Marketing Commons^™

2008-November-04-Fertility Conference To Address Causes, Treatment Options, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2008-November-04-Reece Museum Annual Poinsettia Tree Orders, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2008-November-04-Women And Nutritional Health Therapy, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2008-November-03-Etsu To Hold Veterans Day Activities, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Cross-Functional Integration And New Product Performance: An Empirical Analysis And Findings, Lisa C. Troy, Tanawat Hirunyawipada, Audhesh K. Paswan

Management and Marketing Faculty Publications

Although cross-functional integration is often considered an important element in a successful new product development program, a great deal of variance exists in extant literature regarding how integration is defined and implemented and how relevant studies are conducted.

The authors attempt to bring clarity to a diverse set of 25 studies that investigate cross-functional integration by empirically analyzing 146 correlations between integration and aspects of new product success. The authors examine the impact of 12 potential moderators that affect the integration–success link using meta-analysis techniques.

The findings indicate that though cross-functional integration may indeed have a direct impact on success, …

2008-November-01-Out Of This World Lecture Series: 'Other-Worldly: Saturn's Moons', University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Marketing Strategy And Wall Street: Nailing Down Marketing's Impact, Dominique M. Hanssens, Roland T. Rust, Rajendra Kumar Srivastava

Research Collection Lee Kong Chian School Of Business

Stock prices are based in large part on corporate financial statements, augmented by analysis by stock analysts. The ultimate goal of any marketing expenditure should be to increase the value of the firm, but the road from marketing expenditure to stock price is usually circuitous. This is because marketing’s path to financial impact is through revenues, and the road to revenues runs through the customer.

Summer Sessions Breakdown Of Course Dates And Time, Paul Savory

Department of Industrial and Management Systems Engineering: Faculty Publications

This report highlights an exhaustive analysis of the hundreds of Summer Session courses to develop an understanding of when they occur during the day and during which of the four academic terms. The analysis shows that the most popular time for scheduling courses is between 9:30 am and noon for each of the four summer session terms. Given the limited number of general purpose classrooms on campus, accommodating faculty preference for rooms, buildings, and computer equipment is sometimes not possible during the most in demand course times. The results also showcase the potential for having summer courses four-day per week …

2008 November, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for November of 2008.

The Ceo's Marketing Manifesto, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

CEOs are frustrated by marketing's inability to deliver results. Has the profession lost its relevance? It is argued that, while the function of marketing has lost ground, the importance of marketing as a mind-set geared toward customer focus has gained momentum. Here we challenge marketers to change their role from tactical implementers of traditional marketing functions - the tactical 4 P's - to orchestrating organization-wide, transformational initiatives aimed at profitably delivering value to customers.

Customer Integration: A Key To An Implementation Perspective Of Service Provision, Sabine Moeller

Research Collection Lee Kong Chian School Of Business

A paradigm shift in marketing seems to be underway. Inspired by Vargo and Lusch's (2004a) proposal of service dominant logic, customer integration is proposed as a key component of marketing. Three stages of service provision are identified: facilities, transformation. and usage. The stages differ in terms of resource origin (company or customer), autonomy of decision-making (integrative or autonomous), and value (potential value, value-in-transformation. and value-in-use). These perspectives, which are synthesized in the study framework, shed light on the process of service provision and direct or indirect knowledge application (Vargo and Lusch 2004a). The author aims to show that in the …

Lig손해보험의 새로운 기업브랜드 전략을 통한 기업이미지 재정립, Kwang Ho Ahn, Chang Jo Yoo, Dong Hoon Kim

Asia Marketing Journal

After having changed its corporate brand from LG Fire & Marine Insurance to LIG Non-life Insurance in 2006, LIG Insurance has successfully built the corporate image as the leading insurance financial group by engaging in extensive corporate social responsibility activities. LIG, as ``a partner for sharing precious moments of life``, intended to provide customers a new value of an insurance by building up the new corporate brand. It established three values to be shared internally. First was to instill a brand value orientation within the organization. Second, the firm identified the brand`s value to be delivered to the customers. Third, …

과학적 마케팅 의사결정을 위한 전문화된 고객지향 정보창출, Young Won Ha, Ju Young Kim, Jin Gyo Kim

Asia Marketing Journal

This paper presents a case study on competitive strategies of TNS Korea, the leading marketing research company in Korea. The case study shows that core competences of TNS Korea are its scientific expertise and customer-oriented consulting service and that these two core competences are sustained and further improved by implementing comprehensive human resource development strategies. The successful competitive strategies of TNS Korea provide significant managerial implications to firms in marketing research and other industries.

삼성석유화학의 토털 마케팅을 통한 고객 가치 창출, You Jae Yi, Sun A La, Ki Wan Park, Lee

Asia Marketing Journal

The objective of the present case study is to analyze how effectively Samsung Petrochemical, which is a representative business-to-business corporation, has created customer value through total marketing strategy. Many business-to-business companies often underestimate or even denigrate the roles played by marketing within organizations and consider marketing investments as costs. However, the current case illustrates that total marketing strategy including brand marketing and others can be effectively employed to maximize customer value even in business-to-business sectors. The case summarizes that total marketing strategy of Samsung Petrochemical is comprised of two primary pillars: brand marketing and the SPC model as an implementation …

사회공헌활동을 통한 삼성테스코의 지속가능경영, Young Chan Kim, Kwang Ho Ahn, Young Kyun Lim

Asia Marketing Journal

Samsung Tesco is a representative company that is successfully enforcing ``sustainable management`` through creative, systematic corporate responsibility (CR). The concentration on CR is because of the fact that the modern society expects companies to do a role as a social citizen. For this reason, Samsung Tesco emphasizes that the cost of carrying on CR is an important factor in business which leads to a positive cycle in business, and accordingly is rather an investment than a cost. The reason why Samsung Tesco proclaimed its resolution to make best efforts on CR is because Samsung Tesco thinks CR is a necessary …

자아이미지 일치성과 대안 매력도가 몰입 및 점포충성도에 미치는 영향, Han Na Kim

Asia Marketing Journal

The purpose of this study was to identify the effects of self-image congruity and alternative attractiveness on commitment and store loyalty when customers purchase clothes in a department store. A survey was conducted for this study and 530 answer sheets were analyzed using structural equation modeling. The results are as follows: First, self-image congruity has a significant positive effect on affective commitment and continuance commitment. Second, alternative attractiveness has no significant effect on affective and continuance commitment. Third, both affective commitment and continuance commitment have a significant effect on behavior intentions such as repurchase intention, word-of-mouth, and willing to pay …

도시특성평가가 도시브랜드개성과 도시태도에 미치는 영향에 대한 탐색적 연구, Chang Jo Yoo, Tae Gyu Hwang, Sang Hyun Lee

Asia Marketing Journal

The purpose of this study is to investigate the antecedents of city brand personality and those effects on city brand personality and attitude toward city. This study attempts to confirm dimensions of city characteristics and city brand personality, and analyze the structural relationships among the city characteristics, city brand personality and attitude toward city. The result showed that various characteristics of city (culture and historic characteristics, life stability, facility convenience, economic factors, the image of city appearance, nature friendly characteristics) influence city brand personalities. In addition, city brand personalities (vivid personality and stable personality) are positively related to attitude toward …

2008-October-30-Etsu Hosts Inaugural Sap Advisory Group Meeting, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2008-October-30-Southern Appalachian International Film Festival, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

브랜드는 만드는 것이 아니라 가꾸는 것이다. 참이슬의 장수 브랜드 전략, Young Won Ha, Kyung Do Park, Won Moo Hur

Asia Marketing Journal

This study explores ways in which Korean companies manage a brand to become a long-run success. In particular, this study focuses on Chamisul, analyzing its marketing strategy, examining its brand life-cycle in terms of introduction, growth, and renewal. Chamisul, first introduced in 1998, has occupied the Korean liquor market as a leading brand for almost a decade. Chamisul`s long-run success, in fact, depends upon a number of reasons; first, it has consistently and continuously keeps its own core brand concept and identity. Second, it has built its brand asset by strengthening its emotional ties with customers. The emotional connection that …

2008-October-29-Business & Technology Ranked By Princeton Review, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2008-October-29-Purposeful Productivity, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2008-October-29-Global Warming Documentary ‘Everything’S Cool’ To Be Shown Nov. 3, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2008-October-28-Dr. Julie Dunn Earns State Award For Work In Trauma Care, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2008-October-28-'Illustrated Self-Discovery Through Collaging'' - A Women's Personal Enrichment Lunch Break, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2008-October-27-Entrepreneurs’ Club To Host Robertson Family, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2008-October-27-Etsu Begins Exchanges With Universities In China, South Korea, And India, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2008-October-27-The Greased Weasel Of Pseudoscience, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2008-October-24-Wets-Fm Sets Fundraising Record, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2008-October-23-Gertrude Graham Smith, A Ceramics Lecture And Demonstration, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.