Showing papers on "Marketing management published in 2020"

Augmented reality marketing: A technology-enabled approach to situated customer experience

Abstract: Recent advances in Augmented Reality (AR) technologies have led to a growing interest in their application for marketing strategy and practice – what we term Augmented Reality Marketing (ARM). However, despite emerging publications on the subject, managers and academics struggle to articulate how ARM delivers experiences that are valuable to customers in a way that is different from other marketing approaches. In this article, we review the emerging literature, and define ARM as a customer-facing interface for the application of digital marketing technologies in physical settings. Rooted in a class of ‘situated cognition’ theories from social psychology, we identify a unique set of digital affordances which ARM offers beyond extant marketing approaches in traditional media. By drawing on the key conceptual building blocks of situated cognition theory, we develop a framework of ARM experiences to synthesize current research and applications, and to suggest directions for future research.

Sponsorship-linked marketing: research surpluses and shortages

Abstract: This systematic review of sponsorship-linked marketing from 1996 to 2017 analyzes the current state of research. The overarching conclusion is that there is a surplus of research that examines audience responses to sponsorship-linked marketing but a shortage of research that examines marketing management of the sponsorship process. This misalignment of research needs to research investments stems partly from a failure to consider the sponsorship process as a whole. Research has failed to account for the complexity of the sponsorship-linked marketing ecosystem that influences both audience response and management decision making. The authors develop a sponsoring process model, generalizable to all sponsorship contexts, as an organizing frame for the review and as a reorienting perspective for research and practice. To spur future work, they advance a series of research questions and, to support practice, provide managerial insights.

Advertising: An Integrated Marketing Communication Perspective

Abstract: This text provide the ideal student-centered introduction to the fast-changing field of integrated marketing communications. Technologies such as the convergence of the internet, mobile devices, and traditional channels are changing the way companies use marketing tools to communicate with their customers. The third edition of this market-leading text has been extensively revised to examine how cutting-edge developments are impacting the IMC program of marketers. All vignettes, cases and boxes showcasing specific examples of how companies and their communications agencies are using integrated marketing communications are new or updated. They provide engaging insights into the most current and popular campaigns being used by marketers and the key current trends and developments taking place in the advertising world.

Blurring B2C and B2B boundaries: corporate brand value co-creation in B2B2C markets

Abstract: This paper aims to explore how corporate brands co-create value with their multiple stakeholders in a B2B2C marketplace. Main data sources stem from in-depth interviews with top managers of a techn...

INNOVATIONS AND MARKETING MANAGEMENT OF FAMILY BUSINESSES: RESULTS OF EMPIRICAL STUDY: Mura, L., (2020). Innovations and Marketing Management of Family Businesses: Results of Empirical Study. International Journal of Entrepreneurial Knowledge, 8(2), 56-66. doi: 10.37335/ijek.v8i2.118

Abstract: During pandemic and economic crises, business units are under constant pressure and face many challenges to find solutions for. Family businesses form a significant segment of the business sector. Competition and the current crisis force businesses to find solutions for sustainable entrepreneurship. Family businesses are gradually consolidating their position in the business environment, especially by introducing a personal approach to the customer (pro-customer orientation) and innovative activities. The concept of innovative marketing (INMARK) represents businesses' opportunity to establish themselves on the market more successfully than their competitors. This work aimed to verify the possibility of applying the concept of INMARK in the segment of small and medium-sized enterprises of family type as an innovative form of marketing management during the crisis. In addition to theoretical approaches, we rely on empirical data obtained by quantitative research in the business environment. In methodological terms, we applied hypothesis testing. As a part of the applied methodology, we verified the applicability of the INMARK concept in the real business environment. Based on the research results obtained, we can conclude that the pillars of the INMARK concept (product innovation, active application of marketing activities) have a positive response among the representatives of the younger generation of family business management, which can contribute to the successful management of these specific business units.

Features of evaluating the effectiveness of industrial enterprise marketing activities

Abstract: Adaptation to dynamic market changes and choosing the optimal development strategy based on the results of marketing activities today become a central problem for Russian industrial enterprises. Among the factors that determine the need to improve marketing practices, the costs of managing the flow of marketing information, the time to implement marketing opportunities and confront threats, knowledge of technologies, markets, their application and updating to ensure competitiveness, etc. are of decisive importance. The object of study is industrial enterprises that implements marketing activities. The subject of the research is the industrial enterprise marketing management process. The goal is to investigate the features of evaluating the effectiveness of industrial enterprise marketing activities based on a balanced scorecard. This article discusses a package of techniques for the development and use of a balanced scorecard to assess the effectiveness of industrial enterprise marketing activities. The advantages of evaluating the effectiveness of industrial enterprise marketing management using the concept of a balanced scorecard, which are focused on the future, accuracy, resource efficiency, objectivity, usefulness and timeliness, are substantiated.

Energy-Efficient Innovations: Marketing, Management and Law Supporting

Abstract: This paper summarises the arguments and counterarguments within the scientific discussion on the issue of promotion energy-efficient innovations by marketing, management and law supporting. The innovative development is considered to be an essential condition to provide a high level of social and economic development. Thus, energy-efficient innovations are considered to be among the most critical drivers of qualitative economic growth and increasing the country’s competitiveness in the world market. Systematisation literary sources and approaches for solving the problem of promoting energy-efficient innovations indicated that government and scientists give the powerful punch in energy-efficient development. In view of this, it is appropriate to do the bibliometric research on publication activity on energy-efficient innovation from law aspect. The primary purpose of the study is to analyse the structure and dynamic of scientific publications in the field of energy-efficient legislation in the economic subject areas. The object of study is the chosen publications indexed in the Scopus database by keywords such as: «energy-efficient innovations», «energy law», «environmental legislation», «energy-efficient policy» in the category «title, abstract, keywords». The current study involved data from 1913 papers published on 13 languages in the subject area «Business. Management and Accounting» and «Economics, Econometrics, and Finance» from 2000 to 2019. Using VOSviewer, bibliometric analysis of publications on the issue of energy-efficient legislation was conducted from the view of the publication activity dynamic, considering the most impact articles, and countries in the issues of energy-efficient legislation researches. According to the obtained results, the increasing dynamic of publication activity from 2000 to 2019 was detected. Furthermore, it was visualised four clusters of countries’ collaborations by co-authorship as follows: 1) between the USA, the EU countries (including the United Kingdom) and China; 2) the EU countries, as well as South American such as Brazil and Chile; 3) African countries and the EU countries; 4) between Asian and African countries. Furthermore, the authors highlighted the most influencing articles in the field of energy-efficient innovations that could be the basis for future investigations promoting innovative activity in the field of energy-efficient development. Keywords bibliometric analysis, energy-efficient innovations, environmental legislation, energy policy, Scopus, VOSviewer.

Sponsorship in Marketing: Effective Partnerships in Sports, Arts and Events

Abstract: Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This new edition of Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research and exploring key theory, best practice and cutting-edge issues, the book fully explains how the sponsor can implement successful sponsorship to achieve communication and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including: understanding the technology-led transformation of sponsoring learning about audiences, strategies and objectives leveraging and activation in traditional and social media building sponsorship portfolios and rosters managing and ending relationships understanding public policy and legal issues Every chapter includes international case studies and examples, test questions, and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition features a new model of the sponsorship process with an ecosystem perspective, discussion of endorsers and influencers in sponsorship, an introduction to the impact of streaming on sponsoring, and entirely new thinking on sponsorship returns and evaluation. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.

Building a corporate brand in the digital age: imperatives for transforming born-digital startups into successful corporate brands

Abstract: For startups, building a corporate brand in the digital age is an important strategic imperative and today requires different brand management strategies from the traditional ones in the past. Entr...

Brand image and customer loyalty: Transmitting roles of cognitive and affective brand trust

Abstract: In this study we explored the effect of brand trust on the relationship between brand image and customer loyalty. We took Procter & Gamble as the target brand and developed and tested a theoretical model regarding the relationships among brand image, brand trust (i.e., cognitive and affective), and customer loyalty (i.e., repurchase and advocacy intention) using path analysis and bias-corrected bootstrapping. Empirical results of data from 283 consumers revealed that brand image was positively related to both cognitive and affective brand trust. Brand image was indirectly correlated with both repurchase and advocacy intention through cognitive brand trust, and brand image was indirectly related to advocacy intention through affective brand trust. These findings provide a basis for enterprise marketing management to enhance customer loyalty by shaping the brand image.

Brand image and purchasing decision: analysis of price perception and promotion (literature review of marketing management)

Abstract: Previous research or relevant research is very important in a research or scientific article. Previous research or relevant research serves to strengthen the theory and phenomenon of the relationship or influence between variables. This article reviews the factors that influence brand image and purchasing decision, namely: price perception and promotion, a Marketing Management Literature Study. The results of this research library are that: 1) Price perception has a relationship and affects the brand image; 2) Price perception has a relationship and affects purchasing decision; 3) Promotion has a relationship and affects the brand image. 4) Promotion has a relationship and affects purchasing decisions; and 5) Brand Image has a relationship and affects purchasing decisions.

Model Scheduling Optimization Workforce Management Marketing

Abstract: This research focuses on completing workforce management marketing scheduling using genetic metaheuristic methods. Optimal scheduling to determine the duration of a job, the quality of employees, and meet the challenges to increase work scheduling targets according to marketing employee skills by maximizing operational time while providing satisfactory services to customers. Marketing employees increasingly rely on the right time to connect with their customers. The problem in this study considers marketing skills and activities to carry out work activities, namely promotion, follow-up, and stand-by in the office with the limitations of the existing workforce. This problem has the nature of NP-Hard so a quick solution requires the use of metaheuristic methods. The metaheuristic method was built in 11 constraints. The results show that the genetic metaheuristic method is capable of producing far better results. Therefore, employee scheduling is very important. This study aims to develop an optimization model for employee scheduling and to maximize operational time work. With this model, it is expected to achieve optimal scheduling for marketing management workforce.

Marketing Public Relations

Abstract: This chapter explores the emergence of marketing public relations (MPR) as a conceptual discipline, the location of MPR, whether MPR was likely to become a separate marketing management discipline, or whether it will be anchored to PR in general, ascertain the influence of the protracted debate concerning boundaries and the relationship between MPR and corporate public relations (CPR). The marketing literature indicates that many businesses have elevated marketing activities to a dominant organizational position and, thus, marketing is treated as the most important commitment within an organization. The need for co-operation between CPR and MPR seems vital now and may be increasingly so in the future. Some give and take will inevitably be required from both.

Sustainable Tourism Marketing

Abstract: In this article, we introduce the themes and approaches covered in this special issue on Sustainable Tourism Marketing. Its objective has been to analyze the main contributions made as a result of research related to sustainable tourism-marketing management and current trends in this field. This issue has gathered articles about the marketing of destinations and the marketing and communication management of companies and tourism organizations from a sustainable tourism perspective. This editorial piece provides a useful introduction to the relationship between tourism and sustainable marketing management that can be used by researchers and practitioners to develop tourism marketing strategies from a sustainable perspective.

Penerapan analisis swot terhadap strategi pemasaran usaha minuman kamsia boba milik abdullah di tengah pandemi covid-19 di kabupaten bangkalan

Abstract: Nowadays the world is shocked with the spread of covid-19 which originated in China which then spread throughout the world including Bangkalan Regency. Abdullah as the business owner of Kamsia Boba precisely on the road RE Martadinata issued a marketing policy during this pandemic. The existence of this pandemic caused sales to plummet with the policy issued by Abdullah for the marketing management of his beverage business gradually his business sector was able to survive and remain effective

Marketing Management of Technological and Social Entrepreneurship in Growth Poles of the Modern Global Economy

Abstract: Purpose: The purpose of the work is to develop recommendations for development of entrepreneurship in growth poles of the modern global economy on the basis of activation and increase of effectiveness of marketing management. Methodology: Comparative analysis of the existing conceptual approaches to determining new growth poles of the modern global economy is performed, and it is substantiated that these approaches do not contradict but supplement each other. Contrary to the pre-crisis model, there has formed a two-pole model of growth of the modern global economy, which poles are technological and social entrepreneurship, which are selected as the objects of this research. Regression analysis is used for determining the influence of the level of marketing activity (index 11.08 Extent of marketing, given in the Global competitiveness report) on the level of development of technological (which indicators is the volume of hi-tech export) and social (which indicator is the share of renewable energy in the total structure of energy production) entrepreneurship. The research is performed based on the 2018 data. Results: It is determined that as of now (2018) marketing management of technological and social entrepreneurship in growth poles of the modern global economy is conducted fragmentarily, which restrains its development. Activation and systemic application of all directions of marketing management of technological and social entrepreneurship—marketing research, marketing of relations with intermediaries, HR marketing and product marketing—will allow intensifying development of growth poles of the modern global economy and ensuring quick post-crisis restoration of the global economic system. Recommendations: For better study of marketing potential, the authors developed a perspective model of marketing management of technological and social entrepreneurship in growth poles of the modern global economy.

Exploration of pilgrimage tourism in Indonesia

Abstract: Purpose This study aims to extract information and analyze the antecedents of Muslims following pilgrimage tours. Data from the Central Bureau of Statistics Indonesia shows that 87.18 per cent of the total population of Indonesia are Muslims. In addition to running the ruling of Islam and the pillars of Faith, Muslims also maintain the religious tourism. The form of religious tourism which is widely followed by the Muslims of Indonesia is to follow a pilgrimage to the tomb of the wali (Guardian), both wali limo and wali songo. Design/methodology/approach This study used a qualitative approach. Data collection was done using in-depth interviews of Muslims in Indonesia who had already attended pilgrimages to wali limo and/or wali songo. Findings The tourists are satisfied and have an intention to revisit the destination, and the interest of the community to follow religious tours is very large, as well as the opportunities to do business in this sector are still wide open. Various motives and benefits of following religious tours, as well as suggestions for improvements for religious tourism destination managers, as well as advice for the government were uncovered. Thus, the results of this study are expected to provide a theoretical contribution related to marketing management in religious tourism and a practical contribution for the managers of religious tourism. Research limitations/implications Further research can be done with a quantitative approach, as well as comparative studies between pilgrimages in Indonesia (developing countries) and pilgrimages in other developing countries or in developed countries can also be conducted. Practical implications For marketing practitioners, the results of this study can be used as a consideration to continue to improve services in the field of religious tourism in the country, given the potential for development is very large. Social implications There is a contribution from this study to the development of marketing science, particularly related to marketing management on religious tourism services. Originality/value This study offers new insight regarding factors influencing Muslims pilgrimage tourism in Indonesia.

Oil and Fat Business of Ukraine: Marketing Orientation for Achieving Competitive Advantages

Abstract: The article examines theoretical approaches to achieving the competitive advantages of Ukrainian oil and fat enterprises in modern market conditions. Special attention is paid to the peculiarities of the use in business management of marketing concepts of business organization, which are oriented at the market, needs of consumers, society and other stakeholders. The most effective results for the enterprises are provided by the implementation of marketing management concepts that are oriented at identifying and meeting consumer demand as well as consideration of the interests of all other stakeholders in the supply chain of oil and fat products, the individual, community and society, i.e. concepts of marketing interaction and holistic marketing. The supply chain of oil and fat products includes the economic interests of business entities that develop varieties of oil and fat seeds, machinery and technology, supply of resources, production of raw materials, processing, storage and transportation, etc. A key position in the supply chain is occupied by the consumer. The success of the marketing strategy of the enterprise depends on the degree of consideration of the interests of the individual, communities, society and the state. It is concluded that oil and fat companies in the food industry can gain sustainable competitive advantages due to integration efforts aimed to form agricultural and food clusters in local geographical areas from all stakeholders and relationships in the supply chain of oil and fat products including suppliers, manufacturers, intermediaries, consumers, government and other organizations, etc. Keywords: oil and fat business, marketing orientation, competitive advantages, supply chain, stakeholders, interests, oil and fat cluster.

Netflix: SVoD entertainment of next gen

Abstract: The case study illustrated strategic, marketing, financial and operational challenges faced by Netflix in India's growing SVoD market. This case is appropriate in courses such as Strategic Management, Business Strategy, Marketing Management and International Marketing for postgraduate MBA students, other graduate-level management programs and undergraduate-level students. The case was developed to raise awareness among students, to understand the complex nature of the technology-driven industry, to survive in the highly competitive market, to set up a company that serves the huge Indian market. This case delves into the dynamics of marketing on the Indian market, characterized by unorganized players such as local cable television; torrent downloads and organized and established players, low digitalization rates, language barriers, low internet penetration, lack of infrastructure, price-sensitive consumers. Due to up-gradation in technology, internet penetration, an increase in smartphone users, and the market has undergone a notable amount of change, due to a lot on new entrants, competitions, substitutes. The case states various obstacles, for a multinational company while entering the market such as India and how they are required to strategize, mold their marketing mix, need to analyze en-cash their strength, overcome their weakness, take maximum advantage of opportunities and modify their strategies to face huge challenges. The specific learning outcome of the case will help students to understand the strategy that multinational companies can adopt to sustain, compete in emerging countries such as India and within that emerging market such as streaming videos on demand (SVoD). This case will help students to understand the importance of internal and external resources, which help multinational companies to make strategies based on these resources. The case study offers learners the opportunity to explore the strategy in a dynamic environment. This case also highlights the critical issues that should be addressed by multinational companies when entering into a foreign market. The case highlights the importance of analyzing the competitive environment in which it’s going to compete and sustain. It can be used to introduce Ansoff’s growth matrix, internal and external factor analysis and porter’s five forces in the delivery of course for both regular and executive programs. The case should be offered in the middle term periods of the course. Additionally, the case could be used in marketing courses to indicate the importance of scanning the business environment in marketing activities for any organization. The case illustrates the strategies that companies can undertake to expand the market, introduce new products, as per the requirement of business environment and concerns linked with innovating approaches to support the organization to satisfy a larger number of price-sensitive consumers from varied backgrounds.,Netflix has been optimistic about the potential growth of the Indian market. It will grow slowly and gradually and become profitable. The SVoD market in India has been price sensitive. There are no plans for cheaper prices. Netflix had a long way to go. The pricing model of Netflix was a hurdle in its growth, but the future of Netflix in India was bright. There have been numerous challenges in terms of government regulations, pricing structure and an increase in the number of competitive players on the market. Netflix believed that Indian audiences enjoyed “Bollywood” film productions but watched low-quality soap opera content on television. Television audiences were a massive untapped market for their brand of original, exclusively produced content. Can Netflix come up with a marketing and growth strategy, or else they might be looking to lose market share and revenue. Should a new product such as Amazon and MI fire stick be introduced in the existing market like their competitors? Should they enter the existing market with existing products, or should they seek a new market in India, such as the rural market, the Pyramid market, the Tier II market and the City III market? Should they diversify into a new market with new products? How Netflix should plan its market communication if it wants to launch a new product or if it wants to reposition its existing product. Netflix had to rethink its strategies and also needed to address these issues so that they could travel smoothly on Indian roads. High marketing budget and aggressive promotions helped Netflix India to make a profit in its first year.,Postgraduate MBA students, other graduate-level management programs and undergraduate-level students.,Teaching notes are available for educators only.,CSS 11: Strategy.

Marketing management of a non-profit organization

Abstract: The emergence of new economic actors is due to the expansion of the functions performed by the state and the economic agents in question, but it has been accompanied by a rather difficult transformation of the established structure of the economy due to strong linkages and imperfect legal regulations. The search for solutions to modernize the institutions of the social sphere in industrialized countries is moving towards the use of mixed, flexible institutional forms involving the State, local self-government, civil society and family structures. Marketing and marketing activities inevitably change to meet the demands of modern times and the development of new technologies. Inevitably, EU members introduce certain marketing activities in the public sector. A more interesting but less studied area of marketing by managers, with its specific characteristics and differences, is that of the private sector and established NP NGO (not-profit non-governmental organizations) or NPO (by nonprofit organizations). The non-profit sector of the economy is designed by the state to perform the social functions in society that the state has delegated to them. The problem is compounded, on the one hand, by a lack of confidence in the activities of non-profit organizations and, on the other hand, by the use by management of non-profit organizations of management tools that are efficient commercial organizations, although their objectives are fundamentally opposed. The solution to this problem is seen in the application of marketing management tools of non-profit organizations.

Creativity centred brand management model for the post-covid marketing 5.0 world

Abstract: This article directly responds to the call for new visions that impact the field of brand communications in the Marketing 5 0 world It does so by using creative principles to deconstruct and reconceptualise an important marketing management tactic namely brand management Brand management is a polarizing tactic in the overall strategic marketing planning It is easy to find scholars and practitioners in support of it as well as opposing it This article reviews popular existing brand management strategies to see how creativity is treated and presents a new futuristic model of where and how should creativity be in the overall brand communication and management process This model helps marketers take advantage of creativity principles The model will reimagine the narrative of brand management and creativity will be included in the dynamic mix where the changes will hopefully have a deeper impact on the future brand management practices and its positioning in the overall marketing management © 2020 All Rights Reserved

Deconstruction and Reconstruction of Marketing System under the Background of Big Data

Abstract: The continuous development of communication technology at this stage has brought many opportunities for mobile terminal equipment In marketing, the whole construction of system optimization needs to use relationship chain as its starting point to establish a complete data analysis system At present, the continuous application and development of Internet technology has brought about major changes in its environment "Big data" has become an important part of the development of the times and has a direct impact on marketing management companies Because there are certain differences and particularities in the data, it is necessary to pay attention to the analysis, management, and storage of the economy in the construction of the system

Communication Strategy Planning In Influencing The Intention To Visit: An Implication To Marketing Management

Abstract: This study aims to analyze the associated factors of marketing communication strategy planning in influencing the intention to visit the sports facilities at Si Jalak Harupat (SOR) in Bandung, Indonesia. The design of this study is a quantitative approach through a cross-sectional study. The data is collected by using a self-administered questionnaire to 100 visitors at SOR sports facilities in Bandung, Indonesia. This study considers two essential variables, namely integrated marketing communication planning (advertising, sales promotion, publicity, direct marketing and internet marketing) as an independent variable and intention to visit reflected by as a dependent variable. The data is analyzed by assisting the Structural Equation Modelling with Partial Least Square (XLSTAT-2018). The technique of data analysis consists of descriptive statistics and inferential analyses. By applying the PLS-SEM analysis, this study found that advertising, sales promotion and direct marketing do not significantly affect the intention to visit. Besides that, publicity and internet marketing have a significant effect on the intention to visit SOR's sports facilities in Bandung, Indonesia. This study is beneficial for planning, utilizing and making great potential for the existence of the sports facilities at SOR in Bandung, Indonesia. This study also recommends that the government develops sports facilities, including civilized aspects and improving sports performance at the regional and international levels. This study provides empirical evidence about the associated factor of marketing communication strategy planning in influencing the intention to visit the sports facilities at SOR in Bandung, Indonesia.

Journey of neuroscience: marketing management to organizational behavior

Abstract: The purpose of this paper is to provide an overview of the advancement of neuroscience research works in the domains of marketing management and organizational behavior and its future scope for expansion in the area of organizational behavior.,A total of 77 neuroscience research articles in the area of marketing management and organizational behavior published between 2004 and 2017 were reviewed, and a possible future direction for neuroscience research in the area of organizational behavior was identified in this article.,Findings from neuroscience research works suggest that tools and techniques that are useful in the neuroscience domain are also quite powerful and reliable in the context of organizational behavior research. Here, it should be noted that not all of these are independently powerful. Therefore, in certain cases, it is desirable to use neuroscience techniques in association with existing methods.,Neuroscientific research works in the context of the marketing domain were started with the motivation to identify the neural signaling in association with different marketing initiatives. However, the research works have proceeded much deeper and entered into the field of consumer psychology. Further research shows that neuroscience techniques are quite useful in the understanding of consumer behavior and can be extended in the field of organizational behavior. In this study, the authors have provided the future direction of neuroscience research works in the area of organizational behavior.