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EGPA_2011_PSG_XVI_Vazquez_Alves_Cervera[1]
... Postulates breaking down with traditional approaches on the field for marketing application can be found in well-known contributions by Philip Kotler and different coauthors (Kotler and Levy, 1969a, 1969b; Kotler and Zaltman, 1971), specifically suggesting that marketing activities should not be res ...
... Postulates breaking down with traditional approaches on the field for marketing application can be found in well-known contributions by Philip Kotler and different coauthors (Kotler and Levy, 1969a, 1969b; Kotler and Zaltman, 1971), specifically suggesting that marketing activities should not be res ...
9 . The effects of brand associations on consumer response
... Definition of brand associations Although there has not always been agreement on how to measure brand image (Dobni and Zinkhan, 1990), one generally accepted view is that, consistent with an associative network memory model, brand image can be defined as perceptions about a brand as reflected by the ...
... Definition of brand associations Although there has not always been agreement on how to measure brand image (Dobni and Zinkhan, 1990), one generally accepted view is that, consistent with an associative network memory model, brand image can be defined as perceptions about a brand as reflected by the ...
Charitable Responsibilities Model of corporate
... the corporation should engage in philanthropy or whether the stakeholders that benefit from the profit made by the he corporations should engage in philanthropy. One aspect of this paradox is that if the corporation fulfills its primary purpose of making profits, then the stakeholders, including its ...
... the corporation should engage in philanthropy or whether the stakeholders that benefit from the profit made by the he corporations should engage in philanthropy. One aspect of this paradox is that if the corporation fulfills its primary purpose of making profits, then the stakeholders, including its ...
Increasing the effectiveness and integration of company
... The study will also examine the current marketing communications mix of Höyhentämö and their target group‟s choice of receiving promotional news, so that better ways could be determined to increase the effectiveness and integration of their marketing activities. The objective was to generate ideas a ...
... The study will also examine the current marketing communications mix of Höyhentämö and their target group‟s choice of receiving promotional news, so that better ways could be determined to increase the effectiveness and integration of their marketing activities. The objective was to generate ideas a ...
- International Marketing Trends Conference
... potentially important impact satisfaction can have in generating positive buzz that can attract new customers to a brand, when WOM is only considered in relation to satisfaction/ dissatisfaction, a large part of the overall WOM produced in everyday conversations is likely to be missed. Consequently, ...
... potentially important impact satisfaction can have in generating positive buzz that can attract new customers to a brand, when WOM is only considered in relation to satisfaction/ dissatisfaction, a large part of the overall WOM produced in everyday conversations is likely to be missed. Consequently, ...
BLOG MARKETING IN TOURISM Case Study: Outdoors Finland for Bloggers 2014
... Snow 2014) says, “The revolution occurred because the audience is now in charge” and having acknowledged this truth, companies are trying to catch up with the trend by becoming storytellers and publishers themselves to create and deliver valuable content to consumers through social media channels. T ...
... Snow 2014) says, “The revolution occurred because the audience is now in charge” and having acknowledged this truth, companies are trying to catch up with the trend by becoming storytellers and publishers themselves to create and deliver valuable content to consumers through social media channels. T ...
Localized Project Marketing of Global System Suppliers in the
... The system supplier industry is a form of project business where the projects are often long and extensive, usually covering a combination of products, services and knowhow. The main features of project business are seen to be the uniqueness of individual projects, the complexity of the project offe ...
... The system supplier industry is a form of project business where the projects are often long and extensive, usually covering a combination of products, services and knowhow. The main features of project business are seen to be the uniqueness of individual projects, the complexity of the project offe ...
concepts of brand loyalty
... 2) The golden era of brand loyalty (1915 - 1929), when customers perceived improved quality of brands while retailers were enthusiastic about the increased sales resulting from brands. Brand recall was high and many consumers were loyal to a single brand of product. As consumers were able to access ...
... 2) The golden era of brand loyalty (1915 - 1929), when customers perceived improved quality of brands while retailers were enthusiastic about the increased sales resulting from brands. Brand recall was high and many consumers were loyal to a single brand of product. As consumers were able to access ...
dessertation full and final - Indus Valley School of Art
... renowned brand ambassador so important for the marketing of the brand? Who are the targeted audience and why are they being targeted in this way. I intend to also clear my own perception as to what does an Indian actress has to do with branding Pakistan’s apparel and what can be a better alternative ...
... renowned brand ambassador so important for the marketing of the brand? Who are the targeted audience and why are they being targeted in this way. I intend to also clear my own perception as to what does an Indian actress has to do with branding Pakistan’s apparel and what can be a better alternative ...
The Impact Of Viral Marketing On Corporate Brand Reputation
... International Business & Economics Research Journal – March/April 2014 Research Area ...
... International Business & Economics Research Journal – March/April 2014 Research Area ...
Executive Summary - Association of Canadian Advertisers
... Marketing Communications (MarCom) activity, while proven critically important in building brand value and profitable sales, remains an activity difficult to measure in its true effectiveness. MarCom budgets are consequently more vulnerable to non-strategic cuts than most others. There is, now, gener ...
... Marketing Communications (MarCom) activity, while proven critically important in building brand value and profitable sales, remains an activity difficult to measure in its true effectiveness. MarCom budgets are consequently more vulnerable to non-strategic cuts than most others. There is, now, gener ...
Chapter Overview
... C. Advertising and stereotyping—advertising is often accused of creating and perpetuating stereotypes thorough its portrayal of certain groups including women and ethnic minorities. 1. Women—Advertising has received a great deal of criticism for its stereotyping of women. Critics charge that adverti ...
... C. Advertising and stereotyping—advertising is often accused of creating and perpetuating stereotypes thorough its portrayal of certain groups including women and ethnic minorities. 1. Women—Advertising has received a great deal of criticism for its stereotyping of women. Critics charge that adverti ...
Digital Life - part II. - Fakulta masmediálnej komunikácie
... The aim of the conference is to map the latest knowledge and trends in the field of marketing communication and to create space for spreading up-to-date scientific knowledge and practical experience in the field of marketing, media and communication while outlining the importance of innovations and ...
... The aim of the conference is to map the latest knowledge and trends in the field of marketing communication and to create space for spreading up-to-date scientific knowledge and practical experience in the field of marketing, media and communication while outlining the importance of innovations and ...
Study on Adoption of E-commerce in SMEs
... The owners and managers of SMEs are one person, determining that strategic decisions are dependent only on a few people, which leads to a high identification with the business, a stable culture, and high commitment. Due to their relatively small size, simple product range and less market share, they ...
... The owners and managers of SMEs are one person, determining that strategic decisions are dependent only on a few people, which leads to a high identification with the business, a stable culture, and high commitment. Due to their relatively small size, simple product range and less market share, they ...
Maximizing Business Returns to Corporate Social Responsibility
... Beyond awareness, the next key challenge of CSR communication is how to minimize stakeholder skepticism. While stakeholders claim they want to know about the good deeds of the companies they buy from or invest in, they also quickly become leery of the CSR motives when companies aggressively promote ...
... Beyond awareness, the next key challenge of CSR communication is how to minimize stakeholder skepticism. While stakeholders claim they want to know about the good deeds of the companies they buy from or invest in, they also quickly become leery of the CSR motives when companies aggressively promote ...
A CONCEPTUAL ANALYSIS OF BRAND LOYALTY AS CORE
... of George H. Brown, according to whom buyers can be divided into four groups: hardcore loyals - always buy the same brand; split loyals - loyal to two or three brands; shifting loyals - loyal to one brand for a period of time, but easily shifting from one brand to another, due to certain advantages ...
... of George H. Brown, according to whom buyers can be divided into four groups: hardcore loyals - always buy the same brand; split loyals - loyal to two or three brands; shifting loyals - loyal to one brand for a period of time, but easily shifting from one brand to another, due to certain advantages ...
The future of marketing From monologue to dialogue
... (CMOs) will need to rethink four basic elements of their work—branding, integration, measurement and accountability, and internal organisation—in order to conduct online and offline marketing activities that are relevant, measurable, and accountable to the Csuite in terms it understands, such as top ...
... (CMOs) will need to rethink four basic elements of their work—branding, integration, measurement and accountability, and internal organisation—in order to conduct online and offline marketing activities that are relevant, measurable, and accountable to the Csuite in terms it understands, such as top ...
Entrepreneurial marketing in the B2C mobile application business: A
... This study provides insight into the use of entrepreneurial marketing in the mobile app context, with aim of answering the research question: how can entrepreneurial marketing can be used to affect mobile application adoption and retention? The motivation for the study stems from the lack of researc ...
... This study provides insight into the use of entrepreneurial marketing in the mobile app context, with aim of answering the research question: how can entrepreneurial marketing can be used to affect mobile application adoption and retention? The motivation for the study stems from the lack of researc ...
Building international brand through promotional Strategy
... other less tangible types of offering. Third, and perhaps most importantly, the ways in which branded products or services are distinguished from one another have increasingly come to embrace non tangible factors, as well as such real factors as size, shape, make-up and price. Finally, as a result o ...
... other less tangible types of offering. Third, and perhaps most importantly, the ways in which branded products or services are distinguished from one another have increasingly come to embrace non tangible factors, as well as such real factors as size, shape, make-up and price. Finally, as a result o ...
Title A Social Marketing Partnership Framework: An Extension of
... multi-sectoral social marketing partnerships. This research, undertaken in the field of public health, identifies the challenges faced by social marketers when embarking on a partnership approach to social change. A dynamic solution is presented through the conceptualisation of the social marketing ...
... multi-sectoral social marketing partnerships. This research, undertaken in the field of public health, identifies the challenges faced by social marketers when embarking on a partnership approach to social change. A dynamic solution is presented through the conceptualisation of the social marketing ...
Wild Peeta Shawarma -The Evolution of a Shawarma
... Social media marketing has generated a lot of hype during the last decade. Some companies have been very successful at communicating with their stakeholders online, while others believe it is only a matter of creating a Facebook Page or setting up a Twitter profile, and then the rest will follow. Th ...
... Social media marketing has generated a lot of hype during the last decade. Some companies have been very successful at communicating with their stakeholders online, while others believe it is only a matter of creating a Facebook Page or setting up a Twitter profile, and then the rest will follow. Th ...
Factors That Determine Brand Loyalty: The Case of Toothpaste
... ■In i .ii>n processes that influence what consumers buy Theories of consumer behavior have been repeatedly linked to managerial decisions involving development and launching o f new products, segmentation, tim ing o f market entry, and brand management Subsequently, the issue o f brand loyalty has ...
... ■In i .ii>n processes that influence what consumers buy Theories of consumer behavior have been repeatedly linked to managerial decisions involving development and launching o f new products, segmentation, tim ing o f market entry, and brand management Subsequently, the issue o f brand loyalty has ...
How to Convert Webinar Attendees into Customers
... “Without scoring the names generated from webinars, your sales team will have to place a lot of calls to bad leads, which hampers productivity and harms the relationship between sales and marketing,” Woulfe noted. “Many of the names sourced through webinars are early stage – they might not be ready ...
... “Without scoring the names generated from webinars, your sales team will have to place a lot of calls to bad leads, which hampers productivity and harms the relationship between sales and marketing,” Woulfe noted. “Many of the names sourced through webinars are early stage – they might not be ready ...
BLOGGING ULTIMATE GUIDE THE
... When most marketing professionals budget for content, whether it be for web content, blogs, editorial for print magazines or eNewsletters, they go by what “feels” right. Marketers inherently judge content pricing based on what they’ve paid for PR or other creative, or even the value of their own tim ...
... When most marketing professionals budget for content, whether it be for web content, blogs, editorial for print magazines or eNewsletters, they go by what “feels” right. Marketers inherently judge content pricing based on what they’ve paid for PR or other creative, or even the value of their own tim ...
International Journal of Mobile Marketing
... The rapid adoption of mobile technology in Southeast Asia has provided local and international brands with new opportunities to interact with consumers. Embracing the unique aspects of mobile has enabled a ...
... The rapid adoption of mobile technology in Southeast Asia has provided local and international brands with new opportunities to interact with consumers. Embracing the unique aspects of mobile has enabled a ...