Business Commons^™

The Myths And Realities Of Odour Psychology, Murray Hunter

Murray Hunter

No abstract provided.

Cause Related Marketing And Its Impact On Sales, Ahmed Imran Hunjra, Ghulam Shabbir Khan Niazi

Ahmed Imran Hunjra (PhD)

This study examines the impact of cause related marketing (CRM) campaigns on brand loyalty, consumer purchase intention and on sales. The significance of this research involves the careful study to find the importance of CRM. This new form of marketing, practiced extensively from last two decades across the globe, focuses on CRM practices and its impacts on the companies’ sales. It will help in: a) devising better strategies for the future, b) guide organization that CRM influence the choice of consumers, c) prove to be a very important tool and instrument in creating brand awareness & loyalty and d) boosting …

Marketing Your Repository With The Power Of Google Analytics, Hillary Corbett

Hillary Corbett

Google Analytics offers powerful web metrics to help IR managers track the usage of their content. But it’s also full of excellent material to help market the IR. For example, the data that Google Analytics provides shows how depositers can reach a global audience: use a Google Maps mashup to highlight trending topics in your IR in particular parts of the world, or point out to a reluctant professor that her colleagues’ work is being downloaded in emerging markets worldwide – get creative and find out what Google Analytics can do for you! We learned through Google Analytics that an …

Conceptualising A Contemporary Marketing Mix For Sustainable Tourism, Alan Pomering, Gary Noble, Lester Johnson

Lester Johnson

This paper outlines how marketing, though traditionally considered an enemy of sustainability, can play a role in implementing sustainable tourism. It notes the redefinition in 2007 by the American Marketing Association of marketing's aims to consider wider societal issues beyond those of clients and customers. It illustrates how the recognition of the importance of sustainable tourism at all scales of tourism activity provides marketing with an opportunity to pursue sustainability outcomes. We review the strategic tourism marketing planning process and conceptually develop a sustainability tourism marketing model that embeds sustainability considerations at each stage of the planning process. Our proposed …

Outcomes Of Cause Related Marketing: A Demographic Analysis, Syed Tauqeer Ahmad, Iram Batool, Salman Ali Quarshi, Ahmed Imran Hunjra, Ghulam Shabbir Khan Niazi

Ahmed Imran Hunjra (PhD)

The purpose of this study determines the cause related marketing practices in Fast Moving Consumer Goods industry. Further this study investigates the relationship among the determinants of CRM and demographic variables. The sample size of this study was 629. The concern respondents were the post graduate students and employees of different universities and organizations. SPSS was used to analyze the data. This study finds that CRM is proven as strategic tool with multi-dimensional objectives like aligning their brand with worthy cause, by promising to contribute in monetary terms. Their sales increase and fulfill their corporate social responsibility that both are …

Effect Of Reciprocity On Well-Being In Interpersonal Marketing Relationships: An Interview Study, Simon J. Pervan, Liliana L. Bove, Lester W. Johnson, Chih-Huang Lin

Lester Johnson

This article investigates the potential for marketing managers to develop personal well-being in commercial relationships through the upholding of a norm of reciprocity. Interviews were conducted with 10 senior marketing managers across a range of industries, all of whom dealt with persons from outside their companies. Findings indicate that the norm of reciprocity is more prevalent in strong marketing relationships. Within these exchanges, there is a greater likelihood of achieving behavioural confirmation and status; two instrumental goals for the obtainment of social well-being. We suggest that organisational rewards may not be the only motivator for individuals to engage in commercial …

Bringing Your Brand To Life, A Chicago Ideas Week Affiliated Presentation, Laurence Minsky

Laurence Minsky

Presented the process for developing the brand foundation elements and then the co-presenters discussed the development of the brand foundation for Midtown Athletic Case as a case study.

Assessing The Employee Brand: A Census Of One Company

Sandy Miles

No abstract provided.

Supply Chain Configuration For Diffusion Of New Products: An Integrated Optimization Approach, Haitao Li, Mehdi Amini

Haitao Li