Marketing Commons^™

2022-April-01-Meet Mylan Hutchins, University Marketing And Communication, East Tennessee State University

ETSU News

Help Support Day of Giving

For Mylan Hutchins, a human services major with a double minor in special education and American Sign Language (ASL), service is a calling. Originally from Chattanooga, Tennessee, Hutchins came to East Tennessee State University as one of her first steps into what has evolved into a fulfilling journey of self-discovery.

“I came to ETSU because I wanted that experience of getting away from what you’re comfortable with,” said Hutchins. “I didn’t know anyone, and everyone I did know was suddenly several hours away. It was exciting.”

It wasn’t long until Hutchins realized those steps were …

2022-April-01-Championship Game, University Marketing And Communication, East Tennessee State University

ETSU News

On Tuesday, May 3 at 8 p.m., the ETSU JV Overwatch esports team will face the University of South Florida in the grand finals of the NACE Starleague Open Division.

NACE is the National Association of Collegiate Esports. They are the largest member association of varsity esports programs at colleges and universities across the U.S. Their Starleague is split in to three divisions: Varsity, Challenger, and Open. In this season, the ETSU JV team participated in the Open division.

The ETSU team is 4-2 (12-8) in the regular season and 4-1 (12-4) in the playoffs so far, for a current …

2022-April-01-University School To Hold Pickin In The Schoolyard Fundraiser At Etsu, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – University School will host “Pickin’ in The Schoolyard” on Saturday, April 23 on the campus of East Tennessee State University from 10 a.m.-2 p.m. 

This event is an annual fundraiser for the Junior Appalachian Musicians Program (JAM) at University School. It will include several student groups performing Appalachian music throughout the event. Members of ETSU’s Bluegrass, Old-Time, and Roots Music Studies, JAM string bands and other University School students are scheduled to perform on both the school lawn and in the gymnasium. 

JAM is an after-school music program that introduces students to the Appalachian music of …

Collaboration Scope And Product Innovation In B2b Markets: Are There Too Many Cooks Or Is It The Customer Who Spoils The Broth?, Erik Mooi, Ernst C. Osinga, Carlos D. Santos

Research Collection Lee Kong Chian School Of Business

Purpose: Product innovations are often the result of combinations of internal and external knowledge. A significant amount of Open Innovation literature has argued that working with external partners can be beneficial, in particular when this is complemented by internal R&D yet a wholesale shift to Open Innovation has not occurred. Our work demonstrates two new limits of openness, grounded in attention-based theory, that help explain why such a shift has not occurred. We argue that specific combinations of identities a firm collaborates with, i.e., whether a partner is classified as a customer, supplier, competitor, or university and/or technological center predictably …

Key Factors Impacting Success Of Omnichannel Retailing: A Managerial Perspective, Anuradha Narasimhan

Dissertations and Theses Collection (Open Access)

Omnichannel retailing has revolutionized consumer behaviour with consumers seamlessly flitting between offline and online channels as they explore, shop, buy, receive, and exchange or return products and services. The COVID-19 pandemic has accelerated digital and omnichannel adoption by consumers as retailers and brand owners create strategies and deployment to stay ahead. Omnichannel retailing is about seamless channels from the consumers’ perspective and about integrated channels from the firms’ side. This firm-focussed study examines the key factors driving success of omnichannel retailing using a mixed-methods approach – we conducted twenty-five depth interviews and received 146 responses to the quantitative survey from …

Staff Matters: Attracting Qualified Candidates, Jodi Schafer Sphr, Shrm-Scp

The Journal of the Michigan Dental Association

In the current competitive job market, dental practices face challenges in recruiting qualified staff. This Staff Matters column explores strategies to stand out and attract candidates, addressing the impact of the "great resignation" and the projected growth in dental openings. Suggestions include offering part-time positions for increased flexibility, considering evening appointments, providing additional benefits like childcare support, attending to the practice's image through positive online reviews and marketing, and building a future workforce through partnerships with educational institutions.

Dentistry And The Law: Responding To Internet Criticism And Hipaa Considerations, Dan Schulte Jd

The Journal of the Michigan Dental Association

This Dentistry and the Law column addresses the challenge of responding to online criticism as a healthcare professional, particularly dentists. The question involves a patient posting false and damaging information online, leading to concerns about reputation and the desire to set the record straight. The response outlines the limitations imposed by HIPAA on using patient information for such purposes and explores the legal complexities in pursuing recourse. The column advises against responding directly to negative online posts, emphasizing proactive reputation management through online advertising and patient testimonials.

Nation Branding: The Case For Marketing Strategy In International Relations, Brooke Boan

Senior Theses

This thesis seeks to address the concept of nation branding and how states can use marketing strategies for international relations gains. Using a literature review of relevant concepts and trends in international relations, including soft power, public diplomacy, and cultural diffusion, the connection between marketing strategies and foreign policy trends become clear. An analysis of nation branding, its origins, applications, and challenges, provides insight into an up-and-coming area of international relations. Specific country case studies were chosen to examine the real-world results of nation branding including the shortcomings and future opportunities. The case of Japan shows how a country can …

Attitudes, Purchases, And Usage Of Lingerie Among College Women: An Exploratory Investigation, Madison Craig

Honors Capstones

No abstract provided.

2022 April, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for April of 2022.

The Importance Of Public Space During The Covid-19 Pandemic With A Case Study Of The City Of Kalamazoo’S Kik Pool, Natalie Baker

Honors Theses

No abstract provided.

Your Loyalty Program Might Be Losing You Money, Raghuram Iyengar, Young-Hoon Park, Qi Yu

Research Collection Lee Kong Chian School Of Business

From Amazon Prime to Panera Bread’s Unlimited Sip Club, loyalty programs have become commonplace in a wide variety of industries. However, despite their popularity, it’s not always clear whether these programs are actually profitable. The authors analyzed data from 24,000 customers at a large Asian retailer to explore the various factors that can drive a program’s profitability, and identified three takeaways to help managers ensure their subscription programs are a net positive: They recommend that managers should go beyond averages and analyze trends on an individual level, measure the underlying factors that drive changes in revenues, and remember to account …

The Impact Of Social Media Marketing On The Broadway Industry: A Study Of Hamilton: An American Musical, Jordan Pontelandolfo

Senior Theses

In recent years, social media has become an increasingly important part of the marketing strategies for many Broadway productions. Yet, many Broadway marketing teams do not take complete advantage of their social media channels, instead relying on traditional marketing methods to attract audiences. Hamilton: An American Musical is a recent Broadway production that has used an innovative social media marketing strategy to attract diverse audiences and create a dedicated fanbase. By analyzing the strategy across Hamilton’s Instagram, Facebook, Twitter, YouTube, and TikTok, I determine what made its social media so successful and how other Broadway shows can learn from …

So, You Want To Start A Sales Center? An Organizational Learning Approach To Sales Center Formation And Growth, Cindy B. Rippe, Shannon Cummins, Olivia J. Degeorge

Marketing & Entrepreneurship Faculty Publications

Growth in demand for qualified salespeople has resulted in an increase in both university sales programs and the number of schools that want to transition their programs into sales centers and institutes. Despite this interest, few published articles provide direction on how to plan and launch a sales center. This research examines the views and experiences of existing and aspiring sales center directors to gain deeper insights into the tactics and techniques used for sales center creation and management. Leveraging an organizational learning theory approach, this work uses a mixed-method design to compare aspiring centers’ concerns with the experience and …

2022-March-31-Sustaining Public Radio, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – (March 31, 2022) With its annual spring fund drive (April 2-8) just days away, WETS-FM station director Wayne Winkler is hopeful that dollars raised will return to previous levels prior to the pandemic.

“Like every household and every business, the COVID-19 pandemic hit WETS-FM hard,” Winkler said. “Much of our underwriting comes from venues and organizations hosting events, and many of those places were closed and not hosting events which drastically affected underwriting.

“We continued with our fund drives, and it came as no surprise that the amounts we raised were drastically lower,” he said. “People had …

2022-March-31-Etsu To Host Tedx Event For Civility Week, Festival Of Ideas, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (March 31, 2022) – East Tennessee State University’s Creative Writing Society will host TEDxETSU Monday, April 4, at 7 p.m. as the finale to the week-long celebrations of Civility Week and the Festival of Ideas. 

The student-led event will feature various TED-like talks and performances that all share the theme of “Connection.” It will take place in the D.P. Culp Student Center ballroom, which is located on the third floor of the building. Seating is limited to 100 people and requires a ticket to attend. Tickets are available and can be picked up by students with proof …

2022-March-31-Etsu Director Of Veterans Affairs Outlines Vision, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (March 31, 2022) – When now-retired Colonel Dan Bishop received orders to leave Fort Bragg, North Carolina, and journey to Johnson City, he and his wife couldn’t locate the northeast Tennessee city on a map. 

The Army veteran ran East Tennessee State University’s ROTC program from 2012-2014. He liked what he saw, on campus and off.  

“We had a wonderful time here,” Bishop said. “The people are friendly, the mountains are beautiful and the university was, and still is, very supportive of the military community. We always thought we might come back here when I left active …

Improving Representation Over Time?, Shuang Wu, Nina Krey

Rohrer College of Business Departmental Research

No abstract provided.

2022-March-30-Etsu To Host Medical Summer Camp For Rural Students, University Marketing And Communication, East Tennessee State University

ETSU News

Hands-on Learning

JOHNSON CITY, Tenn. (March 30, 2022) – Rural high school students already eyeing a career in medicine can get an early glimpse into the field by attending the free Rural High School Medical Camp hosted by East Tennessee State University’s Quillen College of Medicine. 

Registration is now open for the camp, which is geared toward rising juniors and seniors or recent graduates of high schools from rural or underserved areas interested in becoming a primary care physician. The week-long camp will be …

2022-March-30-Enjoy Retirement, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to the following member of the East Tennessee State University family who retired in March.  Thank you for your service!

Timothy Erwin – Instructor, University School, 24 years of service

Published March 30, 2022, as part of the Accent email newsletter for faculty and staff.