Search results for " marketing"
showing 10 items of 1527 documents
Role of Marketing and Technological Innovation on Satisfaction and Word of Mouth in Retailing
2017
Despite the importance of innovation in business performance, investigation into innovation in services is scanty and lacking consensus. In retailing, it is a topic that has been awakening considerable academic and business interest in recent years. In this study context, this work analyses innovation in retail experiences from two aspects—marketing innovation and technological innovation—to understand the role it exercises in satisfaction and subsequent recommendation. For that purpose, our objective is to investigate the direct and indirect influence of marketing and technological innovation on satisfaction and word of mouth through three core constructs: store image, consumer value, and …
Impact of European Data Protection Reform on direct marketing
2019
This study explored the influence of the legislation adopted under the EU Data Protection Reform on the direct marketing. Since the introduction of the previous data protection legislation, the amount of data collected, processed and stored has grown exponentially, resulting in the increased risk to the data security of an individual. Thereby, introduction of new rules is a necessity in order to achieve proper execution of data subject’s rights in the digital age and create efficient and simplified rules for the companies to apply. Direct marketing is based on the actions connected to personal information – data is gathered via cookies, stored for the purposes of communication and analyzed …
VISUAL VOCABULARY IN BRANDING
2011
Visual vocabulary or visual language is a set of symbols used to describe a system or a process; it refers to all graphical representations that supplement a brand image, a logo, and build a brand identity that is bound to remain invariable even when the sign undergoes fundamental changes. The article is a presentation of the concept of visual vocabulary/language and of its relevance to branding and marketing. We argue that these symbols are culturally dependent and a key element in brand design.
Employee Satisfaction Measurement – Part of Internal Marketing
2012
Since 1980 service companies have realized that standards and technology are essential for the successful implementing of the adopted strategy, but not enough. Without employees with the proper attitude, knowledge and skills, strategy can not generate the desired results. Great service companies highlight that employees (front-line employees) are responsible for the implementation of the service strategy, their satisfaction and loyalty having a direct and strong influence on the satisfaction and loyalty of the customers. In this context, this paper aims to highlight the importance of employees in delivering reliable services, as well as how to measure employee satisfaction levels. Regarding…
Endodontic re-treatment and restorative treatment of a dens invaginatus type II through new technologies
2019
Background The complex anatomy of dens invaginatus makes access cavity to root canal system difficult, which has an impact on the prognosis of these teeth. A novel technique, based on new technologies, is proposed to make access cavity conservative and guided with minimal dental structure lost. Material and Methods This case report shows the root canal retreatment and the endodontic surgery of a dens invaginatus type II in a left lateral upper incisor previously treated which was affected by a chronic apical abscess and an apical fracture. A Cone Beam Computed Tomography was performed to better diagnosis the dental anatomy. An intraoral scan was performed to get a digital 3D model. A comput…
Effects of Corporate Social Responsibility perception on consumer satisfaction with the brand
2016
Abstract Using two different studies we assess under what conditions Corporate Social Responsibility (CSR) affects consumer satisfaction. In the first study, based on the American Customer Satisfaction Index, and a content analysis of CSR initiatives reported by 65 US companies, findings show a positive direct relationship between CSR and customer satisfaction with CSR training and environmental initiatives, but a negative direct relationship between CSR corporate communication initiatives and customer satisfaction. The second study, through an empirical study based on an online survey of consumers, points to a positive relationship between CSR and customer satisfaction. Our findings sugges…
TRENDS IN THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATION IN THE CONTEXT OF DIGITAL MARKETING
2019
Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc., which envisages consumer involvement with a view to mitigating the consequences caused by the obsta…
Economic Impacts of Cultural Events on Local Economies: An Input—Output Analysis of the Kaustinen Folk Music Festival
2005
This paper examines the economic impacts of Finland's Kaustinen Folk Music Festival. The impacts are calculated on output, demand and wages, employment and on national and regional taxes. The results indicate, first, that the effects of the festival on output are about ₠1.7 million. Kaustinen can also be seen as a good investment for the local municipality, as regional tax revenues increased by about ₠65,600 in the year studied, while the annual subsidy was ₠40,365. From the perspective of the Keski-Pohjanmaa region as a whole, the Kaustinen Folk Music Festival has a substantial impact on regional incomes through subsidies (about one-fifth of the costs of the festival is offset by subsidie…
Particularities of the European Consumer’s Behavior in Online Environments
2016
Abstract Although it is no longer a novelty that the Internet has now become “fashionable”, being a means of informing, socializing and trading, which is being increasingly used by the general public, it is now imperative to study the implications of its use both on the consumer, including all the roles that it can take (initiating, financing, influencing, decision making, actual consumption of goods and services) and on the marketer, who is forced to consider the Internet as a marketing tool that can be used as a lever to generate positive reactions from the consumers. Against this background, the orientation of the individuals towards the online environment, defined by specialized literat…
Is participation in the tourism market an opportunity for everyone? Some evidence from Italy
2016
This paper investigates whether there are differences in tourism consumption behaviour among families by analysing the main determinants of tourism participation at national and international levels. In particular, it explores whether tourism is becoming part of the lifestyle of Italians or whether it is still a luxury good only for the privileged. A Heckman model was used on micro-data on Italian family expenditure over the period 1997–2007, and an income elasticity analysis for different personal and household characteristics was carried out. The results show that participation in the tourism market is strongly affected by the personal characteristics of individuals and that tourism cons…