.

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Rajagopal. "Rethinking Marketing." In Agile Marketing Strategies, 155–88. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-031-04212-6_6.

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Burgers, Willem. "Pricing Strategies." In Marketing Revealed, 137–49. London: Palgrave Macmillan UK, 2008. http://dx.doi.org/10.1057/9780230230873_15.

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Gursoy, Dogan, Francis Buttle, and David Bowie. "Competitive strategies." In Hospitality Marketing, 85–124. 4th ed. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003186342-6.

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Alsem, Karel Jan. "Marketing objectives and marketing strategies." In Applied Strategic Marketing, 277–322. Abingdon, Oxon ; New York, NY : Routledge, 2019. | “Published in Dutch by Noordhoff Publishers, 1993, 2017.”: Routledge, 2019. http://dx.doi.org/10.4324/9780429823374-14.

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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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McDonald, Malcolm, Martin Christopher, and Margrit Bass. "Defining marketing objectives and strategies." In Marketing, 132–56. London: Macmillan Education UK, 2003. http://dx.doi.org/10.1007/978-1-4039-3741-4_7.

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Rathee, Rupa, and Pallavi Rajain. "Destination Marketing Strategies." In Destination Marketing, 131–40. New York: Apple Academic Press, 2022. http://dx.doi.org/10.1201/9781003282501-7.

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Dann, Stephen, and Susan Dann. "e-marketing strategies." In E-Marketing, 59–86. London: Macmillan Education UK, 2011. http://dx.doi.org/10.1007/978-0-230-36473-8_3.

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Backhaus, Klaus, Joachim Büschken, and Markus Voeth. "Market Entry Strategies." In International Marketing, 110–220. London: Macmillan Education UK, 2005. http://dx.doi.org/10.1007/978-0-230-21446-0_5.

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Conference papers on the topic "Marketing strategies"

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Tobey, A. C. "Global Marketing Strategies." In Electro International, 1991. IEEE, 1991. http://dx.doi.org/10.1109/electr.1991.718194.

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DRAGOMIR, Robert, and Mihai ANDRONIE. "Strategies in digital marketing." In The 4th International Conference on Economic Sciences and Business Administration. Fundatia Romania de Maine, 2017. http://dx.doi.org/10.26458/v4.i1.14.

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Stonedahl, Forrest, William Rand, and Uri Wilensky. "Evolving viral marketing strategies." In the 12th annual conference. New York, New York, USA: ACM Press, 2010. http://dx.doi.org/10.1145/1830483.1830701.

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Janičić, Radmila. "Strategic Marketing Planning in Development of Arts and Cultural Institutions." In Values, Competencies and Changes in Organizations. University of Maribor Press, 2021. http://dx.doi.org/10.18690/978-961-286-442-2.25.

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The paper present theoretical and practical aspects of strategic marketing planning in development of arts and cultural institutions. Focus of the paper is on developing theoretical aspects of strategic marketing planning in development of arts and cultural institutions. The theoretical part of the paper is based on modern literature in the field of strategic marketing planning, brand building, arts and culture. The key hypothesis of the paper is that development of arts and cultural institutions have to be based on strategic marketing planning, on strategic marketing analysis, implementation of marketing strategies and strategic marketing control. The special aspect of the paper are strategies of brand building of arts and cultural institutions. In the empirical research the paper will present case studies about implementation of strategic marketing planning in development of arts and cultural institutions. The empirical research will include results of questionnaire research about perception of arts and cultural institutions as brand, about approaches of experiences about arts and cultural institutions, about identity and image of arts and cultural institutions, about specific strategies that could develop arts and cultural institutions. The research in the paper will be qualitative and quantitative, with primary and secondary data. The empirical research will analyze impact of experience marketing, emotional branding strategies and traditional brand strategies in development of arts and cultural institutions brand. In the case studies the paper will present good examples of strategic marketing planning in development of arts and cultural institutions. The results of empirical research will lead to further theoretical and practical analysis of development of arts and cultural institutions. The paper present modern ways of development of arts and cultural institutions. The paper will analyze impact of social media on brand building of arts and cultural institutions. The paper will analyze new professions in arts and culture and new brand strategies that could be implement in digital environment. The paper will analyze connection between traditional strategies of brand building of arts and cultural institutions and strategies of brand building of arts and cultural institutions in digital environment. Special aspect in the paper will be given on synergy of traditional and digital marketing strategies in brand building of arts and cultural institutions.
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Chilingaryan, V. V. "IMPACTS OF NON-TRADITIONAL MARKETING STRATEGIES." In Люди речисты - 2021. Ulyanovsk State Pedagogical University named after I. N. Ulyanov, 2021. http://dx.doi.org/10.33065/978-5-907216-49-5-2021-136-163.

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There is a certain loop persisting throughout the marketing field as a whole – the cycle of adaptation of the customer to advertisements they see and vice versa. The cycle’s complexity is also further developed via a multitude of factors i.e., linguistic or cultural identity of a certain consumer audience and originality or common acceptance of wide-world use of certain strategies. The aims of the research are to characterize non-traditional marketing strategies and to analyze their effectiveness. Object of research is the untraditional marketing strategies while the subject is the impacts of untraditional marketing strategies on various fields of human life, be it material or scientific\ideological in nature. During the research around 25 strategies is put under analysis. Among others special attention to digital marketing as it is still considered a non-traditional marketing strategy. The data about these strategies is then extrapolated to construct a social poll that is used to have more supporting data of non-traditional marketing effectiveness and its impacts on society as whole. The intended results should indicate the effectiveness of non-traditional marketing.
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Yudakova, Olga Vasilevna. "PROBLEMS OF USING MARKETING STRATEGIES IN THE PRACTICE OF RUSSIAN ENTERPRISES." In Russian science: actual researches and developments. Samara State University of Economics, 2020. http://dx.doi.org/10.46554/russian.science-2020.03-1-313/316.

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Ravichandran, M., and V. Jayanthi. "Export performance and marketing strategies." In 2014 International Conference on Science Engineering and Management Research (ICSEMR). IEEE, 2014. http://dx.doi.org/10.1109/icsemr.2014.7043654.

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Shehu, Mohammed. "Formalizing social media marketing strategies." In AfriCHI '18: 2nd African Conference for Human Computer Interaction. New York, NY, USA: ACM, 2018. http://dx.doi.org/10.1145/3283458.3283485.

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Moutinho, L. "Marketing strategies for telecom operators." In ConTEL 2003 - 7th International Conference on Telecommunications. IEEE, 2003. http://dx.doi.org/10.1109/contel.2003.177007.

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Janicic, Radmila. "Strategic Marketing in Education." In Society’s Challenges for Organizational Opportunities: Conference Proceedings. University of Maribor Press, 2022. http://dx.doi.org/10.18690/um.fov.3.2022.23.

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The topic of this paper is theoretical and practical aspect of strategic marketing in the field of education. In the paper is emphasized that the first and the most important step in strategic marketing in education is strategic analysis, with models for analysis of global education’s market place. Implementation of marketing strategies in development of education get new approaches, according to trends on global educational market place. Strategic control is important step in strategic development of educational institutions, through point out on gaps in process of implementation of marketing strategies. The goal of the paper is to define modern approach of strategic marketing in positioning of educational institutions in global environment and digital environment. The key hypothesis in the paper is that strategic marketing present’s platform for development and positioning of the educational institutions. In the paper are present results of the in-depth interviews with professors at the educational institutions in Europe, and comparative analysis of good examples at the education. The results of the paper have scientific, professional and social contributions. Scientific contributions of the paper is in development models of strategic marketing in education. Social contributions of the paper is development of the most important social field, education.
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Reports on the topic "Marketing strategies"

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Niehm, Linda S., Amy Dorie, Sara Jablon, Ann Marie Fiore, and Jessica Hurst. Innovating with Underutilized Marketing Strategies to Enhance Profitability for Small Retail-related Firms. Ames: Iowa State University, Digital Repository, November 2016. http://dx.doi.org/10.31274/itaa_proceedings-180814-1417.

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ERSHOVA, E. EXPERIMENTAL MARKETING: INTERACTION WITH THE BUYER IN A PANDEMIC. Science and Innovation Center Publishing House, 2021. http://dx.doi.org/10.12731/2070-7568-2021-10-5-1-18-22.

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The article describes the trends in the development of experimental marketing, the main application strategies are considered. The described practice of using the use of experimental marketing tools gives an idea of the possibilities of interaction with the consumer in the conditions of social distancing.
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Cuesta-Valiño, Pedro. Happiness Management. A Social Well-being multiplier. Social Marketing and Organizational Communication. Edited by Rafael Ravina-Ripoll. Editorial Universidad de Sevilla, 2022. http://dx.doi.org/10.12795/2022.happiness-management.

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On behalf of the Happiness University Network, we are pleased to present here an extract of the information concerning the universities working to generate the diffusion of this network. Specifically, with the support of the University of Salamanca and the Pontifical University of Salamanca the aim is to create a friendly and working environment for the dissemination and discussion of the latest scientific and practical developments in the fields of happiness economics, corporate wellbeing, happiness management and organisational communication. It also offers an opportunity for productive encounters, the promotion of collaborative projects and the encouragement of international networking. Below you will find papers related to: Economics of happiness, happiness management, organisational communication, welfare state economics, consumer happiness, leadership, social marketing, happiness management and SDGs, happiness management in human resource strategies, learning and competencies in happiness management, learning and competencies in social well-being, measurement and indicators of happiness and well-being and history of welfare economics.
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Ivey, Brian T. A Community Needs Assessment to Plan Marketing Strategies for Increased TRICARE Prime Enrollment to the Naval Hospital Corpus Christi Healthcare System. Fort Belvoir, VA: Defense Technical Information Center, May 2000. http://dx.doi.org/10.21236/ada409621.

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Stoker, Carol, and Stephen Mehay. Recuiting, Advertising and Marketing Strategies in All-Volunteer Force Nations: Case Studies of Canada, Australia, the United Kingdom, and the United States. Fort Belvoir, VA: Defense Technical Information Center, December 2011. http://dx.doi.org/10.21236/ada557589.

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Chimombo, Masautso, Mirriam Matita, Loveness Mgalamadzi, Blessings Chinsinga, Ephraim Wadonda Chirwa, Stevier Kaiyatsa, and Jacob Mazalale. Interrogating the Effectiveness of Farmer Producer Organisations in Enhancing Smallholder Commercialisation – Frontline Experiences From Central Malawi. Institute of Development Studies (IDS), February 2022. http://dx.doi.org/10.19088/apra.2022.004.

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Many years of significant investment into the production and adoption of productivity-enhancing technologies and practices in agriculture have not yielded the desired results. Most smallholder farmers in Africa remain trapped in poverty. Having realised that addressing production challenges alone is not enough to impact the lives of poor smallholder farmers, resources and attention have now shifted to the marketing side of agriculture. Organising farmers into farmer producer organisations (FPOs), like clubs, associations and cooperatives, has been one of the strategies aimed at commercialising smallholder agriculture. In Malawi, smallholder farmers have been organised into FPOs of various types and sizes. This qualitative study interrogated the effectiveness of FPOs in Malawi in meeting their objectives, including the objective of enhancing commercialisation of smallholder farmers through increased access to farm inputs, markets, and agricultural extension and advisory services.
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Spillman, Kim, Min-Young Lee, Mary Graham, and Bella Cho. Made in Ghana: Strategic Marketing of Ethnic Items. Ames: Iowa State University, Digital Repository, 2014. http://dx.doi.org/10.31274/itaa_proceedings-180814-913.

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Alemu, Dawit, and John Thompson. The Emerging Importance of Rice as a Strategic Crop in Ethiopia. Institute of Development Studies (IDS), October 2020. http://dx.doi.org/10.19088/apra.2020.009.

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Rice has become one of the most important agricultural commodities in Ethiopia in line with its increased importance throughout Africa. This paper examines the trends of the importance of rice in the country – covering domestic production, imports, the extent of self-sufficiency and associated efforts. Specifically, the paper presents the challenges and opportunities surrounding rice cultivation, processing and marketing, as well as for the future development of the rice sector in Ethiopia.
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Clayton, III, and Ralph L. Mass Communication, Advertising, and Marketing Research at the Strategic and Operational Levels of War. Fort Belvoir, VA: Defense Technical Information Center, May 2013. http://dx.doi.org/10.21236/ada592762.

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Kulinna, Matthias. Ethnomarketing in Deutschland : die Konstruktion von Ethnizität durch Marketingakteure. Goethe-Universität, Institut für Humangeographie, May 2007. http://dx.doi.org/10.21248/gups.1093.

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Die vorliegende Arbeit verdeutlicht für das Handlungsfeld „Ethnomarketing in Deutschland“, wie ethnische Grenzen gezogen werden. Sein Ausgangspunkt ist der gesellschaftliche Diskurs über das Deutschsein und seine Gegenstücke: das Türkische, Russische, Orientalische, Südländische usw.. Im Niemandsland zwischen Fremdem und Eigenem führen die Akteure des Ethnomarketings ihr eigenes Spiel mit der Ethnizität auf, indem sie sich die kursierenden ethnischen Zuschreibungen zu nutze machen. Sie übernehmen selektiv die im Diskurs vorgefundenen ethnischen Konstruktionen eines „kollektiven Gedächtnisses“ in der Gesellschaft über sich selbst und „die Anderen“, modifizieren diese Konstruktionen in ihrem Marketing entsprechend eigener Vorstellungen und Interessen, verstärken ihre Wirkung durch Ausstrahlung in den Medien und greifen so selbst ein in den machtbasierten gesellschaftlichen Prozess ethnischer Rollenzuweisung und Anerkennung. Die Gestaltung des eigenen Marketings zwingt die Akteure, sich auf eindeutige Werbebilder festzulegen, und ihre Präsenz in der Öffentlichkeit nötigt sie, sich und ihr ethnisches Marketing zu erklären. Sie offenbaren dadurch ihre Persönlichkeiten, Interessen, Vorstellungen, Fähigkeiten, Rollenverständnisse und Strategien – nicht jedoch das vermeintliche „Wesen“ ethnischer Zielgruppen, die sie adäquat zu bewerben glauben. Wie aus einleitender Definition hervorgeht, ist für Ethnomarketing ein Umfeld ethnischer Divergenz notwendig, um bestehen und funktionieren zu können. Es sind die fortwährenden Debatten in Deutschland über Ausländer, Asylanten, deutsche Werte, Einbürgerung, Fundamentalismus usw., in welchen entlang vermeintlich realer Kriterien wie Herkunft, Mentalität, Religion, Aussehen, Sprache usw. die soziale Realität ethnischer Gruppen (re-)konstruiert und ihnen stigmatisierend Eigenschaften zugeschrieben werden. Am vorläufigen Ende dieses Prozesses stehen Einbürgerungstests, mit welchen das „Deutsche“ vom „Undeutschen“ getrennt und bewahrt werden soll, die jedoch lediglich den Glauben ihrer Urheber demonstrieren, dies sei möglich. Als Gegenpol zum „guten“ Deutschen hat der Diskurs eine Chimäre aus zahlreichen, zumeist abwertenden Zuschreibungen für das Östliche, Südländische, Orientalische, Islamische usw. hervorgebracht, die im Türkischen oft einen Platzhalter findet: „Der Türke“ ist für viele Menschen zum Bild vom „unliebsamen“ Ausländer generell geworden. Vor diesem gesellschaftlichen Hintergrund ist Ethnomarketing erfolgreich, wenn es gelingt, den „verletzten Seelen“ die ethnische Wertschätzung zu geben, die sie sich von der „deutschen“ Gesellschaft vergeblich wünschen. Ethnomarketing kompensiert jedoch nicht nur das Gefühl mangelnder ethnischer Akzeptanz, das viele ethnisch stigmatisierte Rezipienten empfinden, sondern ist auch ein Mikrokosmos, in welchem die gleichen Prozesse der Konstruktion und Instrumentalisierung von Ethnizität wirksam sind wie in der umschließenden Gesellschaft.
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