Search results for "Return on marketing investment"
showing 9 items of 29 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...
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…
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…
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…
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…
A new marketing mix model to rescue the hospitality industry: Evidence from Egypt after the Arab Spring
2017
After January 25th 2011 Egypt witnessed political, economic and social instability leading to drastic consequences in the hospitality and tourism industry. Thus unstable situation reflected on the deteriorated occupancy percentages that led to declined profit margins, higher employee layoffs and degraded quality of product and services. The objectives of this research is to examine how the Egyptian hospitality properties manage this dilemma through their marketing practices, and to propose a new marketing mix model that adds new layers of depth to the traditional marketing mix model. A methodological framework was designed to help in the assessment process of management practices pertaining…
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…
The Impact of Integrated Marketing Communications on Hotel Brand Equity
2020
The Integrated Marketing Communications (IMC) approach appeared as a response to the need for more sophisticated marketing communication discipline in a confusing tourism marketing environment. This chapter examines the impact of IMC on the hotel brand equity dimensions, i.e. brand image, perceived quality, and brand loyalty. Moreover, it estimates the moderating effect of national culture on the relationships examined. The study is approached from the customer perspective and uses survey methodology to assess guests' perception of IMC and brand equity in the hotel contexts. In particular, 335 hotel guests participated in the empirical investigation while staying in high-quality hotels in R…
E-Government in Marketing a Country: A Strategy for Reducing Transaction Cost of Doing Business in Tanzania
2011
Published version of an article in International Journal of Marketing Studies, 3(4), 2-16. Also available from the publisher at http://dx.doi.org/10.5539/ijms.v3n4p2 There are limited studies examining the role of Investment Promotion Agencies (IPA’s) and their respective marketing techniques used in attracting Foreign Direct Investment (FDI). Using an exploratory case study approach, this article addresses this research gap by exploring the role of e-government as a promotion technique in eliminating barriers to FDI inflows in Tanzania; particularly barriers related to information accessibility and bureaucratic procedures facing foreign investors in acquiring relevant licenses and business…