Search results for "Marketing management"
showing 10 items of 45 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…
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…
New Insights of Profile Oriented Marketing and Adaption Management for a Future-Oriented City Development
2017
The world is changing fast, and cities are facing complex transitions in economic, social and environmental areas. Therefore, the design of city systems will play an essential role in shaping a sustainable, innovative and livable future. Adaptive urban profiling was recently presented as a useful tool for municipals to enhance sustainable city development. It builds upon profile oriented marketing while including elements of adaption management. Thus, city managers can increase their cities attractiveness by providing it with a clear profile that is recognized around the world on the one hand, while flexibly adapting to change if necessary. Only an integrated approach that puts people first…
An integrative approach of the marketing research and benchmarking
2017
The accuracy of the manager’s actions in a firm depends, among other things, on the accuracy of his/her information about all processes. At this issue, developing a marketing research is essential, because it provides information that represents the current situation in organization and on the market. Although specialists devote the marketing research exclusively to the organizational marketing function, practice has shown that it can be used in any other function of the company: production, finance, human resources, research and development. Firstly, the paper presents the opportunities to use the marketing research as a management tool in various stages of creative thinking. Secondly, bas…
Game theory as a marketing tool: uses and limitations
2011
The growth of complexity of the business environment in which firms operate, calls for more effective tools, able to consider the effect of the strategic choices of the actors of the market and to supply information useful for managerial decision process. Game theory seems to be an ideal candidate for this scope. Nevertheless, because of its axiomatic approach, its validity to highlight and define marketing issues has many critics. This paper analyses the main literature about the use of game theory for marketing management decisions and highlights its limits in this field in order to answer to the question: Can game theory be an effective marketing tool?
Social media evaluation metrics
2016
Background. There are many methods how specialists can evaluate return of online marketing activities. Most of the methods out there are designed for versatile use. But each online marketing tool has its own unique specific metrics that should be taken into account when measuring the return of marketing activities. Authors believe that the methods that are designed to evaluate online marketing activities should also be more specific. Hence authors believe that more specific online marketing revenue determination methods should be proposed. Objectives. The aim of this paper is to propose a formula that can be used to evaluate the return of social media activities depending on consumer purcha…
A model to assess the behavioral impacts of consultative knowledge based systems
1997
This paper develops a research model to study the behavioral impacts of consultative knowledge based systems (KBS). An experiment was conducted with 36 experienced MBA students in marketing management to explore to what extent their decisions were affected by the following factors: user participation in updating the knowledge-base of the KBS, ambiguity of decision setting, routinization of usage, and source credibility of the expertise embedded in the KBS. Results show that ambiguity and source credibility affect user acceptance of the KBS recommendation and cause them to revise decisions. Implications of these findings for the design of consultative KBS are discussed.
Place Marketing and Management: A Complex Adaptive Systems View. The Strategic Planning of the City of Avellino, Italy
2016
The objective of this work is to contribute to place management and marketing studies by looking at the territory, as a complex adaptive system aiming to reach a dynamic equilibrium—a steady state. According to this approach, the territorial system emerges as a result of its capacity, its social actors and governance, and the analysis, creation and maintenance of relationships—the dynamics—between the territory components, both tangible and intangible ones, and its many and varied stakeholders. These relational dynamics produce continuous and reciprocal adaptive behaviours among social actors who determine, influence, and adapt the vision of the territory. Through an interdisciplinary appro…
Marketing Archetypes: Applying Jungian Psychology to Marketing Research
2016
In the current situation of growing information overload, individuals are gradually becoming less sensitive to traditional marketing communications. For this reason, traditional marketing research models are no longer capable of giving useful insights to management. This calls for new approaches that can grasp the inner meaning of consumer behaviors and evaluate their relevance. To this end, a new multidisciplinary approach is needed to interpret complex behavioral patterns so as to gain deeper and more effective insights into customers and to understand their behavioral patterns. In this paper, following a short introduction to the basic concepts of Jung's analytical psychology and their r…
Marketing and Market Research
2017
In this chapter, the author presents a brief introduction of marketing and market research, and subsequently highlights the contemporary developments that influence current thinking in these areas. By familiarizing marketing academics and practitioners with the state-of-the-art discussions, this chapter aims at improving the knowledge and understanding of marketing and market research, as well as enhancing the rigor of market research applications.