Artykuły w czasopismach: „Marketing”

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Beyer, Karolina. "Online marketing as a successor of traditional marketing". Studia i Prace WNEiZ 52 (2018): 9–20. http://dx.doi.org/10.18276/sip.2018.52/1-01.

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Drapińska, Anna. "Ethics of Marketing – is Marketing Ethical?" Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu 41 (2015): 229–40. http://dx.doi.org/10.18276/pzfm.2015.41/2-19.

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Kanurić, Hakija. "MREŽNI MARKETING S ASPEKTA ISLAMSKOG PRAVA". Zbornik radova Islamskog pedagoškog fakulteta u Bihaću 12, nr 12 (28.12.2020): 65–81. http://dx.doi.org/10.52535/27441695.2020.12.65-81.

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Ovaj rad ima za cilj predstaviti mrežni marketing kao model poslovanja, distribucije i prodaje robe, ukazati na njegove pozitivnosti i negativnosti, praktična iskustva i zakonske regulative nekih zemalja spram ovog poslovnog modela, te elaborirati mišljenja savremenih islamskih pravnika o mrežnom marketingu i na koncu eksplicirati njegov šerijatsko-pravni status te objasniti da li je kompatibilan islamskim normama poslovanja ili ne.Prilikom proučavanja i analiziranja mrežnog marketinga korištena je metoda teorijske analize, deskriptivno-analitička i komparativna metoda.Rezultat studije pokazuje da je mrežni marketing u svojoj uobičajenoj formi, pri kojoj se članstvo uvjetuje novčanom uplatom ili kupovinom proizvoda, zabranjen. Da bi mrežni marketing s aspekta islamskog prava bio prihvatljiv, neophodno je da prodaja tim putem zadovoljava opće uvjete kupoprodaje u islamskom pravu, da proizvod koji se tim putem prodaje vrijedi cijene koja se za njega plaća, da se kroz marketing proizvoda ne služi obmanom i da se ne uzima profit od članova iz nižih nivoa kojima se ne čini nikakva usluga.

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Kowal, Witold. "Marketing metrics – perspektywa marketingu offline vs. marketingu online". Marketing i Rynek 2023, nr 7 (21.07.2023): 18–26. http://dx.doi.org/10.33226/1231-7853.2023.7.3.

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Oh, Heiwon, Brenda Avila i Jay Sang Ryu. "COTTON AWARENESS MARKETING: THE COMPARISON OF SOCIAL MEDIA MARKETING AND CONVENTIONAL MARKETINT". Global Fashion Management Conference 3, nr 3 (30.06.2015): 338–41. http://dx.doi.org/10.15444/gfmc2015.03.03.03.

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Haker, Dina. "NOVE TEHNOLOGIJE I MARKETING". Zbornik radova Fakulteta tehničkih nauka u Novom Sadu 35, nr 10 (3.10.2020): 1742–45. http://dx.doi.org/10.24867/09gi01haker.

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Cilj rada jeste analiza primene i veza novih tehnologija i marektinga. Elektronski marketing (e-marketing) predstavlja sve online ili elektronski bazirane aktivnosti koje omogućavaju proizvođačima roba i usluga da zadovolje potrebe i želje svojih kupaca na brz i efikasan način. Umesto elektronski marketing, sve češće se koristi termin digitalni marketing. U radu će biti određen nov koncpet primene marketinga i to internet ili elektronski marketing koji se sve češće koristi u praksi. Na primeru hotela Turist dat je prikaz upotrebe digitalnog marketinga u poslovanju.

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Mazurek-Łopacińska, Krystyna, i Magdalena Sobocińska. "Content Marketing in the Aspect of the Evolution of Internet Function and the Development of Marketing Concept". Marketing i Zarządzanie 52 (2018): 83–92. http://dx.doi.org/10.18276/miz.2018.52-08.

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Rutkauskas, Aleksandras Vytautas, i Adomas Ginevičius. "INTEGRATED MANAGEMENT OF MARKETING RISK AND EFFICIENCY / INTEGRUOTAS MARKETINGO RIZIKOS IR EFEKTYVUMO VALDYMAS". Journal of Business Economics and Management 12, nr 1 (12.04.2011): 5–23. http://dx.doi.org/10.3846/16111699.2011.555357.

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There are two principal problems arising for marketing management: first—the increase of marketing ability to use effectively its resources, and second—to inventory the risks influencing marketing activity in order to develop their management strategy. Considering exceptional riskiness of marketing, the solution of marketing efficiency problems is not separable from identification of risks, influencing marketing, and their management strategies development. Integrated analysis of marketing efficiency and risk management problems is performed in two ways. First, a marketing risks portfolio management situation is analysed in such a way that resources, intended for risk management, are distributed among the means of decreasing value at risk in such a manner that the overall value of risk, i.e. the resultant of all risk values, would be minimal. Second, based on the expert efficiency estimates for a unit of costs in every element of marketing structure, a distribution of costs is pursued which would uphold the best increase of marketinggenerated marginal utility. To find the solution, imitative modeling and stochastic optimization methods are used. Santrauka Kyla dvi pagrindines marketingo valdymo problemos: pirma—tai marketingo gebejimo efektyviai naudoti jam skirtus išteklius didinimas, antra—inventorizuoti marketingo veiklai itak daranèias rizikas, siekiant parengti ju valdymo strategij. Atsižvelgiant i išskirtini marketingo rizikingum, jo efektyvumo problemu sprendimas neatsiejamas nuo riziku, daranèiu poveiki marketingui, identifikavimo ir ju valdymo strategiju sukurimo. Straipsnyje marketingo efektyvumas ir rizikos valdymo problemos nagrinejamos dviem budais. Pirmas—nagrinejama marketingo riziku portfelio valdymo situacija, kai ištekliai, skirti rizikai valdyti, dalijami tarp priemoniu, skirtu riziku vertei mažinti (Value at Risk), taip, kad bendroji rizikos verte, t. y. visu rizikos verèiu atstojamoji, butu minimali. Antras—remiantis ekspertu efektyvumo iverèiais snaudu vienetui kiekviename marketingo strukturos elemente, ieškomas toks snaudu padalijimas, kuris puoseletu naudingiausi marketingo sukuriamo ribinio naudingumo prieaugi. Sprendimams rasti pasitelkti imitacinio modeliavimo ir stochastinio optimizavimo metodai.

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Lipiec, Dariusz. "Marketing usług a duszpasterstwo". Teologia i Moralność 17, nr 1(31) (24.07.2022): 91–104. http://dx.doi.org/10.14746/tim.2022.31.1.7.

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Duszpasterstwo Kościoła katolickiego wykazuje cechy podobne do działalności usługowych, zwłaszcza niekomercyjnych. Z tego powodu w działalności pastoralnej jest możliwe zastosowanie, w ograniczonym zakresie, instrumentów i strategii właściwych dla marketingu usług. W pierwszej części artykułu został scharakteryzowany marketing usług i wskazane cechy usług. Druga część przedstawia instrumenty marketingu usług oraz wskazuje na możliwości zastosowania ich w duszpasterstwie. W trzeciej części wskazano na strategie marketingu usług, które mogą być wykorzystane w działalności Kościoła. Szczególną uwagę zwrócono na marketing partnerski, pod niektórymi względami przypominający posługę pastoralną.

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Holden, Alfred C., i Laurie Holden. "Marketing history: Illuminating marketing's clandestine subdiscipline". Psychology and Marketing 15, nr 2 (marzec 1998): 117–23. http://dx.doi.org/10.1002/(sici)1520-6793(199803)15:2<117::aid-mar1>3.0.co;2-f.

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Woodall, Tony. "New marketing, improved marketing, apocryphal marketing". European Journal of Marketing 41, nr 11/12 (20.11.2007): 1284–96. http://dx.doi.org/10.1108/03090560710821170.

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Zhuravel, Ye V. "PRINCIPLES OF ECONOMIC EVALUATION OF MARKETING PROGRAMS". Science and Transport Progress, nr 18 (25.10.2007): 195–98. http://dx.doi.org/10.15802/stp2007/17496.

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General principles of estimation of economic efficiency of the marketings programs are formulated on the criteria of operating-room arrived to the investment indexes. The concept of short and long wave of creation of marketing cost of enterprise is entered. The analysis of types of marketings expenses is conducted, which four groups of costs are formed on the basis of: 1) advance expenses for development of the marketing program, 2) current expenses which are straight directed on realization of the concrete marketing program, 3) expenses on a personnel, 4) total marketings expenses are enterprises which are distributed between the marketings programs. Developed recommendation on the division of these expenses between the short and long wave of creation of marketing cost of business.

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Wood, Matthew. "Marketing social marketing". Journal of Social Marketing 2, nr 2 (6.07.2012): 94–102. http://dx.doi.org/10.1108/20426761211243937.

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Ramić, Nenad, i Đorđe Ćelić. "UNAPREĐENJE POSLOVANJA PRIMENOM METODA I TEHNIKA DIGITALNOG MARKETINGA NA PRIMERU PRESS PACK D.O.O. PREDUZEĆA". Zbornik radova Fakulteta tehničkih nauka u Novom Sadu 36, nr 05 (2.05.2021): 864–67. http://dx.doi.org/10.24867/12gi15ramic.

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Svedoci smo ubrzanog napretka tehnologije, koji neminovno unosi promene ne samo u našim svakodnevnim životnim aktivnostima, već i u načinu poslovanja, a samim tim i u marketingu kao neodvojive komponente svakog posla i organizacije. Pojam digitalni marketing obuhvata celokupne marketinške napore koji se ulažu korišćenjem elektronskih uređaja ili interneta. Rad će prikazati faktore koji utiču na unapređenje poslovanja primenom metoda i tehnika ovakve vrste marketinga.

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Wertenbroch, Klaus. "Marketing Automation: Marketing Utopia or Marketing Dystopia?" NIM Marketing Intelligence Review 13, nr 1 (1.05.2021): 18–23. http://dx.doi.org/10.2478/nimmir-2021-0003.

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Abstract Automated and personalized interactions may increase the relevance of marketing offers, but they also have less positive economic and psychological consequences for consumers. Machine learning-based prediction algorithms can approximate individuals’ preferences and their willingness to pay at ever greater levels of precision, and companies can use this knowledge to charge higher individual prices. Typically, consumers freely hand over all the information necessary to reveal their preferences and it seems that they underestimate the value of their personal data. And there is another discomforting aspect of giving away personal data. It means giving up privacy and as a result loosing autonomy. Preventing negative outcomes is typically a task for regulators but finding solutions can be difficult. Therefore, companies need to address consumer concerns in their policies as well. To avoid dystopia, managers need to take consumer psychology into account and resist the temptation to maximize short-term profits at the cost of consumers. Avoiding marketing dystopia is in the best interest of all market participants – at least with a longer-term perspective.

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Bond, Craig A. "Controlling Marketing: Marketing Success Through Marketing Controls". Journal For Healthcare Quality 14, nr 1 (styczeń 1992): 40. http://dx.doi.org/10.1111/j.1945-1474.1992.tb00012.x.

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Eric Reidenbach, R., i Donald P. Robin. "Epistemological Structures in Marketing: Paradigms, Metaphors, and Marketing Ethics". Business Ethics Quarterly 1, nr 2 (kwiecień 1991): 185–200. http://dx.doi.org/10.2307/3857262.

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This article uses Arndt's depiction of marketing epistemology to suggest a possible explanation for the lack of emphasis on marketing ethics within the marketing literature. While a growing number of writers are turning their attention to the area, marketing's heavy reliance on logical empiricism has contributed to a disinclination in the development of this area. Only through recent and numerous revelations of misconduct has the discipline of marketing responded to its ethical dimensions.

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Andreasen, Alan R. "Marketing Social Marketing in the Social Change Marketplace". Journal of Public Policy & Marketing 21, nr 1 (kwiecień 2002): 3–13. http://dx.doi.org/10.1509/jppm.21.1.3.17602.

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Social marketing faces significant barriers to growth because there is no clear understanding of what the field is and what its role should be in relation to other approaches to social change. However, growth is possible through increases in social marketing's share of competition at the intervention, subject matter, product, and brand levels. The author proposes a specific social marketing branding campaign to advance the field, with roles for academics and the American Marketing Association.

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Strott, Runa. "4 Ps go green? Die Positionierung des Green Marketing im Marketing-Mix". Der Betriebswirt 62, nr 1 (1.01.2021): 69–79. http://dx.doi.org/10.3790/dbw.62.1.69.

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Abstract The green marketing mix by Runa Strott: Due to the increasing importance of sustainability and green marketing, the author has developed a model that is based on Mc Carthy’s 4 Ps, but includes the requirements of LOHAS as a target group. The model can be used for products that are intended to address this target group. Zusammenfassung Nachhaltigkeit ist in der heutigen Zeit ein häufig genutzter Begriff und wird sowohl im Privat- als auch im Geschäftsleben thematisiert. Für den klassischen Marketing-Mix bedeutet die Veränderung des Marketings in Bezug auf die Einbindung der Nachhaltigkeit auch eine stetige Anpassung an die entsprechenden Gegebenheiten. Die 4 Ps von McCarthy aus dem Jahr 1960, bestehend aus „product“ (Produkt), „price“ (Preis), „place“ (Distribution) und „promotion“ (Kommunikation), decken aufgrund der Breite, Komplexität und Vielfalt des Marketings nicht mehr alle Aspekte ab. Daher hat Runa Strott ein eigenes Modell für Produkte und Dienstleistungen, die eine „grüne Zielgruppe“ (LOHAS) ansprechen sollen, entwickelt: den Green-Marketing-Mix.

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Kilibarda, Tatjana, Šćepan Sinanović, Saša Bubanj, Sanja Trgovčević, Sunčica Ivanović i Sužana Milutinović. "Promocija zdravlja i komponente socijalnog marketinga u funkciji ranog otkrivanja raka dojke". Timocki medicinski glasnik 46, nr 4 (2021): 185–88. http://dx.doi.org/10.5937/tmg2104185k.

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Uvod. Socijalni marketing je strategija i sredstvo za dostizanje opšte društvene dobrobiti. Primena socijalnog marketinga u oblasti zdravlja ima za cilj očuvanje i unapređenje zdravlja i rano otkrivanje bolesti i veoma je zahtevna, a ishodi se mere konkretnim podacima o zdravlju stanovništva. Marketing miks u socijalnom marketingu se koristi u kampanjama za unapređenje zdravlja, naročito žena, a kroz socijalnu mobilizaciju za rano otkrivanje raka dojke. Ciljevi ovog rada su analiza sadržaja dve kampanje za prevenciju raka dojke u Srbiji i pregled ključnih iskustava iz njih. Metod. Rad se bazira na uporednoj analizi studija slučaja u Srbiji. Sagledavaju se prednosti i nedostaci dve kampanje za rano otkrivanje raka dojke koje su sproveli kompanija AVON i Ministarstvo zdravlja Republike Srbije u periodu od 2014. do 2020. godine, kao i pravci daljih istraživanja u oblasti socijalnog marketinga usmerenog ka primarnoj prevenciji i ranom otkrivanju bolesti. Zaključci: Prednosti pomenutih kampanja su: stratifikacija ciljnih grupa prema karakteristikama i specifičnostima i određivanje specifičnih strategija socijalnog marketinga za svaki stratum (na primer, za urbanu i ruralnu sredinu), kao i targetiranje ne samo usko specifične ciljne grupe, odnosno žena, već i grupe podrške (porodica, rodbina, prijatelji). Nedostaci kampanja su: slaba vidljivost aktivnosti, nemogućnost održavanja kontinuiteta aktivnosti socijalnog marketinga, nedovoljna posvećenost inoviranju sadržaja kampanja novodolazećim generacijama.

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Kretek, Henryk A., i Janusz Dworak. "Post-Pandemic Marketing @Marketing". Multidisciplinary Aspects of Production Engineering 3, nr 1 (1.09.2020): 584–95. http://dx.doi.org/10.2478/mape-2020-0049.

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AbstractMarketing concentrates mainly on customer acquisition by means of advertisements broadcast in mass media and on billboards. The change to be made in traditional marketing is the shift of interests from satisfying needs to meeting expectations. @Marketing may serve as a tool for that. The aim of this paper is to present a new concept for @marketing, based on innovative forms of product presentation. The paper focuses on the marketing content, without consideration of technical aspects. Research has been carried out in the field of customers’ expectations towards online presentations. In the new conditions, a product presentation should be expanded by innovative forms such as narration, photography and computer graphics. Therefore, there is a need to develop comprehensive projects for planning online presentations as soon as possible. It should be preceded by detailed analyses carried out by IT specialists and marketing experts.

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Simkin, Lyndon. "Marketing is marketing – maybe!" Marketing Intelligence & Planning 18, nr 3 (czerwiec 2000): 154–58. http://dx.doi.org/10.1108/02634500010327944.

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Bryan, Gerald O., i Joseph F. Gauff, Jr. "Marketing "Health Care Marketing"". Health Marketing Quarterly 3, nr 4 (18.08.1986): 11–23. http://dx.doi.org/10.1300/j026v03n04_03.

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Montgomery, David C. "Marketing Science, Marketing Ourselves". Academe 89, nr 5 (2003): 36. http://dx.doi.org/10.2307/40253386.

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Hugstad, Paul. "Marketing the Marketing Major". Journal of Marketing Education 19, nr 1 (kwiecień 1997): 4–13. http://dx.doi.org/10.1177/027347539701900102.

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Baker, Michael J. "Marketing is Marketing—Everywhere!" Vikalpa: The Journal for Decision Makers 30, nr 3 (lipiec 2005): 1–10. http://dx.doi.org/10.1177/0256090920050301.

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The theme of this paper is that in seeking to develop strategies for the future, we should not neglect or overlook hard-won lessons from the past. Learning through direct experience is almost invariably a process of experimentation or trial and error. It is uncertain, time-consuming, inefficient, and often risky. Accordingly, if we encounter a problem new to ourselves, our first reaction should be: “Has anyone encountered this problem before?” If so, then “What did they do, with what results?” Answers to these questions are to be found in the so-called secondary sources that record the knowledge gained by previous generations. Knowledge is distilled experience which has accumulated over time. It represents our current understanding of how the world works and, because it has been recorded, it is usually easily available and often free. Common sense dictates that we should start any problem-solving activity by establishing what we know already. To support this argument, this article reviews the processes of knowledge creation and ‘cumulativity’. Unless and until we have confirmed what is already known about a subject, any effort to solve a new problem can only be a hit-or-miss affair — a case of managerial myopia. Therefore, while addressing an important question such as the role of marketing in emerging economies, we should first define what we mean by ‘emerging economies’ and ‘marketing.’ Marketing is a synthetic discipline that integrates findings from other disciplines like economics, psychology, and sociology into a holistic explanation of commercial exchange behaviour. As for emerging economies, indeed, all the advanced economies were emerging economies once, and it is quite evident that as the Industrial Revolution that started in Great Britain in the 18th century spread through Europe and North America, so each newly indutrialized country, in turn, achieved take-off more quickly by learning from the experience of its predecessors. In conclusion, this paper cites three examples of robust ideas that have stood the test of time and offers important insights into marketing today: Ricardo's ‘Theory of Comparative Advantage’ which argues that countries should specialize in doing what they do best and exchange their surpluses with other countries Darwin‘s theory of evolution and its marketing derivative — the product life cycle Copeland's ‘classification of goods’ that first identified the importance of defining goods and services in terms of needs and benefits. The message is that our knowledge of marketing is universal. Marketing is marketing—everywhere.

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Webster, Frederick E., i Robert F. Lusch. "Elevating marketing: marketing is dead! Long live marketing!" Journal of the Academy of Marketing Science 41, nr 4 (29.01.2013): 389–99. http://dx.doi.org/10.1007/s11747-013-0331-z.

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Abromaitytė-Sereikienė, Laima. "Marketingo etika Lietuvos žiniasklaidoje: žiniasklaidos turinio vadovų ir marketingo / pardavimo vadovų etinių nuostatų palyginimas". Informacijos mokslai 52 (1.01.2010): 84–95. http://dx.doi.org/10.15388/im.2010.0.3193.

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Žiniasklaidos įmonės, kaip ir kitos įmonės, veikia konkurencinėje aplinkoje, siekia įgyvendinti savo tikslus, bet dėl specifinio produkto turi atlikti tam tikrą misiją. Tačiau yra situacijų, kai priimami neetiški sprendimai. Sunkmetis išryškino etinių sprendimų žiniasklaidoje stoką. Siekiant išsiaiškinti, kaip gerinti situaciją, būtina įvertinti esamą padėtį ir nustatyti veiksnius, darančius įtaką Lietuvos žiniasklaidos įmonių marketingo sprendimų etiškumui. Atsižvelgiant į tai, kad žiniasklaida veikia dvigubo produkto rinkoje, šiame darbe pristatoma ir analizuojama abu produktus gaminant / parduodant dalyvaujančių asmenų grupių – žurnalistų, kuriančių žiniasklaidos turinį, ir marketingo / pardavimo specialistų, parduodančių pritrauktą auditorijos dėmesį, vadovų nuomonė.Pagrindiniai žodžiai: marketingas, etika, žiniasklaida, Lietuva.Ethical Rules of Marketing in Lithuanian Media Companies: Comparison of the Ethic Principles of Media Content Managers and Media Marketing / Sell ManagersLaima Abromaitytė-Sereikienė SummaryMedia companies, like all other companies, operate in the competitive environment and seek their own purposes. Considering the fact that these companies produce a specific product, they accomplish, or should accomplish, a specific mission – to serve the interests of society. However, the products produced by the media not always match the interests of society.To assess the state of marketing ethic of the Lithuanian media means, of the actions that have the biggest influence on ethical decisions, quantitative media companies’ a research was performed in November–December 2006 by e-mail. Taking into consideration the operation of media companies in a double product market, two groups of persons were investigated: (1) persons responsible for media content, (2) persons responsible for media marketing/sales. The research embraced all media companies operating in Lithuania.The respondents have agreed that unethical behaviour in the Lithuanian media sector does exist. Managers have a stronger opinion on this matter. Most of the respondents have said they always or in general behave ethically in their working life. No statistically significant difference has been established in how journalists and marketing professionals understand ethical rules.

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Pedko, I., i V. Hordiienko. "Marketing Research in the Marketing Information System". Economic Herald of the Donbas, nr 4 (58) (2019): 138–43. http://dx.doi.org/10.12958/1817-3772-2019-4(58)-138-143.

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Tollin, Karin, i Marcus Schmidt. "Marketing’s contribution from the perspective of marketing executives". Marketing Intelligence & Planning 33, nr 7 (5.10.2015): 1047–70. http://dx.doi.org/10.1108/mip-07-2014-0136.

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Purpose – The purpose of this paper is to determine the impact that chief marketing executives’ (CMEs) mindsets about important marketing capabilities have on company performance. Design/methodology/approach – The authors propose a structural model for analysing specialised, cross-functional and dynamic capabilities at the functional level of marketing. The model is tested by using a quantitative survey among CMEs. Additionally the authors conducted a cluster analysis with the purpose of identifying differences in CMEs’ mindsets about important marketing capabilities and the impact of these differences on company performance. Findings – The study identified four categories of mindset about important capabilities. An investigation into the company performance profile of each mindset shows that integration and rejuvenation are central qualities of CMEs’ mindsets and important drivers for company performance. Hence, companies that have a CME who prioritises both brand management, product development and customer relationship management as well as a set of specialised and dynamic marketing capabilities will outperform companies that have a CME who focuses on only one area of cross-functional marketing capabilities. Practical implications – Top managers, including CMEs, can use the typology of mindsets to analyse and critically reflect on their own ideas about important marketing processes and capabilities, but also as a tool for initialising change processes in their business unit or particular function (general management or marketing). Originality/value – The study provides an original assessment of sets of marketing capabilities at the functional level of marketing, and of the link between dynamic and two cross-functional marketing capabilities (product development and customer relationship management).

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Risko, Tünde Csapone, i Troy Wiwczaroski. "From Domestic Marketing through International Marketing to Intercultural Marketing". Economic Affairs 59, nr 3 (2014): 439. http://dx.doi.org/10.5958/0976-4666.2014.00011.4.

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Layton, Roger. "Marketing, marketing systems, and the framing of marketing history". Journal of Historical Research in Marketing 7, nr 4 (16.11.2015): 549–72. http://dx.doi.org/10.1108/jhrm-02-2015-0008.

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Budzanowska-Drzewiecka, Małgorzata. "Wyzwania stosowania działań marketingowych poprzez media społecznościowe z perspektywy zintegrowanej komunikacji marketingowej". Zarządzanie Mediami 9, nr 2 (2021): 281–96. http://dx.doi.org/10.4467/23540214zm.21.017.13412.

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The Challenges of Incorporating Social Media Marketing Within Integrated Marketing Communication The paper aims to systematise the modifications within the concept of integrated marketing communication, resulting from the usage of social media in the companies’ communication practices. Based on the literature review, the current challenges of integrating social media into marketing communication were identified. They were structured into three groups of tactical, strategic and ethical challenges. These challenges are related to both, the practical issues of marketing communication through the evolving social media and the theoretical discussion on the conceptual framework of integrated marketing communication.

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Gilham, P. R. "MARKETING MODEL - HORTICULTURAL EXPORT MARKETING". Acta Horticulturae, nr 247 (wrzesień 1989): 41–44. http://dx.doi.org/10.17660/actahortic.1989.247.4.

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Abdukhalilova, Laylo Tokhtasinovna, i Nargiza Elshodovna Alimkhodjaeva. "Crowd marketing in marketing research". SOUTH ASIAN JOURNAL OF MARKETING & MANAGEMENT RESEARCH 11, nr 1 (2021): 40–46. http://dx.doi.org/10.5958/2249-877x.2021.00006.0.

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Resciniti, Riccardo. "International Marketing or simply Marketing?" MERCATI & COMPETITIVITÀ, nr 3 (wrzesień 2017): 7–11. http://dx.doi.org/10.3280/mc2017-003001.

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Cousins, Laura. "Marketing Plans or Marketing Planning?" Business Strategy Review 2, nr 2 (czerwiec 1991): 35–54. http://dx.doi.org/10.1111/j.1467-8616.1991.tb00151.x.

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Zineldin, Mosad. "Beyond relationship marketing: technologicalship marketing". Marketing Intelligence & Planning 18, nr 1 (luty 2000): 9–23. http://dx.doi.org/10.1108/02634500010308549.

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Morgan, Neil A., Hui Feng i Kimberly A. Whitler. "Marketing Capabilities in International Marketing". Journal of International Marketing 26, nr 1 (marzec 2018): 61–95. http://dx.doi.org/10.1509/jim.17.0056.

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There has been a significant increase in scholarly research focusing on marketing capabilities as an important aspect of marketing theory–based explanations of firm performance. This growing research interest in marketing capabilities has also been reflected in the international marketing literature. However, it is unclear whether and how thinking and research about international marketing capabilities differs from that of marketing capabilities in a domestic market context. To explore this question, the authors conduct a review of studies of marketing capabilities in the most influential journals publishing research in international marketing. They supplement this with insights from interviews with executives in firms engaged to varying degrees in international marketing. The study suggests that there remain numerous important unanswered questions in conceptualizing and empirically researching international marketing capabilities.

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Levy, Sidney J. "Marketing management and marketing research". Journal of Marketing Management 28, nr 1-2 (luty 2012): 8–13. http://dx.doi.org/10.1080/0267257x.2011.645688.

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Piercy, Nigel, i Neil Morgan. "Internal Marketing: Making Marketing Happen". Marketing Intelligence & Planning 8, nr 1 (styczeń 1990): 4–6. http://dx.doi.org/10.1108/eum0000000001069.

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Foxall, Gordon R., Adrian F. Payne, James W. Taylor i Grady D. Bruce. "Marketing and Non‐marketing Managers". Marketing Intelligence & Planning 8, nr 1 (styczeń 1990): 21–26. http://dx.doi.org/10.1108/eum0000000001071.

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O’Shaughnessy, Nicholas. "The marketing of political marketing". European Journal of Marketing 35, nr 9/10 (październik 2001): 1047–57. http://dx.doi.org/10.1108/03090560110401956.

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Mandal, Pratap Chandra. "Marketing Information and Marketing Intelligence". International Journal of Business Strategy and Automation 3, nr 1 (13.01.2023): 1–12. http://dx.doi.org/10.4018/ijbsa.316235.

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Companies cannot make decisions without proper information about their customers. The study discusses the various ways that companies collect customer information, store the information, and analyze the information. The study focuses on the role of customer relationship management (CRM) in making proper usage of the information and the intelligence gathered from the information in building better relationships with customers. The study emphasizes that building fruitful relationships with customers will help companies grow their businesses in the long run. Although CRM implementation helps companies in developing customer relationships, CRM has its own drawbacks. Companies should realize that CRM is a tool that is used to develop customer relationships. However, implementation of CRM will not solve all issues related to customers. Companies need to be aware about all these aspects while implementing CRM. Once implemented properly, CRM helps companies in growing their businesses and achieve business excellence in the long run.

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Warrink, Dennis. "The Marketing Mix in a Marketing 3.0 Context". INTERNATIONAL JOURNAL OF INNOVATION AND ECONOMIC DEVELOPMENT 4, nr 4 (2018): 7–30. http://dx.doi.org/10.18775/ijied.1849-7551-7020.2015.44.2001.

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Modern society is becoming increasingly aware of the necessity to behave sustainably which resulted in higher expectations towards sustainable practices of businesses. Thus, Marketing 3.0, a concept developed by Kotler, Kartajaya, and Setiawan (2010) which takes a more sustainable approach towards marketing, received an increasing amount of attention in the academic and practical world. This paper, therefore, identified the various influences this new marketing era has on the widely known and accepted 7P Marketing Mix to provide a valuable literature basis for the effect of Marketing 3.0 on marketing practices in the form of an in-depth literature review. Furthermore, an evaluation of ethical issues regarding the new marketing era is presented with the aim of receiving a comprehensive and critical overview of this new emerging topic. The use of Marketing 3.0 practices is expected to generate benefits for customers and companies simultaneously by creating a more sustainable and making the world a better place. The efficient use Marketing 3.0 also aims to result in higher consumer trust through the use of collaboration practices. Moreover, findings suggest that Marketing 3.0 highly impacts six out of the seven Marketing Mix Ps, namely product, price, promotion, process, people, and physical evidence, as well as mildly influences place. Therefore, the concept of Marketing 3.0 is a crucial extension of current marketing practices by providing economic profits, while at the same time taking into consideration environmental, ethical, and social factors.

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Rosário, Albérico Travassos. "E-Mail Marketing". International Journal of Online Marketing 11, nr 4 (październik 2021): 63–83. http://dx.doi.org/10.4018/ijom.2021100104.

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Email marketing is a considerable development and includes direct emails, transactional emails, and email newsletters to attract new customers and retain existing ones. This research paper aims to identify and synthesize literature on the effectiveness of email marketing and potential challenges affecting its proper implementation. The research establishes that businesses in the current business environment recognize email marketing's capacity to produce a higher return on investment and generate more sales than traditional marketing channels, such as television. The adoption of permission-based email marketing enables establishing strong relationships between companies and their target audiences, developing emotional, conative, and cognitive responses to the distributed messages. Therefore, salespersons should ensure compliance with legal requirements in email marketing and develop effective strategies of reducing spam emails to avoid negative impressions and increase response rates.

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VERMA, ADITYA, i VANDANA TYAGI. "Eco-Design and Sustainable Product Development: Greening Innovation". Universal Research Reports 10, nr 3 (2023): 57–63. http://dx.doi.org/10.36676/urr.2023-v10i3-008.

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Businesses use green marketing, sustainable marketing, or eco-marketing to promote environmentally friendly, socially responsible, and ecologically sustainable goods and services. This marketing strategy targets environmentally concerned customers who want items with minimum environmental and social effect. We examine green marketing's core elements and ramifications. First, we examine why organisations use green marketing methods, such as brand reputation, recruiting environmentally concerned customers, compliance with legislation, and global sustainability. Second, we examine the difficulties organisations confront in green marketing, such as eco-labeling, supply chain transparency, and cost-effectiveness vs sustainability. investigates the changing consumer attitude and societal green awareness. The debate shows how people are increasingly choosing eco-friendly goods and services. We also examine how social media and technology promote green goods and sustainable lifestyles. examines how green marketing affects industry, agriculture, and energy. It examines eco-design, renewable energy, and waste reduction efforts by various sectors. Government laws, incentives, and international agreements also influence global green marketing strategies. considers technology, consumer tastes, and business's role in sustainable innovation in green marketing's future. It stresses long-term planning and stakeholder participation to balance economic development and environmental protection. Green marketing is moving beyond conventional marketing. Businesses must innovate, educate consumers, and appreciate sustainability. Green marketing is essential to a sustainable and ethical future as the globe faces environmental issues.

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Horvat, Jasna, Nives Tomašević i Slaven Lendić. "Semiotički marketing Konstantina Ćirila Filozofa". Libellarium: časopis za istraživanja u području informacijskih i srodnih znanosti 2, nr 2 (18.04.2011): 161–80. http://dx.doi.org/10.15291/libellarium.v2i2.73.

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Cilj je rada, polazeći od teorijskog pristupa Davida G. Micka, Jamesa E. Burroughsa, Patricka Hetzela i Mary Y. Brannen (2004), istražiti jesu li teorije semiotičkog marketinga primjenjive u srednjovjekovnom kontekstu, tj. može li se reći da je Konstantin Ćiril Filozof u 9. stoljeću primijenio semiotički marketing pri kreiranju i promicanju glagoljskog pisma odnosno ideje kršćanstva. Autori ukratko podsjećaju na razvoj semiotike i navode važnije teorije o semiotičkom marketingu, osvrću se na nekoliko teorija o postanku glagoljičkog pisma te potom primjenjuju navedene teorije na glagoljičke grafeme i pismovni sustav u cijelosti. Životopis Konstantina Ćirila Filozofa nameće pretpostavku da se njegova misija odlikuje poštivanjem svih pravila marketinške komunikacije - izgradnjom glagoljičkog pisma Konstantin Ćiril Filozof promicao je ideju kršćanstva ugrađenu u vizualni identitet svakog pojedinačnog znaka (i svih znakova poredanih u azbučni niz) gotovo „slijedeći“ ili, bolje rečeno, anticipirajući naputke danas priznate teorije o pravilima učinkovite marketinške komunikacije. Autori postavljaju hipotezu da su glagoljička slova (grafemi) snažni proizvoljni znakovi čiju je proizvoljnost Konstantin Ćiril kodirao u smjeru ostvarenja ciljeva svoje misije.

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Mushtai, Valentyna. "MARKETING IN TOURISM: NEED, FEATURES AND PERSPECTIVES". Sworld-Us Conference proceedings, usc17-01 (30.03.2020): 58–62. http://dx.doi.org/10.30888/2709-2267.2023-17-01-005.

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The work indicates the importance of marketing in the activities of modern tourist enterprises. The main reasons for the development of marketing in tourism are indicated, and its essence is revealed. It is substantiated that the peculiarities of marketin

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Fullerton, Ronald A. "How Modern is Modern Marketing? Marketing's Evolution and the Myth of the “Production Era”". Journal of Marketing 52, nr 1 (styczeń 1988): 108–25. http://dx.doi.org/10.1177/002224298805200109.

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The widely accepted belief in a Production Era implies that serious and sophisticated marketing is a recent phenomenon. Analyzing conditions in Britain, Germany, and the United States, the author shows that the Production Era concept obscures the extent and level of development of earlier marketing practice, as do the Sales Era and Marketing Era concepts. A new model of marketing's evolution is used to propose a more accurate periodization of modern marketing's development.

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