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Letteratura scientifica selezionata sul tema "MARKETING-CONCEPT"

Autore: Grafiati

Pubblicato: 4 giugno 2021

Ultima modifica: 11 settembre 2023

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Articoli di riviste sul tema "MARKETING-CONCEPT"

1

Mahmoud, Thoria Omer. "Green Marketing: A Marketing Mix concept". International Journal of Electrical, Electronics and Computers 4, n. 1 (2019): 20–26. http://dx.doi.org/10.22161/eec.4.1.3.

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O’Cass, Aron. "Political marketing and the marketing concept". European Journal of Marketing 30, n. 10/11 (ottobre 1996): 37–53. http://dx.doi.org/10.1108/03090569610149782.

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Gordon, I. "Exit ‘marketing concept’—Enter ‘competitive concept’". Long Range Planning 20, n. 4 (agosto 1987): 126. http://dx.doi.org/10.1016/0024-6301(87)90181-6.

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Mihailovic, Lidija, e Aleksandar Tanaskovic. "Modern marketing approach: Concept of viral marketing". Tehnika 72, n. 6 (2017): 910–15. http://dx.doi.org/10.5937/tehnika1706910m.

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Tadajewski, Mark. "Eventalizing the marketing concept". Journal of Marketing Management 25, n. 1-2 (16 febbraio 2009): 191–217. http://dx.doi.org/10.1362/026725709x410098.

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Bernard Trustrum, Leslie. "Marketing: Concept and Function". European Journal of Marketing 23, n. 3 (marzo 1989): 48–56. http://dx.doi.org/10.1108/eum0000000000560.

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Svensson, Göran. "The spherical marketing concept". European Journal of Marketing 39, n. 1/2 (gennaio 2005): 5–15. http://dx.doi.org/10.1108/03090560510571981.

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Telang, V., S. Sharma, M. Panga e A. Dubey. "Neuro Marketing-An Emerging Concept". International Journal of Computer Sciences and Engineering 06, n. 09 (20 novembre 2018): 83–87. http://dx.doi.org/10.26438/ijcse/v6si9.8387.

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Hutton, James G. "Narrowing the Concept of Marketing". Journal of Nonprofit & Public Sector Marketing 9, n. 4 (13 giugno 2002): 5–24. http://dx.doi.org/10.1300/j054v09n04_03.

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Ćurčić, Nikola, Ivan Piljan e Zoran Simonović. "Marketing concept in insurance companies". Ekonomika 65, n. 3 (2019): 21–33. http://dx.doi.org/10.5937/ekonomika1903021c.

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Tesi sul tema "MARKETING-CONCEPT"

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Дядечко, Алла Миколаївна, Алла Николаевна Дядечко, Alla Mykolaivna Diadechko e A. S. Zhurbenco. "The marketing concept". Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/18320.

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RIVIERE, Joseph, e Cyril VALENTI. "The Concept of Sensory Marketing". Thesis, Halmstad University, School of Business and Engineering (SET), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1588.

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Zhylenko, S. "The concept of green marketing". Thesis, Видавництво СумДУ, 2006. http://essuir.sumdu.edu.ua/handle/123456789/8565.

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Juillard-Martin, Sylvie. "Le marketing-achat : affirmation d'un concept". Clermont-Ferrand 1, 1989. http://www.theses.fr/1989CLF10085.

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Vignali, Claudio. "Marketing management : applying the concept of the mix". Thesis, University of South Wales, 2002. https://pure.southwales.ac.uk/en/studentthesis/marketing-management(48b0b85b-67cd-4875-97b3-88619312f1d5).html.

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Abstract (sommario):

One of the key concepts within the marketing literature remains the 'marketing mix.' An unexamined element of this mix remains, to pursue the cooking metaphor, the way in which the chef is able to balance the various ingredients to achieve a palatable dish. Therefore, the impetus behind this thesis is this lack in the literature. The approach to remedy this lack is developed through Action Research. The original notion of the marketer as a mixer of ingredients strongly suggests that marketing was (and remains) largely a craft. As practitioners within the craft, managers require devices to guide them in their everyday operations. However, the use and effectiveness of such 'heuristic devices' by practising marketers remains little explored. Matrix schemas have always been traditionally used, by both academics and practitioners, in the development and interpretation of both strategy and tactics in marketing. While the strategic schemas have attained the status of dogma (the Boston Box, for example), at the tactical level,use of the marketing mix has never reached such heights, (apart from an occasional stress on the need for the 'blending of ingredients'). As marketing has developed as a craft, numerous definitions have been offered. Today there are several different authoritative, but accepted definitions. The Chartered Institute of Marketing [CIM] and the American Marketing Association [AMA] define marketing as: 'Marketing [management] is the process of planning and executing the conception of pricing, promotion, and distribution of ideas, goods and services that satisfy organisational objectives.' [Fifield & Gilligan, 1996; 2] A clear understanding of the development of the matrix approach from the level of strategy to tactics in marketing is the essence of the published works. The marketing mix concept seems relatively simple. Since Culliton [1947] first carried out his study (amongst the major American companies of his time), the notion of managers within the marketing function as 'mixers of ingredients' has enjoyed wide currency. Culliton's study included a full examination of a number of case histories and the use by the participating companies of marketing ingredients. Borden [1964] expanded this work to a formal use of the term 'marketing mix' and he presented a list of mix constituents, based on Culliton's work. These developments were taken further by McCarthy [1964] in terms of simplification and classificatory order as the famous 4Ps. It is now just over 30 years since McCarthy provided this gloss on Borden's work and offered a generic marketing mix [product, price, promotion and place] as a means of translating marketing planning and tactics into practice [Bennett 1997:151] This eventually led to Kotler [2000) defining the mix as being 'A set of marketing tools that a firm uses to pursue its objectives.' Thus, ingredients become tools and the analogy changes. McCarthy's 4Ps classification of the marketing mix variables has received acceptance in past decades. However, in recent years increasing criticism of this approach has been voiced in academic circles (Van Waterschoot, 1992, p.83). It is believed by some academics that this paradigm is beginning to lose its position (Gronroos, 1994, Gronroos, 1992, Sheth 1988). It is sometimes called 'traditional' or out-dated (Shimpock-Viewg,/1993, Lane, /1988, Turnbull, 1987). Over the past few years, it has been argued that marketing is concerned not just with the original 4Ps and the various elements associated with them, but also with less controllable variables (or ingredients, or tools) such as people, processes and service evidence. (Rafiq, 1995). However, the shifts from 'ingredients' to 'tools' to 'variables' hints at an underlying confusion as to the conceptual status of the artefacts described. Borden's work has the merit that his classificatory schema derives directly from empirical evidence. Borden reflected this basis when he identified the need to record within case studies evidence of what was being mixed in the marketing domain. Later extensions do not, by and large, have this merit. There have been no published studies which replicate Culliton's original work. Extensions to the mix (the conceptual device contributed by Borden) and the distilled formulation of the mix offered by McCarthy rely on conceptual processes only. The nature of the extensions seems clear, but they rest on different assumptions about how the world of the marketing manager should be construed. This thesis draws on several case studies of the world of marketing managers and a test of the 4P's framework within that world as its modus operandi. The examination uses a process of 'Action Research'. It thus is placed in the tradition established by Culliton in his pioneering work. Unlike Culliton, the work does no flow from a considered execution of a single research design, but has emerged in the search for consistency in marketing management, as pursued with the manager themselves. In essence, the Action Learning method of research has been adopted. The outcome, a new model for application, is seen as the contribution to knowledge. In essence the thesis pulls together the understanding and criticisms that both practitioners and academics need to investigate the gaps that exist in marketing management research. The importance of a company's participation as being integral to the action it takes and the solutions it prescribes is the essence of the Action Research and the model process.

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Faltysová, Veronika. "Concept of marketing communication strategy of the firm ESAB". Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75591.

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I concerned with concept of marketing communication strategy from the point of view of firm's participation in trade fair. Theoretic part includes introduction to opportunities of marketing and marketing communication and defines meaning of trade fair within communication mix. Practical part describes preparing and presentation of the firm ESAB in trade fair, further I evaluate efficiency and success of the participation in trade fair which is based on my own experience and available data and documents. Last but not least, I offer definite proposal that could contribute to increase in efficiency of presentation and advise of other opportunities that firma ESAB could use when creating communication strategy.

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Brotherton, Timothy Paul. "The concept of routinization and its effects on marketing variables". Full text available online (restricted access), 2001. http://images.lib.monash.edu.au/ts/theses/Brotherton.pdf.

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Leeuw, Maarten Nicolas Andrew. "Niche marketing : an #exploratory' analysis of its concept, construct and application". Thesis, Henley Business School, 1998. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.241647.

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Cooper, Kristen Jane. "Does CEO Leadership Style Impact on Adoption of the Marketing Concept?" Thesis, University of Canterbury. Management, 2007. http://hdl.handle.net/10092/869.

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An exploratory investigation using a case study approach was undertaken in five organisations in different sectors, to explore whether there is any connection between CEO leadership style and adoption of the marketing concept by the organisation. Findings emerged on several levels. The market orientation and marketing concept, beyond the level of customer focus, is not well understood in organisations. The integration of market orientation and marketing effort across the organisation presents as the most problematic component of the marketing concept, as well as the one where CEO leadership style has the most potential to impact. The language of leadership theory is not actively assumed by people working in the case study organisations. The way people experience leadership style is ultimately personal, interpersonal and difficult to describe. Leadership attributes are valued differently in different organisations. Highly regarded leadership strengths result in perceived weaknesses being forgiven. In relation to the main research question, intuitively most people believed there is a connection between CEO leadership style and adoption of the marketing concept, but this was difficult to test at an organisational level due to small sample sizes and because each case study business presented with relatively high market orientations and CEOs with appropriate leadership styles. The CEO leadership themes commonly determined to be relevant were people focus (in terms of customers and staff), vision, change orientation, and passion/enthusiasm for the business. Survey data at the individual level was aggregated across the five organisations and analysed. Results showed the above attributes, and others associated with transformational leadership approaches, were related to perceptions of market orientation. While these results cannot be statistically generalisable because of the small and unrepresentative sample used, the findings suggest that the link between individual organisation members' perceptions of market orientation and CEO leadership would be worthy of a larger study.

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Al-Rawi, Khalid Whayeb. "The adoption of the marketing concept in the Iraqi food industry". Thesis, University of Strathclyde, 1988. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.314591.

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Libri sul tema "MARKETING-CONCEPT"

1

S, Maklan. Extending the marketing concept. Cranfield: Cranfield School of Management, 2002.

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Calvert, John. Network marketing: History and concept. [s.l: The Author], 1992.

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Procurement marketing: A strategic concept. Berlin: Springer, 1998.

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Glynn, William J. Services marketing & the concept of exchange. Dublin: University College Dublin (Centre for Quality & Services Management), 1994.

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Varey, R. J. A broadened concept of internal marketing. Manchester: UMIST, 1996.

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High concept: Movies and marketing in Hollywood. Austin: University of Texas Press, 1994.

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Naji, Zeyad. Marketing and logistics moving towards full integration as one concept "marketing logistics". Chalfont St. Giles: Buckinghamshire Business School, 1996.

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Barnes, James G. Relationship marketing: A useful concept for all firms? Dublin: University College Dublin (Centre for Quality & Services Management), 1994.

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Soceneantu, Loredana. Marketing growth strategy for a "Fusion concept" cafe. Oxford: Oxford Brookes University, 2002.

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Irwin, Richard Henry. Public sector marketing: The application of a concept. [s.l: The Author], 1997.

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Capitoli di libri sul tema "MARKETING-CONCEPT"

1

Baker, Michael J. "The marketing concept". In Marketing, 3–21. London: Macmillan Education UK, 1991. http://dx.doi.org/10.1007/978-1-349-21395-5_1.

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Kreutzer, Ralf T. "Online Marketing Concept". In Online Marketing, 41–66. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-35369-8_2.

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Baker, Michael J. "The Marketing Concept". In Marketing: An Introductory Text, 3–33. London: Macmillan Education UK, 1996. http://dx.doi.org/10.1007/978-1-349-25139-1_1.

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Steinhardt, Gabriel. "Concept of Marketing". In The Product Manager's Toolkit, 41–52. Berlin, Heidelberg: Springer Berlin Heidelberg, 2010. http://dx.doi.org/10.1007/978-3-642-04508-0_5.

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Steinhardt, Gabriel. "Concept of Marketing". In Management for Professionals, 51–62. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-49998-7_7.

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Evans, Martin, e Luiz Moutinho. "The Marketing Concept". In Contemporary Issues in Marketing, 4–8. London: Macmillan Education UK, 1999. http://dx.doi.org/10.1007/978-1-349-14299-6_1.

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Lambin, Jean-Jacques, e Isabelle Schuiling. "The Marketing Concept". In Market-Driven Management, 3–21. London: Macmillan Education UK, 2012. http://dx.doi.org/10.1007/978-0-230-36312-0_1.

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Lancaster, Geoff, e Paul Reynolds. "Development of the Marketing Concept". In Marketing, 1–12. London: Macmillan Education UK, 1998. http://dx.doi.org/10.1007/978-1-349-14039-8_1.

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Lancaster, Geoff, e Paul Reynolds. "Development of the Marketing Concept". In Marketing, 1–13. London: Macmillan Education UK, 2004. http://dx.doi.org/10.1007/978-0-230-37409-6_1.

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Bécherel, Lionel, e François Vellas. "The Marketing Concept and International Tourism Marketing". In The International Marketing of Travel and Tourism, 3–34. London: Macmillan Education UK, 1999. http://dx.doi.org/10.1007/978-1-349-27486-4_1.

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Atti di convegni sul tema "MARKETING-CONCEPT"

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Izmir, Onur. "INDUSTRIAL MARKETING: BUYING CENTER CONCEPT". In 2nd International Scientific Conference - Economics and Management: How to Cope With Disrupted Times. Association of Economists and Managers of the Balkans, Belgrade, Serbia; Faculty of Management Koper, Slovenia; Doba Business School - Maribor, Slovenia; Integrated Business Faculty - Skopje, Macedonia; Faculty of Management - Zajecar, Serbia, 2018. http://dx.doi.org/10.31410/eman.2018.995.

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Brakus, Aleksandra, Goran Đoković e Jelena Zdravković. "MARKETING CONCEPT AND CUSTOMER SATISFACTION". In 4th International Scientific – Business Conference LIMEN 2018 – Leadership & Management: Integrated Politics of Research and Innovations. Association of Economists and Managers of the Balkans, Belgrade, Serbia et all, 2018. http://dx.doi.org/10.31410/limen.2018.652.

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Naumova, Olena, e Antonina Kotova. "GREENWASHING MARKETING CONCEPT IN FASHION INDUSTRY". In 3rd International conference on corporation management. Scientific Center of Innovative Research OÜ, 2023. http://dx.doi.org/10.36690/iccm-2023-137.

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Savych, Oleksandr, e 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 that is intended to accelerate sales and profits of car manufacturers as well as to be used by companies from different commodities markets. The method of systematic, critical and comparative analysis as well as synthesis and modeling method is employed.

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Ivkovic, Miodrag, e Dusanka Milanov. "Affiliate internet marketing: Concept and application analysis". In 2010 International Conference on Education and Management Technology (ICEMT). IEEE, 2010. http://dx.doi.org/10.1109/icemt.2010.5657647.

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Li, Xun. "Change of Customer Concept in Marketing Activities". In Proceedings of the 2018 International Conference on Economics, Business, Management and Corporate Social Responsibility (EBMCSR 2018). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/ebmcsr-18.2018.49.

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Karpov, Ivan Alekseevich, e Alexander Fyodorovich Kryachkov. "INFLUENCER MARKETING AS ONE OF THE MODERN MARKETING TRENDS". In Russian science: actual researches and developments. Samara State University of Economics, 2020. http://dx.doi.org/10.46554/russian.science-2020.03-1-192/195.

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Minder, Susanna. "Human resource marketing approach and its possible deduction from the generic sales marketing concept". In The 3rd Human and Social Sciences at the Common Conference. Publishing Society, 2015. http://dx.doi.org/10.18638/hassacc.2015.3.1.154.

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Virijević Jovanović, Saša, e Goran Dašić. "The Concept of Digital Marketing Mix: Implications in Consumer Behaviour". In Seventh International Scientific-Business Conference LIMEN Leadership, Innovation, Management and Economics: Integrated Politics of Research. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2021. http://dx.doi.org/10.31410/limen.2021.243.

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Considering that digital technologies have become an essential element of everyday consumer life, modern marketing has shifted to new, digital models that provide different possibilities for marketing mix development. The advent of the Internet, and particularly Web 2.0. technologies have significantly influenced all elements of the marketing mix, regardless of whether organizations are directly involved in e-commerce or not. The paper analyses the strategic frameworks of the marketing mix from the context of consumer behaviour, and their user experience in the digital environment. The research aim is to indicate the opportunities of digital technologies for marketers when deciding about product differentiation, price strategies, online communication tools and distribution channels to deliver value to consumers. In addition, the paper provides an insight into current literature dealing with the implications of digital technology and media on the digital marketing mix.

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Wang, Xiaojie, e Natalia Karmina. "Theoretical Approaches to the Concept of Marketing Strategies". In Proceedings of the 4th International Conference on Economic Management and Model Engineering, ICEMME 2022, November 18-20, 2022, Nanjing, China. EAI, 2023. http://dx.doi.org/10.4108/eai.18-11-2022.2327135.

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Rapporti di organizzazioni sul tema "MARKETING-CONCEPT"

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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, marzo 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.

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Yahav, Shlomo, John Brake e Noam Meiri. Development of Strategic Pre-Natal Cycling Thermal Treatments to Improve Livability and Productivity of Heavy Broilers. United States Department of Agriculture, dicembre 2013. http://dx.doi.org/10.32747/2013.7593395.bard.

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Abstract (sommario):

The necessity to improve broiler thermotolerance and live performance led to the following hypothesis: Appropriate comprehensive incubation treatments that include significant temperature management changes will promote angiogenesis and will improve acquisition of thermotolerance and carcass quality of heavy broilers through epigenetic adaptation. It was based on the following questions: 1. Can TM during embryogenesis of broilers induce a longer-lasting thermoregulatory memory (up to marketing age of 10 wk) that will improve acquisition of thermotolerance as well as increased breast meat yield in heavy broilers? 2. The improved sensible heat loss (SHL) suggests an improved peripheral vasodilation process. Does elevated temperature during incubation affect vasculogenesis and angiogenesis processes in the chick embryo? Will such create subsequent advantages for heavy broilers coping with adverse hot conditions? 3. What are the changes that occur in the PO/AH that induce the changes in the threshold response for heat production/heat loss based on the concept of epigenetic temperature adaptation? The original objectives of this study were as follow: a. to assess the improvement of thermotolerance efficiency and carcass quality of heavy broilers (~4 kg); b. toimproveperipheral vascularization and angiogenesis that improve sensible heat loss (SHL); c. to study the changes in the PO/AH thermoregulatory response for heat production/losscaused by modulating incubation temperature. To reach the goals: a. the effect of TM on performance and thermotolerance of broilers reared to 10 wk of age was studied. b. the effect of preincubation heating with an elevated temperature during the 1ˢᵗ 3 to 5 d of incubation in the presence of modified fresh air flow coupled with changes in turning frequency was elucidated; c.the effect of elevated temperature on vasculogenesis and angiogenesis was determined using in ovo and whole embryo chick culture as well as HIF-1α VEGF-α2 VEGF-R, FGF-2, and Gelatinase A (MMP2) gene expression. The effects on peripheral blood system of post-hatch chicks was determined with an infrared thermal imaging technique; c. the expression of BDNF was determined during the development of the thermal control set-point in the preoptic anterior hypothalamus (PO/AH). Background to the topic: Rapid growth rate has presented broiler chickens with seriousdifficulties when called upon to efficiently thermoregulate in hot environmental conditions. Being homeotherms, birds are able to maintain their body temperature (Tb) within a narrow range. An increase in Tb above the regulated range, as a result of exposure to environmental conditions and/or excessive metabolic heat production that often characterize broiler chickens, may lead to a potentially lethal cascade of irreversible thermoregulatory events. Exposure to temperature fluctuations during the perinatal period has been shown to lead to epigenetic temperature adaptation. The mechanism for this adaptation was based on the assumption that environmental factors, especially ambient temperature, have a strong influence on the determination of the “set-point” for physiological control systems during “critical developmental phases.” Recently, Piestunet al. (2008) demonstrated for the first time that TM (an elevated incubation temperature of 39.5°C for 12 h/d from E7 to E16) during the development/maturation of the hypothalamic-hypophyseal-thyroid axis (thermoregulation) and the hypothalamic-hypophyseal-adrenal axis (stress) significantly improved the thermotolerance and performance of broilers at 35 d of age. These phenomena raised two questions that were addressed in this project: 1. was it possible to detect changes leading to the determination of the “set point”; 2. Did TM have a similar long lasting effect (up to 70 d of age)? 3. Did other TM combinations (pre-heating and heating during the 1ˢᵗ 3 to 5 d of incubation) coupled with changes in turning frequency have any performance effect? The improved thermotolerance resulted mainly from an efficient capacity to reduce heat production and the level of stress that coincided with an increase in SHL (Piestunet al., 2008; 2009). The increase in SHL (Piestunet al., 2009) suggested an additional positive effect of TM on vasculogenesis and angiogensis. 4. In order to sustain or even improve broiler performance, TM during the period of the chorioallantoic membrane development was thought to increase vasculogenesis and angiogenesis providing better vasodilatation and by that SHL post-hatch.

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