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Book Chapter
摘要: The final chapter is an introduction to the terminology, frameworks, and processes of the other functional areas that work alongside engineers to commercialize a medical product. These include intellectual property, finance, sales and marketing, manufacturing, supply and distribution chains, as well as regulatory approval and reimbursement. As it is not possible to be an expert in all of these areas, the goal of the chapter is to build an awareness and appreciation for the many coordination work关键词: Business Plan;Diffusion of Innovation;Freedom to Operate;Marketing Plan;Minimally Acceptable Return Rate;Return on Investment;Sales Forecast;Supply and Distribution Chain
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摘要: As the number and variety of online channels increase, businesses and advertisers must realize efficient marketing strategies and marketing mix. Customers' online channel usage patterns can be heterogeneous depending on various variables. If they understand this behavior correctly and use them for channel inflow or advertisement toward customers, they can establish an effective marketing strategy. In this paper, we utilize sequential pattern mining to find homogeneous patterns in customer's conv关键词: Multichannel analysis;Sequential pattern mining;Association rule;Marketing channel;Online channel;Marketing mix
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摘要: Research is limited that explores the performance of international new ventures (INVs) from emerging markets in mature growth stages. Therefore, this study aims to develop and test a model of post-entry performance in the INV context, focusing on entrepreneurial marketing (EM) and reconfiguration as knowledge-based capabilities. Furthermore, the study examines market dynamism and entry mode with respect to their moderating roles in the relationship between knowledge-based capabilities and post-e关键词: Entrepreneurial marketing;Reconfiguration;Post-entry performance;Market dynamism;Entry mode
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摘要: Customer engagement (CE) is a marketing concept of great importance and the rise of social media has further amplified the importance of this concept. Yet, our understanding of the progress of CE research remains limited due to the absence of a one-stop state-of-the-art overview of the concept that considers its manifestation on social media. To address this gap, we review CE research on social media since the beginning of the present millennium using the PRISMA protocol for systematic reviews. 关键词: Brand engagement;Business engagement;Consumer engagement;Customer engagement;Marketing;Relationship marketing;Social media;Systematic literature review;Systematic review
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摘要: Research is limited on how accumulated international experience and decision-making style propel internationalising SMEs toward brand orientation. Our study builds a model of the process on classical and entrepreneurial brand management principles plus the firm's applied experience and decision-making logics. An online survey of 235 internationalising SMEs found that adopted decision-making logic mediated the relationship between cumulative international experience and international brand orient关键词: International entrepreneurial experience: International marketing planning experience;Effectuation;International brand orientation;Internationalising SMEs;Financial performance
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摘要: Live streaming has become an important means for tourism product marketing in the internet age. However, from value-based marketing perspective, the value attributes and factors of tourism e-commerce live streaming (TEcLS) have not been clearly identified. Using a mixed-method approach and following value-based marketing theory, this study aims to identify a value-based marketing framework of TEcLS and empirically validated the framework. In Study 1, 11 basic live streaming attributes in 4 categ关键词: Tourism e-commerce;Live streaming;Live streamer perspective;Value-based marketing;Medium theory
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摘要: Use of air-conditioners (ACs) is predicted to rise globally. However, there remains a gap in understanding the role of media and emotions in normalizing AC. Guided by the social practice theory, this study investigates escalating use of ACs in Jordan, drawing on statistical data, advertisement content analysis, and expert interviews. From the marketing analysis, three periods were identified: seeding the need through prescriptions of ‘distinction’ (1971–1991), glamorizing the need prescribing ‘t关键词: Air-conditioners;Domestic cooling demand;Marketing;Jordan;Practice theory;Emotions
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摘要: Practitioners and academics have increasingly paid attention to how influencers communicate and engage with their followers. This research explored how social media influencers' intimate self-disclosure (SMIs' ISD) can shape perceptions of their credibility. An experiment examines how followers' relatedness need fulfillment and source credibility are affected. In general, people perceived high levels of SMIs' ISD as more damaging to their credibility than low levels of intimate self-disclosure. 关键词: Intimate self-disclosure;Self-disclosure appropriateness;Social media influencers;Relatedness need fulfillment;Source credibility;Influencer marketing
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摘要: Small-scale fisheries in Italy account for around 70% of the total fishing fleet, as well as nearly 30% and 55% of capture-fisheries revenues and employment, respectively. Yet, the sector is experiencing a deep crisis, mostly due to reduced catches and to the consequent decrease in revenues. At the same time, a lack of socio-economic data is hampering an effective resource management and the identification of adequate market solutions to improve fishers’ livelihoods. To address the issue, a surv关键词: Fisheries value chain;Small-scale fisheries;Seafood marketing;Marine protected areas;Regional plan of action for small-scale fisheries (RPOA-SSF)
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摘要: The modern marketplace has made consumers' lives better in many ways, offering a multitude of affordable conveniences and luxuries. Why, then, is the prevalence of physical and mental health deficits higher than any other time in history? Here, we articulate an evolutionary mismatch perspective—the idea that the environment we live in has changed dramatically in a short period of time, but the human body and mind have not changed. Consumers’ evolved body and mind are interacting with the modern 关键词: Consumer wellbeing;Evolutionary psychology;Mismatch;Digital marketing;Stress;Mental health
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Journal
摘要: Costly signaling theory implies that price adjustment of green products will result in two double-edged effects, the price effect due to the law of demand and the word-of-mouth effect due to social influence among customers, on the diffusion of green products. Previous literature on green marketing, unfortunately, neglected the word-of-mouth effect that could affect the diffusion in an opposite direction to that of the widely recognized price effect. By employing agent-based modeling, this study关键词: Green marketing;New product diffusion;Agent-based modeling;Social networks;Word of mouth
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Journal
摘要: Virtual reality (VR) is an exciting technology that offers great promise as a novel promotional tool. The notion that promotional tools can signal brand quality to consumers is supported in the literature, but the impact for products when brand signals are not paramount is less understood. We use a mixed-method approach to explore how VR-content influences consumers' quality perceptions for products where branding is less relied upon. Findings from a qualitative study reveal that the perception 关键词: Virtual reality;Signaling theory;Unbranded products;Innovative marketing;Product quality;Consumer-based strategy
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摘要: As demand for secondhand fashion grows, the objective of this study is to examine consumer orientations of secondhand shoppers to determine whether they differ by shopping frequency, and store type. Hypotheses were developed for orientations of frugality, ecological-consciousness, materialism, nostalgia-proneness, style-consciousness and fashion-consciousness. A quantitative online survey of female-identifying participants (N = 515) was administered. All consumer orientations, except materialism关键词: Secondhand shopping;Consumer orientation;Retail marketing
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Journal
摘要: Introduction(#br)Recent research has shown that e-cigarette companies use cartoon-based marketing. Recognition of this cartoon-based marketing has been associated with increased risk for e-cigarette use in young adults, however it is unclear if this generalizes to adolescents. This study examined the associations between recognition of e-liquid packaging with cartoons and e-cigarette use, susceptibility to use, and expectations of benefits and risks of use in adolescents.(#br)Methods(#br)A cross关键词: E-cigarettes;Tobacco marketing;Youth use;Cartoons;Adolescents
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Journal
摘要: Interest in the family–marketing interface has snowballed, with considerable interest in family brand image as one marketing resource. However, a broader conceptualization of marketing resources is needed to understand their potential contribution to family business outcomes. We must also not lose sight of those family-unique resources that differentiate family firms. Drawing on the attention-based view of the firm and depicting resources as possessing attention-guiding properties, we provide a 关键词: Family-unique resources;Marketing resources;Attention-based view;Family owners;Willingness;Radical innovation
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摘要: Electronic word of mouth (eWOM) has traditionally been examined as a prepurchase behavior when it is sought (eWOM-seeking) and a postpurchase behavior when it is given (eWOM-giving). This research extends understanding of referral behavior by providing fresh insights into giving eWOM as a prepurchase behavior using the case of online group buying. Using a between-subjects Solomon experiment, this research finds that consumers are more likely to give prepurchase eWOM for online group purchases fo关键词: Online group buying;Buyer aggregation;Prepurchase;Electronic word of mouth;eWOM;Recommendation;Marketing mix;Product classification;Message framing;Discount pricing
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摘要: A modern strategy for improving the control of generation, distribution and consumption of electrical energy consists of launching programs affecting the demand on the consumer side. Objectives related to the so-called Demand Response Programs (DRP) are of technical, economic and marketing order. Multiple DRPs are actually proposed and researchers keep on suggesting others. Although DRPs suggestions are still under tests for validation and implementation, an extensive literature exists in this d关键词: Demand response programs;Approach;Marketing;Technical;Economic objectives;Architecture;Business intelligence
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Journal
Vasileiou Efi;Georgantzis Nikolaos;Attanasi Giuseppe;Llerena Patrick;
Research PolicyVolume 51, Issue 6, 2022, PP
摘要: As the environmental agenda gains momentum all over the world, enterprises face the challenge of combining economic and environmental goals. An obvious, recurrent, and yet not fully answered question is whether, and under which circumstances, an improvement in a firm's environmental performance leads to higher profits. Looking at innovation data, the present study, addresses the question whether Environmental Innovation (EI) is synergic with other types of innovation. To this aim, we separately 关键词: Environmental innovation;Product innovation;Process innovation;Organisational innovation;Marketing innovation;Financial performance;Synergies
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摘要: Background(#br)Customers of online alcohol retailers are exposed to marketing displayed on alcohol retailers’ websites and may also receive direct marketing via email and text message once contact details are provided in an online sale. To date, this direct marketing activity from online alcohol retailers has not been studied. This study aims to document the quantity and content of marketing material received by customers of online alcohol retailers in Australia, and whether the material complie关键词: Alcohol policy;Online;Delivery;Marketing;Advertising;Alcohol
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摘要: Global climate sanctions are expected to force supply chain affiliates to reduce greenhouse gas and face trade distortions caused by carbon leakage. In this regard, this study examines how internal green activities such as green managerial innovation, green supply chain management, and green innovation facilitate firms to achieve environmental performance. Also, we endeavor to unveil the role of intellectual property rights and incorporate the mediating role of green supply chain management and 关键词: Green managerial innovation;Intellectual property rights;Green supply chain management;Green innovation;Green marketing innovation;Environmental performance
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摘要: Airlines normally operate at an international level and therefore face very diverse demands for air travel. Many studies confirm that passengers with different nationalities can show very distinctive consumer behaviour. To maximize profits, these differences have to be considered by airlines within their international marketing strategies.(#br)This study analyses and compares customer behaviour, in air transportation, of two nationalities: Spaniards and Germans. The purpose of the research is to关键词: Cross-national;Service quality;Perceived value;Customer satisfaction;Customer loyalty;Airlines marketing strategies
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Journal
Akter Shahriar;Hani Umme;Dwivedi Yogesh K.;Sharma Anuj;
Industrial Marketing ManagementVolume 104, Issue , 2022, PP 85-100
摘要: The rise of sharing economy has accelerated the growth of marketing analytics to match demand and supply in industrial markets. However, the conceptualization of marketing analytics remains unclear in the sharing economy. Theorizing market turbulence as the dark side of the sharing economy, this study presents a marketing analytics capability model using dynamic capabilities and contingency theories to advance thought and practice in industrial marketing research. Using a thematic analysis and a关键词: Marketing analytics capability;Sharing economy;Marketing agility;Marketing effectiveness;Market turbulence
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摘要: This study investigates the contemporary role of electronic word-of-mouth (eWOM) in business exchanges through buyers' signaling of observable and unobservable supplier characteristics on the Alibaba e-commerce platform. Utilizing a qualitative pre-study of 20 interviews (five buyer–supplier dyads with two interviews per firm) and more than 8000 buyer reviews on Alibaba, we identify characteristic patterns of this type of B2B eWOM.(#br)Signaling Theory and Social Exchange Theory underpin the emp关键词: WOM;eWOM;Signaling;Online reviews;Online B2B marketing;Human touch
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摘要: In the process of survival and development of contemporary enterprises, the ability to adapt to changes in the external environment determines the future development of the enterprise. It is very important for an enterprise to seek a coordinated balance between the external marketing environment and internal conditions. When enterprises conduct marketing activities, they are subject to many legal regulations and restrictions. Enterprises need to fully understand the role of the rule of law envir关键词: Enterprise;Marketing;Law Application
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Journal
摘要: The network marketing course includes theory, technology and practice. Enterprises have also increased the demand for practical network marketing talents. Therefore, in the teaching process, schools should actively build network marketing course models that conform to the new era. Starting from the teaching objectives of the online marketing practical course, this paper discusses the teaching method and teaching evaluation system of the online marketing practical course, and deeply explores the 关键词: Internet Marketing Practice;Course Design;Teaching Mode
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摘要: Literature often shows that not all firms achieve similar outcomes in pursuing green marketing practices. Hence, what makes some firms more successful than others in formulating green marketing practices and achieving desired outcomes is of crucial importance. This study proposes that green marketing capability (GMC) is one of the factors that can explain this difference between firms. Based on resource-based view and dynamic capability theories, this research develops a theoretical framework to关键词: Cluster;Configuration;Development;Future ecosystem;Green marketing;Marketing capability;Marketing innovation;Green marketing performance;Sustainability
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摘要: We consider a large group of consumers who decide whether or not to buy a durable good offered by a firm. Without previous experience with the product, consumers rely on the ratings of past purchasers to evaluate the product goodwill and make optimal decisions. The consumers have heterogeneous intrinsic rating behaviors and preferences. For example, the population may include avid fans who tend to purchase at early stages and over-rate the product. What are the firm’s optimal pricing and marketi关键词: Game theory;Product rating;Marketing;Pricing;Mean-field games
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摘要: Customer loyalty programs are often used by retailers as an important marketing tool. As an essential element of loyalty programs (LPs), the reward amount invested by the retailer is often linked to retailer's profit and customer behavior. We consider a retailer who sells a type of product in two periods to strategic customers. The retailer makes inventory ordering and loyalty program investment decisions. Customers decide whether to purchase immediately (in period 1) to receive the product and 关键词: OR in marketing;Loyalty program;Strategic customer;Reward investment;Newsvendor
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关键词: data;regulation;privacy;digital;marketing;strategy;customer management
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关键词: marketing analytics;business intelligence;communication in business;strategic analytics;project design;stakeholder engagement;predictive analytics
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