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Articles 691 - 712 of 712
Full-Text Articles in Marketing
A Lesson Plan For Communicating The Sustainability Of An Enterprise, Clare L. Comm, Dennis F. X. Mathaisel
A Lesson Plan For Communicating The Sustainability Of An Enterprise, Clare L. Comm, Dennis F. X. Mathaisel
Atlantic Marketing Journal
Sustainability is the ability to endure. For any organization or any enterprise, sustainability is the ability to remain productive long term while minimizing waste and creating value. An organization can achieve sustainability if it aligns itself with the product and service needs of its customers and wants and interests of its multiple stakeholders. The enterprise, whether it is an ecological, environmental, human, or service enterprise, must possess five “abilities” to be sustainable: availability; dependability; capability; affordability; and marketability. This paper presents a lesson plan or strategy for how an enterprise should communicate/promote sustainability to its stakeholders based on these five …
Delivering Preventive Health Care Information To More Versus Less Health-Oriented Consumers: A Comparative Demographic Analysis, Joseph D. Cangelosi, Edward Ranelli, David Kim
Delivering Preventive Health Care Information To More Versus Less Health-Oriented Consumers: A Comparative Demographic Analysis, Joseph D. Cangelosi, Edward Ranelli, David Kim
Atlantic Marketing Journal
Preventive health care (PHC) is the awareness and efforts a person undertakes to enhance and preserve physical, mental, and emotional health for today and future. Although PHC information is widely available, people are not utilizing the information to improve their health. We examine PHC information sources utilized by persons who are more health-oriented vs. less health-oriented. The less health-oriented individuals were identified as: low educational attainment, low income, men, younger age, unmarried, and non-White. A factor analysis produced three primary sources of PHC information sources: print, institutional, and electronic and audio-visual delivery systems. An ANOVA compared how more health-oriented individuals …
Marketing Mavens’ Fusion With Social Media, Deborah Lester, R. Keith Tudor, Dolly D. Loyd, Tyra Mitchell
Marketing Mavens’ Fusion With Social Media, Deborah Lester, R. Keith Tudor, Dolly D. Loyd, Tyra Mitchell
Atlantic Marketing Journal
Maven behavior and its fusion with social media was a natural progression from an auspicious beginning. The acknowledgement of market influencers and their impact on consumer behavior emerged in the discipline literature during the 70’s with a study by Sheth (1971) who recognized the marketing opportunity of information disseminators. The potential publicizing influence of these brokers was investigated by Kotler and Zaltman (1976) whose findings advocated for their inclusion within a communication stratagem. Further examination produced precise demographic variables and personality traits along with the more accurate terminology of market mavens (Feick and Price, 1987) to delineate their unique dispositions. …
A Comparison Of State And Local Welcome Center Visitors: Issues Regarding Sampling Frame Generalizability, James E. Stoddard, Stephen W. Clopton
A Comparison Of State And Local Welcome Center Visitors: Issues Regarding Sampling Frame Generalizability, James E. Stoddard, Stephen W. Clopton
Atlantic Marketing Journal
Tourism is an important industry in the United States and for more regional economies, motivating research exploring characteristics of tourist consumers and their travel behavior. This paper deals with the issue of sampling frame generalizability for tourism research. Visitors to state and local welcome centers were compared in terms of their area awareness, respondent and travel party demographics, and expenditures. Significant differences were found between the groups, questioning the generalizability of data collected at state welcome centers.
Exploring The Strategic Use Of Platform-Based Planning, Ellen Thomas
Exploring The Strategic Use Of Platform-Based Planning, Ellen Thomas
Atlantic Marketing Journal
Platform planning is a strategy that can be effectively used to manage today’s rapidly changing environment. It is the process by which core elements are identified and used as a foundation for future growth. Although platform planning is most often associated with product design, its value is now being acknowledged along other dimensions of marketing strategy such as brands, target markets, geographical markets, and business processes. This paper summarizes literature introducing different dimensions of marketing strategy that platform planning can be applied to. Next it introduces findings from engineering literature regarding the benefits and risks associated with this type of …
Shopping Cart Abandonment In Online Shopping, Laura S. Egeln, Julie A. Joseph
Shopping Cart Abandonment In Online Shopping, Laura S. Egeln, Julie A. Joseph
Atlantic Marketing Journal
Shopping cart abandonment in online shopping is a growing concern for retailers because it represents lost sales. This study looks at perceived risk and perceived ownership in relation to shopping cart abandonment. It is hypothesized that perceived risk in intended behavior will affect actual purchase behavior and perceived ownership in intended behavior will positively affect perceived ownership in actual behavior. It is believed that decreasing risk will also decrease cart abandonment and increasing ownership will increase transaction completion therefore decreasing cart abandonment. A survey was administered and results showed that the most common perceived risk in abandoning the cart was …
An Exploratory Model Of The Antecedent Factors Contributing To Fan Support/Attendance At Hbcu Basketball Games, George W. Stone, Kathryn T. Cort, Japhet Nkonge
An Exploratory Model Of The Antecedent Factors Contributing To Fan Support/Attendance At Hbcu Basketball Games, George W. Stone, Kathryn T. Cort, Japhet Nkonge
Atlantic Marketing Journal
The factors that impact attendance at sporting events in general and at small college sporting events in particular have been widely examined by sports marketing academicians. Among the various factors emerging over two decades has been attendance based on identity with individual teams and players, to idiosyncratic factors such as the environment and the entertainment value of the sporting event itself. Less is known, however, about what creates and promotes the desire to attend sporting events associated with historically black colleges and universities (HBCU’s). HBCU’s, like their other small college athletic departments, are now facing financial difficulties because of dwindling …
Perceptions From Academia On The Use Of Current Marketing Metric, Shane Smith
Perceptions From Academia On The Use Of Current Marketing Metric, Shane Smith
Faculty Articles
As a great source of generating revenue to the organization, it is agreed that marketing not only drives customer's actions but also can be measured in terms of financial equity. Yet, many often view marketing as an expense rather than that of an investment. This paper looks to evaluate the common methods of measuring marketing's role within the firm. A study was performed to investigate the perceptions of marketing metrics from faculties in four major business degree disciplines. These beliefs in use today demonstrate the difficulty that marketing managers have in building credibility within their departments.
Successful Liaison Marketing Strategies For Library Instruction: The Proof Is In The Pudding, Jamie M. Graham
Successful Liaison Marketing Strategies For Library Instruction: The Proof Is In The Pudding, Jamie M. Graham
The Southeastern Librarian
There are many tried and true forms of marketing libraries today. Networking, emailing, calling, and requesting an audience with a department are all common practices. The key to successfully utilizing these practices in your liaison areas is persistence.
Perceptions Of The Library: A Key To Planning Effective Services, Sue Alexander, William Black, Virginia Vesper
Perceptions Of The Library: A Key To Planning Effective Services, Sue Alexander, William Black, Virginia Vesper
The Southeastern Librarian
such as questions answered, books cataloged, and dollars spent. Now we are called upon to measure the impact of those services on our clients. Stakeholder demand for accountability, changing accreditation standards, and state and federal concerns over student outcomes have driven a real concern for measurement from the client’s perspective. This will become increasingly important as demands for accountability and competition from other sectors increase. “Assessment and evaluation are intended as means to demonstrate institutional effectiveness, foster institutional improvement, and demonstrate accountability.” Programs such as the New Measures Initiative, from the Association of Research Libraries, have been developed to strengthen …
Drivers Of The Value Of The Firm: Profitability, Growth, And Capital Intensity, Tom W. Miller, Richard E. Mathisen
Drivers Of The Value Of The Firm: Profitability, Growth, And Capital Intensity, Tom W. Miller, Richard E. Mathisen
Faculty Articles
Value-based management systems focus on wealth and the wealth creation process and promote the generation of value for the shareholders. A valuation model for the firm is extended analytically to focus explicitly on profitability, growth, and capital intensity as drivers of the value of the firm. The extended model provides information about the sensitivities of the value of the firm to changes in the firm's profitability, growth, and capital intensity. These sensitivities are presented in terms of changes per dollar of sales and actual dollar changes. The changes per dollar of sales show the relative sensitivities of the changes in …
Estimates Of The Sensitivities Of The Value Of The Firm To Profitability, Growth, And Capital Intensity, Tom W. Miller, Richard E. Mathisen, John P. Mcallister
Estimates Of The Sensitivities Of The Value Of The Firm To Profitability, Growth, And Capital Intensity, Tom W. Miller, Richard E. Mathisen, John P. Mcallister
Faculty Articles
Value-based management systems concentrate on actions that generate value for the shareholders in the wealth creation process (Fisher 1995; Lieber 1996; Walbert 1994). This study focuses explicitly on profitability, growth, and capital intensity as drivers of the value of the firm by extending a free cash flow valuation model for the firm. The extended model is used to provide information about the sensitivities of the value of the firm to changes in the firm's profitability, growth, and capital intensity. These sensitivities are presented in terms of partial derivatives and dollar changes. The partial derivatives show the changes in the value …
Measuring Roi: Is It Worth It? Interview By Richard K Thomas, David Marlowe, Daniel Fell, Sheb L. True, Chuck Mcleester
Measuring Roi: Is It Worth It? Interview By Richard K Thomas, David Marlowe, Daniel Fell, Sheb L. True, Chuck Mcleester
Faculty Articles
Return on investment (ROI) for healthcare marketing is a hot topic among healthcare professionals. It has been discussed off and on in the past, but recent financial developments in healthcare have brought it to the forefront. Today, because of financial pressures, all operational efforts (including marketing) are under intense scrutiny, making the bottom line more important than ever.
Hospitals And The Web: A Maturing Relationship, Daniel Fell, C. David Shepherd
Hospitals And The Web: A Maturing Relationship, Daniel Fell, C. David Shepherd
Faculty Articles
How are hospitals using the Internet in marketing today? Where are health care marketers focusing their online efforts?What returns are marketers seeing from their Internet initiatives and investments? These are some of the questions we have been tracking since 1995 when we conducted the first-ever study to examine the ways that hospital marketers around the country were using the Internet and other emerging technology to promote their organizations. In the most recent survey, we look at what health care marketers are doing online and take the pulse of an industry grappling with rapid change and as yet unproven Internet strategies.
Developing A Hospital Web Site As A Marketing Tool: A Case Study, Thomas G. Widmer, C. David Shepherd
Developing A Hospital Web Site As A Marketing Tool: A Case Study, Thomas G. Widmer, C. David Shepherd
Faculty Articles
This article presents a case study which described the efforts of Siskin Hospital to develop a Web site as its marketing tool in 1999. Several years ago. Siskin Hospital, a rehabilitation facility in the southeastern U.S., began the process of developing a hospital Web site. It was agreed that a multidisciplinary team was needed. Then, the next step was to determine target audiences for the site based on the objectives. Fourteen distinct targets were identified. The type of information each would require was brainstormed and detailed. The information types were then prioritized using a matrix developed by the team.
Marketing's Role In Hospital Web Site Development, C. David Shepherd, Daniel Fell
Marketing's Role In Hospital Web Site Development, C. David Shepherd, Daniel Fell
Faculty Articles
No abstract provided.
Building Web Sites That Attract Visitors, C. David Shepherd, Daniel Fell
Building Web Sites That Attract Visitors, C. David Shepherd, Daniel Fell
Faculty Articles
The article discusses the use of web sites for health care service marketing. The potential benefits of Internet services for users and care providers are mentioned, but challenges in implementation are also listed. A three generation model of web site design is offered, distinguishing various levels of interactivity, customization, and perceived value. Suggestions are offered applying this model to health care service web sites and their marketing potential.
Hospital Marketing And The Internet: Revisited, C. David Shepherd, Daniel Fell
Hospital Marketing And The Internet: Revisited, C. David Shepherd, Daniel Fell
Faculty Articles
In 1995 a study was conducted to explore the use of the Internet in hospital marketing. Use of the Internet has exploded since that study was published. This manuscript replicates the 1995 study and extends it by investigating several managerial and operational issues concerning the use of the Internet in hospital marketing.
Health Care Marketing And The Internet, C. David Shepherd, Daniel Fell
Health Care Marketing And The Internet, C. David Shepherd, Daniel Fell
Faculty Articles
This article presents research on the growing number of health care providers using the Internet as a health care marketing tool in the U.S. The author notes that the Internet is changing the way consumers seek healthcare related information as well as the way it can be provided to them. The results of the study suggest that consumers will increasingly rely on sources like the Internet for information, that health information will be a commodity on the Internet, that the Internet will help build relationships between providers and consumers and that marketers will be expected to develop and manage Internet-related …
Signal Detection Theory And Single Observation Designs: Methods And Indices For Advertising Recognition Testing, Dennis J. Cradit, Armen Tashchian, Charles F. Hofacker
Signal Detection Theory And Single Observation Designs: Methods And Indices For Advertising Recognition Testing, Dennis J. Cradit, Armen Tashchian, Charles F. Hofacker
Faculty Articles
Two simulations assessed the statistical bias, consistency, and efficiency of 4 different signal detection theory (SDT) sensitivity measures; a corrected-hit probability, the traditional d′ statistic, and 2 nonparametric measures collected from a collapsed-data procedure. Overall, results reinforce evidence that collapsed procedures produce relatively unbiased and efficient estimators. Recommendations for the best approach to using SDT for advertisement recognition testing are offered.
Signal Detection Analysis And Advertising Recognition: An Introduction To Measurement And Interpretation Issues, Armen Tashchian, J. Dennis White, Pak Sukgoo
Signal Detection Analysis And Advertising Recognition: An Introduction To Measurement And Interpretation Issues, Armen Tashchian, J. Dennis White, Pak Sukgoo
Faculty Articles
Recently the theory of signal detection has been introduced as a method for improving ad recognition testing. The authors expand upon this presentation, elaborate the various data collection and analytic approaches available to marketing researchers, and discuss the potential problems associated with each approach.
Compliant, Aggressive And Detached Types Differ In Generalized Purchasing Involvement, Mark E. Slama, Terrell G. Williams, Armen Tashchian
Compliant, Aggressive And Detached Types Differ In Generalized Purchasing Involvement, Mark E. Slama, Terrell G. Williams, Armen Tashchian
Faculty Articles
Cohen's (1967) method of determining compliant, aggressive and detached personality types is modified and employed in exploring the relationship between personality types and generalized purchasing involvement. The hypothesis that the detached personality type will be less involved in purchasing than compliant or aggressive personality types is tested and supported. Theoretical implications are discussed.