Relevant bibliographies by topics / Marketing attractiveness

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Book chapters
  4. Conference papers

Academic literature on the topic 'Marketing attractiveness'

Author: Grafiati
Published: 28 May 2022
Last updated: 30 July 2025

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Journal articles on the topic "Marketing attractiveness"

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Gladka, Olena, and Victoria Fedorova. "Defining personnel marketing strategies." Business: Theory and Practice 20 (March 15, 2019): 146–57. http://dx.doi.org/10.3846/btp.2019.14.

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The purpose of the study is to develop methodological basis as to the justification and selection of personnel marketing strategy based on logical analysis and systematic approach. The strategy is suggested to be developed taking into consideration external personnel marketing strategy and internal one. The former is based on the capacity of an employer to meet expectations of potential personnel and is aimed at forming enterprise’s external attractiveness as an employer. The latter is based on the capacity of an employer to satisfy expectations of existing personnel and is aimed at forming en
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Gladka, Olena, and Viktoriya Fedorova. "Defining personnel marketing strategies." Business: Theory and Practice 20 (March 15, 2019): 146–57. https://doi.org/10.3846/btp.2019.14.

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The purpose of the study is to develop methodological basis as to the justification and selection of personnel marketing strategy based on logical analysis and systematic approach. The strategy is suggested to be developed taking into consideration external personnel marketing strategy and internal one. The former is based on the capacity of an employer to meet expectations of potential personnel and is aimed at forming enterprise's external attractiveness as an employer. The latter is based on the capacity of an employer to satisfy expectations of existing personnel and is aimed at forming en
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Kovalska, Liubov. "MARKETING STRATEGY FOR INCREASING THE ATTRACTIVENESS OF TOURIST DESTINATIONS." Proceedings of Scientific Works of Cherkasy State Technological University Series Economic Sciences 26, no. 74(1) (2025): 36–43. https://doi.org/10.24025/2306-4420.1(74).2025.326275.

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The article is devoted to the issues of development and justification of the choice of a marketing strategy to increase the attractiveness of tourist destinations. The article substantiates that the disruption of the stability of the economic system of the country and its regions as a result of military intervention and the strengthening of the destructive influence of economic and political factors led to a decrease in the attractiveness of the state as a whole, and tourist destinations in particular The purpose of the article is to justify the choice of a marketing strategy to increase the a
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Arief, Mohammad, Rita Indah Mustikowati, and Yustina Chrismardani. "Why customers buy an online product? The effects of advertising attractiveness, influencer marketing and online customer reviews." LBS Journal of Management & Research 21, no. 1 (2023): 81–99. http://dx.doi.org/10.1108/lbsjmr-09-2022-0052.

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PurposeDigitalization in marketing activities has made it easier for people to make purchase decision. This platform encourages every firm to optimize digitalization as part of its marketing strategy. Optimization of attractive digital marketing involves advertising attractiveness, influencer marketing and online customer reviews. This study aims to investigate advertising attractiveness, influencer marketing and online customer reviews on purchase decision.Design/methodology/approachThe study was conducted with a quantitative approach. A total of 120 respondents were involved in this study by
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Budnikevich, I. M., I. I. Havrysh, and I. G. Cherdantseva. "MARKETING ASSESSMENT OF STAKEHOLDERS’ ATTRACTIVENESS OF REGIONS." Proceedings of Scientific Works of Cherkasy State Technological University Series Economic Sciences, no. 63 (December 21, 2021): 14–22. http://dx.doi.org/10.24025/2306-4420.63.2021.248473.

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The article presents the author's approach to the classification of types of attractiveness of the region by introducing a new classification feature "by target audiences" - investment, business, settlement, migration, tourism, stakeholder. The stakeholder attractiveness of the region is singled out as a separate object of research, what is due to the impact of representative and public organizations on the development and implementation of policy decisions on the development of the attractiveness of the regions. By the authors was developed a multi-component methodology for assessing the attr
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Rusdianti, Endang, Paulus Wardoyo, and Sri Purwantini. "PENGARUH KUALITAS PRODUK DAN STRATEGI ATM TERHADAP KINERJA PEMASARAN DENGAN DAYA TARIK PRODUK SEBAGAI VARIABEL INTERVENING (Studi pada industri knalpot di Kab .Purbalingga )." Jurnal Dinamika Sosial Budaya 21, no. 1 (2019): 37. http://dx.doi.org/10.26623/jdsb.v21i1.1502.

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<p>This study aims to analyze the marketing performance of IKM Knalpot in Purbalingga Regency. The specific target of the research results is to analyze whether product quality and ATM strategy affect the attractiveness of the product and whether through the attraction of this product can be achieved the goal of increasing marketing. The method used is Regression technique using Smart PLs2. The type of data used is primary data obtained by using a questionnaire method on variable product quality, ATM strategy, product attractiveness and marketing performance. The respondents were 75 muff
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BUDNIKEVYCH, Iryna, and Iryna HAVRYSH. "REGIONAL POLICY OF FORMING BRAND ATTRACTIVENESS OF AGRARIAN REGIONS." MODELING THE DEVELOPMENT OF THE ECONOMIC SYSTEMS, no. 1 (March 28, 2024): 282–90. http://dx.doi.org/10.31891/mdes/2024-11-42.

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The relevance of the article is determined by the need for systematic and competent support of brands in the agricultural sector and agricultural regions of Ukraine using modern strategically oriented marketing and branding tools. The purpose of the article is to research theoretical and practical aspects of regional policy in forming the attractiveness of agricultural region brands; to substantiate the architecture of brand attractiveness marketing policy based on STP marketing methodology. The research was conducted at theoretical and empirical levels, based on the modern concept of regional
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Alaux, Christophe, and Léa Boutard. "Place Attractiveness and Events: From Economic Impacts to Place Marketing." JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING 2, no. 4 (2017): 25–29. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.24.3004.

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The research aims at studying the interactions between the concepts of attractiveness, place marketing and events through the prism of image and identity in a medium-long term vision. In a holistic approach, we will study the transversality of the impacts such as social, economic, touristic, effects and the interactions between the image and identity of places. The understanding of what goes beyond short-term economic impact could contribute to foster a long-term attractiveness and an endogenous development.
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Pecherkina, Irina F., Yuliya A. Shumilova, and Elizaveta S. Pereladova. "Marketing approach to the studies of a region’s image." Tyumen State University Herald. Social, Economic, and Law Research 6, no. 1 (2020): 281–300. http://dx.doi.org/10.21684/2411-7897-2020-6-1-281-300.

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This article explores the problems of studying the image of the region. A positive image of the region, formed in the target audience minds, increases the territory competitiveness, has a significant impact on the resource potential development, budget replenishment, and local production. In these conditions, the image management becomes a significant and relevant task that has important elements such as research and adequate evaluation of the image. This article aims to form a set of indicators that allow studying and evaluating the region’s image using the marketing approach point, through t
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Ferdinand, Augusty Tae, and Lili Karmela Fitriani. "ACCULTURATIVE ICONIC PRODUCT ATTRACTIVENESS AND MARKETING PERFORMANCE." Journal of Global Strategic Management 2, no. 9 (2015): 15. http://dx.doi.org/10.20460/jgsm.2015915570.

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Dissertations / Theses on the topic "Marketing attractiveness"

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Alizadeh, Eslami Hamid, and Kamola Nurullaeva. "Attractiveness of Swedish Market and Optimal Marketing Mix for Iranian pistachio." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-6257.

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<p><strong>Problem:</strong> To find out appropriate marketing strategies for Iraniandry-fruit company to enter the Swedish market.<strong>Purpose:</strong> To find out an optimal entry mode for “Nature’s PowerAB” to follow while entering Swedish market.<strong>Method:</strong> Exploratory research is used predominantly to gain adeeper understanding and insight of something. The designis far more flexible and dynamic than that of descriptiveresearch. The collected data helps us explore and learnabout the current situation of the Swedish market withreference to its uncontrollable and controllab
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Vries-van, Ketel Eline de. "How Assortment Variety Affects Assortment Attractiveness A Consumer Perspective /." [Rotterdam]: Erasmus Research Institute of Management (ERIM), Erasmus University Rotterdam ; Rotterdam : Erasmus University Rotterdam [Host], 2006. http://hdl.handle.net/1765/7193.

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Niedomysl, Thomas. "Migration and Place Attractiveness." Doctoral thesis, Uppsala : Department of Social and Economic Geography, Uppsala University, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-6873.

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Simelane, Tekhaya. "Exploring the role of consumer brands In shaping employer brand attractiveness." Diss., University of Pretoria, 2015. http://hdl.handle.net/2263/44449.

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The purpose of this research was to explore if there is a role that consumer brands play in shaping the attractiveness of an employer brand. This qualitative study was conducted using the exploratory approach, because the prior insights of the proposed relationship were modest and inconclusive. The population constituted of all registered Masters of Business Administration students at the Gordon Institute of Business Science. The sampling frame constituted second year (2013/14) and full time (2014/15) students. The reason for this choice was that these individuals are knowledgeable on brand co
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Bendaravičienė, Rita. "Employer brand development measuring organizational attractiveness in higher education institutions." Doctoral thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20141202_085348-39588.

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Dissertation offers a methodological contribution to empirical studies on employer branding in higher education, exploring a framework for employer brand development. The Organizational Attractiveness Extraction Scale (OAES) was developed and a national study of organizational attractiveness as an employer in 19 Lithuanian higher education institutions (N = 1105) was carried out allowing: to identify the prevailing model of human resource management systems in HEIs; to extract unique employment experience attributes, or an organizational attractiveness mix; to unfold employee expectations of b
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Santos, Joana Marques dos. "Relação entre a reputação corporativa e a employer attractiveness." Master's thesis, Instituto Superior de Economia e Gestão, 2018. http://hdl.handle.net/10400.5/16531.

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Mestrado em Marketing<br>A composição da força de trabalho está a mudar significativamente. Assim sendo, as empresas têm como primeiro desafio procurar estratégias suficientemente atractivas para captar a atenção dos potenciais candidatos, sejam eles activos ou passivos. Encontrar práticas para reter os novos trabalhadores é um segundo desafio percepcionado pelas organizações. É essencial promover tanto dentro como fora da organização, uma visão clara do que a empresa faz, como se diferencia de modo a ser um "óptimo lugar para trabalhar". A coerência da mensagem transmitida é fundamental par
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Nettelhorst, Stephen Charles. "The effects of actor attractiveness and advertisement choice on mechanical avoidance behaviors." Diss., Kansas State University, 2013. http://hdl.handle.net/2097/15988.

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Doctor of Philosophy<br>Department of Psychological Sciences<br>Laura A. Brannon<br>Two common types of advertisement avoidance behaviors in digital domains are skipping and zipping. Skipping involves pressing a “skip ad” button when viewing television content online, and zipping involves pressing a fast-forward button when viewing the same content through some type of recording device (e.g. Digital Video Recording device). The purpose of these studies was to examine if specific factors regarding the content of the advertisement, the persuasion context, and characteristics of the viewer reduce
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Mahmoud, Rudaina. "The main determinants of international student identification with a UK middle ranking business school corporate brand : an international marketing perspective." Thesis, Brunel University, 2014. http://bura.brunel.ac.uk/handle/2438/13820.

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The aim of this study is to make a theoretical contribution vis-à-vis the main determinants of international student identification with a middle ranking business school corporate brand. The findings of this study are of foundational significance in theory building terms. A substantive theory of international postgraduate student identification in UK middle ranking business school corporate brands is introduced. This theory was found to be underpinned by five attractiveness dimensions: brand similarity, brand distinctiveness, association with a metropolitan city brand, country brand and univer
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Коваленко, Н. В., та М. М. Мархайчук. "Інвестиційна привабливість підприємства з позицій соціально орієнтованого маркетингу". Thesis, ТОВ «ДД «Папірус», 2013. http://essuir.sumdu.edu.ua/handle/123456789/37355.

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В умовах посилення конкуренції та нестабільності на світовому та місцевих ринках достатньо позитивно зарекомендували себе маркетингові технології в забезпеченні успішної діяльності підприємств. Особливе місце займає соціально орієнтована концепція маркетингу, яка порушує проблему захисту суспільства і споживачів від нав’язливого маркетингу та недобросовісних виробників, у тому числі іноземних, які витісняють національного товаровиробника. Це підвищує роль соціально орієнтованого маркетингу як інструменту створення соціальних конкурентних переваг, забезпечення ефективності якого неможливе без і
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Tari, Tina, and Emelie Sevestedt. "Vem vill bli militär? : - attrahera mera." Thesis, Högskolan i Halmstad, Sektionen för hälsa och samhälle (HOS), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-25932.

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Försvarsmakten står idag inför en stor utmaning att täcka sitt personalbehov. I och med övergången från pliktbaserat till frivilligbaserat försvar, konkurrerar de om arbetskraften och det blir allt svårare att rekrytera nödvändig personal. De som påbörjar utbildningar som är tänkta att leda till fast anställning, slutar i hög grad innan utbildningen genomförts. Avsikten med vår undersökning är att belysa försvarsmaktens rekrytering och personalförsörjningssystem samt bidra med förbättringsförslag av deras rekryteringsprocess. En metodkombination har genomförts i form av intervjuer, tre observa
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Book chapters on the topic "Marketing attractiveness"

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Mabillard, Vincent, Martial Pasquier, and Renaud Vuignier. "Attractiveness." In Place Branding and Marketing from a Policy Perspective. Routledge, 2023. http://dx.doi.org/10.4324/9781003286189-4.

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Mabillard, Vincent, Martial Pasquier, and Renaud Vuignier. "Marketing tools in attractiveness policies." In Place Branding and Marketing from a Policy Perspective. Routledge, 2023. http://dx.doi.org/10.4324/9781003286189-10.

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Mabillard, Vincent, Martial Pasquier, and Renaud Vuignier. "Place in attractiveness policies." In Place Branding and Marketing from a Policy Perspective. Routledge, 2023. http://dx.doi.org/10.4324/9781003286189-7.

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Mabillard, Vincent, Martial Pasquier, and Renaud Vuignier. "Prioritisation in attractiveness policies." In Place Branding and Marketing from a Policy Perspective. Routledge, 2023. http://dx.doi.org/10.4324/9781003286189-9.

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Mabillard, Vincent, Martial Pasquier, and Renaud Vuignier. "Stakeholders in attractiveness policies." In Place Branding and Marketing from a Policy Perspective. Routledge, 2023. http://dx.doi.org/10.4324/9781003286189-8.

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Jolibert, Alain, Hans Mühlbacher, Laurent Florès, and Pierre-Louis Dubois. "Strategic Positioning Step 3: Assessing the Attractiveness of Sub-Markets and the Relative Competitive Position." In Marketing Management. Macmillan Education UK, 2012. http://dx.doi.org/10.1007/978-0-230-36367-0_5.

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Runyan, Rodney C., Carol Finnegan, and Alexandre M. Rodrigues. "Environmental Uncertainty and Market Attractiveness: Do Regions Matter?" In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-18687-0_113.

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Pol, Gratiana, C. W. Park, and Martin Reimann. "The Motivating Force of Visual Attractiveness in Product Design." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10951-0_136.

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Lizbetinova, Lenka, and Vladimir Nyvlt. "Attractiveness of Small Cities in Rural or Abandoned Regions." In Strategic Innovative Marketing and Tourism. Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-36126-6_38.

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Abbassi, Hamid, and Elmira Shahriari. "The Effect of Evolutionary Mating Cues on the Perception of Attractiveness in Celebrity Endorsement." In Creating Marketing Magic and Innovative Future Marketing Trends. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-45596-9_44.

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Conference papers on the topic "Marketing attractiveness"

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Herbočková, Lucie. "Teritoriální marketing jako faktor regionálního rozvoje na příkladu města Curych." In XXIII. mezinárodní kolokvium o regionálních vědách / 23rd International Colloquium on Regional Sciences. Masaryk University Press, 2020. http://dx.doi.org/10.5817/cz.muni.p210-9610-2020-35.

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The article introduces the concept of territorial marketing and its reflection in the attractiveness of Zurich territory. Even though the process of globalization brings benefits, it also challenges the small territories to compete in the global market. Regarding regional development, the concept helps to maximize the level of the attractiveness of the city, thus economic growth. In general, territorial marketing strategies are quite successful in innovative regions, as well as cities. The primary reason for choosing such a city is precisely its innovative potential and strategy, as the city c
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Zubareva, Irina. "Neuromarketing in the banking industry: new approaches to enhancing product attractiveness." In International scientific conference "Development Through Research and Innovation" IDSC-2025. Academy of Economic Studies, 2025. https://doi.org/10.53486/dri2025.24.

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This article investigates the application of neuromarketing technologies as a strategic approach to increasing the attractiveness of banking products and services. Due to the intangible and complex nature of financial offerings - often perceived as risky or difficult to understand - consumers frequently experience hesitation and distrust. Traditional marketing methods overlook the subconscious emotional and cognitive drivers that significantly influence decision-making. Neuromarketing leverages advanced techniques such as EEG, eye-tracking, and facial coding to uncover these hidden responses,
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Hoi, Huynh Tan. "Attractiveness of Online Marketing in the Age of Industry 4.0." In ICEBA 2020: 2020 The 6th International Conference on E-Business and Applications. ACM, 2020. http://dx.doi.org/10.1145/3387263.3387264.

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Alaoui, Yasmine. "Towards a territorial marketing based on citizen involvement." In Intelligent Human Systems Integration (IHSI 2023) Integrating People and Intelligent Systems. AHFE International, 2023. http://dx.doi.org/10.54941/ahfe1002865.

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The aim of this research is to examine how local authorities, and more particularly municipalities, should focus on the local population in order to develop their territorial strategies. The study of governance falls within the scope of research on the transformation of local public action and on new forms of multi-level and multi-associates coordination: what roles do the devices and tools, in this case marketing in the fabric of local governance, play for a successful attractiveness, and how can governance be promoted on the basis of an endogenous strategy? The main purpose of this document
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Belostecinic, Grigore, and Eudochia Jomir. "Online University Marketing: Opportunities And Strategies." In 27th International Scientific Conference “Competitiveness and Innovation in the Knowledge Economy”. Academy of Economic Studies of Moldova, 2024. http://dx.doi.org/10.53486/cike2023.16.

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Under the conditions of intensifying competition, increasing costs and rapidly decreasing student numbers, universities are facing difficulties in promoting educational offers and attracting students, trying to find the best ways to interact with target audiences to improve and develop the institutional image and reputation, increasing notoriety, increase the attractiveness of study programs and stimulate enrollment. Therefore, the issue of marketing strategies, policies and tactics becomes increasingly current and of major interest to universities. At the same time, the studies conducted allo
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Karabulut, Muhittin, and Tuğba Karabulut. "Marketing of the National Power of the Turkic Republics in the Integration and Global Levels." In International Conference on Eurasian Economies. Eurasian Economists Association, 2010. http://dx.doi.org/10.36880/c01.00228.

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The purpose of the paper: The purpose of this paper is to enhance the power and its sustainability of the synergies within the Turkic Republics (TRs7) including Turkey and to develop the integration of marketing activities within the near and far a competitive global environment with the FTA (the free trade area). With this in mind, the content of this paper would be as follows: The current states of physical, human, economic/financial, technical information systems of Turkic Republics that make up the national factors are examined. Likewise, the level of attractiveness of the global environme
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LUO, SHU-YUN, and JUN-TAO XIAO. "MARKETING STRATEGY RESEARCH IN CONSUMER PSYCHOLOGY." In 2021 International Conference on Management, Economics, Business and Information Technology. Destech Publications, Inc., 2021. http://dx.doi.org/10.12783/dtem/mebit2021/35651.

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As individuals lead their lives, they purchase different items and services to fill various needs. customer psychology has made efforts to investigate why individuals buy things using cognitive ideas to comprehend the elements that impact their practices. Understanding their psychology will explain the elements that influence shoppers’ conduct concerning inspiration and emotional cycle while giving organizations the knowledge of why individuals choose to purchase such particular product. Moreover, comprehending consumers’ reasons and impulses to consume certain products helps producers make mo
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Oralkan, Ayca. "Highlighting Cross-cultural Differences as Rhetorical Strategies in Tourism Marketing for Eurasian Countries." In International Conference on Eurasian Economies. Eurasian Economists Association, 2019. http://dx.doi.org/10.36880/c11.02278.

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Today, tourism represents a large part of the global economy. Tourism, which has become a widespread activity of the modern world, has generated a diversified marketing sector with motivations such as experiencing different natural conditions and different cultures. In addition to its contribution to regional development, the marketing of cultural tourism promotes multidimensional cultural characteristics that have a positive impact on the welfare of society. Quality of life as an understanding of life satisfaction is increased by the standards offered by tourism. In this context, tourism mark
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El Mehdi, Saliheddine, and Redouane Benabdelouahed. "The Impact of Influencer Credibility on Consumer Behavior." In 7th World Conference on Business, Management, Finance, Economics, and Marketing. Eurasia Conferences, 2025. https://doi.org/10.62422/978-81-981590-7-6-010.

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In the digital age, influencers play a central role in brands' marketing strategies. Their perceived credibility significantly affects consumer behavior, especially on social media platforms. this theoretical study explores the impact of influencer credibility on consumer behavior through three key dimensions: attractiveness, expertise, and trustworthiness. Attractiveness refers to the influencer's physical appearance, charisma, or personal style—factors that can capture attention and foster emotional connection. Expertise refers to the perceived knowledge or competence of the influencer in a
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Utami, Yenni Sri, Oliver Samuel Simanjuntak, and Agung Prabowo. "Strengthening Marketing Communication Through Multimedia-Based Storytelling Assistance." In LPPM UPN "VETERAN" Yogyakarta International Conference Series 2020. RSF Press & RESEARCH SYNERGY FOUNDATION, 2020. http://dx.doi.org/10.31098/pss.v1i1.198.

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Storytelling-based multimedia can be used as an alternative marketing communications MSMEs craftsmen Batik " Sekar Arum " in Desa Wukirsari , sub-district Imogiri, Kabupaten Bantul. Assistance is aimed to build self-reliance and improve the confidence of members and officials of SMEs craftsmen Batik " Sekar Arum " to strengthen the marketing communication through storytelling -based technology multimedia. Through storytelling, the " Sekar Arum " Batik craftsman group UMKM can easily communicate the results of their products. Strengthening marketing through a story packed with photos, videos, a
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