Log in

Relevant bibliographies by topics / Profitability of marketing communications / Journal articles

To see the other types of publications on this topic, follow the link: Profitability of marketing communications.

Journal articles on the topic 'Profitability of marketing communications'

Author: Grafiati

Published: 30 May 2022

Last updated: 31 July 2025

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles

Select a source type:

Consult the top 50 journal articles for your research on the topic 'Profitability of marketing communications.'

Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.

You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.

Browse journal articles on a wide variety of disciplines and organise your bibliography correctly.

1

Manser Payne, Elizabeth, James W. Peltier, and Victor A. Barger. "Omni-channel marketing, integrated marketing communications and consumer engagement." Journal of Research in Interactive Marketing 11, no. 2 (2017): 185–97. http://dx.doi.org/10.1108/jrim-08-2016-0091.

Full text

Abstract:

Purpose In this invited paper, the authors aim to offer an integrated marketing communications (IMC) framework for understanding how disparate customer touchpoints impact consumer engagement and profitability in an omni-channel environment. For each aspect of the framework, the authors recommend areas for further research. Design/methodology/approach The authors review literature linking personal and electronic channels of communication in an omni-channel context to consumer engagement, with an emphasis on channel and message unity. Findings Five major research areas were identified: research

APA, Harvard, Vancouver, ISO, and other styles

2

Juwita, Rina, Rizaldy Rizaldy, and Tirta Yoga. "The Impact of the Use of Environmentally Friendly Raw Materials and Green Marketing Communication on Corporate Reputation and Profitability in the Manufacturing Industry in Central Java." West Science Social and Humanities Studies 2, no. 08 (2024): 1269–83. http://dx.doi.org/10.58812/wsshs.v2i08.1182.

Full text

Abstract:

This study examines the impact of environmentally friendly raw materials and green marketing communication on corporate reputation and profitability within the manufacturing industry in Central Java. Utilizing a quantitative research approach, data were collected from 140 manufacturing firms, analyzed using a Likert scale ranging from 1 to 5. The data were processed with Structural Equation Modeling-Partial Least Squares (SEM-PLS 3) to evaluate the proposed hypotheses. The findings reveal that both the use of environmentally friendly raw materials and green marketing communication have positiv

APA, Harvard, Vancouver, ISO, and other styles

3

E., Onuoha, Onu A., and Ajike O. "The Effect of Integrated Marketing Communication Dimensions on Profitability of Selected Five Star Hotels in Lagos State Nigeria." International Journal of Advanced Studies of Economics and Public Sector Management 13, no. 1 (2025): 1–21. https://doi.org/10.48028/iiprds/ijasepsm.v13.i1.01.

Full text

Abstract:

Profitability of any organization is critical for its growth especially in a keenly competitive environment as Nigeria where there are sizable number of hotels struggling to survive and remain sustained. Despite the importance of this critical factor, literature has indicated that most five-star hotels face persistent challenges in terms of profitability due little or non-adoption of integrated marketing communication dimensions (advertising, direct marketing, mobile marketing, social media campaign and public relations). Past studies have tried to present the challenges confronting these five

APA, Harvard, Vancouver, ISO, and other styles

4

Gouveia, Aucenir. "Digital marketing." RCMOS - Revista Científica Multidisciplinar O Saber 1, no. 12 (2024): 93–115. http://dx.doi.org/10.51473/rcmos.v1i1.2023.202.

Full text

Abstract:

This study sought to present the theme “Digital Marketing: an essential tool for the company's profitability”. With the technological era increasingly present in the lives of the population, the way to publicize the company also had to be updated, thus Digital Marketing was gaining ground. The general objective of this article was to discuss digital marketing and its role in business innovation. The methodology used was a literature review, where different materials already published on the subject portrayed here were searched in reliable databases. Thus, this research concludes that digital m

APA, Harvard, Vancouver, ISO, and other styles

5

ZABURMEKHA, Ye. "EFFICIENCY OF INTEGRATED MARKETING COMMUNICATIONS IN THE ACTIVITIES OF A COMMERCIAL BANK." Herald of Khmelnytskyi National University. Economic sciences 284, no. 4(3) (2020): 187–91. https://doi.org/10.31891/2307-5740-2020-284-4(3)-34.

Full text

Abstract:

In modern conditions of rapid development of information economy and growth of economic significance Information about financial and banking institutions that compete with the advantage is the use of content marketing communications, justified by a review of the effectiveness of financing such activities and correct determination of its effectiveness. As you know, neither commercial banks use a variety of methods to stimulate the sale of banking products, advertising services, etc. However, with the development of marketing, replenishment of market conditions of functioning of banking institut

APA, Harvard, Vancouver, ISO, and other styles

6

Koliadenko, V. A., and Y. V. Vasylchenko. "The Applied Principles of Development of the Marketing Program of the Communications Operator PrAT «VF Ukraine» Taking into Account the Impact of Relationship Marketing." Business Inform 11, no. 514 (2020): 462–67. http://dx.doi.org/10.32983/2222-4459-2020-11-462-467.

Full text

Abstract:

The article is aimed at defining and substantiating the basic principles of the communications operator’s marketing program, taking into account the impact of the conception of relationship marketing, since many communication services companies direct most of their resources to attract new customers. Efforts to keep existing customers are minimal, at least as far as the official marketing program is concerned. This view of marketing is restrictive and potentially useless. The publication defines the mechanism of general action of marketing relations to the enterprise; mandatory trends and acce

APA, Harvard, Vancouver, ISO, and other styles

7

Koliadenko, V. A., and Y. V. Vasylchenko. "The Applied Principles of Development of the Marketing Program of the Communications Operator PrAT «VF Ukraine» Taking into Account the Impact of Relationship Marketing." Business Inform 11, no. 514 (2020): 462–67. http://dx.doi.org/10.32983/2222-4459-2020-11-462-467.

Full text

Abstract:

The article is aimed at defining and substantiating the basic principles of the communications operator’s marketing program, taking into account the impact of the conception of relationship marketing, since many communication services companies direct most of their resources to attract new customers. Efforts to keep existing customers are minimal, at least as far as the official marketing program is concerned. This view of marketing is restrictive and potentially useless. The publication defines the mechanism of general action of marketing relations to the enterprise; mandatory trends and acce

APA, Harvard, Vancouver, ISO, and other styles

8

I.M., Malancea. "THE ROLE OF BRANDING AND INTEGRATED COMMUNICATIONS IN STRENGTHENING CORPORATE IMAGE." ИННОВАЦИОННЫЕ НАУЧНЫЕ ИССЛЕДОВАНИЯ 2021 12-2(14) (January 13, 2022): 291–301. https://doi.org/10.5281/zenodo.5846981.

Full text

Abstract:

The efforts involved in building a company's image are not just the responsibility of the marketing department or its efforts, but rather cover the entire business. The sensory reflections that define the term company image are characterized by quality, price, product availability, trust, level of service, company history, company reputation, and possibly advertising, which even if it does not have an influence on production quality or price, can shape a presentation of the product and the company to the final consumer. Any company that has interacted with certain stakeholders (e.g., consu

APA, Harvard, Vancouver, ISO, and other styles

9

Todorova, Gergana, and Georgi Zhelyazkov. "Impact of marketing communication mix on business results of SMEs." SHS Web of Conferences 120 (2021): 02016. http://dx.doi.org/10.1051/shsconf/202112002016.

Full text

Abstract:

Marketing communications show a favorable impact on all aspects of the company’s activities. They play an essential role in shaping the final economic results. The purpose of the research is to study the effects of elements for marketing communication mix on the business results of selected small and medium enterprises in Stara Zagora district, Bulgaria. The collection of primary data has been developed and disseminated to the owners/managers of SME’s survey. The research uses a descriptive and casual research approach to identify the impact of individual communication elements - advertising,

APA, Harvard, Vancouver, ISO, and other styles

10

Jabado, Roula, and Rim Jallouli. "Impact of Data Analytics Capabilities on CRM Systems’ Effectiveness and Business Profitability." Journal of Telecommunications and the Digital Economy 12, no. 1 (2024): 427–45. http://dx.doi.org/10.18080/jtde.v12n1.845.

Full text

Abstract:

In the current digital era, understanding the role of Data Analytics Capabilities (DAC) in Customer Relationship Management (CRM) systems is essential for businesses seeking better decision-making. While DAC is acknowledged as a Critical Success Factor (CSF) for CRM systems, there is a gap in empirical evidence quantifying its effect on business profitability. This study aims to (1) present the conceptual foundation of the impact of DAC for CRM systems on marketing decisions and business profitability, and (2) empirically estimate the impact of integrating DAC on marketing performance and busi

APA, Harvard, Vancouver, ISO, and other styles

11

Kant, Shashi, and Adugna Asefa Elema. "Promotion Mix Tools Relevance for Marketing in Ethiopia: Literature Appraisal." RADINKA JOURNAL OF SCIENCE AND SYSTEMATIC LITERATURE REVIEW 1, no. 2 (2023): 56–68. http://dx.doi.org/10.56778/rjslr.v1i2.110.

Full text

Abstract:

Promotion Mix is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency, and maximum communications impact. IMC can offer assistance in facilitating and delivering reliable messages over different channels of communication. The concept is particularly important in that it places incredible emphasis on the significance of the promotion mix. The objectives of the meta-analysis literature review are to examine I

APA, Harvard, Vancouver, ISO, and other styles

12

Cvjetković, Milena, Milovan Cvjetković, and Marija Kalinić. "Quality and marketing orientation in the function of brand building, customer satisfaction and business improvement." Megatrend revija 19, no. 3 (2022): 341–57. http://dx.doi.org/10.5937/megrev2203341c.

Full text

Abstract:

The paper deals with the analysis and role of integrated marketing communications, supported by modern information and communication technologies, in building a brand and improving the business performance of organizations. Marketing orientation enables brand re-cognition on the market, while for consumer loyalty to a given brand, it is necessary to provide the desired level of quality. Correlation analysis determined the existence of the influence of quality on increasing customer satisfaction. In addition, statistically significant relationships were found between marketing communication and

APA, Harvard, Vancouver, ISO, and other styles

13

KRAVCHYK, Yurii, Olga GARAPHONOVA, Viktor SHPYLOVYI, Vira SHPILEVA, and Victoriia BILYK. "PROBLEM ASPECTS AND PROSPECTIVE DIRECTIONS OF IMPROVEMENT OF THE INTERNET MARKETING SYSTEM IN THE FIELD OF CONSUMER SERVICES." Ukrainian Journal of Applied Economics and Technology 7, no. 2 (2022): 146–55. http://dx.doi.org/10.36887/2415-8453-2022-2-18.

Full text

Abstract:

The study considers the relevance of the formation and implementation of policies for the development of Internet marketing of the enterprise, in particular entities specializing in the provision of consumer services. The purpose of the study is to identify problematic aspects and substantiate promising areas for improving the system of Internet marketing of consumer services. The results of sociological research among service consumers on the quantity and quality of digital communication channels, including those used by service consumers, their satisfaction with the level and quality of digi

APA, Harvard, Vancouver, ISO, and other styles

14

Adamovska, Viktoriіa, Ievgeniia Mishchuk, Diana Denysenko, Polina Porosla, and Iryna Dashko. "Integration of energy independence into marketing strategies of small and medium-sized enterprises: state support and profitability analysis." Technology audit and production reserves 2, no. 4(82) (2025): 24–32. https://doi.org/10.15587/2706-5448.2025.326703.

Full text

Abstract:

The object of research is the marketing strategy of energy independence of enterprises. One of the most problematic areas is determining the effectiveness of energy independence marketing strategies and their profitability due to limited access to official data, investment statistics, and reports on state programs for calculations. The research used various methods. The logical method was used to justify the feasibility of energy independence, system analysis helped to assess its benefits and risks. Systematization and generalization methods were used to identify the main components of the con

APA, Harvard, Vancouver, ISO, and other styles

15

Bodnaruk, Oksana. "FEATURES OF FORMATION OF INNOVATIVE TOOLS OF MODERN MARKETING IN THE CONDITIONS OF TRANSFORMATION OF DIGITAL ECONOMY." Problems of Innovation and Investment Development, no. 27 (December 21, 2021): 13–22. http://dx.doi.org/10.33813/2224-1213.27.2021.2.

Full text

Abstract:

The purpose of the article – is to identify and analyze the current trends of innovative marketing communication technologies and their impact on the business and potential consumer in the context of digital transformation. The research methodology of the study is the application of methods of analysis, synthesis, comparison, generalization, prediction, as well as the use of a systemic approach. The scientific novelty is due to the fact that the article considers modern trends in the development of innovative marketing, as well as the formation of marketing communications in a digital environm

APA, Harvard, Vancouver, ISO, and other styles

16

Fawzi Shubita, Mohammad. "Relationship between marketing strategy and profitability in industrial firms: Evidence from Jordan." Innovative Marketing 19, no. 2 (2023): 17–26. http://dx.doi.org/10.21511/im.19(2).2023.02.

Full text

Abstract:

A marketing strategy is a firm’s overall plan for reaching prospective consumers and turning them into permanent customers of their services or products. This paper aims to investigate the link between profitability and marketing strategy to understand how firm profitability influences marketing strategy. Moreover, it assesses the impact of return on assets (ROA) on the company’s marketing strategy. The study uses random effect regression models; a marketing strategy is measured using a sales expenses ratio, which equals sales expenses over total assets. The firm size is a control variable rep

APA, Harvard, Vancouver, ISO, and other styles

17

Ugolkov, Ievgenii, Oleh Karyy, Oleksandr Skybinskyi, Olena Ugolkova, and Volodymyr Zhezhukha. "The evaluation of content effectiveness within online and offline marketing communications of an enterprise." Innovative Marketing 16, no. 3 (2020): 26–36. http://dx.doi.org/10.21511/im.16(3).2020.03.

Full text

Abstract:

The article aims to investigate the role and features of the content and test proposed indicators for evaluating its effectiveness within the marketing enterprise communications with the client using Internet technologies. The differences between traditional content communications and content communications using unifying content have been presented. Based on review of scientific works and statistic data and results of the studies, a system of indicators for evaluating the level of content supply cost-effectiveness is proposed: average cost of attracting one user of website, coefficient of lea

APA, Harvard, Vancouver, ISO, and other styles

18

Guinto, Arman L., and Antonio N. Alcantara. "The Kentucky Fried Chicken Integrated Marketing Communications Mix Strategy and Its Sales Revenue, Profitability, and Market Share." International Journal of Multidisciplinary: Applied Business and Education Research 3, no. 4 (2022): 710–16. http://dx.doi.org/10.11594/ijmaber.03.04.20.

Full text

Abstract:

The main objective of the study was to assess the level of effectiveness of KFC integrated marketing communications (IMC) mix strategy and its correlation to the marketing outcomes. The study specifically aimed to answer the following: (1) Profile of the respondents – customers and managers; (2) Assessment of the respondents on the effectiveness of IMC mix strategy of KFC in terms of the following aspects: Personal Selling, Non-Personal Selling, Direct Selling, Sales Promotion, Advertising, and Public Relations; (3) To answer whether there is a difference on the assessment of customers and man

APA, Harvard, Vancouver, ISO, and other styles

19

Kalogiannidis, Stavros, Fotios Chatzitheodoridis, Dimitrios Kalfas, and Maria Paschalidou. "Assessing the Impact of Communication on Customer Relationship Marketing: A Case Study of Mobile Telecom Companies." WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS 20 (December 8, 2023): 2713–28. http://dx.doi.org/10.37394/23207.2023.20.231.

Full text

Abstract:

The long-term relationship between customers and companies is essential for desired business growth. Most cellular industries rely on different forms of communication and marketing to achieve desired levels of relationships with their customers. This study focused on establishing the general effect of communication on customer relationship marketing in different businesses or organizations. The mobile telecom industry of Greece was used as the case study. A cross-sectional survey design based on a quantitative methodology was used in the study. A well-designed questionnaire was utilized to col

APA, Harvard, Vancouver, ISO, and other styles

20

Irma, Oktarini, Nurlaela Arief Neneng, and Setiawan Iwan. "Proposed Marketing Communications Strategy for a New Fighting Brand: A Case Study for SIG." International Journal of Current Science Research and Review 07, no. 08 (2024): 5952–62. https://doi.org/10.5281/zenodo.13220044.

Full text

Abstract:

Abstract : This study investigates the launch of a fighting brand in the cement industry, focusing on the challenges faced by a market-leading company with an existing flagship brand amidst emerging economical players. The goal is to enable the fighting brand to compete aggressively while avoiding cannibalization of the flagship brand, thus maintaining market leadership. Using a qualitative approach, primary data were collected through semi-structured interviews with internal informants, small contractors, and heads of masons, while secondary data came from the latest Brand Equity Index report

APA, Harvard, Vancouver, ISO, and other styles

21

Petersen, J. Andrew, and V. Kumar. "Are Product Returns a Necessary Evil? Antecedents and Consequences." Journal of Marketing 73, no. 3 (2009): 35–51. http://dx.doi.org/10.1509/jmkg.73.3.035.

Full text

Abstract:

The firm–customer exchange process consists of three key parts: (1) firm-initiated marketing communications, (2) customer buying behavior, and (3) customer product return behavior. To date, the literature in marketing has largely focused on how marketing communications affect customer buying behavior and, to some extent, how past buying behavior affects a firm's decisions to initiate future marketing communications. However, the literature on product returns is sparse, especially in relation to analyzing individual customer product return behavior. Although the magnitude of the value of produc

APA, Harvard, Vancouver, ISO, and other styles

22

Sri Utami Nurhasanah and Sarah Fitriyani. "Analyzing The Impact Of Reward And Punishment Strategies, Internal Public Relations, And Digital Marketing On Company Profitability." Lokawati : Jurnal Penelitian Manajemen dan Inovasi Riset 1, no. 4 (2023): 260–68. http://dx.doi.org/10.61132/lokawati.v1i4.837.

Full text

Abstract:

This study aims to investigate the influence of reward & punishment strategies, internal public relations, and digital marketing on company profitability. Employing a qualitative research design, the study utilizes purposive sampling to select participants from various industries, aiming for diverse perspectives. Data analysis involves thematic coding to identify patterns and themes emerging from interviews and textual analysis of relevant documents. Preliminary findings suggest that effective implementation of reward & punishment strategies, coupled with robust internal public relatio

APA, Harvard, Vancouver, ISO, and other styles

23

Ященко, Олена. "ІНФОРМАЦІЙНИЙ ШУМ ТА МАРКЕТИНГОВІ ІНСТРУМЕНТИ ДЛЯ ЙОГО ПОДОЛАННЯ". Economic journal of Lesya Ukrainka Volyn National University 4, № 40 (2025): 151–57. https://doi.org/10.29038/2786-4618-2024-04-151-157.

Full text

Abstract:

Introduction. In the modern conditions of the formation of the digital economy and the intensive growth of the volume of information to be processed by analysts, fundamentally new requirements are being formed for consumers and businesses. At the same time, data processing tools do not always provide adequate analytical information regarding changes occurring both in the global and local markets. The reason for this is information noise, which is an excessive flow of data that complicates the perception of important messages and affects the effectiveness of marketing strategies. All this requi

APA, Harvard, Vancouver, ISO, and other styles

24

Lyndyuk, Andriy, Ivanna Havrylyuk, Yurii Tomashevskii, Roman Khirivskyi, and Maryana Kohut. "The impact of artificial intelligence on marketing communications: New business opportunities and challenges." Economics of Development 23, no. 4 (2024): 60–71. https://doi.org/10.57111/econ/4.2024.60.

Full text

Abstract:

The purpose of this study was to analyse the impact of the integration of artificial intelligence (AI) technologies on modern approaches to marketing communications, with an emphasis on identifying new opportunities for optimising business processes. A wide range of technologies have been explored to automate, optimise, and personalise marketing processes, enabling companies to interact more effectively with customers and improve the results of their marketing campaigns. Technologies such as machine learning and natural language processing have been examined, which contribute to the analysis o

APA, Harvard, Vancouver, ISO, and other styles

25

CC, Nzeocha, EE Umebali, Nwankwo FO, Ezeano CI, CA Isibor, and AM Okeke. "Profitability of Palm Kernel Marketing in Southeast Nigeria: The Intervening Role of Information and Communication Technology (ICT)." International Journal of Multidisciplinary Research and Growth Evaluation 5, no. 2 (2024): 617–20. http://dx.doi.org/10.54660/.ijmrge.2024.5.2.617-620.

Full text

Abstract:

The actual impact of ICT facilities on the profitability of palm Kernel marketing remains inadequately understood. Thus, this study investigated the intervening role of ICT on the profitability of palm kernel marketing in Southeast Nigeria. Data for this study were collected from 360 palm oil marketers from 30 markets of three randomly selected states of Southeast Nigeria using multistage sampling technique. The collected data were analyzed using descriptive statistics and budgetary techniques. The result on ICT facilities available for marketing of palm kernel revealed that majority of the pa

APA, Harvard, Vancouver, ISO, and other styles

26

Cvetkov-Čikošev, Tatjana, Ivana Domazet, and Valentina Vukmirović. "Customer Experience and Integrated Marketing Communication in the Automotive Lubricants Market." Economic Analysis 54, no. 2 (2021): 68–81. http://dx.doi.org/10.28934/ea.21.54.2.pp68-81.

Full text

Abstract:

With the advent of new digital communication channels, the use of media for marketing purposes is changing dynamically and fundamentally. Also, the manners of using different media sources in order to obtain the requested information are diversified, which inevitably affects when, where and in what way potential customers choose certain brands. Accordingly, the aim of this paper is to identify the way in which customer makes the decision to purchase and consume a particular brand. This implies analyzing the key points of contact between the brand and customers, which leads to the desired profi

APA, Harvard, Vancouver, ISO, and other styles

27

Bilik and Yaman Tuncalı. "İlişkisel Pazarlamanın Müşteri Sadakatine Etkisi: Hazır Giyim Sektörü Örneği." Journal of Economic and Administrative Approaches 2, no. 1 (2020): 73–90. https://doi.org/10.5281/zenodo.7146443.

Full text

Abstract:

In this study, the benefits of relationship marketing on customer loyalty which is more customer-oriented than traditional marketing approach, is discussed. Companies producing products/services may need efficient approaches to sustain profitability. The marketing practices and techniques that they will reveal here can also have a big impact. Customer retention is one of the essential items as repetition, which is important for continuity in profitability. In this context, relationship marketing approaches provide many benefits to companies such as a long-term perspective and customer retentio

APA, Harvard, Vancouver, ISO, and other styles

28

Mou, Nusrat Hasan. "Profitability of Flower Production and Marketing System of Bangladesh." Bangladesh Journal of Agricultural Research 37, no. 1 (2012): 77–95. http://dx.doi.org/10.3329/bjar.v37i1.11179.

Full text

Abstract:

This study examines the production and profitability of some selected flowers in comparison with their competing crops. The study also attempts to identify the value chains and channels of flower marketing in Bangladesh. Stratified random sampling method was used to collect Primary data collected from the 32 farmers of Guptergaon under Phulpur Upazila in Mymensingh district and from the 21 flower traders, retailers and wholesalers of different flower trading zones in Dhaka city. The study reveals that gross margins of flower and vegetables per hectare were Tk.1,359,824.20 and Tk.46,362.14, res

APA, Harvard, Vancouver, ISO, and other styles

29

Damnjanovic, Vesna. "Touché solutions – response to “Y” generation." Emerald Emerging Markets Case Studies 1, no. 1 (2011): 1–10. http://dx.doi.org/10.1108/20450621111114830.

Full text

Abstract:

Subject area Marketing. Study level/applicability This case study can be taught in a marketing course MBAs students: (communication trends analysis, sales models analysis, strategic marketing decision). It can also be taught in a sales management course with focus on sales process analysis and financial risk analysis. Students should use quantitative criteria for the analysis: potential sales revenue, market potential and qualitative criteria: risk analysis, customer satisfaction. Case overview Vision of the owner of the company was to improve modern marketing communications using high end tec

APA, Harvard, Vancouver, ISO, and other styles

30

Ovseenko, Galina A., and Tamara K. Filimonova. "EMAIL AUTOMATION FOR MARKETING CAMPAIGNS: COMPARATIVE ANALYSIS AND SOFTWARE DEVELOPMENT." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 5/11, no. 158 (2025): 4–10. https://doi.org/10.36871/ek.up.p.r.2025.05.11.001.

Full text

Abstract:

This article considers a comparative analysis of existing software solutions for automating marketing processes, and proposes a concept of developing specialized software for optimizing email marketing for industrial campaigns. The relevance lies in this topic that in the conditions of digitalization of business processes, email marketing remains one of the most effective tools of interaction with customers. However, manual email distribution requires significant time, labor costs, and is prone to human error. This problem is especially acute in marketing departments, where it is necessary to

APA, Harvard, Vancouver, ISO, and other styles

31

ТАНАСІЙЧУК, Альона, Ольга ГРОМОВА та Анна ШЕВЧУК. "ДОСЛІДЖЕННЯ РОЗВИТКУ РЕКЛАМНОЇ ТА PR-КАМПАНІЇ БРЕНДУ ПІДПРИЄМСТВА У ЦИФРОВОМУ СЕРЕДОВИЩІ". Herald of Khmelnytskyi National University. Economic sciences 334, № 5 (2024): 491–98. http://dx.doi.org/10.31891/2307-5740-2024-334-74.

Full text

Abstract:

The study is aimed at studying the impact of digital technologies and online communications on marketing and branding strategies. The effectiveness of using digital platforms, social networks, and other online tools for brand positioning in the digital space is analyzed. Special attention is paid to interaction with the audience, ways of influencing consumers, as well as monitoring and analyzing the results of digital campaigns. The results of the research will contribute to the improvement of advertising and PR strategies for the successful positioning of the company's brand in the online env

APA, Harvard, Vancouver, ISO, and other styles

32

Zhu, Zihan, and Xinyue Zhao. "Targeted Advertising Placement in Video Platforms: Implications for Business Profitability." Advances in Economics, Management and Political Sciences 21, no. 1 (2023): 66–77. http://dx.doi.org/10.54254/2754-1169/21/20230235.

Full text

Abstract:

Advertising is an important tool used to deliver commercial messages with a strong economic purpose. With the development of online information, more and more companies or advertisers choose to advertise on large video platforms. However, the ambiguity of advertising positioning has led to a low tolerance of the audience population to the advertisements placed on video platforms. "Targeted advertising" and "precision marketing" have always been commercial buzzwords, and targeted advertising is one of the marketing strategies of precision marketing. In this paper, we explore the attitudes and p

APA, Harvard, Vancouver, ISO, and other styles

33

Reinartz, Werner, Jacquelyn S. Thomas, and V. Kumar. "Balancing Acquisition and Retention Resources to Maximize Customer Profitability." Journal of Marketing 69, no. 1 (2005): 63–79. http://dx.doi.org/10.1509/jmkg.69.1.63.55511.

Full text

Abstract:

In this research, the authors present a modeling framework for balancing resources between customer acquisition efforts and customer retention efforts. The key question that the framework addresses is, “What is the customer profitability maximizing balance?” In addition, they answer questions about how much marketing spending to allocate to customer acquisition and retention and how to distribute those allocations across communication channels.

APA, Harvard, Vancouver, ISO, and other styles

34

Bakaievych, Kostiantyn. "Monetization of social communications: concepts of transformation of communication systems and optimization of communication channels." Integrated communications 15, no. 1 (2023): 111–15. http://dx.doi.org/10.28925/2524-2644.2023.1514.

Full text

Abstract:

An analysis of Ukraine’s media market was carried out on the subject of the introduction of new models of monetization in conditions of uncertainty and their success. The proposed study structures the most possible modern and effective models of monetization of social communications in the conditions of rapid transformational processes caused, in particular, by crisis phenomena and technological development in the XXI century. Managers, editors, and journalists can get practical recommendations for improving the efficiency of their publications. The practical significance of new monetization m

APA, Harvard, Vancouver, ISO, and other styles

35

Meybodi, Alireza Rajabipoor, Mehdi Tajpour, Elahe Hosseini, and Meysam Agheli. "Marketing Communication and Mobile Advertising for Sustainability: An Analysis of Consumer Attitudes and Motivations." Journal of Business Strategy Finance and Management 05, no. 02 (2024): 76–94. http://dx.doi.org/10.12944/jbsfm.05.02.04.

Full text

Abstract:

All companies, regardless of their sector, can take measures to contribute to sustainability, one of these measures consists of their communication strategies to promote responsible consumption among their consumers. That’s why, the present study investigates the impact of marketing communications on customers' attitudes towards mobile advertising with the mediate of motivation. The statistical population includes all customers of Chain Stores located in Tehran. A standardized 28-item questionnaire with 5-point Likert Scale was applied for data collection and the sample size was estimated to b

APA, Harvard, Vancouver, ISO, and other styles

36

Michalek, Jeremy J., Oben Ceryan, Panos Y. Papalambros, and Yoram Koren. "Balancing Marketing and Manufacturing Objectives in Product Line Design." Journal of Mechanical Design 128, no. 6 (2005): 1196–204. http://dx.doi.org/10.1115/1.2336252.

Full text

Abstract:

The product development process involves communication and compromise among interacting and often competing objectives from marketing, design, and manufacturing perspectives. Methods for negotiating these perspectives play an important role in the process. For example, design for manufacturing (DFM) analyses aim to incorporate manufacturing requirements into product design decision making to reduce product complexity and cost, which generally increases profitability. However, when design characteristics have market consequences, it is important to quantify explicitly the tradeoffs between the

APA, Harvard, Vancouver, ISO, and other styles

37

HROMOVA, Olha, and Oleksandr KOZLOV. "Research on the use of marketing instruments influence on consumer behavior on the example of BOMBA-TOUR LLC, Vinnytsia." Economics. Finances. Law, no. 12 (December 5, 2019): 26–28. http://dx.doi.org/10.37634/efp.2019.12.6.

Full text

Abstract:

The article explores the use of marketing tools to influence consumer behavior using the example of Bomba-Tour LLC in Vinnytsia. The characteristic of the tourist company Bomba-Tour LLC, Vinnitsa, is given. The elements of promoting a tourism organization are structured. The main marketing tools for promoting Bomba-Tour LLC on the Internet are indicated. Note that there is no methodology for assessing the effectiveness of marketing tools in the management of unstable systems, including the various phases of instability, dramatically reduces the importance of marketing as a way of influencing t

APA, Harvard, Vancouver, ISO, and other styles

38

Bubenets, Iryna, and Yulia Krysko. "TOOLS FOR FORMING THE MARKETING COMPLEX OF RESTAURANT BUSINESS ENTERPRISES IN THE CONDITIONS OF DIGITIZATION." Economic scope, no. 200 (May 9, 2025): 22–26. https://doi.org/10.30838/ep.200.22-26.

Full text

Abstract:

The use of digital marketing tools in the formation of the marketing complex of restaurant business enterprises increases the competitiveness of establishments, optimizes customer interaction and increases profitability. The integration of modern digital technologies into marketing activities will increase the effectiveness of advertising messages, adapt to changes in consumer behavior, and ensure long-term customer loyalty. In this regard, the study of effective marketing tools for the formation of a marketing complex is extremely relevant for restaurant business enterprises. The article is a

APA, Harvard, Vancouver, ISO, and other styles

39

Kurniadin, Giri, Sofian Muhlisin, and Syarifah Gustiawati. "Strategi Pemasaran Syariah Busana Muslim ‘Hana_Nadhira’ untuk Meningkatkan Profitabilitas." Transformasi Manageria: Journal of Islamic Education Management 3, no. 1 (2022): 275–90. http://dx.doi.org/10.47467/manageria.v3i1.2461.

Full text

Abstract:

Intense competition in the era of digital marketing and the use of social media requires entrepreneurs to adapt and formulate marketing strategies to survive and develop businesses. In the midst of business competition in capturing the market, fraud and fraudulent actions are vulnerable to be carried out. Moral and Islamic values are important to be implemented in the business operations that are carried out. Hana Nadhira is a business brand that was founded by a married couple and managed to take advantage of business opportunities through digital media with encouraging developments. This res

APA, Harvard, Vancouver, ISO, and other styles

40

Chaplinskyі, Yurii. "APPROACHES TO EVALUATION OF LOYALTY PROGRAM EFFICIENCY." BULLETIN OF CHERNIVTSI INSTITUTE OF TRADE AND ECONOMICS II, no. 82 (2021): 54–65. http://dx.doi.org/10.34025/2310-8185-2021-2.82.04.

Full text

Abstract:

The article defines that enterprises face questions of expediency of development and introduction of modern innovative methods of influence on the consumer, among which it is possible to consider loyalty programs, which are directed on building of mutually beneficial relations with target audiences. Important for the analysis of enterprise loyalty programs are performance indicators, expressed in monetary terms, because each loyalty system has a profitable and costly component. The main approaches to assessing the effectiveness of costs for the development and implementation of a loyalty progr

APA, Harvard, Vancouver, ISO, and other styles

41

Yajid Aosa and Raditya Pratama Putra. "Strategi Komunikasi Pemasaran Pedagang Daging Sapi dalam Mempertahankan Loyalitas Pelanggan." Bandung Conference Series: Communication Management 4, no. 2 (2024): 399–405. http://dx.doi.org/10.29313/bcscm.v4i2.13182.

Full text

Abstract:

Abstract. This research analyzes the marketing communication strategies used by beef traders in Ciroyom Market, Bandung City, to maintain customer loyalty amidst intense business competition. Customer loyalty is an important asset for increasing profitability. This research uses a qualitative method with a case study approach, and data collection techniques such as observation, interviews, and documentation. Customer Relationship Management (CRM) theory from Ghonston, Clark, & Shulver (2012) was used as the theoretical basis. The results showed that beef traders implement various marketing

APA, Harvard, Vancouver, ISO, and other styles

42

Erlygina, E., and V. Shuvalova. "Automation of Agricultural Business-Processes." Bulletin of Science and Practice 7, no. 12 (2021): 192–96. http://dx.doi.org/10.33619/2414-2948/73/26.

Full text

Abstract:

The article discusses the possibilities of implementing and using a Customer Relationship Management (CRM) for agriculture. The introduction of CRM systems at the enterprises of the agro-industrial complex makes the automation of processes more rational. Communications with clients become more effective, the effectiveness of marketing strategy and planning increases, costs decrease, and the profitability of the company increases. CRM is a key factor of modern organizations for a set of successful strategies for survival, growth and development, increasing productivity efficiency and sustainabl

APA, Harvard, Vancouver, ISO, and other styles

43

Hwangbo, Hyunwoo, Jonghyuk Kim, Zoonky Lee, and Soyean Kim. "Store layout optimization using indoor positioning system." International Journal of Distributed Sensor Networks 13, no. 2 (2017): 155014771769258. http://dx.doi.org/10.1177/1550147717692585.

Full text

Abstract:

Indoor positioning systems have attracted considerable attention from practitioners and firms seeking to optimize the consumer shopping experience with the goal of attaining increased revenue and profitability. Acknowledging the importance of indoor positioning systems in store layout optimization, we conducted a field experiment for 11 months in order to develop algorithms for connecting indoor positioning data with customer transaction data. Using fingerprinting as a primary data collection technique, we compared positioning and transaction data before and after critical store layout optimiz

APA, Harvard, Vancouver, ISO, and other styles

44

La Rosa, Sarma, and Duber Chinguel. "Factors affecting the exports of Hass avocado from Virú (La Libertad, Peru) to the US." Agroalimentaria 31, no. 60 (2025): 95–111. https://doi.org/10.53766/agroalim/2025.31.60.05.

Full text

Abstract:

The knowledge and application of marketing strategies by small and medium producers of avocado for exports in the La Libertad region of Peru is limited. Therefore, this article analyzes the business opportunity of Hass avocado (Persea americana) for the US market and aims to highlight the relevant factors that facilitate achieving profitability for the producer, through a descriptive and non-experimental quantitative study. 29 avocado producers were surveyed in Virú province, in the La Libertad region, an important producing area in Peru to identify and describe value-generating activities for

APA, Harvard, Vancouver, ISO, and other styles

45

Ali Kazem Al-Fatlawi, Haider. "THE ROLE OF BANKING MARKETING IN ENHANCING THE PROFITABILITY OF ISLAMIC BANKS (AN APPLIED STUDY IN A SAMPLE OF ISLAMIC BANKS IN IRAQ)." IEDSR Association 7, no. 18 (2022): 49–53. http://dx.doi.org/10.46872/pj.527.

Full text

Abstract:

In light of the great development witnessed by the world, and due to the great importance of marketing, banks use banking marketing techniques in order to meet the needs and expectations of their customers in order to satisfy and retain them. More transparency, more players and more options, but above all, more initiatives and independence for the customer in carrying out transactions with the bank are the reasons why banks need cooperative marketing, which must be greatly taken into account by the people who set policies in Islamic banks and derive This importance is due to the urgent need to

APA, Harvard, Vancouver, ISO, and other styles

46

Budijono, Santoso, and Nelly. "Impact of Information Communication Technology in Implementation of Integrated Marketing Communication at Fast Food Outlet." Advanced Science Letters 21, no. 4 (2015): 727–30. http://dx.doi.org/10.1166/asl.2015.5926.

Full text

Abstract:

Information and Communication Technology in 21st century is an ancillary tool for several aspects in business area. Most company of fast food industry in developing countries regards this kind of Technology as a cost and tries to reduce their use. In fast food industry, marketing is one of the important parts to propagate information products sold by the company; this information must be able to reach these consumers and the corresponding target desired by the company. Integrated Marketing Communication can be use for fast food industry to increase brand awareness, customer satisfaction, great

APA, Harvard, Vancouver, ISO, and other styles

47

Beck, Shelley B., Ayanda P. Deliwe, and Elroy E. Smith. "Assessing SME Perceptions of Using Green Social Media Marketing." 11th GLOBAL CONFERENCE ON BUSINESS AND SOCIAL SCIENCES 11, no. 1 (2020): 74. http://dx.doi.org/10.35609/gcbssproceeding.2020.11(74).

Full text

Abstract:

The image of an enterprise in relation to the environment in which it operates is currently of increased importance (Liskova, Cudlinova, Partlova & Petr, 2016, p.64). An enterprise's brand image is a customer's perception of a brand and can help customers assemble information, discriminate brands, create positive feelings, and create a reason to purchase (Huang, Yang & Wang, 2014, p.263). Therefore, enterprises aim to create a strong positive image of their brand which can be generated through marketing programmes. Social media marketing is the application of marketing principles, tool

APA, Harvard, Vancouver, ISO, and other styles

48

Genchev, Evgeni, and Gergana Todorova. "Sales promotion activities – effective tool of marketing communication mix." Trakia Journal of Sciences 15, no. I (2017): 181–85. https://doi.org/10.15547/tjs.2017.s.01.033.

Full text

Abstract:

A highly competitive environment is forcing sellers constantly using different marketing tools and strategies to win new clients and thereby increase their profitability. Sales promotion is one of the best tools to attract new customers and retain old ones, including marketing activities by adding more value to the products for a limited period of time in order to stimulate consumer purchases and effectiveness of intermediaries. The purpose of the study was to interview 60 men and women, aged 18 to 64 years by detailed a questionnaire. The study confirms that sales promotion is an effective in

APA, Harvard, Vancouver, ISO, and other styles

49

Alkhares, Mahmoud. "THE ROLE OF INTERNET MARKETING IN INCREASING THE PROFITABILITY OF BANKS IN SYRIA." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 11/2, no. 140 (2023): 56–62. http://dx.doi.org/10.36871/ek.up.p.r.2023.11.02.008.

Full text

Abstract:

In the current political and economic conditions of Syria, the banking system faces serious challenges. The ongoing military conflict and international sanctions negatively affect the economic situation in the country. Banks need to quickly respond to changing circumstances and look for new ways to attract customers and increase market share. In a global world where technology and the Internet play an increasingly important role, effective digital marketing is becoming a vital element of the competitiveness of financial organizations. The use of tools such as digital advertising, websites, mob

APA, Harvard, Vancouver, ISO, and other styles

50

Zhuravleva, Lyudmila Anatol'evna. "Agroindustrial complex: problems and instigating trends." Сельское хозяйство, no. 1 (January 2021): 22–28. http://dx.doi.org/10.7256/2453-8809.2021.1.36191.

Full text

Abstract:

The article analyzes the current problems, functional strategies and instigating trends of the agroindustrial complex. The author describes the possible ways of solving problems and considers the prospects for the development of small-scale enterprises based on the existing government support programs for rural areas. Among the most acute problems for the successful development of farms, the author identifies the following groups of problems: 1. Economic problems: rising prices for fuels and lubricants; the volatility of the ruble exchange rate; the constant increase in tariffs for gas, electr

APA, Harvard, Vancouver, ISO, and other styles

We offer discounts on all premium plans for authors whose works are included in thematic literature selections. Contact us to get a unique promo code!