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Marketing during a Recession: An Illustration of How Economic Principles Guide Marketing Approaches

Marks, Melanie; Wentland, Scott; O'Connor, Abbey - In: Journal for Economic Educators (2014) 1

This article offers a practical way for economic educators to integrate marketing into economics principles courses by … economic educators integrate material across disciplines, we provide specific connections to marketing for topics commonly …

Persistent link: https://www.econbiz.de/10010886074

CONSIDERATIONS ABOUT DENTAL TOURISM DEVELOPMENT AND ITS SPECIFIC MARKETING IN ROMANIA

Elena, ENACHE; Manuela-Rozalia, GABOR; Cristian, MOROZAN - In: Management Strategies Journal 22 (2013) Special, pp. 420-426

marketing in this field, which can be transformed into a competitive advantage for Romania. …

Persistent link: https://www.econbiz.de/10010936398

Environmental policy when pollutive consumption is sensitive to advertising: Norms versus status

Gsottbauer, Elisabeth; den Bergh, Jeroen C.J.M. van - In: Ecological Economics 107 (2014) C, pp. 39-50

A theoretical model is developed to analyse optimal environmental policy when consumer preferences are endogenous. It captures that pollutive consumption is sensitive to consumption by others and commercial advertising. This is conceptualized through a consumption norm. An increase in this norm...

Persistent link: https://www.econbiz.de/10010939607

Marketing vs. Fashion Trend – Between Myth and Reality

Flaviu, Meghisan - In: Ovidius University Annals, Economic Sciences Series XII (2012) 2, pp. 801-805

products. The main research purpose is to focus on fashion from the marketing perspective. Fashion represents the process of …

Persistent link: https://www.econbiz.de/10010925973

THE INFLUENCE OF DESIGN CRITERIA FOR THE BRAND PERSONALITY

Fohl, Ulrich; Meßmer, Felicitas - In: Interdisciplinary Management Research 10 (2014), pp. 981-999

As products in many industries are technologically at the same level, their success depends increasingly on design, since functionality and quality are a given. Still, the question remains open how far certain design features influence the perception of a brand. Taking the example of a car...

Persistent link: https://www.econbiz.de/10011210935

Turning Trade Marks into Brands: how Advertising Agencies Created Brands in the Global Market Place, 1900-1930

Schwarzkopf, Stefan - Centre for Globalisation Research (CGR), School of … - 2008

While historians and management students are familiar with the lore of how an internal memo at Procter & Gamble ‘invented’ brand management in 1931 (Fullerton, Low 1994; Dyer et al. 2004), little is known about how advertising agencies conceptualised and practiced branding during the early parts...

Persistent link: https://www.econbiz.de/10005150880

Renaming as a tool of city-branding

PhD, Árpád Papp-Váry - Keleti Károly Gazdasági Kar, Óbudai Egyetem

reasons: the Soviet Union’s big leader’s names were often used in the cities’ names. Nowadays the changes have marketing …

Persistent link: https://www.econbiz.de/10009652539

Advertising exposures for a seasonal good in a segmented market

Favaretto, Daniela; Grosset, Luca; Viscolani, Bruno - Dipartimento di Management, Università Ca' Foscari Venezia - 2011

The optimal control problem of determining advertising efforts for a seasonal good in a heterogeneous market is considered. We characterize optimal advertising exposures under different conditions: the general situation in which several wide-spectrum media are available, under the assumption of...

Persistent link: https://www.econbiz.de/10009358687

'Alisha in Obesity-land’: Is Food Marketing the Mad Hatter?

Johnson, Guillaume D.; Grier, Sonya A. - Université Paris-Dauphine (Paris IX) - 2013

This case explores the aggregate influence of corporate marketing practices on public health and examines the … increasingly important issue of the role of targeted marketing strategies by the food and beverage industries in the obesity … epidemic. Specifically, it engages a discussion about a significant yet overlooked dimension - targeted marketing to ethnic …

Persistent link: https://www.econbiz.de/10010752099

Forecasting New Product Awareness in Simulated Test Marketing : The Approach for Emerging Markets

Korotkov, Nikolay Y. - 2011

Simulated test marketing (STM) is a quantitative technique used to forecast new product sales, one of the most … validated tools in all marketing research. Forecasting awareness is an important stage in that process, one critical to STM …

Persistent link: https://www.econbiz.de/10014176688