Relevant bibliographies by topics / Marketing synergies

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

Academic literature on the topic 'Marketing synergies'

Author: Grafiati
Published: 4 June 2021
Last updated: 5 February 2022

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Journal articles on the topic "Marketing synergies"

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Naik, Prasad A., and Kay Peters. "True Synergy for Real Effects: How to Control Integrated Marketing Successfully." GfK Marketing Intelligence Review 7, no. 1 (May 1, 2015): 34–41. http://dx.doi.org/10.1515/gfkmir-2015-0005.

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Abstract In integrated marketing, the effectiveness of each activity depends upon all other branding activities when synergies are sought. Synergies arise from each of the following four areas: combining different media types, scheduling their inphase or out-phase timing, using consistent formal designs and creating integrated content across media types. Using a proper mix of multiple media and synchronizing their spending patterns over time are more important than creating and designing advertising content when generating media synergies. In some cases, the effectiveness of one medium increases because of repetition of the brand’s message in a different medium. In other cases, synergies occur because the target segment gets to read, understand and elaborate on the advertised content, thereby reinforcing the brand’s message. Synergies not only influence the effectiveness of advertising but also the budgeting. As synergy increases, the optimal total media budget increases, as well, and the proportion of the media budget allocated to the more effective medium decreases, while that allocated to the less effective medium increases. Sometimes the effects of synergies are surprising, and individual activities need to be seen in a completely different light when combined with others. Managers are welladvised to monitor synergies of their activities and reflect them in their budgets.
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Koschmann, Anthony, and Douglas Bowman. "Evaluating marketplace synergies of ingredient brand alliances." International Journal of Research in Marketing 35, no. 4 (December 2018): 575–90. http://dx.doi.org/10.1016/j.ijresmar.2018.07.003.

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Foroudi, Pantea, Charles Dennis, and T. C. Melewar. "Place/nation branding and marketing: Rethinking synergies and relations." Journal of Business Research 116 (August 2020): 595–96. http://dx.doi.org/10.1016/j.jbusres.2020.05.047.

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Standeven, Joy. "Sport tourism: Joint marketing — A starting point for beneficial synergies." Journal of Vacation Marketing 4, no. 1 (January 1998): 39–51. http://dx.doi.org/10.1177/135676679800400104.

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Sirkeci, Ibrahim. "Editorial: Transnational Marketing." TRANSNATIONAL MARKETING JOURNAL 1, no. 1 (October 2, 2013): 1–4. http://dx.doi.org/10.33182/tmj.v1i1.417.

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Transnational Marketing Journal is a new scholarly, peer-reviewed journal is dedicated to disseminating high quality contemporary research into transnational marketing practices and scholarship while encouraging critical approaches in the development of marketing theory and practice. It is an exciting new venture for us and we would like to invite innovative thinking, scholarship, and current research into marketing practices and challenges crossing national borders.In Transnational Marketing and Transnational Consumers, Transnational Marketing is defined “as understanding and addressing customer needs, wants and desires in their own country of residence and beyond and in borderless cultural contexts with the help of synergies emerging across national boundaries and transfer of expertise and advantages between markets where the organization operates transnationally with a transnational mentality supported by transnational organization structures and without compromising the sustainability of any target markets and resource environment offering satisfactory exchanges between the parties involved” (Sirkeci, 2013: vii).
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Singh, Jagdip, Todd Arnold, Michael Brady, and Tom Brown. "Synergies at the Intersection of Retailing and Organizational Frontlines Research." Journal of Retailing 95, no. 2 (June 2019): 90–93. http://dx.doi.org/10.1016/j.jretai.2019.06.003.

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Bargenda, Angela. "The artification of corporate identity: aesthetic convergences of culture and capital." Qualitative Market Research: An International Journal 23, no. 4 (February 10, 2020): 797–819. http://dx.doi.org/10.1108/qmr-12-2017-0182.

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Purpose The purpose of this paper is to critically examine the claim that artworks and corporate art collections contribute a qualitative dimension to corporate identity by satisfying aesthetic, social and cultural standards. Design/methodology/approach To explore the qualitative research purpose, the theoretical framework is supplemented with in-depth interview data from five European banks. Findings The findings show that corporate art achieves synergies between culture and capital, internal and external communication and thus offers significant opportunities for innovative marketing communication and identity-building strategies. Practical implications The paper provides insights into how the arts interface with branding-related innovations, assisting managers in long-term decisions on value-based branding and identity construction. Social implications Increased arts engagement by corporations creates new synergies between cultural institutions and corporations through partnerships and philanthropic initiatives. Originality/value The originality of the paper is twofold. It thematically explores the under-researched field of art in marketing scholarship. From a methodological point of view, the research design is multidisciplinary and thus delineates new avenues for marketing practice and scholarship.
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Chang, Yuhmiin, and Esther Thorson. "TELEVISION AND WEB ADVERTISING SYNERGIES." Journal of Advertising 33, no. 2 (January 2004): 75–84. http://dx.doi.org/10.1080/00913367.2004.10639161.

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Naik, Prasad A., and Kay Peters. "A Hierarchical Marketing Communications Model of Online and Offline Media Synergies." Journal of Interactive Marketing 23, no. 4 (November 2009): 288–99. http://dx.doi.org/10.1016/j.intmar.2009.07.005.

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Nielsen, Bo Bernhard. "The role of knowledge embeddedness in the creation of synergies in strategic alliances." Journal of Business Research 58, no. 9 (September 2005): 1194–204. http://dx.doi.org/10.1016/j.jbusres.2004.05.001.

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Dissertations / Theses on the topic "Marketing synergies"

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Blanchet, Alexis. "Les synergies entre cinéma et jeu vidéo : histoire, économie et théorie de l'adaptation vidéoludique." Thesis, Paris 10, 2009. http://www.theses.fr/2009PA100106.

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L’étude des synergies entre cinéma et jeu vidéo révèle que l’adaptation de fictions cinématographiques en jeux vidéo est un objet majeur des relations entre les deux médias. L’adaptation interroge l’adaptabilité et le devenir des univers de fiction cinématographiques développés par les industries du divertissement sous forme de « gammes multimédias ». Cette thèse vise à montrer comment se mettent en place depuis les années 1970 des processus de diversification et d’industrialisation de la fiction cinématographique en jeux vidéo qui changent les manière de penser et de recevoir la fiction. L’analyse statistique de données recueillies sur les 469 films adaptés en jeu vidéo depuis 1975 fait apparaître les tendances de production de l’industrie cinéma dans ce type de synergies. Ainsi, avec la généralisation de ce type de développements simultanés, le déterminisme des récits cinématographiques est souvent mis à mal voire contredit par les trames narratives développées par les récits vidéo-ludiques et un même univers de fiction apparait désormais au public comme mouvant et toujours susceptible d'être redéfini. La notion de fiction quantique visera à donner un cadre de production et de réception à ces procédés contemporains d’industrialisation et de diversification de la fiction
Studying relationships between cinema and video game shows that video game adaptations of movies is a major fact of this kind of synergies. Adaptation question the adaptability and evolution of fiction film worlds developed by the entertainment industry as “multimedia ranges”. This Phd aims to show how the process of diversification and industrialization in the fiction film takes place since the early 1970’s. The analysis of statistical data on video game adaptation of 469 movies since 1975 shows some production trends by the film industry on such synergies. Thus, with the widespread use of such simultaneous developments, the determinism of film narratives is often undermined or contradicted by the video game plots. Fictional worlds now appear as shifting and undefined as ever to audiences. The notion of quantum fiction aims to provide a framework of production and reception to the contemporary processes of industrialization and diversification of fiction
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Rashid, Paola. "Managing Brand Equity in an Integrated Marketing Communication Strategy : - A Case Study in the FMCG industry of the effectiveness and synergies of digital marketing channels." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-226901.

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Purpose: The purpose of this thesis is to add empirical findings of IMC strategies utilizing digital- and traditional marketing communication channels to build and maintain brand equity in the FMCG industry. More specifically awareness, associations/image and sales that are said to be critically affected by communication are the focus of the study. Research Question: Are digital marketing communication channels in an IMC strategy effective in creating awareness, associations and sales within the FMCG industry? Methodological approach: An exploratory case study was adopted utilizing a mix of data sources. An interview with the Nordic Marketing Manager at the focal firm combined with multiple-source secondary data was used to give the context of the IMC strategy. A survey was then conducted with 269 respondents, thus the study measures the outcome on an individual level. Findings: The findings show that the digital marketing communication channels have little or no direct effects on awareness, associations and sales. When looking at light – heavy category users it is found that the traditional marketing communication channels have a greater effect on the lightest users. Social media from others than the firm was found to have greater effects on awareness for heavier category users. Synergy effects were found for social media from the focal firm and others. Although the touchpoints that gained synergy effects were unexpected: Seen at work, tasted at work, sample from i.e. friends and family and seen on shelf. Further research is needed. Contribution: This study moves beyond the laboratory setting of most previous research, allowing study of the touchpoints in business practice/part of an IMC strategy. Some touchpoints studied seem to be part of a novel notion not studied in previous research i.e. in store activites. More touchpoints are studied than in most previous research found.
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Watson, Pamela, and n/a. "Changing distribution systems: bon voyage to your travel agent?" University of Canberra. Information Management &Tourism, 2002. http://erl.canberra.edu.au./public/adt-AUC20050726.151525.

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Travel agents, traditionally the sector of the travel and tourism industry that has held a strong position of power by providing an important link in the distribution channel between principals and consumers, are now finding their business under threat. Rapid changes in consumer demand, information technology and business systems are impacting on travel agency viability around the world. Increasing distribution costs have seen travel principals aiming to reach their customers with distribution that is much more direct than in the past, cutting the travel agent out of the system, or at the very least, reducing agency commissions. Strategic alliances have also given suppliers - particularly airlines - marketing synergies, and again reduced their need to rely on agents to distribute their product. Further synergies have come from the use of diagonal integration, a process whereby firms use information technologies to logically combine services for best productivity and most profitability; for example, Internet booking plus electronic ticketing. In addition the motivations and consumer behaviour of travellers are changing. The &64;new tourists&64; want experiences, not just a vacation, are more likely to know what they want, to do their own pre-purchase research, and to have a stronger preference for tailor-made arrangements. This market is independent, and more likely to rely on the Internet as a source of tourism information than to rely on the services of a travel agent to plan their trip. This thesis analyses the changes in the travel and tourism distribution system that point towards the apparent disintermediation of travel agents, and makes recommendations for new marketing strategies for travel agents, so that they may retain their viability into the twenty-first century.
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Trojánek, Štěpán. "Marketingové komunikace a udržitelný rozvoj.Konflikt nebo synergie." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-85244.

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The aim of this master's thesis is to find out whether there is a conflict between marketing communications and sustainability or if these can benefit from each other and how to apply this synergy in business reality. Firstly, overall impact of marketing communications on sustainable development is analyzed, mainly in terms of communications' content, and a potential role of marketing communications in achieving sustainable development is outlined. In the second part, sustainability is regarded as an opportunity for marketing incl. communications and sustainable marketing is introduced as a suitable reaction to this opportunity. A short analysis of current situation in Czech Republic follows. A great deal of the thesis is devoted to specific recommendations for businesses practicing sustainable marketing, be it on the product, brand or company level. These recommendations are then demonstrated on selected print advertisements. Finally, the thesis presents three ways in which marketing communications can help sustainable development, according to the author: (1) informing consumers about sustainable product and company choices, (2) normalizing sustainable behavior and usage of innovative products and (3) educating consumers.
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Knauer, Jiří. "Návrh podnikatelského záměru rodinné firmy." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2011. http://www.nusl.cz/ntk/nusl-223320.

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This master´s thesis is concerned with a business plan of changing exploitation of part of historical building - the castle. Includes proposal of business plan fot the implementation of which should lead to better economic results, not only for the oweners themselves, but for all the businesses whoes ctivities may benefit from the synergies of this change.
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Novák, Michal. "Komplexní marketingová strategie v online prostředí." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2011. http://www.nusl.cz/ntk/nusl-223301.

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This thesis provides basic overview of marketing concepts and tools which are available for the Internet environment. It also provides new trends and opportunities in the online environment. Output of the thesis will be efficient strategy for men's lifestyle magazine with usage of minimum finance sources. Eficiency will be taken by using of combination and application of marketing tools available in the Internet environment. The main goal is to get super-synergy affect of marketing mix components for maximum efficiency and minimum costs.
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Lourenço, Patrícia Vale. "Comunicação integrada e redes sociais: uma questão de influência." Master's thesis, 2011. http://hdl.handle.net/10071/4554.

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É intuito deste estudo perceber qual o papel das redes sociais no contexto da Comunicação Integrada (CI): intuir se permitem uma maior aproximação e empatia entre a marca e os seus diversos públicos, avaliar a eficácia das acções de comunicação realizadas nestes ambientes e, finalmente, perceber o seu papel na disciplina da Comunicação Integrada. As redes sociais – falamos de plataformas como o Facebook, Hi5 ou LinkedIn, entre outras que debateremos – tornam corpóreo o poder da resposta: possibilitam uma comunicação bidireccional, aproximam as marcas e empresas dos seus públicos de uma forma que, no seu máximo expoente, pode ser mesmo simétrica. Qual o papel destas novas ferramentas numa estratégia de comunicação integrada?
It is the purpose of this study to understand the role of social networks in the context of Integrated Marketing Communications (IMC): to find out if they permit a closeness and empathy between the brand and its audiences, to evaluate how efficient marketing and PR actions are within these environments and, finally, to understand its role within IMC. Social networks – we’re talking about platforms such as Facebook, Hi5 or LinkedIn, which we’ll discuss further – embody the power of the answer, of answering to the brand: they allow bidireccional communications, they bring brands or companies closer to their audiences in a way which, at its highest exponent, may be even symmetrical. What is the role of these new tools in an IMC strategy?
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Books on the topic "Marketing synergies"

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Hénault, Georges-Maurice. Marketing international: Synergie, éthique et liens. Québec, Québec, Canada: Presses de l'Université du Québec, 2006.

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Kultura 2.4%: Synergia różnorodności = Culture 2.4% : synergy of variety. Warszawa: Narodowe Centrum Kultury, 2011.

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Gamble, J. F. Utility approaches to surveying the commercial sector / prepared by Synergic Resources Corporation ; principal investigators, J.F. Gamble, C.L. McDonald ; prepared for Electric Power Research Institute. Palo Alto, CA: EPRI, 1985.

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Book chapters on the topic "Marketing synergies"

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Achillas, Charisios, Dionysis D. Bochtis, Dimitrios Aidonis, and Dimitris Folinas. "Technologies of marketing and supply chain management synergies." In Green Supply Chain Management, 146–68. Abingdon, Oxon ; New York, NY : Routledge, 2019.: Routledge, 2018. http://dx.doi.org/10.4324/9781315628691-10.

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Breuer, Ralph, and Malte Brettel. "Time Lags and Synergies of Online Advertising." In The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World, 917. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-50008-9_257.

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Varelas, Sotiris, Androniki Kavoura, Apostolos Giovanis, Teresa Borges-Tiago, and Flavio Tiago. "Strategic Synergies and Co-marketing: A Case Study of the Airline Sector." In Strategic Innovative Marketing and Tourism, 629–35. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-12453-3_72.

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Schlegelmilch, Bodo B. "Striking the Balance Between Global Synergies and Local Responsiveness in International Marketing." In Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference, 159–60. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10963-3_86.

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Tsakirides, Olga. "Traditional and Modern Forms of Synergies Between Cultural and Tourism Sectors: Challenges and Opportunities for Greek Folk Festivities Promoting Traditional Products." In Strategic Innovative Marketing and Tourism, 345–54. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-12453-3_39.

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Kyriakaki, Anna, Nikolaos Trihas, and Efthymia Sarantakou. "The Role of Networks, Synergies and Collective Action in the Development of Wine Tourism: The Case of ‘Wines of Crete’." In Wine Tourism Destination Management and Marketing, 551–69. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-00437-8_34.

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Kagelmann, H. Jürgen. "Merchandising, multimediale Verwertung, Marketing, Synergie." In Handbuch Medienerziehung im Kindergarten, 524–34. Wiesbaden: VS Verlag für Sozialwissenschaften, 1994. http://dx.doi.org/10.1007/978-3-322-93640-0_52.

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Gnizy, Itzhak, Aviv Shoham, and Yoel Asseraf. "Does Firm Strategic International Orientations Synergize?" In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era, 677–78. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-11815-4_205.

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Blömer, Nadine Sophie. "Die Synergie-AG. Das Zusammenspiel von Medienberichterstattung, Marketing und PR am Beispiel DSDS." In Die Selbstbeobachtungsfalle, 261–76. Wiesbaden: VS Verlag für Sozialwissenschaften, 2005. http://dx.doi.org/10.1007/978-3-322-80556-0_18.

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Sigala, Marianna, and Ruth Rentschler. "Developing a Destination Within a Destination: The d’Arenberg Cube, the Iconic Monument of Experiences That Synergise Wine, Tourism and Art." In Wine Tourism Destination Management and Marketing, 245–74. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-00437-8_16.

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Conference papers on the topic "Marketing synergies"

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Karabulut, Muhittin, and Tuğba Karabulut. "Marketing of the National Power of the Turkic Republics in the Integration and Global Levels." In International Conference on Eurasian Economies. Eurasian Economists Association, 2010. http://dx.doi.org/10.36880/c01.00228.

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The purpose of the paper: The purpose of this paper is to enhance the power and its sustainability of the synergies within the Turkic Republics (TRs7) including Turkey and to develop the integration of marketing activities within the near and far a competitive global environment with the FTA (the free trade area). With this in mind, the content of this paper would be as follows: The current states of physical, human, economic/financial, technical information systems of Turkic Republics that make up the national factors are examined. Likewise, the level of attractiveness of the global environment among the Turkic Republics is analyzed. As levels of power and attractiveness of this opportunity and threat assessments are possible, the Turkic Republics in search of integration such as the FTA, the environment and global approach focuses on the possible marketing strategies.
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Holubcik, Martin, Jakub Soviar, Frantisek Pollak, Jarmila Strakova, and Petra Partlova. "Strategic Management and Logistic Operations of the Alliance of Airlines: Oneworld Case study." In Organizations at Innovation and Digital Transformation Roundabout: Conference Proceedings. University of Maribor Press, 2020. http://dx.doi.org/10.18690/978961-286-388-3.18.

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t Strategic business management extends significantly into the logistics processes. Global companies need to maintain their competitive advantage through cooperative activities. This often means collaboration between companies which are in normal conditions, direct competitors. This paper examines and presents the situation of airlines in the United States of Amerika that have created a strategic alliance to expand the potential market for all customers of individual companies. The use of strategic management in similar competitive/cooperative relationships helps to create synergies. From the perspective of the future strategy, the main goal of the process is primarily to connect the internal logistics processes between the individual companies, and subsequently achieve the expansion of the customer base, or to enrich the supply presented for customers of various companies in the strategic alliance. Another important aspect of this collaboration is a marketing survey of customer requirements. In particular, the new trends in transportation, providing up to date information, transparency of the ordering system, improving transport links, and others that the customers require. Effective interconnection of strategic management, logistic operations and marketing of the individual cooperative companies stimulates the creation of synergies, mainly in terms of strengthening the strategic competitiveness on a global scale (new value for customers, growth of market share and the increase of revenues for the cooperative subjects).
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