Academic literature on the topic 'Marketing Management Concepts'
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Journal articles on the topic "Marketing Management Concepts"
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Poita, Iryna. "MODERN CONCEPTS OF MARKETING MANAGEMENT." Economics. Management. Innovations, no. 2(35) (December 9, 2024): 123–37. https://doi.org/10.35433/issn2410-3748-2024-2(35)-8.
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The article analyzes and summarizes the theoretical foundations of modern concepts of marketing management in enterprises, considering the latest management trends. Recent scientific studies on the implementation of marketing management systems in Ukrainian enterprises are reviewed. The necessity of understanding the sequence of the marketing management process in modern Ukrainian companies is identified. The article explores current interpretations of the term "marketing management" and separately analyzes the concepts of "marketing" and "management" for a deeper understanding of the essence of "marketing management." It confirms that the marketing management system is the foundation of a company's effective operations, impacting its competitiveness and determining directions for further development. A detailed analysis of modern marketing management concepts is conducted, including "customer orientation," "digital marketing," "content marketing," "omnichannel marketing," "influencer marketing," and "green marketing." The article also identifies contemporary tools and principles for their application in marketing management as methods and means of management within the enterprise. The main elements of the enterprise's marketing management system are examined, and the interconnection between management, marketing, and marketing management functions in the enterprise's business activities is established. It is demonstrated that the application of marketing management today facilitates the realization of internal reserves for enterprise growth and development and simplifies the organizational structure. Furthermore, it confirms that the marketing management system is the foundation for efficient operation, impacting competitiveness, efficiency, and setting the strategic directions for development under current economic conditions.
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Susila Andriyati, Muhammad Iqbal Fasa, and Suharto. "Sharia Bank Marketing Management Concepts." EKSYAR : Jurnal Ekonomi Syari'ah & Bisnis Islam 9, no. 2 (2022): 102–10. http://dx.doi.org/10.54956/eksyar.v9i2.345.
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The characteristics of products sold by banks are more services and not goods. Products sold are abstract or cannot be seen in absolute terms but can still be felt by customers. This research method is qualitative in the form of a literature review. Data in journals, books and encyclopedias related to the research focus. The data collection used is to look for literature that correlates or is in line with the main subject of the research. The marketing management concept asserts that the key to achieving organizational goals is that the company must be more effective than competitors in creating, delivering, and communicating customer value to its selected target markets. Kotler defines the marketing mix as a set of controllable factor marketing tools, products, prices, promotions, and places that the company integrates to produce the desired response in the target market. Saladin defines the marketing mix as a series of marketing variables that can be mastered by the company and used to achieve goals in the target market.
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Chajka, Inna. "MODERN CONCEPTS OF ENTERPRISE MARKETING MANAGEMENT." Economic Analysis, no. 27(1) (2017): 257–62. http://dx.doi.org/10.35774/econa2017.01.257.
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Introduction. The article analyses the essence of marketing management of company activity as a scientific category through the theoretical analysis of the terms content. These terms determine it. They are presented in the works of foreign and Ukrainian authors. On the basis of the research it has been proved that universities need systematic development of consumers to improve their marketing and general increase of functioning efficiency on the market of educational services. Purpose. The article aims to develop the theoretical approaches and practical recommendations which concern the role and main tasks of marketing management of company activity. Method (methodology). The directions of improvement of higher educational institutions marketing management on the basis of consumers’ development have been determined. It has been done considering the method of systematic and structural analysis, method of causal and effect analysis, method of synthesis and argumentation. Result. The development of conceptual model of marketing management, as well as the author's definition of "marketing management" and "development of consumers" have become the results of research.
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Beik, Leland L., Robert W. Haas, Thomas R. Wotruba, et al. "Marketing Management: Concepts, Practice and Cases." Journal of Marketing 49, no. 4 (1985): 141. http://dx.doi.org/10.2307/1251441.
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Brownlie, Douglas. "Strategic marketing concepts and models." Journal of Marketing Management 1, no. 1-2 (1985): 157–94. http://dx.doi.org/10.1080/0267257x.1985.9963983.
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Lazer, William. "Executive Insights: Changing Dimensions of International Marketing Management—The New Realities." Journal of International Marketing 1, no. 3 (1993): 93–103. http://dx.doi.org/10.1177/1069031x9300100306.
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International marketing is now in the midst of a major transformation that, in the next 15 to 20 years, will reshape and restructure concepts, approaches, and operations. International marketing management thinking may well be turned upside down, as fundamental precepts are challenged, a new mindset evolves, and marketing's international thrust comes of age. International concerns will move to the forefront of business, with government and societal issues transforming the management of marketing activities. The author offers some perspectives on the future of international marketing practices based on some current trends.
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Agus Suhendra, M. Yusuf Sanny, Kamsariaty, Gratia Atanka Barus, and Christophorus Indra Wahyu Putra. "Marketing Communication: Concepts, Creative Strategy, Implementation." International Journal of Advanced Multidisciplinary 3, no. 1 (2024): 27–38. http://dx.doi.org/10.38035/ijam.v3i1.518.
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Abstract: Marketing communication articles: concepts, creative strategies and implementation within the scope of marketing management science. This article aims to create hypotheses regarding the relationship between factors, which can then be used for further research in the field of marketing management. The research method used in this research is descriptive qualitative. The data used in this research comes from previous research which is still relevant to the current investigation. Data was collected from leading academic online platforms, including Publish or Perish, Google Scholar, digital reference books, and Sprott journals. The results of this literature research include: 1) Concepts play a role in marketing communications; 2) Creative strategies play a role in marketing communications; and 3) Implementation plays a role in marketing communications.
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Ergashev, A. "Vision marketing as a business profit maximization." Bulletin of Science and Practice 414, no. 12(13) (2016): 331–34. https://doi.org/10.5281/zenodo.205476.
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This article discusses management of marketing activities of the company in terms of managing the supply of goods on a market. Profit growth of the company is the ultimate goal of supply management, and this goal can be achieved in different ways, which are listed in the concepts of marketing: the industrial, commercial, marketing, traditional marketing concepts. And the marketing concept combines the base to maximize profits the previous three concepts.
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Wright, Len Tiu, Rose Wright, and Kaouther Kooli. "Business Marketing Concepts and Cases." Journal of Business & Industrial Marketing 31, no. 8 (2016): 1017–18. http://dx.doi.org/10.1108/jbim-10-2016-274.
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Osh, state university. "Marketing and Management in Healthcare." Marketing and Management of healthcare 15, no. 6 (2025): 12–14. https://doi.org/10.5281/zenodo.15162861.
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Recent studies have highlighted the evolving role of marketing and management in healthcare, emphasizing the need for healthcare institutions to adapt to changing market dynamics and patient expectations. A 2019 article discusses the impact of marketing strategies in healthcare systems, noting that the dynamic evolution of life has significantly affected healthcare, making marketing an indispensable element for health brands. It emphasizes that healthcare marketing is interdisciplinary, utilizing concepts from both classical and social marketing, and is crucial for understanding and meeting patient needs. Similarly, a 2019 study addresses the necessity for healthcare institutions to adopt marketing management concepts aligned with global market trends and consumer demands. It highlights the importance of strategic management, branding, and marketing strategies in creating satisfied and loyal consumers of health services. Furthermore, a 1998 article identifies a gap between conducting marketing surveys and integrating their results into strategic management within hospitals. It suggests that closing this gap requires a proactive approach to integrating marketing into the management routine, emphasizing the importance of aligning marketing efforts with strategic decision-making processes. These studies collectively underscore the critical role of tailored marketing strategies and effective management in enhancing patient engagement, improving service quality, and achieving organizational success in the healthcare sector.
Dissertations / Theses on the topic "Marketing Management Concepts"
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Su, Ying-Yueh. "Exploring the concepts and practices of relationship marketing within Taiwanese banks." Thesis, Bournemouth University, 2009. http://eprints.bournemouth.ac.uk/12875/.
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Relationship marketing (RM) is a concept developed in the Western literature which came to prominence in the 1980s. Few studies have, however, considered RM is an Eastern context and in particular the connection RM has with guanxi, the personal relationship or connections found in Chinese based cultures. This thesis adopts a broad perspective of RM from Western theories to explore the concepts and practices in Taiwanese banks. Using the existing definitions of RM, a number of RM components have been identified in this research which include the aims of RM (creation, enhancement, and maintenance), the RM mix (interaction, emotional contents, customer lifetime values, and customisation), and the outcomes of RM (long-term relationships, profitable relationship, customer share, and relationship termination). This research used in-depth interviews in order to investigate what Taiwanese banks understand about RM and how they implement RM to build customer relationships. 34 interviews were conducted with senior bank managers from 17 Taiwanese banks. All interviews were taped and transcribed. Template analysis was used to analyse the data. The findings suggest that Taiwanese banks have embraced these components when implementing RM. More importantly, guanxi, which is deeply embedded in Chinese culture, also has an influence on both concepts and practices of relationship marketing. As such, Western marketers, who have an understanding of the role of guanxi, could be more effective in implementing RM in Chinese-based economies. One of the key contributions of this thesis is on the development of the RM A.M.O. (RM's Aims, Mix, and Outcomes) framework which provides an overview of RM and the capability of the components. Also, acquiring market share, developing customer share and retaining relationships instead of relationship termination should be considered as part of relationship marketing practices.
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Hunt, Michelle R. "The screening of new product concepts: information use and the effects of experience and expertise." Diss., Virginia Tech, 1994. http://hdl.handle.net/10919/40126.
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The effects of experience and expertise on managers' search for information while screening new product concepts were investigated using a computer interactive screening simulation. Relationships between respondents' attributions about product success and failure, their judgments of the diagnosticity (predictive usefulness) of different types of information, and information search were also investigated. Sixty-two respondents from the microcomputer software industry and the pharmaceutical industry were involved in the study. They searched for information about three new product concepts, then evaluated the three concepts. The three concepts were designed to vary the decision context--one concept had predominantly favorable attributes, one had predominantly unfavorable attributes, and one was mixed.
The study showed that experience and expertise were related but distinct constructs which could have differing effects on information search and on concept evaluation. Under conditions of favorable and mixed attributes, increased expertise and experience led to less information search. Expertise was related to spending less time in search, while experience was related to spending more time searching for information. Both constructs were related to managers' perceptions of information diagnosticity. Both constructs were also related to the cutoffs used when screening new product concepts, though the relationships depended on the criteria for screening as well as the respondent's industry. Expertise was related to the evaluation of the new product concepts, while experience was not.<br>Ph. D.
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Morais, Nilnta Elpida, and Joyce Mhando. "Application of ICT in the Swedish Hopsitality & Tourism Industry : a study of viral marketing and word- of -mouth marketing concepts in relation to CRM." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-12263.
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Aim: The Internet has provided a medium for word of mouth and its electronic extension, also known as viral marketing. In the hospitality and tourism industry, use of the internet has caused drastic changes. Consumers are now more used to gathering information about their destinations through online word of mouth The aim of this thesis is to achieve an understanding of the concept of viral marketing and its suitability, as well as its primary link the concept of word of mouth and its relevance to customer relations, in the hospitality and tourism industry of Sweden. Method: A qualitative research approach was used for compiling the primary data of this thesis. Semi-structured face to face interviews as well as structured email interviews were used to gather the empirical findings from two case companies. Secondary data for the theoretical study of this paper was gathered from scientific journals, books and the Internet. Result & Conclusions: The hospitality and tourism industry rely more on word of mouth advertising because of the intangible nature of their services. Therefore, they aim to exceed customer satisfaction so as to generate positive word of mouth. The concept of viral marketing is minimally utilized at the moment, but its use is more likely to be maximized in the future. Suggestions for future research: The results of this thesis were based on a small sample size of the representatives of the hospitality and tourism industry. It would be advisable in the future to conduct a quantitative or a combined qualitative and quantitative study with a bigger sample size that would also include the opinions of the customers. Contribution of the thesis: This research delivers realistic consequences from the diverse extension of internet users in the Swedish hospitality and tourism industry and finally indicates the promising benefits from the distribution of internet technology in combination with the involvement of individuals.
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Pheng, Low Sui. "Marketing theories and concepts for the international construction industry : a study of their applicability at the global, national and corporate perspectives." Thesis, University College London (University of London), 1990. http://discovery.ucl.ac.uk/1317878/.
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The role and applicability of marketing theories and concepts are explored at three levels of analysis for the international construction industry. Developments of the theoretical constructs are traced as marketing evolves to encompass an international perspective. The relevance and need for marketing in the construction industry was examined. Four schools of thought were identified before the strategic significance of marketing in the market place was reviewed and argued. The marketing implications of financing, countertrade, technology transfer and joint venture were considered. At the global level, the theoretical issues and applications of Marketing Information Systems are extended for the international construction industry. An analysis of global construction markets in value added terms was conducted, disaggregated according to types of economies, regions and political groupings. The markets in Asean and the EC were examined. A global summary of the world's construction industries was extracted diagrammatically for 19 regions and 180 countries and territories. The influence of marketing and construction on economic development was explored at the national level. A coalescing model was adopted to provide a proposed synthesis of the tripartite relationship between marketing, construction and economic development. The cumulative events leading to the evolution of the construction exports industry in Singapore was studied to highlight the governmental role in nurturing and promoting a national marketing drive overseas for construction services. At the corporate level, the theoretical foundations for organising marketing activities in international construction firms were examined. Empirical evidence from a field study in the United Kingdom shows that the Contingency Approach appears to be valid for structuring marketing organisations in international construction firms. Nonetheless, at a more detailed level of analysis, the geographical structure seems to be well-placed for organising foreign construction marketing activities. The three-pronged approach adopted in this thesis shows how marketing theories and concepts may be appropriately applied within the global, national and corporate contexts of the construction industry.
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Vignali, Claudio. "Marketing management : applying the concept of the mix." Thesis, University of South Wales, 2002. https://pure.southwales.ac.uk/en/studentthesis/marketing-management(48b0b85b-67cd-4875-97b3-88619312f1d5).html.
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One of the key concepts within the marketing literature remains the 'marketing mix.' An unexamined element of this mix remains, to pursue the cooking metaphor, the way in which the chef is able to balance the various ingredients to achieve a palatable dish. Therefore, the impetus behind this thesis is this lack in the literature. The approach to remedy this lack is developed through Action Research. The original notion of the marketer as a mixer of ingredients strongly suggests that marketing was (and remains) largely a craft. As practitioners within the craft, managers require devices to guide them in their everyday operations. However, the use and effectiveness of such 'heuristic devices' by practising marketers remains little explored. Matrix schemas have always been traditionally used, by both academics and practitioners, in the development and interpretation of both strategy and tactics in marketing. While the strategic schemas have attained the status of dogma (the Boston Box, for example), at the tactical level,use of the marketing mix has never reached such heights, (apart from an occasional stress on the need for the 'blending of ingredients'). As marketing has developed as a craft, numerous definitions have been offered. Today there are several different authoritative, but accepted definitions. The Chartered Institute of Marketing [CIM] and the American Marketing Association [AMA] define marketing as: 'Marketing [management] is the process of planning and executing the conception of pricing, promotion, and distribution of ideas, goods and services that satisfy organisational objectives.' [Fifield & Gilligan, 1996; 2] A clear understanding of the development of the matrix approach from the level of strategy to tactics in marketing is the essence of the published works. The marketing mix concept seems relatively simple. Since Culliton [1947] first carried out his study (amongst the major American companies of his time), the notion of managers within the marketing function as 'mixers of ingredients' has enjoyed wide currency. Culliton's study included a full examination of a number of case histories and the use by the participating companies of marketing ingredients. Borden [1964] expanded this work to a formal use of the term 'marketing mix' and he presented a list of mix constituents, based on Culliton's work. These developments were taken further by McCarthy [1964] in terms of simplification and classificatory order as the famous 4Ps. It is now just over 30 years since McCarthy provided this gloss on Borden's work and offered a generic marketing mix [product, price, promotion and place] as a means of translating marketing planning and tactics into practice [Bennett 1997:151] This eventually led to Kotler [2000) defining the mix as being 'A set of marketing tools that a firm uses to pursue its objectives.' Thus, ingredients become tools and the analogy changes. McCarthy's 4Ps classification of the marketing mix variables has received acceptance in past decades. However, in recent years increasing criticism of this approach has been voiced in academic circles (Van Waterschoot, 1992, p.83). It is believed by some academics that this paradigm is beginning to lose its position (Gronroos, 1994, Gronroos, 1992, Sheth 1988). It is sometimes called 'traditional' or out-dated (Shimpock-Viewg,/1993, Lane, /1988, Turnbull, 1987). Over the past few years, it has been argued that marketing is concerned not just with the original 4Ps and the various elements associated with them, but also with less controllable variables (or ingredients, or tools) such as people, processes and service evidence. (Rafiq, 1995). However, the shifts from 'ingredients' to 'tools' to 'variables' hints at an underlying confusion as to the conceptual status of the artefacts described. Borden's work has the merit that his classificatory schema derives directly from empirical evidence. Borden reflected this basis when he identified the need to record within case studies evidence of what was being mixed in the marketing domain. Later extensions do not, by and large, have this merit. There have been no published studies which replicate Culliton's original work. Extensions to the mix (the conceptual device contributed by Borden) and the distilled formulation of the mix offered by McCarthy rely on conceptual processes only. The nature of the extensions seems clear, but they rest on different assumptions about how the world of the marketing manager should be construed. This thesis draws on several case studies of the world of marketing managers and a test of the 4P's framework within that world as its modus operandi. The examination uses a process of 'Action Research'. It thus is placed in the tradition established by Culliton in his pioneering work. Unlike Culliton, the work does no flow from a considered execution of a single research design, but has emerged in the search for consistency in marketing management, as pursued with the manager themselves. In essence, the Action Learning method of research has been adopted. The outcome, a new model for application, is seen as the contribution to knowledge. In essence the thesis pulls together the understanding and criticisms that both practitioners and academics need to investigate the gaps that exist in marketing management research. The importance of a company's participation as being integral to the action it takes and the solutions it prescribes is the essence of the Action Research and the model process.
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Сигида, Любов Олексіївна, Любовь Алексеевна Сигида, Liubov Oleksiivna Syhyda, and N. O. Sygyda. "Integration of supply chain management and marketing as a base for the demand chain management concept formation." Thesis, SSOTU, 2016. http://essuir.sumdu.edu.ua/handle/123456789/46058.
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Нова концепція управління ланцюгами попиту, що є поєднанням концепції управління ланцюгами поставок та концепції управління взаємовідносинами з клієнтами, розглянута в цьому матеріалі.<br>Новая концепция управления цепями спроса, что является сочетанием концепции управления цепями поставок и концепции управления взаимоотношениями с клиентами, рассматриваемая в этом материале.<br>In this paper a new concept of Demand Chain Management (DSM) is investigated. DSM integrates Supply Chain Management (SCM) and Customer Relationship Management (CRM) concepts.
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Nybacka, A. (Aino). "Privacy concerns of consumers in big data management for marketing purposes:an integrative literature review." Bachelor's thesis, University of Oulu, 2016. http://urn.fi/URN:NBN:fi:oulu-201605261989.
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This bachelor’s thesis is a literature review about big data, privacy concerns for individual consumers and how these two overlap together in a way to possibly explain what are the privacy concerns that customers have, and the companies maybe should think about, when they utilize data as a marketing tool.
The thesis introduces an integrative framework for the privacy concerns emerging from the process of big data management for marketing purposes and gives insights for phases in this process first separately from companies point of view, then from the consumers point of view regarding the privacy issues and then together by bringing these two issues together.
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Cénophat, Sadrac [Verfasser], Martin [Akademischer Betreuer] Eisend, and Tomás [Akademischer Betreuer] Bayón. "Customer Relationship Vulnerability: A New Concept in Relationship Marketing / Sadrac Cénophat ; Martin Eisend, Tomás Bayón." Frankfurt (Oder) : Europa-Universität Viadrina Frankfurt, 2018. http://d-nb.info/1160875626/34.
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Price-Rhea, Kelly, Julia Price, and Deborah Hayes. "Online Doctoral Students at a Faith-Based University: Concerns of Online Education." Digital Commons @ East Tennessee State University, 2018. https://dc.etsu.edu/etsu-works/2756.
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Online doctoral education enrollment continues to rise, and the number of academic institutions who offer the degrees are increasing proportionately. Various types of institutions are involved in this growth, including those that are faith-based. Due to the competitive nature of all online doctoral degrees, including faith-based and secular programs, it is imperative to understand the needs and concerns of the students who enroll in such programs. Students enrolled in a faith-based university online doctoral program were surveyed regarding their concerns about online doctoral education. The results revealed three main themes of concerns/non-concerns, and these results could be beneficial to faith-based institutions who offer online doctoral education or plan to do so in the future.
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Haase, Janina [Verfasser]. "Development of a measurement concept for sensory perception and investigation of the relationships with marketing-related performance indicators / Janina Haase." Hannover : Gottfried Wilhelm Leibniz Universität Hannover, 2019. http://d-nb.info/1179909798/34.
Full textBooks on the topic "Marketing Management Concepts"
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Rangan, V. Kasturi. Business marketing strategy: Cases, concepts, and applications. Irwin, 1995.
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1943-, Kinnear Thomas C., and Taylor James R. 1938-, eds. Modern marketing research: Concepts, methods, and cases. Thomson Custom Solutions, 2008.
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Talvinen, Jari. Marketing information systems: Concepts, usage, and effectiveness. Helsinki School of Economics and Business Administration, 1995.
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Kindra, G. S. Consumer behaviour in Canada: Concepts and management action. Nelson Canada, 1989.
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Kyambalesa, Henry. Marketing in the 21st century: Concepts, challenges, and imperatives. Ashgate, 2000.
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Mohammed, Rafiq, and Chartered Institute of Marketing, eds. Internal marketing: Tools and concepts for customer-focused management. Elsevier Butterworth-Heinemann, 2002.
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N, Sheth Jagdish, Parvatiyar Atul, and Shainesh G, eds. Customer relationship management: Emerging concepts, tools, and applications. Tata McGraw-Hill Pub. Co., 2001.
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Zabrodskaya, Nataliya. Management and Marketing. INFRA-M Academic Publishing LLC., 2024. http://dx.doi.org/10.12737/1020046.
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The textbook outlines modern theoretical and practical provisions of management and marketing, the application of which is necessary for successful, sustainable business development. Special attention is paid to marketing strategies, effective management methods, innovations, business planning, and corporate ethics. Complex theoretical concepts and economic terms are described in a literary language accessible to understanding and memorization. The main topics of management and marketing are arranged in a logical sequence. Practical examples, cases, tests, questions for knowledge control, topics of abstracts are given. Meets the requirements of the federal state educational standards of higher education of the latest generation. It is intended for students, undergraduates of economic and engineering-economic specialties, as well as practicing specialists in the management and production sphere.
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Michael, Saren, ed. The marketing pathfinder: Key concepts and cases for marketing strategy and decision making. Wiley, 2014.
Find full textBook chapters on the topic "Marketing Management Concepts"
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Helmold, Marc. "Marketing Concepts." In Management for Professionals. Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-031-10097-0_3.
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Meldrum, Mike, and Malcolm McDonald. "Channel Management." In Key Marketing Concepts. Macmillan Education UK, 1995. http://dx.doi.org/10.1007/978-1-349-13877-7_36.
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Parrish, Lee. "Marketing Concepts Re-Imagined." In Security Relationship Management. CRC Press, 2025. https://doi.org/10.1201/9781003597483-3.
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Pasquier, Martial, and Jean-Patrick Villeneuve. "Basic marketing concepts." In Marketing Management and Communications in the Public Sector. Routledge, 2017. http://dx.doi.org/10.4324/9781315622309-3.
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Morrison, Alastair M. "The concepts of destination management and marketing." In Marketing and Managing Tourism Destinations. Routledge, 2018. http://dx.doi.org/10.4324/9781315178929-1.
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Neukirchen, Thomas, Oliver Gansser, and Matthias Klumpp. "Marketing Concepts and Instruments in Supply Chain Management." In Operations, Logistics and Supply Chain Management. Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-92447-2_6.
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Lile, Ramona, Lavinia Denisia Cuc, Mioara Florina Pantea, and Dana Rad. "A Humanistic Approach to Recommender Systems: Implications for 5.0 Marketing Management." In Contributions to Management Science. Springer Nature Switzerland, 2024. http://dx.doi.org/10.1007/978-3-031-60343-3_10.
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AbstractIn the producer-customer interaction, humanistic management places a strong emphasis on the end-user interests. This perspective embraces a number of more focused philosophies that highly value human development, potential, and dignity. A reaction to the emerging mega-trend that calls for reevaluating marketing is humanistic marketing. Recently, 5.0 marketing management was created by integrating conventional theories of consumer behavior with fundamental concepts from humanistic psychology, such as the ability for self-actualization, self-direction, and choice. Currently, research on online consumer behavior examines how customers select products from e-commerce platforms, and recommendation engines are crucial to this process. A sort of information filtering system called a recommender system makes suggestions for products or services based on the user’s areas of greatest interest. The present cross-sectional research will further investigate how the main types of recommender systems—social-aware recommender systems, robust recommender systems, and explainable recommender systems—are perceived by individuals depending on three psychological characteristics: trust, suspiciousness, and fast and slow thinking decision-making system. A sequential mediation analysis was employed, and a significant indirect effect was observed, results indicating the impact of anchoring effect. Implications are discussed with regard to an efficient 5.0 marketing management strategy.
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"Emerging Concepts In Marketing." In PHARMA MARKETING MANAGEMENT. KAAV PUBLICATIONS, DELHI, INDIA, 2022. http://dx.doi.org/10.52458/9789391842666.nsp2022.eb.asu.ch20.
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"Basic marketing concepts." In Marketing Management and Communications in the Public Sector. Routledge, 2012. http://dx.doi.org/10.4324/9780203144923-4.
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Jordan, Jennie, and Kristy Diaz. "Festival Marketing." In Principles of Festival Management. Goodfellow Publishers, 2019. http://dx.doi.org/10.23912/978-1-911396-82-6-4063.
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Marketing, promotion, sales, communications, audiences, participation – the concepts covered in this section are a fundamental part of festival management, whether your event is a community fête or a globally recognised music festival. The word ‘marketing’ originated from the simple forms of buying and selling that can be seen in a local street market, but the term now encompasses a range of sophisticated techniques that have developed to help companies decide what products and services to produce and how to persuade people to buy them. This chapter introduces marketing concepts and illustrates how festivals and cultural events can adapt the techniques to develop appropriate experiences for festival-goers, artists and communities. This chapter will introduce concepts such as supply and demand, segmentation and targeting, CRM (customer relationship management), experience marketing and its relationship to service design, and branding. It will raise questions about the extent to which a festival’s artistic programme can or should be led by market demand, whether the relationship between artists and festival-goers is more complex than those expected in traditional marketing models and about the ethics of storing and using data collected on festival-goers’ behaviours and preferences.
Conference papers on the topic "Marketing Management Concepts"
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Savych, Oleksandr, and Tetiana Shkoda. "The concept of marketing efforts consolidation at the global car market." In 11th International Scientific Conference „Business and Management 2020“. VGTU Technika, 2020. http://dx.doi.org/10.3846/bm.2020.542.
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The purpose of the study is to research the peculiarities of the marketing concept development and form the concept of marketing efforts consolidation on the global car market. There are achieved the following principal objectives: 1) to research the evolution of marketing concepts; 2) to define the elements of the concept of marketing efforts consolidation; 3) to form the peculiarities and build the model of the concept of marketing efforts consolidation on the global car market. The results of the research are the created concept of marketing efforts consolidation on the global car market that is intended to accelerate sales and profits of car manufacturers as well as to be used by companies from different commodities markets. The method of systematic, critical and comparative analysis as well as synthesis and modeling method is employed.
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Dmitrijeva, Ksenija, and Anda Batraga. "New Theoretical Concepts of Marketing Communications in the Context of Globalization Processes." In The 7th International Scientific Conference "Business and Management 2012". Vilnius Gediminas Technical University Publishing House Technika, 2012. http://dx.doi.org/10.3846/bm.2012.045.
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Kamennova, Valeriia Vadimovna. "Reputation management as a marketing asset of the university." In All-Russian scientific and practical conference with international participation. Publishing house Sreda, 2023. http://dx.doi.org/10.31483/r-106644.
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The reputation of the university is a key marketing asset that can attract talented teachers and students, improve the quality of education and research, and also lead to an increase in financial resources. Managing this indicator should become a priority for all managers who strive to achieve high results and maintain leadership in the global educational environment. The article discusses the concepts and the main factors affecting the reputation of the university. The ways to improve the reputation of the university are presented.
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Kucher, Oleg, Serhii Yermakov, Iryna Andreitseva, Svitlana Plotnichenko, and Oleksander Kozak. "Methodological aspects of bioeconomy development strategy formation in Ukraine (example of renewable energy sources)." In 23rd International Scientific Conference Engineering for Rural Development. Latvia University of Life Sciences and Technologies, Faculty of Engineering and Information Technologies, 2024. http://dx.doi.org/10.22616/erdev.2024.23.tf167.
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The work is devoted to the study of issues of the formation of priorities of the economic development of Ukraine. As a result of theoretical studies, it was established that the main goal of the bioeconomy is the optimal use of renewable biological resources and the creation of sustainable systems for the production of new types of products based on them. Marketing management plays an important role as an important component of the company management system. It is noted that the methodology is the fundamental basis of the management of the marketing activities of the enterprise, and the methodological complex is a toolkit that includes a set of marketing tools and marketing research. The main principles of the methodological complex of marketing have been identified and analyzed in the work. In the structure of the principles of marketing, an important place is given to marketing concepts, which reflect the basic point of view, a constructive approach to various types of activities. Methodological approaches to the study of the marketing management system are the starting point that determines the direction of the research in relation to the goal. The work examines the conceptual apparatus and marketing terms that characterize it. Much attention is paid in the research to the development of new paradigms of marketing, in particular, ecological marketing, renewable energy and bioeconomy. Based on the research data, the authors structured the main categories and their relationship. This made it possible to develop and propose a conceptual model for the formation of a bioeconomy development strategy in Ukraine, aimed at creating a more innovative and resource-efficient economy with sustainable use of renewable energy sources and resources. In the context of the studied material, it follows that an important task of marketing management of the enterprise is the formation of such management mechanisms that would ensure its effective functioning, since it is the construction of enterprise management based on marketing principles that creates favorable conditions for ensuring competitiveness and strengthening the market positions of the enterprise.
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Balova, Syuzana, Irina Firsova, and Inna Osipova. "Market leading marketing concepts in the management of consumer behaviour on the energy market." In Proceedings of the 3rd International Conference on Social, Economic, and Academic Leadership (ICSEAL 2019). Atlantis Press, 2019. http://dx.doi.org/10.2991/icseal-19.2019.55.
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TODOROVA, Ana, and Svilena RUSKOVA. "Empathy in Marketing: A Customer-Oriented Approach based on Authenticity." In The International Conference on Economics and Social Sciences. Editura ASE, 2024. http://dx.doi.org/10.24818/icess/2024/093.
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Data are undeniably crucial to success in the digital economy and modern marketing landscape, strongly influenced by artificial intelligence apps. With the help of the data, specialists derive regularities, define target audiences, and increase the effectiveness of their strategies and activities. Last but not least, they allow merchants to provide their customers with more personalised experiences. However, while data have become indispensable, it is not enough to build loyalty and an authentic connection with consumers. Current research shows that in the technology-dominated world, understanding consumers' emotions, needs, and desires is increasingly essential for building strong relationships and driving loyalty. That brings to the fore the need for a customer-centric approach based on empathy and authenticity. The paper examines the role of empathy in marketing by analysing Bulgarian marketing campaigns. The authors seek an answer to the question of to what extent empathy is part of the strategies of Bulgarian marketing specialists and marketing service agencies. The methodology used includes content analysis and interviews with marketing professionals. The study shows that Bulgarian marketing campaigns that successfully used empathy focused on the authenticity and emotionality of their messages. There is also an intertwining of essentially different concepts, such as marketing with empathy and social marketing. The results clearly demonstrate the power of empathy in building the marketing strategy of the respective brand. They also allow for a more complete definition of the marketing approach with empathy and values. Therefore, the research enriches the existing theory and practice in the field of marketing and management
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Bence-Kiss, Krisztina. "Analyzing Consumer Attitudes Towards Religious Marketing Among the Visitors of Krishna-Conscious Communities in Europe." In 8th International Scientific Conference – EMAN 2024 – Economics and Management: How to Cope With Disrupted Times. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2024. https://doi.org/10.31410/eman.2024.333.
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Religion and marketing are two concepts rarely discussed in the same context. Still, spreading beliefs has always been fundamental to religious communities; and nowadays more and more religious groups turn towards modern forms of marketing, such as online and social media marketing, to gain more followers. Research findings are contradictory on how consumers react to the promotion activities of religious groups: while some studies account for a high level of consumer rejection towards religious marketing, others find that there is a level of understanding towards religious communities. This research aims to study and discuss the consumer attitudes of the visitors of Krishna-conscious communities in Europe concerning marketing religions on a sample of 330 respondents. The research findings have shown that there are consumer groups with variable attitudes towards different aspects of promoting religion, including promotion and tourism, product sales, economic activities, and credibility.
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Adnan Raouf, Raad, and Omar Ali Ismael. "Quality 4.0 and Big Data Marketing: A Systematic Literature Review." In The 5th International Scientific Conference on Administrative and Financial Sciences (CIC-ISCAFS'2025). Cihan University-Erbil, 2025. https://doi.org/10.24086/icafs2025/paper.1762.
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Abstract— This paper explores the logical relationships between two new concepts, Quality 4.0 and Big Data-driven Marketing. The review of literature provides a view of the theoretical underpinning and implementation of Quality 4.0 and big data-driven marketing. Research questions will concentrate on the dependency relationship between Quality 4.0 and big data marketing and the problems faced in carrying them out jointly. Quality 4.0 integration and big data marketing bring encouraging relationships, e.g., using predictive analytics for enhancing quality and personalizing the customers’ experiences. Real-time data from Quality 4.0 Systems would provide actionable insights into marketing strategies meant for personalization, enhancing customer satisfaction, as well as enhancing operational efficiency. Nonetheless, there are still problems relating to general data governance, privacy-related issues, and the general context of an enabling environment. The Big Data-driven marketing restructuring in Quality 4.0 conveys actionable information that is applied to improve product quality and engage customers through data-driven decision making. In theory, it broadens the base of intersection between quality management and marketing with emerging technologies embedded in a new model for company strategy. And finally, it opens the way for further research into whether and how innovation is related to quality management in different industry settings. This study adds to the literature by exploring the intersection between Quality 4.0 and big data-based marketing and shedding light on ways of using digital technologies not only for quality enhancement but also in the backdrop of marketing. The paper presents a novel framework based on confluence between these two domains by underlining their shared potential for fostering organizational innovation. The study recommends further research on both topics. Keywords— Quality 4.0, Big Data, Data-driven Marketing, Predictive Analytics, Industry 4.0.
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Berger, Thomas. "Human Resource Risk Management Concepts." In 8th International Conference on Human Interaction and Emerging Technologies. AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1002796.
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The German Supervisory Board as intended by the German stock corporation act should not only supervise the Executive Board, but also be able to advise and steer it (not in day-to-day business, but strategically). As part of this task, the Supervisory Board needs adequate information on the risks the corporation faces, in all areas of business, e.g. finance, marketing or human resource. As strategic management is a core responsibility of the executive board and supervisory board and personnel risks are an essential part of strategy development and execution, information on the prevalence and severity of personnel risks are essential for a sound debate on strategic issues in the Supervisory Board. Like all risks, the management of personnel risks must be an integral part of a cyclical and company-specific strategy process. Currently, however, the area of human resource risk management plays only a minor role, which may be due to the supposedly comparatively more complex quantifiability of personnel risks or the complexity of human factor interactions. But risks in the domain of human resources are not only an important part of risk management because of current regulatory developments e.g. in the area of corporate social responsibility (CSR), but also because of the important role human resources play at companies in general. Personnel risks cannot be seen independently of a corporate strategy as humans execute them: Every strategy risk is linked with human resources.We therefore have analyzed existing human resource risk concepts with the aim of how such concepts could be used in Supervisory Boards especially for members of the employee representation to be able to advise and steer the Executive Board. We found a number of existing studies dealing with personnel risks from different angles and a few concepts for managing personnel risks. We also found that evidence is scant for personnel risks as a whole category, not only focusing on one area like motivation or health in general, but more broad categories like management risks or adaption risks. The aim of this paper therefore is to first provide a rationale for human resource risk management, second to provide an overview on existing studies and concepts in this field and third to summarize the various concepts into one for the potential usage in the Supervisory Board. This paves the way for more empirical studies on personnel risks and their relation to strategic management or enterprise risk management.
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A. Mach, Maria, and Mieczyslaw L. Owoc. "Validation as the Integral Part of a Knowledge Management Process." In 2001 Informing Science Conference. Informing Science Institute, 2001. http://dx.doi.org/10.28945/2399.
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Observing new concepts in information technology, we pay attention to its impact on more effective supporting human and organisational knowledge. Knowledge management (KM) is one of such promising and intriguing concepts. Its goals and infrastructures are defined in different ways, therefore interdisciplinary approach seems to be useful. We have presented a short survey of theoretical concepts in management, marketing and decision theory, which were adapted by the theory of KM. On the other hand, knowledge validation (KV), defined as two procedures: verification and evaluation any form of knowledge, is aimed on assuring its quality. The paper discusses the crucial interrelationships between knowledge validation and management. The main goal of this work is positioning KV activities in the context of knowledge management process, emphasising usability of KV techniques during the whole process.
Reports on the topic "Marketing Management Concepts"
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LaRaine Ingram, Keisha. Co-Creation in Marketing and Brand Strategy. Vilnius Business College, 2024. https://doi.org/10.57005/ab.2024.2.2.
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Co-creation in branding and marketing strategy represents a paradigm shift from traditional, company- centric approaches to more interactive, customer-centric models. This concept involves engaging customers as active participants in the creation and enhancement of products, services, and brand experiences. Co-creation fosters deeper customer engagement and loyalty and drives innovation and competitive advantage. The theoretical foundations of co-creation can be traced to service-dominant logic, which emphasizes the role of the customer as a co-creator of value rather than a passive consumer. In branding, co-creation allows consumers to contribute to the brand narrative and identity, as evidenced by successful implementations in companies like LEGO and Coca-Cola. In marketing strategy, it leads to more personalized and effective campaigns by leveraging customer insights to tailor messages and interactions. The benefits of co-creation include enhanced customer engagement, increased innovation, and improved marketing effectiveness. However, challenges such as managing the complexity of customer involvement and maintaining brand coherence must be addressed. This abstract synthesizes the critical aspects of co-creation in branding and marketing, highlighting its transformative potential while acknowledging the need for strategic management to harness its full benefits. Through a comprehensive examination of the literature and real-world examples, this study underscores the significance of co-creation as a driving force for contemporary branding and marketing strategies.
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De la Puente, Katia Inés, Celene Romero Haddad, and Elvis Gustavo Flórez Álvarez. Brand. Ediciones Universidad Cooperativa de Colombia, 2023. http://dx.doi.org/10.16925/gcnc.95.
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The purpose of this document is to provide students of the Business Administration program with reference material on one of the topics related to marketing management in organizations, such as brand creation. We will go through the evolution of the brand and the concept, the importance of creating a brand, its characteristics and typology, going through the elements and the different brand strategies that companies can develop. We will also highlight the value of a brand and its benefits.
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Yahav, Shlomo, John Brake, and Noam Meiri. Development of Strategic Pre-Natal Cycling Thermal Treatments to Improve Livability and Productivity of Heavy Broilers. United States Department of Agriculture, 2013. http://dx.doi.org/10.32747/2013.7593395.bard.
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The necessity to improve broiler thermotolerance and live performance led to the following hypothesis: Appropriate comprehensive incubation treatments that include significant temperature management changes will promote angiogenesis and will improve acquisition of thermotolerance and carcass quality of heavy broilers through epigenetic adaptation. It was based on the following questions: 1. Can TM during embryogenesis of broilers induce a longer-lasting thermoregulatory memory (up to marketing age of 10 wk) that will improve acquisition of thermotolerance as well as increased breast meat yield in heavy broilers? 2. The improved sensible heat loss (SHL) suggests an improved peripheral vasodilation process. Does elevated temperature during incubation affect vasculogenesis and angiogenesis processes in the chick embryo? Will such create subsequent advantages for heavy broilers coping with adverse hot conditions? 3. What are the changes that occur in the PO/AH that induce the changes in the threshold response for heat production/heat loss based on the concept of epigenetic temperature adaptation? The original objectives of this study were as follow: a. to assess the improvement of thermotolerance efficiency and carcass quality of heavy broilers (~4 kg); b. toimproveperipheral vascularization and angiogenesis that improve sensible heat loss (SHL); c. to study the changes in the PO/AH thermoregulatory response for heat production/losscaused by modulating incubation temperature. To reach the goals: a. the effect of TM on performance and thermotolerance of broilers reared to 10 wk of age was studied. b. the effect of preincubation heating with an elevated temperature during the 1ˢᵗ 3 to 5 d of incubation in the presence of modified fresh air flow coupled with changes in turning frequency was elucidated; c.the effect of elevated temperature on vasculogenesis and angiogenesis was determined using in ovo and whole embryo chick culture as well as HIF-1α VEGF-α2 VEGF-R, FGF-2, and Gelatinase A (MMP2) gene expression. The effects on peripheral blood system of post-hatch chicks was determined with an infrared thermal imaging technique; c. the expression of BDNF was determined during the development of the thermal control set-point in the preoptic anterior hypothalamus (PO/AH). Background to the topic: Rapid growth rate has presented broiler chickens with seriousdifficulties when called upon to efficiently thermoregulate in hot environmental conditions. Being homeotherms, birds are able to maintain their body temperature (Tb) within a narrow range. An increase in Tb above the regulated range, as a result of exposure to environmental conditions and/or excessive metabolic heat production that often characterize broiler chickens, may lead to a potentially lethal cascade of irreversible thermoregulatory events. Exposure to temperature fluctuations during the perinatal period has been shown to lead to epigenetic temperature adaptation. The mechanism for this adaptation was based on the assumption that environmental factors, especially ambient temperature, have a strong influence on the determination of the “set-point” for physiological control systems during “critical developmental phases.” Recently, Piestunet al. (2008) demonstrated for the first time that TM (an elevated incubation temperature of 39.5°C for 12 h/d from E7 to E16) during the development/maturation of the hypothalamic-hypophyseal-thyroid axis (thermoregulation) and the hypothalamic-hypophyseal-adrenal axis (stress) significantly improved the thermotolerance and performance of broilers at 35 d of age. These phenomena raised two questions that were addressed in this project: 1. was it possible to detect changes leading to the determination of the “set point”; 2. Did TM have a similar long lasting effect (up to 70 d of age)? 3. Did other TM combinations (pre-heating and heating during the 1ˢᵗ 3 to 5 d of incubation) coupled with changes in turning frequency have any performance effect? The improved thermotolerance resulted mainly from an efficient capacity to reduce heat production and the level of stress that coincided with an increase in SHL (Piestunet al., 2008; 2009). The increase in SHL (Piestunet al., 2009) suggested an additional positive effect of TM on vasculogenesis and angiogensis. 4. In order to sustain or even improve broiler performance, TM during the period of the chorioallantoic membrane development was thought to increase vasculogenesis and angiogenesis providing better vasodilatation and by that SHL post-hatch.