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Pažangesnė interneto infrastruktūra ir augantis vartojimas didina rinkodaros specialistų galimybes. Internetas, kaip rinkodaros kanalas, tapo viena svarbiausių pardavėjo ir pirkėjo komunikacijos priemonių. Vis daugiau įmonių taiko interneto technologijas ir didina biudžetus strategijoms, kurios pagrįstos ateities technologijomis. Tačiau internetinės rinkodaros įrankiai (paieškos sistemų optimizavimas ir rinkodara, el. pašto rinkodara ir t. t.) pasirenkami intuityviai. Iki šiol nepateikta skirtingų kanalų ar įrankių efektyvumo vertinimų. Yra žinomos techninės specifikacijos, gali būti apskaičiuoti biudžetai, bet efektyvumo skirtumai išlieka neaiškūs. Straipsnyje siekiama išanalizuoti ir apibūdinti internetinės rinkodaros kanalų efektyvumą. Siekiant išanalizuoti skirtingų kanalų efektyvumą taikytas kiekybinis tyrimo metodas – anketinė apklausa internete. 55 % interneto vartotojų aktualus daugiaekraniškumas, tuo tarpu 79 % respondentų naršyti internete naudoja kompiuterį. Adaptyvus tinklalapis aktualus jaunesniems nei 40 metų amžiaus vartotojams. Beveik pusė Lietuvos interneto vartotojų pageidauja galimybės pasirinkti lokalizuotą turinį. Antros kartos žiniatinklis (WEB 2.0) yra efektyvus internetinės rinkodaros kanalas. Patraukliausia yra paieškos sistemų optimizacija, tačiau didžiausias konversijų skaičius pasiekiamas naudojant elektroninių laiškų rinkodarą. Tyrimas atliktas Lietuvoje, todėl rezultatai gali būti nerelevantiški kitoms rinkoms. Rezultatai naudingi Lietuvoje veikiantiems verslo subjektams planuojant rinkodaros strategijas ir siekiant pasirinkti efektyviausią internetinės rinkodaros kanalų derinį. Advanced internet infrastructure and increasing internet usage both in corporate and home levels broadens opportunities for marketers. The internet as a marketing channel became one of the most important tools for communication between the seller and consumer. More and more companies rely on the internet and increases the budget for the next generation strategies. However, the channels (Search Engines Optimization, Search Engines Marketing, Email Marketing, Invasive Marketing, Syndicated content Marketing, Social Media Marketing and etc.) are chosen intuitively. There is no proven efficiency of different channel or tool. Marketers know the technical description, can calculate budgets but the efficiency differences are unclear. The purpose of the article is to analyse and describe the efficiency of each online marketing channel. Quantitative research method was used to analyse the efficiency of online marketing channels. A survey of Lithuania’s internet users reveals the most acceptable (efficient) online marketing channels. The article scientific aim is to identify which online marketing channels are the most efficient. The findings are valuable at least for Lithuanian market as it reveals the efficiency of different online marketing channels. Companies can make the strategic decisions and choose the most powerful and money efficient channels combination to achieve their marketing goals.

International audience; Forming and managing a brand community is now a common marketing strategy for brands looking to increase consumer commitment and financial performance. Despite the advantages of having a strong brand community, brand community management is traditionally directed towards the consumer or end-user. The purpose of this paper is to argue brand communities can and should be formed within a brand’s entire network or supply-chain. Brand network community marketing is a user-centric marketing perspective. It purposefully encourages and supports the formation of brand communities with brand users regardless of their location within the supply-chain. In order to develop a brand community within a brand’s network four activities to focus on are offered. The article concludes by discussing the implications of this work and offering avenues for future research.

Social media is gaining importance as a component of marketing strategies. Many types of social media, such as social networking sites, blogospheres and micro-blogospheres, have been seeking business opportunities and establishing brand expression in the recent years. Online marketing information diffusion has become the critical business model of online social networks. However, most of the current marketing studies on discovering potential influences do not appropriately support them to diffuse advertisements. Therefore, marketing information may be lost during the diffusion process and cannot be sent to potential customers successfully. In this research, a diffusion path planning mechanism for advertisements is developed to help influencers to propagate marketing information and help marketers to evaluate possible rewards under different marketing strategies. Our experimental results show that the proposed mechanism can significantly improve the diffusion process of advertising messages and decrease marketing uncertainty.

The modern lifestyle has put an emphasis on maintaining a healthy lifestyle. A fitness center provides the facilities and services that help enhance physical wellness. However, the sports industry boom led to the increased competition among the fitness centers and their aggressive marketing strategies, causing management difficulties and consumer damage. As the consumer capabilities and interactions increase, marketing trend has shifted from widely used Marketing Mix to a consumer-oriented paradigm. The customer relationship and retention is identified as the initial key step to effective relationship marketing, which will secure profits to the business. However, the customers consider the physical factors, such as the facilities, equipment and fees, as a priority and regard other various factors, such as fitness programs and employees, as the components of customer satisfaction. This study explored the previous research no the relationship marketing of fitness centers, examined the success factors and future directions and offered a theoretical model for relationship marketing of fitness center.

On April 6, 2005, Sony Corporation announced the signing of a global partnership program contract with the Federation Internationale de Football Association (FIFA) and the organizer of the FIFA World Cup. The contract, which represented the first global marketing and communications platform for the Sony Group, would run from 2007 to 2014 with a contract value (excluding services and product leases) of 33.0 billion yen (approximately $305 million). This was a very significant marketing investment for Sony, since the cost of event sponsorship with advertising was typically two or three times the cost of the sponsorship rights; hence, Sony was potentially investing a billion dollars or more on FIFA-related marketing campaigns over the next several years. Many Sony senior executives were questioning the return on investment (ROI) of the FIFA sponsorship opportunity.To define key metrics and articulate a methodology for campaign measurement pre- and post-campaign to quantify ROI. To design a new Sony marketing campaign to activate the FIFA sponsorship opportunity, define metrics for measurement, and learn to use a balanced scorecard approach. Since the FIFA sponsorship is a brand campaign, nonfinancial metrics are primarily used. The key to success is to have a clearly defined sponsorship marketing strategy and business objectives.

Wrigley launched Eclipse gum in August 1999. In early 2000, Paul Chibe became senior marketing manager for Wrigley's breath freshening portfolio, which included Eclipse. With the disappointing first-year performance of the brand, Chibe needed to take action to turn Eclipse around. His task was to use the opinions from other Wrigley executives and from marketing research data to decide if Eclipse could be turned around or if it should be abandoned.After reading and analyzing the case, students should be able to: Identify the most important variables that drive the success of consumer package goods brands Interpret and use data from various types of marketing research to evaluate marketing mix strategies Develop fact-based marketing recommendations

As marketers love to teach students, differentiation must be the focal point of marketing strategy. But what happens when a firm’s competitive set is shared by similar customers, perceived differentiation is weak among rivals, and loyalty is a thing of the past? This was the dilemma the French luxury jeweler Mauboussin faced: how to leverage its iconic brand to access new customers, domestically and abroad, and through new channels, while preserving the image of luxury goods founded on the myth of rarity and exclusivity? The case was designed and used for the latter portion of an international MBA marketing course and would work well in most international business courses.

CEO Richard Gedman has suddenly found himself running two separate but potentially related businesses: the slot manufacturing and marketing business that he has been running for years, and a new online and mobile gaming business that has grown incredibly fast over the past couple of years. To sustain success in both businesses, it seems clear that each one will require significant R&D investments. Should he invest in only one or both?After students analyze the case, they will have a greater appreciation for why successful marketing requires a true understanding of customers and their preferences, rather than (for example) merely examining competitor offerings. They will also have a clearer understanding of how to calculate some of the basic metrics needed to do a marketing analysis (e.g., market share, price per unit) and how these metrics can inform any marketing decisions significantly.

This case focuses on Cisco Systems' innovative probe-and-learn approach to using social media to launch its ASR 1000 Series Edge Router. The company had decided to eschew traditional print and TV media in marketing the new product and had decided instead to focus its efforts entirely on digital marketing and social media to attract the attention of its target market. The case discusses Cisco's bold plan to launch the ASR 1000 Series “virtually, visually, and virally” and the digital tactics employed by the Cisco Systems marketing team to accomplish this ambitious goal. Business marketers normally adopt a more serious and traditional approach to marketing its products but in this case Cisco had decided to buck that trend by exploring digital tools and social gaming avenues which its target client—the technical community—were increasingly frequenting. Cisco's challenge lay in whether this new approach and resultant value proposition would resonate with its technical audience and give the ASR 1000 Router the kind of publicity it needed to have. The case is set at a time when social media was burgeoning as a promising way to engage consumers more deeply with brands and products, but marketers were still experimenting with the tools and tactics of social media for marketing.Understand the relevance of social media for product launches as a function of contextual factors such as nature of product, media habits, and company credibility. Learn about the applicability of social media for business marketers in terms of its uniqueness, advantages and challenges. Recognize the relationship between campaign objectives and the value proposition for the product. Understand the evolution of social media marketing from a probe-and-learn approach to a strategy-driven process. The initial test and learn approach must be enhanced and become more strategic in the future.

Because social media encourage two-way communication and interaction, they are valuable relationship-building tools for the marketer who chooses to use them to build dialogue and engage customers. ...

The product strategy is a cornerstone of the product, price, place, and promotion (four Ps) of the marketing mix that has undergone significant scrutiny and critique. This study sought to conduct a systematic review of the peer-reviewed literature to better understand how product has been conceptualized and operationalized over multiple decades. Application of inclusion criteria resulted in a sample of 88 articles published from 1973 to 2015, representing work in 18 different countries in North America, Asia, Africa, Europe, and Oceania. Content analysis showed that authors offering formal definitions of product have placed heavy emphasis on conceptualizing the product P as the prescribed behavior for the target audience in a social marketing initiative. Analysis of the operationalization of product strategies revealed more balance across the literature in thinking about product as beneficial outcomes and tangible goods as well as behaviors. Discussion focuses on consideration of the findings in the context of the call from several thought leaders in recent years to steer away from talking about the product as behavior and concentrate more on goods, services, and product features. The results also inspire discussion about the future utility of conceptualizing product within a three-tiered frame of actual, core, and augmented products.

The literature widely acknowledges visual communication in the form of a logo as a potential marketing tool for attracting visitors. Focusing exclusively on logos, this study uses the Haitian Destination Marketing Organisation (DMO) logo as a case study to explain how the choice of colors of a logo can benefit from market research methods. In essence, the study develops an analytical framework and contributes to the body of meta-literature in tourism marketing research. The results of the research affect current marketing practices in tourism, because firms seemingly overlook some important elements when developing a new logo. This situation is the case of the Haitian DMO and possibly other DMOs in the world.

In recent years, consumers and the business world have deemed environmental issues to be more important, and green marketing has become a competitive advantage involved in corporate strategies. This chapter aims to study the concept of green marketing in the business world. First, according to literature, evolving green marketing definitions are described in detail, and the importance of green marketing approach it assessed. Then, since green marketing approach must be integrated with corporate strategies, four green marketing strategic models are presented and discussed. The chapter concludes with a discussion of the implications for green marketing of motivating factors such as pressure from consumers, NGOs and environmental organizations, legislative authorities, cost and profit considerations and competition between companies.

In this paper are discussed the tools of marketing communication which the Department of communication of The Faculty of Operation and Economics of Transport and Communications of Zilinska univerzita v Ziline uses in its activities. Specifically, we pay attention to various areas as advertising, public relations, personal selling, and sales promotion. The paper presents a survey of customer satisfaction with the presentation of the Department of communications. We have used a direct survey method, specifically the marketing research. The aim was to find out how students of selected classes perceive level of marketing activities in the field of communication at their department. This set out four key proposals arising from the previous stages of research and analysis. It is an informative brochure for potential students, informative board, innovation of the department's website, and suggestion for promotional products. Planning of marketing activities can be targeted at different defined objectives. In the case of the communication policy of the Department of Communications, this planning is designed to increase the effectiveness of marketing presentations. Through a detailed marketing plan drawn up by the various instruments of communication mix their introduction into the process of using will facilitate.

In past few years, retail business has significantly improved. Company needs marketing strategy to raise their competitiveness and make a good brand equity. One of these strategy that can be used is Integrated Marketing Communication. This study aimed to examine the influence of integrated marketing communication toward brand equity. This study was a quantitative study. The sample of 150 respondents were taken by using purposive sampling. The data analysis used multiple linear regression. These findings showed that dimension of integrated marketing communication consists of Advertising, Sales Promotion, Personal Selling, Public Relation, Direct Marketing, Interactive Marketing, and Corporate Design together influence Alfamart Brand Equity. While partially, only Sales Promotion, Personal Selling, and Corporate Design has significantly influence Alfamart Brand Equity

The objective of the study was to examine the impact of marketing mix and online marketing on SMME cafes in South Africa as a marketing strategy. The study was an exploratory research design which sought to get new insights into the activities of how marketing strategies could be adopted into the SMME's in South Africa. Convenience sampling technique was used in selecting 5 small to medium cafes from Braamfontein, located in the Centre of Johannesburg, South Africa. Data was collected from both primary and secondary sources. Primary data was in form of focused group discussions and interviews to elicit information for the study, while the secondary data was culled from other related works, libraries as well as information from the internet. Qualitative research approach was adopted in analysis of the data. The study has proven that cafe owners or brand strategists do implement an integrated marketing strategy embracing both marketing mix and online marketing. The study also revealed that, online marketing was an effective platform to help communicate a desired message to the target audience. The study recommended for marketers to recognize the importance of embracing and employing an integrated marketing strategy. There is also the need for cafe owners to be effective in using integrated marketing strategy.

The economic crisis has redounded sharply upon marketing communications and media vehicles in Cyprus. In recession periods, communication and marketing budgets can contract while companies seek to obtain the best communication outcomes with more limited resources, both the size and the distribution of the communication mix can alter rapidly. This qualitative paper reveals that Cypriot advertising agencies now place greater emphasis upon marketing public relations (MPR) as it is perceived to be cost effective and efficient in achieving campaign objectives. The empirical data also indicates a shift towards the use of internet marketing and social media as more and more businesses are realizing the importance of consumer generated marketing and word-of-mouth/mouse marketing (WOMm).

This paper traces the journey of the marketing mix paradigm from its inception through continuous debate and discussion over the years. It traces the evolution of marketing mix components and the transformation of the marketing paradigm as society, technology, media, information and money have changed. A significant evolution of technology has changed the face of marketing. The paper uses inputs from marketing experts to trace the all-encompassing and unstoppable expansion of cyberspace that is changing every single dimension of consumers’ lifestyles. The paper outlines the acceleration of the information revolution with the advent of the ‘Read-Write Web’ or ‘Web 2.0’. Within this emergent virtual domain, corporate blogs, online communities, social networks and wikis have redefined the routine lives of individuals and changed the way people relate to information, brands, other people and even themselves. The discussion further proceeds to address three important issues facing the world of marketing today: the implications of today’s technologically inspired environment for marketing in the twenty-first century, the conceptualization of a customer mix as a pre-requisite for the marketing mix and, in conclusion, finally proposes an update to the marketing mix itself. In addition to this, the paper also traces the incorporation of the concepts of relationship marketing, customer relationship management, co-creation, salesforce automation and digital marketing in current-day marketing environments.

This study examines the mediating roles of corporate social responsibility on the links between green marketing awareness and consumer purchase intentions. Data was analyzed using the partial least squares (PLS) approach for the analysis of structural equation models with SmartPLS computer program version 2.0. PLS results revealed that corporate social responsibility partially mediated the link between green marketing awareness and purchase intentions of the product. Consumers develop positive green marketing awareness based on the growing environmental knowledge. They were aware of the green marketing program of the retail store when they noticed that the store allocated specified space to sell eco-friendly products. Furthermore, the companies make their green marketing activities known to the publics by distributing eco-friendly fliers which helps to increase sales revenue, raise consumer awareness, and develop greater intention to purchase the products. The outcomes of the mediating effects of this study add a new momentum to the growing literature and preceding discoveries on consumer green marketing awareness, which is inadequately researched in the Malaysian setting.

Marketing is the concept of business-oriented customers, in this concept, the design of products and services starts from the needs of consumers, and consumer satisfaction is set as a target of operation, in companies with marketing concept fully implemented, not only the marketing department cares about the consumers, but all employees, working with the awareness that they are working for consumers, in these enterprises, commitment to consumers especially applies to employees who are in direct contact with them. Marketing concept is gaining more and more supporters due to the achieved good results, but there is also a number of upgrades and enhancements of the basic idea.

Shopper marketing has lately become a promising business initiative. The distinction between shopper marketing and traditional marketing paves the way for new relations, partnerships, and better results of retailers and suppliers. The paper explains the new perspective of marketing, with the shopper in focus. Retail has been identified as the center of gravity for enterprise cooperation and a new business consensus. The advantages and challenges of shopper marketing are also explained, including tracing the efficient category management model and partnership value creation. In the wake of the development of new category management guidelines, the paper points out the aspect of the institutionalization of cooperation in shopper marketing, as well as the future of multi-channel analysis and customer satisfaction.

In recent decades, we have witnessed an ever increasing concentration of companies towards the consumer. This has come as a result of various factors, of which an important one has been the digital revolution, which has empowered consumers by giving them access to information and access to one another on a global scale. In an attempt by companies to adapt to this customer empowerment in order to achieve a greater profitability by better serving customers, digital marketing was born. Digital marketing includes various methods of achieving marketing goals by using digital tools, including: search marketing, social media marketing, email marketing, mobile marketing, content marketing, etc. While digital marketing has proven to be very successful in developed countries around the world, in Kosovo it does not have a significant presence. Either way, the development opportunities of this field in Kosovo are plenty. In Kosovo, the percentage of internet users is quite large. This means that there is an almost unexploited market online. The main reasons why digital marketing can succeed in Kosovo are: low cost compared to traditional marketing (TV, radio, billboard, etc.), a positive attitude of businesses towards digitalization, a large number of potential customers, and an emphasized need for professionals in this field.

In present spirited business environment, marketers and advertisers are facing trouble in the selection of viable marketing channels. Obviously, mobile phone and electronic mail are the two interesting communication sources. This study aims to emphasize on the effectiveness of mobile and email marketing channels using AIDA model. The study applied qualitative approach to collect data through semi-structured interviews from the registered customers of a retailer and whole sales company “Metro-Habib Cash & Carry Pakistan (MHCCP)”. The collected data were analyzed through matrix structure by defining themes and color codes. The sub-rows and columns were re-arranged with the help of iterative approach to properly manage the data. The study clarified that mobile marketing channel creates better market attention, interest, desire and purchase action as compared to email marketing channel.

INTRODUCTION:A company, in an effort to sell products, needs to establish good communication with its customers through marketing. According to Nickles (in Swasta and Handoko, 2000), marketing communication is a seller -buyer communication activity that is significantly influential in the decision making process of marketing. It also creates a satisfying exchange between the seller and the buyer by encouraging both parties to play their roles well during a transaction. The point is that marketing communication is a two-way exchange of information between parties or agencies involved in marketing. The parties involved will listen, react, and speak to create a satisfying relationship exchange. A marketer must understand how the communication takes place. A marketing communication model will answer things related to who sends it, what to say, what communication channel to use, to whom, and what the consequences will cause. In the communication process, a good communicator must be able to deliver the message to the recipient. A communication process model can give an illustration to marketers about how to influence or change the costumers' attitude through a persuasive communication implementation design. The activity process is intended to get a final response from the audienc es in a form of purchases, high satisfaction and a mouth -to-mouth positive story. Marketing communication represents a collection of all brand elements and communications in a marketing mix that facilitates a brand to reach its target (i.e. the customers).Information technology, in globalization era, has produced various kinds of information media providers for customers, including cellular phone network service operators. The increasing number of cellular service providers has forced each of them to improve their product quality, in both sectors: goods and services. A provider needs not only to implement a brilliant product -positioning strategy in market through a quality standard establishment, but also to maintain the brand position in customers' mind through an appropriate promotion strategy. Product competition has also led to an increase in the cost of advertising and other promotional activities in an attempt to seize the customer's attention. An appropriate marketing communication may avoid losses due to ineffective and inefficient promotional activities. Marketing communication strategy can be included in marketing -communication-mix concept. An understanding of communication is intended to make the delivered information to be able to result in the desired impact that is reaching a similarity in expectation. All types of communication, both instructional and motivational, are aimed to make the recipient react something as desired by the message sender. Communication suggests a mind, a meaning or a message that is shared equally between the sender and the recipient. Another word that is similar to the communication is community. It also emphasizes a similarity or togetherness. Community refers to a group of people who get together or live together to achieve certain goals, and share meanings and attitudes (Mulyana, 2003). The process, that builds a relationship between manufacturers and individuals or groups in a product delivery, is made to meet customers' needs and desires in order to achieve a higher s atisfaction level through the creation of a qualified product. Communication in marketing activities is quite complex. A more complex communication requires a more effective strategy planning for the communicator to deliver a message to the communicant. A merged study between marketing and communication will result in a new study called marketing communication. Marketing communication is a communication application that aims to help the marketing activities of a company. The application is strongly influenced by the different forms of media used, the message appeal, and the service frequency. Business communication application is very important, especially in the delivery of communication messages that faces various issues, differences in perceptions, cultural differences, and limitations of the medium used. …

This chapter focuses on the marketing mix decisions and branding. It starts by exploring the definition of the marketing mix. It then explains the seven Ps and discusses how to create the marketing mix in a detailed way. A discussion of branding is included to demonstrate that the branding of information organizations should be credible, consistent, and attractive and it is vital for the branding of information organization to focus on the portrayal of the values to its users and communities. By the end of this chapter, the key points are summarized and the references are provided.

The domain of online marketing and internet advertising is going through radical changes. In context to Indian online market, according to Internet and Mobile Association of India (IAMAI), the digital commerce market has seen a growth by 33% reaching to a figure of 62,967 Crore in the year 2015 which is predicted to touch $50 to $70 Billion by the year 2020 owing to the increasing popularity of online shopping and increase in internet penetration. Affiliate marketing is referred as performance marketing and associate marketing (IAMAI Research Report, 2014). Affiliate marketing is a type of online marketing technique where an affiliate/promotes a business through an advertisement on their web site and in return that business rewards the affiliate with commission each time a visitor, customer generates sales. The objective is to analyze by conceptualizing the mechanics of affiliate marketing through judicious and optimum use of digital content marketing by e-tailers so as to engage customers and create boundless business opportunities for growth, expansion and profitability.

The different tools used in digital marketing are meant to increase the web traffic. One of the important components is Affiliate Marketing. This chapter will bring huge transitions in industry of digital marketing. The affiliate marketing has benefits of increasing customer satisfaction and value driven efficiency in any organization. The study of affiliate programs need to be activated in organizations in order to exploit the potential of same. The companies like Amazon, snapdeal, and flipkart are running affiliate programs and the brand of these companies remain unbeatable. The purpose behind affiliate marketing is to use publisher or affiliate website for promotion of merchant's own products. The underlying benefit is its low customer acquisition cost and marketing expenses.

This chapter explains the roles of social media marketing and brand management in global marketing, thus describing the theoretical and practical concept of social media marketing, the overview of brand management, the significance of social media marketing, and the application of social media-related brand management in global marketing. The creation of social media marketing and brand management is necessary for modern organizations that seek to serve suppliers and customers, increase business performance, enhance competitiveness, and gain routine success in global business. Thus, it is vital for modern organizations to acknowledge their social media marketing and brand management utilization, establish a strategic plan to consistently evaluate their effective promotions, and immediately respond to social media marketing and brand management needs of customers. The chapter argues that applying social media marketing and brand management in global marketing has the potential to enhance organizational performance and achieve strategic goals in the digital age.

This study is to establish the concept of neuro sports marketing based on neuro-marketing and find the probability of its application. The neuro-marketing can be referred to as the fusion of neurology and marketing. In actuality, the neuro-marketing has been tried by domestic and foreign enterprises for the analysis of product development, design improvement and sale circulation, brand power, advertisement effect, etc. Sports marketing and neurology have been fused to have the meaning of a new field so that the behavior of sport consumers may be appreciated, anticipated and controlled on the ground of the concept of neuro-marketing. It, has been confirmed that such neurotransmitters as dopamin and ocytosin apply the mechanism for the brain and neural science to be grafted onto neuro sports marketing to have a positive effect on the satisfaction and trust of sports consumers. Additionally, its future research-scope can be expanded to the followings: first, the establishment of marketing strategies for the improvement of customer satisfaction and the effective composition of spaces such as sports facilities and sports shops through eye-tracking, second, the image analysis of sports brands, third , estimation of advertisement effect and finally the advancement of technology in sport fields.

The new social media, just like WeChat, has developed rapidly. It has deeply influenced the traditional purchase situations. What is the mechanism of how the social media influenced the travelers？Based on the social media’s marketing characteristics, the paper put forward that the social media’s marketing methods which include platforms of application, activities marketing and topic marketing have influenced the travelers’ perceived value and purchase decision. With research on the users of public information service platform from Spring Airlines, we have made some questionnaires which include the platforms of application, activities marketing, topic marketing, perceive value and purchase decision. The data’s reliability and validity were tested, and then we deal with these data by the confirmatory factor analysis. Consequently, the influence model was proved and improved. The final conclusion of this article is that the platforms of application, activities marketing and topic marketing influence traveler’s perceived value, thus affect their purchase decision, which means the social media, influenced the tourists’ purchase decision by creating perceived value. It provides a new sales channel for airlines.

The Internet is one of the first things leading technological developments. It provides easy accessibility to the products. These kind of developments led businesses to use the Internet intensely in marketing. Thus, online marketing has started to develop and become one of the direct marketing techniques. Online marketing provides both businesses and customers with a great deal of easiness. Companies present customers with products, services and information in an untraditional way thanks to online marketing. Moreover, customers have had the advantage of following the developments and changes, also the access to the products and services easily. Other than the power of information access of the Internet, commerce network and distribution have appeared to be very efficient. In this regard, online marketing have been considered to be one of the tools of modern marketing in terms of reaching customers.Â

To preserve and protect the environment and maintain a healthy balance in the eco system is the need of hour. Therefore, marketers and consumers are switching from conventional products towards the greener ones. Green marketing as the name itself suggests refers to the marketing of eco friendly products. This paper addresses the concept of Green marketing, why companies are adopting green marketing and explores the challenges that green marketing is likely to face in the near future. Also, this review was needed to create a sense of awareness among customers and to motivate marketers towards making green products which will not only fulfil their social responsibility but also help them to earn their bread in an eco-friendly way. The secondary data was collected through articles, newspapers, journals, books and websites. Finally it was concluded that green marketing can be posed with numerous challenges in future and marketers have to deal with it in a healthy manner to retain their customers.

The hypothetical mix of relationship marketing and transactional marketing perspectives is a major theme in the general literature that should be researched in relation to tourism and travel shows. This issue is addressed in the present paper which analyses the effect of managing relationships among three partners (trade organizer, exhibitor and end customer) on the exhibitor's performance during the fair, and comparing that effect with the influence of transactional marketing management, in which business performance depends on conventional tools. The results point to an overbalance on the side of transactional marketing in the case of tourism and travel exhibitors. By contrast, in the case of the business-to-business relationship between trade show organizers and exhibitors, the weight of relationship marketing seems to be comparatively higher and, most relevant, to affect the exhibitor's performance in terms of their business with end customers during the show.

The purpose of the paper is to identify the nature of the influence of a company’s marketing communication of the actual consumer behaviour. To achieve this purpose, the paper is structures in two parts; firstly, the recent literature regarding relationship marketing paradigm is reviewed and the value chain concept is presented. The second part contains a survey-based research which uses book-store customers as target unit. Sales promotion and advertising are used as input variables in identifying the variation in the client’s buying behaviour. Client behaviour was measured through three variables: monetary value spent by the clients within their last purchasing experience, buying frequency of the clients, and their buying intention.

Green marketing is one of the most important strategies which business organizations operate in order to gain consumers confidence on one hand, government’s confidence and others who are working to protect the environment on the other hand. The survival of organization in the market depends on its commitment to the standards of environmental protection and consumer from the damage that may arise from its work. Therefore, this study aims to identify the impact of the application of green marketing standards on the marketing performance ofRabigh Refining and Petrochemical Company(Petro Rabigh), and in order to achieve this goal, a questionnaire was designed and distributed to the management of Refining and Petrochemical Company(Petro Rabigh) at its all levels (upper, middle and lower) to take their opinions, analysis them and extract the results of the study. The study has reached a conclusion that green marketing is a criteria that has a strong and direct relationship in achieving an effective marketing performance, with the exception of profitability where the relationship was weak. Also, the standard of social responsibility has the greatest impact on the marketing performance of Refining and Petrochemical Company(Petro Rabigh). however, the least one was the standard of service. The study found that the impact of green marketing standards on the marketing performance with the existence of the four variables of organization's culture that became homogeneous and there were no differences in influence between them.

Some of the efforts towards marketing eco-fashion brands have not resulted in extensive consumption of these brands, which is particularly critical when environmental degradation and waste is increasingly being questioned. This article uses a case study on an eco-friendly company called Rant Clothing (Australia) to demonstrate the significance of eco-branding and marketing. The article proposes that the increased interest in eco-fashions lies in the ideology of skillful branding and ingenious marketing. Specifically, this article investigates the functional and non-functional benefits of branding. On the basis of this literature synthesis the article challenges theoretical branding and marketing issues that are likely to underpin Rant Clothing from an eco-perspective and provides a platform for increasing consumption.

Marketing communication has become more important than ever before because of the building strong relationships with customers. Relationship marketing should be basis for SMEs be able to be competitive and successful. The paper provides an overview of current trends of using guerrilla marketing communication especially in large enterprises and their influence for SMEs. Theoretical background from the area of guerrilla marketing communication supports this approach with data from primary research collected by the authors. Adequate guerrilla campaigns could create acceptable background for effective marketing. The objective of this research is to verify intensity dependence of guerrilla marketing in connection with gender of the customer and identify possible trend of guerrilla marketing campaigns in SMEs. The research was aimed at random chosen group of young people in the Czech Republic. The result of the research can be used for the companies that operate in the Czech or Central European market especially in the area of beverages, food, sport/entertainment and beauty products.

A widespread usage of mobile devices in our age creates a new marketing channel for the corporations to reach the consumers in an effective way. Being effective, personalized marketing tool, mobile marketing attracts the aviation sector, whose aim is to create an environment for the users so that they can require any product and service or pay and learn about them with their mobile devices from anywhere they want. Accordingly, the purpose of this study is to measure the mobile technology usage in airline marketing and the perceptions of the consumers using airline towards the campaigns about mobile marketing. So, whether the airline customers use mobile devices for ticket reservations, what they think about using mobile devices for these transactions in the future, and their attitude towards the applications run or planned to be run by the airline businesses are tried to be investigated. Survey method is applied and SPSS 17.0 statistics program is used for the analysis. In conclusion, data towards the necessity of personalizing the mobile marketing applications by airline companies is obtained. The results of the study are expected to help airline companies in Turkey while deciding mobile marketing campaigns via showing them the perceptions and expectations of the customers toward mobile services.

The aim of this research was to know the influences of 7P marketing mix variables, which consists of product, price, promotion, place, people, physical evidence and process on purchasing decision of consumers in determining appropriate marketing strategy of Malang apples at Giant MOG. The result analysis showed that the most influential marketing mix variable was price with the odd pricing as the best strategy to increase the purchasing decision of Malang apples consumers at Giant MOG.

The primary aim of the study is to examine the effects of services marketing mix elements on Indian customer for making the appropriate marketing mix strategy in banking services context. The study is based on a sample of 351 customers of bank users in India who filled an online questionnaire. The paper uses confirmatory factor analysis and structural equation modeling (SEM) to analyse and confirm the conceptual model proposed in the research. The paper finds that physical evidence, process, place, and people have a positive and significant effect on customer. The study suggested an appropriate services marketing mix strategy for Indian customer perspective in the context of banking services. The paper would help the bankers to create marketing strategies and action plans to retain their existing customers and to attract new customers. The paper is first of its kind to discuss the effects of ‘7Ps’ of services marketing mix collectively on Indian customer. The results of the analysis indicated that managing the marketing mix dimensions of product, price and promotion is of less importance except place than managing interactive marketing dimensions such as people, physical evidence, and process.

This was a case study analysis on Seagram (Thailand) Limited. The company was a producer of several whisky brands such as Chivas Regal and Master Blend. This study analyzed the marketing strategy of the company before liquor liberalization in 2000. Qualitative and descriptive research method had been used in this study. The results showed as follows: Its marketing objective was to increase sale and income. Its marketing strategies were focused on direct sell strategy and sport marketing strategy. Additionally, the company conducted marketing mix strategy such as product, price, promotion and place (of distribution).

The study of consumer behaviour has become in recent decades increasingly important. Therefore, it is particularly important to understand what processes are acting in the black box of consumers of tourism services before taking any marketing decision. This paper presents a marketing research that aims to identify key dimensions of consumers of tourism services. The marketing research is based on online questionnaire sent by a representative sample shows a number of answers about consumers' purchasing intentions, the main influences on consumer attitudes, motives in choosing the holiday package, the main sources of information accessed in the process of choosing the tourism services, etc.

Advancements in communication technology have given rise to the evolution of a new electronic form of word-of-mouth publicity i.e., viral marketing communication. Internet induced viral marketing is a highly effective tool available to marketers today. Online marketing has been used by various organizations via platforms, such as blogs, company websites, and social networking sites. Online marketing is helping organizations to grow their business by adopting strategies to reach out to their customers. Such marketing can be used to generate brand awareness among large populations in a short span of time; in addition, consumers can refer brands to others. Word of mouth publicity can be a powerful factor to influence the purchasing decision of customers. This paper is an attempt to predict the buying intention of consumers as a result of internet induced viral marketing techniques. The study was performed on primary data collected through self-structured questionnaire based on a five-point Likert Scale. Non-probability judgemental sampling was used. Discriminate analysis was performed using statistical software SPSS 16.0. The study determines the important factors that predict customer buying behaviour. Marketing managers should understand these factors and appropriately target the customer. Appropriate use of these factors can help the managers' businesses flourish. In this study, we found that the factors immense efficacy, professed security and escalating brand were significant predictors of the consumer's buying intention.

Marketers are faced with new challenges and opportunities within this digital age. Digital marketing is the utilization of electronic media by the marketers to promote the products or services into the market. The main objective of digital marketing is attracting customers and allowing them to interact with the brand through digital media. This article focuses on the importance of digital marketing for both marketers and consumers. We examine the effect of digital marketing on the firms’ sales. Additionally the differences between traditional marketing and digital marketing in this paper are presented. This study has described various forms of digital marketing, effectiveness of it and the impact it has on firm’s sales. The examined sample consists of one hundred fifty firms and fifty executives which have been randomly selected to prove the effectiveness of digital marketing. Collected data has been analyzed with the help of various statistical tools and techniques.

Goal of the paper. The goal of this article is to define the nature, specific features and factors pertaining to the advertising agency marketing management. One of the tools is the use of non-standard approaches to management of advertising agencies, which under certain conditions makes it possible to improve the situation and to bring the agency to a new higher level as well as to improve the efficiency of its functioning in the conditions of transformational economy of Ukraine. Methodology . Monitoring of the marketing behavior of agencies that promote advertising services. The results of monitoring and analysis demonstrated that the majority of agencies have a disorganized approach to the agency marketing, which results in sporadic activities related to the use and organization of agency marketing. Only individual agencies begin to form their own marketing strategy for the implementation of which marketing budgets are allocated. The main marketing functions of a Ukrainian advertising agency have been identified. Practical value. Rapid development of technologies, sophistication and increased variety of goods and services, reduction of their life cycle, higher customer demands, the growth of volume and speed of obtaining information, increased competition – all these changes that are taking place in the external environment make the Ukrainian companies that provide advertising services search for new approaches to ensure better adaptation to these conditions. Uncertainty, unpredictability and instability of the external environment will continue to grow. Therefore, the companies that provide advertising services need to constantly adapt not only to the existing conditions but also ensure that they are able to quickly react in the future. The basic precondition for success is stability of the quality that is achieved through strategic planning, fine-tuned search system, efficient management, which encourages creation of a position of quality assurance director or manager, who would be responsible for the standards of client service quality. According to the monitoring results, agencies begin to form their own marketing strategies, for the implementation of which marketing budgets are allocated, which will facilitate the search for new customers. Relevance/originality . Based on the received data, further development of the advertising market may be determined by the development of other commodity markets, and first of all – by an increased volume of the consumer goods market.