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Full-Text Articles in Business
Marketing Strategies To Enhance Profitability Among International Oil And Gas Service Companies, Hesameddin Zafari
Marketing Strategies To Enhance Profitability Among International Oil And Gas Service Companies, Hesameddin Zafari
Walden Dissertations and Doctoral Studies
A significant drop in oil price in 2014 resulted in enormous pressure on marketing managers of international oilfield service companies to address new market expectations. In such competitive conditions, some marketing managers lack strategies to leverage profitability during downturns. The purpose of this multiple case study was to explore strategies that senior marketing managers of international oilfield service companies in the Middle East successfully used to enhance sales performance, revenues, and profits during periods of declining oil prices. Theory of market segmentation, targeting, and positioning formed the conceptual framework for this study. Data were collected through semistructured interviews of 5 …
Business-To-Business Marketing Perceptions: Customer Knowledge Management And Customer Engagement, Lorraine Marzilli Lomas
Business-To-Business Marketing Perceptions: Customer Knowledge Management And Customer Engagement, Lorraine Marzilli Lomas
Walden Dissertations and Doctoral Studies
Abstract: Business-to-business (B2B) marketing involves several components including the marketing management decision-making process and the buying behaviors of the B2B clientele and the end users. Disregarding customer knowledge management (CKM) and inaccurate analysis of data cost companies billions of dollars per year. The objective of this exploratory single-case study was to develop an in-depth analysis of the problem that some marketing managers have limited knowledge of how to use CKM strategies to improve B2B customer engagement. The dynamic capabilities and technological opportunism theories comprised the study's conceptual framework. Data collection consisted of participant observations, member checking, and semistructured interviews with …
Exploring Consumers' Experiences With Corporate Greenwashing, Mark Emerson Wood
Exploring Consumers' Experiences With Corporate Greenwashing, Mark Emerson Wood
Walden Dissertations and Doctoral Studies
Greenwashing means the advertisement of goods and services that are alleged to be of benefit to the environment, and is a phenomenon that persists as an advertising tactic in corporate marketing. Research has found that consumers are distrustful of greenwashing, as many claims of eco-friendly products have been shown to be false. This crisis of confidence recalls scandals of the past decade related to insider trading, price fixing, and lack of corporate social responsibility placing the brand equity of major corporations at risk. Given a limited understanding among corporate leaders of consumers' experiences with greenwashing, the purpose of this phenomenological …