SUCCESS FACTORS OF PLACE MARKETING: A STUDY OF
... transition from business to academic research, at my age, has received support and encouragement from many individuals and organisations for which I express my gratitude. Foremost, I would like to express my warmest thanks to my supervisor and instructor, Henrikki Tikkanen, Professor of Marketing at ...
... transition from business to academic research, at my age, has received support and encouragement from many individuals and organisations for which I express my gratitude. Foremost, I would like to express my warmest thanks to my supervisor and instructor, Henrikki Tikkanen, Professor of Marketing at ...
Icon - University of the Free State
... communications strategy responsible for consumer involvement with the product. In today’s communication environment, marketers are experiencing difficulty in getting audiences to notice and respond to their products because of media clutter in the market. Other than that, the greatest challenge faci ...
... communications strategy responsible for consumer involvement with the product. In today’s communication environment, marketers are experiencing difficulty in getting audiences to notice and respond to their products because of media clutter in the market. Other than that, the greatest challenge faci ...
Innovative Marketing Communications
... The use of events as communications tools is not new. Indeed, the innovative use of sporting and culturally orientated activities for political purposes dates back to Greek and Roman times, at venues that even by today’s standards were outstanding. Up to 50 000 people in the Coliseum and 250 000 in ...
... The use of events as communications tools is not new. Indeed, the innovative use of sporting and culturally orientated activities for political purposes dates back to Greek and Roman times, at venues that even by today’s standards were outstanding. Up to 50 000 people in the Coliseum and 250 000 in ...
How Analytics Drives Customer Life-Cycle Management
... with segmentation to build a comprehensive view of existing customers, as all targeting decisions thereafter are based on insights derived from segmentation. For example, a large regional bank built a strategic segmentation model to capture the changing financial outlook of its customers and used it ...
... with segmentation to build a comprehensive view of existing customers, as all targeting decisions thereafter are based on insights derived from segmentation. For example, a large regional bank built a strategic segmentation model to capture the changing financial outlook of its customers and used it ...
as a PDF
... Preface This CPB Special Publication is concerned with marketing for prescription pharmaceuticals and its effects on doctors’ prescribing behaviour. It was jointly written by Eric de Laat, from CPB’s Competition and Regulation unit, Frank Windmeijer, whose input was contracted from the Institute for ...
... Preface This CPB Special Publication is concerned with marketing for prescription pharmaceuticals and its effects on doctors’ prescribing behaviour. It was jointly written by Eric de Laat, from CPB’s Competition and Regulation unit, Frank Windmeijer, whose input was contracted from the Institute for ...
Marketing Renaissance - University of Southern California
... shift in emphasis from strategy to execution. Bridge noted that major companies know one another’s strategies partly because they are announced in the newspaper and are featured in business magazines. Pointing to the Ritz Carlton Hotels, Semaca noted that in some instances, superior execution can be ...
... shift in emphasis from strategy to execution. Bridge noted that major companies know one another’s strategies partly because they are announced in the newspaper and are featured in business magazines. Pointing to the Ritz Carlton Hotels, Semaca noted that in some instances, superior execution can be ...
Understanding the Marketing Department`s Influence Within the Firm
... in modern firms remain anecdotal or journalistic. Academics also have investigated and elaborated on the role of marketing in empirical studies. For example, Homburg, Workman, and Krohmer (1999) examine marketing’s influence within the firm and, in a survey of U.S. and German companies, find that ma ...
... in modern firms remain anecdotal or journalistic. Academics also have investigated and elaborated on the role of marketing in empirical studies. For example, Homburg, Workman, and Krohmer (1999) examine marketing’s influence within the firm and, in a survey of U.S. and German companies, find that ma ...
Advances in Marketing - Association of Collegiate Marketing
... (ACME) Conference being held in Dallas, TX. I would also like to welcome you not only on behalf of the ACME but also the Federation of Business Disciplines (FBD) of which ACME is a small but significant part. You and all the participants have helped in making the conference a wonderful place of lear ...
... (ACME) Conference being held in Dallas, TX. I would also like to welcome you not only on behalf of the ACME but also the Federation of Business Disciplines (FBD) of which ACME is a small but significant part. You and all the participants have helped in making the conference a wonderful place of lear ...
Winter 2005 Proceedings - AMA - American Marketing Association
... ISBN: 0-87757-314-X All rights reserved. No part of the material protected by this copyright notice may be reproduced or utilized in any form or by any means, including photocopying and recording, or by any information storage or retrieval system without the written permission of the American Market ...
... ISBN: 0-87757-314-X All rights reserved. No part of the material protected by this copyright notice may be reproduced or utilized in any form or by any means, including photocopying and recording, or by any information storage or retrieval system without the written permission of the American Market ...
Marketing’s Influence Tactics in New Product Development: 嘷嘷嘷嘷
... how the use of these tactics affects marketing’s influence on NPD decisions. Data on 128 new product projects from 114 high technology firms in China were collected from R&D perspective via on-site interviews. The findings indicate that, from the R&D’s perspective, both marketing and R&D seem to hav ...
... how the use of these tactics affects marketing’s influence on NPD decisions. Data on 128 new product projects from 114 high technology firms in China were collected from R&D perspective via on-site interviews. The findings indicate that, from the R&D’s perspective, both marketing and R&D seem to hav ...
2006 ABA Winter Educators` Conference—Marketing Theory
... Competitive Landscape.” Rapidly evolving technologies, converging global markets, shifting power in buyer– seller relationships, changing consumer tastes, and dynamic organizational structures are all putting pressure on marketers to continually address change. In response, marketers are exploring n ...
... Competitive Landscape.” Rapidly evolving technologies, converging global markets, shifting power in buyer– seller relationships, changing consumer tastes, and dynamic organizational structures are all putting pressure on marketers to continually address change. In response, marketers are exploring n ...
Marketplace or reseller?
... The importance of the strategic choice between marketplaces and resellers, and some of the tradeoffs that can arise are discussed in Hagiu (2007) and Hagiu and Wright (2011, 2013). This paper formalizes a framework in which the allocation of residual control rights creates meaningful distinctions be ...
... The importance of the strategic choice between marketplaces and resellers, and some of the tradeoffs that can arise are discussed in Hagiu (2007) and Hagiu and Wright (2011, 2013). This paper formalizes a framework in which the allocation of residual control rights creates meaningful distinctions be ...
The possibility of implementing Integrated Marketing
... Denmark providing the one in London is successful, as well as if it is determined that the new location has a good chance of succeeding. At the moment, a new restaurant is to be opened in London by the end of the year 2013.5 The organization prefers to open several smaller restaurants in the chosen ...
... Denmark providing the one in London is successful, as well as if it is determined that the new location has a good chance of succeeding. At the moment, a new restaurant is to be opened in London by the end of the year 2013.5 The organization prefers to open several smaller restaurants in the chosen ...
Should marketing be cross-functional? Conceptual
... successful product development comes when a clear understanding of customer needs is integrated with a clear understanding of R&D and production resources (cf., Griffin and Hauser, 1996). Some studies have been more specific than the general notion of integration and have looked at the extent of int ...
... successful product development comes when a clear understanding of customer needs is integrated with a clear understanding of R&D and production resources (cf., Griffin and Hauser, 1996). Some studies have been more specific than the general notion of integration and have looked at the extent of int ...
Measuring Marketing Productivity: Current Knowledge and Future
... and outputs of marketing analysis and to incorporate an understanding of the financial consequences of marketing decisions, which include their impact on cash flows. On a more tactical level, managers implement marketing initiatives to increase short-term profitability. In most settings, this effort ...
... and outputs of marketing analysis and to incorporate an understanding of the financial consequences of marketing decisions, which include their impact on cash flows. On a more tactical level, managers implement marketing initiatives to increase short-term profitability. In most settings, this effort ...
The Unintended Impact of Product Disclosures
... The primary purpose of the study was to examine decision quality against an objective standard (i.e. compliance with instructions) and the secondary purpose was to examine it subjectively - in terms of consumer satisfaction. Marketers often take into account not only the effects of information on ac ...
... The primary purpose of the study was to examine decision quality against an objective standard (i.e. compliance with instructions) and the secondary purpose was to examine it subjectively - in terms of consumer satisfaction. Marketers often take into account not only the effects of information on ac ...
Service Sector MArketing
... inconsistent quality. Both inputs and outputs to the processes involved providing services are highly variable, as are the relationships between these processes, making it difficult to maintain consistent quality. Labour intensity - Services usually involve considerable human activity, rather than a ...
... inconsistent quality. Both inputs and outputs to the processes involved providing services are highly variable, as are the relationships between these processes, making it difficult to maintain consistent quality. Labour intensity - Services usually involve considerable human activity, rather than a ...
How marketing capabilities and current performance drive
... may also play role, the predominant conceptualization in management suggests that strategic decisions are a response to what decision-makers view as relevant and important aspects of the market situation faced (Grimm et al., 2006). This occurs mainly at the product-market level, where strategy selec ...
... may also play role, the predominant conceptualization in management suggests that strategic decisions are a response to what decision-makers view as relevant and important aspects of the market situation faced (Grimm et al., 2006). This occurs mainly at the product-market level, where strategy selec ...
Why do some business relationships persist
... future research should examine reasons to remain in a B2B services context (Colgate et al., 2007) and also explore the impact of dissatisfaction on the effects of buyer entrapment in a business service context (Liu, 2006). Moreover, no research has hitherto proposed mediating factors under the condi ...
... future research should examine reasons to remain in a B2B services context (Colgate et al., 2007) and also explore the impact of dissatisfaction on the effects of buyer entrapment in a business service context (Liu, 2006). Moreover, no research has hitherto proposed mediating factors under the condi ...
The City Marketing Pilot Plan of Nea Ionia, Magnesia, Greece: An
... partner, as well as the study area as whole. The main objective is the development and implementation of innovative place marketing strategies, based on the elements of local identity and the cultural assets of the partner areas, in order to contribute to their sustainable economic and social develo ...
... partner, as well as the study area as whole. The main objective is the development and implementation of innovative place marketing strategies, based on the elements of local identity and the cultural assets of the partner areas, in order to contribute to their sustainable economic and social develo ...
CSR - ePrints Soton - University of Southampton
... and activities. What comes under the banner of CSR for any given company will depend in part upon the issues of the day. For example, fears regarding climate change are increasing focus on environmental issues and carbon management. Also they will depend upon the nature of the organisation and the s ...
... and activities. What comes under the banner of CSR for any given company will depend in part upon the issues of the day. For example, fears regarding climate change are increasing focus on environmental issues and carbon management. Also they will depend upon the nature of the organisation and the s ...
strategic management
... Japanese businesses that introduced many of these aforementioned techniques and practices do not operate from a strategic approach. They focus upon operational effectiveness to achieve superior performance through elimination of waste, through the introduction of these operational techniques. Alongs ...
... Japanese businesses that introduced many of these aforementioned techniques and practices do not operate from a strategic approach. They focus upon operational effectiveness to achieve superior performance through elimination of waste, through the introduction of these operational techniques. Alongs ...
GraceWorks Sales Manual - Precept Marketing Group
... make schools do expensive advertising like television, radio, print, billboards (in our survey research, these largely do not work.) An important note about all marketing coaching programs. You can easily spend $5,000, $10,000, or $15,000 on online marketing, and many schools should do exactly that. ...
... make schools do expensive advertising like television, radio, print, billboards (in our survey research, these largely do not work.) An important note about all marketing coaching programs. You can easily spend $5,000, $10,000, or $15,000 on online marketing, and many schools should do exactly that. ...
What to Say When: Advertising Appeals in Evolving Markets
... to have little information about the product in prior memory. Indeed, because the market is young, few customers are likely to be aware either of the product or its differentiating attributes. Because prior knowledge is limited, consumers are likely to be more motivated to process information about ...
... to have little information about the product in prior memory. Indeed, because the market is young, few customers are likely to be aware either of the product or its differentiating attributes. Because prior knowledge is limited, consumers are likely to be more motivated to process information about ...