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Journal articles on the topic 'Innovative Marketing'

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Published: 4 June 2021
Last updated: 30 May 2022

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1

Spitzer, Dan. "Innovative Marketing Education." Marketing Education Review 2, no. 1 (March 1992): 29. http://dx.doi.org/10.1080/10528008.1992.11488348.

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Spitzer, Daniel M. "Innovative Marketing Education." Marketing Education Review 2, no. 2 (July 1992): 25. http://dx.doi.org/10.1080/10528008.1992.11488362.

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Spitzer, Daniel M. "Innovative Marketing Education." Marketing Education Review 2, no. 3 (October 1992): 27. http://dx.doi.org/10.1080/10528008.1992.11488377.

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Spitzer, Daniel M. "Innovative Marketing Education." Marketing Education Review 3, no. 1 (March 1993): 25. http://dx.doi.org/10.1080/10528008.1993.11488392.

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Sptizer, Daniel M. "Innovative Marketing Education." Marketing Education Review 3, no. 2 (July 1993): 31. http://dx.doi.org/10.1080/10528008.1993.11488408.

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Spitzer, Daniel M. "Innovative Marketing Education." Marketing Education Review 3, no. 3 (October 1993): 25. http://dx.doi.org/10.1080/10528008.1993.11488421.

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Spitzer, Daniel M. "Innovative Marketing Education." Marketing Education Review 4, no. 1 (March 1994): 35. http://dx.doi.org/10.1080/10528008.1994.11488438.

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Spitzer, Daniel M. "Innovative Marketing Education." Marketing Education Review 4, no. 2 (July 1994): 20. http://dx.doi.org/10.1080/10528008.1994.11488451.

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9

Spitzer, Daniel M. "Innovative Marketing Education." Marketing Education Review 4, no. 3 (October 1994): 27. http://dx.doi.org/10.1080/10528008.1994.11488466.

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Spitzer, Daniel M. "Innovative Marketing Education." Marketing Education Review 5, no. 1 (March 1995): 24. http://dx.doi.org/10.1080/10528008.1995.11488478.

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Spitzer, Daniel M. "Innovative Marketing Education." Marketing Education Review 5, no. 2 (July 1995): 27. http://dx.doi.org/10.1080/10528008.1995.11488495.

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12

Spitzer, Daniel M. "Innovative Marketing Educaήon." Marketing Education Review 5, no. 3 (October 1995): 40. http://dx.doi.org/10.1080/10528008.1995.11488512.

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Spitzer, Daniel M. "Innovative Marketing Education." Marketing Education Review 6, no. 1 (March 1996): 28. http://dx.doi.org/10.1080/10528008.1996.11488527.

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Spitzer, Daniel M. "Innovative Marketing Education." Marketing Education Review 6, no. 2 (July 1996): 21–22. http://dx.doi.org/10.1080/10528008.1996.11488541.

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Spitzer, Daniel M. "Innovative Marketing Education." Marketing Education Review 6, no. 3 (October 1996): 52. http://dx.doi.org/10.1080/10528008.1996.11488558.

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Spitzer, Daniel M. "Innovative Marketing Education." Marketing Education Review 7, no. 1 (March 1997): 34. http://dx.doi.org/10.1080/10528008.1997.11488573.

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Spitzer, Daniel M. "Innovative Marketing Education." Marketing Education Review 7, no. 2 (July 1997): 40. http://dx.doi.org/10.1080/10528008.1997.11488589.

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18

Spitzer, Daniel M. "Innovative Marketing Education." Marketing Education Review 8, no. 1 (March 1998): 37–38. http://dx.doi.org/10.1080/10528008.1998.11488617.

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19

Spitzer, Daniel M. "Innovative Marketing Education." Marketing Education Review 8, no. 2 (July 1998): 46. http://dx.doi.org/10.1080/10528008.1998.11488632.

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Spitzer, Daniel M. "Innovative Marketing Education." Marketing Education Review 8, no. 3 (October 1998): 43. http://dx.doi.org/10.1080/10528008.1998.11488643.

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21

Tomkovick, Chuck. "Innovative Marketing Education." Marketing Education Review 9, no. 1 (March 1999): 60. http://dx.doi.org/10.1080/10528008.1999.11488661.

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22

Tomkovick, Chuck. "Innovative Marketing Education." Marketing Education Review 9, no. 2 (July 1999): 43. http://dx.doi.org/10.1080/10528008.1999.11488674.

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Tomkovick, Chuck. "Innovative Marketing Education." Marketing Education Review 10, no. 1 (March 2000): 33. http://dx.doi.org/10.1080/10528008.2000.11488692.

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Tomkovick, Chuck. "Innovative Marketing Education." Marketing Education Review 10, no. 2 (July 2000): 26. http://dx.doi.org/10.1080/10528008.2000.11488705.

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Tomkovick, Chuck. "Innovative Marketing Education." Marketing Education Review 11, no. 1 (March 2001): 26. http://dx.doi.org/10.1080/10528008.2001.11488728.

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26

Tomkovick, Chuck. "Innovative Marketing Education." Marketing Education Review 11, no. 2 (July 2001): 42. http://dx.doi.org/10.1080/10528008.2001.11488745.

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27

Tomkovick, Chuck. "Innovative Marketing Education." Marketing Education Review 12, no. 1 (March 2002): 30. http://dx.doi.org/10.1080/10528008.2002.11488767.

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Tomkovick, Chuck. "Innovative Marketing Education." Marketing Education Review 13, no. 1 (March 2003): 47. http://dx.doi.org/10.1080/10528008.2003.11488810.

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Tomkovick, Chuck. "Innovative Marketing Education." Marketing Education Review 14, no. 1 (March 2004): 11. http://dx.doi.org/10.1080/10528008.2004.11488847.

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Tomkovick, Chuck. "Innovative Marketing Education." Marketing Education Review 14, no. 2 (July 2004): 37. http://dx.doi.org/10.1080/10528008.2004.11488865.

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31

Tomkovick, Chuck. "Innovative Marketing Education." Marketing Education Review 15, no. 1 (March 2005): 24. http://dx.doi.org/10.1080/10528008.2005.11488886.

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32

Tomkovick, Chuck. "Innovative Marketing Education." Marketing Education Review 15, no. 2 (July 2005): 37. http://dx.doi.org/10.1080/10528008.2005.11488903.

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33

Tomkovick, Chuck. "Innovative Marketing Education." Marketing Education Review 16, no. 2 (July 2006): 22. http://dx.doi.org/10.1080/10528008.2006.11488955.

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34

Tomkovick, Chuck. "Innovative Marketing Education." Marketing Education Review 16, no. 3 (October 2006): 14. http://dx.doi.org/10.1080/10528008.2006.11488967.

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35

Tomkovick, Chuck. "Innovative Marketing Education." Marketing Education Review 17, no. 2 (July 2007): 25. http://dx.doi.org/10.1080/10528008.2007.11489001.

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36

Tomkovick, Chuck. "Innovative Marketing Education." Marketing Education Review 18, no. 2 (July 2008): 45. http://dx.doi.org/10.1080/10528008.2008.11489036.

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37

Nufer, Gerd. "Guerrilla Marketing—Innovative or Parasitic Marketing?" Modern Economy 04, no. 09 (2013): 1–6. http://dx.doi.org/10.4236/me.2013.49a001.

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38

Marchyshyn, Nazar. "FORMATION AND EVALUATION OF COMPLEX OF INNOVATIVE MARKETING AT THE ENTERPRISE." Economic Analysis, no. 27(4) (2017): 230–38. http://dx.doi.org/10.35774/econa2017.04.230.

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Introduction. The development of the theory of marketing in the enterprise is investigated in the retrospect. The enhancement of the innovation vector of its direction is determined. The transformations within the marketing complex of the enterprise are studied. The growth of the influence of innovative marketing on the formation of competitive advantages of business entities is proved. The directions of improvement of the structure of the complex of innovative marketing at the enterprise determined. Methodical approaches to its evaluation are defined. Subject. Methodological approaches to the formation and evaluation of the complex of innovative marketing of the enterprise have become the subject of the research. Purpose. The article aims to assess the changes, to form the structure of the innovation marketing complex at the enterprise and to substantiate the feasibility of its introduction into practical activity of domestic business entities. Method (methodology). The following complex of general scientific and special methods has become the methodological basis of the research: historical and logical method (to study the theoretical foundations and evolution of the development of innovative marketing complex in the enterprise); method of analysis and synthesis (for comparison of the basic approaches to the interpretation of the concepts and evaluation of the complex of innovative marketing of the enterprise); method of comparison and grouping (to systematize the indicators used in the process of assessing the complex of innovative marketing of the enterprise); graphic method (for a visual representation of the structure of the innovation marketing complex of the enterprise and the results of marketing analysis of the milk and milk products market); abstract and logical method (for theoretical generalization and formulation of conclusions). Results. The advantages of using the method of evaluation of innovative marketing in enterprises and its structure have been revealed. The criteria of efficiency of functioning of complex of innovative marketing on the enterprise have been determined. Practical areas of application of methodical approaches to the evaluation of the complex of innovative marketing of business entities have been established.
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39

D'Alonzo, Thomas. "Co-Marketing as an Innovative Marketing Technique." Drug Information Journal 23, no. 4 (October 1989): 605–7. http://dx.doi.org/10.1177/009286158902300409.

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40

Peattie, Ken, and Frank-Martin Belz. "Sustainability marketing — An innovative conception of marketing." Marketing Review St. Gallen 27, no. 5 (October 2010): 8–15. http://dx.doi.org/10.1007/s11621-010-0085-7.

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41

Timofeev, Nikita V. "Innovation marketing: essence, functions and significance. Place of marketing among innovative processes." Creative Economy 9, no. 4 (April 30, 2015): 519. http://dx.doi.org/10.18334/ce.9.4.209.

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42

O'Dwyer, Michele, Audrey Gilmore, and David Carson. "Innovative marketing in SMEs." European Journal of Marketing 43, no. 1/2 (February 13, 2009): 46–61. http://dx.doi.org/10.1108/03090560910923238.

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43

Nufer, Gerd. "Innovative Digital Guerrilla Marketing." International Journal of Innovation, Management and Technology 12, no. 3 (2021): 40–44. http://dx.doi.org/10.18178/ijimt.2021.12.3.907.

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Guerrilla marketing is the selection of atypical and non-dogmatic marketing activities that aim to achieve the greatest possible impact – in the ideal case with a comparable minimum investment. Guerrilla marketing has developed into a basic strategy overarching the marketing mix, a basic marketing policy attitude for market development that goes off the beaten track to consciously seek new, unconventional, previously disregarded, possibly even frown-upon possibilities for the deployment of tools. Digital marketing tools such as social media provide new ways and promising opportunities for innovative guerrilla marketing. This article provides an overview of innovative digital guerrilla marketing. It describes and structures guerrilla marketing in a novel form and shows illustrating examples as well as developmental trends.
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44

Lanskaya, Darya, Vladimir Ermolenko, Irina Mironova, Marina Todika, and Anastasia Yakovlenko. "Marketing mechanisms in the activity of the regional innovation ecosystem." E3S Web of Conferences 295 (2021): 01002. http://dx.doi.org/10.1051/e3sconf/202129501002.

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The paper examines marketing problems in the activity of the innovative ecosystem of the region, the main directions of world trends in the field of innovation. The study is aimed at adapting traditional marketing methods to the specifics of the innovation market in the context of conflicting global competition in order to achieve a stable position of innovative subjects in the market of innovations. The factors that determine the life cycle of innovative ecosystems and the reasons for the very modest results of their activities are identified. The evolution of the content of the marketing mix is considered and the future of innovation is associated with marketing transformations towards customer satisfaction and retention in the innovation market. Marketing in environmental systems has a multi-circuit and multi-layer configuration structure, focused on all the special actors of the innovation ecosystem.
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45

Matviiets, Olha, and Yuliia Krevnik. "The role of innovative marketing in ensuring the competitiveness and economic security of the enterprise." VUZF Review 6, no. 4 (December 27, 2021): 98–102. http://dx.doi.org/10.38188/2534-9228.21.4.11.

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In modern conditions the role of innovation as a leading tool for ensuring the competitiveness of the enterprise and its products is constantly growing. Enterprises are looking for new ways to ensure economic security in the market, so it was decided to consider and describe the role of innovative marketing strategy in the management of an enterprise engaged in innovative activities. Innovation marketing contributes to the identification of the real, future and new market opportunities and research into customer needs. Properly constructed scheme for concept of innovative marketing implementation in the enterprise and it execute allows the company to rise to a higher level, especially in a market where innovation can be a commodity. The role and place of marketing in the innovation sphere is analyzed in the article. Peculiarities of using the marketing approach to innovative activity of enterprises are revealed. The marketing of innovations complex is considered and described. The main stages of its introduction are given. In constantly changing economic conditions, the use of traditional methods does not always give decisive advantages to enterprises. That is why it is necessary to try new approaches and apply innovation marketing to reasonable reorganization. This is the relevance of this paper.
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46

Medvedeva, Yulia. "Marketing orientation as a basis for retail structures’ innovative development." E3S Web of Conferences 210 (2020): 13042. http://dx.doi.org/10.1051/e3sconf/202021013042.

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Transformation of trade processes together with a system approach is the prerequisite for research of marketing management of innovative development of trade enterprises. The development of theoretical and conceptual provisions of marketing management of retail structures’ (RS) innovative development is based on the study of the evolution of marketing concepts in conjunction with the genesis of retail trade, based on the change of technological structures. The transformation of retail trade development guidelines is determined, depending on changes in the subjects of influence. The most relevant concepts for innovative development are relationship marketing, co-creation marketing, customer experience marketing, and sustainable marketing. An integrated concept of marketing management of RS innovative development is proposed, the task of which is to provide catalyzing market innovation on the one hand and the resulting support for the commercialization of innovations. Based on the study of hierarchical relationships of marketing concepts in trade, features of innovative development of trade, the article defines the multi-paradigm of modern marketing in trade, which allows us to form the concept of marketing management of RS innovative development. Its content means the implementation of a customer-oriented and customer-involved retail enterprise management doctrine and is a process designed and managed by marketing, aimed at transforming technologies, methods, forms, and formats of trade
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47

Civelek, Mehmet, Michal Červinka, Krzysztof Gajdka, and Václav Nétek. "Marketing communication tools and their influence on marketing innovation: Evidence from Slovakian SMEs." Management & Marketing. Challenges for the Knowledge Society 16, no. 3 (September 1, 2021): 210–27. http://dx.doi.org/10.2478/mmcks-2021-0013.

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Abstract Due to lack of sources, SMEs face certain problems when applying innovative activities. Since marketing communication tools enable to perform innovative actions, SMEs’ usage of such channels might provide solutions for them to overcome the barriers of making innovation. Thus, this paper investigates whether the usage of marketing communication tools by SMEs enables them to be innovative in marketing or not, and the research question is “Does the usage of marketing communication tools by SMEs improve their innovativeness in marketing?” This paper focuses on traditional and technology-enabled marketing communication tools, such as direct marketing, personal selling, online marketing, and advertising in social media. The researchers employ a random sampling method and then create an online internet-mediated questionnaire to collect data from 812 SMEs in Slovakia. The researchers have also performed Ordinal Logistic Regression analyses to fulfill the research aim. The results show that the usage of marketing communication tools by SMEs improves their innovative posture in marketing. The education level of firm executives and cultural factors in a specific nation might be the reasons for the findings of this research. Thus, the trainings and financial support provided by policymakers and collaboration of other institutions are beneficial for the growth of SMEs. This research analyzes traditional and technology-enabled marketing tools, and areas of marketing innovation in a broad perspective, including innovations in products/services, prices, distribution, promotion, people, processes, and visualization. Therefore, it differs from other studies and fills the research gap by making a significant value addition in related literature.
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48

Freihat, Sultan Mohammad Said Sultan, Diana Moh’d Adnan Homsi, and Tareq N. Hashem. "Innovative Marketing and Its Impact on Customers' Value Creation in Orange Jordan Telecom." Academic Journal of Interdisciplinary Studies 9, no. 5 (September 21, 2020): 265. http://dx.doi.org/10.36941/ajis-2020-0103.

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The purpose of this study was to provide an analytical presentation of the impact of innovative marketing in creating value for Orange Jordan Telecom customers and to identify the extent to which the elements of the innovative marketing mix impact the value creation of the customer. The researchers adopted two sources to collect data for this study: Secondary data, included, references, literature, and relevant periodicals to the study to clarify basic concepts, types, and areas of innovative marketing, and to identify the most important and relevant previous studies to the subject, while the second was a field study included: design and distribution of a questionnaire to collect data from Orange Jordan Telecom Customers'. The questionnaire has been distributed to a random sample of (90) customers who deal with different orange branches for more than three years. Total of (65) valid questionnaires were retrieved and analyzed, with a percentage of (72%). The reliability test ratio of both the independent and dependent variables were (82%). The populations of the study were Orange Jordan Telecom Customers. The main findings of the study were as follows: There is a statistically significant impact of innovative marketing on creating value for Orange Jordan Telecom customers. There is a statistically significant impact of each one of the innovative marketing dimensions (innovation in marketing mix elements: innovation in product, innovation in price, innovation in promotion, and innovation in distribution) on creating value for Orange Jordan Telecom customers.
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49

Tuan, Nham, Nguyen Nhan, Pham Giang, and Nguyen Ngoc. "The effects of innovation on firm performance of supporting industries in Hanoi, Vietnam." Journal of Industrial Engineering and Management 9, no. 2 (April 29, 2016): 413. http://dx.doi.org/10.3926/jiem.1564.

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Purpose: Innovation, including product, process, marketing, and organizational innovation within a firm, is considered as one of essential component for surviving and growing. These innovation activities create value and competitive advantages for successful organizations; therefore, understanding the organization’s overall innovation is the first and foremost to understand the role of innovation on firm performance. The objective of this research is to explore two parts: the impacts of innovation on the different aspect of innovation performance, then their effects to firm performance (production, market, and financial performance).Design/methodology/approach: This study uses primary data from questionnaire survey. The questionnaire involves 4 parts including general information, innovation activities; innovative performance, and firm performance. This research focuses on firms in supporting industries of mechanics, electronics, motorbike and automobile. These firms are in a list of companies (known as The Excellent Vietnamese Companies in Northern and Central Vietnam) established by JETRO and VCCI. There are 150 firms in this list. The questionnaire survey was administered to directors, CEO of those firms during April and May, 2014. Out of the 150 questionnaires sent out, 118 were valid, accounting for 78.7% of the true response rate. Analysis methodologies of reliability, factor analysis and regression are utilized in this paper.Findings: The result demonstrated there are positive effects of process, marketing, and organizational innovations on firm performance in supporting firms. More specifically, the higher the level of innovation activities is, the greater the innovative performance is, which means the larger level of Process, organization and marketing innovation activities are, the higher level of innovative performance are likely to be. Secondly, the higher level of Process, organization and marketing innovative performance, the better level of firm performances is likely to be. To sum up, in order to improve the innovative and firm performance, those firms in supporting industry should highly concentrate on process, marketing, and organizational innovation activities, rather than product innovation activities.Originality/value: Initially, this study applies successfully the model which supposing innovation is a process, then clarifying innovation definition through the impact of innovation activities on innovative performances. Secondly, this research confirmed the positive impact of innovative performances on firm performances. It provided one more empirical evidence of the relationship between innovation and firm performance. For practitioners, organizational innovation and process innovation are more important factors affecting innovative performance and firm performance than product and marketing innovation. Therefore, enterprises should focus and mobilize resources to create improvement in organizational structure and manufacturing processes.
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50

Khare, Dr Amit Kumar. "Guerrilla Marketing - Innovative and Futuristic Approach towards Marketing." International Journal of Advanced engineering, Management and Science 3, no. 5 (2017): 421–26. http://dx.doi.org/10.24001/ijaems.3.5.3.

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