INTEGRATED MARKETING COMMUNICATION, INTRUMENT OF MODERN ORGANIZATIONS DEVELOPMENT IN TERMS OF SUSTAINABILITY

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Mihaela DIACONU

2016-08-01

Full Text Available This paper aims to provide, on the one hand, a conceptual framework of the importance that integrated marketing communication has acquired today and, on the other hand to outline an overview of the main communication tools used in Social Media.. The methodology used was the literrature review. The main conclusions of this study show that marketing communication environment has changed greatly. Technology and the Internet have fundamentally changed the way people and businesses communicate and interact. Integrated marketing communication is the means by which companies inform, persuade and remind consumers, directly or indirectly, on the products and / or services they market. Consequently, integrated marketing communication has become a fundamental aspect, a business vision and an essential factor in the success of marketing activity. Most of today's businesses are achieved through digital networks that are designed to connect people and companies. The online environment has fundamentally changed consumer notions about comfort, speed, price, product and services information. The result is a new way to create value for customers and build long-term and profitable relationships with them

Integrated marketing communications paradigm in digital environment: The five pillars of integration

OpenAIRE

Rakić Beba; Rakić Mira

2014-01-01

This paper is focused on the paradigm of integrated marketing communications (IMC) in digital environment. The integration is analysed through five aspects. First, integration in terms of media; it means that IMC are performed through the mix of traditional media (print - newspapers, magazines; radio; television; direct-response media - telephone, direct mail, catalogue marketing; billboards; other 'specific media': product - especially brand, packaging; price; place; people; process; physica...

Integrated marketing communications and their role in economy and education

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Melnikova Nadezhda

2016-01-01

Full Text Available The article is devoted to the analysis of marketing, its role and significance in the modern education system and economy. The authors review the advantages of integrated marketing communications which include, apart from marketing, organizational culture, advertising, public relations (PR, branding, image making and other types of communication influencing the formation and functions of social processes and institutions, including the economic and education sphere.

Integrated marketing communications and their role in economy and education

OpenAIRE

Melnikova Nadezhda; Naumenko Tamara; Smakotina Natalia

2016-01-01

The article is devoted to the analysis of marketing, its role and significance in the modern education system and economy. The authors review the advantages of integrated marketing communications which include, apart from marketing, organizational culture, advertising, public relations (PR), branding, image making and other types of communication influencing the formation and functions of social processes and institutions, including the economic and education sphere.

The Model of Integrated Marketing Communication: Who has the Role to Influence Consumer Behaviour

OpenAIRE

Olimpia Elena Mihaela Oancea

2015-01-01

The purpose of this paper is proposes a theoretical framework to investigate the models of integrated marketing communication that can influence the consumer behaviour, and the development a model of integrated marketing communication. The research goals aim the following aspects: (a) The analyze of the IMC concept; (b) Identifying and analyzing the main models of integrated marketing communication that can influence the consumer behaviour; (c) Identifying the variables that wi...

ANALYZING THE CONSUMER PROFILING FOR IMPROVING EFFORTS OF INTEGRATED MARKETING COMMUNICATION

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Olimpia OANCEA

2014-06-01

Full Text Available In an economy with a strong concurential character, organizations must capitalize the integrated marketing communication in the most effective way, to ensure the creation and maintenance of long-term relationships with current and potential customers. Building and managing the relationships with customers can have a direct and favourable effect on the efficiency of an organization's communication efforts. The integrated marketing communication identifies with the nowadays market dynamics and learns the organizations how easy can be to prosper in an environment where changes occur in an alarming way. Therefore, the purpose of this paper is to analyze the socio-demographic profile of the consumers of bread in Arges County, as well as the preferences and purchasing behaviour at the level of the market segments identified using the K-Means Cluster Analysis method.

The branding role that product labelling plays within integrated marketing communication

OpenAIRE

2012-01-01

M.A. This study focuses on empirically determining the branding role that product labelling plays as a strategic element in Integrated Marketing Communication functioning within the food and beverage industry. This research topic was selected for a number of reasons. Firstly, there is a general misconception of the definition of the term Integrated Marketing Communication. Secondly, there is also an emergence of the perception that labelling plays an important role as a strategic element i...

Marketing communications in conditions of crisis

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Ognjanov Galjina

2009-01-01

Full Text Available The paper aims to reveal potential economic benefits deriving from implementation of regionally integrated marketing communications strategy in the period of the global financial crisis. Possibilities for implementation of regionally integrated marketing communications strategy in the Western Balkans are analyzed based on the assessment of macro-marketing environmental factors and consumers attitudes. Study results have shown satisfactory conditions for the implementation of regionally integrated marketing communications in four countries of the region. Consequently, in the period of the most recent economic crisis companies operating on this market which decide to implement regionally integrated marketing communications strategy may make significant cost-savings through centralization of their marketing communications activities, organizational learning and synergy rather then from cutting their media budgets.

Gaining competitive advantage in the gas boilers market of Vojvodina through integrated marketing communications

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Jovičić Dragoljub

2015-01-01

Full Text Available Since the appearance of marketing and implementation of marketing concept in practice, the importance of the marketing mix, through which organizations adapt their offer to targeted customer segments, was emphasized . Regardless of the fact that the product is commonly referred to as the basic (key instrument of the marketing mix, in the last ten years, due to the rapid and strong development of science, technology, especially information technology, business and society in general, integrated marketing communications (IMK are becoming increasingly important, without which organizations can not even begin, or end, any significant marketing activity. In this context, the aim of the authors of this study was to investigate the importance of integrated marketing communications on the placement of gas boilers, i.e. on the market share of individual producers in the market of Vojvodina, which also represents the basic hypothesis of the research. Research results confirmed the basic hypothesis as well as an extraordinary influence of IMK to the market share of producers in the placement of gas boilers. Supplementary hypothesis was not confirmed, advertising is not a key promotional instrument. Thanks to the specific characteristics, primarily the high technical complexity of gas boilers, a key promotional instrument are education and training of sales and installation staff in the marketing channels, which operate on the market of Vojvodina.

Advertising and other forms of marketing communications in Serbian automotive market

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Marinković Ivan

2009-01-01

Full Text Available Development of quality product, attractive pricing strategy and 'just in time' distribution system is no longer sufficient marketing approach. Companies have to communicate actively and in two way manner, not just with the consumers but with everyone involved in business operations. Today, there is no more discussions about necessity of marketing communications but what to communicate, with whom and how often. Advertising is the dominant form of marketing communications in automotive market in Serbia. Consideration of possible relations between advertising and other forms of marketing communication is the necessary step in the process of implementation of the integrated marketing communications (IMC concept as the concept of added value of overall marketing communication based on creation of specific relationship between respective forms of marketing communication, combining them in order to transmit distinctive appeal along with integration of the respective messages. The aim of this paper is identification of the basic characteristics of the other forms of marketing communications in relation to advertising as the precondition for integration of marketing communications and creation of synergy effect in transmit ion of the integral message in the automotive market in Serbia. .

USING INTEGRATED MARKETING COMMUNICATION TO CREATE LONGTERM VALUE FOR A SUSTAINABLE ORGANIZATION. CASE STUDY: THE BAKERY INDUSTRY IN ROMANIA

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OANCEA OLIMPIA ELENA MIHAELA

2015-07-01

Full Text Available Integrated marketing communication is considered to be a major development domain during the last decennium of the 20th century. Today, consumers use as many information sources as possible, and the value of integrated marketing communication has grown considerably. Very well targeted, integrated marketing communication campaigns rely on the strengths of the existing communicational tools, to favorably influence the behavior of the target public. The concept of integrated marketing communication was viewed for a long time as being an important management aspect, since by the efficacy of the integrated marketing communication tools, such as advertising, public relations, direct marketing, sales promotion, sales personnel, one can optimize the impact of communication on the target public. Integrated marketing communication has the role of building and consolidating profitable relations with the actual and potential clients and of generating synergy through the coordination of all the communicational mix tools into a coherent programme that can have a maximum effect. Integrated marketing communication can offer a real sustainable competitive advantage to any organization that profitably uses the potential of this communication. For this reason, the aim of the present paper consisted, on the one hand, in the evaluation of the extent to which the baking industry producers in Romania use integrated marketing communication tools, and, on the other hand, in the identification of the ways of measuring the efficacy of each communicational tool used by them.

Teaching Students How to Integrate and Assess Social Networking Tools in Marketing Communications

Science.gov (United States)

Schlee, Regina Pefanis; Harich, Katrin R.

2013-01-01

This research is based on two studies that focus on teaching students how to integrate and assess social networking tools in marketing communications. Study 1 examines how students in marketing classes utilize social networking tools and explores their attitudes regarding the use of such tools for marketing communications. Study 2 focuses on an…

Integrated Marketing Communications

Science.gov (United States)

Black, Jim

2004-01-01

Integration has become a cliche in enrollment management and student services circles. The term is used to describe everything from integrated marketing to seamless services. Often, it defines organizational structures, processes, student information systems, and even communities. In Robert Sevier's article in this issue of "College and…

Integrated Marketing Communications (IMC) di PT Halo Rumah Bernyanyi

OpenAIRE

Rebekka Rismayanti

2017-01-01

Abstract: This research aims to describe the effectiveness of Integrated Marketing Communication (IMC) in PT Halo Rumah Bernyanyi which, from the perspective of marketing strategy, could be studied by analyzing the segmentation, targeting, and positioning. Using case-study method with in-depth interview, the result shows that the implementation of IMC at PT Halo Rumah Bernyayi is arranged in one single strategy and tend to neglect the complexities of running multi-brand family karaoke-house. ...

Integrated Marketing Communications (IMC) Di PT Halo Rumah Bernyanyi

OpenAIRE

Rismayanti, Rebekka

2016-01-01

: This research aims to describe the effectiveness of Integrated Marketing Communication (IMC) in PT Halo Rumah Bernyanyi which, from the perspective of marketing strategy, could be studied by analyzing the segmentation, targeting, and positioning. Using case-study method with in-depth interview, the result shows that the implementation of IMC at PT Halo Rumah Bernyayi is arranged in one single strategy and tend to neglect the complexities of running multi-brand family karaoke-house. This con...

PUBLIC RELATION BASED MODEL OF INTEGRATED MARKETING COMMUNICATIONS

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Ljupka Naumovska

2016-12-01

Full Text Available The marketing communications industry and theory are facing rapid changes in accordance with global business and society fluctuations. Global and local market conditions are constantly varying and thus creating hardly predictable environment. The most implemented tool for marketing communications – advertising, is losing its power for effective communications; customers are becoming over-advertised and resistant to traditional advertising stimuli. Advertising, as one-way communication mass media tool is no longer effective as previously, hence can no longer fulfill the role of leading marketing mix tool. Therefore, the necessity for altering the structure of the traditional marketing communication mix elements, emphasizing the role of other elements but advertising, with more personalized and interactive functions. One method for improvement of marketing communication’s mix efficiency is by reallocation the leading role of advertising with public relations. The practice of public relations tools can ensure higher level of transparency in internal and external organizational communications and thus can certify more effective marketing communication. The theoretical research is supported with qualitative research of business segment by conducting a detailed interview for the marketing communication practice.

EVOLUTION OF THE MAIN MODELS OF INTEGRATED MARKETING COMMUNICATIONS WHO HAVE THE ROLE TO INFLUENCE CONSUMER BUYING BEHAVIOR

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OANCEA OLIMPIA ELENA MIHAELA

2015-03-01

Full Text Available The models of integrated marketing communication have become today a very useful tool, that can provide companies a sustainable competitive advantage. The integrated marketing communication identifies with today's market dynamics and learn organizations how easy it can be to prosper in an environment where there are produced changes in an alarming way. In an economy with a strong competition character, organizations must capitalize integrated marketing communication in a way more efficiently, for to ensure the creation and maintenance of longterm relationships with current and potential customers. A product or a brand exist in the consumer's mind there not only because of experience with it, but also due to the medium and long term effects on that a message built on base the wishes, expectations or consumer preferences is transmitted simultaneously through as many tools of communication. Building and managing relationships with consumers can have a direct and positive effect on efficiency of the results of communication of a company. Changes in the business environment, along with technological innovation, increasing consumer sophistication and changes in marketing communications practices, have led organizations to seek to improve relationships with their consumers, and to strive to deliver consistent messages to all stakeholders - consumers, employees, company partners, the state, local governments, suppliers - across a wide range of integrated marketing communications channels.Therefore, the purpose of this article is to identify and analyze the main models of integrated marketing communication that can influence the consumer behaviour.

Integrated marketing communication and the role of public relations therein : a case study of RAU

OpenAIRE

2012-01-01

M.A. This study determines the role of public relations as a marketing communication function in RAU's integrated marketing communication approach. The research topic was selected for numerous reasons. Firstly, dramatic changes have occurred in the tertiary educational domain, which causes universities to adapt their marketing communication approaches. Based on these environmental changes, the Public Relations Division at RAU commissioned the study on the research topic, which is the secon...

ATTITUDES AND OPINIONS OF YOUNG POPULATION ON THE CONCEPT OF THE INTERNET AS A FORM OF INTEGRATED MARKETING COMMUNICATION

OpenAIRE

Sanja Bijakšić; Brano Markić; Arnela Bevanda

2015-01-01

Integrated Marketing Communication  is both the system and the process of development and implementation of multiple forms of communication with the market. Its  long-term goal is to strengthen relations  with the  current customers but also to attract new customers. Therefore, the primary goal of integrated marketing communication is to have  influence on the behaviour of customers  in order to  shape and change their views and opinions. The marketing communication mix  consists of advertisi...

FEATURES OF TERRITORIAL INTEGRATION OF MARKETING COMMUNICATIONS IN THE CAUCASIAN MINERAL WATERS REGION

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Михаил Влидимирович Беляев

2013-10-01

Full Text Available The purpose of the work is to describe the situation taken place with integration of marketing communications in the region. The author conducted research aimed at identifying the most popular and effective forms of communication with the consumer, allowing in detail to characterize the state of the advertising market of Caucasian Mineral Waters. Information concluded in article may be used by companies present in the Caucasian Mineral Waters region, to form notion about the effectiveness of the regional channels of communication with customers and building a more efficient model of advertising policy, also its could be useful for specialists, which are working in marketing communication and advertising sphere.DOI: http://dx.doi.org/10.12731/2218-7405-2013-9-34

Public relation based model of integrated marketing communications

OpenAIRE

Naumovska, Ljupka; Blazeska, Daliborka

2016-01-01

The marketing communications industry and theory are facing rapid changes in accordance with global business and society fluctuations. Global and local market conditions are constantly varying and thus creating hardly predictable environment. The most implemented tool for marketing communications – advertising, is losing its power for effective communications; customers are becoming over-advertised and resistant to traditional advertising stimuli. Advertising, as one-way communica...

Integrated Marketing Communication (Imc) Green Radio 96,7 Fm Pekanbaru Dalam Membangun Brand Image Sebagai Media Berbasis Lingkungan

OpenAIRE

Marbun, Tresia Br; ", Rumyeni

2017-01-01

Integrated Marketing Communication (IMC) is the company's effort to integrate and coordinate all communication channels to deliver its message clearly, consistently and strongly influences its organization and products. Green Radio 96.7 FM Pekanbaru is the only electronic media that focuses on broadcasting news Environmental issues in Riau Province. This radio builds brand image as an environment-based media by choosing to use Integrated Marketing Communication (IMC). This study aims to find ...

The effectiveness of marketing communications on the business-to-business markets

OpenAIRE

Žabkar, Vesna; Završnik, Bruno; Jerman, Damjana

2015-01-01

The composition of communication mix and the integration of the different instruments vary with time and also depend on type of product market (consumer or business-to-business). This paper focuses on a development and testing of the model of marketing communication effectiveness in the business-to-business market. Building on past research from the marketing communications and business-to-business marketing literatures, the model (which incorporates concepts of the source of communication, c...

Cooley building opens in Houston. Demonstrates value of fully integrated marketing communications.

Science.gov (United States)

Rees, Tom

2002-01-01

The Texas Heart Institute at St. Luke's Episcopal HospiTal in Houston dedicated its new 10-story Denton A. Cooley Building in January. The structure opened with a fanfare, thanks to a well-integrated marketing communications program.

Marketing communication in Finnish industrial companies

OpenAIRE

Vuorio, Mikko

2010-01-01

Marketing communication has a significant role for profitable businesses in industrial markets, and its role is only expected to rise in the future. Especially, integrated marketing communication (IMC) and customer-oriented approach are universally regarded fundamental developments in the field of marketing. Secondly, Finnish companies’ marketing competences are commonly considered insufficient in general. The purpose of this study was to describe how Finnish industrial companies execute t...

Knowledge Communication in Green Corporate Marketing

DEFF Research Database (Denmark)

Maier, Carmen Daniela

2011-01-01

This article explores how several types of knowledge are communicated through the simultaneous deployment of two semiotic modes in the Milan video existing on GE Corporation's website. The video is part of the Ecomagination marketing campaign promoting environmentally friendly products and positi......This article explores how several types of knowledge are communicated through the simultaneous deployment of two semiotic modes in the Milan video existing on GE Corporation's website. The video is part of the Ecomagination marketing campaign promoting environmentally friendly products...... and positioning GE as an eco-friendly corporation. The specific aim of my analytical endeavor is to identify how the meaning-making potentials of language and images are integrated, and how this multimodal integration influences the persuasive communication of knowledge types. Key words: multimodal discourse...... analysis; knowledge communication; environmental discourse; green corporate marketing...

Social marketing-based communications to integrate and support the HEALTHY study intervention

Science.gov (United States)

DeBar, LL; Schneider, M; Ford, EG; Hernandez, AE; Showell, B; Drews, KL; Moe, EL; Gillis, B; Jessup, AN; Stadler, DD; White, M

2009-01-01

The HEALTHY study was a randomized, controlled, multicenter, middle school-based, multifaceted intervention designed to reduce risk factors for the development of type 2 diabetes. The study randomized 42 middle schools to intervention or control, and followed students from the sixth to the eighth grades. Participants were a racially, ethnically and geographically diverse cohort from across the United States. Here, we describe the conceptual underpinnings and design of the social marketing-based communications component of the HEALTHY study intervention that combined changes in the school nutrition and physical education (PE) environment with behavior change initiatives. The communications intervention component coordinated multiple elements to deliver campaigns that served to integrate and support all aspects of the HEALTHY intervention. The campaigns unfolded across five semesters of middle school, each targeting a specific theme related to the HEALTHY objectives. Communications campaigns comprised (1) core elements such as branding, posters, banners and visual and verbal messaging, (2) student events supporting the nutrition, PE and behavior intervention components through the application of social marketing and communications strategies, including the incorporation of student-generated media and (3) distribution of premiums and theme enhancers to extend the visibility of the study beyond the intervention environment. Formative research conducted with students, parents and school administrators was used to refine the communications strategy. Student peer communicators selected from the student body were involved to influence the normative student environment. Marketing and creative design experts developed a brand, logo, activities and materials. In the latter half of the study, student-generated messages and media were used to reflect local interests and culture and enhance peer influence. The HEALTHY intervention delivery and impact were strengthened by the

Social marketing-based communications to integrate and support the HEALTHY study intervention.

Science.gov (United States)

DeBar, L L; Schneider, M; Ford, E G; Hernandez, A E; Showell, B; Drews, K L; Moe, E L; Gillis, B; Jessup, A N; Stadler, D D; White, M

2009-08-01

The HEALTHY study was a randomized, controlled, multicenter, middle school-based, multifaceted intervention designed to reduce risk factors for the development of type 2 diabetes. The study randomized 42 middle schools to intervention or control, and followed students from the sixth to the eighth grades. Participants were a racially, ethnically and geographically diverse cohort from across the United States. Here, we describe the conceptual underpinnings and design of the social marketing-based communications component of the HEALTHY study intervention that combined changes in the school nutrition and physical education (PE) environment with behavior change initiatives. The communications intervention component coordinated multiple elements to deliver campaigns that served to integrate and support all aspects of the HEALTHY intervention. The campaigns unfolded across five semesters of middle school, each targeting a specific theme related to the HEALTHY objectives. Communications campaigns comprised (1) core elements such as branding, posters, banners and visual and verbal messaging, (2) student events supporting the nutrition, PE and behavior intervention components through the application of social marketing and communications strategies, including the incorporation of student-generated media and (3) distribution of premiums and theme enhancers to extend the visibility of the study beyond the intervention environment. Formative research conducted with students, parents and school administrators was used to refine the communications strategy. Student peer communicators selected from the student body were involved to influence the normative student environment. Marketing and creative design experts developed a brand, logo, activities and materials. In the latter half of the study, student-generated messages and media were used to reflect local interests and culture and enhance peer influence. The HEALTHY intervention delivery and impact were strengthened by the

Communication, Marketing and Corporate Responsibility

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Frederico de Andrade Gabrich

2016-12-01

Full Text Available Advertising, which stems from the strategic planning of the company's marketing , integrates the proposal and the corresponding consumer contract to the product or service offered to the market. As part of the contract, advertising and communication strategies and business marketing also undergo fully the principle of information and the principle of good faith in its objective meaning. Therefore, communication strategies, marketing planning and advertising actions of truly citizen and responsible company should be structured legally in order to consider all related duties in good faith.

Understanding the development and diffusion of integrated marketing communications (IMC) : A metaphorical perspective

NARCIS (Netherlands)

Cornelissen, J.P.; Thøger, L.; Vijn, P.

2006-01-01

In recent years, theoretical commentaries and empirical research on the concept of Integrated Marketing Communications (IMC) have been concerned with its development and specification as a theoretical construct, and its diffusion among academics and practitioner populations across the globe. In this

Impacts of Integrated Marketing Communication Strategies Applied for Geographical Indications on Purchasing Behavior

OpenAIRE

Kırgız, Ayça

2017-01-01

The purpose of this study is to raise the awarenessfor products with geographical indication (GI) which directly influence thedevelopment of local and nation-wide economies, marketing of tourism activitiesand branding of destination and to investigate the integrated marketing communication(IMC) tools applied for realization of selling and the impact of such tools onshopping behavior. In this study, simple linear regression analysis have beenused. The data analysis showed that the perceived qu...

The Experience of SME Managers in Relation to Integrated Marketing Communication

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Fabricia Durieux Zucco

2016-12-01

Full Text Available This article aims to contribute to the discussion about the changes generated substantially by the integration of marketing communications in micro, small and medium enterprises of Blumenau and region. The objective is to analyze the entrepreneur's experience in relation to the communications applied to his company and to identify the interrelation between the variables that compose the communication management, to describe the similarities and to present new dimensions of common variability. For the accomplishment of the objectives, an exploratory and descriptive research with quantitative approach was carried out. It was observed that entrepreneurs feel a greater need to invest in communication at the beginning or launch of the company or products, aiming at increasing sales and increasing positive perception about the brand. On the other hand, there is little investment in the area of corporate communication.

GAUSS Market Analysis for Integrated Satellite Communication and Navigation Location Based services

Science.gov (United States)

Di Fazio, Antonella; Dricot, Fabienne; Tata, Francesco

2003-07-01

The demand for mobile information services coupled with positioning technologies for delivering value- added services that depend on a user's location has rapidly increased during last years. In particular, services and applications related with improved mobility safety and transport efficiency look very attractive.Solutions for location services vary in respect of positioning accuracy and the technical infrastructure required, and the associated investment in terminals and networks. From the analysis of the state-of-the art, it comes that various technologies are currently available on the European market, while mobile industry is gearing up to launch a wide variety of location services like tracking, alarming and locating.Nevertheless, when addressing safety of life as well as security applications, severe hurdles have to be posed in the light of existing technologies. Existing navigation (e.g. GPS) and communication systems are not able to completely satisfy the needs and requirements of safety-of-life-critical applications. As a matter of fact, the GPS system's main weaknesses today is its lack of integrity, which means its inability to warn users of a malfunction in a reasonable time, while the other positioning techniques do not provide satisfactory accuracy as well, and terrestrial communication networks are not capable to cope with stringent requirement in terms of service reliability and coverage.In this context, GAUSS proposes an innovative satellite-based solution using novel technology and effective tools for addressing mobility challenges in a cost efficient manner, improving safety and effectiveness.GAUSS (Galileo And UMTS Synergetic System) is a Research and Technological Development project co- funded by European Commission, within the frame of the 5th IST Programme. The project lasted two years, and it was successfully completed in November 2002. GAUSS key concept is the integration of Satellite Navigation GNSS and UMTS communication technology, to

PENERAPAN INTEGRATED MARKETING COMMUNICATION (IMC DI MEDIA RADIO SEGARA FM BANGKALAN

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Ipin Rahmadi

2016-03-01

Full Text Available This study intends to reveal the facts of the application of the concept of IMCwas done by radio Segara Bangkalan.Study used the concept theory of IMCwas applied of direct marketing, sales promotion, public relations, personalselling, advertising, and media interaction, marketing which relativelyapplied to the public audience of Segara radio.This of study used a qualitative descriptive method which intends to findout the phenomenon of concerns about the research subject. In holistic anddescriptive manner in the form of words and language, the data collectionmethods in this used study documentation, techniques, observation anddirectly interviews to the field.The application of IMC was good to increase the number of radio audience inSegara, from the six concepts of IMC, advertising, public relations, personalselling, sales promotion, direct marketing, and interactive ware marketing,applied directly by radio to the public, so that produce good results againstthe Segara radio.Keywords: IMC (Integrated Marketing Communication, Media Radio,Audience

Marketing communications of higher education institutions in the Republic of Serbia

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Popović Ana

2015-01-01

Full Text Available In order to face increasing competition on the market and address other new challenges, higher education institutions (HEIs started to apply new business approaches which led to the development of higher education management and marketing. As efficient marketing communications are necessary for survival and development on higher education market, topics related to this field have had a distinct place in higher education marketing since the establishment of this discipline. Various strategies and activities, types and means of marketing communications have been defined in theory. The modern tendency is their integration for achievement of communication and strategic goals. After the review of marketing communications specifics in the mentioned context, the author presents the realized empirical research related to HEIs in the Republic of Serbia. Starting from the facts that domestic higher education market has widened relatively recently and competition has been significantly increasing since 2000, the author hypothesizes that numerous marketing communications activities are being used. The main research question is: Which types and means of marketing communications are used and how well are they integrated? The research relies on web sites of HEIs as main sources of information, as they are legally obligatory means of communication in Serbia. The author searches for other types and means which are embedded or at least mentioned on the websites, and treats that as indication of integration. The main research findings support the assumption on use of various types and means of marketing communications, but reveal problems in integration and show that HEIs use similar activities while innovative and original means and types of marketing communications are scarce.

Exploring Integrated Marketing Communications, Brand Awareness, and Brand Image in Hospitality Marketing: A Cross-Cultural Approach

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Maja Šerić

2016-12-01

Full Text Available Purpose – The purpose of this paper is to assess customer perceptions of integration of marketing communications, brand awareness, and brand image in hospitality. Moreover, cross-cultural differences are considered when evaluating all the concepts, since national culture can have a considerable impact on customer behavior. Design/Methodology/Approach – After a literature review of the examined concepts, the results of an empirical study are presented and discussed. The empirical investigation was carried out by approaching 475 guests of upscale Croatian hotels. The SPSS software was employed for data analysis. Findings and implications – The results indicate that hotel guests assessed integrated marketing communications fairly highly. Brand image also reached relatively high scores, while the level of awareness of the brand was more moderate. Significant differences in perceptions among three delimited groups according to their national culture were found. The findings suggest that hotel managers should increase brand awareness and consider cross-cultural differences when implementing their business strategies. Limitations – A greater number of hotel guests according to their national culture should be approached to obtain more representative subsamples. Originality – The contribution of this work lies in examining three key marketing variables from the consumer point of view and under a cross-cultural approach. In particular, there has been little empirical evidence on IMC perceptions from the consumer perspective and hardly any considering the cultural background of the respondents. The contribution is also made to the hotel environment, as the variables were examined from the cross-cultural perspective, an issue that was completely neglected in the literature on hospitality marketing to date.

Exploring Integrated Marketing Communications, Brand Awareness, and Brand Image in Hospitality Marketing: A Cross-Cultural Approach

OpenAIRE

Maja Šerić; Irene Gil Saura; Josip Mikulić

2016-01-01

Purpose – The purpose of this paper is to assess customer perceptions of integration of marketing communications, brand awareness, and brand image in hospitality. Moreover, cross-cultural differences are considered when evaluating all the concepts, since national culture can have a considerable impact on customer behavior. Design/Methodology/Approach – After a literature review of the examined concepts, the results of an empirical study are presented and discussed. The empirical investigat...

An Examination of Integrated Marketing Communication in US Public Institutions of Higher Education

Science.gov (United States)

Edmiston, Dawn

2008-01-01

This research analyzes the strategic process of integrated marketing communication (IMC) and its current application in US public institutions of higher education (IHEs). The basis for this research was a survey questionnaire that analyzed the impact of IMC on 42 leading US public colleges and universities (as ranked by "U.S. News & World…

Integrated Marketing Communications (IMC) Variables That Influence Perceived Return on Investment (ROI) in Higher Education: Chief Marketing Officers' Perceptions

Science.gov (United States)

King, Adrienne L.

2013-01-01

This study examines the relationship of the level of Integrated Marketing Communications (IMC) implementation, level of open systems and change in state appropriations on perceived return on investment (ROI) in U.S. public higher education institutions (HEIs). Designed to provide HEI leaders with data to more accurately determine the best IMC…

Marketing communication of World championship in acrobatic rock and roll 2013

OpenAIRE

Zbořilová, Veronika

2012-01-01

Title: Marketing communication of World championship in acrobatic rock and roll 2013 Goal: Evaluation of marketing communication of World championship in Acrobatic Rock and Roll 2009 and proposing marketing communication of 2013 Methods: In this work were used analysis of texts and documents, qualitative interview, observation and SWOT analysis. Results: New integrated proposal of marketing communication with two appearance variations of advertising leaflets. Key words: Marketing, communicati...

Are pharmaceutical marketing decisions calibrated to communications effects?

Science.gov (United States)

Cavusgil, Erin; Calantone, Roger

2011-10-01

Marketing managers continually struggle with how to maximize the effects of an integrated marketing communications strategy. The growing number of available communication outlets, as well as highly varying competitive landscapes, adds further complexity to this challenge. This empirical study examines the differential impact within a pharmaceutical market therapeutic category where both "push" and "pull" communication strategies operate on consumers and gatekeepers alike, in an atmosphere of unrelenting product innovation and broad competition. Furthermore, we explore how two contingency variables-(a) the competitive landscape, and (b) the product's length of time on the market-interact with these communication efforts and affect brand and category sales.

An Examination of Integrated Marketing Communication in U.S. Public Institutions of Higher Education

Science.gov (United States)

Edmiston-Strasser, Dawn M.

2009-01-01

This research examined the strategic process of integrated marketing communication and its application in U.S. public institutions of higher education. A quantitative survey analyzed 42 leading U.S. public colleges and universities as ranked by "U.S. News & World Report." To further examine the findings of the survey, qualitative interviews were…

Integrated marketing communication in tourism – an analysis. Case study: Muntenia and Oltenia

Directory of Open Access Journals (Sweden)

Aurelia-Felicia STĂNCIOIU

2013-06-01

Full Text Available The multitude of factors interfering in the process of image formation and the way in which they act in a unique combination, similar to a genetic code for a consumer, influences the image study of a tourism destination in the direction of becoming a complex process. In the marketing activity of each destination, the analysis of the importance of destination’s resources represents an essential step, however, as the multifaceted tourism product presents (in combination with, as well as through other policies – price, distribution etc. a strong diversification, the distinction between the real, objective situation of the destination’s resources and the lack of their communication, on the one hand, and the distinction between the real situation and the way in which the resources are “presented” (in the direction of maximising or minimising them, on the other hand, can constitute a barrier in the path of formulating and/or fulfilling the marketing objectives and, respectively, the communication ones. In this context, in the authors’ opinion, in aid of a positioning strategy as accurate as possible – starting point in the integrated marketing communication strategy, a radiography of the tourism resources, their place and their reflection, in relation to those communicated through the different promotional instruments (examples, books, guides, online tourism agencies, social media etc., is permanently imposed, all the more in the case of a macrodestination like Romania, and should be carefully monitorised.

Social Impact "Buycotts": A Tool for Innovation, Impact, and Engagement to Teach Integrated Marketing Communications

Science.gov (United States)

Holland, Jonna

2016-01-01

A novel concept for an integrated marketing communications (IMC) semester project succeeded in meeting or exceeding course learning objectives while increasing social impact and community engagement. Partnering with a selected business and a synergistic community cause, student teams developed and implemented an IMC plan to motivate consumers to…

Utilizing of marketing research for marketing communication

OpenAIRE

Bielová, Zuzana

2008-01-01

The subject of bachelor's thesis "Utilizing of marketing research for marketing communication" is analyze problematic of marketing communications in sector of educational services. The aims are potential clients of education. I will try to make out import of marketing research for marketing communication of the company.

Role of Marketing Communication in a Company: Lumar Case Study

Directory of Open Access Journals (Sweden)

Sara Kobold

2014-03-01

Full Text Available Marketing communication is an integral part of the famous 4-P. It plays an important role in the company, as it helps to increase company’s visibility and strengthen its brand. Marketing communication is achieving its objectives in communicating with customers and consumers using its marketing communication tools. If a company wants to be ahead of the competition, and have a good look in costumers’ ayes, marketing communication is most crucial. In this paper we analyze the case of marketing communication company Lumar. The results obtained argue that the company is well known, where we recognize especially the electronic media as most important tool of marketing communication. However, we noticed that the brand recognized more regionally – especially in Styria and Carinthia, despite the fact that the company is well known and active in all regions in Slovenia and abroad (Italy, Germany, Austria.

Specifics and Features of Outsourcing Marketing Communications Activity

Directory of Open Access Journals (Sweden)

Grzegorz Hajduk

2016-09-01

Full Text Available The aim of this paper is to describe the outsourcing of marketing communications as a business trend. The author discusses possible scopes of external entities’ involvement and presents positive and negative aspects of marketing communications outsourcing. Efficient use of modern forms of marketing communication is the domain of a highly specialized group of agencies and other providers of marketing services. The use of their creativity, competence and skills in the field of communication has a significant impact on its effectiveness. For many companies, it is currently more profitable to benefit from external specialists instead of hiring them and improving their competence within the organization. This solution also seems more beneficial with respect to the effectiveness of management and optimization of resources. However, given the importance of the brand as a company's most crucial intangible asset of strategic importance, delegating all decision-making power associated with it beyond the company is irrational. The choice of strategies and determination of key assumptions relating to integrated marketing communication should remain the responsibility of the parent company.

AN EMPIRICAL STUDY OF MARKETING COMMUNICATIONS EFFECTIVENESS IN SLOVENIAN MARKET

Directory of Open Access Journals (Sweden)

Damjana Jerman

2014-01-01

Full Text Available This paper deals with the value or more specifically, the contribution of marketing communications strategy to effectiveness of marketing communications and hypothesizes that marketing communications strategy correlate with the effectiveness of marketing communications. The paper consists of two parts: the theoretical framework for the role of marketing communications strategy for the effectiveness of the marketing communications and the empirical analysis, based on the primary data collected. The concept of the marketing communication effectiveness assumes that there are variables that can have a positive influence on the effectiveness of marketing communications, which incorporates facets of the marketing communication strategy and bidirectional communications. The results suggest that Slovenian organisations which design and implement marketing communication strategy, also have more effective marketing communications. The development of marketing communications strategy was correlated with increased effectiveness of marketing communications in their organisation. Managerial implications are discussed along with directions for further research.

Impact of integrated communication system in development of company Pestova-VIPA

Directory of Open Access Journals (Sweden)

MSc. Nermin Xhelili

2013-06-01

Full Text Available Nowadays it is important that every company understands the importance of marketing and handle it as its integrated part, because marketing activities present a cornerstone for longer survival of the company in the market. Apart from price, place (distribution and product, another marketing element is the promotion, given that promotion is an important part of integrated communication system. Integrated communication system are tools by which companies tend to inform, persuade consumers either directly or indirectly for products and services they offer. Paper explains theoretical aspect, but certainly part of this paper is the analysis of the promotional strategy within Company Pestova, including views of consumers which were explained through a survey, in our case, students of University of Prishtina. The aim of this paper is to understand the concept of marketing, analyzing integrated communication system, reflecting the work within the Company Pestova, and the impact of integrated communication system in this company. Paper will also provide some recommendations for a positive change to the current situation in Pestova Company.

The concept of integrated marketing communications in financial organizations

OpenAIRE

Domazet, Ivana

2013-01-01

Under the influence of the growing fragmentation of the market and the media, increased global competitive struggle, technological progress in the field of telecommunications and way of doing international financial and business operations, there is a significant turning point in profiling communication aspects of marketing, and the repositioning of relationships between financial organizations and their clients. Poor results stemming from traditional media advertising as the dominant marketi...

Integrated Marketing in Higher Education. Research Report 01-01.

Science.gov (United States)

Morris, L. Michelle; Cejda, Brent D.

Integrated marketing deals with aspects often referred to as the "4 Ps": product, price, place, and promotion. These aspects have also been described as the "4 Cs": customer, cost, convenience, and communication. Integrated marketing has been defined as "a listening-first, database-dependent approach to marketing that includes both a willingness…

Integrated Communications and Practitioners' Perceived Needs.

Science.gov (United States)

Rose, Patricia B.; Miller, Debra A.

1993-01-01

Finds little or no difference in the interest of small market advertising and public relations practitioners in professional courses. Lends support to the idea of a common curriculum (an Integrated Marketing Communications program) to fulfill the educational needs of both groups. (SR)

Transformation of Traditional Marketing Communications in to Paradigms of Social Media Networking

OpenAIRE

Nair, T. R. Gopalakrishnan; Subramaniam, Kumarashvari

2012-01-01

Effective Communication for marketing is a vital field in business organizations, which is used to convey the details about their products and services to the market segments and subsequently to build long lasting customer relationships. This paper focuses on an emerging component of the integrated marketing communication, ie. social media networking, as it is increasingly becoming the trend. In 21st century, the marketing communication platforms show a tendency to shift towards innovative te...

Digital Marketing Communication

OpenAIRE

Margherita Corniani

2006-01-01

Digital marketing communication is directed to profiled targets, which are active in the communication process. Every communication flow can ask for an information answer from the market. This opportunity grants immediate feed-backs and feed-forwards, so that digital communication can be easily and cheaply measured; digital communication flows are diffused at costs that are getting lower and lower, but it asks specialized and deep competences to communication managers. The ease in the flowing...

Analysis of Effectiveness of Modern Information and Communication Technologies on Maize Marketing Efficiency in Selected Markets of Malawi

OpenAIRE

Tione, S. E.; Katengeza, Samson P.; Mangisoni, Julius H.

2013-01-01

Developing countries have been promoting initiatives that aim at reducing information asymmetry among market players especially smallholder farmers. Using co-integration error correction models, the study assessed effectiveness of modern Information and Communication Technologies (ICT) based market interventions in improving maize market efficiency in Malawi. Considering that efficient markets are integrated markets when price difference is only a factor of transaction costs, Threshold Autore...

An empirical study of marketing communications effectiveness in Slovenian market

OpenAIRE

Jerman, Damjana; Završnik, Bruno

2017-01-01

This paper deals with the value or more specifically, the contribution of marketing communications strategy to effectiveness of marketing communications and hypothesizes that marketing communications strategy correlate with the effectiveness of marketing communications. The paper consists of two parts: the theoretical framework for the role of marketing communications strategy for the effectiveness of the marketing communications and the empirical analysis, based on the primary data collected...

Price transmission and market integration: a test of the central ...

African Journals Online (AJOL)

Price transmission and market integration: a test of the central market ... cassava production but to improvements in marketing efficiency of the traditional food market ... Improvements in road network and other communication infrastructure will ...

Trends in marketing communication with a focus on social marketing

OpenAIRE

Taišová, Andrea

2012-01-01

Bachelor work deals with trends in marketing communication and their focus on solving social problems. Theoretical part generally focuses on the action of the communication and communicating mix in the marketing mix, it describes trend in marketing communication as guerilla marketing and viral marketing. It defines the terms of social marketing, cause related marketing and corporate social responsibility. The practical part describes a nonprofit organization Oxfam International and it also de...

Integral or integrated marketing

Directory of Open Access Journals (Sweden)

Davčik Nebojša

2006-01-01

Full Text Available Marketing theorists and experts try to develop business efficient organization and to get marketing performance at higher, business integrated level since its earliest beginnings. The core issue in this paperwork is the dialectic and practical approach dilemma should we develop integrated or integral marketing approach in the organization. The presented company cases as well as dialectic and functional explanations of this dilemma clearly shows that integrated marketing is narrower approach than integral marketing if we take as focal point new, unique and completed entity. In the integration the essence is in getting different parts together, which do not have to make necessary the new entity. The key elements in the definition of the integral marketing are necessity and holistic, e.g. necessity to develop new, holistic entity.

Marketing communications model for innovation networks

Directory of Open Access Journals (Sweden)

Tiago João Freitas Correia

2015-10-01

Full Text Available Innovation is an increasingly relevant concept for the success of any organization, but it also represents a set of internal and external considerations, barriers and challenges to overcome. Along the concept of innovation, new paradigms emerge such as open innovation and co-creation that are simultaneously innovation modifiers and intensifiers in organizations, promoting organizational openness and stakeholder integration within the value creation process. Innovation networks composed by a multiplicity of agents in co-creative work perform as innovation mechanisms to face the increasingly complexity of products, services and markets. Technology, especially the Internet, is an enabler of all process among organizations supported by co-creative platforms for innovation. The definition of marketing communication strategies that promote motivation and involvement of all stakeholders in synergic creation and external promotion is the central aspect of this research. The implementation of the projects is performed by participative workshops with stakeholders from Madan Parque through IDEAS(REVOLUTION methodology and the operational model LinkUp parameterized for the project. The project is divided into the first part, the theoretical framework, and the second part where a model is developed for the marketing communication strategies that appeal to the Madan Parque case study. Keywords: Marketing Communication; Open Innovation, Technology; Innovation Networks; Incubator; Co-Creation.

Direct marketing and market communication process

Directory of Open Access Journals (Sweden)

Jovović Sanja

2007-01-01

Full Text Available Direct marketing is marketing which demands immediate reply. That reply can be an order, a request for an additional information, a registration, a telephone call or a visit. This work presents direct marketing as the most contemporary method of company communications with environs. A concept of direct marketing is made and aimed for complete identification of existing customers and for finding out potential customers. Mail, printed documents e-mail and new medias are used as modern communications channels. It is especially emphasizes the Internet as an important media.

Marketing communication plan. Case: EKOenergy.

OpenAIRE

Jäkälä, Elina

2016-01-01

This project-based thesis has an objective of creating a marketing communication plan for a non-profit organisation. The marketing communication plan targets other non-profit organisa-tions that the case organisation wants to cooperate with. This thesis will introduce theory about marketing communication, give information about the case organisation’s target audience and present the actual marketing communication plan. Since the case organisation and its target audience are all non-profit...

The review of the marketing appeals and their role in the strategy of development of the successful marketing communication

Directory of Open Access Journals (Sweden)

Filipović Jelena

2013-01-01

Full Text Available Nowadays integrated marketing communications request permanent search for and inclusion of the new communication tools. However, beside that, marketing experts continuously look for the new message contents in order to achieve more effective and more successful communication with their consumers. Appeals represent essentially important component of the marketing message, which serves as the basis of all other elements of the successful communication. The paper reviews different criteria for the grouping of the appeals and analysis the main categories of the most used ones. Moreover, it discusses the circumstances in which it is appropriate and meaningful to use each of them, which can be considered as the useful guideline for all the practionnieres who work in the area of marketing communications.

MARKETING COMMUNICATIONS AS A STRATEGIC FUNCTION OF MARKETING

OpenAIRE

Olimpia Oancea Ph.D Student; Victoria-Mihaela Brînzea Ph.D Student

2010-01-01

Today we put great emphasis on the strategic importance of marketing communication, rather than seeing it as merely a tactical process of promoting the other elements of the marketing mix. Brands exist in the minds of customers not only through their experience of a product or service, but also because of the long-term effects of communication. The purpose of this paper is to highlight the importance of marketing communications - as a strategic function - in the marketing activity of an organ...

The panorama of integrated marketing communication policies and the managemeng of CSR in mexican SME’S

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Maria-Victoria Carrillo

2013-01-01

Full Text Available Purpose: In this paper we study Integrated Marketing Communication policies and the management of image and CSR in a sample of three Mexican states SME’s.Design/methodology/approach: It is designed a research with a panel of 105 SME’s from Jalisco, Colima and Nayarit states (México and a questionnaire was applied to them. A group of variables were selected for this study to apply a hierarchical conglomerate clustering technique to conclude how many groups of SME’s we have. Subsequently, to know their differences, CATPCA (Categorical of Principal Components Analysis was performed to group the variables into factors. With these results, MANOVA analysis was performed to explain differences between the groups formed in the cluster analysis.Findings and Originality/value: Through the cluster analysis three groups have been given. The factors that explain these differences between groups reveal that as much interest for stakeholders in relationship with basic performances of businesses (clients, suppliers, employees, partner, more interest for basic communication. On the other hand, businesses with more interest for CSR communication show more relations with banks as strategic stakeholders.Research Limitations/implications: The study is focused on three Mexican states, so the results cannot be generalized. This work is a descriptive study to show the SME,s panorama in Mexico, being not possible to extract causality relations.Originality/value: This is a study about SME’s, being this group of companies the most numerous around the world. It is studied practices of Integrated Marketing Communication policies and it is done a quantitative analysis to describe the panorama of a SME’s Mexican sample.

MARKETING COMMUNICATION THROUGH THE INTEGRATION OF NEW MEDIA AND TRADITIONAL MEDIA: THE INSIGHTS

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N. A. ADZHARUDDIN

2012-06-01

Full Text Available The paper demonstrates the current trend of advertising research that has moved towards integrating two or more media using both the traditional media and the new media. Recent advertising researches have shown that the repetition of a particular advertising feature across two different media has been found to reinforce the effectiveness of marketing communication. It has also been proven influential in improving memory and the attitude of consumers. Based on the positive and encouraging recent findings, more studies should focus on examining advertising effects using the integration of the traditional medium (television and the new medium (the Internet. Bearing in mind that the position of the Internet have progressed rapidly in the past, it is possible that the Internet can play a major role in advertising, going hand in hand with the traditional medium especially television.

MODEL OF MARKETING COMMUNICATIONS EFFECTIVENESS IN THE BUSINESS-TO-BUSINESS MARKETS

OpenAIRE

Jerman, Damjana; Završnik, Bruno

2012-01-01

Much of the research into marketing communications has focused on the consumer market with little regard to date for the business-to-business market. This paper focuses on a development and testing of a model of marketing communication effectiveness in the business-to-business market. Building on past research from the marketing communications and business-to-business marketing literature, the model (which incorporates facets of the marketing communication objectives, bidirectional communicat...

New trends in the marketing communication

OpenAIRE

Monika Březinová

2008-01-01

In consequence of change of passive intake of the marketing information to the active intake from the consumer side is the marketing communication changing too, from the public communication to the targeted communication. This article is focusing on the new trends in marketing communications. The article compare the new ways of marketing communications and the traditional ways, in the area of acquisition cost, retention cost, and CRN cost, and next like the penetration of market, speed of res...

COMMUNICATING WITH TARGET MARKET ENVIRONMENT

OpenAIRE

Stanka Djurić; Svetlana Trajković

2016-01-01

The generally accepted definition that related to conceptual determination of market communication has not been performed. However, market communication can be defined as a set of activities and natural relationships that companies in various branches of authorities and business activities are established with other business organizations, and in order to establish a successful primary market communication, establishing a larger market share and the effective realization of the final go...

Integrating gas and electric markets and regulation

International Nuclear Information System (INIS)

Whitmore, C.S.

1998-01-01

The issues determining what energy companies must do to compete in an increasingly competitive energy market and what regulators must do to ensure fairness in competition were discussed. The similarities of gas and electric markets, and the factors driving their integration were highlighted. The importance of communications and customer service in the energy market and the nature of market power in the gas and electric industries was described. Three reasons were given why gas/electric mergers will be beneficial: (1) operating efficiency, (2) applying gas experience to electric markets, and (3) opportunity to exercise market power. Potential regulatory problems were also reviewed

CHARACTERISTIC OF THE COMPLEX MARKETING COMMUNICATIONS ELEMENTS

Directory of Open Access Journals (Sweden)

Natalia Kovalenko

2017-07-01

Full Text Available Purpose: The purpose and objectives of the article are detailed characterization of marketing communication’s elements and characteristics of synthetic and communications. Methods: The stages of the campaign and main advantages and disadvantages of advertising have been disclosed and analyzed in the article. The marketing communication and some elements of marketing communications, the issues of formation and development of the theory of marketing communications have been studied. Results: This article describes the elements of marketing communications factors and basic tools of marketing communications: advertising, personal selling, complex sales promotion, publicity and public relation, direct marketing. Discussion: Companies must also transmit information to customers and carefully carry out selection of such information. For this order is a complex system of marketing communications. Often marketing communications identified with the products promotion which leads to a false understanding of the nature and, consequently, to the irrational use potential of marketing communications in market activity.

A MODEL FOR INTEGRATED SOFTWARE TO IMPROVE COMMUNICATION POLICY IN DENTAL TECHNICAL LABS

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Minko M. Milev

2017-06-01

Full Text Available Introduction: Integrated marketing communications (IMC are all kinds of communications between organisations and customers, partners, other organisations and society. Aim: To develop and present an integrated software model, which can improve the effectiveness of communications in dental technical services. Material and Methods: The model of integrated software is based on recommendations of a total of 700 respondents (students of dental technology, dental physicians, dental technicians and patients of dental technical laboratories in Northeastern Bulgaria. Results and Discussion: We present the benefits of future integrated software to improve the communication policy in the dental technical laboratory that meets the needs of fast cooperation and well-built communicative network between dental physicians, dental technicians, patients and students. Conclusion: The use of integrated communications could be a powerful unified approach to improving the communication policy between all players at the market of dental technical services.

Integrated marketing communication strategies: A case of Telkomsel as the best mobile operator in Indonesia

OpenAIRE

Darmawan, Stefi Landra; Perdana, Abhirama SD

2017-01-01

These days, a combination of numerous marketing activities is an essential concept that needs to be kept in mind especially with the rapid development of new technology, media, and social media. Also, with the high competition and costs, businessmen or marketers are looking for ways to improve the effectiveness of their marketing communications programs by carefully observing, selecting, and combining appropriate communications tools to maximize their marketing budgets. Not only to gain bigge...

MODELLING THE INFLUENCE OF ONLINE MARKETING COMMUNICATION ON BEHAVIOURAL INTENTIONS

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Alexandra PERJU-MITRAN

2014-12-01

Full Text Available The present study addresses the manners in which potential consumers react to and examine online marketing communication efforts, and how their perceptions influence various decisions. By drawing from theories of consumer behaviour, several variables are taken into consideration, a model designed to integrate existing theories and a three-way study of online user behaviour in response to online marketing messages is defined and tested. The results of the study demonstrate that there are direct and positive links between the manner in which users perceive online marketing communication efforts, and direct and positive links between users’ attitudes towards online communication and their intention to either further inform themselves, forward the information obtained, or even become loyal to the company.

Marketing communication through fashion blog

OpenAIRE

Drozdová, Natália

2017-01-01

The bachelor thesis studies the usage of fashion blogs in the marketing communication. It brings the view of the fact how fashion blogs are perceived by their readers and how readers are influenced by fashion blogs. The theoretical part of the thesis describes marketing communication, communication process, communication mix and online marketing. It is followed by characteristics of blogs and social networks. The practical part is dealt with the description of how my own fashion blog works an...

INNOVATIVE SOLUTIONS FOR THE DEVELOPMENT OF GASTRONOMY AND MARKET COMMUNICATION RELATED TO IT

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Agnieszka Tul-Krzyszczuk

2015-09-01

Full Text Available A number of innovative development processes of gastronomy services and their market communication, using integrated impact on the perception of the services in focus by customers, have appeared recently in the area of gastronomy market. The essence of this solution is the process of creating a comprehensive image of the new directions offer catering. The aim of this study is to analyse the determinants of food service creation process using solutions such as: Food Design, molecular cuisine and fusion cuisine in terms of market communication, based on the analysis of the experience of the world, our own observations in Polish gastronomy and preliminary studies. The research method embraces descriptive method and structural analysis of the analysed phenomena and activities shaping services. Our study confi rmed that gastronomic services created by innovative concepts, represent themselves a synthetic, clear and materialized form of the communication market and when presented with the use of integrated marketing tools tend to attract consumers’ interest.

The effect of social media marketing, on brand marketing and communication strategy: the case of Visit Denmark.

OpenAIRE

Zhang, Lingling

2015-01-01

Abstract Objective: This thesis seeks to provide insight into the integration of social media marketing communications and brand strategy from the perspective of the destination marketing organization. Method: Qualitative case study methodology generated understanding of the approach to DMOs’ marketing. Interview allows exploration of how online marketing strategies with the practice of social media used in destination branding processes and content analysis to analyze audience engagement to ...

Potential markets for advanced satellite communications

Science.gov (United States)

Adamson, Steven; Roberts, David; Schubert, Leroy; Smith, Brian; Sogegian, Robert; Walters, Daniel

1993-09-01

This report identifies trends in the volume and type of traffic offered to the U.S. domestic communications infrastructure and extrapolates these trends through the year 2011. To describe how telecommunications service providers are adapting to the identified trends, this report assesses the status, plans, and capacity of the domestic communications infrastructure. Cable, satellite, and radio components of the infrastructure are examined separately. The report also assesses the following major applications making use of the infrastructure: (1) Broadband services, including Broadband Integrated Services Digital Network (BISDN), Switched Multimegabit Data Service (SMDS), and frame relay; (2) mobile services, including voice, location, and paging; (3) Very Small Aperture Terminals (VSAT), including mesh VSAT; and (4) Direct Broadcast Satellite (DBS) for audio and video. The report associates satellite implementation of specific applications with market segments appropriate to their features and capabilities. The volume and dollar value of these market segments are estimated. For the satellite applications able to address the needs of significant market segments, the report also examines the potential of each satellite-based application to capture business from alternative technologies.

Potential markets for advanced satellite communications

Science.gov (United States)

Adamson, Steven; Roberts, David; Schubert, Leroy; Smith, Brian; Sogegian, Robert; Walters, Daniel

1993-01-01

This report identifies trends in the volume and type of traffic offered to the U.S. domestic communications infrastructure and extrapolates these trends through the year 2011. To describe how telecommunications service providers are adapting to the identified trends, this report assesses the status, plans, and capacity of the domestic communications infrastructure. Cable, satellite, and radio components of the infrastructure are examined separately. The report also assesses the following major applications making use of the infrastructure: (1) Broadband services, including Broadband Integrated Services Digital Network (BISDN), Switched Multimegabit Data Service (SMDS), and frame relay; (2) mobile services, including voice, location, and paging; (3) Very Small Aperture Terminals (VSAT), including mesh VSAT; and (4) Direct Broadcast Satellite (DBS) for audio and video. The report associates satellite implementation of specific applications with market segments appropriate to their features and capabilities. The volume and dollar value of these market segments are estimated. For the satellite applications able to address the needs of significant market segments, the report also examines the potential of each satellite-based application to capture business from alternative technologies.

COMMUNICATING WITH TARGET MARKET ENVIRONMENT

Directory of Open Access Journals (Sweden)

Stanka Djurić

2016-07-01

Full Text Available The generally accepted definition that related to conceptual determination of market communication has not been performed. However, market communication can be defined as a set of activities and natural relationships that companies in various branches of authorities and business activities are established with other business organizations, and in order to establish a successful primary market communication, establishing a larger market share and the effective realization of the final goal, and certainly in market conditions that is profit. Activity which the company conducts are reduced to preparatory activities for the establishment of better relations with market operators, defining long-term strategies for successful business communication. The company has contact with their immediate environment, both internal and external. This, external environment emphasizing significantly because it consists of other economic organizations and entities, legal and regulatory bodies and consumers in order to take better starting position, preservation of the existing market share and also or extension thereof.

Integrating internal communications, human resource management and marketing concepts into the new internal marketing philosophy

OpenAIRE

Sinčić, Dubravka; Pološki Vokić, Nina

2007-01-01

Successful companies attach great importance to human resource management and internal communications, because they are aware of the value of those activities and of strategic advantage they can bring to the organization. They should also realize that it is necessary to live internal marketing philosophy, if they stream to offer quality products and services to both markets: internal and external. The idea of satisfied employees for the benefit of satisfied customers is accepted and developed...

Increasing the effectiveness and integration of company marketing communications activities at Höyhentämö

OpenAIRE

Osondu, Justice

2017-01-01

This study, aimed at increasing the effectiveness and integration of the company’s marketing communications activities was conducted for the Höyhentämö (Pluckhouse) theatre organisation. The primary activities of Höyhentämö focus on producing contemporary theatre, dance and other performances. The objective of the research study is to find the most useful promotional tools for Höyhentämö that will enhance and improve awareness of their brand, thus resulting in brand recognition. The resea...

Promoting Active Learning of Ethical Issues in Marketing Communications Using Debates

Science.gov (United States)

Roy, Donald P.

2012-01-01

Expectations from the business world and business school accreditation bodies to create learning outcomes that enhance students' understanding of ethical concepts call for marketing educators to integrate ethics into their pedagogy. This paper summarizes a debate activity used in an undergraduate marketing communications course. Debates engage…

Mobile marketing communications in consumer markets

OpenAIRE

Leppäniemi, M. (Matti)

2008-01-01

Abstract This dissertation aims to examine the theoretical and empirical foundations of the mobile marketing phenomenon. While numerous studies have yielded important insights into this topic, the existing mobile marketing literature appears to be inconsistent and somewhat fragmented. With the help of two action research projects, interviews of mobile marketing practitioners, and an online survey, this study aims to contribute to our understanding of the nature of mobile marketing communic...

MARKETING COMMUNICATION IN THE INTERNET

Directory of Open Access Journals (Sweden)

Simona Duhalm

2008-12-01

Full Text Available Currently, communication becomes more complex, faster and more dynamic every day. In this context, communication switches channels on traditional media to online applications. Thus, the electronic communication threatens, if not take the physical communication. We live in the era of information and the information they seek more ways than quick, cheap and accessible spread. Among the most common methods of electronic communication including website, electronic newsletter, blog and email custom. Online marketing has its roots in traditional marketing, but branch out and in a very obvious due to a unique features: interactivity. On the Internet, communication takes place in two directions and not just one, as in traditional marketing. At the same time, sellers and buyers can complete transactions from their homes or offices, at any time of day or night. Online marketing offers the advantage of presenting the interactive promotional materials that can meet the expectations of each type of buyer. Instead of creating a single message, as happens in the promotion of mass, marketing online allows the creation of "interactive brochure" that allow potential customers to choose the information that they want to see and when they want to see. Changing consumer behavior have had thoughts of marketing people who understand that the Internet is a very effective tool to attract, retain and loyalty the customer.

Communication with market segments - travel agencies' perspective

OpenAIRE

Lorena Bašan; Jasmina Dlačić; Željko Trezner

2013-01-01

Purpose – The purpose of this paper is to research the travel agencies’ communication with market segments. Communication with market segments takes into account marketing communication means as well as the implementation of different business orientations. Design – Special emphasis is placed on the use of different marketing communication means and their efficiency. Research also explores business orientation adaptation when approaching different market segments. Methodology – In explo...

Entrepreneurs' characteristics and marketing communication ...

African Journals Online (AJOL)

Entrepreneurs' characteristics and marketing communication practices of SMEs in South Africa. ... no significant difference in the marketing communication tools adopted by SMEs on the basis of gender ... EMAIL FULL TEXT EMAIL FULL TEXT

Integration versus Outsourcing in Stable Industry Equilibrium with Communication Networks

OpenAIRE

Okamoto, Yusuke

2006-01-01

For the selection of a firm's structure between vertical integration and arm's-length outsourcing, the importance of the thickness of the market had been emphasized in the previous literature. Here we take account of communication networks such as telephone, telex, fax, and the Internet. By doing so, we could illustrate the relationship between communication networks and the make-or-buy decision. With communication network technology differing in each type of firm, both vertically integrated ...

Enabling Communications in Heterogeneous Multi-Agent Systems: Electricity Markets Ontology

Directory of Open Access Journals (Sweden)

Gabriel SANTOS

2016-11-01

Full Text Available Electricity markets worldwide are complex and dynamic environments with very particular characteristics, resulting from their restructuring and evolution into regional and continental scales, along with the constant changes brought by the increasing necessity for an adequate integration of renewable energy sources. The rising complexity and unpredictability in electricity markets has increased the need for the intervenient entities in foreseeing market behaviour. Several modelling tools directed to the study of restructured wholesale electricity markets have emerged. However, they have a common limitation: the lack of interoperability between the various systems to allow the exchange of information and knowledge, to test different market models and to allow market players from different systems to interact in common market environments. This paper proposes the Electricity Markets Ontology, which integrates the essential necessary concepts related with electricity markets, while enabling an easier cooperation and adequate communication between related systems. Additionally, it can be extended and complemented according to the needs of other simulators and real systems in this area

Analisis Ekuitas Merek (Brand Equity) Melalui Komunikasi Pemasaran Terpadu (Integrated Marketing Communications - Imc) Pada PT. Nasmoco Majapahit Semarang

OpenAIRE

Widyaningrum, Santy Tri

2012-01-01

This research is aimed to explain the importance of marketing communication, to identify means of communication that can be used by a company to communicate with its customers, and to describe the policy and effectivity of a company in marketing communication. Interview with snowball sampling technique was used to collect data. The object of this research is PT. Nasmoco Majapahit as an authorized dealer of Toyota. The research proves the importance of marketing communication to maintain good ...

MARKETING ONLINE EDUCATION PROGRAMS FRAMEWORKS FOR PROMOTION AND COMMUNICATION

Directory of Open Access Journals (Sweden)

Reviewed by R.Ayhan YILMAZ

2011-07-01

Full Text Available Topics of the book is cover on building corporate identity for educational institutions, cultural and regional issues in educational product development, Defining the role of online education in today‘s world, individualization of open educational services, integrated marketing communications, measuring the impact of educational promotions, new customers and new demands, open and Distance education, reputation issues in online education and sustainable communication before, during and after enrollment

Marketing communication in tourism

OpenAIRE

Kashkina, Katsiaryna

2008-01-01

The aim of this graduation thesis was to analyze some possibilities of marketing communication in tourism. For this analize were chosen travel agencies in Tábor. The partial objects consisted in the analysis of supply of researched travel agencies including their marketing communication. There was found out also demand of products in tourism. After analyses were prepared some recommendations for improvement.

Establishment path and management innovation of mutually beneficial nonprofit organization (MBNPO: A study based on integrated marketing communications (IMC theory

Directory of Open Access Journals (Sweden)

Kwang-yong Shin

2017-05-01

Full Text Available Purpose - Research about the modern mutually beneficial nonprofit organizations (MBNPOs has great value because of the increasingly important role that the MBNPO plays in society. The establishment and management of MBNPOs are critical for its development. Design/methodology/approach - Integrated marketing communications (IMC theory is applied to the research on establishment and management innovation. The establishment of MBNPOs needs four sequential steps: identifying the target group, providing services to meet the demand of stakeholders, designing appropriate communication tactics and deploying proper organizational structure to accomplish efficient communication. Findings - Three types of approach enable traditional enterprises to transform into MBNPOs: product innovation, operational innovation and synergetic development. The application of IMC theory accomplishes management innovation of MBNPOs in three aspects: leading market-orientation specific to stakeholder-orientation, making management innovation systematic in MBNPOs and clarifying targets of management innovation in MBNPOs. Originality/value - This is one of the first examinations of establishment path and management innovation of MBNPO based on IMC theory.

INTEGRATION OF ROMANIAN INSURANCES MARKET IN EU

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Gheorghe MOROŞAN

2015-08-01

Full Text Available One of the most important phenomena of the last decade has been the convergence of the financial services industry, especially the capital and insurance markets. The convergence in the insurance industry was determined by the increased frequency and the severity of catastrophic risks, market inefficiency in the past, and the new technologies in IT and communications. These globally developments can be observed much better at EU level, one of the most integrated areas of the world, which aimed the convergence of financial market, including an important component such as insurance market. As part of the EU, Romania also aims to financial market convergence with the EU countries. The article offers an overview and an analysis of the insurance market in the EU and Romania. Through a wide series of indicators such as: the amount of insurance premiums, degree of penetration, number of employees or number of insurance companies, it will analyze the evolution of this market convergence, as per all EU countries and Romania. It will identify the stage in which the insurance market in Romania is, regarding the requirements of full integration. Finally, there will be identified factors encouraging and particularly those who are impediments to insurance market convergence in Romania.

Narration in the marketing communications

Directory of Open Access Journals (Sweden)

Magdelena Zubiel-Kasprowicz

2014-12-01

Full Text Available The article presents the different types of narratives in marketing communications. Presented essence of thesignr in the narrative, the power of myth, power of archetype and consistency of monomith in marketing. It is discussed on the advertising message perceived through the prism of commercial semiotics. The strength of the narrative is presented in the context of storytelling. The paper also presents a case study of marketing communications.

Integrated marketing communications in high-quality hotels of central and southern Dalmatia: a study from the perspective of managers and guests

Directory of Open Access Journals (Sweden)

Maja Šerić

2012-07-01

Full Text Available Although the implementation of Integrated Marketing Communications (IMC has been studied in different contexts and countries all over the world, further contributions are needed to consolidate the concept. Little research has been done on the integration of marketing communications in tourism-related sectors. Moreover, previous studies have focused mainly on managers’ opinions while overlooking consumers’ perceptions of IMC. The purpose of this research is to study in greater detail the IMC concept in the tourism sector, specifically in the hotels of Central and Southern Dalmatia, from a double perspective: managers-guests. Therefore, managers of 15 high-quality hotels and 118 guests were interviewed during April and May 2010. The results of descriptive statistical analysis showed a high degree of IMC implementation in hotels and a high degree of guests’ perceptions of IMC. However, the Mann-Whitney U test revealed small but significant differences between managers’ and guests’ perceptions of some of the IMC items. The findings of this study are expected to provide useful information to hotel managers, who deal with an increasingly competitive marketplace where traditional marketing approaches are no longer sufficient to differentiate themselves from their competitors. Thus, IMC should be considered as a new approach which might enable hotels to gain competitive advantages.

“SCANDAGRA LATVIA” LTD MARKETING COMMUNICATIONS RESEARCH

OpenAIRE

Kotāne, Dagnija; Arbidāne, Iluta

2017-01-01

The topic: “Scandagra Latvia” Ltd. marketing communications research. The problem to be studied: “Scandagra Latvia” Ltd. marketing communications plan does not cover the target audience hindering the company from faster development. Detailed marketing communications planning can help the company to make their marketing activities more target-audience oriented and with higher potential returns, that can give a positive result– new clients. The aim of the research: to investigate marketing comm...

Peculiarities of marketing communications in cultural marketing

Directory of Open Access Journals (Sweden)

Daniel Gardan

2016-09-01

Full Text Available Extending the application of marketing science specific concepts and principles in various sectors would not have been possible without their gradual evolution, in terms of customization and differentiation tailored for a specific field. This phenomenon regarding marketing evolution in terms of both extensively and intensively way, led to the emergence and consolidation of a set of concepts adapted also for cultural products and services market, or in other words for culture “consumption”. This article highlights a number of marketing communications specific elements, derived from the peculiarities of modern culture consumer and the latest technologies interference in the creation and delivery of cultural products and services. Given the high degree of consumer involvement in relation to the needs that underlie consumption of cultural products and services, as well as the dimension specific for an artistic act in some cases, marketing communications has to respond to particular challenges in the process of building customer-provider relationship.

Marketing communication metrics for social media

OpenAIRE

Töllinen, Aarne; Karjaluoto, Heikki

2011-01-01

The objective of this paper is to develop a conceptual framework for measuring the effectiveness of social media marketing communications. Specifically, we study whether the existing marketing communications performance metrics are still valid in the changing digitalised communications landscape, or whether it is time to rethink them, or even to devise entirely new metrics. Recent advances in information technology and marketing bring a need to re-examine measurement models. We combine two im...

Modern structure of marketing communications complex

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Hrebenyukova Elena

2015-08-01

Full Text Available The article presents the results of the desk research, in which the current structure of the marketing communications complex was analyzed. According to the results of the content analysis of scientific and educational literature in marketing it was proved that there is a certain structural asymmetry in today's complex of marketing communication: the rejection of impersonal tools and actualization of those which make possible personalized communication with the consumer.

Cultural context in marketing communication on international market

Directory of Open Access Journals (Sweden)

Dominika Hirsch

2014-06-01

Full Text Available The goal of this article is to show in what way cultural factors can determine decisions in international marketing. Particular attention is devoted to the decisions associated with marketing communication, that is, the way in which cultural factors influence our preferences concerning the style of communication and what two basic styles are distinguished within intercultural communication. On the basis of particular examples it will be shown on the one hand in what ways these styles are visible in various forms of marketing messages coming from various countries. On the other hand it will also be shown in what way these messages reflect (very often unwittingly the culture and the system of values of an organization of the place were the messages originated. Before we start discussing the above-mentioned issues, the basic assumptions of the cultural marketing, as well as the term of culture, its models and dimensions will be presented.

Technological Innovations and Consumer Needs: An Analysis of Mobile Communications Market

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Norlia Ahmad

2011-12-01

Full Text Available This study combines insights from market diffusion and consumer research to provide an inte-grated framework of mobile communications market in Japan. We base our analysis on data from company interview, focus group discussion and industry reports. Our findings indicate that technology push dominates in the early introduction and consumer needs pull in the maturing stage. Three implications for the marketing area are; first, user needs for mobile communications have evolved from basic mobility and functionality to include aesthetic and experiential benefits, second, innovations of product capabilities co-evolve with user needs, and lead to increases in mobile usage and product-user attachments, and third, in a saturated market, mobile consumption is premised on the utilitarian and hedonic values as perceived by the users. As mobile phone is a universal product, analysis of a saturated market such as Japan provides a deeper understanding of the evolution of technology and consumer in other markets.

Experiential Learning in Marketing Communications Courses: The Demarketing of College Binge-Drinking

Science.gov (United States)

Rozensher, Susan G.; Seal, David S.

2009-01-01

The experiential learning approach has been gathering substantial momentum and support in educational circles. In the team-based experiential learning project presented here, which effectively integrated theory and application, students were charged with creating an integrated marketing communications plan to demarket binge drinking on the college…

Communication impacting financial markets

Science.gov (United States)

Vitting Andersen, Jørgen; Vrontos, Ioannis; Dellaportas, Petros; Galam, Serge

2014-10-01

Since the attribution of the Nobel prize in 2002 to Kahneman for prospect theory, behavioral finance has become an increasingly important subfield of finance. However the main parts of behavioral finance, prospect theory included, understand financial markets through individual investment behavior. Behavioral finance thereby ignores any interaction between participants. We introduce a socio-financial model (Vitting Andersen J. and Nowak A., An Introduction to Socio-Finance (Springer, Berlin) 2013) that studies the impact of communication on the pricing in financial markets. Considering the simplest possible case where each market participant has either a positive (bullish) or negative (bearish) sentiment with respect to the market, we model the evolution of the sentiment in the population due to communication in subgroups of different sizes. Nonlinear feedback effects between the market performance and changes in sentiments are taken into account by assuming that the market performance is dependent on changes in sentiments (e.g., a large sudden positive change in bullishness would lead to more buying). The market performance in turn has an impact on the sentiment through the transition probabilities to change an opinion in a group of a given size. The idea is that if for example the market has observed a recent downturn, it will be easier for even a bearish minority to convince a bullish majority to change opinion compared to the case where the meeting takes place in a bullish upturn of the market. Within the framework of our proposed model, financial markets stylized facts such as volatility clustering and extreme events may be perceived as arising due to abrupt sentiment changes via ongoing communication of the market participants. The model introduces a new volatility measure which is apt of capturing volatility clustering and from maximum-likelihood analysis we are able to apply the model to real data and give additional long term insight into where a market is

Structural changes, market concentration and vertical integration: would they lead to more stable markets

Energy Technology Data Exchange (ETDEWEB)

Tahmassebi, H.

This communication is concerned with three major developments that are likely to have significant impact on the future structure of world oil markets: oil company mergers and acquisitions, shift of exploration and production activity from the United States to overseas, and joint venture agreements between producing countries and oil companies aimed at further downstream integration by OPEC. The last two developments are likely to contribute substantially to price and market stability in the future.

Structural changes, market concentration and vertical integration: would they lead to more stable markets

International Nuclear Information System (INIS)

Tahmassebi, H.

1991-01-01

This communication is concerned with three major developments that are likely to have significant impact on the future structure of world oil markets: oil company mergers and acquisitions, shift of exploration and production activity from the United States to overseas, and joint venture agreements between producing countries and oil companies aimed at further downstream integration by OPEC. The last two developments are likely to contribute substantially to price and market stability in the future

Analysis of Marketing communication of Diesel company

OpenAIRE

Zvadová, Zuzana

2010-01-01

The main objective of this work is to highlight the specifics of marketing communications in the fashion industry on an example of a particular company, an Italian company Diesel. Theoretical knowledge of fashion marketing, management of fashion companies and the characteristics of the fashion market are applied to the brand Diesel. Marketing Communication is subject of analysis of individual campaigns and then summarized the common characteristics of the whole communication. Common features ...

Marketing communication plan for Barbershop Nina Jussinoja

OpenAIRE

Peltonen, Pauliina

2015-01-01

The topic of the thesis was to study marketing communication planning and online marketing. The study was conducted for Barbershop Nina Jussinoja. Barbershop Nina Jussinoja is a barbershop in the center of Rauma. The business idea of the shop is to offer haircuts and beard trimming without taking appointments. The barbershop didn’t have any marketing communication activities or planning before the process of this thesis began. In order to create a marketing communication plan, theory of ...

Interconnections and market integration in the Irish Single Electricity Market

International Nuclear Information System (INIS)

Nepal, Rabindra; Jamasb, Tooraj

2012-01-01

Interconnections can be an effective way to increase competition and improve market integration in concentrated wholesale electricity markets with limited number of participants. This paper examines the potential for interconnections and increasing market integration in the Irish Single Electricity Market (SEM). We use a time-varying Kalman filter technique to assess the degree of market integration between SEM and other large, mature and interconnected wholesale electricity markets in Europe including Great Britain (GB). The results indicate no market integration between SEM and other European markets except for Elspot and GB. We show that the current state of market integration between SEM and GB is just 17% indicating potential to improve market integration via increased interconnector capacity. The results indicate that liquidity of wholesale markets might be a crucial factor in the market integration process while our results remain inconclusive in determining whether increased trade of renewables can improve market integration. - Highlights: ► We assess the degree of market integration between SEM and other EU electricity markets. ► Our results indicate no market integration between SEM and other European markets except for Elspot and GB. ► We show that the current state of market integration between SEM and GB is just 17%.

FOMC communication and emerging equity markets

OpenAIRE

Hayo, Bernd; Kutan, Ali M.; Neuenkirch, Matthias

2009-01-01

Using a GARCH model, we study the effects of Federal Funds target rate changes and FOMC communication on emerging equity market returns and volatility over the period 1998–2006. First, both types of news have a significant impact on market returns. Second, target rate changes are more important than informal communication. Third, the occurrence of monetary policy reports lowers price volatility. Finally, American emerging markets react more to U.S. news than non-American markets.

New trends in marketing communications

OpenAIRE

Cigošová, Petra

2009-01-01

The thesis i about new forms of marketing communications and new approaches to the use of older forms. It focuses on internet, as the the major new medium used in communication. Last part analyses new trends in customer insights to advertising, advertisment spendings for different kinds of media and augmentation of the number of internet users according to results of marketing researches.

Facebook marketing communications plan for Ladies Gym

OpenAIRE

Orelma, Lilja

2016-01-01

Ladies Gym is a gym located in Vantaa, Finland. Until now, the company’s marketing actions have been limited to occasional e-mail newsletters, posters on the walls of the gym, and a newspaper advertisement once a year. The outcome of this thesis is a Facebook marketing communications plan that will be implemented by the company. Marketing communications and B-2-C relationship management are covered in the theoretical framework. Facebook as a marketing communications tool is covered in mor...

Marketing communications: Qualitative and quantitative paradigm

Directory of Open Access Journals (Sweden)

Uzelac Nikola

2005-01-01

Full Text Available This paper focuses on key issues in relation to the choice of basic language of communication of marketing as a practical and academic field. Principally, marketing managers prefer descriptive way of expression, but they should use the advantages of language of numbers much more. By doing so, they will advance decision-making process - and the communication with finance and top management. In this regard, models offered by academic community could be helpful. This especially pertains to those positive or normative verbal approaches and models in which mathematics and statistical solutions have been embedded, as well as to those which emphasize financial criteria in decision-making. Concerning the process of creation and verification of scientific knowledge, the choice between languages of words and numbers is the part of much wider dimension, because it is inseparable from the decision on basic research orientation. Quantitative paradigm is more appropriate for hypotheses testing, while qualitative paradigm gives greater contribution in their generation. Competition factor could become the key driver of changes by which existing "parallel worlds" of main paradigms would be integrating, for the sake of disciplinary knowledge advancement.

Remodelling Marketing Communications in an Internet Environment.

Science.gov (United States)

Rowley, Jennifer

2001-01-01

Argues that the Internet demands a significant review of approaches to marketing communications, or promotion, as both the strategic and tactical levels. Highlights include electronic business and electronic commerce; comparing organizational and consumer markets; service development; objectives of marketing communications; and questions for…

Integration of European Bond Markets

DEFF Research Database (Denmark)

Christiansen, Charlotte

2014-01-01

I investigate the time variation in the integration of EU government bond markets. The integration is measured by the explanatory power of European factor portfolios for the individual bond markets for each year. The integration of the government bond markets is stronger for EMU than non-EMU memb......I investigate the time variation in the integration of EU government bond markets. The integration is measured by the explanatory power of European factor portfolios for the individual bond markets for each year. The integration of the government bond markets is stronger for EMU than non...

SATISFACTION OF MARKETING COMMUNICATIONS IN THE ACTIVITIES OF THE DENTAL LABORATORY

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Minko M. Milev

2017-06-01

Full Text Available Purpose: Analysis of the attitude of dental physicians, dental technicians, patients and students of dental technology, about the marketing communication in the work of dental technical laboratories. Material and Methods: The main study was conducted on the territory of Northeastern Bulgaria, using direct anonymous paper questionnaires in the period between April and July 2015. A total of 700 respondents were interviewed, distributed into four groups (dental physicians, dental technicians, students of dental technology and patients of dental laboratories. Results and Discussion: The study was designed to investigate the satisfaction with marketing communications among all participants in dental laboratory activities. Satisfaction of dental physicians with aspects of marketing communication of dental laboratories was 47,39% (n=127, and a negative answer was given from 22,76% (n = 61 of respondents. The majority of dental technicians (75,91%, n=104 were satisfied with aspects of marketing communication with dental clinics/dental physicians, while 29,85% (n = 80 weren’t satisfied. The study of the satisfaction with the communication among the students showed that 60,42% (n=116 of them were satisfied and lack of satisfaction with communication was reported by 1,56% (n=3 of the respondents. Among the studied patients, 81,55% (n=84 felt satisfied with the communication carried out at the dental clinics, and 8,74% (n = 9 among patients were not satisfied. Conclusion: The integrated communications may successfully achieve the goals of a given communication campaign by a well-coordinated utilisation of the different kinds of IMC instruments: advertising, public relations (PR, personal sales, sales promotions and others. The desired synergy is attained when all the IMC instruments are synchronised and mutually enhanced.

Marketing Communication Strategies of the Industrial Companies

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Wojciech Wodyński

2007-07-01

Full Text Available Industrial market, created by companies, which buy and sell goods which are not directly for consumption, but are used in production process, communicates with the environment in a specific way. Many industrial companies supply only the customers of non consumption goods market and hence they do not enter into direct contact with a final consumer. In such cases recognizing the customers needs is even more difficult. Such environment requires efficiently functioning and planned communication of the company with the market. This study presents methods and strategies of marketing communication really used in industrial companies. While analysing marketing strategies of industrial companies, the author draws the attention to the fact that even though there was system transformation, the state still has significant impact on functioning and development of industry and that in a way directs and created barriers in companies functioning. Such conditions force even more active marketing communication as well as searching new solutions. As there are more and more sophisticated marketing techniques related to digital media, there is also a growing demand for strategic solutions in marketing communication. Digital media, first of all the Internet, provide so far unavailable possibilities of researching consumers behaviours and ways of using media. They also give a chance to follow the behaviour of smaller, unique and often social groups of consumers.

Reviewing CSR management and marketing communication research: A discourse approach

DEFF Research Database (Denmark)

Nielsen, Anne Ellerup; Thomsen, Christa

To judge from the rapidly growing body of research in the field of corporate social responsibility (CSR) management and marketing communication, there is an increasing interest in exploring the role of communication along with the transmission from implicit towards explicit CSR in the European...... context (Matten & Moon 2008). Many corporations today are concerned with gaining legitimacy through integrating the expectations of their stakeholders (employees, customers, NGOs, activists, government institutions, institutions of international governance) in the overall company strategy. This also...... includes stakeholders in or around business units established in developing countries and emerging markets (e.g. Jamali 2010; Reimann 2012). Along with the growing pressure on corporations to engage in CSR a seemingly growing number of these are concerned with disclosure, reporting, reputation, etc. issues...

The necessity of the use of social networks as an ingredient of computer-integrated marketing communications for advancement of higher educational establishments

Directory of Open Access Journals (Sweden)

Kostiuk Mariia

2016-04-01

Full Text Available The volume of demand and supply on educational services constantly grows and education becomes the perspective sphere of the Ukrainian economy. In the conditions of the permanent increased competition between educational establishments, it is impossible to do without marketing, namely - to marketing of educational services. The article substantiates the necessity of the use of computer-integrated marketing communications in advancement of higher educational establishment. It considers questions of advancement of higher educational establishments and educational services in Internet, analyses indexes of advancement of higher educational establishment in «VKontakte» social network. The recommendations for the promotion of universities in social networks were formulated on the basis of the study results.

Market integration in the crustaceans market

DEFF Research Database (Denmark)

Ankamah-Yeboah, Isaac; Bronnmann, Julia

2018-01-01

are substitutes. Price determination processes for the shrimp markets vary with the level of the value chain. The results imply that the wild and farmed crustaceans markets are interacting through substitution effects. Hence, the markets have the capability to shield volatile and rising prices that would emanate......In this paper the price dynamics and the degree of market integration in the German crustaceans market is examined using cointegration methods. The study focuses on wild caught cold water shrimp, farmed warm water shrimp as well as lobster and derives implications for the fisheries sector....... In the analysis, both the import market and the retail market price reactions are distinguished. Therefore, it is evaluated how price changes affect competing commodities within and between the value chain of a given crustaceans commodity. Evidence of partial market integration is found for all species under...

The Modern Marketing Communications of Hotel Enterprises

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Vlashchenko Nataliia M.

2017-06-01

Full Text Available The article is aimed at studying the features of marketing communications in the hotel industry and developing scientific-practical recommendations to activate their use at the level of domestic hotel enterprises. A classification of the communications of hotel enterprises, with defining the place for marketing therein, has been compiled. A complex of marketing communications of hotel enterprises has been developed, taking account of the current marketing instrumentarium. Objectives for the staff of hotel enterprises in terms of activities in the social networks have been formulated. Recommendations to activate the development of Internet marketing in the sphere of hospitality have been developed. It has been concluded that the special feature of promoting services of a hotel enterprise is the development of personalized relationships with customers.

The Integration of Corporate Non-Market and Market Strategies

DEFF Research Database (Denmark)

Xie, Peihong; Li, Xin; Xie, Xuemei

2014-01-01

Purpose: This paper aims to systematically examine the key notion of integration of non-market and market strategies in the increasingly popular study of corporate non-market strategies. Design/methodology/approach: This paper is based on a brief literature review of the non-market strategy (NMS...... explore how to seamlessly coordinate non-market and market strategies in order to gain maximal synergies. Originality/value: This paper is the first to examine the key notion of integration in a systematic manner. It is the first to propose a three-question solution to systematic understanding......) research that shows the existing literature does not offer a clear and systematic account of the key notion of integration. It suggests any systematic account of integration should address at least three interrelated questions, i.e. why, what and how to integrate non-market and market strategies? Findings...

Analysis of marketing communications of selected brand

OpenAIRE

Tošnarová, Petra

2012-01-01

This work deals with marketing communications of the selected brand in the QSR (Quick Services Restaurant) segment. The aim is to formulate appropriate recommendations that would increase the effectiveness of advertising. Recommendations will be based on the results of the analysis of communication activities focused on brand advertising, its effects on consumers' perception and evaluation. The theoretical part is devoted to the theory of marketing communications, effective communication, adv...

Integrating Development, Alumni Relations, and Marketing for Fundraising Success

Science.gov (United States)

Stevick, Thomas R.

2010-01-01

At many institutions, the vice president of institutional advancement oversees the functions of development, alumni relations, and marketing and communications. University leaders expect these functions to be integrated and to work hand-in-hand to advance the institution's mission, particularly in the area of private donations. The reality is that…

Nuclear communications and deregulated energy market

International Nuclear Information System (INIS)

Ruuskanen, Antti

1998-01-01

The electricity market a over the world is facing the most profound change ever. The market is to be deregulated, competition will be increased and companies privatised. The boom started from the UK but today the Nordic market is the most liberalised in the world. Nordic market consists of annual power sales around 350 TWh and only a modest growth potential of 12 percent per year. All fuels and all technologies meet in the marketplace. Nuclear has its good one fourth share of the production there. Nuclear is clearly for base-load with low marginal costs next to hydro electric power. There are four major players in the Nordic market. Swedish Vattenfall, IVO Group and Swedish Sydkraft are the three biggest in that order, and all of them have nuclear assets. The market is characterised by lowest power prices in Europe, two electricity exchanges and continuous power trade across the borders. The described market change from national and less open utility driven sector has clear impacts to companies strategies and consequently also to communications. All these circumstances demand, New target groups from corporate communications' point of view; new communications language to change to more business-like; new insider rules and new information practices; new business orientated journalists against a new reference group. This all opens new challenges and possibilities to re-build nuclear image. Market economy in electricity will also ease governmental nationally oriented energy policies and let market forces to decide whether investments are viable or not. This is positive for nuclear - again if and only if the power plants are managed in an economically viable way. Deregulation may open the market from political deadlock to new nuclear investments in case the above mentioned requirements are correct. All in all, market change comes sooner or later to regions not yet liberalised. It will challenge nuclear companies and their communications. The change always creates

Understanding the role of marketing communications in direct marketing

NARCIS (Netherlands)

P. Naik; N. Piersma (Nanda)

2002-01-01

textabstractThe standard RFM models used by direct marketers include behavioral variables, but ignore the role of marketing communications. In addition, RFM models allow customer responsiveness to vary across different customers, but not across diiferent time periods. Hence, the authors first

Get Ready 'Cause Here It Comes: The Future of Marketing Communication (Marketing Writing for Technical Products).

Science.gov (United States)

King, Janice

1995-01-01

Discusses trends for the future in marketing communication: expanding channels for communication, global marketing, product brands, and changing jobs. Suggests ways marketing communicators can prepare for these changes. (SR)

Market integration and market concentration in horizontally differentiated industries

OpenAIRE

Eckel, Carsten

2001-01-01

This paper derives the impact of market integration on equilibrium firm size and market concentration in horizontally differentiated industries. We show that market concentration (measured by the number of firms) can rise as a consequence of market integration if firms engage in R&D competition. We also demonstrate that whether concentration occurs or not depends on the R&D production function and on consumer preferences. This result implies that the welfare effects of market integration are ...

Can we compare SMS marketing to traditional marketing communications?

OpenAIRE

Roozen, Irene; Genin, Emile

2008-01-01

Nowadays most companies acknowledge the importance of SMS marketing in reaching and interacting with their customers (Kavassalis et al. 2003; Dickinger et al. 2004; Tsang, Ho & Liang 2004; Sharl, Dickinger & Murphy 2005; Muk 2007). However, there is much discussion in the press regarding the effectiveness when it comes to SMS marketing. Are customers willing to accept, reading and using SMS messages: how effective is SMS marketing compared to traditional marketing communications? The goal of ...

Event-Marketing as Innovative Marketing Communications: Reviewing the German Experience

OpenAIRE

Wohlfeil, Markus; Whelan, Susan

2005-01-01

As a result of significant changes in their marketing environments and in consumer behaviour, marketers are confronted with the decreasing effectiveness of their classic marketing communications (Kroeber-Riel 1984) and, consequently, in need of new ways to position their brands in consumers’ minds. Because nothing is more convincing than personal experiences (Nickel 1998), event-marketing creates new brand-related realities by staging marketing-events with which consumers interact. This would...

Selected indicators for evaluating the effectiveness of marketing communication

Directory of Open Access Journals (Sweden)

Aneta Olejniczak

2015-06-01

Full Text Available The issue of the evaluation of marketing activity in each institution most often refers to marketing communications and therefore promotional activities of the company. Whereas measuring the effectiveness of marketing communications results, we can use many tools-indicators, the use of which will track the progress and assess the effectiveness of our institution run by marketing communications. With a view to implementing effective marketing strategy we must be able to measure our success. In this article, has been made a review of selected indicators to evaluate the effectiveness of marketing communications. Cited indicators are commonly used. According to the authors, each institution should create its own set of indicators by which the effects of its operations will be best measured.

Market Integration of Fish in Europe

NARCIS (Netherlands)

Nielsen, M.; Smit, J.G.P.; Guillen, J.

2009-01-01

This paper examines market integration between fish species in Europe, taking international market integration into account. Based on Juselius (2006), market integration is found both on the fresh and frozen markets. The Law of One Price is in force on the fresh market within the segments of

Marketing Communications in Public Administration : Case: Municipal IT Unit

OpenAIRE

Teräväinen, Terhi

2011-01-01

Marketing communications is traditionally associated with the private sector and commercial activities, but the term is nowadays also widely used in public sector contexts. In this thesis marketing communications is analysed from a public administration point of view. The empirical part deals with marketing communications executed by the Municipal IT Unit of the Ministry of Finance. The objective is to find out what is considered important when it comes to planning and implementing market...

Efficacy methods to evaluate health communication and marketing campaigns.

Science.gov (United States)

Evans, W Douglas; Uhrig, Jennifer; Davis, Kevin; McCormack, Lauren

2009-06-01

Communication and marketing are growing areas of health research, but relatively few rigorous efficacy studies have been conducted in these fields. In this article, we review recent health communication and marketing efficacy research, present two case studies that illustrate some of the considerations in making efficacy design choices, and advocate for greater emphasis on rigorous health communication and marketing efficacy research and the development of a research agenda. Much of the outcomes research in health communication and marketing, especially mass media, utilizes effectiveness designs conducted in real time, in the media markets or communities in which messages are delivered. Such evaluations may be impractical or impossible, however, imiting opportunities to advance the state of health communication and marketing research and the knowledge base on effective campaign strategies, messages, and channels. Efficacy and effectiveness studies use similar measures of behavior change. Efficacy studies, however, offer greater opportunities for experimental control, message exposure, and testing of health communication and marketing theory. By examining the literature and two in-depth case studies, we identify advantages and limitations to efficacy studies. We also identify considerations for when to adopt efficacy and effectiveness methods, alone or in combination. Finally, we outline a research agenda to investigate issues of internal and external validity, mode of message presentation, differences between marketing and message strategies, and behavioral outcomes.

Internationalization strategies of emerging market-based multinationals: integration of Indian ICT-ITES companies on the Dutch service outsourcing market

NARCIS (Netherlands)

Beerepoot, N.; Roodheuvel, I.

2016-01-01

This paper examines the entry of Indian information and communication technology-information technology-enabled services (ICT-ITES) companies on the Dutch service outsourcing market. Using this case study, the paper integrates two academic debates: the rise of emerging country-based multinationals

Identifying marketing communication media that are influential to consumers

Directory of Open Access Journals (Sweden)

Safura M. Kallier

2016-11-01

Full Text Available Marketing communication is essential for any business as it informs the consumer about the business and the products and services that it offers. The way in which the retailer decides to communicate with the customer is important as it can influence the consumer to purchase from the retailer. With the rapid increase in new communication mediums, retailers now have much more mediums at their disposal to communicate and interact with their customers. This study thus aimed to determine which mediums of marketing communication media is most influential for the consumer. Convenience sampling was used for this study and a self-administered web-based questionnaire was used to collect the data. The data was collected from available consumers in the Gauteng province of South Africa. The results indicated that consumers regard marketing communication mediums such as television, radio as influential and would react to marketing communication that included discounts and vouchers.

Market efficiency, competition, and communication in electric power markets. Experimental results

International Nuclear Information System (INIS)

Chapman, D.; Mount, T.D.; Vossler, C.A.; Barboni, V.; Thomas, R.J.; Zimmerman, R.D.

2004-01-01

Economic theory gives no clear indication of the minimum number of producers necessary for a market to define competitive price-quantity equilibria, which approximate price equal to marginal cost. Previous work and Federal Energy Regulatory Commission (FERC) guidelines generally suggest that 6-10 suppliers may be workably competitive. Our experiments with PowerWeb suggest that a higher number of suppliers may be necessary to approximate competitive market solutions, this in the absence of any communication among producers. As communications rules are altered to parallel differing types of antitrust enforcement, market results with 24 participants approach pure monopoly values

Application of integrated marketing communications in business family firms in Republic of Srpska

Directory of Open Access Journals (Sweden)

Perić Nenad

2013-01-01

Full Text Available As studies have shown, family businesses are the oldest and most common form of business organization in the world and is a key foundation of the global economy. Experience has shown that the family firm in the Republic of Srpska increasingly opt for hiring professionals for public relations or hiring agency for this work, for resolving crisis situations. The problems they face are, on the one hand, an insufficient budget for the integration of marketing communications and the management of unreason benefit from IMC. On the other hand, sometimes it's already failed separation of family business relationships. Hypotheses to be proven, are associated with insufficient support from family firms by the authorities in the Republic of Srpska, which implies limiting the growth of family firms, and insufficient investment in IMC, regardless, whether family firms have developed an export strategy. Hypothesis has been detected at levels of cognition. The first is proved for the general hypothesis, and then the collateral hypothesis. The sample of 208 family businesses in the Republic of Srpska and statistical analysis methods are descriptive analysis and chi-square test.

The role of digital channels in industrial marketing communications

OpenAIRE

Karjaluoto, Heikki; Mustonen, Nora; Ulkuniemi, Pauliina

2015-01-01

Purpose – The purpose of this research is to investigate industrial marketing communications tools and the role of digital channels. The research draws from the literature on industrial marketing communications to examine its goals and intended utilization in industrial firms. Design/methodology/approach – An empirical multiple case study conducted among six industrial firms examines the current state of digital marketing communications (DMC). Findings – The study gleans thre...

Using of Marketing Communication for Distance Education Institutions

OpenAIRE

R. Ayhan YILMAZ

2005-01-01

Using of Marketing Communication for Distance Education Institutions R. Ayhan YILMAZ, Ph.DAnadolu UniversityCommunication Sciences FacultyEskisehir, TURKEY INTRODUCTION Because of increased competition for scarce resources, marketing has become an important activity of many nonprofit organizations. Higher education institutions, as one of these nonprofit organizations, provide us with excellent examples of this trend (Hayes, 1991). The marketing of higher education has received a tremendous a...

Product Market Integration, Comparative Advantages and Labour Market Performance

DEFF Research Database (Denmark)

Andersen, Torben M.; Rose Skaksen, Jan

2003-01-01

Product Market Integration, Comparative Advantages andLabour Market Performance@*In a two-country model with trade driven by comparative advantages, it is considered howimperfectly competitive labour markets are affected by lower frictions in international goodstrade. Easier goods trading...... is equivalent to increased mobility of employment acrosscountries and thus a change in the trade-off between wages and employment faced by wagesetters. While the effects of product market integration on the trade-off between wages andemployment in general is ambiguous, it is shown that product market...... integration works like ageneral improvement in productivity via the specialization it allows through trade.Unambiguously, real wages and employment and welfare improve upon reductions in tradefrictions, and therefore workers are better off irrespective of whether the market power ofunions is enhanced or muted...

Marketing Communications in the Post-Advertising Era.

Science.gov (United States)

Dilenschneider, Robert L.

1991-01-01

Challenges four commonly held myths about advertising and marketing effectiveness. Establishes the framework for a more comprehensive program of marketing communication involving traditional public relations, advertising, sales promotion, special events, along with new uses for public affairs work in marketing. (MG)

Market, Country and World Effects on Regional Equity Market Integration

Directory of Open Access Journals (Sweden)

Chee Wooi Hooy

2014-08-01

Full Text Available This study explores the fundamental driving forces of regional equity market integration in a trading bloc. The determinant factors are categorized into market attribute, economic fundamentals and world information. Our sample consists of 26 equity markets of ive regional trading blocs, namely AFTA, CER, EFTA, EU and NAFTA over the period of January 1999 to  August  2005.  We  measure  market  integration  based  on  pricing  errors  as  proposed  by Korajczyk (1996 and Levine and Zervos (1998. Using panel regressions, our results show that  equity  integration  in  these  trading  blocs  is  driven  internally,  where  only  individual-market  volatility  and  economic  fundamentals  play  a  signiicant  role  in  the  process.  Intra-bloc  trade  is  found  to  enhance  regional  equity  market  integration,  supporting  the  notion that  regional  convergence  extends  beyond  the  trade  sector  that  is  promoted  in  the  trade agreements.  We  also  document  regime  shifting  effects  during  stock  market  crises,  where most  of  these  markets  became  strongly  integrated  after  a  regional  crisis,  but  integration was signiicantly weakened during a crisis that affected the world markets. Also, the level of equity market integration differs across trading blocs, where the blocs with a smaller number of country members are relatively more integrated. ";} // -->activate javascript

Corporate Social Responsibility: The Future of Marketing Communications

OpenAIRE

Zidarova, Margarita

2010-01-01

The purpose of this study was to investigate Corporate Social Responsibility (CSR) as a contribution tool to the future practices of corporate marketing communications. Another aim was to discover the current practices of CSR within corporate marketing communications with a specific focus on corporate and stakeholder value creation gained through this merging of two disciplines. Finally, the possibility of creating future competitive advantages through the use of CSR in marketing communicatio...

The Implementation Word Of Mouth As Part Of Integrated Marketing Communication At Beauty Clinic Giva Skin Care Medan

Directory of Open Access Journals (Sweden)

Murlizar

2017-07-01

Full Text Available Even though it is a new comer in facial beauty parlors Klinik Kecantikan Giva Skin Care located on Jalan Sei Batanghari Medan is able to compete with the other beauty parlors. The tight competitiveness in beauty parlors has caused it to think hard to creatively attract and increase consumers from time to time. In carrying out its marketing strategy it applies Integrated Marketing Communication IMC and Transmedia Branding through varied new media which contribute ideally to develop the brand of Klinik Kecantikan Giva Skin Care to its consumers and its prospective consumers. The objective of the research was to find out and identify Word Of Mouth WOM as part of IMC and Transmedia Branding which have been consistently done by this beauty parlos in the last two years. The research used descriptive qualitativemethod and constructive paradigm the data were analyzed by conducting case study. Constructivism considered that the subject in this case Nanda as the marketing manager of Klinik Kecantikan Giva Skin Care was the central factor in the communicativeactivity and in the social relations and was functioned as the social control. The data were gathered by conducting observation in-depth interviews with the marketing manager and library study. The result of the research showed that Klinik Kecantikan Giva Skin Care applied Transmedia Brand and IMC in the form of Advertising Direct Marketing Interactive Media and Internet Selling Promotion Publicity and Personal Selling in order to maintain its survival in the midst tight competitiveness in beauty parlor business in Medan.

Marketing communications in industrial B2b markets enhancing the value of the corporate brand relying on common added values

Directory of Open Access Journals (Sweden)

Jose Ignacio Monrabal

2013-09-01

Full Text Available Today, industrial Business-to-Business (B2B markets are mainly characterized by a highly trained customer for making rational decisions in a highly competitive and global market, requiring more than ever organizations to approach their markets with a single and consistent message. Such demanding scenario requires to define a corporate brand transmitting in one message all the advantages that a Customer may appreciate in the long-term, based not only on what the company stands for in the market, but also the benefits of all its products throughout its portfolio. Such elements are referred as Common Added Values (CAVs, being some general examples the technology, quality, innovation and reliability; the capacity, infrastructure and distribution network; after-sales service policies, support and training; or the price and financial policies. This paper tries to explain the source of this need, describing the main differences between a brand communications model focused on the product or including the main B2B corporate values; and highlighting the main CAVs, to get an industry player either small or large, can succeed in generating brand equity through an integrated marketing communications strategy.

Marketing Communications as Important Segment of the Marketing Concept

Directory of Open Access Journals (Sweden)

Mirković Milena

2016-06-01

Full Text Available New frameworks operating at the international level have led to the need for a broader and more complex involvement of companies in international economic flows. In such circumstances, focus on the international and global markets becomes inevitable. Each segment companies must adapt and evolve in accordance with such conditions. Marketing as an important activity of the company in selling products or services is also changing and expanding its activities in line with international market. This leads to the creation of an international marketing concept and system as a specific approach to the processing of international economic relations. An important segment of implementation of the marketing concept is the marketing communication, which in terms of the limited number of international barriers. It is certainly possible to overcome with a well-defined marketing strategy. Clearly defined marketing strategy and well-prepared marketing mix remove barriers, to meet the set goals and lead to positive results for the company.

The matter of marketing communication of music festivals in Czech Republic

OpenAIRE

Podivinská, Michaela

2010-01-01

Theoretical part of this bachelor thesis focuses on arts marketing, marketing communications and commercial communications in general, and marketing and communication mix of music festivals. In practical part of the thesis I present a particular music festival Podblaník. Based on available information I analyze the marketing and communication mix of music festival Podblaník and its promotion campaign. In the last part of this work propose my own recommendation for the future activities of mar...

ROLE OF IMAGE IN MARKETING PERFORMANCE ODEL SUPPORTED BY MARKETING COMMUNICATION AND COMPANY SOCIAL RESPONSIBILITY

Directory of Open Access Journals (Sweden)

Eddy Soeryanto Soegoto

2016-05-01

Full Text Available AbstractBanking industries have not been effective yet in implementing marketing communication and company social responsibility programs. The establishment of image has not been done effectively yet; accordingly marketing performance cannot be implemented as it is expected. This research was done in the banking industries at Bandung City with sample as much as 42 banking industries drawn using a random sampling method. Thaanalysis procedure used Structural Equation Modeling based on Partial Least Square. This study generates anew model different with the previous researches where marketing communication and company social respon-sibility programs do not affect directly on the banking industries’ marketing performance. Nevertheless the image affect the marketing performance moderately. In conclusion, banking industries’ marketing perfor-mance can be maximal when the marketing communication is implemented effectively and the company social responsibility is implemented conducively in order to shape positive image.

Intercultural marketing: Culture and its influence on the efficiency of Facebook marketing communication

Directory of Open Access Journals (Sweden)

Copuš Lukáš

2017-06-01

Full Text Available The paper deals with intercultural marketing, which is a combination of two different phenomena - marketing and culture. The first objective of the paper lies in providing theoretical definitions of the above-mentioned areas. Subsequently, the aim is to analyse marketing communication of the selected automotive companies and determine its efficiency on social media within the context of cultural differences and cultural forms as their manifestations. A considerable amount of literature has been published on intercultural marketing, but only a few studies have concentrated on the connection with modern communication tools – i.e. social media. The data come from a research conducted online focused on Facebook. In total 2606 posts on twenty Facebook profiles of selected automotive companies were analysed. Our findings show that the use of standardization and adaptation is not related to the efficiency of marketing communication of individual Facebook profiles. One of the factors that determine the efficiency is cultural specifics visible by cultural forms which were interpreted for each selected culture. The contribution and the originality of this paper lies in providing theoretical and practical information about cultural differences on social media not only for marketing managers operating in different cultures, but also for researchers interested in intercultural marketing.

Market segmentation of mobile communications in SEE region

Directory of Open Access Journals (Sweden)

Domazet Anto

2006-01-01

Full Text Available In the focus of all activities are customers of mobile services on mobile communications market. As the basis of telecommunication network and services development, as also for creating an optimal marketing-mix from mobile operators' side, we have investigated the needs, motivations and customer behavior and have made analysis mobile communication customers on the SEE Region market. The aim of this analysis is identification of the regional segments and following their growth, size and profitability. At the end, we have contributed the suggestions for creating the marketing-mix using a strategy of marketing differentiation, which implicit optimal combination of all marketing-mix elements for each regional segment separately. For identified segments we have set up an estimation model of significant key factors on the particular segments, because of more efficient creation of marketing instruments.

Integrated Marketing Information and Communication System: New Quality of the Communication Interaction

OpenAIRE

Mishulin, Georgy M.; Molchan, Alexey S.; Biryukov, Alexey Yu.; Haradzhyan, Levon V.

2016-01-01

The control system of marketing functions in real time. Therefore, to reduce the degree of uncertainty and risk, the company must have reliable, correct, sufficient and timely marketing information. Market research and obtaining the necessary information allows us to assess their capabilities and determine the target market segments, which leads to the profit increase. Therefore, special employees find out what information about the market first are necessary for heads of various ranks, and d...

Marketing communications equipment in tourism

OpenAIRE

Šimková, Lenka

2009-01-01

The goal of my work is to observe the marketing activities of the InterContinental hotel. How do they communicate with potential customers and their guests. The work is divided into two parts. Theoretical, which explain general patterns of marketing. In this one I concentrate myself on hotel trade in general - its origin and impact. The practical part is a summary of the information I received during an interview with PR manager of the hotel.

Marketing Communications Mix of Universities - Communication With Students in an Increasing Competitive University Environment

Directory of Open Access Journals (Sweden)

Rašticová Martina

2011-09-01

Full Text Available In this period of increasing competition among universities and demographic decline in the Czech Republic, every manager working within the academic sphere must focus on optimizing the marketing activities of tertiary education. The aim of this study is to analyze the methods and styles of marketing communications universities and their faculties use when communicating with prospective students. The paper identifies procedures which help to optimize the choice, combination and connection of elements and activities of the marketing communications mix in relation with prospective students. A semi-structured interview and questionnaire method were used to achieve the research objective. The study concludes by discussing the research outcomes. Also, practical recommendations are discussed and interpreted and proposals are presented for further research into the marketing strategy of Czech universities and their faculties.

The focus of marketing communication efforts of smes within south Africa

Directory of Open Access Journals (Sweden)

Kallier Safura Mohamed

2017-03-01

Full Text Available Marketing communication is seen as a vital activity for the survival and success of SMEs. Traditionally tools such as pamphlets, local newspapers, posters and business cards were primarily used to promote SMEs. Today, however, the communication landscape has evolved due to technological advancements. As a result, there are many more communication tools that can be used by SMEs to conduct marketing communication activities of the business. The focus of this study is thus to determine the usage of traditional and technology-enabled marketing communication tools employed by SMEs in South Africa. A self-administered questionnaire was used to collect data from SMEs in South Africa. The results of this study indicate that most SMEs make use of e-media such as websites and e-mails as marketing communication tools. This article provides insight into the marketing communication tools that are being used by SMEs in South Africa which will contribute to the understanding of SMEs marketing practices. Studies suggest that there are many similarities regarding the challenges faced by SMEs globally and as such the findings of this study can be applied universally.

Time Varying Market Integration and Expected Rteurns in Emerging Markets

NARCIS (Netherlands)

de Jong, F.C.J.M.; de Roon, F.A.

2001-01-01

We use a simple model in which the expected returns in emerging markets depend on their systematic risk as measured by their beta relative to the world portfolio as well as on the level of integration in that market.The level of integration is a time-varying variable that depends on the market value

Marketing communication strategy of Finnish and Japanese mobile game developers and publishers

OpenAIRE

Cheng, Yi-Tung

2017-01-01

Both the marketing communication strategy of mobile game industry and the industry itself have been drastically evolving in the past years since the development of computation, data transfer and communication technology on mobile devices. Marketing communication has been considered a significant part in marketing strategy, but the marketing communication strategy, activity and channels were not well investigated so far. In this study, 9 SMEs Finnish and Japanese mobile game developers and pub...

Time-Varying Market Integration and Expected Returns in Emerging Markets

OpenAIRE

de Jong, Frank; de Roon, Frans

2001-01-01

We use a simple model in which the expected returns in emerging markets depend on their systematic risk as measured by their beta relative to the world portfolio as well as on the level of integration in that market. The level of integration is a time-varying variable that depends on the market value of the assets that can be held by domestic investors only versus the market value of the assets that can be traded freely. Our empirical analysis for 30 emerging markets shows that there are stro...

Time Varying Market Integration and Expected Rteurns in Emerging Markets

OpenAIRE

Jong, F.C.J.M. de; Roon, F.A. de

2001-01-01

We use a simple model in which the expected returns in emerging markets depend on their systematic risk as measured by their beta relative to the world portfolio as well as on the level of integration in that market.The level of integration is a time-varying variable that depends on the market value of the assets that can be held by domestic investors only versus the market value of the assets that can be traded freely.Our empirical analysis for 30 emerging markets shows that there are strong...

Marketing Communication dan Brand Awareness

OpenAIRE

Dominikus Tulasi

2012-01-01

The primary objective of marketing communications is to enhance brand equity as the means of moving customers to take favorable actions towards the brand—that is, trying it, repeat purchasing it and, ideally, becoming loyal towards the brand. Virtually, enhancing equity and affecting customer behavior depends on the effective use of all the marketing-mix elements. While, brand awareness relates to whether a brand name comes to mind when consumers think about a particular product category, and...

A multidirectional communication model: implications for social marketing practice.

Science.gov (United States)

Thackeray, Rosemary; Neiger, Brad L

2009-04-01

The landscape of sending and receiving information has changed dramatically in the past 25 years. The communication process is changing from being unidirectional to multidirectional as consumers are becoming active participants by creating, seeking, and sharing information using a variety of channels and devices. The purpose of this article is to describe how this shift in the communication process- where gatekeepers control the creation and content of information and consumers are less active recipients to one that reflects a multidirectional and more dynamic process with participative consumers-will affect the social marketing process. This shift in communication does not represent an option for social marketers so much as a necessity. As professionals respond to this evolving communication model, the practice of social marketing can remain vibrant as a relevant consumer-oriented approach to behavior change.

Testing market integration for Kenyan pineapples. | Onyuma ...

African Journals Online (AJOL)

The market structure was found to be oligopsonistic in nature with aspects of collusion amongst the urban middlemen and local market traders thus barring further entry by other potential actors. There was little market integration between urban markets and producing markets, and very low or no integration between the ...

Product Market Integration, Comparative Advantages and Labour Market Performance

DEFF Research Database (Denmark)

Andersen, Torben M.; Rose Skaksen, Jan

2004-01-01

of the specialization gains are similar to anincrease in labour productivity, whereas the labour market reform effectis similar to an increase in the degree of competition in the labourmarket. Wages, employment and welfare increase as a result of furtherproduct market integration. It is interesting to note......In this paper, we set up a two-country general equilibrium modelwhere trade unions have wage bargaining power. We show that adecrease in trade distortions inducing further product market integrationgives rise to specialization gains as well as a labour market reformeffect. The implications...... that the labourmarket reform effect of product market integration is achieved despitean increase in the wage level.JEL Classification: F15, J30, J50.Keywords: Trade frictions, wage formation, employment, welfaregains....

Tracking traders' understanding of the market using e-communication data.

Science.gov (United States)

Saavedra, Serguei; Duch, Jordi; Uzzi, Brian

2011-01-01

Tracking the volume of keywords in Internet searches, message boards, or Tweets has provided an alternative for following or predicting associations between popular interest or disease incidences. Here, we extend that research by examining the role of e-communications among day traders and their collective understanding of the market. Our study introduces a general method that focuses on bundles of words that behave differently from daily communication routines, and uses original data covering the content of instant messages among all day traders at a trading firm over a 40-month period. Analyses show that two word bundles convey traders' understanding of same day market events and potential next day market events. We find that when market volatility is high, traders' communications are dominated by same day events, and when volatility is low, communications are dominated by next day events. We show that the stronger the traders' attention to either same day or next day events, the higher their collective trading performance. We conclude that e-communication among traders is a product of mass collaboration over diverse viewpoints that embodies unique information about their weak or strong understanding of the market.

Tracking traders' understanding of the market using e-communication data.

Directory of Open Access Journals (Sweden)

Serguei Saavedra

Full Text Available Tracking the volume of keywords in Internet searches, message boards, or Tweets has provided an alternative for following or predicting associations between popular interest or disease incidences. Here, we extend that research by examining the role of e-communications among day traders and their collective understanding of the market. Our study introduces a general method that focuses on bundles of words that behave differently from daily communication routines, and uses original data covering the content of instant messages among all day traders at a trading firm over a 40-month period. Analyses show that two word bundles convey traders' understanding of same day market events and potential next day market events. We find that when market volatility is high, traders' communications are dominated by same day events, and when volatility is low, communications are dominated by next day events. We show that the stronger the traders' attention to either same day or next day events, the higher their collective trading performance. We conclude that e-communication among traders is a product of mass collaboration over diverse viewpoints that embodies unique information about their weak or strong understanding of the market.

Using of Marketing Communication for Distance Education Institutions

Directory of Open Access Journals (Sweden)

R. Ayhan YILMAZ

2005-04-01

Education , visited 10th February, 2005 , http://www.seniornet.org/edu/art/history.html Pardey, D. (1991. Marketing for Schools , London: Kogan Page. UK. Picton, D., A. Broderick (2001. Integrated Marketing Communications , Prentice Hall. Potashnik, M., J., Capper (1998 “ Distance Education: Growth and Diversity”, Finance and Development , March, (35 1. Visited 5th March, 2005,http://www.worldbank.org/fandd/english/0398/articles/0110398.htm Sudalaimuthu, S. Marketing of Distance Education Programmes , Visited 3 rd March, 2005 , http://www.ignou.ac.in/Theme-1/S.%20Sudalaimuthu.htm

Conceptions of Marketing Management and Strategic Planning at the Market of Cellular Communication Services

Directory of Open Access Journals (Sweden)

Marina Vladimirovna Perevoznikova

2015-12-01

Full Text Available The article is devoted to the study and analysis of marketing management and strategic planning of the companies working in the field of cellular communication services. The article represented the concept of marketing management and strategic planning, and their importance in the business development. Objectives and tasks of marketing management in the telecommunications are considered. Тhe conceptions of marketing management and the advisability of their use in the market of cellular communication are described. Relationship of marketing management and strategic planning at activities of the organization are determined. The stages of strategic planning and types of global and corporate development strategies of companies in the telecommunication market are analyzed. The application features of the marketing management concepts and development strategies in the telecommunications sector are considered. The evaluation criteria and mobile operators performance indicators (data are formed. The conclusions about the role of the effective marketing management and strategic planning in the activities of mobile operators are formulated, that allows keeping marginality and high level of business profitability, creating competitive advantages in the conditions of highly competitive market, forming effective purchasing, sales activities and promotional activities, determining the correct tactics of behavior at the market.

Stock Market Integration Measurement: Investigation of Malaysia and Singapore Stock Markets

OpenAIRE

B. K. Yeoh; Z. Arsad; C. W. Hooy

2010-01-01

This paper tests the level of market integration between Malaysia and Singapore stock markets with the world market. Kalman Filter (KF) methodology is used on the International Capital Asset Pricing Model (ICAPM) and the pricing errors estimated within the framework of ICAPM are used as a measure of market integration or segmentation. The advantage of the KF technique is that it allows for time-varying coefficients in estimating ICAPM and hence able to capture the varying degree of market int...

The Integration of the Information and Communication Functions, and the Marketing of the Resulting Products.

Science.gov (United States)

Harris, Susan C.

1985-01-01

Discusses the theoretical basis for integration of information functions and communication functions, the relevance of this integration in the scientific information cycle, and its positive effect on commodity research networks. The application of this theory is described using three commodity programs of the Centro Internacional de Agricultura…

Marketing Communications for Continuing Education: A Planning Model.

Science.gov (United States)

Vicere, Albert A.

1982-01-01

This article presents a model for the formulation of marketing communications strategies geared both to efficiency in direct marketing efforts and effectiveness in the creation of individual program enrollments and institutional identity. (CT)

Development Trends And Economic Assessment Of The Integration Processes On The Metals Market

OpenAIRE

Romanova, Olga A.; Makarov, Eduard V.

2018-01-01

The article examines the integration process from the perspective of three dimensions, which characterize the increase in quantity and appearance of new relationships; strength, character and stability of emerging communications; dynamics and the proper form of the process. The authors identify the development trends of the integration processes in the metals market and provide justification for the breaking of the period of Russian metal trading for 1991–2016 into five stages of development....

A Marketing Perspective on Mergers and Acquisitions : How Marketing Integration Affects Postmerger Performance

OpenAIRE

Homburg, Christian; Bucerius, Matthias

2004-01-01

Previous research on mergers and acquisitions (M&A) has neglected marketing issues by and large. This paper examines the effects of post merger integration (PMI) in marketing (ex tent and speed of marketing integration) on M&A performance mediated by integration outcomes (magnitude of cost savings and market-related performance). Results from a survey of 232 horizontal mergers and acquisitions show that market-related performance after the merger or acquisition has a much stronger impac...

Shopper marketing implications on communication strategies and actions

OpenAIRE

Silveira, Paulo Duarte; Marreiros, Cristina

2013-01-01

Comunicação apresentada em 15th IAMB Conference, Lisboa Shopper marketing is an international recent concept and approach to marketing. Since shopper marketing is in the early stages of development, it is also an emerging research field, and consequently questions and challenges acrossall the marketing-mix variables are emerging. This paper addressesshopper marketing implications on one of those variables – communication.Specifically, the purpose of this paper is to study the implications ...

Marketing Communications Effectiveness in Small and Medium Enterprises (SMEs in Bandung

Directory of Open Access Journals (Sweden)

Asep Suryana

2001-12-01

Full Text Available The objectives of the study were: (1 To know the dynamics of Small and middle Scale Industry (SMSI in Kabupaten Bandun; (2 Individual effectivity on SMSI in KabupatenBandung; (3 Marketing communication management effectivity on SMSI in Kabupaten Bandung; (4 The correlation between organization dynamics level and individual effectivity on SMSI organization in Kabupaten Bandung; (5 The correlation between organization dynamics level and effectivity of marketing communication management on SMSI in Kabupaten Bandung; and (6 The correlation between individual effectivity level and effectivity of marketing communication management on SMSI in Kabupaten Bandung. The methodology used in this study was Survey Methods, to conducted the manager and workers of Small Scale Industry in Kabupaten Bandung as population target. The sample size was 60 respondents selected randomly based on sampling Random sample, technique. The results of the study showed that: (1 The dynamics of SMSI organization concerning on anatomy, structure, and process organization was effective; (2 the individual on SMSI organization concerning on motivation, attitude, aptitude, temperament, and role perception was effective; (3 The effectivity of marketing communication management on SMSI in Kabupaten Bandung concerning on planning, actuating, controlling, and marketing communication mix was effective; (4 The correlation between the dynamics organization level and individual effectivity on organization SMSI was significan; (5 The correlation between the dynamics organization level and effectivity of marketing communication management on SMSI in Kabupaten Bandung, was significan; and (6 The correlaton between individual effectivity on organization and effectivity of marketing communication managementon SMSI in Kabupaten Bandung was significant.

Advanced Communication and Control for Distributed Energy Resource Integration: Phase 2 Scientific Report

Energy Technology Data Exchange (ETDEWEB)

BPL Global

2008-09-30

The objective of this research project is to demonstrate sensing, communication, information and control technologies to achieve a seamless integration of multivendor distributed energy resource (DER) units at aggregation levels that meet individual user requirements for facility operations (residential, commercial, industrial, manufacturing, etc.) and further serve as resource options for electric and natural gas utilities. The fully demonstrated DER aggregation system with embodiment of communication and control technologies will lead to real-time, interactive, customer-managed service networks to achieve greater customer value. Work on this Advanced Communication and Control Project (ACCP) consists of a two-phase approach for an integrated demonstration of communication and control technologies to achieve a seamless integration of DER units to reach progressive levels of aggregated power output. Phase I involved design and proof-of-design, and Phase II involves real-world demonstration of the Phase I design architecture. The scope of work for Phase II of this ACCP involves demonstrating the Phase I design architecture in large scale real-world settings while integrating with the operations of one or more electricity supplier feeder lines. The communication and control architectures for integrated demonstration shall encompass combinations of software and hardware components, including: sensors, data acquisition and communication systems, remote monitoring systems, metering (interval revenue, real-time), local and wide area networks, Web-based systems, smart controls, energy management/information systems with control and automation of building energy loads, and demand-response management with integration of real-time market pricing. For Phase II, BPL Global shall demonstrate the Phase I design for integrating and controlling the operation of more than 10 DER units, dispersed at various locations in one or more Independent System Operator (ISO) Control Areas, at

The Marketing Plan: An Integrative Device for Teaching Marketing Management.

Science.gov (United States)

Berdine, W. R.; Petersen, James C.

1980-01-01

The importance of the marketing plan is stressed as an integrative device for teaching marketing management, and a structure is presented to assist students in designing a marketing plan. Components of this plan include marketing objectives, targeting market and buying motives, external environment and competition, product, price, and promotion.…

Building Effective Marketing Communications in Tourism

Directory of Open Access Journals (Sweden)

Gorlevskaya Liudmila

2016-12-01

Full Text Available In the world of rapid technological evolution and economy of digitalization, consumers are continuously changing. Tourists are among the first. Their behaviour, media consumption, engagement level and expectations must influence on transformation of applied communication tools. In recent decades, the pace of change became faster. Media consumption has shifted to Internet, Mobile and innovative mediums. The paper proposes modern forms of communication tools on different stages of making-decision process and describes role of each to build marketing communications of tourism industry actors in a more effective way.

Marketing communication of dancing school Luas Dancing School.

OpenAIRE

Vařechová, Alice

2016-01-01

Title: Marketing communication of dancing school Luas Dancing School. Objectives: This thesis is trying to come up with new and effective marketing communication for dancing school. It is based on the old propagation methods and trying to do it better with documents obtained from theoretical part. Methods: Methods we used for this thesis are interview with owner and founder of this dancing school and discussion with dancers of this school. Some of them are long term dancers and some of them a...

INFLUENCE OF MARKETING COMMUNICATIVE STRATEGIES ON CONSUMER BEHAVIOUR: A CASE OF THE HIGH-TECHNOLOGY MARKET OF UKRAINE

Directory of Open Access Journals (Sweden)

Victoria Zhurylo

2017-11-01

Full Text Available The purpose of the study is to research consumer behaviour types and to develop marketing strategies of communicative influence on the consumer in the high-technology goods market. Methodology. Marketing research in Ukrainian market of high-tech goods is conducted to define motivations of the consumers and the peculiarities of their market behaviour. The profiles of target customers are developed and the typology of consumer behaviour is formed, based on the reasons of purchasing of high-tech goods and on the level of consumer involvement in the purchasing process. Results showed that Highly Rational, Cautious, and Demonstrative behaviours can be observed in case of high consumer involvement in the buying process. Rationally-Confident, Comfortable, Adaptive behaviour can be observed in the case of low involvement. The peculiarities of communicative influence for each type of consumer behaviour in the market of high-tech goods are determined and the appropriate strategies of marketing communication are offered. Practical implementation. Strategies of communicative influence and communication sources depend on consumer behavioural types and the stage of the process of adopting innovations. In case of highly rational consumer behaviour, generic strategy, benefit strategy, and unique technical advantage strategies are recommended to be used as the main communicative strategies. Benefit strategy, unique technical advantage strategy, positioning strategy should be used in the case of rationally confident behaviour. The technology of intrusion, intimidation, positioning strategy, affective strategy, and resonance strategy should be used in the case of cautious consumer behaviour. Brand strategy should be used in the case of demonstrative consumer behaviour. The communicative strategies of product positioning and the strategy of resonance can be used in the case of comfortable consumer behaviour. Brand strategy is the main communicative strategy in the

Advanced integrated WDM system for POF communication

Science.gov (United States)

Haupt, M.; Fischer, U. H. P.

2009-01-01

Polymer Optical Fibres (POFs) show clear advantages compared to copper and glass fibres. In essence, POFs are inexpensive, space-saving and not susceptible to electromagnetic interference. Thus, the usage of POFs have become a reasonable alternative in short distance data communication. Today, POFs are applied in a wide number of applications due to these specific advantages. These applications include automotive communication systems and in-house-networks. State-of-the-art is to transmit data with only one channel over POF, this limits the bandwidth. To solve this problem, an integrated MUX/DEMUX-element for WDM over POF is designed and developed to use multiple channels. This integration leads to low costs, therefore this component is suitable for mass market applications. The fundamental idea is to separate the chromatic parts of the light in its monochromatic components by means of a grating based on an aspheric mirror. Due to the high NA of the POF the setup has to be designed in a 3D-approach. Therefore this setup cannot be compared with the planar solutions available on market, they would result high losses in the 3rd dimension. To achieve a fast and optimized design an optical simulation program is used. Particular attention has to be paid to the design of the POF as a light source in the simulation program and the optimisation of the grating. The following realization of the demultiplexer is planed to be done with injection molding. This technology offers easy and very economical processing. These advantages make this technology first choice for optical components in the low-cost array.

Universities and Marketing Mass Communication in Italy

Science.gov (United States)

Boffo, Stefano

2004-01-01

Marketing mass communication is a quite recent reality of Italian (mainly public) university system. Up to the last decade, these institutions had a certain reluctance to use marketing in order to raise funds and acquire students. The change was made possible through a variety of factors, among which the extension of mass university, a higher…

Developing a customer-centric digital marketing communication strategy : Commissioner Salusfin Oy

OpenAIRE

Lokteva, Daria

2015-01-01

The present study relates to the field of digital marketing communication. The purpose of the study is to create a customer-centric digital marketing communication strategy for Salusfin, a technological start-up company in need of an effective digital strategy. The key issue of the study is to provide an insight on how digital marketing communication tools can fulfil the needs and benefit the company while adding value for the customers. The research questions addressed in the study are 1. Wh...

Potential markets for a satellite-based mobile communications system

Science.gov (United States)

Jamieson, W. M.; Peet, C. S.; Bengston, R. J.

1976-01-01

The objective of the study was to define the market needs for improved land mobile communications systems. Within the context of this objective, the following goals were set: (1) characterize the present mobile communications industry; (2) determine the market for an improved system for mobile communications; and (3) define the system requirements as seen from the potential customer's viewpoint. The scope of the study was defined by the following parameters: (1) markets were confined to U.S. and Canada; (2) range of operation generally exceeded 20 miles, but this was not restrictive; (3) the classes of potential users considered included all private sector users, and non-military public sector users; (4) the time span examined was 1975 to 1985; and (5) highly localized users were generally excluded - e.g., taxicabs, and local paging.

Like, comment, share and all that jazz : social media as communication and marketing tool case: Social media marketing approaches used by MaiJazz music festival

OpenAIRE

Tanaskovic, Nenad

2014-01-01

Master's thesis in International hotel and tourism management Social networks have become an integral part of everyday life for many. With an increasing number of companies using social media to communicate and build relationships with their customers, social media might be considered as the newest element of the marketing mix. The thesis’ objective is to explore the use of social media communication tools used by the jazz music festival, MaiJazz, in Stavanger, to define key...

The Analysis and suggested marketing communication for CleanMySpace start-up company

OpenAIRE

Tolstykh, Anastasiia

2016-01-01

This bachelor thesis is focused on the proposal of marketing communication for new start-up company CleanMyPlace, the winner of VŠE Exports 2015, aimed at increase of its brand awareness and improvement of existing marketing strategies and tactics. The theoretical part is devoted to marketing tools, most improtantly to marketing online communication, as soon as this brand provides its services via internet. In the practical part are defined and analysed the current marketing communication. Th...

An empirical analysis on the effects of marketing communications on market share adjustment

Directory of Open Access Journals (Sweden)

Somayeh Hozouri

2014-01-01

Full Text Available During the past few years, there has been growing competition between two primary sources of mobile service providers including Hamrah Aval and Irancell in Iran. The competition is so tight that both service providers have spent significant amount of money on marketing planning. Therefore, it is necessary to find important factors influencing on better marketing planning. This paper presents an investigation to analyze the effects of marketing communications on market share adjustment. The proposed study of this paper has used principle component analysis and it has detected four factors environment issues, marketing organization, market development and relationship oriented.

INTEGRATED COMMUNICATION – CREATING THE RIGHT RELATIONS WITH THE RIGHT CUSTOMERS TITLE

OpenAIRE

Ana-Maria Stoica; Raluca-Ionela Cretoiu

2009-01-01

Integrated marketing communication is an essential concept used in clarifying andmanaging lucrative relations with the employees, consumers and shareholders and sending auniform message to provide coherence and the maximum impact of communication as far asorganization and its products in all the relation points. In order to provide the success of such an approach the person doing the marketingcommunication must be headed for observing the steps, as follows: recognizing the target audience,set...

Particularities of the Marketing Communication Strategy through Social Media

OpenAIRE

Ionescu Andreea; Ciceo Andreea Teodora

2013-01-01

Consumers are confronted daily with dozens of decisions on buying a product and more than ever they refer to Social Media as the main and most important source of information and impressions from consumers worldwide. This article tackles the issue that companies nowadays still struggle with: understanding, properly using and incorporating Social Media marketing efforts into the overall marketing communications strategy. Moreover, it presents the particularities of communicating through Social...

Marketing Communication of Mc Donald´s

OpenAIRE

Baiduanova, Amina

2017-01-01

This bachelor thesis is an analysis of the marketing communications that are used by a large fast food corporation; their application and effectiveness. The main aim is to determine the main directions of the marketing mix in the company, to analyse the current situation, identify gaps and develop concrete proposals and recommendations for the improvement of the marketing mix in the business on the example of McDonald's. At the beginning of this thesis is presented the general information on ...

International Product Market Integration, Rents and Wage Formation

DEFF Research Database (Denmark)

Sørensen, Allan

including product market rents and the possibility that jobs may be relocated across national labour markets. Possibilities and threats, however, will not in general be uniformly distributed across firms and therefore groups in the labour market. These issues are explored in a Ricardian trade model......International product market integration enhances both export possibilities through easier access to foreign markets, but also the import threat arising from foreign firms penetrating into the domestic market. These mechanisms affect wage formation and employment creation through many channels...... with imperfect competition, heterogeneity in the labour market, and decentralized wage-bargaining. The Paper analyses how product market integration affects wage formation, and identifies characteristics of winners and losers in the integration process....

Integrating Ethics into the Marketing Curriculum.

Science.gov (United States)

Martin, James H.

1990-01-01

Describes how John Carroll University successfully integrated ethics into existing marketing courses. Provides a summary of the current literature on marketing ethics, discusses the educational goals that are met by integrating ethics into the curriculum, examines available curricular options, and details the design and implementation of a segment…

Study to forecast and determine characteristics of world satellite communications market

Science.gov (United States)

Filep, R. T.; Schnapf, A.; Fordyce, S. W.

1983-01-01

The world commercial communications satellite market during the spring and summer of 1983 was examined and characteristics and forecasts of the market extending to the year 2000 were developed. Past, present and planned satellites were documented in relation to frequencies, procurement and launch dates, costs, transponders, and prime contractor. Characteristics of the market are outlined for the periods 1965 - 1985, 1986 - 1989, and 1990 - 2000. Market share forecasts, discussions of potential competitors in various world markets, and profiles of major communication satellite manufacturing and user countries are documented.

The fame as a passport to the attention: reflections on the use of celebrities in the communication of global marketing

Directory of Open Access Journals (Sweden)

Josmar Andrade

2008-03-01

Full Text Available The main objective of the present essay is to explore the theme of the use of celebrities in marketing communications, with specific focus in the reception of messages of international standardized campaigns in local contexts. The difficulty to obtain the consumers’ attention is an important reason for the use of celebrities in marketing communication programs, strategy normally used to increase the attention levels and, as an effect of great importance, to transfer attributes associates to these personalities to brands, announced offers and companies. Offering subsidies to this discussion, the present work carries through literature revision enclosing and correlating the aspects of celebrities endorsement in marketing, attention allocation, the culture and the identity as references for elaborating marketing communication strategies. To its end, theoretical models are presented, integrating the diverse aspects of the quarrel and pointing to questions that deserve greater deepening of the academic research and that impact the practitioner world.

Vertical integration and market power: A model-based analysis of restructuring in the Korean electricity market

International Nuclear Information System (INIS)

Bunn, Derek W.; Martoccia, Maria; Ochoa, Patricia; Kim, Haein; Ahn, Nam-Sung; Yoon, Yong-Beom

2010-01-01

An agent-based simulation model is developed using computational learning to investigate the impact of vertical integration between electricity generators and retailers on market power in a competitive wholesale market setting. It is observed that if partial vertical integration creates some market foreclosure, whether this leads to an increase or decrease in market power is situation specific. A detailed application to the Korean market structure reveals this to be the case. We find that in various cases, whilst vertical integration generally reduces spot prices, it can increase or decrease the market power of other market generators, depending upon the market share and the technology segment of the market, which is integrated, as well as the market concentrations before and after the integration.

Vertical integration and market power. A model-based analysis of restructuring in the Korean electricity market

Energy Technology Data Exchange (ETDEWEB)

Bunn, Derek W.; Martoccia, Maria; Ochoa, Patricia [London Business School, London (United Kingdom); Kim, Haein; Ahn, Nam-Sung; Yoon, Yong-Beom [Korean Electric Power Corporation, Seoul (Korea)

2010-07-15

An agent-based simulation model is developed using computational learning to investigate the impact of vertical integration between electricity generators and retailers on market power in a competitive wholesale market setting. It is observed that if partial vertical integration creates some market foreclosure, whether this leads to an increase or decrease in market power is situation specific. A detailed application to the Korean market structure reveals this to be the case. We find that in various cases, whilst vertical integration generally reduces spot prices, it can increase or decrease the market power of other market generators, depending upon the market share and the technology segment of the market, which is integrated, as well as the market concentrations before and after the integration. (author)

Vertical integration and market power: A model-based analysis of restructuring in the Korean electricity market

Energy Technology Data Exchange (ETDEWEB)

Bunn, Derek W., E-mail: dbunn@london.ed [London Business School, London (United Kingdom); Martoccia, Maria; Ochoa, Patricia [London Business School, London (United Kingdom); Kim, Haein; Ahn, Nam-Sung; Yoon, Yong-Beom [Korean Electric Power Corporation, Seoul (Korea, Republic of)

2010-07-15

An agent-based simulation model is developed using computational learning to investigate the impact of vertical integration between electricity generators and retailers on market power in a competitive wholesale market setting. It is observed that if partial vertical integration creates some market foreclosure, whether this leads to an increase or decrease in market power is situation specific. A detailed application to the Korean market structure reveals this to be the case. We find that in various cases, whilst vertical integration generally reduces spot prices, it can increase or decrease the market power of other market generators, depending upon the market share and the technology segment of the market, which is integrated, as well as the market concentrations before and after the integration.

Integrated control centre: Trading system for operation in a deregulated power market

International Nuclear Information System (INIS)

Nyland, S.; Reinertsen, T.; Gunnestad, J.; Botnan, G.O.

1995-01-01

The paper presents a trade system for operation in a deregulated power market. The trade system (ICC-Trade) is one of the application programs in the Integrated Control Centre (ICC). The Norwegian deregulated power market is briefly described in order to discuss the consequences of the new power market for the power utilities. The paper will also deal with the interconnection to other ICC application programs and how to make use of the communication with SCADA systems for support of managing market activities. Finally some future developments are presented. The trade system is developed in cooperation between a research institute, vendors of control centres, and power utilities, and is planned to be a commercial product during the spring of 1995. Before release the product will be tested in real life by a pilot customer. 4 figs

AREAS OF MARKETING ACTIVITIES AND ESPECIALLY OF COMMUNICATION POLICY ON THE MARKET FLOWER PRODUC-TION

Directory of Open Access Journals (Sweden)

Gyulnara M. Gasymova

2014-01-01

Full Text Available The article studies basic aspects of marketing applying on the Russian flower market. The author has identified the main trends of marketing activities of companies and selected features of marketing mix of the flowers. In addition, the features of the communication policy of flower companies are identified. The author conducted a competitive analysis of companies at the wholesale and retail sectors of the Russian flower market.

Marketing communication drivers of adoption timing of a new E-service among existing customers

NARCIS (Netherlands)

Prins, Remo; Verhoef, Peter C.

This study investigates the effects of direct marketing communications and mass marketing communications on the adoption timing of a new e-service among existing customers. The mass marketing communications pertain to both specific new service advertising and brand advertising from both the focal

UNIVERSAL METHODS OF INFORMATIZATION OF MARKETING COMMUNICATIONS FOR EFFECTIVE DEVELOPMENTOF THE EDUCATIONAL ORGANIZATION

Directory of Open Access Journals (Sweden)

Н А Заславская

2016-12-01

Full Text Available The article deals with issues related to the development of the external educational institution, which is due to the improvement of quality of its interaction with the target audience. Improving the quality of interaction between educational organization with the target audience is ensured through the use of different types of marketing communications. In view of the development of modern information and communications technology area of information marketing communications is a priority. In addition to the classical definition of marketing communications, we introduce the definition of informatization of educational marketing communications organizations.To form an individual package the most effective for a particular educational organization of marketing communications is necessary not only to eliminate the differences existing strategic objectives of the educational organization and identify the desired long-term effect of the use of marketing tools. We consider a set of universal methods of marketing communication of information, which provide a steady positive development of the educational organization. Among these methods are: infographic summary of the educational organization, the cube -transformer like inforgraphic resume educational organization with a QR-code cards, parents’ meetings in the form of webinars, click “Share” on the website of an educational organization, registration of educational institution official group in the social network. Increasing the efficiency of interaction with the target audience improves its loyalty to a particular educational institution.

Relationship of reverse logistics and marketing communication in Czech Republic

Directory of Open Access Journals (Sweden)

František Milichovský

2016-09-01

Full Text Available Purpose of the article: The paper deals with question if the final customers are interested in reverse logistics in marketing campaigns, acceptable in the market of Czech Republic. methodology/methods: Paper is based on primary research, on which participated final consumers in Czech Republic through the questionnaire survey. Results of the paper are based on testing of dependence between individual variables by Pearson chi-square test. Scientific aim: The aim of the article is to show relationship of marketing communication and reverse logistics, and their correlation. Findings: Main result of research provide relationship between marketing communication tools and reverse activity. The research was aimed at random chosen group of 585 people in the Czech Republic. The result of the research can be used for the companies that operate in the Czech or Central European market. conclusions: The primary research provides possible approaches for companies in communication green services to final consumers. Limitation for this research because of the chosen sample. Own data for primary research was gained only in Czech Republic.

Increasingly artful. Applying commercial marketing communication techniques to family planning communication.

Science.gov (United States)

Williams, J R

1992-08-01

Family planning (FP) and social marketing messages must utilize the rules concerning artfulness developed in the private sector for effective communication in the mass media around the world. They have to compete for the attention of television program viewers accustomed to receiving hundreds of 30-second messages. There are some rules essential to any effective communication program: 1) Command attention. In the US over 1350 different mass media messages vie for attention every single day. FP messages are sensitive, but dullness and passivity is not a requisite. 2) Clarify the message, and keep it simple and direct. Mixed messages equal less effective communication. 3) Communicate a benefit. Consumers do not only buy products, they buy expectations of benefits. 4) Consistency counts. The central message should remain consistent to allow the evaluation of its effectiveness, but execution should vary from time to time and medium to medium. 5) Cater to the heart and the head. Effective communication offers real emotional values. 6) Create trust. Words, graphics, sounds, and casting in the campaign should support 1 central key promise to a single prime prospect. 7) Call for action. Both commercial and social marketing campaigns can calculate results by quantifiable measurement of sales (of condoms) transactions (the number of IUD insertions), floor traffic (clinic visits), attitude shifts, and behavior change. The PRO-PATER Vasectomy Campaign of 1988 in Sao Paulo, Brazil successfully used the above rules for effective communication. During the 1st 2 months of the campaign, phone calls increased by over 300%, new clients by 97%, and actual vasectomies performed by 79%.

Integration of Satellite and Terrestrial Systems in Future Multimedia Communications

OpenAIRE

Evans, Barry; Werner, Markus; Lutz, Erich; Bousquet, Michel; Corazza, Giovanni E; Maral, Gerard; Rumeau, Robert; Ferro, Erina

2005-01-01

In this article we examine the role of satellite communications in future telecommunication networks and service provision. Lessons from the past indicate that satellites are successful as a result of their wide area coverage or speed to market for new services. Niche areas such as coverage of air and sea will persist, but for land masses convergence of fixed, mobile, and broadcasting will dictate that the only way forward for satellites is in an integrated format with terrestrial systems. We...

Marketing Communications: How Strategic Advertising Enhances ...

African Journals Online (AJOL)

This study investigates how marketing communications in strategic advertising scientifically brings long-term profits to a company in regard to management of customer relations and brand loyalty. Advertising being a function of attention, perception and trial brings about brand expectation to customers. Customers compare ...

Transit Marketing : A Program of Research, Demonstration and Communication

Science.gov (United States)

1985-04-01

This report recommends a five-year program of research, demonstration, and communication to improve the effectiveness of marketing practice in the U.S. transit industry. The program is oriented toward the development of improved market research tools...

The Impact of Colours on Online Marketing Communications

OpenAIRE

Chai-Lee Goi

2012-01-01

Colour choice has become a common strategy and correlates highly with marketing. Three broad functions can be identified for colour in a building context especially applied in marketing communications, which are its role as an important parameter in illumination designs, its capacity to influence the visual appearance of a building in a predictable manner and as an aesthetic function. The review of literatures shows that colour has an impact on online marketing communicat...

Tuna Park Shopping Centre A comparative study of marketing communication tools

OpenAIRE

Wongrattanavichit, Teewin; Wang, Haiyan

2008-01-01

Date: 2008 June 08 Course: Master thesis Authors: Haiyan Wang, Teewin Wongrattanavichit Tutor: Jan Löwstedt Title: The study of marketing communication effectiveness and customer perception of Tuna Park shopping centre Introduction: The research about the effectiveness of marketing communication tool and customer perception was studied in Tuna Park shopping center, Eskilstuna. The marketing strategy and objective was to compare with the results from the questionnaire in order to measure the e...

Targeting Political Communications: A Problem in Market Segmentation.

Science.gov (United States)

Markwart, Richard I.

Political campaigns are major, high-budget marketing efforts, but because they are usually managed by people with little training in either marketing or communications, they fail to persuade voters to vote in the desired way. Political targeting can be treated as a segmentation problem, one of identifying and responding to the specific qualities…

Global integration of European tuna markets

Science.gov (United States)

Jiménez-Toribio, Ramòn; Guillotreau, Patrice; Mongruel, Rémi

2010-07-01

This paper evaluates the degree of integration between the world market and the major European marketplaces of frozen and canned tuna through both vertical and horizontal price relationships. Spatial linkages are investigated horizontally in order to estimate the connection between the European market and the world-wide market on the primary stage of the value chain. One of the key results is the high level of market integration at the ex-vessel stage, and the price leadership of yellowfin tuna over skipjack tuna. The same approach is applied at the ex-factory level. Basically, the European market for final goods appears to be segmented between the Northern countries consuming low-priced canned skipjack tuna imported from Asia (mainly Thailand) and the Southern countries (Italy, Spain) processing and importing yellowfin-based products sold at higher prices. France appears to be an intermediate market where both products are consumed. The former market is found to be well integrated to the world market and can be considered to be competitive, but there is a suspicion of market power being exercised on the latter. Price relationships are therefore tested vertically between the price of frozen tuna paid by the canneries and the price of canned fish in both Italy and France. The two species show an opposite pattern in prices transmission along the value chain: price changes along the chain are far better transmitted for the “global” skipjack tuna than for the more “European” yellowfin tuna. The results are discussed, along with their implications for the fishing industry.

Market Integration Dynamics and Asymptotic Price Convergence in Distribution

NARCIS (Netherlands)

A. García-Hiernaux (Alfredo); D.E. Guerrero (David); M.J. McAleer (Michael)

2013-01-01

textabstractIn this paper we analyse the market integration process of the relative price distribution, develop a model to analyze market integration, and present a formal test of increasing market integration. We distinguish between the economic concepts of price convergence in mean and in

Innovative tool of direct marketing

OpenAIRE

T.S. Maksymova

2010-01-01

The aspects of direct marketing activation on the basis of interactive applications introduction are examined. Basic advantages, linked with the use of the integrated marketing communications during formation of direct marketing strategies are open up.

ONLINE COMMUNICATION IN THE BRICOLAGE MARKET

Directory of Open Access Journals (Sweden)

Mihai-Cosmin FANARU

2016-12-01

Full Text Available In the modern business online marketing communication has become an extremely important phenomenon through its scale and implications on life and society in general. This way the development of the Internet has known a significant worldwide increase in the recent years. Its importance is recognized even by the most approved personalities in literature (Kotler and Keller, 2008, the Internet offering organizations and consumers greater opportunities for interaction and individualization. This article is trying to outline the importance and role of the Internet in communication efforts undertaken by bricolage companies.

Government intervention and market integration in Indonesian rice markets

OpenAIRE

Ismet, Mohammad; Barkley, Andrew P.; Llewelyn, Richard V.

1998-01-01

Long-run spatial price relationships in Indonesian rice markets and factors affecting the degree of market integration are evaluated using multivariate cointegration tests with weekly price data for the 1982-1993 period. The analysis includes evaluation of pre-self-sufficiency and post-self-sufficiency periods as well as for the entire period. The cointegration tests for entire Indonesian rice market, represented by the nine most relevant price series, indicate that relative to the pre-selfsu...

Stock Market Integration: Are Risk Premiums of International Assets Equal?

Directory of Open Access Journals (Sweden)

Kusdhianto Setiawan

2014-02-01

Full Text Available This paper studies previous research on capital market integration and applies a simple international capital asset pricing model by considering the incompleteness in market integration and heteroscedasticity of the market returns. When we disregarded those two factors, we found that stock markets were integrated and the law of one price on risk premiums prevails. However, when the factors were considered, the markets were just partially integrated.

Market Integration Dynamics and Asymptotic Price Convergence in Distribution

NARCIS (Netherlands)

A. García-Hiernaux (Alfredo); D.E. Guerrero (David); M.J. McAleer (Michael)

2015-01-01

textabstractThis paper analyzes the market integration process of nominal prices, develops a model to analyze market integration, and presents a test of increasing market integration. A distinction is made between the economic concepts of price conver- gence in mean and variance. When both types of

Digital Marketing for Russian Market. Case: Wild Taiga

OpenAIRE

Khmelevskoy, Sergey

2015-01-01

The thesis is aimed to develop suitable digital marketing strategy for Wild Taiga in order to target the Russian tourists efficiently, using different marketing tools based on integrated marketing communications principle. Effort have been made for practical orientation of this project with a strong theoretical part and analytical thinking. Theoretical framework includes analysis of digital marketing in contexts of tourism as well as Wild Taiga network. In order to discover the efficient ...

City marketing: online communication plan for the city of Lisbon

OpenAIRE

Altrichter, Benjamin

2011-01-01

Mestrado em Marketing City Marketing represents marketing efforts of cities in order to attract more visitors. Today, we are confronted everyday with marketing campaigns in all different communication media promoting countries, cities or events. Cities are competing for visitors on a global scale, forcing them to adapt successful marketing strategies for gaining and retaining costumers. Yet, City Marketing still remains an unknown chapter for a big part of the general public an...

'It's happening at Rush' wins top PRSA award. Integrated marketing effort boosts Rush-Presbyterian-St. Luke's.

Science.gov (United States)

Rees, Tom

2002-01-01

An award-winning integrated marketing campaign for Rush-Presbyterian-St. Luke's Medical Center, Chicago, showcases the institution's research and developments. Each edition of its 50-part series of print ads features a different case study. These are being promoted through internal communications and also with highly visible collateral materials.

Modern model of integrated corporate communication

Directory of Open Access Journals (Sweden)

Milica Slijepčević

2018-03-01

Full Text Available The main purpose of this paper is to present the modern model of integrated corporate communication. Beside this, the authors will describe the changes occurring in the corporate environment and importance of changing the model of corporate communication. This paper also discusses the importance of implementation of the suggested model, the use of new media and effects of these changes on corporations. The approach used in this paper is the literature review. The authors explore the importance of implementation of the suggested model and the new media in corporate communication, both internal and external, addressing all the stakeholders and communication contents. The paper recommends implementation of a modern model of integrated corporate communication as a response to constant development of the new media and generation changes taking place. Practical implications: the modern model of integrated corporate communication can be used as an upgrade of the conventional communication models. This modern model empowers companies to sustain and build up the existing relationships with stakeholders, and to find out and create new relationships with stakeholders who were previously inaccessible and invisible.

Research on Czech firms’ marketing communication based on social media networks

Directory of Open Access Journals (Sweden)

Vít Chlebovský

2012-01-01

Full Text Available Objective of the research described in this article is to make an analysis of the usage of marketing communication using both traditional Internet communication channels as well as Social Media Networks by the Czech companies. Primary research was made through on-line questionnaire. Companies across the branches and size categories within the Czech economy were addressed. Companies were selected from the www.firmy.cz portal. Only companies with their own web domain were addressed. The typical respondents were mostly from middle management, especially managers from the marketing or commercial departments. The final number of questionnaire respondents covered in the research is 1009. The main research method was questioning. The questionnaire consisted of three sections with the scale answer questions mainly. Google Refine was used for data processing and Microsoft Excel for statistical processing and graphic outputs of the research. Evaluated results show significant gaps in usage of Internet communication tools in marketing of Czech companies and also deficiency between clear understanding of the respondents how Social Media should be used in marketing communication and real use in the companies. This deficiency was statistically tested and relation between respondents’ perception of the importance of Social Media use for bidirectional communication with stakeholders and non-use of Social Media for bidirectional communication with stakeholders by respondents’ company was confirmed.

Dynamics of Timber Market Integration in Sweden

Directory of Open Access Journals (Sweden)

Vishal Chandr Jaunky

2015-12-01

Full Text Available This paper addresses the performance of the timber markets (Scots pine, Pinus silvestris L. and Norway spruce, Picea abies (L. Karst. by evaluating the order of market integration in three Swedish regions (Central, Northern, and Southern. Quarterly data of delivery prices are employed over the period 1999Q1–2012Q4. Various unit root and cointegration tests have been computed. The results indicate that the variables are integrated of first order and co-integrated, especially after controlling for structural breaks. This supports the law-of-one-price hypothesis (LOP. However, the effects of structural shocks on forestry are arguably significant and these are controlled for while performing a vector error-correction mechanism (VECM-based Granger-causality test. Bi-directional causality between the Northern and central markets is uncovered in the short-run. In the long-run, a similar causal effect is detected between Northern and Southern markets while the central market emerges as the price leader. Further investigation is carried out using variance decompositions and impulse response functions and these approaches also tend to confirm the existence of a single market well, as price interdependence between markets.

A B2C Digital Media Marketing Communications Plan for a Mobile Application Commercial Launch

OpenAIRE

Collin, Markus

2013-01-01

The thesis focuses on a B2C Digital Marketing Communications plan on a mobile gamification application. The marketing communications plan takes a clear step away from the traditional views on marketing planning and PR, above all because of the evolvement of social media and the massive cultural shift that has deeply affected the way societies use the most widely spread communications platform ever invented, the Internet. The project for which the marketing communications plan is made, is ...

The role of graphic design in marketing communications

OpenAIRE

Praznik, Daša

2014-01-01

Well designed visual image is the first step of advertising that has an impact on our business partners and consumers. According to Slovenian proverb that "clothes make the man" we could say the same for graphic design and marketing. Well executed graphic design and visual communications enable the communication of our product with a customer. This could be also a communication with artistic approach and a special connection. In order to obtain good results, advertisers use techniques to get...

Market integration of cold and warmwater shrimp in Europe

DEFF Research Database (Denmark)

Ankamah-Yeboah, Isaac; Ståhl, Lisa; Nielsen, Max

2017-01-01

) holds in three of the five cases. For processed shrimp, the LOP holds in three of four integrated cases, and for retail sales in the UK and Denmark, the LOP fails to hold in the presence of market integration. Unprocessed coldwater shrimp leads the market in northern Europe. Downstream, prices adjust......This study examines market integration between the cold and warmwater shrimp value chain in the UK, Denmark, Italy, Sweden, and Norway using cointegration methods. For all countries, market integration exists between cold and warmwater unprocessed shrimp imports, where the law of one price (LOP...

Guilt decreasing marketing communication: an unexplored appeal

OpenAIRE

B. BUSACCA; SOSCIA I; PITRELLI E

2007-01-01

The phenomenon of guilt is relevant to a variety of consumption situations and practitioners around the world have continued to use it as a communication appeal. Marketing literature demonstrated that guilt as a distinct emotion can be aroused by advertising. Nevertheless, the capacity of advertising to decrease guilt was neglected by marketing scholars and the aim of this research is to assess the role of the guilt decreasing appeal in reducing anticipated guilt. Findings demonstrate the eff...

Integrated Computing, Communication, and Distributed Control of Deregulated Electric Power Systems

Energy Technology Data Exchange (ETDEWEB)

Bajura, Richard; Feliachi, Ali

2008-09-24

Restructuring of the electricity market has affected all aspects of the power industry from generation to transmission, distribution, and consumption. Transmission circuits, in particular, are stressed often exceeding their stability limits because of the difficulty in building new transmission lines due to environmental concerns and financial risk. Deregulation has resulted in the need for tighter control strategies to maintain reliability even in the event of considerable structural changes, such as loss of a large generating unit or a transmission line, and changes in loading conditions due to the continuously varying power consumption. Our research efforts under the DOE EPSCoR Grant focused on Integrated Computing, Communication and Distributed Control of Deregulated Electric Power Systems. This research is applicable to operating and controlling modern electric energy systems. The controls developed by APERC provide for a more efficient, economical, reliable, and secure operation of these systems. Under this program, we developed distributed control algorithms suitable for large-scale geographically dispersed power systems and also economic tools to evaluate their effectiveness and impact on power markets. Progress was made in the development of distributed intelligent control agents for reliable and automated operation of integrated electric power systems. The methodologies employed combine information technology, control and communication, agent technology, and power systems engineering in the development of intelligent control agents for reliable and automated operation of integrated electric power systems. In the event of scheduled load changes or unforeseen disturbances, the power system is expected to minimize the effects and costs of disturbances and to maintain critical infrastructure operational.

THE ROLE OF CUSTOMER SATISFACTION IN MEDIATING MARKETING COMMUNICATION EFFECT ON CUSTOMER LOYALTY

OpenAIRE

Mohamad Dimyati,

2015-01-01

This study aims to test the effect of a) marketing communication on customer satisfaction; b) marketing communication on customer loyalty; c) customer satisfaction on customer loyalty; and d) to identify the role of customer satisfaction in mediating marketing communication effect on customer loyalty of the IM3 user community in Jember regency, East Java province. The study was designed in a form confirmatory research, with the whole IM3 community members in the regency as the ...

City Placement: A New Element in the Strategy of Integrated Marketing Communication of Cities

Directory of Open Access Journals (Sweden)

Andrzej Szromnik

2016-03-01

Full Text Available Purpose: Explanation of the essence and features of the “city placement” strategy, while observing the changes in “classic” forms of marketing communications used by cities and regions, including main pros and implementation procedures.Methodology: This paper is conceptual and relies on diagnosis and analysis of “city placement” strategy implementation in a chosen Polish city as well as on the author’s professional experiences. Analysis of scarce existing marketing literature, including the notion of “product placement,” allowed us to present model structures, variations, and rules that explain the role and pros of the “city placement” strategy in the promotion mix of places.Conclusions: This paper comprises not only a set of notions and models structuring the “city placement” phenomenon but also many operational concepts related to the implementation of this strategy, which makes this paper a valuable point in the discussion on innovative changes in the “promotion mix” of cities and regions.Originality: “city placement” is a novelty in promotion strategies of cities and regions. In the existing literaturę on place marketing, there are no in-depth conceptual works explaining the role, features, and forms of “city placement.” This paper is a new approach suggested by the author and is an attempt to explain the process.

Essays on financial market integration

NARCIS (Netherlands)

Pungulescu, C.

2009-01-01

The four essays in this dissertation address these main questions and alternate a general perspective with focused analysis on specific measures of integration and regions, providing several novel answers. First, new relevant proxies are proposed to measure financial market integration. They give

Is There a Need for New Marketing Communications Performance Metrics for Social Media?

OpenAIRE

Töllinen, Aarne; Karjaluoto, Heikki

2011-01-01

The objective of this paper is to develop a conceptual framework for measuring the effectiveness of social media marketing communications. With recent advances in information and communications technology, especially in social collaboration technologies, both academics and practitioners rethink whether the existing marketing communications performance metrics are still valid in the changing communications landscape, or is it time to devise entirely new metrics for measuring mar...

Analysis of the efficiency-integration nexus of Japanese stock market

Science.gov (United States)

Rizvi, Syed Aun R.; Arshad, Shaista

2017-03-01

This paper attempts a novel approach in analysing the Japanese economy through a dual-dimension analysis of its stock market, examining the efficiency and market integration. Taking a period of 24 years, this study employs MFDFA and MGARCH to understand how the efficiency and integration of the stock market faired during different business cycle phases of the Japanese economy. The results showed improving efficiency over the time period. For the case of market integration, our findings conform to recent literature on business cycles and stock market integration that every succeeding recession creates a break into integration levels resulting in a decrease.

Integration Policies and Immigrants’ Labor Market Outcomes in Europe

Directory of Open Access Journals (Sweden)

Irena Kogan

2016-06-01

Full Text Available This article assesses whether two integration policy measures (labor market training and counseling reach the immigrants who need them and whether these policies improve immigrants' labor market situations. We first examine the comprehensiveness of integration policies by linking Migration Integration Policy Index scores of immigrants' labor market mobility with levels of immigrant participation in labor market training and counseling in 15 European countries. We find that provision with labor market training does not entirely correspond to policy intentions, whereas labor market counseling more closely achieves policies' proclaimed aims. Second, we carry out propensity score matching analysis to estimate the effectiveness of immigrants' integration policies. We find that labor market training and counseling do not improve immigrants' employability or job status in three of the four analyzed countries, which lends weak support to the productivity skills argument, emphasizing instead the validity of the signaling and selection perspectives.

Service company marketing communication on the web

Directory of Open Access Journals (Sweden)

Davčik Nebojša St.

2004-01-01

Full Text Available In this paperwork we have analyzed different theoretical and empirical marketing communication approaches. We have formulated Model of online communication which emphasize different off and online influences and impacts on internet consumers. This paperwork gives basic preconditions for formulation and functioning of the model. Model was presented by scheme and explanation of elements in its structure, relations and influences on internet consumers. We have also described difference between traditional and online promotional activities.

ADVERTISING AS A TOOL OF MARKETING COMMUNICATION AND ITS CONSEQUENT IMPACT ON CONSUMERS

OpenAIRE

Radovan Baèík; Richard Fedorko; Silvia Šimová

2012-01-01

The article pays attention to marketing communication issue, specifically in advertising. The article summarizes theoretical background of advertising within evaluation of the topic direction. The main attention is focused on advertising problem as a marketing communication tool from the perspective of market participants providing their products and services. Through a realised survey of selected aspects we point out opinions of selected target groups in the application of selected market en...

Brand Personality in Higher Education: Anthropomorphized University Marketing Communications

Science.gov (United States)

Rutter, Richard; Lettice, Fiona; Nadeau, John

2017-01-01

While the university prospectus is recognized as an important marketing communication tool for higher education recruitment strategies, it has become overlooked as many researchers have focused on other communication channels, such as social media and websites. Although focus has been placed upon Higher Education Institution (HEI) brand…

Electricity market models and RES integration: The Greek case

International Nuclear Information System (INIS)

Simoglou, Christos K.; Biskas, Pandelis N.; Vagropoulos, Stylianos I.; Bakirtzis, Anastasios G.

2014-01-01

This paper presents an extensive analysis of the Greek electricity market for the next 7-year period (2014–2020) based on an hour-by-hour simulation considering five different RES technologies, namely wind, PV, small hydro, biomass and CHP with emphasis on PV integration. The impact of RES penetration on the electricity market operation is evaluated under two different models regarding the organization of the Greek wholesale day-ahead electricity market: a mandatory power pool for year 2014 (current market design) and a power exchange for the period 2015–2020 (Target Model). An integrated software tool is used for the simulation of the current and the future day-ahead market clearing algorithm of the Greek wholesale electricity market. Simulation results indicate the impact of the anticipated large-scale RES integration, in conjunction with each market model, on specific indicators of the Greek electricity market in the long-term. - Highlights: • Analysis of the Greek electricity market for the next 7-year period (2014–2020) based on hour-by-hour simulation. • Five different RES technologies are considered with emphasis on PV integration. • A power pool (for 2014) and a power exchange (for 2015–2020) are considered. • Various market indicators are used for the analysis of the impact of the RES integration on the Greek electricity market. • Two alternative tariff schemes for the compensation of the new ground-mounted PV units from 2015 onwards are investigated

The Empirical Evidence on Government Bond Market Integration in East Asia

Directory of Open Access Journals (Sweden)

Lian Liu

2016-03-01

Full Text Available This research intends to investigate the progress made in East Asian bond market integration thus far. Price-based measures (AAD indicator and beta-convergence measure, quantity-based measures and econometric techniques (co-integration test, error correction model based Granger causality test are employed in the analysis. Even though East Asian government bond markets have become more integrated since 2001, the differentials among the markets still remain significantly high. The bond market integration process seems slow. The convergence of bond markets sped up in 2003 and after the 2008 world financial crisis, implying the important role of government policies in integrating the regional bond markets. East Asian bond market integration may need more government-directed measures.

Direct marketing

Directory of Open Access Journals (Sweden)

Čičić Muris

2002-01-01

Full Text Available Direct Marketing (DM is usually treated as unworthy activity, with actions at the edge of legality and activities minded cheating. Despite obvious problems regarding ethics and privacy threat, DM with its size, importance and role in a concept of integrated marketing communication deserves respect and sufficient analysis and review

Monopolistic Market Position and Losses from Monetary Integration

Directory of Open Access Journals (Sweden)

Paweł Młodkowski

2009-12-01

Full Text Available The objective of the paper is to show how a market position influences company’s gains and losses from monetary integration. The literature on monetary integration already features cost and benefit analysis. However the proposed examples of both results (negative and positive are not offered for different market structures and most often are macroeconomic in nature. The paper develops an idea that a monopolistic enterprise might be worse off because of monetary integration. The case discussed, shows that prior to monetary integration, a specific solution regarding pricing of imported goods allowed the company for: (1 hedging effectively from exchange rate risk, (2 benefiting from long-term appreciation trend of the domestic currency against the euro. Both goals were achieved due to privileged market position (legal monopoly of the company. The monetary integration and the expected full EMU accession is going to remove the need for hedging but simultaneously it will result in loosing the ability to achieve extra profits extracted so far. This is a basis for a claim that costs and benefits flowing from monetary integration could depend on market structure an entity operates in. We conclude that in a more monopolized economies, the microeconomic benefits achieved by households are at the cost of firms, while in a perfect competition gains are uniformly distributed across agents at supply and demand sides of markets. Therefore, producers in monopolized economies could be less prone to join a monetary union. The opposite hypothesis might also be true. In economies with fewer monopolies there are fewer incentives to oppose monetary integration. The comparison of the two extreme settings allows posting a hypothesis that the perfect competition is monetary integration-neutral and the monopoly is monetary integration-averse market structure. Data for the paper and the studied case are originating from one of the largest legal monopolists in Poland that

Using public relations/marketing communications to gain a competitive advantage in the US power market

Energy Technology Data Exchange (ETDEWEB)

Katzman, L.R. [Full Spectrum Communications, Loudonville, NY (United States)

1996-12-31

For many industries throughout the United States, deregulation will make or break a company. In the power generation and transmission arena, deregulation is currently underway. Many utilities and power generation equipment suppliers alike are being forced to compete very differently in this new market due to legislative changes. Also, as many companies reorganize, cut costs and downsize, public relations and marketing communications (PR/marcom) is often one of the first programs to be cut. This paper will offer some solid public relationships that can enhance a company`s image, help it generate sales leads and assist it in staying healthy in this competitive power area. Also provided will be a discussion of marketing communications and why PR/marcom efforts should not be discarded but stepped up during downsizing.

COMMUNICATION IN THE EMERGENCY SITUATIONS MANAGEMENT

Directory of Open Access Journals (Sweden)

Ovidiu Aurel GHIUȚĂ

2014-12-01

Full Text Available This paper is talking about communication use in emergency situations management from a marketing perspective. We have analyzed if this communication is different from the communication of a company with her publics; the legislation which provides the framework for this type of communication in Romania, when is applicable and who is in charge. As methodology we have utilized documentary research. We mention similarities and differences between this type of communication and Integrated Marketing Communication (IMC.

The Influence of Marketing Communication on Sales Improvement of PT. Garuda Indonesia Airways

OpenAIRE

Tielung, Maria; Manengkey, Regina

2015-01-01

One of the faster changes that happen in Indonesia at last several years is the growth rate of airline industry. The role of Marketing Communications is important to improve and maintain the companys position in the market is reflected in the companys market share. This research aims to understand and extend the knowledge about the impact of marketing communications on sales improvement of PT. Garuda Indonesia Airways. This research uses causal type of research where the research methods asso...

Essays in Marketing Strategy: The Role of Customer Integration, Marketing Metrics, and Advertising Effectiveness

OpenAIRE

Ptok, Annette

2017-01-01

The dissertation, coauthored by Annette Ptok addresses the overall topic of marketing strategy within three different essays. Marketing strategy is a complex bundle of decisions dealing with markets and customer segments to target as well as the communication and delivery of value to the customer always under the consideration of disposable budget investments. Nowadays, there are several challenges managers need to tackle with regard to marketing strategy (Bhasin 2016). The most important cha...

Integrated Supervision of the Financial Market without the UK?

Directory of Open Access Journals (Sweden)

Michal Janovec

2018-02-01

Full Text Available This paper analyses the integration of financial market supervision at international level, particularly focusing on EU law and the actual processes taking place in this area considering Brexit as its part. Current legislative action at EU level has a significant impact on legislation in all member countries of European Union. This paper seeks, among other things, to find the causes of the increasingly ongoing process of integration of financial market supervision and determine whether or not the direction in which the international integration is going is the right one. The objective of this paper is to determine whether or not the process of integration increases the efficiency of financial market supervision itself and helps to develop the European single market, while simultaneously reducing systemic risk to financial market stability.

Product market integration, rents and wage inequality

DEFF Research Database (Denmark)

Andersen, Torben M.; Sørensen, Allan

"protection" and "specialization" rents. In particular, wage inequality among similar workers (residual wage inequality) may be U-shaped, at first decreasing and then increasing in the process of product market integration. Consequently, there may be gains in both the efficiency and the equity dimension until......Globalization in the form of product market integration affects labour markets and produces winners and losers. While there are aggregate gains, it is in general ambiguous how inequality is affected. We explore this issue in a Ricardian model and show that it depends on the balance between...

Integration of liberalised energy market

International Nuclear Information System (INIS)

Klinge Jacobsen, H.; Fristrup, P.; Munksgaard, J.; Pade, L.L.; Henriksen, T.C.

2004-03-01

The markets for electricity, natural gas and district heating are inter-linked both with respect to the energy flows and with respect to ownership of supply sources and infrastructure. The extent and the possible consequences of these linkages are examined in this report. The options for public interventions in these markets are analysed to compare instruments with respect to their ability to provide the necessary incentives for an efficient functioning of the liberalised markets. Aspects of retail markets with households facing multi-product distribution companies and aspects of the production of combined heat and power based on natural gas has been covered. This project identifies some important aspects related to final consumers and the interaction of markets with different types of regulation and scope for liberalisation. From a Danish perspective the district heat market and the dependence on market conditions for natural gas is a specific concern. Consumer concerns also relate to the creation of multi-product energy distribution companies that are privately owned and possibly controlled by foreign interests. Such companies might use bundled sales of energy products to extent their dominant position in one market e.g. a regulated heat market to a market with considerable competition (electricity). Bundled sales would not necessarily result in a loss for the consumer due to economies of scope in supplying energy products. However, the regulatory authorities responsible for district heat prices will have a more complicated job in surveying the bundled price setting. Integration of activities within natural gas distribution and CHP production has been analysed with respect to incentives and welfare implications. Results of the project point to critical market conditions and identify areas of concern for regulatory policies. The analysis shows that there is a large welfare loss associated with having monopolies in both natural gas supplies and the CHP production

Development of Communication Strategies for the Marketing of Electronic Banking Services for Individuals

Directory of Open Access Journals (Sweden)

Dunas Natalia V.

2017-03-01

Full Text Available The main aim of the article is to study the trends in the development of communication strategies for the marketing of electronic banking services for individuals by studying the foreign experience in Digital Banking, as well as the situation in the Ukrainian banking market. There offered a comparative characteristic of banking systems of electronic banking services for clients with the purpose of working out flexible methodological approaches for the development of marketing communication strategies for remote client servicing. The characteristic features of electronic banking services and technologies in Ukraine are determined. Comparative evaluation of positive aspects and risks of remote electronic banking systems for banks as well as their client segment is conducted. Analytical aspects of the sociological survey of European banks regarding the selection of the most important priorities of the marketing strategies of financial institutions for 2017 are presented. Also the main factors determining the development of marketing communications of banks and their clients in the field of electronic payments both in Ukraine and abroad are identified. Modern directions of development of communication strategies of marketing of electronic banking services for individuals in Ukraine are proposed.

Covert Marketing: A Virtual Media Communication Vehicle

Directory of Open Access Journals (Sweden)

Pradeep Kautish

2010-03-01

Full Text Available Consumers' suspicion towards traditional marketing techniques, led marketers to try the virtual media communication form called disguise advertising as other forms of messages. The examples include making advertisements resemble news items (Aditya 2001; Levine 1993; Richards 1992, the infomercials in the '90s that disguise advertising as TV programs (Levine 1993; Lacher and Rotfeld 1994, making celebrities use the products in their real lives or in films (Aditya2001, feeding media information using public relations (PR activities like brib- ing journalists with gifts and making TV stations use the footages from press releases (Gillin 2006. Because of the prevalence of virtual media, the marketing practices that conceal the real sources (marketers with disguised sources haveposed both ethical and policy concerns. This article proposed a new typology that covered the comprehensive scope of disguised marketing practices, discussed the deceptive nature of this marketing technique from the consumer behavioral view- points, and conducted a 2 x 3 experiment to test the hypothesized relationships.The results suggest that an implicit message, disguised source’s preference, is likely to be conveyed in covert marketing and thus results in high a deceptive tendency.

Integrating Renewables in Electricity Markets

DEFF Research Database (Denmark)

Morales González, Juan Miguel; Conejo, Antonio J.; Madsen, Henrik

in the electricity market. • The development of procedures to enable demand response and to facilitate the integration of stochastic renewable units. This book is written in a modular and tutorial manner and includes many illustrative examples to facilitate its comprehension. It is intended for advanced...... such as: • The modeling and forecasting of stochastic renewable power production. • The characterization of the impact of renewable production on market outcomes. • The clearing of electricity markets with high penetration of stochastic renewable units. • The development of mechanisms to counteract...

TRENDS IN THE DEVELOPMENT OF MARKETING COMMUNICATIONS IN THE GLOBAL INTERACTIVE SPACE

Directory of Open Access Journals (Sweden)

N. Kochkina

2014-09-01

Full Text Available The article identifies trends in the development of marketing communications in the global interactive space by analyzing the factors of their functioning and researching motivation of viral audience. It is revealed the prevalence of interactive technologies in today's information space and the growth dynamics of interactive advertising market. It is proved that favorable conditions for marketing communications' functioning forms the basis for the development of viral advertising as an effective communication tool for untraditional impact on potential customers. The popularity of social networks as a major source of viral messages is determined. The motivation of YouTube audience, which provides a resonant video viewing and retransmission, is investigated. Gender and age differences that stipulate communication affect on consumers are identified. Cyclic social consciousness is observed that demands further research of viral audience, including constructing scenarios of viral behavior.

East Asian Capital Markets: Integration and Convergence

Directory of Open Access Journals (Sweden)

Yana Valeryevna Dyomina

2016-09-01

Full Text Available The article examines the interdependence of East Asian stock and bond markets. Hierarchical cluster analysis of bond markets of ten regional countries shows that the most similar ones are the following: Indonesia, Malaysia, the Philippines and Singapore. In 2006-2009 Thailand also belonged with this group, however, since 2010 it is a separate cluster. The second cluster includes Hong Kong, the Republic of Korea and China, the third one - Japan, the fourth one - Vietnam. As for regional equity markets, the study shows that regional stock indices respond to the dynamics of American ones to a greater extent than to the dynamics of each other. In addition, Asian indices’ interconnection is chiefly negative. To assess stock indices’ convergence the author employs cluster analysis which divides 16 studied stock exchanges in 7 different groups. According to the obtained results, the author concludes that integration of regional capital markets is the long-term goal. Besides, markets’ integration will be easier and faster within clusters; inter-cluster mergers will be the next step. The basic problem here arises from the Japanese market, which, in the case of forced or ill-conceived program of events, will absorb all other markets or end up outside the integration processes

Integration and shock transmissions across European electricity forward markets

International Nuclear Information System (INIS)

Bunn, Derek W.; Gianfreda, Angelica

2010-01-01

New results are presented relating to the integration of the French, German, British, Dutch and Spanish power markets at day-ahead, week-ahead, one month-ahead and two month-ahead lead times. Overall, there is evidence of market integration, increasing over time, despite an underlying inefficiency in each market with respect to the forward and spot price convergence. The spatial analysis, on a financial dimension, is undertaken using causality tests, cointegration and impulse-response techniques, for both price levels and volatilities. In general we find less influence of the size and proximity of neighbouring markets than other studies, more integration at baseload than peak, and, surprisingly, less integration in forwards than spot prices. (author)

Position and Role of Promotion in the Marketing Communication System at Company Level

Directory of Open Access Journals (Sweden)

Т. В.

2017-12-01

Full Text Available New types of advertizing have appeared apart from classical mass media due to the shrinking effectiveness of traditional advertizing messages. Promotions are not a brand new instrument for communicating and promoting goods and services to the market, but once organized and in a correct manner, they will be capable to bring success and good financial returns. Each promotion needs to be thoroughly elaborated and permanently controlled, being an instrument of marketing communications capable to have either positive or negative implications for the consumer attitude to a company. The objective of the study is to demonstrate the importance of promotions for company performance and effective communication with customers; to define the criteria for planning and organization of an effective promotion as part of marketing communication at company level. The essential meaning of promotion and its role in the system of marketing communications is highlighted. The most common mistakes in organizing promotions are shown; the criteria for effective planning of promotion campaign and the criteria for successful organization of a promotion are given.

Energy market integration and regional institutions in east Asia

International Nuclear Information System (INIS)

Aalto, Pami

2014-01-01

This article assesses the case made for energy market integration in East Asia by comparing the role of institutions in South East Asia and North East Asia. The types and functions of institutions and their overall structure are examined in light of global energy market trends. In South East Asia, the shift attempted by ASEAN towards more competitive markets is hampered by the remaining statist variants of the trade institution and bilateral energy diplomacy, which, as regards transaction cost functions, are sub-optimal. As for institutions with order-creating functions, the unresolved status of sovereignty within ASEAN hampers regulatory harmonisation; the great power management institution has since ASEAN's establishment reduced conflicts without providing decisive leadership conducive to integration. North East Asia's dependence on global energy markets overshadows the regional integration potential of the diverse liberalisation efforts and interconnection projects. Bilateral energy diplomacies, new trilateral institutions combined with ‘Track Two’ institutions and remaining great power competition co-exist. In both regions the institutional structure allows for step-wise, technical infrastructure integration. The environmental stewardship institution co-exists with statist energy security and development objectives while it supports cooperation on green energy. The overall structure of informal institutions constrains deeper energy market integration in several ways. - Highlights: • The structures of institutions explain East Asian energy market integration. • Transaction costs are increased by statist trade institutions and bilateralism. • Order-creating institutions are sub-optimal for energy market integration. • Multi-level great power management offers limited leadership for integration. • The environmental stewardship institution supports cooperation on green energy

Marketing communications of higher education institutions in the Republic of Serbia

OpenAIRE

Popović Ana

2015-01-01

In order to face increasing competition on the market and address other new challenges, higher education institutions (HEIs) started to apply new business approaches which led to the development of higher education management and marketing. As efficient marketing communications are necessary for survival and development on higher education market, topics related to this field have had a distinct place in higher education marketing since the establishment of this discipline. Various strategies...

INFLUENCE OF MARKETING COMMUNICATIVE STRATEGIES ON CONSUMER BEHAVIOUR: A CASE OF THE HIGH-TECHNOLOGY MARKET OF UKRAINE

OpenAIRE

Victoria Zhurylo; Olga Prygara

2017-01-01

The purpose of the study is to research consumer behaviour types and to develop marketing strategies of communicative influence on the consumer in the high-technology goods market. Methodology. Marketing research in Ukrainian market of high-tech goods is conducted to define motivations of the consumers and the peculiarities of their market behaviour. The profiles of target customers are developed and the typology of consumer behaviour is formed, based on the reasons of purchasing of high-tech...

Integrating Computer-Mediated Communication Strategy Instruction

Science.gov (United States)

McNeil, Levi

2016-01-01

Communication strategies (CSs) play important roles in resolving problematic second language interaction and facilitating language learning. While studies in face-to-face contexts demonstrate the benefits of communication strategy instruction (CSI), there have been few attempts to integrate computer-mediated communication and CSI. The study…

Marketing Communication Strategy Through Social Media to Increase Children Book Sales

OpenAIRE

Wardaya, Marina

2016-01-01

The purpose of this research was to determine the marketing communication strategy of children's books through social media in increasing sales. Qualitative research methods with the interpretive paradigm and the phenomenological approach were used in this research. The focus of this research was to observe about the children's books marketing communication strategy using social media, for instance with Facebook and Twitter to attract consumer’s interest in order to increase children's books ...

Improving marketing communications for B2B company

OpenAIRE

Drandrova, Anastasia

2016-01-01

Geocloma S.R.L. is an engineering company that specializes in the production of HVAC&R systems for large-scale facilities and for individual request. Currently, the company has a problem because of the economic deterioration on the global market and high price of products: a lack of new orders and, consequently, a reduction in total sales. The main objective of this thesis is to give suggestions and recommendations regarding useful marketing communication tools and channels that could solv...

Marketing Communication Strategy Through Social Media To Increase Children Book Sales

Directory of Open Access Journals (Sweden)

Marina Wardaya

2016-09-01

Full Text Available The purpose of this research was to determine the marketing communication strategy of children's books through social media in increasing sales. Qualitative research methods with the interpretive paradigm and the phenomenological approach were used in this research. The focus of this research was to observe about the children's books marketing communication strategy using social media, for instance with Facebook and Twitter to attract consumer’s interest in order to increase children's books sales. The results of this study show that the children's book marketing communication strategies in publisher’s social media are fully and interactively utilized, as seen from the various activities posted on Facebook and Twitter. As well as the positive response from consumers who show their interest and desire to buy books offered or follow the event being held in order to increase sales.

Identifying and assessing the factors affecting skill gap in digital marketing in communication industry companies

OpenAIRE

Ghotbifar, Fereshteh; Marjani, Mohammad Reza; Ramazani, Abbas

2017-01-01

As far as new communication channels are concerned, there have been extensive developments in communications and marketing in digital era. Today, therefore, companies try to take advantage of digital marketing channels to provide suitable services to customers to improve their satisfaction level. However, this study aimed to identify and assess factors affecting skill gap in digital marketing. This was descriptive correlation study. The population consisted of experts in communications indust...

Estimation of the demand for public services communications. [market research and economic analysis for a communications satellite system

Science.gov (United States)

1976-01-01

Market analyses and economic studies are presented to support NASA planning for a communications satellite system to provide public services in health, education, mobile communications, data transfer, and teleconferencing.

UNIVERSAL METHODS OF INFORMATIZATION OF MARKETING COMMUNICATIONS FOR EFFECTIVE DEVELOPMENTOF THE EDUCATIONAL ORGANIZATION

OpenAIRE

Н А Заславская; В С Корнилов

2016-01-01

The article deals with issues related to the development of the external educational institution, which is due to the improvement of quality of its interaction with the target audience. Improving the quality of interaction between educational organization with the target audience is ensured through the use of different types of marketing communications. In view of the development of modern information and communications technology area of information marketing communications is a priority. In...

European wood pellet market integration - A study of the residential sector

International Nuclear Information System (INIS)

Olsson, Olle; Hillring, Bengt; Vinterbaeck, Johan

2011-01-01

The integration of European energy markets is a key goal of EU energy policy, and has also been the focal point of many scientific studies in recent years. International markets for coal, oil, natural gas and electricity have previously been investigated in order to determine the extent of the respective markets. This study enhances this field of research to bioenergy markets. Price series data and time series econometrics are used to determine whether residential sector wood pellet markets of Austria, Germany and Sweden are integrated. The results of the econometric tests show that the German and Austrian markets can be considered to be integrated, whereas the Swedish market is separate from the other two countries. Although increased internationalization of wood pellet markets is likely to contribute to European price convergence and market integration, this process is far from completed. (author)

Let us present ourselves to the public : marketing communication tools in the public library

Directory of Open Access Journals (Sweden)

Barbara Kovář

2000-01-01

Full Text Available Marketing communication is a field of marketing which is indispensable, alongside other fields, for a successful realization of the development strategy in an organization. Advertising, public relations and publicity, sales promotion, direct selling, personal selling and direct marketing are marketing communication tools. The supply of an organisation can be presented by an optimal combination of tools. A public image can be created, new users of products and services can be attracted. Public libraries, as information centres offer various services - lending library materials, supplying information, and various other activities and events for individual target groups. Therefore, all communication tools can be used effectively in organizing and implementing these services in public libraries. The article presents a combination of communication tools, their planning and use while performing various kinds of activities in a public library.

Social Media, Traditional Media and Marketing Communication of Public Relations

DEFF Research Database (Denmark)

Khajeheian, Datis; Mirahmadi, Fereshteh

2015-01-01

Public relations are undertaking more important role in the marketing communication and advertising. The present paper reports a survey conducted in three Iranian banks’ public relations departments to understand how they use different media in their marketing communications and other related...... functions. A classification of public relations functions including fourteen functions in three categories has taken as research framework and by using a questionnaire, eight media have been asked to rank for each function, includes Television, Radio, Newspaper, Magazine, Classified Ads, Internet Websites......, Social media and finally Mobile and SMS ads. Findings show that traditional media still play a dominant role in media consumption of public relations, while new Web2.0 media consist of Mobile communications and Social networks, have never ranked better than fifth from eight. Some reasons have been argues...

MARKETING COMMUNICATION TO INDUSTRIAL CLUSTERS OF SLOVAK REPUBLIC

Directory of Open Access Journals (Sweden)

Erika Loučanová

2013-12-01

Full Text Available Currently, the growing attention is paid to the promotion and development of clusters, i.e. concentration of businesses and other cooperating institutions in a sector and region. Despite of the economy globalization and sophisticated global communications technologies, the factor of geographical concentration should be declined, however the experts highlight the importance of direct contact with local and tacit knowledge. The aim of this paper is analyzing of marketing communication tools in different clusters of Slovakia.

Communications in Financial Markets: a Strategy method Experiment

OpenAIRE

Brice Corgnet; Angela Sutan

2007-01-01

The main objective of this paper is to analyze the impact of uninformative communications on asset prices. An experimental approach allows us to control for the release of a priori uninformative messages. We introduce the release of messages in standard experimental asset markets with bubbles using a strategy method experiment. We conjecture that messages that are a priori uninformative can significantly impact the level of asset prices. Such communications may be used by boundedly rational s...

Brand Identity Development and the Role of Marketing Communications: Brand Experts’ View

OpenAIRE

Nusa Petek; Maja Konecnik Ruzzier

2013-01-01

Recently academics outlined the importance of brand relationships and brand experiences as building blocks of brand identities. New marketing communication tools, which enable interactions and consumer engagement, are among the most important tools mentioned for strengthening brand relationships and enhancing brand experiences by academics. Therefore the paper analyses the understanding of brand identity building blocks by brand experts and their usage of new marketing communication tools. Tw...

Improving effectiveness in e-marketing communication for Chinese SMEs: 2CCM

OpenAIRE

Zhao, Ying

2014-01-01

The purpose of this thesis was to come up with perspectives on improving effective-ness in e-marketing communication for Chinese SMEs. The aim of this thesis was to analyze Chinese e-marketing communication channels and message delivery. This thesis was done for 2CCM, which is an online store for selling fashionable and stylish high-end products. The thesis was roughly divided into two parts which were theoretical part and rec-ommendations. The theoretical part introduced the concept, Ch...

Green Marketing: integrated social and environmental responsibility in the marketing environment

OpenAIRE

Dalmoro, Marlon; Venturini, Jonas Cardona; Diniz Pereira, Breno Augusto

2009-01-01

This study aims to describe and analyze as social and environmental responsibility is integrated in the marketing strategy of a Coca-Cola Company franchisee. By the perceptions of Karna, Hansen and Juslin (2001), environment marketing is described based on three hierarchical levels: strategic, structural and functional marketing. There has been developed a qualitative approach through case study, in which the data were collected through semi-structured interviews with people involved in the p...

Communication and marketing as climate change-intervention assets a public health perspective.

Science.gov (United States)

Maibach, Edward W; Roser-Renouf, Connie; Leiserowitz, Anthony

2008-11-01

The understanding that global climate change represents a profound threat to the health and well-being of human and nonhuman species worldwide is growing. This article examines the potential of communication and marketing interventions to influence population behavior in ways consistent with climate change prevention and adaptation objectives. Specifically, using a framework based on an ecologic model of public health, the paper examines: (1) the potential of communication and marketing interventions to influence population behaviors of concern, including support for appropriate public policies; (2) potential target audiences for such programs; and (3) the attributes of effective climate change messages. Communication and marketing interventions appear to have considerable potential to promote important population behavior change objectives, but there is an urgent need for additional translational research to effectively harvest this potential to combat climate change.

Integrated communication in retail fashion: a study of integration Between advertising and communication at the point of sale

Directory of Open Access Journals (Sweden)

Marcela Bortotti Favero

2013-06-01

Full Text Available This paper aims to verify if there is integration and consistency between the messages and positioning used in communication campaigns propagated by television and print media in relation to existing communication at point of sale, the major department stores of fashion. The study is based on the importance of communication from the point of sale with in the compound of integrated communications. The research methodology involved multiple case studies, and the stores surveyed were: C&A, Riachue loand Marisa. Data collection took two steps: mapping of communication actions at the point of sale through visits and research of television campaigns and printed via virtual files. The analysis focused on the discourse promoted by the material and identified that there is a consistency in the message and also the similarity of communication these brands.

Market Integration, Choice of Technology and Welfare

DEFF Research Database (Denmark)

Hansen, Jørgen Drud; Nielsen, Jørgen Ulff-Møller

2010-01-01

technologies. Market integration may induce a technological restructuring where firms either diversify their technologies or switch to a homogeneous technology. In general, market integration improves welfare. However, a small decrease of trade costs which induces a switch from heterogeneous technologies...... to a homogeneous technology may locally reduce global welfare. The model also shows that productivity differences lead to intra-industry firm heterogeneity in size and exports similar to the "new-new" trade models with monopolistic competition....

Integration of Flexible Consumers in the Ancillary Service Markets

DEFF Research Database (Denmark)

Biegel, Benjamin; Westenholz, Mikkel; Hansen, Lars Henrik

2014-01-01

services. In this work we present a simple method based on the existing ancillary service markets that resolves these issues via increased information and communication technology. The method allows an aggregator to continuously utilize the markets for slower ancillary service to ensure that its portfolio...

Social Media and Strategic Market Communications of Festivals

DEFF Research Database (Denmark)

Gyimóthy, Szilvia; Larson, Mia

2010-01-01

Since the emerging omnipresence of social media usage in Western societies, marketers have been eager to harness the strategic communication potential of new media (e.g. blogs, wikis, visual content sharing sites and online communities. This is also apparent in event tourism; for instance music...... festivals have proved to be early adopters of Facebook fan sites and Twitter in order to distribute information, campaigns and celebrity rumors to their potential visitors in an inexpensive way. On the other hand, the strategic use of social media has also been hypothesized to be paved with a number...... of challenges. In order to fill a void of empirical studies of managing festival communications, this paper explores how social media is used as a tool for marketing and service innovation. By conducting focus groups and personal interviews with larger music events (Storsjöyran, Way Out West and Roskilde...

The Effect of Current Trends in Mobile Marketing on Traditional Marketing Communications and Customer Relationship Management

OpenAIRE

Hoffmann, Kristina

2011-01-01

As consumers increasingly prefer mobile devices as their main communication and entertainment channel, it becomes more and more important for marketers as well. Mobile marketing today does not only include sending SMS and E-mail but rather is becoming a whole new interactive, rich-media marketing channel with possibilities for direct engagement with ads and brands like never before. This research attempts to provide a greater understanding about the effects of current trends in mobile mark...

Social media marketing communication plan for Hauskafe Oy

OpenAIRE

Uzunova, Aleksandra; Franko, Jan

2017-01-01

The case company of this project-based thesis is Hauskafe Oy, an SME company located in Espoo, Finland. Following examples of best practices in the field, Hauskafe Oy recognised the need of designing a social media marketing plan that will allow to build the brand, improve customer loyalty and as a final goal – increase the sales. A social media marketing communication plan for Hauskafe Oy is the outcome of this thesis. The theoretical framework of the thesis is a desktop study that discu...

Farmers' Market Manager's Level of Communication and Influence on Electronic Benefits Transfer (EBT) Adoption at Midwest Farmers' Markets.

Science.gov (United States)

Hasin, Afroza; Smith, Sylvia

2018-01-01

To understand market managers' level of communication and use of technology that might influence decision to adopt Electronic Benefits Transfer (EBT) at farmers' markets. Cross-sectional study using the Theory of Diffusion of Innovation. Electronic survey administered in midwest states of Illinois, Michigan, and Wisconsin. Farmers' market managers in Illinois, Michigan, and Wisconsin. Information on EBT adoption, market managers' communication, and technology use. Binary logistic regression analysis with EBT adoption as the dependent variable and frequency of technology use, partnership with organizations, farmers' market association (FMA) membership, Facebook page and Web site for the market, and primary source of information as independent variables. Chi-square tests and ANOVA were used to compare states and adopter categories. Logistic regression results showed that the odds of adopting EBT was 7.5 times higher for markets that had partnership with other organizations. Compared with non-adopters, a significantly greater number of early adopters had partnership, FMA membership, and a Facebook page and Web site for market, and reported to a board of directors. Markets that had partnership, FMA membership, a Facebook page and Web site, and mandatory reporting to a board of directors were important factors that influenced EBT adoption at midwest farmers' markets. Copyright © 2017 Society for Nutrition Education and Behavior. Published by Elsevier Inc. All rights reserved.

Marketing communication expenditures and financial capital—the impact of marketing as an option

NARCIS (Netherlands)

Hodgson, V.L.; Hodgson, A.

2008-01-01

This paper examines the financial effectiveness of marketing communication expenditure (MCE) as an instrument to increase risk-weighted capital. We nest a cross-sectional time-series panel model within the risk-adjusted earnings principles of Ohlson (1995), and apply the model to a dataset of NSW

Capital Market Integration and Consumption Risk Sharing over the Long Run

DEFF Research Database (Denmark)

Rangvid, Jesper; Santa-Clara, Pedro; Schmeling, Maik

integration. We also calculate the welfare costs of imperfect capital market integration and risk sharing and find that these costs vary a lot over time. Finally, we show that consumption risk sharing is higher during times of crises, i.e. at times when marginal utility is high and risk sharing is most......We empirically investigate time variation in capital market integration and consumption risk sharing using data for 16 countries from 1875 to 2012. We show that there has been considerable variation over time in the degrees of capital market integration and consumption risk sharing and that higher...... capital market integration forecasts more consumption risk sharing in the future. This finding is robust is to controlling for trade openness and exchange rate volatilities. Hence, financial integration seems to drive consumption risk sharing whereas we find no evidence that risk sharing forecasts market...

The marketing of high-tech innovation: research and teaching as a multidisciplinary communication task

OpenAIRE

Hasenauer, Rainer; Fi8lo, Peter; Störi, Herbert

2013-01-01

Economically successful high-tech innovation is one of the driving forces for global welfare. Like innovation half-life, break-even time to market or technology acceptance, effective multidisciplinary communication between engineering and marketing is a critical success factor. This paper aims to show the requirements of multidisciplinary communication in B2B marketing of high-tech innovation and methodical approaches in research and academic education: 1. Requirements in high-tech innovat...

Grid Integration of Electric Vehicles in Open Electricity Markets

DEFF Research Database (Denmark)

congestion management scenario within electric distribution networks •optimal EV charging management with the fleet operator concept and smart charging management •EV battery technology, modelling and tests •the use of EVs for balancing power fluctuations from renewable energy sources, looking at power......Presenting the policy drivers, benefits and challenges for grid integration of electric vehicles (EVs) in the open electricity market environment, this book provides a comprehensive overview of existing electricity markets and demonstrates how EVs are integrated into these different markets...... of the technologies for EV integration, this volume is informative for research professors and graduate students in power systems; it will also appeal to EV manufacturers, regulators, EV market professionals, energy providers and traders, mobility providers, EV charging station companies, and policy makers....

Challenges of Integrating NASA's Space Communications Networks

Science.gov (United States)

Reinert, Jessica; Barnes, Patrick

2013-01-01

The transition to new technology, innovative ideas, and resistance to change is something that every industry experiences. Recent examples of this shift are changing to using robots in the assembly line construction of automobiles or the increasing use of robotics for medical procedures. Most often this is done with cost-reduction in mind, though ease of use for the customer is also a driver. All industries experience the push to increase efficiency of their systems; National Aeronautics and Space Administration (NASA) and the commercial space industry are no different. NASA space communication services are provided by three separately designed, developed, maintained, and operated communications networks known as the Deep Space Network (DSN), Near Earth Network (NEN) and Space Network (SN). The Space Communications and Navigation (SCaN) Program is pursuing integration of these networks and has performed a variety of architecture trade studies to determine what integration options would be the most effective in achieving a unified user mission support organization, and increase the use of common operational equipment and processes. The integration of multiple, legacy organizations and existing systems has challenges ranging from technical to cultural. The existing networks are the progeny of the very first communication and tracking capabilities implemented by NASA and the Jet Propulsion Laboratory (JPL) more than 50 years ago and have been customized to the needs of their respective user mission base. The technical challenges to integrating the networks are many, though not impossible to overcome. The three distinct networks provide the same types of services, with customizable data rates, bandwidth, frequencies, and so forth. The differences across the networks have occurred in effort to satisfy their user missions' needs. Each new requirement has made the networks more unique and harder to integrate. The cultural challenges, however, have proven to be a

Challenges of Integrating NASAs Space Communication Networks

Science.gov (United States)

Reinert, Jessica M.; Barnes, Patrick

2013-01-01

The transition to new technology, innovative ideas, and resistance to change is something that every industry experiences. Recent examples of this shift are changing to using robots in the assembly line construction of automobiles or the increasing use of robotics for medical procedures. Most often this is done with cost-reduction in mind, though ease of use for the customer is also a driver. All industries experience the push to increase efficiency of their systems; National Aeronautics and Space Administration (NASA) and the commercial space industry are no different. NASA space communication services are provided by three separately designed, developed, maintained, and operated communications networks known as the Deep Space Network (DSN), Near Earth Network (NEN) and Space Network (SN). The Space Communications and Navigation (SCaN) Program is pursuing integration of these networks and has performed a variety of architecture trade studies to determine what integration options would be the most effective in achieving a unified user mission support organization, and increase the use of common operational equipment and processes. The integration of multiple, legacy organizations and existing systems has challenges ranging from technical to cultural. The existing networks are the progeny of the very first communication and tracking capabilities implemented by NASA and the Jet Propulsion Laboratory (JPL) more than 50 years ago and have been customized to the needs of their respective user mission base. The technical challenges to integrating the networks are many, though not impossible to overcome. The three distinct networks provide the same types of services, with customizable data rates, bandwidth, frequencies, and so forth. The differences across the networks have occurred in effort to satisfy their user missions' needs. Each new requirement has made the networks more unique and harder to integrate. The cultural challenges, however, have proven to be a

Role of Image in Marketing Performance Odel Supported by Marketing Communication and Company Social Responsibility

OpenAIRE

Soegoto, Eddy Soeryanto

2016-01-01

AbstractBanking industries have not been effective yet in implementing marketing communication and company social responsibility programs. The establishment of image has not been done effectively yet; accordingly marketing performance cannot be implemented as it is expected. This research was done in the banking industries at Bandung City with sample as much as 42 banking industries drawn using a random sampling method. Thaanalysis procedure used Structural Equation Modeling based on Partial ...

The impact of digitalization on marketing communications measurement process : case of global B2B industrial companies

OpenAIRE

Järvinen, Joel

2011-01-01

The stature of marketing communications function is under a threat within the firms. As the board of management tends to demand the profitability of all business activities, marketing practitioners have for a long time been unable to credibly show the link between marketing communications actions and financial value. Fortunately, the digitalization has offered new insights and opportunities to make the marketing communications actions more measureable. “Everything can be tracked” is an often ...

Understanding the role of visual communication in marketing amongst highschool students

OpenAIRE

Praznik, Daša

2017-01-01

Communication, visual communication, graphic design, and marketing are all closely connected concepts. Today they accompany us at every step of our lives. Communication enables us to govern relations, express feelings, opinions, decisions, to lead our lives. The messages we exchange can be verbal or non-verbal in nature, such as (pictorial) symbols, gestures, expressions, mimicry. Communication can take place at various different levels, ranging from a discussion between two individuals to gl...

Integrating Sustainability Education into International Marketing Curricula

Science.gov (United States)

Perera, Chamila Roshani; Hewege, Chandana Rathnasiri

2016-01-01

Purpose: The purpose of this study is to extend the current knowledge of curriculum developments in international business and marketing curricula. Integrating sustainability into business and marketing curricula of the universities are widely debated in previous literature. Sustainability is a global phenomenon; however, curriculum development…

Nurse-physician communication - An integrated review.

Science.gov (United States)

Tan, Tit-Chai; Zhou, Huaqiong; Kelly, Michelle

2017-12-01

To present a comprehensive review of current evidence on the factors which impact on nurse-physician communication and interventions developed to improve nurse-physician communication. The challenges in nurse-physician communication persist since the term 'nurse-doctor game' was first used in 1967, leading to poor patient outcomes such as treatment delays and potential patient harm. Inconsistent evidence was found on the factors and interventions which foster or impair effective nurse-physician communication. An integrative review was conducted following a five-stage process: problem identification, literature search, data evaluation, data analysis and presentation. Five electronic databases were searched from 2005 to April 2016 using key search terms: "improve*," "nurse-physician," "nurse," "physician" and "communication" in five electronic databases including the Cumulative Index to Nursing and Allied Health Literature (CINAHL), MEDLINE, PubMed, Science Direct and Scopus. A total of 22 studies were included in the review. Four themes emerged from the data synthesis, namely communication styles; factors that facilitate nurse-physician communication; barriers to effective nurse-physician communication; and interventions to improve nurse-physician communication. This integrative review suggests that nurse-physician communication still remains ineffective. Current interventions only address information needs of nurses and physicians in limited situations and specific settings but cannot adequately address the interprofessional communication skills that are lacking in practice. The disparate views of nurses and physicians on communication due to differing training backgrounds confound the effectiveness of current interventions or strategies. Cross-training and interprofessional educational from undergraduate to postgraduate programmes will better align the training of nurses and physicians to communicate effectively. Further research is needed to determine the

DYNAMIC OPTIMAL BUDGET ALLOCATION FOR INTEGRATED MARKETING CONSIDERING PERSISTENCE

OpenAIRE

SHIZHONG AI; RONG DU; QIYING HU

2010-01-01

Aiming at forming dynamic optimal integrated marketing policies, we build a budget allocation model considering both current effects and sustained ones. The model includes multiple time periods and multiple marketing tools which interact through a common resource pool as well as through delayed cross influences on each other's sales, reflecting the nature of "integrated marketing" and its dynamics. In our study, marginal analysis is used to illuminate the structure of optimal policy. We deriv...

Using internal communication as a marketing strategy: gaining physician commitment.

Science.gov (United States)

Heine, R P

1990-01-01

In the ambulatory care industry, increased competition and promotional costs are pressuring managers to design more creative and effective marketing strategies. One largely overlooked strategy is careful monitoring of the daily communication between physicians and ambulatory care staff providing physician services. Satisfying physician communication needs is the key to increasing physician commitment and referrals. This article outlines the steps necessary to first monitor, then improve the quality of all communication provided to physicians by ambulatory care personnel.

On the integration of financial markets: How strong is the evidence from five international stock markets?

Science.gov (United States)

Bentes, Sónia R.

2015-07-01

This paper examines the integration of financial markets using data from five international stock markets in the context of globalization. The theoretical basis of this study relies on the price theory and the Law of One Price, which was adjusted to the framework of financial markets. When price levels are nonstationary, cointegration and the error correction model constitute a powerful tool for the empirical examination of market integration. The error correction model provides a fully dynamic framework that allows to separating the long and the short run effects of the integration process. A dataset encompassing the daily stock price series of the PSI 20 (Portugal), IBEX 35 (Spain), FTSE 100 (UK), NIKKEI 225 (Japan) and SP 500 (US) indices from January 4th 1999 to September 19th 2014 is employed. The results highlight that these five stock markets are linked together by just one long-run relationship, although short-run movements are also present, which causes distinct deviations from the long-run equilibrium relationship. Endogeneity prevails in the system as a whole. While market integration in the sense of the Law of One Price holds, pairwise full price transmission has limited evidence. The results therefore show that stock market price movements are highly nonlinear and complex.

Digital Portfolios: Powerful Marketing Tool for Communications Students

Science.gov (United States)

Nikirk, Martin

2008-01-01

A digital portfolio is a powerful marketing tool for young people searching for employment in the communication or interactive media fields. With a digital portfolio, students can demonstrate their skills at working with software tools, demonstrate appropriate use of materials, explain technical procedures, show an understanding of processes and…

The Integrated Complex of Marketing of Higher Education Services

Directory of Open Access Journals (Sweden)

Zhehus Olena V.

2017-10-01

Full Text Available The article, on the basis of generalization of scientific views of foreign and domestic scientists, substantiates the integrated model of marketing of higher education products and services with consideration of their specificities. The obtained result is the «5Р + S» model, which includes the newly introduced poli-element «proposition», combining the interrelated and indivisible elements of «product», «people» and «process», as well as the traditional elements of the service marketing complex: «price», «place», «promotion», «physical evidence». The «social-marketing» element has been added to the integrated model on the basis of the high societal importance of educational services. Altogether, the proposed integrated model of the complex of marketing of higher education products and services is a symbiosis of commercial and non-commercial marketing, which will enhance social and economic efficiency of functioning of higher educational institution.

Digital Marketing Strategy : B2B and Stakeholders Communication

OpenAIRE

Lashgari, Maryam

2018-01-01

Since digital media entered the business domain, many different tools and platforms have transformed the nature of business communications. This transformation has not been easy, since the journey has been accompanied by challenges from the marketers’ side against the adoption of the new platforms into the firm’s communication channels. Business to business marketers have also been engaged in such challenges by maintaining a slow adoption, which has motivated the researchers to study the adop...

Energy market integration in South America

International Nuclear Information System (INIS)

Hammons, T.J.; Franco, N. de; Sbertoli, L.V.; Khelil, C.; Rudnick, H.; Clerici, A.; Longhi, A.

1997-01-01

This article is a summary of presentations made during the 1997 Winter Meeting panel session on Power and Natural Gas in Latin America: Towards an Integrated Market. Reregulation and demand for energy resources to support economic growth are driving international natural gas and electricity exchange initiatives. Panelists focused on the gas and electric power industry in Latin America in terms of the: transport of gas or transmission of electricity; energy market integration in the southern cone of South America; and issues on gas use for electricity generation in South America countries. Countries such as Argentina, Bolivia, and Peru will export natural gas to Brazil, Uruguay, Paraguay and Chile, an the energy matrices of these countries will change

Consumer behavior on the media market

Directory of Open Access Journals (Sweden)

Martin Přibyl

2009-01-01

Full Text Available The paper deals with a correlation between factors identifying a household representative and frequency of media usage. Particularly it concentrates on the analysis of internet and daily press usage. Internet is a constantly developing communication channel which is increasingly used in the field of marketing communication and contributes to the development of business environment. Due to its characteristics it is an ideal mean for multilingual communication and communication on international markets. The daily press is on the other hand a representative of traditional media. It is perceived by public as a more natural communication channel. The paper seeks an answer to the question which communication channel is more suitable to communicate with a particular target group – press or the internet. The paper tests the correlation between identification factors and frequency of internet and press presence. Testing will be carried out by using a database obtained in a primary research conducted by the Department of Marketing and Trade at the Faculty of Business and Economics, Mendel University in Brno. Results published in the paper are part of research objective, id. code: 62156 48904 “The Czech Republic in the process of integration and globalization and the evolution of agrarian and service sectors in the new conditions of the European integrated market”, thematic area 03 “The evolution of trade relationships regarding changes in a life style and purchasing be­ha­viour and changes of business environment in the process of integration and globalization” that is conducted with a financial support of Ministry of Education, Youth and Sports.

Perspektif Karyawan Perbankan pada Komunikasi Internal dengan Two-Way Symmetrical Communication dan Internal Marketing

Directory of Open Access Journals (Sweden)

Mia Angeline

2013-04-01

Full Text Available The article investigates the internal communication in the two branches of foreign banks in Kelapa Gading from the perspectives of two-way symmetrical communication and internal marketing. The second problem investigated is the effectiveness of the use of email as a means of internal communication. Data were collected through interviews and literature. The results showed that the perception of employees not in accordance with the concept of two-way communication and internal marketing, but this policy has led the organization to these concepts. In the use of email, employee perceptions still see that the email is an effective internal communication media despite having many weaknesses.  

Towards a Single Market: A 21st Century Vision for Asia Pacific Economic Integration

Directory of Open Access Journals (Sweden)

Andrew Elek

2010-06-01

Full Text Available APEC leaders can take pride in progress towards free and open trade. There will always be more to do to integrate Asia Pacific economies. 2010 is the time to look beyond border barriers to trade and adopt a new post-Bogor vision of a single market. Traditional border barriers to trade in some sensitive products remain costly, but affect only a rapidly shrinking part of international commerce. Today, it is more efficient to concentrate on problems of communications and logistics, combined with the lack of efficiency, transparency and sometimes arbitrary implementation of economic policies in different economies. The effective constraint on collective action to deal with these problems is not political will. It is limited capacity to design and implement the necessary policy reform. Creating the necessary capacity needs a unifying vision to deal all obstacles to genuine economic integration, that is, to build a single market. In doing so, Asia Pacific governments can learn from the European Union experience. But they need to promote ever-deeper economic integration without relying on a supra-national authority. Like free and open trade, a single market is a vision which can only be approached, rather than reached by any deadline－it is a point of reference for the many things that need to be done to integrate Asia Pacific economies in a meaningful way. Asia Pacific governments should be encouraged to set their own medium-term targets for progress towards well-defined ingredients of a single market. Strict selection criteria should be used to identify options for cooperation which build on what APEC is already doing and which are in line with the priorities of most member economies. An ambitious program to enhance the efficiency of supply chains could set a successful example and generate the confidence to do more.

Storytelling as modern architecture of narration in marketing communication

Directory of Open Access Journals (Sweden)

Magdalena Zubiel-Kasprowicz

2016-03-01

Advertising as a communication statement includes all statement functions as highlighted by Roman Jacobson, from expressive, to impressive, cognitive, and ending with the metalinguistic and the poetic one. These last two functions of marketing statements are characteristic of modern advertising, striving to cover its external persuasiveness. The persuasive nature of advertising causes its constant evolution, change and adaptation to the times, places or culture within which it operates. Further, advertising is constantly looking for still fresh and innovative means of expression. It also amends the existing system of rules for the valid standards. Using the values that are highly appreciated, such as beauty, goodness, and sublimity through aptly selected narrative techniques tends to an etherisation of the message and elimination of overt persuasion. Persuasion identified with the marketing message with informative and manipulative overtones turns into a coded persuasion, which is the basis for erecting the narrative superstructure in the form of storytelling elements. In the wake of recent changes to generate new trends in designing marketing messages, advertising can be reduced to signification not just appearances but whole stories. Narration in the advertising messages is by no means a modern invention. This type of communication is derived from Ferdinand de Saussure’s theory of signs. Jung’s theory of archetypes, Campbell’s model of monomyth, and Barthes’ concept of the symbol and the meaning together with his theory of the marketing message imperative to be based on a narrative, to concoct a story, because only a story has the potential imprint in memory, all can be inscribed into de Saussure’s system. Stories in advertising messages combat the indifference of the recipient of these messages. To correctly decipher the content encrypted in the image, the symbol or reference to a myth, the consumer must engage intellectually with the substance of the

Comunicação integrada ao marketing no e-commerce

OpenAIRE

Marcela Leite Monteiro; Giuliana Godoy Grabber; Gustavo Gobbato

2012-01-01

This article aims to demonstrate the importance for the recognition of a brand through the development of an integrated communication plan identifying possible improvements to marketing and apply them in communication for an effective way to address the target audience little explored in sales and channel-commerce. To develop this plan is necessary to know some theoretical areas of marketing such as direct marketing, planning, marketing the premises of another.

Event marketing v komunikační strategii firmy

OpenAIRE

Pirunčíková, Jana

2009-01-01

This thesis deals with event marketing into integrated marketing communications. The main objective is to assess the effectiveness and appropriateness of selected methods in the selected company. The work is divided into theoretical and practical part. The first chapter describes the theoretical and the elements of marketing communication and clarifies the issue of event marketing. The theoretical knowledge applied in the Energy Media Publishing Ltd. and specifically its product - the magazin...

Relevance of communications at sale points in the modern concept of merchandising

Directory of Open Access Journals (Sweden)

Kataev Andrey

2016-08-01

Full Text Available Owners of brands spend a large amount of money to promote their products. However, communication at sale points usually does not meet the overall strategy of integrated marketing communication as communication and sales are the question of competence of different managers. If not to pay proper attention to this question today, thousands of advertising budgets, PR and other campaigns will not bring effect under conditions of inconsistent sales strategies and tactics. The article gives the theoretical grounding of integration of communications at sale points into the structure of retail marketing communications.

Integrating Strategic Marketing on an Institutional Level.

Science.gov (United States)

Liu, Sandra S.

1998-01-01

Higher education differs from other service enterprises in its social responsibility and the context for decision making. An integrated marketing strategy based on the identified positioning of the institution plays a crucial role in successful enrollment and long-term institutional development. Marketing can make a significant contribution to…

Identifying and assessing the factors affecting skill gap in digital marketing in communication industry companies

Directory of Open Access Journals (Sweden)

Fereshteh Ghotbifar

2017-03-01

Full Text Available As far as new communication channels are concerned, there have been extensive developments in communications and marketing in digital era. Today, therefore, companies try to take advantage of digital marketing channels to provide suitable services to customers to improve their satisfaction level. However, this study aimed to identify and assess factors affecting skill gap in digital marketing. This was descriptive correlation study. The population consisted of experts in communications industry to identify most important skill gaps in digital marketing and factors affecting them; also, managers and specialists of these companies were investigated to determine the role of identified factors in reducing skills gaps. Using localized questionnaire and interviewing with ten experts who were selected by Delphi snowball method, the skill gaps in marketing and factors affecting them were identified. Also, a researcher made questionnaire with 32 questions was distributed among 226 employees to investigate the identified factors role in reducing skills gap in digital marketing. The results showed that from four identified factors, the components including operational strategic factors and environmental factors had direct and positive impact on creating skill gap in digital marketing of studied companies. The environmental factors such as social and cultural conditions, religion, technology, and economy had more proactive impact on skills gap in digital marketing. Also, the results showed that among skills gaps in digital marketing of studied companies, the skills (Principles of Communication and (Predicting Future had the highest and lowest gaps, respectively.

Product market integration, tax distortions and public sector size

DEFF Research Database (Denmark)

Andersen, Torben M.; Sørensen, Allan

of product market integration for the public sector are far from straightforward. The reason is gains-from-trade effects which tend to increase the tax base and decrease the opportunity costs of public consumption (marginal utility of private consumption falls). It follows that the retrenchment view...... that product market integration inevitable leads to a downward pressure on public sector activities does not get support in a standard setting. A particularly noteworthy finding is that a country with a large public sector (strong preferences for public consumption) may benefit more by integrating......The implications of product market integration for public sector activities (transfers and public consumption) are considered in a standard setting. The analysis supports that a larger public sector (higher tax rate) tends to increase wages and worsen wage competitiveness. However, the implications...

'We All Speak Football': An Investigation of the Benefits of A Consumer-oriented, Globally Integrated Marketing Communications Campaign in The Context of The Sponsorship of A Major International Sporting Event: A Case Study on the Coca-Cola Company and the 2006 FIFA World Cup

OpenAIRE

Capewell, Luke

2006-01-01

(Globally) Integrated Marketing Communications (GIMC) has received considerable attention within academic literature over the past twenty years and has provoked important debates. Despite this, many authors have merely concentrated on the potential benefits that can be acquired. Although some have highlighted the problems with implementation and the need for an outside-in approach, this case study emphasizes the importance of public perception, market alterations, changes in demand and the im...

Study on the Chinese Goods Market Structure and Related Integrated Marketing Strategy

OpenAIRE

Qishen Zhou; Mingxing Yang

2013-01-01

This study aims to investigate the Chinese goods market structure and related integrated marketing strategy. In recent years, it is becoming more and more popular for Chinese consumers to go on luxury consuming in a variety of large cities in China, showing the increasing demand of luxury for Chinese people possessed relatively high fortune. Further, dozens of international famous luxury brands are pouring into the Chinese market such as LVMH and Gucci, recognizing the huge consumption demand...

Building-integrated PV -- Analysis and US market potential

International Nuclear Information System (INIS)

Frantzis, L.; Hill, S.; Teagan, P.; Friedman, D.

1994-01-01

Arthur D Little, Inc., in conjunction with Solar Design Associates, conducted a study for the US Department of Energy (DOE), Office of Building Technologies (OBT) to determine the market potential for building-integrated photovoltaics (BIPV). This study defines BIPV as two types of applications: (1) where the PV modules are an integral part of the building, often serving as the exterior weathering skin, and (2) the PV modules are mounted on the existing building exterior. Both of these systems are fully integrated with the energy usage of the building and have potential for significant market penetration in the US

Improving internal communication between marketing and technology functions for successful new food product development

DEFF Research Database (Denmark)

Jacobsen, Lina; Grunert, Klaus G; Søndergaard, Helle Alsted

2014-01-01

In order to increase the new product development (NPD) success for novel food products, it is crucial to understand how information can be optimally disseminated within companies. This systematic literature review concentrates on factors influencing internal communication between market......, and knowledge management, food companies can enhance internal communication between market and technology functions during the NPD process....

Integrity cynicism: Possibilities and Constraints of Moral Communication

NARCIS (Netherlands)

Bakker, de H.C.M.

2007-01-01

Paying thorough attention to cynical action and integrity could result in a less naive approach to ethics and moral communication. This article discusses the issues of integrity and cynicism on a theoretical and on a more practical level. The first part confronts Habermas¿s approach of communicative

Analyzing Developing Country Market Integration using Incomplete Price Data and Cluster Analysis

NARCIS (Netherlands)

Ansah, I.G.; Gardebroek, Koos; Ihle, R.; Jaletac, M.

2015-01-01

Recent global food price developments have spurred renewed interest in analyzing integration of local markets to global markets. A popular approach to quantify market integration is cointegration analysis. However, local market price data often has missing values, outliers, or short and incomplete

E-Cigarette Marketing and Communication: How E-Cigarette Companies Market E-Cigarettes and the Public Engages with E-cigarette Information.

Science.gov (United States)

Collins, Lauren; Glasser, Allison M; Abudayyeh, Haneen; Pearson, Jennifer L; Villanti, Andrea C

2018-01-05

Given the lack of regulation on marketing of electronic cigarettes (e-cigarettes) in the U.S. and the increasing exchange of e-cigarette-related information online, it is critical to understand how e-cigarette companies market e-cigarettes and how the public engages with e-cigarette information. Results are from a systematic review of peer-reviewed literature on e-cigarettes via a PubMed search through June 1, 2017. Search terms included: "e-cigarette*" OR "electronic cigarette" OR "electronic cigarettes" OR "electronic nicotine delivery" OR "vape" OR "vaping." Experimental studies, quasi-experimental studies, observational studies, qualitative studies, and mixed methods studies providing empirical findings on e-cigarette marketing and communication (i.e., non-marketing communication in the public) were included. One hundred twenty-four publications on e-cigarette marketing and communication were identified. They covered topics including e-cigarette advertisement claims/promotions and exposure/receptivity, the effect of e-cigarette advertisements on e-cigarette and cigarette use, public engagement with e-cigarette information, and the public's portrayal of e-cigarettes. Studies show increases in e-cigarette marketing expenditures and online engagement through social media over time, that e-cigarettes are often framed as an alternative to combustible cigarettes, and that e-cigarette advertisement exposure may be associated with e-cigarette trial in adolescents and young adults. Few studies examine the effects of e-cigarette marketing on perceptions and e-cigarette and cigarette use. Evidence suggests that exposure to e-cigarette advertisements affects perceptions and trial of e-cigarettes, but there is no evidence that exposure affects cigarette use. No studies examined how exposure to e-cigarette communication, particularly misleading or inaccurate information, impacts e-cigarette and tobacco use behaviors. The present article provides a comprehensive review of e

Comunicação integrada ao marketing no e-commerce

Directory of Open Access Journals (Sweden)

Marcela Leite Monteiro

2012-07-01

Full Text Available This article aims to demonstrate the importance for the recognition of a brand through the development of an integrated communication plan identifying possible improvements to marketing and apply them in communication for an effective way to address the target audience little explored in sales and channel-commerce. To develop this plan is necessary to know some theoretical areas of marketing such as direct marketing, planning, marketing the premises of another.

Analysis of Price Variation and Market Integration of Prosopis ...

African Journals Online (AJOL)

Analysis of Price Variation and Market Integration of Prosopis Africana (guill. ... select five markets based on the presence of traders selling the commodity in the markets ... T- test result showed that Prosopis africana seed trade is profitable and ...

Integration of European Banking and Financial Markets

OpenAIRE

Marques Ibanez, David; Molyneux, Philip

2002-01-01

This paper investigates banking and capital market developments in Europe and the moves towards the creation of a single financial services market. A critical element in the integration process is the success of the EU's Financial Services Action Plan (FSAP). This seeks to introduce a wide range of legislation aimed at reducing barriers and promoting cross-border trade in financial services - especially for capital markets and retail / SME financial service areas. As was the case in 1992, it ...

The Boston Study: Analysis of a Major Metropolitan Business- and Technical-Communication Market.

Science.gov (United States)

Buchholz, William J.

1989-01-01

Presents a year-long study of the duties, skills, and knowledge required of business- and technical-communication professionals in Boston, Massachusetts. Focuses on six categories of practice: technical communication, publishing, public relations, marketing, development, and training. Suggests that in the next decade communication practitioners…

Efficient integration of renewable energies in the German electricity market

International Nuclear Information System (INIS)

Nabe, C.A.

2006-01-01

Liberalisation of the electricity sector aims to carry out coordination tasks within the system by markets and market prices. This study examines how markets need to be designed to carry out coordination tasks caused by integration of renewable energies in an efficient way. This question is applied to the German electricity system and recommendations are derived from identified deficits. The examination uses the structure-conduct-performance approach of industrial organisation economics. Integration of renewable energies does not result in entirely new coordination tasks but complicates those that exist in any electricity supply system. Within the short-term coordination tasks provision and operation of reserve capacity is affected by renewable energies. Long-term coordination means that the relation between fixed and variable costs of generators as well as generator flexibility has to be adjusted to the characteristics of renewable energies. The relevant short-term coordination task with the network is congestion management. In the long run costs of grid expansion and permanent congestion management have to be balanced. For the execution of short-run coordination tasks integrated and centralised market architectures are superior to decentralised architectures. The increase of short-term coordination tasks due to renewable energies caused by inflexibilities of consumers and conventional generators results in more information that has to be considered. By centralising that information in one market, an increase in productive efficiency can be obtained. In Germany the increased coordination tasks are determined by the integration of wind generators into the electricity system. The present German market architecture results in inefficiencies in short-term coordination. This is demonstrated by an analysis of procedural rules and prices of the ancillary service markets. They demonstrate that market performance is low and significant deviations from competitive prices

Formation of the integrated system of the marketing information as the tool of perfection of marketing activity of innovative high school

OpenAIRE

D. Bogdanov

2014-01-01

The author proves necessity of formation of the integrated system of the marketing information of innovative high school, considers methodical aspects formation of the integrated system of the marketing information of innovative high school, develops structure of the integrated system of the marketing information of innovative high school X and makes recommendations about management of efficiency of the integrated system of the marketing information in innovative high school.

European Integration, Labour Market Dynamics and Migration Flows

Directory of Open Access Journals (Sweden)

Martinoia, Michela

2011-06-01

Full Text Available The paper has two objectives. Firstly, we wish to evaluate whether a greater economic integration has effects, and of what type, on migration flows from Central and Eastern Europe (New Member States of the EU, NMS towards the fifteen countries of the European Union (EU-15. Secondly, we wish to understand what effect the migration flows from the NMS have on the labour market of the receiving countries in the EU-15. The most suitable theoretical context that seems to summarise European labour market characteristics is that of the insider/outsider model by Layard, Nickell and Jackman (Layard et al., 1991. We have modified the above mentioned model by introducing two innovations. Firstly, we constructed three measures that act as a proxy for economic integration: the Intra Regional Trade Index (IRTI, Global Trade Index (GTI and Financial Market Integration (FMI. Then we placed the three indicators into the insider/outsider model to arrive at a modified version of Layard, Nickell and Jackman (Layard et al., 1991. The second innovative contribution was the introduction of an equation modelling migration flows. The creation of this equation is inspired by the neo-classical approach to migration theory (Harris-Todaro, 1970. The theoretical model, based on rational expectations, has been solved to find the equilibrium solution and the impact multipliers. We then carried out an empirical analysis, which involved estimating a Structural Vector Autoregression Model (SVAR. The aim of this estimation was to evaluate, on the one hand, the effect that greater European integration (a positive shock to the integration indicators has on migration flows, and, on the other, to measure the type of effect that migration flows could have on the labour market of the EU-15 countries, considered as a single entity. The results of our empirical evidence show that economic integration does generate significant effects on migration flows from the enlargement countries

The Integration of Immigrants Into the Labour Markets of the EU. IAB Labour Market Research Topics.

Science.gov (United States)

Werner, Heinz

Integration of foreign workers into European Union (EU) labor markets was evaluated. Three indicators of labor market integration were analyzed: unemployment rate, employment rate, and self- employment rate. Results were drawn from the Labor Force Survey data compiled by Eurostat. Findings indicated that, in all EU countries, the unemployment rate…

Mobile communications data services marketing

Directory of Open Access Journals (Sweden)

Stanislav Marušić

2006-12-01

Full Text Available Increasing revenue per user is very important for mobile operators because of shrinking growth from mobile voice services on a number of markets. At the same time, a more powerful platform enabling advanced mobile data services has emerged. Therefore, mobile data services offer great possibilities to operators in the future. Marketing plays the key role in offering new and existing data services. Experiences in launching various services, primarily a comparison of Japanese and other experiences, shows that different strategies and marketing mix employed in launching data services can lead to different business results in this area. The needs and preferences of Croatian mobile users are explored in this paper, especially in the following areas: the most used and potentially most interesting data services, a preferred way of paying for these services, the importance of transaction security in mobile payments and a comparison of the use of and interest in such services by users with more advanced mobile terminals and those with older mobile phones. Results imply that a strong and attractive presence of these services in the media is crucial to success. It is also important to communicate clearly the benefits of these services, along with lower prices (or promotional periods as well as easy activation and use. Last but not least: the existence of attractive content and applications (where fair arrangements among all providers of these services is the main prerequisite is essential for a faster adoption and use of these services.

Market Integration and Transport Costs in France 1825-1903

DEFF Research Database (Denmark)

Ejrnæs, Mette; Persson, Karl Gunnar

2000-01-01

This article argues that the appropriate standard for the analysis of commodity market integration is the transport cost adjusted law of one price. A threshold error correction model that incorporates that property is developed and applied to French wheat prices in the 19th century. This type...... to equilibrium price differentials between markets. Unlike previous studies this article shows that French wheat markets were well integrated by the middle of the 19th century...... of modeling acknowledges the fact that error corrections only take place when price differentials between markets exceed transport costs. The method used produces estimates of implied transport costs, which are quite close to observed costs, and generates more accurate estimates of the adjustment speed...

Integrated communications: From one look to normative consistency

DEFF Research Database (Denmark)

Torp, Simon

2009-01-01

ambitious interpretations of the concept the integration endeavour extends from the external integration of visual design to the internal integration of the organization's culture and "soul".   Design/methodology/approach The paper is based on a critical and thematic reading of the integrated marketing...

Does the Internet Accelerate the Integration of Domestic Markets? Evidence from China

Institute of Scientific and Technical Information of China (English)

Lijuan Xie; Wenwei Ai; Hao Zhang

2016-01-01

This paper employs a hybrid methodology that combines case study and econometric research to examine the impact of the Internet on domestic market integration.There is not much research on this issue in the literature.From the multi-case analysis,this paper firstly obtains two main indications which are clear yet contrary to each other about how the Internet influences the market integration process.To be specific,although the Internet has both the ability and the potential to promote market integration,it is not always effective and could even harm this process due to several constraints.Using a provincial-level panel dataset from 2007 to 2013 in China,this paper empirically investigates whether the Intemet plays a positive role in the market integration process.Contradictory to common expectations,we do not find any empirical evidence that the Internet accelerates the integration of domestic markets.Thus,when compared with taking advantage of Internet tools,manmade obstacles to market integration that exist in current trading systems and business models deserve more attention.

Market survey results for alternate sensor communications

International Nuclear Information System (INIS)

Rivas, R.R.; White, K.R.; Turnage, L.C.

1996-02-01

This document presents the results of a system analysis and market survey of commercially available alarm communication systems for potential use as an alternate sensor communication system. Only those systems that report alarm/sensor information to a central control panel were considered. The communication systems surveyed include wireless radio frequency (RF) systems, spread spectrum systems, fiber optic systems, twisted pair/copper wire, cellular systems, and other types of communication equipment. All systems are commercially available, and most information was obtained by telephone conversations with the manufacturer, personal interviews at security conferences, and countless reviews of the manufacturers' data sheets. Many systems were identified, but only those that met a minimum set of system requirements were included. Other systems that appeared to be applicable usually did not provide adequate data encryption or could not interface directly to the system. While such features could be incorporated using additional hardware, doing so would make the system more expensive and conflict with the idea of purchasing a single unit that meets the minimum set of requirements. Several systems greatly exceed the scope of this project and utilizing such systems would mean investing in more capacity than is really needed

MARKETING COMMUNICATION IN ONLINE SOCIAL PROGRAMS: OHANIAN MODEL OF SOURCE CREDIBILITY

Directory of Open Access Journals (Sweden)

Serban Corina

2010-07-01

Full Text Available The development of the Internet as a medium for interaction with customers has resulted in many changes regarding the promotion of organizations. Online marketing is nowadays used not only to sell a product on the market, but also requires ideas and behavioral change. Non-profit organizations active in online communication are based on the quality of their provided information. Crediblity, attractiveness and usefullness are the key elements that provide effective online social programs. This paper aims to extend the scope of research in the field of social marketing by studying the Ohanian model in the online environment. The goal is to highlight the important theories and social models intrinsic to the online non-profit organizations’ communication. The results show that the efficiency of social programs depends on the level of incorporated elements of social theories in the design, content and structure of the website.

Importance of body image in marketing communication

OpenAIRE

Váradyová, Monika

2012-01-01

The thesis dedicated to the issue of body image in the context of marketing communication emphasizing female body imaging in advertising. The aim of Master's thesis is to identify differences in the perception of beauty between the German and Czechoslovak culture. The theoretical part is intended to explain the body image issues, including historical development. Furthermore points out the influence of mass media on women's physical self-concept. The practical part deals with content analysis...

The BuzzFeed Marketing Challenge: An Integrative Social Media Experience

Science.gov (United States)

Cowley, Scott W.

2017-01-01

This article presents the BuzzFeed Marketing Challenge, which helps students gain integrative real-world marketing experience by selecting a target market, then creating, publishing, and promoting an article for the target market on entertainment publisher BuzzFeed.com. The challenge is for students to effectively use marketing strategy and…

E-marketing and contemporary business

OpenAIRE

Ratković Milijanka

2007-01-01

Seems that internet use in business requires accomplishing the higher level of cultural and structural changes in organizations. That is why many companies use both traditional and interactive way of doing business by developing appropriate level of integration to create useful differential advantages. Marketing oriented companies pay great importance in establishing marketing strategy overarching many of marketing elements including internet - an ideal communication means for progress of dif...

Effects of school, family and alcohol marketing communication on alcohol use and intentions to drink among Thai students.

Science.gov (United States)

Kheokao, Jantima K; Kirkgulthorn, Tassanee; Yingrengreung, Siritorn; Singhprapai, Phuwasith

2013-07-04

This study explored effects of family, school, and marketing communications on alcohol use and intention to drink of Thai students. We conducted a survey in which 5,184 students participated. Respondents were selected randomly from school districts throughout Thailand. In this survey we measured the exposure to, reception of, and perceptions concerning alcohol marketing communication, school absenteeism and achievement, family alcohol use, students' alcohol use, and drinking intentions. Findings indicated students' low alcohol use, moderate intention to drink, and high prevalence of family drinking. The levels of exposure and also the information receptivity to alcohol media marketing of Thai students were low. The respondents had a high level of media literacy on alcohol marketing communication. Multiple regression and focus group discussions provided support for the contention that there were significant effects of school achievement, absenteeism and media marketing communication on alcohol use (R2 = 14%) and intention to drink (R2 = 11%). Therefore, consideration of relevant school and alcohol policies, including monitoring of media marketing communication, will be needed.

Integration of Manufacturing and Development in Emerging Markets

DEFF Research Database (Denmark)

Søberg, Peder Veng; Wæhrens, Brian Vejrum

2011-01-01

The paper investigates the problems related to functional integration between manufacturing activities and R&D activities in emerging markets within multinational companies. A framework to this end is developed and illustrated in relation to four cases from multinational companies, which have...... established R&D and manufacturing in China or India. The findings point to the importance of contingencies such as industrial clock speed, technological complexity, as well as the extent to which local adaptation is needed. Keywords: Co-location, Emerging markets, Functional integration, Manufacturing, R&D....

Capital Market Integration in ASEAN Countries: Special Investigation of Indonesian Towards the Big Four

Directory of Open Access Journals (Sweden)

Barli Suryanta

2012-01-01

Full Text Available ASEAN already proposed financial integration through capital market integration based on ASEAN Economics Community (AEC 2020 treaty in order to aim comprehensive ASEAN economic integration. The objective of this study is to occur the capacity of Indonesian in terms of integrating its capital market towards the big four i.e., Singaporean, Malaysian, Philippines, and Thailand.  Vector Auto-regression (VAR analysis is utilized to investigate Indonesian market returns co-movement and dynamic link with ASEAN 4. The conclusion of this study, there is neither co-movement nor strong dynamic link between Indonesian capital market with those of Singaporean, Malaysian, Philippines, and Thailand. Keywords: ASEAN Capital market integration, Indonesian Capital Market, ASEAN 4 Capital Market, VAR Framework.

System and market integration of wind power in Denmark

DEFF Research Database (Denmark)

Lund, Henrik; Hvelplund, Frede; Alberg Østergaard, Poul

2013-01-01

Denmark has more than 10 years’ of experience with a wind share of approximately 20 per cent. During these 10 years, electricity markets have been subject to developments with a key focus on integrating wind power as well as trading electricity with neighbouring countries. This article introduces...... a methodology to analyse and understand the current market integration of wind power and concludes that the majority of Danish wind power in the period 2004e2008 was used to meet the domestic demand. Based on a physical analysis, at least 63 per cent of Danish wind power was used domestically in 2008....... To analyse the remaining 37 per cent, we must apply a market model to identify cause-effect relationships. The Danish case does not illustrate any upper limit for wind power integration, as also illustrated by Danish political targets to integrate 50 per cent by 2020. In recent years, Danish wind power has...

Marketing Crises in Tourism: Communication Strategies in the United States and Spain.

Science.gov (United States)

Gonzalez-Herrero, Alfonso; Pratt, Cornelius B.

1998-01-01

Compares crisis-response strategies of marketing-communication professionals in tourism organizations (TOs) in the United States and Spain. Reports the extent to which they use proven crisis-management strategies. Indicates significant differences between the countries' TOs in both their extant plans for responding to marketing crises and in their…

Mass media and marketing communication promoting primary and secondary cancer prevention.

Science.gov (United States)

Hannon, Peggy; Lloyd, Gareth P; Viswanath, K; Smith, Tenbroeck; Basen-Engquist, Karen; Vernon, Sally W; Turner, Gina; Hesse, Bradford W; Crammer, Corinne; von Wagner, Christian; Backinger, Cathy L

2009-01-01

People often seek and receive cancer information from mass media (including television, radio, print media, and the Internet), and marketing strategies often inform cancer information needs assessment, message development, and channel selection. In this article, we present the discussion of a 2-hour working group convened for a cancer communications workshop held at the 2008 Society of Behavioral Medicine meeting in San Diego, CA. During the session, an interdisciplinary group of investigators discussed the current state of the science for mass media and marketing communication promoting primary and secondary cancer prevention. We discussed current research, new research areas, methodologies and theories needed to move the field forward, and critical areas and disciplines for future research.

The Influence of Marketing Communication on the Consumer’s Buyer Behavior – A Relationship Marketing Approach

OpenAIRE

Tichindelean Mihai

2015-01-01

The purpose of the paper is to identify the nature of the influence of a company’s marketing communication of the actual consumer behaviour. To achieve this purpose, the paper is structures in two parts; firstly, the recent literature regarding relationship marketing paradigm is reviewed and the value chain concept is presented. The second part contains a survey-based research which uses book-store customers as target unit. Sales promotion and advertising are used as input variables in identi...

Linking Farmers to Markets through Modern Information and Communication Technologies in Kenya

OpenAIRE

Mukhebi, A.W.; Kundu, J.; Okolla, A.; Wambua, M.; Ochieng, W.; Fwamba, G.

2008-01-01

This paper highlights a market information and linkage system (MILS) developed and tested by the Kenya Agricultural Commodity Exchange Limited (KACE) that increases the efficiency of agricultural markets to work better for smallholder farmers and other small and medium sized agro-enterprises (SMEs). The MILS involves harnessing modern information and communication technologies (ICTs) to empower farmers with low-cost reliable and timely market information to enhance the bargaining power of the...

Inbound marketing as an integral part of the marketing strategy of a modern enterprise

Directory of Open Access Journals (Sweden)

Witold Świeczak

2014-06-01

Full Text Available The essential premise of this publication is to define the benefits brought to modern enterprises by introduction of multi-channel marketing strategy, or inbound marketing, to their business.This article defines the factors and processes that influence the effective course of actions undertaken in the framework of inbound marketing.In addition, it is demonstrated how the importance of an organization changes, how its value and importance realistically increases as a result of applying the instruments provided by inbound marketing. The purpose of the article is to present how the concept of inbound marketing is changing the perspective of looking at the modern marketing instruments and how their field of impact changes as a result of their application.It also illustrates how the choice of appropriate mechanisms influences consumer decisions and demonstrates that the key to understanding the processes embedded in the strategy is to reflect on the relationship between the enterprise and potential customers and communication with the customers.

Pola Komunikasi Mahasiswa dalam Penggunaan Smartphone (Studi pada Mahasiswa Marketing Communication Fek Binus University

Directory of Open Access Journals (Sweden)

Rosidah Rosidah

2013-10-01

Full Text Available This research aimed to identify and know the pattern of smartphone usage among university students and pattern of communication they are doing with the smartphone. Quantitative research was used in this study, with descriptive design. Survey was conducted as data collecting method by distributing questionnaires to students of Marketing Communication (Marcomm department, Faculty of Economic and Communication (FEK, Binus University. As a result, there were 134 questionnaires that can be proceed for data analysis. Sampling technique used in the research was simple random sampling. Since the research used descriptive design, thus the data analysis technique was descriptive statistics. The research is only limited to study the pattern of smartphone usage and pattern of communication among students of Marcomm department, FEK, Binus University, with their smartphone. Given the fact that smartphone has changed people’s behavior in communicating with others, it can be useful for example in developing appealing learning plan in education field, especially for youth. The function of mobile phone has undergone a rapid change with the existence of smartphone. With smartphone, one cannot only perform the traditional types of communication (phone or sms, but also go beyond that. This is due to the features provided by the smartphone which indeed accommodate the person’s needs to communicate each other more than just phone calls. Additionally, with the presence of Internet which has made the smartphone becoming inseparable with human’s life, since it integrates all medium and activities of communication into a single gadget. Smartphone has been proved to change the people’s habit in communicating each other and caused people’s dependency on the presence of this medium.  

Small Business Conformity with Quality Website Design Criteria in a Marketing Communication Context

Directory of Open Access Journals (Sweden)

Martine Robinson Beachboard

2017-10-01

Full Text Available Aim/Purpose: Professional companies selling persuasive-communication services via the World Wide Web need to be exemplars of effective informing practices. Their credibility is at risk if their websites do not excel in marketing message and use of medium. Their unique brands need to be expressed through website technology and content, or they cannot compete successfully. Background: Compares marketing communication consultants’ websites with expert criteria. Methodology: Content analysis of 40 advertising agency websites. Contribution: Links an evaluation of advertising agency compliance with expert website criteria to established branding constructs. Findings: Most small advertising agencies could improve their brand reputations through better compliance with experts’ recommended website design and content criteria. Recommendations for Practitioners: A hierarchy of recommendations for practitioners is offered, addressing ease and importance. Impact on Society: Clarity and credibility of message and medium improve our ability to practice effective informing. Future Research: Explore online communications of specialized populations such as digital marketing experts.

TOOLS OF MARKETING COMMUNICATIONS IN POLITICS AND THE ECONOMY, DEPENDING ON THE LIFE CYCLE

Directory of Open Access Journals (Sweden)

Tatyana L. Shklyar

2014-01-01

Full Text Available This article demonstrates how much can be similar absolutely different areas as politics and economy.Analyzing the approaches to marketing in these areas, you can gather a lot of valuable and useful. The authors discuss the tools of marketing communications, depending on the life cycle of goods and drawa parallel between business and politics. Note that thetools of marketing communications are very numerousand diverse but is most effective at a particular time. Provides specific recommendations on the relevance of tools, aimed at promotion of the goods in the certaintime intervals life cycle.

Applying an international CAPM to herding behaviour model for integrated stock markets

Directory of Open Access Journals (Sweden)

Najmudin Najmudin

2017-12-01

Full Text Available Development of financial globalization in the form of stock market integration experiences a trend which is getting stronger. The analysis models in the field of finance and investments should be able to adjust to these developments. This adjustment includes the models used to detect the existence of herding behavior. All this time, the herding behavior model of individual stocks towards market consensus has been referring to CAPM theory. The basic assumption of CAPM is that financial assets at a domestic stock market are segmented from the financial assets’ movement at the global market. Therefore, this paper aims to provide an alternative view in the form of an international herding model that should be applied in the context of an integrated stock market. The model was created with reference to the international CAPM. This paper combined ICAPM method and international CSAD model to identify herding for eight stock markets, the sample period being from January 2003 to December 2016. The result found that for segmented stock markets, represented by China and the Philippines, herding happened for both overall the sample period and the market crisis period. In addition, for the integrated stock markets, represented by Indonesia, Japan, Malaysia, Singapore, Thailand, and the UK, herding behavior was only found during the market crisis period. Therefore, classification of market integrations should be considered in assessing the herding behaviour at stock markets.

MASCEM: EPEX SPOT Day-Ahead market integration and simulation

DEFF Research Database (Denmark)

Santos, Gabriel; Fernandes, Ricardo; Pinto, Tiago

2015-01-01

. It is crucial to MASCEM to have the ability to simulate as many market models and player types as possible, thus enhancing the ability to recreate the electricity markets reality in its maximum possible extent. This paper presents the EPEX Spot Day-Ahead market integration in MASCEM. EPEX Spot SE's mission...

GENDER ASPECTS OF MARKETING COMMUNICATIONS IN RETAIL

OpenAIRE

DEPUTATOVA ELENA YURYEVNA

2016-01-01

Situation in Russian retail demonstrates a highly competitive structure. Irrespective of segmentation ways, many retailers have still been using common ways of marketing communications and the search of loyal customers remains an elusive target for many companies. The problem is that a great variety of retailers have similar offers both to men and women, ignoring the fact it should be different. The article deals with differences of men and women consumer behavior aspects in choosing shops, t...

Relationship marketing in health care.

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Wagner, H C; Fleming, D; Mangold, W G; LaForge, R W

1994-01-01

Building relationships with patients is critical to the success of many health care organizations. The authors profile the relationship marketing program for a hospital's cardiac center and discuss the key strategic aspects that account for its success: a focus on a specific hospital service, an integrated marketing communication strategy, a specially designed database, and the continuous tracking of results.

Protecting children from myopia: a PMT perspective for improving health marketing communications.

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Lwin, May O; Saw, Seang-Mei

2007-01-01

This research examined the predictive utility of the protection motivation theory (PMT) model for myopia prevention amongst children. An integrative model for myopia prevention behavior of parents was first developed in the context of theory and survey instruments then refined using information gathered from two focus groups. Empirical data then was collected from parents of primary school children in Singapore, a country with one of the highest rates of myopia in the world, and analyzed using structural equation modeling (SEM). Our findings revealed that coping appraisal variables were more significantly associated with protection motivation, relative to threat appraisal variables. In particular, perceived self-efficacy was the strongest predictor of parental intention to enforce good visual health behaviors, while perceived severity was relatively weak. Health marketing communications and public policy implications are discussed.

A comparative examination of currency risk pricing and market integration in the stock markets of Nigeria and South Africa

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Odongo Kodongo

2012-07-01

Full Text Available We examine the pricing of currency risk and market integration in the equity markets of Nigeria and South Africa. Using the Generalized Method of Moments with a multi-beta asset pricing model and firm-level data, we find that currency risk is partly unconditionally priced in South Africa's stock market, with this market being largely integrated with the world equity markets. Conversely, currency risk is not priced in Nigeria's equity market, which also shows no evidence of integration with the world equity markets. Interestingly, a portfolio analysis of firms reveals a size based return sensitivity to both world equity markets and exchange rate volatility across the two countries. Therefore, while general results suggest that Nigeria, rather than South Africa, would provide greater diversification benefits to international investors with little or no worry about hedging unconditional exchange rate risk, that view must be nuanced when considering large size firms which are consistently sensitive to the two factors across both countries.

Getting better integrated into foreign markets supported by the incubator

DEFF Research Database (Denmark)

Dyhr Ulrich, Anna Marie; Gretzinger, Susanne; Hollensen, Svend

The challenges associated with entering foreign growth markets, like BRIC markets, remain significant, especially for inexperienced SMEs. These challenges can include inadequate knowledge about a host country’s culture, norms, values and business environment, and a lack of embeddedness in the ind...... into the following two propositions: - The higher the level of the company’s accumulated experiential knowledge, the faster integration into the foreign market. - The use of incubator facilitates a faster integration into a specific high growth foreign market.......The challenges associated with entering foreign growth markets, like BRIC markets, remain significant, especially for inexperienced SMEs. These challenges can include inadequate knowledge about a host country’s culture, norms, values and business environment, and a lack of embeddedness...... in the industry networks abroad. Such barriers can often hinder successful foreign market entry. One concept to use for SMEs, which lack experiential knowledge when bridging new distant international growth markets, is the ‘incubator’. It is best described as a shared office-space facility, including a local...

Meeting CCS communication challenges head-on: Integrating communications, planning, risk assessment, and project management

Science.gov (United States)

Greenberg, S.; Gauvreau, L.; Hnottavange-Telleen, K.; Finley, R.; Marsteller, S.

2011-01-01

The Midwest Geological Sequestration Consortium, Schlumberger Carbon Services, and Archer Daniels Midland has implemented a comprehensive communications plan at the Illinois Basin - Decatur Project (IBDP), a one million metric tonne Carbon Capture and Storage project in Decatur, IL, USA funded by the U.S. Department of Energy's National Energy Technology Laboratory. The IBDP Communication Plan includes consortium information, funding and disclaimer citations, description of target audiences, media communications guidelines, paper and presentations guidelines, site visit information, crisis communication, on-site photography regulations, and other components. The creation, development, and implementation processes for the IBDP Communication Plan (the Plan) are shared in this paper. New communications challenges, such as how to address add-on research requests, data sharing and management, scope increase, and contract agreements have arisen since the Plan was completed in January 2009, resulting in development of new policies and procedures by project management. Integrating communications planning, risk assessment, and project management ensured that consistent, factual information was developed and incorporated into project planning, and constitutes the basis of public communications. Successful integration has allowed the IBDP to benefit from early identification and mitigation of the potential project risks, which allows more time to effectively deal with unknown and unidentified risks that may arise. Project risks and risks associated with public perception can be managed through careful planning and integration of communication strategies into project management and risk mitigation. ?? 2011 Published by Elsevier Ltd.

THE ANALYSIS OF CAPITAL MARKET INTEGRATION IN ASEAN REGION BY USING THE OGARCH APPROACH

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Robiyanto Robiyanto

2017-04-01

Full Text Available Capital market integration is a topic that attracts a lot of research interests in regional and international capital markets. Unfortunately, the various studies that have been done tend to use analytical tools that have not been able to conclude the degree of capital market integration quantitatively, hence a study that is able to measure the degree of capital market integration quantitatively is required. This study investigated the capital markets integration in ASEAN by using the Orthogonal Generalized Autoregressive Conditional Heteroscedasticity (OGARCH method which could provide the degree of integration quantitatively. Capital markets studied were Indonesia Stock Exchange, Kuala Lumpur Stock Exchange, Thailand Stock Exchange, Singapore Stock Exchange and Philippines Stock Exchange during period of January 2001 – December 2016. The result of this study was there was a co-movement among ASEAN capital markets studied, but not all these ASEAN capital markets were fully integrated. This study also found that Indonesia Stock Exchange, Kuala Lumpur Stock Exchange, Stock Exchange Thailand, and Singapore Stock Exchange were integrated but Philippines Stock Exchange was not. The Philippines Stock Exchange tended to be segmented rather than integrated.

SUSTAINABILITY OF SUSTAINABLE PALM OIL: A MARKET INTEGRATION ANALYSIS

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Diana Chalil

2016-07-01

Full Text Available Crude Palm Oil (CPO is the biggest consumed vegetable oil in the world. The increase in CPO production raises concern on the environmental impact even outside the producing countries. As a response to this matter, the EU has made a requirement to only import certified CPO (CSPO. India and China, the two biggest importers in the world, are less restrictive to the environmental issues, and their demands are more influenced by CPO price levels. These countries are the main export markets for Indonesia and Malaysia, the two biggest CPO exporters in the world. This research using monthly price data from the Netherlands, Germany, Italy, EU28, India, China, Indonesia and Malaysia. Market integrations are tested with Cointegration Test, Vector Error Correction Model and Seemingly Unrelated Regression. The results show that these markets are integrated, but European countries are unlikely to lead the price movement. Therefore, the concern on sustainable certification from the European countries still slowly spreads to other main importers, resulting in low absorption of CSPO. Keywords: market integration; sustainable palm oil; seemingly unrelated regression; vector Error correction model

Capital Market Integration and Consumption Risk Sharing over the Long Run

DEFF Research Database (Denmark)

Rangvid, Jesper; Santa-Clara, Pedro; Schmeling, Maik

2016-01-01

capital market integration forecasts more consumption risk sharing in the future. This finding is robust to controlling for trade openness and exchange rate volatility as alternative drivers of risk sharing. Finally, we calculate the welfare costs of imperfect consumption risk sharing and find......We empirically investigate time variation in capital market integration and consumption risk sharing using data for 16 countries from 1875 to 2012. We show that there has been considerable variation over time in the degrees of capital market integration and consumption risk sharing and that higher...

Word-of-mouth communications in health care marketing.

Science.gov (United States)

MacStravic, R S

1985-10-01

Word-of-mouth (WOM) advertising can be an important communications tool, since it addresses the right target--the decision maker, contains the needed information, and occurs at the right time. An effective WOM communications program will use a marketing survey to identify decision makers and measure their degree of preference for the provider to determine which decision makers can be influenced. A survey also should be used to discover the most significant information sources. To involve those sources in a WOM communications effort requires that they be satisfied with their provider and that they be convinced the provider is the best choice for the person who has requested the recommendation. To increase the likelihood that sources will be informed about a specific provider, pamphlets or other materials can be distributed to assist them. Other forms of encouragement include patient surveys and employee bonuses. An institution's WOM program should also be consistent with its other communications efforts. Messages must be compatible with the themes of advertising and publicity campaigns.

Communication choices of the uninsured: implications for health marketing.

Science.gov (United States)

Dutta, Mohan Jyoti; King, Andy J

2008-01-01

According to published scholarship on health services usage, an increasing number of Americans do not have health insurance coverage. The strong relationship between insurance coverage and health services utilization highlights the importance of reaching out to the uninsured via prevention campaigns and communication messages. This article examines the communication choices of the uninsured, documenting that the uninsured are more likely to consume entertainment-based television and are less likely to read, watch, and listen to information-based media. It further documents the positive relationship between interpersonal communication, community participation, and health insurance coverage. The entertainment-heavy media consumption patterns of the uninsured suggests the relevance of developing health marketing strategies that consider entertainment programming as an avenue for reaching out to this underserved segment of the population.

Candidate marketing takes the guessing game out of choosing employers.

Science.gov (United States)

Russell, Judith; Havel, Stacey

2010-01-01

Candidate marketing builds a foundation for relationships between employers and potential employees. Additionally, candidate marketing differentiates organizations in the marketplace. Organizations using candidate marketing to communicate the employer brand can expect a higher quality of candidates, and new employees are better prepared for the work environment and culture. Today, organizations can use a variety of integrated tools and techniques to communicate and build relationships with candidates. Candidate marketing demonstrates an organization's willingness towards transparency, and ability to invite open conversations between candidates and members of the organizations.

Identifying influential factors on integrated marketing planning using information technology

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Karim Hamdi

2014-07-01

Full Text Available This paper presents an empirical investigation to identify important factors influencing integrated marketing planning using information technology. The proposed study designs a questionnaire for measuring integrated marketing planning, which consists of three categories of structural factors, behavioral factors and background factors. There are 40 questions associated with the proposed study in Likert scale. Cronbach alphas have been calculated for structural factors, behavioral factors and background factors as 0.89, 0.86 and 0.83, respectively. Using some statistical test, the study has confirmed the effects of three factors on integrated marketing. In addition, the implementation of Freedman test has revealed that structural factors were the most important factor followed by background factors and behavioral factors.

New information technology and communication in health care: using e-mail for marketing services

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Jorge Iván Martínez Espitia

2015-01-01

Full Text Available Research that was conducted was aimed to determine their use of e-mail independent health professionals. Email is one of the tools of information and communication that has shown great versatility and efciency as a means to improve the relationship between those who provide services or sell products users. Good communication is essential to keep current customers and attract new business prospects. To achieve the objective of the research a survey that measured the perception and use of email marketing by independent health professionals was conducted in Colombia. Four variables, including tenure email account, receiving these email accounts marketing of products or services, read marketing emails and use by marketing professionals were measured with email. The result of this study showed that independent health professionals in Colombia are familiar with this type of marketing. Generally interested incorporate it as one of your marketing tools, but do not know how to do this activity, which is described in a simple way how to do a marketing campaign with the use of emails to the users of health services.

New information technology and communication in health care: using e-mail for marketing services

Directory of Open Access Journals (Sweden)

Jorge Iván Martínez Espitia

2014-07-01

Full Text Available Research that was conducted was aimed to determine their use of e-mail independent health professionals. Email is one of the tools of information and communication that has shown great versatility and efciency as a means to improve the relationship between those who provide services or sell products users. Good communication is essential to keep current customers and attract new business prospects. To achieve the objective of the research a survey that measured the perception and use of email marketing by independent health professionals was conducted in Colombia. Four variables, including tenure email account, receiving these email accounts marketing of products or services, read marketing emails and use by marketing professionals were measured with email. The result of this study showed that independent health professionals in Colombia are familiar with this type of marketing. Generally interested incorporate it as one of your marketing tools, but do not know how to do this activity, which is described in a simple way how to do a marketing campaign with the use of emails to the users of health services.

MARKETING COMMUNICATIONS IN THE LIBRARY OF KRYVYI RIH STATE PEDAGOGICAL UNIVERSITY

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