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Full-Text Articles in Business
Business Consulting: A Marketing Strategy For The Entrepreneur, Anne Marie Klein
Business Consulting: A Marketing Strategy For The Entrepreneur, Anne Marie Klein
Association of Marketing Theory and Practice Proceedings 2010
The purpose of this study is to propose a framework of a marketing strategy for business consulting entrepreneurs. Although research related to entrepreneurial marketing for business-consulting firms is minimal, the intent is to create a foundation for additional research. With a case study research methodology and a review of the literature on entrepreneurial marketing, this study synthesizes this research into a framework for entrepreneurs to create a marketing strategy for their business consulting firms. Albeit in its infancy, entrepreneurs of business-consulting firms may be able to glean important marketing elements for the creation of a marketing strategy.
Automated Marketing: A Narrow Focus On Technology Or An Emerging Business Philosophy?, Edward Kasabov
Automated Marketing: A Narrow Focus On Technology Or An Emerging Business Philosophy?, Edward Kasabov
Association of Marketing Theory and Practice Proceedings 2010
As a new area of academic inquiry, Automated Marketing is in its adolescence but has proved to be fast developing and very innovative, mirroring the relatively early stage of the development and application of the technologies that have enabled it. This article widens the understanding of this field of study, which is important both to practice and theory, by drawing attention to two deficiencies: not much has been written on Automated Marketing as such and the little that has been written adopts a narrow technical view while overlooking the significance and impact that it has on marketing, business strategy and …
Differences In Online Social Media Mavens: The Gender Gap, Tyra Mitchell, Deborah H. Lester, R. Keith Tudor, Dolly D. Loyd
Differences In Online Social Media Mavens: The Gender Gap, Tyra Mitchell, Deborah H. Lester, R. Keith Tudor, Dolly D. Loyd
Association of Marketing Theory and Practice Proceedings 2010
Consumer Behavior experts have acknowledged the significant impact market mavens play in the dissemination and acceptance of new products in the market place. The emergence of online social media mavens has only recently been recognized. Based on traditional patterns of behavior and Internet usage it could be assumed the predictable demographics of the social media maven would be male, young, educated and with an above average income. This study investigated these traditional assumptions and discovered unique differences in online social media mavens. In order to determine potential Social Media Mavens, this research looked beyond usage of social media and instead …
The Effect Of Culture On Consumers’ Attitude Towards Online Shopping, Atefeh Yazdanparast
The Effect Of Culture On Consumers’ Attitude Towards Online Shopping, Atefeh Yazdanparast
Association of Marketing Theory and Practice Proceedings 2010
Consumers' attitude towards online shopping is the key to survival and profitability of online retailers in today's competitive market. The purpose of this exploratory research is to provide a deeper understanding of the role of culture on the adoption of online shopping. To this end, the Technology Acceptance Model(TAM) is adopted and then extended by examining the effect of trust and perceived e-vendors' reputation on consumers' attitude toward online shopping using US and non-US samples. The results indicate that culture plays a moderating role in the relations among antecedents and consequences of attitude toward online shopping. It can be concluded …
The Lifeblood Model: The Power Of Trust In E-Commerce Communication, Miles Clinton Coleman
The Lifeblood Model: The Power Of Trust In E-Commerce Communication, Miles Clinton Coleman
Association of Marketing Theory and Practice Proceedings 2010
Relationship marketing has been established as a valuable approach for use in business to consumer transactions. When utilized in e-commerce environments however, this approach seems to falter in light of the risk and uncertainty components inherent in electronically mediated exchange. The reluctance of a consumer to partake in an exchange with a business causes the possibility of a successful relationship to dwindle. In this paper the lifeblood model is proposed as a means to further understanding the power of trust in mitigating e-commerce communication exchanges. Practical applications of the model are also discussed.