from the lens of public relations educators and scholars
... Agencies. IMC is defined as "a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines--for example, general advertising, direct response, sales promotion, and public relations- ...
... Agencies. IMC is defined as "a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines--for example, general advertising, direct response, sales promotion, and public relations- ...
Durham Research Online
... have focused on and/ or concluded the criticality of strategic content responses to ‘external’ environmental variables (Hultman, Robson, and Katsikeas 2009; Menguc, Auh, and Ozanne 2010). Prior research suggests the adoption of corporate sustainability strategies in a foreign market is subject to an ...
... have focused on and/ or concluded the criticality of strategic content responses to ‘external’ environmental variables (Hultman, Robson, and Katsikeas 2009; Menguc, Auh, and Ozanne 2010). Prior research suggests the adoption of corporate sustainability strategies in a foreign market is subject to an ...
What is a Product?
... • A brand is a name, term, sign, symbol, design, or a combination of these elements that is intended to identify the goods or services of a seller and differentiate them from competitors ...
... • A brand is a name, term, sign, symbol, design, or a combination of these elements that is intended to identify the goods or services of a seller and differentiate them from competitors ...
Stakeholder Analysis on Boycott Movement: A Preliminary Study
... articles primarily concerned with this theory between 1984 and 1995, while Gibson (2000) finds 200 articles in the 1990s alone. Mitchell, and Agle, and Wood (1997) examine 27 definitions of stakeholder. They find that stakeholders are groups that have “stake” or an interest in the firm that bears a ...
... articles primarily concerned with this theory between 1984 and 1995, while Gibson (2000) finds 200 articles in the 1990s alone. Mitchell, and Agle, and Wood (1997) examine 27 definitions of stakeholder. They find that stakeholders are groups that have “stake” or an interest in the firm that bears a ...
Chapter3: Literature Review: Marketing and Marketing Mix
... for getting people to create awareness among people about products or services being offered by the company. Advertising, public relations, point-of-sale displays, and word-of-mouth promotion are all traditional ways for promotion. Promotion is the method for providing the link of information betwe ...
... for getting people to create awareness among people about products or services being offered by the company. Advertising, public relations, point-of-sale displays, and word-of-mouth promotion are all traditional ways for promotion. Promotion is the method for providing the link of information betwe ...
Balancing the Demand Equation:
... concepts that often are inconsistent with their legacy views of what B2B marketers can and should do for their organizations. B2B marketers also are finding themselves more challenged than ever in their demand generation efforts. They are being pushed to improve alignment between marketing and sales ...
... concepts that often are inconsistent with their legacy views of what B2B marketers can and should do for their organizations. B2B marketers also are finding themselves more challenged than ever in their demand generation efforts. They are being pushed to improve alignment between marketing and sales ...
Marketing Integration in Cross-Border Mergers and Acquisitions
... antecedents that facilitate the marketing integration process leading to enhanced M&A performance (See Figure 1). Social networking elements such as collaboration and interaction are introduced. Collaboration and interaction are dimensions, which have been used as major success factors in contributi ...
... antecedents that facilitate the marketing integration process leading to enhanced M&A performance (See Figure 1). Social networking elements such as collaboration and interaction are introduced. Collaboration and interaction are dimensions, which have been used as major success factors in contributi ...
Measures of Perceived Interactivity (MPI)
... (1999) AST scale for testing predictive validity of perceived interactivity. Data collection tools (Web sites and survey) were pre-tested by eleven faculty members and eight doctoral students. A total of 126 individuals from various backgrounds evaluated one of the Web sites and completed the surve ...
... (1999) AST scale for testing predictive validity of perceived interactivity. Data collection tools (Web sites and survey) were pre-tested by eleven faculty members and eight doctoral students. A total of 126 individuals from various backgrounds evaluated one of the Web sites and completed the surve ...
93 Marketing Analysis of Plantain in Owo and Ose Local
... below, and greater than thirty years respectively. ...
... below, and greater than thirty years respectively. ...
Large-Scale Marketing Campaign Optimization
... However, if the past decade’s growth of marketing channels and offers has increased demand for MCO, today’s conditions make it essential to any large-scale campaign. With the advent of “Big Marketing”—as data and customer volumes increase, potential actions and channels grow, and marketing budgets c ...
... However, if the past decade’s growth of marketing channels and offers has increased demand for MCO, today’s conditions make it essential to any large-scale campaign. With the advent of “Big Marketing”—as data and customer volumes increase, potential actions and channels grow, and marketing budgets c ...
BBA in Marketing Management Major in Marketing
... developing new relationships. This is accomplished by learning about and understanding customer needs and, in turn, developing products and services that respond to these needs while, at the same time, providing superior value. ...
... developing new relationships. This is accomplished by learning about and understanding customer needs and, in turn, developing products and services that respond to these needs while, at the same time, providing superior value. ...
THE SIGNIFICANT CONTRIBUTION OF ISLAMIC RELATIONSHIP
... telecommunication industry. The author believes that the importance of RM is to maximise customer satisfaction and enhance overall company profitability. Two meta-analyses conducted in the context of RM firstly by Swan, Trawick, Jr., Rink, and Robert (1988) followed by Palmatier (2008) are different ...
... telecommunication industry. The author believes that the importance of RM is to maximise customer satisfaction and enhance overall company profitability. Two meta-analyses conducted in the context of RM firstly by Swan, Trawick, Jr., Rink, and Robert (1988) followed by Palmatier (2008) are different ...
Types of Humor in Television and Magazine Advertising.
... humor as a variable in their decision to use - or not use - humor in their particular advertisements. In other words, different types of humor are more effective and better suited to different types of media, as we'll see a little later in this article. Since most research over the years has not rec ...
... humor as a variable in their decision to use - or not use - humor in their particular advertisements. In other words, different types of humor are more effective and better suited to different types of media, as we'll see a little later in this article. Since most research over the years has not rec ...
CHAPTER 13
... 10. Which of the following major promotional tools use the telephone, mail, fax, e-mail, and the Internet to communicate directly with specific consumers? a. advertising b. public relations c. direct marketing d. sales promotion Answer: (c) Difficulty: (1) Page: 470 11. Although the promotion mix i ...
... 10. Which of the following major promotional tools use the telephone, mail, fax, e-mail, and the Internet to communicate directly with specific consumers? a. advertising b. public relations c. direct marketing d. sales promotion Answer: (c) Difficulty: (1) Page: 470 11. Although the promotion mix i ...
The Effects of Product Placement
... 1. Prominent Placement (明顯的置入方式) and Subtle Placement (隱微的置入方 式); 2. Implicit PPL(含蓄式置入) and Integrated explicit PPL(融合情境的外顯置入). It can be obviously known that the different modes of product placement both affect consumers’ purchase interest and the marketing effect. Product placement can lead cons ...
... 1. Prominent Placement (明顯的置入方式) and Subtle Placement (隱微的置入方 式); 2. Implicit PPL(含蓄式置入) and Integrated explicit PPL(融合情境的外顯置入). It can be obviously known that the different modes of product placement both affect consumers’ purchase interest and the marketing effect. Product placement can lead cons ...
Redefining the Meaning of Luxury Goods
... exclusivity factor to the brand. Marketers need to put in place another effective scheme that will monitor purchasing behaviour and enable them to better target these consumers. In supermarkets, this is done with the use of loyalty cards. Loyalty schemes will almost defeat the purpose of the luxury ...
... exclusivity factor to the brand. Marketers need to put in place another effective scheme that will monitor purchasing behaviour and enable them to better target these consumers. In supermarkets, this is done with the use of loyalty cards. Loyalty schemes will almost defeat the purpose of the luxury ...
The Contingency Approach
... are the organisational or managerial actions taken in response to current or anticipated contingency factors. Performance variables are the dependent measures and represent specific aspects of effectiveness that are appropriate to evaluate the fit between contingency variables and response variables ...
... are the organisational or managerial actions taken in response to current or anticipated contingency factors. Performance variables are the dependent measures and represent specific aspects of effectiveness that are appropriate to evaluate the fit between contingency variables and response variables ...
word - CRELearning
... We must adapt to the constantly changing environment. It involves consideration of production, finance, labour and general management as well as marketing. ...
... We must adapt to the constantly changing environment. It involves consideration of production, finance, labour and general management as well as marketing. ...
Page No:34-38 - Research Journal Sport Sciences
... importance on sport marketing to increase presence of fans. This allows marketers to use effective marketing strategies about audiences. It also allows managers to program games more effectively, do their jobs better and use new ways to increase revenue and income. Fans of a team can be classified a ...
... importance on sport marketing to increase presence of fans. This allows marketers to use effective marketing strategies about audiences. It also allows managers to program games more effectively, do their jobs better and use new ways to increase revenue and income. Fans of a team can be classified a ...
module #3 final exam pool items
... c. Computerized checkout stations with scanners enable retailers to assess accurately which brands sell the best in each region. d. Many packaged-goods manufacturers are introducing new regional brands intended to appeal to local preferences. e. A more regional approach allows consumer goods compani ...
... c. Computerized checkout stations with scanners enable retailers to assess accurately which brands sell the best in each region. d. Many packaged-goods manufacturers are introducing new regional brands intended to appeal to local preferences. e. A more regional approach allows consumer goods compani ...
Kerin Marketing 9e
... b) carry out a new product launch that typically costs up to $30 million c) to differentiate its new brands from other competitors with products already sitting on the supermarket shelf d) allocate its resources e) all of the above information would be important to the success of the Fraser and Neav ...
... b) carry out a new product launch that typically costs up to $30 million c) to differentiate its new brands from other competitors with products already sitting on the supermarket shelf d) allocate its resources e) all of the above information would be important to the success of the Fraser and Neav ...
Economica 8-2.pmd
... may affect consumer demand even though it contains no product information. This perspective suggests that the market may under-provide advertising since the firm marketing the product does not benefit from (internalise) the increase in consumer welfare that advertising generates. Finally, the persua ...
... may affect consumer demand even though it contains no product information. This perspective suggests that the market may under-provide advertising since the firm marketing the product does not benefit from (internalise) the increase in consumer welfare that advertising generates. Finally, the persua ...