SPANISH JOURNAL OF MARKETING
... empiric studies about CRM are rare, despite their multiple benefits to company management. In this context, companies face the process of building and maintaining relationships that prove to be valuable for both customers and the company. Considering a proposal of integrating the TOE model (Technolog ...
... empiric studies about CRM are rare, despite their multiple benefits to company management. In this context, companies face the process of building and maintaining relationships that prove to be valuable for both customers and the company. Considering a proposal of integrating the TOE model (Technolog ...
THE STRATEGIC USE OF EVENTS WITHIN LOCAL GOVERNMENT
... first time that the provision should also benefit the local community. The multiplying effects of tourism and leisure services have always advantaged the local community; what LA21 states is that any provision of these facilities should be in accordance with community merit as well (Leslie & Muir, 1 ...
... first time that the provision should also benefit the local community. The multiplying effects of tourism and leisure services have always advantaged the local community; what LA21 states is that any provision of these facilities should be in accordance with community merit as well (Leslie & Muir, 1 ...
The City Marketing Pilot Plan of Nea Ionia, Magnesia, Greece: An
... environment, a positive image as far as their economic development is concerned, and for this reason they adopt promotional programmes and actions, which they subsequently implement (Hall, 1998/2001). In case of place marketing this product (Goodwin, 1993), or ‘good’ (Metaxas, 2003), is a place or a ...
... environment, a positive image as far as their economic development is concerned, and for this reason they adopt promotional programmes and actions, which they subsequently implement (Hall, 1998/2001). In case of place marketing this product (Goodwin, 1993), or ‘good’ (Metaxas, 2003), is a place or a ...
State of Marketing Technology 2017 Closing the Gap Between
... When we last checked in with marketers about the state of marketing technology at their companies a year ago, they were frustrated with the lack of progress in martech adoption. Not only did the majority of marketers view their companies as lagging behind the rest of the industry, but many also felt ...
... When we last checked in with marketers about the state of marketing technology at their companies a year ago, they were frustrated with the lack of progress in martech adoption. Not only did the majority of marketers view their companies as lagging behind the rest of the industry, but many also felt ...
Bach vs. Beck: Marketing Classical and Popular Music Festivals
... cost-efficient than traditional marketing mediums, but what if your audience isn’t social-media or technology-savvy? One of my goals in this case is to answer this question. How can the two types of festivals who each prefer different marketing styles learn from each other, or solidify the choices t ...
... cost-efficient than traditional marketing mediums, but what if your audience isn’t social-media or technology-savvy? One of my goals in this case is to answer this question. How can the two types of festivals who each prefer different marketing styles learn from each other, or solidify the choices t ...
The Digital evolution in B2B Marketing
... Today, digital integration can be divided into two concepts: integrating tactics into the development of broader marketing campaigns and then continuously monitoring and managing your digital presence or footprint in a unified way (including corporate website, social platforms, blogs, search, commun ...
... Today, digital integration can be divided into two concepts: integrating tactics into the development of broader marketing campaigns and then continuously monitoring and managing your digital presence or footprint in a unified way (including corporate website, social platforms, blogs, search, commun ...
marketing channels for wild and cultivated edible mushrooms in
... high quality and price. In many developing countries, although mushroom production is well established and increasing, the marketing systems are poorly understood. During 1999-2004, we studied the channels of distribution for wild and cultivated mushrooms in central Mexico following an institutional ...
... high quality and price. In many developing countries, although mushroom production is well established and increasing, the marketing systems are poorly understood. During 1999-2004, we studied the channels of distribution for wild and cultivated mushrooms in central Mexico following an institutional ...
An Empirical Study of the Factors influencing Consumer Behaviour
... making process typically take more time to make a final buying frequently purchased, low-cost items that depurchase decision and spend more time researching their mand very little search-and-decision effort (e.g., milk, options. Many of these consumers experience cognitive eggs, bread or socks). Cus ...
... making process typically take more time to make a final buying frequently purchased, low-cost items that depurchase decision and spend more time researching their mand very little search-and-decision effort (e.g., milk, options. Many of these consumers experience cognitive eggs, bread or socks). Cus ...
Episodes and Bonds in Investor Relationship Marketing – A
... suggest ten partnerships within four partnership groups. These include, firstly, supplier partnerships with goods suppliers and service providers; secondly, lateral partnerships with competitors, non-profit organisations, and government; thirdly, buyer partnerships with ultimate and intermediate cus ...
... suggest ten partnerships within four partnership groups. These include, firstly, supplier partnerships with goods suppliers and service providers; secondly, lateral partnerships with competitors, non-profit organisations, and government; thirdly, buyer partnerships with ultimate and intermediate cus ...
Place Marketing in Europe
... as being engaged in a process of “territorial competition” in a world economy that is becoming more and more integrated. We can observe how areas – be it countries, regions or cities – really try to outcompete each other in the fear of being wiped off the map.1 One might say that just like companies ...
... as being engaged in a process of “territorial competition” in a world economy that is becoming more and more integrated. We can observe how areas – be it countries, regions or cities – really try to outcompete each other in the fear of being wiped off the map.1 One might say that just like companies ...
3.3.1 Advertising Copy - KV Institute of Management and Information
... Another important question regarding message-structure is whether message should be one-sided or two-sided. One-sided message mentions only positive aspects of the product, i.e., only benefits, uses, good qualities are shown. In two-sided message both positive and negative aspects of the product are ...
... Another important question regarding message-structure is whether message should be one-sided or two-sided. One-sided message mentions only positive aspects of the product, i.e., only benefits, uses, good qualities are shown. In two-sided message both positive and negative aspects of the product are ...
ENGAGING AUDIENCES: AN ANALYSIS OF SOCIAL MEDIA
... tools to manage or build their brand, 14% of company CEOs were on Twitter, and 13% posted corporate videos on YouTube (Delloite, 2009). This survey demonstrates some of the new ways businesses can utilize social media platforms for advertising and promotional purposes beyond traditional online banne ...
... tools to manage or build their brand, 14% of company CEOs were on Twitter, and 13% posted corporate videos on YouTube (Delloite, 2009). This survey demonstrates some of the new ways businesses can utilize social media platforms for advertising and promotional purposes beyond traditional online banne ...
Brand Evolution: the way to sophistication
... complex and changing marketing environment where ‘customer-based brand equity’ will be helpful for marketers trying to cope with the situation (Keller, 2003: 38-43). According to Keller (2003: 75-103), in order to build a strong brand, it is necessary to build a four step ‘brand ladder’, from identi ...
... complex and changing marketing environment where ‘customer-based brand equity’ will be helpful for marketers trying to cope with the situation (Keller, 2003: 38-43). According to Keller (2003: 75-103), in order to build a strong brand, it is necessary to build a four step ‘brand ladder’, from identi ...
advertising to kids and the ftc
... “Nugget” fell over without human assistance.9 In each of these cases, the ad was examined from the viewpoint of a child in the age group to which the toy was targeted. While an adult viewer might understand that special techniques were employed in such commercials, the child would expect the toy to ...
... “Nugget” fell over without human assistance.9 In each of these cases, the ad was examined from the viewpoint of a child in the age group to which the toy was targeted. While an adult viewer might understand that special techniques were employed in such commercials, the child would expect the toy to ...
Ethics and Manipulative Marketing
... in the literature, media and in the political debate, marketing can also create unfulfilled needs and desires. Marketing technics have since the 80s been through a major evolution, and today companies will mostly use PR, product placement, in-store activities and events in their marketing, as they a ...
... in the literature, media and in the political debate, marketing can also create unfulfilled needs and desires. Marketing technics have since the 80s been through a major evolution, and today companies will mostly use PR, product placement, in-store activities and events in their marketing, as they a ...
Propaganda as Political Marketing
... The Classic work by Jacques Ellul “Propaganda: The Formation of Men's Attitudes” notes in 1965 that propaganda is no longer used for the individual but is based on the sciences of psychology and sociology and used en masse. When the individual is reduced to an average their psychic defenses are redu ...
... The Classic work by Jacques Ellul “Propaganda: The Formation of Men's Attitudes” notes in 1965 that propaganda is no longer used for the individual but is based on the sciences of psychology and sociology and used en masse. When the individual is reduced to an average their psychic defenses are redu ...
The Future of Marketing - Economist - CMO Nation
... spoke with six marketing visionaries around the world and posed a question: “The world of marketers today has changed drastically from what it was ten years ago. What will it be like in 2020? And what do marketers need to forge a winning career path over the next five years? Here are the 15 things t ...
... spoke with six marketing visionaries around the world and posed a question: “The world of marketers today has changed drastically from what it was ten years ago. What will it be like in 2020? And what do marketers need to forge a winning career path over the next five years? Here are the 15 things t ...
KYMENLAAKSON AMMATTIKORKEAKOULU University of Applied Sciences
... Over all the International Sibelius Festival 2015 will be much bigger event than before which is the reason it needs more attention from Lahti Symphony Orchestra’s marketing department. The General Manager of Lahti Symphony Orchestra has recognized International Sibelius Festival 2015 to be an oppor ...
... Over all the International Sibelius Festival 2015 will be much bigger event than before which is the reason it needs more attention from Lahti Symphony Orchestra’s marketing department. The General Manager of Lahti Symphony Orchestra has recognized International Sibelius Festival 2015 to be an oppor ...
The firms benefits of mobile CRM from the relationship marketing
... empiric studies about CRM are rare, despite their multiple benefits to company management. In this context, companies face the process of building and maintaining relationships that prove to be valuable for both customers and the company. Considering a proposal of integrating the TOE model (Technolog ...
... empiric studies about CRM are rare, despite their multiple benefits to company management. In this context, companies face the process of building and maintaining relationships that prove to be valuable for both customers and the company. Considering a proposal of integrating the TOE model (Technolog ...
Estimating Future Demand
... A professional research moderator provides questions and probes based on a discussion guide or agenda to ensure that the right material gets covered. Moderators attempt to track down potentially useful insights as they try to discern the real motivations of consumers and why they are saying and doin ...
... A professional research moderator provides questions and probes based on a discussion guide or agenda to ensure that the right material gets covered. Moderators attempt to track down potentially useful insights as they try to discern the real motivations of consumers and why they are saying and doin ...
5 Questions Keeping Marketers Up at Night
... In the new age of marketing, companies must engage with contacts through highly relevant messaging that incorporates elements of social media and feels more human. But how can you reach more people with more targeted messages, more often and more quickly than ever? Ironically, to become more persona ...
... In the new age of marketing, companies must engage with contacts through highly relevant messaging that incorporates elements of social media and feels more human. But how can you reach more people with more targeted messages, more often and more quickly than ever? Ironically, to become more persona ...
09304100
... media. For example, advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as via digital and television and radio channels. Hospitality mar ...
... media. For example, advertising mediums that might be used as part of the digital marketing strategy of a business could include promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as via digital and television and radio channels. Hospitality mar ...
Alcohol marketing: discussion resumed, 17 November 2011
... industries and insisting on certain specific standards through self-regulation or otherwise. In Ireland the advertising of alcohol is controlled by such a combination of statute-based rules and industry-based codes and systems, of which the ASAI is the most significant. Examples of the statute-base ...
... industries and insisting on certain specific standards through self-regulation or otherwise. In Ireland the advertising of alcohol is controlled by such a combination of statute-based rules and industry-based codes and systems, of which the ASAI is the most significant. Examples of the statute-base ...
Advertising campaign
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). Advertising campaigns appear in different media channels across a specific time frame that often need to be clearly defined. Modern advertising campaigns often combine multiple online and offline channels such as online social media, TV, OOH media, branded packaging, etc.A critical part of making an advertising campaign is determining a campaign theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short-lived due to factors such as being ineffective or market conditions and / or competition in the marketplace and marketing mix.Advertising campaigns are developed to achieve a particular goal or a set of goals. Such goals typically include establishing a brand, raising brand awareness, increasing the rate of conversions/sales. The degree of success or failure at reaching these goals is measured with analytic tools. For instance, Google Analytics offers a set of instruments for reviewing and evaluation of online campaigns.