Marketing

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Marketing

Brand anthropomorphism : the literary lives of marketing mascots
Other questions provoked include: ‘How do marketers create anthropomorphised mascots?’ ‘Is there an optimum way of doing this?’ and ‘How do mascots affect people’s attitudes
Resource Advantage Theory and Fair Trade Social Enterprises
Derozier argue that R-A theory can ground theories of business and marketing strategy and therefore identifying the competitive resources of FT social enterprises will have important
The undergraduate prospectus as a marketing tool for academic libraries
There is potential for collaboration between academic libraries and university marketing departments benefiting both parties; libraries would gain increased exposure and visibility to
An empirical study of hyperheuristics for managing very large sets of low level heuristics
We compare the average performance in terms of CPU time and solution quality of the 62 methods based on 9 different hyperheuristic approaches with different parameters rVNS,
Strategic Marketing
How you segment your market ties in closely with what your aims are if, for example, one of your aims is to get existing users to use your resources in greater volume, then dividing
Marketing with Social Media
The case studies in this chapter are from the British Library on all aspects of their social media marketing, Manchester Libraries on their use of Facebook, and New York Public Library
Internal marketing
Marketing with internal stakeholders and third-parties is discussed in the second half of this chapter, including the tricky business of marketing within wider institutional branding
Essential marketing tools
For example, asking people about how they use the library for their information needs will generate some useful data on what people currently do; asking them simply about their
Case Study: Branding.
White Rose Research Online URL for this paper: http://eprints.whiterose.ac.uk/99888/ Version: Accepted Version Book Section: Potter, Ned 2012 Case Study: Branding.. In: The New
Cultural drivers and trust outcomes of consumer perceptions of organizational unethical marketing behavior
Conclusions, discussion, and implications Our study contributes to the marketing literature in a number of ways: first, it puts together in a single model both antecedents and outcomes
Adding Bricks to Clicks: On the Role of Physical Stores in a World of Online Shopping
Complementary effects outbalance channel cannibalization // The opening of brick-and-mortar stores by this retailer had positive and negative effects, but complementary consequences
Getting the most out of Twitter
So nothing gets you new followers like tweeting something great and having loads of people ReTweet it it exposes your tweet and your Twitter presence to several new networks at once,
Towards an international understanding of the power of celebrity persuasions: a review and a research agenda
Researchers have used four main theories to explain the effectiveness of celebrity advertising: 1 The ‘source credibility’ model suggests that celebrity endorsements work because of the
How important is the name in predicting false recognition for lookalike brands?
Related distractors were highly similar or identical product pictures to studied items not included at test, but had different brand names from the studied items: if the studied item
Exploring perceptions of sustainable proteins and meat attachment
Victoria Emma Circus and Rosie Robison Exploring perceptions of sustainable proteins and meat attachment Abstract Purpose This study sought to explore consumer perceptions of more
Envisioning consumers: How videography can contribute to marketing knowledge
Consumer Video Diary Excerpts Olympic Souvenir Consumption Recapturing Humanity: Embeddedness in Market Communities Money to Burn: Consumption by the Dead in China How and why retailers
Marketing orientation : a powerful, and fruitful, competitive edge for industrial marketers
Basically, the purpose of this paper is twofold: To develop and suggest a meaningful classification scheme for companies that are characterised by different levels of marketing
What does marketing orientation mean in practice? some empirical evidence
Figure 1: A Conceptual Framework of the Marketing Process STRATEGIC MARKETING PLANNING AVAILABILITY OF MARKET BASED INTELLIGENCE IDENTIFY MARKET SEGMENTS & CATER THEM DESIGN MARKETING