Relevant bibliographies by topics / Theses – Marketing management

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

Academic literature on the topic 'Theses – Marketing management'

Author: Grafiati
Published: 4 June 2021
Last updated: 1 February 2022

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Journal articles on the topic "Theses – Marketing management"

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Charles, Michael, Ben Farr-Wharton, Tania von der Heidt, and Neroli Sheldon. "Evaluating Perry’s structured approach for professional doctorate theses." Education + Training 59, no. 2 (2017): 215–30. http://dx.doi.org/10.1108/et-02-2016-0025.

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Purpose The purpose of this paper is to investigate examiner reactions to doctorate of business administration (DBA) theses at an Australian university applying Perry’s structured approach to thesis presentation, which had its origin in the marketing discipline, but is now widely applied to other business disciplines. Design/methodology/approach This paper examines 49 DBA examiner reports relating to 19 DBA theses using the structured Perry approach, with emphasis paid to comments relating to thesis structure and presentation. Only those theses that acknowledged Perry or demonstrated Perry-lik
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Tucker, Gregory. "A Selected Bibliography of Masters' Theses and Doctoral Dissertations Relevant to Pharmaceutical Management, 1980-1985." Journal of Pharmaceutical Marketing & Management 1, no. 2 (1986): 91–95. http://dx.doi.org/10.1300/j058v01n02_14.

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Basara, Lisa. "A Selected Bibliography of Master's Theses and Doctoral Dissertations Relevant to Pharmaceutical Management, 1985-1992." Journal of Pharmaceutical Marketing & Management 8, no. 1 (1994): 13–20. http://dx.doi.org/10.1300/j058v08n01_02.

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Czinkota, Michael R., and Ilkka A. Ronkainen. "An International Marketing Manifesto." Journal of International Marketing 11, no. 1 (2003): 13–27. http://dx.doi.org/10.1509/jimk.11.1.13.20140.

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In spite of important global inroads and successes scored by international marketing, the field stagnates in the eyes of academics, practitioners, and policymakers and is harshly attacked by activists. The people defending international marketing usually point to vague theoretical and long-term goals, whereas opponents serve up facile polemics, which acquire sympathies from the uninformed public. The authors postulate that the field of international marketing has already and can continue to make major contributions to the improvement of society. They offer seven theses in support of a lively d
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Low, George S., and Ronald A. Fullerton. "Brands, Brand Management, and the Brand Manager System: A Critical-Historical Evaluation." Journal of Marketing Research 31, no. 2 (1994): 173–90. http://dx.doi.org/10.1177/002224379403100203.

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The authors examine the history of brand management by tracing its development in the context of the marketing environment from 1870 to the present. They develop six theses regarding the evolution of brand management and its implications and substantiate them utilizing a historical approach. They demonstrate that the brand manager system originated well after the leadership of branded products was established, it was adopted following a conventional adoption curve pattern, and it has proven quite adaptable to differing firm and marketing environments over the past several decades. They then ev
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Mallika, M. H., and M. Veerabasavaiah. "Citing Pattern of Marketing Management Research: A Study with Special Reference to Ph.D. Theses Submitted to CBSMS, Bangalore University During 1996-2012." Indian Journal of Information Sources and Services 8, no. 3 (2018): 75–78. http://dx.doi.org/10.51983/ijiss.2018.8.3.544.

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The present study analyses 1740 citations appended to 12 PhD thesis in Marketing management submitted to Canara Bank School of Management Studies (CBSMS) affiliated Bangalore University, Bangalore during 1996/2012 for the award of PhD degree. The main purpose of this study is to find out year wise submission of PhD thesis in Marketing Management by researchers, to identify the types of literature cited, to prepare core periodicals cited, to know the country wise periodicals publications and to understand degree of collaborative authorship pattern.
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Pukas, Anetta. "Customer relationships as dynamic capabilities of an enter-prise – theoretical aspects and practical implications." Scientific Journal of the Military University of Land Forces 189, no. 4 (2018): 150–58. http://dx.doi.org/10.5604/01.3001.0013.0731.

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The article has a character of a theoretical overview and presents marketing aspects of the Resource-Based View (RBV). The considerations in this article are related to the Dynamic Capability Concept as a new research area in management sciences. The theses of the ar-ticle focus particularly on locating customer relationships in the conceptual discourse of this concept. The purpose of this article is to identify relationships with customers as dy-namic capabilities of an enterprise. The article also presents directions of practical implica-tions and possibilities for using relational skills as
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Zahariev, Elenko. "Empirical Investigation of Industrial Management." Journal of Economic Development, Environment and People 3, no. 2 (2014): 5. http://dx.doi.org/10.26458/jedep.v3i2.63.

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The paper is devoted to an aspect in the sphere of management – business priorities of industrial management in XXI century. In modern times the actuality of treated problems is mainly laid into the necessities of the real management practice in industrial organizations and the need theoretical and applied knowledge to be offered to that practice which would allow it methodologically right and methodically correct to implement the corresponding changes in management of a concrete organization. Objects of analyses and evaluations are some fragmented approbations of theses using the correspondin
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Schütze, Christoph, Nina Schmidt, Heikki Liimatainen, and Thomas Siefer. "How to Achieve a Continuous Increase in Public Transport Ridership?—A Case Study of Braunschweig and Tampere." Sustainability 12, no. 19 (2020): 8063. http://dx.doi.org/10.3390/su12198063.

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This manuscript is based on cooperation between the universities in Tampere, Finland, and Braunschweig, Germany. One of the main goals of the two institutes involved in research for public transport is a continuous increase in ridership. Therefore, the aim of this study is to (1) investigate the level of service attributes of public transport in Tampere and Braunschweig and evaluate their current state and (2) give advice to each city to further increase the ridership. At the beginning, the individual attributes and indicators for comparing public transport in both cities are presented and com
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Gendina, Natalya, and Galina Sbitneva. "A talented scholar and pedagogue (On the 90-th anniversary of Gertuda Gedrimovich)." Scientific and Technical Libraries, no. 5 (April 29, 2019): 117–24. http://dx.doi.org/10.33186/1027-3689-2019-5-117-124.

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The paper is devoted to anniversary of the talented scientist and the teacher G.V. Gedrimovich (St. Petersburg), the outstanding representative of the Leningrad school of sciences. Professional skills of G.V. Gedrimovich were formed in National Library of Russia named after M.E. Saltykov-Shchedrin. Its teaching activity was connected with the Leningrad State Institute of Culture named after N.K. Krupskaya for many years. G.V. Gedrimovich was developer of the major training course "Bibliography of Technical Literature", she took active part in formation of the Leningrad school of studying docum
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Dissertations / Theses on the topic "Theses – Marketing management"

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Schmidt, Adelia. "Measuring marketing productivity : linking marketing expenditure to sales." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/20056.

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Thesis (MComm)--Stellenbosch University, 2012.<br>ENGLISH ABSTRACT: Over the past two decades company performance has become the mantra of corporate theory. It follows that marketers have recently become understandably preoccupied with measuring the performance of marketing activity. In fact, the pressure for financial accountability has led to widespread concern over the role of the marketing function within a company. Some go as far as contemplating the demise of marketing professionals unless marketers develop an understanding of the marketing-finance interface and are able to enter in
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Pheko, Tholoana. "Exploring marketing accountability and credibility within Sasko Bakeries." Thesis, Stellenbosch : Stellenbosch University, 2009. http://hdl.handle.net/10019.1/80643.

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Thesis (MBA)--Stellenbosch University, 2009.<br>ENGLISH ABSTRACT: “Haphazard”, “uncommercial”, or perhaps “unaccountable” are some of the terms frequently used to describe the marketing function. Most marketers are faced with immense pressure to boost their marketing effectiveness and measurement. The pressures include the need to reduce the inaccuracy of marketing decisions, increase customer profitability, recognise new potential revenue prospects, calculate future sales performance, and ultimately ascertain marketing’s value to the rest of the organisation (Binet & Field 2008:11). In the p
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Beamer, Bobby G. "Internal organization and management of fresh produce marketing in retail supermarket chains : implications for marketing specialty produce /." Thesis, This resource online, 1990. http://scholar.lib.vt.edu/theses/available/etd-03032009-040405/.

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Goliath, David Quinton Daniel. "The marketing strategies and tactics of management consulting firms." Thesis, Stellenbosch : Stellenbosch University, 2000. http://hdl.handle.net/10019.1/51992.

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Thesis (MBA)--Stellenbosch University, 2000.<br>ENGLISH ABSTRACT: Management consulting refers to the area of intervention, which is assistance to entrepreneurs, managers and other decision-makers in business management and the public sector. The study will cover the area of management consulting and the primary focus of this study is companies presently doing business as Management Consulting firms with a global presence. The study excludes software vendors and management consulting firms that specialise only in implementing computer software systems like Oracle, SAP, etcetera. There a
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Jordaan, Johannes Nicolaas. "The importance of marketing metrics to improve marketing efficiency : a case study of the South African franchise restaurant group Maxi's." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/95593.

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Thesis (MBA)--Stellenbosch University, 2012.<br>Marketing managers are increasingly being held accountable for measuring value adding related to marketing expenditure. The increasing trend of specialisation in the business environment has resulted in increasing efficiencies in work practices and therefore increased the knowledge associated with each function. It was the purpose of this study to demonstrate the fundamental need for marketing measurement and marketing metrics in the franchise restaurant business. It furthermore demonstrated the importance of the alignment of marketing metrics w
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Mills, Heleen. "An investigation of the marketing performance measurement practices of South African organisations." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/5431.

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Thesis (MComm (Business Management))--University of Stellenbosch, 2010.<br>ENGLISH ABTRACT: The marketing function has been characterised as the only result-producing function of the organisation and as having the responsibility for achieving profitable revenue growth by means of demand creation. Marketing performance measurement thus not only influences organisational performance, but also influences the marketing function’s stature within the organisation. Hence, marketing performance measurement is a critical management task. However, the negligence of the marketing function to demons
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Wilkes, Henrike-Raija. "Marketing metrics as measurements of marketing efficiency : a case study of the car dealer group Tepass + Seiz KG." Thesis, Stellenbosch : Stellenbosch University, 2008. http://hdl.handle.net/10019.1/968.

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Thesis (MBA (Business Management))--Stellenbosch University, 2008.<br>ENGLISH ABSTRACT: Marketing has long been seen as a qualitative discipline following a rather soft approach. This, in many circumstances, resulted in a loss of marketing's credibility against other more quantitative managerial disciplines. Out of this plight, numerous marketing practitioners and experts during the past two decades have developed ways to prove that marketing can indeed be quantifiable. Born were the theories of marketing metrics as tools to make marketing measurable and, thus, to justify its existence. As can
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Theron, Edwin. "The management of long-term marketing relationships in business-to-business financial services." Thesis, Stellenbosch : Stellenbosch University, 2008. http://hdl.handle.net/10019.1/1409.

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Thesis (PhD (Business Management))--Stellenbosch University, 2008.<br>Since relationship marketing re-emerged as an approach to marketing, the concept was met with a great deal of interest. This interest resulted in relationship marketing being researched extensively, whilst businesses started to look for ways to build relationships with their clients. Relationships with clients can, however, only be managed if the dimensions contributing to the relationship are adequately identified. From an academic viewpoint, once all the relevant dimensions have been identified, these dimensions can
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Bronkhorst, N. J. "Developing an integrated marketing communication strategy for the MGK Group." Thesis, Stellenbosch : Stellenbosch University, 2010. http://hdl.handle.net/10019.1/80495.

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Thesis (MBA)--Stellenbosch University, 2010.<br>ENGLISH ABSTRACT: The Marketing of Agricultural Products Act 47 (No 47 if 1996) led to the dilution of single-channel marketing in the agricultural sector. Hence, marketing boards such as the Maize Board were dismantled. New legislation forced agricultural businesses to adapt to the changing environment and turn co-operatives into companies. The new developments also implied that these companies had to reposition themselves to be more competitive in a deregulated market. MGK Group Operating Company Pty (Ltd) is a prominent role player in the agr
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Erasmus, George-Chatwind. "Developing an international export marketing strategy for South African table grapes." Thesis, Stellenbosch : Stellenbosch University, 2003. http://hdl.handle.net/10019.1/53358.

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Thesis (MBA)--Stellenbosch University, 2003.<br>ENGLISH ABSTRACT: After the deregulation of the South African deciduous fruit industry in 1997 an unregulated grape marketing environment replaced the single channel marketing system. Many new South African grape exporters were now involved in an uncoordinated and uncooperative marketing environment. Each marketing organisation implemented their own marketing plans resulting in an increase in competition among South African suppliers. The South African grape supplies originate from various production areas, each with their unique characte
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Books on the topic "Theses – Marketing management"

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Smith, Wendy, Hirochika Nakamaki, Louella Matsunaga, and Tamasin Ramsay, eds. Globalizing Asian Religions. Amsterdam University Press, 2019. http://dx.doi.org/10.5117/9789462981447.

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This book brings together the insights of theories of management and marketing to give an original view of the organizational dynamics of globalizing Asian New Religious Movements (NRMs) and established religions. Seventeen authors in this collection have recast their data on individual Asian religions and social movements to focus on the way these organizations are managed in an overseas or global context, by examining the structure, organizational culture, management style, leadership principles and marketing strategies of the religious movements they had hitherto studied from the perspectiv
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Ritzer, George. The McDonaldization thesis: Explorations and extensions. SAGE Publications, 1998.

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Groshev, Igor', and Evgeniy Korchagin. Tourism for the elderly. INFRA-M Academic Publishing LLC., 2019. http://dx.doi.org/10.12737/1027444.

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The monograph proposes a methodology of new marketing, structural and economic-management approaches for tourism organizations in the modern conjuncture of tourism for the elderly. Approaches that take into account the consumer behavior of older people and other age groups, retired, proposed in this paper, can be more effectively used to involve these categories in tourism. &#x0D; The aging of the population and demographic changes in the structure of consumers of tourist products require Russian travel companies to optimize their approaches and strategies, rebuild the tourism infrastructure t
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Rottmann, Hansjorg. Zukunftstrager KMU: 12 Thesen zum Marktauftritt an der Jahrtausendschwelle 2000 plus. Cosmos, 1998.

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French, Jeff. Commissioning social marketing. Oxford University Press, 2017. http://dx.doi.org/10.1093/med/9780198717690.003.0008.

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This chapter sets out some practical considerations and tips for organizations considering investing in external suppliers to provide either elements of a social marketing initiative or a whole initiative. Commissioning can be a highly cost-effective way of drawing on the necessary specialist skills that may not be present within organizations. It is a straightforward process, but it demands a systematic approach and the proactive management of prospective and successful suppliers. There are many issues that need to be considered when deciding to bring in external agencies or individuals to he
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Silva, Patrícia Pereira da, Susana Jorge, and Patrícia Moura e. Sá. Emerging Topics in Management Studies. Imprensa da Universidade de Coimbra, 2020. http://dx.doi.org/10.14195/978-989-26-1990-3.

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Presently, Management has witnessed vast advancements, clearly becoming an area of trans and interdisciplinary knowledge. It has widened its scope from traditional business areas – such as marketing, strategy, management control, accounting and finance, taxation or operations – to other spaces, namely deepening bridges with behavioural sciences, engineering, health, or energy, fostering both quantitative models and methods. Management thinking at the Faculty of Economics of the University of Coimbra (FEUC) has followed these trends, enabling students with the essential skills supporting the pr
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Batt, Rosemary. Service Strategies. Edited by Peter Boxall, John Purcell, and Patrick M. Wright. Oxford University Press, 2009. http://dx.doi.org/10.1093/oxfordhb/9780199547029.003.0021.

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This article first reviews the alternative theoretical approaches to human resource management that have been developed in the academic literature and discusses why these need to incorporate conceptual advances from services' marketing and operations management. Here, it also discusses the evidence regarding what strategies lead to better service and sales, under what conditions, and why. It then examines alternative organizational models that rely on outsourcing and supply chain management for customer service and sales and the arguments for and against these approaches. The next section revi
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Oswald, Laura R. Doing Semiotics. Oxford University Press, 2020. http://dx.doi.org/10.1093/oso/9780198822028.001.0001.

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Structural semiotics is a hybrid of communication science and anthropology that accounts for the deep cultural codes that structure communication and sociality, endow things with value, move us through constructed space, and moderate our encounters with change. Doing Semiotics: A Research Guide for Marketers at the Edge of Culture, shows readers how to leverage these codes to solve business problems, foster innovation, and create meaningful experiences for consumers. In addition to the basic principles and methods of applied semiotics, the book introduces the reader to branding basics, strateg
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Endreß, Alexander, and Hubert Wandjo, eds. Musikwirtschaft im Zeitalter der Digitalisierung. Nomos Verlagsgesellschaft mbH & Co. KG, 2021. http://dx.doi.org/10.5771/9783845276939.

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How does one deal with the digitalisation of an industry when practice is overtaking itself so quickly, as the music industry has experienced in the past twenty years? On the one hand, by questioning the causes of change and, on the other hand, by describing and reflecting on practice. Both are done in this book. The music industry is understood as a complex system based on the division of labour, in which artist development, content production, content marketing and rights management go hand in hand. Special attention is therefore paid to these operative fields of action. The practice-oriente
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Lehmann, Scott. Privatizing Public Lands. Oxford University Press, 1995. http://dx.doi.org/10.1093/oso/9780195089721.001.0001.

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In the United States, private ownership of land is not a new idea, yet the federal government retains title to roughly a quarter of the nation's land, including national parks, forests, and wildlife refuges. Managing these properties is expensive and contentious, and few management decisions escape criticism. Some observers, however, argue that such criticism is largely misdirected. The fundamental problem, in their view, is collective ownership and its solution is privatization. A free market, they claim, directs privately owned resources to their most productive uses, and privatizing public
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Book chapters on the topic "Theses – Marketing management"

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Meffert, Heribert. "Zukunftperspektiven des Marketing — Zehn abschließende Thesen." In Marketing-Management. Gabler Verlag, 1994. http://dx.doi.org/10.1007/978-3-322-94537-2_23.

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Jolliffe, Lee, and Pairach Piboonrungroj. "The role of themes and stories in tourism experiences." In The Routledge Handbook of Tourism Experience Management and Marketing. Routledge, 2020. http://dx.doi.org/10.4324/9780429203916-19.

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Shumilina, Vera, Dmitriy Filev, and Anguelina Tepegendjiyan. "FEATURES OF INNOVATIVE PRODUCT MARKETING." In Business security management in modern conditions. AUS PUBLISHERS, 2021. http://dx.doi.org/10.26526/chapter_60258635d98d97.32646802.

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The article examines the features of the marketing of radical innovations. It is shown that these features are determined by the specifics of the innovation market and the features of innovative products as goods. Specific elements of marketing research and a system for promoting innovative products are presented.
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Yüksel, Serhat, and Ece Nur Temizel. "Evaluating the Importance of Behavioral Finance in the Financial Marketing Area." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-2559-3.ch005.

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This chapter investigates the thesis in Turkey written in the field of behavioral finance. An important objective is to guide the relevant researchers who are missing in the fields in the literature. For this purpose, 60 theses written so far have been examined with bibliometric analysis method. The period range of these theses is 2003-2018. When Daniel Kahneman won the Nobel Prize in 2002, behavioral finance, which started to attract attention in our country, started to gain momentum especially in times of crisis when unexplained behaviors were explained by the concept of rational people. In addition, 49 of them consisted of master's degree and the remaining 11 were doctoral dissertations. State universities constitute a very large weight of the relevant universities. Studies on behavioral finance have been gathered under various topics. The most studied subject has “character traits of the investors”. This is followed by “investment in stocks” and “anomalies”.
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Ghazali, Ezlika, and Dilip S. Mutum. "Islamic Marketing: Compatibility with Contemporary Themes in Marketing." In Advances in Islamic Finance, Marketing, and Management. Emerald Group Publishing Limited, 2016. http://dx.doi.org/10.1108/978-1-78635-899-820161011.

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"Marketing." In Sales and Distribution Management for Organizational Growth. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-5225-9981-4.ch009.

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This chapter primarily deals with the relationship between the marketing mix and the channel strategy of the companies. The distribution system is influenced by product, price, and promotion of the brand. The choice of the distribution system also influences the product, price, and promotion strategy of the brand. The chapter will discuss in detail how each of the factors of product, price, and promotion are correlated with the channel strategy of the company. It is seen that the product along with the market determines the distribution strategy and the channel choices and strategies are influenced by the stage of the product life cycle. Pricing has always been a very important aspect of marketing a product. It assumes more importance as the price of the product also goes on to influence the margins of the intermediaries. It can be easily understood that the margins on a product impacts upon the commitment of the intermediaries or channel members. This in turn influences the willingness of the channel members to push the brand or the product to their customers. The channel members also expect a lot of support from the company in terms of advertisements or other consumer or trade promotion schemes. The quantum of support is dependent on the capacity of the company and the type of product and market they are operating in. This chapter also discusses about the franchise system and the electronic channel system which are now part of the channel strategy of almost all large companies. The characteristics of these channels along with their advantages and disadvantages are also discussed in detail.
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"Major themes and concepts of interpretive research." In Doing Research Projects in Marketing, Management and Consumer Research. Routledge, 2003. http://dx.doi.org/10.4324/9780203402597-10.

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Bregoli, Ilenia. "Experience Marketing and Tourism." In Destination Management and Marketing. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-2469-5.ch058.

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Tourism is acknowledged to be highly experiential in nature, but despite these characteristics, in the tourism literature there are few articles that adopt the Service-Dominant logic (S-D logic) for studying tourism experiences. The aim of this paper is to apply the S-D logic to the case of Addiopizzo Travel, a Mafia-free project of responsible tourism set up in Sicily, Italy. Results show the role of Addiopizzo Travel as a central node of the network of firms involved in the project and the role that interactions among Addiopizzo Travel, stakeholders, and visitors have in the co-creation of tourists' experience.
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Gelashvili, Vera. "Digital Marketing vs. Traditional Marketing." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-8003-5.ch003.

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Digitalisation has caused important changes that have affected people's lives on a social, economic, or personal level. These changes have affected both business and society in general. Therefore, companies had to adopt different strategies to reach with their users, since traditional methods were no longer effective in some cases. It is the case of marketing, where companies had to change or blend traditional marketing with digital marketing (i.e., to promote their products and services through the internet). The aim of this work is to analyse the existing literature on similarities and differences between traditional and digital marketing. The methodologies used to achieve these objectives were a systematic literature review and bibliometric analysis by Scopus. The results obtained have shown that both traditional and digital marketing are important for companies, so firms must find out which of them is more compatible with the company's objectives. This chapter provides practical lessons for entrepreneurs or marketing makers when choosing a type of marketing for their businesses.
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"Channel Management." In Sales and Distribution Management for Organizational Growth. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-5225-9981-4.ch007.

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Channel management is a critical and integral part of the marketing management department of the company. The channel partners help the company to move their goods from the manufacturing site to the doorstep of the consumers. This is a complicated process in all areas and countries – particularly in geographically and culturally diverse countries like India. There are a wide variety of intermediaries already existing in the markets and they serve different roles and purposes. The organization has to understand the objectives of each of these types of intermediaries and then plan and design their distribution systems accordingly. There is a cost attached to each layer of the marketing channel, and the companies have to find out the ways and means of getting the maximum benefits from these intermediaries at the optimum cost. The type of marketing channel adopted by the company is dependent on the product-market structure of the company. The distribution systems of FMCG companies are different from those of consumer durables, which are again different from those of industrial products. From time to time, there are conflicts between intermediaries and even between the company and its intermediaries. The key responsibility of resolving the conflicts is with the company, and in many cases, they have laid down policies and practices of resolving conflicts. These conflicts are happening more often as the power balance in the marketplaces are steadily shifting from the manufacturer to the retailers and, in general, to the channels. However, retailers and wholesalers provide invaluable service to the company as well as the consumers and have thus become an important part of the channels and the distribution system as a whole.
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Conference papers on the topic "Theses – Marketing management"

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Kutluk, Aysegül. "Guerilla Marketing on the Internet and an Evaluation on the Tourism Industry." In International Conference on Eurasian Economies. Eurasian Economists Association, 2013. http://dx.doi.org/10.36880/c04.00765.

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At the present time, managements which can see and use alterations, they can remain stand and strive with their competitors. Changes are in managements only able to possible by using new strategies, that can make a management comperior under the competition clause. These strategies are: last trends, fun promotions, flash mobbings, guerrilla advertising and even the viral applications that can make people unwittingly a marketer. On the other hand, at the first times, while guerilla marketing was a method that small scale enterprise can struggle against the big bussiness, nowadays it is a very s
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Kocarieva, Cinara. "Evaluation of the Effectiveness and Efficiency of Marketing in the System of Reforms in the Management of Enterprises." In International Conference on Eurasian Economies. Eurasian Economists Association, 2020. http://dx.doi.org/10.36880/c12.02451.

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Marketing productivity models provide a common conceptual framework for future research. These models also define a common conceptual framework for the creation of instrumental models for marketing productivity management. At the same time, it is necessary to further study the most important relationship of marketing results with financial indicators and indicators of performance evaluation of the enterprise as a whole. The development of these models is associated with the creation of more complex systems that reflect the relationship of indicators at the level of management. Marketing produc
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Estima, Ana, and Joaquim Marques. "Organizing Events as a Tool to Develop Marketing Skills – the atUAliza.te Event Case Study." In Seventh International Conference on Higher Education Advances. Universitat Politècnica de València, 2021. http://dx.doi.org/10.4995/head21.2021.12892.

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Marketing education literature is prolific in research dedicated to the best methodologies to provide higher education students with the knowledge as well as the soft and hard skills needed for their future careers as marketing experts. This article presents an experiment developed in a marketing degree, that took place outside the classroom over the last twelve years. The experiment consists on the organization of an annual marketing conference organized by a team of students that are supervised by a marketing teacher. It is a two-day event that brings together the best speakers from the mark
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Savych, Oleksandr, and Tetiana Shkoda. "The concept of marketing efforts consolidation at the global car market." In 11th International Scientific Conference „Business and Management 2020“. VGTU Technika, 2020. http://dx.doi.org/10.3846/bm.2020.542.

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The purpose of the study is to research the peculiarities of the marketing concept development and form the concept of marketing efforts consolidation on the global car market. There are achieved the following principal objectives: 1) to research the evolution of marketing concepts; 2) to define the elements of the concept of marketing efforts consolidation; 3) to form the peculiarities and build the model of the concept of marketing efforts consolidation on the global car market. The results of the research are the created concept of marketing efforts consolidation on the global car market th
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Morgina, Elena Sergeevna. "THE EVOLUTION OF VIEWS ON THE GENESIS OF THE SALES FUNNEL MARKETING CONCEPT AND ITS MODERN CONTENT." In Russian science: actual researches and developments. Samara State University of Economics, 2020. http://dx.doi.org/10.46554/russian.science-2020.03-1-239/246.

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Currently there is a significant lag in theoretical and practical ideas regarding approaches to sales management from the realities of modern business. This article is devoted to the study of the actual marketing concept of sales management by systematizing practical and scientific provisions. The result of the study is the formation of a modern approach to sales management based on the cross-functional integration of marketing, sales and service, providing a comprehensive building of relationships with the buyer and effective interaction with him.
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Magdalena, Ionuţ. "Transfer of Marketing Knowledge in SMEs." In International Conference Innovative Business Management & Global Entrepreneurship. LUMEN Publishing, 2020. http://dx.doi.org/10.18662/lumproc/ibmage2020/14.

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The purpose of this paper was to investigate the differences in adolescentsʼ parentsʼ perception regarding the illegal drugs and drugs consumption among the adolescents. In order to carry out the research, a sociological questionnaire was developed, subsecvently to a qualitative information obtained by organizing 6 focus groups. The field survey was conducted in the municipality of Arad consisted of polling through the questionnaire technique a number of 204 families of students from 12 high schools. The results showed significant differences at thresholds of less than 0.05 between the group w
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Perišić Prodan, Marina. "IMPLEMENTATION OF CUSTOMER ORIENTATION IN THE HOSPITALITY INDUSTRY: IMPLICATIONS FOR BUSINESS PERFORMANCE." In 4th International Scientific Conference – EMAN 2020 – Economics and Management: How to Cope With Disrupted Times. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2020. http://dx.doi.org/10.31410/eman.s.p.2020.119.

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The purpose of this paper is to examine whether there is a relationship between customer orientation and successful hotel business performance. An empirical study was conducted by examining the marketing management of hotel companies in Primorje-Gorski Kotar County and Istria County. The study found that there is a statistically significant relationship between customer orientation and hotel business performance. The results of the research can be used in practice by the marketing management of hotel companies to determine long-term directions of action. In order to take into account, the want
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Oktafani, Farah, Nadya Novandriani K.M., Marheni Eka Saputri, and Trisha Gilang Saraswati. "Social Media Marketing, Electronic Word of Mouth, and its Effect on Purchase Decision Process on The Warunk Upnormal Consumer." In Japan International Business and Management Research Conference. RSF Press & RESEARCH SYNERGY FOUNDATION, 2020. http://dx.doi.org/10.31098/jibm.v1i1.222.

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There Warunk UpNormal uses a variety of promotional strategies, including through social media. Warung UpNormal target market is the millennial segment, which is the largest segment in Indonesia's current demographic structure. Therefore, through social media, Warunk UpNormal establishes intense marketing communication with its target market. The purpose of this paper is to examine the effects of social media marketing and electronic word of mouth on a purchase decision process in Warunk UpNormal. A quantitative research methodology was used for the purpose of this research, and the data were
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Santos, Marília G., Antonio C. S. Souza, and Márcio C. F. Macedo. "WALO: Ferramenta para Gerenciamento de Mídias Sociais." In XXIV Simpósio Brasileiro de Sistemas Multimídia e Web. Sociedade Brasileira de Computação - SBC, 2018. http://dx.doi.org/10.5753/webmedia.2018.4560.

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Social media is a very important tool for businesses, especially those that depend on marketing strategies for greater brand recognition. In addition, social media helps enrich the customer experience and reduce marketing expenses. Social media management allows companies to get information that refl ects the overall consumer sentiment of their brand or their products, quickly and securely. However, such management is not an easy task, since the large amount of existing social media requires a lot of eff ort from professionals to deal with all the information that infl uences these social medi
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Ristau, Jack A. "Obstacles Facing U.S. Companies Marketing Waste-to-Energy Overseas." In 9th Annual North American Waste-to-Energy Conference. American Society of Mechanical Engineers, 2001. http://dx.doi.org/10.1115/nawtec9-104.

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Abstract Many countries overseas, for the first time, are beginning to explore the use of waste-to-energy plants as part of their integrated solid waste management plans. They are doing this for a number of reasons, which include geopolitical and economic pressures, as well as environmental. Overseas markets are actively seeking out, and wanting to apply the advancements made by U.S. waste-to-energy companies in the last three decades. U.S. companies have made U.S. waste-to-energy plants the least costly and most efficient plants in the world. U.S. waste-to-energy companies may be poised for n
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