The concept of brand equity - Munich Personal RePEc Archive
... style or a personality. All of these may change the use experience and help process and retrieve information in a specific manner. Two identical products may create a different effect in using only because their brand’s associations differ. Associations can be critical factors in differentiating and ...
... style or a personality. All of these may change the use experience and help process and retrieve information in a specific manner. Two identical products may create a different effect in using only because their brand’s associations differ. Associations can be critical factors in differentiating and ...
UNIFYING YOUR SALES & MAR- KETING EFFORTS
... THE COMPLETE GUIDE TO UNIFYING YOUR SALES & MARKETING EFFORTS ...
... THE COMPLETE GUIDE TO UNIFYING YOUR SALES & MARKETING EFFORTS ...
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... Marketing, the way most textbooks treat it today, was introduced around 1960. The concept of the marketing mix and the Four Ps of marketing --product, price, place and promotion -- entered the marketing textbooks at that time[26]. Quickly they also became treated as the unchallenged basic model of ...
... Marketing, the way most textbooks treat it today, was introduced around 1960. The concept of the marketing mix and the Four Ps of marketing --product, price, place and promotion -- entered the marketing textbooks at that time[26]. Quickly they also became treated as the unchallenged basic model of ...
DIPLOMA IN PUBLIC RELATIONS
... This module on Strategic Marketing introduces an approach, which will empower you to improve your understanding of, and participation in Marketing Management. Strategic Marketing is a management process, designed to concentrate the organisations resources on the optimal opportunities, with the prima ...
... This module on Strategic Marketing introduces an approach, which will empower you to improve your understanding of, and participation in Marketing Management. Strategic Marketing is a management process, designed to concentrate the organisations resources on the optimal opportunities, with the prima ...
Global marketing advertising with cultural differences
... countries. In the Middle Eastern countries there is no single societal type with a typical belief, behavior, and tradition. The social groups can be differentiated on the basis of religion, social class, education, and degree of wealth (Keegan and Green, 2011). According to Elbashier and Nicholls (1 ...
... countries. In the Middle Eastern countries there is no single societal type with a typical belief, behavior, and tradition. The social groups can be differentiated on the basis of religion, social class, education, and degree of wealth (Keegan and Green, 2011). According to Elbashier and Nicholls (1 ...
Journal of Marketing Education - Daniels Fund Ethics Initiative
... of business ethics has evolved, marketing has played a key role in the development of business ethics education. Despite a general trend of increasingly larger amounts of ethical content included in business curricula, prior studies have shown there are no significant numbers of courses specifically ...
... of business ethics has evolved, marketing has played a key role in the development of business ethics education. Despite a general trend of increasingly larger amounts of ethical content included in business curricula, prior studies have shown there are no significant numbers of courses specifically ...
Higher diploma in sales and marketing
... The development of effective relationships between sales and marketing is recognized but in practice blending the two functions into an effective whole is sometimes hampered by poor communication. The establishment of intranets that link employees, suppliers and customers through their PCs can impro ...
... The development of effective relationships between sales and marketing is recognized but in practice blending the two functions into an effective whole is sometimes hampered by poor communication. The establishment of intranets that link employees, suppliers and customers through their PCs can impro ...
Impact of Celebrity Credibility on Advertising Effectiveness
... and a consumer that happens with the purpose of influencing profitable shifts (Shimp, 2000). A business or its administration is the starting place, while the end user is the recipient of the communication (Eisend, 2006). The theories of credibility have been and will be of significance to researche ...
... and a consumer that happens with the purpose of influencing profitable shifts (Shimp, 2000). A business or its administration is the starting place, while the end user is the recipient of the communication (Eisend, 2006). The theories of credibility have been and will be of significance to researche ...
MEASURING MARKETING PRODUCTIVITY: Linking marketing
... were collected over time it was anticipated that the time-related characteristics in the data might have offended inherent assumptions on which multiple regression analysis is based. Therefore, a time series regression analysis was subsequently adopted to account for time-related characteristics suc ...
... were collected over time it was anticipated that the time-related characteristics in the data might have offended inherent assumptions on which multiple regression analysis is based. Therefore, a time series regression analysis was subsequently adopted to account for time-related characteristics suc ...
an investigation of marketing strategies adopted
... sequences into a cohesive whole. The various strands of the strategy , which might include advertising, channel marketing, internet marketing, promotion and public relations can be orchestrated. Many companies create strategy tactics that then become strategy goals for the next level or group. Each ...
... sequences into a cohesive whole. The various strands of the strategy , which might include advertising, channel marketing, internet marketing, promotion and public relations can be orchestrated. Many companies create strategy tactics that then become strategy goals for the next level or group. Each ...
Marketing Strategies Restaurant Leaders Use to Develop Their
... Surviving past the first year of operation is a growing concern for independent, fullservice restaurants. Some restaurant leaders lack the marketing strategies necessary to develop a loyal customer base and survive beyond the first year of operation. The purpose of this multiple case study was to ex ...
... Surviving past the first year of operation is a growing concern for independent, fullservice restaurants. Some restaurant leaders lack the marketing strategies necessary to develop a loyal customer base and survive beyond the first year of operation. The purpose of this multiple case study was to ex ...
Applying behavioural insights to regulated markets
... mechanisms through which they should be delivered. For example, this could involve regulators setting the criteria for non-price competition and building stronger feedback loops to send signals to the market about what good quality looks like. The ambition of this approach is that regulators can cre ...
... mechanisms through which they should be delivered. For example, this could involve regulators setting the criteria for non-price competition and building stronger feedback loops to send signals to the market about what good quality looks like. The ambition of this approach is that regulators can cre ...
Irish Marketing Review, vol. 15, no. 2, 2002
... play in making sense of the new market phenomena by providing accurate descriptions of what is happening and developing theory to explain why it is happening. In enacting this role researchers make an important contribution to our understanding of contemporary society while also assisting policy mak ...
... play in making sense of the new market phenomena by providing accurate descriptions of what is happening and developing theory to explain why it is happening. In enacting this role researchers make an important contribution to our understanding of contemporary society while also assisting policy mak ...
Ethical Considerations on Advertising to Children
... especially in the case of products for children, in the sense that brands belong to a network of other products, which is continuously expanding, products of a totally different nature than the ones the brand was initially connected to. Thus, clothes, food, toys, school supplies, books, all can beco ...
... especially in the case of products for children, in the sense that brands belong to a network of other products, which is continuously expanding, products of a totally different nature than the ones the brand was initially connected to. Thus, clothes, food, toys, school supplies, books, all can beco ...
Hastings District Marketing, Visitor and Events Strategy
... have a role to play in marketing Hastings. It has decided that key focus areas for marketing efforts need to include marketing Hastings to visitors, marketing Hastings as a business investment location, and encouraging the development of civic pride. Marketing of Hastings is assessed as contributing ...
... have a role to play in marketing Hastings. It has decided that key focus areas for marketing efforts need to include marketing Hastings to visitors, marketing Hastings as a business investment location, and encouraging the development of civic pride. Marketing of Hastings is assessed as contributing ...
The relative importance of brands in modified rebuy purchase
... Michell, King, & Reast, 2001), and (2) identifying the customer and firm-performance implications of B2B brand-building efforts (e.g., Hutton, 1997; Kotler & Pfoertsch, 2007; Mudambi, 2002). Moreover, given the nascent nature of B2B branding (as compared to businessto-consumer ( B2C ) branding), it i ...
... Michell, King, & Reast, 2001), and (2) identifying the customer and firm-performance implications of B2B brand-building efforts (e.g., Hutton, 1997; Kotler & Pfoertsch, 2007; Mudambi, 2002). Moreover, given the nascent nature of B2B branding (as compared to businessto-consumer ( B2C ) branding), it i ...
Is the field of marketing ready for change?
... It gives me great pleasure to present the second issue of the International Journal of Marketing Principles and Practices (IJMPP) which is the journal of the International Institute of Marketing Professionals (IIMP®). The IIMP® has the widest advisory network throughout the world (with 150 countries ...
... It gives me great pleasure to present the second issue of the International Journal of Marketing Principles and Practices (IJMPP) which is the journal of the International Institute of Marketing Professionals (IIMP®). The IIMP® has the widest advisory network throughout the world (with 150 countries ...
Impact of recession to companies marketing activities
... Marketing literature about marketing mix and the use of different marketing activities construct the base for this study. Recession has been studied widely in academic field, but only few studies have focused only on marketing mix elements and marketing activities during recession. Still, some earli ...
... Marketing literature about marketing mix and the use of different marketing activities construct the base for this study. Recession has been studied widely in academic field, but only few studies have focused only on marketing mix elements and marketing activities during recession. Still, some earli ...
in shopper marketing agencies
... to folks face to face. “There’s just such a tangibleness of talk“That’s one of the game-changers potentially for shopper marketing to real people about how they shop,” says Quick, senior ing. How we become more experimental, how we act like startups vice president and head of insights and strategy a ...
... to folks face to face. “There’s just such a tangibleness of talk“That’s one of the game-changers potentially for shopper marketing to real people about how they shop,” says Quick, senior ing. How we become more experimental, how we act like startups vice president and head of insights and strategy a ...
chapter one : introduction
... conducted marketing activities include the production concept, product concept, selling concept, marketing concept, and holistic marketing concept. ...
... conducted marketing activities include the production concept, product concept, selling concept, marketing concept, and holistic marketing concept. ...
The Art of Entrepreneurial Marketing
... latent) needs. Its systematic and goal-oriented approach can help the nascent entrepreneur specify the value offer, develop a pricing strategy, and create the right message and adequate promotional support. In contrast, people with radically new ideas based on new technology are better defined as hi ...
... latent) needs. Its systematic and goal-oriented approach can help the nascent entrepreneur specify the value offer, develop a pricing strategy, and create the right message and adequate promotional support. In contrast, people with radically new ideas based on new technology are better defined as hi ...
Food marketing
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Food marketing brings together the food producer and the consumer through a chain of marketing activities. The marketing of even a single food product can be a complicated process involving many producers and companies. For example, fifty-six companies are involved in making one can of chicken noodle soup. These businesses include not only chicken and vegetable processors but also the companies that transport the ingredients and those who print labels and manufacture cans. The food marketing system is the largest direct and indirect nongovernment employer in the United States.