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THE STRUCTURE OF ONLINE MARKETING COMMUNICATION CHANNELS
online marketing integrated marketing communications (IMC) word of mouth promotion (WOM) viral marketing social networking diffusion of innovations
2009/12/1
Online marketing communications are moving toward interactions between individual
recipients and consumers rather than being directed from a marketing organization to masses of consumers. It is now...
Cause Related Marketing: Consumers Perceptions and Benefits for Profit and Non-Profits Organisations
cause related marketing corporate social responsibility consumer behavior third sector
2009/9/25
This study is an attempt to understand consumers’ perceptions regarding Cause Related Marketing [CRM]. The research findings were based on a survey of 200 consumers in the Brighton area and published ...
Internet-induced marketing techniques: Critical factors in viral marketing campaigns
viral marketing marketing campaigns internet word-of-mouth
2008/11/11
The rapid diffusion of the Internet and the emergence of various social constructs facilitated by Internet technologies are changing the drivers that define how marketing techniques are developed and...
INTERNATIONAL PRODUCT DIFFERENTIATION THROUGH A COUNTRY BRAND: AN ECONOMIC ANALYSIS OF NATIONAL BRANDING AS A MARKETING STRATEGY FOR AGRICULTURAL PRODUCTS
INTERNATIONAL PRODUCT DIFFERENTIATION COUNTRY BRAND ECONOMIC ANALYSIS NATIONAL BRANDING AS A MARKETING STRATEGY AGRICULTURAL PRODUCTS
2014/4/11
Trade policy initiatives of developed country governments are in flux as a result of the increasing restrictions imposed by international trade agreements. As theproportion of agri-food trade comprise...
Processes and problems of the marketing management adaptation at the EU market: The case of the Slovak meat processing industry
EU market adaptation meat meat products marketing management
2014/3/10
The goal of the paper is to define the decisive factors of the successful adaptation of the marketing management to the new conditions of the EU internal market on the basis of examination of the proc...
Global architecture of marketing information systems – Scientific Information
Marketing Information System marketing research marketing intelligence decision support systems
2014/3/20
The paper is focused on study of information systems that can be applied in the process of marketing planning. General terms from information systems theory are examined from marketing perspective, pa...
A Knowledge Based View on Product Development: Managerial Concerns at the Marketing-Operations Interfaces
Managerial concerns Operations Interfaces
2018/3/9
New Product Development (NPD) is an interdisciplinary activity requiring contributions
from nearly all the functions of a firm, whether it is an upgrade of an existing product or
a new concept eithe...
The Role of Flexibility in Linking Marketing Strategy to Operations Strategy
Linking Marketing Strategy Operations Strategy
2018/3/9
Flexibility plays a major role in linking operations strategy to marketing strategy in
which it gives an organization the ability to introduce new products, adjust capacity
rapidly, and customize pr...
Technology Standardization and Marketing Expenditures for New Products
Technology Adoption Marketing Expenditures Game Theory
2018/3/8
This paper focuses on a firm’s technology adoption decision, whereby the new technology affects
the way in which customers interact with that firm’s product. We formulate a non-cooperative
game-theo...
Marketing Forum III第三届营销学者论坛
复旦大学 管理学 国际营销
2005/6/8
第三届营销学者论坛（Marketing Scholar Forum III）将于2005年6月16日至6月19日在复旦大学管理学院史带楼友邦堂召开。论坛由香港大学、北京大学和复旦大学共同发起，以提高青年教师和博士研究生的学术研究能力为宗旨。本届论坛由复旦大学管理学院市场营销系主办，论坛邀请了Ruth N. Bolton, Jagdish N. Sheth, David W. Stewart, Ia...
Modern marketing in the business practice – the source of competitive advantage in the global market
marketing market competitive advantage opportunity customer expansion
2014/3/24
The goal of the paper is to identify opportunities following from the use of theory of modern marketing in the business practice in terms to reach competitiveness in the global food market. The paper ...
This paper investigates the role of media, source and message
credibility in the process of preventing/reducing drug use. An
original contribution of the study is that this investigation was
conduc...