Relevant bibliographies by topics / Marketing diversification

Contents

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

Academic literature on the topic 'Marketing diversification'

Author: Grafiati
Published: 4 June 2021
Last updated: 9 February 2022

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles

Select a source type:

Consult the lists of relevant articles, books, theses, conference reports, and other scholarly sources on the topic 'Marketing diversification.'

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.

Journal articles on the topic "Marketing diversification"

1

Tanasiichuk, Alona, Olha Hromova, Svetlana Kovalchuk, Iryna Perevozova, and Oleg Khmelevskyi. "Scientific and Methodological Approaches to the Evaluation of Marketing Management of Enterprises in the Context of International Diversification." European Journal of Sustainable Development 9, no. 3 (October 1, 2020): 349. http://dx.doi.org/10.14207/ejsd.2020.v9n3p349.

Full text
Abstract:
Marketing management of business activities in the context of international diversification involves the construction of an appropriate system of information gathering, study of foreign markets, planning, implementation and control of the marketing program, risk and profit assessment, effectiveness of marketing decisions, development of marketing strategy of the enterprise, which allows obtaining the maximum positive result with minimal marketing costs. In this study, further development of scientific and methodological approaches to determining the state of marketing management of the activities of agricultural enterprises of Ukraine under the conditions of international diversification, consisting in the identification of problematic issues arising in the course of international business diversification; quantitative and qualitative assessment and determination of the degree of diversification of the enterprise in different markets, as well as conducting market research of the most important business segments of consumers in foreign markets and selecting the optimal exit strategy of a diversified international markets. Keywords: marketing management, concept of marketing management, international diversification, effectiveness of marketing management, planning, organization and control of enterprise marketing management, evaluation of the degree of diversification of activities, diversified company
APA, Harvard, Vancouver, ISO, and other styles
2

Ljubownikow, Grigorij, and Siah Hwee Ang. "Competition, diversification and performance." Journal of Business Research 112 (May 2020): 81–94. http://dx.doi.org/10.1016/j.jbusres.2020.03.002.

Full text
APA, Harvard, Vancouver, ISO, and other styles
3

Sun, Wenbin, and Rahul Govind. "Product market diversification and market emphasis." European Journal of Marketing 51, no. 7/8 (July 11, 2017): 1308–31. http://dx.doi.org/10.1108/ejm-09-2016-0510.

Full text
Abstract:
Purpose Extant literature indicates that increased product market diversification generates both positive and negative impact on firm performance. This inconclusive pattern hinders the decision-making of deploying a firm’s resources across different markets. This research aims to embed diversification into a moderation-based framework and demonstrates the conditions under which increased diversification produces either beneficial or harmful effects on firm outcomes. The authors introduce another market configuration dimension, viz., market emphasis, and reveal how changes in diversification and in emphasis yield interactive effects on an important firm performance indicator, idiosyncratic risk. An additional moderator, market turbulence, is also incorporated to further enrich the model in a three-way interaction. Results show that when market turbulence is high, and a firm highly skews its resources to some of its markets, diversifying into more market domains will increase firm idiosyncratic risk. A better choice during increased diversification is to evenly emphasize each of its markets. However, in a market displaying low turbulence, the high diversification-high emphasis pattern may be preferred because of lower firm risk. Design/methodology/approach To test the hypotheses, the authors collected a comprehensive archival data that contained a large group of public traded US-based manufacturing companies from three different resources. These were the Compustat Annual Database, the Center for Research in Security Prices database and Compustat Business Segment Database. These databases and the combinatorial approach are widely adopted in marketing and management research involving firm strategies and financial outcomes. Findings When market turbulence is high, simultaneously increasing market diversification and emphasis will more strongly raise firm idiosyncratic risk. However, polarizing into either diversification or emphasis reduces firm risk. When in a low turbulence market, expanding to more product markets and simultaneously emphasizing key markets will decrease idiosyncratic risk. One noticeable fact is that irrespective of whether a firm is in high or low turbulence conditions, choosing a diversification strategy always decreases firm risk when market emphasis is low. However, the impact of this effect however is higher when turbulence is greater. The authors also present the boundary conditions under which the three-way interaction holds. Research limitations/implications First, the extension to the utilization of idiosyncratic risk stretches the understanding of effective ways of reducing firm risks from an angle of marketing management. This view of firm risk also contributes to further analysis of shareholder value. Classic corporate asset valuation focuses more on the financial performance indicators as well as the firm’s strategic domains. This research thus provides a unique and meaningful guideline for the corporate valuation approach from the angle of analyzing the firm’s business segment scope and emphasis in the context of the environment. Practical implications The idea about how many product markets a firm should enter is always one of the primary decisions that contain significant trade-offs. This makes the managers choice difficult during the decision-making processes. The authors suggest that managers should not only consider the scope of product markets but also think carefully about the resources allocated toward each segment. A matrix with dimensions of diversification and emphasis can be explicitly studied during the strategy formulation. The individual blocks within this matrix may have significant outcome differences. Originality/value Previous research focuses on either a firm’s internal assets or external competitive situations when researchers seek the drivers of risk-reduction. This research extends this horizon by adding the interplay between a set of fundamental firm decision areas, diversification and emphasis and the external conditions facing a firm (turbulence).
APA, Harvard, Vancouver, ISO, and other styles
4

Zarić, Vlade, Zorica Vasiljević, Nebojša Nedić, and Danijela Petković. "The marketing strategies of Serbian honey producers." Applied Studies in Agribusiness and Commerce 7, no. 2-3 (September 30, 2013): 27–31. http://dx.doi.org/10.19041/apstract/2013/2-3/4.

Full text
Abstract:
Serbian honey producers are exposed to the increased international competition of recent years. To face up to the new changes, producers are progressively using diversification strategies, such as direct sales and production diversification. The direct sales strategy allows the producers to increase the product added value, while diversification aims to offer new products to the consumers. The aim of this paper is to analyse the honey marketing strategy of Serbian honey producers. The first part of the paper analyses the structure of production costs, production performances as well as the determinants of the honey supply. In the second part of the paper, analysis is focused on the determinants of direct sales. Finally, in the third part of the paper, diversification strategies are discussed. The data for this research has been obtained on the basis of a representative sample consisting of 84 Serbian honey producers interviewed in 2011 and 2012. The results show that the Serbian honey producers operate with more or less similar production costs and with production performances that do not differ significantly. They use direct marketing for two reasons: firstly, it affords personal contact with consumers, and secondly, they aim to decrease the transaction costs, thereby keeping a higher share of the product’s final value. Offering new products to consumers is an attempt to create additional product demand.
APA, Harvard, Vancouver, ISO, and other styles
5

Pei-An, Liao, Chang Hung-Hao, He Junlin, and Saeliw Kannika. "Diversification of marketing strategies among small farms: empirical evidence from family farms in Taiwan." Agricultural Economics (Zemědělská ekonomika) 63, No. 11 (November 6, 2017): 493–501. http://dx.doi.org/10.17221/148/2016-agricecon.

Full text
Abstract:
Farm marketing has been recognized as an important factor for a successful farm business. Due to the increasing interest of consumers in food safety, direct marketing of farm products to consumers in the local farmers’ markets has become very popular. Compared to traditional farm marketing channels, relatively little is known about the use of direct-to-consumer marketing strategies by farmers. This paper aims to provide a more comprehensive picture of farmers’ choices among available farm marketing channels using the case study of Taiwan. Using a population-based survey of 5600 family farms in Taiwan in 2014, in this study we quantify the extent to which demographic characteristics of farm operators, farm production and family conditions may influence the decision of farms to sell farm products to the government, wholesale markets, and in direct-to-consumer sales. We develop a trivariate probit model, and our results indicate that education level and engagement in the off-farm labour market of farm operators, the number of household members, farm size, land ownership, and the type of farm are the key factors in determining farmers’ choice of marketing channels. The findings of this study may have important implications for the design of more effective farm marketing programs by agricultural authorities.
APA, Harvard, Vancouver, ISO, and other styles
6

Clugston, Michael M. "Customer-Centered Strategic Diversification." Health Marketing Quarterly 15, no. 1 (March 9, 1998): 17–32. http://dx.doi.org/10.1300/j026v15n01_02.

Full text
APA, Harvard, Vancouver, ISO, and other styles
7

Tetiana, TKACHENKO, HLADKYI Oleksandr, and ZHUCHENKO Valentyna. "RECREATIONAL TOURISM: PRODUCT PORTFOLIO DIVERSIFICATION." Herald of Kyiv National University of Trade and Economics 138, no. 4 (September 10, 2021): 81–90. http://dx.doi.org/10.31617/visnik.knute.2021(138)06.

Full text
Abstract:
Theoretical fundamentals of product portfolio diversification in the frames of recrea­tional tourism were disclosed. The main attractive properties of recreationaltourism resources were substantiated. The potential advantages and disadvantages of recreation tourism product diversification were investigated. The product portfolio diversification and marketing processes in recreation tourism wereanalyzed via the example of the clinical sanatorium "Kuialnik" and the resort association "Perlyna Chornomoria" located in Odesa region of Ukraine. Keywords: recreation tourism, resort, sanatorium, product portfolio, diversification.
APA, Harvard, Vancouver, ISO, and other styles
8

Etgar, Michael, and Dalia Rachman-Moore. "Market and Product Diversification: The Evidence From Retailing." Journal of Marketing Channels 17, no. 2 (April 9, 2010): 119–35. http://dx.doi.org/10.1080/10466691003635077.

Full text
APA, Harvard, Vancouver, ISO, and other styles
9

Statsenko, Larissa, and Graciela Corral de Zubielqui. "Customer collaboration, service firms' diversification and innovation performance." Industrial Marketing Management 85 (February 2020): 180–96. http://dx.doi.org/10.1016/j.indmarman.2019.09.013.

Full text
APA, Harvard, Vancouver, ISO, and other styles
10

Li, Lee, and Gongming Qian. "Dimensions of International Diversification." Journal of Global Marketing 18, no. 3-4 (August 12, 2005): 7–35. http://dx.doi.org/10.1300/j042v18n03_02.

Full text
APA, Harvard, Vancouver, ISO, and other styles
More sources

Dissertations / Theses on the topic "Marketing diversification"

1

Haydock, Michael P. "Portfolio Construction: The Efficient Diversification of Marketing Investments." ScholarWorks, 2008. https://scholarworks.waldenu.edu/dissertations/485.

Full text
Abstract:
Efforts in the marketing sciences can be distinguished between the analysis of individual customers and the examination of portfolios of customers, giving scarce theoretical guidance concerning the strategic allocation of promotional investments. Yet, strategic asset allocation is considered in financial economics theory to be the most important set of investment decisions. The problem addressed in this study was the application of strategic asset allocation theory from financial economics to marketing science with the aim of improving the financial results of investment in direct marketing promotions. This research investigated the components of efficient marketing portfolio construction which include multiattribute numerical optimization, stochastic Brownian motion, peer index tracking schemes, and data mining methods to formulate unique investable asset classes. Three outcomes resulted from this study on optimal diversification: (a) reduced saturative promotional activities balancing inefficient advertising cost and enterprise revenue objectives to achieve an investment equilibrium state; (b) the use of utility theory to assist in the lexicographic ordering of goal priorities; and (c) the solution approach to a multiperiod linear goal program with stochastic extensions. A performance test using a large archival set of customer data illustrated the benefits of efficient portfolio construction. The test asset allocation resulted in significantly more reward than that of the benchmark case. The results of this grounded theory study may be of interest to marketing researchers, operations research practitioners, and functional marketing executives. The social change implication is increased efficiency in allocation of large advertising budgets resulting in improved corporate performance.
APA, Harvard, Vancouver, ISO, and other styles
2

Chan, Kai-cheong Terence. "Hi-tech marketing in the Pacific Rim : a standardization or diversification strategy /." Hong Kong : [University of Hong Kong], 1992. http://sunzi.lib.hku.hk/hkuto/record.jsp?B1315218X.

Full text
APA, Harvard, Vancouver, ISO, and other styles
3

陳啓昌 and Kai-cheong Terence Chan. "Hi-tech marketing in the Pacific Rim: a standardization or diversification strategy." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1992. http://hub.hku.hk/bib/B31265212.

Full text
APA, Harvard, Vancouver, ISO, and other styles
4

Kurien, Seenu Anna. "Business development strategies used by general contracting construction companies in Texas for market diversification." Thesis, Texas A&M University, 2003. http://hdl.handle.net/1969.1/50.

Full text
Abstract:
The construction industry in recent times is seen to be highly competitive and dynamic. To remain progressive in such an environment construction companies need to be aggressive in terms of getting business. This is where the importance of marketing and business development comes into play. This thesis addresses the different business development strategies used by general contracting construction companies in Texas for market diversification. Initially, a framework is established for this study through the presentation of brief history and marketing theories. Then, through literature review, four common business development strategies are identified, which are in turn later used to compare the data collected from the industry. Data are collected via surveys of general contractors in Texas. Results show that companies which satisfied majority of the four characteristics identified previously showed better growth. Further conclusions are discussed and future recommendations are also presented.
APA, Harvard, Vancouver, ISO, and other styles
5

Mažutytė, Ieva. "UAB „Kautra“ veiklos strategija." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2012~D_20130107_164703-53746.

Full text
Abstract:
Baigiamojo darbo tikslas - Pasinaudojant mokslinės literatūros teorijomis, išanalizuoti dabartinę UAB „Kautra“ situaciją Lietuvos ir užsienio rinkose bei plėtros galimybių perspektyvas. Teorinėje darbo dalyje apžvelgiama medžiaga, kuria remiantis buvo rašomas darbas. Pateikiamos skirtingų autorių strategijos formuluotės, apžvelgiami būdai, kokius žingsnius reikia atlikti, kuriant veiklos strategiją. Atliekant didžiausios Lietuvos keleivių vežėjos UAB „Kautra“ strategijos formavimo teorinius sprendimus, naudoti mokslinės literatūros palyginamosios analizės sisteminimo metodai. Empiriniam tyrimui, taikytas kiekybinis tyrimo metodas. Darbo pabaigoje suformuluota naujoji įmonės misija ir numatyta vizija, kuri aprėpia 10 metų. Taip pat nustatomos nagrinėjamos įmonės bazinės strategijos bei jų alternatyvos.
Final aim of this work is: While using theories of scientific literature, analyze current situation of Ltd Kautra in Lithuanian and international markets, also, to analyze development opportunities and prospects. In theoretical part there is presented analysis of different authors strategy definitions. Also, there are mentioned ways and steps needed for strategy creation. While making theoretical decisions of Lithuania's largest passenger carrier Ltd. Kautra, were used systematic methods of comparative analysis. At the end of the work is presented new company’s mission and vision 10 years ahead. Also are established basic strategies and alternatives of analyzed company.
APA, Harvard, Vancouver, ISO, and other styles
6

Hraníková, Michaela. "Analýza a návrh marketingové strategie společnosti X-Life s.r.o." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162421.

Full text
Abstract:
The goal of my diploma thesis is to analyse current marketing strategy of company X-Life s.r.o.. In my analysis I will focus on its main mistakes and failures trying to propose solutions or eventually create completely new marketing strategy which will help to the company to improve its market position, speed up reputation among potential customers and increase its market share. In the theoretical part of my thesis I will focus on the newest marketing trends and in the practical part I will write about the usage of these trends on the field of new marketing strategy of X-Life s.r.o..
APA, Harvard, Vancouver, ISO, and other styles
7

Kiurienė, Jurgita. "Statybos ir remonto paslaugų įmonių diversifikacijos galimybių tyrimas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2006. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2006~D_20060529_115953-87497.

Full text
Abstract:
This Master thesis analyzes diversification strategies, diversification possibilities establishment and realization theoretical aspects with reference to Lithuanian and foreign sources. Having applied the method of structurized poll in writing, the behaviour of construction and maintenance services consumers was evaluated, the factors which influence it were determined, the level of construction and maintenance services consumers satisfaction was determined, demands and expectations of unsatisfied consumers were ascertained. With a regard to the situation in the market and its changing tendencies and the results of consumers poll, the diversification possibilities of construction and maintenance services enterprises were estimated, the diversification alternatives prospects of construction and maintenance services enterprises were evaluated. The results of empirical research confirmed a hypothesis and allowed a statement that not fully satisfied demands of consumers, existing in the market, show diversification possibilities of construction services enterprises.
APA, Harvard, Vancouver, ISO, and other styles
8

Šileikis, Matas. "Ūkininkų ūkių ekonominės veiklos diversifikacija strateginės vadybos aspektu." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2010. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2010~D_20100617_121732-51514.

Full text
Abstract:
Pagrindinių magistrantūros studijų baigiamasis darbas 66 puslapių, 29 paveikslai, 14 lentelių, 30 literatūros šaltiniai, 2 priedai, lietuvių kalba. Tyrimo objektas: ūkininkai įgyvendinantys ekonominės veiklos diversifikacijos strategiją, diversifikavimo paramos priemonės. Darbo tikslas: išnagrinėti Lietuvos ūkininkų ūkių ekonominės veiklos diversifikavimo vadybinius aspektus ir sudaryti sprendimo diversifikuoti ūkininko ūkio veiklą pagrindimo, priėmimo ir įgyvendinimo modelius. Uždaviniai: 1. Išnagrinėti ekonominės veiklos diversifikavimo strategijos pasirinkimo ir įgyvendinimo teorinius aspektus. 2. Išanalizuoti ūkininkų ūkių ekonominės veiklos diversifikacijos būklę Lietuvoje. 3. Ištirti ūkininkų ūkių strateginių sprendimų diversifikuoti ekonominę veiklą priėmimo motyvaciją ir veiksnius. 4. Parengti pasiūlymus ūkininkų sprendimams, dėl jų ūkių veiklos diversifikacijos pagrindimo. Tyrimo metodai: mokslinės literatūros, dokumentų bei teisės aktų analizė; kokybinis tyrimas ir jo analizė (pusiau standartizuota anketinė apklausa); statistinių duomenų analizė, loginis modeliavimas ir kiti metodai. Tyrimo rezultatai • pirmoje darbo dalyje išnagrinėta ekonominės veiklos diversifikavimo strategijos pasirinkimo ir įgyvendinimo teoriniai aspektai. • antroje dalyje išanalizuota Lietuvos ūkininkų apsisprendimas diversifikuoti ūkio veiklą patirtis, motyvai, bei apsisprendimo priklausomybės nuo veiksnių. • trečioje darbo dalyje pateikti sprendimo diversifikuoti ūkininko ūkio veiklą... [toliau žr. visą tekstą]
Final work of University Postgraduate Studies consists of 66 pages, 29 figures, 14 tables, 26 sources of literature 2 appendixes, in Lithuanian language. The object of the research: farmer’s who use a diversification strategy, diversification strategy supports. Aim: To examine the Lithuanian diversification of farmers activity in the aspect of strategic management and to make justification, adoption and implementation models. Objectives: 1st Examine the economic diversification strategy for the selection and implementation of the theoretical aspects. 2nd Analyze farmers' farms in the state of diversification of economic activities in Lithuania. 3rd To examine the strategic decisions of farmers farm diversification of economic activities and making the motivation factors. 4th To prepare proposals for decisions by farmers for their farm business diversification reasons. Research methods: scientific literature, documents and legislative analysis and qualitative research analysis (semi-standardized questionnaire), statistical analysis, logic simulation and other methods. Survey results: • the first part of this examination of a strategy of diversification of economic activities in the selection and implementation of the theoretical aspects. • the second part analyzed the Lithuanian farmers resolve to diversify the economic activities of experience, motives, and self reliance of factors. • The third part of the decision to diversify the farm's business... [to full text]
APA, Harvard, Vancouver, ISO, and other styles
9

Silva, Alexsander Canaparro da. "Fatores que influenciaram a intensidade da distribuição na maior fabricante de calçados injetados do mundo: um estudo de caso da Grendene S.A." Universidade do Vale do Rio dos Sinos, 2012. http://www.repositorio.jesuita.org.br/handle/UNISINOS/4286.

Full text
Abstract:
Submitted by Maicon Juliano Schmidt (maicons) on 2015-07-07T14:49:40Z No. of bitstreams: 1 Alexsander Canaparro da Silva.pdf: 655420 bytes, checksum: 0a4a34fe1ed98642d0c0e012c1799fcd (MD5)
Made available in DSpace on 2015-07-07T14:49:40Z (GMT). No. of bitstreams: 1 Alexsander Canaparro da Silva.pdf: 655420 bytes, checksum: 0a4a34fe1ed98642d0c0e012c1799fcd (MD5) Previous issue date: 2012-01-31
Nenhuma
A indústria brasileira de calçados é parte de um cenário onde a maioria das empresas pertencentes ainda tem suas estratégias fundamentadas na incerteza do sucesso de novos produtos, uma vez que está intimamente relacionada à moda implicando assim mudanças constantes nas coleções. Entretanto, observa-se que algumas empresas buscam desenvolver estratégias que visam uma maior perenidade e, ao mesmo tempo, impõem maior dificuldade em ser seguidas pelos concorrentes, por exemplo, as relacionadas aos canais de distribuição. A intensidade de distribuição é um elemento chave nas estratégias de canal, na medida em que determina como as empresas alcançam e servem seus mercados alvo. Diante disso, fundamentado nos modelos teóricos encontrados na literatura sobre canais de distribuição, busca-se investigar, através de estudo de caso na empresa Grendene S.A., Quais são os fatores que influenciaram a intensidade da distribuição. O estudo tem por objetivos específicos analisar o nível de diversificação dos canais de marketing, bem como as estratégias e fatores que impactaram na intensidade da distribuição; e analisar quais os tipos de conflito no canal e suas implicações. Para tanto, foi desenvolvida uma pesquisa exploratória, cuja coleta de dados primários ocorreu através de entrevistas semiestruturadas em profundidade e através de observação participante, como técnica auxiliar. Os resultados encontrados mostram que diferentes estratégias foram implementadas pela empresa com o intuito de intensificar a distribuição dos produtos por ela comercializados e destacam a forma como ocorre esse processo - na medida em que a empresa está presente em diversos canais, mas não necessariamente através da sua equipe de representantes. Em relação aos antecedentes da intensidade da distribuição, as análises apontam para seis elementos: concorrência, marca, produto, estrutura, cultura e porte da empresa. Por fim, foram identificados os conflitos existentes no canal de distribuição, bem como suas implicações.
The Brazilian shoes industry is part of a scenario where most of the companies from this industry still has its strategies based on the (uncertainty of) success of new products, since it is a sector closely related to fashion, implying on constant changes in collections. However, it seems that some companies try to develop strategies aiming to achieve greater continuity while imposing greater difficulty for being followed by competitors – such as those related to distribution channels. The distribution intensity is a key element in the channel strategies, since it determines the extent to which these companies reach and serve their target markets. Therefore, based on the theoretical models existing in literature on distribution channels, we seek to investigate – through a case study at Grendene SA – what are the factors that influenced the distribution intensity. The study aims to analyze the diversification levels of marketing channels, as well as the strategies and factors that have impacted on the intensity of distribution. Moreover, it analyses what kind of conflicts that are found in the channel, as well as its implications. To that end, an exploratory research was developed based on primary data collection through semi-structured in depth interviews and through a complementary round of participant observation. The results show that different strategies were implemented by the company in order to enhance its products distribution. It also highlights how this process takes place – to the extent that the company is present in several channels, but not necessarily through its own team of representatives. Regarding the factors that influenced the distribution intensity, the analysis points to six elements: competition, brand, product, structure, culture and company size. Finally, the channel conflicts were identified, as well as its implications.
APA, Harvard, Vancouver, ISO, and other styles
10

Isaac, Massimo Jorge. "Aplicação de um processo de melhoria em uma empresa de adesivos utilizando diversificação mercadologica como foco de mudanças." [s.n.], 2006. http://repositorio.unicamp.br/jspui/handle/REPOSIP/264823.

Full text
Abstract:
Orientador: Ademir Jose Petenate
Dissertação (mestrado profissional) - Universidade Estadual de Campinas, Faculdade de Engenharia Mecanica
Made available in DSpace on 2018-08-06T21:18:10Z (GMT). No. of bitstreams: 1 Isaac_MassimoJorge_M.pdf: 398681 bytes, checksum: e045c1be6f79b4340534fe3642f04a5e (MD5) Previous issue date: 2006
Resumo: Este trabalho tem como objetivo demonstrar a aplicação de um processo de melhoria em uma empresa de adesivos, através da diversificação mercadológica e com indicadores de desempenho e mensuração dos objetivos almejados, pelo método do Balanced Scorecard. Os resultados obtidos demonstraram que a organização evoluiu do estágio de eminente inviabilidade econômica para um patamar de viabilidade e lucratividade
Abstract: This resource paper was developed in order to purpose an application of an improvement process in a Printer Company of Stickers, trough a marketing diversification and measurement of the results by The Balanced Scorecard. The achieve results demonstrate that the company became profitable and economically viable
Mestrado
Gestão da Qualidade Total
Mestre em Engenharia Mecânica
APA, Harvard, Vancouver, ISO, and other styles
More sources

Books on the topic "Marketing diversification"

1

Frankiewicz, Cheryl. Making microfinance work: Managing product diversification. Geneva: ILO, 2011.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
2

Bhattacharyya, B. Export product diversification in the US market: Indian experience. New Delhi: Indian Institute of Foreign Trade, 2000.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
3

Ali, Mohammed Eusuf. Impact evaluation of Northwest Crop Diversification Project. [Dhaka: Implementation Monitoring and Evaluation Division, Ministry of Planning, Govt. of Bangladesh], 2010.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
4

Goncharuk, I. A. Upravlenie diversifikat︠s︡ieĭ kontraktnykh rynkov naukoemkikh proektov. Minsk: Pravo i ėkonomika, 2013.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
5

Adding value to livestock diversity: Marketing to promote local breeds and improve livelihoods. Rome: League for Pastoral Peoples and Endogenous Livestock Development, 2010.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
6

Fiedler, Frank. Neumarkenlancierung versus Monomarken-Strategie: Die Angebotsdifferenzierung von Industriebetrieben dargestellt am Beispiel der Haka-Konfektion. Münster: Lit, 1991.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
7

Evan-Wong, Sue. Strategic marketing of agricultural information services through the Organisation of Eastern Caribbean States (OECS) Agricultural Diversification Co-ordinating Unit. St. John's, Antigua: OECS Economic Affairs Secretariat, Statistics and Intelligence Division, 1994.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
8

Ulelu, Chidi Adiele. Nigerian non-oil exports: (marketing and financing) : options, policies and facilitations for international trade in Nigeria. Ikeja, Lagos: Anchor Services Ltd., 2000.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
9

Mataya, Charles. Economic aspects of development of agricultural alternatives to tobacco production and export marketing in Malawi. New York: United Nations, 2001.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
10

Infact Research and Consulting Inc, ed. Alternative agricultural markets in Alberta, 2008: Report. [Edmonton]: Alberta Agriculture and Rural Development, 2008.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
More sources

Book chapters on the topic "Marketing diversification"

1

Vargas-Hernández, José G., and L. E. Juan Luis Martinez Padilla. "Product diversification in the restaurant industry as a competitive advantage." In Tourism Marketing, 311–24. Toronto ; Waretown, NJ : Apple Academic Press Toronto, 2017. |Includes bibliographical references and index.: Apple Academic Press, 2017. http://dx.doi.org/10.1201/9781315365862-17.

Full text
APA, Harvard, Vancouver, ISO, and other styles
2

Purakayastha, Saptarshi, and Somnath Lahiri. "How Does Ownership Type Influence International Diversification-Firm Performance Relationship?" In Services Marketing Issues in Emerging Economies, 89–117. Singapore: Springer Singapore, 2020. http://dx.doi.org/10.1007/978-981-15-8787-0_8.

Full text
APA, Harvard, Vancouver, ISO, and other styles
3

Vogler, Eric. "Service Companies: The Importance of the Staff Learning Process in the Diversification Process." In Advances in Services Marketing, 133–53. Wiesbaden: Deutscher Universitätsverlag, 1997. http://dx.doi.org/10.1007/978-3-322-91507-8_9.

Full text
APA, Harvard, Vancouver, ISO, and other styles
4

Gammoh, Bashar S., Kevin E. Voss, and Xiang Fang. "Multiple Brand Alliances: A Portfolio Diversification Perspective." In Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference, 39. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10864-3_27.

Full text
APA, Harvard, Vancouver, ISO, and other styles
5

Gnizy, Itzhak, John W. Cadogan, João S. Oliveira, and Asmat Nizam. "National-Regional Diversification Strategy and Export Performance: An Extended Abstract." In Marketing at the Confluence between Entertainment and Analytics, 29–33. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-47331-4_5.

Full text
APA, Harvard, Vancouver, ISO, and other styles
6

Keep, William W., Stanley C. Hollander, and Roger J. Calantone. "Another Look at Retail Diversification: Some Evidence and Some Contradictions." In Proceedings of the 1994 Academy of Marketing Science (AMS) Annual Conference, 175. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-13162-7_44.

Full text
APA, Harvard, Vancouver, ISO, and other styles
7

Reardon, James, and Sanjay S. Mehta. "Another Look at Retail Diversification: Some Evidence and Some Contradictions." In Proceedings of the 1994 Academy of Marketing Science (AMS) Annual Conference, 176–80. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-13162-7_45.

Full text
APA, Harvard, Vancouver, ISO, and other styles
8

Patton, Charles R., and M. Wayne DeLozier. "Frequent Flyer Programs: A Conoentric Diversification and Penetration Promotion Strategy." In Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference, 679. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17055-8_148.

Full text
APA, Harvard, Vancouver, ISO, and other styles
9

Purkayastha, Saptarshi. "Are Business Group Affiliation Advantages and Diversification Premium Found in Emerging Economies Likely to Hold Over Time?" In Strategic Marketing Issues in Emerging Markets, 297–305. Singapore: Springer Singapore, 2018. http://dx.doi.org/10.1007/978-981-10-6505-7_27.

Full text
APA, Harvard, Vancouver, ISO, and other styles
10

Byerlee, Derek, and Robert White. "Agricultural Systems Intensification and Diversification through Food Legumes: Technological and Policy Options." In Linking Research and Marketing Opportunities for Pulses in the 21st Century, 31–46. Dordrecht: Springer Netherlands, 2000. http://dx.doi.org/10.1007/978-94-011-4385-1_2.

Full text
APA, Harvard, Vancouver, ISO, and other styles

Conference papers on the topic "Marketing diversification"

1

Wu, Jie, and Zhenzhong Ma. "INTERNATIONAL DIVERSIFICATION, TECHNOLOGICAL CAPABILITY, AND MARKET FOCUS: THE MODERATED MEDIATING EFFECT ON NEW PRODUCT PERFORMANCE." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.08.08.01.

Full text
APA, Harvard, Vancouver, ISO, and other styles
2

Yayar, Rüştü, Yusuf Demir, and Yunus Emre Birol. "An Applied Study of International Trade between Turkey and Kazakhstan within the Transition Economies Context." In International Conference on Eurasian Economies. Eurasian Economists Association, 2012. http://dx.doi.org/10.36880/c03.00490.

Full text
Abstract:
The concept of transition economies covers a group of countries which were established in the aftermath of the fall of Berlin Wall in 1989 and the collapse of the former USSR in 1991. The main objectives of these countries are prices and foreign trade liberalization, privatizations realized, macroeconomic stability, obtaining foreign direct investment and improving marketing situations during the transition period. Today an effective foreign trade policy takes an important place in the improvement of a transition country economic performance. Kazakhstan is one of the newly independent states, transition country which was established in the aftermath of the USSR’s collapse in 1991. The aim of this study is prediction of foreign trade between Turkey and Kazakhstan using Box-Jenkins Method. We hope the study will contribute to development of foreign trade between Turkey and Kazakhstan which after gaining independence foreign trade reforms had been realized in such fields as setting free foreign trade prices, renewal of foreign trade system, market diversification and exchange system modification. Also, we hope the study will contribute to decision-makers and policy makers who doing short-term forecasts for the future in different fields.
APA, Harvard, Vancouver, ISO, and other styles
You might also be interested in the extended bibliographies on the topic 'Marketing diversification' for particular source types:
Journal articles Dissertations / Theses Books
We offer discounts on all premium plans for authors whose works are included in thematic literature selections. Contact us to get a unique promo code!

To the bibliography