Marketing Commons^™

2007 May, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases from May of 2007.

조직동일시 개념을 활용한 세일즈맨 성과향상, Hee Seung Sung, Dong Chul Han, Do Yle Kim, Kim

Asia Marketing Journal

No abstract provided.

유머광고 표현유형과 수신자의 기질에 따른 유머광고의 차별적 효과, Tae Gil Ha, Myung Ho Park, Hui Uk Yi

Asia Marketing Journal

No abstract provided.

산업재 브랜드 자산의 구성요인들이 관계적 성과에 미치는 영향에 관한 연구, Sang Lin Han, Hyung Suk Sung

Asia Marketing Journal

No abstract provided.

기업의 디자인 지향성이 브랜드 및 기업의 명성 지향성에 미치는 영향, Yong Gu Suh, Sung Jun Hong, Jong Pil Yu

Asia Marketing Journal

No abstract provided.

더 효과적인 가격책정과정을 통한 이익증대, Pil Hwa Yoo

Asia Marketing Journal

No abstract provided.

Iwu Senior Friedman Wins Marketing Award, Meg Dubuque

News and Events (Discontinued Series)

No abstract provided.

Legally Speaking — Drama In The Library: Always Seek Permission To Publicly Peform Scripts, Even When The Library Owns Them, Bryan M. Carson

DLPS Faculty Publications

No abstract provided.

The Perceived Effects Of Increased Fuel Prices, Sean O'Roark

Undergraduate Theses and Capstone Projects

This project, “Perceptions About the Causes and Effects of Increasing Fuel Prices,” seeks to understand the attitudes of major newspaper editorials concerning the increase of fuel prices. A content analysis of various newspaper editorials from the New York Times, Washington Times, Wall Street Journal, and the Washington Post was conducted to gain an understanding of the attitudes and predictions these writers put forth concerning the increase in the price of fuel. Some of the areas this study focused on included what the writer’s attitude was, what were the attributions of and consequences of increased prices, and what was the main …

The Curiosity In Marketing Thinking, Mark Hill, John Mcginnis

Department of Marketing Faculty Scholarship and Creative Works

This article identifies the curiosity in marketing thinking and offers ways to teach for marketing thinking through an environment that fosters students' curiosity. The significance of curiosity in its relationship with thinking is that when curiosity is absent, so is thinking. Challenges are discussed in recognizing the fragility of curiosity through an understanding of the factors that suppress it. Drawing on existing research in education, psychology, and marketing, a synthesized pedagogical reversal is suggested-instead of pursuing learning in the form of students' acquisition of knowledge, the focus should be on students' exploration and appropriation of knowledge and marketing knowledge through …

How Do Antitobacco Campaign Advertising And Smoking Status Affect Beliefs And Intentions? Some Similarities And Differences Between Adults And Adolescents, Andrea Heintz Tangari, Scot Burton, J. Craig Andrews, Richard G. Netemeyer

Marketing Faculty Research and Publications

This article presents two studies that examine similarities and differences with respect to how adults and adolescents process and respond to information in an antitobacco ad campaign. Study 1 examines (1) the effects of antitobacco advertising campaign measures (e.g., campaign advertisement integration, perceived strength of ad-based messages, attitude toward the ad campaign) on four key adult antismoking beliefs and (2) the influence of these campaign evaluations and beliefs on smokers’ intentions to quit smoking. Hierarchical regression results show that antismoking ad campaign reactions explain substantial additional variance in beliefs about tobacco industry deceptiveness, smoking addictiveness, harmfulness of secondhand smoke, and …

Ethical Marketing Controversial Products And Promotional Practices, Jared D. Cohen

Renée Crown University Honors Thesis Projects - All

In the field of business ethics, there has been much written and discussed about ethical matters in areas where there is a distinct right and wrong, but relatively little written about how to make decisions when the ethical issue isn’t as black and white. When marketing a product, it is one’s hope that ethical issues are typically not inherent to the marketer; however, when one has the unenviable task of marketing a controversial product, it becomes a true question of “gray-area” ethics that makes marketing decisions more difficult to make. Companies depend on marketing, as it is the one higher-level …

Using Teen Chick Lit Novels To Teach Marketing, Peter A. Maresco

WCBT Faculty Publications

This paper will outline how the author uses the sub-genre of teen fiction referred to as teen chick lit to teach students the marketing concept known as product placement. The paper provides the rationale for using fictional teen focused novels as a vehicle for teaching product placement as well as an overview of the teen chick lit genre. A discussion of the value of using teen fiction in class, student project, its success and issues raised are also discussed.

Coopetition (Contemporaneous Cooperation And Competition) Among Nonprofit Arts Organizations: The Case Of Symphony Orchestras, Theresa A. Kirchner

Theses and Dissertations in Business Administration

Coopetition was formalized as a strategic management concept in the early 1990s by Ray Noorda, CEO of Novell, who coined the term and proposed that often, in order to achieve growth in an organization or industry, "You have to cooperate and compete at the same time" (Davis 1993). Although the individual ideas of cooperation and competition in the business environment have been well-established for some time, the formal idea of contemporaneous cooperation and competition, or cooperation among competitors, is relatively new in business and academic literature. Why is this hybrid concept important? The literature to date on coopetition and its …

2007 Survey Of Summer Sessions Students At The University Of Nebraska-Lincoln, Paul Savory

Department of Industrial and Management Systems Engineering: Faculty Publications

During Summer 2007, UNL Summer Sessions (FlexEd) surveyed summer students to learn about their experience in taking a summer course(s). The survey results will offer confirmation of what we are doing well and will provide guidance on areas of improvement and better strategies for marketing UNL summer opportunities. A total of 227 students completed the survey. Fifteen summer classes were selected to complete a paper-based or electronic version of the survey. The classes were from three different summer sessions and used different delivery mechanisms (on-campus, studio, distance education).

2007 April, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for April of 2007.

The Sales & Business Marketing Program: Should Anyone Buy What We Are Selling?, James Eckert, Steve Newell

Assessment Grants

No abstract provided.

Iwu Senior Wins Marketing Award, Meg Dubuque

News and Events (Discontinued Series)

No abstract provided.

Online Campaigns: The New Way Marketers Can Reach Out To Chinese Consumers, Knowledge@Smu

Knowledge@SMU

As the number of netizens in China continues to increase at a torrid pace -- reaching more than 140 million users by early 2007 -- companies keep searching for ways to incorporate the Internet into their marketing campaigns. Through interactive digital marketing, companies hope they can tap into the growing trend of online participation by Chinese consumers and thus influence public perception of their brands. China Knowledge@Wharton interviewed experts in the field and looked at consumer brands, like Pepsi and Samsung, that are at the forefront of efforts to engage consumers in the creative process.

2007 March, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2007.

Sustaining Corporate Growth Requires 'Big I' And 'Small I' Innovation, Knowledge@Smu

Knowledge@SMU

All companies, from major multinationals to start-ups, face a common challenge: how to keep growing. These firms find it difficult to sustain growth because they become risk averse, opting for safer incremental product and service improvements instead of more rewarding, but riskier, major initiatives, according to a study by Wharton marketing professor George S. Day. Companies, Day says, need to better understand the risks inherent in different levels of innovation and achieve a balance between BIG I innovation and small i innovation.

The Effect Of Different Inputs To Factor Analysis: An Example Using Service Quality In Uk Branch Banking, Joseph Coughlan, Estelle Shale, Robert Dyson

Conference papers

Factor analysis has long been used in service quality research to understand the dimensions of the construct. This research reinvestigates this construct using two different methodologies (classical test theory and item response theory) in order to assess the homogeneity of the dimensions across the methodologies in a retail branch banking sample taken from a larger network in the UK. The findings show that the two methodologies give different results. Furthermore the choice of correlation matrix to input into Confirmatory Factor Analysis may be more important than is currently thought in the literature as they give different results in this sample.

2007 February, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases from February of 2007.

2007 January-December, Morehead State University. Office Of Athletics.

Morehead State Athletics Press Release Archives

Morehead State Athletics press releases from January to December of 2007.

Creating Sustainability Through Corporate Branding, Hayley Lynn Ritz

Electronic Theses and Dissertations

This thesis provides a thorough definition of corporate branding, including its benefits when used as a strategic marketing tool. There are many who believe that the logo of a corporation is its brand. However, the logo is only one interpretation of the brand. The brand is the corporation's ethos. It is the fundamental character or spirit of the corporation. It is an expression of who the corporation is. It is the essence that links the corporation's product or service with its consumer through loyalty and emotional attachments. Corporations use various processes and methodologies when they begin to create and enhance …

The 'Myth Of Market Share': Can Focusing Too Much On The Competition Harm Profitability?, Knowledge@Smu

Knowledge@SMU

Business has long been likened to warfare, according to Wharton marketing professor Scott Armstrong, so it is hardly surprising that companies strive to beat their competitors and wrest away as much market share as possible. But such efforts not only waste time and energy, they can actually be detrimental to the firm's profitability, according to Armstrong. Based on new research and examples from today's business environment, Armstrong and co-author Kesten Green suggest that overemphasis on market share is the wrong approach. --------------------------------------------------------------------------------

City Break Motivation: The Case Of Dublin, A Successful National Capital, Gerard Dunne, Sheila Flanagan, Joan Buckley

Articles

This paper investigates why people take city break trips. The main objective of the study was to reveal the underlying push and pull motivational factors associated with taking a city break holiday to Dublin. In-depth interviews with 40 city break visitors uncovered six push factors and eight pull factors. The main push motives involved were, ‘escape,’ ‘socialising,’ and ‘self esteem (gift giving).’ City breaks were generally viewed as active or ‘doing’ holidays, with the ‘relaxation’ motive hardly featuring at all as a reason to visit. Pull factors were found to be particularly important in terms of the travel decision. Factors …

Consumer-Generated Media (Cgm): An Exploratory Study Of Various Forms, Value To Consumers, And Marketing Practitioners, And Global Implications, Irene J. Dickey, William F. Lewis

Management and Marketing Faculty Publications

This paper examines consumer-generated media (CGM), also called user-generated Web sites or social media. The Internet is clearly dynamic in nature, and CGM will be of interest to marketers as e-commerce races ahead. The basis for the growth and the importance of such sites will be explored to improve our understanding of their development and use by marketers. Our research will consider the domestic and global behaviors, and findings will be useful for both researchers and marketing practitioners who seek to understand issues relevant to CGM and associated marketing tactics and their ability to accomplish marketing objectives, particularly related to …

Perceived Importance And Future Use Of Online Channels Of Distribution By Small Businesses In The United States And Australia: An Exploratory Study, Irene J. Dickey, William F. Lewis, John Vanbeveren

Management and Marketing Faculty Publications

Online marketing is important to small-business owners and operators because they are typically faced with limited budgets to design and implement traditional marketing programs. This paper compares the perceived importance of specific online marketing tactics and their anticipated future use of online marketing tactics by small businesses in the United States and Australia. Results of the study reveal that both in the United States and in Australia, there is a growing use of online marketing tactics to accomplish marketing objectives. While most online marketing tactics were effective in both the United States and Australia, there were some statistically significant differences.

The Experience Of A Lifestyle, Brian Lonsway

School of Architecture - All Scholarship

This essay traces the evolution of themed environment design from theme parks to a series of new architectural types – Urban Entertainment Destinations, Lifestyle Enhancement Centers, and Lifestyle Villages – as a chronicle of spatial mediation from urban décor to urban design technique. Culled partly through semiotic deconstruction and partly through ethnographic investigation, this history examines the environmental design techniques employed in these spaces in order to better understand the relationship of design practice to the cultural practices of work and leisure.

From spatialized branding strategies to the neo-urbanist configurations of location-based entertainment, leisure/entertainment ventures use these narratively motivated techniques …