To see the other types of publications on this topic, follow the link: Archives Marketing.
Journal articles on the topic 'Archives Marketing'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 journal articles for your research on the topic 'Archives Marketing.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse journal articles on a wide variety of disciplines and organise your bibliography correctly.
1
Pepłowska, Katarzyna. "Najnowsze trendy w archiwistyce światowej. Na marginesie obrad Międzynarodowej Rady Archiwów w Adelajdzie „Designing the Archive 2019”." Archeion, no. 121 (2020): 372–410. http://dx.doi.org/10.4467/26581264arc.20.014.12971.
Full textAbstract:
The latest trends in the world archival science. A commentary on the session of the International Council on Archives in Adelaide „Designing the Archive 2019" The aim of the article is to present the latest achievements of the world archival science and draw attention to academic achievements, projects, problems and challenges which were discussed by the international archive community at Designing the Archive 2019, a conference of the International Council on Archives which took place in October 2019 in Adelaide, the capital city of South Australia. Designing archives is not only the main topic of the conference, but also a trend which has become visible in direct actions taken by archives. It generates certain problems and challenges for archives, but also gives them opportunities to grow. Since the article refers in particular to innovations in archives, it discusses solutions adopted e.g. in Norway, the Netherlands, New Zealand, the United States and Australia, and refers also to Costa Rica and China, paying particular attention to innovative working methods in archives, which make use of experiments to design ICT tools, inspire creativity in archive employees and develop IT tools in harmony with people’s needs and expectations, which in practice results in developing special theme applications. The article also makes a reference to the latest research in designing and using the space of archive buildings, as well as designing research laboratories and the public space to satisfy the needs of 21st century users and attract new ones. The article also discusses the role of marketing and digital economy in the functioning of archives in this context. New trends in the world archival science are also silent archives and research on archive trauma, whose foundation is a new approach towards judging the value of documentation, popular in the United States and based on the feminist approach. Silent archives are a difficult subject, but international research shows that archivists meet the needs of the oppressed.
2
Pepłowska, Katarzyna. "Najnowsze trendy w archiwistyce światowej. Na marginesie obrad Międzynarodowej Rady Archiwów w Adelajdzie „Designing the Archive 2019”." Archeion, no. 121 (2020): 372–410. http://dx.doi.org/10.4467/26581264arc.20.014.12971.
Full textAbstract:
The latest trends in the world archival science. A commentary on the session of the International Council on Archives in Adelaide „Designing the Archive 2019" The aim of the article is to present the latest achievements of the world archival science and draw attention to academic achievements, projects, problems and challenges which were discussed by the international archive community at Designing the Archive 2019, a conference of the International Council on Archives which took place in October 2019 in Adelaide, the capital city of South Australia. Designing archives is not only the main topic of the conference, but also a trend which has become visible in direct actions taken by archives. It generates certain problems and challenges for archives, but also gives them opportunities to grow. Since the article refers in particular to innovations in archives, it discusses solutions adopted e.g. in Norway, the Netherlands, New Zealand, the United States and Australia, and refers also to Costa Rica and China, paying particular attention to innovative working methods in archives, which make use of experiments to design ICT tools, inspire creativity in archive employees and develop IT tools in harmony with people’s needs and expectations, which in practice results in developing special theme applications. The article also makes a reference to the latest research in designing and using the space of archive buildings, as well as designing research laboratories and the public space to satisfy the needs of 21st century users and attract new ones. The article also discusses the role of marketing and digital economy in the functioning of archives in this context. New trends in the world archival science are also silent archives and research on archive trauma, whose foundation is a new approach towards judging the value of documentation, popular in the United States and based on the feminist approach. Silent archives are a difficult subject, but international research shows that archivists meet the needs of the oppressed.
3
Moir, Alistair, Eve Read, and Sophie Towne. "The history of advertising trust archive." Journal of Historical Research in Marketing 9, no. 4 (November 20, 2017): 535–42. http://dx.doi.org/10.1108/jhrm-08-2017-0048.
Full textAbstract:
Purpose This paper aims to describe the archival holdings of the History of Advertising Trust Archives as a potential resource for marketing historians. Findings This paper provides a description of the History of Advertising Trust Archives and their value for marketing historians. Originality/value The paper introduces the History of Advertising Trust Archives to the readers of the Journal of Historical Research in Marketing.
4
Lukenbill, W. Bernard. "Social Marketing for Archives." Journal of Electronic Resources Librarianship 14, no. 28 (July 28, 2003): 161–73. http://dx.doi.org/10.1300/j101v14n28_09.
Full text
5
Fahriyah, Fahriyah. "Marketing Strategy In Surabaya City Archieves And Library." Record and Library Journal 1, no. 2 (January 2, 2016): 139. http://dx.doi.org/10.20473/rlj.v1i2.1176.
Full textAbstract:
Successfull organizations are able to design and manage their information and the supporting technologies as a strategic weapon as well as an information utility. This requires information to be readily available on an asneeded basis to staff, management, customers, suppliers and other stakeholders. Surabaya City Archives and Libraries use the strategic marketing to disseminate information resources at their disposal. The purpose of this research is to know, how the marketing of library in Surabaya City Archives and Libraries. The research method uses literature study with data collection techniques derived from interviews and literature study. Fordata analysis, the results were processed and analyzed interviews with marketing theory using some of the literature from books, journals and the results of previous studies. Surabaya city Library and Archive wasfoundsome elementsin the 'Marketing Mix' or library marketing strategy that has beenappliedin thelibrary since 2007. Adjustment of marketing strategy or concept 7P' Marketing Mix' are Product, Price, Promotion, Place, People, Process and Physical Evidencein the library have increased performance results Surabaya City Archives and Libraries since 2007 until now.
6
Fahriyah, Fahriyah. "Marketing Strategy In Surabaya City Archieves And Library." Record and Library Journal 1, no. 2 (January 2, 2018): 139. http://dx.doi.org/10.20473/rlj.v1-i2.2015.139-149.
Full textAbstract:
Successfull organizations are able to design and manage their information and the supporting technologies as a strategic weapon as well as an information utility. This requires information to be readily available on an as-needed basis to staff, management, customers, suppliers and other stakeholders. The Bodies of Archives and Libraries Surabaya City use the strategic marketing to disseminate information resources at their disposal. The purpose of this research is to know, how the marketing of library in The Bodies of Archives and Libraries Surabaya City. The research method uses literature study with data collection techniques derived from interviews and literature study. For data analysis, the results were processed and analyzed interviews with marketing theory using some of the literature from of books, journals and the results of previous studies. The Bodies of Library and Archive Surabaya city was found some elements in the 'Marketing Mix' or library marketing strategy that has been applied in the library. Adjustment of marketing strategy or concept 7P 'Marketing Mix' are Product, Price, Promotion, Place, People, Process and Physical Evidence in the library have increased performance results The Bodies of Archives and Libraries Surabaya City since 2003 until now.
7
Guerrier, Alain. "Archives, action culturelle et marketing." La Gazette des archives 160, no. 1 (1993): 27–35. http://dx.doi.org/10.3406/gazar.1993.4180.
Full text
8
Bhebhe, Sindiso, Njabulo Bruce Khumalo, and Mehluli Masuku. "“Worthiness” of Marketing Public Archives." New Review of Information Networking 24, no. 2 (July 3, 2019): 105–20. http://dx.doi.org/10.1080/13614576.2019.1608575.
Full text
9
Beard, Fred. "Archiving the archives." Journal of Historical Research in Marketing 10, no. 1 (February 19, 2018): 86–106. http://dx.doi.org/10.1108/jhrm-08-2017-0044.
Full textAbstract:
Purpose When advertising historians began searching for substantial collections and archives of historical advertisements and marketing ephemera in the 1970s, some reported such holdings were rare. This paper aims to report the findings of the first systematic attempt to assess the scope and research value of the world’s archives and collections devoted to advertising and marketing ephemera. Design/methodology/approach Searches conducted online of the holdings of museums, libraries and the internet led to the identification and description of 179 archives and collections of historical significance for historians of marketing and advertising, as well as researchers interested in many other topics and disciplines. Findings The lists of archives and collections resulting from the research reported in this article represent the most complete collection of such sources available. Identified are the world’s oldest and largest collections of advertising and ephemera. Also identified are quite extraordinary collections of historically unique records and artifacts. Research limitations/implications The online searches continued until a point of redundancy was reached and no new archives or collections meeting the search criteria emerged. There remains the likelihood, however, that other archives and collections exist, especially in non-Western countries. Originality/value The findings make valuable contributions to the work of historians and other scholars by encouraging more global and cross-cultural research and historical analyses of trends and themes in professional practices in marketing and advertising and their consequences over a longer period than previously studied.
10
Mari, Carlo. "Putting the Italians on bicycles: marketing at Bianchi, 1885-1955." Journal of Historical Research in Marketing 7, no. 1 (February 16, 2015): 133–58. http://dx.doi.org/10.1108/jhrm-07-2013-0049.
Full textAbstract:
Purpose – The aim of this paper is to examine marketing practices within the bicycle industry. Design/methodology/approach – The paper utilizes both primary and secondary sources to provide a retrospective analysis of marketing strategy at the largest Italian bicycle company. Findings – The paper explains how marketing works at the Bianchi company and provides a detailed analysis of how it built its brand identity over time. Research limitations/implications – Very few primary sources were available. There was neither a company archive nor other archives. For the most part, the paper is based on secondary sources. Originality/value – The paper tries to fill the gap in current marketing literature that usually neglects the bicycle as a relevant topic, despite bicycle companies being a predecessor to the automobile industry. Moreover, the paper demonstrates that bicycle companies developed a rather sophisticated approach to marketing that is still in use.
11
Wills, Jeanie. "Dorothy Dignam’s advocacy for women’s careers in advertising: 1920-1950." Journal of Historical Research in Marketing 10, no. 1 (February 19, 2018): 21–36. http://dx.doi.org/10.1108/jhrm-01-2016-0001.
Full textAbstract:
Purpose This paper aims to examine how women working in the advertising industry during the 1920s and 1930s encouraged and resisted stereotypes about women to establish a professional identity. This seemingly paradoxical approach provided women with opportunities for professional development and network building. Dorothy Dignam is presented as a case study of one such advertising woman. She was a market researcher, a teacher, an advocate for women’s employment in advertising, a historian of women’s advertising clubs and a supporter of and a contributor to women’s professional networking. Design/methodology/approach Archival material is drawn from the N. W. Ayer and Son archives at the Smithsonian Institute, the Advertising Women of New York archives and the Dorothy Dignam Papers at the Schlesinger Library, the Philadelphia Club of Advertising Women papers at Bryn Mawr, the Dignam Collection at the Wisconsin Historical Society and the Women’s Advertising Club of Chicago (WACC) archives at the University of Illinois, Chicago. A close reading method of analysis places the material in a historical context. Additionally, it provides a narrative structure to demonstrate the complementary relationship between advertising club work and professional identity. Findings Dignam’s career strategies helped her to construct a professional identity that situated her as a guide, teacher and role model for other women who worked in advertising. She supported and created an attitude that enabled aspiring career women to embark on their careers, and she assisted in creating a coalition of women who empowered each other through their advertising club work. Practical implications Dignam’s published work about careers for women in advertising, her own career and its advancement and her involvement with women’s advertising clubs all served a rhetorical purpose. Her professional life sought to change both men’s and women’s attitudes about the impact of women in professional roles. In turn, the influence of attitudes helped to create space for women in business, especially those seeking advertising careers. Originality/value This paper illustrates how Dignam’s career, accomplishments and publications coalesce to provide evidence of how women negotiated professional identities and claimed space for themselves in the business world and in the advertising industry.
12
Wiles, Bradley J. "Selling the Collections: Internal Marketing in Archives and Records Management." Collections 6, no. 1-2 (March 2010): 39–54. http://dx.doi.org/10.1177/1550190610006001-205.
Full text
13
Carroll, Nathan. "Unwrapping Archives: DVD Restoration Demonstrations and the Marketing of Authenticity." Velvet Light Trap 56, no. 1 (2005): 18–31. http://dx.doi.org/10.1353/vlt.2006.0003.
Full text
14
Harding, Graham. "“Advertisements of Every Kind to Bring Their Brand into Notoriety”: Branding and “Brandolatry” in the Nineteenth-Century Champagne Trade in Britain." Journal of Wine Economics 12, no. 4 (November 2017): 378–85. http://dx.doi.org/10.1017/jwe.2017.31.
Full textAbstract:
AbstractThis paper examines the branding and marketing techniques used to develop the British champagne market in the nineteenth century. It draws upon the archives of the major French champagne houses and the extensive collection of price lists and marketing material in the scattered archives of W. & A. Gilbey, the dominant wine distributor in nineteenth-century Britain, to focus on the period from 1850 to the early 1900s. This period saw the creation of a powerful marketing template centered on a group of premium brands that endured for well over a century and influenced champagne marketing worldwide. Contemporary commentators saw a “cult” of famous brands, which disadvantaged consumers and merchants. Looking back at this period through the lens of a century of marketing history, we can clearly see a different picture: one of astute marketing (although that term was not then in use) that exploited selective distribution and created the concept of vintage-dated wine (what we would today call “limited-edition” product lines), making the champagne houses and their agents early exponents of Jean-Noël Kapferer's twenty-first-century “anti-laws” of luxury marketing. (JEL Classification: M3)
15
Karamullaoglu, Nazife, and Ozlem Sandikci. "A sociohistorical analysis of packaging design: a case study of the Turkish pasta brand Piyale." Journal of Historical Research in Marketing 11, no. 3 (August 19, 2019): 317–38. http://dx.doi.org/10.1108/jhrm-04-2018-0016.
Full textAbstract:
Purpose This paper aims to understand how social, cultural and political economic dynamics inform packaging design. Specifically, it focuses on one of the oldest Turkish pasta brands, Piyale, and seeks to understand the impact of the changes in the macro-institutional structures on its packaging practices over the course of almost a century. Design/methodology/approach The analysis is mainly based on data collected through archival and documentary research. The archival data are gathered from various sources including the personal archives of the former managers, advertisements published in the popular magazines of the time and industry reports and documents. Data are analyzed using a combination of compositional and social semiotic analysis. Findings The analysis indicates four distinct periods in the brand’s history. The design elements and visual identity reflect the social, cultural, political, economic and technological changes shaping the Turkish society in these different time periods. The findings show that a socio-historically situated analysis of a brand’s packaging design transformation reveals the complex relationship between design and culture and provides clues to the market-society interface. Originality/value This study provides a comprehensive historical analysis of the visual identity evolution of the oldest Turkish pasta brand Piyale and contributes to research on packaging histories in the non-Western markets.
16
Lamb Drover, Victoria. "ParticipACTION, Healthism, and the Crafting of a Social Memory (1971–1999)." Journal of the Canadian Historical Association 25, no. 1 (August 28, 2015): 277–306. http://dx.doi.org/10.7202/1032805ar.
Full textAbstract:
Established in 1971, ParticipACTION was a social marketing company created to change the physical behaviour and personal views of Canadians through persuasive marketing techniques and re-enforced mass media branding. Charting the personal accounts of four influential historical actors, this paper explores the original motivations behind the establishment of ParticipACTION. Through oral history accounts, untapped archival records pulled from the ParticipACTION Archives, and government documents, this article follows the development of the ParticipACTION brand and its relationship with a nation of media consumers. The overt commodification of health, manipulation of Cold War fears, and the federal government’s behaviour modification agenda are all aspects of its origin story, yet they have been strategically omitted from the dominant social memory of this national health promotion organization because these founding goals no longer served the ParticipACTION brand.
17
Belk, Russell. "Examining Markets, Marketing, Consumers, and Society through Documentary Films." Journal of Macromarketing 31, no. 4 (August 23, 2011): 403–9. http://dx.doi.org/10.1177/0276146711414427.
Full textAbstract:
Documentary film is over 100 years old and includes subgenres such as ethnography, historical film, docu-drama, propaganda, and advocacy videos. With numerous film archives, film festivals, special DVD issues of journals, inexpensive video recording and editing equipment, Internet distribution, and the phenomenal growth of archival Internet sites such as YouTube and Vimeo, there are now hundreds of millions of documentary films and videos available to the interested researcher. The author argues that the macromarketing field has greatly underutilized this vast resource and suggests examples of sources and uses for such material. The author also suggests some aids for acquiring critical visual literacy skills to inform such analyses. Just as we rely on our libraries and online access for books and print journals, we can readily do the same with documentary films. Such analytical projects can be presented as either video documentaries themselves, as text-based articles and books, or as multimedia combinations. Film, video, Internet, and television images arguably do more to influence public perceptions of marketing, consumption, and life than any other medium. There is thus a great opportunity to understand society through this window on the world.
18
Eveleigh, Alexandra. "Marketing and social media: a guide for libraries, archives and museums." Archives and Records 37, no. 1 (January 2, 2016): 119–21. http://dx.doi.org/10.1080/23257962.2016.1154830.
Full text
19
McLean, Michelle. "Marketing and social media: A guide for libraries, archives and museums." Australian Library Journal 64, no. 3 (July 3, 2015): 247. http://dx.doi.org/10.1080/00049670.2015.1048570.
Full text
20
Wright, Trudi, and Edward Benoit III. "Technology Use in Designing Curriculum for Archivists: Utilizing Andragogical Approaches in Designing Digital Learning Environments for Archives Professional Development." Preservation, Digital Technology & Culture 48, no. 2 (July 26, 2019): 85–94. http://dx.doi.org/10.1515/pdtc-2019-0005.
Full textAbstract:
AbstractTechnology has a significant impact in archival institutions. The creation and need to preserve digital records require archivists to have the necessary training, and ongoing professional development. In addition, technology is embedded in many archival processes, making knowledge of technology use vital for archivists. While technology may be a challenge for archivists in terms of archival management, it also presents a useful means to support training and professional development. This paper is based on the experimental research conducted by the researchers, as instructors, in developing curriculum based on theories of andragogy for the purposes of developing intentional curriculum for professional development of archivists in digital learning environments. In this article, we will focus on the application of technology for the purposes of training archives professionals. We have explored archives training through the application of andragogy theory in online training through Louisiana State University and Mohawk College. In addition, we will review the literature relating to the use of technology to support both outreach and marketing to educate clients of archival institutions. Social media tools offer a broad means to engage clients, as these platforms already function as “community hubs for activity, featuring many users, regular updates, and active forum discussions” (Terras). The literature suggests that there is have been significant inroads in developing intentional curriculum for digital learning environments.
21
Schwarzkopf, Stefan. "Marketing history from below: towards a paradigm shift in marketing historical research." Journal of Historical Research in Marketing 7, no. 3 (August 17, 2015): 295–309. http://dx.doi.org/10.1108/jhrm-06-2015-0021.
Full textAbstract:
Purpose – The purpose of this article is to introduce the theme of this special issue. In doing so, the paper argues that marketing historical research is in need of a paradigmatic shift. Rather than privilege primary and secondary sources that preserve the perspectives and actions of corporate managers and of marketing academics, marketing historians need to open the historical narratives they construct much more than before to the experiences and voices of ordinary consumers, i.e. of those who actually shop and buy and choose. They also need to do more to incorporate into their narratives examples of the value-creation that consumers themselves enact, both inside and outside the sphere of the market. Design/methodology/approach – By reviewing the state of the marketing historical literature, this paper introduces the “History from Below” school of historical thought into marketing historical research. It also tests to what extent a stronger consumer focus might be able to enrich historical research in marketing. Findings – Although contemporary marketing historiography is characterized by a richness of themes and methodological approaches, there is still a marked difference between the way marketing academics and historians write the history of marketing and consumption. While, surprisingly, the former often tend to ignore the voices of ordinary consumers, the latter often lack the marketing-related “technical” knowledge to fully understand the significance of specific archival sources they discuss. This means that a genuine “People’s History of Marketing” has yet to be written. Research limitations/implications – Findings from the paper will be of value to marketing historians who wish to expand the scope and agenda of their research and help historical research move away from narrow managerial perspectives and other “privileged” accounts of marketing. Originality/value – This paper makes two original contributions. First, it introduces historiographical innovations associated with “History from Below” (social history) into marketing historical scholarship. Second, it attempts to help marketing historians identify alternative sets of primary and secondary sources, e.g. oral history archives, which would allow them to be much more optimistic about their own ability to reconstruct the perspectives of those whose voices are all too often ignored.
22
Seimu, Somo M. L. "THE COLONIAL COFFEE COMPULSION MARKETING POLICIES IN KILIMANJARO, TANZANIA." International Journal of Research -GRANTHAALAYAH 4, no. 5 (May 31, 2016): 139–55. http://dx.doi.org/10.29121/granthaalayah.v4.i5.2016.2690.
Full textAbstract:
This is a historical study that utilises primary evidences from Tanzania National Archives (TNA) to examine the compulsion marketing policies imposed by the Tanzania’s colonial authority among small-scale native coffee producers in the slopes of Mount Kilimanjaro. The policies were provided under Section 36 of the 1932 co-operative legislation. Also, the 1934 Chagga Rule; and the 1937 Native Coffee (Control and Marketing) Ordinance, which became a key and permanent coffee marketing policy in Tanzania that granted the Moshi Native Coffee Board (MNCB) and KNCU monopoly over the native produced coffee.
23
Stole, Inger L. "“Selling” Europe on free enterprise." Journal of Historical Research in Marketing 8, no. 1 (February 15, 2016): 44–64. http://dx.doi.org/10.1108/jhrm-07-2015-0024.
Full textAbstract:
Purpose – A number of scholars have explored the US Government’s postwar efforts, often in collaboration with the business community, to “sell America” to Americans themselves; others have documented the means through which such information was aimed at audiences behind the Iron Curtain. Few scholars have explored the use of the US “propaganda” to secure political loyalty and financial markets among Western allies, and fewer still have studied the government’s use of commercial marketing methods for this purpose. Attempting to fill a void, this paper aims to explore the US State Department’s postwar collaboration with the Advertising Council, a non-profit organization funded and organized by American business, to “sell” the 16 countries that were receiving aid under the Marshall Plan on “the American way of life”. Design/methodology/approach – Drawing primarily from archival sources, the underlying research here is heavily based on various State Department collections housed at the National Archives in Washington, DC, and College Park, Maryland, as well as documents from the Harry S. Truman Library in Independence, Missouri, and the Advertising Council Archives at the University of Illinois. Findings – In contrast to its many successes during the Second World War, the Advertising Council’s first international project was plagued by erroneous assumptions and unforeseen problems, making the “Overseas Information” campaign far less successful than its previous projects. Thus, the case study holds lessons for the US Government in any future attempts to use the assistance of commercial advertisers in attaining its “soft power” objectives. Research limitations/implications – The study explores the “Overseas Information” campaign from an institutional perspective only. Future research should focus on public perceptions of the campaign and possibly a rhetorical analysis of the actual advertisements. Practical implications – The case study holds lessons for the US Government in any future attempts to use the assistance of commercial advertisers in attaining its “soft power” objectives. Social implications – The study reveals interesting, and heretofore, unrevealed information about collaborations between the government and US business in the postwar era. Originality/value – Up till this point, the Advertising Council’s “Overseas Information” has received very scant scholarly attention and few, if any, have recognized its importance in the ongoing quest for government “soft power” in the postwar era.
24
Tumbe, Chinmay, and Isha Ralli. "The four eras of “marketing” in twentieth century India." Journal of Historical Research in Marketing 10, no. 3 (August 20, 2018): 294–311. http://dx.doi.org/10.1108/jhrm-06-2017-0031.
Full textAbstract:
Purpose The purpose of this study is to understand the evolution of “marketing” in the public and corporate discourse of twentieth-century India. Design/methodology/approach The paper draws its inferences from an analysis of the digital Times of India and Financial Times historical newspaper databases, the corporate archives of two leading Mumbai-based firms – Godrej in consumer goods and Cipla in pharmaceuticals and oral histories of marketing managers. Findings The paper identifies four eras of “marketing” in twentieth-century India. Era I (1910-1940) saw the emergence of agricultural “marketing boards” and “marketing officers” in the public sector and the growth of Indian and multinational advertising agencies. Era II (1940-1970) witnessed the formation of management and advertising associations and business schools with close involvement of American players. In Era III (1970-1990), there was a paradigm shift as “marketing” grew in corporate discourse and firms began to employ “marketing managers” in “marketing departments”. Era IV (1990-till date) witnessed the explosion of “marketing” in public and corporate discourse alongside the consumption boom in India. The paper shows how “marketing” evolved separately in the public and private sectors and in different phases as compared to that in the West. Research limitations/implications This paper overturns conventional wisdom on marketing history in India, which has so far discounted its significance before 1960 or accorded primary significance to the 1990s’ economic liberalisation programme. Practical implications Findings of this study will be useful to marketing professionals and teachers who wish to learn more about the history of marketing in India. Originality/value The paper uses unexplored archival material and provides the first account on the evolution of “marketing” in public and corporate discourse in twentieth-century India.
25
Novalska, Tetyana, and Vladislav Kasian. "Theoretical and Methodological Fundamentals of Internet Marketing Training in Specialty 029 “Information, Library and Archival Affairs”." Ukrainian Journal on Library and Information Science, no. 7 (June 4, 2021): 71–82. http://dx.doi.org/10.31866/2616-7654.7.2021.233297.
Full textAbstract:
The purpose of the article is to substantiate the theoretical and methodological foundations of educational innovation which is educational and professional program «Management of social and communication networks. Digital marketing», specialty 029 «Information, Library and Archival Affairs». The research methodology is based on a set of general scientific methods of generalization, systematization and forecasting. Hypothetical analysis made it possible to develop to identify the basic concepts that outline the theoretical and methodological platform for training Digital marketers in the specialty «Information, Library and Archival Affairs». The scientific noveltyof the study is that in the dynamics of professional diversity of information activities and proposals for new specializations within the specialty «Information, Library and Archival Affairs» outlines the main approaches to the theoretical and methodological platform for Digital marketers and identifies basic concepts that allow building a professional model of Digital marketer in the specialty 029 «Information, Library and Archival Affairs». Such concepts define social and information communications and management of document and information resources (information management). Conclusions. The main concepts of the theoretical and methodological platform of educational innovation for the training of Digital marketers in the specialty «Information, Library and Archival Affairs» are social and communication technologies and management of document and information resources (information management). Tasks of marketing activities of a specialist in social information communications in the specialty 029 «Information, Library and Archival Affairs» are in the problem field of social communication activities, include marketing in the field of nonprofit organizations, government, charities, libraries, archives, museums, etc. The theoretical content of the subject area of Internet marketing is consistent with the Standard of Higher Education in «Information, Library and Archival Affairs» and corresponds to the conceptual foundations of the subject area of management of document and information resources (information management). The proposed version of the theoretical and methodological platform of educational innovation – training of Digital marketers in the specialty «Information, Library and Archival Affairs» – is able to enrich, modify and refine in the development of scientific knowledge and empirical base in this subject area.
26
Marchand, Roland. "Cultural history from corporate archives." Public Relations Review 16, no. 3 (September 1990): 105–14. http://dx.doi.org/10.1016/s0363-8111(05)80073-6.
Full text
27
Vignesh Kandasamy, S., A. Madhu, P. K. Gupta, A. Niveditha, and K. Bordoloi. "LOCATION BASED ADVERTISING FOR MASS MARKETING." ISPRS - International Archives of the Photogrammetry, Remote Sensing and Spatial Information Sciences XLII-5 (November 19, 2018): 189–92. http://dx.doi.org/10.5194/isprs-archives-xlii-5-189-2018.
Full textAbstract:
<p><strong>Abstract.</strong> GIS and machine learning (ML) are powerful ICT tools in retail industry which helps the sellers understand their markets. For the consumers, however, there always lies an ambiguity with respect to the quality and quantity of the product to be purchased, vis-à-vis the price paid for it. Most retail businesses today adopt “Discount Pricing Strategies” or “Offers” to make new customers and increase sales. Owing to several establishments selling the same product and offering a variety of offers, the process of identifying the shops where the consumer can get the best value for his money, requires a lot of manual effort. A prototype has been developed in this study to allow the consumers to locate such prospective shops based on advertisements in newspapers. This solution has a two-pronged approach. First, all the offers advertised in the newspaper are pre-processed and text extraction is performed using a ML algorithm named Tesseract OCR. Second the location of shops is collected and stored in a geodatabase. Finally, the advertisement is matched to the respective geo-located shop based on its name and location. Further based on the location of the consumer and his purchase choice, shops offering discounts are shown on a web based map. This prototype provides the consumer, a platform for geo-discovery of establishments of interest through the clutter of unrelated endorsements, by the use of Open Source GIS, Python programming and ML techniques.</p>
28
Downey, Lynn. "Blue Denim by the Bay: The Levi Strauss & Co. Archives." Costume 43, no. 1 (June 1, 2009): 150–65. http://dx.doi.org/10.1179/174963009x419782.
Full textAbstract:
The designer Bill Blass once famously stated that Levi's jeans are 'the best single item of apparel ever designed'. He may not have known, however, that his couture firm and Levi Strauss & Co. were two of only a handful of clothing companies to have formal archives programmes in place in the United States of America as the millennium approached. Established in 1989, the Levi Strauss & Co. Archives is now the benchmark for other denim and apparel companies who have recognized the usefulness of heritage in clothing design and marketing, among other business applications. This article surveys the founding of Levi Strauss & Co., the invention and development of the blue jean, the holdings and management of the company's Archives, its work with designers, how it supports advertising and branding, then concludes with an in-depth exploration of a few of the collection's most rare and valuable pieces.
29
Castellani, Paola, and Chiara Rossato. "On the communication value of the company museum and archives." Journal of Communication Management 18, no. 3 (July 29, 2014): 240–53. http://dx.doi.org/10.1108/jcom-02-2012-0018.
Full textAbstract:
Purpose – The purpose of this paper is to see whether companies that have set up company museums and archives realise the communication potential of this tool and in what terms such potential may have been actualised. Design/methodology/approach – The paper opted for an in-depth study in order to get an insight into the perception of the communication potential of the museum and archives. All of the 52 companies associated with the association “Museimpresa” were contacted, the members of which are the main companies in Italy that have set up their own museum and archives. Each company has been interviewed through a detailed and structured questionnaire carried out involving either the business owner or the marketing, communication or external relations manager or the curator of the museum/archives. Findings – A company museum-archives is used mainly to spread awareness of the heart, identity, values and history of the company. The investigation has moreover provided how its communication strengths impact on the image and the reputation of the company and on the sense of belonging between the enterprise and its community. Research limitations/implications – This study is a first step of a path aimed at measuring on a large scale the real communication potential of company museums and archives. Practical implications – What would seem to be important for management with a real desire to make best use of the potential of a company museum-archives is to facilitate its interactivity, its ability to build and maintain relationships, its connection with the corporate culture and to convey a real enthusiasm for vision and future-oriented memory. Originality/value – This paper provides a contribution to the awareness of communication potential of the company museum and archives, a recognition that remains largely still to be explored.
30
Köse, Yavuz. "“The fact is, that Turks can’t live without coffee…” the introduction of Nescafé into Turkey (1952-1987)." Journal of Historical Research in Marketing 11, no. 3 (August 19, 2019): 295–316. http://dx.doi.org/10.1108/jhrm-03-2018-0012.
Full textAbstract:
Purpose This paper aims to investigate the introduction of Nescafé, a brand of the Swiss multinational company Nestlé, into the Turkish market and examines the formative period (1952-1987) before it succeeded to become the most popular and leading coffee brand in Turkey. By that it aims to draw attention to Turkey as an interesting case in point for the study of the history of marketing practices in a non-Western context. Design/methodology/approach This study deploys a variety of largely unexplored material ranging from archival sources to newspaper reports and advertisements. In the first part, archival sources provided by the Nestlé archives (AHN) will be analyzed to present the company’s marketing strategy. As the amount on advertisements between 1952 and 1984 remained modest, the second part is devoted to the analysis of Turkish media reports to discuss Nescafé’s public perception. Findings The paper demonstrates that during the period under consideration the instable political and economic environment was pivotal for Nescafé’s marketing. Nestlé in the early years used similar strategies as in the West advertising Nescafé as a premium product for the upper middle-class. Due to import restrictions, it was a scarce and high-priced product. Nescafé succeeded to become a highly esteemed and sought-after product because it stood for Western modernity and prosperity. The study argues that it was not primarily Nestlé’s marketing that resulted in Nescafé’s considerable brand recognition but its public “visibility” through media reporting. Research limitations/implications This study is a preliminary attempt to investigate the history of instant coffee and its marketing in a non-Western market. The paper is mainly focused on Nescafé because it was and still is the most important brand in Turkey. Further, this paper brings into spotlight a country with distinct sociopolitical and cultural particularities which distinguish it from Western countries and allow to scrutinize how marketing practice and thought may develop in a non-Western setting. Further research is needed as Turkey's specific marketing environment is far from being thoroughly investigated. Originality/value By focusing on Turkey, this paper provides an insight into the specific ways Nescafé was marketed, consumed and perceived in a non-Western market. By that it allows to consider how multinational companies responded and adapted to a culturally, politically and economically challenging environment.
31
Tadajewski, Mark. "The Complete English Tradesman – business relations, trust, and honesty or ‘let’s rethink the history of relationship marketing’." Journal of Historical Research in Marketing 7, no. 3 (August 17, 2015): 407–22. http://dx.doi.org/10.1108/jhrm-04-2015-0012.
Full textAbstract:
Purpose – This paper aims to provide a close reading of Daniel Defoe’s The Complete English Tradesman. It makes a case that many of the themes that Defoe engages with are consistent with later arguments offered by relationship marketing scholars. Design/methodology/approach – This is a close reading of one of Defoe’s most popular texts, The Complete English Tradesman. It links this discussion with relationship marketing tenets. Findings – Defoe pays considerable attention to key relational ideas, including the cultivation of a public perception of business honesty, the need to cater to customer requirements, treating the customer as the “idol” of the practitioner and undertaking a variety of actions to ensure that consumers trust the words and actions of the tradesman. Practical implications – This paper highlights how ahistorical debates surrounding relationship marketing have been and calls for a return to the archives. Originality/value – This paper supplements existing research that charts the implications for marketing thought of Defoe’s work, extending this via a juxtaposition of his writing with relational tenets.
32
Smulyan, Susan. "Absence and the advertising historian." Journal of Historical Research in Marketing 8, no. 3 (August 15, 2016): 473–80. http://dx.doi.org/10.1108/jhrm-05-2016-0011.
Full textAbstract:
Purpose The purpose of this paper is to examine the commonly held idea that American advertising agencies closely supervised their Australian counterparts during the globalization of advertising. Design/methodology/approach The author, a cultural historian based in the USA, searched American archives without finding evidence of the kind of oversight often associated with the Americanization of advertising. Findings The paper concludes that American advertisers paid less attention to Australian advertising than the other way around. In addition, Australian and American advertising industries agreed on the importance of advertising as part of transnational capitalism and did not need to outline, or follow instructions, on how advertising worked. Originality/value Reviewing the history of advertising in a global context reminds scholars that the national advertising industries have different subject positions and yet agree on advertising’s practice and efficacy.
33
Stevenson-Parrish, Hollie. "Marketing Plans in Action: A Step-By-Step Guide for Libraries, Archives, and Cultural Organizations." Technical Services Quarterly 37, no. 2 (March 18, 2020): 220–21. http://dx.doi.org/10.1080/07317131.2020.1728142.
Full text
34
Lee Eden, Bradford. "Marketing Plans in Action: A Step-by-Step Guide for Libraries, Archives, and Cultural Organizations." Journal of Electronic Resources Librarianship 32, no. 2 (June 1, 2020): 147. http://dx.doi.org/10.1080/1941126x.2020.1739857.
Full text
35
Ellis, Robert B., and David S. Waller. "Marketing education at the University of Melbourne." History of Education Review 46, no. 1 (June 5, 2017): 95–106. http://dx.doi.org/10.1108/her-12-2015-0030.
Full textAbstract:
Purpose The purpose of this paper is to analyse the early days of marketing education by observing the first “Marketing” subject in Australia, which was taught at the University of Melbourne, and comparing elements of the early subject to the introductory Marketing subject of today. Design/methodology/approach The information used for this study was obtained from material in the University of Melbourne Archives, including calendar entries, subject descriptions, and university announcements, as well as from interviews and correspondence with various people including those in academic and administrative positions, and former students. Findings The origins of university-level marketing education in Australia can be seen to have been shaped by several influences, including: the external environment of the country at that time; the areas of interest of academic staff; the availability of teaching material – textbooks, academic articles, appropriate case studies, academic research papers, etc.; the academic staff and teaching materials from the USA; and the extent to which the supporting technology of marketing had changed. Practical implications By observing the development in marketing education over the years, from its beginnings in Australia at the University of Melbourne, this paper shows changes in the content which assists in the understanding of what has led to how marketing is taught in Australasian universities and colleges today. Originality/value Marketing education research usually focusses on what is happening at the moment, so the value of this study is that it is one of the few that looks at marketing education from a historical perspective.
36
Gonsales, Flavia I. "Social marketing for museums: an introduction to social marketing for the arts and culture sector." RAUSP Management Journal 56, no. 3 (June 7, 2021): 314–33. http://dx.doi.org/10.1108/rausp-08-2020-0194.
Full textAbstract:
Purpose The paper aims to introduce social marketing (SM) as a tool to overcome the low cultural participation, a problem of the arts and culture sector that has worsened in the post-pandemic scenario. Design/methodology/approach The study uses a multidisciplinary literature review (SM, museum marketing, museology and cultural policy) to address the problem of museums and other cultural heritage institutions, at both the macro-level (prevailing cultural policies and antecedents, barriers and consequences to cultural participation) and micro-level (challenges faced by museums in the 21st century and marketing as a management instrument). Findings The downstream, midstream and upstream approaches can be used to design and implement SM interventions intended to address the problem of low cultural participation in museums. The three approaches should be considered holistically, with their synergetic and recursive effects. Research limitations/implications Due to its introductory and conceptual nature, the study provides a comprehensive intervention framework to be used as a platform for future theoretical and empirical research. Further investigations may expand on the specificities of each approach (down, mid and upstream) and extend the framework to other nonprofit cultural institutions beyond museums, such as libraries and archives, cultural heritage sites and theater, music and dance companies. Practical implications The paper proposes a comprehensive SM intervention framework that integrates three interdependent approaches (downstream, midstream and upstream). Originality/value The paper provides a starting point for the holistic application of SM in the arts and culture sector. It also encourages researchers, cultural policymakers and cultural heritage professionals to investigate, design and implement SM programs that better understand, expand and diversify the audience and strengthen the legitimacy and relevance of cultural actors and activities to transform them into inclusive, accessible and sustainable institutions.
37
Barretta, Paul G. "Tracing the color line in the American music market and its effect on contemporary music marketing." Arts and the Market 7, no. 2 (October 2, 2017): 213–34. http://dx.doi.org/10.1108/aam-08-2016-0016.
Full textAbstract:
Purpose The purpose of this paper is to provide an in-depth consideration of the color line in the US music market, much deeper treatment than that of a superficial social construct. Design/methodology/approach Content analysis was performed using archives from the Performing Arts Division of the New York Public Library. Findings A complex intersection of social and capitalist influences is fueled by culture and economics, filtered through the contributions of artists and media. Six major categories: social, media, artist, culture, industry, and economics contribute to its development and propagation. It continues to affect contemporary music markets. Research limitations/implications Interpretation of archival data is subject to availability of material and subjectivity of the researcher. Steps were taken to minimize bias. The research implies an opportunity for the US music market to celebrate diversity and social justice. Practical implications Focusing on the symbolic use of music, marketers have the opportunity to empower consumers to embrace diversity, reversing the trajectory of the color line. Social implications Embracing cultural heritage and celebrating diversity can promote economic gain without detriment to cultural interests. Originality/value The present research provides a much deeper consideration of the color line in the American Music Market than previous literature does. The consideration includes a combination of forces, from profit focused to cultural.
38
Pressey, Andrew. "A quiet revolution." Journal of Historical Research in Marketing 9, no. 4 (November 20, 2017): 511–34. http://dx.doi.org/10.1108/jhrm-05-2017-0018.
Full textAbstract:
Purpose The study aims examine the popular master narrative that marketing education in Britain first appeared in the 1960s and understand if its origins can in fact be traced to an earlier period. This is undertaken through an examination of the courses taught from 1902 to 1969 at the Faculty of Commerce, University of Birmingham, Great Britain. Design/methodology/approach The study draws on a number of primary source materials held at the archives at the Cadbury Research Library, University of Birmingham, that are related to the Faculty of Commerce. Findings The study identifies that marketing courses were being taught in Britain long before the 1960s by the new business schools; we can trace its origins to the beginning of the twentieth century at Birmingham. From 1902 onwards, marketing was consistently part of the syllabus of the undergraduate programme and it became part of the core syllabus of the post-graduate programme. Research limitations/implications The findings of the study require marketing education scholars and scholars of the emergence of marketing thought to revise their beliefs concerning the emergence of marketing education in Great Britain and situate this in an earlier period. Originality/value The paper demonstrates the historical value of studying early commerce syllabi and the manner in which marketing-themed content was delivered to students.
39
Merlo, Elisabetta, and Mario Perugini. "The revival of fashion brands between marketing and history." Journal of Historical Research in Marketing 7, no. 1 (February 16, 2015): 91–112. http://dx.doi.org/10.1108/jhrm-02-2013-0007.
Full textAbstract:
Purpose – The purpose of this paper is to shed light on the contribution that history can give to marketing strategies aimed at revitalizing fashion brands. It focuses on the revival strategy implemented in recent years by the Pucci fashion company. Design/methodology/approach – The analysis is carried out in four parts. Marketing literature dealing with “brand revival” is reviewed in the first part. The second and the third part deal with the main characteristics featured, respectively, by the original and restored Palio and Vivara collections. In the fourth part, by applying the key concepts provided to us by the marketing literature, we pinpoint the chief values which Pucci’s retro-marketing strategy has emphasized upon and those that instead have been partially, if not completely, neglected. The research is based on a mix of sources including records kept by historical archives, fashion press, economic and financial databases and exhibition catalogues. Findings – The research shows that resorting to the past to revitalize a fashion brand can backfire if the retro-marketing strategy is not supported by an extensive knowledge of the firm’s history, and by a well documented analysis of the historical background in which the brand was originally introduced. Originality/value – The paper provides an example of interdisciplinary approach to brand revival, a marketing strategy to which an increasing number of firms resort to meet the consumers’ call for nostalgic innovation.
40
Hirschmüller, Albrecht. "E. Merck und das Kokain." Gesnerus 52, no. 1-2 (November 27, 1995): 116–32. http://dx.doi.org/10.1163/22977953-0520102010.
Full textAbstract:
Documents from the archives of the pharmaceutical company, E. Merck, Darmstadt, shed light on research, production, and marketing of cocaine and other coca alkaloids. When cocaine proved to be a local anaesthetic in 1884 the market expanded enormously. The production of E. Merck is compared with that of other companies in Germany and abroad. Freud, who published on cocaine from 1884 to 1887, was in contact with E. Merck and performed clinical studies for them as well as for an American company.
41
Cline, Tyler, and Molly Marcusse. "Building a Brand and Telling a Story in Perpetual Crisis: Launching a Sustainable Archives Marketing Strategy." Public Services Quarterly 14, no. 3 (July 3, 2018): 265–74. http://dx.doi.org/10.1080/15228959.2018.1488644.
Full text
42
D’Silva, Joanne, Erin O’Gara, and Nicole T. Villaluz. "Tobacco industry misappropriation of American Indian culture and traditional tobacco." Tobacco Control 27, e1 (February 19, 2018): e57-e64. http://dx.doi.org/10.1136/tobaccocontrol-2017-053950.
Full textAbstract:
ObjectiveDescribe the extent to which tobacco industry marketing tactics incorporated American Indian culture and traditional tobacco.MethodsA keyword search of industry documents was conducted using document archives from the Truth Tobacco Documents Library. Tobacco industry documents (n=76) were analysed for themes.ResultsTobacco industry marketing tactics have incorporated American Indian culture and traditional tobacco since at least the 1930s, with these tactics prominently highlighted during the 1990s with Natural American Spirit cigarettes. Documents revealed the use of American Indian imagery such as traditional headdresses and other cultural symbols in product branding and the portrayal of harmful stereotypes of Native people in advertising. The historical and cultural significance of traditional tobacco was used to validate commercially available tobacco.ConclusionsThe tobacco industry has misappropriated culture and traditional tobacco by misrepresenting American Indian traditions, values and beliefs to market and sell their products for profit. Findings underscore the need for ongoing monitoring of tobacco industry marketing tactics directed at exploiting Native culture and counter-marketing tactics that raise awareness about the distinction between commercial and traditional tobacco use. Such efforts should be embedded within a culturally sensitive framework to reduce the burden of commercial tobacco use.
43
Olsen, Barbara. "Liminality in Advertising from the Mad Men Era." Journal of Business Anthropology 1, no. 1 (January 8, 2016): 77. http://dx.doi.org/10.22439/jba.v1i1.4961.
Full textAbstract:
This article reflects an evolving anthropologist’s marketing career during the 1970s, before anthropology was truly welcomed as contributor to business strategy. I worked on several accounts mentored by a brilliant but conflicted creative director-guru-boss, an experience resulting in this reflexive advertising narrative punctuated by periods of liminality. I used my agency archives from the 1970s and field notes (or advertising log) as my data set to reflect this period. My field journey traversed the Mad Men era, immortalized in the AMC TV series about the 1960s and beyond, where creative directors freely crossed boundaries of sex, class and gender stereotypes. I discuss several advertising campaigns in which I was involved. The broader narrative reveals an uncomfortable divide between cultural empathy and advertising practice. While creatively stimulating, I describe the conflict in a marketing career that challenged ethical sensitivities.
44
Stole, Inger L. "The business of government is advertising." Journal of Historical Research in Marketing 10, no. 4 (November 19, 2018): 358–82. http://dx.doi.org/10.1108/jhrm-01-2018-0005.
Full textAbstract:
PurposeThe purpose of this study is to analyze the increasingly congenial relationship between business and government that developed in the immediate post Second World War period. This study explores the subtle, but systematic, uses of advertising for propaganda purposes to secure American political and commercial world dominance. It locates the relationship between the US Government and the Advertising Council as key components in a strategy to blur the lines between political and commercial messages. In addition to study the relationship between the two stakeholders, the study identifies some of the implications for both. Design/methodology/approachScholarship on the government’s postwar relationships with other organizations is relatively scant and few other scholars have focused on the advertising industry’s role in this transformation. This paper draws on trade periodicals and newspaper accounts, and relies on archival material from the Arthur W Page and the Thomas D’Arcy Brophy collections at the Wisconsin State Historical Society and the Advertising Council’s papers at the University of Illinois. Charles W. Jackson papers, located at the Harry S. Truman Library, and the papers of Office of War Mobilization and Re-conversion, deposited at the National Archives, have also been consulted. FindingsThe Advertising Council’s “Peace” and “World Trade and Travel” demonstrate an acceleration of collaboration between business and government that continued into the postwar era. It shows the government’s willingness to trade on the Advertising Council’s goodwill and to blur the lines between political and commercial messages, in what can accurately be characterized as a duplicitous manner. Key conclusion includes a willingness among Washington’s policymakers to propagandize its own citizens, a strategy that it commonly, and disparagingly, ascribed to the Soviet Union, and a Council so willing to appease Washington, that it was putting its own reputation at considerable risk. Research limitations/implicationsThis paper is based on a study of two campaigns (“Peace” and “World Trade and Travel”) that the Advertising Council conducted in collaboration with the US State Department. While these were the first campaigns of this nature, they were not the only ones. Additional studies of similar campaigns may add new insights. Social implicationsRecent political events have brought propaganda and government collusion back on the public agenda. In an era of declining journalism credibility, rising social media and unprecedented government and commercial surveillance, it is argued that propaganda demands scholarly attention more than ever and that a historical study of how the US Government collaborated with private industry and used advertising as a propaganda smokescreen is particularly timely. Originality/valueThis study adds to the scholarship on advertising, PR and propaganda in several ways. First, it contributes to the understanding of the advertising industry’s important role in the planning of US international policy after the Second World War. Second, it demonstrates the increasingly congenial relationship between business and the US Government that emerged as a result. Third, it provides excellent insights into the Adverting Council’s transition from war to peacetime. The heavy reliance on archival material also brings originality and value to the study.
45
Suhaibah, A., U. Uznir, A. A. Rahman, F. Anton, and D. Mioc. "3D GEOMARKETING SEGMENTATION: A HIGHER SPATIAL DIMENSION PLANNING PERSPECTIVE." ISPRS - International Archives of the Photogrammetry, Remote Sensing and Spatial Information Sciences XLII-4/W1 (September 29, 2016): 1–7. http://dx.doi.org/10.5194/isprs-archives-xlii-4-w1-1-2016.
Full textAbstract:
Geomarketing is a discipline which uses geographic information in the process of planning and implementation of marketing activities. It can be used in any aspect of the marketing such as price, promotion or geo targeting. The analysis of geomarketing data use a huge data pool such as location residential areas, topography, it also analyzes demographic information such as age, genre, annual income and lifestyle. This information can help users to develop successful promotional campaigns in order to achieve marketing goals. One of the common activities in geomarketing is market segmentation. The segmentation clusters the data into several groups based on its geographic criteria. To refine the search operation during analysis, we proposed an approach to cluster the data using a clustering algorithm. However, with the huge data pool, overlap among clusters may happen and leads to inefficient analysis. Moreover, geomarketing is usually active in urban areas and requires clusters to be organized in a three-dimensional (3D) way (i.e. multi-level shop lots, residential apartments). This is a constraint with the current Geographic Information System (GIS) framework. To avoid this issue, we proposed a combination of market segmentation based on geographic criteria and clustering algorithm for 3D geomarketing data management. The proposed approach is capable in minimizing the overlap region during market segmentation. In this paper, geomarketing in urban area is used as a case study. Based on the case study, several locations of customers and stores in 3D are used in the test. The experiments demonstrated in this paper substantiated that the proposed approach is capable of minimizing overlapping segmentation and reducing repetitive data entries. The structure is also tested for retrieving the spatial records from the database. For marketing purposes, certain radius of point is used to analyzing marketing targets. Based on the presented tests in this paper, we strongly believe that the structure is capable in handling and managing huge pool of geomarketing data. For future outlook, this paper also discusses the possibilities of expanding the structure.
46
Nash, Andrew. "‘Not to everybody's palate’: Advertising Proust and More Pricks Than Kicks." Journal of Beckett Studies 28, no. 2 (September 2019): 129–45. http://dx.doi.org/10.3366/jobs.2019.0264.
Full textAbstract:
This essay analyses the marketing of Beckett's first two commercially published books, Proust and More Pricks than Kicks, through an examination of the advertising records held in the archives of Chatto & Windus. It establishes the context in which the firm advertised the books in newspapers and literary periodicals by outlining contemporary attitudes towards the marketing of literature and the increased expenditure on book advertising by publishers in the 1930s. Proust is discussed within the context of the exposure afforded to other titles in the Dolphin Books series, while the unusual campaign mounted for More Pricks is assessed in light of Chatto's efforts to find a new way of announcing its list in what was an increasingly competitive environment. The essay assesses the location of the advertisements and their associated costs in order to draw conclusions about Beckett's position in the ‘literary field’ of the time.
47
Merzeau, Louise. "Digitale Fotografien: für einen öffentlichen Gedächtnisraum." Zeitschrift für Medien- und Kulturforschung 1, no. 1 (2010): 63–76. http://dx.doi.org/10.28937/1000106300.
Full textAbstract:
The modalities of the production, archiving, distribution (marketing) and societal assimilation of digital photography are producing a new economy of form and perspective. When digital photos become physical surfaces and blogs are organized into active archives, the collective public memory is transformed in the tension between two divergent poles: Privatization and standardization of photomemory in the photo data banks of large agencies on one hand, and, on the other hand rhizomatic interlacing, proliferative network memory, which, during this process, evolves into a virtual, imaginary museum. Digital photos, at this point, participate in the production of the political entity.
48
Hayes, Mick. "“Don’t blame the shopkeeper!!”." Journal of Historical Research in Marketing 9, no. 4 (November 20, 2017): 359–85. http://dx.doi.org/10.1108/jhrm-06-2017-0025.
Full textAbstract:
Purpose The purpose of this paper is to illustrate the impact of zoning and pooling on brands, something not covered in depth in the historical literature. Also, the paper is intended to present research into how brands in the food, drink and confectionery industries during the Second World War used advertising in response to the government control of the market. Design/methodology/approach This paper is based on a close reading and interpretation of food, drink and confectionery brands advertisements from the Daily Express and Daily Mirror newspapers across the Second World War. Building on the work by Burridge (2008), it explores different message strategies used by brands in response to shortages, zoning and pooling. Findings While rationing has been discussed at length in the historical literature, zoning and pooling have not been. While brands provided information to their customers about rationing, shortages, zoning and pooling, the latter three also caused brands to apologise, look to the future and urge patience. Research limitations/implications This study is based on the Daily Express and Daily Mirror from August 1939 to September 1945. Further research could explore other publications or the period after the war as control continued. Exploration of brand and agency archives could also provide more background into brands’ objectives and decision-making. Originality/value This is the first research to explore the impact of forms of control other than rationing on advertising during the Second World War.
49
Knight, Alan. "Mexican Peonage: What Was It and Why Was It?" Journal of Latin American Studies 18, no. 1 (May 1986): 41–74. http://dx.doi.org/10.1017/s0022216x00011160.
Full textAbstract:
Our knowledge of Mexican agrarian history has been greatly enhanced by hacienda studies, based on original hacienda archives. Inter alia, these have finished off for good the old notion of ‘feudal’ hacendados who spurned profit for prestige. But if – thanks to their reliance on hacienda accounts – these studies have shed light on hacienda marketing and profit-maximizing, they have told us less about the hacienda's internal workings. The hacienda's relations of exchange are, therefore, better understood than its relations of production. And, from some theoretical perspectives, it is the latter which are primary (which, in grand terms, determine whether the hacienda is to be termed ‘feudal’, ‘capitalist’ or something else again).
50
Bergman, Yoel. "Nobel’s Russian Connection." Vulcan 2, no. 1 (June 23, 2014): 41–62. http://dx.doi.org/10.1163/22134603-00201002.
Full textAbstract:
Nobel’s Russian connection has surfaced recently in a letter sent by him to the Russian Minister of War, reporting on progress during 1889 and 1890 on his new smokeless powder, Ballistite. The letter was found in Swedish archives with other documents, indicating that Russian army officials maintained ties with Nobel, and received a large number of Ballistite samples. Nobel’s involvement with Russian development was not described before by major written sources in English. The documents have also exposed Nobel’s difficulties in production and marketing across Europe, from mid 1889 to mid 1890. The new findings are useful in understanding the ‘longue durée’ aspect of Ballistite, described only briefly in the literature.