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Articles 1 - 19 of 19
Full-Text Articles in Business
통합적 브랜드 전략과 창의적 미디어 솔루션을 조화시킨 마케팅 커뮤니케이션 선도기업, Eun Ju Lee, Chang Jo Yoo, Sang Lin Han
통합적 브랜드 전략과 창의적 미디어 솔루션을 조화시킨 마케팅 커뮤니케이션 선도기업, Eun Ju Lee, Chang Jo Yoo, Sang Lin Han
Asia Marketing Journal
Cheil Communications, a leading ad agency in Korea. has been implementing successful marketing strategies in the following three areas: (1) total strategic planning that maximizes clients` brand equity; (2) distinctive creative strategies that increase viewer acceptance with outstanding artwork; and (3) media planning and execution strategies based on systematic consumer research. This case demonstrates how Cheil Communications has empowered the clients` brands in the ever-changing marketplace, reinventing itself as a prominent global agency for the future.
확산과정에서의 세 번째 의사전달경로, Sang June Park, Chang Hoon Shin
확산과정에서의 세 번째 의사전달경로, Sang June Park, Chang Hoon Shin
Asia Marketing Journal
The Bass model assumes two communication channels: mass-media and word-of-mouth. In this paper, we call the mass-media Type Ⅰ channel of communications. The word-of-mouth channel means interaction between non-adopters and adopters. Let us call it Type Ⅱ channel of communications. In the real world, however, the non-adopters who are not aware of the innovation can be affected by communications with other non-adopters who are aware of it. Let us call it Type Ⅲ channel of communications to differentiate with Type Ⅱ channel. This paper analyzes the impact of Type Ⅲ channel on diffusion process. The result shows that exponential growth …
고객 정보참여 행동의 결정요인과 관여의 조절역할, You Jae Yi, Soo Jin Lee
고객 정보참여 행동의 결정요인과 관여의 조절역할, You Jae Yi, Soo Jin Lee
Asia Marketing Journal
The purpose of this study was to investigate the determinants of customers` information engagement, the behavior pattern from WOM to cooperation, and the moderator in the behavior pattern. The proposed three determinants, boundary personnel`s citizenship behavior, satisfaction, and commitment were significant antecedents to WOM, but not to cooperation. The path coefficient from WOM to cooperation was significant and hereby the voluntary level of cooperation was found as a higher level of voluntary behavior than WOM. Additionally, the path from WOM to cooperation was moderated by customer involvement, as the path coefficients from WOM to cooperation varied by the level of …
소비자 비만관리 행동에 있어 자아개념과 주관적 규범의 영향 및 자기통제감의 조절변수적 영향, Hyung Shik Jung, Young Shim Kim
소비자 비만관리 행동에 있어 자아개념과 주관적 규범의 영향 및 자기통제감의 조절변수적 영향, Hyung Shik Jung, Young Shim Kim
Asia Marketing Journal
It is frequently observed that consumers` behavior and performance in their weight control are greatly affected by the degree of self-control by the consumers themselves. In other words, effective weight control behavior is only possible when the consumers invest a substantial amount of endeavors and self-control. The present study empirically investigated the effect of the self-image congruence and subjective norm formed by self- concept reflected in weight control behavior on weight control attitude formation, actual behavior, and performance. For more in-depth research, rather than simply showing differences in performance based on self-control, the present study divided the subjects into high …
음악 산업에 있어 성공적 비즈니스 모델인 Sk Telecom의 멜론(Melon), Pil Hwa Yoo, Suke Kyu Lee, Kyoung Sik Kim
음악 산업에 있어 성공적 비즈니스 모델인 Sk Telecom의 멜론(Melon), Pil Hwa Yoo, Suke Kyu Lee, Kyoung Sik Kim
Asia Marketing Journal
On November 16th 2004, SK Telecom Co., Ltd. launched ``MelOn``, an ubiquitous music service, into the first time in the world. It, new business model in Korea, was a great success in domestic music industry. Its key success factors are not only differential features of service but also the superiority of technical know-how, customer-oriented spirit, and marketing mix activities compared to many competitors. The case shows how MelOn developed and then introduces what on-line music service is identifying the key success factors and presenting visible outcomes. Furthermore discussing its business implications and future challenges.
빙그레 요플레의 시장 선도적 신제품 마케팅전략, So Young Kim, Heon Soo Jung, Young Chan Kim
빙그레 요플레의 시장 선도적 신제품 마케팅전략, So Young Kim, Heon Soo Jung, Young Chan Kim
Asia Marketing Journal
Since launching a spoonful yogurt ``Yoplait`` for the first time in the nation, Binggrae Co. has established the reputation of the Yoplait brand, and secured its leading position in the yogurt market. This study examined how Binggrae as a market pioneer (in the spoonful yogurt market) or a market follower(in the drinking yogurt market) has developed and responded to the yogurt market in which competition between companies are becoming fierce. Instead of being bound by conventional competition rules, Binggrae was found to have implemented distinctive marketing strategies for new products. That is, providing new values, the company led the market …
비영리교육기관의 공익마케팅, Young Sik Kwak, Pil Hwa Yoo, Sung Wook Youn
비영리교육기관의 공익마케팅, Young Sik Kwak, Pil Hwa Yoo, Sung Wook Youn
Asia Marketing Journal
Inje University, a nonprofit-oriented educational institution, was ranked second in the nation and first in all the local universities in the 2001 Comprehensive Evaluation of the Universities in 25 years since it was founded. In order to find out the reason for this high reputation, we had an interview with the chairman and an in-depth interview with other school authorities, interviewed the students and the residents in the community, and collected related data for the second time. We revealed that Inje University had been performing public marketing in the areas of its management philosophy, function, form, and performance. Our interview …
한국그런포스펌프㈜: 마케팅활동의 현지화 및 차별화, Seong Yeon Park, Hong Jai Rhee, Young Hyuck Joo
한국그런포스펌프㈜: 마케팅활동의 현지화 및 차별화, Seong Yeon Park, Hong Jai Rhee, Young Hyuck Joo
Asia Marketing Journal
This case study explores various marketing strategies of Grundfos Pumps Korea Inc. that has become a front-runner in the industrial pump market of Korea as the enterprise that got into the business later. Grundfos Group, a multinational company with its head office in Denmark, has acknowledged diversity of each country and has granted its subsidiary companies with discretionary power so that they can establish marketing strategies suitable for the market they were competing in. Grundfos Pumps Korea has been very successful in its localization and differentiation of marketing strategies. First, Grundfos Pumps Korea achieved the trust of their customers by …
인터넷 쇼핑에서 인터넷 자기효능감의 역할, Ho Bae Lee, Nam Kyeong Kwon
인터넷 쇼핑에서 인터넷 자기효능감의 역할, Ho Bae Lee, Nam Kyeong Kwon
Asia Marketing Journal
No abstract provided.
한국마케팅저널 편집위원장으로부터, 상만 한
체험마케팅의 허와 실, Dae Ryun Chang
친환경제품구매 결정요인들에 관한 모델, Yeon Shin Kim
영업성과가 우수한 사원과 낮은 사원의 성과차이에 대한 심층분석, Chang Jo Yoo, Dong Gi Youn
영업성과가 우수한 사원과 낮은 사원의 성과차이에 대한 심층분석, Chang Jo Yoo, Dong Gi Youn
Asia Marketing Journal
No abstract provided.
고려상표군을 반영한 준거가격효과의 모형화, Kwang Pil Chang
편집위원장 임기를 마치며, 인수 전
디지털 환경에서 고객 참여를 통한 고객 주도형 관계 구조 형성에 관한 탐색적 연구, Jong Won Lim, Suk Joon Yang
디지털 환경에서 고객 참여를 통한 고객 주도형 관계 구조 형성에 관한 탐색적 연구, Jong Won Lim, Suk Joon Yang
Asia Marketing Journal
No abstract provided.
지식기반서비스 공급자의 시장지향성이 수혜자의 소싱과정에 미치는 영향, Jeon Pyo Noh
지식기반서비스 공급자의 시장지향성이 수혜자의 소싱과정에 미치는 영향, Jeon Pyo Noh
Asia Marketing Journal
No abstract provided.
산업재 물류에서 환경 불확실성과 물류자원역량이 관계규범과 물류서비스를 통하여 물류성과에 미치는 영향, Dal Young Chun, Hong Sun Kim
산업재 물류에서 환경 불확실성과 물류자원역량이 관계규범과 물류서비스를 통하여 물류성과에 미치는 영향, Dal Young Chun, Hong Sun Kim
Asia Marketing Journal
No abstract provided.
서비스산업에서 소비자의 정이 행위의도에 미치는 영향, Jong Hee Park, Do Yle Kim, Seon Hee Kim
서비스산업에서 소비자의 정이 행위의도에 미치는 영향, Jong Hee Park, Do Yle Kim, Seon Hee Kim
Asia Marketing Journal
No abstract provided.