The Resource-Based View and Marketing
... markets. External information is needed to navigate markets and to run operations both efficiently and effectively It is not (tangible) resources per se that guarantee customer value creation. But, it is how these resources are leveraged via the learning embedded in capabilities/competencies. ...
... markets. External information is needed to navigate markets and to run operations both efficiently and effectively It is not (tangible) resources per se that guarantee customer value creation. But, it is how these resources are leveraged via the learning embedded in capabilities/competencies. ...
Developing integrated marketing communications for
... good tool to understand people thoughts and opinions, to realize why they behave the way they do. Qualitative data presents the context, which effects and explains human actions. Interview is the most common technique for collecting qualitative data. As stated by Brown and Gilligan (1992, 25) “an in ...
... good tool to understand people thoughts and opinions, to realize why they behave the way they do. Qualitative data presents the context, which effects and explains human actions. Interview is the most common technique for collecting qualitative data. As stated by Brown and Gilligan (1992, 25) “an in ...
Making the Case for Harming the Poor – A Review of Marketing
... A recent news story in Business Week (Capell, 2009) reported that SAB Miller, world’s second largest brewer plans to penetrate the sub-Saharan African market deeply where its current product offerings are unaffordable to the local consumers. The company has decided to create an ultra-affordable bran ...
... A recent news story in Business Week (Capell, 2009) reported that SAB Miller, world’s second largest brewer plans to penetrate the sub-Saharan African market deeply where its current product offerings are unaffordable to the local consumers. The company has decided to create an ultra-affordable bran ...
Marketing Strategies Adopted By Kenya Tourist Board To Market
... services to support this leisure travel. The World Tourism Organization defines Tourists as people who travel to and stay in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes not related to the exercises of an activity remunerated ...
... services to support this leisure travel. The World Tourism Organization defines Tourists as people who travel to and stay in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes not related to the exercises of an activity remunerated ...
Understand what a market Describe types of marketing
... A place where buyers and sellers meet for the exchange of goods and services. Marketing The anticipation and satisfaction of customer needs in an efficient and profitable manner. ...
... A place where buyers and sellers meet for the exchange of goods and services. Marketing The anticipation and satisfaction of customer needs in an efficient and profitable manner. ...
Analytics Drive Innovation
... certain time of the day without success, we’ll take notice and try an alternative time.” However, if the phone is picked up at 9 in the morning, this may be the ideal time to talk with that particular customer and record that data for future knowledge. Just as business associates become aware of the ...
... certain time of the day without success, we’ll take notice and try an alternative time.” However, if the phone is picked up at 9 in the morning, this may be the ideal time to talk with that particular customer and record that data for future knowledge. Just as business associates become aware of the ...
The market-led organisation
... that handles activities concerned with understanding and satisfying customers’ needs. Studies show a direct link between the success of an organisation and the extent of its market orientation. These marketing concepts are applicable to both for-profit and non-profit organisations. In the opening ac ...
... that handles activities concerned with understanding and satisfying customers’ needs. Studies show a direct link between the success of an organisation and the extent of its market orientation. These marketing concepts are applicable to both for-profit and non-profit organisations. In the opening ac ...
Marketing Moves 2016: Q3 – Q4
... Within consumer, three of the four sectors had a similar majority of appointments from within their respective sector. However, companies within the leisure and hospitality space tended to look to other sectors for marketing leadership more often than they did to their own. While there was no sector ...
... Within consumer, three of the four sectors had a similar majority of appointments from within their respective sector. However, companies within the leisure and hospitality space tended to look to other sectors for marketing leadership more often than they did to their own. While there was no sector ...
Enhancing Brand Equity through Sustainability
... also engage themselves in refurbishing the recovered products to make them reusable for their commercial benefit, which ultimately leads to the efficient management of waste of the branded products (Krikke et al., 2003). Marketing contributes by developing the market demand for refurbished products, ...
... also engage themselves in refurbishing the recovered products to make them reusable for their commercial benefit, which ultimately leads to the efficient management of waste of the branded products (Krikke et al., 2003). Marketing contributes by developing the market demand for refurbished products, ...
An investigation of crossmarket standardisation
... represents a huge business opportunity for firms from around the world. Very few multinational corporations (MNCs) operating in the EU region will limit themselves to only a single country, but are more likely to conduct business in two or more of its member states at the same time (Chen and Wong, 2 ...
... represents a huge business opportunity for firms from around the world. Very few multinational corporations (MNCs) operating in the EU region will limit themselves to only a single country, but are more likely to conduct business in two or more of its member states at the same time (Chen and Wong, 2 ...
The Possibilities of Digital Promotion in Music Industry
... The thesis was assigned by Inverse Records. The thesis studied various aspects of digital promotion and aimed to find the most effective factors that can help to enhance the promotional tools in general ...
... The thesis was assigned by Inverse Records. The thesis studied various aspects of digital promotion and aimed to find the most effective factors that can help to enhance the promotional tools in general ...
Word-of-mouth Communication in the Hospitality Industry
... was on high-involvement hospitality service processes, because purchase of these services are influenced by word-of-mouth communication and cognitive dissonance. The dual objectives of this study were developing a new framework for studying wordof-mouth communication of loyal customers, and to find ...
... was on high-involvement hospitality service processes, because purchase of these services are influenced by word-of-mouth communication and cognitive dissonance. The dual objectives of this study were developing a new framework for studying wordof-mouth communication of loyal customers, and to find ...
agricultural marketing management
... making. Through market intelligence the seller finds out what the customer needs and wants. The alternative is to find out through sales, or the lack of them. Marketing research helps establish what products are right for the market, which channels of distribution are most appropriate, how best to p ...
... making. Through market intelligence the seller finds out what the customer needs and wants. The alternative is to find out through sales, or the lack of them. Marketing research helps establish what products are right for the market, which channels of distribution are most appropriate, how best to p ...
which factors leading to decreasing sales in the music industry can
... Austrian music label proved to be of great help. To test whether visitors of live concerts are responsive to targeted online promotion, small contests to win free tickets for the concert of Bauchklang, a music group managed by Monkey Music were organized on Facebook. Simultaneously, these contests h ...
... Austrian music label proved to be of great help. To test whether visitors of live concerts are responsive to targeted online promotion, small contests to win free tickets for the concert of Bauchklang, a music group managed by Monkey Music were organized on Facebook. Simultaneously, these contests h ...
Saimaa University of Applied Sciences Business and Culture, Imatra
... Consumers started to see the tourism industry from a different angle. Services and products became more reachable and easy to get information about. Old, traditional ways of distribution were complemented with online booking systems that are available to anybody who has Internet access. It takes les ...
... Consumers started to see the tourism industry from a different angle. Services and products became more reachable and easy to get information about. Old, traditional ways of distribution were complemented with online booking systems that are available to anybody who has Internet access. It takes les ...
Improving the Accuracy of Recall Data: A Test of
... question is whether or not the techniques originally designed to reduce forward telescoping do effectively reduce over-reporting. Second, the procedures did reduce over-reporting. The experimental procedures (Groups 2, 3 and 4) all lead to lower reported tape hire than the control (Group 1). This fi ...
... question is whether or not the techniques originally designed to reduce forward telescoping do effectively reduce over-reporting. Second, the procedures did reduce over-reporting. The experimental procedures (Groups 2, 3 and 4) all lead to lower reported tape hire than the control (Group 1). This fi ...
Ambient Marketing: Towards a Modern Definition
... Shankar and Horton (1999) first attempted to explain ambient media, by defining the practice as ‘non-traditional out-of-home media’, and attempting to categorise ambient marketing according to the environment in which it is placed, derived from Concord (1998). While this definition may have sufficed ...
... Shankar and Horton (1999) first attempted to explain ambient media, by defining the practice as ‘non-traditional out-of-home media’, and attempting to categorise ambient marketing according to the environment in which it is placed, derived from Concord (1998). While this definition may have sufficed ...
Quantifying the Ripple: Word-Of-Mouth and Advertising
... Historically marketing managers have treated word-of-mouth as a “black box” whose workings are too complex to be able to articulate the link between this critical secondary purchase behavior and firm profits. This has led eminent researchers (Danaher and Rust 1996, Zeithaml 2000) to call for additio ...
... Historically marketing managers have treated word-of-mouth as a “black box” whose workings are too complex to be able to articulate the link between this critical secondary purchase behavior and firm profits. This has led eminent researchers (Danaher and Rust 1996, Zeithaml 2000) to call for additio ...
Prism Technical Overview
... and marketing strategies for just about every pharmaceutical company, but many organizations fail to segment as effectively as possible. Segmentation identifies unique sets of customers who possess similarities relevant to a product’s value proposition. These similarities, or dimensions, are based o ...
... and marketing strategies for just about every pharmaceutical company, but many organizations fail to segment as effectively as possible. Segmentation identifies unique sets of customers who possess similarities relevant to a product’s value proposition. These similarities, or dimensions, are based o ...
Implementation Challenges: Triggers for Interactions in Marketing
... knowledge on the subject remains inadequate. Existing literature argues that strategy formation processes range from informal and emergent to formal and deliberate (Slater et al., 2006, Mintzberg and Waters, 1985), yet the actual activities, actions and interactions in strategy making are not well s ...
... knowledge on the subject remains inadequate. Existing literature argues that strategy formation processes range from informal and emergent to formal and deliberate (Slater et al., 2006, Mintzberg and Waters, 1985), yet the actual activities, actions and interactions in strategy making are not well s ...
The Relationship Between Point Of Purchase Communications and
... are different. Buyer decision making behaviour is generally more complex, and other factors influence the buying decision and the way in which customers seek information(Pelsmacker et al.,2001:445). As a result, marketing communications will have to be adapted to these different circumstances, not o ...
... are different. Buyer decision making behaviour is generally more complex, and other factors influence the buying decision and the way in which customers seek information(Pelsmacker et al.,2001:445). As a result, marketing communications will have to be adapted to these different circumstances, not o ...
Cross-Functional Processes in Customer Relationship Management
... CRM, as follows: "relationship marketing is a form of marketing based on interaction between the networks of relationships", while "CRM includes the values of relationship marketing strategies - with particular issues on relationship with customers - turned into a practical application.” Analyzing t ...
... CRM, as follows: "relationship marketing is a form of marketing based on interaction between the networks of relationships", while "CRM includes the values of relationship marketing strategies - with particular issues on relationship with customers - turned into a practical application.” Analyzing t ...
