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Principles of Marketing Global Edition
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The article was published on 2012-01-01 and is currently open access. It has received 174 citations till now. The article focuses on the topics: Marketing research & Digital marketing.read more
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Journal ArticleDOI
Evaluating the influence of YouTube advertising for attraction of young customers
TL;DR: The results show that entertainment, informativeness and customization are the strongest positive drivers, while irritation is negatively related to YouTube advertising, which affects both brand awareness and purchase intention of consumers accordingly.
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Toward a systematic approach for identifying conservation flagships
TL;DR: In this article, an interdisciplinary framework is proposed to improve the performance of conservation campaigns, based on social marketing, environmental economics, and conservation biology, and the role of return on investment analyses to determine when funds are best spent on high-profile flagships and when raising the profile of other species is more appropriate.
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Competitive outreach in the 21st century: Why we need conservation marketing
Andrew J. Wright,Andrew J. Wright,Diogo Veríssimo,Kathleen Pilfold,E. C. M. Parsons,Kimberly Ventre,Jenny A. Cousins,Rebecca Jefferson,Heather J. Koldewey,Fiona Llewellyn,Emma McKinley +10 more
TL;DR: In this paper, the main objectives of marketing and how these can be applied to conservation and animal welfare issues are discussed, and two examples: Project Ocean, where a major UK retailer joined forces with the Zoological Society of London to influence consumer behavior around seafood; and Blackfish, which coupled social media with an award-winning documentary to create a discussion around the welfare of large cetaceans in captivity.
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Evaluating Conservation Flagships and Flagship Fleets
Diogo Veríssimo,Iain Fraser,Iain Fraser,Weber Girão,Alberto A. Campos,Robert J. Smith,Douglas C. MacMillan +6 more
TL;DR: It is shown the bird species has high levels of visibility and recognition, but has traits that appeal to only half the target audience, and it is shown that this shortcoming could be overcome by forming a flagship fleet based on adding an endemic mammal or fish species.
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Green marketing in supermarkets: Conventional and digitized marketing alternatives to reduce waste
Jorge Ubirajara Gustavo,Luiz Reni Trento,Michele de Souza,Giancarlo Medeiros Pereira,Ana Beatriz Lopes de Sousa Jabbour,Nelson Oly Ndubisi,Charbel José Chiappetta Jabbour,Miriam Borchardt,Leandro Zvirtes +8 more
TL;DR: In this paper, the authors identify and analyze green marketing actions that can reduce food waste (FW) of short shelf life (SSL) products by retailers and to propose effective FW mitigation strategies.