Open Access. Powered by Scholars. Published by Universities.®
- Keyword
-
- Autoethnography (1)
- Buyer (1)
- Buyer-Seller (1)
- Buyer-Seller Communications (1)
- Communication strategies (1)
-
- Corporate Social Media (CSM) (1)
- Diversity (1)
- Electronic word of mouth (EWOM) (1)
- Employee Engagement (1)
- Groundswell (1)
- Integrated marketing communications (1)
- Knowledge Economy (1)
- Leadership (1)
- Learning Organizations (1)
- Marketing (1)
- Marketing Leaders (1)
- Marketing pedagogy (1)
- Media guide (1)
- Millennials (1)
- Promotional activities (1)
- Promotional strategy (1)
- Relationship marketing (1)
- Sales Roles (1)
- Seller (1)
- Social media (1)
- Sports marketing (1)
- Strategic plan (1)
- Trusted Advisor (1)
- Publication Type
Articles 1 - 6 of 6
Full-Text Articles in Business
Media Guide And Strategic Plan, Ella Greer
Media Guide And Strategic Plan, Ella Greer
Master of Arts in Professional Writing Capstones
An MAPW candidate composes a strategic plan and media guide for a local government office.
Communication And Engagement Strategies For Promoting Division Iii College Sports: An Exploratory Study, Lisa D. Spiller, Dae-Hee Kim, Matt Hettche
Communication And Engagement Strategies For Promoting Division Iii College Sports: An Exploratory Study, Lisa D. Spiller, Dae-Hee Kim, Matt Hettche
Atlantic Marketing Journal
College sports programs are embracing promotional activities that aim to create spectators and fans for live-action events. Whereas relationship marketing and fan engagement tactics are a mainstay of professional sports organizations, their inclusion within college sports programs is not ubiquitous. This study explores the promotional strategies for college sports, surveys the sports marketing literature, and presents findings from a spectator/fan questionnaire (n = 600) conducted with full-time enrolled students for a Division III college sports team. The twofold purpose of the questionnaire was to investigate what motivates student-spectators to attend men’s college basketball games and how to increase the level …
Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert
Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert
Atlantic Marketing Journal
Often the most valuable assets of a marketing driven firm are intangible assets such as a brand name, intellectual capital, and the expertise and knowledge of employees. The new breed of marketing leaders understand that it is important for employees to collaborate and be engaged and that leaders must be agents of change, creative, ethical, and global thinkers who can create learning organizations. The research reveals that organizations that are going to thrive in the knowledge economy are those that have marketing leaders who can build learning organizations, encourage diversity, and ensure employees are engaged in meaningful work.
Buyer-Seller Communications: Trusted Advisor Constructs And Measurement, Stephen C. Carlson 6425540
Buyer-Seller Communications: Trusted Advisor Constructs And Measurement, Stephen C. Carlson 6425540
Atlantic Marketing Journal
Attainment of the “trusted advisor” role for sales representatives in a complex sales environment is considered the pinnacle of buyer-seller relationships. This study also examines whether pervasive smartphone use particularly among the millennial generation has substantially altered behaviors in the form of communications in the buyer-seller relationship. Does replacement of face-to-face and direct verbal communications by impersonal technology based communications that removes verbal and non-verbal or behavioral forms of communications have an impact on perceptions of communication quality and trust building among the parties. As use of smartphones for text based communications is more prevalent among younger generations, can generational …
A Course Project Designed To Aid Students’ Understanding Of The Structure Of Advertisements: An Application Of The Who Says What To Whom Over What Channel With What Effect Model, Paul J. Costanzo
Atlantic Marketing Journal
The author describes a project using a classic communication and attitude-change model and explains how instructors teaching a course in promotional strategy, advertising, or integrated marketing communications can use it to help students better understand the critical elements of an effective advertisement. The author provides an overview of the research on the classic model and describes how the model is still useful today. One benefit for the instructor who adopts this project in their respective course is that students are required to synthesize knowledge of the model with information provided in the current advertising literature and then use this knowledge …
Corporate Social Media: A Typology Of Consumers, Beverly Wright, Scott Nadler, Aberdeen L. Borders, Paul H. Schwager, Ashley Sasnett
Corporate Social Media: A Typology Of Consumers, Beverly Wright, Scott Nadler, Aberdeen L. Borders, Paul H. Schwager, Ashley Sasnett
Atlantic Marketing Journal
Abstract - This consumer segmentation schema is developed using 1) number of businesses followed and 2) companies’ social posts as direct influence toward purchase decisions, as defining behaviors. The use of a theoretical progression prospective, which tracks the development of the customer engagement construct, is central to our development. A combination of qualitative and quantitative research methods reveals types of consumer groups and their interactions, perceptions, and involvement with Corporate Social Media (CSM). Cluster analysis produces five distinct consumer segments, and a process to help managers more effectively achieve marketing goals. The use of additional consumer metrics are recommended for …