Relevant bibliographies by topics / Marketing text

Contents

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

Academic literature on the topic 'Marketing text'

Author: Grafiati
Published: 4 June 2021
Last updated: 1 February 2022

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Journal articles on the topic "Marketing text"

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Marshall, Al. "Choosing An E-Marketing Text: A Minefield for Marketing Educators." Australasian Marketing Journal (AMJ) 10, no. 2 (January 2002): 75–77. http://dx.doi.org/10.1016/s1441-3582(02)70152-3.

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Vieira, Valter. "Managing services marketing: text and readings." Revista de Administração Contemporânea 7, no. 2 (June 2003): 215–18. http://dx.doi.org/10.1590/s1415-65552003000200015.

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Gaskill, S., and Geoff Webb. "E-mail and text message marketing." Interactive Marketing 3, no. 2 (October 1, 2001): 160–65. http://dx.doi.org/10.1057/palgrave.im.4340125.

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Bhawsar, Pragya. "Book Review: International Marketing: Text and Cases." Asia Pacific Business Review 5, no. 4 (October 2009): 156. http://dx.doi.org/10.1177/097324700900500414.

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Chapman, Chris. "Commentary: Mind Your Text in Marketing Practice." Journal of Marketing 84, no. 1 (November 11, 2019): 26–31. http://dx.doi.org/10.1177/0022242919886882.

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Warrington, Traci. "U.S. Marketers Play Catch-Up With Text-Message Marketing Usage." Review of Business Information Systems (RBIS) 11, no. 1 (January 1, 2007): 37–44. http://dx.doi.org/10.19030/rbis.v11i1.4429.

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While the use of text-message (or SMS) marketing is widely used in marketing campaigns in countries like Singapore, China, England, and Norway, U.S. marketers have been slow to adopt this new technology. As text message use increases in the United States marketers are beginning to explore its use as part of the marketing communications mix. Marketers are finding text-message marketing a valuable direct marketing tool that can be used to send one-way or two-way communications that aid in direct response marketing and database development. From providing in-the-moment data such as driving directions, located-based promotions, movie times and such to building excitement, viral communications, and brand recognition through two-way communication, text-message marketing has value. This paper examines the use of text-message marketing, reasons for slow adoption in the U.S., and the future of text-message marketing in the United States.
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Kreutzer, Ralf T. "Voice-Marketing." WiSt - Wirtschaftswissenschaftliches Studium 50, no. 1 (2021): 4–12. http://dx.doi.org/10.15358/0340-1650-2021-1-4.

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Das Vordringen der digitalen Assistenten und die Möglichkeiten der Künstlichen Intelligenz, Spracheingaben (in Text und Sprache) zu verstehen, treiben den Trend zu Voice-Marketing. In Zukunft werden immer mehr Prozesse im Marketing über Sprache angestoßen und abgeschlossen werden.
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Berger, Jonah, Ashlee Humphreys, Stephan Ludwig, Wendy W. Moe, Oded Netzer, and David A. Schweidel. "Uniting the Tribes: Using Text for Marketing Insight." Journal of Marketing 84, no. 1 (August 29, 2019): 1–25. http://dx.doi.org/10.1177/0022242919873106.

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Words are part of almost every marketplace interaction. Online reviews, customer service calls, press releases, marketing communications, and other interactions create a wealth of textual data. But how can marketers best use such data? This article provides an overview of automated textual analysis and details how it can be used to generate marketing insights. The authors discuss how text reflects qualities of the text producer (and the context in which the text was produced) and impacts the audience or text recipient. Next, they discuss how text can be a powerful tool both for prediction and for understanding (i.e., insights). Then, the authors overview methodologies and metrics used in text analysis, providing a set of guidelines and procedures. Finally, they further highlight some common metrics and challenges and discuss how researchers can address issues of internal and external validity. They conclude with a discussion of potential areas for future work. Along the way, the authors note how textual analysis can unite the tribes of marketing. While most marketing problems are interdisciplinary, the field is often fragmented. By involving skills and ideas from each of the subareas of marketing, text analysis has the potential to help unite the field with a common set of tools and approaches.
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Smith, Terry, Tom Williams, Sid Lowe, Michel Rod, and Ki-Soon Hwang. "Context into text into context: marketing practice into theory; marketing theory into practice." Marketing Intelligence & Planning 33, no. 7 (October 5, 2015): 1027–46. http://dx.doi.org/10.1108/mip-05-2014-0091.

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Purpose – The purpose of this paper is to explore the dynamics of marketing practice and theory in arguing that much of the dislocation between strategy and practice is due to the inheritance and internalisation of often impractical but persistently dominant, tacit Cartesian assumptions. Design/methodology/approach – This paper uses case methodology to examine the marketing theory into practice/marketing practice into theory conundrum and explores: their separation (marketing theory and marketing practice); their flows (context to text to context: theory into practice/practice into theory); their symbiosis (the praxis of marketing); and the dynamic and static (in situ/in aspic) nature of their duality. This work is an exploratory empirical study undertaken in what is a very under-researched area. Findings – In this paper, marketing theory and marketing practice are recognised as occupying different epistemes. The lifeworld of marketing theorising appears as characterised by a relatively homogenous and mostly cognitive world dominated by rationality and empirical rigour. By contrast, the embodied practitioner inhabits a more highly segmented, fragmented, heterogeneous and frequently improvised landscape. Practical implications – The authors propose that the all-consuming clamour for reliance and relevance of theory to practice dictates that the form, function and philosophy of marketing must be co-created in the practical pragmatism of praxis. Praxis is practice informed by theory and theory informed by practice, a cyclical process of experiential, contextual learning. Originality/value – The paper appears to be the first to bring together Cartesian thought and the practice-theory divide in B2B marketing theory.
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Jones, Andrew. "Wireless marketing: the linking value of text messaging." Young Consumers 3, no. 2 (March 2002): 39–44. http://dx.doi.org/10.1108/17473610210813475.

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Dissertations / Theses on the topic "Marketing text"

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Engin, Melih. "Text Classificaton In Turkish Marketing Domain And Context-sensitive Ad Distribution." Master's thesis, METU, 2009. http://etd.lib.metu.edu.tr/upload/12610457/index.pdf.

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Online advertising has a continuously increasing popularity. Target audience of this new advertising method is huge. Additionally, there is another rapidly growing and crowded group related to internet advertising that consists of web publishers. Contextual advertising systems make it easier for publishers to present online ads on their web sites, since these online marketing systems automatically divert ads to web sites with related contents. Web publishers join ad networks and gain revenue by enabling ads to be displayed on their sites. Therefore, the accuracy of automated ad systems in determining ad-context relevance is crucial. In this thesis we construct a method for semantic classification of web site contexts in Turkish language and develop an ad serving system to display context related ads on web documents. The classification method uses both semantic and statistical techniques. The method is supervised, and therefore, needs processed sample data for learning classification rules. Therefore, we generate a Turkish marketing dataset and use it in our classification approaches. We form successful classification methods using different feature spaces and support vector machine configurations. Our results present a good comparison between these methods.
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Lukic, Therese, and Victor Stjerngren. "En redaktionell text med ett kommersiellt syfte : Från journalistik till Content Marketing." Thesis, Högskolan i Gävle, Avdelningen för humaniora, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-23014.

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På den svenska marknaden är Content Marketing ett relativt nytt begrepp. Fenomenet kan summeras som en smart strategi för att med redaktionellt innehåll skapa en kommunikationsstrategi för en specifik målgrupp. Överflödet av kommunikation har tvingat mediebranschens aktörer att finna nya vägar och ett nytt tilltal i kampen om viktiga marknadsandelar. Det räcker inte med att förmedla informationen, nu ska den också fånga för att slutligen sälja in ett budskap som leder till konsumtion. I den här studien reder vi ut begreppen och förklarar skillnader och likheter mellan olika aktörer i den kommunikativa kedjan från journalistik till reklam och marknadsföring. Vi söker svaret på hur de redaktionella verktygen tar sig uttryck i transaktionen från neutral och informativ text till redaktionell text med uppdrag att sälja. Dessutom frågar vi oss vad det innebär för det redaktionella skrivandets framtid. Hur lätt är det att vara fristående i det gränsöverskridande samarbetet mellan journalistik, marknadsföring och reklam? Framför allt vill vi kartlägga de vinster som finns att hämta när två sidor möts och varför Content Marketing och journalistik inte har råd att blunda för varandra.
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Lima, Danielle Guglieri. "O discurso da sustentabilidade empresarial: uma ferramenta de marketing virtual." Pontifícia Universidade Católica de São Paulo, 2016. https://tede2.pucsp.br/handle/handle/18908.

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This research grounds in “Oral and written text and discourse” that aims reading, wording and discourse production under a socio-cognitive-interactional approach. This is particularly connected to sustainable marketing presented to the public in Santander Bank site as a corporative communication. Employees’ training is required in order to their communication about the company positive aspects to them, to the community, to the environment, to the education or to other relevant points in social context, lately. Nevertheless, the corporate mission, vision and values must represent such aspects before disclosing to indoor (employees) and outdoor audiences (suppliers and clients). Thus, it was intended to investigate arising causes and motivations from concerning about sustainability in the corporative world that are available by corporative discourse showed inside institutional material through internet hosting. In the moment of proposing the assumption concerning to the companies sustainability information which occurs in an artificial way with the goal to inform the community, clients and suppliers about environments serviceable acts, it’s clear that all arrangements in such communications are linguistic specific handling, called, in this case, greenwashing, which are, in a hybrid form and undergo the concern to syntax, word choosing, audience knowledge and argumentative techniques studied by managers and embedded to corporative marketing theories. It’s believed that corporative communications, such as any communication, are hardly focused in social ideological issues, and are in convergence to Portuguese specific terms in order to promote speakers compliance. In this research, the ideological focus is concentrated in socially sustainable and responsible bias
Esta pesquisa fundamenta-se na linha “Texto e discurso, nas modalidades oral e escrita”, de forma a visar à leitura e à produção de textos e discursos, sob o ponto de vista sócio-cognitivo-interacional, estando, pois, unida, especificamente, ao estudo do discurso do marketing sustentável, apresentado, publicamente, no site do Banco Santander, como forma de comunicação corporativa. Para que essa forma de comunicação esteja atrelada aos aspectos positivos da empresa, é preciso educar e treinar os funcionários para comunicar o que a empresa faz de positivo para eles, para a comunidade, para o meio ambiente, para a educação, ou para outros pontos julgados relevantes no contexto social dos dias de hoje. No entanto, a missão, a visão e os valores empresariais devem traduzir tais aspectos, antes que sejam divulgados ao público interno (funcionários) ou externo (clientes e fornecedores). Desta forma, pretendeu-se averiguar as causas e as motivações advindas da preocupação com a sustentabilidade no mundo corporativo que estão disponíveis por meio do discurso empresarial, apresentado em material institucional hospedado na Internet. Ao se propor a hipótese de que a preocupação com a sustentabilidade das empresas ocorre de maneira artificial, a fim de informar a comunidade, clientes e fornecedores sobre os atos benéficos realizados ao meio-ambiente, parece claro que todos os mecanismos utilizados em tais comunicações constituem manobras, muito específicas, de cunho linguístico, chamadas, neste caso, de greenwashing as quais se apresentam de forma híbrida e que passam pela preocupação com a sintaxe, a escolha de palavras, o conhecimento da plateia e as técnicas argumentativas estudadas pelos administradores e incorporadas às teorias de marketing institucional. Acredita-se que as comunicações institucionais, como qualquer comunicação, são extremamente focalizadas em questões ideológicas da sociedade e que estão colocadas com uma convergência para termos específicos da língua portuguesa, de forma a promoverem a adesão de seus atores. Nesta pesquisa, o foco ideológico está centrado no viés sustentável e responsável socialmente
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Singi, Reddy Dinesh Reddy. "Comparative text summarization of product reviews." Thesis, Kansas State University, 2010. http://hdl.handle.net/2097/7031.

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Master of Science
Department of Computing and Information Sciences
William H. Hsu
This thesis presents an approach towards summarizing product reviews using comparative sentences by sentiment analysis. Specifically, we consider the problem of extracting and scoring features from natural language text for qualitative reviews in a particular domain. When shopping for a product, customers do not find sufficient time to learn about all products on the market. Similarly, manufacturers do not have proper written sources from which to learn about customer opinions. The only available techniques involve gathering customer opinions, often in text form, from e-commerce and social networking web sites and analyzing them, which is a costly and time-consuming process. In this work I address these issues by applying sentiment analysis, an automated method of finding the opinion stated by an author about some entity in a text document. Here I first gather information about smart phones from many e-commerce web sites. I then present a method to differentiate comparative sentences from normal sentences, form feature sets for each domain, and assign a numerical score to each feature of a product and a weight coefficient obtained by statistical machine learning, to be used as a weight for that feature in ranking various products by linear combinations of their weighted feature scores. In this thesis I also explain what role comparative sentences play in summarizing the product. In order to find the polarity of each feature a statistical algorithm is defined using a small-to-medium sized data set. Then I present my experimental environment and results, and conclude with a review of claims and hypotheses stated at the outset. The approach specified in this thesis is evaluated using manual annotated trained data and also using data from domain experts. I also demonstrate empirically how different algorithms on this summarization can be derived from the technique provided by an annotator. Finally, I review diversified options for customers such as providing alternate products for each feature, top features of a product, and overall rankings for products.
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Follett, John Alan. "The consumption of tattoos and tattooing : the body as permanent text." Thesis, University of Wolverhampton, 2009. http://hdl.handle.net/2436/88534.

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In this thesis, I investigate permanence through exploring tattoo consumption in terms of the social-historical context of being tattooed. The analysis is based on four years of data collection adopting a grounded theory approach. I present an analysis of how permanence occurs in terms of tattoo consumption, with particular interest in the physical permanence in relation to identity creation. This is set within the framework of Consumer Culture Theory (CCT). The reason for this is twofold, firstly to illustrate the ability of using tattooing as an instrument to investigate permanence within CCT. Secondly, to show the lack of use of the socio-historical perspective within such an investigation, and to show that the use of such data is a valid strategy and which adds depth and context to such an investigation. Furthermore, I suggest that tattoo consumption has become a site of embodied expression that is bounded by physicality, and permanence. I present a typology of tattooed consumers based on levels of commitment and explore in depth two main categories, physicality, and, permanence. I find that the physical permanence is shown through the commitment to tattoo usage. Its permanent nature determines the tattoo as an act of consumption that is dualistic in nature; both accepted, and yet equally rejected, which is seen within the consumers‘ negotiation of its use, in terms of mimicry and placement. Being tattooed represents a form of consumption that contravenes certain rules and norms of society, and yet at the same time is the basis for community membership and adherence to a set of sub-cultural norms and values.
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Stanke, Maria Helena. "Boktrailern : varför marknadsföra text med ljud och bild?" Thesis, University West, Department of Economics and IT, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hv:diva-2607.

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Syftet med den här uppsatsen är att introducera boktrailern som fenomen och marknadsföringsmetod. Likheter mellan boktrailern, bokomslaget och filmtrailern undersöks för att ge en bild av hur en "typisk" boktrailer ser ut och vilka funktioner den kan tänkas ha. Uppsatsen utforskar även boktrailerns möjligheter att nå ut till olika målgrupper i olika åldrar, samt pekar på svårigheter med att definiera en målgrupp. Ungdomslitteratur och fantasygenren kopplas samman med boktrailern och exempel ges på hur författare och förlag kan skapa relationer till läsare via Internet. Generella riktlinjer ges för vad som bör tänkas på för att tilltala flest potentiella läsare när en boktrailer används eller utformas. Boktrailerns förmåga att nå ut till unga, motvilliga läsare, som slutat läsa till fördel för bildbaserade berättarformer såsom filmer och datorspel, utforskas. Slutsatsen framhåller fördelarna med att marknadsföra böcker med ljud och bild.


The purpose of this paper is to introduce the book trailer as a phenomenon and method of marketing. Similarities between the book trailer, the book cover and the movie trailer are examined to show how a "typical" book trailer looks and what functions it possibly has. The paper also explores the book trailer’s prospects of reaching different audiences in different age groups. It also points to difficulties in defining an audience. Young adult literature and the fantasy genre are linked to the book trailer and examples are given on how authors and publishers can establish relationships with readers through the Internet. General guidelines are given for what should be considered to appeal to as many potential readers as possible when a book trailer is being used or designed. The book trailer's ability to reach young, reluctant readers, who have given up on reading to the benefit of image based storytelling like movies and computer games, are explored. The conclusion highlights the advantages of promoting books with audio and video.

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Yáñez, del Valle José Maximiliano. "Manual annotation & text mining in a marketing service logic approach -ARC Framework-LATAM airlines case study research." Tesis, Universidad de Chile, 2014. http://www.repositorio.uchile.cl/handle/2250/117535.

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Tesis para optar al grado de Magíster en Marketing
El presente documento se basa en la aplicación de una nueva metodología, justificada dentro del marco teórico de Service Analytics y ARC. Esta metodología, consta de tres etapas: En primer lugar, un proceso de Anotación Manual, para analizar feedback escrito no estructurado de clientes. En segundo lugar un mapeo del proceso de servicios visto de la perspectiva de los clientes. Y finalmente, la construcción de un artefacto de Text Mining basado en los dos procesos anteriormente concretados, buscando automatizar el análisis de grandes masas de texto, proveniente de altas cantidades de comentarios de retroalimentación recibida de los clientes. En este documento, se trabaja esta metodología, aplicándola por primera vez en el idioma español, y en un dominio de servicios diferente a su predecesora original. Los objetivos de este trabajo, por tanto se pueden dividir en Impacto Académico e Impacto Organizacional, donde los primeros corresponden a realizar los ajustes pertinentes a las herramientas y definiciones actualmente existentes. Demostrando su capacidad de adaptación libre de dominio e idioma, entregando robustez y validación a la metodología. Los segundos corresponden a las aplicaciones prácticas de la metodología en base a la información provista por la organización involucrada. Generando un método eficiente y adaptado a sus operaciones de análisis de feedback de clientes, un boceto del servicio visto desde la perspectiva de sus clientes y finalmente un prototipo de artefacto de minería de texto. Todo esto, con la capacidad de construir sobre los mismos, herramientas y outputs de mayor complejidad y elaboración a futuro, lo cual sumado a los pocos casos de estudios existentes hasta el momento y la novedad de la metodología (iniciada el 2013 y con publicaciones recientes en 2014), les puede entregar una ventaja competitiva en la gestión del feedback de sus clientes respecto a otras organizaciones de la industria y mundo empresarial en general. La metodología utilizada para la investigación corresponde al Caso de Estudio, que en esta oportunidad contó con información provista por el Grupo LATAM Airlines, y su área de Contact Center; Junto al procedimiento de 5 Fases Iterativas de Takeda (Takeda, Veerkamp, & Yoshikawa, 1990). Los resultados logrados, considerando las limitaciones del estudio, se dividen por tanto en las tres fases del trabajo. En primer lugar, la conclusión clave de que es posible adaptar la metodología a otro idioma y dominio de servicios. Junto a esto, la entrega de un instructivo de anotación manual en español, una planilla propuesta para realizar en forma eficiente el procedimiento, y un set de observaciones relevantes para la metodología, como por ejemplo, la forma de tratar casos de Elementos Genéricos. En segundo lugar, el output del mapeo de servicios de la organización, con sus 4 grandes procesos de servicios y todos sus elementos pertenecientes al marco ARC. Por último, el primer prototipo del artefacto de Text Mining, lo cual puede ser el principio de una construcción avanzada por parte de la empresa.
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Cabredo, Castillo Valeria del Carmen. "La sinergia entre el texto y la imagen en la publicidad impresa de marketing social : el caso de Fiat Automóveis Brasil Don't Text And Drive." Bachelor's thesis, Pontificia Universidad Católica del Perú, 2015. http://tesis.pucp.edu.pe/repositorio/handle/123456789/6430.

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Huang, Ni. "Reading Between the Lines: Three Investigations of User Generated Content Using Text Analytics." Diss., Temple University Libraries, 2017. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/432860.

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Business Administration/Marketing
Ph.D.
User-generated content (UGC) is a ubiquitous phenomenon on the Internet. UGC inform, entertain, and facilitate conversations among online users. The three essays of this dissertation examine different antecedents of UGC characteristics with text analytics. The first essay explored the effects of psychological distance on UGC positivity and found that spatial and temporal distance boost UGC positivity. The second essay investigates the effects of social media integration on the linguistic characteristic of UGC and showed that social media integration leads to increased review quantity, while more emotional, less rational and less negative language in UGC content. The third essay examines the impact of book-to-film adaptation on the rating and linguistic characteristics of UGC. The results suggest that, after the release of book-to-film adaptations, book ratings decline, and the use of language reflecting viewing, comparison and affective processes increase in book reviews. To summarize, the three essays in this dissertation contributes to research on UGC by improving our understanding on the various antecedents of UGC characteristics.
Temple University--Theses
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Ouentchist, Dogny Elysee. "Rôles et fonctionnement de structures signifiantes dans la modalisation de l'affichage à Abidjan." Thesis, Limoges, 2019. http://www.theses.fr/2019LIMO0056.

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A travers cette thèse, nous analysons la situation «scène» et la situation «stratégie» de l’affiche dans la ville d’Abidjan. Elle montre comment différentes «structures signifiantes» (le support, l’espace et le temps, et les situations de communication) interagissent avec l’icono-texte dans la prédication de l’affiche. L’hypothèse principale suppose une double manipulation qui «met en jeux» l’affiche et la ville. Nous avons montré, à travers les théories sémiotique et pragmatique, que d’un côté l’affiche dans la ville vit ou survit en captant et en exprimant les besoins des populations. De l’autre côté, la ville exerce un contrôle politique sur l’affiche, en lui autorisant ou en lui défendant certains espaces. Les interactions qui s’engagent entre la ville et l’affiche permettent d’analyser le contexte social ivoirien. En effet, l’affichage à Abidjan montre une diversité de grandeurs: diversité des énonciateurs, diversité des discours, diversité des supports, diversité des propositions, diversité des destinateurs, diversité des espaces d'affichage.Aussi, l’intensité des actes d’affichage dénote d’un anarchisme révélateur de profondes tensions sociales: l’hégémonie des «petits métiers» et leur sophistication, de l’obscénité dans les écrits urbains, de l’extraversion économique et pose le problème de la laïcité
Through this thesis, we analyse the "stage" situation and the "strategy" situation of the poster in the city of Abidjan. It shows how different "meaningful structures" (support, space and time, and communication situations) interact with icono-text in poster preaching. The main hypothesis assumes a double manipulation that "puts into play" the poster and the city. We have shown, through semiotic and pragmatic theories that on the one hand the poster in the city lives or survives by capturing and expressing the needs of the populations. On the other hand, the city exercises a political control over the poster, allowing or defending some spaces. The interactions that take place between the city and the poster make it possible to analyze the Ivorian social context. Indeed, the posters in Abidjan shows a diversity of sizes: diversity of enunciators, diversity of speech, diversity of media, diversity of proposals, diversity of senders, and diversity of display spaces. Also, the intensity of the posters shows an anarchism revealing deep social tensions: the hegemony of "small trades" and their sophistication, obscenity in urban writings, economic extroversion and triggers the issue of laicity
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Books on the topic "Marketing text"

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1938-, McDonald Malcolm, ed. Marketing: An introductory text. Basingstoke: Macmillan, 1995.

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Baker, Michael J. Marketing: An introductory text. 4th ed. London: Macmillan, 1985.

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Baker, Michael J. Marketing: An introductory text. 5th ed. Basingstoke: Macmillan, 1991.

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Martin, Christopher. Marketing: An introductory text. London: Macmillan, 1995.

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Baker, Michael J. Marketing: An Introductory Text. London: Macmillan Education UK, 1996. http://dx.doi.org/10.1007/978-1-349-25139-1.

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Baker, Michael J. Marketing: An introductory text. London: Macmillan, 1990.

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Marketing: An introductory text. 4th ed. Basingstoke: Macmillan Education, 1985.

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Kim, Cassidy, and Hilton Toni, eds. Services marketing: Text and cases. 3rd ed. New York: Palgrave Macmillan, 2009.

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1942-, Stevens Robert E., and Loudon David L, eds. Marketing research: Text and cases. 2nd ed. New York: Best Business Books, 2007.

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Quelch, John A. Marketing management: Text and cases. Homewood, IL: Irwin, 1993.

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Book chapters on the topic "Marketing text"

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Baker, Michael J. "Marketing Research." In Marketing: An Introductory Text, 229–58. London: Macmillan Education UK, 1996. http://dx.doi.org/10.1007/978-1-349-25139-1_10.

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Baker, Michael J. "Marketing Communications." In Marketing: An Introductory Text, 342–58. London: Macmillan Education UK, 1996. http://dx.doi.org/10.1007/978-1-349-25139-1_15.

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Baker, Michael J. "The Marketing Concept." In Marketing: An Introductory Text, 3–33. London: Macmillan Education UK, 1996. http://dx.doi.org/10.1007/978-1-349-25139-1_1.

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Baker, Michael J. "Planning for Marketing." In Marketing: An Introductory Text, 467–79. London: Macmillan Education UK, 1996. http://dx.doi.org/10.1007/978-1-349-25139-1_20.

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Baker, Michael J. "Marketing in Foreign Environments." In Marketing: An Introductory Text, 480–502. London: Macmillan Education UK, 1996. http://dx.doi.org/10.1007/978-1-349-25139-1_21.

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Baker, Michael J. "The Marketing of Services." In Marketing: An Introductory Text, 503–16. London: Macmillan Education UK, 1996. http://dx.doi.org/10.1007/978-1-349-25139-1_22.

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Baker, Michael J. "Marketing Strategy and Management." In Marketing: An Introductory Text, 50–68. London: Macmillan Education UK, 1996. http://dx.doi.org/10.1007/978-1-349-25139-1_3.

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Nikolopoulos, S. D., I. Santouridis, and T. Lazaridis. "Financial Text Mining in Twitterland." In Strategic Innovative Marketing, 105–14. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-56288-9_16.

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Baker, Michael J. "The Company: Organising for Marketing." In Marketing: An Introductory Text, 453–66. London: Macmillan Education UK, 1996. http://dx.doi.org/10.1007/978-1-349-25139-1_19.

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Baker, Michael J. "Product Policy, Planning and Development." In Marketing: An Introductory Text, 259–90. London: Macmillan Education UK, 1996. http://dx.doi.org/10.1007/978-1-349-25139-1_11.

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Conference papers on the topic "Marketing text"

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Buccoliero Ph.D., Prof Luca, Dr Maria Mazzola, Dr Elena Bellio, and Dr Elisa Solinas. "The Advertising – “Text and Driving” Behavior Relationship: Theory and Evidence of a Shock Advertising Experiment." In Annual International Conference on Enterprise Marketing and Globalization. Global Science & Technology Forum (GSTF), 2015. http://dx.doi.org/10.5176/2251-2098_emg15.1.

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Sang-Hyun Cho and Hang-Bong Kang. "Text sentiment classification for SNS-based marketing using domain sentiment dictionary." In 2012 IEEE International Conference on Consumer Electronics (ICCE). IEEE, 2012. http://dx.doi.org/10.1109/icce.2012.6162053.

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Engin, Melih, and Tolga Can. "Text classification in the Turkish marketing domain for context sensitive ad distribution." In 2009 24th International Symposium on Computer and Information Sciences (ISCIS). IEEE, 2009. http://dx.doi.org/10.1109/iscis.2009.5291861.

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Guseinova, Innara, Anna Levshits, and Dmitry Nakisbayev. "A GUIDELINE FOR PROFESSIONAL COMMUNICATION STUDIES (BASED ON MARKETING DISCOURSE TEXT SOURCES)." In 11th International Conference on Education and New Learning Technologies. IATED, 2019. http://dx.doi.org/10.21125/edulearn.2019.1281.

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"Combining Visual and Text Features for Learning in Multimedia Direct Marketing Domain." In International Workshop on Metadata Mining for Image Understanding. SciTePress - Science and and Technology Publications, 2008. http://dx.doi.org/10.5220/0002337200340047.

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vor der Brück, Tim, and Marc Pouly. "Text Similarity Estimation Based on Word Embeddings and Matrix Norms for Targeted Marketing." In Proceedings of the 2019 Conference of the North. Stroudsburg, PA, USA: Association for Computational Linguistics, 2019. http://dx.doi.org/10.18653/v1/n19-1181.

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Alamsyah, Andry, Marisa Paryasto, Feriza J. Putra, and Rizal Himmawan. "Network text analysis to summarize online conversations for marketing intelligence efforts in telecommunication industry." In 2016 4th International Conference on Information and Communication Technology (ICoICT). IEEE, 2016. http://dx.doi.org/10.1109/icoict.2016.7571889.

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Hegdepatil, Pratidnya, and Kiran Davuluri. "Business Intelligence based novel Marketing Strategy Approach using Automatic Speech Recognition and Text Summarization." In 2021 2nd International Conference on Computing and Data Science (CDS). IEEE, 2021. http://dx.doi.org/10.1109/cds52072.2021.00108.

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Utami, Yenni Sri, Oliver Samuel Simanjuntak, and Agung Prabowo. "Strengthening Marketing Communication Through Multimedia-Based Storytelling Assistance." In LPPM UPN "VETERAN" Yogyakarta International Conference Series 2020. RSF Press & RESEARCH SYNERGY FOUNDATION, 2020. http://dx.doi.org/10.31098/pss.v1i1.198.

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Abstract:
Storytelling-based multimedia can be used as an alternative marketing communications MSMEs craftsmen Batik " Sekar Arum " in Desa Wukirsari , sub-district Imogiri, Kabupaten Bantul. Assistance is aimed to build self-reliance and improve the confidence of members and officials of SMEs craftsmen Batik " Sekar Arum " to strengthen the marketing communication through storytelling -based technology multimedia. Through storytelling, the " Sekar Arum " Batik craftsman group UMKM can easily communicate the results of their products. Strengthening marketing through a story packed with photos, videos, animation as multimedia content makes potential customers not only more interested and easier to identify batik craft products, without having to come directly to workshops/exhibition events but to form deeper relationships so that they are loyal to SME Batik "Sekar Arum" businesses and products. Multimedia-based storytelling marketing techniques can provide several benefits, including a) Increasing a more loyal relationship with consumers; b) Reaching a wider marketing area, and c) Providing education on Batik products to consumers. The presentation of storytelling through multimedia technology provides an advantage because marketing content is more varied, including text, animation, or video. This variation of content increases the attractiveness of 'Sekar Arum' Batik, thus enhancing its image.
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Dirsehan, Taşkın. "Gaining Competitive Advantage in Tourism Marketing: A Text Mining Approach to Hotel Visitors’ Comments in Durrës." In University for Business and Technology International Conference. Pristina, Kosovo: University for Business and Technology, 2015. http://dx.doi.org/10.33107/ubt-ic.2015.20.

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Reports on the topic "Marketing text"

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Majchrowska, Justyna. TESTIMONIAL IN (NEW) MEDIA. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11109.

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The linguistic research of (the new) media so far has mainly focused on the analysis of content from broadcasters – people publishing on the Internet in order to convince the potential recipients to enter the website, read articles, explore the website as well as return after leaving it – in exchange for the material or financial benefit. Several years of observation of a variety of text types existing in the media shows that not only texts from broadcasters make it possible to notice and maintain this attention of recipients. Nowadays, similarly as in marketing and advertising, in the media (but not only there) the essential and productive content comes from the recipient. The subject of this quantitative and qualitative linguistic analysis is the title testimonial as a rapidly growing persuasive (promotional) trend in (new) media and a response to the challenges of the modern society.
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Bonfrer, Andre, Ernst Berndt, and Alvin Silk. Anomalies in Estimates of Cross-Price Elasticities for Marketing Mix Models: Theory and Empirical Test. Cambridge, MA: National Bureau of Economic Research, December 2006. http://dx.doi.org/10.3386/w12756.

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