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Journal articles on the topic 'Marketink'

Author: Grafiati

Published: 4 June 2021

Last updated: 1 February 2022

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1

Ramić, Nenad, and Đorđe Ćelić. "UNAPREĐENJE POSLOVANJA PRIMENOM METODA I TEHNIKA DIGITALNOG MARKETINGA NA PRIMERU PRESS PACK D.O.O. PREDUZEĆA." Zbornik radova Fakulteta tehničkih nauka u Novom Sadu 36, no. 05 (May 2, 2021): 864–67. http://dx.doi.org/10.24867/12gi15ramic.

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Svedoci smo ubrzanog napretka tehnologije, koji neminovno unosi promene ne samo u našim svakodnevnim životnim aktivnostima, već i u načinu poslovanja, a samim tim i u marketingu kao neodvojive komponente svakog posla i organizacije. Pojam digitalni marketing obuhvata celokupne marketinške napore koji se ulažu korišćenjem elektronskih uređaja ili interneta. Rad će prikazati faktore koji utiču na unapređenje poslovanja primenom metoda i tehnika ovakve vrste marketinga.

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2

Beyer, Karolina. "Online marketing as a successor of traditional marketing." Studia i Prace WNEiZ 52 (2018): 9–20. http://dx.doi.org/10.18276/sip.2018.52/1-01.

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Drapińska, Anna. "Ethics of Marketing – is Marketing Ethical?" Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu 41 (2015): 229–40. http://dx.doi.org/10.18276/pzfm.2015.41/2-19.

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4

Miletić, Josip. "Uloga marketinga u upravljanju odgojnoobrazovnom ustanovom." Školski vjesnik 69, no. 1 (2020): 261–76. http://dx.doi.org/10.38003/sv.69.1.7.

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U radu se problematizira uloga marketinga u upravljanju odgojno-obrazovnom ustanovom. Analiziraju se obilježja odgojno-obrazovne djelatnosti kao javnog dobra te marketinga kao poslovne filozofije i poslovne funkcije. Obrazlaže se kompatibilnost marketinga i obrazovanja kroz analizu specifičnosti tih dviju djelatnosti. Utvrđuju se problemi na koje uprava odgojno-obrazovne ustanove nailazi u svome radu, a koje se marketinškim pristupom može kvalitetno riješiti. Marketing odgojno-obrazovne ustanove ima sve veću ulogu i važnost jer je marketinški pristup osnova učinkovita djelovanja odgojno-obrazovnih ustanova.

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Brečko, Daniela. "Marketinški pristop v izobraževanju odraslih." Andragoška spoznanja 2, no. 4 (December 1, 1996): 10–18. http://dx.doi.org/10.4312/as.2.4.10-18.

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Avtorica skuša v svoji razpravi pokazati, da izobraževalne organizacije za odrasle ne bi smele zanemarjati marketinških aktivnosti, čeprav veliko izobraževalnih organizacij, predvsem državnih, še vedno gleda na marketinške aktivnosti odklonilno, kot na nekaj, kar je v neposrednem nasprotju z osnovnim poslanstvom izobraževalnih in stitucij, to je s prenašanjem znanja, z oblikovanjem celostne osebnosti in podobno. Toda vzrok negativnih predstav je predvsem slabo poznavanje in razumevanje marketinga. Marketing v izobraževanju odraslih je povezan predvsem z raziskovanjem izobraževalnih potreb, želja in s predvidevanjem potreb v prihodnosti, z namenom , da bi institucija lahko pravočasno razvila kakovostne izobraževalne programe. V prispevku predstavi najpomembnejše elemente marketinga v izobraževalnih organizacija, med katere prišteva predvsem zadovoljevanje potreb, želja in zahtev uporabnikov izobraževalnih storitev, skrb za njihovo zadovoljstvo in dobro počutje med izobraževanjem, usposobljenost in motiviranost zaposlenih v izobraževalni organizaciji, ustvarjanje pozitivnega ugleda v javnosti, komuniciranje z javnostmi in učinkovito informira nje morebitnih udeležencev. Na koncu razprave še posebej poudarja, da lahko le tako razumljen marketing pripomore k razvoju in kakovosti izobraževanja odraslih.

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Dragojlović, Vladimir, Branko Mihailović, and Srđan Novaković. "Marketing activities for the purpose of marketing culture development in education and educational institutions." Ekonomika 64, no. 4 (2018): 135–46. http://dx.doi.org/10.5937/ekonomika1804133d.

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7

Mazurek-Łopacińska, Krystyna, and Magdalena Sobocińska. "Content Marketing in the Aspect of the Evolution of Internet Function and the Development of Marketing Concept." Marketing i Zarządzanie 52 (2018): 83–92. http://dx.doi.org/10.18276/miz.2018.52-08.

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8

Kanurić, Hakija. "MREŽNI MARKETING S ASPEKTA ISLAMSKOG PRAVA." Zbornik radova Islamskog pedagoškog fakulteta u Bihaću 12, no. 12 (December 28, 2020): 65–81. http://dx.doi.org/10.52535/27441695.2020.12.65-81.

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Ovaj rad ima za cilj predstaviti mrežni marketing kao model poslovanja, distribucije i prodaje robe, ukazati na njegove pozitivnosti i negativnosti, praktična iskustva i zakonske regulative nekih zemalja spram ovog poslovnog modela, te elaborirati mišljenja savremenih islamskih pravnika o mrežnom marketingu i na koncu eksplicirati njegov šerijatsko-pravni status te objasniti da li je kompatibilan islamskim normama poslovanja ili ne.Prilikom proučavanja i analiziranja mrežnog marketinga korištena je metoda teorijske analize, deskriptivno-analitička i komparativna metoda.Rezultat studije pokazuje da je mrežni marketing u svojoj uobičajenoj formi, pri kojoj se članstvo uvjetuje novčanom uplatom ili kupovinom proizvoda, zabranjen. Da bi mrežni marketing s aspekta islamskog prava bio prihvatljiv, neophodno je da prodaja tim putem zadovoljava opće uvjete kupoprodaje u islamskom pravu, da proizvod koji se tim putem prodaje vrijedi cijene koja se za njega plaća, da se kroz marketing proizvoda ne služi obmanom i da se ne uzima profit od članova iz nižih nivoa kojima se ne čini nikakva usluga.

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Strahinja, Robert, Martin Golob, and Tina Subašić. "Sportski marketing u Hrvatskom nogometnom klubu Rijeka." Zbornik Veleučilišta u Rijeci 5, no. 1 (2017): 71–86. http://dx.doi.org/10.31784/zvr.5.1.6.

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Popularizacijom natjecateljskog sporta postignuto je da su neki sportovi postali visoko rangirani na ljestvici interesa u društvu. Među njima posebno mjesto zauzima nogomet. Razlog takve popularnosti je financijske prirode. Poznato je da se ulažu ogromna financijska sredstva u klubove i njihove igrače koji na tržištu postižu visoku cijenu. Nesumnjivo je da marketing ima veliku ulogu u tom području. Iako se u suštini ne razlikuje od marketinga proizvodnih poduzeća, sportski marketing ipak ima neke specifičnosti koje se ogledaju kroz pojedine elemente marketing miksa. Tako promatrajući, sportski proizvod ima veći raspon mogućnosti zadovoljenja potreba samih korisnika. U radu je predstavljen HNK Rijeka, čiji zavidni rezultati u sportskom smislu, bez dodatnih ulaganja u marketing, nisu dovoljan preduvjet i za ostvarivanje pozitivnih poslovnih rezultata. Poslovni rezultati se očekuju efikasnim ulaganjem financijskih sredstava i kvalitetno odabranom marketinškom strategijom. Premda postoje brojni oblici financiranja kluba, jedan od ciljeva HNK-a Rijeka jest i da se samofinanciranje kluba podigne na višu razinu. Iz tog su razloga marketinške aktivnosti kluba usmjerene i na oblik promocije koji rezultira povećanjem financijskih resursa kroz svoje obožavatelje, navijače i publiku u širem smislu.

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10

Oh, Heiwon, Brenda Avila, and Jay Sang Ryu. "COTTON AWARENESS MARKETING: THE COMPARISON OF SOCIAL MEDIA MARKETING AND CONVENTIONAL MARKETINT." Global Fashion Management Conference 3, no. 3 (June 30, 2015): 338–41. http://dx.doi.org/10.15444/gfmc2015.03.03.03.

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11

Rutkauskas, Aleksandras Vytautas, and Adomas Ginevičius. "INTEGRATED MANAGEMENT OF MARKETING RISK AND EFFICIENCY / INTEGRUOTAS MARKETINGO RIZIKOS IR EFEKTYVUMO VALDYMAS." Journal of Business Economics and Management 12, no. 1 (April 12, 2011): 5–23. http://dx.doi.org/10.3846/16111699.2011.555357.

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There are two principal problems arising for marketing management: first—the increase of marketing ability to use effectively its resources, and second—to inventory the risks influencing marketing activity in order to develop their management strategy. Considering exceptional riskiness of marketing, the solution of marketing efficiency problems is not separable from identification of risks, influencing marketing, and their management strategies development. Integrated analysis of marketing efficiency and risk management problems is performed in two ways. First, a marketing risks portfolio management situation is analysed in such a way that resources, intended for risk management, are distributed among the means of decreasing value at risk in such a manner that the overall value of risk, i.e. the resultant of all risk values, would be minimal. Second, based on the expert efficiency estimates for a unit of costs in every element of marketing structure, a distribution of costs is pursued which would uphold the best increase of marketinggenerated marginal utility. To find the solution, imitative modeling and stochastic optimization methods are used. Santrauka Kyla dvi pagrindines marketingo valdymo problemos: pirma—tai marketingo gebejimo efektyviai naudoti jam skirtus išteklius didinimas, antra—inventorizuoti marketingo veiklai itak daranèias rizikas, siekiant parengti ju valdymo strategij. Atsižvelgiant i išskirtini marketingo rizikingum, jo efektyvumo problemu sprendimas neatsiejamas nuo riziku, daranèiu poveiki marketingui, identifikavimo ir ju valdymo strategiju sukurimo. Straipsnyje marketingo efektyvumas ir rizikos valdymo problemos nagrinejamos dviem budais. Pirmas—nagrinejama marketingo riziku portfelio valdymo situacija, kai ištekliai, skirti rizikai valdyti, dalijami tarp priemoniu, skirtu riziku vertei mažinti (Value at Risk), taip, kad bendroji rizikos verte, t. y. visu rizikos verèiu atstojamoji, butu minimali. Antras—remiantis ekspertu efektyvumo iverèiais snaudu vienetui kiekviename marketingo strukturos elemente, ieškomas toks snaudu padalijimas, kuris puoseletu naudingiausi marketingo sukuriamo ribinio naudingumo prieaugi. Sprendimams rasti pasitelkti imitacinio modeliavimo ir stochastinio optimizavimo metodai.

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12

Haker, Dina. "NOVE TEHNOLOGIJE I MARKETING." Zbornik radova Fakulteta tehničkih nauka u Novom Sadu 35, no. 10 (October 3, 2020): 1742–45. http://dx.doi.org/10.24867/09gi01haker.

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Cilj rada jeste analiza primene i veza novih tehnologija i marektinga. Elektronski marketing (e-marketing) predstavlja sve online ili elektronski bazirane aktivnosti koje omogućavaju proizvođačima roba i usluga da zadovolje potrebe i želje svojih kupaca na brz i efikasan način. Umesto elektronski marketing, sve češće se koristi termin digitalni marketing. U radu će biti određen nov koncpet primene marketinga i to internet ili elektronski marketing koji se sve češće koristi u praksi. Na primeru hotela Turist dat je prikaz upotrebe digitalnog marketinga u poslovanju.

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Kaczmarczyk, Stanisław. "Marketing in the Pomorskie Voivodeship in the Beginning of the Second Decade of XXI Century on the Background of the Marketing in the State." Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu 41 (2015): 279–92. http://dx.doi.org/10.18276/pzfm.2015.41/2-23.

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14

Grzegorczyk, Wojciech. "Nowe koncepcje marketingu w procesie tworzenia strategii marketingowej na rynkach międzynarodowych." Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing, no. 17(66) (July 21, 2017): 54–62. http://dx.doi.org/10.22630/pefim.2017.17.66.4.

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Celem artykułu jest krytyczna analiza możliwości zastosowania wybranych nowych koncepcji marketingu w procesie kreowania strategii marketingowych przedsiębiorstwa na rynkach międzynarodowych. Dla realizacji tego celu dokonano analizy literatury krajowej i zagranicznej z zakresu marketingu międzynarodowego. Strategie marketingu międzynarodowego powinny obejmować w swoich początkowych fazach etapy wyboru rynku zagranicznego i formy ekspansji na ten rynek. W następnej kolejności można dopiero formułować program marketingu-mix Spotykana ostatnio w literaturze marketingu koncepcja tzw. marketingu zwinnego (Agile Marketing) ma w tym przypadku niewielkie zastosowanie i odnosi się przede wszystkim do etapów realizacji strategii marketingowej na rynkach międzynarodowych. Content Marketing można stosowac przede wszystkim w polityce promocji, a Blue Ocean strategy odnosi się do wyboru rynku i polityki produktu.

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Budzanowska-Drzewiecka, Małgorzata. "Wyzwania stosowania działań marketingowych poprzez media społecznościowe z perspektywy zintegrowanej komunikacji marketingowej." Zarządzanie Mediami 9, no. 2 (2021): 281–96. http://dx.doi.org/10.4467/23540214zm.21.017.13412.

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The Challenges of Incorporating Social Media Marketing Within Integrated Marketing Communication The paper aims to systematise the modifications within the concept of integrated marketing communication, resulting from the usage of social media in the companies’ communication practices. Based on the literature review, the current challenges of integrating social media into marketing communication were identified. They were structured into three groups of tactical, strategic and ethical challenges. These challenges are related to both, the practical issues of marketing communication through the evolving social media and the theoretical discussion on the conceptual framework of integrated marketing communication.

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Strott, Runa. "4 Ps go green? Die Positionierung des Green Marketing im Marketing-Mix." Der Betriebswirt 62, no. 1 (January 1, 2021): 69–79. http://dx.doi.org/10.3790/dbw.62.1.69.

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Abstract The green marketing mix by Runa Strott: Due to the increasing importance of sustainability and green marketing, the author has developed a model that is based on Mc Carthy’s 4 Ps, but includes the requirements of LOHAS as a target group. The model can be used for products that are intended to address this target group. Zusammenfassung Nachhaltigkeit ist in der heutigen Zeit ein häufig genutzter Begriff und wird sowohl im Privat- als auch im Geschäftsleben thematisiert. Für den klassischen Marketing-Mix bedeutet die Veränderung des Marketings in Bezug auf die Einbindung der Nachhaltigkeit auch eine stetige Anpassung an die entsprechenden Gegebenheiten. Die 4 Ps von McCarthy aus dem Jahr 1960, bestehend aus „product“ (Produkt), „price“ (Preis), „place“ (Distribution) und „promotion“ (Kommunikation), decken aufgrund der Breite, Komplexität und Vielfalt des Marketings nicht mehr alle Aspekte ab. Daher hat Runa Strott ein eigenes Modell für Produkte und Dienstleistungen, die eine „grüne Zielgruppe“ (LOHAS) ansprechen sollen, entwickelt: den Green-Marketing-Mix.

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Oliveira, Luciano Aparecido. "Marketing Ambiental Como Estratégia De Mercado." Revista Científica Multidisciplinar Núcleo do Conhecimento 06, no. 11 (November 27, 2018): 172–88. http://dx.doi.org/10.32749/nucleodoconhecimento.com.br/marketing/marketing-ambiental.

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Łapińska, Magdalena. "MarTech — Marketing Technology a rozwój platform SaaS do automatyzacji marketingu." Marketing i Rynek 2019, no. 3 (March 20, 2019): 17–24. http://dx.doi.org/10.33226/1231-7853.2019.3.2.

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Zlatković, Miodrag, Tomislav Brzaković, and Miodrag Brzaković. "PERSPEKTIVE ELEKTRONSKIH KANALA MARKETINGA - PERSPECTIVES OF ELECTRONIC CHANNELS OF MARKETING." FBIM Transactions 1, no. 2 (July 15, 2013): 47–54. http://dx.doi.org/10.12709/fbim.01.01.02.05.

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Jakšić, Anja. "UPOREDNA ANALIZA ONLAJN VIDLJIVOSTI VISOKOŠKOLSKIH USTANOVA PRIMENOM ALATA INTERNET MARKETINGA." Zbornik radova Fakulteta tehničkih nauka u Novom Sadu 34, no. 10 (September 30, 2019): 1868–71. http://dx.doi.org/10.24867/04gi13jaksic.

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Učestala upotreba interneta u obrazovanju uslovila je promenu procesa prenošenja znanja i istraživanja u velikoj meri. Samim nastankom interneta, dogodile su se promene u sferi marketinga, te pored dosadašnjeg tradicionalnog marketinga, nastaje internet marketing i velikom brzinom uzima primat u odnosu na sve dosadašnje načine oglašavanja. Cilj ovog rada jeste da istakne značaj, ulogu i prednosti internet marketinga, ali i njegovu primenu u visokom obrazovanju, sa posebnim akcentom na benefite primene alata internet marketinga u visokoškolskim ustanovama. U radu su analizirani najbolji strani i domaći univerziteti i njihova primena onlajn alata internet marketinga.

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BRONICKI, Marek, and Krzysztof SOŁODUCHA. "REALIZACJA STRATEGII INBOUND MARKETINGU PRZY WYKORZYSTANIU WYSZUKIWAREK INTERNETOWYCH." Nowoczesne Systemy Zarządzania 12, no. 1 (March 31, 2017): 183–99. http://dx.doi.org/10.37055/nsz/129460.

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Koncepcja inbound marketingu, której twórcą jest B. Halligan, zakłada wykorzystanie do realizacji tej strategii najważniejszych narzędzi marketingu w sieci, jakimi są wyszukiwarki, media społecznościowe, marketing treści, automatyzacja i big data. W tekście analizowane są techniki marketingu w wyszukiwarkach i ich wykorzystanie do budowania skutecznej strategii inbound marketingu. Autor dowodzi tezy, że dobrze poprowadzona komunikacja w wyszukiwarkach może być decydująca dla powodzenia strategii typu inbound. Wpływa na to sam model działania wyszukiwarki, w ramach którego zyskujemy dane i konwersje oparte o spontaniczne zachowania użytkowników.

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Tscheulin, Dieter K., Stephan Olk, Adnan Zogaj, and Philipp M. Mähner. "Marketing in Social Economy and Common Welfare – Advantages and Challenges." Zeitschrift für Gemeinwirtschaft und Gemeinwohl 1, no. 1 (2021): 146–61. http://dx.doi.org/10.5771/2701-4193-2021-1-146.

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Marketing ist mehr als Menschen Dinge zu verkaufen, die sie nicht brauchen. Vielmehr verfolgt das Marketingkonzept das Ziel, die Bedürfnisse der Stakeholder durch geeignete Produkte und Dienstleistungen zu befriedigen. Zu diesem Zweck stellt es ein stringentes Vorgehen bereit und bringt einen großen Fundus an unterschiedlichen Techniken mit. Aus dieser Perspektive analysiert der vorliegende Artikel die Anwendbarkeit des Marketings in der Gemeinwirtschaft und im Gemeinwohl und geht dabei auf Vorteile und Herausforderungen ein. Anhand ausgewählter Beispiele für die Anwendung von Marketingtechniken wird die Ausgestaltung des Marketing-Mix für Organisationen in der Sozialwirtschaft und der Gemeinwohlökonomie dargestellt. Auch ethische Aspekte der Anwendbarkeit des Marketings werden diskutiert.

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Krivić, Milana, and Slavka Nikolić. "STRATEŠKO UPRAVLJANJE ONLAJN MARKETING AKTIVNOSTIMA U BANKARSKOM SEKTORU." Zbornik radova Fakulteta tehničkih nauka u Novom Sadu 34, no. 02 (January 28, 2019): 310–12. http://dx.doi.org/10.24867/01gi04krivic.

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Ovaj rad sastoji se od pet delova, koji čine celinu. Prvi deo se sastoji od standardnog, uvodnog dela, u kojem su opisani problemi predmeta istraživanja, postavljeni ciljevi rada i metode korišćene u izradi rada. Drugi deo rada prikazuje osnovu marketinga usluga. U ovom delu detaljno je objašnjen marketing miks. Takođe, posebno je akcentovana marketing strategija, kroz osnovne aktivnosti svakog strateškog upravljanja, analizu, planiranje, primenu i kontrolu, kao i deo koji se odnosi na tržišno pozicioniranje u kontekstu tržišta bankarskih usluga. U trećem delu definisan je marketing društvenih mreža (Facebook, Instagram, Twitter itd.), njegove prednosti i nedostaci. Četvrti deo govori o samoj OTP banci, njenom nastanku, udruživanju sa drugim bankama i glavnim poslovnicima. Peti deo obuhvata zaključak, gde su obrazložene pozitivne i negativne strane celokupnog marketinga i zadovoljstvo korisnika uslugama OTP banke, prikazano kroz javne prepiske između banke i korisnika na društvenim mrežama. radova.

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Awaludin, Muhammad Nurfauzi, and Sigit Sukmono. "THE EFFECT OF SOCIAL MEDIA MARKETING AND BRAND AWARNESS ON PURCHASE DECISIONS WITH VIRAL MARKETING AS INTERVENING VARIABLES ON JANJI JIWA COFFEE CONSUMERS AMONG STUDENTS USING SOCIAL MEDIA AREA JABODETA." AFEBI Management and Business Review 5, no. 01 (November 17, 2020): 54. http://dx.doi.org/10.47312/ambr.v5i01.303.

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<p>The purpose of this study was to analyze the influence of social media marketing and brand awareness on purchasing decisions with viral marketing as an intervening variable in Janji Jiwa coffee consumers among students who use social media in Jabodeta. convenience sampling with samples used as many as 214 respondents to fill out an online questionnaire with certain criteria. This research uses two independent variables, namely social media marketing and brand awareness, the dependent variable is the purchase decision and as an intervening variable (mediation), namely viral marketing. The method used in this study uses path analysis which is the development of multiple linear regression andprocessed using SPSS software. From the research results, it is known that social media marketing has an effect on purchasing decisions both directly and indirectly through viral marketin mediation, and brand awareness influences purchasing decisions both directly and indirectly through viral marketing mediation. Of the two, the direct influence on purchasing decisions is greater than the indirect effect through viral marketing mediation.</p>

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Awaludin, Muhammad Nurfauzi, and Sigit Sukmono. "THE EFFECT OF SOCIAL MEDIA MARKETING AND BRAND AWARNESS ON PURCHASE DECISIONS WITH VIRAL MARKETING AS INTERVENING VARIABLES ON JANJI JIWA COFFEE CONSUMERS AMONG STUDENTS USING SOCIAL MEDIA AREA JABODETA." AFEBI Management and Business Review 5, no. 1 (June 17, 2020): 54. http://dx.doi.org/10.47312/ambr.v5i1.303.

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<p>The purpose of this study was to analyze the influence of social media marketing and brand awareness on purchasing decisions with viral marketing as an intervening variable in Janji Jiwa coffee consumers among students who use social media in Jabodeta. convenience sampling with samples used as many as 214 respondents to fill out an online questionnaire with certain criteria. This research uses two independent variables, namely social media marketing and brand awareness, the dependent variable is the purchase decision and as an intervening variable (mediation), namely viral marketing. The method used in this study uses path analysis which is the development of multiple linear regression andprocessed using SPSS software. From the research results, it is known that social media marketing has an effect on purchasing decisions both directly and indirectly through viral marketin mediation, and brand awareness influences purchasing decisions both directly and indirectly through viral marketing mediation. Of the two, the direct influence on purchasing decisions is greater than the indirect effect through viral marketing mediation.</p>

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Bagiev, G. L., A. O. Shulga, and Wolfgang Fritz. "Der Systemcharakter des Marketings." Der Betriebswirt 55, no. 2 (June 30, 2014): 10–14. http://dx.doi.org/10.3790/dbw.55.2.10.

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In diesem Beitrag wird ein systemtheoretisches Konzept des Marketings erläutert, das insbesondere auf dem Blickwinkel der russischen Marketing-wissenschaft beruht. Ausgehend von einem kurzen Überblick über den Stellenwert des Systemansatzes in der deutschen Betriebswirtschaftslehre, wird das Marketing als ein großes, künstliches System charakterisiert, dessen Grundprinzipien und Systemeigenschaften näher beschrieben werden. Konsequenzen für die Marketingpraxis kommen ebenfalls zur Sprache. In this paper, a systems-theoretical concept of marketing is described, which is based in particular on the point of view of Russian marketing science. Starting with a brief overview of the general importance of the systems approach the German business administration, marketing is characterized as a large, artificial system, and the basic principles and system properties are described in detail. Implications for marketing practice are also outlined. Keywords: ressourcen, neuproduktideen, marketingplan, managementprozesse

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Ozretić Došen, Đurđana, and Ana Buljat. "Marketing usluga dominikanskih muzeja u Republici Hrvatskoj." Ekonomski pregled 72, no. 2 (2021): 224–48. http://dx.doi.org/10.32910/ep.72.2.4.

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Vjerske organizacije i zajednice posjeduju te u svojim muzejskim ili galerijskim prostorima čuvaju jedinstvenu kulturno-umjetničku baštinu. Unatoč znatnom opsegu i iznimnoj vrijednosti zbirki, dostupnost i prezentacija građe javnostima još uvijek su skromne. Ovaj je rad posvećen marketingu usluga muzeja dominikanskih samostana kao posebnog oblika neprofitnih vjerskih organizacija. Svrha rada je istražiti koriste li dominikanski muzeji, kako i u kojem opsegu marketing u osmišljavanju i pružanju svojih usluga. Provedeno je izviđajno kvalitativno istraživanje. Rezultati ukazuju na prisutnost ograničenog broja marketinških aktivnosti koje se provode u cilju prezentiranja muzejske građe zainteresiranim korisnicima. Uočena je potreba intenziviranja marketinškoga pristupa, prije svega u praćenju trendova u potrebama i željama konzumenata muzejskih usluga kulture i umjetnosti te u komunikaciji sa zainteresiranim korisnicima i javnostima. Za unapređenje marketinških aktivnosti važna je edukacija i zapošljavanje osoba koje brinu o muzejskoj građi, i to ne samo u smislu očuvanja baštine nego i marketinškom, a kako bi se uslugu muzeja dominikanskih samostana oblikovalo kao posebni, informativni i obrazovni doživljaj/iskustvo. Ograničenja istraživanja vezana su uz prirodu kvalitativnog istraživanja i činjenicu da ona počivaju na specifičnim podacima, a vjerodostojnost tumačenja podataka je ovisna o njihovoj točnosti i potpunosti. Doprinos rada proizlazi prije svega iz odabira originalnog istraživačkog problema i dobivenih rezultata kojima se obogaćuje teorija i znanstvena bibliografija iz područja neprofitnog (vjerskog) marketinga i marketinga usluga (u kulturi i umjetnosti).

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Purtschert, Robert, and Peter Schwarz. "Genossenschaftsmarketing." Zeitschrift für das gesamte Genossenschaftswesen 57, no. 2 (June 1, 2007): 78–94. http://dx.doi.org/10.1515/zfgg-2007-0203.

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Die Autoren versuchen, Grundzüge eines (bisher fehlenden) praxisorientierten Marketings für Genossenschaften aufzuzeigen, zunächst als allgemeine Konzeption und Vorgehensweise beim „Herunterbrechen“ von genossenschaftspolitischen Basisaussagen auf das konkrete Marketing-Management. Zum anderen sind diese Ansätze spezifisch nach den Typen „Selbsthilfe-Genossenschaften“ und „marktliche Großgenossenschaften“ differenziert abzuhandeln. Während für die ersteren nach wie vor die Mitgliederförderung im Zentrum steht, werden von Großgenossenschaften zunehmend Leistungen in Richtung Corporate Social Responsibility bzw. Corporate Citizenship als Marketing-Inhalte erwartet.

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Pu, Anni. "Brand Construction of Dujiangyan Agricultural Products under New Media Environment." Modern Management Forum 3, no. 2 (May 29, 2019): 15. http://dx.doi.org/10.18686/mmf.v3i2.1596.

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<p>In the new media era, the marketing channels of agricultural product brands are increasingly diversified, and the marketing content is constantly enriched. Based on the "Internet +" plan, it provides new thinking for agricultural product brand marketing. This article analyzes the issue of kiwi brand development of agricultural products in Dujiangyan City, Sichuan Province under the new media environment. Regarding the current predicament of agricultural product brand marketing, this article puts forward methods of establishing a brand asset evaluation system, clarifying the main body of brand management, targeting the market, and so on, which aim to improve the effectiveness of agricultural product brand marketi</p>

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Kreutzer, Ralf T. "Social-Media-Guidelines – damit Social-Media-Marketing überzeugen kann." Der Betriebswirt: Volume 52, Issue 3 52, no. 3 (September 30, 2011): 15–21. http://dx.doi.org/10.3790/dbw.52.3.15.

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Social-Media-Marketing wird von vielen Unternehmen inzwischen als „notwendiges Muss“ angesehen, auch wenn heute noch kein genereller Konsens darüber besteht, was sich unter Social-Media-Marketing verbirgt. Deshalb werden zunächst die Inhalte der sogenannten „sozialen Medien“ wie auch des Social-Media-Marketings definiert und in ihrer Relevanz für Unternehmen verdeutlicht. Daran schließt sich die Fragestellung an, durch welche Guidelines ein Unternehmensengagement flankiert werden sollte, um durch Social-Media-Marketing erfolgreich zu handeln. Die Präsentation eines Social-Media-Hauses als Entwicklungs- und Implementierungskonzept rundet die Ausführungen ab. Social media marketing seems to be a must-have for many companies now. Yet there is no consensus about the definition of the key terms. Therefore the terms social media and social media marketing are defined first and there relevance for companies is clarified. This explanation is followed by the discussion of social media guidelines which are regarded as a prerequisite for successful social media marketing. A social media house is presented as helpful master plan for the development and implementation of social media marketing. Keywords: social media guidelines

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KOZAK, AGNIESZKA, and DOROTA MĄCZKA. "NARZĘDZIA MARKETINGU MIX W DZIAŁALNOŚCI WYBRANYCH GOSPODARSTW AGROTURYSTYCZNYCH POWIATU BIALSKIEGO." Zeszyty Naukowe. Turystyka i Rekreacja 18, no. 2 (December 1, 2017): 175–84. http://dx.doi.org/10.5604/01.3001.0010.7079.

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Marketing jest jednym z najpowszechniej stosowanych narzędzi zarządzania we współczesnym biznesie. Dotyczy to każdej prowadzonej działalności, czy to gospodarczej, czy o charakterze non profit. Jego celem jest optymalizacja działań mających za zadanie rozpoznanie potrzeb i preferencji konsumenta, zamianę ich na realny popyt na dobra i usługi, a potem zaspokajanie tego popytu ku zadowoleniu klienta i z zyskiem dla organizacji. Celowi temu służą narzędzia marketing mixu. Prezentowana praca ma na celu identyfikację narzędzi marketingu mix w działalności agroturystycznej.

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Satriya, Candra Yudha. "KONTRIBUSI EVENT MARKETING TERHADAP EKUITAS MEREK KOTA SOLO." Jurnal Ilmiah Komunikasi Makna 5, no. 1 (July 14, 2014): 42. http://dx.doi.org/10.30659/jikm.5.1.42-53.

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Event marketing telah tumbuh dalam industri pariwisata sebagai alternatif produk wisata yang sangat diperlukan untuk menarik wisatawan. Hal tersebut juga diadopsi oleh kota Solo. Dari mementaskan acara-acara kecil yang bersifat kebudayaan dan tradisi sampai menjadi tuan rumah mega-event seperti konferensi internasional atau Olimpiade PARA Games, event marketing telah digunakan sebagai daya tarik untuk menghasilkan kunjungan tambahan ke kota Solo. Event-event tersebut bisa memberikan kontribusi besar terhadap tercapainya tujuan pemasaran secara umum dengan membantu memperkuat citra. Serta juga bisa digunakan untuk membantu mempromosikan, memposisikan, dan memperkuat merek kota Solo. Dengan pendekatan konseptual ekuitas merek, paper ini membahas peran event marketing terhadap strategi branding kota Solo. Lebih khusus lagi, mengkaji kontribusi pelaksanaan event marketiing terhadap awareness, persepsi kualitas, asosiasi merek, loyalitas, dan positioning kota Solo. Keywords: pemasaran pariwisata; event marketing; brand equity Solo

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Medeiros, Ariany Corrêa, and Maria Aparecida Canale Balduíno. "O marketing 4.0 e a importância da comunicação com o novo consumidor nas redes sociais." Revista Científica Multidisciplinar Núcleo do Conhecimento 01, no. 09 (October 3, 2019): 160–75. http://dx.doi.org/10.32749/nucleodoconhecimento.com.br/marketing/marketing-4-0.

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Pedko, I., and V. Hordiienko. "Marketing Research in the Marketing Information System." Economic Herald of the Donbas, no. 4 (58) (2019): 138–43. http://dx.doi.org/10.12958/1817-3772-2019-4(58)-138-143.

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Petersilie, Frank. "Rechtliche Grenzen des (Online-) Marketings für Ärzte." Aktuelle Urologie 50, no. 04 (May 8, 2019): 413–23. http://dx.doi.org/10.1055/a-0893-6315.

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ZusammenfassungDas Online-Marketing von Ärztinnen und Ärzten muss sich an denselben werberechtlichen Regelungen wie konventionelles Marketing messen lassen. Hier sind v. a. die ärztliche Berufsordnung, das Heilmittelwerbegesetz und das Gesetz gegen unlauteren Wettbewerb relevant. Im Bereich des Online-Marketing kommen insbesondere noch daten- und persönlichkeitsrechtliche Aspekte hinzu. Trotz zunehmender Liberalisierungstendenzen gibt es nach wie vor nicht unerhebliche werberechtliche Grenzen, die in diesem Beitrag skizziert werden. Die relativ hohe Zahl der zitierten aktuellen Gerichtsurteile zeigt zudem, dass es zu allen Regelungen noch klärungsbedürftige Fragen gibt, die auch durch die oftmals sehr einzelfallbezogenen Urteile nicht immer abschließend beantwortet worden sind. Gleichwohl kann man festhalten, dass die rechtlichen Grenzen ärztlichen Marketings nie weiter waren als jetzt.

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Bajdak, Andrzej. "„Marketing automation” – systemy wspierające i łączące pracę działu marketingu i działu sprzedaży." Nierówności społeczne a wzrost gospodarczy 45, no. 1 (2016): 449–56. http://dx.doi.org/10.15584/nsawg.2016.1.45.

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Mitrović, Teodora. "UPRAVLJANJE ONLAJN KOMUNIKACIJAMA U MARKETINGU DOGAĐAJA." Zbornik radova Fakulteta tehničkih nauka u Novom Sadu 36, no. 02 (January 30, 2021): 295–98. http://dx.doi.org/10.24867/11gi03mitrovic.

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Upravljanje onlajn komunikacijama u marketingu događaja, kroz kreiranje strategije komuniciranja na osnovu osnovnih faza realizacije događaja. Cilj istraživanja je prikazati analizu komunikacionog procesa spram ključnih faza plasiranja poruka targetiranoj ciljnoj grupi, na koji način alati digitalnog marketinga olakšavaju proces komunikacije sa ciljnom grupom i kako alati digitalnog marketinga utiču na proces organizovanja događaja i upravljanje komunikacijama u okviru događaja.

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Warrink, Dennis. "The Marketing Mix in a Marketing 3.0 Context." INTERNATIONAL JOURNAL OF INNOVATION AND ECONOMIC DEVELOPMENT 4, no. 4 (2018): 7–30. http://dx.doi.org/10.18775/ijied.1849-7551-7020.2015.44.2001.

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Modern society is becoming increasingly aware of the necessity to behave sustainably which resulted in higher expectations towards sustainable practices of businesses. Thus, Marketing 3.0, a concept developed by Kotler, Kartajaya, and Setiawan (2010) which takes a more sustainable approach towards marketing, received an increasing amount of attention in the academic and practical world. This paper, therefore, identified the various influences this new marketing era has on the widely known and accepted 7P Marketing Mix to provide a valuable literature basis for the effect of Marketing 3.0 on marketing practices in the form of an in-depth literature review. Furthermore, an evaluation of ethical issues regarding the new marketing era is presented with the aim of receiving a comprehensive and critical overview of this new emerging topic. The use of Marketing 3.0 practices is expected to generate benefits for customers and companies simultaneously by creating a more sustainable and making the world a better place. The efficient use Marketing 3.0 also aims to result in higher consumer trust through the use of collaboration practices. Moreover, findings suggest that Marketing 3.0 highly impacts six out of the seven Marketing Mix Ps, namely product, price, promotion, process, people, and physical evidence, as well as mildly influences place. Therefore, the concept of Marketing 3.0 is a crucial extension of current marketing practices by providing economic profits, while at the same time taking into consideration environmental, ethical, and social factors.

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Abromaitytė-Sereikienė, Laima. "Marketingo etika Lietuvos žiniasklaidoje: žiniasklaidos turinio vadovų ir marketingo / pardavimo vadovų etinių nuostatų palyginimas." Informacijos mokslai 52 (January 1, 2010): 84–95. http://dx.doi.org/10.15388/im.2010.0.3193.

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Žiniasklaidos įmonės, kaip ir kitos įmonės, veikia konkurencinėje aplinkoje, siekia įgyvendinti savo tikslus, bet dėl specifinio produkto turi atlikti tam tikrą misiją. Tačiau yra situacijų, kai priimami neetiški sprendimai. Sunkmetis išryškino etinių sprendimų žiniasklaidoje stoką. Siekiant išsiaiškinti, kaip gerinti situaciją, būtina įvertinti esamą padėtį ir nustatyti veiksnius, darančius įtaką Lietuvos žiniasklaidos įmonių marketingo sprendimų etiškumui. Atsižvelgiant į tai, kad žiniasklaida veikia dvigubo produkto rinkoje, šiame darbe pristatoma ir analizuojama abu produktus gaminant / parduodant dalyvaujančių asmenų grupių – žurnalistų, kuriančių žiniasklaidos turinį, ir marketingo / pardavimo specialistų, parduodančių pritrauktą auditorijos dėmesį, vadovų nuomonė.Pagrindiniai žodžiai: marketingas, etika, žiniasklaida, Lietuva.Ethical Rules of Marketing in Lithuanian Media Companies: Comparison of the Ethic Principles of Media Content Managers and Media Marketing / Sell ManagersLaima Abromaitytė-Sereikienė SummaryMedia companies, like all other companies, operate in the competitive environment and seek their own purposes. Considering the fact that these companies produce a specific product, they accomplish, or should accomplish, a specific mission – to serve the interests of society. However, the products produced by the media not always match the interests of society.To assess the state of marketing ethic of the Lithuanian media means, of the actions that have the biggest influence on ethical decisions, quantitative media companies’ a research was performed in November–December 2006 by e-mail. Taking into consideration the operation of media companies in a double product market, two groups of persons were investigated: (1) persons responsible for media content, (2) persons responsible for media marketing/sales. The research embraced all media companies operating in Lithuania.The respondents have agreed that unethical behaviour in the Lithuanian media sector does exist. Managers have a stronger opinion on this matter. Most of the respondents have said they always or in general behave ethically in their working life. No statistically significant difference has been established in how journalists and marketing professionals understand ethical rules.

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Umam, Khoerul. "MODEL KAPABILITAS “CUSTOMER RELATIONSHIP MARKETING: PADA INDUSTRI TEPUNG TAPIOKA DI KABUPATEN PATI." Jurnal Ekonomi dan Bisnis 18, no. 1 (January 19, 2017): 56. http://dx.doi.org/10.30659/ekobis.18.1.56-70.

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This study aims to identify and analyze the influence of market information and human capitalon the performance capabilities of CRM marketing company with variable inervening on tapiocastarch industry in Pati regency with a sample size of 66 people. The sampling technique used inthis research is purposive sampling. Analysis tools is the path analysis and the test results showthat the human capital market information and found to have a positive and significant impacton CRM capabilities. Market information shown to have positive and significant impact on theperformance of marketing, then the owner / entrepreneur will respond well to the changesthat occur in the company, so as to improve the performance of the company’s marketing.Human capital has a positive and significant impact on the performance marketing, means thatincreasing human capital, the company can exploit and develop the knowledge, competenciesand skills of its employees efficiently, so that will have an impact on increasing the company’smarketing performance. CRM capabilities have a significant positive effect on marketingperformance. CRM capabilities are not able to become an intervening variable between marketand human capital information with marketing performance. Thus the market information andhuman capital affects only the performance of the company’s marketing but not through CRMcapabilities.Keywords: Market Information, Human Capital, CRM Capabilities and Marketing Performance.

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Asih, Daru. "A Complementary Relationship between Marketing Theory and Marketing History." Journal of Advanced Research in Dynamical and Control Systems 12, SP5 (May 30, 2020): 1515–22. http://dx.doi.org/10.5373/jardcs/v12sp5/20202073.

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Utama, Muhammad Khevin, Wiludjeng Roessali, and Wahyu Dyah Prastiwi. "ANALISIS TATANIAGA KOPI ROBUSTA DI KECAMATAN SUMOWONO KABUPATEN SEMARANG." Agrisocionomics: Jurnal Sosial Ekonomi Pertanian 2, no. 2 (November 12, 2018): 101. http://dx.doi.org/10.14710/agrisocionomics.v2i2.2317.

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The objectives of the research were 1) Identifying of marketing channels on each marketing institutions 2) Identifiying marketing functions which performed by each marketing institutions 3) Analyzing of marketing margins on each marketing channels 4) Analyzing farmer’s share which performed by each marketing institutions on Sumowono District. The research was conducted in March 2017 until April 2017. The methodology and collecting data was executed through survey, observation, and interview using quetionnaire.The research was held in Sumowono District which the most productive of coffee on Semarang Regency. The location of research were held on 3 villages which were Pledokan’s Village, Ngadikerso’s Village and Kebonagung’s Village, those villages were chosen because that 3 village were guided by Balai Penyuluh Petanian in Sumowono District. The respondents consisted of farmers and traders Robusta coffee. Respondent farmers are 30 respondents which determined by Multistage Sampling. Respondents traders and agent are 15 respondents which determined by Accidental Sampling. The result of research was showed that there are four channels trading system that happened in Sumowono District which are (I) Farmer – Whole Saler – Traders Expoters (II) Farmer – Traders Village – Retail – Consumer (III) Farmer – Traders Village – Whole Saler – Retail – Traders Exporters (IV) Farmer – Traders Village – Whole Saler – Retail – Consumer. Each marketing institutions perform a difference of marketings function. Marketing’s margin and farmer’s share’s value of the analysis on marketing’s channel I are equal Rp. 5.983,00 and 80,70%, channel II are equal Rp. 6.912,00 and 78%, channel III are equal Rp. 8.918,00 and 74% and channel IV are equal Rp. 10.000,00 and 71%, as well the most efficient marketing channel is channel I. Keyword : farmer’s share; function; coffee; channel; marketing.

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Glinka, Kamil. "Na styku marketingu wyborczego i miejskiego? W poszukiwaniu predyktora pozycji systemowej prezydentów największych polskich miast." Annales Universitatis Mariae Curie-Skłodowska, sectio K – Politologia 25, no. 1 (August 29, 2018): 157. http://dx.doi.org/10.17951/k.2018.25.1.157.

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<p>Głównym celem artykułu jest analiza zależności pomiędzy marketingiem, traktowanym jako istotny obszar współczesnej polityki miejskiej, a pozycją systemową prezydentów szesnastu największych polskich miast wyodrębnionych na podstawie kryterium potencjału demograficznego. Wykorzystanie kilku różnych, choć komplementarnych metod (m.in. analizy systemowej, analizy porównawczej oraz analizy zawartości zebranych dokumentów i materiałów) znajduje odzwierciedlenie nie tylko w przeprowadzonym postępowaniu badawczym, lecz także w przyjętej strukturze artykułu. W pierwszej kolejności omówiono usytuowanie prezydenta w systemie władzy samorządowej. Dalsze rozważania koncentrują się na roli i znaczeniu marketingu (zarówno electoral marketing, jak i city marketing) w polityce miejskiej. Zestawienie, z jednej strony – oficjalnych dokumentów strategicznych badanych miast, a z drugiej – rezultatów ostatniej samorządowej elekcji z 2014 r., implikuje pomiar pozycji systemowej prezydentów przeprowadzony na podstawie pięcioczynnikowego modelu analitycznego. Ostatnia część artykułu prezentuje uchwycone zależności, pozwalając na sformułowanie finalnych wniosków. W sytuacji gdy prezydent zwycięża we wszystkich kolejnych wyborach z lat 2002–2014 (co jest rezultatem jego silnej pozycji systemowej), miasto nie dysponuje oficjalną (przyjętą w formie uchwały rady) strategią marketingową. Koincydencja dwóch, pozornie rozbieżnych obszarów aktywności marketingowej (marketingu wyborczego i marketingu miejskiego) przynosi wymierne rezultaty. Wieczny prezydent staje się nie tylko głównym aktorem procesu lokalnej komunikacji marketingowej (obliczonej na rozwój miasta i kreowanie jego wizerunku), lecz także niejako naturalnym kandydatem w kolejnych wyborach samorządowych (uczestnikiem rywalizacji o władzę w mieście).</p>

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KĘPROWSKA, Urszula. "MARKETING WYDARZEŃ JAKO INSTRUMENT DZIAŁAŃ PROMOCYJNYCH GDAŃSKIEGO SAMORZĄDU." Nowoczesne Systemy Zarządzania 12, no. 1 (March 31, 2017): 155–68. http://dx.doi.org/10.37055/nsz/129458.

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Marketing terytorialny jednostki samorządowej jest odpowiedzialny za zaspokajanie potrzeb oraz oczekiwań lokalnej społeczności. W tym celu jednostki samorządowe sięgają między innymi po szereg narzędzi promocji, która pełni wiele ważnych dla miasta funkcji. Organizacja różnego typu wydarzeń oraz promowanie ich zarówno pośród mieszkańców miasta, jak i odbiorców zewnętrznych, jest częścią prowadzonego przez miasto marketingu terytorialnego. Marketing jest częścią procesu zarządzania miastem, właściwym zatem staje się kierowanie oferty zarówno do członków wspólnoty samorządowej, jak i odbiorców zewnętrznych, którymi są między innymi turyści czy odwiedzający. Artykuł przedstawia trzy wydarzenia zorganizowane na stadionie Energa Gdańsk (dawniej PGE Arena) w latach 2014-2015 oraz wskazuje ich celowość w promocji turystycznej miasta.

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Barcik, Ryszard, and Marcin Jakubiec. "MARKETING LOGISTICS." Acta academica karviniensia 13, no. 4 (December 30, 2013): 5–12. http://dx.doi.org/10.25142/aak.2013.058.

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Sahasrabudhe, Kiran Ravindra, and Dr (Prof ). Vijay Kumar Soni. "Marketing Process." Indian Journal of Applied Research 1, no. 3 (October 1, 2011): 176–77. http://dx.doi.org/10.15373/2249555x/dec2011/60.

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A. R Kanagaraj, A. R. Kanagaraj, G. Geetha G.Geetha, and S. Archana S.Archana. "Ethical Marketing." Indian Journal of Applied Research 3, no. 7 (October 1, 2011): 397–98. http://dx.doi.org/10.15373/2249555x/july2013/119.

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Njegomir, Vladimir. "Digital marketing." Civitas 10, no. 1 (2020): 52–71. http://dx.doi.org/10.5937/civitas2001052n.

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Marketing allows entrepreneurs to position themselves successfully in consumer awareness, to be successful competitors, and to satisfy consumer demands profitably. Entrepreneurs can use several marketing strategies, such as relationship marketing, expedition marketing, one-toone marketing, real-time marketing, and digital marketing. The aim of the paper is to discuss the advantages of digital marketing and certain forms of digital marketing in achieving entrepreneurial goals in the light of limited financial resources. In this paper, we will analyze the developmental stages of marketing. Then we will point to three critical forms of digital marketing: online marketing, social networking on the Internet, and mobile marketing. The main conclusion is that entrepreneurial marketing has a number of specific features arising from financial limitations of financial. Digital marketing does not require significant financial resources allocation and therefore represents an indispensable component of the entrepreneurs' market orientation.

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Saleh, Samir. "Ethische Ansätze für das Marketing in der Logistik." Der Betriebswirt 58, no. 4 (November 30, 2017): 26–31. http://dx.doi.org/10.3790/dbw.58.4.26.

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Das Verfolgen von ethischen Werten im Marketing muss keinen Widerspruch zum ökonomischen Erfolg eines Unternehmens darstellen. Gerade der starke Kostendruck in der Logistikbranche erfordert für die strategische Ausrichtung von Logistikunternehmen Differenzierungskriterien, die sich von einer reinen Kostenorientierung abwenden. Fairness als ein ethischer Wert, ergänzt um ökologische und soziale Gesichtspunkte, die sowohl nach außen auf die Kunden und die Öffentlichkeit als auch nach innen auf die Mitarbeiter wirken, stellen die Eckpunkte eines ethischen Marketings dar. Die Rückbesinnung auf die Werte des ehrbaren Kaufmanns und damit eine ethische Ausrichtung der Marketingkonzeption eines Unternehmens ermöglichen eine Bindung des Kunden und damit die Realisierung von ethischen und ökonomischen Zielen. The pursuit of ethical values in marketing doesn’t need to be a contradiction to economic success. Fairness, ecological and social aspects are important cornerstones of ethical marketing. The alignment of a marketing conception with ethical values leads to a value-based behavior towards employees, customers and business partners. This helps to build and maintain lasting relationships and thus the realization of ethical and economic targets. Keywords: ökonomischer erfolg, marketingkonzeption, logistikbranche, logistik

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Woodall, Tony. "New marketing, improved marketing, apocryphal marketing." European Journal of Marketing 41, no. 11/12 (November 20, 2007): 1284–96. http://dx.doi.org/10.1108/03090560710821170.

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