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Articles 91 - 96 of 96
Full-Text Articles in Advertising and Promotion Management
The Corrosion Behavior Of Aisi 304l Stainless Steel In Simulated Concrete Pore Solution. And A New Marketing Plan For Stainless Steel Rebars., Kenny Aronson
Williams Honors College, Honors Research Projects
The purpose of this project is to study the corrosion behavior of AISI 304L stainless steel, and to present the results for a new marketing strategy for a steel rebar manufacturer. This experiment involved the usage of cyclic potentiodynamic polarization tests to investigate the effect of chlorides on the pitting corrosion behavior of AISI 304L stainless steel in a simulated concrete pore solution with 3.5 wt.% chlorides. The results of this experiment showed that the chlorides caused a large increase in the corrosion current density of AISI 304L stainless steel indicating increased susceptibility to general corrosion and pitting corrosion. The …
Digital Transformation And Strategic Sponsorship: The Case Of Bbva, James Santomier, Sten Soderman, Reinhard Kunz
Digital Transformation And Strategic Sponsorship: The Case Of Bbva, James Santomier, Sten Soderman, Reinhard Kunz
WCBT Faculty Publications
The overall purpose of this paper is to describe and explain the strategic sponsorship program of Banco Bilbao Vizcaya Argentaria (BBVA) and, specifically, the partnership of its U.S. subsidiary, BBVA Compass (BBVAC), with the American National Basketball Association (NBA) using a case study method. This paper demonstrates how BBVA, initially through the transformational leadership of former BBVA Group Executive Chairman Francisco González, has leveraged digital transformation and strategic sponsorship to increase its brand equity and revenue. BBVA’s effective sponsorship strategy represents an innovative, agile, and digitally focused model for marketing executives and sport marketers considering a long-term investment in strategic …
Customer Service Challenges In Omni-Channel Retailing—An Exploratory Study Of Vague Language In Retailer Customer Service Policies, Terence L. Holmes, Edward C. Brewer
Customer Service Challenges In Omni-Channel Retailing—An Exploratory Study Of Vague Language In Retailer Customer Service Policies, Terence L. Holmes, Edward C. Brewer
Atlantic Marketing Journal
Retailers are interacting with customers via an ever-increasing number of touchpoints. The addition of social media and mobile devices to the traditional physical and virtual retail platforms has created an evolving consumer practice of using several such "touchpoints" in the course of a single purchase (the "omni-channel”). The difficulty of providing high levels of customer service has increased with the necessity of managing multiple channels under the retailer’s control and coordinating formally or informally with touchpoints not directly within the retailer’s own operations. Multiple sources of potentially conflicting information (e.g., order fulfillment) can lead to miscommunication, and thus poor service …
An Analysis Of Millennials And Their Interactions With Financial Institutions, Fallon Endsley, Lucy Matthews, Cheryl Ward
An Analysis Of Millennials And Their Interactions With Financial Institutions, Fallon Endsley, Lucy Matthews, Cheryl Ward
Atlantic Marketing Journal
As the largest generational cohort since the Baby Boomers of the mid-20th century, Millennials hold significant power over the future. This is especially true in business; therefore, consideration of the environment and the target market should be lucrative. Millennials seem to fit this role more every year. This project investigates the Millennial age cohort and creates a social media portfolio to create a short social media campaign for Ascend Federal Credit Union to market their financial services and education to people ages 23 – 37. This project seeks to better understand how to utilize social media in a business …
Breaking Down Silos Through Authentic Assessment: A Live Case Analysis, Olivia Freeman, Rosie Hand, Aileen Kennedy
Breaking Down Silos Through Authentic Assessment: A Live Case Analysis, Olivia Freeman, Rosie Hand, Aileen Kennedy
Conference papers
One of the aims of Technological University Dublin (TU Dublin) is to create graduates who problem solve as socially responsible global citizens.We wanted to provide an opportunity for our students toaddress relevant, marketing and consumption challenges in new and innovative ways,and to develop analytical competences and professional skills and comportment in a real-life context.This paper describes the design,implementation and outcome of an inter-disciplinary and cross-programme ‘authentic assessment’ method which we have termed a ‘live case analysis’.The assessment comprised fieldwork, wider industry engagement, formative assessment components and a summative presentation.The method is discussed against the backdrop of a Curriculum Framework project …
Uses And Gratifications Of Generation Z Within Social Networks: A Dialectical Investigation Into The Facebook Domain, Ryan O'Carroll, Tara Rooney
Uses And Gratifications Of Generation Z Within Social Networks: A Dialectical Investigation Into The Facebook Domain, Ryan O'Carroll, Tara Rooney
Articles
To date, little research has considered how various types of gratifications operate within SNSs such as Facebook (LaRose et al. 2001; Quan-Haase and Young, 2010; Wang, 2015). To address this gap, we explore Generation Z’s motivational behaviour through the lens of Uses and Gratifications Theory. Additionally, we investigate the types of gratification obtained by Generation Z through Facebook. The research adopted an interpretivist philosophy and employed a qualitative approach. The data collection method used semi-structured interviews, in conjunction with qualitative digital diary research. Research participants were requested to record emotions, behaviours and opinions in their digital diaries over a consecutive …