Business Commons^™

Crm In Gaming: It's No Crapshoot!, Sudhir H. Kale

UNLV Gaming Research & Review Journal

CRM, or Customer Relationship Management, though slightly more than a decade old, has become the management craze of the 21st century. Yet, managerial understanding of what CRM is, what it does, how to implement it, and the grounds for success or failure in CRM implementation, seem far from crystallized. This paper looks at why so many CRM endeavors fail, and proceeds to discuss issues critical to CRM's success. CRM projects in casinos will have a higher chance of success if CRM is viewed as a business philosophy and becomes a part of the corporate culture. Appropriate customer strategy, organizational transformation, …

Changes In Gaming And Gaming Participants In The United States, Roy A. Cook, Laura J. Yale

UNLV Gaming Research & Review Journal

Public interest and acceptance of casino gaming as a recreational activity has resulted in a proliferation of gaming locations. The spread of gaming locations and the acceptance of gaming as a legitimate leisure activity may be explained from a marketing perspective through diffusion theory. Gaming could see continued revenue growth and participation or, like lotteries, it could face saturation and even decline. To avoid the potential problems associated with maturation, gaming operators may need to review the experiences of state lotteries which have faced and dealt with the problems of maturation and saturation.

What Impact Does Cause-Related Marketing Have On Professional Sports Teams?, Christina Damore

Honors Theses

In today's competitive business climate, firms must find new and innovative ways to differentiate their brand from others in their field. American Express Credit Card Company discovered such a marketing tool in 1981 when they sponsored the Statue of Liberty Restoration Project by donating a predetermined percentage of their card sales. The purpose of the sponsorship was twofold: American Express wished to increase card usage as well as support a cause to gain an overall better corporate image. In the end, American Express experienced a 28% increase in card usage and was able to donate $1.7 million to the Statue …

Complex Modeling In Marketing Using Component Based Sem, Shahriar Akter, Umme Hani

Shahriar Akter

Structural equation modeling (SEM) is an important tool for marketing researchers to estimate a network of causal relationships linking two or more complex concepts. The PLS approach to SEM, also known as component based SEM, is becoming more prominent in estimating complex models due to its soft modeling assumptions. This study elucidates the use of component based SEM in estimating a complex higher order model with a small sample size. The utility of the approach is illustrated empirically by estimating a third-order, reflective, hierarchical service quality model in the context of mHealth. The findings of the study confirm the conceptual …

Enacting Change In Strategic Marketing Decisions: The Role Of Regulatory Focus In Teams, Jelena Spanjol, Leona Tam, William Qualls, Jonathan Bohlmann

Leona Tam

No abstract provided.

Interactive Marketing Strategies In Television Networks: Incorporating Satellite Media Tours In Twitter, Kathleen Maloney

Journalism

The following study investigates how to design and implement an effective interactive marketing strategy for the television industry. The study also explores how satellite media tours and social media, specifically Twitter, can be used together in an interactive marketing plan. As new technology is continuously being developed and target audiences are increasingly demanding instantaneous interactive content, it is pertinent to understand how to successfully use these tools in a marketing plan to engage audiences. According to Nick Abramovich, the Chief Executive Officer of Synaptic Digital, a multichannel digital media creation and distribution platform (Inc Magazine, 2011), “brands are realizing that …

Summerbridge Case For Support, Summerbridge San Diego

Fundraising and Marketing

Summerbridge seeks to close the summer learning loss gap between low and high income students and encourage talented college students to consider a career in teaching.

This is their case for support.

December 2012, Inland Empire Business Journal

Inland Empire Business Journal

News and Features

The End of Marketing As We Know It A number of

studies are showing that people no longer pay much

attention to traditional marketing as they progress

through the “buyer’s decision journey” says Bill Lee. . . 7

E-Commerce Business Stand to Lose More

Without Asset Protection Find out what

differentiates commerce businesses from traditional

businesses when it comes to asset protection. . . . . . . . . 9

Duct Tape My Software and Hope for the Best? A

redesign of a website is simply a repackaging. There

can be only a handful of reasons …

Amazon.Com: Offering Everything From A To Z, Stephanie Lang, Logan Tinder, Jarett Zimmerman, Jeffrey S. Harrison

Robins Case Network

Amazon’s focus on customer service has led to an impressive record of growth and profitability. However, late in 2012, the company posted a quarterly loss. This asks whether the company may be sacrificing profits in the interest of growing rapidly. It also explores the incredibly competitive environment Amazon faces.

Impact Of The 2003 Illinois Gaming Tax Rate Increase On Marketing Spending And Cross-State Substitution, Mikael Bengt Ahlgren

UNLV Theses, Dissertations, Professional Papers, and Capstones

The purpose of this research was to investigate three potential consequences related to the 2003 Illinois Gaming Tax rate restructuring. The first section presents the assessment of whether a higher tax rate motivated an Illinois casino operator to reduce of marketing/promotional expenditures in an attempt to negatively influence revenues. The second establishes if the surrounding state gaming operators reacted to the increased Gaming Tax rate in Illinois, by raising their marketing spending. The last section clarifies whether the changes to the Illinois Gaming Tax Schedule impacted gaming volumes in the neighboring/competing states of Indiana, Iowa, and Missouri.

The analysis relied …

The Use Of Team-Based Learning As An Approach To Increased Engagement And Learning For Marketing Students: A Case Study, Paul Chad

Paul Chad

Marketing educators are often faced with poor preclass preparation by students, declining student interest in attending classes as the semester progresses, and student complaints regarding previous bad experiences with team assessment activities. Teambased learning (TBL) is an innovative teaching strategy using semiformalized guidelines aimed to enhance student engagement and improve teamwork and, hence, overcome the typical problems faced by educators. This case study examines the firsttime use of TBL in a postgraduate marketing subject at an Australian university. The results indicate that the TBL innovation has a positive influence on student engagement and offers opportunities to assist learning. The study …

Reflections On The Market-Oriented Theory In The Behaviour Of Real Organization, Michal Felcman

Atlantic Marketing Journal

This paper presents market-oriented marketing concept which is reflected in the case study describing the behaviour of existing organization. An initial theoretical section of the paper introduces the reader to the market-oriented theory throughout the literature review, which provides different scholastic approaches to this theory. The practical section focuses on the qualitative assessment of the real organization and its behaviour. It starts with the description of the organization itself and it is subsequently expanded into the assessment of the organization´s behaviour in the light of the market-oriented theory. The goal of this assessment is to present benefits and challenges which …

Consumer Intention To Shop Online: B2c E-Commerce In Developing Countries, Shakeel Iqbal, Kashif Ur Rehman, Ahmed Imran Hunjra

Ahmed Imran Hunjra (PhD)

The development of dot com companies in 90s opened a new door of sales and revenue generation for the businesses world wide. The number of online shoppers increased dramatically within a very short span of time. While some people found it a convenient and sophisticated way of shopping, others remained reluctant to adopt this medium. Different factors are considered responsible for this variation in online behavior. Most of the researches on this topic are conducted in the developed countries so there is a need to study the phenomenon from the developing countries perspective. Based on existing literature on the topic …

Bragging Rights And Destination Marketing: A Tourism Bragging Rights Model, Gregory M. Kerr, Clifford Lewis, Lois Burgess

Lois Burgess

In a study seeking to understand destination choice, focus group participants consisting of travellers, mentioned the importance of ‘bragging rights’. Additionally, tourism marketers when interviewed about destination choice also referred to bragging rights. An online search of ‘travel’, ‘tourism’ and ‘bragging rights’ revealed thousands of links. Despite this, bragging rights has received limited attention in tourism research. This paper defines bragging rights, discusses its relevance to tourism and proposes a conceptual model suggesting how bragging rights can be managed by destination marketers to enhance destination image and consequently increase visitation.

Surfers For Cetaceans Marketing Strategy, Surfers For Cetaceans

Fundraising and Marketing

Surfers for Cetaceans (S4C) is dedicated to the conservation and protection of marine wildlife, in particular whales and dolphins also known as cetaceans.

The organization’s primary markets are ocean-minded people including surfers, sailors, and divers. S4C also attracts environmental enthusiasts and animal rights activists.

Resources such as funding, volunteers, brand recognition and awareness limit the organization’s ability to execute its mission.

November 2012, Inland Empire Business Journal

Inland Empire Business Journal

Oops, My Bad: Five Ways Your Business Can

Improve by Admitting to Mistakes According to

Michael Houlihan, owner of Barefoot Cellars,

mistakes are a fact of life. No matter how much you

try, you can’t completely avoid making them. It

improves your company’s effectiveness and

reputation if you handle them well. . . . . . . . . . . . . . . . 5

Market Trends That Will Affect Your Bottom Line

Global trends are like a river. Sometimes they are

powerful, sometimes they are weak and sometimes

they’re so mellow your business can glide along them …

Commentary: The Role Of Food Culture And Marketing Activity In Health Disparities, Jerome Williams, David Crockett, Robert Harrison, Kevin Williams

David Crockett

Marketing activities have attracted increased attention from scholars interested in racial disparities in obesity prevalence, as well as the prevalence of other preventable conditions. Although reducing the marketing of nutritionally poor foods to racial/ethnic communities would represent a significant step forward in eliminating racial disparities in health, we focus instead on a critical-related question. What is the relationship between marketing activities, food culture, and health disparities? This commentary posits that food culture shapes the demand for food and the meaning attached to particular foods, preparation styles, and eating practices, while marketing activities shape the overall environment in which food choices …

Office Depot Environmental Steward Case Analysis, Rebecca Larson

Rebecca J Lingley

This paper will address the case study focused on the environmental stewardship viewpoint and the guiding principles of paper procurement at Office Depot. An analysis of the case will be presented, additional topics addressed, and conclusion with recommendations provided.

Marketing Strategy And Alliances Analysis Of Starbucks Corporation, Rebecca Lingley

Rebecca J Lingley

The Starbucks Corporation significantly utilizes alliances to expand market reach, improve product image, and develop greater company profitability. Starbucks, due to their market position and attributes, applies a Differentiation Focus strategy as defined by Porter’s Generic Market Theory. A review of Starbucks Corporation’s marketing strategies and alliance strategies proves that the company is being highly successful within this market scope.

Organization-Based Social Marketing: An Alternative Approach For Organizations Adopting Sustainable Business Practices, Mary Franks Papakosmas, Gary Noble, John Glynn

John J Glynn

This article conceptualizes a new area for social marketing practitioners by focusing on individual behavior change that might occur within organizations. Organization-Based Social Marketing (OBSM) draws from organization change theory and internal marketing theory, while maintaining social marketing’s focus on beneficial behavior modification. The article argues that as such, OBSM represents a viable approach for organizations seeking to address the increasing demand for change strategies that promote proenvironmental behavior among their employees

Digital Imperatives In Marketing: The Integration Of Communications And Technology To Target Consumers While Protecting Privacy, Catherine Dwyer, Randi Priluck

Cornerstone 3 Reports : Interdisciplinary Informatics

No abstract provided.

The Beauty Industry's Influence On Women In Society, Ann Marie Britton

Honors Theses and Capstones

There has been a significant amount of research done on the effect that advertising in the fashion and beauty industry has on women. By creating advertisements with unrealistic images of beauty, it has resulted in anxiety, low self-esteem, and low self-confidence in many women. Most of these negative emotions stems from unhappiness among body and appearance. Less research has been performed relating to cosmetics and how this can have an influence on women, and how women can use cosmetics to manipulate their appearance. This paper first discusses the existing research that focuses on the cosmetic industry’s influence on women. From …

Social Media Helps Small Businesses, Nicholas J. Oxborrow

UNLV Theses, Dissertations, Professional Papers, and Capstones

Beemer and Shook (2009) explain that developing customers one at a time is the only way. There are no short cuts to this. Traditionally, a small business would develop their relationships by going from door-to-door to raise awareness and grow their brand. How fast they achieved this depended on the budget and time available to their business. Traditionally, large businesses had the power of reaching their markets through huge advertising budget, which small companies could not match.

In today’s business environment, social media has become a new marketing tool that is available to all businesses, that instantly develops relationships with …

Maintaining Social Marketing's Relevance: A Dualistic Approach, Gary I. Noble

Gary Noble

There have been calls amongst academics and practitioners to move social marketing 'upstream'. This paper attempts to clarify what upstream social marketing is, its appropriate relationship with ‘downstream’ social marketing and how both approaches can be combined into a suitable theoretical framework. The paper argues that neither up or downstream social marketing is superior and suggests that a dual, synergistic approach is needed. This argument is supported through reference to current social marketing interventions in the areas of road safety and childhood obesity. The paper concludes by suggesting that Polonsky, Carlson and Fry’s (2003) ‘harm chain’ concept may be a …

The Effects Of Structure, Communication And Trust Between Marketing And R&D During New Product Development, Elias Kyriazis, Graham Massey

Elias Kyriazis

The ability to effectively manage cross-functional working relationships (CFRs) during innovation is a key success factor in developing successful new products. However, empirical evidence suggests that CFRs during new product development are often problematic, resulting in extremely poor relations between managers, and the development of unsuccessful new products. This paper adds to our existing knowledge on the Marketing/R&D CFR by examining the effects of structural factors, communication behaviours, and interpersonal trust on the dependent variable perceived relationship effectiveness. Our findings reveal that trust has potent positive, direct effects on this CFR. Further, bidirectional communication and quality of communication also have …

The Effectiveness Of The R&D / Marketing Working Relationship During Npd Projects, Elias Kyriazis

Elias Kyriazis

The complex nature of new product development (NPD) activities within firms often requires high levels of integration between the Marketing function and the Research and Development (R&D) function. The nature of this cross-functional relationship has received considerable research attention with an emphasis on achieving successful departmental integration during NPD projects. This study examines the nature of cross-functional relationships (CFRs) from a micro-management perspective. That is from the perspective of the R&D Manager and the Marketing Manager, continues previous conceptual development by (Anon) that suggested that this working relationship is more complex than previously conceptualised by NPD researchers. By using data …

September 2012, Inland Empire Business Journal

Inland Empire Business Journal

Inside Job: Why Dealing with “Difficult” Colleagues Will Lead to Happier Customers Read advice on how you can use difficult situations to start building an uplifting service culture in your organization. . . . . . . . . . . . 9

“It’s Not MY Fault!” Seven Ways Leaders Can Unearth (and Neutralize) the Fear That Lurks Behind the Blame Game Mike Staver explains that fear-based leadership lurks at the heart of the blame game. Read his advice on how you can take responsibility and help your followers to do the same. . . . . . . . …

Using The Brand Molecule Concept To Guide The Management And Marketing Of A Professional Sports Team, Alan Pomering, Dirk Melton, Gregory Kerr

Gregory Kerr

The sports industry is an important one; it is estimated to be the 11th largest industry in the United States. Within this industry, individual sports, at both the amateur and professional levels, compete for talented players, supporters, government funding, and sponsorship dollars. It is therefore important for sports to manage their sports brands. We use Lederer and Hill’s (2001) brand molecule concept to explain the brand management implications for a professional, national sports team, the Bulldogs, a Sydney-based team in Australia’s National Rugby League competition. The brand molecule highlights for the brand manager the positive and negative atoms that comprise …

August 2012, Inland Empire Business Journal

Inland Empire Business Journal

When Your Website Powers Your Business Why would you invest your hard-earned dollars to hire anyone less than a pro when designing your online business? After spending months developing your product, do yourself a favor and hire the right web developer—it will be well worth the investment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Need Work? Tech Companies Are Hiring Companies are hiring and will be hiring those students who have the educational capability of business with a …

How Did Nike Get The Swoosh Into Skateboarding? A Study Of Authenticity And Nike Sb, Brandon Gomez

Media Studies - Theses

Skateboarding is widely regarded as a subculture that is highly resistant to any type of integration or co-option from large, mainstream companies. In 2002 Nike entered the skateboarding market with its Nike SB line of shoes, and since 2004 has experienced tremendous success within the skateboarding culture. During its early years Nike experienced a great deal of backlash from the skateboarding community, but has recently gained wider acceptance as a legitimate company within this culture. The purpose of this study is to examine the specific aspects of authenticity Nike was able achieve in order to successfully integrate into skateboarding. In …