Showing papers on "Return on marketing investment published in 2019"

Sustainability Marketing Commitment: Empirical Insights About Its Drivers at the Corporate and Functional Level of Marketing

Abstract: Corporate sustainability is an important strategy and value orientation for marketing, but scarce research addresses the organizational drivers and barriers to including it in companies’ marketing strategies and processes The purpose of this study is to determine levels of commitment to corporate sustainability in marketing, processes associated with sustainability marketing commitment, drivers of sustainability marketing at the functional level of marketing, and its organizational context Using survey data from 269 managers in marketing, covering a broad range of industries in Sweden and Denmark, we took a structural modelling approach to examine construct relationships, mediation, and moderation effects Overall, the findings show that marketing capabilities associated with the innovation of new products, services, and business models constitute a strong driver to leverage sustainability marketing commitment In conjunction with insights into processes related to the enactment of sustainability marketing, this result indicates that companies’ marketing departments have a propensity to drive corporate sustainability The study provides substance to the idea of aligning substantive marketing capabilities closer to dynamic capabilities Accordingly, the study reveals that reliance on market orientation alone does not lead to greater sustainability commitment

Mobile Marketing: Fundamentals and Strategy

Abstract: A Blueprint for Mobile Marketing Best Practices "Drawing on lessons from one of Europe's most successful telecommunications companies, Mobile Marketing expertly explains the rules and lessons of the emerging mobile world. This is must reading for the marketing professional." Malcolm Gladwell "Digital will change advertising more than it did the music business. Mobile digital will be the true hero of this radical change. This book is about the early signs of this revolution. A must-read." Serdar Erener, Adman "Turkcell has proved to be one of the innovators and drivers of mobile marketing throughout EMEA. It therefore comes as no surprise that they should produce such a comprehensive guide to mobile marketing. The book contains both simple overviews of the prevailing technologies found in mobile marketing and more importantly some clear guidance on how to use them." Paul Berney, Managing Director Europe, Mobile Marketing Association "The authors have done a terrific job discussing the compelling case studies and carefully elaborating on the lessons learned. Mobile marketing is a very effective way to engage consumers and brands to create a win-win solution, and this book explains how to achieve it." Chetan Sharma, President, Chetan Sharma Consulting, and coauthor of Mobile Advertising About the Book Today, integrating a mobile marketing platform into existing communication channels can be the difference between success and failure. Marketing has evolved by leaps in bounds in just the past few years. If you haven't already "gone mobile," you need to start now. Yesterday was too late. Written by top researchers at Bogazici University in conjunction with Turkey's leading mobile operator, Turkcell, Mobile Marketing is a blueprint for creating a mobile platform that connects you with customers in new, unique, and potentially profitable ways. The book brings you fully up to date on the world of mobile marketing with the latest facts, statistics, and academic research about the mobile medium and mobile consumer behavior. Filled with case studies from Turkcell's impressive portfolio of clients, Mobile Marketing covers: The Basics of Mobile Marketing: short message service (SMS), multimedia messaging services (MMS), Internet, interactive voice response (IVR), games, services, and more Unique Value Propositions: convenience, personalization, localization, privacy, and more Factors Influencing Mobile Consumer Behavior: demographics, cultural values, consumer history, social network data, peer pressure, and more Mobile Markets of the Future: health services, distance learning, emergency services, television, commerce, government services, and more

The Impact of Competitive Environment: On the Service Marketing Mix Strategy of Health Organisations in Developing Countries: Jordanian Private Sector Hospital Senior Managers Perspective

Abstract: The environment of Jordanian private hospitals has never been so complex and challenging as at present. There are huge influences on these hospitals in the current climate. Managers in these hospitals are finding themselves, more than ever before, confronted by increasing pressures and demands which they must seek to understand and respond to in their service marketing mix strategy in order to achieve effective strategic marketing in terms of their choice of service marketing mix strategy components (namely health service, pricing, distribution, promotion, physical evidence, process, and personal strategies). This research, therefore, investigates the influence competitive environment factors have on the service marketing mix strategy components made by Jordanian private hospital managers, and on the reality of the Jordanian private hospital marketing. The literature review reveals that there is an extensive body of research that addresses service marketing mix strategy in general but there is less emphasis on the health sector. Moreover, evidence of the impact of a competitive environment on service marketing mix strategy and hospital performance measurements' criteria in the hospital industry is limited. In order to explore this issue, a triangulation method was used to collect primary data through a questionnaire, which was administered in the private sector hospitals in the six Jordanian governorates and, via in-depth semi structured interviews with hospital managers and experts in the health services in Jordan. All Jordanian general private sector hospitals were targeted in this research rather than a representative sample of these hospitals. A purposive sampling strategy was used to choose the participants in this research. In total, - 143 senior managers (general manager, administrative manager, medical manager, public relation manager, marketing manager, and out patients clinic manager) participated in this study. The results confirm significant differences in the influence of competitive environment factors on service marketing mix strategy components. They also reveal that the components of the marketing mix strategy have varied significant and insignificant influence on the hospital performance, which demonstrates that the hospital performance phenomenon is complicated and multi-dimensional in nature. Furthermore, the results exhibit that hospital managers might benefit more by placing more emphasis on an integrated service marketing mix strategy and recognising the competitive environment influences on their hospitals. The results also highlight several implications for future research in health services marketing and fills in several gaps in the existing literature on health services marketing. This research contributes to the academic and practical knowledge as being one of the first attempts to investigate empirically the impact of the competitive environment on service marketing mix strategy. As such, the influences of service marketing mix strategy on hospitals' performance criteria, identifying the main concerns and problems which face the management and marketing in Jordanian private sector hospitals, are explored in addition to recognising the vital roles of marketing in improving the hospital performance. This research integrates, refines and extends the empirical work conducted in the field of health services marketing in developing countries. It raises many implications for managers in these hospitals, such as considering the importance of influences by competitive environment on marketing mix strategy and the vital role this strategy plays in the performance of Jordanian private sector hospitals. This research provides useful guidelines for further and future research possibilities such as exploring the influence of the competitive environment factors influence on hospital performance criteria.