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...

This study examines the impact of the Internet, firm-specific characteristics, market characteristics, and export marketing strategy on export marketing performance. The unit of analysis was an individual product/market export venture. Data were gathered via a self-administered mail survey of 315 Australian firms involved in exporting. The findings indicate that when the Internet was used for c...

This study explores the alignment between IT/IS and marketing from a strategic perspective. The heads of IT and marketing of eighteen large New Zealand companies were interviewed, and their assessments of alignment rated according to two constructs: strategic orientation, and market orientation. The strategic orientation dimensions were aggressiveness, analysis, defensiveness, futurity, proacti...

In Taiwan, there is a world-class geological landscape Yehliu Geological Park, which has been noticed in the recent years by the world. It is a shame that the concept of preservation of geological landscapes has never been implemented, allowing tourists to seriously damage natural environments, threatening the image of Taiwan. In order to solve this problem, the government has aggressively deve...

Prior research has affirmed the importance of direct marketing in various nonprofit industries, yet little guidance has been offered as to selection of those direct marketing methods that have significant effects on actual performance. This research investigates the effects of direct marketing on multiple measures of performance in the nonprofit arts industry. The results suggest that direct ma...

results of different studies demonstrate that the world-class organizations have better performance in encountering challenges of twenty-first century. therefore developing such features is strongly recommended to iranian firms. most of experts believe that to achieve to world-class situation, the most important factor is marketing, and all organizations should assess themselves about world-cla...