The objective of this paper is to develop a conceptual framework for measuring the effectiveness of social media marketing communications. With recent advances in information and communications technology, especially in social collaboration technologies, both academics and practitioners rethink whether the existing marketing communications performance metrics are still valid in the changing com...

Continual advances in information technology (IT) have opened new business opportunities in global marketplaces. As a result, many businesses have turned to CRM to gain greater insights into their customers and apply this knowledge toward forging long-term relationships with them. This study examines the relationships of CRM practices (marketing and operational programs) with three antecedent e...

In order to explore the complexities of developing a strategic marketing plan, this article is written in three parts. The first describes the strategic marketing planning process itself and the key steps within it. It also deals with implementation issues and barriers to marketing planning. The second part provides guidelines for the marketer which will ensure that the input to the marketing p...

Virtual worlds such as Second Life have recently gained increased visibility from businesses seeking to market products “in-world” to virtual world participants. However, without understanding the sociological orientation of virtual participants, the effectiveness of marketing approaches in virtual worlds may be limited. This study utilizes a Delphi approach to determine the sociological orient...

©2015 8872147 Canada Inc. or its licensors CMAJ 1 As the burden of alcohol misuse — in terms of disease, trauma and social problems — grows in Canada, increased access to brief interventions is recommended. Such access forms part of a comprehensive two-tiered response involving population-level changes, such as regulating the marketing, pricing and availability of alcohol, and more focused prac...

Shopper buying behaviors and consumer decision-making styles are more diverse than ever before (Kotler, 2003; De Mooij, 2004; Pei, 2004; Lin, 2003). The present study examined the Taiwan and US consumer decision-making styles using the Consumer Styles Inventory (Sproles & Kendall, 1986). After being analyzed, Taiwan students who use the TV shopping format were more novelty/fashion conscious, mo...

Indonesian Archery Association (PERPANI) is the national organization of sport archery. an Olympic that should be competed in every Games. Indonesia has opportunity to win a medal at Olympics because it won silver which was first for 1988 Olympics. The main challenge slow regeneration outstanding athletes. phenomenon entering world sports as profession teenagers still considered field cannot pr...

Identifying information sources influential to travel decisions helps tourism planners strategically utilize resources to improve marketing efforts and create a strong destination image. An on-line survey (N=973) on destination brand image research was developed and implemented. The study examined image perceptions of Austria and what level of influence various information sources have on desti...