• 유통과학연구
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• 제11권11호
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• pp.19-32
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• 2013

Purpose - This study examines the effects of art marketing management of the marketing mix in fashion, focusing on the cases of the leading global fashion brands in art marketing management. Research Design, Data, and Methodology - This study was implemented using the content analysis method. Criteria, including product differentiation, promotion strategies, store strategies, and social contributions, were based on previous research, brand promotional references, and critical reviews in newspapers or professional magazines for various cases of art marketing management by fashion brands. Results - To achieve product differentiation, art marketing management has borrowed images from artworks, and employed parodies and collaboration with artists; this has facilitated the pleasure derived from utilizing the artistic value of products. Promotion strategies were integrated with art performances, advertisements, and runway shows. Store strategies developed emotional feelings and a longing for brands among consumers. Reputational marketing of the social contributions made by corporations elevated the corporate brand image perceived by consumers. Conclusions - This study's findings revealed that consumers can derive emotional satisfaction through art marketing that seeks to profit effectively by stimulating consumers' emotions. From an economic perspective, a convergence of art and marketing plays an important role in profit-making and satisfying consumers' emotions.

• The Journal of Asian Finance, Economics and Business
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• 제8권2호
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• pp.231-241
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• 2021

The purpose of this study is to apply Structural equation modeling (SEM) analysis with Generalized Structured Component Analysis (GSCA) and translate the effect of Spiritual Marketing and Entrepreneurial Orientation on Sustainable Competitive Advantage with Marketing Capabilities as Mediation, especially for General BBM marketing at PT. Pertamina (Persero). The quantitative approach in this study uses a survey method by taking samples from the population. The survey was conducted by distributing questionnaires to respondents. Data analysis was performed using SEM and analyzed using the GSCA model. The population of this study consisted of 3,207 workers in central and regional marketing offices (Marketing Operation Region (MOR) spread throughout Indonesia. Therefore, a sample of 356 respondents was taken according to the Slovin formula. Spiritual marketing and entrepreneurial orientation directly influence the ability to improve Innovation which directly influences sustainable competitive advantage. Therefore, to develop a sustainable competitive advantage in marketing Pertamina's General BBM, it is necessary to implement spiritual marketing and improve entrepreneurial orientation. The novelty in this study lies in the unprecedented research on the role and position of spiritual marketing towards marketing capabilities and sustainable competitive advantage, combined with entrepreneurial orientation variables.

• International Journal of Computer Science & Network Security
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• 제22권2호
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• pp.311-317
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• 2022

The research is devoted to the substantiation of the system approach to the involvement of digital marketing tools as a guarantee of international business development. It is proved that digital marketing, as a type of marketing based on the use of digital technologies allows to make a profit, to promote the brand, as well as goods and services in the market. The digital marketing toolkit system is a set of elements with existing relationships that ensure the effectiveness of the entire digital marketing, which in total is greater than its individual components. The implementation of a systems approach involves the implementation of the philosophy of digital marketing in general, its functions in the form of systems analysis, formation of strategic development goals and entry and promotion in the international market, preparation and implementation of tactical and strategic development plans.The use of such digital marketing tools as: content marketing, social media marketing, Email-marketing, targeted advertising, contextual advertising, media advertising, Search Engine Optimization, affiliate programs and the company's website is analyzed in detail.

• 마케팅과학연구
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• 제19권3호
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• pp.37-48
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• 2009

市场营销的标准化已经成为有关国际市场营销的研究中最为关注的焦点之一. 全球营销这个术语常被定义为以国外市场的共同性为前提的国际标准化的营销战略. 营销标准化仅在传统的实体市场交易场所的背景中被讨论. 自从上个世纪90年代起, 联网上的电子市场交易场所开始兴起, 并成为全球化过程中为全球营销活动标准化开拓新机会的最重要的动力之一. 另一方面, 消费者由于更大程度的接受互联网而可能产生与标准化相比更高水平的定制化和产品的差异化, 这样的观点也很流行. 考虑这个分歧, 在全球电子商务的背景下关注营销标准化的综合的研究不能达到一定高度的这种情况值得注意. 在这个背景下, 本研究提出了两个基本研究问题: (1) 在国际电子商务中公司多大程度标准化了他们的营销? (2) 营销的标准化对公司的表现（或成功）有没有影响? 根据文献回顾提出了下列研究假设: H1: 从事国际电子商务的公司为营销标准化做了更多的准备. H2: 营销标准化在帮助公司在国际电子商务中获得成功的方面发挥积极的作用. H3: 在国际电子商务中, 营销组合标准化在公司获得经济的和非经济的成功方面比营销过程标准化发挥更积极的作用. H4: 国际电子商务公司获得非经济的成功越大, 获得经济的成功也越大. 本研究的数据是通过在2005年2月到4月间进行问卷调查获得的. 本调查包括了德国各种产业中的国际电子商务公司和国外电子商务公司驻德国的所有总部和分公司. 801家公司中的118家回复了问卷. 本研究为结构方程模型, 使用PLS‐Graph3.0版本中的偏最小二乘法. 数据分析结果支持所有的4个研究假设. 结果表明, 从事国际电子商务的公司在商标, 网页设计, 产品定位和产品项目上的标准化很高. 这些公司打算未来在营销组合标准化方面加大努力. 另外, 他们想提高营销过程标准化的水平, 尤其是和信息系统, 企业语言和在线营销控制程序一起. 在本研究中, 营销标准化对企业在国际电子商务中的表现起到了积极全面的影响. 营销组合的标准化在非经济的成功方面比营销过程的标准化发挥更积极的影响. 相反, 营销过程的标准化在经济的成功方面发挥了较积极的作用. 另外, 我们的结果明确的支持了在国际电子商务中非经济的成功和经济的成功是高度相关的这一假设. 实证结果表明, 国际电子商务公司的成功与营销标准化高度相关. 但营销组合和销售过程标准化以不同的方式帮助企业的经济和非经济的成功. 结果表明, 公司在互联网上使营销组合的众多因素标准化. 这种做法在一定程度上违背了 "划分标准化" 的经营理念, 认为营销组合的一些因素应该适应本土化, 其他的应该国际标准化. 而且, 发现表明, 相比一个特定的营销组合元素的标准化, 整体标准化营销为成功带来更积极的总体影响.

• 한국데이타베이스학회:학술대회논문집
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• 한국데이타베이스학회 1998년도 국제 컨퍼런스: 국가경쟁력 향상을 위한 디지틀도서관 구축방안
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• pp.187-198
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• 1998

마케팅의 Fundamental\ulcorner 마케팅 : 제품구매와 관련된 소비자의 행위를 연구 마케팅의 역사 : Mass marketing $\longrightarrow$ Market segmentation $\longrightarrow$ Database marketing 소비자 이해와 관리를 위한 다양한 정보와 지식을 제공한다. DBM, Relationship marketing, Frequency marketing, Loyalty marketing, Program customer management, Direct marketing(중략)

• 한국도서관정보학회지
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• 제26권
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• pp.235-259
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• 1997

Marketing can assist libraries in determining their future and identifying quality products - services, programs and materials. Marketing provides a theoretical framework addressing the specific library and information science questions facing public, school, special and academic libraries in both the public and private sectors. The purpose of this paper is to analyse information marketing. For this purpose, characteristics of information, concept of marketing are to be studied, and then the process of information marketing program is analysed by market segmentation, marketing audit, marketing mix(products, pricing, place, promotion) and marketing system development. As a result, traditionally having focused on the undifferentiated and concentrated marketing strategies in the market segmentation, now they have to develope differentiated strategies in order to compete with other information centers.

• 농업과학연구
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• 제23권2호
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• pp.330-341
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• 1996

As the agricultural marketing environments, which are consumers' tastes and preferences, producers' involvements in marketing business, government policy and liberalization of domestic market, have rapidly changed, current marketing systems are facing transitional periods. To cope with changing marketing environments, it is desirable to develop new marketing system that efficiently direct the flow of agricutlural products from producers to consumers. Cyber-marketing system, in which producers and consumers could conduct direct transaction with each other using computer internet system, would be suggested so that marketing stages and costs can be reduced. However, for cyber-marketing to be managed successfully, it is a need to establish data base and information network system for producers' group and consumers' group and to improve the marketing functional performances such as grading, packaging, and storage system.

• 연구윤리
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• 제4권1호
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• pp.23-29
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• 2023

Purpose: While prior research has identified ethical issues in marketing research, more research needs to identify specific ethical behaviors that marketing researchers should adopt. This research addresses this gap by identifying a few ethical behaviors that marketing researchers should consider. Research design, data and methodology: The present study has a justification to collect adequate textual data in the current literature using screening process based on the marketing ethics topics and themes, and ethical behaviors of marketing researchers. Results: Based on the literature analysis, a marketing ethics model, which included the principles of fairness, honesty, responsibility, and respect for stakeholders. Since the rise of e-commerce and technology, a growing demand for a method to analyze website user behavior has been growing. Researchers in the field of marketing are responding to this demand by creating innovative interactive platforms. Conclusions: The term "ethical practices in market research" refers to a collection of best practices that, when followed, increase the likelihood that the research carries out is ethical, fair, and accurate. Because there needs to be more theoretical work done on the topic, there should be more empirical studies on ethical behaviors in marketing research.

• Asia Marketing Journal
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• 제11권2호
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• pp.53-72
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• 2009

In the summer of 2008, the movie Dachimawa Lee: Villain, Get on the Express to Hell is waiting for its first release. This movie is based on a short film which was tremendously popular when it was first introduced on the internet in 2000, and the director Ryu Seung Wahn is expecting a mega hit of the movie this summer. Showbox is one of the leading movie distributors in Korea. After a series of blockbuster hits such as Welcome to Dongmakgol, The Host, and The Chaser, Showbox is now in stagnation. Along with sluggish economy in Korea, most of recent movies distributed by them didn't even reach the breakeven. However, expectation on the upcoming movie, Dachimawa Lee, is higher than ever. Marketing department of Showbox has to decide what kind of media channel to choose and which marketing strategy to apply. It needs to make a decision about whether to target the so-called mania group or the general public of much bigger size. In this case study, the distinctiveness of the movie marketing and its process will be discussed. Moreover, the marketing strategies for Dachimawa Lee's success will be examined in the Showbox's point of view.

• Asia pacific journal of information systems
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• 제25권2호
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• pp.337-355
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• 2015

The Internet has become one of the most important channels for people to communicate and for companies to implement their sales promotion activities, such as advertising. Marketing and advertising attempt to influence customers' attitude to persuade them to choose to buy the advertisers' products instead of the competitors'. With the different forms of online marketing, such as search engine marketing, email marketing, and mobile marketing, advertisers can find more effective strategies to attract the attention of more targeted audiences. With the emergence of the social web (web 2.0), a new platform was introduced called social networks. This paper presents the current work in internet marketing activities until web 2.0, and conducts a social network analysis to aid in data extraction. Marketing and advertising companies have understood the power of information for a very long time. The more knowledge these companies have on the demographics, consumer habits, and preferences of particular customer types, the more they can tailor their product offerings, and the more sales they can make. This paper aims to understand the internet marketing concepts as well as present challenges and work directions in internet marketing.