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Journal articles on the topic 'Non-commercial marketing'

Author: Grafiati

Published: 30 May 2022

Last updated: 31 July 2025

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1

Dahl, Stephan, Lynne Eagle, and David Low. "Integrated marketing communications and social marketing." Journal of Social Marketing 5, no. 3 (2015): 226–40. http://dx.doi.org/10.1108/jsocm-07-2012-0031.

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Purpose – The purpose of this paper is to examine the view of integrated marketing communications (IMC) by social marketing practitioners. Specifically, the paper furthers the discussion how a symbiotic relationship between IMC and social marketing can lead to both practical improvements of health-related social marketing campaigns, as well as theoretical advancement of the IMC construct. Design/methodology/approach – Based on semi-structured, in-depth interviews with practitioners, the authors provide exploratory evidence for support for IMC within the social marketing community and highlight

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S, Ranganathan, and Abishek M. "Social Marketing." Shanlax International Journal of Commerce 6, S1 (2018): 207–14. https://doi.org/10.5281/zenodo.1419440.

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This paper to achieve social change.  It has the primary goal of achieving social good.    Traditional  commercial  marketing  aims  are  primarily  financial,  though they can have positive social affects as well.  In the context of public health, social marketing  would  promote  general  health,  raise  awareness  and  induce  changes in  behavior.    To  see  social  marketing  as  only  the  use  of  standard  commercial marke

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Yang, Jingwen, Qingbin Gong, Javier Sendra García, and Bing Xu. "Non-parametric identification of public guarantee schemes and commercial banks." Journal of Business Research 144 (May 2022): 1196–206. http://dx.doi.org/10.1016/j.jbusres.2022.01.002.

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Dann, Stephen. "Adaptation and Adoption of the American Marketing Association (2007) Definition for Social Marketing." Social Marketing Quarterly 14, no. 2 (2008): 92–100. http://dx.doi.org/10.1080/15245000802034739.

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Social marketing has traditionally been the adaptation and adoption of commercial marketing. With the release of the American Marketing Association (2007) definition, commercial marketing may well have become the adaptation of social marketing with the new commercial marketing definition recognizing the role of non-profit and social marketing with “clients” as one of the four beneficiaries of marketing activities. The revised definition also includes indirect benefit in the form of value for customers, consumers, and society at large in an update that makes the contemporary definition of marke

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Protopopova, Elena. "Marketing technologies to support strategic planning." Scientific and Technical Libraries, no. 5 (May 1, 2017): 36–48. http://dx.doi.org/10.33186/1027-3689-2017-5-36-48.

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The tasks of identifying unsatisfied user needs, target consumer groups and competitive library information products and services within the library marketing managerial function are discussed. The author argues that libraries should combine non-profit and commercial marketing. She also suggests that commercial marketing should become a strategic planning tool. Strategic vectors and measures used to promote library information resources, products and services at Novokuznetsk Municipal Information Library System are described.

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Pasechnik, Pavel V., and Tatiana A. Selitrenikova. "Non-Commercial Marketing in the Field of Physical Culture and Health Services Rendered to the Adult Population." Общество: социология, психология, педагогика, no. 8 (August 30, 2023): 122–28. http://dx.doi.org/10.24158/spp.2023.8.16.

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The article proposes an algorithm for adjusting marketing in order to improve the activities of sports organiza-tions and expand the physical fitness and health services rendered to the adult population. The article shows the importance of non-commercial marketing in the field of sports and wellness services in modern society. The necessity of promoting services through the development of a marketing strategy for gradual changes in the long term is revealed. The analysis of the data of scientific and methodological literature related to the pro-vision of physical culture and health services to

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Butenko, V., V. Baidala, and A. Zabara. "USING OF NON-COMMERCIAL MARKETING AS A TOOL FOR IMPLEMENTING THE BIOECONOMY." Agrosvit, no. 17 (September 20, 2019): 29. http://dx.doi.org/10.32702/2306-6792.2019.17.29.

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KOVALCHUK, Svitlana, and Yevgena ZABURMEKHA. "ANALYSIS OF MARKETING COMMUNICATIONS OF COMMERCIAL BANKS." Herald of Khmelnytskyi National University 294, no. 3 (2021): 177–81. http://dx.doi.org/10.31891/2307-5740-2021-294-3-27.

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A sign of the modern financial market is the intensification of competition between commercial banks, the emergence competitors in the face of other financial intermediaries, creating new and improving existing ones banking products, increasing customer requirements for the quality of banking services, increasing influence information technology. Intensive use of marketing communications by banking institutions, main functions which are informing consumers about the features and benefits of banking products and services, incentives demand, maintaining customer loyalty, creating a positive imag

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Bekmurzaeva, Z., and A. Kochiev. "Non-commercial marketing and its role in promoting the public importance of NGOs." HUMANITIES AND SOCIAL-ECONOMIC SCIENCES 133, no. 6 (2023): 66–68. http://dx.doi.org/10.18522/1997-2377-2023-133-6-66-68.

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Hidayat, Anas, and Ardian. "Implementation of Direct Marketing in Asset Lease of PT. Kereta Api Indonesia (Persero) by Non-Transportation Commercialization Unit (KNA) DAOP 6 Yogyakarta." Jurnal Economic Resource 7, no. 2 (2024): 133–39. https://doi.org/10.57178/jer.v7i2.1010.

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This study aims to analyze the application of direct marketing strategies in the leasing of non-transportation assets by PT Kereta Api Indonesia (Persero) through the Unit Commercialization Non-Transportation (KNA) in Operational Area 6 Yogyakarta. Direct marketing is conducted through various media such as direct mail, internet amd telemarketing. This study examines how direct marketing strategies can increase the leasing of non-transportation assets such as kiosks, company-owned houses, and commercial spaces owned by PT Kereta Api Indonesia (Persero). The results show that the implementation

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Kauppinen-Räisänen, Hannele, Johanna Gummerus, Catharina von Koskull, and Helene Cristini. "The new wave of luxury: the meaning and value of luxury to the contemporary consumer." Qualitative Market Research: An International Journal 22, no. 3 (2019): 229–49. http://dx.doi.org/10.1108/qmr-03-2016-0025.

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Purpose The purpose of this study was to explore what luxury represents to contemporary consumers in their own life contexts. Design/methodology/approach A mixed-methods qualitative approach was adopted that comprised individual, personal interviews and focused interviews with small groups. Findings The study contributes to the field of luxury research by highlighting consumers’ interpretations of luxury as highly subjective, relative and contextual; showing that according to consumers, luxury relates to both consumption and non-consumption contexts; illustrating the value of luxury as a multi

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Štrbová, Edita, and Simona Boldišová. "Generation Y Preferences in Online Content Consumption: Content Marketing Implications for the Arts." Social Communication 7, no. 1 (2021): 1–17. http://dx.doi.org/10.2478/sc-2021-0001.

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Abstract This paper focuses on analysing the specific attributes and applications of content marketing in social media. Through an engaging and targeted content strategy using the “personas”, this kind of marketing creates an engaged and motivated audience both in the commercial and non-commercial environment. The social networks are an appropriate environment and a tool for distributing and promoting content, including arts. The aim of our research was to use an online questionnaire to describe the behaviour of Generation Y (25-40 years) when using online content and identify their preference

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Matuszak, Emilia, Radosław Muszkieta, Marek Napierała, et al. "Marketing w sporcie na przykładzie polskiej piłki siatkowej mężczyzn = Marketing in sport on the example of the Polish volleyball team." Journal of Education, Health and Sport 5, no. 5 (2015): 312–34. https://doi.org/10.5281/zenodo.17797.

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<strong>Matuszak Emilia, Muszkieta Radosław, Napierała Marek, Cieślicka Mirosława, Zukow Walery, Karaskova Vlastimila, Iermakov Sergii, Bartik Pavol, Ziółkowski Andrzej. Marketing w sporcie na przykładzie polskiej piłki siatkowej mężczyzn = Marketing in sport on the example of the Polish volleyball team. </strong><strong>Journal</strong> <strong>of</strong> <strong>Education</strong><strong>, </strong><strong>Health</strong> <strong>and</strong> <strong>Sport</strong><strong>. </strong><strong>2015;5(5):</strong><strong>312-334</strong><strong>. </strong><strong>ISSN</strong><strong> 23

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Ivanechko, N., V. Dudar, and V. Pavelko. "Search engine marketing." Galic'kij ekonomičnij visnik 74, no. 1 (2022): 158–62. http://dx.doi.org/10.33108/galicianvisnyk_tntu2022.01.158.

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The article considers the elements of Internet marketing. It is determined that search marketing is a search engine optimization and a modern method of site promotion by optimizing the resource for social networks. The classification of search queries is carried out according to the following features: query competitiveness, query frequency, query value, query geodependence, query regionality, query seasonality, query time of day. It is established that the sign of competitiveness of the request is divided into highly competitive, medium competitive, low competitive; the query frequency attrib

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Ivanechko, N., V. Dudar, and V. Pavelko. "Search engine marketing." Galic'kij ekonomičnij visnik 74, no. 1 (2022): 158–62. http://dx.doi.org/10.33108/galicianvisnyk_tntu2022.01.158.

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The article considers the elements of Internet marketing. It is determined that search marketing is a search engine optimization and a modern method of site promotion by optimizing the resource for social networks. The classification of search queries is carried out according to the following features: query competitiveness, query frequency, query value, query geodependence, query regionality, query seasonality, query time of day. It is established that the sign of competitiveness of the request is divided into highly competitive, medium competitive, low competitive; the query frequency attrib

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Rosnerova, Zuzana, and Dagmar Hraskova. "The Application and Importance of Marketing and its Tools in the Conditions of Non-profit Organizations on a Global Scale." SHS Web of Conferences 92 (2021): 02055. http://dx.doi.org/10.1051/shsconf/20219202055.

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Research background:Marketing as a separate area of activities does not immediately occur only in the environment of companies, but is also used in the environment of non-profit organizations. Although the activities of non-profit organizations differ significantly from the activities of commercially oriented companies, even in the case of non-profit organizations, marketing activities and tools are used to improve the overall progress of non-profit organizations.Purpose of the article:The article deals with the analysis of marketing activities and tools that are applied in the conditions of n

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Crick, James M. "Teaching marketing to non-marketers: some experiences from New Zealand and the UK." Education + Training 60, no. 9 (2018): 1070–83. http://dx.doi.org/10.1108/et-03-2018-0063.

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PurposeThe purpose of this paper is to explore how marketing can be taught to students originating from non-marketing or non-business backgrounds (non-marketers), so that academics can engage such students in lectures and tutorials.Design/methodology/approachThe research design involved a qualitative methodology using data from two undergraduate marketing courses (one in New Zealand and one in the UK) that contained a large proportion of non-marketing students. Data were collected from a combination of empirical and archival sources and were analysed using self-reflection techniques, alongside

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В. А., Чисников,, and Костоглодов, Д. Д. "ISSUES OF PERSONNEL MARKETING APPLICATION IN WORK OF MEDICAL ORGANIZATIONS." Vestnik of Rostov state University (RINH), no. 2(78) (November 23, 2022): 135–45. http://dx.doi.org/10.54220/v.rsue.1991-0533.2022.78.2.019.

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В статье исследуются вопросы понимания маркетинга персонала на современном этапе, его значения и функциональной роли в деятельности медицинских организаций, а также его эволюционирования. Делаются выводы о не соответствующих запросам ключевых факторов успеха в работе специалистов в медицинских организациях из числа коммерческого и некоммерческого сегментов, что позволяет сформулировать предложения об их коррекции для повышения вовлеченности и мотивированности сотрудников. Article deals with understanding of personnel marketing at present stage, its importance and functional role in work of med

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Schmidt Urdanivia, Johannes, and Cecilia del Carmen Velásquez Diaz. "The 7 Ps of marketing and their influence in the commercial management of CITEs from Peru's agro-industrial sector." Gestión en el Tercer Milenio 26, no. 52 (2023): 131–49. http://dx.doi.org/10.15381/gtm.v26i52.27074.

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The main objective of this research was to determine the influence of the 7 Ps of marketing in the commercial performance of public agro-industrial CITEs in Peru. However, the non-implementation of the 7 Ps of marketing by the Centers of Productive Innovation and Technology Transfer (CITE by their Spanish initials) negatively affects their commercial performance. To help improve this problem situation, an experimental study was conducted, where the 7 Ps of marketing were devised and implemented for two agro-industrial CITEs from Peru: CITE Huallaga UT Ambo and CITE Agroindustrial UT Huaura. To

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Mishra, Satyam, and Bikramjit Rishi. "Social marketing applications in public policy programs: key learnings and applications." Social Responsibility Journal 17, no. 6 (2021): 741–55. http://dx.doi.org/10.1108/srj-03-2020-0087.

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Purpose Marketing tools used in public policy may not be purely commercial but based on non-commercial marketing exchanges also. This paper aims to make a case for the practice of social marketing principles to aid the context of public policy. Design/methodology/approach The approach is to draw out the key implementable learnings (KILs) from the analysis of the five public policy initiatives in the USA, India and Sri Lanka. A case situation with the context of child labour policy in India is proposed to use these KILs. Findings This paper concludes that the implementation of any policy is a c

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Guillemot, Samuel, and Hélène Privat. "The role of technology in collaborative consumer communities." Journal of Services Marketing 33, no. 7 (2019): 837–50. http://dx.doi.org/10.1108/jsm-12-2018-0361.

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Purpose While some collaborative consumption activities are underpinned by commercial logics and dispositions, local collaborative consumer communities are organised around non-commercial values and driven by the desire to organise social relationships differently. These communities are based on the notions of a commons, sharing and reciprocity. However, because they make little use of digital tools (internet to coordinate the exchange of services, social media to communicate), they are not very visible to consumers. This paper aims to identify these non-commercial organisations’ relationship

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Sthembiso Msomi, Thabiso. "Factors affecting non-performing loans in commercial banks of selected West African countries." Banks and Bank Systems 17, no. 1 (2022): 1–12. http://dx.doi.org/10.21511/bbs.17(1).2022.01.

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This paper examines the macro-economic and bank-specific factors affecting non-performing loans in commercial banks. Using 47 listed commercial banks from six countries, namely 19 banks from Nigeria, 14 banks from Benin, 3 banks from Burkina Faso, 3 banks from Gambia, 3 banks from Guinea, and 5 banks from Liberia for the period 2008 to 2019, fixed and random effect model was used. The Hausman test favored the selection of fixed effect model, and it was found from the estimation that the liquidity ratio, capital adequacy ratio and inflation rate significantly affect non-performing loans. As a r

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Ahmed, Riaz Uddin. "Social media marketing, shoppers' store love and loyalty." Marketing Intelligence & Planning 40, no. 2 (2021): 153–68. https://doi.org/10.5281/zenodo.7487488.

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PurposeThis study investigates the impact of social media marketing activities (SMMA) on shoppers' store love and the impact of store love on store loyalty in grocery retail. Moreover, it explores the mediating and moderating role of store love and social media usage intensity (SMUI).Design/methodology/approachA survey was conducted among grocery shoppers and social media users in Norway. A total of 177 valid responses were collected and analyzed using partial least squares structural equation modeling (PLS-SEM).FindingsThe study discovered that SMMA impacts store love, and store love affects

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Gordon, Ross, Nadia Zainuddin, and Christopher Magee. "Unlocking the potential of branding in social marketing services: utilising brand personality and brand personality appeal." Journal of Services Marketing 30, no. 1 (2016): 48–62. http://dx.doi.org/10.1108/jsm-02-2015-0105.

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Purpose This paper aims to demonstrate the utility of branding theory for social marketing services. Specifically, this is to our knowledge the first to investigate brand personality (BP) and brand personality appeal (BPA) in a single study as predictors for consumer attitudes and intentions to engage with a service. Design/methodology/approach The associations between BP and BPA and their subsequent associations with attitudes and intentions are tested in two service types, i.e. a commercial marketing service (banking) and a social marketing service (health screening). This involved a cross-s

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MELNIC, Georgeta. "Particularităţile marketingului în organizaţii necomerciale." Revista de studii interdisciplinare "C. Stere" 3-4 (19-20) (December 15, 2018): 108–15. https://doi.org/10.5281/zenodo.3360621.

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Under the current conditions, more and more non-profit organizations consider that they do not have the necessary audience and that the message they send is distorted. The time has come for non-commercial organizations to take lessons from the business sector and to use some basic marketing techniques to revive their activity. To understand the non-profit sector and how marketing is applied in it, it is necessary to have an overall view of society. Society, social life in general, presents itself as a global social system structured in subsystems, which in their turn constitute independent sys

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Pietrzak, Piotr. "Lojalność klientów indywidualnych wobec banku komercyjnego." Zarządzanie Finansami i Rachunkowość 5, no. 3 (2017): 79–88. http://dx.doi.org/10.22630/zfir.2017.5.3.19.

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The instability of commercial banks’ environment and deep transformations which take place inside them are making redefinition of principles of their acting. From protected institutions with many privileges, commercial banks became entities which must meet the pressure of increasing competition not only from the cooperative banks, but also from other financial institutions and entities outside the banking sector. Thus, customer loyalty is becoming increasingly important in commercial bank marketing strategies. The purpose of this article was to determine the degree of loyalty of individual cus

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Chattaraman, Veena, Wi‐Suk Kwon, Juan E. Gilbert, and Soo In Shim. "Virtual agents in e‐commerce: representational characteristics for seniors." Journal of Research in Interactive Marketing 5, no. 4 (2011): 276–97. http://dx.doi.org/10.1108/17505931111191492.

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PurposeThe purpose of this paper is two‐fold: to investigate virtual agent representational characteristics (modality, interaction style, animation, realism, embodiment, and gender) employed by agent software providers in developing commercial and non‐commercial web sites; and to examine older consumers' preferences in these agent characteristics.Design/methodology/approachStudy 1 involves a content analysis of 64 sample web sites of agent providers, and study 2 consists of four focus group interviews conducted with 25 older consumers in the age group of 65‐82 years.FindingsFindings from both

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Lukandu, Washika Stanley, and Willy Mwangi Muturi Prof. "Non-Interest Income and Financial Performance of Listed Commercial Banks in Kenya." American Based Research Journal - ISSN (2304-7151) 12, no. 04 (2023): 01–11. https://doi.org/10.5281/zenodo.7876143.

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<em>Despite significant financial sector changes in Africa in the 1980s and 1990s, commercial banks' financial performance has remained weak, unproductive, and ineffectual in regard to the overall performance of financial revenues stability and earnings boost stream. As financial institutions struggle to maintain and boost their financial viability in the face of diminishing income, primarily as a result of an over-reliance on interest rate income, commercial banks' diversification into noninterest income has steadily expanded. As an integral part of the monetary sector, commercial ins

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Istriningsih, Ujang Sumarwan, Hartoyo, and Budi Suharjo. "Proposed Conceptual Framework for Studying Non-Users Rice Farmers' Intention to Use Commercial Biopesticides Products." JRMSI - Jurnal Riset Manajemen Sains Indonesia 14, no. 02 (2023): 78–90. http://dx.doi.org/10.21009/jrmsi.014.2.07.

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Commercial biopesticide products have been developed for a long time in Indonesia, but until now the level of application is still relatively low. This paper aims to determine the factors that are expected to influence the intention of non-users rice farmers to use commercial biopesticide products. Furthermore, a conceptual framework of intention to use commercial biopesticide products is proposed. Based on the literature review of previous empirical studies in various contexts, this paper has explored the factors that influence the intention of using biopesticides. Unified Theory of Acceptanc

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H Al-Dmour, Hani, Futon Asfour, Rand Al-Dmour, and Ahmed Al-Dmour. "The Effect of Marketing Knowledge Management on Bank Performance Through Fintech Innovations: A Survey Study of Jordanian Commercial Banks." Interdisciplinary Journal of Information, Knowledge, and Management 15 (2020): 203–25. http://dx.doi.org/10.28945/4619.

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Aim/Purpose: This study aimed to examine the effect of marketing knowledge management (MKM) on bank performance via the mediating role of the Fintech innovation in Jordanian commercial banks. Background: An extensive number of studies found a significant relationship between Marketing knowledge management and bank performance (e.g., Akroush & Al-Mohammad, 2010; Hou & Chien 2010; Rezaee & Jafari, 2015; Veismoradi et al., 2013). However, there remains a lack of clarity regarding the relationship between marketing knowledge management (MKM) and bank performance (BP). Furthermore, the

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Bulanda, Ivana, Zdenka Kadekova, Ingrida Kosiciarova, and Vladimir Vavrecka. "PERCEPTION OF COMMERCIAL AND SOCIAL ADVERTISING BY GENERATION Y IN THE CZECH REPUBLIC." Ekonomicko-manazerske spektrum 14, no. 2 (2020): 63–77. http://dx.doi.org/10.26552/ems.2020.2.63-77.

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Advertising as the dominant tool of marketing management and marketing communication has become an inextricable part of culture and society. Its influence significantly affects its immediate surroundings. The current period, characterized by a communication boom, allows for a more aggressive application of advertising in public contexts as well as in managerial solutions. Advertising thus penetrates all aspects of life and its setup can be found in both commercial and non-commercial spheres. Thanks to perception, advertising becomes an incentive that stimulates purchase of products, services,

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Huijsman, Roy. "Age-based Marketing Practices and Young People as Economic Actors in the Mobile Telephony Market in Provincial Vietnam." Makara Human Behavior Studies in Asia 25, no. 1 (2021): 23–31. http://dx.doi.org/10.7454/hubs.asia.1180820.

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In this article, I conduct an analysis of age-based marketing strategies employed by network providers and present insights obtained from mobile phone history interviews with young people in provincial Vietnam. From these data I argue that young people are a perpetual demographic market frontier in the commercialized mobile media landscape of Southeast Asia. I indicate how network providers contribute to shaping contemporary childhood and youth with their age-based marketing strategies. However, young people’s navigation of the commercial terrain of competing network providers is not determine

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Zatwarnicka-Madura, Beata, Dariusz Siemieniako, Ewa Glińska, and Yauheniya Sazonenka. "Strategic and Operational Levels of CSR Marketing Communication for Sustainable Orientation of a Company: A Case Study from Bangladesh." Sustainability 11, no. 2 (2019): 555. http://dx.doi.org/10.3390/su11020555.

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Companies’ increasing social awareness has led to the development of a corporate social responsibility orientation, whose implementation impacts on their overall marketing communication, both at its strategic and operational levels. The issue of integration of both levels is recognized as a research gap and is thus, the main interest of this article. A company’s CSR orientation depends on the context of social problems, specifically in our case, the need for women’s empowerment as well as the creation of sustainable (socially and environmentally) workplace conditions in Bangladesh. The aim of

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Сорвина, T. Sorvina, Чеснова, and O. Chesnova. "The Use of Instruments of Internal Marketing for Improving the Personnel Management System of the Organization." Management of the Personnel and Intellectual Resources in Russia 5, no. 3 (2016): 70–75. http://dx.doi.org/10.12737/20669.

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The article determines the theoretical and practical aspects of applying internal marketing for improving the system of personnel management of modern organizations. The authors reveal the essence of personnel marketing, characterized by his instruments, discuss the practice of their application in organizations. The marketing staff is based on the concepts of relationship marketing and internal marketing, which form the methodological basis of management of a customer-oriented organization. The necessity of the use of internal marketing tools to improve the sustainability of

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Saltos Cruz, Juan Gabriel, William Franklin Ortiz Paredes, Sandra Paulina Tejada Moyano, and Shirley Estefania Cordero Armendariz. "Digital media ecosystem: a dimensional analysis according to the criteria of specialists." Universidad Ciencia y Tecnología 28, no. 125 (2024): 68–77. http://dx.doi.org/10.47460/uct.v28i125.856.

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Digital marketing plays an important role in achieving organizations' strategies. This article aims to identify the elements and resources capable of configuring a digital media system that increases the effectiveness of commercial strategies. The present study was a non-experimental cross-sectional study. The empirical method used was data collection with an instrument structured by 5-option Likert scales. The survey was applied to 273 specialists. The statistical procedure used to measure the quality of the model was reliability analysis and factor analysis. The elements most recommended by

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Vladislav, Kasian. "Marketing of Non-commercial Subjects: Implementation to the Contentof Training in Specialty 029 “Information, Library and Archive”." Bibliotechnyi visnyk, no. 2 (June 16, 2021): 80–90. http://dx.doi.org/10.15407/bv2021.02.080.

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Székely, Szilárd, Lucian-Ionel Cioca, and Adriana Benedek. "Technical and commercial communication methods used in semi-finished industrial goods market in South East European markets." MATEC Web of Conferences 290 (2019): 07013. http://dx.doi.org/10.1051/matecconf/201929007013.

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South East European industrial markets are crossing a period of strong development. This progress is also strongly felt by industrial suppliers, including semi-finished non-ferrous metal products traders. Industrial marketing presents a lot of features which differs from the consumers marketing. Analyzing these markets one can observe an increased communication between sales teams and buying centers. This communication has two major line: technical and commercial. Buying teams, which include very often engineers, need special, detailed and customized technical information related to products,

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Vaidya, Ravi, and Tapasya Karnawat. "CONCEPTUALIZING INFLUENCER MARKETING: A LITERATURE REVIEW ON THE STRATEGIC USE OF SOCIAL MEDIA INFLUENCERS." International Journal of Management, Public Policy and Research 2, SpecialIssue (2023): 81–86. http://dx.doi.org/10.55829/ijmpr.v2ispecialissue.140.

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A prominent, non-commercial source of information and influence on consumers has been opinion leaders. Modern-day influencers are opinion leaders having a substantial social base and following. Influencer marketing as a term and strategy gained prominence with the advent and growth of social media marketing. Influencers exert their influence on the citizens / netizens of social platforms. Two-thirds of consumers use ad blockers but are easily amenable to accepting advice from influencers1. An attempt has been made through this research work to gain and provide insights into existing research w

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Saveliev, Mykyta. "Strategies for choosing Internet marketing tools depending on the business models of the enterprise." Marketing and Digital Technologies 5, no. 4 (2021): 88–102. http://dx.doi.org/10.15276/mdt.5.4.2021.7.

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The aim of the article is to classify and form strategies of the commercial companies’ and non-commercial organisations’ promotion on the web. The results of analyses. During the analyses of the business models on the web, there were distinguished next possible strategies of the Use of Internet-Marketing instruments: Narrow specialization strategy is appropriate for the companies, that want drive narrow specialized traffic to the web-resource. Narrow specialized clicks on the web-resource are specified requests of the user, that could contain professional terms. This kind of user-transitions b

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Kostin, G. A., and I. A. Yumasheva. "The Concept of Social Marketing in the Context of Modern Economic Transformations." Economics and Management 26, no. 1 (2020): 55–61. http://dx.doi.org/10.35854/1998-1627-2020-1-55-61.

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During the market evolution, a brand new structural-functional model of the social marketing concept was forming based on the interaction between three sectors of the economy and society as the consumer and regulator. Modern economic conditions facilitate the development of a scientific-methodological interpretation of social marketing based on the simultaneous consideration of many factors, including the profits of the commercial sector, the level of demand of consumers and society as a whole, the quality of the social effect from the activity of non-profit organizations, the public sector, e

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Jagodic, Tone, and Zlatko Mateša. "Some aspects of legal regulation of sports marketing." Zbornik radova Pravnog fakulteta u Splitu 58, no. 1 (2021): 1–14. http://dx.doi.org/10.31141/zrpfs.2021.58.139.1.

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There are different marketing activities generating money for sport subjects depending on their properties which are offered for commercial exploitation. Marketing consists of different tools and ways how to generate money for sport such as selling of broadcasting (TV) and media rights, sponsorship, merchandising, licensing, ticketing, charities, donations, patronages. From the legal point of view, it is interesting to explore how different marketing tools are regulated. Certain parts of marketing matters are covered by legal rules. In 2011 Commission on Marketing and Advertising of the Intern

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Kroo, Judit, and Yoshiko Matsumoto. "The case of Japanese otona ‘adult’: Mediatized gender as a marketing device." Discourse & Communication 12, no. 4 (2018): 401–23. http://dx.doi.org/10.1177/1750481318757776.

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This study considers food commercials featuring the term otona, meaning ‘adult, mature person’. Although the term is not explicitly gendered, this study demonstrates that food advertising using otona becomes a conduit for the construction of gendered lifestyle formulations via consumption practices offering consumers entrance into a range of gendered adult life stage practices. Unlike the socially aspirational consumption practices described by Agha, the consumption of inexpensive otona-marked products, which cost the same as their non- otona-marked counterparts but are intended by commercial

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Dion, Delphine, and Aurélia Michaud-Trévinal. "Les enjeux de la mobilité des consommateurs : De la gestion des stocks à la gestion des flux de clientèle." Décisions Marketing N° 34, no. 2 (2004): 17–27. http://dx.doi.org/10.3917/dm.034.0017.

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Étant donné l’évolution des comportements spatiaux, il est important de développer un marketing spatial plus dynamique. Il s’agit non plus de gérer des stocks de clientèle en fonction de leur lieu de résidence ou de travail mais de capter les flux de clientèle transitant dans l’espace commercial. Après avoir précisé les caractéristiques des mobilités des consommateurs, cet article examine les enjeux d’ordre méthodologique et opérationnel qu’elles engendrent.

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Bashir, Abdalla Mohamed. "Awareness of purchasing halal food among non-Muslim consumers." Journal of Islamic Marketing 11, no. 6 (2019): 1295–311. http://dx.doi.org/10.1108/jima-04-2018-0077.

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Purpose The purpose of this paper is to identify and investigate the awareness level of non-Muslim consumers to purchasing halal food products. Research on the non-Muslim consumers’ awareness towards purchasing halal food products is poorly understood so far in South Africa. Design/methodology/approach An exploratory case study was adopted to explore new points of views about a particular issue, which is unknown, or not much known about it, to formulate ideas or propositions. Semi-structured interviews were the major primary data collection method. Four non-Muslim consumers from different sett

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Dangi, Abhilash, Seema Naberia, and Chandrika Sharma. "MARKETING BEHAVIOUR OF TRIBAL MILLET GROWERS AND RELATIONSHIP WITH THEIR PROFILES." Gujarat Journal of Extension Education 38, no. 2 (2024): 106–10. https://doi.org/10.56572/gjoee.2024.38.2.0017.

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This study analysed the marketing behaviour of tribal millet growers in Dindori, Madhya Pradesh, and its relationship with their profiles. Millets, despite their nutritional and cultural importance, have seen a decline in cultivation due to shifts toward commercial crops. Tribal millet farmers face significant marketing challenges, including limited market access, lack of knowledge, and weak bargaining power. A sample of 120 respondents from six villages was analyzed using a structured interview schedule. Results revealed that most of the respondents exhibited medium-level marketing behaviour.

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Lelieveldt, Herman, and Cris Boonen. "EU Health Claims Regulation and the Marketing of Functional Foods: A Regulatory Void?" European Journal of Risk Regulation 3, no. 4 (2012): 577–80. http://dx.doi.org/10.1017/s1867299x00002488.

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This report evaluates the current regulatory regime for health claims in the EU on the basis of a case study of the marketing of Optimel Control, a yoghurt drink which was marketed in several EU member states as a functional food aimed at suppressing appetite and maintaining weight control. Our case study of the marketing of Optimel Control in the Netherlands reveals that the use of non-textual marketing claims was much more important than the use of textual health claims. Because the current EU regulatory regime emphasizes the evaluation of the wording of health claims, but lacks an evaluatio

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Kahiya, Eldrede, and Djavlonbek Kadirov. "Informal Cross Border Trade as a Substratum Marketing System: A Review and Conceptual Framework." Journal of Macromarketing 40, no. 1 (2020): 88–109. http://dx.doi.org/10.1177/0276146719897115.

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We provide a literature review and a conceptual framework on informal cross border trade in Sub-Saharan Africa. Informal cross border trade (ICBT) refers to commercial exchanges conducted across borders by individuals operating as unregistered sole traders. ICBT is a burgeoning part of the informal markets in Sub-Saharan Africa and its existence and persistence carry substantial socio-economic implications. We use “summarizing” and “delineating” techniques to discuss seven themes of ICBT, and cast them as the manifestations of a substratum marketing system - a foundational structure instead of

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Ралык, Д. В. "Merchandising as a non-verbal form of marketing communications in retail." Экономика и предпринимательство, no. 8(145) (January 19, 2023): 817–21. http://dx.doi.org/10.34925/eip.2022.145.8.161.

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В статье представлены результаты анализа о новных подходов к определению сущности и содержания мерчандайзинга. Подтверждается соответ твие задач мерчандайзинга требованиям микрологистики розничного торгового предприятия. Описан коммерческий потенциал различных вариантов размещения товаров в торговом пространстве друг относительно друга. Дана авторская формулировка определения мерчандайзинга как инструмента невербальных маркетинговых коммуникаций, использующих атмосферу внешнего и внутреннего торгового пространства, а также размещения товаров в торговом зале и на оборудовании. The article prese

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BARTON, JONATHAN R. "Struggling against Decline: British Business in Chile, 1919–33." Journal of Latin American Studies 32, no. 1 (2000): 235–64. http://dx.doi.org/10.1017/s0022216x99005520.

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British business in Latin America struggled throughout the inter-war period, affected by the First World War, aggressive US trade strategies and a dated British commercial support structure that had turned its attentions to imperial markets. Chamber of Commerce archive material reveals the frustrations of the British business community in Chile as hard-won markets were lost to well-supported US firms and returning German competition, as a consequence of weak political, financial and marketing support. Against a backdrop of British commercial decline worldwide, the Chilean case echoes the exper

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Safitri, Yuanita, and Mia Angeline. "SOCIAL MARKETING ASPECT IN ANTI-VIOLENCE AGAINTS WOMEN CAMPAIGN IN INDONESIA." INJECT (Interdisciplinary Journal of Communication) 4, no. 1 (2019): 93. http://dx.doi.org/10.18326/inject.v4i1.93-114.

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This article aims to answer how anti-violence against women campaigns and social marketing aspects are carried out by the four selected institutions or communities in 2016-2018 period. The four institutions chosen were UN Women, the Alliance of New Men, Indonesian OBR, and The National Commission on Violence Againts Women. The four institutions were chosen because they were considered as the most active institutions or communities in voicing the issue through online media. This research used descriptive qualitative approaches and case study methods. The result shows that the anti-violence agai

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