Marketing Commons^™

2013-October-02-Etsu's Visual Identity, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

Read Poster - Eli Arnold, Information Librarian, Amy Thompson

Library Marketing Materials

READ Poster, featuring Eli Arnold, Information Librarian for the Horace W. Sturgis Library.

Book: Hero, by Perry Moore. New York: Hyperion, 2007.

Read Poster - Rita Spisak, Super Sturgis Librarian, Amy Thompson

Library Marketing Materials

READ Poster, featuring Rita Spisak, Access Services Librarian.

Book: This Book is Overdue!: How Librarians and Cybrarians Can Save Us All, by Marilyn Johnson. New York: Harper, 2010.

Imsa360: Fall/Winter 2013, Imsa Fund

IMSA Fund Reports

One of the best things about IMSA that never changes is that we continue to change, not “change for change’s sake,” but change to keep learning, leading and innovating, change grounded in who we are and who we aspire to be. One area of big change on the horizon relates to upgrading our facilities.

For some time now, we have coped with an aging campus, an academic building much of which has not been renovated since the 1970s (before IMSA opened and occupied the then- closed facility), and residence halls in serious need of major rehabilitation. Thankfully, the State of …

The Impact Of Narcissism On Value Evaluations Resulting From Virtual Good Purchases, Nathan Mcdougle

Doctoral Dissertations

Social network sites and virtual worlds have become an intriguing area of study within Marketing. The uncertainty of the effects of marketing efforts within these worlds, especially with add-on purchasable items, has received some research attention, but research has not delved deeply into the factors that affect a consumer's intention to purchase these items online. In order to better understand these actions, the present study attempts to empirically examine the effects of several of these variables—specifically narcissism—on purchase intentions, value, and quality of life. Two competing theories are proposed to explain these relationships—a theory of experiential consumption and a theory …

An Eriksonian Approach To Consumer Identity, Sandra Rathod

Open Access Dissertations

Rathod, Sandra R. Ph.D., Purdue University, December 2013. An Eriksonian Approach to Consumer Identity. Major Professor: Richard A. Feinberg.

Ego development is the fifth stage in Erikson's Lifecycle Development theory (1959) and is a major psychosocial stage beginning in adolescence and lasting into emerging adulthood. Past research based upon Marcia's Ego Identity Status Paradigm (1996) has investigated a number of ideological and interpersonal domains relevant to one's ego identity, however in today's consumer societies, where what you have is at least as important is who you are or what you do, an Eriksonian approach to consumer ego identity (CEI) has …

2013-October-2013-Accp National Champions, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

16-OCT-2013

Students from the East Tennessee State University Bill Gatton College of Pharmacy captured the title of ACCP Clinical Pharmacy Challenge Champion in an exciting match vs. the students from St. Johns University College of Pharmacy and Health Sciences. From an initial field of 100 teams, representing institutions from 42 states across the country, students from these two institutions advanced through four online rounds of competition as well as live quarterfinal and semifinal matches to face each other in Mondays final round.

The Clinical Pharmacy Challenge, now in its fourth year, affords teams of three students to compete in a …

Modeling The Marketability Of Tourism Small Businesses: Oman's Experiences, Hamed Ibrahim Al Azri

Open Access Dissertations

Tourism Small Businesses (TSBs) are vital factors in the prosperity of local communities and the development of authentic and satisfying tourism experiences. Because of their small size, they are unable to effectively use textbook marketing models and techniques. The purpose of this study is to help TSBs market their products in a way that suits their unique nature and business environment. Specifically, this study aims to develop a theoretical model of TSB marketing, identify the main factors affecting TSB marketing, and discern relationships between these factors. Since the aim of the study is to develop a theoretical model, the method …

Two Marketing Essays: Evolution Of Attribute-Specific Preferences Through Consumer Learning And The Effect Of Gift Exchange On The Purchase Behavior, Ji Hong Min

Open Access Dissertations

The first essay investigates the evolution of attribute-specific preferences through consumer learning. Most extant consumer learning models allow for learning about alternative-specific preferences such as brand preference in a brand choice model. However, there exist product categories which offer many varieties of products with different attributes. In such cases, it is important to model consumer learning of attribute-specific preferences rather than simply modeling alternative-specific preferences in order to more accurately and parsimoniously describe consumer behavior. In this paper, we propose a structural model of consumer's Bayesian learning of attribute-specific preference, using scanner panel data. We show that the proposed model …

Integrated Communications Plan For The Smu Spanish Club, Jordan Noelle Fields

Collection of Engaged Learning

SMU Spanish Club debuted in January 2013 with temporary charter status. This paper explains my role as a public relations advisor to the club.

Dia-Beat-It: An Online Game For Children And Teenagers With Type 1 Diabetes, Emily M. Stone

Honors Theses and Capstones

No abstract provided.

2013-October-01-Pharmacists Month, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2013-October-01-7 Habits Workshop, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

2013-October-01-Etsu C. Cherry, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

Want To Enroll In A Mooc? No Thanks, My Professors Have Their Own Videos, Enda Mcgovern, Arne Baruca

WCBT Faculty Publications

Purpose: The paper explores how professors, in adopting short digital video lectures as a complementary teaching platform outside the classroom, could better enhance the learning experience for digital natives, i.e. millennial students, in challenging the growth of massive open online courses (MOOC). Specifically, the use of personalized, class-specific, video content made available on YouTube, in which the professor-of-record appears, is examined as a complementary learning platform for students required to read textbook material in preparation for class discussions.

Method / Design and Sample: Students were required to view class-specific digital videos on YouTube and thereafter complete a questionnaire to examine …

Embracing Change: Exploring How Creative Professionals Use Interactive Media In Advertising Campaigns, Adam Wagler

College of Journalism and Mass Communications: Faculty Publications

Advertising agencies are incorporating new forms of interactive media into campaigns as media continues to rapidly change. The purpose of this phenomenological qualitative study is to explore how five creative professionals at leading advertising agencies in the Midwest are integrating interactive media into campaigns. Through a series of interviews this project helps solidify what it means to integrate interactive media. The findings illustrate a fundamental shift in an industry that is moving away from “advertising.” An industry built around traditional media now requires creatives to incorporate dynamic, mobile, and social media into the marketing mix. Advertising agencies must engage audiences …

Customer Selection For Direct Marketing : Bi-Objective Optimization Using Support Vector Machine, Qian Wang

Lingnan Theses

A major challenge in direct marketing is to build a customer-selection model that can help achieve higher response rate and greater profit at the same time. In this study, I adopt a bi-objective optimization (BOO) approach and propose a two-stage method using support vector machine (SVM) and support vector regression (SVR) to maximize response rate and profit simultaneously. To deal with the difficulty of learning models from imbalanced data, synthetic minority over-sampling technique (SMOTE) is used to generate more balanced datasets. Experiments are conducted on two datasets, a direct marketing dataset and the KDD-98 dataset, to compare the predictive performance …

2013 October, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2013.

Diaspora Marketing, Nirmalya Kumar, Jan-Benedict E. M. Steenkamp

Research Collection Lee Kong Chian School Of Business

Despite the rising power of developing economies, few corporations from emerging markets have succeeded in establishing brands in the West. The problem isn't just that they're late to enter the global market; the perception is that they offer poor-quality products, not next-generation ones. Conventional wisdom holds that they'll have. to spend huge sums to overcome these obstacles.But some emerging giants, such as the Indian bank ICICI and the maker of the Mexican beer Tecate, are figuring out ways to build global brands on a shoestring. They are learning to outsmart, rather than outspend, their multinational rivals. One powerful strategy they're …

Understanding The Determinants Of Corporate Social Disclosure Strategies: An Examination Of Firms' Use Of Gri Guidelines, James Michael Simmons Jr.

Dissertations, Theses and Capstone Projects (Full IR Collection)

With the evolution of CSR reporting practices and the introduction and widespread adoption of the GRI Guidelines, this research sought to understand the factors that determine a company’s CSR disclosure strategy. It examined the relationship between a four-dimensional model of reporting determinants and a firm’s CSR disclosure strategy. The proposed model drew from legitimacy, institutional and stakeholder theories and included the following constructs: non-financial corporate characteristics, the firm’s financial performance, the involvement of the firm’s stakeholders and environmental turbulence. The firm’s CSR disclosure strategy was represented by the GRI application level chosen by the firm and the presence or absence …