Bibliografias temáticas / Marketing Management Case studies

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Literatura científica selecionada sobre o tema "Marketing Management Case studies"

Autor: Grafiati
Publicado: 4 de junho de 2021
Última modificação: 27 de julho de 2024

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Artigos de revistas sobre o assunto "Marketing Management Case studies"

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Sigala, Marianna. "eTourism Case Studies: Management and Marketing Issues". Tourism Management 30, n.º 6 (dezembro de 2009): 934–35. http://dx.doi.org/10.1016/j.tourman.2008.11.010.

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Summerfield, Paul J. "Relationship marketing: Two case studies". International Journal of Nonprofit and Voluntary Sector Marketing 3, n.º 3 (agosto de 1998): 255–59. http://dx.doi.org/10.1002/nvsm.6090030310.

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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.º 1 (6 de julho de 2011): 1. http://dx.doi.org/10.19030/jbcs.v2i1.4874.

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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.
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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.º 3 (1 de setembro de 2001): 233–44. http://dx.doi.org/10.1108/eum0000000006823.

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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.
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Glazer, Rashi. "Some observations on case studies inJournal of Interactive Marketing". Journal of Interactive Marketing 13, n.º 2 (1999): 2–3. http://dx.doi.org/10.1002/(sici)1520-6653(199921)13:2<2::aid-dir1>3.0.co;2-l.

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Mukherjee, Jaydeep. "Using New Case Studies for Evaluation of Marketing Student’s Academic Performance". Vision: The Journal of Business Perspective 22, n.º 1 (30 de janeiro de 2018): 61–67. http://dx.doi.org/10.1177/0972262917750246.

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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.
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Hamed, Sara. "Habiba Community: brand management for a family business". Emerald Emerging Markets Case Studies 9, n.º 2 (19 de setembro de 2019): 1–20. http://dx.doi.org/10.1108/eemcs-01-2019-0003.

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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
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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.º 10 (outubro de 2016): 4477–83. http://dx.doi.org/10.1016/j.jbusres.2016.03.012.

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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.

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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.
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Glazer, Rashi. "Some observations on case studies in Journal of Interactive Marketing". Journal of Interactive Marketing 13, n.º 2 (1999): 2–3. http://dx.doi.org/10.1002/(sici)1520-6653(199921)13:2<2::aid-dir1>3.3.co;2-c.

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Teses / dissertações sobre o assunto "Marketing Management Case studies"

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Olausson, Per-Håkan, e Carina Olausson. "Marketing management at Uppsala University Hospital : a case study in Swedish health care marketing; MBA-thesis in marketing". Thesis, University of Gävle, Department of Business Administration and Economics, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-4515.

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Aim:The overall aim of this study was to obtain more knowledge on the implementation of health care marketing in Sweden, using Uppsala University Hospital (UUH) as a case study. Additionally, based on the results of this case study, the aim was also to give concrete suggestions on how to enable increased focus on the formulation and implementation of health care marketing management strategies. This gives the study a slightly normative approach and aim, since the line is not drawn at description and analysis but also advocate guidelines for the enabling of market orientation.

Method: The chosen methodology of the study was qualitative, as the study sought to explore, interpret and gain a deeper knowledge of the research area.  Three different strategies of primary data collection were used; (1) interviews with key hospital managers, (2) a survey sent to all heads of clinical departments (68 departments) and (3) the study of selected UUH internal documents and UUH internal material related to the subject. The massive data was consolidated, reported and analyzed as separate parts and as well as an overview analysis from a health care marketing management theoretical framework.

Results & Conclusions:The study showed that UUH, despite the fact that they produce an annual revenue from health care services sales of approx 1,5 billion SEK, lacks almost every aspect of the tools and abilities necessary to function on a competitive marketplace. This included a non-marketing based planning process, the absence of a marketing organizational unit, no marketing research abilities etc. There were also facts pointing at severe flaws in the accounting systems, uncertainties of the legality of the current marketing activities and no marketing-stimulating incentive-systems in place. Besides these hard facts, the conservative, non-market oriented, organizational culture was deemed to make an attempted marketing adaption very hard to implement. The interviews provided valuable data for the structure and analysis. The survey had a very low response-rate, which didn´t provide any valuable data per se, but was interpreted to support the analysis of the organizational flaws in regard to marketing orientation. The internal document study also resulted in support of this analysis and increased the validity. Based on the analysis, a suggestion for a “road map” to successfully market-adapt Swedish health care was presented.

Suggestions for future research:Health care marketing most likely constitute its own area of research which also is specific for Sweden, which gives infinite opportunities for further studies. The implementation of marketing strategies in health care is an area that really needs to be further studied, therefore a suggestion for future research is to try and find out just how to enable implementation of a marketing-orientation in an organization which never had one. Another suggestion for further research could be the study of how economic incentive systems and other means of co-worker stimulation influence the production of health care services.

Contribution of the thesis:We believe that this study will strengthen the marketing understanding for UUH personnel at both managerial as well as all other organizational levels that are interested in the subject. We also believe that politicians, both locally and nationally, will benefit from practical knowledge regarding health care marketing mechanisms currently in place. Though conducted as a case study at one hospital, we deem that the analysis and suggestions are applicable for many other health care providers acting on the Swedish health care services marketplace, possibly contributing to the development of Swedish health care.

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Palihawadana, D. "Marketing of management education : a case study related to the Strathclyde Business School". Thesis, University of Strathclyde, 1992. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=21274.

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This thesis examines the role of market orientation within the field of postgraduate management education in the UK. A detailed study of student expectations and outcomes was undertaken at the Strathclyde Business School in order to test the hypothesis that British management educational institutions are not adequately market orientated. The study was carried out in relation to MCom in Marketing, MSc in Marketing and MBA programmes offered by the SBS. Thus the study involved: a. A survey of the entering students: In addition to the basic purpose of examining the levels of academic, career, social and personal expectations students have when they embark on a study programme, the study attempted to examine the expectations students have about the course, the institution and the study environment. b. Current student survey: The same students surveyed at the entering stage were surveyed again after six months of enrolment to ascertain the extent to which they feel their expectations a re fulfilled by the programmes, the institution and the study environment. C. Past graduates survey: The purpose of carrying out this survey was to ascertain the extent to which past graduates feel their expectations are fulfilled by the programme, the institution and the study environment some time after the completion of the programmes. Analysis of the responses received at the three stages of the survey revealed that there are certain gaps that exist between expectations and outcomes. The direction of the relationship between expectations and outcomes was found to be curvilinear, suggesting that students change their evaluative criteria over time. The major thrust of the study is the necessity to conduct continual research of the market for management education and setting up and maintaining a database of both current and past students. Other recommendations which evolve from the findings of the study are related to internal marketing, staff/student interaction, promotion of programmes and the organisation and management of the programmes.
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Demishkevich, Maya. "Small Business Use of Internet Marketing: Findings from Case Studies". ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1340.

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Internet marketing is critical for meeting changing consumer needs and staying competitive in the business environment. Small business owners need strategies on how to use Internet marketing to promote their products or services. The purpose of this multiple case study was to explore how 5 small business owners in Maryland developed and implemented an online marketing strategy. Participants were recruited for their roles as the chief decision maker of their business; additional prerequisites for their participation were that they used Internet marketing, represented different industries, and had fewer than 20 employees. Data came from semi-structured interviews with the small business owners, direct observations of the firms' online marketing processes and technology, and evaluation of companies' use of different Internet marketing channels. The data analysis strategy drew on resource-based view theory propositions, examinations of conflicting explanations discovered during the literature review, and cross-case synthesis. The 5 emergent themes encompassed unstructured planning, limited Internet marketing knowledge and expertise, use of Internet marketing channels and tools, lack of systematic approach to the management of Internet marketing, and inadequate measurement of Internet marketing efforts. By engaging in Internet marketing strategy planning, acquiring specialized Internet marketing knowledge, measuring marketing performance, and extending their Internal marketing resources through outsourcing, small business owners may develop and implement successful online marketing strategies. These findings may influence positive social change by contributing to more effective and efficient marketing practices in small firms that can lead to better financial performance, higher survival rates, and a healthier economic system.
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Waddington, Andrew John. "Investigating the impact of brand reputation on brand architecture strategies : a study on a South African automotive company". Thesis, Rhodes University, 2012. http://hdl.handle.net/10962/d1002796.

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The brand architecture of an organisation has become increasingly important to global management and marketing professionals, as it deals with structures and designs of brands which are constantly influenced by a changing environment. The market realities and changes brands face continuously impact the reputation of the brand, which is critical to sustain competitive advantage. The primary purpose of the study was to investigate the impact brand reputation has on brand architecture strategies, and an automotive company was chosen as the focus of the research. This research aims to help managers, marketers and brand owners make informative decisions regarding the brand architecture of a company. A quantitative content analysis methodology was used along with a webpage keyword counting application (WebWords). The application was used based on the principles outlined by Corporate Brand and Reputation Analysis (COBRA), which uses a four step progressive filtering process in filtering traditional and consumer generated media. The results from WebWords were then aligned to the brand architecture strategies from the brand relationship spectrum (BRS) to gain insight as to which of the strategies from the BRS were most vulnerable to reputational damage. The study found that the branded house and sub-brand strategies were most vulnerable to reputational damage based on the number reputational hits received. The connection between the master brand and the sub-brands could cause both brands to be affected should any reputational issues arise.
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Hawkins, Rebecca. "The planning and management of tourism in Europe : case studies of planning, management and control in the coastal zone". Thesis, Bournemouth University, 1992. http://eprints.bournemouth.ac.uk/400/.

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This study is an investigation of aspects of tourism planning and management in Europe. In particular it is an examination within three distinct and complementary case study areas in the European coastal zone, of factors that may contribute to tourist area success. The historical development and the current problems of the tourism industry at international and national levels are discussed and the framework of European Community and national government approaches to tourism planning are analysed. Based on studies of the planning and management framework and extensive field work undertaken in Weymouth, the Algarve and Malta the thesis provides an interpretation of the mechanisms of development and control in operation at destination areas. It considers the extent to which the aims presented in the planning documentation for the area have been met in terms of visitor, resident and business success, and explores the relationships between these factors. The study concludes that, in general, the planning mechanisms and support for tourism development have been implemented only as a reaction to market failure and that resort managers are ill-equipped to deal with many of the problems that are evident in the tourism system. In particular the study highlights the importance of information and monitoring within the process of planning and control, and argues for greater emphasis on the role of residents, businesses and the quality of the environment in the tourism planning process.
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李安敏 e On-man Andrew Lee. "Some thoughts on the applications of management science in sales and marketing activities on the professional products". Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1996. http://hub.hku.hk/bib/B31267397.

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Wang, Li, e Xin Xiong. "How to obtain Marketing Advantage for Corporation? : A case study of SuperMap Europe". Thesis, University of Gävle, Department of Business Administration and Economics, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-4523.

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This master’s thesis was carried out at SuperMap.SuparMap is a Chinese company supplying the Geographic Information System (GIS)software and service. It is leading the way in GIS research. The product of SuperMapis called SuperMap GIS applied by lots of government agencies, schools, andorganizations. SuperMap actively gets involved in the market of Japan, Korea,Singapore, Vietnam, India, Kazakhstan, and South Africa. However, in 2008, it hasentered the Sweden market and tries to involve in the whole European market.In European market, the GIS technology is relatively mature and the most marketshares have been taken by ESRI the top GIS software company. SuperMap has toimprove the strategy to make the customers turn to it from the ESRI. According to the4Ps, 4Cs and Brand management theory, SuperMap adopt a series of measures onmarketing.In this article we will analyze those measures referring to the 4Ps, 4Cs and brandmanagement theory. At the end of our thesis, we summarized our suggestions basedon our thesis analyzing.

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Chmielewski, Matthew D. "Successful Corporate Art Collections: Two Case Studies". University of Akron / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=akron1270923865.

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Dietrich, Katrina. "How to implant an intended Destination Image into the tourists mind : The case of Östersund, Sweden". Thesis, Mittuniversitetet, Institutionen för samhällsvetenskap, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-13147.

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The purpose of this paper is to explain the way destination marketing works and whatneeds to be done to implant a destination image into the tourists mind. The marketingclaims that the occurrence of recognition and recall makes an image become activelyrecognized in the mind of customers. To visualize this case, the Swedish city Östersund, isexamined to show how the responsible tourist information office succeeded with theimplementation of their image into the tourists mind. To clarify this, a comparison is madefrom questionnaires hold in the summer and winter 2010 as well as an qualitative interviewwith the managing director of the tourist office in Östersund Camilla Olsson.
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Zortea, Elisabeth, e n/a. "Refining an entrepreneurial orientation and its impact on driving markets behaviours". University of Otago. Department of Marketing, 2006. http://adt.otago.ac.nz./public/adt-NZDU20061108.145532.

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Firms adopting an entrepreneurial orientation (EO) can be described as firms that take risks, are proactive in pursuing opportunities, compete aggressively with their industry rivals, launch products that change market boundaries and market behaviour, and grant employees autonomy to facilitate the generation of such radical innovation. Although an EO has been widely investigated in entrepreneurship research, only a few attempts have been undertaken to refine and broaden the EO construct since its development in the early 1980s. The two characteristics competitive aggressiveness and autonomy have only recently been added to an EO. This thesis argues that more components should be incorporated to achieve a more comprehensive EO construct: opportunity recognition, growth commitment and organisational learning. The current thesis suggests that an EO, as it is currently acknowledged in the literature, is in need of further refinement. More specifically, a detailed examination of the construct reveals several inconsistencies such as equivocal EO definitions (actual entrepreneurial behaviours and practices vs. propensities to act entrepreneurially), ambiguous EO components and poorly operationalised scales. Furthermore, the psychometric properties of an EO have not been clearly specified (unidimensional vs. multidimensional, formative vs. reflexive). Due to these discrepancies, this thesis calls for a clearer and more comprehensive discussion of an EO along with a more valid EO scale. One of the consequences of an EO as presented in this thesis is that of driving markets. A firm�s ability to drive markets is considered a vital means with which to achieve firm success and long-term survival. Firms that drive markets engage in radical innovation, shape the needs of current and future customers, and change the market structure they are operating in. Unfortunately, however, firms often focus too closely on current customers and their needs, competitors and market conditions - that is, are market-driven. Instead of altering the composition of a market and/or the behaviours of market players, market-driven firms work within the confines of their markets, promoting incremental innovation rather than radical innovation. Despite the importance of driving markets behaviours for firm success, there is little theoretical and empirical evidence to support how driving markets behaviours can be achieved. In order to address this gap, this thesis calls upon an EO as one possible antecedent of driving markets behaviours. Thus, following the development of an improved EO construct, this thesis then moves to establish a theoretical framework that describes an EO and its impact on driving markets/market-driven behaviours. To help establish an EO�s predictive validity, the framework is further enriched by adding a market orientation (MO), thereby comparing and contrasting both an EO and a MO in relation to driving markets and market-driven behaviours The data used for this research is based upon a study of 836 New Zealand firms. Confirmatory factor analysis is used to test for unidimensionality and to set up stable measurement models for all constructs in question. Structural equation modeling is then applied to examine an EO�s psychometric properties and the relationship between an EO, a MO and driving markets/market-driven behaviours. The findings indicate that an EO is a multidimensional and formative construct, yet with only four contributing dimensions (R&D, proactiveness, autonomy, and growth commitment). It is further shown that an EO has a very strong direct impact on driving markets behaviours and also influences such behaviours considerably more than a MO. The same can be said about an EO�s effect on market-driven behaviours. A MO�s direct impact on driving markets/market-driven behaviours is somewhat diminished by the suppressive negative effects of the responsiveness dimension of the MO construct, particularly on driving markets behaviours. Subsequent analysis shows that unlike an EO, a MO does not lead to driving markets behaviours, but rather to market-driven behaviours. In contrast, an EO is found to represent a more balanced approach, since it triggers both driving markets and market-driven behaviours.
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Livros sobre o assunto "Marketing Management Case studies"

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Qian, Ke Tong. Case studies in marketing management. Hong Kong: Wen Hua, 1995.

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Shukla, Arvind V. Case studies in marketing management. New Delhi, India: Sarup & Sons, 2004.

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J, Parsons Leonard, e Jeannet Jean-Pierre, eds. Cases in marketing management. New York: Wiley, 1992.

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Cases in marketing management. 2a ed. Wokingham, England: Addison-Wesley, 1995.

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Clow, Kenneth E. Cases in marketing management. Thousand Oaks, Calif: SAGE, 2012.

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Moutinho, Luiz. Cases in marketing management. Wokingham, England: Addison-Wesley, 1989.

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Cravens, David W. Strategic marketing management cases. 4a ed. Homewood, IL: Irwin, 1993.

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Worldwide casebook in marketing management. New Jersey: World Scientific, 2015.

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Kamran, Kashani, e Turpin Dominique, eds. Marketing management: An international perspective. New York: Palgrave, 2001.

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Bingham, Frank G. Business marketing management. Cincinnati, Ohio: South-Western College, 1995.

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Capítulos de livros sobre o assunto "Marketing Management Case studies"

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Demirçiftci, Tevfik. "Global hotel revenue management challenges". In International Case Studies in Tourism Marketing, 152–58. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003182856-17.

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Homburg, Christian, Jan Thido Karlshaus e Annette Zeipel. "Marketing in the German Mittelstand — Findings from Case Studies". In Contributions to Management Science, 135–57. Heidelberg: Physica-Verlag HD, 1999. http://dx.doi.org/10.1007/978-3-642-58674-3_7.

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Vigolo, Vania. "Understanding Marketing Approaches to Older Tourists: A Selection of Case Studies". In Tourism, Hospitality & Event Management, 127–55. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-47735-0_6.

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Fortezza, Fulvio, Andrea Dusi e Tonino Pencarelli. "How Marketing Works in the Experience Economy: The Case of the Experience Gift Box Providers". In International Series in Advanced Management Studies, 111–23. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-77550-0_6.

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Kamran, Hyder, Mudassar Mahmood e Sherine Badawi. "Exploring a Broadband Marketing Strategy to Build Customers’ Relationship Management: Buzz Marketing Perspective. A Case Study of Virgin Broadband in Stafford-Shire University". In Studies in Computational Intelligence, 415–25. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-73057-4_31.

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Mier-Terán Franco, Juan José, e Pedro Pablo Marín-Dueñas. "Equality and Gender-Based Violence in the University: A Practical Case of Social Marketing to Implement in the Framework of Non-Profit Marketing Studies". In Management for Professionals, 205–22. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-030-04843-3_18.

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Papoulias, Evangelos, e Theoklis-Petros Zounis. "Cultural Heritage Management and Strategic Planning: The New Museum of the Acropolis and the Prehistoric Settlement of Akrotiri, Santorini, Greece". In Strategic Innovative Marketing and Tourism, 29–36. Cham: Springer Nature Switzerland, 2024. http://dx.doi.org/10.1007/978-3-031-51038-0_4.

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AbstractThe very existence and development of cultural heritage requires management. There isn’t any heritage site that can exist in isolation from outside influences. Strategic management is that set of managerial decisions and actions that determines the continuing and future performance of an organization (Papoulias and Zounis in Strategic Innovative Marketing and Tourism, 8th International Conference on Strategic Innovative Marketing and Tourism (ICSIMAT 2019). Springer Proceedings in Business and Economics, pp. 889–898, 2020). Strategic planning determines the optimal future of an organization, and the changes required to achieve that (Papoulias and Zounis in Strategic Innovative Marketing and Tourism, 8th International Conference on Strategic Innovative Marketing and Tourism (ICSIMAT 2019). Springer Proceedings in Business and Economics, pp. 889–898, 2020). This paper presents the applications of strategic planning and targeting in the new Museum of Acropolis and the Prehistoric Settlement of Akrotiri in Santorini, Greece, that are two case studies of opposite examples. The first one, is about the strategic planning of construction of the new museum of the Acropolis. The other one is the utter lack of strategic planning of management in the very important prehistoric settlement of Akrotiri in Santorini. The paper presents two cases (useful for art managers) that connect cultural heritage with strategic planning.
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Kitchen, Philip J., e Marwa E. Tourky. "Case Studies". In Integrated Marketing Communications, 233–351. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-030-76416-6_12.

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Lali, Khalid, Abdellatif Chakor e Yousef Farhaoui. "Marketing Information System: An Effective Tool for Participatory Management of Scarce Resources of Organizations. Case of SMEs in the City of Errachidia". In Studies in Big Data, 391–403. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-12048-1_41.

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Borde, Dr Archana. "The Rise of Influencer Marketing in India: Nykaa’s Beauty Influencer Strategy". In Indian Management Case Studies. San International Scientific Publications, 2024. http://dx.doi.org/10.59646/imcsc3/192.

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Understanding influencer marketing involves gaining a comprehensive insight into how leveraging influencers to promote products works, with a focus on its significance in the beauty industry. Well-crafted influencer marketing strategies, as demonstrated by Nykaa, can directly impact and boost sales by effectively reaching and persuading targeted audiences. To increase consumer engagement, it’s essential to discover methods for targeted influencer collaborations that resonate with specific audience segments. Nykaa’s approach shows how influencer marketing plays a crucial role in raising brand awareness and expanding reach by tapping into the influencer’s follower base.
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Trabalhos de conferências sobre o assunto "Marketing Management Case studies"

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Prasarnkarn, Hiran. "Marketing Strategies of Private Islamic Schools Case Studies: Provinces in the Andaman". In 2nd International Conference on Business, Management and Economics. acavent, 2019. http://dx.doi.org/10.33422/2nd.icbmeconf.2019.06.1016.

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Peng, Linqi. "Impact of Tik Tok on Digital Marketing Based on Case Studies and SWOT Analysis". In IC4E 2021: 2021 12th International Conference on E-Education, E-Business, E-Management, and E-Learning. New York, NY, USA: ACM, 2021. http://dx.doi.org/10.1145/3450148.3450188.

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Park, YoungWon, e Paul Hong. "Integration and dispersion of innovation and marketing capabilities: Case studies of Japanese global firms in Korea". In 2015 Portland International Conference on Management of Engineering and Technology (PICMET). IEEE, 2015. http://dx.doi.org/10.1109/picmet.2015.7273219.

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WANG, YUAN, CHU HUANG e BING-XUE HAN. "ANCHOR OPINION LEADER TRAITS, USER ENGAGEMENT AND BUYING BEHAVIOR—AN EMPIRICAL CASE IN A NEW SCENARIO". In 2021 International Conference on Management, Economics, Business and Information Technology. Destech Publications, Inc., 2021. http://dx.doi.org/10.12783/dtem/mebit2021/35641.

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In the emerging marketing scenario of e-commerce live broadcast, there are few studies on anchor-user interactions. By using all the data of the salesmen who introduces the merchandise to the audience through the camera on Taobao website in China in February 2021, a model with user engagement as a mediating variable was constructed to investigate the relationship between anchor opinion leader traits and user purchase behavior. The results show that anchor opinion leader traits positively influence users' purchasing behavior. User engagement plays a fully mediating role in this mechanism. The findings of this paper serve as a guide for the e-commerce industry to better cultivate and select anchors.
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Puttawong, Duangporn, e Anusorn Kunanusorn. "How Environmental Performance Influences SMEs’ Competitive Performance: A Case of Food Production Industry". In International Conference Innovative Business Management & Global Entrepreneurship. LUMEN Publishing, 2020. http://dx.doi.org/10.18662/lumproc/ibmage2020/26.

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This research studies the effects of environmental performance, green corporate image, and corporate competitive performance on the food production industry in the Bangkok Metropolitan area. Using a multistage sampling method, 400 questionnaires were distributed by mail to SMEs in the food production industry with a response rate of 94.5 percent. Data was analyzed by structural equation modeling using the AMOS program to evaluate the significance of relationships between environmental performance, green corporate image, and corporate competitive performance. Environmental performance, an antecedent variable, was found to have a very moderate positive indirect effect on corporate competitive performance via green corporate image. Sixty-four percent of the variation in the dependent variable is explained by the antecedent variables, indicating significant mediating effects on marketing performance of SMEs in the food industry. Corporate competitive performance was found to be directly affected by corporate environmental performance, suggesting the industry would benefit from increased concern with environmental performance.
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Mrvica Mađarac, Sandra, Zvonimir Filipović e Marko Eljuga. "E-COMMERCE IN TRADE COMPANIES DURING THE CONDITIONS OF A PANDEMIC CRISIS: CASE STUDIES". In EU 2021 – The future of the EU in and after the pandemic. Faculty of Law, Josip Juraj Strossmayer University of Osijek, 2021. http://dx.doi.org/10.25234/eclic/18349.

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E-commerce in trade companies during the course of the pandemic crisis has become more than a technology; it includes a whole range of activities such as business processes, business organization, communication, customer relationship management, the E-sales orientation and business progress through the Information and Communication technologies. The consequences of the pandemic COVID-19 are reflected on the various spheres of social life, including the businesses of the companies. New strategies and techniques in business have positively contributed to the survival of trading companies on the market in the new situation. Therefore, trading companies were forced to adjust their way of working, doing business and maintaining contacts with the customers and suppliers in the new situation. E-commerce in trading companies has become much more than the E-sales. Digitalising business leads to the implementation of E-commerce of the supply chain management that leads to speeding up and maintaining of the business processes. Due to rapid technological changes, E-commerce needs to follow new trends on the Information and Communication technologies market in order to remain effective. E-commerce can also help to organize communication processes. Online sales in the situation of the pandemic crisis have proven to be an effective sales method with which trading companies can maintain their sales in contactless customer relations. With the E-commerce can be improved all the company's business relations by the introduction of opportunities that it provides in business, by building architecture of E-commerce and by implementation of applications for business enterprises taking into account the potential costs and benefits of introducing this kind of business. However, with the introduction of E-commerce, both of the marketing strategies and the market expansions can be improved. In the paper are listed and analysed changes in the trade operations of the two companies due to the pandemic crisis; one deals with the sale of agricultural machinery and the other with the sale of food products: at this point we examine and compares the differences in the business processes management with the customers and suppliers in the normal way of doing business also in the new occasions, that is the consequential business adjustment in the course of pandemic.
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de Andreis, Federico, Davide Marchisio e Federico Sottoriva. "The Rise of Storytelling as a Marketing Strategy for “Made in Italy” Products". In Eighth International Scientific-Business Conference LIMEN Leadership, Innovation, Management and Economics: Integrated Politics of Research. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2022. http://dx.doi.org/10.31410/limen.2022.297.

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Storytelling is the process of using fact and narrative to communi­cate something to the audience. The first approach to storytelling takes place as children, with the dual purpose of imagining a space-time different from reality, and secondly that of establishing contact with one’s parents, who are required to commit themselves daily, to transmit values and teachings. Pop­ular myths and legends perform four functions that allow human beings to understand themselves, others, the mysteries of life and the universe that surrounds them (Atkinson, 2002). These functions are: − the psychological function: it helps the person to define himself more clearly thanks to the possibility of reordering and deciphering experiences; − the social function: allows the person to understand what he has in common with others and what distinguishes him; − the cosmological-philosophical function: it supports the person in having a clearer vision of her role in the world, − the mystical-religious function: it allows the person to feel awe, won­der, humility and gratitude towards the mysteries that surround them. More and more small and large companies are engaging in a marketing ac­tivity called content marketing, considering the idea that storytelling is the key to attracting and retaining customers, especially in culturally far-away markets. Storytelling marketing is a description where the company combines the company’s identity with the company’s philosophy to create a product or service activity (Salzer-Morling & Stannegard, 2004). In fact, with the global financial crisis of 2009, investors reduced their invest­ments in communication, especially the budget allocated to television (-3.1% in 2011). Conversely, the internet grew (+12.3%) (Nielsen, 2012). But how to communicate a product to a different culture not sharing the same ideas, symbols, actions and dispositions of the company? This study aims to analyze which strategies have been applied in the story­telling of typically “Made in Italy” food products and representative of the Italian gastronomic heritage towards Asia. Briefly, the research aims to answer the following questions: RQ 1: Which strategies have been adopted by small-medium-large en­terprises in order to promote Italian products into culturally distant markets? RQ 2: Which strategies are effective, in order to be considered also for future business? The research is therefore based on an analysis of the literature on storytell­ing as a marketing strategy and then goes on to observe some case studies.
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Torres Zapata, José Fernando. "Análisis crítico al discurso de mercadeo urbano producido por Invest In Bogota entre 2006-2020: caso Bogotá Smart City". In Seminario Internacional de Investigación en Urbanismo. Bogotá: Universidad Piloto de Colombia, 2022. http://dx.doi.org/10.5821/siiu.10082.

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Through the present critical discourse analysis of Bogota´s main marketing activities scripted by Invest In Bogota - city´s marketing agency which promotes the city since 2006, the author shows how the idea of an “smart city” is being inspired by hegemonic global neoliberalism. The purpose of this marketing is to promote the city internationally as a friendly place to make business and reassure international investors that Bogota is a cosmopolitan and creative city where human resource is available, competent and speak the business language (English). The latter is relevant for current urbanism because urban marketing is now an important force that is transforming the image of the city and therefore shaping it physically, culturally and identitary. This research is part of the current new sociological studies and deepens into the contemporary trend of perceiving the city as a consumerism product, putting in the spotlight urban managers´ belief that economic growth are a safe way to obtain general well-fare for its citizens. Keywords: Urban management, neoliberalism, discourse analysis, communicative actions Topic: Cities theory and history Mediante un análisis crítico a los discursos promocionales hechos por la agencia público-privada de promoción de Bogotá- Invest In Bogota (IIB), se busca evidenciar cómo la figura de la ciudad inteligente o Smart City, retoma las máximas de un neoliberalismo hegemónico global con el propósito de irradiar al exterior una imagen de ciudad que corresponda con el perfil de una ciudad que sobrepone la confianza en el inversionista como actor de desarrollo de la ciudad: una ciudad cosmopolita, una ciudad creativa, una ciudad amigable al inversionista, una ciudad donde el talento humano es competente y habla en inglés. Para el urbanismo es relevante analizar este proceso de promoción internacional, pues éste repercute en cómo se construye la ciudad tanto física como identitaria y culturalmente. Esta investigación, enmarcada dentro de una línea de estudios sociológicos de ciudad, profundiza en la tendencia contemporánea de percibir la ciudad como un producto de consumo y la creencia ideológica enraizada en los administradores urbanos que el crecimiento económico es camino seguro al bienestar de sus ciudadanos. Palabras clave: Marketing urbano, neoliberalismo, análisis del discurso, acciones comunicativas Bloque temático: teoría e historia de la ciudad
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Vartiak, Lukas, Katarina Rentkova, Miriam Garbarova e Iveta Kremenova. "SUSTAINABLE MARKETING TEACHING BASED ON CASE STUDIES". In 16th International Conference on Education and New Learning Technologies. IATED, 2024. http://dx.doi.org/10.21125/edulearn.2024.2639.

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Faganel, Armand, e Aleksander Janeš. "Marketing Strategy in Metal Industry: Case Study". In Management International Conference. University of Primorska Press, 2019. http://dx.doi.org/10.26493/978-961-6832-68-7.1.

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Relatórios de organizações sobre o assunto "Marketing Management Case studies"

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Garwood, Anna. Network for Biodigesters in Latin America and the Caribbean: Case Studies and Future Recommendations. Inter-American Development Bank, dezembro de 2010. http://dx.doi.org/10.18235/0008830.

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As a result of renewed regional interest in biogas technology, the Network for Biodigesters in Latin America and the Caribbean (RedBioLAC) was formed to increase dialogue concerning: a) Promotion and management of biogas projects; and b) Innovations in the field. The network has exemplified the productivity of having a forum of opportunities to tackle and share valuable innovations in materials, marketing, and approach to a project's management and finances. Currently, RedBioLAC is building momentum by beginning development of a web-based project information sharing and management platform. This document aims to provide a snapshot of the current reality and synthesize conclusions on the economic, institutional, cultural, and technical factors that need to be addressed. Finally, the emerging RedBioLAC is presented as a forum for exchanging experience and strengthening biodigester programs in Latin America.
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Boyens, Jon M., Celia Paulsen, Nadya Bartol, Kris Winkler e James Gimbi. Case Studies in Cyber Supply Chain Risk Management: Mayo Clinic. Gaithersburg, MD: National Institute of Standards and Technology, fevereiro de 2020. http://dx.doi.org/10.6028/nist.cswp.02042020-5.

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Boyens, Jon M., Celia Paulsen, Nadya Bartol, Kris Winkler e James Gimbi. Case Studies in Cyber Supply Chain Risk Management: Seagate Technology. Gaithersburg, MD: National Institute of Standards and Technology, fevereiro de 2020. http://dx.doi.org/10.6028/nist.cswp.02042020-7.

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Boyens, Jon M., Celia Paulsen, Nadya Bartol, Kris Winkler e James Gimbi. Case Studies in Cyber Supply Chain Risk Management: Mayo Clinic. Gaithersburg, MD: National Institute of Standards and Technology, 2020. http://dx.doi.org/10.6028/nist.cswp.11d.

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Boyens, Jon M., Celia Paulsen, Nadya Bartol, Kris Winkler e James Gimbi. Case Studies in Cyber Supply Chain Risk Management: Seagate Technology. Gaithersburg, MD: National Institute of Standards and Technology, 2020. http://dx.doi.org/10.6028/nist.cswp.11f.

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Sriraj, P. S. Mobility Case Studies: Where Integrated Corridor Management Has Worked and Why. Tampa, FL: University of South Florida, maio de 2017. http://dx.doi.org/10.5038/cutr-nctr-rr-2017-01.

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Boyens, Jon M., Celia Paulsen, Nadya Bartol, Kris Winkler e James Gimbi. Case Studies in Cyber Supply Chain Risk Management: Anonymous Consumer Electronics Company. Gaithersburg, MD: National Institute of Standards and Technology, fevereiro de 2020. http://dx.doi.org/10.6028/nist.cswp.02042020-2.

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Boyens, Jon M., Celia Paulsen, Nadya Bartol, Kris Winkler e James Gimbi. Case Studies in Cyber Supply Chain Risk Management: Anonymous Consumer Goods Company. Gaithersburg, MD: National Institute of Standards and Technology, fevereiro de 2020. http://dx.doi.org/10.6028/nist.cswp.02042020-3.

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Boyens, Jon M., Celia Paulsen, Nadya Bartol, Kris Winkler e James Gimbi. Case Studies in Cyber Supply Chain Risk Management: Anonymous Renewable Energy Company. Gaithersburg, MD: National Institute of Standards and Technology, fevereiro de 2020. http://dx.doi.org/10.6028/nist.cswp.02042020-4.

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Boyens, Jon M., Celia Paulsen, Nadya Bartol, Kris Winkler e James Gimbi. Case Studies in Cyber Supply Chain Risk Management: Palo Alto Networks, Inc. Gaithersburg, MD: National Institute of Standards and Technology, fevereiro de 2020. http://dx.doi.org/10.6028/nist.cswp.02042020-6.

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