Challenges in the Nordic ICT marketing communications Riikka Tankka
... Information and communications technology (ICT) is a rapidly developing field. Companies operating in the field have possibilities to operate globally through large information networks. This possibility also creates questions when customers are based in different countries. Objective for this resea ...
... Information and communications technology (ICT) is a rapidly developing field. Companies operating in the field have possibilities to operate globally through large information networks. This possibility also creates questions when customers are based in different countries. Objective for this resea ...
Relationship Marketing: Challenges for the Organization
... concepts used in various areas of relationship-oriented marketing differ to some extent, and the viewpoints taken are somewhat different, we can probably conclude that an understanding of services and how to manage and market services is one key to understanding the nature of relationship marketing. ...
... concepts used in various areas of relationship-oriented marketing differ to some extent, and the viewpoints taken are somewhat different, we can probably conclude that an understanding of services and how to manage and market services is one key to understanding the nature of relationship marketing. ...
Chapter 1 Introduction Marketing for Hospitality and Tourism
... Exchange, and Relationship Marketing • Exchange is the act of obtaining a desired object from someone by offering something in return • Relationship marketing is building strong economic relationships between with social ties by following through on promises ...
... Exchange, and Relationship Marketing • Exchange is the act of obtaining a desired object from someone by offering something in return • Relationship marketing is building strong economic relationships between with social ties by following through on promises ...
Not All Repeat Purchases Are the Same: Attitudinal
... by repeat purchases does not adequately capture consumer loyalty (Jacoby and Kyner 1973). In particular, a consumer can repeat purchase either as a choice based on positive evaluations of a brand, or as an automatic process that is driven by contextual factors that have little if any to do with the ...
... by repeat purchases does not adequately capture consumer loyalty (Jacoby and Kyner 1973). In particular, a consumer can repeat purchase either as a choice based on positive evaluations of a brand, or as an automatic process that is driven by contextual factors that have little if any to do with the ...
6. brand portfolio and architecture
... There is a clear analogy between managing a brand portfolio and a football team [Davidson, 2002 b]. The football pitch is the market map. You have to decide in which areas you will dominate – whether, for example, the midfield or the flanks. The players, represented by brands, have to cover the prio ...
... There is a clear analogy between managing a brand portfolio and a football team [Davidson, 2002 b]. The football pitch is the market map. You have to decide in which areas you will dominate – whether, for example, the midfield or the flanks. The players, represented by brands, have to cover the prio ...
Is Marketing Becoming a Dirty Word? A Longitudinal
... difficulty convincing consumers of the integrity of their marketing claims. Then, more resources would need to be devoted to product promotion, leaving fewer resources available for other beneficial activities, such as innovation. Therefore, the current article makes a contribution to the marketing ...
... difficulty convincing consumers of the integrity of their marketing claims. Then, more resources would need to be devoted to product promotion, leaving fewer resources available for other beneficial activities, such as innovation. Therefore, the current article makes a contribution to the marketing ...
The future of marketing From monologue to dialogue
... The implications of a two-way interaction between corporate marketers and their customer base are far-reaching. According to a worldwide survey of 228 senior global marketing executives conducted in February 2006 by the Economist Intelligence Unit, in co-operation with Google, chief marketing office ...
... The implications of a two-way interaction between corporate marketers and their customer base are far-reaching. According to a worldwide survey of 228 senior global marketing executives conducted in February 2006 by the Economist Intelligence Unit, in co-operation with Google, chief marketing office ...
Value-creation space: The role of events in a
... their experiences with the brand (Payne, Storbacka and Frow, 2008). Such learning, and its influence on the operant resources of all parties, becomes pivotal to the optimisation of the core construct of value in use. Markedly, this learning is reciprocal with all participants being resources and the ...
... their experiences with the brand (Payne, Storbacka and Frow, 2008). Such learning, and its influence on the operant resources of all parties, becomes pivotal to the optimisation of the core construct of value in use. Markedly, this learning is reciprocal with all participants being resources and the ...
i. participants in the integrated marketing communications process
... creative ways to communicate with their customers. Agencies such as Fallon Worldwide are used because of their strong creative capabilities and their ability to bring novel approaches to their clients marketing programs. Today, more marketers are looking for agencies that can offer a range of integr ...
... creative ways to communicate with their customers. Agencies such as Fallon Worldwide are used because of their strong creative capabilities and their ability to bring novel approaches to their clients marketing programs. Today, more marketers are looking for agencies that can offer a range of integr ...
SEM Chap 15
... What Marketing Is Not and What It Is How Marketing Works A Demonstration of the Marketing Process ...
... What Marketing Is Not and What It Is How Marketing Works A Demonstration of the Marketing Process ...
Influence of Marketing Tools on Students` Decision to Purchase Wine
... president of Hahn Family Wines, Leigon (2010) notes that “word-of-mouth is far more powerful than any other method of selling wine” (p. 6). Leigon goes on to say that it won’t be long until consumers are standing in front of the wine selection in a store, noticeably on cell phones calling or textin ...
... president of Hahn Family Wines, Leigon (2010) notes that “word-of-mouth is far more powerful than any other method of selling wine” (p. 6). Leigon goes on to say that it won’t be long until consumers are standing in front of the wine selection in a store, noticeably on cell phones calling or textin ...
Examples of Sports Marketing
... The Marketing Concept Why Is Marketing Important? Financial success is a direct result of an organization’s ability to effectively market its products and services A business achieves profitability when they offer the goods and services that customers need and want at the right price Marketers ...
... The Marketing Concept Why Is Marketing Important? Financial success is a direct result of an organization’s ability to effectively market its products and services A business achieves profitability when they offer the goods and services that customers need and want at the right price Marketers ...
Factors That Determine Brand Loyalty: The Case of Toothpaste
... peisonalily Just like a person without attention-grabbing characteristics, a brand with no pcisonaliiy can easily be passed right over A strong symbol or company logo can also help to generate brand loyalty by making it quickly identifiable. i mm the design of a new product to the extension o f a ma ...
... peisonalily Just like a person without attention-grabbing characteristics, a brand with no pcisonaliiy can easily be passed right over A strong symbol or company logo can also help to generate brand loyalty by making it quickly identifiable. i mm the design of a new product to the extension o f a ma ...
Dual Award
... Enrol with a CIM Accredited Study Centre • A list of over 300 study centres world-wide can be found on the CIM website ...
... Enrol with a CIM Accredited Study Centre • A list of over 300 study centres world-wide can be found on the CIM website ...
content marketing as an important element of marketing strategy of
... has to invest in the creation of content. What is important is that the content should be appropriately targeted, both in terms of information and entertainment16. A company by delivering unique and credible information gains a competitive position and builds a strong, trusted market of recipients. ...
... has to invest in the creation of content. What is important is that the content should be appropriately targeted, both in terms of information and entertainment16. A company by delivering unique and credible information gains a competitive position and builds a strong, trusted market of recipients. ...
Hemispheric Asymmetry Reduction in Older Adults
... semantic retrieval was absent for several years but was recently reported by Stebbins et al. (2002) and Logan and Buckner (2001). Stebbins et al. (2002) examined age-related differences in PFC activity during deep (concrete–abstract) and shallow (uppercase– lowercase) incidental encoding of words. I ...
... semantic retrieval was absent for several years but was recently reported by Stebbins et al. (2002) and Logan and Buckner (2001). Stebbins et al. (2002) examined age-related differences in PFC activity during deep (concrete–abstract) and shallow (uppercase– lowercase) incidental encoding of words. I ...
Market segmentation.
... • The second step is market targeting, evaluating each segment’s attractiveness and selecting one or more of the market segments. • The third step is market positioning, developing competitive positioning for the product and an appropriate marketing mix. Marketing for Hospitality and Tourism, Fifth ...
... • The second step is market targeting, evaluating each segment’s attractiveness and selecting one or more of the market segments. • The third step is market positioning, developing competitive positioning for the product and an appropriate marketing mix. Marketing for Hospitality and Tourism, Fifth ...
Next-Best-Action Marketing: A Customer Centric
... analytics department. High throughput is necessary to drive successful prediction-based strategies. There will be a large demand for high quality predictive models to help make decisions about likely customer interests (in buying products, channel preference, likely amount spent, etc.), risks (late ...
... analytics department. High throughput is necessary to drive successful prediction-based strategies. There will be a large demand for high quality predictive models to help make decisions about likely customer interests (in buying products, channel preference, likely amount spent, etc.), risks (late ...