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Journal articles on the topic 'Operational and marketing activities'
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Mohammad Shibli, Shahriar, and Iqbal Mohammed Masum. "Digital Marketing Activities." DIU Journal of Business and Entrepreneurship 14, no. 02 (2021): 73–91. http://dx.doi.org/10.36481/diujbe.v014i2.ys4km672.
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This study on a comparative analysis of digital marketing activities of Evaly and Daraz has highlighted strategic comparative analysis of two online supermarket stores in Bangladesh. It has evaluated external characteristics of the marketing environment by using PESTLE analysis and internal characteristics through SWOT analysis. The micro environment of Evaly has been analyzed by idenOing potential digital factors of marketing while Daraz has also been identified by its emerging marketing abilities. Competitive rivalry for both the markets has been found as moderate, which has been formulated through four other marketingforces. The study also highlights operational strategies which can improve digital marketing strategies that are adopted by both the organizations for extension of their digital supermarket. in addition. limitations of the suggested strategies are also explained in the report. In conclusion, major similarities and differences between the operations of two organizations are highlighted. In recommendations, some suggestions have been made forAttire implications for both Evaly and Daraz.
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Galieva, G. F., S. V. Plyasova, T. V. Koryakina, and S. A. Trufanova. "Strategic and Operational Marketing Solutions and Their Role in the Company's Activities." Proceedings of the Southwest State University. Series: Economics. Sociology. Management 14, no. 2 (2024): 34–46. http://dx.doi.org/10.21869/2223-1552-2024-14-2-34-46.
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The relevance of the research is determined by the search for effective tools to increase the competitiveness of enterprises in the digital environment.The purpose of the study is to analyze the impact of strategic and operational marketing actions on the activities of modern enterprises, as well as to provide practical justification for ways to increase their effectiveness in building actions in an online environment.The objectives of the study are related to the disclosure of the content and features of the implementation of strategic and operational marketing solutions of the enterprise; critical analysis of the company's marketing promotion system in the online environment; formation of recommendations for improving the effectiveness of strategic and operational marketing solutions of the enterprise.Methodology. The research is based on the application of content analysis methods, the method of theoretical analysis, the method of comparison, induction and deduction, the logical method, and the systematic approach.Results. The content is disclosed and the features of strategic and operational marketing decisions made by enterprises when promoting in the online environment are revealed. Using the example of a specific enterprise, an analysis of the implemented strategic and operational marketing solutions was carried out, advantages and disadvantages were identified. Recommendations have been formed to improve the effectiveness of strategic (in terms of choosing channels of communication with consumers; improving communication in social networks; evaluating the effectiveness of strategic marketing solutions) and operational marketing solutions of the enterprise (expanding entertainment content; introducing graphic elements in images and videos; maintaining continuous movement).Conclusions. The optimal combination of strategic marketing solutions related to the choice of promotion channels, the formation of content plans and the definition of key tools for interaction with consumers, and operational marketing solutions (including the adjustment of promotion channels, advertising models to a flexibly changing situation determined by fashion, changes in technological approaches to promotion, consumer preferences in content and various types of it) is substantiated creation), contributing to increasing the sustainability and adaptability of the enterprise in the modern digital environment.
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Prajogo, Daniel I., and Mark Goh. "Operations Management activities and operational performance in service firms." International Journal of Services Technology and Management 8, no. 6 (2007): 478. http://dx.doi.org/10.1504/ijstm.2007.013943.
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Azimova, Gulnoza. "The concept of marketing activities in banking business." Общество и инновации 3, no. 3/S (2022): 28–35. http://dx.doi.org/10.47689/2181-1415-vol3-iss3/s-pp28-35.
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The article deals with the development of new scientific and methodological approaches to the concept of marketing activities in banking business. Proper formation of a transfer pricing system will allow acquiring the necessary control over the process, developing operational solutions, identifying opportunities, deviations and trends in relation to individual transactions and larger transactions for them.
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Bahorka, Mariia, Tetiana Ustik, and Liudmila Kvasova. "THE PLACE OF MARKETING ACTIVITIES IN THE CRISIS MANAGEMENT SYSTEM." Three Seas Economic Journal 3, no. 3 (2022): 15–20. http://dx.doi.org/10.30525/2661-5150/2022-3-3.
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The purpose of the article is to establish the place of marketing in crisis management of the enterprise, to study the role of the main aspects of crisis marketing in modern enterprises; mastering the components of marketing crisis management of enterprises, to avoid the vulnerability of the enterprise to crisis phenomena and eliminate their consequences. The methodological basis of the study was the generalization of the results of applied research in the field of economics, scientific works of domestic and foreign scientists, which highlight the fundamental theories of competitive advantage, competitiveness and marketing management. Results. The article conducts a study on determination of the place of marketing in anti-crisis management of an enterprise, establishes the role of main aspects of anti-crisis marketing at modern enterprises; mastered the mechanism of marketing anti-crisis management of enterprises, the purpose of which is to form a strategy for overcoming the crisis and eliminating the consequences of crisis phenomena. Practical results. Given the constant changes in the environment of their functioning, enterprises should develop marketing programs that provide for measures to be taken to stabilize the market situation and overcome the insolvency crisis. Value/originality. In the understanding of the authors, crisis management should cover all subsystems of enterprise management: operational, technical, financial, and especially strategic, marketing, personnel. In the understanding of the authors, crisis management should cover all subsystems of enterprise management: operational, technical, financial, and especially strategic, marketing, personnel. It is recognized that marketing in crisis management is not just one of the subsystems of the enterprise, but the basis that ensures the sustainability of all its other departments.
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Arifnur, Muhammad, Tri Wiji Nurani, and Iin Solihin. "STRATEGI PENINGKATAN EFEKTIVITAS OPERASIONAL SENTRA KELAUTAN DAN PERIKANAN TERPADU NATUNA." Marine Fisheries : Journal of Marine Fisheries Technology and Management 14, no. 2 (2023): 131–42. http://dx.doi.org/10.29244/jmf.v14i2.44771.
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The Natuna Integrated Maritime and Fisheries Center (IMFC) was established to integrate fish landing, processing, and marketing activities. However, until 2019, the operation of IMFC had not been optimized, hence the objectives of its establishment had not been achieved. This study aims to assess the operational effectiveness of IMFC Natuna and develop strategies for its improvement. The research was carried out by identifying port facilities and capacities that have been built and assessing their operational performance. The strategy for increasing IMFC Natuna's operational activities was prepared using a SWOT analysis. The results show that the facilities at IMFC Natuna have been built completely and are currently in good, clean, and well-maintained condition. IMFC operational performance results from negative gap analysis on fish unloading parameters, namely fish production indicators and ship visits; the parameter of preparation of supplies on ice provision indicator; and marketing parameters on the indicator of the number of fish marketed. The service satisfaction assessment obtained an unsatisfactory rating on the provision of integrated cold storage facilities, provision and marketing services, as well as facilities for fish auctions. Strategies for increasing the operational activities of IMFC Natuna include empowering and improving fishers' skills, making regulations so that trading activities and business activities are centered in IMFC Natuna, inviting investors to develop fisheries investment, and bringing in fishing fleets from outside Natuna.
 Keywords: Gap, Natuna, operational, IMFC, Strategy.
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Vilkaite-Vaitone, Neringa, and Ilona Skackauskiene. "Green marketing orientation: evolution, conceptualization and potential benefits." Open Economics 2, no. 1 (2019): 53–62. http://dx.doi.org/10.1515/openec-2019-0006.
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AbstractGlobal economic fluctuation, post-Brexit challenges, changes in the landscape of corporate social responsibility are pushing managers to build sustainability into the performance of marketing mix. Traditional marketing is no longer able to address all the issues in modern markets. This led to green marketing, a new marketing philosophy. The paper provides researchers and marketing managers with a comprehensive view of the concept of green marketing, its causes, contents, and outcomes. Authors suggest a structured and outcome-based viewpoint to the construct of green marketing. Theoretical presumptions confirm structuration of green marketing initiatives to strategic, tactical, and operational levels. It was found out that cohesive marketing activities in these levels have the crucial impact of green marketing in organizational, environmental, and social contexts. Strategic, tactical, and operational activities in the field of green marketing may lead to business development, improvement of the natural ecosystem, and increased quality of life. The findings of the research present opportunities for researchers and managers to apply green marketing orientation.
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Conti, Emanuela, Furio Camillo, and Tonino Pencarelli. "The impact of digitalization on marketing activities in manufacturing companies." TQM Journal 35, no. 9 (2023): 59–82. http://dx.doi.org/10.1108/tqm-11-2022-0329.
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PurposeThe purpose of the paper is to present an empirical study that examines the impact of digitalization on informative, strategic and operational marketing activities in manufacturing companies from the entrepreneurial perspective.Design/methodology/approachA research project was carried out in 205 Italian manufacturing companies by using the questionnaire method. An exploratory research study was conducted with hierarchical cluster analysis.FindingsThe analysis shows the existence of seven clusters of manufacturing companies that differ by the impact of digitalization on marketing activities from the entrepreneurial perspective. Two clusters have a high positive impact of digitalization, primarily on informative and strategic marketing activities. Two clusters are characterized by a low positive impact of digitalization and three clusters perform an intermediate level of digitalization. Furthermore, these groups of clusters differ in terms of the influence of digitalization on customer value.Research limitations/implicationsThe small size of the sample and the geographic origin of the companies imply limited generalizability; further research on the topic is thus recommended.Practical implicationsThe study suggests that companies should digitalize many key marketing activities to increase marketing effectiveness and customer value. To achieve high levels of digitalization and thus increase their competitiveness, manufacturing companies should consider the importance of relevant technologies and skills.Originality/valueBy focussing on the impact of digitalization on informative, strategic and operational marketing, which has not yet been empirically investigated, the present study reveals many new elements concerning the marketing process in the digital era from the entrepreneur's point of view.
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Эрендженова, Д. Б., У. В. Нимгиров, К. Ж. Ж. Бини, А. Ш. Саралидзе, Б. Ш. Саралидзе, and Д. А. Рвачев. "Content, forms and methods of implementation of operational marketing at the enterprise." Экономика и предпринимательство, no. 11(124) (December 23, 2020): 711–14. http://dx.doi.org/10.34925/eip.2020.124.11.138.
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Актуальность выбранной темы обусловлена тем, что одним из важнейших факторов прибыльности предприятий в современных условиях является использование инструментов и методов операционного маркетинга. Статья посвящена теоретическому изучению вопроса организации операционного маркетинга на предприятии: рассматривается понятие операционного маркетинга, его значение для экономики предприятия. В практическом аспекте изучен процесс операционной маркетинговой деятельности на примере туристического агентства «Татьяна Тур». Для успешной деятельности современного туристического агентства важно не только успешно продавать туры по выгодным ценам, но и предлагать высококачественные услуги своим клиентам, максимально эффективно использовать все каналы продвижения, мотивировать персонал. Для успешной работы туристического агентства необходимо проводить систематический своевременный анализ показателей, отражающих эффективность деятельности. Совершенствование деятельности туристкой организации предполагает проведение полного изучения компании, обширного анализа компании, выявления её сильных и слабых сторон и предложение мероприятий по их устранению. В деятельности туристической фирмы также были выявлены и проблемы, требующие оперативного решения. Авторами проведен анализ реализации инструментов операционного маркетинга, предложены рекомендации, направленные на повышение эффективности маркетинговой деятельности данной фирмы. The relevance of the chosen topic is due to the fact that one of the most important factors of profitability of enterprises in modern conditions is the use of tools and methods of operational marketing. The article is devoted to the theoretical study of the organization of operational marketing at the enterprise: the concept of operational marketing, its significance for the enterprise economy is considered. In the practical aspect, the process of operational marketing activities is studied on the example of the travel Agency "Tatiana Tour". For the successful operation of a modern travel Agency, it is important not only to successfully sell tours at favorable prices, but also to offer high-quality services to its clients, make the most effective use of all promotion channels, and motivate staff. For the successful operation of a travel Agency, it is necessary to conduct a systematic and timely analysis of indicators that reflect the effectiveness of its activities. Improving the activities of a tourist organization involves conducting a full study of the company, an extensive analysis of the company, identifying its strengths and weaknesses, and proposing measures to eliminate them. In the activities of the travel company, problems were also identified that require prompt solutions. The authors analyze the implementation of operational marketing tools and offer recommendations aimed at improving the effectiveness of marketing activities of this company.
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Rahardja, Untung, Fitri Andriyani, and Triyono Triyono. "Model Scheduling Optimization Workforce Management Marketing." Aptisi Transactions on Management (ATM) 4, no. 2 (2020): 92–100. http://dx.doi.org/10.33050/atm.v4i2.1259.
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This research focuses on completing workforce management marketing scheduling using genetic metaheuristic methods. Optimal scheduling to determine the duration of a job, the quality of employees, and meet the challenges to increase work scheduling targets according to marketing employee skills by maximizing operational time while providing satisfactory services to customers. Marketing employees increasingly rely on the right time to connect with their customers. The problem in this study considers marketing skills and activities to carry out work activities, namely promotion, follow-up, and stand-by in the office with the limitations of the existing workforce. This problem has the nature of NP-Hard so a quick solution requires the use of metaheuristic methods. The metaheuristic method was built in 11 constraints. The results show that the genetic metaheuristic method is capable of producing far better results. Therefore, employee scheduling is very important. This study aims to develop an optimization model for employee scheduling and to maximize operational time work. With this model, it is expected to achieve optimal scheduling for marketing management workforce.
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Suhairi, Suhairi, Habib Lauda Nararya, Silvi Tri Wardani, Tria Wardani, and Indah Mutiara Ayu. "Operational Managing Analysis in Driving Product Marketing to a Global Scale (Case Study PT Indofood CBP)." PKM-P 7, no. 1 (2023): 11. http://dx.doi.org/10.32832/jurma.v7i1.1762.
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The operational activities of the company have a major urgency in management to the level of production carried out. The operational system as well as the right management can affect the long-term sustainability of the company. In a global market share, it is necessary to have the role of operational management to improve marketing patterns as well as the expected gains. This process is seen in terms of planning, organizing, implementing up to the monitoring stage. This study aims to analyze the operational managing program used to encourage the marketing activities of a product to reach a global scale by PT Indofood CBP. The research method used is a qualitative research method using a descriptive type approach. The main data source used is information that supports the structure or operational husk of PT Indofood CBP itself and is supported by secondary data sources in the form of literature relevant to the research topic. The collection technique used was a literature study. The research results show that.
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Snegireva, Yuliya Yu, Nazir Sh Sarkhadov, and Gurgen B. Padiev. "Marketing Activities as a Factor of Health Facility Stability." City Healthcare 5, no. 3 (2024): 153–59. http://dx.doi.org/10.47619/2713-2617.zm.2024.v.5i3;153-159.
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Background. Marketing is one of the most difficult tasks in the healthcare business, because it requires a deep understanding of both the specifics of medical services and consumer expectations. Marketing strat-egies should be carefully planned and adapted to the unique characteristics of the industry, as consumers expect to receive a wide range of high-quality medical services. The specifics of the healthcare sector and the ethical, legal, and operational issues hinder the use of marketing tools. At the same time, successful medical marketing depends on the use of advanced tools and the constant monitoring of their effectiveness. Purpose. To consider the main factors of marketing strategy and plan development in healthcare and to offer practical recommendations for successfully promoting medical services.Materials and methods. The authors used general scientific research methods. The data from scientific peer-reviewed journals and analytical reports were synthesized and analyzed. The research materials on the management and development of marketing activities in healthcare organizations and the impact of market-ing activities on the effectiveness, stability, and sustainability of the subjects of the medical services market were analyzed.Results. The marketing of medical services includes a wide range of advanced tools and practices that con-stantly require attention and performance monitoring. Healthcare is an extremely complicated industry with features directly related to the development of effective marketing strategy and plan.
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Huang, Yu-Ting, and Sharyn Rundle-Thiele. "A holistic management tool for measuring internal marketing activities." Journal of Services Marketing 29, no. 6/7 (2015): 571–84. http://dx.doi.org/10.1108/jsm-03-2015-0112.
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Purpose – The purpose of this paper is to synthesise internal marketing measures in two service settings across both Western and Eastern backgrounds. Well established views of internal marketing have emerged with more than 200 papers on the topic. To date, no clear accepted measure for the concept has emerged. The developed scale provides a new way of thinking drawing together a diverse range of measures to deliver a practical measure offering marketing managers a diagnostic tool to measure the degree that internal marketing has been applied (or not) inside their organisation. Design/methodology/approach – Conceptual and operational definitions of internal marketing were analysed to generate an item pool for testing. Generated items were then tested in one higher education organisation (n = 205) and in the tourism and hospitality industry with Australian and Taiwanese employees (n = 458) using both English and Traditional Chinese survey versions. The data were analysed with SPSS 19.0 and AMOS 19.0. Reliability analysis was first undertaken to assess the hypothesised internal marketing factor structure followed by confirmatory factor analysis. Findings – A 16-item, three-factor structure was obtained for internal marketing. This research suggests that internal marketing practice is a three-dimensional concept ideally consisting of internal market research, training and communication activities. The findings suggest that further research may be warranted to further expand academic definitions of internal marketing to encompass the varied activities undertaken by practising internal marketers. Originality/value – This study provides a new measure of internal marketing practice for use in future that captures the majority of the activities undertaken by internal marketing practitioners.
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Luhulima, Titi Nurhayati, Siti Fardila Sarlop, Trifani Wulandari, et al. "SISTEM INFORMASI PEMASARAN PADA UMKM FOUR CUP COFFEE." Jurnal Tagalaya Pengabdian Kepada Masyarakat 2, no. 1 (2025): 101–6. https://doi.org/10.71315/jtpkm.v2i1.121.
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This community service aims to develop and analyze the implementation of a Marketing information system at Four Cup Coffee to enhance operational efficiency and marketing effectiveness. The activities focus on identifying system requirements, designing marketing models, and utilizing social media to support promotional strategies. This study also examines customer experiences, the implementation of sustainability programs, and product innovation. The results demonstrate that Four Cup Coffee successfully integrates product quality, excellent service, and digital strategies to build customer loyalty. This initiative is expected to serve as a reference for small businesses to improve competitiveness and operational sustainability through the appropriate use of information technology.
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Aminullah, Aksa Azhari, Mulyono Sumitro Baskoro, Mohammad Imron, and Iin Solihin. "KESESUAIAN TEKNIS DAN OPERASIONAL PANGKALAN PENDARATAN IKAN DONGGALA DENGAN PERMEN-KP RI NOMOR PER.08/MEN/2012 TENTANG KEPELABUHANAN PERIKANAN." Marine Fisheries : Journal of Marine Fisheries Technology and Management 12, no. 1 (2021): 113–23. http://dx.doi.org/10.29244/jmf.v12i1.35032.
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Donggala fish landing centre is a fishery infrastructure of Donggala Regency provided for Mamuju Regency fishermen, West Sulawesi. Capture fisheries activities in PPI Donggala are incorporating various stages from landing to marketing. All capture fisheries activities are related to the PPI Donggala’s technical and operational condition. Some of purse seine fishing units did not land their catches at PPI Donggala which affect the performance of the fishing port. This study aims to identify the PPI Donggala’s technical and operational condition in compliance with PERMEN-KP RI NUMBER PER.08/MEN/2012 concerning Fisheries Ports. The research method is a case study conducted at PPI Donggala. Data were collected by interviews and literature studies, then analyzed using comparative descriptive method. The results of the study showed the technical and operational conformity of the port at PPI Donggala with PERMEN KP 08/2012 on Fisheries Port has met technical and operational criteria. However, there are still technical and operational constraints in PPI Donggala. The obstacle is that the pier is still damaged and the marketing of the catch has not been widespread.
 Keywords: PPI Donggala, technical aspects, operational aspects
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Neddy Faturrahman. "Analisis Manajemen Strategi Pemasaran dan Sumber Daya Manusia PT.Garuda Indonesia Branch Office Solo Dalam Menghadapi Pandemic Covid-19 di Bandar Udara Adi Soemarmo Solo." Jurnal Multidisiplin Madani 2, no. 4 (2022): 1699–710. http://dx.doi.org/10.55927/mudima.v2i4.275.
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The purpose of this study was to determine the management of marketing strategies and human resources at PT. Garuda Indonesia Branch Office Solo so as not to experience losses during the Covid-19 Pandemic. Qualitative method with primary and secondary data. The results of the research on marketing strategies and human resources are implementing a marketing strategy in collaboration with agents, hospital laboratories and conducting special prices. The human resource strategy develops human resources in special lessons related to marketing, operational activities in the face of a pandemic & RULS (Recurrent Uplifting Learning Service) with the performance of maintaining good relations with partners and evaluating the progress of marketing and flight operations. Establish HR in 2021 which establishes units for marketing, finance and operational divisions by reducing human resources that are less professional, reducing human resources that are less interested/competent.
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Gavrilenko, A. V. "Mechanisms of formation and implementation of operational strategies in the agricultural enterprises activities." Actual problems of innovative economy, no. 2 (2019): 43–48. http://dx.doi.org/10.36887/2524-0455-2019-2-7.
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Introduction. The volatility of the market environment requires agrarian enterprises to change existing ap-proaches to management. Increasing the competitiveness of such enterprises is possible through the development and implementation of appropriate strategies. Particular attention should be paid to marketing activities. The enterprise's operational strategy must be based on an effective production plan. The purpose of the article is to create mechanisms for generating and implementing operational strategies of ag-ricultural enterprises. Results. The importance of a comprehensive approach to the production plan formation of agrarian enterprise is substantiated in unstable economic conditions. There is no correlation between the strategic approaches evaluation and mathematical methods. Approaches to production planning in the process of agrarian enterprise activity are generalized. The objective functions of linear and nonlinear mathematical programming for operational management evaluation are determined. The importance of competitive strategy of agrarian enterprise for maintaining its position in the market has been noted. The factors of a competitive strategy formation of agrarian enterprise are given. The algorithm of strategies modeling of agrarian organization operational activity is developed. The stages of the strategic management system of agrarian enterprise operational activity have been presented and characterized. Alternatives to the production program optimization are offered. The methods of production planning in different market structures are systematized. Conclusions. The proposed algorithm design strategies for agrarian enterprise operational activity facilitate reasonable choice of strategy considering market conditions. Taking into account the specifics of consumer demand for-mation and factors of competitive reaction in the market will allow to determine the optimal ratio of prices and volumes of products. This will help coordinate local plans and optimize revenue. Keywords: operating strategy, strategic management, agrarian enterprise, economic activity, results of activity, production plan, marketing activity.
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Silva, Diogo, and Herculano Cachinho. "Places of Phygital Shopping Experiences? The New Supply Frontier of Business Improvement Districts in the Digital Age." Sustainability 13, no. 23 (2021): 13150. http://dx.doi.org/10.3390/su132313150.
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Business Improvement Districts (BIDs) have flourished as local governance structures to foster the vitality and viability of traditional shopping districts that have struggled to adapt to retail changes. This paper examines the evolution of placemaking activities that former UK government-funded pilot BIDs have delivered over the last 15 years. Drawing on an exploratory sequential research design that combines a qualitative and quantitative thematic analysis of 72 BIDs’ business plans, the findings suggest that UK BIDs have described a non-hierarchical operational framework as services providers considering that: (i) elementary placemaking services, such as ‘clean, green and safe’, have regained thematic relevance due to recent environmental sustainability concerns; (ii) higher-tier lobbying and advocacy services have been an operational priority since BIDs’ inception; (iii) while consumer and place marketing/branding services have seen continual thematic reductions, digital presence and marketing services have emerged as a new category of operational activities. These results extend place management and BID-related literature by discussing the growing role that digital marketing services may perform in the management of town centers and high streets and are relevant to practitioners as it discusses how place management organizations should reposition their operational strategies towards the creation of places of phygital shopping experiences.
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Gencturk, Esra, Terry L. Childers, and Robert W. Ruekert. "International Marketing Involvement: The Construct, Dimensionality, and Measurement." Journal of International Marketing 3, no. 4 (1995): 11–37. http://dx.doi.org/10.1177/1069031x9500300407.
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The growing importance of international marketing operations for the survival and success of an increasing number of businesses underscores the need to understand their involvement in these activities. To this end, this article proposes an eclectic and multidimensional definition as well as a new measure of international marketing involvement where equity, administrative, and operational components represent the three distinct behavioral means that can be utilized by a business to perform foreign marketing activities. Based upon a field study conducted in the United States of 45 firms and 78 product market units, evidence is supportive of the internal consistency and construct validity of the proposed measure of international marketing involvement (IMI).
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Krasyuk, Irina, and Maxim Pasholikov. "Marketing audit is a tool for strategic development of an industrial company." E3S Web of Conferences 531 (2024): 05027. http://dx.doi.org/10.1051/e3sconf/202453105027.
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The high-tech sector of the economy carries out marketing activities at the operational and strategic management level. The implemented import substitution policy actualizes the marketing expertise of the technical decisions taken. Technological audit is aimed at improving the competitiveness of a particular production. The results of the completed marketing audit determine the main directions of innovative changes in the production landscape. The authors propose a conceptual model of a marketing management system that integrates the results of the evaluation of marketing and technological audit and creates conditions for the release of innovative industrial products. Relationship marketing forms new criteria for evaluating the effectiveness of marketing activities, which is based on increasing the level of consumer perception of the brand. Strategic priorities for the development of industrial companies are based on a marketing platform and ensure the achievement of technological self-confidence.
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Chazhaev, Muslim I., Saida K. Shardanovna, and Natalia Z. Zelimkhanova. "RESEARCH ON CORPORATE MARKETING AND FINANCIAL INTEGRATION." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 10/5, no. 151 (2024): 104–8. https://doi.org/10.36871/ek.up.p.r.2024.10.05.015.
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In traditional enterprise management, the marketing department and the finance department belong to two relatively independent operational divisions that are responsible for different content. The responsibilities of the marketing department include the formulation of marketing strategies for the company, the introduction of marketing methods and supervision of the process of marketing activities of the company. The responsibilities of the finance department include the preparation and use of working capital of the enterprise, the distribution of income of the enterprise and the management of the financial aspects.
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Putritamara, Jaisy Aghniarahim, Zaenal Fanani, Umi Wisaptiningsih, and N. Febrianto. "Pengaruh Audit Operasional Fungsi Pemasaran dan Pengendalian Internal terhadap Efektivitas Pelayanan Konsumen PT. Kembang Joyo Sriwijaya." Jurnal Ilmu dan Teknologi Peternakan Tropis 6, no. 3 (2019): 313. http://dx.doi.org/10.33772/jitro.v6i3.7224.
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ABSTRAK Tujuan penelitian menganalisis model struktural dari pengaruh audit operasional fungsi pemasaran dan pengendalian internal terhadap efektivitas pelayanan konsumen. Responden dalam penelitian ini adalah Manajer pemasaran dan staff di wilayah Malang serta Palembang sebanyak 30 responden dan divisi administrasi dalam recording serta auditor dan auditee (yang tidak termasuk kategori responden 30 orang) sebanyak 20 orang sehingga total responden sebanyak 50 orang. Analisis data dengan Structural Equation Modelling (SEM) warpPLS. Audit operasional fungsi pemasaran dan pengendalian internal memiliki pengaruh terhadap efektivitas pelayanan sebesar 87%. Hasil audit operasional memiliki hasil temuan di dalam audit operasional fungsi pemasaran yang dinyatakan closed oleh auditor kepada auditee yang artinya temuan tersebut telah memiliki solusi yang dapat meningkatkan kualitas pemasaran produk dan telah memiliki umpan balik positif dimana hasil tersebut berdampak positif pada efektivitas pelayanan konsumen. Bentuk pengendalian internal melalui aktivitas pengendalian dan pengawasan pada fungsi pemasaran yang telah diterapkan oleh pimpinan perusahaan meliputi pengendalian efektifitas program pemasaran melalui aktivitas dan pengawasan pemasaran, pengendalian strategi pemasaran yang dilakukan secara online dan offline, pegendalian keuntungan dan rentabilitas dalam kegiatan pemasaran dan pengendalian efisiensi pemasaran melalui personal selling yang dilakukan oleh sales di setiap outlet sehingga manajer pemasaran melakukan pengenalan pada setiap sumber pemasaran dalam meningkatkan prestasi marketing.Kata Kunci: audit, efektivitas, madu, pelayanan, pemasaran, pengendalianABSTRACTThe purpose of this study was to analyze the structural model of the effect of the operational audit of marketing and internal control functions on the effectiveness of customer service. Respondents in this study were marketing managers and staff in Malang and Palembang as many as 30 respondents and the administrative division in recording and auditors and auditees (which do not belong to the category of respondents 30 people) as many as 20 people so that the total respondents were 50 people. Data analysis using Structural Equation Modeling (SEM) warpPLS. The operational audit of marketing and internal control functions has an effect on service effectiveness by 87%. The results of operational audits have findings in operational audits of the marketing function that are declared closed by the auditor to the auditee, which means that the findings already have solutions that can improve the quality of product marketing and have positive feedback where the results have a positive impact on the effectiveness of customer service. Forms of internal control through control and supervision activities on the marketing functions that have been implemented by company leaders include controlling the effectiveness of marketing programs through marketing activities and supervision, marketing strategy control that was carried out online and offline, profit and profitability control in marketing activities and controlling marketing efficiency through personal selling conducted by sales at each outlet so that marketing managers make an introduction to each marketing source in improving marketing achievements.Keywords: audit, control, effectiveness, honey, marketing, service
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Mastarida, Friska, Mohammad Ichsan, and Gilang Puspita Rini. "Exploring the effect of SME internal capabilities on firm performance: A perspective of resource advantage theory of competition." Problems and Perspectives in Management 23, no. 2 (2025): 546–60. https://doi.org/10.21511/ppm.23(2).2025.39.
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Firm performance is a business achievement through pro-growth capabilities and strategies. This paper aims to determine SME internal capabilities that can improve firm performance in Indonesia employing the resource advantage theory of competition. The research sample includes small and medium enterprises from the beauty product, food and beverage, and textile industries, the three primary industries that help Indonesia achieve a green economy. The respondents are managers or business owners who understand and handle overall business activities. Using convenience sampling techniques, 194 respondents were obtained and analyzed via partial least squares (PLS) with SMART PLS Ver 4.0 software. Empirical findings prove that service-dominant and responsive marketing orientations positively affect firm performance. Service-dominant orientation does not affect exploitative operational ambidexterity. However, exploitative operational ambidexterity has a significant positive effect on firm performance. The firm-specific marketing ecosystem does not affect firm performance. However, the firm-specific marketing ecosystem positively affects exploitative operational ambidexterity. Further findings indicate that responsive marketing orientation has a stronger relationship to exploitative operational ambidexterity. This paper offers managerial implications for business owners or managers who must modify service-dominant orientation and firm-specific marketing ecosystem to be more adaptive, innovative, and competitive to achieve superior firm performance.
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Dian Ayu Lestari, Jihan Amira Nurcahyo, Pahala Raja Pangindoan Simanullang, and Wiwin Yulianingsih. "Upaya Pemanfaatan Digitalisasi Pemasaran Dalam Meningkatkan Daya Saing UMKM Di Desa Dongko." ALADALAH: Jurnal Politik, Sosial, Hukum dan Humaniora 1, no. 2 (2023): 122–32. http://dx.doi.org/10.59246/aladalah.v1i2.167.
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Digitalization of marketing emerged in the Industrial Revolution 4.0 Era, which in the era of digital technology and the internet must be interconnected. This is a challenge for Micro, Small and Medium Enterprises (MSMEs) to have creative, innovative businesses and minimize operational costs. Through student service activities for the community by providing assistance to MSME actors in Dongko Village in optimizing digital marketing by holding socialization related to marketing digitalization. The method used in this activity is to use a quality approach through outreach, implementation and mentoring. the result of this activity is to help digitize the marketing of MSME products in Dongko Village. So that these activities affect MSME actors in Dongko Village to take advantage of digital marketing gradually.
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Lali, Khalid, Abdellatif Chakor, and Hayat El Boukhari. "The Digitalization of Production Processes : A Priority Condition for the Success of an Efficient Marketing Information System. Case of the Swimwear Anywhere Company." Data & Metadata 2 (May 6, 2023): 41. http://dx.doi.org/10.56294/dm202341.
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The digitalization of production operations is considered today as a decisive condition capable of stimulating the spontaneous and regular use of an effective and operational marketing information system. Certainly, thanks to digitalisation, companies can: increase their profitability; simplify working methods, automate production processes and interactions between the various employees responsible for monitoring the smooth running of production activities as well as between the latter and the heads of the marketing department who prepare the marketing strategies to be executed. Indeed, if companies want to increase their sales volumes and be able to take advantage of the new opportunities that digital will offer them, they are encouraged and better than ever to quickly computerize their production processes. To do this, they must rely on well-documented marketing strategies that emphasize customer orientation and ensure that the latter receives a personalized offer while benefiting from the operational functionalities provided by marketing information systems.
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Lita, Ratni Prima, Agriqisty Agriqisty, Hendra Lukito, et al. "Pengembangan Pemasaran untuk Meningkatkan Kinerja Usaha Rakik Azizah di Kota Padang." Jurnal Warta Pengabdian Andalas 27, no. 4 (2020): 289–95. http://dx.doi.org/10.25077/jwa.27.4.289-295.2020.
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Community Service Activities in Rakik Azizah in Padang City are carried out to identify and solve problems faced by owners in managing and developing Rakik Azizah's. Some of the problems faced by the owner are related to obtaining business licenses, managing business finances, using packaging and marketing. The technique used in carrying out this service activity is through counseling and assistance for the owner of Rakik Azizah. Counseling was carried out during the period the activities were carried out at the Management Department, Universitas Andalas. This extension activity will be followed by demonstration and practice as well as consultation during the period of service to better provide understanding and application of the materials provided in the extension activities that have been carried out. Furthermore, mentoring activities carried out using the vocational method where the community service activity team directly accompanies the operational activities of Rakik Azizah's at the operational location of the business. The activity results are files to administer IPRT, Packaging with attractive labels and increased on line marketing.
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Yefremova, N. "Peculiarities of marketing innovations implementation in operational management of agribusiness commercial and entrepreneurship activities." Galic'kij ekonomičnij visnik 61, no. 6 (2019): 63–68. http://dx.doi.org/10.33108/galicianvisnyk_tntu2019.06.063.
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Wahyuni, Eka Risma, Rita Ambarwati, and Misti Hariasih. "Enterprise Internal Strategy at Management Information System “Khanza” Muhammadiyah Sidoarjo Hospital." Jurnal Aplikasi Bisnis dan Manajemen 11, no. 2 (2025): 648. https://doi.org/10.17358/jabm.11.2.648.
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Background: Management Strategy using SI/TI Strategy in operational management and logistics at Muhammadiyah Sidoarjo Hospital with the SIMRS Khanza application is one of the programs that supports active management and logistics at Muhammadiyah Sidoarjo Hospital. The primary objective is to know SIMRS Khanza's operational management and logistics performance to improve service quality.Purpose: Find the Management Strategy using IS/IT Strategy in operational and logistics management at Muhammadiyah Hospital Sidoarjo with the SIMRS Khanza application.Design/methodology/approach: This research uses a descriptive qualitative approach. According to Porter's Value Chain Model, the data collection and analysis stages used value chain analysis. The study results show that Muhammadiyah Sidoarjo Hospital needs to improve operational and logistical management by emphasising IS/IT strategic planning and developing hospital websites and medical records to support services, health services, administration, and research. Analysis of Porter's Value Chain Model explains that the Sidoarjo Muhammadiyah Hospital carried out two activities related to improving services at the Sidoarjo Muhammadiyah Hospital. Findings/Result: The main activities include Inbound logistics, Operations, Outbound Logistics, Marketing and Sales, and Service. Supporting activities include Firm Infrastructure, Human Resource Management, Technology Development, and Procurement. Muhammadiyah Hospital conducted two exercises to improve services at Muhammadiyah Sidoarjo Hospital.Conclusion: This study found that the main activities in service improvement include inbound logistics, operations, outbound logistics, marketing and sales, and service.Originality/value (State of the art): This study is original in applying Porter's Value Chain Model to analyse IS/IT strategy in operational and logistics management at Muhammadiyah Hospital Sidoarjo, primarily through implementing the SIMRS Khanza application. Keywords: IS/IT strategy, management hospital, management strategy, operational and logistics, value chain
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RESMAN, PETRA. "PSIHOLOŠKO DELOVANJE – VOJAŠKO DELOVANJE ALI UPORABNA SOCIALNA PSIHOLOGIJA?" ZAUPANJE IN OBOROŽENE SILE/ TRUST AND ARMED FORCES, VOLUME 2013/ ISSUE 15/2 (June 30, 2013): 87–109. http://dx.doi.org/10.33179/bsv.99.svi.11.cmc.15.2.5.
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Psihološko delovanje je pogosto razumljeno kot povsem vojaška vsebina, ki z znanostjo in stroko nima prave zveze. Vendar so v ozadju vojaških aktivnosti in- dividualni in skupinski psihološki procesi, razumevanje katerih omogoča bistveno večjo učinkovitost delovanja. Gre za procese, na katerih temeljijo tudi aktivnosti, s katerimi se srečujemo vsak dan, ne da bi o tem kadar koli razmišljali – marketing, informativni programi, reklamiranje, medijske kampanje. Članek osvetljuje področje psihološkega delovanja z različnih vidikov: z vidika vojaških ved, socialne psihologije ter psihologije tržnega komuniciranja. Pri tem poskuša definirati tako posebnosti, ki so značilne za vsakega izmed navedenih področij, kot tudi določiti skupno polje delovanja oziroma nekakšen presek množic. Poseben segment je namenjen študiji primera zgibanke, uporabljene na Kosovu leta 2007, ki je kot »vojaška aktivnost« analizirana z vidika socialne psihologije in psi- hologije (tržnega) komuniciranja. Psychological operations are often seen as a purely military subject with no real relation to science and profession. However, the background of military activities includes individual and group psychological processes the understanding of which enables a much better operational performance. This involves the processes under- lying the activities we encounter every day without ever even thinking about it – marketing, information programmes, advertising, and media campaigns. The article highlights the areas of psychological operations from various aspects: military science, social psychology and psychology of marketing communication. In this respect, it, both, attempts to define the features specific to each of those areas, as well as to establish a common field of activity or some kind of intersection of all sets. A special part of the article is devoted to a case study of a leaflet used in Kosovo in 2007, a »military activity«, which is analysed from the perspective of social psycho- logy and psychology of marketing communication.
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Kachalov, Roman M., and Yulia A. Sleptsova. "Marketing research in the activity of a scientific organization." Economics of Contemporary Russia, no. 2 (June 30, 2023): 83–94. http://dx.doi.org/10.33293/1609-1442-2023-2(101)-83-94.
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The main activity of a scientific organization is to conduct research and obtain new knowledge. The next area of work is to bring to the target audience up-to-date information about the topics of ongoing research and the achieved scientific results. The purpose of this work is to describe the operational marketing concepts and approaches that are in force in the scientific community, and the possible application of modern and promising working marketing tools in the activities of scientific organizations, as well as other objects to which their marketing efforts are directed. For researchers, unlike representatives of commercial organizations, marketing of relationships with representatives of the target audience is close. Therefore, informal interaction between scientists and potential consumers of the results of their research can become a starting point for the transfer and distribution of scientific products free of charge, on the basis of mutual interest, or on a reimbursable basis. Operational theory is used as a methodological tool in the study, the following concepts are introduced: the goals of implementing the marketing concept, the target audience, the object, the toolkit and the societal environment of the concept. It is shown that when implementing the marketing activities of a scientific organization, a combination of four types of considered marketing concepts can be used, in which the objects of application of marketing efforts can be: a scientific organization, a personal brand of a scientist, a branch of science, the results of fundamental or applied scientific research. Basic research may require long-term funding. It is formulated that in some cases it may be appropriate to form a special unit for the organization of applied marketing activities at universities, as well as at academic institutions.
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Seidu, A. J., Akinlabi, B. H. Akinlabi, B.H., and O. G. Makinde. "Moderating Role of Marketing Audit on the Effect of Strategic Marketing Planning on Organisational Performance of Selected Quoted Consumer Goods Manufacturing Companies in Lagos." Journal of Strategic Management 8, no. 1 (2023): 58–72. http://dx.doi.org/10.47672/jsm.1495.
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Purpose: Recently, business uncertainty and pressures have challenged routine activities in consumer goods manufacturing companies (CGMC), resulting in dwindling performance due to their inability to respond swiftly and correctly to strategic marketing planning practices. However, proactive manufacturing businesses strive to evaluate their operational activities and thus put measures in place to improve their performance as a condition of continuous existence and future development. Such organisations analyse their routine functions periodically, through operational methods that allow the evaluation of their market strategy, current performance and function as management guides. The study therefore investigated the moderating role of Marketing Audit (MA) on strategic marketing planning and organisational performance of selected quoted consumer goods manufacturing companies in Lagos,
 Methodology: Survey research design was used for this study. The population was 594 staff in the sales and marketing departments of the selected CGMC in Lagos State, Nigeria. The study adopted total enumeration method. Purposive sampling technique was employed. Data were analysed using descriptive and inferential (multiple regression) statistics.
 Findings: The findings showed that marketing audit has a significant moderating effect on the effect of strategic market planning on organisational performance of selected quoted consumer goods manufacturing companies in Lagos State, Nigeria. 
 Recommendations: The study therefore recommends that top management of CGMCs should review the companies MA on marketing strategy process of personnel with correct organizational values and attitudes.
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Regawa, Joey Giovanni. "Pemeriksaan Operasional Atas Aktivitas Penjualan Pada Hotel Alqueby Untuk Menilai Efektivitas Penjualan." Jurnal Akuntansi Maranatha 11, no. 2 (2019): 332–57. http://dx.doi.org/10.28932/jam.v11i2.1926.
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Alqueby Hotel gets profit from renting rooms, restaurant, swimming pool tikets, and gym. Protif is needed so that the hotel can continue to run its operations. Sales activity is the primary activity in the hotel. An ineffective sales activities can cause lack of profit or even losses. So that, writer interested to do operational review on sales activity at Alqueby Hotel. Operational review is a process to analize operational activity to evaluate economic, efficient, and effective from all operation activity in the organization. Method that used in this research is descriptive method. The dependent variable in this research is effectivity, while the independent variable in this research is sales. Data for this research was obtained from two resource, primary resource was obtained through observation to Alqueby Hotel, interview with director, CEO, sales and marketing executive, front office, internal control questionaire, while secondary resource was obtained through organization structure of Alqueby Hotel, job description, income statement Alqueby Hotel, and document that used in sales activity Alqueby Hotel. To overcome those complication, writer gave several recommendation to Alqueby Hotel which is, CEO should allocate tasks with director, Alqueby Hotel should recruit marketing staff and make strategy marketing and plan marketing cost.
 Keywords: Operational Review, Sales Activity, Effectivity on Sales
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Infante, Allyana, and Rahayu Mardikaningsih. "The Potential of Social Media as a Means of Online Business Promotion." Journal of Social Science Studies (JOS3) 2, no. 2 (2022): 45–49. http://dx.doi.org/10.56348/jos3.v2i2.26.
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Business activities using internet technology are an innovative way of conducting company activities. By utilizing internet technology, companies can conduct various business activities electronically such as business transactions, operational company functions, share information with consumers and suppliers to maintain relationships before, during and after the purchase process. Business people need effective marketing media with the aim of expanding their market share. Social media as a marketing tool is certainly related to marketing communications. This research was conducted to determine the effectiveness of social media as an online business marketing medium. This research is a qualitative research by conducting a literature study related to social media and online business promotion. The results of the study show that the use of social media makes it easier for business people with reduced costs. but with all the advantages, business people still have to have a preventive attitude when conducting business transactions.
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Putri, Amalia Aisyah, and Nurhadi Nurhadi. "Penerapan Digital Marketing Sebagai Strategi Pemasaran UMKM." Jurnal Pengabdian Pada Masyarakat Indonesia 2, no. 4 (2023): 43–49. http://dx.doi.org/10.55542/jppmi.v2i4.736.
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Community Activities in MSME activities that produce and sell various types of fried rice dishes in Surabaya.MSME nasgormumbol has been around for about 2 years, but its marketing uses conventional methods and is still minimal for digital marketing. Micro, Small, and Medium Enterprises (MSMEs) would greatly benefit from receiving guidance regarding the significance of incorporating digital marketing strategies into their marketing efforts.A system that can be utilized to attain sales objectives and facilitate improved operational endeavors.Furthermore, micro, small, and medium enterprises (MSMEs) are provided with guidance regarding strategies for optimizing and effectively managing their social media platforms.The outcome of the activity involves effectively managing social media accounts.The approach employed entails delivering training sessions accompanied by regular and impactful coaching to effectively bolster marketing endeavors of micro, small, and medium enterprises (MSMEs) with the aim of augmenting sales.
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Ekasari, Silvia, Sri Yanna, Esti Nur Wakhidah, Gusti Noorlitaria Achmad, and Musran Munizu. "Sales Promotion and Personal Selling in Support of Integrated Marketing Strategy." International Journal Of Education, Social Studies, And Management (IJESSM) 5, no. 2 (2025): 826–31. https://doi.org/10.52121/ijessm.v5i2.791.
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At this time, marketing activities have a very important role in the business world, and are even the key to business success. Strategy is essentially planning and management to achieve a goal. However, to achieve these goals, strategy does not function as a roadmap that only shows how operational tactics are. Likewise with the strategy which is a guide to communication planning to achieve predetermined goals. The purpose of this study is to discuss how far sales promotion and personal selling in support of integrated marketing strategy. The research uses a literature review. The type of data used is secondary data. The data collection method is a literature study. Integrated marketing includes coordination efforts through communication of various promotional elements and other marketing activities through an integrated marketing strategy in the form of sales promotion and personal selling.
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Береснев, Д. Н., И. А. Ставицкий, Н. А. Киреева, and И. М. Кублин. "Modern operational and marketing problems of digitalization of domestic enterprises and organizations." Экономика и предпринимательство, no. 3(128) (May 13, 2021): 710–14. http://dx.doi.org/10.34925/eip.2021.128.3.141.
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В статье рассмотрены задачи, которые встают перед предприятиями на пути цифровизации. Рассмотрена цифровизация как один из этапов развития экономики. Определены проблемы, препятствующие развитию цифровизации российских предприятий и организаций. Проанализирован мировой рейтинг стран по цифровой конкурентоспособности, а также установлено место России в данном рейтинге. Определены отстающие отрасли и рассмотрены успешные примеры проводимой цифровизации в отечественной практике. Проанализировано влияние пандемии COVID-19 на цифровизацию деятельности. Раскрыты проблемы, возникающие в процессе цифровизации, и определены способы их преодоления. Определена доля внедрения популярных цифровых технологий, а также возможности распространения опыта в практической деятельности предприятий и организаций. The article discusses the challenges that enterprises face on the path of digitalization. Digitalization is considered as one of the stages of economic development. The problems that hinder the development of digitalization of Russian enterprises and organizations are identified. The world ranking of countries in terms of digital competitiveness is analyzed, and Russia's place in this ranking is established. The lagging industries are identified and successful examples of digitalization in domestic practice are considered. The impact of the COVID-19 pandemic on the digitalization of activities is analyzed. The problems that arise in the process of digitalization are revealed and the ways to overcome them are determined. The share of the introduction of popular digital technologies is determined, as well as the possibility of spreading experience in the practical activities of enterprises and organizations.
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Saruar, N. "FEATURES OF THE MANAGEMENT OF TOURING ACTIVITIES." ARTS ACADEMY 1, no. 9 (2024): 26–39. https://doi.org/10.56032/2523-4684.2024.1.9.26.
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This article presents an analysis of the complex and multifaceted process of organizing tours, the specifics of its preparation, coordination and management, and also reflects the key role of professional managers. In addition, the authors consider the importance of state support, the importance of tours in the promotion of theatrical art, as well as in the development of international cultural relations. Special attention is paid to project management, marketing, operational work with force majeure situations and the creation of comfortable conditions for theater employees. The article emphasizes the importance of accurate analysis and planning, reaching bilateral agreements between theaters, and systematic training in various aspects of touring activities. Based on practical experience, the author suggests methods for coordinating and coordinating the activities of various theater services. Control over each stage, flexibility and readiness for operational solutions allow us to ensure high quality performances and audience satisfaction, which, in turn, helps to strengthen the image of the theater and expand its influence on the global cultural landscape. The article also suggests alternative ways of financing and financial sustainability of theaters.
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Maemunah, Siti, Rio Batista, Anthony Arif Priadi, Rully Indrawan, and Eduard Alfian Syamsya Sijabat. "Marketing Strategy to Increase Port Competitiveness." Jurnal Manajemen Transportasi & Logistik (JMTRANSLOG) 10, no. 1 (2023): 59. http://dx.doi.org/10.54324/j.mtl.v10i1.1091.
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PT IPC Petikemas Tanjung Priok Jakarta is the service company related to the container terminal sector. The aim of the research is to find out the company’s internal and external factors as well as the company’s strategy to improve its performance especially for the marketing factor. The research method used descriptive method and used SWOT as the data analysis technique. The result in the first quadrant shows an aggressive position. The strategy is using all power it has to take advantage of the existing opportunities. It suggests to formulate the marketing strategies in order to increase the competitiveness of PT IPC Terminal Petikemas and to build the system to improve the effectiveness and efficiency of the operational services. The result also shows that the company should maintain good relation with its customers by giving rewards and discounts, should improve the quality of Human Resources and should create opportunities to develop new innovations. The strategy could be applied through website electronic systems and social media. The company should supervise the operational activities and to promote widely to prepare and overcome the impact of the economic instability.
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Yurtlu, Murat, and Ramazan Göral. "Operation and Interaction of Software Used in Digital Distribution Channels in Direct Marketing of Hotels." DARNIOS APLINKOS VYSTYMAS 19, no. 1 (2022): 142–56. http://dx.doi.org/10.52320/dav.v19i1.221.
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With the development of technology, the ways of doing business are changing, and digital transformations are taking place in the activities of businesses. At this point, digital transformation is reflected in the service businesses in two ways. The first of these is the digital transformation in the operational activities of business management, while the second is in the form of technological innovations offered to guests. To this end, this research focuses on the digital transformation in the operational activities of hotel businesses and aims to determine the operation and interaction of the software offered in digital distribution channels for direct marketing of hotels. In this direction, 57 software companies that provide the relevant software services to hotels in Turkey were accessed, and content analyzes were made on the websites of the relevant companies. In light of the data obtained, the operation chart for the interaction of the software that plays an active role in the direct marketing of the hotels was created and explained by presenting sample quotes from the websites of these businesses. It is expected that the research can contribute to the literature for digital marketing courses in the tourism and hotel management departments of universities, as well as reveal the operation of the interaction of the software in question.
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Muhammad, Zubair Saeed, Jun Qi Liu, and Amid Aziz Jalloh Abdul. "The Effects of Budgets in the Implementation of Operational Activities in Private and Public Corporations." International Journal of Management Sciences and Business Research 5, no. 3 (2016): 11–20. https://doi.org/10.5281/zenodo.3463909.
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The implementation of operational activities in private and public corporations is quite a critical endeavour and pose several challenges particularly when such corporations are clustered with intense competitive establishments. Considering the criticalities surrounding the implementation process, this study seeks to examine the effects of budgets in the implementation of operational activities in private and public corporations. The thrust for this qualitative research led to the retrieval of secondary information from sources published on the subject matter and other relevant facts that constitute the significance of the study. Analysis drawn from reviewed literatures established the relevance of accurate forecasting and planning in order to inaugurate strategic focus in the implementation process. Further critical examination disclosed the relevance of sub budgets that constitute a master budget which aid the implementation of operational activities such as human resource, finance, marketing and production/operations. In factual, budgets have positive effects in the implementation of activities in private and public corporations. This study is noteworthy to managers of operations, heads of corporations and also to chartered accountants as such study could aid them towards effective and efficient performance of their duties. So while we set the strategic budget we need to consult it all relevant departments also to fulfil its future needs to get efficient and effective outcomes.
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Afandi, Aang, Nurafni Eltivia, and Siti Holifahtus Sakdiyah. "Marketing Dashboard as an Early Warning on PR. Gagak Hitam." Journal of Applied Business, Taxation and Economics Research 2, no. 2 (2022): 157–68. http://dx.doi.org/10.54408/jabter.v2i2.140.
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The marketing dashboard is one of the company's barometers that can be used for early warning of the company in marketing operations. This study aims to facilitate the company's management and marketing division for decision-making in marketing operational activities by designing a marketing dashboard. The marketing dashboard, apart from being used for decision-making, can also be used for early warning companies in determining steps in the marketing department. The method used in this research is the Research and Development (R&D) method which uses the Analysis, Design, Development, and Implementation, Evaluation (ADDIE) model to design the marketing dashboard. Collecting data using interviews and documentation at the company. This research produces a marketing dashboard that describes sales position, turnover, and stock turnover. The results of the implementation of the marketing dashboard on PR. Gagak Hitam showed a positive response.
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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 the paper is to investigate and propose ways of integrating strategic and operational levels of CSR marketing communication. We applied the case study research method and specifically with the use of exploratory and descriptive methods, which posits this study within the logic of abductive approach, representing a creative and pragmatic process. The results refer, on the one hand, to the proposition of CSR and sustainable orientation of the one-page strategic plan, but on the other to the merging of the commercial and non-commercial activities of Aarong, a Bangladesh based company. Relying on the one-page strategic plan (OPSP) as a tool of marketing communication at the strategic level, we demonstrated the process of creating a video script scenario as a useful tool at the operational level of marketing communication. The proposed approach to building marketing communication around CSR and sustainable orientation makes the marketing communication consistent and clearer to the audience.
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Safiuddin, Kamalina Zulfa. "EFESIENSI ANGGARAN OPERASIONAL SEBAGAI ALAT PERENCANAAN PEMASARAN PRODUK PADA CV. AMDK BARIKLANA AL-AMIEN PRENDUAN." Al-Idarah : Jurnal Manajemen dan Bisnis Islam 5, no. 1 (2024): 8–21. https://doi.org/10.35316/idarah.2024.v5i1.8-21.
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The operational budget is the most important thing in improving a product. The company can get input in improving the operational budget to increase sales at CV. AMDK Barikna Al-Amien Prenduan and loyalty to a product. This research aims to analyze various factors in operational budgeting. This research will analyze operational budget planning factors and the role of operational budgets as a planning tool for bottled drinking water at CV. AMDK Barikna Al-Amien. This type of research is descriptive qualitative research, namely research that aims to understand a phenomenon experienced by research subjects. Data collection methods are interviews, observation and documentation. Interviews were conducted with AMDK Barikna Al-Amien staff. The research results show the factors that influence operational budget planning at CV. BARIKLANA is last year's profit and loss, company policies regarding marketing, service costs and marketing channels, the condition of competitors, the condition of the market environment, the economic condition of the market community. The role of the operational budget is expected to be controlled so that it can increase sales turnover based on planning and regular monitoring in line with the company's activities, where a profit and loss report is made every year and work evaluations are carried out every month.
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Sеgеdа, І. V. "MARKETING MANAGEMENT SYSTEM AT THE ENTERPRISES OF THE TOURISM INDUSTRY." Municipal economy of cities 7, no. 188 (2024): 22–27. https://doi.org/10.33042/2522-1809-2024-7-188-22-27.
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The article is devoted to marketing management in the tourism sector, which the author associates with the acquisition of marketing goals: identification of market opportunities and resources of the company, planning and implementation of marketing activities. Marketing management should be applied on an enterprise-wide basis and be a task for the entire enterprise. Approaches to marketing management at enterprises in the sphere of tourism are considered. The essence of marketing management of tourism enterprises is presented through a number of key elements: market orientation, target segmentation, branding and image, product management, sales and promotion, customer service, pricing, research and analytics, Internet marketing and online presence, reputation management. It is shown that the main goals of marketing management of tourism enterprises are focused on achieving successful business development and meeting the needs of the target audience. The process of marketing management is considered, which involves the identification and assessment of opportunities in the market of tourism services and resources of enterprise for the implementation of these opportunities in order to plan and effectively manage marketing activities, which is a prerequisite for achieving goals. The presented model of the process of marketing management in tourism activities allows to form a set of strategic and operational management goals, the implementation of which provides strengthening of marketing efforts aimed at ensuring the effective functioning of tourism enterprises. The main advantages of marketing of tourist services are studied. It has been proven that one of the key aspects is to create a powerful brand and conduct effective advertising activities through various communication channels, including social networks and television, the use of content marketing that attracts the attention of the audience and increases interest. Of course, each marketing system of an individual tourism enterprise will have its own characteristics, but all of them will be aimed at effective promotion of services and ensuring customer satisfaction.
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Bielienkova, Olha, Yana Loktionova, and Davyd Kalashnikov. "IMPERATIVES OF MARKETING ACTIVITIES OF CONSTRUCTION STAKEHOLDERS - REENGINEERING OR STAGNATION." Spatial development, no. 8 (June 28, 2024): 518–30. http://dx.doi.org/10.32347/2786-7269.2024.8.518-530.
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The article examines what imperatives and trends affect the marketing activity of construction participants and require its radical restructuring. A survey was conducted of thirty enterprises that are participants in investment construction projects (five enterprises are development companies, twelve are contractors, nine are design enterprises, and four are suppliers of construction materials), with the aim of identifying the main imperatives of their development and the introduction of innovative methods in operational and marketing activities. It was revealed that the main imperatives for the development of construction enterprises are the digitization of all business processes, orientation to environmental trends and the introduction of a flexible, adaptive system of interaction with consumers, as this provides an opportunity to promptly take into account their requirements and needs. It was found that all surveyed project stakeholders can and do use digital tools, social media platforms, and data analytics to refine their target audience, interact with diverse consumers, and increase awareness of environmental activities in the market. This underscores the need for investment and construction project participants to embrace global imperatives to transform marketing activities to remain competitive and relevant in a changing digital business environment. Consumers of construction products are the main stakeholders of investment and construction projects, who are really interested in obtaining housing of high quality, compliance with ecological standards and for the optimal price. Therefore, customer relationship management (CRM), implementing CRM systems to manage customer interactions, track leads, and improve communication throughout the project lifecycle is a must for building a successful developer marketing strategy. All surveyed businesses responded that, given the growing need for sustainability, they align their marketing activities with sustainability principles to meet consumer expectations.
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Kravchyk, Yurii, and Iurii Gudz. "The role of marketing strategy in the activities of an agricultural enterprise." Ukrainian Journal of Applied Economics and Technology 8, no. 2 (2023): 122–26. http://dx.doi.org/10.36887/2415-8453-2023-2-17.
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The dynamism and unpredictability of the modern market dictate the conditions for successful business development. To solve the most critical task - operational adaptation to what is happening - the enterprise must consider not only its internal state but also the features of the external environment. That is why there is a need for a strategy, and its development becomes the main task of planning. The primary mission of the marketing strategy is to find solutions aimed at the complete satisfaction of consumer requests and obtaining advantages compared to competitors. A competent, well-founded strategy contributes to the enterprise's survival in an unfavorable environment. Its choice depends on the situation where the enterprise is located. Marketing programs, both short-term and long-term, require the development and application of such a strategy, which, under the given conditions, would meet the state economic policy as much as possible and, at the same time, provide commercial structures with the necessary efficiency, profitability, and material interest in the results of work. Working on the company's strategy is one of the elements of forecasting, without which full-fledged planning is impossible. Thinking through various scenarios, accounting for multiple factors, and identifying competitive advantages make it possible to choose a direction of development and plan behavior in any situation. Marketing strategy includes specific strategies for activities in target markets, the marketing mix used, and marketing costs. Marketing strategies are based on clear principles, but this does not mean their mechanical application can automatically ensure success. Therefore, combining knowledge, experience, and a flexible approach is necessary. The marketing strategy is built considering certain probable unpredictability of the development of the market situation, which also depends on various market fluctuations in the field of demand and competition. The strategy provides for the step-by-step deployment of activities and the setting of intermediate goals and tasks for one or another stage. It connects all these stages and plans with a single basis for making informed decisions. Keywords: marketing, marketing strategy, system, product, market, competition, promotion.
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Hilma Harmen, Riza Indriani, Karolin Sitanggang, et al. "Analisis Dampak Penerapan Etika Pemasaran Pada PT. Telkom Indonesia." Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce 3, no. 2 (2024): 316–26. http://dx.doi.org/10.30640/digital.v3i2.2641.
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This research analyzes the impact of the application of production and marketing ethics at PT Telkom Indonesia (Persero) Tbk, a state-owned company operating in the information and communication technology services sector in Indonesia. Through a qualitative approach, this research aims to understand how PT Telkom applies ethics in the marketing activities of its products, as well as the impact caused by the application of ethics. Secondary data from literature study is used as the main source of information. The results of this research are expected to provide insights for PT Telkom to improve the application of ethics in its operational activities, as well as useful for the government in formulating policies related to marketing ethics in Indonesia. In addition, this research is also expected to help the public in understanding the importance of marketing ethics, and encourage them to choose ethically produced products.
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Sembiring, Ryan Johan, and Donant Alananto Iskandar. "Sponsorisasi pada team olahraga." Jurnal Riset Manajemen dan Bisnis 7, no. 2 (2023): 99–102. http://dx.doi.org/10.36407/jrmb.v7i2.844.
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Sponsors have become one of the essential factors in sports activities, and their role as one of the critical aspects in implementing sports activities cannot be denied. Especially for sports teams, sponsors can provide additional funding that can support operational activities. Meanwhile, from the perspective of sponsors, companies' involvement in providing their support is based more on promotional strategies to expand the symbolic value of sponsors. This brief commentary briefly describes sponsorship, marketing, and future study opportunities.
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Saputra, Riski Adi, and Audita Nuvriasari. "Promotion Development through Online Media and Client Data Base Management at PT Tetrahiel Professional Management." Asian Journal of Community Services 3, no. 7 (2024): 601–10. http://dx.doi.org/10.55927/ajcs.v3i7.10184.
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The rapid changes in the global business environment demand quick adaptation to technological and regulatory shifts. Management consulting firms like PT Tetrahiel Profesional Manajemen in Yogyakarta assist businesses in navigating these challenges with services in financial, HR, marketing, and information systems consulting, plus training programs. This internship optimized PT Tetrahiel's online promotion and client database management. Activities included digital marketing training via Instagram and TikTok, developing SOPs for client acquisition and follow-up, and creating a computerized client database using Excel. These initiatives enhanced marketing efficiency, streamlined client acquisition, and organized client information, boosting PT Tetrahiel's operational effectiveness and market presence.
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Confetto, Maria Giovanna, and Alfonso Siano. "Social Media Content: A Management Framework." International Journal of Business and Management 13, no. 6 (2018): 84. http://dx.doi.org/10.5539/ijbm.v13n6p84.
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This paper aims to introduce a model for social media content management that is focused on both the strategic and operational levels to guide companies in setting, formulating and spreading social media marketing content and monitoring the achieved results. The framework has been realized considering different cognitive goals related to the organizational unit responsible of the development of the content marketing processes, corporate content identity, decision making elements for digital content creation, the diffusion of content through social media platforms, and the tools and parameters used to measure and evaluate performance. The model presented here is an attempt to fill in the existing gap in the recent literature regarding digital content marketing and social media content management. The framework introduces some consequential steps of a well-defined process that is composed of decisions and activities that must be carefully planned, thus preventing (from an operational level) the recurrent use of specific management tools. By adopting an integrated vision, is it possible to keep the business strategy’s objectives and all the operative tasks conducted by the content marketing team aligned.