LITERATURE REVIEW: BRAND EQUITY
... 4 The most important methodological approaches Consumer-based brand equity research predominantly uses structural equations for estimation (Erdem and Swait 1998, Yoo and Donthu 2000, Netemeyer et al. 2004, Erdem et al. 2006). Some studies do not operationalize brand equity but only its dimensions ( ...
... 4 The most important methodological approaches Consumer-based brand equity research predominantly uses structural equations for estimation (Erdem and Swait 1998, Yoo and Donthu 2000, Netemeyer et al. 2004, Erdem et al. 2006). Some studies do not operationalize brand equity but only its dimensions ( ...
Analyzing and Evaluating Critically Tesco`s Current Operations
... strategy and operating function through introducing loyalty card (Tesco plc Case Study, 2011). Besides price and loyalty card, the company also improves delivery system and innovates supply chain for a good customer service. Firstly, Tesco improves its delivery system through moving to home delivery ...
... strategy and operating function through introducing loyalty card (Tesco plc Case Study, 2011). Besides price and loyalty card, the company also improves delivery system and innovates supply chain for a good customer service. Firstly, Tesco improves its delivery system through moving to home delivery ...
Combining e-mail marketing with telemarketing in B2B direct mar
... The objective of this thesis is to find pros and cons for combining e-mail marketing with telemarketing in business-to-business direct marketing. This topic is current because more and more businesses want to properly use this combination but have no skills of doing it successfully. One of the examp ...
... The objective of this thesis is to find pros and cons for combining e-mail marketing with telemarketing in business-to-business direct marketing. This topic is current because more and more businesses want to properly use this combination but have no skills of doing it successfully. One of the examp ...
n=35 - Theseus
... content and giveaways when buying another product. In an average packaged-goods enterprise sales promotion uses 74 % of the combined marketing budget. (Kotler & Armstrong 2008, 468) Although sales promotion tools are short-term incentives they have the possibility to build long lasting customer rela ...
... content and giveaways when buying another product. In an average packaged-goods enterprise sales promotion uses 74 % of the combined marketing budget. (Kotler & Armstrong 2008, 468) Although sales promotion tools are short-term incentives they have the possibility to build long lasting customer rela ...
Effect of brand trust and customer satisfaction on brand loyalty in
... Journal of Sociological Research ISSN 1948-5468 2014, Vol. 5, No. 1 ...
... Journal of Sociological Research ISSN 1948-5468 2014, Vol. 5, No. 1 ...
Factors influencing the adoption of sports
... This study aimed to determine the factors that influence the adoption of sports sponsorship as a marketing tool by Kenyan firms in the telecommunication industry. The specific objectives were to find out how brand awareness, corporate image and media fragmentation influences adoption of sports spons ...
... This study aimed to determine the factors that influence the adoption of sports sponsorship as a marketing tool by Kenyan firms in the telecommunication industry. The specific objectives were to find out how brand awareness, corporate image and media fragmentation influences adoption of sports spons ...
Profitable Customer Management
... (CRM) have received much attention in marketing literature since the 1990s. It has been argued that a paradigm shift has occurred, from the marketing mix to relationship marketing (Grönroos, 1997a). Meanwhile, the profitability of relationships has been identified as one of the key goals of marketin ...
... (CRM) have received much attention in marketing literature since the 1990s. It has been argued that a paradigm shift has occurred, from the marketing mix to relationship marketing (Grönroos, 1997a). Meanwhile, the profitability of relationships has been identified as one of the key goals of marketin ...
- Open University of Tanzania Repository
... tourism hotels in Dar es Salaam, Tanzania. The survey was cross sectional and sample size included 40 tourist residing in tourist hotels in Dar es salaam at the time of data collection, 30 hotel marketers/managers and 10 respondents from tourist bodies/associations. Descriptive and inferential stati ...
... tourism hotels in Dar es Salaam, Tanzania. The survey was cross sectional and sample size included 40 tourist residing in tourist hotels in Dar es salaam at the time of data collection, 30 hotel marketers/managers and 10 respondents from tourist bodies/associations. Descriptive and inferential stati ...
Vonage: VoIP or Void?
... operators (MSO), like Comcast, Cox, and Time Warner Cable. Due to various circumstances that existed during the cable industry's first 30 or so years, these video entertainment service providers were effectively shut-out of the lucrative telecom services market. They faced a number of high barriers ...
... operators (MSO), like Comcast, Cox, and Time Warner Cable. Due to various circumstances that existed during the cable industry's first 30 or so years, these video entertainment service providers were effectively shut-out of the lucrative telecom services market. They faced a number of high barriers ...
A CONCEPTUAL ANALYSIS OF BRAND LOYALTY AS CORE
... thinking. The goal is a strong and positive bond between the brand and the consumer so that the consumer will turn to the brand repeatedly. An emotional engagement, through matching subjective perception and reality, is established. The essence of Lindstrom’s theory lies in what he terms the “six se ...
... thinking. The goal is a strong and positive bond between the brand and the consumer so that the consumer will turn to the brand repeatedly. An emotional engagement, through matching subjective perception and reality, is established. The essence of Lindstrom’s theory lies in what he terms the “six se ...
Chapter 1—An Overview of Marketing
... Customer 37. The marketing concept includes a goal orientation to remind managers that: a. achieving long-term organizational goals is as important as satisfying customers b. customers must be satisfied no matter what the longterm effect on the firm c. the only reason for any business to exist is to ...
... Customer 37. The marketing concept includes a goal orientation to remind managers that: a. achieving long-term organizational goals is as important as satisfying customers b. customers must be satisfied no matter what the longterm effect on the firm c. the only reason for any business to exist is to ...
The Effect of Sales Promotion on TV Advertising Revenue
... This study is on sales promotion and its effects on advertising revenue of TV Africa, Ghana. The study focuses on how sales promotion is used to generate revenue, how it is done, the common sale promotion tools and strategies adopted by the company, and to find out if sale promotions increase advert ...
... This study is on sales promotion and its effects on advertising revenue of TV Africa, Ghana. The study focuses on how sales promotion is used to generate revenue, how it is done, the common sale promotion tools and strategies adopted by the company, and to find out if sale promotions increase advert ...
The extended version (opens new window)
... described in Principle 1 above, then there is much to be learned from finding out why people are rejecting social marketing elements or lapsing from the social marketing activities to which they have responded. We can learn a lot from asking someone who read a leaflet, but did not respond to its cal ...
... described in Principle 1 above, then there is much to be learned from finding out why people are rejecting social marketing elements or lapsing from the social marketing activities to which they have responded. We can learn a lot from asking someone who read a leaflet, but did not respond to its cal ...
Developing an Internet Marketing Strategy
... field, or you might focus on showcasing the community service that your company provides in the areas where they operate. When you are speaking about an online form of public relations, you need to consider first and foremost what your website looks like and how it operates. Is it young and trendy b ...
... field, or you might focus on showcasing the community service that your company provides in the areas where they operate. When you are speaking about an online form of public relations, you need to consider first and foremost what your website looks like and how it operates. Is it young and trendy b ...
ชื่อเรื่องภาษาไทย (Angsana New 16 pt, bold)
... cheapest or least expensive service. Furthermore, some informants claim that promotions have the positive effect of receiving highly desired attention from foreign tourists. Yet, the vast majority of informants reject the effectiveness of promotions. While some admit their usefulness for local Thais ...
... cheapest or least expensive service. Furthermore, some informants claim that promotions have the positive effect of receiving highly desired attention from foreign tourists. Yet, the vast majority of informants reject the effectiveness of promotions. While some admit their usefulness for local Thais ...
Email: marketing`s most abused communications tool
... anything to say? Have you developed a marketing curriculum to teach people about your products? ...
... anything to say? Have you developed a marketing curriculum to teach people about your products? ...
INTEGRATED MARKETING COMMUNICATIONS AND
... ABSTRACT The need for an organization to properly coordinate its marketing communications strategies to achieve a clear, consistent and competitive message about itself and its product has become issue of concern to every result driven firm. The study is aimed at examining the impact of integrated ...
... ABSTRACT The need for an organization to properly coordinate its marketing communications strategies to achieve a clear, consistent and competitive message about itself and its product has become issue of concern to every result driven firm. The study is aimed at examining the impact of integrated ...
Evaluating the Perception of Luxury Brands in Today`s Marketplace
... “In spite of the global recession, luxury seems to be everywhere. Luxury is a term that is routinely used in our everyday life: a promise of decadence and a dream of an exclusive lifestyle, a key component of marketing management and a tagline in commercials and advertising campaigns…However, wha ...
... “In spite of the global recession, luxury seems to be everywhere. Luxury is a term that is routinely used in our everyday life: a promise of decadence and a dream of an exclusive lifestyle, a key component of marketing management and a tagline in commercials and advertising campaigns…However, wha ...