The Paradox of Standardization and Localization
... paradox of standardization or localization. As pointed out above, even though this topic bears great importance for both researchers and managers, marketing theorists and practitioners still remain divided about the advisability of using a standardized or localized marketing communication strategy. ...
... paradox of standardization or localization. As pointed out above, even though this topic bears great importance for both researchers and managers, marketing theorists and practitioners still remain divided about the advisability of using a standardized or localized marketing communication strategy. ...
Strategic Communication for Development Projects
... research plan, and a capacity-building componentthat will make that strategy feasible. The scope of activities is an important consideration in planning a communication strategy. Behavior change is a long-term process, so task managers need to set realistic goals. At the inception of a program, the ...
... research plan, and a capacity-building componentthat will make that strategy feasible. The scope of activities is an important consideration in planning a communication strategy. Behavior change is a long-term process, so task managers need to set realistic goals. At the inception of a program, the ...
Impact of Strategic Marketing on Organisational Performance of
... decisions on the product of an organisation is one of competitive strategies used by firms in a competitive and dynamic environment to outsmart competitors (Kotler and Armstrong, 2006). This will not only help in sending competitors out of the market but also help in increasing organisational perfor ...
... decisions on the product of an organisation is one of competitive strategies used by firms in a competitive and dynamic environment to outsmart competitors (Kotler and Armstrong, 2006). This will not only help in sending competitors out of the market but also help in increasing organisational perfor ...
The Commitment-Trust Theory of Relationship Marketing
... Langeard and Eiglier in France ~ servuction concept to describe this system of interactions These interactions occur between the customer and employees . Long-lasting relationships between service providers and their customers ...
... Langeard and Eiglier in France ~ servuction concept to describe this system of interactions These interactions occur between the customer and employees . Long-lasting relationships between service providers and their customers ...
Marketing : Quo Vadis? A Discusion paper By
... organisations. Broadly speaking organisations are confronted with two response options. Leave things as they are (usually a least cost response) or face up to seriously thinking about they way they operate. The first response, it is argued, is ill fitted for the challenges presented by strong buyers ...
... organisations. Broadly speaking organisations are confronted with two response options. Leave things as they are (usually a least cost response) or face up to seriously thinking about they way they operate. The first response, it is argued, is ill fitted for the challenges presented by strong buyers ...
Placement of advertising in video-on
... across a host of different platforms to view or listen to as they choose. On-demand services vary significantly in their functionality, technical capabilities and platforms and can be accessed through a diverse range of internet enabled devices, from PCs, tablets and TVs to mobile phones. Marketers ...
... across a host of different platforms to view or listen to as they choose. On-demand services vary significantly in their functionality, technical capabilities and platforms and can be accessed through a diverse range of internet enabled devices, from PCs, tablets and TVs to mobile phones. Marketers ...
Document
... © 2010 Pearson Higher Education, Inc. Pearson Prentice Hall - Upper Saddle River, NJ 07458 ...
... © 2010 Pearson Higher Education, Inc. Pearson Prentice Hall - Upper Saddle River, NJ 07458 ...
Consumers` Attitudes toward Commercial E
... needs to know the direct marketers to be reassured about the use of personal information. Several studies have reported that consumers despise advertisements, especially those that pop up or under a site, and sometimes feel “violated” and “molested” by their presence (Wegert, 2002). Ad intrusiveness ...
... needs to know the direct marketers to be reassured about the use of personal information. Several studies have reported that consumers despise advertisements, especially those that pop up or under a site, and sometimes feel “violated” and “molested” by their presence (Wegert, 2002). Ad intrusiveness ...
Competence-Based View in the Marketing Theory
... Buyers’ satisfaction appears as a result of a competencetransfer. However, in B2B the buyer’s satisfaction is not a clearly defined concept, because due to the BC decision the satisfaction of several actors leads to buyer’s satisfaction and can be considered as a contributor to the optimization of t ...
... Buyers’ satisfaction appears as a result of a competencetransfer. However, in B2B the buyer’s satisfaction is not a clearly defined concept, because due to the BC decision the satisfaction of several actors leads to buyer’s satisfaction and can be considered as a contributor to the optimization of t ...
Segmentation: Identification, intuition, and implementation
... inappropriate (Millier & Palmer, 2000). In the circumstances of their specific organisation the managers concerned may have more contextually relevant and appropriate information but be unable to utilise it due to inappropriate or irrelevant frameworks. Difficult and demanding: Segmentation has been ...
... inappropriate (Millier & Palmer, 2000). In the circumstances of their specific organisation the managers concerned may have more contextually relevant and appropriate information but be unable to utilise it due to inappropriate or irrelevant frameworks. Difficult and demanding: Segmentation has been ...
ronis bio - Onit Marketing
... the digital marketing jungle. Her expertise covers strategic insight, promotions, positioning, packaging, product development, pricing, and creative development. Of course, Roni’s specialty is in social media marketing. Roni has brought her expertise to companies like Merrell, Boiron, Shop.com, Adva ...
... the digital marketing jungle. Her expertise covers strategic insight, promotions, positioning, packaging, product development, pricing, and creative development. Of course, Roni’s specialty is in social media marketing. Roni has brought her expertise to companies like Merrell, Boiron, Shop.com, Adva ...
THE INTERNATIONAL MARITIME TRANSPORT
... and other organizational members could work as a team for the realization of goals and objectives of the company. For effective marketing strategy and positioning, internal marketing of a firm must be holistic and begin with market orientation. Market orientation is a form of organizational culture ...
... and other organizational members could work as a team for the realization of goals and objectives of the company. For effective marketing strategy and positioning, internal marketing of a firm must be holistic and begin with market orientation. Market orientation is a form of organizational culture ...
Marketing Channel Systems
... producing and manufacturing firms. Thus, the marketing channel is viewed as one of the key marketing decision areas that marketing management must address. In this context, the marketing channel may be defined as: The external contactual organization that management operates to achieve its distribut ...
... producing and manufacturing firms. Thus, the marketing channel is viewed as one of the key marketing decision areas that marketing management must address. In this context, the marketing channel may be defined as: The external contactual organization that management operates to achieve its distribut ...
Non-verbal communication barriers when dealing with Saudi sellers
... has never been inspected by academics and researchers. Thus, this study aims to explore the non-verbal communication barriers that customers are confronting when dealing with Saudi sellers and to give recommendations. The Importance of Communication in Selling According to Weitz (1978), the personal ...
... has never been inspected by academics and researchers. Thus, this study aims to explore the non-verbal communication barriers that customers are confronting when dealing with Saudi sellers and to give recommendations. The Importance of Communication in Selling According to Weitz (1978), the personal ...
Reverse Marketing: Synergy of Purchasing and Relationaship
... buy their products. This is very similar to the purchasing department that directs its efforts at identifying suitable suppliers that can deliver the desired products at the right time. Only when the whole organization is focused on serving the customer optimally (integrated effort), it employs the ...
... buy their products. This is very similar to the purchasing department that directs its efforts at identifying suitable suppliers that can deliver the desired products at the right time. Only when the whole organization is focused on serving the customer optimally (integrated effort), it employs the ...
PAPER V BASIC PRINCIPLES OF MARKETING AND
... learning that it is hard to build a reputation and easy to lose it. The companies that best satisfy their customers will be the winners. It is the special responsibility of marketers to understand the needs and wants of the market place and to help their companies to translate them into solutions th ...
... learning that it is hard to build a reputation and easy to lose it. The companies that best satisfy their customers will be the winners. It is the special responsibility of marketers to understand the needs and wants of the market place and to help their companies to translate them into solutions th ...
Integrated Marketing Communication and Brand Management: the
... view, since it can become a potential competitive factor itself. Therefore, companies must learn to communicate irrespective of fashion and fads, especially if they are to succeed and outlive their competitors. Communication is an increasingly relevant, even essential, component of a company’s succe ...
... view, since it can become a potential competitive factor itself. Therefore, companies must learn to communicate irrespective of fashion and fads, especially if they are to succeed and outlive their competitors. Communication is an increasingly relevant, even essential, component of a company’s succe ...
MARKETING DECISION-MAKERS IN SLOVENIA: EMPIRICAL
... not methodological but conceptual. The understanding of marketing and its role on the strategic and cultural level tells us that measures should be less precise than demanded. Changes in the conceptualization of marketing are more and more present and even the American Marketing Association (AMA) wa ...
... not methodological but conceptual. The understanding of marketing and its role on the strategic and cultural level tells us that measures should be less precise than demanded. Changes in the conceptualization of marketing are more and more present and even the American Marketing Association (AMA) wa ...
{ comprehensive curriculum } - NYU School of Professional Studies
... and tourism industries with an emphasis on ...
... and tourism industries with an emphasis on ...
What is Strategic Planning?
... The Marketing Concept An organization should seek to make a profit by serving needs of customers Purpose of marketing concept is to rivet attention of marketing managers on serving broad classes of customer needs Principal task of marketing function operating under marketing concept is to fin ...
... The Marketing Concept An organization should seek to make a profit by serving needs of customers Purpose of marketing concept is to rivet attention of marketing managers on serving broad classes of customer needs Principal task of marketing function operating under marketing concept is to fin ...
whitepaper-cmo-marketers-of-the-future-en
... be merely message transmitters, but also message receivers. This is the only way in which marketers can learn to understand the customer - the most important prerequisite when responding to his or her individual needs. After all, it is what customers and prospective customers expect: they see themse ...
... be merely message transmitters, but also message receivers. This is the only way in which marketers can learn to understand the customer - the most important prerequisite when responding to his or her individual needs. After all, it is what customers and prospective customers expect: they see themse ...
Managing the influence of internal and external determinants on
... contribution rates (Forman, 1998). That external market factors influence the determination of pricing strategies is well established in the economic literature (Diamantopoulos, 1994; Sawyer, 1981). Marketrelated dimensions such as consumers’ sensitivity to price (Montgomery & Rossi, 1999) and their ...
... contribution rates (Forman, 1998). That external market factors influence the determination of pricing strategies is well established in the economic literature (Diamantopoulos, 1994; Sawyer, 1981). Marketrelated dimensions such as consumers’ sensitivity to price (Montgomery & Rossi, 1999) and their ...
marketing plan for a mobile application
... Applications marketing has the same goal than marketing, to attract and to maintain customers. In applications marketing several approaches are used such as traditional marketing and digital marketing. Digital marketing is often used for applications marketing, because the app itself is in the digit ...
... Applications marketing has the same goal than marketing, to attract and to maintain customers. In applications marketing several approaches are used such as traditional marketing and digital marketing. Digital marketing is often used for applications marketing, because the app itself is in the digit ...
Leveraging Sponsorships on the Internet
... often used interchangeably. This occurs to some extent in both the academic (e.g., Cornwell, Weeks, & Roy, 2005; Miloch & Lambrecht, 2006) and practitioner (e.g., Fry, 2006; Parry, 2005) literatures when reference is made to marketing communications intended to capitalize on sponsorship investments. ...
... often used interchangeably. This occurs to some extent in both the academic (e.g., Cornwell, Weeks, & Roy, 2005; Miloch & Lambrecht, 2006) and practitioner (e.g., Fry, 2006; Parry, 2005) literatures when reference is made to marketing communications intended to capitalize on sponsorship investments. ...
Internal communications
Internal communications (IC) is the function responsible for effective communications among participants within an organization. Many practitioners highlight that they are not responsible for the day to day intercourse between colleagues but rather in helping an organisation achieve its goals by building understanding and engagement.Modern understanding of internal communications is a field of its own and draws on the theory and practice of related professions, not least journalism, knowledge management, public relations (e.g., media relations), marketing and human resources, as well as wider organizational studies, communication theory, social psychology, sociology and political science.