Segui questo link per vedere altri tipi di pubblicazioni sul tema: Marketing Management Case studies.
Articoli di riviste sul tema "Marketing Management Case studies"
Cita una fonte nei formati APA, MLA, Chicago, Harvard e in molti altri stili
Vedi i top-50 articoli di riviste per l'attività di ricerca sul tema "Marketing Management Case studies".
Accanto a ogni fonte nell'elenco di riferimenti c'è un pulsante "Aggiungi alla bibliografia". Premilo e genereremo automaticamente la citazione bibliografica dell'opera scelta nello stile citazionale di cui hai bisogno: APA, MLA, Harvard, Chicago, Vancouver ecc.
Puoi anche scaricare il testo completo della pubblicazione scientifica nel formato .pdf e leggere online l'abstract (il sommario) dell'opera se è presente nei metadati.
Vedi gli articoli di riviste di molte aree scientifiche e compila una bibliografia corretta.
1
Sigala, Marianna. "eTourism Case Studies: Management and Marketing Issues". Tourism Management 30, n. 6 (dicembre 2009): 934–35. http://dx.doi.org/10.1016/j.tourman.2008.11.010.
Testo completo
2
Summerfield, Paul J. "Relationship marketing: Two case studies". International Journal of Nonprofit and Voluntary Sector Marketing 3, n. 3 (agosto 1998): 255–59. http://dx.doi.org/10.1002/nvsm.6090030310.
Testo completo
3
Maxwell, James R. "Techniques And Strategies For Use Of Case Studies In Marketing Management And Strategic Marketing Management Courses". Journal of Business Case Studies (JBCS) 2, n. 1 (6 luglio 2011): 1. http://dx.doi.org/10.19030/jbcs.v2i1.4874.
Testo completoAbstract (sommario):
Marketing case studies provide context for analysis and decision-making designs in different business situations, companies, and industries. In most marketing courses, students use cases about actual companies to practice strategic marketing analysis and to gain some experience in the tasks of crafting and implementing marketing strategy. A case sets forth, in factual manner, the events and organizational circumstances surrounding a particular marketing managerial situation. The purpose of this paper is to look at why case studies are used, problems using them and recommendations using standard and innovative methodologies for using them effectively.
4
Simpson, Mike, Nick Taylor e Joanne Padmore. "Marketing in supported employment enterprises – Part 1: case studies". Journal of Small Business and Enterprise Development 8, n. 3 (1 settembre 2001): 233–44. http://dx.doi.org/10.1108/eum0000000006823.
Testo completoAbstract (sommario):
Supported employment enterprises (SEEs) are commercial enterprises that provide meaningful, gainful employment, training and development opportunities for people with a disability. Hence, SEEs are run specifically to provide employment. SEEs, with the exception of Remploy, represent a unique sector of SMEs owned and run by local authorities and charities. The Supported Employment Procurement and Consultancy Service (SEPACS) provides SEEs with per capita funding for disabled employees, capital grants for premises and equipment, grants for marketing research, business advice and performance monitoring. SEPACS is part of the Department for Education and Employment (DfEE). This paper presents some case studies of SEEs in the Yorkshire area. The work explains the complex dificulties facing these organisations and illustrates the different approaches used to cope with these situations. Many SEEs are under threat of closure or radical change in their function as employers of disabled people. This work investigates these issues through selected illustrative case studies. The general weakness of marketing strategies and plans in these organisations is highlighted and related to the impact of SEPACS and local authority policies and practices. This work establishes the important role that marketing strategies and plans could have in ensuring the future survival and growth of these companies.
5
Glazer, Rashi. "Some observations on case studies inJournal of Interactive Marketing". Journal of Interactive Marketing 13, n. 2 (1999): 2–3. http://dx.doi.org/10.1002/(sici)1520-6653(199921)13:2<2::aid-dir1>3.0.co;2-l.
Testo completo
6
Mukherjee, Jaydeep. "Using New Case Studies for Evaluation of Marketing Student’s Academic Performance". Vision: The Journal of Business Perspective 22, n. 1 (30 gennaio 2018): 61–67. http://dx.doi.org/10.1177/0972262917750246.
Testo completoAbstract (sommario):
Case method has been a popular pedagogy in management education. It is a preferred evaluation tool which is inherently subjective in nature. This article compares the results of case-based evaluation in marketing discipline, in announced and unannounced settings, for full-time and part-time management programmes and discusses its implications. The data were collected from the formal evaluation made by a faculty of an Association of MBAs (AMBA) accredited management institute of India. The results suggests that for full-time residential MBA programmes, use of relative marks for grading each component of the evaluation is likely to be a more robust evaluation mechanism than using just the marks or using the consolidated marks for final grading. However, neither surprise quiz nor announced quiz provide any robust and unbiased method of evaluating the performance of the students of part-time non-residential MBA programme as the result are also dependent on variables like work and family, which are extraneous to the student’s interest and proficiency in the subject.
7
Hamed, Sara. "Habiba Community: brand management for a family business". Emerald Emerging Markets Case Studies 9, n. 2 (19 settembre 2019): 1–20. http://dx.doi.org/10.1108/eemcs-01-2019-0003.
Testo completoAbstract (sommario):
Learning outcomes Marketing and brand management examples used in classes usually revolve around publicly traded corporations. Students are expected to learn how to deal with branding problems that can arise in new types of organizations as family businesses. Case overview/synopsis The case study discusses a brand identity and brand management problem facing the Founder of Habiba Community, Maged El Said. Habiba Community is an initiative focusing on sustainability and giving back to community. Many foundations were established under Habiba Community, such as its beach lodge, organic farm and learning center. The beach lodge and organic farm were more familiar to tourists and visitors than the other established foundations. The organic farm produced many organic products sold nationally and internationally. The founder was now faced with the challenge of whether to create one brand identity for Habiba Community as a whole or to go for separate brand identities for each of its foundations. Complexity academic level This case study is developed for students of the bachelor level in marketing and design studies. The case difficulty is regarded as intermediate as it includes new trends and ideas from the field of marketing and branding (as eco-branding and family business branding) and new trends in the tourism service industry (as voluntourism). Courses in which this case study can be used are integrated marketing communication, corporate identity, services marketing and brand management under marketing and graphic design studies. The case study is not designed for earlier courses in marketing and design, as students need to have basic knowledge in marketing and branding beforehand. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS 8: Marketing
8
Exprúa, José, Mateo Lesizza e Lucienne Rodríguez. "Compañía Cervecera de Nicaragua case studies (A) and (B): Branding and adaptive management". Journal of Business Research 69, n. 10 (ottobre 2016): 4477–83. http://dx.doi.org/10.1016/j.jbusres.2016.03.012.
Testo completo
9
Sztangret, Izabela Barbara. "The marketing value creation in the waste management sector – multi-conceptual business model". SHS Web of Conferences 73 (2020): 01028. http://dx.doi.org/10.1051/shsconf/20207301028.
Testo completoAbstract (sommario):
The concept of marketing value occurred interesting due to a result of the process of transformation of traditional business relationships into specific type of cooperation of enterprises to create multivalued for demanding customers. It also concerns studied companies of the sector of waste collection and recycling, as well as their partners and customers. In the studied case, marketing value is created by enterprises, their cooperants and customers for the purpose of further satisfaction of target market need, in at least three-spherical business model. This model often has multi-concept, or holistic nature while combining relationship marketing, supply marketing, integral, internal, systemic, strategic and social marketing. Companies representing the sector of waste management apply smart technological solutions which result in interactive formation of market value. Smart ways of creation of marketing value, in the sector of waste management enterprises in the environment of IT solutions is the goal of this paper. The main research methods used are case studies.
10
Glazer, Rashi. "Some observations on case studies in Journal of Interactive Marketing". Journal of Interactive Marketing 13, n. 2 (1999): 2–3. http://dx.doi.org/10.1002/(sici)1520-6653(199921)13:2<2::aid-dir1>3.3.co;2-c.
Testo completo
11
Hooker, Neal H., e Julie A. Caswell. "Two Case Studies of Food Quality Management Systems". Journal of International Food & Agribusiness Marketing 11, n. 1 (10 maggio 2000): 57–71. http://dx.doi.org/10.1300/j047v11n01_04.
Testo completo
12
Kulmala, Harri I. "Developing cost management in customer–supplier relationships: three case studies". Journal of Purchasing and Supply Management 10, n. 2 (marzo 2004): 65–77. http://dx.doi.org/10.1016/j.pursup.2004.02.003.
Testo completo
13
Pitt, Leyland F., e Michael J. Page. "Grading and Feedback of Marketing Management Case Studies: The Elegant and Warm Approach". Marketing Education Review 16, n. 1 (marzo 2006): 59–62. http://dx.doi.org/10.1080/10528008.2006.11488939.
Testo completo
14
El-Omari, Hussein Abdulla. "Marketing information, management and use: the case of Saudi Arabia". Journal of Islamic Marketing 10, n. 2 (10 giugno 2019): 653–72. http://dx.doi.org/10.1108/jima-06-2017-0071.
Testo completoAbstract (sommario):
Purpose Obtaining, managing and using proper marketing information are considered an important strategic issue that cannot be ignored in the light of stiffening competition locally and internationally. Therefore, the purpose of this study is to examine the level of importance attached by Saudi industrial organizations to good management and use of quality marketing information. Design/methodology/approach A questionnaire method was used to collect the required data. Using a self-distributed method, the questionnaire was provided to top management levels of 80 companies from different industrial sectors in Saudi Arabia, selected randomly from a list provided by Saudi’s Chamber of Industry. Despite all attempts, only 30 completed questionnaires were returned and used in the statistical analysis for this study. This gave a response rate of 37.5 per cent. Used in this study’s statistical analysis were descriptive statistics such as frequencies, measures of central tendency such as the mean and median, measures of dispersion such as standard deviation and measures of distribution such as skewness and kurtosis. Advanced statistics, such as factor analysis statistics, were also used. Findings The study’s findings indicate how company variables are related to the ideal and actual marketing information application variables. Management’s capacity to develop a marketing plan and effectively observe the improvement may be the most demanding part of achieving desired results. This study further examined the degree to which Saudi business organizations are aware of how important it is to obtain and use proper marketing information. To develop good marketing plans, those business organizations must understand the nature of Saudi’s social structure. Its organization and welfare services are rooted in the values and traditions of Arab Muslim Culture. One of the five basic Pillars of Faith in Islam is the practice of Alms-giving and care of needy. Furthermore, people’s behavior is heavily influenced by the value, norms and expectations of Islam. Research limitations/implications This research offers a methodology to develop a better comprehension of the importance of having good management of marketing information and its use in Saudi Arabia via a description of the significant variables that form marketing information management and use. The current study also calls for more empirical research into this area of marketing in Saudi Arabia. The empirical nature of this study revealed some recommendations for future work that should look into the issues highlighted in this study. It would be useful to apply this study to other similar contexts, which may prove helpful in reexamining the validity of its results. However, further studies are needed to validate the findings of this study, as all behavioral and cultural variables were not investigated and are left for future research. In addition, this is a deductive research; therefore, some important variables may have been omitted, which is another reason for recommending more empirical studies of this type in Saudi Arabia and similar contexts. Practical implications Investigating this type of study in Saudi Arabia gives a unique implication, as it calls for better understanding of the Islamic Marketing Environment of this country, which has two important holy Mosques of Islam (i.e. Al-Haram and the Prophet’s Mosques). There is no denying that the marketing environment characteristics in any society are affected by environmental circumstances, and Saudi Arabia as the most important Muslim Country, is no exception. Originality/value The central issue of this paper is related to the importance of having, managing and using good marketing information by industrial organizations. With this issue in mind, this study was carried out in a Muslim country (i.e. Saudi Arabia). Although the Saudi market has many dealers, domestic and international trades and co-operatives, there is little relevant data about the existing marketing systems, i.e. scarcity of market data and information concerning demand, consumption, opportunities and competition.
15
Lefebvre, Jean M., e Michael Gendron. "Teaching Case: New Product Development And Pre-Launch Plans For Tickets Sales, Inc." Journal of Business Case Studies (JBCS) 8, n. 1 (22 dicembre 2011): 37–50. http://dx.doi.org/10.19030/jbcs.v8i1.6737.
Testo completoAbstract (sommario):
Ticket Sales, Inc (TSI) [1] is a startup business that has received seed funding. TSI is using the seed funding to perform a number of feasibility studies that will enable it to seek first-round venture capital. TSI has already performed a technology feasibility study and a marketing feasibility study, including a 5-year total cost of ownership pro forma budget. Outside consultants were retained to perform the studies. The case presents the Marketing Analysis and Feasibility Study performed by Big Apple Marketing. The TSI management team desires a second opinion concerning the work of Big Apple Marketing[1] and this case asks that NYC Associates[1] prepare an assessment of the Marketing Analysis and Feasibility Study in light of documented best practices in new product development.
16
Laksamana Khaidir K.N e Muhammad Irwan Padli Nasution. "USE OF DIGITAL MARKETING INFORMATION TECHNOLOGY IN MARKETING AGRICULTURAL PRODUCTS". JURNAL EKONOMI BISNIS DAN MANAJEMEN 2, n. 1 (1 gennaio 2024): 47–57. http://dx.doi.org/10.59024/jise.v2i1.542.
Testo completoAbstract (sommario):
This research explores the utilization of information technology, particularly digital marketing, in the marketing of agricultural products. Focusing on Wonotulus Village in Purworejo Regency, Indonesia, the study addresses challenges faced by millennial farmers due to lengthy distribution chains and dependence on middlemen, proposing online marketing strategies as a solution. Through in-depth references and case studies in various villages, the research emphasizes the impact of digital marketing on farmers' bargaining positions, market access, and income growth. The implementation of training, mentoring, and marketplace management activities in different locations demonstrates positive transformations. The results indicate increased enthusiasm, improved knowledge, and successful utilization of social media and e-commerce platforms. The discussion highlights the flexibility required in adapting digital marketing strategies to local characteristics. Challenges such as technology accessibility and varying levels of understanding among farmers are discussed, along with opportunities for global market expansion. Comparative analyses among case studies provide insights into successful aspects and potential improvements. The conclusion underscores the effectiveness of digital marketing, emphasizing the importance of training and mentoring for SME participants. This research contributes to the understanding of how technology can empower farmers, enhance local economic growth, and ensure the sustainability of agricultural businesses.
17
Sharma, Anuj, A. K. Dey e Prerna Karwa. "Buyer-seller relationship – challenge in export marketing for The Handicrafts and Handlooms Export Corporation (HHEC)". Emerald Emerging Markets Case Studies 2, n. 1 (9 marzo 2012): 1–11. http://dx.doi.org/10.1108/20450621211214469.
Testo completoAbstract (sommario):
Subject area International marketing/export marketing. Study level/applicability This case is appropriate for discussion in courses such as international marketing and export marketing of post graduate studies in management. The case can also be used for management development programmes concerning practising managers. Case overview The case is based on export marketing strategy with special focus on developing strong buyer (customer) relationships and the associated challenges of a trading company, The Handicrafts and Handlooms Exports Corporation of India Ltd (HHEC). The corporation primarily engages in export of handlooms and handicraft products from India. Since 2005-06 the corporation has been incurring losses and it was only in 2010-11 that the corporation has registered a positive net profit. Expected learning outcomes To understand the appropriate strategies for buyer retention; to understand appropriate promotion strategies of non-essential items like handicraft, handloom and carpets; and to help students in making decisions for export marketing like understanding product characteristic, development of samples, procurement of products, vendor management, and pricing decisions. Supplementary materials Teaching notes.
18
Patterson, Paul. "Bringing a Client Focus to International Marketing: A Change Management Case Study". Journal of Management & Organization 6, n. 2 (marzo 2000): 44–55. http://dx.doi.org/10.1017/s1833367200005411.
Testo completoAbstract (sommario):
AbstractConsumers the world over are becoming more homogeneous thanks to the unifying forces of travel, media, technology, information transfer and the like. Furthermore, today customers have higher expectations than ever before regarding the quality of service they should receive from a wide range of service organisations (professional as well as non-professional). As customers are increasingly exposed to world best practice in a wide range of service industries, expectations spiral upwards. Slow, discourteous, unresponsive and unprofessional service will no longer be tolerated - but especially when the service is highly customised, complex, costly and high involvement, professional service.Few, if any, studies have examined service quality issues for professional services in an international context. Hence, this case study documents the problems experienced by the Australian Trade Commission's (Austrade) Bangkok, Thailand Post in providing a level of service consistent with clients' (and senior managements') expectations, the steps taken to overcome these long standing service quality shortcomings, as well as the key lessons to be learnt from the process. Today Austrade provides a professional consulting service and thus possesses similar characteristics to many professional service firms (project management, engineering consulting, general management consulting, etc.) and thus the lessons from this successful change management program may be generalisable to other professional services. Furthermore, the lessons should prove invaluable for Australian firms operating in South-East Asia staffed by expatriates and local nationals.
19
Patterson, Paul. "Bringing a Client Focus to International Marketing: A Change Management Case Study". Journal of the Australian and New Zealand Academy of Management 6, n. 2 (marzo 2000): 44–55. http://dx.doi.org/10.5172/jmo.2000.6.2.44.
Testo completoAbstract (sommario):
AbstractConsumers the world over are becoming more homogeneous thanks to the unifying forces of travel, media, technology, information transfer and the like. Furthermore, today customers have higher expectations than ever before regarding the quality of service they should receive from a wide range of service organisations (professional as well as non-professional). As customers are increasingly exposed to world best practice in a wide range of service industries, expectations spiral upwards. Slow, discourteous, unresponsive and unprofessional service will no longer be tolerated - but especially when the service is highly customised, complex, costly and high involvement, professional service.Few, if any, studies have examined service quality issues for professional services in an international context. Hence, this case study documents the problems experienced by the Australian Trade Commission's (Austrade) Bangkok, Thailand Post in providing a level of service consistent with clients' (and senior managements') expectations, the steps taken to overcome these long standing service quality shortcomings, as well as the key lessons to be learnt from the process. Today Austrade provides a professional consulting service and thus possesses similar characteristics to many professional service firms (project management, engineering consulting, general management consulting, etc.) and thus the lessons from this successful change management program may be generalisable to other professional services. Furthermore, the lessons should prove invaluable for Australian firms operating in South-East Asia staffed by expatriates and local nationals.
20
Lazorenko, Valeriia, Liudmyla Saher e Adam Jasnikowski. "Web management as a marketing management determinant: case for pharmaceutical enterprises". Health Economics and Management Review 2, n. 2 (2021): 105–14. http://dx.doi.org/10.21272/hem.2021.2-10.
Testo completoAbstract (sommario):
Nowadays, the online business is fast-growing since it is convenient, more profitable, and less energy-consuming. The changing consumers’ needs force companies and organizations to adjust and modernize their marketing strategies. The authors emphasized that Internet advertising channels would overcome the traditional ones. Therefore, it is relevant to consider the latest trends in e-commerce to provide effective advertising campaigns. This study aims to conduct the competitive analysis of Ukrainian veterinary enterprises’ websites as one of the key marketing management determinants. The study object are the most prominent Ukrainian veterinary enterprises. The methodological basis for this paper includes trend, bibliometric, and comparative content analysis. The trend analysis results showed a constant interest in web management worldwide. In turn, there are significant fluctuations over the previous five years in Ukraine. The findings indicated that search requests for «pharmaceutics» worldwide are gradually increasing, while there is not enough statistic data in Ukraine. The bibliometric analysis for Scopus publications addressed the marketing management in the pharmaceutical were visualized by 4 clusters. The first cluster covers marketing, management, and risk issues; the second – pharmaceutical industry, the third – economy; and the fourth – quality control. The findings showed that veterinary medicine was mostly associated with drug efficacy, management, investment, management, risk, organization and management, patents, and quality control. This issue has been most actively studied by scientists from the United States, Britain, Germany, India, and Italy. This study provided the comparative analysis of veterinary enterprises web sites based on the main indicators as follows: usability, site structure, site indexation, number of external pages, overall traffic, behavioral factors (bounce rate, pages per visit, time on site), traffic sources (direct, referrals, SEO, SMM, e-mail, and display advertising), and adaptability to the mobile versions. The obtained results showed that all Ukrainian biological vaccines manufacturers for animals were represented on the Internet. In turn, as of September 2020, Biotestlab most effectively used the Internet to promote products. In second place is the Sumy Biological Factory, and then – Kherson Biological Factory.
21
Hoang, Dong, Cathy Barnes e Olga Munroe. "Management of traditional retail markets in the UK: comparative case studies". International Journal of Retail & Distribution Management 47, n. 5 (13 maggio 2019): 530–51. http://dx.doi.org/10.1108/ijrdm-04-2018-0079.
Testo completoAbstract (sommario):
Purpose The purpose of this paper is to examine the current state of the management of traditional retail markets (TRM) in the UK. TRM are indoor and outdoor markets located in town and city centres across the UK, selling food, household goods, clothing and the like. Design/methodology/approach The paper employs a comparative analysis approach of multiple cases using an analytical framework drawn from place management and retail business management literature. The study investigates 11 retail markets in the UK, including 7 run by Local Councils, 2 privately run and 2 operated by Charity Trusts. Findings The paper identifies the management challenges of TRM lying at the intersect between its private-like business entity and the management overseen by local authorities, whose roles and functions are mainly on delivering public services. Although some council markets struggle, it remains a popular model for TRM because it offers social space and inclusion which other types of markets lack. The study also highlights that the environment within which TRM operate, such as policy, infrastructure, business and entrepreneurial aspects play an important role in influencing the performance of the markets. Originality/value The paper contributes to the retail literature’s conceptual and empirical understanding of TRM management – the area which has been mostly neglected and under-researched. It offers an integrated analytical framework, including four dimensions of policy, infrastructure, business and entrepreneurial environment to advance the current limited understanding of this traditional form of retailing and sheds light on future research in this area.
22
Franco, Mário. "Networking as a marketing tool in small companies: a random and informal approach". Journal of Business Strategy 39, n. 2 (16 aprile 2018): 47–55. http://dx.doi.org/10.1108/jbs-02-2017-0020.
Testo completoAbstract (sommario):
Purpose The purpose of this paper is to identify and analyse the particularities of marketing in small and medium-sized enterprises (SME), to try to understand how networking can influence the marketing activities implemented in this firm segment. Design/methodology/approach For this purpose, the author decided on a qualitative approach and performed exploratory case studies of four SMEs in Portugal. Findings The results obtained show that the owners/managers of the SMEs studied here recognize the importance of marketing and networking, but have not yet implemented them in a structured way. In these SMEs, marketing is informal and reactive to market opportunities. Practical implications This study contributes to showing the importance of marketing in SMEs, providing more information and evidence about marketing in this firm sector, as well as about the owner/manager’s influence on the use of networking in marketing activities. Originality/value In spite of the opportunities associated with networking in SMEs, there is only limited empirical evidence of its importance in marketing activities. This holds particularly for the realm of SMEs.
23
Kalogiannidis, Stavros Ioannis. "The Effects of Total Quality Management Practices and Marketing on Performance of SMEs. A Case of Selected Manufacturing Industries, Greece". Business Management and Strategy 12, n. 1 (6 gennaio 2021): 48. http://dx.doi.org/10.5296/bms.v12i1.17995.
Testo completoAbstract (sommario):
Most global studies have to a greater extent underscored the importance of Total quality management practices and some marketing aspects concerning organizational performance. Most studies have focused on establishing the level to which TQM practices influence customer satisfaction and not the whole organization. There is also little evidence on how marketing practices influence organizational performance. This study therefore seeks to assess the impact of Total Quality management practices and marketing on organizational performance. Data was collected from a sample size of 289 respondents who were employees of the different manufacturing industries in Greece. Data was analyzed using SPSS and Pearson’s rank correlation coefficient was used to establish the relationship between study variables. The study findings confirmed the presence of a relationship between TQM practices and organizational performance. Similarly there was a positive relationship between marketing practices and organizational performance. The study concluded that the TQM practices and marketing are great influencers of quality hence should always be applied in organizations.
24
Pane Haden, Stephanie S., Courtney R. Kernek e Leslie A. Toombs. "The entrepreneurial marketing of Trumpet Records". Journal of Research in Marketing and Entrepreneurship 18, n. 1 (11 luglio 2016): 109–26. http://dx.doi.org/10.1108/jrme-04-2015-0026.
Testo completoAbstract (sommario):
Purpose Definitions of entrepreneurial marketing (EM) abound. Unfortunately, a consensus definition and a unified description of the construct still eludes scholars in the field, as multiple frameworks of EM have been proposed without agreement on which is the most valid and what variables are critical to an EM framework. The purpose of this paper is to provide a more comprehensive definition and framework of EM. Design/methodology/approach Following a review of the extant literature pertaining to EM, as well as a brief review of the relevant literature regarding entrepreneurship in general, the authors identified a set of variables common and critical to this marketing approach. The authors then examined the historical case of Lillian McMurry, the founder of Trumpet Records, to provide a historical example of EM. Utilizing an abductive approach, the authors repeatedly analyzed the case alongside the salient literature. Findings Through a methodology of systematic combining, the authors were able to advance a more comprehensive framework and definition of EM. Research limitations/implications The primary limitation of most single case studies is the issue of generalizability. However, the authors accept the trade-off between limited generalizability and the conceptual understanding that this historical case provided. Originality/value The proposal of a comprehensive definition and process framework of the relatively nascent construct of EM, supported by a historical case example, provides a solid base upon which future research can investigate the nuances of the variables critical to this emerging marketing approach.
25
Mujib, Abdul. "Sharia Hotel Marketing Management: Case Study at Sofyan Grand Kalimas Hotel and Namira Hotel in Surabaya, East Java, Indonesia". Asian Journal of Advanced Research and Reports 17, n. 12 (7 dicembre 2023): 102–7. http://dx.doi.org/10.9734/ajarr/2023/v17i12589.
Testo completoAbstract (sommario):
Currently, the halal tourism business through sharia hotels is increasingly vibrant in the era of globalization in line with the large demand for domestic and foreign halal tourism markets. Islamic marketing is an important part in developing the halal industry in the hotel sector, in addition to sharia compliance in sharia hotels. The purpose of this research is to analyze sharia hotel marketing management: case studies at the Sofyan Grand Kalimas Hotel and Namira Hotel in Surabaya, East Java, Indonesia. This research uses a case study approach with a descriptive qualitative research type. The research results show that sharia hotel marketing management instills religious values by emphasizing norms, attitudes and behavior by applying Islamic principles, Islamic practices, Islamic rules and Islamic beliefs, both internal and external management. Internal marketing as a differentiator from conventional hotels adds the variable Islamic atmosphere and externally adds Islamic brotherhood. Then, to improve marketing, hotel management must build relationships and collaborate with stakeholders, including the government, institutions, Islamic mass organizations which are marketing targets.
26
Rukuižienė, Rasa. "Formalization of brand marketing management in the food industry". Annals of Marketing Management and Economics 3, n. 2 (31 dicembre 2017): 89–99. http://dx.doi.org/10.22630/amme.2017.3.2.20.
Testo completoAbstract (sommario):
The article helps to identify interrelated factors of the formalization of brand marketing management using applied strategic marketing tools. The brand marketing management framework is constructed on the market research results – new marketing mix. Consequently, valuable brands and new food products are more successful in market at the lowest costs under more intensive promotional activity. Customers always fix their choice at an advantage in consumption of new brands with (in)tangible attributies – quality, use convenience, time savings, image or variety by personal experience. Producers try to gain from new brand marketing management and try to form new consumption trends together with intermediaries. The theoretical and empirical researches were provided on the basis of scientific literature, case studies, primary data collection, surveys, primary data analysis and synthesis. A questionnaire was used to identify brand marketing management tools and the results of using them. The answers to research problems are formulated on the base of situation in the B2B and B2C markets of food brands. The research was framed to demonstrate that the formalization of brand marketing management can be impelemented succesfully by forming target marketing strategy and marketing communication.
27
Martin, Claude R. "Ethical Advertising Research Standards: Three Case Studies". Journal of Advertising 23, n. 3 (settembre 1994): 17–29. http://dx.doi.org/10.1080/00913367.1994.10673447.
Testo completo
28
Avhad, Nikhil Dattatray. "Leveraging Perspective Management in Marketing Strategy: A Comprehensive Analysis". INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, n. 05 (22 maggio 2024): 1–5. http://dx.doi.org/10.55041/ijsrem34171.
Testo completoAbstract (sommario):
This research paper delves into the pivotal role of perspective management in shaping effective marketing strategies. In today's dynamic business environment, where consumer behaviors and preferences constantly evolve, understanding and influencing perspectives is essential for sustainable market success. This study adopts a comprehensive approach to analyze the interplay between perspective management and marketing strategy, drawing insights from various disciplines such as psychology, sociology, and marketing. Key aspects explored include the influence of cognitive biases, cultural differences, and social norms on consumer perspectives, as well as strategies for effectively managing and leveraging these perspectives to drive brand engagement, loyalty, and market penetration. Through a combination of theoretical frameworks, empirical evidence, and case studies, this paper offers valuable insights for marketers seeking to enhance their understanding of consumer perspectives and optimize their marketing strategies accordingly. Key Words: Perspective management, Marketing strategy, Consumer behavior, Cognitive biases, Cultural differences, Brand engagement.
29
Ravi, Saravanan, e Sundara Rajan Cholapandiyapuram Rajasekaran. "A Perspective of Digital Marketing in Rural Areas: a Literature Review". International Journal of Professional Business Review 8, n. 4 (29 marzo 2023): e01388. http://dx.doi.org/10.26668/businessreview/2023.v8i4.1388.
Testo completoAbstract (sommario):
Purpose: The aim of this study is to find users who are willing to use digital marketing over traditional marketing. Theoretical framework: The article is portraited various research which includes quantitative, and qualitative analyses and case studies available in various databases like a web of science, Scopus is illustrated for a better understanding of the topic Design/methodology/approach: This paper wants to find out what makes people want to use digital marketing tools for further study. According to the author's previous research, factors that affect digital marketing are attitude, trust, adaptation, value, and quality. According to the author's analysis of recent studies, digital marketing is more effective than traditional marketing, and users are more willing to use digital marketing than traditional marketing. So, this article shows different kinds of research, such as quantitative and qualitative analyses and case studies that can be found in databases like Web of Science and Scopus. This helps readers understand the topic better. Findings: The Review provides a literature review of who is willing to use digital marketing over traditional marketing. Originality/value: The review discusses theories, methodologies, context, findings, and future scope of research. Research limitations: Limitations were found when picking relevant journals and articles. Some journals need authentic access to get in, so data can't be analyzed from these articles. Also, this study is limited with rural context. Social implications: The use of digital marketing technologies and tools that can be used more effectively to improve the traditional marketing strategy because the word "digitalization" has started to take over the world. Digital marketing tools are one of the best ways to connect with customers and draw them in.
30
Vukosav, Svetlana, Petar Sadžakov, Slobodan Čerović e Vuk Garača. "Strategic marketing planning: Case study hostels in Novi Sad". Marketing 51, n. 3 (2020): 188–99. http://dx.doi.org/10.5937/markt2003188v.
Testo completoAbstract (sommario):
Novi Sad as the European Youth Capital for 2019 and the European Capital of Culture for 2021, with a large number of world-renowned manifestations, becomes a city tourist destination for young people who are mostly users of this type of accommodation, which indicates that hostels have great significance in the development of tourism in Novi Sad. Hostels have only recently been introduced as a term in legal acts in the hospitality which is the result of adjusting to the needs of the market, which has shown a great interest in this type of accommodation in our area, and therefore caused the opening of a large number of hostels, especially in major cities. Like the rest of the hospitality and tourism entreprises, hostels are facing major business challenges and a turbulent and dynamic business environment, which implies that much attention from owners and management must be directed to strategic marketing planning. Therefore, the aim of this paper is to determine the extent to which the strategic marketing planning process is being implemented in selected hostels in Novi Sad, as well as the extent to which the owners of these facilities are focused on formulating and implementing development strategies as the end result of this process.
31
Hershey, Lewis, e Steven Walker. "Using the CPPD Method of Analysis for Teaching Case Studies in the Marketing Management Class". Marketing Education Review 16, n. 2 (luglio 2006): 45–57. http://dx.doi.org/10.1080/10528008.2006.11488959.
Testo completo
32
Isaías, Pedro, Luisa Cagica Carvalho, Nildo Cassundé Junior e Fernanda Roda Cassundé. "e-Business management assessment: framework proposal through case study analysis". Journal of Information, Communication and Ethics in Society 18, n. 2 (23 novembre 2019): 237–54. http://dx.doi.org/10.1108/jices-09-2019-0107.
Testo completoAbstract (sommario):
Purpose The purpose of this paper is to propose an e-business assessment framework for organizations that aim to enhance the effectiveness of their online presence and maximize the benefits that result from it. The framework is based on three main pillars derived from the academic literature research: e-marketing strategies, customer relationship management (CRM) strategies and business model strategies. Design/methodology/approach This paper reviews the literature from e-Marketing, CRM and business model strategies, leading to the generation of an e-Business assessment framework. Second, it takes 19 case studies and analyzes them using ATLAS.ti, through qualitative content analysis, to validate that framework. Findings Pragmatic advice for practitioners derives from research results considering that this framework enables managers to characterize the company in terms of its e-business approach, making it possible to determine the level of depth of competitive online strategies. Lessons for an improved e-business approach can be derived from this paper. Originality/value This study proposes a novel e-business framework to assist organizations that want to have an online presence. This framework is comprised of the factors identified in the literature review that contribute to define and scope that online presence. The framework is then validated through the collection of 19 case studies of companies that have this online presence, validating the theoretical findings.
33
MacMillan, Amy. "New Product Launch For Eagle Brand: Marketing Management Case Study – A And B". Journal of Business Case Studies (JBCS) 12, n. 4 (3 ottobre 2016): 177–98. http://dx.doi.org/10.19030/jbcs.v12i4.9795.
Testo completoAbstract (sommario):
This two-part case study provides a realistic, thought-provoking, and mildly entertaining venture into the world of new product launches. Structured questions are posed at the end of each case, with suspense and information building from Case A to B.Case A asks whether and how to champion a new product launch internally, while Case B additionally explores how to sell the idea externally with a marketing plan. Both case studies are intended for undergraduate marketing or management classes.Ambitious, young Abbie MacFeldon joined a consumer packaged goods company as Brand Manager of its biggest brand, Eagle shoe care. She identifies the need for a new product, a line extension within her brand – a mature brand in need of new life. Her manager applauds her initiative but says this idea was tried before and failed. The reader learns information about the market, brand, consumer, and company through historical and current data, employee bios, and meetings between Abbie and her colleagues. The reader is asked whether Abbie may have a big idea after all, and if so, how it should be marketed. To make these decisions, readers evaluate external factors (market, competition, consumer, trends) and internal factors (strategic fit, brand image, cost, feasibility, resources). Furthermore, the case provokes the reader to think about how a brand manager can overcome initial rejection, build and motivate a team, and convince top management. The case explores the role of company culture, including age, gender, and tradition, and how the young female protagonist can address these.
34
Lee, Jeongmin, Goeun Jang, Seunghee Jin, Chaeyun Hwang e Sokhee P. Jung. "Measures to Create an Eco-friendly Business Management Environment through Greenwashing Case analysis". Journal of Korean Society of Environmental Engineers 45, n. 10 (31 ottobre 2023): 441–57. http://dx.doi.org/10.4491/ksee.2023.45.10.441.
Testo completoAbstract (sommario):
As environmental problems such as climate and resource depletion are seriously occurring worldwide, the climate crisis and environmental problems are drawing attention throughout society. Reflecting this reality, an increasing number of ESG management companies are promoting environmentally friendly products and conducting eco-friendly marketing to secure corporate competitiveness. Unfortunately, however, greenwashing marketing by companies that exploit society's preference for eco-friendly companies is also rapidly increasing. Greenwashing refers to camouflage environmentalism that is not actually environmentally friendly but appears to be environmentally friendly. Through this review, we will find out the beginning and meaning of greenwashing and try to explain the seriousness of greenwashing through cases of greenwashing that occurred in the aspects of the country, companies, and consumers. The trend of global regulation on greenwashing was examined, and through this, policy measures to suppress greenwashing were presented.
35
Smith, Alan D., e O. Felix Offodile. "Data Collection Automation and Total Quality Management: Case Studies in the Health-Service Industry". Health Marketing Quarterly 25, n. 3 (22 agosto 2008): 217–40. http://dx.doi.org/10.1080/07359680802081811.
Testo completo
36
Dwiwijaya, Kadek Agus. "E-Business and Digital Marketing: Integrating Management Information Systems for Competitive Advantage". Global International Journal of Innovative Research 2, n. 6 (22 maggio 2024): 1056–67. http://dx.doi.org/10.59613/global.v2i6.175.
Testo completoAbstract (sommario):
This article discusses the integration of e-business and digital marketing with Management Information Systems (MIS) to gain competitive advantage. Using qualitative methods, literature studies and library research, this article analyzes various literature and case studies regarding the application of SIM in e-business and digital marketing strategies. This research found that integration between e-business, digital marketing, and MIS can increase operational efficiency, strengthen relationships with customers, and optimize data-based decision making. Additionally, this article identifies several challenges companies face in implementing this integration, such as technological complexity, the need for employee training, and adaptation to rapid market changes. The results of this research highlight the importance of utilizing digital technology and SIM in building responsive and innovative business strategies. These findings also show that companies that successfully integrate e-business and digital marketing with MIS tend to have a higher competitive advantage compared to those that do not. This article provides valuable insights for practitioners and historians on how to integrate MIS into e-business and digital marketing to achieve corporate strategic goals. Finally, this research contributes to the growing literature on the importance of information technology in supporting modern business strategy.
37
Lindgreen, Adam, Roger Palmer e Jacques Trienekens. "Relationships within the supply chain: A case study". Journal on Chain and Network Science 5, n. 2 (1 dicembre 2005): 85–99. http://dx.doi.org/10.3920/jcns2005.x058.
Testo completoAbstract (sommario):
In an effort to clarify and reconcile different perspectives of transactional and relational marketing practices the 'Contemporary Marketing Practice' (CMP) group developed a classification scheme of marketing practices. Research by the CMP group identifies that in any particular context there are multiple exchange paradigms present. That is, different combinations of marketing practices are possible. The food supply chain is characterized by highly interdependent partnerships and a span of relationship types (Hogarth-Scott, 1999). The aim of this study is to compare and contrast transactional and relational marketing practices within the Dutch pork supply chain and to consider the contextual factors influencing such practices. The year of reference for this study is 2003-2004. Using a case study approach, we identify that all chain players practice transactional and relational marketing practices concurrently. Previous studies have indicated that the Dutch pork supply chain can be characterized by general mistrust; our study indicates that the lack of trust is primarily towards slaughterhouses and retailers. In line with the literature on business relationships this can be explained by a power imbalance and information asymmetry in the supply chain.
38
Wijaya, Hadi. "Impact of Digital Marketing And Intellectual Capital On Business Performance (Case Study Of SMEs In Depok City, West Java)". Best Journal of Administration and Management 2, n. 4 (29 maggio 2024): 183–89. http://dx.doi.org/10.56403/bejam.v2i4.186.
Testo completoAbstract (sommario):
This study explores the impact of digital marketing and intellectual capital on the business performance of SMEs in Depok City. Using a quantitative approach, this research analyzes data obtained from 100 respondents through online questionnaires. The results of multiple linear regression analysis indicate that both digital marketing and intellectual capital have a significant influence on business performance. Digital marketing, measured through variables such as interactivity, site design, cost/transaction, and incentive programs, has been proven to increase customer engagement and online transaction volumes. On the other hand, intellectual capital, consisting of human capital, structural capital, and relational capital, plays a crucial role in enhancing the operational efficiency and profitability of companies. Business performance measurements in this study include profitability, operational efficiency, and customer satisfaction. The coefficient of determination (R²) value of 77.2% indicates that the digital marketing and intellectual capital variables together explain most of the variability in business performance. These findings are consistent with previous studies showing that the use of digital technology in marketing and the management of intellectual capital can enhance a company's competitiveness and overall performance. Thus, this research makes a significant contribution to the literature on digital marketing and intellectual capital management, offering practical insights for business practitioners to improve their marketing strategies and intangible asset management.
39
Getz, Donald, Tommy Andersson e Mia Larson. "Festival Stakeholder Roles: Concepts and Case Studies". Event Management 10, n. 2 (1 aprile 2006): 103–22. http://dx.doi.org/10.3727/152599507780676689.
Testo completo
40
Conner, David, e Anusuya Rangarajan. "Production Costs of Organic Vegetable Farms: Two Case Studies from Pennsylvania". HortTechnology 19, n. 1 (gennaio 2009): 193–99. http://dx.doi.org/10.21273/hortsci.19.1.193.
Testo completoAbstract (sommario):
The market premiums that currently exist for many organic crops are an attractive incentive for conventional growers considering the transition to organic practices. Before making this decision, there is a need to better understand the production costs of these systems. While many factors, such as crop rotation, soil type, and marketing, influence cropping decisions, production costs are vital information for production and pricing decisions. This research evaluated crop budgets from two Pennsylvania organic farms as case studies. A critical component of these budgets was the calculation of costs related to cover cropping, rotations, and compost production or use. These farms were very different in their scale, management, and marketing strategies. The crops selected for study on each farm were also different, based upon economic value to the farm. Beech Grove Farm used horse traction and hired no production labor on about 4 acres of production; budgets for carrot (Daucus carota), onion (Allium cepa), and garlic (Allium sativum) are presented. The other, Spiral Path Farm, used machinery and a hired labor crew extensively on about 60 acres; their production costs for tomato (Solanum lycopersicum), lettuce (Lactuca sativa), and winter squash (Cucurbita moschata) are presented. While costs could not be compared between the farms, costs per acre varied widely among crops on a farm, but less so across years. Neither farm spent a great deal on pest control inputs, relying on soil fertility and other management practices to minimize infestations and grow healthy plants. While these single-crop budgets provided some realistic measures of costs of organic vegetable production, longer-term budgets measuring multiyear rotations would better capture the tradeoffs made by diversified organic farmers.
41
Conner, David, e Anusuya Rangarajan. "Production Costs of Organic Vegetable Farms: Two Case Studies from Pennsylvania". HortTechnology 19, n. 1 (gennaio 2009): 193–99. http://dx.doi.org/10.21273/horttech.19.1.193.
Testo completoAbstract (sommario):
The market premiums that currently exist for many organic crops are an attractive incentive for conventional growers considering the transition to organic practices. Before making this decision, there is a need to better understand the production costs of these systems. While many factors, such as crop rotation, soil type, and marketing, influence cropping decisions, production costs are vital information for production and pricing decisions. This research evaluated crop budgets from two Pennsylvania organic farms as case studies. A critical component of these budgets was the calculation of costs related to cover cropping, rotations, and compost production or use. These farms were very different in their scale, management, and marketing strategies. The crops selected for study on each farm were also different, based upon economic value to the farm. Beech Grove Farm used horse traction and hired no production labor on about 4 acres of production; budgets for carrot (Daucus carota), onion (Allium cepa), and garlic (Allium sativum) are presented. The other, Spiral Path Farm, used machinery and a hired labor crew extensively on about 60 acres; their production costs for tomato (Solanum lycopersicum), lettuce (Lactuca sativa), and winter squash (Cucurbita moschata) are presented. While costs could not be compared between the farms, costs per acre varied widely among crops on a farm, but less so across years. Neither farm spent a great deal on pest control inputs, relying on soil fertility and other management practices to minimize infestations and grow healthy plants. While these single-crop budgets provided some realistic measures of costs of organic vegetable production, longer-term budgets measuring multiyear rotations would better capture the tradeoffs made by diversified organic farmers.
42
Ramnani, Shweta. "Revolutionising Conventional Marketing with AI: Leveraging Machine Learning for Marketing". INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, n. 01 (30 gennaio 2024): 1–13. http://dx.doi.org/10.55041/ijsrem28481.
Testo completoAbstract (sommario):
Amidst an age characterized by rapid technological progress, this research paper investigates the revolutionary capacity of artificial intelligence (AI) and machine learning (ML) to alter traditional marketing methodologies fundamentally. In order to address the drawbacks of conventional marketing methods, this article develops a theoretical framework that emphasizes the critical importance of machine learning algorithms, such as supervised, unsupervised, and reinforcement learning, and AI customer relationship management (ACRM). The research explores pragmatic approaches, including meta-analysis, case studies, and A/B testing, to demonstrate how artificial intelligence (AI) can generate concrete outcomes and confer a competitive advantage. The paper provides an overview of several emerging trends, including Explainable AI (XAI), Edge AI, Fog Computing, Neuromorphic Computing, and Generative AI. It highlights their potential impact on the success of businesses. By means of perceptive case studies involving notable companies such as Spotify, Sephora, and Netflix, the article illustrates how ML and AI strategies have been customized to improve customer retention and develop efficacious marketing approaches. Among the methodologies that are deliberated upon are hyper-targeting and AI-powered segmentation employing LSTMs and dynamic learning. Moreover, the study investigates novel methodologies and their benefits for enhancing user involvement, including the integration of chatbots, Conversational AI, Augmented Reality (AR), Virtual Reality (VR), and attribution models tailored for multi-touch marketing initiatives. By incorporating these sophisticated methodologies, organizations can not only adjust to the ever-changing marketing environment but also generate customized and influential consumer encounters. This paper functions as an all-encompassing manual for marketing practitioners, researchers, and enterprises aiming to exploit the complete capabilities of AI and ML in order to drive their marketing endeavors to an unparalleled level of achievement.
43
Nozieres-Petit, Marie-Odile, e Charles-Henri Moulin. "The Management of Lamb Heterogeneity is a Tool for Farmers’ Marketing Strategies". Animals 11, n. 2 (20 febbraio 2021): 551. http://dx.doi.org/10.3390/ani11020551.
Testo completoAbstract (sommario):
The technical processes used in sheep farming systems are elaborate and difficult to control. The result is a certain heterogeneity in marketed lambs. The aim of this study was to understand how farmers use their practices and modes of marketing to manage and exploit this heterogeneity. We analyzed livestock farming systems in Languedoc-Roussillon (South of France) through eight case studies. We characterize the heterogeneity of lambs during their growth and sale and how the farmers cope with this. Our analysis shows how this heterogeneity, whether intentionally created or merely endured, can be used to invest in different marketing chains. Heterogeneity not only offers adaptable farmers marketing opportunities, but also a method of managing production risks.
44
Andersen, Poul Houman, Anna Dubois e Frida Lind. "Process validation: coping with three dilemmas in process-based single-case research". Journal of Business & Industrial Marketing 33, n. 4 (8 maggio 2018): 539–49. http://dx.doi.org/10.1108/jbim-07-2016-0152.
Testo completoAbstract (sommario):
Purpose Recent research suggests that the interest in process-based single-case studies is increasing in business-to-business (B2B) marketing. This paper aims to discuss research validity issues and dilemmas encountered by process-based single-case researchers in B2B marketing. Design/methodology/approach This is a methodology paper that builds on an integration of experiences, ideas and literature. Findings In the paper, three dilemmas are suggested that researchers need to deal with in process-based single-case research. These relate to the casing process: crafting the case, communicating the case and describing the process of the study. Furthermore, process validation is suggested as a research quality concept concerned with how these dilemmas are handled. Research limitations implications Based on the notion of process validation, the authors provide suggestions for how casing, as a process-based single-case approach, can be conveyed and advanced in its own right. Practical implications This study can be used to convey insights that can help new and experienced researchers in conducting single-case studies in B2B. Originality/value Coping with issues of research quality in B2B marketing is of relevance to researchers dealing with process-based single-case research and process validation issues, as well as to journal reviewers evaluating the qualities of process-based single-case research.
45
Kafandaris, Stelios, C. B. Tilanus, O. B. De Gans e J. K. Lenstra. "Quantitative Methods in Management: Case Studies of Failures and Successes." Journal of the Operational Research Society 37, n. 11 (novembre 1986): 1102. http://dx.doi.org/10.2307/2582700.
Testo completo
46
Kafandaris, Stelios. "Quantitative Methods in Management: Case Studies of Failures and Successes". Journal of the Operational Research Society 37, n. 11 (novembre 1986): 1102–3. http://dx.doi.org/10.1057/jors.1986.193.
Testo completo
47
Sopanah, Ana, Zahir Rusyad e Zulkarnain Zulkarnain. "Optimizing Small Business Management through Collaborative Training and Education in Business Applications". TGO Journal of Community Development 1, n. 2 (2 settembre 2023): 45–50. http://dx.doi.org/10.56070/jcd.2023.008.
Testo completoAbstract (sommario):
The purpose of this activity is to empower MSMEs and prospective MSMEs in the Malang City, Malang Regency and Batu City areas with knowledge and skills in digital marketing, so that they can increase the visibility, sales and growth of their business in the rapidly growing digital era. . The methods used in this digital marketing workshop include in-depth presentations by experienced facilitators, interactive discussions to share experiences and understanding, as well as practical exercises to apply concepts in real situations. Apart from that, there are also case analysis sessions, self-studies, and participants' active involvement in solving digital marketing challenges relevant to their business. The result of this digital marketing workshop activity is an increase in participants' understanding and skills in digital marketing, which allows them to design and implement more effective marketing strategies online. Participants are also able to recognize new opportunities in the digital business world and have the ability to optimize the use of digital tools to increase the visibility, engagement and sales of their business.
48
Payne, Adrian, e Pennie Frow. "Developing superior value propositions: a strategic marketing imperative". Journal of Service Management 25, n. 2 (14 aprile 2014): 213–27. http://dx.doi.org/10.1108/josm-01-2014-0036.
Testo completoAbstract (sommario):
Purpose – Scholars identify the value proposition as representing the essence of strategy and the firm's single most important organizing principle. However, research suggests less than 10 per cent of companies formally develop value propositions. The purpose of this paper is to undertake case study research investigating the process by which leading companies develop their value propositions. Design/methodology/approach – The research identifies that the financial services and telecommunications vertical markets are viewed as the highly sophisticated industry sectors in terms of customer management. These industry sectors are selected for investigation. The paper develops case studies of two companies’ approaches to developing value propositions in the business-to-business (B2B) and business-to-consumer (B2C) sectors within these vertical markets. Findings – This paper contributes to the marketing literature by examining how two large and complex service enterprises have adopted structured processes for developing innovative value proposition within the B2B and B2C sectors. The authors argue that innovation in value proposition development represents a substantive opportunity for marketing to reassert its influence in the boardroom. Practical implications – This case study research provides guidelines of the processes by which enterprises can successfully develop innovative value propositions. Originality/value – This research is considered to be the first case-based academic exploration of the formal processes by which large organizations develop value propositions.
49
Opute, Abdullah Promise, e Nnamdi O. Madichie. "Accounting-marketing integration dimensions and antecedents: insights from a frontier market". Journal of Business & Industrial Marketing 32, n. 8 (2 ottobre 2017): 1144–58. http://dx.doi.org/10.1108/jbim-10-2016-0246.
Testo completoAbstract (sommario):
Purpose This paper aims to evaluate the working relationship between accounting and marketing, exploring the nature and antecedents of their integration and consequences on firm performance. Design/methodology/approach The methodological approach in this study is twofold. First, a review of literature is used to identify core antecedents in the body of literature. Subsequently, four exploratory case studies were used in examining the antecedents of accounting–marketing integration from a frontier market perspective. Findings This study identifies information sharing and involvement as core elements of accounting–marketing integration; cultural diversity and management mechanisms (policy, structural and procedural justice) as antecedents of accounting–marketing integration; and country of origin as a mediating factor on the extent of association of some variables on their integration. Finally, this study establishes that there is a positive association between accounting–marketing integration and organisational performance. Research limitations/implications This study has two major limitations. First, it is qualitative and based on a review of literature and evidence from four case studies. Second, it explored only the less developed country context. Future research should, therefore, aim to address these gaps. Practical implications This study draws attention to the fact that accounting and marketing are culturally diverse, and strategic managerial mechanisms must be used to maintain a relevant and effective level of information sharing and involvement towards enhancing organisational performance. Originality/value Using exploratory case studies to support the development of a framework, the authors contend that organisations would optimise organisational performance if due attention is given to both information sharing and involvement dimensions of integration, as well as appropriate managerial mechanisms adopted in managing their relationship.
50
Kärreman, Dan, e Anna Rylander. "Managing Meaning through Branding — the Case of a Consulting Firm". Organization Studies 29, n. 1 (gennaio 2008): 103–25. http://dx.doi.org/10.1177/0170840607084573.
Testo completoAbstract (sommario):
The current interest in organizational culture, identity, image and reputation and in organizational discourse points towards the pressure on contemporary organizations to focus attention on the symbolic dimensions of their activities. The phenomenon of branding, while originally portrayed as a marketing tool, can also be understood as an exercise in management of meaning. Branding does not only inform external stakeholders, such as customers and investors, about the values of the organization. It also potentially instructs and directs organizational members. In this sense, branding can be viewed as a management and leadership practice. Drawing on a longitudinal case study, this paper illustrates how these practices are played out in the particular context of a management consulting firm and explores the relationship between branding and organizational identity and identification. The study highlights the shortcomings of the strategic marketing perspective on brands and the need for further empirical studies that examine the role of branding from different perspectives and in different empirical contexts.