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《Quantitative Marketing and Economics》
《Quantitative Marketing and Economics》 Economic theory Consumer
2024/12/5
Quantitative Marketing and Economics is a research journal focused on the intersection of marketing, economics, and statistics with an applied, quantitative approach.
LOCATION BASED ADVERTISING FOR MASS MARKETING
Location based Advertising Open Source GIS Tesseract OCR
2019/2/27
GIS and machine learning (ML) are powerful ICT tools in retail industry which helps the sellers understand their markets. For the consumers, however, there always lies an ambiguity with respect to the...
The Flexible Substitution Logit:Uncovering Category Expansion and Share Impacts of Marketing Instruments
Decision Choices and Conditions Forecasting and Prediction Investment Brands and Branding
2015/4/24
Different instruments are relevant for different marketing objectives (category demand expansion or market share stealing). To help brand managers make informed marketing mix decisions, it is essentia...
Allocating Marketing Resources
Investment Return Resource Allocation Marketing Demand and Consumers Mathematical Methods
2015/4/22
Marketing is essential for the organic growth of a company. Not surprisingly, firms spend billions of dollars on marketing. Given these large investments, marketing managers have the responsibility to...
Leveraging Marketing Resources to Strengthen Stakeholder Company Identifiation
Leveraging Marketing Resources Strengthen Stakeholder Company Identification
2014/10/28
Channel relationships, market knowledge, strategic partnerships and brand equity are examples of marketing resources which firms can possess. Marketing resources are especially valuable when they are ...
A Cross-Cultural Perspective of Marketing Departments' Influence Tactics
coalitional view cross-cultural marketing marketing department marketing influence
2011/10/29
Recent marketing literature has shown that an influential marketing department is a driver of an organizationwide market orientation and, in some studies, of firm performance. Recognizing the importan...
Unleashing The Power Of Marketing
marketing management General Electric Co. transformation of the company's marketing department
2011/10/15
The article examines marketing management at General Electric Co. (GE). The transformation of the company's marketing department into an integral part of product development, product management and st...
Marketing in the C-Suite: A Study of Chief Marketing Officer Power in Firms' Top Management Teams
chief marketing officer control decision hierarchy influence integration
2011/10/6
Some chief marketing officers (CMOs) are more powerful than others. The authors investigate the drivers and outcomes of this phenomenon using a hierarchical measure of power for the CMO in the top man...
How Top Management's Social Capital Fosters the Development of Specialized Marketing Capabilities: A Cross-Cultural Comparison
cross-cultural research marketing capabilities social capital
2011/10/6
The main purpose of this research is to investigate the role of top management's social capital as a microlevel origin of four specialized marketing capabilities: pricing, product development, distrib...
Personal Values and Social Marketing: Some Research Suggestions
Personal Values Social Marketing Research Suggestions
2011/6/9
Personal values, as motivational constructs, are likely to influence the types of social
behaviours in which people engage. However, most of the research examining the
relationship between personal ...
Helping Adolescents Achieve Positive Mental Health: Implications for Social Marketing
Adolescents Achieve Positive Mental Health Social Marketing
2010/1/15
This study sought to explore barriers to achieving positive mental health in adolescence from the perspectives of adolescents and their carers. In-depth interviews with male and female adolescents age...
Marketing the Anti-Drug Message: Media, Source and Message Credibility Interactions
the Anti-Drug Message Media, Source and Message Credibility Interactions
2010/1/15
This paper investigates the role of media, source and message credibility in the process of preventing/reducing drug use. An original contribution of the study is that this investigation was conducted...
Learning the Web: Internet User Experience and Response to Web Marketing in Sweden
the Web Internet User Experience Web Marketing Sweden
2009/12/2
This article focuses on how Internet users change their behaviors and responses to marketing with increasing experience. Data from three empirical studies show several effects of increasing Internet u...
Role of Relationship Marketing in Competitive Marketing Strategy
relational exchanges emotional well being trust profitability partnering
2009/12/1
Competitive Marketing Strategy (CMS) has relationship marketing (RM) as one of the
key functionality in enhancing business performance. RM is defined as the identification,
establishment, maintena...
How Religion Has Embraced Marketing and the Implications for Business
Religion Marketing the Implications for Business
2009/12/1
Religion, in many respects, is a growth industry. One particularly successful
manifestation of this growth is the megachurch, defined as a Protestant church with at
least 2,000 weekly attendants....