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Full-Text Articles in Business
Tourism Marketing Communications On A Chinese Social Media Platform, Jing Ge
Tourism Marketing Communications On A Chinese Social Media Platform, Jing Ge
Faculty of Business - Papers (Archive)
Social media have become important communicative platforms for tourism marketers but it is not clear if and how the communicative language of marketerto- consumer is different from consumer-to-consumer. Given the enormous growth of both tourism and social media in China, this paper focuses on patterns in language use by the Chinese tourism marketers on Weibo. Using systemic semiotic approach, it selects and investigates two corpora of communication on Weibo - tourism to consumer and consumer to consumer. This study expects to provide the firm understanding and categorize the patterns in the language used by Chinese social media marketers so that …
Strategic Marketing Sustainability: From A Marketing Mix To A Marketing Matrix, Alan Pomering
Strategic Marketing Sustainability: From A Marketing Mix To A Marketing Matrix, Alan Pomering
Faculty of Business - Papers (Archive)
This paper proposes a marketing planning framework that will assist managers to address sustainability challenges in their decision making, in line with the American Marketing Association's (AMA) revised (2007) definition of marketing, which calls for a responsibility to society at large, not just individual consumers. At present, marketing's conceptual frameworks lag behind what is a fundamental and significant shift in marketing philosophy. We propose a Sustainability Marketing Model, a simple yet systematic framework that ensures sustainability cascades through the marketing planning process. In developing this, the marketing mix is replaced with a matrix that adds four critical decision fields to …
Bringing Marketing Into Nonprofit Organisations: A Managerial Nightmare!, Paul Chad, Elias Kyriazis, Judy M. Motion
Bringing Marketing Into Nonprofit Organisations: A Managerial Nightmare!, Paul Chad, Elias Kyriazis, Judy M. Motion
Faculty of Business - Papers (Archive)
Many Boards and CEOs of nonprofit organisations face a dilemma in today's increasingly competitive market, that of introducing cultural change by forcing adoption of a market orientation to improve performance. The problem lies in that employees and managers misunderstand or have serious apprehensions towards marketing. In extreme cases, employees call it "going to the darkside". Via an in-depth case study, the tension-filled process by which management introduced market orientation into a charity is examined. The benefit of the paper is that it forewarnsmanagers of what to expect regarding potential employee resistance. We identify and provide solutions for senior managers considering …
Following The Theme: Impact Of Marketing Awareness On The Consumption Of Themed Drives, Namita Roy, Ulrike Gretzel
Following The Theme: Impact Of Marketing Awareness On The Consumption Of Themed Drives, Namita Roy, Ulrike Gretzel
Faculty of Business - Papers (Archive)
This study highlights the changes in tourist behaviour on themed drives dependent on marketing awareness. It uses network analysis to empirically test the structural configuration of trips by visitors who are aware that they are driving on a themed route and those who are not using the Grand Pacific Drive in NSW as a case study. Results indicate the lack of a focussed itinerary and resultant complex travel patterns of unaware visitors.
Consumers As Value Creators: Exploring Value Self-Creation In Social Marketing, Angie Mccosker, Nadia Zainuddin, Wing Yin Leona Tam
Consumers As Value Creators: Exploring Value Self-Creation In Social Marketing, Angie Mccosker, Nadia Zainuddin, Wing Yin Leona Tam
Faculty of Business - Papers (Archive)
Value creation is an important part of social marketing, which attempts to create value for target audiences to induce behaviour change (Kotler & Lee, 2011). Social marketing is often concerned with voluntary behaviour change, and as such, requires a level of active consumer participation within the value creation process. The voluntary nature of many social marketing activities suggests that the experiential value of these behaviours is proactive. Holbrook (1994) distinguishes between passive and active value in commercial marketing, whereby passive value is experienced by consumers reactively in response to the consumption of an object or service, and active value is …