Understanding communication in disaster response: A marketing strategy formulation and implementation perspective
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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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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
Upper echelons research in marketing
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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
Reimagining marketing strategy: driving the debate on grand challenges
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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
A risk-averse marketing strategy and its effect on coordination activities in a remanufacturing supply chain under market fluctuation
Sign Up to like & getrecommendations! 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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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
Content marketing strategy of branded YouTube channels
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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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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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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
Unleashing the importance of creativity, experience and intellectual capital in the adaptation of export marketing strategy and competitive position
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DOI: 10.1371/journal.pone.0241670
Abstract: Export marketing strategy has become an exciting research topic in strategic management literature because of its momentous role in sustainable competitive advantage and performance of firms. However, it is not yet recognized what factors enable… read more here.
Keywords: marketing strategy; marketing; sustainable competitive; performance ... See more keywords
Mobile marketing and strategy by energy companies
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DOI: 10.1504/ijpspm.2020.107764
Abstract: The paper highlights the transformation of the relationships between energy firms and customers by the web. In fact, it aims to demonstrate that mobile marketing and strategy may raise the switching rates and hence, the… read more here.
Keywords: mobile marketing; strategy energy; energy companies; marketing strategy ... See more keywords