Search results for "Marketing research"

showing 10 items of 61 documents

Consumer Behavior Knowledge for Effective Sports and Event Marketing

2011

Consumer Behavior Knowledge for Effective Sports and Event Marketing L. R. Kahle & A. G. Close (Eds) New York, NY: Routledge, 2011, 348pp., ∈68(£55), ISBN 978-0-4158-7358-1 Lynn R. Kahle (Universit...

Return on marketing investmentDigital marketingbusiness.industryStrategy and ManagementAdvertisingSports marketingMarketing strategyEvent marketingMarketing managementTourism Leisure and Hospitality ManagementMarketingbusinessMarketing researchConsumer behaviourEuropean Sport Management Quarterly
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Entrepreneurial marketing: a comparative study

2013

This paper uses a comparative study to explore entrepreneurial marketing orientation in small software technology firms, in relation to firm growth. Entrepreneurial Marketing (EM) acknowledges the interface between entrepreneurship, marketing and innovation and, pursuance of customer value. Researchers acknowledge that firms adopting other strategic orientations combined with a market orientation are more likely to outperform their competitors. Currently, there are few comparative studies of knowledge-intensive technology firms and no comparative cross-country studies, which consider firm growth and orientation from the EM perspective. This paper addresses these issues by using an entrepren…

Return on marketing investmentEntrepreneurshipComputingMilieux_THECOMPUTINGPROFESSIONbusiness.industryStrategy and ManagementSample (statistics)Competitor analysisMarketing strategyMarketing managementManagement of Technology and InnovationMarket orientationMarketingbusinessMarketing researchta512The Service Industries Journal
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Marketing and Logistics Cooperation Problems in Latvian Companies

2014

Abstract The given article analyses the discrepancies in the tasks of marketing and logistics and cooperation problems between these two areas within a company, as well as defines the role of these disciplines in the common system of business management. The authors point out the necessity of effective cooperation of marketing and logistic resulting in efficiency growth of the company and in improvement of competitiveness by means of collaboration synergy. Authors propose the results of the inquiry carried out in Latvian companies, revealing the most popular models of integration of marketing and logistics within the company and main cooperation problems between the departments of marketing…

Return on marketing investmentHumanitarian Logisticsmedia_common.quotation_subjectcooperationIgnoranceLogisticsMarketing managementEconomicsGeneral Materials ScienceMarketingMarketing researchmedia_commonMarketingcompetitivenessLatvian companieslogisticsbusiness.industryconsumerLatvianConsumerMarketing mixMarketing strategylanguage.human_languageCompetitivenessCooperationmarketinglanguage:SOCIAL SCIENCES::Business and economics [Research Subject Categories]businessProcedia - Social and Behavioral Sciences
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Marketing communication metrics for social media

2011

The objective of this paper is to develop a conceptual framework for measuring the effectiveness of social media marketing communications. Specifically, we study whether the existing marketing communications performance metrics are still valid in the changing digitalised communications landscape, or whether it is time to rethink them, or even to devise entirely new metrics. Recent advances in information technology and marketing bring a need to re-examine measurement models. We combine two important research topics and set directions for potential future research. Metrics to measure marketing communications performance have developed towards a customer orientation. There is no broadly accep…

Return on marketing investmentKnowledge managementmarkkinoinnin tehokkuuden mittaaminenComputer sciencesocial media marketingQuantitative marketing researchmarkkinointiviestintäMarketing scienceMarketing managementsosiaaliset verkostotqualitative metricsmarketing communications marketing performanceMarketingMarketing researchRelationship marketingMarketingfinancial metricsDigital marketingbusiness.industryperformance measurementquantitative metricsMarketing strategyComputer Science Applicationssocial networks.laadullinen mittaaminenbusinessInternational Journal of Technology Marketing
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ACTUAL PROBLEMS OF ENTERPRISES’ MARKETING MANAGEMENT

2021

The purpose of this paper is to provide an overview of the most current problems and issues in marketing management. As all enterprises deal with various difficulties in their business planning, implementation and control, these issues and problems have to be recognized, dealt with, and solved. Most of the business strains will have a lot to do with diverse marketing aspects, as marketing is the main link between enterprises and their markets and customers; strategically mappedand implemented marketing helps to create competitive advantage and pave the way for success, but different problems can endanger firms’ marketing process, thus in today’s volatile business environment marketing execu…

Return on marketing investmentMarketing managementDigital marketingbusiness.industryBusiness marketingGeneral Earth and Planetary SciencesMarketingbusinessMarketing researchMarketing strategyMarketing mixMarketing scienceGeneral Environmental ScienceRegional Formation and Development Studies
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Holistica Journal of Business and Public Administration

2013

The main topics of this no. of journal cover a broad area of domains as: management (general, strategic, project, human resources, financial, production, quality, information system, company, foreign investment etc.), public management (good governance, public finance and budgeting, sustainable development, public institutions, public investment, public services, public expenditure etc.), marketing (strategic marketing, sales policies, customer behavior, market segmentation, marketing research, supply and demand etc.), public and nonprofit marketing (strategic marketing, public policies, citizens’ behavior, marketing research, public supply and demand etc.), business administration (entrepr…

Return on marketing investmentPublic Sector MarketingBusiness-to-governmentMarketing managementStrategic business unitbusiness.industryBusiness marketingBusinessPublic administrationMarketingMarketing researchMarketing strategySSRN Electronic Journal
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Design and analysis of discrete choice experiments for models with response time

2013

Settore SECS-S/02 - Statistica Per La Ricerca Sperimentale E TecnologicaA sector of conjoint analysis (experimental design in marketing research) is made of the so called choice experiments. In choice experiments respondents undergo a questionnaire which is nowadays mostly submitted through the internet. The questionnaire proposes to the respondent a sequence of choice sets each one including two or more profiles being a profile a specific combination of attribute levels. The respondent selects the preferred profile for each choice set. Responses given by a sample of respondents are analysed through suitable methods aimed to eventually find the best combination of attribute levels. One method of analysis adopts the Multinomial Logit (MLN) model. In this article the authors show the results of the MLN analysis compared with another model of analysis which uses an additional response which can be easily recorded by electronically submitted questionnaires. In practice modern survey platforms like “Qualtrics” (the one used for this work) can record the so called “response latency” i.e. the time taken by the respondent to make the choice and select the most preferred profile in the choice set. Thanks to a response latency model further refined in this work it is possible to deduce the relative weight of importance of the profiles for each choice set and respondent. This type of response can be used in place of the dichotomous choice variable in the MLN model. The two models and methods of analysis are deeply compared and it is critically discussed when it is better to use one or the other method. As a result a more reliable estimate of the optimal profile comes up implying lower risks for new investments and marketing decisions.
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Managing satisfaction in cultural events: Exploring the role of core and peripheral product

2017

1.INTRODUCTIONSatisfaction is a key concept within the marketing discipline and specifically within the area of consumer behaviour. Satisfaction in the arts is mostly derived from a combination of three elements: the subjective and experiential aspects of the cultural product, the quality of the venue and the quality of the associated peripheral services (Hume, 2008a). According to this author, studies on satisfaction with cultural events are key to understanding customer motives to repurchase subscription which can increase the arts organization's profitability, this being a main goal of the currently complex entertainment arena.This study focuses on satisfaction among visitors of an art e…

Strategy and Managementmedia_common.quotation_subjectSatisfactionlcsh:HD72-88lcsh:Economic growth development planning0502 economics and businessCultural eventsQuality (business)Product (category theory)SociologyMarketingMarketing researchConsumer behaviourmedia_commonService (business)lcsh:HB71-7405 social scienceslcsh:Economics as a scienceMarketing researchGeneral Business Management and AccountingMarketing mixCultural events; Satisfaction; Marketing research; Multivariate analysisMultivariate analysisCore product050211 marketingCustomer satisfaction050203 business & managementManagement: Journal of Contemporary Management Issues
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Sustainability: Economic, Environmental and Public Issues. Marketing Possibilities

2021

The research aims to update the corporate marketing role in promoting sustainability. The study is based on the assessment of today’s economic, ecological, and social responsibility issues, as well as public issues associated with the development of sustainability. The following scientific research methods have been applied in the research: analytical, comparing, graphical, statistical and surveillance methods. The authors have studied sustainability issues, i.e., economic, environmental and social, in the world and particularly in Latvia, as well as their impact on public welfare. In research, there was chosen and analysed the Latvian food retail industry, which makes a significant contrib…

Sustainable developmentSustainable businessSustainabilitySocial sustainabilityEconomicsGeneral Earth and Planetary SciencesSustainability organizationsMarketingMarketing researchSocial responsibilityIntegrated marketing communicationsGeneral Environmental ScienceRegional Formation and Development Studies
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Sustainable Marketing – Prospects and Challenges under Present Economy

2021

The article reflects on the attitude, understanding and knowledge on sustainable marketing, as well as the essence of sustainable marketing,the strategy of its practical use and the concept of development. As a result of research, definitions of sustainable developmentand sustainable marketing and a model of concept of motivation of its use at a company were developed and the strategy of practicaluse of a sustainable marketing and the motivation of use at Latvian companies was ascertained, confirming the initially advancedhypotheses. In order to fulfil the purpose and objectives, the authors used the following quantitative and qualitative methods ofeconomic research: polls, comparisons, gro…

Sustainable developmentbusiness.industryQuantitative marketing researchMarketing scienceMarket researchMarketing managementEconomySustainabilityEconomicsGeneral Earth and Planetary SciencesMarketingMarketing researchbusinessGeneral Environmental ScienceQualitative researchRegional Formation and Development Studies
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