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Добірка наукової літератури з теми "MARKETING TACTIC"

Автор: Grafiati

Опубліковано: 27 жовтня 2023

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Статті в журналах з теми "MARKETING TACTIC"

Lapierre, Matthew A., and Eunjoo Choi. "Parental awareness of new online advertising techniques targeting children: an exploratory study of American parents." Young Consumers 22, no. 2 (May 20, 2021): 290–305. http://dx.doi.org/10.1108/yc-12-2020-1271.

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Purpose This study aims to examine what parents from across the USA know about online advertising/marketing tactics directed at children, their familiarity with these tactics and what they believe about the appropriateness of using these promotional methods to target children. Design/methodology/approach The online survey company Qualtrics was used to collect data from 500 parents in the USA. Parents had to have at least one child between the ages of 5 and 14 to participate. To ensure socio-economic diversity, half of the participants had an associate degree or more of schooling while the other half of participants had some college or less. Participants were given vignettes describing 11 different online advertising/marketing tactics and were asked how familiar they were with each tactic, whether they could identify the tactic by name, at what age they believed their child could understand the promotional intent of the tactic and the age that they thought it was ethical to use this tactic with children. Findings The results revealed that parents were only moderately familiar with many of these advertising/marketing tactics and had difficulty identifying most of them by name. In addition, parents reported that, on average, most 11-year-old children would understand the purpose of these marketing approaches and that it was ethical to target children with them. Originality/value The results of this exploratory study offer researchers some key insights into how American parents perceive online advertising that targets children.

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Sokolova, Natalia. "Translation of IT Marketing Texts: Linguistic and Pragmatic Factors." Vestnik Volgogradskogo gosudarstvennogo universiteta. Serija 2. Jazykoznanije, no. 1 (March 2020): 167–77. http://dx.doi.org/10.15688/jvolsu2.2020.1.14.

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The paper focuses on translating specialised marketing texts of software vendors and draws upon lexical units thereof and translation tactics employed in the process. The research material is English marketing texts of SAP and their German and Russian translations. Our hypothesis is that the choice of translation tactics may be conditioned by intertwined linguistic and pragmatic factors. To achieve the goal – to identify factors influencing the translator's tactic choice of rendering English lexical units of marketing texts into German and Russian – the following methods have been utilized: the continuous sampling, comparative, descriptive ones, and the lexico-semantic analysis. The findings demonstrate that the choice of translation tactics in this respect can be conditioned by the following linguistic and pragmatic factors: 1) translatological information types, with all the four types being present in the material of study (cognitive, operative, emotive, and aesthetic); 2) target languages and cultures (German or Russian); 3) the lexico-semantic structure of the lexical units under study. With regard to cognitive information, the use of the precise information transfer tactic is relevant while correct information presentation can be avoided as some terms and abbreviations are left untranslated, with the latter tactic being prevailing in the German texts. As for emotive, aesthetic, and operative information, stylistic adaptation can be evident in the Russian target texts as opposed to the German ones.

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Dörnyei, Krisztina Rita. "Limited edition packaging: objectives, implementations and related marketing mix decisions of a scarcity product tactic." Journal of Consumer Marketing 37, no. 6 (June 26, 2020): 617–27. http://dx.doi.org/10.1108/jcm-03-2019-3105.

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Purpose Marketing practitioners consider packaging as a promising marketing tool, but current academic research covers mostly regular packages. Filling this gap, this paper aims to analyze why and how companies use limited edition packaging (LEP), which is defined as a scarcity product tactic, using the package exclusively to create a limited offer. Design/methodology/approach This study adopted a grounded theory methodology and used a qualitative collective case study design by analyzing 175 LEP launches in the beverage sector between 2000 and 2019. Findings The empirical-based conceptualization of LEP tactics provided here describes the crucial marketing dimensions in which strategic decisions are made regarding objective of release, implementation and related marketing mix decisions. Results show that LEP tactics serve parallel brands, sales and product strategy-related goals; LEPs are characterized by intensity, theme (occasion) and design characteristics, such as typicality, and marketers use various marketing mix combinations (i.e., pricing, distribution and advertising) in relation to the LEP offer. Originality/value To the best of author’s knowledge, it is the first conceptualization of this special type of scarcity tactic. This study also assists academics by providing an agenda for future research in this domain.

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Nirmalasari, Leli, Alwiyah Alwiyah, Po Abas Sunarya, and Aropria Saulina Panjaitan. "A Digital Marketing Strategy Based on Applications to Rise Customer Satisfaction." International Journal of Cyber and IT Service Management 2, no. 2 (September 20, 2022): 139–45. http://dx.doi.org/10.34306/ijcitsm.v2i2.110.

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Анотація:

Increasingly advanced facilities are produced by technological advancements, which can be employed as a medium in the growth of a customer satisfaction-focused organization. Applying digital marketing tactics in marketing activities is one example of technology integration. This study aims to investigate the theoretical underpinnings of application-based digital marketing tactics. This kind of research uses a qualitative descriptive methodology. Secondary data from earlier studies' theoretical and empirical results gathered via literature studies is known as research data. The discussion concludes that choosing the best digital marketing strategy entails analyzing internal and external aspects before integrating application-based digital marketing methods into a corporation. This marketing tactic puts a focus on brand communication to raise consumer happiness. Theoretically, application-based digital marketing methods can boost brand trust and loyalty in addition to brand satisfaction.

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Kaitharath, Thankachan Jose. "Greenwashing - A marketing tactic or genuine commitment?" Journal of Management Research and Analysis 10, no. 1 (April 15, 2023): 1–2. http://dx.doi.org/10.18231/j.jmra.2023.001.

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Ratcliffe, Jason. "Tactic matters: focus your marketing on client needs." Journal of Aesthetic Nursing 8, no. 7 (September 2, 2019): 352–53. http://dx.doi.org/10.12968/joan.2019.8.7.352.

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Commonly, it can be tempting to market a product or service to as wide an audience as possible. Going back to basics, this article will suggest re-thinking marketing tactics and remembering what a product is really for: helping someone

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Khenresta, Tsanaa, Yonaz Salasa, and Rani Chandra Oktaviani. "Implementasi Digital Marketing PT. Taman Wisata Candi Selama Pandemik Covid-19." Emerging Markets : Business and Management Studies Journal 9, no. 1 (October 15, 2021): 65–72. http://dx.doi.org/10.33555/embm.v9i1.191.

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This study discusses how the implementation of the marketing communication strategy of PT. TWC on social media during the Covid-19 pandemic. This study aims to understand the marketing communication strategy of PT. TWC on social media and understand the tactics and alternative promos of PT. TWC during the Covid-19 pandemic. The research was conducted in a qualitative descriptive manner by conducting interviews with internal informants, external informants, and expert informants. In addition, literature review and observations were carried out. This study shows that there is a digitalization trend carried out by PT. TWC. In addition, PT. TWC is also using virtual tours as an alternative tactic to its marketing communication strategy Keywords: Covid-19 pandemic, social media, marketing communication strategy, virtual tour

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Willis, Erin, and Marjorie Delbaere. "Patient Influencers: The Next Frontier in Direct-to-Consumer Pharmaceutical Marketing." Journal of Medical Internet Research 24, no. 3 (March 1, 2022): e29422. http://dx.doi.org/10.2196/29422.

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Social media influencers are becoming an increasingly popular strategic communication tactic used across industry verticals, including entertainment, fashion, and beauty, to engage directly with consumers. Pharmaceutical companies have also recently entered the social media marketing arena and—within the bounds of governmental regulations—have found ways to build relationships directly with patients using covert persuasion tactics like partnering with social media influencers. Due to consumers’ negative perceptions of pharmaceutical companies, it makes sense that new marketing tactics are being used to establish and improve relationships with consumers. Previous research well documents the ethical dilemmas of direct-to-consumer advertising, and there is recent burgeoning literature on online covert marketing tactics. The academic and medical literature, however, is behind in regard to social media influencers used in health and medicine. This paper highlights and defines terms used in industry practice, and also calls for more investigation and sets forward a research agenda. As consumers spend more time online and patients continue to consult social media for health information, it is important that this new marketing trend does not go unnoticed.

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Cox, M., and M. Cook. "Luminescent ecstasy tablets. Authentication tool or cunning marketing tactic?" Forensic Science International 249 (April 2015): e1-e6. http://dx.doi.org/10.1016/j.forsciint.2015.01.019.

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Yagnik, Arpan, Sujo Thomas, and Susmita Suggala. "CREATIVITY CENTRED BRAND MANAGEMENT MODEL FOR THE POSTCOVID MARKETING 5.0 WORLD." Journal of Content Community and Communication 12 (December 31, 2020): 227–36. http://dx.doi.org/10.31620/jccc.12.20/21.

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Анотація:

This article directly responds to the call for new visions that impact the field of brand communications in the Marketing 5.0 world. It does so by using creative principles to deconstruct and reconceptualize an important marketing management tactic namely brand management. Brand management is a polarizing tactic in the overall strategic marketing planning. It is easy to find scholars and practitioners in support of it as well as opposing it. This article reviews popular existing brand management strategies to see how creativity is treated and presents a new futuristic model of where and how should creativity be in the overall brand communication and management process. This model helps marketers take advantage of creativity principles. The model will reimagine the narrative of brand management and creativity will be included in the dynamic mix where the changes will hopefully have a deeper impact on the future brand management practices and its positioning in the overall marketing management.

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Більше джерел

Дисертації з теми "MARKETING TACTIC"

Krieg, Roland. "Protagonist placement and pseudo protagonist placement : merging elements of sponsorship, product placement and endorsement in one powerful marketing communication tactic." Thesis, University of Warwick, 2012. http://wrap.warwick.ac.uk/59326/.

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Purpose – While considerable research has been dedicated to sponsorship, product placement and celebrity endorsement, hybrid forms that employ two or more of these approaches in a single execution have been largely neglected. A documentary that is woven around a single brand and employs elements of endorsement, product placement and television sponsorship to an extent unprecedented on German television is analysed here. Such "Protagonist Placement" had not previously been explored empirically. The purpose of this research was thus to identify, whether Protagonist Placement (PP) has a significant impact on intermediate consumer response. The second objective was to identify a potentially existent mediating role of Persuasion Knowledge (PK) on PP outcomes. The second unit of analysis – Pseudo Protagonist Placement (PPP) – is a broadcasting sponsorship with characteristics that suggest a strong association of the sponsoring brand with the sponsored programme. Again, the focus was laid on the identification of the impact of PPP on intermediate consumer response and the mediating role of PK. Design/methodology/approach – The research covered two studies – one on PP and the other on PPP. Each consists of a qualitative analysis of the programme itself and of theoretical thematic interview analysis using the NVivo qualitative research software. Each study further included an experiment employing a 2x2x2 factorial design. The experimental data was analysed using ANOVA and Chi-square. The scales used in the experiment were subjected to a panel of judges and a scale purification procedure in order to arrive at a common core of items to be used in the subsequent analysis. The approach was guided by the philosophical foundation of critical rationalism. Findings – It was possible to identify a positive impact of the chosen example of PP on intermediate consumer response in the form of a significant increase of unprompted and prompted brand awareness immediately after exposure. While PK did not adversely affect the observed impact of PP, it induced a special kind of 'Sleeper Effect' in the form of increased purchase intention after the delay period, without any noticeable suppression of advertising impact in the immediately-after condition. The researcher suggests the existence of a third route towards the Sleeper Effect, that adds increased association to the two already existent explanations, namely differential decay and disassociation. Similar results were found for PPP, which elicited a significant and favourable impact on brand awareness immediately after exposure and increased purchase intention after the delay period. Again, this increased persuasiveness over time was not caused by suppression of an immediate impact and, therefore, also indicated a third route towards the Sleeper Effect. Practical implications – The findings provide new empirical data concerning merged forms of indirect marketing and in particular such intense forms as PP and PPP. The studies offer new insights for both the academic researcher and the marketing practitioner. In particular, the way in which PK mediates the advertising outcomes and the way in which it triggers delayed persuasiveness are subjects that offer new insights for both marketer and researcher. Originality/value – Both studies offer new empirical evidence that broadens the research in the field of indirect marketing, and augments the concept of PK by offering an indication of its ability to elicit increased persuasiveness over time. Furthermore, this PK-induced Sleeper Effect demonstrates the existence of a third route towards increased persuasiveness after time delay. Both observations suggest the need for an augmentation of both the PK and Sleeper Effect theory.

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Goliath, David Quinton Daniel. "The marketing strategies and tactics of management consulting firms." Thesis, Stellenbosch : Stellenbosch University, 2000. http://hdl.handle.net/10019.1/51992.

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Thesis (MBA)--Stellenbosch University, 2000.
ENGLISH ABSTRACT: Management consulting refers to the area of intervention, which is assistance to entrepreneurs, managers and other decision-makers in business management and the public sector. The study will cover the area of management consulting and the primary focus of this study is companies presently doing business as Management Consulting firms with a global presence. The study excludes software vendors and management consulting firms that specialise only in implementing computer software systems like Oracle, SAP, etcetera. There are a great number of firms offering management consulting among other services like auditing for example. Prominent among these are the major accounting firms namely Ernst and Young, Deloitte Consulting, PriceWaterhouseCoopers, and Arthur Andersen. They form part of this study. Marketing has become a more critical need than ever and it has become an important and influential factor in building and maintaining a profitable enterprise. The marketing of a product and or service is very important and the question can be posed whether management consulting firms have clear marketing strategies and tactics, or whether they stumbled onto their success in attracting clients per chance. The purpose of this study is to identify existing marketing strategies and tactics being used by management consulting firms. The objective is to determine the nature of the compilation of a structured framework for an effective standardised marketing strategy plan. The problem statement is the following: "How can marketing strategies and tactics for management consulting firms be used as an effective marketing tool to attract business for the consulting firm?" The greatest problem concerning this study is the fact that minimal research and literature has been directly compiled on thé topic. It was therefore a study on opinions, viewpoints, books in general on the topic of marketing as well as the daily media was researched to determine and evaluate possible existing marketing strategies and tactics. Since the field of marketing strategies and tactics for management consulting services and firms is relatively new, the exploratory research approach was used. Chapter 1 deals with the purpose, objective, problem statement and research methodology. Chapter 2 involves a literature study to define the term and scope of management consulting, and an overview of the management consulting process is given. Chapters 3 identifies and evaluates the existing marketing strategies and tactics of management consulting firms. Chapter 4 explores differentiation based on service and skills as well as industry specialisation. The question that needs to be answered is whether management consulting firms should be specialists or generalists. Chapter 5 addresses pricing. The different approaches to costing and fee setting are discussed. The study is completed in chapter 6 with conclusions and recommendations.
AFRIKAANSE OPSOMMING: Bestuurs konsultasie verwys na die area van intervensie waar hulp aan entrepreneurs, bestuurders en ander besluitnemers in die private en publieke sektor verleen word. Hiedie studie dek die area van bestuurs konsultasie en die primêre fokus van die studie is firmas wat tans konsultasie firmas bedryf met 'n internasionale teenwoordigheid. Hierdie navorsings verslag fokus op die bemarkings taktiek en strategieë van bestuurs konsultasie firmas. Die studie sluit sagteware firmas en bestuurs konsultasie firmas uit wat uitsluitlik spesialiseer in die implementering en instandhouding van rekenaar sagteware. Voorbeelde van sulke firmas is Oracle en SAP. Daar is 'n groot aantal firmas wat bestuurs konsultasie saam met ander dienste soos byvoorbeeld ouditering aanbied. Prominent onder hierdie groep is Ernst and Young, Deloitte Consulting, PriceWaterhouseCoopers, and Arthur Andersen. Hulle vorm deel van hierdie studie. Bemarking van die diens word al hoe meer belangriker as ooit en dit is 'n kritiese faktor om 'n winsgewende firma te bedryf. Die bemarking van 'n produk of diens is baie belangrik en die vraag kan gevra word of bestuurs konsultasie firmas uitgewerkte bemarking strategieë en taktiek het om kliënte te werf, en of hulle per toeval daarin slaag om besigheid te kry. Die doel van hierdie studie is om bestaande bemarkingstrategieë en-taktiek wat deur bestuurskonsultasie firmas gebruik word, te evalueer. Die doelwit is om die aard van die gestruktureerde raamwerk vir 'n effektiewe gestandardiseerde bemarkingsplan te bepaal. Die probleem stelling is as volg: "Hoe kan bemarkings taktiek en strategieë vir bestuurskonsultasie firmas gebruik word as 'n effektiewe bemarkingsmiddel ten einde besigheid vir die konsultasie firma te lok?" 'n Groot probleem is dat minimale navorsing en literatuur aangaande die onderwerp opgestel is. Dit gaan dus 'n studie wees van opinies, standpunte, asook boeke in die algemeen oor die onderwerp bemarking. Die daaglikse media gaan ook nagevors word om die moontlikheid van bemarkingstartegiëe en taktiek te bepaal. Aangesien die veld van bemarkingtaktiek en -strategiëe vir bestuurskonsultasie firmas redelik nuut is, gaan die eksploratiewe navorsings metode gebruik word. Hoofstuk 1 behandel die doel, doelwit, probleemstelling en navorsingsmetodologie. Hoofstuk 2 dek 'n literatuurstudie aangaande die aard en omvang van bestuurs konsultasie, asook 'n oorsig van die bestuurs konsultasie proses. Hoofstuk 3 identifiseer en evalueer die bestaande bemarkingstrategiëe en taktiek van bestuurs konsultasie firmas. Hoofstuk 4 ondersoek differensiasie gebaseer op diens en bevoegdhede sowel as industrie spesialisasie. Die vraag wat beantwoord moet word is of bestuurs konsultasie firmas slegs in een veld moet spesialiseer en of hulle 'n meerdoellige fokus moet hê. Hoofstuk 5 spreek prys aan. Die verskillende benaderings tot prys en koste word bespreek. Die studie word afgesluit in hoofstuk 6 met 'n samevatting en aanbevelings.

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Huang, Weiyang, Hongyu Zhu, and Yuxin Pan. "How relationship marketing tactics affect customer satisfaction : Evidence of supermarket industry." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65291.

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Within the competitive marketing environment, companies are faced with many challenges to stay competitive. Companies are consistently trying to establish the longterm relationship with customers by satisfying them as much as possible. Since relationship marketing has highly-discussed concerns building the long-term relationship and improve customer satisfaction, the study aims to describe how different relationship marketing tactics affect customer satisfaction. According to previous scholars, four different major relationship marketing tactics were selected to investigate and described in the study, which are the quality of service, price perception, brand perception and value proposition. The authors developed a theoretical framework by reviewing previous works of literature to see how companies use relationship marketing tactics as a business strategy to develop customer satisfaction. The method of quantitative research was applied to this study and a online questionnaire was used to collect data. In results chapter, the authors tested descriptive analysis, reliability, validity, regression analysis by analyzing the empirical findings. There are three hypotheses accepted and one rejected. In the end of this paper, the authors analyzed and described the data in detail and revealed the effect of each relationship marketing tactics on customer satisfaction. Limitation of this study and further research are also presented.

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Vrontis, Demetris. "Integrating adaptation and standardisation in international marketing : the AdaptStand Modelling Process." Thesis, Manchester Metropolitan University, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.311206.

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The debate of whether to standardise or to custom-tailor marketing strategies and tactics in international markets has continued to trouble academics and practitioners alike and has produced many and varied opinions. Supporters of global standardisation argue that a single marketing strategy and a standardised marketing mix (tactics) should be used in international markets to minimise total costs and promote a global corporate image. In contrast, advocates of international adaptation debate that marketing in overseas markets should be adapted to fit the unique dimensions of each local market. Opposing the two polarised positions, literature quoting practical evidence suggests that companies make contingency choices which relate to key determinants in each circumstance. This doctoral research focuses on the tactical level. It hypothesises that multinational companies' tactical behaviour is integrated as a result of several reasons `pulling' it towards the one or the other side of the continuum. Equally, it proposes that such behaviour and the importance of reasons `pulling' it, could be significantly different based on nine factors. Consequently, this research seeks to discover the unique way in which the reasons and factors interact with international marketing tactics in any given `country and company situation'. A review of the literature (chapters two and three) allowed the development of a framework (chapter three) that presents the main perspectives of the different schools of thought towards the processeso f adaptation,s tandardisationa nd integration of marketing tactics. Its formulation made possible two main stages in this research: it firstly allowed the researcher to formulate the secondary hypotheses, and secondly it permitted the design of a questionnaire to test these hypotheses and carry out the necessary empirical research and collection of primary data. Based on the Positivist philosophy, the research design (chapter four) involved a questionnaire survey on the 500 biggest UK multinational companies across five industrial sectors. The analysis (chapters five and six) was mainly quantitative and was undertaken with S. P. S. S. and Excel statistical packages. It utilised chi-square (x2) and analysis of variance (ANOVA) statistical tests. Research results identified that UK multinational companies do not solely utilise adaptation or standardisation across their marketing mix elements. When facing the dilemma of implementing marketing tactics, the researched UK multinational companies were found to integrate the processes of adaptation and standardisation. Both processes co-exist and multinational companies are striking to find a balance. This research identified that the level of integration is dependent upon a consideration of the relationship between the reasons and elements identified, and an understanding of how these are affected by a number of factors. Followed the results of the analysis, this thesis proposes a new modelling approach, the AdaptStand Process (chapter seven), which outlines different steps to be undertaken by multinational companies towards identifying the degree of integration across the marketing mix elements. Consequently, this thesis aims to enlarge the existing body of knowledge in the subject area and guide marketing directors acid managers in deciding on marketing tactics when competing in the international marketing arena.

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Jalili, Monire. "CONSUMPTION PREFERENCES, TIME AND UNCERTAINTY: IMPACTS ON RETAIL PRICING TACTICS." Thesis, University of Oregon, 2017. http://hdl.handle.net/1794/22681.

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My dissertation is a collection of three essays with analytical models at the interface of marketing and operations with a focus on pricing. The common theme in this dissertation is studying the effect of the consumer-driven demand on the optimal operational decisions of a single firm. This dissertation includes co-authored material. In my first essay, I study the role of consumers' opposing perceptions of green quality on the optimal product line decisions, i.e., products, prices and quality by analyzing the firm's optimization problem and incorporating an endogenous demand model that emerges from the consumers' preferences while considering the cost implications of introducing a green product. My second essay is on optimal timing of price discounts. Delaying discounts, i.e., giving discounts on future spending based on current spending is a prevalent retail discounting practice. For a market of rational and forward-looking consumers who repeatedly visit and purchase with the firm, we analyze the relative efficacy of delayed credits vs. a natural alternative of immediate discounts. In my third essay, I explore a firm's optimal pricing strategy when it simultaneously rents and sells a product for which consumers have a priori valuation uncertainty.

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Scheetz, Dan M. "Wholesale value uncovered: implementing effective marketing strategy and tactics to enhance customer perception." Thesis, Kansas State University, 2015. http://hdl.handle.net/2097/35744.

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Master of Agribusiness
Department of Agricultural Economics
Allen Featherstone
The Company is comprised of retail and w holesale agri-input outlets, toll/contract manufacturing and various departments that aid in three tiers of the supply chain. The Company Department 2’s principal goal is to earn a profit and that is achieved by helping their retail customers succeed across Division M. Therefore, a comprehensible strategy for selecting, positioning and promoting wholesale products and services is fundamental in uncovering actual value. The Company has grown to be one of the nation’s foremost agricultural distributors across the United States. Various geographies across the United States, excluding the region, have moved to a three-tier supply chain by merging retail and wholesale outlets. Currently, value demanded from end-users and retail outlets has been supplied from the wholesale level that has sustained the four-tier supply chain a cross the region of the United States. Even though the Company is vertically integrated, their knowled ge and core offerings originate from the retail segment of the supply chain. Retail firms that provide differentiated products and services with the most value to the end-user are those that fit the Company Department 2’s market. In addition, targeted retail fir ms emphasize a full-service business model by supplying produ cts and services across multip le categories. Company Department 2 provides value internally and externally. The three core areas from Company Department 2 are proprietary products, precision products and services, and other retail services valu able to retail customers. Positioning of these core areas differs based on the depth of the current relationship. A flanking strategy is proposed for prospective customers by bundling prestige goods and distribution innovations specifically in the focused proprietary line of products. A guerilla strategy is proposed for existing customers by highlighting product proliferation and improved services across all three of the core areas. Both strategies emphasize advertising and promotion, but more intensive campaigns are proposed with prospective customers. These positioning strategies and tactics are accomplished through accurate implementation at the field level. By risking a claim for what Company Department 2 stands for, communicating how value is created for a customer and communicating the reliability of these offerings, Company Department 2 will develop a unique identity in the marketplace.

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Liška, Martin. "Marketingový plán – informační systém pro veterináře." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359724.

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The subject for the Diploma Thesis is Marketing Plan for a company whose core business is development and sell of the Information software for veterinarian. The framework is focused on strategic marketing management and preparation of Marketing plan in theoretical way. Practical part consists of the marketing plan for the company.

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Tsang, Hing Yiu. "The structure and pressure tactics of internet charity organizations' advertisements." HKBU Institutional Repository, 2007. http://repository.hkbu.edu.hk/etd_ra/849.

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Feng, Yuanyuan Jr, and Xuan Jr Zhang. "The Impact of Customer Relationship Marketing Tactics On Customer Loyalty Within Swedish Mobile Telecommunication Industry." Thesis, Halmstad University, School of Business and Engineering (SET), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-2664.

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Due to the more and more fierce competition in today’s business, many companies are required to build long-term profitable relationship with customers and to achieve customer loyalty. Therefore, relationship marketing has become more and more important since last decade of 20th century, especially in service industry. There are many different relationship marketing tactics implemented for retaining customer. However, some of those tactics did not affect customer loyalty effectively, and switching behaviors frequently occur among most of targeted customers. Therefore, this study is aimed to investigate the impact of relationship marketing tactics on customer satisfaction and trust, which in turn increase customer loyalty, by focusing on Swedish mobile telecommunication sector. A analytical model is developed as a guildline to test the relationships between relationship marketing tactics, relationship quality (trust and satisfaction) and customer loyalty.

a quantitative method with deductive approach are chosen in this research. In order to collect primary data, a self-completed questionnaire is designed and randomly sent out by email to the students in Halmstad University. The SPSS for windows is used to process the primary data. The findings shows that Service Quality, Price Perception, and Value Offers have impact on customer loyalty indirectly via the customer satisfaction and trust. Brand image is positively and directly related to customer loyalty. However, switching costs is found to be less correlation with customer loyalty, as well as satisfaction and trust in Sweden telecommunication industry.

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Parham, Antonio M. (Antonio Miguel). "Prodigy Business Services--an "instructional case" study of marketing tactics for a computerized electronic information service." Thesis, Massachusetts Institute of Technology, 1990. http://hdl.handle.net/1721.1/45186.

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Книги з теми "MARKETING TACTIC"

Digital marketing: Strategy & tactics. New York, NY, USA: Wessex Press, 2021.

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Digital marketing: Strategy & tactics. New York, N.Y: Wessex Press, 2019.

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Winkler, John. Winning sales and marketing tactics. London: Heinemann Professional, 1989.

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Winning sales and marketing tactics. Oxford: Butterworth-Heinemann, 1991.

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Professional services marketing: Strategy and tactics. New York: Haworth Press, 1993.

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Crane, Frederick G. Professional services marketing: Strategy and tactics. New York: Haworth Press, 1993.

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Association, Medical Group Management, ed. A+ marketing: Proven tactics for success. [Englewood, Col.]: MGMA, Medical Group Management Association, 2008.

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Hutton, Jim. Marketing communications: Integrated theory, strategy & tactics. Hackensack, N.J: Pentagram Pub., 2002.

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Crane, Frederick G. Professional services marketing: Strategy and tactics. New York: Haworth Press, 1992.

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Vignali, Claudio. Stratics: Strategy and tactics in marketing. [Manchester]: [Manchester Metropolitan University], 2000.

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Частини книг з теми "MARKETING TACTIC"

Danias, Konstantinos, Angelika Kyrimi, and George Marmarokopos. "An Innovative Promotional Tactic to Enhance TV Viewership Using Social Media." In Strategic Innovative Marketing, 109–14. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-33865-1_13.

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Berl, Robert L. "Introduction to Market Strategy and Tactic Development." In Cases and Select Readings in Health Care Marketing, 393–402. New York: Routledge, 2022. http://dx.doi.org/10.4324/9781315860084-31.

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Germelmann, Claas Christian, Jean-Luc Herrmann, Mathieu Kacha, Peter R. Darke, and Jessica Weigel. "A Dual Process Perspective on Congruent and Incongruent Placements as an Advertising Tactic: An Abstract." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 245. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-99181-8_76.

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Chen, Xi, Zuohao Hu, and Ping Zhao. "Strategic Proactive or Tactic Reactive? ---A Typology Portrait of Chinese Exporters by Export Motives." In Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference, 212. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10864-3_118.

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Manis, Kerry T. "Virtual Reality (VR) Content Is the New Reality for Destination Marketing Organizations: Investigating the Role of VR as a Destination Branding Tactic: An Abstract." In Marketing Opportunities and Challenges in a Changing Global Marketplace, 83–84. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-39165-2_32.

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Bevan, Owen A. "Marketing Tactics." In Marketing and Property People, 156–213. London: Macmillan Education UK, 1991. http://dx.doi.org/10.1007/978-1-349-21597-3_8.

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Eagle, Lynne, Barbara Czarnecka, Stephan Dahl, and Jenny Lloyd. "Creativity and creativity tactics." In Marketing Communications, 98–122. Second edition. | Abingdon, Oxon; New York, NY: Routledge, 2021.: Routledge, 2020. http://dx.doi.org/10.4324/9781003089292-5.

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Zimmerman, Alan, and Jim Blythe. "Market entry tactics." In Business to Business Marketing Management, 153–81. 4th ed. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003164036-9.

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Zimmerman, Alan, and Jim Blythe. "Market entry tactics." In Business to Business Marketing Management, 129–52. Abingdon, Oxon ; New York, NY : Routledge, 2017.: Routledge, 2017. http://dx.doi.org/10.4324/9781315564098-8.

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Lister, Christina. "Tactics and action plan." In Marketing Strategy for Museums, 98–105. London: Routledge, 2023. http://dx.doi.org/10.4324/9781003309147-13.

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Тези доповідей конференцій з теми "MARKETING TACTIC"

Lee, Wen-Hsuan. "THE EFFECTS OF CONDITIONAL SALES PROMOTION TACTIC ON CUSTOMERS’CONSUMPTION INTENTION AND SATISFACTION: FROM THE PERSPECTIVE OF ATTITUDE THEORY." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Korean academy of marketing science, 2014. http://dx.doi.org/10.15444/gmc2014.01.03.01.

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Shavernev, A. O. "Evaluation of marketing effectiveness as a basis for the development of a marketing program of a manufacturing enterprise." In All-Russian Scientific Conference on Achievements of Science and Technology. Krasnoyarsk Science and Technology City Hall, 2021. http://dx.doi.org/10.47813/dnit.2021.2.385-389.

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The article analyzes various methods for evaluating the effectiveness of marketing. The author justifies the need for an integrated approach to assessing the effectiveness of the marketing activities of an industrial enterprise, taking into account both internal and external economic indicators. In addition, the article shows that assessing the effectiveness of marketing activities is a necessary basis for developing the company's marketing policy, its strategy and tactics, as well as a specific marketing program.

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Xiaohui Chen, Shukai Liang, Xiaowei Zhang, and Juan Pei. "Behavior change tactics of the social marketing." In Proceedings of ICSSSM '05. 2005 International Conference on Services Systems and Services Management, 2005. IEEE, 2005. http://dx.doi.org/10.1109/icsssm.2005.1499446.

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Yang, Ruiying, and Guohua Yuan. "Marketing Tactics for WAP-Based E-Commerce." In 2011 International Conference on Management and Service Science (MASS 2011). IEEE, 2011. http://dx.doi.org/10.1109/icmss.2011.5999178.

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"K-Pop Marketing Tactics That Build Fanatical Behavior." In 1st ICEMAC 2020: International Conference on Economics, Management, and Accounting. Galaxy Science, 2021. http://dx.doi.org/10.11594/nstp.2021.1007.

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Mikailova, Rana. "Methods of Segmentation and Positioning in the Product Market with Access to a New Foreign Market." In International Conference on Eurasian Economies. Eurasian Economists Association, 2020. http://dx.doi.org/10.36880/c12.02457.

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Entering a new foreign market has always remained an urgent problem. The interrelation of the internal and external commodity market is an important condition for the successful development of the economy of any country. Foreign experience shows that various strategic approaches are used for this purpose. The basic basis of the strategic approach is the systematic coverage of the product market, which includes undifferentiated marketing, differentiated marketing and concentrated marketing. Below we will consider in more detail the above strategic approaches to coverage of the product market. In particular, it is considered when an enterprise refuses features and explores the entire market from the position of a single approach. Differentiated marketing tactics are not about identifying a single need, but a general one. These include the formation of a product and a marketing program that will be useful to a significant number of consumers. A distinctive feature of differentiated marketing is that the company operates in a number of market segments and forms a distinctive offer for them. This approach is based on offering different products to the market in order to increase sales and penetrate deeper into the development of product market segments. Finally, concentrated marketing provides an opportunity for businesses to discover an additional opportunity that is more attractive from a resource constraint perspective. It is manifested by the concentration of efforts on a small share of a large commodity market.

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Chen, Chien-Wei, and Nai-Hwa Lien. "LAUNCH TACTICS AND PRODUCT CANNIBALIZATION IN HIGH TECHNOLOGY MARKETS." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Korean academy of marketing science, 2014. http://dx.doi.org/10.15444/gmc2014.01.05.03.

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Xu, Hui, Wei Li, and Yiqian Wan. "Notice of Retraction: Perceived international risk and adaptive marketing tactics — On the contingent perspective of global marketing theory." In Business Management and Electronic Information. 2011 International Conference on Business Management and Electronic Information (BMEI 2011). IEEE, 2011. http://dx.doi.org/10.1109/icbmei.2011.5917848.

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Davidavičius, Sigitas, and Tadas Limba. "SEARCH PECULIARITIES OF EDUCATIONAL CONTENT IN CONTEXT OF REMOTE WORK." In 12th International Scientific Conference „Business and Management 2022“. Vilnius Gediminas Technical University, 2022. http://dx.doi.org/10.3846/bm.2022.888.

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Last decades showed that there is a huge shift in the way how marketing professionals and scientists under-stand digital marketing activities. The focus moved from proper selection of communication channel or other measures to more holistic approaches such as inbound marketing, which unifies the range of marketing tactics like content mar-keting, marketing on social media, search marketing etc. The content became one of the core elements of digital value proposition (OVP) along with the product. The pandemic of COVID-19 have changed the behavior of people in their everyday life both in the context of entertainment and work. Teleworking has become a norm and revealed a range of issues faced by those who work from home. They are on they own with adoption of new and in some cases never used before technologies and obviously need for effective support in form of accessible and usable content which in turn creates a lot of uncertainties for companies operating in the field. Decisions related to the form of content the search channel became relevant as never before. Paper aims to investigate trends and changes of the educational content con-sumption preferences among the users in the face of COVID-19. In order to investigate needs and preferences of con-sumers in terms of educational content related to teleworking software consumption, a survey method and descriptive statistics where employed. Home-based workers of various profiles were interviewed and specific trends of needs for software and educational content as well as forms and search channels of the content were revealed. The study shows that during the COVID-19 and the remote work determined by it, a need for communicational technologies, and software increased which caused in turn increased need for educational content related to usage of those technologies. Costumers are intended to look for such a content using mainly search engines then video streaming services, websites of software producers and then forums. The most preferred form of content – video and combined text and images.

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Li, Zhihong. "Tactics for the Precision Marketing on the Background of the Big Data." In 2021 IEEE 12th International Conference on Mechanical and Intelligent Manufacturing Technologies (ICMIMT). IEEE, 2021. http://dx.doi.org/10.1109/icmimt52186.2021.9476183.

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Trapani, Paola. Collaborative Housing as a Response to the Housing Crisis in Auckland. Unitec ePress, July 2018. http://dx.doi.org/10.34074/ocds.0821.

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According to future projections based on current demographic growth trends, Auckland’s population will reach two million in 2033. Since the city is already afflicted by a serious housing crisis, at the beginning of 2017 the newly elected Mayor Phil Goff set up a task force. Formed by representatives of various stakeholders, it was given the task of producing a report with strategic and tactical guidelines to mitigate the situation. Unitec researchers were invited to respond to the report, which came out at the end of 2017, in the form of three think pieces towards the Building Better Homes, Towns and Cities National Science Challenge. This paper is a new iteration of one of these think pieces, focused on collaborative living, and expands on the new role that designers should play in this field. Its ideological position is that the house cannot and should not be considered as a commodity on the free market; nor should focus solely be on bringing down prices by increasing the number of houses on offer. Over time, housing might evolve to being more about social (use) value than exchange value. Other models of the production and consumption of household goods are documented throughout the world as alternatives to mainstream market logic, using collective procurement mechanisms to cut construction and marketing costs with savings of up to 30%. These experiments, not limited to achieving financially sustainable outcomes, are linked to new social practices of collaboration between neighbours. The sharing of spaces and equipment to complement private housing units also leads to social and environmental sustainability.

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