Search results for " Marketing."
showing 10 items of 1502 documents
Patērētāju tiesības un personalizētās reklāmas: patērētāju ievainojamības izmantošanas risks (Kopsavilkums)
2020
Have you ever received a frighteningly personalised advertisement with a specific product at the moment when you are thinking about buying that product? Digital technologies have huge positive potential, but their uncontrolled use poses many risks. However, the notion that the current direction of technological development is unavoidable and that the problematic aspects of technology simply need to be tolerated poses a much greater threat to the future. Therefore, this paper discusses one of the risks – personalised advertising that seeks to exploit consumer vulnerabilities. Thereby, the aim of the article is to analyse legal problems of targeted and personalised advertising that seeks to e…
Reklāmas ietekme uz klienta izvēli iepirkties interneta aptiekā
2017
Interneta aptiekas ir ieguvušas plašu izplatību pasaulē, jo mūsdienās patērētājs vēlas iepirkties ērti un izdevīgi. Tādējādi rodas nepieciešamība meklēt jaunus instrumentus komunikācijas veidošanai, tai skaitā, reklāmas kā komunikācijas veida radīšanas gaitā. Farmācijas tirgus apstākļos reklāma ir obligāts nosacījums preču realizēšanai un svarīgs instruments konkurences cīņā. Sakarā ar nepārtrauktām izmaiņām farmācijas industrijas jomā, ir nepieciešamas jaunas ārstniecības līdzekļu virzīšanas metodes. Praktiskā darba rezultātā tika noteikti respondentu galvenie interneta aptiekas iepirkšanas iemesli, reklāmas informācijas ieguves avoti, visbiežāk pirktās preces interneta aptiekā reklāmas ie…
La prise en compte de la durabilité dans les stratégies marketing des PME : apports et limites
2011
Nous examinons dans cet article comment des directeurs de PME agroalimentaires à fort ancrage territorial s’approprient la notion de développement durable et l’expriment dans leurs stratégies marketing. Nous examinons successivement leur vision du lien entre développement durable et performance, l’impact des caractéristiques environnementales sur leurs pratiques et les limites qu’ils perçoivent à cette volonté d’intégrer la durabilité dans leur stratégie au moment de sa mise en œuvre. Au-delà de l’argument commercial, la durabilité apparaît comme un levier intéressant du projet d’entreprise et de la mobilisation des salariés. Néanmoins, la démarche comporte aussi des limites.
The Brand-Land Identity of Etna Volcano Valley Wines: A Policy Delphi Study
2022
This is the first study on the brand–land link for quality wines with a strong identity produced in extreme territories using the Policy Delphi methodology. The objective of this study is to assess the existence of a relationship between the wine brand and the territory of origin for wines produced in the Etna valley in Sicily (southern Italy). Awareness among producers and stakeholders of the recognizability of local wines by the market was investigated. Moreover, the forecasts/reliability, issues/importance, options/feasibility, and goals/desirability of development factors for wines with a brand–land link in the Etna valley were analyzed. The results were used to design a mod…
Positioning Strategies of Cultural Institutions: A Renewal of the Offer in the Face of Shifting Consumer Trends
2008
Positioning strategies of cultural institutions : a renewal of the offer in the face of shifting consumer habits
2008
One conclusion is widely shared by the practitioners in the cultural sector: consumer relations with cultural products and services have changed. This paper provides a trend marketing analysis of various areas (theatres and performing arts organizations, museums, cultural events, cultural industries, etc.) so as to better understand this “new” cultural consumer. Seven contemporary trends are examined. Each is defined and then illustrated by innovative offers from cultural organizations. Their appraisal by more than a hundred cultural-sector practitioners in France is presented.
Influencias y prescriptores del consumo teatral. Un estudio sobre el efecto de las críticas teatrales y otras instancias de prescripción en los hábit…
2016
Este artículo analiza la influencia que ejercen diversas instancias de prescripción en los hábitos de asistencia al teatro. El estudio se basa en una encuesta realizada específicamente para esta investigación en la que fueron entrevistadas 210 personas que asistían a una representación teatral en tres salas distintas de la ciudad de Valencia. El estudio ha revelado la importancia del boca a boca en la decisión de asistir al teatro y su mayor influencia entre el público menos asiduo a las representaciones teatrales. Los resultados obtenidos también han puesto de manifiesto la existencia de una estrecha relación entre el efecto prescriptor de las críticas teatrales y las pautas de asistencia …
Attitudes and related perceptions about product placement: a comparison of Finland, Italy and the United States
2015
The primary goal of our study is to explore cross-national differences in attitudes and perceptions about product placements, after investigating measurement invariance. Our cross-national focus includes three countries that have not been compared previously: Finland, Italy and the USA, which differ significantly in terms of the evolution/maturity of product placement markets, regulatory structures and cultural contexts. Motivated by earlier studies, we investigate the cross-national measurement invariance of scales to measure four research constructs related to the product placement domain (attitude toward credibility of advertising, attitude toward advertising-in-general, attitude toward …
The Case Study in Family Business : An Analysis of Current Research Practices and Recommendations
2016
In this study, we identified and analyzed 75 articles in the family business (FB) literature between 2000 and 2014 as to the case study design they adopted. We found that the positivistic case study approach is the FB disciplinary convention. The two alternative approaches of critical realism and interpretivism are used to a significantly lesser extent. We anticipate that in the future the positivistic approach will continue to be used widely. The other two approaches can be employed to a higher extent since their use is likely to contribute to a scientific pluralism in FB case study research.
Idiomas rakstos par tirgvedību
2016
Šīs bakalaura darbs sniedz padziļinātu analīzi par idiomām rakstos par tirgvedību. Lai veiktu pētījumu, kvalitatīvā un kvantitatīvā analīze tika izmantota. Praktiskās daļas rezultāti liecina, ka pārsvarā vienā rakstā ir viena idioma. Lielākā daļa idiomu funkcionē kā darbības vārdi un lietvārdi. Mazāk ir idiomas kas funkcionē kā īpašības vārdi un apstākļa vārdi. Vismazāk idiomu funkcionē kā prievārdi. Korpusa analīze norāda, ka idiomas galvenokārt tiek izmantotas, lai padarītu angļu valodu krāsaināku, bet mazāk parādījās idiomas, kas tiek izmantotas, lai teksts šķistu interesantāks. Mērķis ir veiksmīgi sasniegts. Tālākam pētījumam teorētiskajā daļā ir nepieciešama padziļināta analīze kā atšķ…