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Article
Publication date: 1 April 2003

Georgios I. Zekos

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination…

Abstract

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.

Details

Managerial Law, vol. 45 no. 1/2
Type: Research Article
ISSN: 0309-0558

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Article
Publication date: 1 May 1990

Stephen E. Arnold

Marketing information’ is one of the litanies of electronic publishing in the 1990s. But who really knows how to market electronic information?

Abstract

Marketing information’ is one of the litanies of electronic publishing in the 1990s. But who really knows how to market electronic information?

Details

The Electronic Library, vol. 8 no. 5
Type: Research Article
ISSN: 0264-0473

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Article
Publication date: 9 August 2011

Marie R. Kennedy

The project outlined in this seeks to answer the question: “Is a collaborative model of benchmarking the marketing of electronic resources feasible?”

Abstract

Purpose

The project outlined in this seeks to answer the question: “Is a collaborative model of benchmarking the marketing of electronic resources feasible?”

Design/methodology/approach

The project is designed as a national working group of approximately 100 college and university libraries all moving together through the process of a typical marketing cycle, running a brief marketing campaign, and reporting findings. All participating institutions will perform these steps at the same time, beginning in October 2011 and completing the project at the end of February 2012.

Findings

Based on the data gathered as the result of the project, it is hoped to determine if college and universities working together and sharing data could help to define “best practices” in the marketing of electronic resources using a collaborative model.

Originality/value

The literature in the area of marketing of electronic resources in libraries is sparse and, as a result, a path for the successful marketing of the resources cannot be easily determined. This project proposes a model to quickly educate and gather data to begin building best practices in the area of marketing electronic resources.

Details

Library Hi Tech News, vol. 28 no. 6
Type: Research Article
ISSN: 0741-9058

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Article
Publication date: 13 July 2015

Rory Mulcahy, Rebekah Russell-Bennett and Sharyn Rundle-Thiele

This paper aims to understand how experiential value can generate awareness, image, perceived quality and loyalty to the moderate drinking brand. Electronic games are…

Abstract

Purpose

This paper aims to understand how experiential value can generate awareness, image, perceived quality and loyalty to the moderate drinking brand. Electronic games are increasingly used by social marketers in an attempt to support target audiences uptake of social behaviours. However, little is known of the value this creates for target audiences and its impact on the uptake of a social behaviour brand.

Design/methodology/approach

A survey of male adolescents (n = 137) was conducted to test proposed relationships between experiential value and consumer-based brand equity dimensions. The research tested the game “Don’t Turn a Night Out into a Nightmare” that was developed by the Australian Federal Government as part of a social marketing campaign. Data were analysed using linear regression and MANCOVA.

Findings

The findings indicate that there are significant relationships between consumer-based brand equity dimensions for the social behaviour brand of moderate drinking, indicating relevance of a commercial marketing theory for social marketing. Furthermore, findings show that different combinations of experiential value dimensions have an impact on different components of consumer-based brand equity. These findings indicate that when social marketers are developing electronic games, they must create different combinations of value in game play to achieve awareness, positive image, high perceived quality and, ultimately, loyalty to a behaviour.

Practical implications

Social marketers seeking to use electronic games to influence the uptake of behaviour brands such as moderate drinking must provide a more complete value package.

Originality/value

This paper is the first to examine how experiential value can influence the creation of brand equity for a social behaviour brand.

Details

Journal of Social Marketing, vol. 5 no. 3
Type: Research Article
ISSN: 2042-6763

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Article
Publication date: 22 February 2011

Marie Kennedy

This paper aims to identify which marketing activities libraries are using to promote electronic resources and to examine how libraries are measuring the successes or…

Abstract

Purpose

This paper aims to identify which marketing activities libraries are using to promote electronic resources and to examine how libraries are measuring the successes or failures of their marketing plans.

Design/methodology/approach

The research analyzes the literature published in library science on marketing techniques for electronic resources in use at libraries; the corpus is composed of 24 documents published from 1994‐2009. The literature is qualitatively analyzed to determine the techniques in use, the libraries' goals, targeted groups, budgets, and assessments of their marketing plans.

Findings

A total of 38 unique marketing techniques were discovered in the 24 documents consulted for this research. The four most popular techniques were patron training in a group setting, flyers/brochures, e‐mails to patrons, and surveys. Libraries were generally unclear about stating the goals for their marketing plans but were able to easily identify the target of their marketing efforts. Budgeting was inconsistent among libraries included in this research; nine libraries reported having either no budget for marketing or did not mention budgeting in the article. Assessment was the weakest part of the marketing plans, with four libraries not documenting an awareness of the need for assessment and seven libraries noting an understanding of the need to evaluate their plan but unsure how to do so.

Originality/value

Based on the analysis the paper makes it clear that as libraries engage in marketing activities, they should make themselves aware of general principles before beginning their plan. Special focus should be given to selecting activities that match the goals of the marketing plan and choosing an appropriate evaluation technique before beginning the marketing activities.

Details

Library Management, vol. 32 no. 3
Type: Research Article
ISSN: 0143-5124

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Article
Publication date: 1 May 2004

Sally Harridge‐March

During the last decade, many organisations have developed some form of Internet presence. This paper considers electronic marketing, the latest type of marketing, using…

Abstract

During the last decade, many organisations have developed some form of Internet presence. This paper considers electronic marketing, the latest type of marketing, using the familiar framework of the seven Ps of marketing – product, price, promotion, place (distribution), process, physical evidence, and people – in an attempt to evaluate electronic marketing and its potential contribution to marketing in general. The paper concludes that whilst not every marketer embraces the use of the Internet, this “new kid on the block” has become an accepted part of marketing activity. The paper concludes that electronic marketing does not yet have the potential to replace traditional marketing efforts. It should be seen as a valuable and complementary tool, and managers should embrace new technology in order to create greater value for customers.

Details

Marketing Intelligence & Planning, vol. 22 no. 3
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 1 December 2000

Fang Wang, Milena Head and Norm Archer

Electronic commerce has existed in the business‐to‐business marketplace since the 1970s, in forms such as electronic data interchange (EDI) and electronic funds transfer…

Abstract

Electronic commerce has existed in the business‐to‐business marketplace since the 1970s, in forms such as electronic data interchange (EDI) and electronic funds transfer (EFT). With the emergence of the Internet, and the World Wide Web in particular, electronic commerce entered a new era which opened the door for an electronic business‐to‐consumer marketplace. Although the retail side of electronic commerce is still in its infancy, the Web medium offers great potential for building the customer‐base, promoting sales, and improving after‐sales service. Examines the concept of relationship marketing, which has caused a paradigm shift in business‐to‐business marketing during recent years. Extends the concepts of network marketing to the Web retail marketplace, and develops a market process model for Web retailing that outlines the stages of the relationship building process.

Details

Internet Research, vol. 10 no. 5
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 1 February 2004

Niklas Aldin, Per‐Olof Brehmer and Anders Johansson

Electronic commerce enables business development for marketing channel intermediaries and strengthens their existing operations and strategic management. This research…

Abstract

Electronic commerce enables business development for marketing channel intermediaries and strengthens their existing operations and strategic management. This research shows that electronic commerce provides stepwise business development refinement and repositioning in the form of process change and increased customer service. Based on marketing and logistics literature, a business development model with three developmental phases is proposed in this paper. The findings are based on the electronic commerce development of three intermediaries providing industrial products and services in the northern European market. Refinement is achieved through a focus on activities for internal efficiency, and through changing processes for increased integration, shorter time and lower costs. Repositioning involves extended focus on service improvements, image and customer tailored services. It is found that electronic commerce has not radically reshaped and developed the role of marketing channel intermediaries. Instead, it has strengthened existing business. Future electronic commerce efforts need to be viewed in a business wide development context, including structural change and reaching new segments or markets, to utilise fully the development potential of electronic commerce.

Details

Business Process Management Journal, vol. 10 no. 1
Type: Research Article
ISSN: 1463-7154

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Article
Publication date: 1 March 2005

Jamie Murphy, Pearlin Ho and Calvin Chan

Internet characteristics — enhanced distribution customer relationships and information access in an information intensive industry — fit the tourism industry. There is…

Abstract

Internet characteristics — enhanced distribution customer relationships and information access in an information intensive industry — fit the tourism industry. There is little sense having an Internet presence though if visitors cannot find and use the website or receive answers to their e‐mail inquiries. Research lauds online tourism initiatives, yet little research investigates Internet use in wine tourism. Given the competitive nature of wine tourism, an important research area is what website features and e‐mail policies do wine tourism operations use for better site navigation site popularity and relationship marketing? Two online analyses of eight wine tourism operations, within and outside Western Australia, illustrate a methodology and dozens of possible metrics for analysing the competition and marketing electronic wine tourism. The results give wine tourism managers insights into short‐term competitive advantages via website features and e‐mail policies, and add to the academic literature and future research of the Internet's role in wine tourism.

Details

International Journal of Wine Marketing, vol. 17 no. 3
Type: Research Article
ISSN: 0954-7541

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Article
Publication date: 1 April 2002

Khanh V. La and Jay Kandampully

The rapid development of electronic commerce (e‐commerce) has seen emerging electronic service retailers attracting the interest of, and gaining the patronage of, both…

Abstract

The rapid development of electronic commerce (e‐commerce) has seen emerging electronic service retailers attracting the interest of, and gaining the patronage of, both service providers and customers. However, there is consensus that the e‐commerce industry in general has not been able to cope with all the challenges of, and to realise the true potential of, the technology‐based marketplace. Through an extensive literature review and the use of industry examples, this article brings together existing theories and new realities in the emerging electronic market. Argues that, although the Internet marketplace possesses unique characteristics, which Web‐based businesses must be able to manage, there are certain traditional values that remain central to business success in all markets. Offers a detailed analysis of the various factors that influence the market success of an electronic service retailer and provides specific managerial implications for practitioners.

Details

Managing Service Quality: An International Journal, vol. 12 no. 2
Type: Research Article
ISSN: 0960-4529

Keywords

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