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Marketing communication is a concise part of modern museum management. Museums operate in a competitive environment …; therefore, it is important to pay sustained attention to every component of a given museum's marketing communication. Changes …, international trends, and visitor preferences have an influence on marketing communication. Museum management must devote expert …
Persistent link: https://www.econbiz.de/10013200286
Co-creation is a seminal concept in marketing, explained as the engagement between service provider and customer in … discipline. Nevertheless, the understanding of the concept, especially in service marketing, is mostly still developing in silos … of value creation (production, joint and customers' sphere) and try to investigate the impact of IVC on affective …
Persistent link: https://www.econbiz.de/10012703567
revolution and digital marketing have created a shrinking force on mass media advertising. They have formed the backbone of … personalisation, marketing automation, neuromarketing, viral marketing, voice recognition, and conversion optimisation, and thus …, Artificial Intelligence (AI) has risen as the phenomenon in marketing activities. Theoretical analysis of relevant researches on …
Persistent link: https://www.econbiz.de/10012703649
Customers' voluntary behaviors (i.e., customer citizenship behaviors, CCBs) are of ever-increasing interest, given that … leads to CCBs has remained largely understudied in service marketing literature. Moreover, the underlying mechanisms through … hypotheses on survey data from 368 Chinese smartphone customers. The results showed that CPS positively influenced firm …
Persistent link: https://www.econbiz.de/10013436702
conditions linked to three components: sales channels, marketing models and the supply chain, with the transversality of …
Persistent link: https://www.econbiz.de/10014494426
individual households. The conditional restricted Boltzmann machine includes marketing variables and household attributes as … marketing variables. The conditional restricted Boltzmann machine indicates pairwise relationships between brands that are more … possibilities for further research, such as applying the conditional restricted Boltzmann machine to other areas in marketing or …
Persistent link: https://www.econbiz.de/10014501281
the few to combine the COBRA model and Social Exchange Theory to assess the nexus between customers' engagement in an …
Persistent link: https://www.econbiz.de/10014505480
role of marketing and the shift of roles in its processes in order to show the urge to become familiar with the spirit of … open innovation and rethink marketing strategy in this emerging reality. …
Persistent link: https://www.econbiz.de/10014520678
Die Autoren untersuchen im vorliegenden Artikel den Einfluss der zunehmenden Nutzung von Social Media auf das Personalmanagement. Dabei liegt der Fokus vor allem auf dem Bereich Employer Branding, weil die Veränderungen des Medienkonsums und Kommunikationsverhalten, die durch die Nutzung von...
Persistent link: https://www.econbiz.de/10010420382
Die Autoren analysieren, ob ein Social Media Newsroom eine Alternative zur herkömmlichen Pressemitteilungen via Email in der Luxusbranche ist. Ausgehend vom Intereffikationsmodell wird aufgezeigt, dass Journalismus und PR in einer Wechselbeziehung der gegenseitigen Einflussnahme stehen. Via...
Persistent link: https://www.econbiz.de/10010420965