Journal of Marketing Management (JMM)最新文献_第2页

After the fashion passes, my identification remains! Consumption patterns and identity construction of homoaffective clothing 时尚过后，我的身份依然存在!同情感服装的消费模式与身份建构

Journal of Marketing Management (JMM) Pub Date : 1900-01-01 DOI: 10.15640/jmm.v9n1a4

Tonny Kerley de Alencar Rodrigues, Lísia Maria Monteiro Ferreira

引用次数: 1

A Proposal Digital Marketing Strategy for MarcheluzzoSrl: Training and Evaluating a Prediction Model for the Number of Adv. Impressions marcheluzzosl的数字营销策略建议:广告展示数预测模型的训练和评估

Journal of Marketing Management (JMM) Pub Date : 1900-01-01 DOI: 10.15640/jmm.v8n1a7

Charles Alves de Castro

{"title":"A Proposal Digital Marketing Strategy for MarcheluzzoSrl: Training and Evaluating a Prediction Model for the Number of Adv. Impressions","authors":"Charles Alves de Castro","doi":"10.15640/jmm.v8n1a7","DOIUrl":"https://doi.org/10.15640/jmm.v8n1a7","url":null,"abstract":": This research aims to describe a digital marketing strategy elaborated to be deployed in the Marcheluzzo Srl Company located in Italy. In addition, it intends to give a wide range of information to the company about its customers, target, competitors, market, digital marketing strategy, and potential recommendations. It is also important to highlight that this strategy is focused on the Brazilian market. Most of the information collected for the situational analysis and many other components for this research were gathered through the author`s perception during his internship in the company. The methodology includes secondary data collected through field observation in the company, documents provided by the organization and internet sources. Finally, the proposal digital marketing strategy was validated through a prediction model using machine-learning system via Python and its tools. The result of the prediction model was addressed and analyzed based on linear regression and correlation matrix methods confirming the efficacy of the proposal strategy, consequently the reliability of the prediction model. (2012). Research areas of interest: a) Marketing, Social Marketing and Digital Marketing; b) People Management, Internationalization of People and Transcultural Human Resources Management.","PeriodicalId":117455,"journal":{"name":"Journal of Marketing Management (JMM)","volume":"242 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114453311","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The Use of Social Networks by Informal Entrepreneurial Women: An Exploratory Study in Uberlândia-MG, Brazil 非正式创业女性对社会网络的使用:巴西uberlindia - mg的探索性研究

Journal of Marketing Management (JMM) Pub Date : 1900-01-01 DOI: 10.15640/jmm.v9n1a2

Karine de Jesus Rodrigues Santana, Victor Silva, M. Pimenta

引用次数: 0

Guerilla Marketing Practices of Small and Medium Enterprises: A Case of Calbayog City, Philippines 中小型企业的游击营销实践:以菲律宾卡尔巴约格市为例

Journal of Marketing Management (JMM) Pub Date : 1900-01-01 DOI: 10.15640/jmm.v8n1a6

Rey James B. Roxas, D. Patimo, Eugene C. Calumba, Francis C. Toleza, Florabel C. Canaman

{"title":"Guerilla Marketing Practices of Small and Medium Enterprises: A Case of Calbayog City, Philippines","authors":"Rey James B. Roxas, D. Patimo, Eugene C. Calumba, Francis C. Toleza, Florabel C. Canaman","doi":"10.15640/jmm.v8n1a6","DOIUrl":"https://doi.org/10.15640/jmm.v8n1a6","url":null,"abstract":"Guerilla marketing focuses on innovative, low-campaign tactics. Time, energy and ingenuity are essential necessities and not resources. Sales may not be the main indicator of market performance, but rather the calculation of income. The entire study was conducted for the duration of 6 months in Calbayog City where most Small and Medium Enterprises (SMEs) are located at present. Descriptive assessment method of research was used in this study to determine the guerilla marketing practices of SMEs in Calbayog City. Researchers used percentage sampling in determining the respondents, wherein the researchers acquired the total number of SMEs owners and employees through the Department of Trade and Industries (DTI). Findings show that small and medium enterprises in Calbayog City maintain only 20 and below employees in their respective organizations which made these establishments be categorized as SMEs based on the criterion as to number of employees. Data revealed that SMEs in Calbayog City were rarely aware of practices in guerilla marketing. The researchers found that the most encountered problem is the tension among authorities in implementing guerilla marketing.","PeriodicalId":117455,"journal":{"name":"Journal of Marketing Management (JMM)","volume":"62 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123310896","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Significance of Regenerative Biologics Marketing in the Evolving Healthcare Landscape 再生生物制剂营销在不断发展的医疗保健领域的意义

Journal of Marketing Management (JMM) Pub Date : 1900-01-01 DOI: 10.15640/jmm.v9n2a6

N. Renu

引用次数: 0

The Use of E-Marketing and Innovation as a Means to Achieve Business Success: A Study in the Microenterprises of the Textile Sector of Aguascalientes. 利用电子营销和创新作为实现商业成功的手段:对阿瓜斯卡连特斯纺织部门微型企业的研究。

Journal of Marketing Management (JMM) Pub Date : 1900-01-01 DOI: 10.15640/jmm.v9n1a1

D. Olmos, Margarita Ramirez, J. Velasco

引用次数: 1