Search results for " Mark"
showing 10 items of 4118 documents
Market Segmentation in the Decision Making Process in Tourism
2014
In this paper, I examine the responses of 154 tourists in relation to their predisposition to purchase and the patterns and habits that are usually decisive in the decision making process regarding tourism services or products. For this research, I conducted a selective direct research, whose purpose was to obtain a segmentation of consumers who purchase tourism services based on specific dimensions of behavior. This research also implied studying the behavior of current and potential customers who purchase travel services depending on several variables for establishing different consumption habits. Thus, to establish a more detailed image of the tourists who participated in this direct and…
Models Used for Measuring Customer Engagement
2013
The purpose of the paper is to define and measure the customer engagement as a forming element of the relationship marketing theory. In the first part of the paper, the authors review the marketing literature regarding the concept of customer engagement and summarize the main models for measuring it. One probability model (Pareto/NBD model) and one parametric model (RFM model) specific for the customer acquisition phase are theoretically detailed. The second part of the paper is an application of the RFM model; the authors demonstrate that there is no statistical significant variation within the clusters formed on two different data sets (training and test set) if the cluster centroids of t…
CONSUMER BEHAVIOR IN TOURISM AND THE INFLUENCING FACTORS OF THE DECISION MAKING PROCESS
2013
Being part of the tourism industries requires substantial knowledge. Therefore, it is important to be aware of all the factors that influence a tourist to purchase a particular tourism product. These complex factors are vital into the final purchase decision of an offer with emotional value for customers. This paper presents the typologies of tourists and tourism, and in relation to these aspects, the different types of segmentation, as well as several motivators and determinants that tourism companies and tourists should acknowledge in order to provide the premises for a win-win situation.
DISCOVERING SOCIAL MEDIA BEHAVIOR PATTERNS IN ORDER TO IMPROVE THE MARKETING STRATEGY IN THE CURRENT CHAOTIC ENVIRONMENT
2012
Marketing used to imply paying for your target audience's attention. Nowadays, with the development of inbound marketing, marketers have to attract customers with valuable and useful information that will make them eager to buy. The ever-evolving technology has lead to an intense focus on inbound marketing, in its many forms, in order to lower marketing costs and gain a position in the social web. In this context, this paper explores how companies can benefit from social media marketing by understanding how much of their time customers spend on social media, and which platforms do they find the most engaging.
RELATIONSHIP MARKETING - A CLIENT RELATIONSHIP LIFECYCLE PERSPECTIVE - THEORETICAL CONSIDERATIONS ON THE CLIENT ACQUISITION AND RETENTION PHASE
2015
The purpose of this paper is to review conceptually the first two phases of the client relationship lifecycle. In this regard, the author has structured the paper in two parts, the first one describing the client acquisition phase, and the second one the client retention phase. Thus, the client acquisition phase describes the actions undertaken by both the client and the company for starting an exchange relationship. Client retention is defined by using different theoretical surrogates (e.g. loyalty, rebuying behaviour), and determinants (e.g. satisfaction, social effects, anticipated regret of future use). Moreover, the dynamic character of this phase is taken in consideration by presentin…
RELATIONSHIP MARKETING - A CLIENT RELATIONSHIP LIFECYCLE PERSPECTIVE - THEORETICAL CONSIDERATIONS ON THE CLIENT REGAINING PHASE
2015
The purpose of this paper is to detail the relationship marketing theory by considering the client relationship lifecycle perspective, in general, and the regaining/dissolution phase, in particular. According to the specific literature, the last phase of a client-company relationship can either improve (re-winning or regaining phase) or end the relationship (dissolution phase). In this regard, the author presents the motives for which a client ends his relationship with the company and the means which the company can use in order to reduce the customer churn rate. Moreover, forms of the clients' complaining and revenge behaviour are described, as well as the companies' alternatives for mana…
A recent analysis of Mafia assets
2008
This paper aims to analyze the illegal maket regulated by the Mafian'law. In particular,two aspects and analyesd using recent data: money laundering and confiscation of assets.
Testing the Home Market Effects in a Multi-country World: The Theory
2004
We extend the two-country model by Krugman (1980) to a multi-country set-up and show that the `home-market effect' highlighted with two countries does not readily extend to such a more general setting. In particular, we prove that the most important result, namely the disproportionate causation from demand to supply, generalizes only under the fairly implausible assumption of pairwise symmetric trade costs between all countries. We argue, therefore, that the implications of product differentiation for the structure of world trade are better characterized in terms of spatial (`accessibility') and non-spatial (`attraction') effects, and we provide a theory-based specification that suggests ho…
Differenziali Territoriali di Produttivita' ed Efficienza negli Anni '90: i Livelli e l'Andamento
2001
Nel presente lavoro, dopo avere effettuato una rassegna degli approcci esistenti in letteratura sulle ragioni dello sviluppo dualistico dell'economia italiana, si argomenta che per valutare il potere esplicativo di questi approcci e' importante esaminare alcune loro predizioni empiriche relativamente a livello e andamento della produttivita' totale dei fattori, nonche' degli elementi in cui queste variabili possono essere scomposte. Basandosi sui dati dell'Indagine del Mediocredito Centrale, vengono quindi calcolati per gli anni '90 misure di efficienza tecnica, di scala e allocativa, nonche' degli indici di Malmquist, per un campione piuttosto ampio (e territorialmente diversificato) di im…
An assessment of COVID-19’s impact on Finnish University Leadership
2021
This article maps the management actions that Finnish universities have taken during the COVID-19 pandemic and studies how managers in Finnish higher education coped during the crisis and how they feel about it. The article uses action mapping and a survey that was administered to top- and mid-level managers at Finnish universities, and the findings highlight the importance of collegial coordination and maintenance work abilities among managers. publishedVersion Peer reviewed