Relevant bibliographies by topics / Non-traditional marketing

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

Academic literature on the topic 'Non-traditional marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 25 April 2022

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Journal articles on the topic "Non-traditional marketing"

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Raiko, D. V., L. M. Tseytlin, and V. I. Kyrylenko. "Developing the classification of non-traditional marketing communication tools." Marketing and Management of Innovations, no. 2 (2017): 36–46. http://dx.doi.org/10.21272/mmi.2017.2-03.

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Zueva, Daria. "Network Marketing as Non-Traditional Form of Economic Organization." Journal of Economic Sociology 6, no. 4 (2005): 67–92. http://dx.doi.org/10.17323/1726-3247-2005-4-67-92.

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Wardley, Leslie J., Charles H. Bélanger, and Valorie M. Leonard. "Institutional commitment of traditional and non-traditional-aged students: a potential brand measurement?" Journal of Marketing for Higher Education 23, no. 1 (June 2013): 90–112. http://dx.doi.org/10.1080/08841241.2013.810691.

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Schatzel, Kim, Thomas Callahan, Crystal J. Scott, and Timothy Davis. "Reaching the non-traditional stopout population: a segmentation approach." Journal of Marketing for Higher Education 21, no. 1 (June 2011): 47–60. http://dx.doi.org/10.1080/08841241.2011.569590.

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Tootelian, Dennis H., Lynn W. Rolston, and Michael J. Negrete. "Consumer Receptiveness to Non-Traditional Roles for Community Pharmacists." Health Marketing Quarterly 23, no. 1 (July 1, 2005): 43–56. http://dx.doi.org/10.1300/j026v23n01_04.

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Meissner, Frank. "Forecasting Market Share for Non-Traditional Agricultural Exports." Journal of International Food & Agribusiness Marketing 2, no. 1 (May 4, 1990): 7–20. http://dx.doi.org/10.1300/j047v02n01_02.

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Mintu-Wimsatt, Alma. "Comedydriving.com - Online Defensive Driving: A Teaching Case." Journal of Business Case Studies (JBCS) 5, no. 6 (June 27, 2011): 41. http://dx.doi.org/10.19030/jbcs.v5i6.4731.

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This case highlights the impact of the Internet on the practice of Marketing. Because the Internet and its technologies have given rise to several of non-traditional products, the business approach to marketing issues for web-based products are often questioned. This case illustrates the merits of utilizing traditional strategic marketing tools in charting successful courses of action. For example, the importance of a SWOT analysis in analyzing an ebusiness marketing mix product, price, place and promotion, is emphasized. The case is recommended for either senior- level or graduate-level marketing course work.
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Barnes, John W., and John Hadjimarcou. "An Investigation of the Perceptions of Business Students Regarding Non-Traditional Business Education Formats." Journal of Marketing for Higher Education 9, no. 2 (January 12, 2000): 59–81. http://dx.doi.org/10.1300/j050v09n02_04.

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Caid-Jefferson, M. R., and L. L. Ebro. "Services marketing skills, service quality attitudes and professional development needs of non-traditional dietitians." Journal of the American Dietetic Association 101, no. 9 (September 2001): A—14. http://dx.doi.org/10.1016/s0002-8223(01)80021-3.

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Shank, Matthew D., Margaret H. Winchell, and Margaret Myers. "Appreciating the Needs of Non-Traditional Students: Women as a Growing Market for Colleges and Universities." Journal of Marketing for Higher Education 11, no. 1 (September 2001): 63–72. http://dx.doi.org/10.1300/j050v11n01_04.

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Dissertations / Theses on the topic "Non-traditional marketing"

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Rosenblum, Alison. "Specialty coffee expansion in traditional retail: lessons from non-traditional retailers." Thesis, Kansas State University, 2015. http://hdl.handle.net/2097/20114.

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Master of Agribusiness
Agricultural Economics
Vincent R. Amanor-Boadu
Despite at least three waves of transformations in the US coffee retail market, traditional retailers have not altered their merchandizing approaches for decades. This may be due primarily to the fact that there are still margins being made in selling canned coffee, the initial coffee wave in this research. Yet, because of their significant role in the retail segment, traditional retailers cannot be ignored by coffee suppliers. This implies that with each shift in the coffee industry, it is important for the participants to find ways of enabling the traditional retailer to make the necessary transformation – at least with their products – so that they can secure their market share and their continuing success. The research develops a number of case studies of different coffee retailers who are developing innovative processes for merchandizing new coffee formats, such as Keurig K-Cups and Ready to Drink (RTD) products. The research shows that coffee merchandizers can learn from these retailers to develop support programs for their traditional retail customers to leverage their importance in the coffee market to enhance their own sales and profitability. We identify a number of value innovation strategies that may be used to achieve this objective of enhancing performance in traditional coffee merchandizing. For example, we identify a store-within-a store strategy that is already in operation for a number of product categories in traditional retail, and suggest that it be expanded to include coffee. This approach will elevate purchases across the segment and help enhance overall competitiveness. The approach is not unlike Kroger’s treatment of its natural and organics as a separate department or Roche Brothers’ creation of a gourmet specialty, which is prominently displayed near the store’s entry. It has become a prime location where new and exciting entrants to the specialty assortment are presented to shoppers in an elevated way. In this location, they are typically expected to sell-through initial quantities rapidly. The research presents innovative ideas to help coffee purveyors help their customers reposition emerging “waves” of coffee products in their traditional retail systems. It hopes that traditional retailers will benefit from the case studies of lessons from other categories and initiatives so that they can improve their own performance, and in so doing help coffee purveyors enhance their own performance.
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Kovachki, Simeon, and Ventsislav Marinov. "Consumers’ perception of Traditional vs. Non-traditional Advertising in Bulgaria : A case of Kaufland Bulgaria." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39699.

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Title: Consumers’ perception of Traditional vs. Non-traditional Advertising in Bulgaria.A case of Kaufland BulgariaLevel: Master Thesis in International MarketingAuthors: Simeon Kovachki and Ventsislav MarinovTutor: Sarah WiknerDate: 21st of May, 2018Keywords: Advertising, Marketing, Traditional Advertising, Non-Traditional Advertising, Communication Process, Decision-Making Process, PerceptionsBackground: There are different ways to promote a brand, products or services. The researchers attempted to understand the traditional and non-traditional messages of different types of advertisements. The focus of this research is on print advertising, billboards, TV commercials and online advertisement.The purpose of this study is to better understand the perceptions that the Bulgarian customers have towards the advertising messages that are sent on traditional and non-traditional channels by one of the hypermarkets in Bulgaria.Method: In order to answer the research questions and fulfill the purpose the researchers conducted qualitative and quantitative research. The primary data was collected by carrying out a semi-structured interview with one of the Kauflands’ managers in Bulgaria and an online survey that was distributed through one of the social media channels. The secondary data was collected by using online sources such as websites that are considered trustworthy and also companies annual reports which have been reviewed in order to better understand the position of Kaufland on the Bulgarian market.Conclusion: The authors found that both traditional and non-traditional advertising plays a major role. However, traditional advertising is still a big convincer towards a purchase. The merge between traditional and non-traditional advertising elevates classic advertising into the “new classic advertising”. The perception towards both ways of advertising is relatively positive, where brochures are the most preferred way when talking about hypermarkets.
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Rwigema, Jean Bosco Minega. "An analysis of the non-traditional agricultural export potential for Rwanda: A case of flowers." Thesis, University of the Western Cape, 2004. http://etd.uwc.ac.za/index.php?module=etd&action=viewtitle&id=init_6789_1177917650.

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Rwanda is constrained by an export structure that is heavily dependent on one or a few agricultural export products such as coffee, tea , pyrethrum and cinchona. The country did not manage to industrialize or to diversify its export structure significantly during the post-independence period. The situation was worsened by the civil war of 1994, which almost destroyed all sectors of the economy. Traditional export crops, such as coffee, cotton, tea, cocoa, palm oil, and tobacco are all subject to large price fluctuations and declining world market prices. This paper considered the case for diversification into non-traditional agricultural exports as a strategy for improving a developing country's terms of trade. The study put forward a case of Higland Flowers Project
a flowers project located in rural Kigali about 5 kilometers to the Kigali International airport.
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Lundström, Jennifer, and Madeleine Sjöbom. "Think inside the Guerrilla box? : A quantitative study of how consumers perceive guerrilla marketing in contrast to traditional marketing." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-15855.

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Title: Think inside the Guerrilla box? – A quantitative study of how consumers perceive guerrilla marketing in contrast to traditional marketing Course: European Business, Undergraduate thesis at C-level, 15 Hp. Authors: Jennifer Lundström and Madeleine Sjöbom Question: Based on consumer’s perception, is guerrilla marketing more beneficial than traditional marketing? Purpose: The purpose of this study is to analyse how consumers perceive guerrilla marketing in contrast to traditional marketing, looking at a gender perspective. This to be able to determine whether it is more beneficial for a company to invest in extra energy and time with less money spent and choose guerrilla marketing over traditional marketing. Methodology: A quantitative study, with a deductive approach and extensive structure Theoretical framework: The theoretical framework includes theories concerning the twomethods and gender marketing. A communication stream model has furthermore been developed and modified from existing theories within the concept of marketing and communication. The AIDA model has been used to determine the buying behaviour. Empirical framework: The empirical framework presents the outcome of the primary research such as findings and statistics. Conclusion: Guerrilla marketing shows a clear advantage in most cases except when it comes to credibility. If companies can over win the issue with trust, guerrilla marketing is to prefer over traditional marketing, based on consumer perception. Major gender differences were none to be found.
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Nilsson, Jennifer, Helén Liljenroth, and Petra Lorenzon. "Hur kan Vita Renen synas i snö? : En studie om marknadsföringsaktiviteter hos ett avlägset beläget litet företag." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-14771.

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Background and Problem discussion: Consumers are reached by an average of 3000 marketing messages daily which proves that a company’s marketing needs to be strong and characteristic in order not to lose customers. It is of even greater importance that marketing reaches the chosen target group and is designed in accordance with the company’s vision and is shown where the target group sees it. Purpose: The aim of this bachelor thesis is to study how small businesses use marketing and to recommend appropriate marketing measures given their size, limited budget and secluded location. Method: This study has been made in accordance with a qualitative method with an analytical abduction approach using a case study where the case is Vita Renen. To achieve the aim of this study the authors combined secondary and primary data such as previous conducted research with interviews with the owners and staff of Vita Renen. Result and Conclusion: The result demonstrates that untraditional marketing would be the best option for Vita Renen because they are a company with limited marketing budget and this type of advertising is based on creative thinking and design on pre-existing resources. The result also showed that untraditional marketing stands out among other advertisements and is therefore appropriate for a company who is located remotely. The conclusion is that Vita Renen should conduct a guerrilla marketing as a method to increase brand awareness about the company. Suggestion for future research: It would be of interest to investigate similar small businesses in the same sector and with the same conditions as Vita Renen to see if the result of the study can be generalized or not.
Bakgrund och problem: En konsument nås genomsnittligen av 3000 budskap dagligen vilket bidrar till att det är av stor vikt att företagets marknadsföring är genomslagskraftig då många företag försöker attrahera samma kunder. Det är av ännu större vikt att marknadsföringen når rätt målgrupp, är utformad i enlighet med företagets vision och placeras så att budskapet kan ses av den tänkta målgruppen. Syfte: Syftet med denna kandidatuppsats är att studera hur småföretag använder sig av marknadsföring idag för att kunna rekommendera lämplig marknadsföringsåtgärd med tanke på företagets storlek, limiterade budget och avskilda placering. Metod: Studien har gjorts i enlighet med en kvalitativ metod med en analytisk abduktion som ansats och i form av en fallstudie då fallet som undersöks är Vita Renen. För att uppnå syftet har författarna kombinerat sekundär- och primärdata i form av tidigare genomförd forskning samt djupintervjuer med ägare och anställda utförda hos det berörda företaget Vita Renen. Resultat och Slutsatser: Resultatet påvisar att otraditionell marknadsföring vid rätt utförande skulle vara det mest lämpade alternativet för Vita Renen då de har en limiterad marknadsföringsbudget då denna typ av reklam bygger på kreativt tänkande och utformade med redan befintliga resurser. Resultatet visade även att otraditionell marknadsföring är utstickande reklam och är därför passande för ett företag beläget avsides. Slutsatsen är att Vita Renen bör genomföra guerillamarknadsföring som en åtgärd för att öka varumärkeskännedomen kring företaget. Förslag på vidare forskning: Det vore av intresse att undersöka liknande småföretag inom samma sektor samt med samma förutsättningar som Vita Renen för att undersöka om studiens resultat går att generalisera eller inte.
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Huskanovic, Sanela, Rasmus Kaneld, and Paulina Pietralska. "Product Displacement : - En studie om dess effekter." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-13569.

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Syfte: Syfte med uppsatsen är att öka vår kunskap om product displacement samt att utreda den påverkan product displacement har på mottagaren sett ur ett marknadsföringsperspektiv. Pararellt undersöks om fenomenet kan vara en fördel eller nackdel i marknadskommunikationen. Utgångspunkten i utredningen är att varumärkesinnehavare själva använder sig av product displacement. Metod: Denna studie har genomförts med en kvalitativ metod och induktiv ansats. Metodvalet har sin utgångspunkt i den bristande teorin då fenomenet product displacement är ett nytt begrepp sett ur ett marknadsföringsperspektiv. Undersökningen bygger på tjugo kvalitativa intervjuer med mottagare av product displacement samt två respondenter med yrkesanknytning inom marknadsföring. Avgränsningar: Denna uppsats behandlar endast product displacements effekter på mottagaren som i vårt fall är begränsat till studenter i ålder 20-25 år. Product displacement behandlas som en möjlig marknadsföringsstrategi förutsatt att varumärkesinnehavare själva använder denna. Slutsatser: Product displacement medför ett överraskningsmoment som genererar känslor för mottagaren. Mottagaren gör associationer till det ursprungliga varumärket och får därmed en ökad brand awareness som i sin tur leder till engagemang i form av bland annat word-of-mouth.
The purpose of this thesis is to discuss the impact that product displacement has on the receiver from a marketing communication perspective. This thesis is built upon that the companies themselves make use of this possible marketing strategy. This study is based on a qualitative method with an inductive approach. The main choice of methods has its origins in the lack of product displacements theory since it is a new concept from a marketing communication perspective. The survey is based on twenty interviews with recipients of the phenomenon and two respondents with professional ties.  This thesis deals only with the effects off the product displacement phenomenon on the receiver, as in our case, is limited to students with 20-25 years of age.
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CHOU, CHIH-CHIE, and 周志傑. "Analysis of the Feasibility of Integrating Traditional Food Snacks with Non-toxic Sightseeing Agriculture Production and Marketing Activities-Research of Traditional and Internet Marketing." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/fagdnt.

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碩士
正修科技大學
資訊管理研究所
106
Taiwan’s traditional food snacks now face many challenges, such as food safety problems, exotic eating habits, and E-age of online marketing. This study will be conducted through tourism experience marketing supplemented by virtual and integrated marketing. It is hoped that through this research and new integrated marketing methods, we can learn about the advantages and disadvantages of traditional gourmet snacks in the current E-age and build new business models. In this study, we found that Taiwan's traditional food snacks have good quality and rich cultural heritage, but marketing methods mostly stay in the traditional family business model, and operators lack the knowledge and skills of marketing or online marketing. In addition, through the tourism experience of this study marketing supplemented by actual and integrated marketing can effectively improve sales performance, and effectively play the traditional competitive advantages of Taiwan's traditional food snacks.
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Costa, Rita Teixeira. "A propriedade intelectual e o marketing : marcas sensoriais : as marcas cromáticas em análise." Master's thesis, 2018. http://hdl.handle.net/10400.14/26691.

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No presente tratamos a questão das marcas não-tradicionais, nomeadamente das sensoriais. Na sociedade atual verificamos a necessidade de as considerar a par das tradicionais já tão populares entre nós e identificamos a sua dificuldade de registo e tratamento por parte dos tribunais – no âmbito que diz respeito ao direito como um problema a solucionar. No âmbito da gestão, consideramos importante que os gestores estejam informados relativamente às “novas marcas” e que as considerem. O objetivo deste trabalho consiste em esclarecer e aferir do que se tratam estas marcas não-tradicionais, aferir a sua importância, procedimento de registo, obstáculos e dificuldades. Mais em concreto tratamos do problema das marcas cromáticas – dando os exemplos da marca LOUBOTIN e da sua batalha pelo registo da cor da sola dos seus sapatos de salto alto feminino face a outras marcas da mesma indústria tocando o problema da cópia e ainda os exemplos de uma companhia aérea e marca de automóveis onde as marcas cromáticas não podem deixar de ser consideradas. Terminaremos esta dissertação com uma conclusão geral do tema em análise e apresentando alguns pontos que os gestores devam ter em conta face ao tema em análise.
In the present we address the issue of non-traditional brands, namely of the sensorial. Today's society needs to consider them alongside traditional that are already so popular with us and we identify their difficulty in registration and treatment by the courts in the area of law as a problem to be solved. In the management side, we consider it important that managers are informed about this figure and consider it. The purpose of this paperwork is to clarify and measure what these so-called non-traditional are about, to assess their importance, registration procedure, obstacles and difficulties. More specifically, we deal with the problem of chromatic marks - giving the examples of the LOUBOTIN brand and its battle to register the color of the sole of their women's high heel shoes against other brands of the same industry touching the copy problem and also the examples of an airline and car brand where color marks can not fail to be considered. We will conclude this dissertation with a general conclusion of the topic under analysis and presenting some points that managers should take into account in relation to the topic under analysis
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Zuhlsdorff, Elizabeth. "Branding in the nonprofit sector: The case of a nonprofit organization in Gauteng." 2007. http://hdl.handle.net/10500/92.

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Nonprofit organizations (NPOs) in the welfare field play a significant role in the national economy. They provide not only care, but also employment to a large component of the population. Therefore, their existence and well-being serve a social as well as an economic purpose. Various changes globally as well as in South Africa, affect the world in which NPOs function. They have to assess the impact of these changes on their operations and implement new strategies to survive and flourish. One of the challenges faced by NPOs is how to differentiate and promote themselves in such a way that it allows them to compete effectively for scarce resources but at the same time remain true to their core mission and values. The concept of branding, to create a lasting and positive impression in the consumer's mind, is one strategy NPOs can pursue to create distinction and competitive advantage. This study was undertaken to determine whether a specific re-branding exercise undertaken by Rand Aid Association during 2005/2006 has had a positive effect on its services and the financial viability of the organization. The results show that the. re-branding exercise has had a significant positive impact on the way the organization implemented and achieved a critical strategic objective, namely the development and sale of a new retirement village. It also made staff more aware of the brand and assisted the organization in obtaining greater clarity on the different businesses it pursues. However, the study also shows that the implementation of a brand orientation holds particular challenges. Many of the challenges are tied to the particular nature of the organization, such as a lack of human and financial resources and the difficulty in justifying expenditure on marketing above allocating these resources to meeting customer needs. Time, knowledge and money constraints also impacted on the process that was followed and on involving staff at all levels. In addition, the diversity of the services and target groups in the organization's portfolio made it very difficult to reach agreement on the true values and essence of the organization. This affected a clear and common understanding of the identity and meaning of the RAA brand. It is recommended that NPOs begin the brand orientation process by developing a clear focus on what the organization stands for and what it aims to deliver. An in-depth examination of the vision, purpose, values and underlying philosophies of the organization is essential. These must be clearly identified and internalized by all staff in order to develop a shared understanding of the brand and work towards consistency in delivering the brand promise. NPOs should realize that staff is one of the most important audiences for branding efforts as they determine the image and ultimately the reputation and continued existence of the organization. Internalization starts with recruiting employees whose values will support the brand, training them to understand and deliver the brand promise and fostering a culture that reinforces positive brand behaviour. NPOs can enhance their brands by utilizing their unique opportunities to develop close and warm relationships with consumers. One of the best ways to differentiate their services is through the relationships they offer and through their responsiveness to changing needs. Many NPOs also depend on word-of-mouth communication to promote their services and build their reputation, therefore conscious and concerted efforts to enhance relationships with existing customers should receive a high priority. Finally, it was evident that NPOs should be aware of and plan for the time, money and effort it will take to develop a brand orientation. Branding cannot be practiced as a once-off event nor do shortcuts pay in the long term. In particular, NPOs should remember that the development of a logo, corporate colours and brochures are the output of the process and not the starting point. The ultimate aim should be to achieve consistency across all points of contact with customers and to ensure that these are in line with the brand promise.
Graduate School of Business Leadership
M.B.L.
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Books on the topic "Non-traditional marketing"

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Lyn-Cook, Marlene. Marketing guidelines for Jamaica's non-traditional exports. [Miami, FL]: M. Lyn-Cook, 1986.

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Kumar, Maneet. Export marketing of non-traditional items: Problems and prospects. Delhi: Ajanta Publications (India), 1987.

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Ltd, Avebury Research &. Consulting. Marketing non-traditional jobs to girls and women: A research report. Hull, Québec: The Directorate, 1985.

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Canada. Dept. of Employment and Immigration. Women's Employment Directorate. Marketing Non-Traditional Jobs to Girls and Women: A Research Report. S.l: s.n, 1986.

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Life After the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising. Wiley, 2005.

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Shiner, Larry. Art Scents. Oxford University Press, 2020. http://dx.doi.org/10.1093/oso/9780190089818.001.0001.

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This book offers an overview of the aesthetic and ethical issues raised by the contemporary olfactory arts, which range from gallery and museum sculptures and installations, through the enhancement of theater, film, and music with scents, to the ambient scenting of stores and avant-garde chefs’ use of scents in cuisine. Special attention is given to the aesthetics of perfume and incense and the question of their art status, as well as to the role of scent in the appreciation of nature and gardens. Ethical issues are discussed regarding ambient scenting, perfume wearing, and the use of smells in fast-food marketing. Because of the traditional neglect and denigration of the sense of smell and its aesthetic potential by philosophers from Kant and Hegel to the present, and by Darwin’s and Freud’s view of the human sense of smell as a nearly useless evolutionary vestige, the first parts of the book counter that tradition with both philosophical arguments and evidence from current evolutionary theory, neuroscience, psychology, anthropology, history, linguistics, and literature. Although the focus is on Western olfactory arts, the book draws on non-Western examples throughout. The book is aimed at both philosophers and general readers interested in the arts, and develops positions that should stimulate further discussion.
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Book chapters on the topic "Non-traditional marketing"

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Brown, Pamela J. "Entrepreneurship EducatioN for Non-Traditional Students." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 284. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-13078-1_95.

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Martinelli, Elisa, Francesca de Canio, Gianluca Marchi, and Marina Vignola. "Extending the Retail Brand to Non-traditional Products." In Advances in National Brand and Private Label Marketing, 127–35. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-20182-5_13.

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Lányi, Beatrix, and Gyöngyi Pozsgai. "Driving Forces of International Students When Choosing a Non-traditional Destination: Hungary." In International Marketing of Higher Education, 231–56. New York: Palgrave Macmillan US, 2016. http://dx.doi.org/10.1057/978-1-137-54291-5_10.

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Skinner, Sandra D. "Traditional and Non-Traditional Women-Owned Enterprises: A Comparative Study of Retailers and Realtors." In Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference, 457–60. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-13254-9_91.

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Skinner, Sandra D. "Comparative Analysis of Perceived Indicators of Success by Women Entrepreneurs in a Traditional Versus a Non-traditional Business." In Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference, 268–72. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-13159-7_57.

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Desai, Deven. "Should Trademark Law Protect Non-Traditional Trademarks?" In The Protection of Non-Traditional Trademarks, 125–46. Oxford University Press, 2018. http://dx.doi.org/10.1093/oso/9780198826576.003.0007.

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Trademark should not protect non-traditional trademarks, but the practice will continue. Yet, by examining branding and related marketing and design practices, we can find ways to limit trademark expansion. In simplified terms, current U.S. and EU trademark law limits such protection by denying protection when a claimed feature is essential to competition. Both approaches require understanding and breaking apart what elements of a claimed mark are essential, and so miss the way branding operates. Branding uses aesthetics and pre-existing culture to create a whole, inseparable offering that captures essences to influence buyers and compete. Thus this chapter argues that stopping protection for non-traditional marks is the best choice. As that is unlikely, the chapter uses brand literature to show ways to deny protection to whole categories of non-traditional trademarks, and provide tools to show that any given claimed non-traditional mark is likely aesthetically functional and should not receive trademark protection.
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Hughes, Justin. "Non-Traditional Trademarks and the Dilemma of Aesthetic Functionality." In The Protection of Non-Traditional Trademarks, 107–24. Oxford University Press, 2018. http://dx.doi.org/10.1093/oso/9780198826576.003.0006.

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As American trademark law has expanded to cover non-traditional designators, the law’s “functionality” doctrine has arguably become the most important bulwark against overly broad trademark rights in the U.S. While the law has a stable analytic framework for “utilitarian” functionality, the same cannot be said of “aesthetic functionality,” i.e., the notion that some product features are so aesthetically pleasing or trigger such specific mental responses among consumers that those features should not be monopolized by one competitor through trademark rights. This chapter explores the aesthetic functionality doctrine in American trademark law, proposing that the most convincing cases for aesthetic functionality are really about consumers’ cognitive and psychological responses, not aesthetics. The chapter proposes that aesthetic functionality should bar trademark protection only for product features related to specific cognitive, perceptual, or aesthetic biases that were widespread among consumers before the trademark owner began its own marketing efforts.
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Wang, Victor X., and Beth Kania-Gosche. "Assessing Learning via Web 2.0 Technologies." In Marketing Strategies for Higher Education Institutions, 274–93. IGI Global, 2013. http://dx.doi.org/10.4018/978-1-4666-4014-6.ch019.

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Online learning takes place among learners of all ages in both formal and informal contexts. Due to the fact that traditional age students learn differently from non-traditional age students, especially in the virtual environment, educators are encouraged to employ either pedagogical or andragogical assessment methods accordingly. Using pedagogical assessment methods may work for traditional age learners. Likewise, applying andragogical methods may work for non-traditional age learners. Available assessment methods such as objectively-scored tests, subjectively-rated tests and criterion referenced tests will be discussed as well as a new form of assessment--learner self-evaluation. To use the proper tests or methods to assess online learning, educators are encouraged to possess both pedagogical and andragogical knowledge and/or skills. Instructors should use a variety of instructional and assessment methods. The authors of this article provide specific examples of online assessments from both andragogy and pedagogy.
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Chronis, Evelyn, Qiang Lu, and Rohan Miller. "Social Media, Customer Relationship Management, and Consumers' Organic Food Purchase Behavior." In Social Media Marketing, 756–73. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5637-4.ch038.

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Extant research has been focusing on the effectiveness of social media in driving consumer engagement and interaction. However, little research has examined how social media influences firms' Customer Relationship Management. This chapter fills this gap by proposing a conceptual framework to capture the impact of social media on traditional Customer Relationship Management in the context of consumers' organic food purchasing. Specifically, this study investigates how social media influences the purchase behavior of loyalty program members and non-loyalty program members. This study also examines the effectiveness of different types of social media content on consumer purchase behavior of organic food.
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Turner, Roch. "Service Learning for the Community College Student." In Advances in Educational Marketing, Administration, and Leadership, 174–95. IGI Global, 2017. http://dx.doi.org/10.4018/978-1-5225-0874-8.ch008.

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This chapter outlines the many reasons behind a consistent and relevant implementation of service learning opportunities on community college campuses. Community colleges typically serve non-traditional students. As part of a broad and interconnected curricula, community colleges should develop quality service learning opportunities tailored to the non-traditional student and their local community. This chapter offers a roadmap for creating service learning opportunities ranging from an initial community needs analysis to volunteer recruitment and management. The author of this chapter spends a considerable amount of time on reflection activities, which is vital to the success of service learning.
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Conference papers on the topic "Non-traditional marketing"

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Chilingaryan, V. V. "IMPACTS OF NON-TRADITIONAL MARKETING STRATEGIES." In Люди речисты - 2021. Ulyanovsk State Pedagogical University named after I. N. Ulyanov, 2021. http://dx.doi.org/10.33065/978-5-907216-49-5-2021-136-163.

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There is a certain loop persisting throughout the marketing field as a whole – the cycle of adaptation of the customer to advertisements they see and vice versa. The cycle’s complexity is also further developed via a multitude of factors i.e., linguistic or cultural identity of a certain consumer audience and originality or common acceptance of wide-world use of certain strategies. The aims of the research are to characterize non-traditional marketing strategies and to analyze their effectiveness. Object of research is the untraditional marketing strategies while the subject is the impacts of untraditional marketing strategies on various fields of human life, be it material or scientific\ideological in nature. During the research around 25 strategies is put under analysis. Among others special attention to digital marketing as it is still considered a non-traditional marketing strategy. The data about these strategies is then extrapolated to construct a social poll that is used to have more supporting data of non-traditional marketing effectiveness and its impacts on society as whole. The intended results should indicate the effectiveness of non-traditional marketing.
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Huang, Shaobo, Cassandra M. Degen, Karim H. Muci-Kuchler, and Marius D. Ellingsen. "Increasing Student Awareness of Non-Traditional Career Paths in Mechanical Engineering." In ASME 2016 International Mechanical Engineering Congress and Exposition. American Society of Mechanical Engineers, 2016. http://dx.doi.org/10.1115/imece2016-66986.

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This paper reports the effect of the curriculum changes in the Mechanical Engineering (ME) department at the South Dakota School of Mines and Technology (SDSM&T) in two freshman courses. Besides introducing fundamental concepts and principles for mechanical engineering, these courses utilize guest speaker sections to introduce career opportunities, and integrate marketing and corporate policy into engineering design projects. An engineering motivation survey and a career awareness questionnaire were developed and employed to better understand the impact of the new curriculum on students’ attitudes toward and desire to persist in Mechanical Engineering. Freshmen students’ intrinsic and extrinsic motivations and career awareness were assessed in pre- and post-tests at the beginning and the end of a semester. The results obtained showed that the introduction of the non-traditional career paths into the two courses students’ perceptions of the career options that ME graduates can pursue and showcased alternatives that proved to be more attractive to under-represented (female) students. Although the students spent less time in traditional engineering topics, their engineering self-efficacy was not diminished, and in fact, the students’ intrinsic motivation was significantly improved. Additionally, students perceived stronger inclusion in the ME program.
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Wang, Yongqing, Huawei Shen, Shenghua Liu, Jinhua Gao, and Xueqi Cheng. "Cascade Dynamics Modeling with Attention-based Recurrent Neural Network." In Twenty-Sixth International Joint Conference on Artificial Intelligence. California: International Joint Conferences on Artificial Intelligence Organization, 2017. http://dx.doi.org/10.24963/ijcai.2017/416.

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An ability of modeling and predicting the cascades of resharing is crucial to understanding information propagation and to launching campaign of viral marketing. Conventional methods for cascade prediction heavily depend on the hypothesis of diffusion models, e.g., independent cascade model and linear threshold model. Recently, researchers attempt to circumvent the problem of cascade prediction using sequential models (e.g., recurrent neural network, namely RNN) that do not require knowing the underlying diffusion model. Existing sequential models employ a chain structure to capture the memory effect. However, for cascade prediction, each cascade generally corresponds to a diffusion tree, causing cross-dependence in cascade---one sharing behavior could be triggered by its non-immediate predecessor in the memory chain. In this paper, we propose to an attention-based RNN to capture the cross-dependence in cascade. Furthermore, we introduce a \emph{coverage} strategy to combat the misallocation of attention caused by the memoryless of traditional attention mechanism. Extensive experiments on both synthetic and real world datasets demonstrate the proposed models outperform state-of-the-art models at both cascade prediction and inferring diffusion tree.
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