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Relevant bibliographies by topics / Marketing of partnerships

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Academic literature on the topic 'Marketing of partnerships'

Author: Grafiati

Published: 28 May 2022

Last updated: 29 May 2022

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Journal articles on the topic "Marketing of partnerships"

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Duane, Sinead, and Christine Domegan. "Social marketing partnerships: Evolution, scope and substance." Marketing Theory 19, no. 2 (September 11, 2018): 169–93. http://dx.doi.org/10.1177/1470593118799810.

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The popularity and benefits of social marketing partnerships accord partnerships as the 5th ‘P’ of the social marketing mix and an essential element of interventions. Yet the scope and substance of partnerships within social marketing remains ambiguous and is an underutilized marketing mix tool. This article critically examines over 50 years of social marketing academic literature to uncover and unpack the full potential of social marketing partnerships and the various forms taken. Periodization is applied as a lens and method for modelling partnership evolution over time. Three dominant eras of social marketing partnerships are evident; the period of transaction, the period of formalization and the period of integrated systems, each with different partnership understandings and characteristics. By examining social marketing partnerships as an evolving entity, this article identifies a ‘constant flux’ trajectory, with partnerships continuing to respond and react to broadening environmental and theoretical catalysts with the development of a model of social marketing partnerships in sight.

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Duane, Sinead, Sinead Duane, Christine Domegan, and Brendan Bunting. "Partnering for UN SDG #17: a social marketing partnership model to scale up and accelerate change." Journal of Social Marketing 12, no. 1 (September 29, 2021): 49–75. http://dx.doi.org/10.1108/jsocm-10-2020-0200.

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Purpose The United Nations (UN) 17 Sustainable Development Goals (SDG) places partnerships as a vital mechanism, which strengthens the implementation of change strategies. The SDG targets are ambitious; acknowledging the interconnected multifaceted issues that are currently facing society. Similarly, social marketing thought is transitioning to embrace systemic change strategies, realising no one organisation can have an impact on the emerging grand challenges. Partnerships are the 5th P in the social marketing mix, however, partnerships is also a nebulous term which has been criticised for lacking theoretical development. This study aims to answer the call from both the UN and social marketing community for further research to guide the development and implementation of impactful transformative partnerships. Design/methodology/approach A robust mixed method approach to develop and test a social marketing partnership model is presented. Trust and relationship commitment are at the forefront of successful partnership exchanges. Morgan and Hunt’s (1994) trust and relationship commitment model is extended into the social marketing domain. Findings The findings validate Hasting’s (2003) call for social marketers to listen to their commercial marketing counterparts, positioning trust and commitment as essential to change strategies. As the degree of complexities in the multifaceted world continues to accelerate, partnerships for change (UN SDG #17) will pay off, driving more effective and smarter collaborations amongst a diverse range of stakeholders at different levels in different networks. Partnerships will elevate social marketing to deliver systemic transformation for complex problems with far reaching collective and sustainable consequences. Research limitations/implications With trust/mistrust critical to successful exchanges and exchange central to social marketing, quantitative measurement of the antecedents to and outcomes of partnerships can inform the evaluation, impact and management of social marketing interventions. Practical implications Three contributions are made, which support the selection, implementation and evaluation of social marketing partnerships. Key social marketing partnership characteristics are operationalised supporting the partnership selection process. Measurement scales are developed to assist in evaluating partnership relationships over time. The model is empirically tested to investigate the relationships between key mediating variables of social marketing partnerships. Originality/value This paper presents a validated 5th P Partnership model for social marketers, accelerating social marketing’s capacities to deliver systemic transformation for complex problems with far reaching collective and sustainable consequences and UN SDG #17.

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Rezaei, Jafar, Roland Ortt, and Paul Trott. "Supply chain drivers, partnerships and performance of high-tech SMEs." International Journal of Productivity and Performance Management 67, no. 4 (April 9, 2018): 629–53. http://dx.doi.org/10.1108/ijppm-01-2017-0017.

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Purpose The purpose of this paper is to examine high-tech small-to-medium-sized enterprises (SMEs) supply chain partnerships. Partnerships are considered at the level of business function rather than the entire organisation. Second, the drivers of SMEs to engage in partnerships are assessed to see whether functions engage in partnerships for different reasons. Third, performance per function is assessed to see the differential effect of partnerships on the function’s performance. Design/methodology/approach In this study, the relationship between the drivers of SMEs to engage in partnerships, four types of partnerships (marketing and sales, research and development (R&D), purchasing and logistics, and production) and four types of functional performances of firms (marketing and sales, R&D, purchasing and logistics, and production) are examined. The data have been collected from 279 SMEs. The proposed hypotheses are tested using structural equation modelling. Findings The results indicate that there are considerable differences between business functions in terms of the degree of involvement in partnerships and the effect of partnerships on the performance of these functions. This paper contributes to research by explaining the contradictory results of partnerships on SMEs performance. Practical implications This study helps firms understand which type of partnership should be established based on the firm’s drivers to engage in supply chain partnership; and which partnership has a significant effect on which type of business performance of the firm. Originality/value The originality of this study is to investigate the relationship between different drivers to engage in supply chain partnership and different types of partnerships and different functional performance of firm in a single model.

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Negoro, Abul Haris Suryo, Abdul Kholiq Azhari, and Anastasia Murdyastuti. "PARTNERSHIP MODEL IN IMPROVING CIVIL FARMERS COMPETITIVENESS IN BONDOWOSO DISTRICT." International Journal of Social Science and Business 3, no. 4 (October 18, 2019): 377. http://dx.doi.org/10.23887/ijssb.v3i4.18680.

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Business partnerships between medium-sized entrepreneurs, large and small entrepreneurs, are carried out in the partnership triangle to increase added value and product competitiveness. Partnerships can overcome the problems of capital, management, entrepreneurship, technology, and network marketing. Widespread market share and cassava marketing network, as a manifestation of increasing competitiveness and added value of cassava, as well as the realization of the partnership principle. Although the partnership model is pseudo, the implementation of the partnership principle is active, the business competitiveness of cassava farmers tends to be high. The high competitiveness of products is reflected in the vast and varied market share of cassava, such as tape businessmen, tapioca flour factories, and sellers/traders of cassava and tape and cakes. Therefore the essential partnership is a transformation for the realization of cassava farmers as competitive producers and entrepreneurs who always produce the products/commodities needed by their customers.

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Muhammad Haq, Farooq. "The significance of partnership as a marketing strategy for Islamic spiritual tourism." Journal of Islamic Marketing 5, no. 2 (June 3, 2014): 258–72. http://dx.doi.org/10.1108/jima-11-2013-0079.

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Purpose – This paper aims to highlight the significance of partnership among stakeholders as a marketing strategy for Islamic spiritual tourism. Partnership as a marketing strategy is studied by interviewing stakeholders on the supply side of Islamic tourism. Only recently, Islamic spiritual tourism has been identified, not recognised yet, as a growing segment of Islamic tourism that needs to be effectively marketed. Design/methodology/approach – Convenient sampling was used in this exploratory research to select and interview tourism operators selling in-bound and out-bound Islamic spiritual tourism in Australia and Pakistan. Cross-case content analysis was used to identify critical themes related to marketing Islamic spiritual tourism. Findings – Three issues emerged from the content analysis in this study: political, commercial and religious. The management of these three issues is found necessary to effectively build and implement horizontal partnerships among stakeholders on the supply side in Islamic spiritual tourism. Research limitations/implications – The selected sample is not the representation of the population based in the two countries. Only few potential participants agreed to be interviewed due to the perceived threat of manipulation of their views. Findings of this research contribute to the theory of marketing Islamic tourism specifically, and tourism in general. Practical implications – The three issues found in this study provide a guideline for crafting strategies to market Islamic spiritual tourism based on local and global partnerships. Social implications – The three issues found in this study provide a platform for cultural understanding and coherence. Originality/value – This original study advocates partnerships among tourism operators, government bodies, destination managers and religious organisations involved in Islamic spiritual tourism. The structure and implementation of partnerships should critically consider the political, commercial and religious issues.

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Sorensen, Julie A., Devon Brewer, Lynae Wyckoff, Melissa Horsman, Erika Scott, and John J. May. "Building Safety Partnerships Using Social Network Analysis." Social Marketing Quarterly 19, no. 2 (March 28, 2013): 67–75. http://dx.doi.org/10.1177/1524500413483457.

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Although public–private partnerships have been useful components in public health and safety initiatives, little has been published on how to cultivate effective public health and safety partnerships for upstream social marketing initiatives. Using the development of a U.S. tractor safety alliance as an example, we illustrate how social network analysis can be used to identify organizations that are likely to be strategic partners and targets for upstream social marketing. In our project, knowledgeable informants first identified members of a national agricultural stakeholder network in the United States. Then, we surveyed the representatives of these organizations about their organizations’ interest in joining a new U.S. tractor safety initiative, the connections between their own and other stakeholder organizations, and their perceptions of the organizations most able to advance a U.S. tractor safety initiative. From our analysis of these data, we identified 10 organizations that have the partnerships, resources, and interest necessary to lead an effective tractor safety partnership. These organizations will be the focus of an upstream social marketing initiative aimed at building a strategic tractor safety alliance.

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Abratt, Russell, and Phillip Michael Kelly. "Customer–supplier partnerships." Industrial Marketing Management 31, no. 5 (August 2002): 467–76. http://dx.doi.org/10.1016/s0019-8501(01)00174-2.

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Rayne, Daniel, Civilai Leckie, and Heath McDonald. "Productive partnerships? Driving consumer awareness to action in CSR partnerships." Journal of Business Research 118 (September 2020): 49–57. http://dx.doi.org/10.1016/j.jbusres.2020.06.037.

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Wölfel, Joachim, and Pan Theo Grosse-Ruyken. "Fairness of the NPD partnership’s financial distribution pie." Journal of Business & Industrial Marketing 34, no. 5 (June 3, 2019): 1016–29. http://dx.doi.org/10.1108/jbim-11-2018-0339.

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Purpose Industry practice shows that buyer-supplier partnerships are negatively influenced by zero-sum pie-sharing competition. Interfirm rivalry vis-à-vis a fair financial distribution of the mutually generated partnership pie is a growing source of concern for firms because fairness has a direct effect on the competitiveness of a partnership. This study aims to examine the consequences of fairness in pie-sharing within buyer-supplier new product development (NPD) partnerships on product-innovation, product-quality and product-cost, as well as the mediating role of opportunism. Design/methodology/approach The empirical analyses are grounded on data from 147 NPD partnerships between Tier-1 suppliers and automotive manufacturers, using structural equation modeling with SPSS AMOS. Findings Findings indicate that pie-sharing fairness significantly influences the partnership’s ability to increase NPD effectiveness and efficiency. Moreover, unfairness in sharing the mutual pie showed to promote harmful opportunism, which negatively mediates the relationship between pie-sharing fairness and NPD performance. To control partners’ fairness perception in the first place, the analysis revealed three factors that affect pie-sharing fairness significantly, i.e. relationship induced financial performance, behavioral tension and interfirm dependency. Originality/value Exchange relationships are built on economic and social components, both of which can be combined within the construct of pie-sharing fairness. Firms must take an interest in their exchange partner’s equitable share of the mutually generated partnership pie, as pie-sharing fairness can be used to promote determinants of effectiveness and efficiency of their mutual NPD project. In a two-sided mutually contingent exchange behavior, the firm’s own welfare must be regarded as an interorganizational overlap with the partner’s, which can be optimized only by mutual efforts.

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Kuzmynchuk, Nataliia V., Svitlana V. Dombrovska, Oksana B. Konarivska, Nelli A. Leonenko, Svitlana V. Chernobrovkina, and Natalya V. Asaulenko. "Increasing marketing activity of hotel and restaurant business enterprises as a basis for the development of the tourism industry." Journal of Geology, Geography and Geoecology 30, no. 2 (July 18, 2021): 306–14. http://dx.doi.org/10.15421/112127.

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Modern views on the role and importance of partnership marketing are the basis for the effective strategyormation for the competitiveness of the hotel and restaurant industry and the tourism business in a crisis time of the tourism industry due to the coronavirus pandemic and the effect of restrictive measures. The presented article is aimed at the using modern analytical and methodological tools for assessing the competitive status and marketing activity of the hotel and restaurant enterprises and tourism business in the context of applying the principles of marketing partnerships and its implementation in practice of tourism. The purpose of the article is to develop and implement a model of resource-activity potential management and the forma- tion of a competitive status of hotel and restaurant business enterprises and the development of tourism industry based on marketing of affiliate relations. With the help of the factor analysis it is formed the components and indicators of competitive status of the hotel and restaurant enterprises and tourism business, emphasizing the importance of marketing activity in the field of the service promotion and partnership with stakeholders as a reflection of mobilization and the full use of marketing potential.This methodical approach to assessing the level of competitive status of the enterprises of hotel and restaurant industry and tourism business in the context of the resource and activity support on the implementing principles of the concept of marketing partnerships is proposed. It is established that enterprises have unstable dynamics of the integrated indicator of resource potential and activity, which indicates a lack of attention from managers and managers of the hotel and restaurant business to the formation of partnerships with stakeholders on a long-term basis. The results of the impact modeling of the marketing activity of the hotel and restaurant enterprises and tourism business on the level of their competitive status allowed to propose the measures of managerial influence aimed at solving the problem of increasing competitive status in the difficult conditions of the tourism industry. The practical value is the formation and implementation of the activities aimed at the establishing long-term partnerships with stakeholders in order to form a competitive status of the hotel and restaurant industry and tourism business.

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Dissertations / Theses on the topic "Marketing of partnerships"

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Hunter, Katherine V. "Cause-related marketing for breast cancer investigating tools for partnerships /." Connect to this title online, 2007. http://etd.lib.clemson.edu/documents/1181668187/.

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Edwards, Remi A. "How Organizations and Their Brands Leverage Marketing Partnerships to Enhance Their Success: The Guidelines to Navigating Both Reaffirming and Repositioning Strategic Partnerships." Scholarship @ Claremont, 2019. https://scholarship.claremont.edu/cmc_theses/2042.

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Understanding the different factors, influencers, and outcomes that form a successful brand partnership allow for marketers to make informed decisions that benefit their company. This paper provides a comprehensive review of the literature regarding partnership marketing and issues a set of guidelines for marketers to strategically market their brand by way of collaboration. With two distinct strategic frameworks, reaffirming partnerships and repositioning partnerships, this paper seeks illustrate the efficacy of brand collaboration and how to achieve success based on varying brand goals.

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Oburai, Prathap. "An exploration of the processes and implications of strategic alliances and supplier partnerships : a theoretical synthesis." Thesis, University of Strathclyde, 2001. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=21199.

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The marketing discipline is evolving and so is its agenda with the advent of relationship marketing and other related sub-fields. Till recently, business literature focused largely on competition, and cooperation, its counter part, has received insufficient attention. With a view to redress the situation, this thesis investigates the phenomenon of customer supplier alliances and partnerships and aims to make fundamental theoretical contributions in the sub-field of business-to-business relations and cooperation. The eclectic and wide-ranging enquiry is a main research tool employed and hence the character of this dissertation is interdisciplinary. An extensive literature review of a number of related disciplines is undertaken in order to understand and capture the essence of relationship strategies and their implications. These ideas and alternative research processes were exposed to critical comment by submitting papers to major conferences to increase feedback and validity of ideas. In addition, a qualitative exploratory survey was carried out in order to understand the strategic issues concerning alliances and partnerships. The research findings were combined with theoretical ideas to derive a Routines-Relationships-Resources (3Rs) model. This 3Rs model is made up of three cores that underlie all business strategies including those designed to generate competitive advantage through the route of cooperative alliances and partnerships. The 3Rs model is elaborated, and a set of interrelated propositions and directions for future research are outlined. These are offered to fuel large scale investigations for (dis)confirmation of the model.

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Gislefoss, Sandra, and Matilda Måhl. "When 2 become 1 : En studie kring betydelsen av samarbeten mellan artister och företag." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-10777.

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The aim of this study is to create understanding of why companies should collaborate with artists and how artists and businesses build strong partnerships. We also want to understand the development of relations between the music industry and companies, together with the problems, possibilities and implications it has for both artists and corporate identity and brand. The music industry has been changing rapidly during the digital revolution and new problems and opportunities have emerged which the music industry can choose to either embrace or renounce. This study is made with a qualitative approach based on interviews with relevant individuals from the music industry. We have carefully chosen these individuals to counterpart different segments of the music industry and to execute our purpose from various perspectives. On account of the qualitative approach of the study it is not our intention to generalize the results. Although we have recognized some tendencies that the digital revolution has had a strong and important impact on how marketers in the music industry has to work with marketing artists and music. This will be further examined in chapter six where we intend to explain our conclusions.

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Klein, Daniel F. "Partnerships in Fostering Poverty Alleviation: A Case Study on the Together Ohio Campaign in Appalachian Communities." Ohio University Honors Tutorial College / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1307038746.

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Forsström, Birgitta. "Value co-creation in industrial buyer-seller partnerships--creating and exploiting interdependencies : an empirical case study /." Åbo : Åbo Akademi University Press, 2005. http://www.loc.gov/catdir/toc/fy0602/2005419943.html.

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Thomas, Michael L. "Cause-related marketing partnerships : an application of associative learning theory principles for both short and long-term success for the brand /." Available to subscribers only, 2007. http://proquest.umi.com/pqdweb?did=1456285521&sid=8&Fmt=2&clientId=1509&RQT=309&VName=PQD.

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Zach, Florian Josef. "PARTNERS AS SUPPLIERS FOR INNOVATION: THE DEVELOPMENT OF NEW SERVICES BY AMERICAN DESTINATION MARKETING ORGANIZATIONS." Diss., Temple University Libraries, 2009. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/62315.

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Business Administration
Ph.D.
Extant literature identified the value of innovative firm behavior for organizational success for manufacturers and service providers (Christensen, 1998; Damanpour, 1991; de Brentani, 1993; Easingwood, 1986; Schumpeter, 1939; Senge, 1994). Increasing complexity of consumer markets, information technologies and an economic environment that forces organizations to rethink their business strategies are especially characteristic for service providers, making the development of new services an essential, but also risky task. A series of organizational conditions, such as a formalized new products/service development process, managerial support for innovation and a culture that encourages innovation were identified as critical for the successful development of innovations. Little research, however, has been done to understand the role of partners for the development of new service, and in particular to evaluate which aspects of new service development benefit the most from partner involvement. To understand the link between organizational settings for innovation and inter-organizational relationships in the new service development process, this study incorporates three areas of research: innovation, supply chain management and inter-organizational relationships. This study was framed within tourism destinations, especially destination marketing organizations (DMOs). They are responsible to market and develop a destination and, due to their role as information intermediaries, their need to collaborate with destination businesses to deliver a seamless tourism experience. This study consists of two major phases. First, a national study among the population of American DMOs was conducted to identify the extent of innovation, the drivers of partner integration in new service development as well as their impact on new services. Second, the value of organizational innovation settings on partnership integration was identified. Study results provide insight into the current status of innovation development and partner integration in the new service development process. The results also indicate that the nature of DMOs was changing from pure marketing organizations to management organizations that actively participate in destination development through innovation. In this study innovation was measured by three core elements: orientation towards demand, strategic and corporate fit as well as newness. DMOs do collaborate with partners to develop new tourism products and services. Partner integration was driven by top management support, as well as a strategic and long-term perspective towards partnerships. Furthermore, partner integration was found to have a positive effect on the strategic and corporate fit as well as market orientation. Lastly, DMOs that organize for the development of new services were found to achieve a more positive effect on innovation. This study concluded that organizations strategically need to engage in inter-organizational relationships with the goal to incorporate partners in the new service development process. Furthermore, organizational strategies towards innovation are critical as they enable the organization to achieve better results. Partnerships, thus, are critical for innovation, whereby innovation can be programmed given that it is supported through organizational settings.
Temple University--Theses

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E, Cascante Quirós María Jesús, and Natalia Schlothauer. "From Sole-Creation to Co-Creation : Social Marketing Value Creation through Corporate-NPO Collaboration." Thesis, Högskolan i Gävle, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-23453.

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Aim: The aim of this study was to investigate the structure of social marketing within a collaboration between non-profit organisations (NPOs) and business organisations as well as whether this collaboration facilitates the process of social marketing for the NPOs. For this purpose, Austin and Seitanidi´s (2012a, 2012b, 2014) Collaborative Value Creation (CVC) framework was applied to social marketing as value outcome by combining it with Andreasen and Kotler´s (2003) model of the social marketing process in NPOs. Method: A qualitative study was conducted based on secondary and primary data. Hereby, primary data was gathered from a total of seven NPOs and twelve respondents across Sweden by the use of face-to-face and phone interviews. Result & Conclusions: Two main findings were identified in this study. Firstly, within the process of social marketing in a corporate-NPO collaboration the NPOs predominantly plan and design the campaigns independently. Hereby, it is shown that the NPO´s organisational model of operation influences the collaboration structure. Secondly, it is demonstrated that the corporate-NPO collaboration facilitates the NPOs social marketing process. Suggestions for future research: Further investigations of NPOs could be undertaken by distinguishing between their organisational model and area of operation in order to complement the presented theoretical model of the social marketing process in the corporate-NPO collaboration. Additionally, the perspective of business organisations could be considered. Contribution of the thesis: The present study contributes to literature by providing a theoretical model based of the social marketing process in the corporate-NPO collaboration. It demonstrates that this collaboration facilitates the social marketing process of the NPOs.

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Phan, Anton, and Sinem Yedic. "“This post is a paid sponsorship” Do we care? : How consumers perceive brands when social media influencers disclose paid partnerships." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-18256.

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An over-commercialized society has made consumers prefer the opinions of influential people in online settings. Companies have a harder time reaching consumers and therefore turn to social media influencers (SMIs) for exposure. With the growth of influencer marketing, regulations and guidelines in Sweden have been put in place to ensure consumers integrity. SMIs and companies are required to disclose paid partnerships. However, many companies have the perception that truthful marketing can affect consumers brand perception negatively. Research based on consumer brand perception and disclosed paid partnerships between SMIs and companies have not previously been explored. Therefore, the purpose of this thesis is to explore how consumers perceive brands when SMIs disclose paid partnerships. In order to gather consumers ́ brand perception when SMIs and companies collaborate, a qualitative study using focus groups was conducted, where the participants thoughts and opinions have been studied. The findings of this thesis indicate that the communication and characteristics of SMIs influences consumers brand perception. The factors analyzed were: influence of SMIs, content, trust and truthfulness. The factors were important for how consumers perceive the SMI and brand of companies. The most important implication of this thesis is that the study can be of use for companies that seek to collaborate with SMIs when the aim is to reach target groups and enhance brand perception.

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Books on the topic "Marketing of partnerships"

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Overton, Rodney. Sponsorships: Finding and selling marketing partnerships. Boat Harbour, N.S.W: Martin Books, 2008.

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Buzzell, Robert D. Channel partnerships: A new approach to streamlining distribution. Cambridge, Mass: Marketing Science Institute, 1994.

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Murray, Nick. Shared perceptions: The art of marketing real estate partnerships. Shrewsbury, N.J: R.A. Stanger, 1986.

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Walk your talk: Grow your business faster through successful cross-promotional partnerships. Berkeley, Calif: Spiral Pub., 1994.

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Oburai, Prathap. Strategic marketing alliances, partnerships, and networks: The logic of cooperation, roots, evaluation and advantage. Ahmedabad: Indian Institute of Management, 2006.

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Cause marketing: Build your image and bottom line through socially responsible partnerships, programs, and events. Chicago: Dearborn Trade Pub., 2002.

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1949-, Humphries Andrew, ed. Strategic alliances and marketing partnerships: Gaining competitive advantage through collaboration and partnering. London: Kogan Page, 2009.

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Building the value machine: Transforming your business through collaborative customer partnerships. London: Kogan Page, 2010.

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Saenger, Bruce W. Marketing mutual funds and limited partnerships to your life insurance clients. [New York]: Farnsworth, 1985.

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Oburai, Prathap. An exploration of customer-supplier alliances and partnerships: A synthesis of literature review and emperical investigation leading to 3Rs framework. Ahmedabad: Indian Institute of Management, 2006.

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Book chapters on the topic "Marketing of partnerships"

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Morrison, Alastair M. "Regional development, marketing and partnerships." In Tourism Marketing, 639–86. London: Routledge, 2022. http://dx.doi.org/10.4324/9781315856094-19.

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Halpern, Nigel, and Anne Graham. "Airport promotional mix, partnerships and engagement." In Airport Marketing, 263–92. 2nd ed. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003039563-9.

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Abraham, Joan. "Strategic Partnerships for Lifestyle Marketing." In Creating Brand Cool, 47–52. New York, NY : Routledge, 2021.: Routledge, 2021. http://dx.doi.org/10.4324/9781003141341-7.

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Oumlil, A. Ben. "Global Business Partnerships and Sourcing Strategies." In Proceedings of the 1998 Multicultural Marketing Conference, 479. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17383-2_97.

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Mariani, Marcello M. "The Role of Partnerships in Staging Tourist Experiences." In Tourism Management, Marketing, and Development, 173–93. New York: Palgrave Macmillan US, 2016. http://dx.doi.org/10.1057/9781137401854_9.

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Gadde, Lars-Erik, and Ivan Snehota. "Supplier Partnerships – what does it mean?" In Global Perspectives in Marketing for the 21st Century, 380–83. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17356-6_117.

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Redmond, William H., and Nancy J. Merritt. "Multifunctional Relations in Channel Partnerships." In Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference, 119–23. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-13159-7_27.

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Davis, Donna F., and Wesley Friske. "Improving Cross-Border Logistics: The Role of Public-Private Partnerships." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 341. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10951-0_129.

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Smith, Donna. "A Conceptual Model for Retailer-Vendor Strategic Partnerships." In Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference, 134. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10864-3_74.

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McLeod, Colin S., and Simon J. Bell. "Innovative Firms and the Management of Technological Partnerships: Evidence from Australia." In Global Perspectives in Marketing for the 21st Century, 314. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17356-6_92.

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Conference papers on the topic "Marketing of partnerships"

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Vasilenko, Marina A., Nikita A. Drozdov, Julia A. Tagiltseva, Elena L. Kuzina, and Marina A. Kuzina. "Systematic approach and advanced marketing in public-private partnerships." In 2017 International Conference "Quality Management,Transport and Information Security, Information Technologies" (IT&QM&IS). IEEE, 2017. http://dx.doi.org/10.1109/itmqis.2017.8085753.

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Shtern, Faina. "Bridging the gap between research and marketing: private and public partnerships." In Health Care Technology Policy II: The Role of Technology in the Cost of Health Care: Providing the Solutions, edited by Warren S. Grundfest. SPIE, 1995. http://dx.doi.org/10.1117/12.225337.

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Fratu, Delia. "THE MARKETING MIX - A BASIC TOOL IN THE MANAGEMENT OF THE TOURIST DESTINATION." In Fourth International Scientific Conference ITEMA Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2020. http://dx.doi.org/10.31410/itema.2020.55.

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Kotler's 2002 definition of place marketing is as follows: "Place marketing means designing a site to meet the needs of its target markets. The development of places means the development for a place of a systematic long-term marketing strategy, directed towards the identification and development of the natural and potential attributes of an area”. The elaboration of a marketing mix for the tourist destination is the main tool for marketing planning and for adopting the most appropriate strategies. Given that each tourist destination has its specificity, the marketing mix must contain its own elements, adapted to the objectives set. In this paper we chose to exemplify a way to apply and combine the components of the following marketing mix: product, price, distribution, promotion, staff, partnerships, packaging, security, process management for the tourist destination Brasov Area.

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Al-Zoubi, Munif Mohammed. "The growth of influencer marketing." In The European Union’s Contention in the Reshaping Global Economy. Szeged: Szegedi Tudományegyetem Gazdaságtudományi Kar, 2022. http://dx.doi.org/10.14232/eucrge.2022.21.

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Social media has changed our day to day life in so many aspects, and especially with COVID19 forcing people to stay at home, the use of the internet and platforms has increased dramatically. We now use social media for communication, learning, entertainment, and even for work purposes. There has been a significant increase in the number of people on all social media platforms, and this increase in the number of users viewing all sorts of content gave rise to influencers or “leaders of opinion”, i.e. experts in certain fields with many followers viewing their content. Influencers in many cases have the ability to affect the decision-making process of their followers, which caused many organizations to turn to them, giving them partnerships and sponsorships in exchange for influencers marketing their products/services. In this study, a comparison is attempted between the two biggest influencer marketing platforms, Tiktok and Instagram, and an attempt is made to give businesses who are thinking of using influencer marketing a better understanding of this phenomenon. The paper also aims to help businesses that already have an influencer marketing strategy in place realize if their current platform is most suitable to their business. This study uses qualitative research, as the data has been gathered through the multiple interviews with different types of businesses, influencers and social media experts.

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Krajíčková, Aneta. "Změny v managementu kulturního dědictví v důsledku pandemie Covid19." In XXIV. mezinárodního kolokvia o regionálních vědách. Brno: Masaryk University Press, 2021. http://dx.doi.org/10.5817/cz.muni.p210-9896-2021-38.

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The Covid19 pandemic has brought a lot of changes to people's lives, and also to the management of individual historical monuments. The aim of this paper is to identify effects of Covid19 pandemic on the daily working of two castles in the South Moravian Region (Lysice State Castle and Rájec nad Svitavou State Castle) and how it affected occupational safety and personnel management, monument security, cultural events, partnerships, marketing, and financial management. Qualitative research is based on interviews with castles’ wardens. The results show that due to the measures and the development of the situation, the pandemic meant above all higher demands on the management of the castles, especially in connection with the organization of cultural events, repairs and staffing. As an important part of management can also be considered the effort to remain in the awareness of the visitors and the associated more intensive use of social networks and a general focus on online tools.

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Wu, Zhonglun. "Research on Trust Governance of Marketing Channel Partnership." In 2011 International Conference on Management and Service Science (MASS 2011). IEEE, 2011. http://dx.doi.org/10.1109/icmss.2011.5998304.

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Zbyrannyk, O. M., and Yu V. Lisovyk. "Partnership marketing as a tool for strategic enterprise management." In Actual question of management of sustainable development in today’s society: problems and prospects. Kremenchuk Mykhailo Ostrohradskyi National University, 2021. http://dx.doi.org/10.30929/2227-3549.2021.10.59-60.

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Ryan-Harshman, Milly, Ellen Vogel, Bridgette Atkins, Jill McLean, Correy Myco, and Holly Jones Taggart. "PUBLIC-PRIVATE PARTNERSHIP: SUCCESSFUL DEVELOPMENT OF A SOCIAL MARKETING COURSE." In International Technology, Education and Development Conference. IATED, 2016. http://dx.doi.org/10.21125/inted.2016.0256.

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Jaroenwanit, Pensri, Kampanat Siriyota, and Phaibun Yanakittkul. "The Creation of Distribution Channel, Marketing Activities, and Partnership Networks for Community Enterprises in Thailand." In Proceedings of the 2nd Borobudur International Symposium on Humanities and Social Sciences, BIS-HSS 2020, 18 November 2020, Magelang, Central Java, Indonesia. EAI, 2021. http://dx.doi.org/10.4108/eai.18-11-2020.2311703.

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Černikovaitė, Miglė. "The impact of Influencer marketing on consumer buying behavior in social networks." In Contemporary Issues in Business, Management and Economics Engineering. Vilnius Gediminas Technical University, 2019. http://dx.doi.org/10.3846/cibmee.2019.082.

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Purpose – the purpose of the article is to analyze the impact effect of Influencers marketing on consumer buying behavior by determining which partnership opportunities are most relevant. Research methodology – the theoretical analysis of scientific literature and quantitative statistical analysis of empirical research results. Findings – the research in Lithuania has shown that before making a decision to purchase a product or a service, most respondents are actively seeking information in social networks by reading other costumers feedback. Moreover, the survey reveals that recommendations, comments, shared information about certain brands by Influencers are the most important factors in changing buying behavior. Research limitations – the main limitations of research may be the geographical research area – Lithuania and social networks (Facebook). Practical implications – understanding of Influencers impact on consumer buying behavior. Originality/Value – this scientific topic is rather new. Scientists, like Matsumura, Yamamoto, & Tomozawa (2008), investigated Influencers and Consumer Insights impact in the Blogosphere; Thakur, Srivastava (2015) presented a Conceptual research model of Influencers impact of Customer Satisfaction and Loyalty and etc. However, there is a lack of research investigating the impact of Influencer marketing on consumer buying behavior. This research aims to fill this gap in the Lithuanian case

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Reports on the topic "Marketing of partnerships"

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Bird, L. A., and E. S. Brown. Utility-Marketing Partnerships: An Effective Strategy for Marketing Green Power? Office of Scientific and Technical Information (OSTI), April 2006. http://dx.doi.org/10.2172/882040.

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Bird, L. A., and E. S. Brown. Utility-Marketer Partnerships. An Effective Strategy for Marketing Green Power? Office of Scientific and Technical Information (OSTI), April 2006. http://dx.doi.org/10.2172/1219305.

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