Business Commons^™

Impact Of Internet And Social Media On Organisational Change Of Otc Medicines Marketing Management, Vasja Roblek

Vasja Roblek

Pharmaceutical companies have been forced to change their approach to selling over-the-counter (OTC) medicines because of the increased pressure on sales margins. The development of Web 2.0, Web 3.0, and social media technologies allow low-cost online marketing, including e-commerce. An organisational adaptation has to cope with the changes in the OTC drug market is required because of the widespread use of the internet and social media. The increased importance of digital media for marketing has convinced the OTC medical industry to include the use of social media in its customer relationship management strategy. Qualitative research on the impact of the …

Marketing In The Field Of Information Disciplines: Research Trends In Latin America (1985-2012), Carlos Luis González-Valiente

Carlos Luis González-Valiente

This study seeks to clarify research trends related to marketing in the field of information disciplines from Latin American scientific production. As a reference source, we used the electronic journals indexed in the Latindex Directory. Some bibliometric indicators were applied to 108 documents; these indicators were as follows: productivity by year, journals, authors, language, and finally term cooccurrence analysis. It was evident that the highest rate of productivity was found in Brazilian journals and authors, and in the Portuguese language. The four main clusters in term co-occurrence analysis in the most relevant topics were as follows: marketing of the information …

Impact Of Corporate Social Responsibility On Otc Medicines Consumers, Vasja Roblek

Vasja Roblek

In the article is presented the case of trust-based marketing of over-the-counter (OTC) medicines. The relationship between the hypotheses was tested by means of structural equation modelling. The results of the first model show that the predictor variable (consumer satisfaction with safety and information) has a significant effect on the mediator variable (consumer trust). The results of the second model show that the consumer trust also has a significant effect on virtual brand loyalty (dependent variable). Model 3 was developed by including consumer perception of corporate social responsibility (CSR) and consumer trust as independent predictor variables and virtual brand loyalty …

Creating Value In Education Marketing, James R. Seligman

James Seligman

Purpose of this paper is to systematically review and explore the nature of marketing in education (HE) and consider the creation of value through the co-creation process. The objectives of the review were to: collect, document, scrutinise and critically analyse the current research literature on value elements in marketing and how co-creation between the sender (school) and receiver (student) co-create; to establish the scope of education marketing; to identify gaps in the research literature, and make recommendations for further research in this field. The approach for this study entailed extensive searches of relevant business management and education databases on value …

Aspectos Generales Dela Publicidad En México. "La Publicidad De Productos, Servicios, Y Actividades Reguladas Por La Ley General De Salud", Bruno L. Costantini García

Bruno L. Costantini García

Introducción a las generalidades de la regulación en materia de publicidad de insumos para el consumo humano (salud) en México.

The Myths And Realities Of Odour Psychology, Murray Hunter

Murray Hunter

No abstract provided.

How To Achieve Customer Knowledge Retention., Philadelphia University

Philadelphia University, Jordan

No abstract provided.

Evaluating The Extent Of How Islamic Jordanian Banks Applied The Concept Of Islamic Banking Marketing From Customers View Points, Philadelphia University

Philadelphia University, Jordan

No abstract provided.

الأسواق المالية ) كتاب(, Philadelphia University

Philadelphia University, Jordan

No abstract provided.

How Can Marketing Academics Serve Marketing Practice? The New Marketing Dna As A Model For Marketing Education, Paul Harrigan, James Seligman

Dr. Paul Harrigan

No abstract provided.

Web Analytics – A Domain Of Marketing, Paul Harrigan

Dr. Paul Harrigan

No abstract provided.

Understanding The New Marketing Dna: Bringing Marketing Education Up To Speed With Marketing Practice, Paul Harrigan, James Seligman

Dr. Paul Harrigan

This research is concerned with the overarching impact of technology on marketing, and the need to review higher education marketing curriculum to reflect this impact. The research objectives are twofold: the identification of changes in marketing practice; and how these changes should be reflected in marketing degree programme structure. The ongoing research project involves a mixed methods approach. The qualitative phase comprised in-depth interviews and focus groups with a range of marketing managers in UK organisations. This comprehensive two-year phase was completed in 2008, laying foundations for further quantitative empirical investigation, due to be completed in 2010. The current paper …

Using E-Crm To Create Customer Insight In Smes, Paul Harrigan, Elaine Ramsey, Patrick Ibbotson

Dr. Paul Harrigan

Small and medium-sized enterprises (SMEs) are vital components of our economies, and their marketing exhibits striking resemblances to customer relationship management (CRM) theory. However, SMEs’ marketing strategies tend to suffer from the effects of limited resources, limited expertise and a limited impact on their external environment. Through the use of Internet-based technologies (IBTs) SMEs may be able to enhance marketing performance and competitiveness, particularly by facilitating the development of customer insight through improved technology-enabled customer information management processes. In this regard, this paper will present research evidence to help us understand the impact of IBTs on the CRM activities (i.e. …

Ecrm Capabilities Of Sme’S: A Model And Its Relationships, Paul O. Harrigan, Andreas Schroeder, Israr Qureshi, Yulin Fang, Elaine Ramsey, Patrick Ibbotson, Darren Meister

Dr. Paul Harrigan

Organizations today have a diversity of applications available which support the management of customer relationships, namely electronic-customer relationship management (eCRM) applications. Despite the growing needs of understanding eCRM in small and medium-sized enterprises (SMEs), research to date primarily focuses on large organizations in their investigation of eCRM. Building on the theory of dynamic capabilities, this paper examines the relationships among use of the internet infrastructure, eCRM capabilities, and their resulting benefits through a survey across 286 SMEs in Ireland. Findings present significant theoretical and practical contributions. It is posited that the ICT infrastructure of the SME strongly impacts eCRM capabilities …

Book Review 8 Inspired Marketing!: The Astonishing Fun New Way To Create More Profits For Your Business By Following Your Heart By Joe Vitale And Craig Perrine, William C. Mcpeck

William C. McPeck

This is my personal review of Inspired Marketing! The Astonishing Fun New Way to Create More Profits for Your Business by Following Your Heart by Joe Vitale and Craig Perrine and published by Wiley in 2008.

Book Review 7 The Seven Lost Secrets Of Success: Million Dollar Ideas Of Bruce Barton, America's Forgotten Genius By Joe Vitale, William C. Mcpeck

William C. McPeck

This is my personal review of The Seven Lost Secrets of Success: Million Dollar Ideas of Bruce Barton, America's Forgotten Genius by Joe Vitale and published by Wiley in 2007.

E-Crm As A Strategy For Sme Internationalisation: The Case Of Ireland, Paul Harrigan, Elaine Ramsey, Pat Ibbotson

Dr. Paul Harrigan

Objectives: This research aims to investigate electronic-Customer Relationship Management (e-CRM) in small and medium sized enterprises (SMEs) in Ireland. The nature and role of e-CRM is compared between firms serving international markets and firms with a solely domestic focus. As a peripheral economy, Ireland has much need to embrace the Internet as a means for competitive advantage. The strategies behind e-CRM in SMEs are analysed as are the ensuing benefits and challenges.

Prior Work: Relationship marketing principles have seldom been applied to the SME. This paper seeks to develop what is a striking link by investigating the role of Internet …

Spring Mall And Home Shows: Finding Your Competitive Edge At Smaller Retailer Events, Douglas J. Swanson Ed.D Apr

Douglas J. Swanson, Ed.D APR

No abstract provided.

Planning + Execution + Follow-Up = Great Trade Show Performance, Douglas J. Swanson Ed.D Apr

Douglas J. Swanson, Ed.D APR

No abstract provided.

Advertising Strategies For Success, Douglas J. Swanson Ed.D Apr

Douglas J. Swanson, Ed.D APR

No abstract provided.

What You Need To Know About Upcs: Applying Bar Code Technology To Boost Marketing & Cut Costs, Douglas J. Swanson Ed.D Apr

Douglas J. Swanson, Ed.D APR

No abstract provided.

How To Improve Your Professional Credibility, Douglas J. Swanson Ed.D Apr

Douglas J. Swanson, Ed.D APR

No abstract provided.

Use Today's Technology To Improve Customer Contact, Douglas J. Swanson Ed.D Apr

Douglas J. Swanson, Ed.D APR

No abstract provided.

Tricks Of The Trade For Trade Shows (Part 2), Douglas J. Swanson Ed.D Apr

Douglas J. Swanson, Ed.D APR

No abstract provided.

Tricks Of The Trade For Trade Shows (Part 1), Douglas J. Swanson Ed.D Apr

Douglas J. Swanson, Ed.D APR

No abstract provided.

Recharging Your Customer Service Skills, Douglas J. Swanson Ed.D Apr

Douglas J. Swanson, Ed.D APR

No abstract provided.

Networking: Beyond The Buzz Word, Douglas J. Swanson Ed.D Apr

Douglas J. Swanson, Ed.D APR

No abstract provided.