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Full-Text Articles in Business
Impact Of Internet And Social Media On Organisational Change Of Otc Medicines Marketing Management, Vasja Roblek
Impact Of Internet And Social Media On Organisational Change Of Otc Medicines Marketing Management, Vasja Roblek
Vasja Roblek
Pharmaceutical companies have been forced to change their approach to selling over-the-counter (OTC) medicines because of the increased pressure on sales margins. The development of Web 2.0, Web 3.0, and social media technologies allow low-cost online marketing, including e-commerce. An organisational adaptation has to cope with the changes in the OTC drug market is required because of the widespread use of the internet and social media. The increased importance of digital media for marketing has convinced the OTC medical industry to include the use of social media in its customer relationship management strategy. Qualitative research on the impact of the …
Impact Of Corporate Social Responsibility On Otc Medicines Consumers, Vasja Roblek
Impact Of Corporate Social Responsibility On Otc Medicines Consumers, Vasja Roblek
Vasja Roblek
In the article is presented the case of trust-based marketing of over-the-counter (OTC) medicines. The relationship between the hypotheses was tested by means of structural equation modelling. The results of the first model show that the predictor variable (consumer satisfaction with safety and information) has a significant effect on the mediator variable (consumer trust). The results of the second model show that the consumer trust also has a significant effect on virtual brand loyalty (dependent variable). Model 3 was developed by including consumer perception of corporate social responsibility (CSR) and consumer trust as independent predictor variables and virtual brand loyalty …
Aspectos Generales Dela Publicidad En México. "La Publicidad De Productos, Servicios, Y Actividades Reguladas Por La Ley General De Salud", Bruno L. Costantini García
Aspectos Generales Dela Publicidad En México. "La Publicidad De Productos, Servicios, Y Actividades Reguladas Por La Ley General De Salud", Bruno L. Costantini García
Bruno L. Costantini García
Introducción a las generalidades de la regulación en materia de publicidad de insumos para el consumo humano (salud) en México.
How Can Marketing Academics Serve Marketing Practice? The New Marketing Dna As A Model For Marketing Education, Paul Harrigan, James Seligman
How Can Marketing Academics Serve Marketing Practice? The New Marketing Dna As A Model For Marketing Education, Paul Harrigan, James Seligman
Dr. Paul Harrigan
No abstract provided.
Web Analytics – A Domain Of Marketing, Paul Harrigan
Web Analytics – A Domain Of Marketing, Paul Harrigan
Dr. Paul Harrigan
No abstract provided.
Understanding The New Marketing Dna: Bringing Marketing Education Up To Speed With Marketing Practice, Paul Harrigan, James Seligman
Understanding The New Marketing Dna: Bringing Marketing Education Up To Speed With Marketing Practice, Paul Harrigan, James Seligman
Dr. Paul Harrigan
This research is concerned with the overarching impact of technology on marketing, and the need to review higher education marketing curriculum to reflect this impact. The research objectives are twofold: the identification of changes in marketing practice; and how these changes should be reflected in marketing degree programme structure. The ongoing research project involves a mixed methods approach. The qualitative phase comprised in-depth interviews and focus groups with a range of marketing managers in UK organisations. This comprehensive two-year phase was completed in 2008, laying foundations for further quantitative empirical investigation, due to be completed in 2010. The current paper …
Using E-Crm To Create Customer Insight In Smes, Paul Harrigan, Elaine Ramsey, Patrick Ibbotson
Using E-Crm To Create Customer Insight In Smes, Paul Harrigan, Elaine Ramsey, Patrick Ibbotson
Dr. Paul Harrigan
Small and medium-sized enterprises (SMEs) are vital components of our economies, and their marketing exhibits striking resemblances to customer relationship management (CRM) theory. However, SMEs’ marketing strategies tend to suffer from the effects of limited resources, limited expertise and a limited impact on their external environment. Through the use of Internet-based technologies (IBTs) SMEs may be able to enhance marketing performance and competitiveness, particularly by facilitating the development of customer insight through improved technology-enabled customer information management processes. In this regard, this paper will present research evidence to help us understand the impact of IBTs on the CRM activities (i.e. …