منابع مشابه
Improving Health Through Health Marketing
Mention the word marketing to employees at most companies, and they will understand how it relates to their business. Successful commercial marketing can mean the difference between a company’s profit and loss, jobs or layoffs, growth or bankruptcy. Mention the word marketing to public health professionals, and you may get blank stares, head shakes, or looks of confusion (and I’ve seen them all...
متن کاملPermission Marketing: Marketing Communications, Customer Response and Sales Effectiveness
This paper explores issues relating to the effectiveness of permission marketing initiatives. The goal is to analyze sales response of a permission marketing program along with its sales effectiveness compared to a simultaneous traditional advertising program. It attempts to determine the ability of permission marketing initiatives to yield segmentation descriptors.
متن کاملThe Marketing Scale Effectiveness of Virtual Communities
Virtual communities have been a prominent business model of the World Wide Web, leveraging the potential of the IP infrastructure to deliver a unique combination of reach and selectivity based on user needs. In a recent paper (Bughin and Hagel, 2000), we argued and provided empirical evidence that virtual communities had witnessed a stronger operational performance than other B2C models in thei...
متن کاملThe effectiveness of celebrities in conservation marketing
Celebrities are frequently used in conservation marketing as a tool to raise awareness, generate funding and effect behaviour change. The importance of evaluating effectiveness is widely recognised in both marketing and conservation but, to date, little research into the effectiveness of celebrity endorsement as a tool for conservation marketing has been published. Using a combination of interv...
متن کاملImproving Marketing Productivity: Introducing the HAMRAT process
In a multi-brand organisation, the brands traditionally compete for resources in some degree of isolation, whether budgets are built top down or bottom up. This paper addresses a possibly growing demand for tools to allocate resources optimally across brands and/or markets. After reviewing the theory and some of the models available to UK practitioners, we develop a decision calculus model, cal...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Interactive Marketing
سال: 1999
ISSN: 1463-5178,1478-0844
DOI: 10.1057/palgrave.im.4340028