Search results for "Return on marketing investment"
showing 10 items of 29 documents
Empirical Evidence of Marketing Practices in the Nonprofit Sector: The Case of Performing Arts
2001
ABSTRACT Arts organisations are adopting marketing practices as international literature suggests. However, there is an important lack of studies proving this. So, the overall goal of this article is to examine how performing arts institutions apply marketing principles in their management process. Specifically, we propose to group these organisations according to their implication with marketing practices. An empirical research design using univariate and multivariate techniques was drawn. The results showed that performing arts organisations are adopting marketing tools but with different levels of implication. So, the three groups found were labelled neutral, involved and image conscious…
Exploring Integrated Marketing Communications, Brand Awareness, and Brand Image in Hospitality Marketing: A Cross-Cultural Approach
2016
Purpose – The purpose of this paper is to assess customer perceptions of integration of marketing communications, brand awareness, and brand image in hospitality. Moreover, cross-cultural differences are considered when evaluating all the concepts, since national culture can have a considerable impact on customer behavior. Design/Methodology/Approach – After a literature review of the examined concepts, the results of an empirical study are presented and discussed. The empirical investigation was carried out by approaching 475 guests of upscale Croatian hotels. The SPSS software was employed for data analysis. Findings and implications – The results indicate that hotel guests assessed integ…
The effect of marketing communication on business relationship loyalty
2017
Purpose The purpose of this paper is to create a new understanding of industrial business-to-business (B2B) relationships by connecting the theoretical streams of marketing communications and relationship marketing. This study tests how various marketing communication channels and communication quality increase the transformation of customer-perceived value into customer loyalty. Design/methodology/approach The theoretical framework consists of links between customer-perceived value, marketing communication quality, channel effectiveness, and customer loyalty. The age of the business relationship is also taken into consideration. Empirical testing is based on global survey data (n=121) col…
A Broad Analysis of Marketing Strategies for their Incorporation as Activities in a User Centred Process
2014
Abstract The goal of this paper is to analyze the most important Marketing Strategies that can be used for the development of interactive systems. First of all, an extensive Mapping Study has been achieved, in order to search what relationship exists between Marketing and Usability. Furthermore, a study of the state of the art has been achieved to discover whether Marketing Techniques and HCI concepts already co-exist in the existing bibliography, and to what extent. Finally, a SWOT analysis has been presented of the most important marketing strategies that exist on the Market: Product, Price, Promotion and Place.
Social Media Marketing and Value Co-creation: A Dynamic Performance Management Perspective
2017
The diffusion of web-based technologies has transformed the today consumers, shifting them from mere users to content generators, able to influence each other’s opinions and choices. Such trend discloses important consequences for firms, products and brands. In order to support strategic and operational decision-making, this study frames the phenomenon of social media marketing into the value co-creation paradigm and shows how to design an analytical framework combining performance management and System Dynamics.
How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospital…
2014
Abstract As the most recent approach of communication management, the integrated marketing communication (IMC) programmes, enhanced by the advancements in information and communication technology (ICT), are considered an important contribution to the brand equity building. However, hardly any research has been done on the role of this new communication practice in the hospitality industry. Moreover, previous studies have mainly focused on managers’ opinions, overlooking customers’ perceptions of both marketing communications and advanced technology. Therefore, the objective of this paper is to examine, from the customer perspective, the impact of integrated marketing communications on hotel…
The contribution of dynamic marketing capabilities to service innovation and performance
2015
Innovation can become a sustainable competitive advantage for service firms. However, there is lack of empirical research on how marketing capabilities support innovation. This study differentiates between operational and dynamic marketing capabilities, the latter related to strategic marketing, marketing planning and market knowledge skills. Based on a sample of 152 service firms, the results show that operational marketing capabilities influence on those dynamic marketing capabilities. Strategic marketing and marketing planning capabilities impact positively on firm's performance while market knowledge capabilities impact positively on service innovation.
Harnessing marketing automation for B2B content marketing
2016
The growing importance of the Internet to B2B customer purchasing decisions has motivated B2B sellers to create digital content that leads potential buyers to interact with their company. This trend has engendered a new paradigm referred to as ‘content marketing.’ This study investigates the organizational processes for developing valuable and timely content to meet customer needs and for integrating content marketing with B2B selling processes. The results of this single case study demonstrate the use of marketing automation to generate high-quality sales leads through behavioral targeting and content personalization. The study advances understanding of the organizational processes that su…
Factors affecting Finnish consumers' intention to receive SMS marketing: a conceptual model and an empirical study
2008
The study examines factors that affect consumers' intentions to participate in mobile marketing and explores the relationship between consumers' intentions to participate in mobile marketing and their experience with mobile marketing. The authors develop and test a research model with a sample of 4062 mobile phone users. The empirical model highlights that Perceived Utility (PU), context, credibility and Perceived Social Utility (PSU) are the main contributors to consumers' intentions to participate in mobile-marketing initiatives. The paper provides several contributions to both theory and practice.
The Opportunities of Relationship Marketing: Aspect of the Eu Digital Market
2016
The purpose of research is to analyse and evaluate opportunities of using relationship marketing in online trading. The objectives of research are to analyse scientific literature on the topic, to conduct a relationship marketing research, to make the internet trade industry analysis, to evaluate opportunities of using relationship marketing in online trading. The methods of research are: theoretical analysis of scientific literature, experts’ survey and its statistical analysis. In the course of time it becomes necessary to have long-term relationships between businesses and consumers. Many companies want not only to sell their products to the consumer just once, but also to make up a new …