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Articles 421 - 450 of 704
Full-Text Articles in Marketing
Global Educational Tours And Business Simulations: Challenges And Benefits Of Experiential Learning In Executive Mba Programs, Uday S. Tate, Deepak Subedi, Suneel Maheshwari
Global Educational Tours And Business Simulations: Challenges And Benefits Of Experiential Learning In Executive Mba Programs, Uday S. Tate, Deepak Subedi, Suneel Maheshwari
Atlantic Marketing Association Proceedings
No abstract provided.
Using Social Media To Improve Student Engagement And Learning, Tommy Hsu
Using Social Media To Improve Student Engagement And Learning, Tommy Hsu
Atlantic Marketing Association Proceedings
No abstract provided.
Exploring The Influence Of Pre- And Post-Purchase Services Mix On Millennial Shopping Behavior, Matt Elbeck, Debbie Delong, Hannah Wilburn
Exploring The Influence Of Pre- And Post-Purchase Services Mix On Millennial Shopping Behavior, Matt Elbeck, Debbie Delong, Hannah Wilburn
Atlantic Marketing Association Proceedings
No abstract provided.
Prior Knowledge, Epistemic Motivation And Retail Search Behavior: A Proposal, James W. Clark Dba, Phillip L. Bond Phd
Prior Knowledge, Epistemic Motivation And Retail Search Behavior: A Proposal, James W. Clark Dba, Phillip L. Bond Phd
Atlantic Marketing Association Proceedings
No abstract provided.
Cultural Competence: The Missing Piece Of Relationship Marketing, Mario Norman
Cultural Competence: The Missing Piece Of Relationship Marketing, Mario Norman
Atlantic Marketing Association Proceedings
No abstract provided.
Making The Case For Global Outsourcing: Cases Of Business Complexities And Success, Alan D. Smith, Sara Krivacek
Making The Case For Global Outsourcing: Cases Of Business Complexities And Success, Alan D. Smith, Sara Krivacek
Atlantic Marketing Association Proceedings
No abstract provided.
Lean Principles And Optimizing Flow: Case Studies, Alan D. Smith, Dean R. Manna
Lean Principles And Optimizing Flow: Case Studies, Alan D. Smith, Dean R. Manna
Atlantic Marketing Association Proceedings
No abstract provided.
Rfid Technologies And Warehouse Applications: Case Studies, Alan D. Smith, Dean R. Manna
Rfid Technologies And Warehouse Applications: Case Studies, Alan D. Smith, Dean R. Manna
Atlantic Marketing Association Proceedings
No abstract provided.
Case Studies Of Green Supply Chains And Enabling Rfid Technology, Alan D. Smith, Willian R. Rupp, Dean R. Manna
Case Studies Of Green Supply Chains And Enabling Rfid Technology, Alan D. Smith, Willian R. Rupp, Dean R. Manna
Atlantic Marketing Association Proceedings
No abstract provided.
Personal Internet Shopping Agent (Pisa): A Framework, Vaidas Lukosius, Michael R. Hyman
Personal Internet Shopping Agent (Pisa): A Framework, Vaidas Lukosius, Michael R. Hyman
Atlantic Marketing Association Proceedings
No abstract provided.
Individual Differences In Sensitivity To Privacy Violations Following Targeted Advertising, Sanjay Puligadda, John Ni
Individual Differences In Sensitivity To Privacy Violations Following Targeted Advertising, Sanjay Puligadda, John Ni
Atlantic Marketing Association Proceedings
No abstract provided.
Portrayals Of Hispanic Americans In Magazine Advertising: A 15-Year Analysis, Ivonne Torres
Portrayals Of Hispanic Americans In Magazine Advertising: A 15-Year Analysis, Ivonne Torres
Atlantic Marketing Association Proceedings
No abstract provided.
An Emotional Perspective On Political Attack Advertising, Kirsten Passyn
An Emotional Perspective On Political Attack Advertising, Kirsten Passyn
Atlantic Marketing Association Proceedings
No abstract provided.
A Product Affinity Segmentation Framework, Lili Zhang, Jennifer Priestley, Joseph Demaio, Sherry Ni
A Product Affinity Segmentation Framework, Lili Zhang, Jennifer Priestley, Joseph Demaio, Sherry Ni
Published and Grey Literature from PhD Candidates
Product affinity segmentation discovers the linking between customers and products for cross-selling and promotion opportunities to increase sales and profits. However, there are some challenges with conventional approaches. The most straightforward approach is to use the product-level data for customer segmentation, but it results in less meaningful solutions. Moreover, customer segmentation becomes challenging on massive datasets due to computational complexity of traditional clustering methods. As an alternative, market basket analysis may suffer from association rules too general to be relevant for important segments. In this paper, we propose to partition customers and discover associated products simultaneously by detecting communities in …
M-Pesa’S Failure In India: Why Couldn’T Vodafone Replicate Its Kenyan Success? An International Marketing Case Study (Addendum By Former And Current Executives At The Vodafone Group), Jackson Lott, Mona Sinha
M-Pesa’S Failure In India: Why Couldn’T Vodafone Replicate Its Kenyan Success? An International Marketing Case Study (Addendum By Former And Current Executives At The Vodafone Group), Jackson Lott, Mona Sinha
The Kennesaw Journal of Undergraduate Research
Vodafone’s mobile wallet service, M-Pesa, was originally created in 2007 for Kenya and was extremely successful in providing millions with access to mobile-based financial services. Essentially, a mobile wallet service enables payments via digital money in the form of mobile airtime. According to industry estimates, the global mobile money market is expected to reach USD 112.3 billion in 2021, with a compounded annual growth rate of 39.6% since 2016. Vodafone launched M-Pesa in India in 2013, but by mid-2019 it had announced its plans to merge its mobile wallet business with an associate company or a third party. Clearly, Vodafone …
Toto: A Game Of Thrones In The U.S. -- An International Marketing Case Study, Rachael Amatriain, Mona Sinha
Toto: A Game Of Thrones In The U.S. -- An International Marketing Case Study, Rachael Amatriain, Mona Sinha
The Kennesaw Journal of Undergraduate Research
Toto is a 101-year-old, world-renowned Japanese manufacturer of high quality, innovative, state-of-the-art, and luxurious bathroom equipment such as, toilets, bidets, washlets, and ultraviolet sanitation equipment (“Our Founding Spirit,” n.d.). However, Toto has been unable to replicate its global success in the United States (U.S.) for several possible reasons (Roberts, 2017). First, by positioning its brand as an exclusive and luxurious manufacturer of high-end technology at a high price point, Toto only appeals to a limited, top-end, niche market, limiting its widespread adoption (Roberts, 2017). Second, Toto believes in environmental stewardship and makes sustainable products with a green supply chain (“Toto …
Media Guide And Strategic Plan, Ella Greer
Media Guide And Strategic Plan, Ella Greer
Master of Arts in Professional Writing Capstones
An MAPW candidate composes a strategic plan and media guide for a local government office.
Moderating Factors On The Impact Of B Corporation Certification On Purchasing Intention, Willingness To Pay A Price Premium And Consumer Trust, Albena Ivanova, Jill Maher, Gayle Marco, Melissa Reinbold
Moderating Factors On The Impact Of B Corporation Certification On Purchasing Intention, Willingness To Pay A Price Premium And Consumer Trust, Albena Ivanova, Jill Maher, Gayle Marco, Melissa Reinbold
Atlantic Marketing Journal
This study determines the impact of B Corp certification on consumers’ attitudes, consumers’ purchasing intention, and consumers’ willingness to pay price premium and investigates the moderating effect of demographics and psychographics on these relationships. A convenient sample of 133 Americans participated. Respondents were exposed to pictures of a product with and without the B Corp logo and meaning. Repeated measures on a single sample research method is applied. Findings indicate a significant overall effect of the certification with description on purchase intentions, willingness to pay a price premium and trust. Additionally, there is a significant moderating effect of consumer demographics …
Communication And Engagement Strategies For Promoting Division Iii College Sports: An Exploratory Study, Lisa D. Spiller, Dae-Hee Kim, Matt Hettche
Communication And Engagement Strategies For Promoting Division Iii College Sports: An Exploratory Study, Lisa D. Spiller, Dae-Hee Kim, Matt Hettche
Atlantic Marketing Journal
College sports programs are embracing promotional activities that aim to create spectators and fans for live-action events. Whereas relationship marketing and fan engagement tactics are a mainstay of professional sports organizations, their inclusion within college sports programs is not ubiquitous. This study explores the promotional strategies for college sports, surveys the sports marketing literature, and presents findings from a spectator/fan questionnaire (n = 600) conducted with full-time enrolled students for a Division III college sports team. The twofold purpose of the questionnaire was to investigate what motivates student-spectators to attend men’s college basketball games and how to increase the level …
Using The Fine Arts To Illustrate Degrees Of Innovation: From The High Renaissance To Cubism, Kimball P. Marshall Ph.D., Rene Desborde Ph.D.
Using The Fine Arts To Illustrate Degrees Of Innovation: From The High Renaissance To Cubism, Kimball P. Marshall Ph.D., Rene Desborde Ph.D.
Atlantic Marketing Journal
This paper applies the marketing innovation concepts of continuous innovation, dynamically continuous innovation, and discontinuous innovation to the fine arts to suggest challenges artists face in gaining acceptance of new styles. This paper reviews shifts in broad visual arts styles from the High Renaissance to Cubism in order to illustrate these marketing innovation concepts and to indicate the roles that marketing might play in generating market acceptance of new artistic styles. These marketing roles, as suggested by the four “Ps” of marketing (product, place, promotion, and price) become particularly evident with the development of Impressionism as an illustration of dynamically …
Trends In Manufacturing Inventory Efficiency: 1980-2013, Ahren Johnston
Trends In Manufacturing Inventory Efficiency: 1980-2013, Ahren Johnston
Atlantic Marketing Journal
This study was motivated by Cooke’s 2013 article questioning the inclusion on inventory carrying costs in CSCMP’s Annual State of Logistics Report since it is based on interest rates. This paper explores that question more fully and goes on to look at trends in inventory efficiency based on inventory turnover for U.S. manufacturing firms. Results of the study reveal that there has been a level trend between 1980 and 2013 after firm size is controlled for. Since these results are contradictory to those obtained by looking at inventory carrying costs as a percent of GDP, they suggest the need for …
Technology Over-Consumption: Helping Students Find Balance In A World Of Alluring Distractions, George D. Shows, Pia A. Albinsson, Tatyana B. Ruseva, Diane Marie Waryold
Technology Over-Consumption: Helping Students Find Balance In A World Of Alluring Distractions, George D. Shows, Pia A. Albinsson, Tatyana B. Ruseva, Diane Marie Waryold
Atlantic Marketing Journal
The last two decades has seen a fundamental shift in society with the growth in technology and the growth of social media. This shift has been embraced in the classroom as a tool to enhance the learning experience of the student. Students have experienced a fundamental shift in interaction with themselves and the world they inhabit with the exponential growth in technology and social media both inside and outside the classroom. The result is the multitasking student, who must constantly switch between a growing number of interactions. Attention spans have a finite limit, and eventually students experience an over-consumption of …
Marketing Unhealthy Foods And Beverages: Our Children At Risk, Cheryl Ward, Diane R. Edmondson, Allison Wheeley
Marketing Unhealthy Foods And Beverages: Our Children At Risk, Cheryl Ward, Diane R. Edmondson, Allison Wheeley
Atlantic Marketing Journal
This paper examines the ethical dilemma created because of the largely ineffective self-regulation of the advertising industry as it relates to children and the corresponding drastic increase in childhood obesity. Unhealthy food and beverage companies are intentionally targeting children who have not yet developed the cognitive skills necessary to discern programming content from advertising. Children, who have many years of consumption ahead of them, can be an appealing target market for companies promoting products high in fat and calories. Given that existing self-regulation policies have been largely unsuccessful, four potential solutions are discussed.
Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert
Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert
Atlantic Marketing Journal
Often the most valuable assets of a marketing driven firm are intangible assets such as a brand name, intellectual capital, and the expertise and knowledge of employees. The new breed of marketing leaders understand that it is important for employees to collaborate and be engaged and that leaders must be agents of change, creative, ethical, and global thinkers who can create learning organizations. The research reveals that organizations that are going to thrive in the knowledge economy are those that have marketing leaders who can build learning organizations, encourage diversity, and ensure employees are engaged in meaningful work.
Buyer-Seller Communications: Trusted Advisor Constructs And Measurement, Stephen C. Carlson 6425540
Buyer-Seller Communications: Trusted Advisor Constructs And Measurement, Stephen C. Carlson 6425540
Atlantic Marketing Journal
Attainment of the “trusted advisor” role for sales representatives in a complex sales environment is considered the pinnacle of buyer-seller relationships. This study also examines whether pervasive smartphone use particularly among the millennial generation has substantially altered behaviors in the form of communications in the buyer-seller relationship. Does replacement of face-to-face and direct verbal communications by impersonal technology based communications that removes verbal and non-verbal or behavioral forms of communications have an impact on perceptions of communication quality and trust building among the parties. As use of smartphones for text based communications is more prevalent among younger generations, can generational …
A Course Project Designed To Aid Students’ Understanding Of The Structure Of Advertisements: An Application Of The Who Says What To Whom Over What Channel With What Effect Model, Paul J. Costanzo
Atlantic Marketing Journal
The author describes a project using a classic communication and attitude-change model and explains how instructors teaching a course in promotional strategy, advertising, or integrated marketing communications can use it to help students better understand the critical elements of an effective advertisement. The author provides an overview of the research on the classic model and describes how the model is still useful today. One benefit for the instructor who adopts this project in their respective course is that students are required to synthesize knowledge of the model with information provided in the current advertising literature and then use this knowledge …
A Theoretical Framework Of Sports Team’S Well-Being: An Integrative Perspective Of Emotional Intelligence And Equivocality On Trust And Happiness, Drew Sannes, Wooyang Kim
A Theoretical Framework Of Sports Team’S Well-Being: An Integrative Perspective Of Emotional Intelligence And Equivocality On Trust And Happiness, Drew Sannes, Wooyang Kim
Atlantic Marketing Journal
Abstract – The purpose of this study is to develop and provide an integrative conceptual model of sports teams’ well-being to achieve a win-win situation of happiness for all stakeholders of sports teams, grounded in role theory and commitment-trust theory. We first conceptualized the well-being as an ultimate consequence by exploring sub-dimensions of happiness and provide relevant propositions linking with the respective antecedents. Second, we explored the effect of antecedents of sports team’s well-being in the spectrum of the anchor between positive and negative sides on the resultant outcomes – i.e., trust and happiness. Third, we examined the role of …
The Inherently Flawed Relationship Between Physicians And Pharmaceutical Companies’ Gifts: Tanstaafl*, David P. Paul Iii
The Inherently Flawed Relationship Between Physicians And Pharmaceutical Companies’ Gifts: Tanstaafl*, David P. Paul Iii
Atlantic Marketing Journal
Pharmaceutical companies frequently give practicing physicians and physicians-in-training an assortment of free “gifts,” ranging from pens to stethoscopes to continuing medical education. In an ideal world, these gifts would not compromise, or even seem to compromise, physicians’ decision-making. Unfortunately, as we live in a non-perfect world, this paper examines how physicians have been shown to perceive such gifts, the pharmaceutical companies’ position regarding these gifts, what the theory of gift-giving and gift-receiving tells us about this behavior, and what the future may hold as healthcare becomes more transparent.
Generation Solutions Of Lynchburg (B), Francis Record Whitehouse Jr. 5448264
Generation Solutions Of Lynchburg (B), Francis Record Whitehouse Jr. 5448264
Atlantic Marketing Journal
This case was developed to support classroom discussion of a market choice problem. Students are asked to make a recommendation on the market areas that a small entrepreneurial organization should enter next. Tabular data is provided to support demand estimation for selected geographic areas.
Corporate Social Media: A Typology Of Consumers, Beverly Wright, Scott Nadler, Aberdeen L. Borders, Paul H. Schwager, Ashley Sasnett
Corporate Social Media: A Typology Of Consumers, Beverly Wright, Scott Nadler, Aberdeen L. Borders, Paul H. Schwager, Ashley Sasnett
Atlantic Marketing Journal
Abstract - This consumer segmentation schema is developed using 1) number of businesses followed and 2) companies’ social posts as direct influence toward purchase decisions, as defining behaviors. The use of a theoretical progression prospective, which tracks the development of the customer engagement construct, is central to our development. A combination of qualitative and quantitative research methods reveals types of consumer groups and their interactions, perceptions, and involvement with Corporate Social Media (CSM). Cluster analysis produces five distinct consumer segments, and a process to help managers more effectively achieve marketing goals. The use of additional consumer metrics are recommended for …