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   Articles with "marketing strategy" as a keyword



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Understanding communication in disaster response: A marketing strategy formulation and implementation perspective

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recommendations! Published in 2017 at "Journal of Public Affairs"

DOI: 10.1002/pa.1639

Abstract: Natural disasters are a rare, yet inevitable part of living on Earth. As a result, disaster planning and preparedness are crucial for the continued safety and well-being of a city or nation’s population. Planning and… read more here.

Keywords: marketing strategy; communication disaster; disaster response; understanding communication ... See more keywords

When marketing strategy meets culture: the role of culture in product evaluations

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recommendations! Published in 2018 at "Journal of the Academy of Marketing Science"

DOI: 10.1007/s11747-017-0525-x

Abstract: This research investigates how national culture interacts with marketing strategy to influence consumers’ organic post-consumption satisfaction ratings of entertainment products rich in cultural content. Drawing upon a communication theory framework, we develop hypotheses concerning multiple… read more here.

Keywords: cultures characterized; marketing strategy; product evaluations; product ... See more keywords
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Upper echelons research in marketing

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recommendations! Published in 2020 at "Journal of the Academy of Marketing Science"

DOI: 10.1007/s11747-020-00724-4

Abstract: Marketing scholars have recently embraced the study of the corporate upper echelons—the executives and board members atop the organizational hierarchy. However, management scholars have researched the upper echelons for decades, with frequent forays into the… read more here.

Keywords: upper echelons; marketing; marketing strategy; echelons research ... See more keywords
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Reimagining marketing strategy: driving the debate on grand challenges

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recommendations! Published in 2021 at "Journal of the Academy of Marketing Science"

DOI: 10.1007/s11747-021-00806-x

Abstract: A little more action, please. There is no record of Elvis Presley's views on responsible marketing, but his 1968 song, “A Little Less Conversation,” could have been written as a reflection on the global marketing… read more here.

Keywords: marketing strategy; reimagining marketing; grand challenges; marketing ... See more keywords
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A risk-averse marketing strategy and its effect on coordination activities in a remanufacturing supply chain under market fluctuation

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recommendations! Published in 2018 at "Journal of Cleaner Production"

DOI: 10.1016/j.jclepro.2017.10.107

Abstract: Abstract The market fluctuation, usually caused by macro-economic shrinking/boom and ever-changing consumers' preferences/acceptance, brings a high managing challenge for remanufacturers and retailers’ collection efforts and their coordination activities. Besides increasing profit, a market strategy also… read more here.

Keywords: strategy; risk; market fluctuation; marketing strategy ... See more keywords

Best marketing strategy selection using fractional factorial design with analytic hierarchy process

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recommendations! Published in 2020 at "MethodsX"

DOI: 10.1016/j.mex.2020.100927

Abstract: Marketing strategies selection for the purpose of increasing the sales revenue is an essential problem that can face any marketing team. Many companies facing difficulties of identifying the best marketing strategy for certain product or… read more here.

Keywords: best marketing; marketing; marketing strategy; sales revenue ... See more keywords
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Content marketing strategy of branded YouTube channels

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recommendations! Published in 2020 at "Journal of Media Business Studies"

DOI: 10.1080/16522354.2020.1783130

Abstract: ABSTRACT As content marketing becomes a viable approach to build brands and connect with consumers, this study assessed top brands’ content marketing strategy on branded YouTube channels via content analysis. Using a consumer engagement conceptual… read more here.

Keywords: marketing strategy; content marketing; strategy branded; strategy ... See more keywords

Organizational determinants as antecedent factors of export marketing strategy archetypes of agri-food firms: a three country analysis

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recommendations! Published in 2021 at "British Food Journal"

DOI: 10.1108/bfj-03-2021-0217

Abstract: PurposeThis paper researches export marketing strategy (EMS) archetypes of agri-food exporters and organizational determinants that pose as their antecedent factors, using resource-based, dynamic capabilities and contingency theories as theoretical framework in a multi-county research setting.… read more here.

Keywords: methodology; organizational determinants; marketing strategy; agri food ... See more keywords

Revisiting international marketing strategy in a digital era

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recommendations! Published in 2019 at "International Marketing Review"

DOI: 10.1108/imr-02-2019-0080

Abstract: Purpose The purpose of this paper is to explore the opportunities and challenges facing firms in this new digital era concerning their international marketing strategy and examine how international marketing practices can be revisited in… read more here.

Keywords: international marketing; marketing; digital era; marketing strategy ... See more keywords

Understanding the influencing factors on firms’ social media marketing strategies development: a cross-country investigation

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recommendations! Published in 2024 at "International Marketing Review"

DOI: 10.1108/imr-06-2023-0124

Abstract: PurposeThe purpose of this paper is to investigate the factors influencing the development of social media marketing strategy in an international context. We specifically look at the potential drivers and barriers throughout the social media… read more here.

Keywords: marketing strategy; media marketing; social media; firms social ... See more keywords

A Comprehensive Competitiveness Decision Method for Electricity Retailers Considering the Integration of Device Operation, Investment Planning, and Marketing Strategy

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recommendations! Published in 2024 at "IEEE Systems Journal"

DOI: 10.1109/jsyst.2023.3328004

Abstract: In this article, we propose a competitiveness decision optimization method for the electricity retailer (ER). This method develops an integrated framework where three components involved in the ER service life (i.e., device operation, investment planning,… read more here.

Keywords: marketing strategy; method; electricity; competitiveness ... See more keywords