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This article aims to provide educators with a RECIPE to pivot from traditional market orientation to inclusive marketing orientation. Inclusive Marketing Orientation (IMO) is an evolved marketing strategy that embraces the needs and desires of underrepresented consumers. The impact of increasing students' awareness of inclusivity not only benefits businesses, but this strategy can also lead to a thriving society in which all people manifest their best capabilities. Here, we provide a sixstep RECIPE for teaching IMO: recognize diversity, embrace differences, co-opt diverse user perspectives, identify with empathy, and practice inclusive marketing and evolve as a marketing professional. Examples and results are discussed. [ABSTRACT FROM AUTHOR]

This paper explores the paradoxical nature of volunteering by examining how volunteers navigate the market/mission paradox in their everyday practices. It mobilizes a communicative framework to study organizational oppositions. The paper contributes to the literature on the paradoxical nature of volunteering by proposing six discursive navigation strategies and a processual model for navigating oppositions in interaction. The findings highlight the importance of an organizing and pragmatic oriented discourse that acts as a dispatcher between opposed discourses, as well as "both-and" and "more than" approaches that create middle ground for negotiation. In addition, it shows the importance of balancing market and mission by looking for compromise. [ABSTRACT FROM AUTHOR]

Music events are an increasingly popular form of activity in Indonesia. These activities are usually held to entertain the public and can have a positive impact on the development of the music industry in Indonesia. In organizing music events, the organizers need an effective marketing strategy to increase visitor participation. Therefore, this study aims to analyze the marketing communication of music events in increasing visitor participation. The purpose of this study is to analyze the marketing communication of music events and how these marketing strategies can increase visitor participation. This research uses a qualitative approach with a case study approach. Data is collected through interviews with the organizers, literature studies through journals, books other information relevant to the research such as brochures, advertisements, and social media used to promote music events. The data obtained will be analyzed using content analysis to understand the content of the messages conveyed in the promotion of music events. The results show that an effective marketing strategy can increase visitor participation in music events. Clear and easy-to-understand promotional messages, as well as the use of social media as an effective promotional tool, are important factors in increasing visitor participation. In addition, experience and brand image are also factors that influence visitor participation in music events. This research also shows that music event organizers need to evaluate and develop their marketing strategies to increase the effectiveness of music event promotion in the future. [ABSTRACT FROM AUTHOR]

Building on the latest literature on transimperial mobilities, this article analyses the career of the Finland-Swedish Hjalmar Björling, a merchant and colonial careerist who moved out to the Dutch East Indies around 1870, later also working in assorted roles on the coast of China and in Sumatra's then-developing plantation economy. He was also an active writer, relaying colonial news and market intelligence as well as accounts of his personal experiences in various Finnish newspapers. This article examines the global, cross-border structures that facilitated Björling's migration to Southeast Asia and his integration there, arguing that his colonial career sketched out the contours of a pre-existing transnational and specifically Nordic subcircuit of Western imperialism that straddled the boundaries of the Dutch and British empires. Moreover, through his correspondences and ventures, Björling sought to establish himself as an active node in that network connecting northern Europe and maritime Asia. The article argues that a careful consideration of 'outsider' experiences like Björling's challenges conventional, nation-centric understandings of nineteenth-century European empires and helps to uncover the multi-layered systems of mobilities that underpinned their expansion around the world. [ABSTRACT FROM AUTHOR]

The objective of this study is to focus on analysing Amazon's current marketing situation while taking into account its recent results, as well as gathering information on the company and market's current situations, and finally proposing an optimal marketing strategy in accordance with the company's further documents and recommendations. The goal of this analytical and interpretive case study is to figure out what marketing techniques are required for success in a world where the pandemic is expanding, and corporations are failing. Furthermore, the aim of this research is also to discuss generic marketing plans and tactics that other corporations might adopt. The main objectives of our research are to provide possible benefit to both the scientific and business sectors, and to develop a market strategy that will be effective in the future. By examining marketing techniques for Amazon profitability, this qualitative study may contribute significant knowledge on how executives might apply good business practices. Small business executives may also be able to use the information gained from the research findings to enhance business operations, as well as uncover and assess elements that encourage innovative approaches to increase sales, efficiency, and market share. Executives may be able to use the data produced from the data instrument to discover client demands, assess market trends, and predict marketing and product plans for their businesses based on the responses obtained from the data instrument. [ABSTRACT FROM AUTHOR]

The application of marketing tools such as websites, search engine optimization (SEO), social media, and customer relationship management (CRM) systems is gaining traction among universities in Vietnam to enhance their competitive capabilities and attract students. [ABSTRACT FROM AUTHOR]

This article examines the use of novelty instruments in British concerts between 1750 and 1800. The author argues that these instruments were primarily used as a form of self-promotion by performers and were often associated with immigrant musicians in Britain. The article discusses the marketing strategies employed during this time, the concept of novelty in music, and the different types of novelty instruments that were used. It concludes that these instruments were primarily used as promotional tools in public performances and were not intended for domestic music-making. The article also highlights the role of immigrant musicians in this phenomenon and emphasizes the cultural and social factors that influenced the use of novelty instruments during this period. [Extracted from the article]

Introduction: Sex differences exist in children's obesity rates, dietary patterns and television viewing. Television continues to be a source of unhealthy food advertising exposure to children in Canada. Our objective was to examine sex differences in food advertising exposure in children aged 2 to 17 years across four Canadian Englishlanguage markets. Methods: We licensed 24-hour television advertising data from the company Numerator for January through December 2019, in four cities (Vancouver, Calgary, Montréal and Toronto) across Canada. Child food advertising exposure overall, by food category, television station, Health Canada's proposed nutrient profiling model, and marketing techniques were examined on the 10 most popular television stations among children and compared by sex. Advertising exposure was estimated using gross rating points, and sex differences were described using relative and absolute differences. Results: Both male and female children were exposed to an elevated level of unhealthy food advertising and a plethora of marketing techniques across all four cities. Differences between sexes were evident between and within cities. Compared to females, males in Vancouver and Montréal viewed respectively 24.7% and 24.0% more unhealthy food ads/person/year and were exposed to 90.2 and 133.4 more calls to action, 93.3 and 97.8 more health appeals, and 88.4 and 81.0 more products that appeal to children. Conclusion: Television is a significant source of children's exposure to food advertising, with clear sex differences. Policy makers need to consider sex when developing food advertising restrictions and monitoring efforts. [ABSTRACT FROM AUTHOR]

This paper addresses a competition problem in two Pharmaceutical Supply Chains (PSCs) with their exclusive retailer and manufacturer. However, the key to successful manufacturing is not just understanding a Product Life Cycle (PLC), but also proactively managing products throughout their lifetime, applying the appropriate resources and sales and marketing strategies, depending on what stage products are at in the cycle. Providing a competitive pharmaceutical supply chain under a product life cycle and offering Nash and Stackelberg games under the marketing mix strategies (i.e., price, product quality, location, and advertising) and product life cycle (i.e., introduction, growth, and maturity) is a novel idea that needs to be studied. So, a demand function depends on the marketing mix strategies. The competition between PSCs is considered based on the levels of price, quality, access, and promotion (i.e., marketing mix) across different stages of their PLC. Concerning the PLC and the position of a supply chain in a specific period of their PLC, the considered competitions are Nash and Stackelberg. The results of the level of the marketing mix, demand, and profit for each supply chain are obtained by given different games in line with the stage of their PLC. Furthermore, based on investigating the previous annual data, the sensitivity coefficients of the marketing mix of PSCs in the demand function, these coefficients are considered as stochastic fuzzy parameters. Based on the obtained results, the average total profit of the two supply chains in the product life cycle, at Nash equilibrium, is 6.5 times that of Stackelberg. The average total profit of the first supply chain in the product life cycle, at Stackelberg, is 10% higher than Nash equilibrium. Moreover, the average total profit of the second supply chain in the product life cycle, at Nash equilibrium, is 19 times that of Stackelberg. [ABSTRACT FROM AUTHOR]

Background: Alerts about changes in unregulated drug markets may be useful for supporting health and community workers to anticipate, prevent, and respond to unexpected adverse drug events. This study aimed to establish factors influencing the successful design and implementation of drug alerts for use in clinical and community service settings in Victoria, Australia. Methods: An iterative mixed methods design was used to co-produce drug alert prototypes with practitioners and managers working across various alcohol and other drug services and emergency medicine settings. A quantitative needs-analysis survey (n = 184) informed five qualitative co-design workshops (n = 31). Alert prototypes were drafted based on findings and tested for utility and acceptability. Applicable constructs from the Consolidated Framework for Implementation Research helped to conceptualise factors that impact successful alert system design. Results: Timely and reliable alerts about unexpected drug market changes were important to nearly all workers (98%) yet many reported insufficient access to this kind of information (64%). Workers considered themselves 'conduits' for information-sharing and valued alerts for increasing exposure to drug market intelligence; facilitating communication about potential threats and trends; and improving capacity for effective responding to drug-related harm. Alerts should be 'shareable' across a range of clinical and community settings and audiences. To maximise engagement and impact, alerts must command attention, be easily recognisable, be available on multiple platforms (electronic and printable formats) in varying levels of detail, and be disseminated via appropriate notification mechanisms to meet the needs of diverse stakeholder groups. Three drug alert prototypes (SMS prompt, summary flyer, and a detailed poster) were endorsed by workers as useful for supporting their work responding to unexpected drug-related harms. Discussion: Alerts informed by coordinated early warning networks that offer close to real-time detection of unexpected substances can provide rapid, evidence-based drug market intelligence to inform preventive and responsive action to drug-related harm. The success of alert systems requires adequate planning and resourcing to support design, implementation, and evaluation, which includes consultation with all relevant audiences to understand how to maximise engagement with information, recommendations, and advice. Our findings about factors impacting successful alert design have utility to inform the development of local early warning systems. [ABSTRACT FROM AUTHOR]

Background: Alerts about changes in unregulated drug markets may be useful for supporting health and community workers to anticipate, prevent, and respond to unexpected adverse drug events. This study aimed to establish factors influencing the successful design and implementation of drug alerts for use in clinical and community service settings in Victoria, Australia. Methods: An iterative mixed methods design was used to co-produce drug alert prototypes with practitioners and managers working across various alcohol and other drug services and emergency medicine settings. A quantitative needs-analysis survey (n = 184) informed five qualitative co-design workshops (n = 31). Alert prototypes were drafted based on findings and tested for utility and acceptability. Applicable constructs from the Consolidated Framework for Implementation Research helped to conceptualise factors that impact successful alert system design. Results: Timely and reliable alerts about unexpected drug market changes were important to nearly all workers (98%) yet many reported insufficient access to this kind of information (64%). Workers considered themselves 'conduits' for information-sharing and valued alerts for increasing exposure to drug market intelligence; facilitating communication about potential threats and trends; and improving capacity for effective responding to drug-related harm. Alerts should be 'shareable' across a range of clinical and community settings and audiences. To maximise engagement and impact, alerts must command attention, be easily recognisable, be available on multiple platforms (electronic and printable formats) in varying levels of detail, and be disseminated via appropriate notification mechanisms to meet the needs of diverse stakeholder groups. Three drug alert prototypes (SMS prompt, summary flyer, and a detailed poster) were endorsed by workers as useful for supporting their work responding to unexpected drug-related harms. Discussion: Alerts informed by coordinated early warning networks that offer close to real-time detection of unexpected substances can provide rapid, evidence-based drug market intelligence to inform preventive and responsive action to drug-related harm. The success of alert systems requires adequate planning and resourcing to support design, implementation, and evaluation, which includes consultation with all relevant audiences to understand how to maximise engagement with information, recommendations, and advice. Our findings about factors impacting successful alert design have utility to inform the development of local early warning systems. [ABSTRACT FROM AUTHOR]

The recent advancements in demand-side management techniques add significant benefits to the distribution systems. One such technique is transactive energy management systems (TEMS) which motivate the energy end-users to take part in local energy trading. The end-users can effectively increase the monetary benefits by trading the surplus generation/demand within the local energy market (LEM). The LEM operator frames a viable market clearing strategy to fix the market clearing price to enhance the monetary benefits of all the market players. In this study, LEM architecture with different market clearing strategies is proposed for TEMS to ensure profitable power transactions between the neighboring end-users. An optimal energy management algorithm is also proposed for time scheduling the operation of flexible loads and batteries, considering dynamics in end-users' behavior, variations in utility parameters, and the intermittent nature of renewable power generation. Further, an optimal load scheduling algorithm is developed at the end-users' premises to improve the profits in the LEM. Correspondingly, the trading strategies are extended to increase market reliability by penalizing participants for their abnormal activities in energy trading. The proposed framework is validated with different case studies considering ten residential participants in a locality. [ABSTRACT FROM AUTHOR]

Cause-related marketing (CRM) has evolved as an effective marketing strategy and numerous organizations across the world have adopted CRM as astrategic marketing tool. There are preliminary academic research findings which suggest that consumers are receptive to CRM and it leads to strengthening of corporate credibility perceptions. There is a strong belief among consumers that companies should make positive contribution to the society by undertaking social responsibilities. Despite of plethora of research in developed countries, there is lack of research relating to Indian consumers' intention to participate in CRM activities, which makes it essential to understand the phenomenon. This study intends to investigate the determinants of CRM participation intention by examining the role of consumer knowledge, cause scope and donation proximity. The findings provide a novel approach to the body of CRM research in emerging markets and provides valuable insights to the marketers. This research presents CRM campaign managers' with strategies to effectively manage the determinants that influence CRM participation intention. [ABSTRACT FROM AUTHOR]

Purpose: In marketing research, it is widely acknowledged that customer engagement leads to higher reputation, lower costs and increased revenues for firms. However, there are still open questions on how sport sponsorship can drive customer engagement. It is hypothesized that sponsors' activations correlate with customer engagement toward the sponsor. Specifically, the roles of sponsorship authenticity and attitudes toward the sponsor have received little attention in this context. Accordingly, this study aims to test the effects of sponsors' activations on customer engagement disposition (CED) and customer engagement behavior (CEB) by considering the roles of sponsorship authenticity and attitudes toward the sponsor. Design/methodology/approach: An online experiment with a factorial between-subjects design with 529 total participants was conducted. Data were analyzed through analysis of covariance (ANCOVA) and binary regression analysis. Findings: Sponsors' activations can lead to positive or negative CEB, depending on how sport consumers evaluate the activation. Sponsorship authenticity reduces or enhances CEB following a sponsor's activation. Moreover, consumers' prior attitudes toward the sponsor influence the relationship between sponsors' activations and CED. The findings further showed that CED leads to CEB. Originality/value: This research contributes to the sport sponsorship literature by empirically proving that sponsors' activations increase customer engagement toward the sponsors. Moreover, this is the first study testing consequences of sponsors' activations in relation to sponsorship authenticity and consumers' attitudes. Furthermore, the authors enrich the customer engagement literature by discussing the sponsors' activations as a marketing strategy to increase customer engagement and consequently firms' performance. [ABSTRACT FROM AUTHOR]

Producers of premium-niche products increasingly use place-of-origin branding strategies for differentiation in domestic and international markets. There has been little research focusing on the significant role of product labels in this regard. Employing content analysis of 253 different product labels using established measures of country-of-origin branding, this exploratory study investigates how Australian distillers use place-branding elements on product labels. Findings show producers communicate "place" using 58 separate phrases, other than the generic "Made in ...", allowing distillers to convey "place", "localness", and by extension, product authenticity and quality. Findings extend knowledge of place-of-origin branding and its value for promoting premium-niche products. [ABSTRACT FROM AUTHOR]

The articel is oriented to find the most effective tools of marketing communication in the kindergarten environment. In the theoretical part we approached marketing in kindergartens, its current state, alternative forms of marketing and current marketing trends in the environment of kindergartens. In the empirical part, we focused on finding the most effective tool for marketing communication in the kindergarten environment. The research was divided into two parts. In the first part of the research, we focused on finding effective tools for marketing communication in kindergartens using the method of standardized interviews with principals of kindergartens from different cities in Slovakia. Subsequent selection of the two best activities and their verification. The research sample consisted of parents and children attending the Vilôčka Private Kindergarten, Košice. In the second part of the empirical research, we focused on a specific tool, marketing communication "public relations" and through the activity "Sports with animals 2022" we tried to point out the effectiveness of marketing communication tools in the kindergarten environment. The research sample consisted of parents and children attending the Vilôčka Private Kindergarten, Košice, as well as public respondents participating in the activity. The results of empirical research have shown us which marketing communication tools are most effective for retaining a kindergarten client and subsequently acquiring new school clients. In the discussion, based on our results, we developed recommendations for practice directed by the principal or manager of kindergartens. [ABSTRACT FROM AUTHOR]

This paper sought to understand the strategies for marketing library offerings in selected academic libraries in Ghana. Through a qualitative research approach, this study used a purposive sampling technique to conduct face-to-face interviews among 15 librarians (Departmental Heads) from four academic libraries in Ghana. The collected data were transcribed verbatim and analyzed thematically with the help of QSR NVivo qualitative analysis software. It came to light that none of the libraries concerned had designated departments solely responsible for marketing library services, nor did they have dedicated budgets to drive their marketing plans. Consistently, all the libraries had adopted some form of informal marketing strategies. The study recommends establishing and subsequent resourcing of marketing units in libraries to help manage relationships and further create and deliver values for patrons. The findings of this paper would be relevant, especially for librarians, as they strive to manage their relationships with their users to deliver value to them. [ABSTRACT FROM AUTHOR]

In the business world, effective communication is essential to achieve success in establishing relationships with clients, business partners, and co-workers. In today's ongoing digital age, technology has changed the way we communicate making it easier for individuals or groups to connect remotely. One of the most popular chat apps today is WhatsApp, and in the business world, WhatsApp Business can provide many benefits. The purpose of this study is to provide an overview of what features can be used on WhatsApp Business for business purposes. The data collection method used in this study is to use secondary data, namely through a literature review obtained from journals or supporting articles. WhatsApp Business offers a variety of features, such as contact lists, sending messages with interesting content, using automated messages, offering special promotions, and providing customer support. These features are very useful in increasing sales, saving time and effort, and maintaining consistent communication with customers. [ABSTRACT FROM AUTHOR]

The aim of this paper is to investigate the association and impact between online banking service practices on e-customer satisfaction, and e-customer loyalty. In addition, it aims to analyze mediating role of e-satisfaction to online banking service practices and e-loyalty. The research followed the E-S-QUAL model to measure the online banking service quality (OBSQL) by five dimensions: e-customer service, site of the organization, website efficiency, user-friendliness, security, and privacy. It is based on quantitative research approach with a structured questionnaire through primary data collection by stratified random sampling. Out of 475 questionnaires distributed, 384 usable questionnaires were used, and SPSS and AMOS were used to analyze. An exploratory factor analysis was used to confirm the online banking service quality dimensions and structural equation modeling was employed to estimate the parameters and structure. The result explained that the efficiency of the website and e-customer service were highly influential dimensions of online banking service practices, followed by user-friendliness, security and privacy, and the organization's site. E-customer satisfaction significantly influences e-customer loyalty, and e-satisfaction mediates the association between online banking services and e-customer loyalty, which is a prime concern to bankers, users, and policymakers for continuous development. This research presents a model to recognize the quality of online banking services that affects electronic customer loyalty and satisfaction in developing countries of South Asia. [ABSTRACT FROM AUTHOR]

Lack of funds and poor agricultural-product sales are the main problems that limit agricultural development, which can be well solved by agri-food crowdfunding. How to attract more backers to invest in the early stage of a project is extremely crucial for agri-food crowdfunding. Using a unique sample comprising 1,136 agri-food crowdfunding campaigns on Crowdfunding Net, among the most influential crowdfunding platforms in China, a model is constructed that includes the five dimensions of people, product, promotion, cost, and convenience. Drawing on the classic 4P and 4C marketing theories, multiple regression analysis is used to examine the mechanism through which a project's presentation information influences the number of early backers. The results reveal that the factors in the three dimensions of people, product, and convenience positively impact the number of early backers in agri-food crowdfunding. In contrast, the cost-dimension factor is negatively related to the number of early backers. The promotion-dimension factors fail to pass the significance test. Additionally, the number of first-day backers partially moderates the effect of the initiator category, investment threshold, and lottery on the number of early backers. The effects of the trademark registration and number of reward categories on the number of early backers are completely moderated by the number of first-day backers. The evidence also shows that early backers' rational investment decisions are based on reliable information and lucrative rewards. The research conclusions offer practical enlightenment for initiators, crowd-funding platforms, and regulators in the agri-food crowdfunding industry. [ABSTRACT FROM AUTHOR]

In business-to-business (B2B) competitive marketing, less reputable suppliers must find ways to outcompete more reputable ones. As a marketing strategy, suppliers may ask their business partners or affiliates to recommend them to potential customers (supplier-initiated referrals). Referrals may help reduce potential customers' uncertainty regarding suppliers' overall capabilities and subsequently influence their supplier selection decisions. Thus, the following question arises: What is the effect of supplier-initiated referrals in B2B competitive marketing environments? To answer this question, we constructed a theoretical framework and conducted a quasi-experimental study. The results indicate that supplier-initiated referrals have a significant positive impact. Interestingly, the overall impact of referrals on a potential customer's decision is nonlinear. In other words, the marginal effect of referrer credibility on potential customers' supplier selection decisions decreases at a certain point, creating a ceiling effect. [ABSTRACT FROM AUTHOR]

To better understand how librarians across the country market e-learning resources to faculty, a survey was distributed to academic librarians in the United States to gauge what marketing strategies were being used, how the marketing responsibilities were being divided, and what strategies were deemed successful. The survey's results suggested that active, tailored marketing strategies which utilize the traditional liaison model tend to be the most successful. This study emphasizes the need for communication among librarians and includes recommendations for increasing the awareness of e-learning resources on your campus. [ABSTRACT FROM AUTHOR]

Background: Alerts about changes in unregulated drug markets may be useful for supporting health and community workers to anticipate, prevent, and respond to unexpected adverse drug events. This study aimed to establish factors influencing the successful design and implementation of drug alerts for use in clinical and community service settings in Victoria, Australia. Methods: An iterative mixed methods design was used to co-produce drug alert prototypes with practitioners and managers working across various alcohol and other drug services and emergency medicine settings. A quantitative needs-analysis survey (n = 184) informed five qualitative co-design workshops (n = 31). Alert prototypes were drafted based on findings and tested for utility and acceptability. Applicable constructs from the Consolidated Framework for Implementation Research helped to conceptualise factors that impact successful alert system design. Results: Timely and reliable alerts about unexpected drug market changes were important to nearly all workers (98%) yet many reported insufficient access to this kind of information (64%). Workers considered themselves 'conduits' for information-sharing and valued alerts for increasing exposure to drug market intelligence; facilitating communication about potential threats and trends; and improving capacity for effective responding to drug-related harm. Alerts should be 'shareable' across a range of clinical and community settings and audiences. To maximise engagement and impact, alerts must command attention, be easily recognisable, be available on multiple platforms (electronic and printable formats) in varying levels of detail, and be disseminated via appropriate notification mechanisms to meet the needs of diverse stakeholder groups. Three drug alert prototypes (SMS prompt, summary flyer, and a detailed poster) were endorsed by workers as useful for supporting their work responding to unexpected drug-related harms. Discussion: Alerts informed by coordinated early warning networks that offer close to real-time detection of unexpected substances can provide rapid, evidence-based drug market intelligence to inform preventive and responsive action to drug-related harm. The success of alert systems requires adequate planning and resourcing to support design, implementation, and evaluation, which includes consultation with all relevant audiences to understand how to maximise engagement with information, recommendations, and advice. Our findings about factors impacting successful alert design have utility to inform the development of local early warning systems. [ABSTRACT FROM AUTHOR]

Adapting to market changes is the lifeblood of any business. In the context of an increasingly dynamic environment, the need for a company to survive, adapt, and perform in the marketplace requires innovative strategies supported by digitalization. Developing the entrepreneurial behavior of human capital and maximizing the company's financial performance requires continuous learning, time management, and building strong and constructive relationships. In this study, an up-to-date review of the specialized literature sets the stage for classifying companies' market adaptation strategies into internal and external strategies. Thus, the results obtained are in line with the company's objectives to identify strategies for market adaptation in a dynamic and challenging environment. Among them, innovative strategies to adapt the company to the market, based on education and experience, have long-term positive effects on economic growth and development in the field. [ABSTRACT FROM AUTHOR]

Technological developments in today's modern era are increasing and spreading widely in society. This also has an impact on the business world in Indonesia, especially on how to purchase from conventional/direct purchases to online purchases using social media platforms and ecommerce platforms in Indonesia. This should be in line with the marketing strategy for business people in regions in Indonesia. A new marketing strategy must be carried out by business players in the industrial 4.0 era, the large number of competitors encourages all business players to provide new breakthroughs in the buying and selling process, including marketing products/services on e-commerce platforms and social media market places. Features in e-commerce such as lower prices, review features that make it easy to see product quality, and more complete product descriptions make it the right platform for buyers who want to buy goods online where activities occur more effectively and efficiently. This study aims to examine the influence of e-commerce in the progress of Micro, Small, and Medium Enterprises (MSMEs) in Empat Lawang Regency during the Covid-19 pandemic. Using several variables, namely accessibility, price, and quality of goods, they are included in a questionnaire distributed to MSME actors in Empat Lawang Regency. The results of this study indicate that all variables in this study have a positive effect on sales at UKMK in Empat Lawang and show the importance of using new methods in sales. In future research, it is expected to be able to add several variables to see the relationship with sales using e-commerce. [ABSTRACT FROM AUTHOR]

This exploratory case study seeks to understand the purchase and collection motivations of an international co-branded limited-edition collectible. It also explores consumers’ perceptions of the brand collaboration between Philippine-based Jollibee and United States-based Funko. This study finds that consumers are motivated to purchase and collect products based on their willingness to identify with the brand, which stems from personal values, self-concept, and nostalgia. While most studies on cobranding use simulated alliances, this study provides a real example of an international branding collaboration, thereby providing a nuanced understanding of co-branding spillover effects and how a consumer’s willingness to identify with a brand motivates their purchase and collection decisions. [ABSTRACT FROM AUTHOR]

Why does every book about the opioid epidemic have a landscape photograph on the cover? Landscape photography has had a persistent role in media coverage of America's opioid epidemic since at least 2016. This paper explores the phenomenon through analyses of a selection of recent, popular press book covers whose texts address the crisis, asking what this marketing strategy reveals. What do these images tell us about how we approach the opioid crisis, and how that approach may differ from previous addiction epidemics in America? How does the perceived whiteness of this epidemic influence how we visualize it? My argument is that, for the educated, urban reader whom these books are marketed to, the images are intended to evoke our existing anxieties about those other crises – climate change and American economic decline – provoking empathy with the victims of the opioid crisis. This signal to empathy may point to not only a changing approach to addiction but a shift in American culture's attitude towards the future. [ABSTRACT FROM AUTHOR]

This article addresses the potential of autophotography to generate new insights into the meanings of iconic sites. It draws on photographic and interview data collected as part of a broader study exploring the everyday urban sense‐making of university students in Liverpool, UK. Iconic sites featured prominently in participants' images of meaningful city spaces as well as the spoken accounts in the photo‐elicitation interviews. Visual depictions of urban iconicity are central to place marketing strategies attempting to attract visitors and investment. Yet on a local level, these icons and images have been criticised for alienating local populations and foregrounding lifestyles and cultures that are inaccessible to many urban residents. While we need to study icons critically, this article argues that we should not think of them reductively. The data generated here challenges understandings of icons as predominantly representational and establishes iconic sites as lived spaces that form part of everyday practices. Iconic structures are constitutive of 'geographies of memory' that are central to the development of a sense of place for university students. The autophotography method revealed that icons become symbols of elective belonging via which students highlight their connection to their university city beyond the more generic student infrastructure. [ABSTRACT FROM AUTHOR]

The study investigated the relationship between value co-creation marketing and customer loyalty in Nigeria's hotel industry. The DART theory, which outlined how the co-creation of value will foster consumer loyalty, was used as a theoretical framework. Twenty (20) hotels registered with the Nigerian Corporate Affairs Commission, including 3-star, 4-star, and 5-star hotels, were chosen and the study employed a sample size of 400 customers. Each randomly chosen hotel guests received twenty copies (20) of the questionnaire, for a total distribution to respondents of 400 copies of the questionnaire, of which 382 were deemed relevant for data analysis. Multiple regression statistics were used to analyze the data. The study found a strong correlation between co-creating value marketing (Dialogue, Access, Risk assessment, and Transparency) and customer loyalty in the hotel industry in Nigeria. Considering this, the study recommended that management should place greater attention on enhancing customer involvement and participation in services rendered to them using the DART model. [ABSTRACT FROM AUTHOR]

The battery swapping mode is a promising way for electric vehicles (EVs) to participate in power grid frequency regulation. However, the operation mechanism and the uncertainty management in the process still lack research. Aiming at this issue, this paper proposes a day‐ahead bidding strategy for the battery swapping and charging system (BSCS) providing regulation reserve capacity in the ancillary service market. Firstly, a new BSCS‐based regulation model is established. Then, an ambiguity set based on Kullback–Leibler (KL) divergence is used to manage the uncertainty of regulation signals and battery swapping demands. Furthermore, a boundary expectation approach is proposed to turn the problem into robust optimization. Finally, after using the extreme scenario method (ESM) to generate extreme scenarios, a duality‐free column‐and‐constraint generation (C&CG) algorithm is employed to solve the problem. The case studies demonstrate that BSCS can provide economical and robust reserve capacity bidding plans in the day‐ahead market with the proposed strategy. At the same time, the BSCS‐based regulation service is simulated with the battery development trend in the future, and suggestions are given. [ABSTRACT FROM AUTHOR]

To investigate the effects of trust and perceived value on the intentions to engage in hosting Airbnb, this study builds a multivariate model to explore the difference exists between Airbnb hosts and potential hosts. The empirical results reveal that perceived value is a major motivation for homeowners, while trust becomes the primary driving force for hosts continuing to use Airbnb. Perceived usefulness, ease of use, risks of Airbnb, and familiarity and personal innovativeness of users are furtherly examined as secondary variables. This study provides practical implications for the accommodation sharing platforms to improve the e-service quality and formulate marketing strategies. [ABSTRACT FROM AUTHOR]

By using SWOT this study aims to find out the state of the company, find out the factors in improving train ticket marketing and look for efforts to improve train ticket marketing based on the factors that have been obtained in the research. Data collection was obtained using interviews and questionnaires for data processing using qualitative descriptive analysis methods. To find out the internal factors of the company comes from the 4P marketing mix and for external factors the company comes from the environment, social and technology. After obtaining the factors, a SWOT analysis and weighting and rating were carried out using the IFAS and EFAS methods. In determining informants and research samples using the Purposive Sampling method. The informant in this study was an employee of the DAOP 3 Cirebon passenger transportation unit who was responsible for the marketing of train tickets. Based on the calculation of IFAS and EFAS, the value of Strength 2.28 and weakness of 0.67 is obtained so that the difference in value is obtained by 1.61, while for the difference between the value of opportunity and threat is 0.35 So that it forms coordinates (1.61,0.35). The results of the SWOT analysis found that the company's position is in quadrant 1 so that the strategy applied is an aggressive strategy where the best possible utilize strengths and opportunities such as maintaining service quality, providing promos and promoting customers to introduce their products. [ABSTRACT FROM AUTHOR]

The use of big data by large food retailers is increasing their bargaining power against the agri-food cooperative sector. The aim of this study was to determine the social media behaviour of food retailers in Spain and the UK, and to identify significant changes pre- and post-COVID-19 pandemic. The study analysed Twitter data collected from 16 food retailers; a total of 102,200 valid tweets were extracted from their official Twitter accounts. A term frequency analysis and a social network analysis of food retailers' Twitter behaviour were carried out. The results obtained show differences for both UK and Spanish retailers before and during the COVID-19 pandemic. For agri-food cooperatives with little bargaining power in the supply chain of fresh produce, data analysis is a key factor in improving their competitive positioning. These findings should be of value to data scientists as well as managers responsible for forming strategies in agri-food firms that have large food retailers as clients. Finally, the study also confirms that, for agri-food cooperatives, analysing tweet content is a cheap and useful tool for understanding customer behaviour. [ABSTRACT FROM AUTHOR]

The aim of the research is to model the concept of CSR on the basis of multifactorial influence, namely innovation, motives of marketing, strategies, motives of marketing mix construction and two concepts of CSR, the concept of ecological and social-ethical. Companies should not only address the mechanism for communicating CSR to process stakeholders and customers but also focus on the relationship between a company's green strategy and sustainability. The study also evaluated the influence on the CSR concept in terms of generated corporate innovations or the influence caused by marketing mix tools. Data from 812 respondents were collected through online structured questionnaires for the period from December 2020 to May 2021. Within the framework of establishing scientific hypotheses, these were oriented toward three directions: innovation, marketing strategies and marketing mix and corporate social responsibility. To process the results and test the hypotheses of this study, we used a multianalytical methodology using Partial Least Squares Modelling (PLS-SEM). The results show that both the motives of marketing strategies and the motives of competitiveness have a positive and significant effect on the concept of CSR applied in companies, but only if the path involves corporate innovation because the significance of the use of marketing mix tools was not confirmed. The research results show that the impact of the competitiveness motive is significantly higher than the impact of the actual creation and construction of the marketing mix. [ABSTRACT FROM AUTHOR]

The purpose of this paper is to investigate the promotional activities embraced by informal clothing manufacturing micro-enterprises (CMMEs) in the informal economy of an emerging market. Informal micro-enterprises are both income and job-generating alternatives for unemployed people in South Africa's townships. Recent research has highlighted the need to develop unique marketing strategies to address challenges in emerging markets and help CMMEs realize their true potential. A qualitative case study, which included personal interviews with 13 CMME owners and observations at a workshop with five participating CMMEs, was undertaken at a business incubation hub. The findings from this study suggested the prevalence of opportunistic self-started promotional activities and assisted promotional activities. CMMEs selectively embrace some of the methods and activities contained in the conventional, innovational and fashion entrepreneur promotional mix strategies. The opportunistic use of promotional methods resulted in the survivalist promotional mix particular to the informal CMME in an African context. This paper makes a theoretical contribution to the knowledge base of marketing literature within the informal economy context, and literature about informal clothing micro businesses. [ABSTRACT FROM AUTHOR]

It takes years to build a brand which can boast of a valuation of more than a Billion Dollar. But the business acumen of some of the entrepreneurs of today's time have taken their respective start-ups to such heights that they could achieve what others only dream of- a Billion Dollar valuation. The story of any Unicorn is always fascinating because a Unicorn is much more than just the valuation. It is the disruptive idea, vision, strategy and the sustainable goal of the team that makes the start-up a "Unicorn". This paper aims at gaining an insight into the marketing and funding strategies of four Indian Start-Ups viz. CRED, Meesho, BharatPe and Nykaa. The founders of these start-ups chose revenue over valuation and focused on building a brand that eventually turned into a "Unicorn". The findings of this paper revealed some path breaking marketing and funding strategies like influencer marketing, omnichannel marketing et al. [ABSTRACT FROM AUTHOR]

Shoes are one of the important needs for all ages where wearing shoes can directly support the performance of our appearance. purchasing decisions including fashion. At present, changes in people's lifestyles are influenced by fashion and this is what makes the industry movement in the fashion sector more consumptive. In the world of fashion, changes for the sake of changes in style occur continuously like shoe models. The city of Kebumen is one of the places that has a great opportunity to build an imported shoe business because shoe stores that sell imported shoes with quality brands are still rare and not many can be found. So the purpose of this study is to find out the implementation of the PinkShoes shoe company strategy, in maintaining business and solving existing problems from a marketing perspective. In this study the authors used the approach of segmentation, targeting, and positioning. The result of the research is a comparison between the strategic plan and the running of the business. It can be concluded that Pinkshoes in the implementation of business activities is always carried out according to plan, but for results there is still something that needs to be done for adjustments and improvements so that they can compete with others. In implementing Pinkshoes' business activities, it experienced several problems. From the practices that have been carried out by the Pink Shoes shoe business, there has been a change in strategy. This is due to the impact of the Covid 19 pandemic. So this also has an impact on estimated financial statements. Because the changes made adjust to the circumstances and the right strategy so that you don't experience significant losses. [ABSTRACT FROM AUTHOR]

Affected by the new coronavirus pneumonia from the year 2019 to 2022, the economic development of the tourism industry was bleak. According to data released by the Ministry of Culture and Tourism, domestic tourism revenue in 2019 was 5.73 trillion yuan. In 2020, under the impact of the epidemic, the domestic tourism market has entered a low stage, with annual domestic tourism revenue of 2.23 trillion yuan, down 61.07 % year-on-year. Judging from the situation of people's travel in recent years, the development of tourism is growing. Under the epidemic, the tourism industry was pressed the pause button and the expected recovery is full of uncertainty. The epidemic has brought great challenges to the tourism industry, but it is not impossible to break through. This will be a good time for transformation and upgrading. If the tourism industry wants to make more stable and better pace of development, more intelligent information construction services need to be created into it in order to achieve breakthrough and develop characteristic products. In the era of marine economy in the 21st century, island tourism is an important part of the marine industry group. It is favored because it gives tourists a psychological feeling of staying away from the hustle and bustle of the city and returning to nature completely. The island has become a popular attraction in the world. In view of this, it is of great significance to summarize the research on island tourism. Taking Nan'ao Island in Guangdong as an example, this paper analyzes the existing problems of island tourism and formulates corresponding marketing strategies, aiming at improving its competitiveness in the travel industry and forming differentiated competitive advantages. [ABSTRACT FROM AUTHOR]

This study aims to analyze the influence of the Korean wave and the NCT Dream brand ambassador from the South Korean boy group on buying interest in Mie Lemonilo products. Intense competition makes a brand must be selective in promoting its products in order to compete in a healthy manner. Therefore, trending marketing activities are carried out by companies in this digital era, namely taking advantage of the current Korean wave trend and the popularity of celebrities by using brand ambassadors. This study uses the A-T-R theory (Awareness-Trial & Reinforcement) with the analytical tool used is the quantitative method by distributing questionnaires. The data used in this research is primary data using a questionnaire with a sample of 100 people from followers of the official Twitter account @lemonilo, totaling 33,120 followers (7 April 2022). The results of the study partially show that the coefficient value of the Korean wave variable (X1) has a positive value of 0.606 and the NCT Dream variable as a brand ambassador (X2) has a positive value of 0.324 on interest in buying Lemonilo Noodles (Y). Simultaneously, there is an influence between the independent variables Korean Wave and Brand Ambassador on the dependent variable Purchase Interest of 47.4%, which means that there is the influence of Korean Wave and NCT Dream as Brand Ambassadors on Purchase Interest for Lemonilo Noodle products. [ABSTRACT FROM AUTHOR]

Business is an activity carried out by individuals and organizations that create value through goods and services to obtain a profit. In running a business, marketing strategy is the main key in product development for the progress of the company. Marketing is not only for product and service development, but also needs to take into account customer segmentation. Segmentation has done using K-Means Clustering based on SPSS. In this study, researchers took a case study at PT. Rumah Mebel Nusantara (IKEA) in the Semarang area by conducting research on 306 respondents to IKEA online customers. In this study obtained 3 clusters. Where cluster 1 is a Methodical Customer, Cluster 2 is referred to as a Humanistic Customer, and Cluster 3 is referred to as a Spontaneous Customer. Based on the results of data processing using SPSS, researchers chose Cluster 3 because this cluster has a high potential to increase sales with the type of purchase and the number of transactions are greater than the other 2 clusters. This cluster will tend to be more loyal than the other 2 clusters because this type of customer if they satisfied with the brand they will buy it. [ABSTRACT FROM AUTHOR]

At present, one of the most prominent support mechanisms for sustainable energy is implementing Feed-in Tariffs. This study analyzes Feed-in Tariffs for distributed electricity generation in Iran and Feed-in Tariffs for electricity generated by fuel cells in other countries. Based on reviews of the regulations and the support plans for renewable energy development, CHP generators, and fuel cells, four scenarios were designed for pricing the electricity generated from the fuel cells and how to support its market development. Based on these scenarios, the Feed-in Tariffs of electricity from fuel cells or the expected amount of support for each fuel cell unit was calculated. In the case of using a production tax credit (PTC) model, assuming the total export of the generated electricity to the grid, the cost per kilowatt-hour of electricity varied by 9.89–60.78 cent/kWh based on the utilization of different PEM fuel cell products of different companies. Using Iran's small-scale generator support guideline, the electricity generation cost was calculated between 7.032 and 57.921 cents/kWh. • To support PEMFC micro-CHP, ITC and PTC are offered in developed countries. • Feed-in Tariffs are one of the best financial support mechanisms for sustainable energy. • Most leading countries adopt the ITC model. • For the ITC model, the increase in gas tariffs has little effect on investment credit. [ABSTRACT FROM AUTHOR]

We apply causal machine learning algorithms to assess the causal effect of a marketing intervention, namely a coupon campaign, on the sales of a retailer. Besides assessing the average impacts of different types of coupons, we also investigate the heterogeneity of causal effects across different subgroups of customers, e.g., between clients with relatively high vs. low prior purchases. Finally, we use optimal policy learning to determine (in a data-driven way) which customer groups should be targeted by the coupon campaign in order to maximize the marketing intervention's effectiveness in terms of sales. We find that only two out of the five coupon categories examined, namely coupons applicable to the product categories of drugstore items and other food, have a statistically significant positive effect on retailer sales. The assessment of group average treatment effects reveals substantial differences in the impact of coupon provision across customer groups, particularly across customer groups as defined by prior purchases at the store, with drugstore coupons being particularly effective among customers with high prior purchases and other food coupons among customers with low prior purchases. Our study provides a use case for the application of causal machine learning in business analytics to evaluate the causal impact of specific firm policies (like marketing campaigns) for decision support. [ABSTRACT FROM AUTHOR]

In many instances, electronic learning centres (ELC) in public libraries are not utilised optimally as patrons are not aware of such facilities. As a result, marketing of services is critical for maximum use is needed. The study aimed to establish the marketing of information and knowledge services of Electronic Learning Centres (ELCs) in the City of Johannesburg (COJ) public libraries. Adopting a Technology Acceptance Model (TAM) for this study, a quantitative research approach was employed, and data was collected through an open-ended questionnaire. The target population for this study was electronic learning (e-learning) librarians and e-learning users. The findings revealed that computer services, free Wi-Fi, free internet, and e-resources were among the information and knowledge services accessible to the users of the COJ public libraries in the 21st century. Library pages, and word of mouth from e-learning staff and other users were some of the strategies used to market the information and knowledge services available and accessible. Marketing information and knowledge services offered in the e-learning information centres enhance such centres' optimal usage, therefore, marketing is instrumental as one of the tools for the use of the centres particularly in the 21st century. Suggestions are made on how to enhance the marketing of information and knowledge services. [ABSTRACT FROM AUTHOR]