Search results for " Marketing."
showing 10 items of 1502 documents
Building Brand Equity via Product Quality
2007
Abstract A practical approach is proposed to building brand equity via product quality. It identifies the relevant marketing activities and determines the extent to which these activities contribute to brand equity. Specifically, the proposed brand equity model relates marketing activities to brand equity. This indicates a practical way to assess the importance and adequacy of a company's daily operation in contributing to its brand equity. The importance-efficiency mix further provides management with feasible suggestions on adjusting their marketing activities. Then, based on an importance-efficiency matrix, company resources can be adjusted to enhance brand equity. An empirical study wit…
DIGITAL MARKETING PERFORMANCE EVALUATION METHODS
2018
The share of digital marketing from total marketing spending is increasing fast year by year. Still the majority of companies admit that they are missing clear methods on how to evaluate (positive/negative) effects obtained using digital marketing. As this field of digital marketing is relatively new, there are no firm and widely recognized measurement methods resulting in marketing specialists being confused by an overwhelming amount and variety of different digital marketing metrics and large amounts of data. Therefore, the aim of this paper is to list the existing methods which could help marketers to evaluate their digital marketing campaign effectiveness and to discuss these methods’ e…
Co-creation for Digitalization: A Study of Co-creation in Norwegian Business Clusters
2020
Part 2: Fourth Industrial Revolution; International audience; There is a growing emphasis on digitalization in research and business practice. The rapid progress in digital technologies compel firms to innovate and transform their businesses. One way to improve the capacity to innovate and transform is to cooperate with others. However, there is a general lack of research on how co-creation among businesses can facilitate digitalization. This qualitative study explores how co-creation among businesses can stimulate and facilitate digitalization.We have investigated co-creation activities involving companies in business clusters. This paper reports from a study of three business clusters in …
MARKETING PARADIGM: TRANSITION FROM MC TO IMC
2012
A major change is occurring in marketing in general and also marketing communication (MC) due to the digital revolution and increased sophistication of consumers. In the paper the authors state that because of the prevalence of this marketing trend the systematization aspects of marketing communication integration and new marketing communication methods/approaches in the theoretical level declare about their urgency for better interpretation of marketing communication structure in marketing practice. In the authors’ opinion it is important to respond to this paradigm shift with enhanced integration and correct use of MC in order to maximize marketing efficiency. Integrated marketing communi…
La comunicazione: un valido strumento per la competitività delle aziende vitivinicole
2010
In the last few years, wine market was characterized by fast changes because of significant changes in consumers’ eating habits and lifestyles that, consequently, impacted wine consumption and demand. In this scenario, wine producers that want to win competitors must definitely be market-oriented. For wine producers, to be competitive means to focus on strategic business decisions, to keep the brand in the market, to increase new consumer segments and to move towards a diversified production that points to research and innovation, looking constantly for quality. Communication is nowadays one of the main strengths of competitiveness and especially strategically-market-oriented wine producers…
Campsite choice and the camping tourism experience: Investigating decisive campsite attributes using relevance-determinance analysis
2017
Abstract Camping tourism represents a growing part of the overall tourism industry. Despite this fact, this form of tourism has so far been rather neglected by tourism and hospitality research. Using a case study of a major campsite operator in the coastal part of Croatia, this study thus aims to contribute to the understanding of this specific tourist segment. In particular, a relevance-determinance analysis is conducted to reveal most decisive attributes for campsite choice, on the one hand, and for the actual campsite experience, on the other hand. Overall, the results provide valuable insight to practitioners, especially for the purposes of campsite marketing and experience management.
Il cappero: analisi desk sui flussi di commercializzazione in Italia e nei principali Paesi competitors
2009
In questi ultimi anni, il commercio di cappero, a livello internazionale, ha fatto registrare un trend positivo rappresentato da uno scambio di prodotto pari, secondo dati forniti dal COMTRADE, a circa 3 mila tonnellate. A fronte di tali incrementi, in Italia, la superficie investita a cappero è scesa drasticamente, passando da circa 1000 ha nel ’83 a circa 170 ha nel 2006. Ciò, presumibilmente, è dovuto alla carente attuazione di sapienti strategie di marketing sul prodotto cappero da parte degli imprenditori agricoli. In quest’ottica, nell’ambito del progetto “IL CAPPERO DELLE ISOLE MINORI”, è stata avviata una ricerca con lo scopo di elaborare un piano strategico di rilancio del comparto…
Consumer attitude toward using smart shopping carts: a comparative analysis of Italian and Croatian consumer attitudes
2016
This paper aims to explore consumer attitudes toward using smart shopping cart, considering country of origin, gender, age, and intentions to use smart shopping carts while purchasing. Moreover, it investigates the influence of extracted factors on consumers' attitudes toward using smart shopping carts and the users' levels of digital competence. The data was collected through survey questionnaires using a purposive sample of 313 Croatian and Italian respondents. To this end, we applied statistical methodologies such as binary logistic regression, factor analysis, and analysis of variance. We found that, compared with Croatians, Italian respondents have a more positive attitude toward using…
Why do People Attend Sport Events at Mature Tourist Destinations? An Analysis of Visitors’ Motivation to Attend the Windsurf World Cup on Sylt
2016
Abstract Introduction. Sport events have become a popular tool for the marketing of tourist destinations. In this regard, it has to be kept in mind that the effects events can generate for destinations largely depend on the motivation of the attendees. Building on this insight, the aim of this paper is to compare the motivational structures of two types of visitors (primary purpose event visitors and casual visitors) to the German island of Sylt during a Windsurf World Cup. This event-destination combination was chosen because it represents the tendency for popular tourist resorts to use small-scale sport events in their marketing efforts. Material and methods. The research was conducted us…
Prediction and Control: The Specific Role of Business Angels in the Investment Process
2019
International audience; Entrepreneurs and related investors (business angels and venture capitalists) rely on different types of rationalities. Extant research suggests that conflicts resulting from misunderstanding can emerge between entrepreneurs and investors when they adopt different rationalities but must switch those rationalities because of the maturity of their ventures and the degree of uncertainty they face. Relying on three in-depth case studies, this research contributes to both entrepreneurship and effectuation literature by emphasizing the specific role of business angels in helping entrepreneurs switch rationalities when necessary to attract funding resources from venture cap…