Marketing Commons^™

2016-June-08-Pharmacy Scholarship, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-June-08-Railroad Museum Excursion, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-June-08-Olympic Day 2016, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-June-07-Surveying And Mapping Program, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-June-07-Meredith Bell, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-June-07-Autism Event, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Empathy, Nonverbal Immediacy, And Salesperson Performance: The Mediating Role Of Adaptive Selling Behavior, Yam Limbu, C Jayachandran, Barry J. Babin, Robin T. Peterson

Department of Marketing Faculty Scholarship and Creative Works

Purpose: Previous studies that examined the role of empathy and nonverbal immediacy on business-to-business (B2B) salesperson performance is limited in scope and yielded inconclusive evidence. Grounded in Plank and Greene’s (1996) framework of salesperson effectiveness, this paper aims to empirically investigate the mediating role of adaptive selling behavior through which empathy and nonverbal immediacy influence sales force performance and the form of empathy (cognitive or affective) that has the most beneficial role in improving relationship (versus outcome) salesperson performance. Design/methodology/approach: Using cross-sectional data that were collected from 422 pharmaceutical sales representatives, this study used structural equation modeling to test the …

2016-June-06-Sales 101 Workshop, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-June-03-Hazard Mitigation Plan, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Impact Of Modality Expectancy On Memory Accuracy For Brand Names, Daniel Rubin

Dissertations, Theses, and Capstone Projects

It is proposed that an individual’s expectations regarding the modality by which to-be-remembered brand names will be communicated in the future can impact memory accuracy for those brand names. Specifically, we hypothesize that the likelihood of malapropistic errors (i.e., false recognition of phonetically similar brand names) increases with greater attention to phonemic codes relative to orthographic codes. Attention to these memorial representations is driven by expectations as to whether retrieval will be written or spoken. When visually presented with brand names, those expecting text-based retrieval pay relatively greater attention to the visual forms or orthographies of brand names, as this …

Effects Of Serveware Materiality On Food Perceptions, Consumption, And Waste, Sara Williamson

Dissertations, Theses, and Capstone Projects

Three lab studies and three field studies indicate that food waste and consumption is influenced by serveware disposability. Studies indicate that consumers waste more food when eating with disposable plates and consume more food when eating with permanent plates. The effect persists whether participants choose their own type and quantity of food or are given the same amount of food, whether they are responsible for plate disposal or not, and whether the serveware is touched/held or not. Process level support is provided via an IAT test to explain this effect as a perceptual readiness to dispose of food when on …

Simpliflying: From Blog To International Consultancy, Singapore Management University

Perspectives@SMU

Shashank Nigam grew a passion for aviation into an international marketing agency.

The Effect Of Electronic Word Of Mouth On Sales: A Meta-Analytic Review Of Platform, Product, And Metric Factors, Ana Babić Rosario, Francesca Sotgiu, Kristine De Valck, Tammo H. A. Bijmolt

Marketing: Faculty Scholarship

The increasing amount of electronic word of mouth (eWOM) has significantly affected the way consumers make purchase decisions. Empirical studies have established an effect of eWOM on sales but disagree on which online platforms, products, and eWOM metrics moderate this effect. The authors conduct a meta-analysis of 1,532 effect sizes across 96 studies covering 40 platforms and 26 product categories. On average, eWOM is positively correlated with sales (.091), but its effectiveness differs across platform, product, and metric factors. For example, the effectiveness of eWOM on social media platforms is stronger when eWOM receivers can assess their own similarity to …

Transparency In The Fast-Food Industry: Utilizing Mobile To Capture New Audiences, Mary Dundon

Journalism

No abstract provided.

Communicating With Library Donors, Marilyn K. Moody

Library Faculty and Staff Publications and Presentations

How do you communicate effectively with donors and potential donors? What does that communication look like? Libraries often envision donor communications as including only direct fundraising requests. Communications with donors, however, encompass a wide range of activities, is ongoing, and may even span decades with an individual donor. Library staff not directly involved with fundraising may not even think about donors as part of their user audience, but almost everyone who works in a library has a potential role in communicating with donors.

Support The Library, Support The University: Communicating The Value And Impact Of The Library, Marilyn K. Moody

Library Faculty and Staff Publications and Presentations

What is the value and impact of the library on the university, and how do you communicate it to others? How do you frame the conversation about library value with both external and internal audiences? Given the rapidly changing library and higher education environment, what are meaningful ways to discuss the value of libraries with donors and alumni whose own experiences as students may have been very different? What key messages about the library engage and resonate, and how can you identify and convey those messages?

Regional And Multilateral Institutional Arrangements In Africa: Rethinking The Imperatives Of Economic Diversification And Trade Development In Nigeria., Harrison O. Okafor

Bullion

This paper critically assesses the implications of the multilateral trading system along the increasing but asymmetric interface between multilateral and regional institution on African economies with particular evidence for Nigeria. The issues relating to market access, export diversification and supply response to incentives derived from the various agreements provided basis for this reasoned analysis vis-à-vis the implications for growth and trade development imperatives. lt is revealed that the multilateral trading system has not benefited the SSA particularly Nigeria, relative to other regions like Asia. Perhaps. internal and external constraints associated with poor economic fundamentals, asymmetries between the rules of the …

2016-June-01-Naa Board 2016-17, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-June-01-Anthony Gray, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

An Experimental Investigation Of Product Competition And Marketing In Social Networks, Cen Chen, Zhiling Guo, Shih-Fen Cheng, Hoong Chuin Lau

Research Collection School Of Computing and Information Systems

We conduct computational experiment using Facebook data to evaluate competing firms’ initial market seeding and subsequent targeted marketing strategies that influence consumers’ new product adoption decisions. We find that firms generally overspend their advertising budget in the market seeding phase. In the subsequent market advertising phase, a coupon strategy (equivalent to price discount) generally yields higher market share than the strategy of distributing free product samples. The effect is more significant when both price and product quality are low. We offer managerial insights into firms’ effective competition strategies for new product introduction in the presence of consumers’ word of mouth …

2016 June, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for June of 2016.

Volume 21 Issue 4 Introduction (Library Marketing And Communications), Joan Petit

Library Faculty and Staff Publications and Presentations

Oregon libraries provide an incredible array of resources and services, but sometimes we struggle to educate our users and each other about all that is available. Over the past several years, many libraries have become more intentional in our efforts to market and promote our offerings, through traditional PR and advertisements as well as newer approaches like social media. However, we may lack the formal training and expertise to do this well—marketing is not a class offered in all library school programs—and, even with appropriate training, we may lack the budget and staff to implement a large-scale marketing program.

This …

2016-May-31-Ccrhs Hall Of Fame Nominations, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-28-Railroad Museum Events, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-26-Trained Immunity, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-26-Vestibular Rehab, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-26-Vestibular Rehab, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Understanding The Complexity Of Product Returns Management: A Complex Adaptive Systems Theory Perspective, Jennifer Anne Espinosa

USF Tampa Graduate Theses and Dissertations

The core essence of a marketing transaction is the exchange of value between two parties. Quite often, the exchange of value describes a customer purchasing a product from a company. When purchasing products, the exchange of value can often fail due to product defects or customer dissatisfaction. When the marketing exchange fails, customers often desire an avenue for recourse to right the exchange imbalance. Accepting and quickly processing product returns represents a strategic tool companies can leverage to maintain healthy relationships with customers, despite an exchange failure. Effectively managing product returns also benefits companies financially, by reducing inventory levels, costs, …

2016-May-25-Casper At Qcom, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2016-May-25-Carter Museum Train Show, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.