Relevant bibliographies by topics / Marketing strategy

Contents

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

Academic literature on the topic 'Marketing strategy'

Author: Grafiati
Published: 4 June 2021
Last updated: 11 September 2023

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Journal articles on the topic "Marketing strategy"

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Varadarajan, Rajan. "Strategic marketing, marketing strategy and market strategy." AMS Review 5, no. 3-4 (November 27, 2015): 78–90. http://dx.doi.org/10.1007/s13162-015-0073-9.

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Shaw, Eric H. "Marketing strategy." Journal of Historical Research in Marketing 4, no. 1 (January 27, 2012): 30–55. http://dx.doi.org/10.1108/17557501211195055.

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Feldman, Laurence P., and Albert L. Page. "MARKETING STRATEGY." Journal of Business Strategy 5, no. 4 (February 1985): 79–85. http://dx.doi.org/10.1108/eb039090.

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Nakamura, Sena. "Competitive Marketing Strategy." Japan Marketing Journal 39, no. 1 (June 28, 2019): 97–105. http://dx.doi.org/10.7222/marketing.2019.028.

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Abdullah Saif, Nashwan Mohammed. "How does Marketing Strategy Influence Firm Performance? Implementation of Marketing Strategy for Firm Success." International Journal Of Innovation And Economic Development 1, no. 3 (2015): 7–15. http://dx.doi.org/10.18775/ijied.1849-7551-7020.2015.13.2001.

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Pandurangarao, Dasari. "http://researchleap.com/how-does-marketing-strategy-influence-firm-performance-implementation-of-marketing-strategy-for-firm-success/." International Journal Of Innovation And Economic Development 1, no. 3 (2015): 16–22. http://dx.doi.org/10.18775/ijied.1849-7551-7020.2015.13.2002.

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Marketing strategy has been a focus of organizations and a tool for attaining overall firm performance. Our study contributes to the existing study of marketing strategy by supporting a relationship between marketing strategy factors and overall firm performance. Deduction from existing literature enabled a construction of a conceptual model that explains overall firm performance. Promotion, pricing, distribution, and product standardization and adaptation have an impact on sales, customer and financial performance of firms. The study suggests that the impact is mediated by marketing strategy implementation success. At the same time the impact of moderating factors of product homogeneity, stage of product life cycle and competitive intensity are present.
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Mogilko, M. D. "DIGITAL MARKETING STRATEGY." Business Strategies, no. 5 (January 1, 2016): 5. http://dx.doi.org/10.17747/2311-7184-2016-5-5.

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Tsurska, B. "MARKETING COMMUNICATION STRATEGY." Scientific papers OF DMYTRO MOTORNYI TAVRIA STATE AGROTECHNOLOGICAL UNIVERSITY (ECONOMIC SCIENCES) 40 (2019): 264–70. http://dx.doi.org/10.31388/2519-884x-2019-40-264-270.

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Aleshnikova, V. I., T. A. Beregovskaya, and E. V. Sumarokova. "Omnichannel marketing strategy." Vestnik Universiteta, no. 2 (April 7, 2019): 39–45. http://dx.doi.org/10.26425/1816-4277-2019-2-39-45.

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Scientific and practical problem, associated with the organization of longterm mutually beneficial relations between the seller and the buyer based on digital marketing has been examined. The concepts of the marketing channel as a single channel of sales, service, control, which uses diff ent formats, media tools; as well as omnichannel strategy based on the interests of the seller and the buyer have been сlarified. The results of a comparative analysis of multichannel and omnichannel strategies in marketing according to nine characteristics; author’s model “omnichannel marketing wheel” have been introduced in the article. The model reflects the specifics of the omnichannel marketing strategy. Seven main groups of elements, that provide the conditions for a «seamless» continuous mutually beneficial interaction between seller and customer, have been presented in this model.
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McTavish, Ronald. "Implementing Marketing Strategy." Management Decision 26, no. 5 (May 1, 1988): 9–12. http://dx.doi.org/10.1108/eb001510.

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Dissertations / Theses on the topic "Marketing strategy"

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Bång, Andreas, and Cajsa Roos. "Digital Marketing Strategy." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35282.

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Abstract Course/level: 2FE16E, Bachelor Thesis Authors: Bång Andreas & Roos Cajsa Tutor: Krister Jönsson Examiner: Pejvak Oghazi Title: Digital Marketing Strategy within Manufacturing Industry – A qualitative case study Keywords: Digital marketing strategy, relationship, branding, profit/performance, social media, social commerce, service quality, digital channels, the Internet, digital development, importance of digital channels Background: The climate in B2B is very competitive and the need for a marketing strategy is vital for a company to stay competitive. Relationship, branding and profit/performance are three parts that are argued to be central in a marketing strategy. The Internet and digital marketing strategy is an area that lacks research in the context of the manufacturing industry. Therefore it could be of importance to identify how companies use the Internet and digital channels in their digital marketing strategy. Research questions:  RQ 1. How do small and medium sized companies in B2B sectors use the Internet and digital channels in their marketing strategy? RQ 2. Why do small and medium sized companies in B2B use the Internet and digital channels in their marketing? RQ 3. How do small and medium sized companies in B2B see at future development of the use of the Internet and digital channels? Purpose:  The purpose of this study is to identify how small and medium sized companies in B2B use the Internet as a tool for digital marketing strategy.   Methodology: Qualitative approach, multi case study, semi-structured interviews   Conclusion: Most used digital channel is the homepage. The more competition a company has results in a higher adoption of digital channels. Relationships can be enhanced through digital channels.
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Karitonaitė, Lijana. "UAB "Pro FUTURO" marketigo strategijos įvertinimas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2007. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2006~D_20070102_174412-58779.

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Moksliniame tiriamajame darbe „UAB „Pro FUTURO” marketingo strategijos įvertinimas” nagrinėjamos planavimo, strategijos, marketingo ir marketingo strategijos sąvokos, taip pat strateginis planavimas ir marketingo strateginis planavimas. Atskleidžiami įmonės marketingo strategijos esminiai formavimo žingsniai. Augant kompiuterizacijos lygiui, kiekviena įmonė, užsiimanti kompiuterinės technikos prekyba, turėtų nuolat stebėti besikeičiančią aplinką ir strategiškai mąstyti. Tam tikslui atlikta kompiuterine įranga prekiaujančios įmonės UAB „Pro FUTURO” situacijos analizė vidaus rinkoje. Siekiant kuo realiau įvertinti situaciją, nagrinėjami pirminiai ir antriniai įmonės duomenys iš veiklos finansinių ir realizavimo ataskaitų, atlikta SIC Rinkos tyrimų analizė, įmonės marketingo komplekso analizė, taip pat atlikti įmonės vartotojų tyrimai. Vadovaujantis šiuolaikinio marketingo literatūra, buvo renkami ir sisteminami antriniai duomenys, susiję su įmonės makroaplinka iš Statistikos departamento duomenų bazės, interneto, spaudos, žurnalų. Apibendrinus surinktus duomenis ir informaciją apie įmonę bei jos aplinką, pasiūlyta nauja įmonės marketingo strategija, ir pateiktos išvados bei pasiūlymai, apibendrinantys įmonės veiklą ir aplinką.
The thesis "An estimate of marketing strategy of company „Pro FUTURO”" deals with concepts of planning, strategy, marketing and marketing strategy, strategic planning and marketing strategic planning. The principal steps of marketing strategy formation are being disclosed in the paper. As the growth of computerization is increasing, every company engaged in selling computers should constantly observe changing environment and think strategically. For this purpos „Pro FUTURO” engaged in selling computer equipment has carried out the analysis of the situation in the internal market. Willing to evaluate the situation more concretely, primary data of the company provided from financial and realization reports of its activity are being analyzed, the analysis of SIC Market research and marketing mix analysis of the company have been fulfilled, company’s customer researches have also been carried out. Secondary data related to company’s macro environment were being gathered and systematized from data base from department of Statistics, the internet, the press, and magazines on the basis of contemporary marketing literature. Having generalized the gathered data and information about the company and its environment, a new marketing strategy was proposed, conclusions and recommendations generalizing company’s activity and environment were presented.
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Kopicová, Petra. "Marketingová strategie Vysoké školy polytechnické Jihlava." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124989.

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The subject of this thesis is the elaboration of the marketing strategy of the College of Polytechnics Jihlava, based on theoretical knowledge and conducted strategic analyses. The thesis is divided into two parts and three consecutive chapters. The first part (chapter 1 and 2) is devoted to the definition of basic concepts which are necessary basis for the text understanding and follow-up the definition of the basic theoretical and methodological foundations for the marketing strategies creation. In the second part (Chapter 3) the strategic analysis is performed, which is a necessary foundation for creating a marketing strategy, the proposal is also part of the 3rd chapter. There is a separate and overall evaluation of the analyses in this part of the thesis and it determines the competitive position of higher education institution (HEI), HEI catchment area and especially the strengths and weaknesses of the school, its opportunities and threats. Since this is the first strategic step at the College of Polytechnics Jihlava in the marketing activities area, the practical part also contains of many recommendations for the management of the school.
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Дядечко, Алла Миколаївна, Алла Николаевна Дядечко, Alla Mykolaivna Diadechko, and O. A. Vasylieva. "Social media marketing strategy." Thesis, Видавництво СумДУ, 2011. http://essuir.sumdu.edu.ua/handle/123456789/13474.

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Henriksson, V. (Vilma). "Sustainable fashion marketing strategy." Master's thesis, University of Oulu, 2019. http://jultika.oulu.fi/Record/nbnfioulu-201911223155.

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Abstract. The world is facing economic, environmental and social challenges, which have resulted in the megatrend of sustainability. It is well known that fashion industry has negative effects on sustainability. The topics of sustainability and unsustainable fashion production are very current and discussed in today’s economy. This has resulted in the demand of sustainability also from the consumers’ side, which means that companies should also start focusing on making their operations more sustainable. Companies should consider their impact on the world seriously and take corporate social responsibility into account. The aim of this Master’s Thesis is to recognize how a sustainable fashion marketing strategy can be defined. In other words, the research purpose is to find out how a fashion company can build a sustainable marketing strategy. This research aims to awake discussion on how fashion industry can be made more sustainable. The research is conducted by studying existing literature and analyzing the case company, Finnish fashion brand Andiata. The brand was chosen because it highlights its sustainable values and promotes fashion. The research approach is abductive and qualitative. The theoretical framework of sustainable fashion marketing strategy is built through topics such as fashion industry, fashion consumerism, fashion marketing and sustainable marketing, as well as sustainable marketing, marketing strategy, sustainable consumerism and sustainable marketing management. This research is built on the sustainable marketing strategy model presented in existing literature. The model includes the steps of (1) Mission and objectives, (2) Market and environment analysis, (3) STP Process, (4) Marketing mix, (5) Measuring and evaluating and (6) Public participation. The empirical material consists of the case company interview and chosen marketing material: social media posts, newsletter and website frontpage. These materials and the interview structure are presented in the Appendices 1–5. This research confirms and develops the six-step model of sustainable fashion marketing strategy. The most important findings include that the aspects of sustainability and fashion should be taken into account on each step of the process, and that sustainable marketing is much more than marketing — it should take into account the whole business operations from the production chains to end-use processes. The research also adds details to the existing theoretical knowledge about the topics.
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Moreno, Laura. "Business strategy, marketing strategy and manufacturing strategy: an overall alignment." Thesis, Linköping University, Department of Management and Engineering, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-11213.

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Today’s businesses face a competitive war; conceptually, similar to the ones in ancient times. The arena in which this war is battled is the market and it is characterized by being highly dynamic and uncertain. The enemies to be beaten are the competitors who use their core competences (weapons) to conquer the customers’ orders. But no battle is won by chance, neither in business. So, there is a need for a strategy that provides the chance to defeat the enemy by gaining a sustainable competitive advantage over him. The question is: how to do it?

The functional investments, mainly in marketing and manufacturing, need to be aligned with the mainstream strategy (business strategy) so they pull all together in the same direction. The existing literature links these strategies in pairs but not at the same time.

In this study, an analysis of such alignment approaches will be the base to create a model for the simultaneous fit of business strategy, marketing strategy and manufacturing strategy, and to provide some suggestions on how to achieve this match in practice.

Product design strategy will play a key role in order to attain the overall alignment.

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Kryst, Tomáš. "Použití kvantitativních metod pro podporu rozhodování při stanovení základní strategie cíleného marketingu a Marketing Engineering." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-197001.

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This thesis deals with the use of quantitative and statistical methods for decision making support in marketing. Mainly deals with the procedures to be used in practice to determine the basic strategy of targeted marketing S-T-P. Application of this approach requires software support, and therefore presents computer programs that are in practice used for this purpose. The work also addresses the limitations of this strategy, and presents two approaches for generating innovation - Lateral Marketing and Blue Ocean Strategy. Author shows using of methods in practice on case study.
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Yershova, Anastassiya. "Marketing strategy of the company Quintessentially." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-114375.

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The aim of this thesis is to analyze the business environment in Czech Republic for the concierge service industry. Moreover the central idea behind the topic is to develop the implementation strategy in the Czech market of the company Quintessentially, world leader in Luxury Concierge Service. This thesis work is a mixture of theory and practice analyses. The topic of the thesis is viral and up-to-dated because Czech Republic market has a good potential and excellent conditions for the new industry to develop and grow.
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Reva, Denys. "Skoda's Contemporary Marketing Strategy in Selected Countries." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-126808.

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Abstract Contemporary organizations must often improve their business situations through drastic innovation; Skoda currently faces the question of how to improve its market position. A merger with Volkswagen during 1991 -- 2000 helped and has improved Skoda's situation significantly. However, this was just the first step towards further achievement. Volkswagen has not given approval for Skoda to create luxury, potentially faster, more innovative cars; furthermore, Skoda is forbidden from entering Northern American countries. Hence, Skoda has to create a new strategy regarding how to expand business through alternative ways. The intent of this thesis is to explore three already existing markets where Skoda does business as well as its business practices in each, including its methods of producing and distributing, and then to analyze a possible alternative solution for business expansion. Thus, this work investigates and analyzes Skoda's situation in: European Union, Russia and India. Thereafter it describes a new potential market of Burma. Several tools and frameworks are used to conduct this process, i.e. SWOT analysis and PEST analysis and 4PS analysis; the author also examines Skoda's modes of entry as well as their marketing practices. Using these same tools also helps to reflect the possibilities for Skoda in a new potential market. A description of these markets helps to draw a parallel for taking appropriate marketing decisions in a new market. The final part of the thesis provides conclusions and suggestions about possible market entry.
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Assouly, Jean-Michel. "The multi-level marketing firms : organization and marketing strategy." Thesis, Massachusetts Institute of Technology, 1994. http://hdl.handle.net/1721.1/11981.

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Books on the topic "Marketing strategy"

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Palmatier, Robert W., and Shrihari Sridhar. Marketing Strategy. London: Macmillan Education UK, 2017. http://dx.doi.org/10.1057/978-1-137-52624-3.

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Cadogan, John. Marketing Strategy. 1 Oliver's Yard, 55 City Road, London EC1Y 1SP United Kingdom: SAGE Publications Ltd, 2009. http://dx.doi.org/10.4135/9781446262443.

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D, Hartline Michael, ed. Marketing strategy. 5th ed. Australia: South-Western Cengage Learning, 2011.

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Ferrell, O. C. Marketing strategy. Fort Worth, TX: Dryden Press, 1999.

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1968-, Cadogan John W., ed. Marketing strategy. London: SAGE, 2009.

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D, Hartline Michael, and Lucas George, eds. Marketing strategy. 2nd ed. Fort Worth: Harcourt College Publishers, 2002.

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Marketing strategy. Oxford: Butterworth-Heinemann, 1992.

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Dale, Littler, and Wilson Dominic, eds. Marketing strategy. Oxford: Butterworth-Heinemann, 1995.

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1968-, Cadogan John W., ed. Marketing strategy. London: SAGE, 2009.

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Marketing, Chartered Institute of, ed. Marketing strategy. 2nd ed. Oxford: Butterworth-Heinemann, 1998.

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Book chapters on the topic "Marketing strategy"

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McDonald, Malcolm, Martin Christopher, and Margrit Bass. "Pricing strategy." In Marketing, 215–34. London: Macmillan Education UK, 2003. http://dx.doi.org/10.1007/978-1-4039-3741-4_10.

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McDonald, Malcolm, Martin Christopher, and Margrit Bass. "Communication strategy." In Marketing, 235–66. London: Macmillan Education UK, 2003. http://dx.doi.org/10.1007/978-1-4039-3741-4_11.

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McDonald, Malcolm, Martin Christopher, and Margrit Bass. "Channel strategy." In Marketing, 379–408. London: Macmillan Education UK, 2003. http://dx.doi.org/10.1007/978-1-4039-3741-4_16.

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McDonald, Malcolm, Martin Christopher, and Margrit Bass. "Product strategy." In Marketing, 157–92. London: Macmillan Education UK, 2003. http://dx.doi.org/10.1007/978-1-4039-3741-4_8.

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Christopher, Martin, and Malcolm McDonald. "Product Strategy." In Marketing, 142–64. London: Macmillan Education UK, 1995. http://dx.doi.org/10.1007/978-1-349-23858-3_10.

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Christopher, Martin, and Malcolm McDonald. "Pricing Strategy." In Marketing, 183–99. London: Macmillan Education UK, 1995. http://dx.doi.org/10.1007/978-1-349-23858-3_12.

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Christopher, Martin, and Malcolm McDonald. "Communications Strategy." In Marketing, 200–214. London: Macmillan Education UK, 1995. http://dx.doi.org/10.1007/978-1-349-23858-3_13.

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Pasquier, Martial, and Jean-Patrick Villeneuve. "Marketing strategy." In Marketing Management and Communications in the Public Sector, 89–112. 2nd Edition. | New York : Routledge, 2017. |: Routledge, 2017. http://dx.doi.org/10.4324/9781315622309-5.

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English, John W. "Marketing strategy." In Unlocking Small Business Ideas, 49–56. London: Routledge, 2023. http://dx.doi.org/10.4324/9781003394808-8.

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Kreutzer, Ralf T. "Marketing Strategy." In Practice-Oriented Marketing, 187–242. Wiesbaden: Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-39717-3_4.

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Conference papers on the topic "Marketing strategy"

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Rohrer, Christian, Irene Au, Elissa Darnell, Nancy Dickenson, Shelley Evenson, and Klaus Kaasgaard. "Design, marketing, strategy." In Proceeding of the twenty-sixth annual CHI conference extended abstracts. New York, New York, USA: ACM Press, 2008. http://dx.doi.org/10.1145/1358628.1358659.

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Xia, Xiufeng, Na Wang, and Xiaoming Li. "Core Group Marketing Strategy in Web Viral Marketing." In 2012 Fourth International Conference on Computational and Information Sciences (ICCIS). IEEE, 2012. http://dx.doi.org/10.1109/iccis.2012.114.

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Sun, GuozHen. "Database Marketing IN Life Insurance Marketing Development Strategy." In 2016 5th International Conference on Social Science, Education and Humanities Research. Paris, France: Atlantis Press, 2016. http://dx.doi.org/10.2991/ssehr-16.2016.190.

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Mardhiyah, Ainun. "Rubber Production Marketing Strategy." In International Conference of Science, Technology, Engineering, Environmental and Ramification Researches. SCITEPRESS - Science and Technology Publications, 2018. http://dx.doi.org/10.5220/0010097517361740.

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Muslimah, I. "Wingkorolls Instagram Marketing Strategy." In Proceedings of 1st Workshop on Environmental Science, Society, and Technology, WESTECH 2018, December 8th, 2018, Medan, Indonesia. EAI, 2019. http://dx.doi.org/10.4108/eai.8-12-2018.2283867.

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Shen, Junzhe, Mei Xu, and SangShi Yang. "Disney Marketing Strategy Review." In 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.211209.125.

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Madlenak, Radovan, Lucia Madlenakova, and Anna Rudawska. "VIRAL MARKETING AS PART OF EFFECTIVE UNIVERSITY MARKETING STRATEGY." In International Technology, Education and Development Conference. IATED, 2017. http://dx.doi.org/10.21125/inted.2017.1313.

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Lan, Binghui. "Analysis of Apple’s Marketing Strategy." In 2021 6th International Conference on Social Sciences and Economic Development (ICSSED 2021). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.210407.026.

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Zhang, Yingtong. "Analysis on DingTalk’s Marketing Strategy." In 1st International Symposium on Innovative Management and Economics (ISIME 2021). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/aebmr.k.210803.003.

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Išoraitė, Margarita. "Guerilla marketing strategy realization assumptions." In The 6th International Scientific Conference "Business and Management 2010". Vilnius, Lithuania: Vilnius Gediminas Technical University Publishing House Technika, 2010. http://dx.doi.org/10.3846/bm.2010.052.

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Reports on the topic "Marketing strategy"

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Scott, Paul W. Marketing Strategy for Merchant Shipbuilders. Fort Belvoir, VA: Defense Technical Information Center, January 1995. http://dx.doi.org/10.21236/ada446052.

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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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ERSHOVA, E. PROBLEMS OF DETERMINING EFFECTIVENESS CONTENT MARKETING. Science and Innovation Center Publishing House, 2021. http://dx.doi.org/10.12731/2070-7568-2021-10-6-1-23-27.

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The article discusses the problems of determining the effectiveness of content marketing. Constant monitoring of content marketing helps to identify the most effective tools, themes, channels. By paying sufficient attention to effective ways to promote a product or service, marketers have the opportunity to choose a more successful content marketing strategy.
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Zilberman, David, Amir Heiman, and B. McWilliams. Economics of Marketing and Diffusion of Agricultural Inputs. United States Department of Agriculture, November 2003. http://dx.doi.org/10.32747/2003.7586469.bard.

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Specific Research Objective. Develop a theory of technology adoption to analyze the role of promotional tools such as advertising, product sampling, demonstrations, money back guarantees and warranties in inducing technological change. Use this theory to develop criteria for assessing the optimal use of marketing activities in launching new agricultural input technologies. Apply the model to analyze existing patterns of marketing budget allocation among promotional tools for various agricultural input industries in the United States and Israel. Background to the Topic. Marketing tools (money-back guarantees [MBG] demonstration, free sampling and advertising) are used extensively to induce the adoption of agricultural inputs, but there is little understanding of their impacts on the diffusion of new technologies. The agricultural economic literature on technology adoption ignores marketing efforts by the private sector, which may result in misleading extension and technology transfer policies. There is a need to integrate marketing and economic approaches in analyzing technology adoption, especially in the area of agricultural inputs. Major Conclusion. Marketing tools play an important role in reducing uncertainties about product performance. They assist potential buyers to learn both about objective features, about a product, and about product fit to the buyer's need. Tools, such as MBGs and demonstration, provide different information about product fit but also require different degrees of cost for the consumer. In some situations they can be complimentary and optimal strategy combines the use of both. In other situations there will be substitution. Sampling is used to reduce the uncertainty about non-durable goods. An optimal level of informational tools declines throughout the life of a product but stays positive at a steady state. Implications. Recognizing the heterogeneity of consumers and the sources of their uncertainty about new technologies is crucial to develop a marketing strategy that will enhance the adoption of innovation. When fit uncertainty is high, allowing an MBG option, as well as a demonstration, may be an optimal strategy to enhance adoption.
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Zhang, Ruirui, Shan Xue, and Leslie D. Burns. Investigation of Micro-blogging marketing strategy of Fashion brand: via big data and machine learning methodology. Ames: Iowa State University, Digital Repository, November 2015. http://dx.doi.org/10.31274/itaa_proceedings-180814-153.

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Lee, Ji Yeong, and Kim K. P. Johnson. Identification with a Socially Responsible Apparel Company: Role of Cause-Related Marketing Strategy in Building Brand Loyalty. Ames: Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-838.

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Mohan, Preeya, and Eric Strobl. COVID-19, Firm Innovation Strategy, and Production Efficiency: A Stochastic Frontier Analysis of Caribbean Firms. Inter-American Development Bank, March 2023. http://dx.doi.org/10.18235/0004775.

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While Caribbean Small Island Developing States (SIDS) have been exposed to frequent external shocks in the past, the Coronavirus disease of 2019 (COVID-19) pandemic is like no other, representing the largest economic shock experienced globally in decades. The objective of this paper is to contribute to a better understanding of the innovation strategy and production efficiency of Caribbean firms during COVID-19. More specifically, it adopted a Stochastic Frontier Analysis (SFA) to investigate COVID-19, innovation, and technical efficiency for 13 Caribbean countries using the Innovation, Firm Performance, and Gender (IFPG) firm-level dataset. The results indicate that firms expect average technical efficiency to fall by over 100 percent because of COVID-19. Pre-COVID-19, 39 percent of firms implemented general innovations (product, process, organizational, and marketing) over the past three years, and 50 percent green innovations (environmental improvements), while the pandemic negatively affected 42 percent of these innovations. Firms that carried out general innovations experienced a positive effect on technical efficiency, while green innovations had a negative effect. During COVID-19 only 12 percent of firms initiated general innovations and 17 percent green innovations. These general innovations improved technical efficiency, while innovations that were affected by COVID-19 had a negative effect, and green innovations did not necessarily have a positive effect.
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Filip, Grażyna, and Justyna Majchrowska. Internet Post as an Element of E-Branding. Linguistic Analysis. Ivan Franko National University of Lviv, February 2022. http://dx.doi.org/10.30970/vjo.2022.51.11401.

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E-branding of Lidl brand is a wide-ranging marketing strategy, which purpose is to keep the current customers and gain new. The authors of advertisments posts, that includes information regarding a specific product (name, information about it, price, reason of showcasing in the specific moment), use semantic (mostly nature, price, tradition, modernity, comfort, luxury), grammatical and non-linguistic categories to convince the receivers to themselves. Such communicational process enables also to read the needs of customers, who – by liking the brand’s page – want (actively) to participate in the whole sales process, want to be informed and to have a chance to use the offer.
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Spillman, Kim, Min-Young Lee, Mary Graham, and Bella Cho. Made in Ghana: Strategic Marketing of Ethnic Items. Ames: Iowa State University, Digital Repository, 2014. http://dx.doi.org/10.31274/itaa_proceedings-180814-913.

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