Marketing Commons^™

2009-January-13-Niswonger Foundation Contributes To Public Health, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2009-January-13-Career Skills Enhancement Program, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2009-January-12-Looking In & Looking Out, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2009-January-12-‘Our Weakening Web’ Opens Soon At Nhm In Gray, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2009-January-09-Etsu, Sears, Girls Inc. Are Drop-Off Points For Head 2 Toe Donations, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2009-January-08-Who, What, When, Where, Why And How, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2009-January-07-Pharmacist Dr. Emily Flores Earns Specialty Certification, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2009-January-07-Etsu Named In ‘Guide To Service-Learning’, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2009-January-06-Yasoo Health Launches New Supplement, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2009-January-06-Tsbdc Offers January Classes, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2009-January-05-Dixon Named To Apa Accreditation Commission, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Imsa360: Winter 2009, Imsa Fund

IMSA Fund Reports

In just over two decades, the Illinois Mathematics and Science Academy® (IMSA) has become one of the premier institutions of its kind in our state, nation and world. I can proudly say that Intel, a global leader in science and technology innovation, endorses this assertion by naming IMSA the nationwide winner of Intel’s Schools of Distinction Star Innovator Award. This award is presented annually to only one educational institution that has “a comprehensive program incorporating innovative and effective use of technology, engaging parents and the community in students’ education, fostering development and teamwork and delivering achievement of high academic standards.” …

Sportainment: Changing The Pace Of Limited-Overs Cricket In South Africa, Michael M. Goldman, K. Johns

Sport Management

This study addresses the need to deepen the understanding of sports marketing in an emerging market context. The in-depth case study of Standard Bank Pro20 Cricket explores the strategy, execution and results of the successful launch of a new cricket format in South Africa. As such, it contributes to the theory and practice of sport marketing, especially sport event sponsorship. Schwartz and Hunter (2008) highlight the “lucrative” (p. 251) nature of tournaments and championships sponsorships, given the opportunity for media and advertising exposure related to the event. This study documents the effective use of a partnership approach to sponsorship (Meenaghan, …

Marketing Orlando As A Tourism Destination: Collaboration And Competitiveness, Youcheng Wang

Dick Pope Sr. Institute Publications

No abstract provided.

Irish Marketing Review, Vol. 20, No. 2, 2009, Aidan O'Driscoll

Issues

Special Issue: Finding an Irish Voice: Reflections on Celtic Consumer Society and Social Change, Edited by Alan Bradshaw, Pierre McDonagh and David Marshall

Irish Marketing Review, Vol. 20, No. 1, 2009, Aidan O'Driscoll

Issues

No abstract provided.

The Effects Of Anti-Depressant Advertising On Perception Of Depression In College Students At Marshall University, Deirdre Robertson

Theses, Dissertations and Capstones

This exploratory study was designed to determine the effects, if any, of direct-to-consumer advertising of anti-depressants on Marshall University students’ perceptions of depression and anti-depressant medication. For the purposes of the study, two versions of an advertisement were created: one including three false statements regarding depression and antidepressants, and one without false statements. A fifteen-question survey was also created as a baseline to measure whether the advertisement condition had any direct effects on the participants’ perceptions of depression and anti-depression and to provide comparison for the participants’ reactions. All three groups took the survey. There were ninety participants in the …

Niche Publications: Their Popularity And Profitability At Newspapers In Utah And West Virginia, Hilary Groutage Weible

Theses, Dissertations and Capstones

Newspapers have turned to niche, or specialty, publications as a way to boost revenue and readership since the popularity of the Internet and the rapidly changing ways of news delivery left many awash in a sea of red ink beginning in the mid 1990s. There is little empirical evidence that these publications benefit the host newspaper. This study is an attempt to add to that bank of knowledge. Editors, publishers and advertising managers in Utah and West Virginia were invited by e-mail to answer a Web-based survey about the popularity of niche publications among their readers and staffs. The study …

Questionnaire Used In The Dublin Visitor Suvey 2009, Gerard Dunne, Sheila Flanagan

Reports

No abstract provided.

Strategic Marketing Practice Considerations In Family Business In Nigeria, Omotayo Adegbuyi

New England Journal of Entrepreneurship

The purpose of this study is to fill a gap in the literature by examining a medium-sized firm. Most modern economies are characterized by a significant group of middle-sized firms, still owner-managed, but with multimillion naira turnovers. Many of these remain family companies and constitute an important reservoir of business initiative. One such family business is the focus of this research. The results of the study suggest that neither the existing typologies of small firm approaches to marketing nor the formal models of marketing attributed to big companies necessarily characterize the marketing planning and management of family business in Nigeria.

Motivation And Decision Making In City Break Travel, Gerard Dunne

Articles

The demand for city breaks has been one of the major growth areas in travel and tourism in recent years. The city break product is generally considered to be different from other holiday products, particularly in a spatial and temporal context. However marketing strategies targeting this important tourism niche continue to be based on data that is often anecdotal and frequently inaccurate. This book explores the distinctive characteristics of this form of travel and in particular the motivations and decision making involved in taking such trips. The book presents a decision making continuum that highlights the variation that exists between …

Consumer Generated Media: Evolving Marketing Opportunity For Consumer Engagement, 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, and the evolving and broad consumer behaviors associated with it. CGM websites have evolved rapidly during the last few years, but so have consumer behaviors and subsequently marketing tactics and future potential opportunities. Marketers should be aware of the characteristics of this type of website and understand how they are being used by consumers and other practitioners. CGM sites are primarily used by consumers to connect with others for many reasons. This connectivity, also called engagement, appears to be an opportunity for marketers to connect with …

Enhancing The Communication Competency Of Business Undergraduates: A Consumer Socialization Perspective, Kenneth C. Gehrt, M. O'Brien, D. Mease

Faculty Publications

Explaining how individuals acquire the necessary skills and knowledge to effectively participate in society is often accomplished through Socialization Theory. We investigate numerous socialization agents and their relationship with the communication competency of university business majors. Communication competency (reading, writing, and verbal) was measured via both a standardized skill test and self report. Exploratory analysis was conducted upon high and low communication competency groups that were identified via cluster analysis. Our findings generally indicate the most important socialization agents are via personal interactions whereas the least important socialization agents are influencing via primarily electronic or media-based methods.

A Cross -Cultural Research About Advertising Practices For Self-Image Projective Products Between The United States And Thailand, Pasinee Kaewmesri

Theses Digitization Project

This study performs a content analysis of the degree of standardization in print advertisements for self-image projective products. Catagories include perfumes, cosmetics jewelry, and women's apparel and accessories.

Internal Branding And Brand Commitment: A Quantitative Investigation Into Corporate Brand Building In A Retail Store Network, Edmund O'Callaghan

Conference proceedings

The aim of this quantitative study was to investigate the relationship between the perceived effectiveness of internal branding activities on brand commitment among owner managers within a retail store network of previously independent retailers. Brand commitment was hypothesized as essential for coherent and consistent corporate brand building within this context. Two new scales were developed and tested to measure internal branding and brand commitment. Perceived clarity of vision, core values and brand communications were highly correlated with strong brand commitment, while lack of perceived business supports and adequate reward systems were potential inhibitors. Interalia, findings validate the significance of internal …

Food, Fibre And Flowers, Fuelling The Economy With Innovation And Science, Department Of Agriculture And Food, Western Australia

Horticulture published reports

The Department of Agriculture and Food is a world leader in the rapidly growing field of agri-food and fibre research and development, providing significant benefits for Westen Australian producers, the food industry sector and consumers.

The development of value-added products through innovation and science, which deliver real opportunities for the State's agri-food export capacity, is also important.

Seven examples of the Department's science and innovation.

Internet Marketing Strategy And The Cognitive Response Approach: Achieving Online Fundraising Success With Targeted Donor Outreach, Carrie Dawn Cornwall

Theses Digitization Project

The goal of this study was provide a theory-based framework for Olive Crest, a charity that serves abused children, to successfully and strategically use e-mail marketing to achieve fundraising goals. A survey of Olive Crest's donors, utilizing the cognitive response approach as its foundation, was designed to assess attitudes and demographic trends that could help advance online marketing initiatives. A sample of 81 respondents completed the survey which evaluated Olive Crest's supporters' product/message, source, and ad execution thoughts.

Plan To Support Horticulture Industry Development 2009-2012, Department Of Agriculture And Food, Western Australia

Horticulture published reports

The Plan to Support Horticulture Industry Development ('the Plan') recognises that healthy and profitable Western Australian agricultural industries are integral to the economic wellbeing of regional and rural communities. The Plan promotes a progressive and productive horticultural industry through efficient use of natural resources, high standards of biosecurity, modern marketing, value-adding and research to enhance continuous improvement throughout the supply chain from producer to consumer.

Plan To Support Horticulture Industry Development 2009 - 2012 - For Discussion, Department Of Agriculture And Food, Western Australia

Horticulture published reports

The State Government's increased investment in agriculture and food recognises the integral contribution this sector makes to the economy of Western Australia.

It is a key industry which will support Western Australia's growth beyond periods of boom and through the economic rebuilding phase ahead. Ensuring the State remains highly competitive in both domestic and international markets is vital to the future of our economy

Public funds must be 'money well spent'. This means ensuring the right direction, efficiency and effectiveness of the Department of Agriculture and Food's programs. The department must focus its efforts on economic development - this is …

Niches At The Edges: Price-Value Tradeoff, Consumer Behavior, And Marketing Strategy, Syed H. Akhter

Marketing Faculty Research and Publications

Purpose – The purpose of this paper is to examine how the perception of price-value tradeoff is related to overall satisfaction, purchase intention, word-of-mouth advertising, and actual repurchase behavior. Design/methodology/approach – Data on subscribers and single ticket buyers of a major symphony orchestra in the Midwest are used to test the hypotheses. Findings – The ANOVA results show significant differences across the three levels of price-value tradeoff in each of the response variables. Additional analyses of cross-tabulated data show that some of the bivariate relations conform to, as well as depart from, the rational consumer behavior model. Research limitations/implications – …