Marketing Science & Inspirations最新文献

Sustainable tourism development: Insights from accommodation facilities in Bukhara along the silk road 可持续旅游发展:丝绸之路沿线布哈拉住宿设施的启示

Marketing Science & Inspirations Pub Date : 2023-06-30 DOI: 10.46286/msi.2023.18.2.2

Mukhriddin Kilichov, František Olšavský

引用次数: 0

The role of marketing metrics in social media: A comprehensive analysis 营销指标在社交媒体中的作用:一项综合分析

Marketing Science & Inspirations Pub Date : 2023-06-30 DOI: 10.46286/msi.2023.18.2.4

Lucia Kočišová, P. Štarchoň

{"title":"The role of marketing metrics in social media: A comprehensive analysis","authors":"Lucia Kočišová, P. Štarchoň","doi":"10.46286/msi.2023.18.2.4","DOIUrl":"https://doi.org/10.46286/msi.2023.18.2.4","url":null,"abstract":"In the digital era, social media has emerged as a powerful marketing tool, revolutionizing the way businesses interact with consumers. As social media platforms continue to evolve, it is crucial for marketers to effectively measure and analyze their efforts. This article explores the significance of marketing metrics in the realm of social media, highlighting the key metrics used to evaluate marketing campaigns and their impact on business success. Through an in-depth analysis of various marketing metrics, this article provides insights into optimizing social media strategies for enhanced customer engagement, brand awareness, and return on investment. The primary objective of this article is to delve into the significance of marketing metrics in the realm of social media. By examining various marketing metrics and their relevance in evaluating social media campaigns, this article aims to provide marketers with insights on how to optimize their strategies and achieve desired outcomes. The scope of this article encompasses a comprehensive analysis of key marketing metrics, including reach and impressions, engagement metrics, conversion metrics, customer satisfaction metrics, brand awareness metrics, and influence and authority metrics. This article is based on a thorough review of existing literature, industry reports, case studies, and expert opinions on marketing metrics in social media. Primary and secondary sources were consulted to gather information on the various metrics used in social media marketing and their impact on business success. The analysis and insights presented in this article are derived from a synthesis of the available knowledge and experiences shared by marketing professionals and researchers in the field of social media marketing. By exploring the importance of marketing metrics in the context of social media, this article aims to equip marketers with the necessary knowledge and tools to make data-driven decisions, optimize their social media strategies, and achieve meaningful results.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"61 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116595221","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

Brand seduction as a tool for brand's success: Conceptualizing the term 品牌诱惑作为品牌成功的工具:概念化这个术语

Marketing Science & Inspirations Pub Date : 2023-06-30 DOI: 10.46286/msi.2023.18.2.1

Matouš Haicl

引用次数: 0

Marketing strategies in response to tough times – lessons from India during a global crisis 应对艰难时期的营销策略——印度在全球危机中的经验教训

Marketing Science & Inspirations Pub Date : 2023-06-30 DOI: 10.46286/msi.2023.18.2.3

Meenakshi Handa, Ronika Bhalla

{"title":"Marketing strategies in response to tough times – lessons from India during a global crisis","authors":"Meenakshi Handa, Ronika Bhalla","doi":"10.46286/msi.2023.18.2.3","DOIUrl":"https://doi.org/10.46286/msi.2023.18.2.3","url":null,"abstract":"The purpose of the study is, in the first part, to identify and categorize the various guidelines recommended in the extant literature on adapting marketing strategies to handle the challenges posed by economic and other sustained environmental crises across markets. These strategies and initiatives have then been organized into themes. In the second part, the study aims to use these themes as a backdrop to examine the marketing strategies and innovations that marketers in India have used to cope with the disruptions caused by the Corona virus pandemic. The learnings from this research will be a distilled set of recommendations that organizations, especially those operating in emerging markets, could consider in the future in response to such challenging times. This study contributes to the extant literature by highlighting the marketing strategies and tactics adopted by organizations during various recessionary times, particularly during the Covid-19 pandemic. It underscores the importance of marketing strategies in managing crises. It points to select innovative strategies that marketers can pursue to deal with the challenges posed by future economic downturns and support their survival. These strategies will help them protect their brand value and market positioning while maintaining their relationship with customers. Besides, since the study has adopted a broad perspective in analysing the strategies, these marketing tactics can be applied by a wide range of industries such as hospitality, tourism, fast-moving consumer durables, e-commerce, etc. The themes indicate that, by and large, the response of firms to the current pandemic is in line with the marketing strategies adopted during previous environmental disruptions, as substantiated by various examples.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"56 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114154739","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

Process of developing the international city branding strategy: Case study city of Kharkiv. 国际化城市品牌战略的发展过程:哈尔科夫城市案例研究。

Marketing Science & Inspirations Pub Date : 2023-04-30 DOI: 10.46286/msi.2023.18.1.1

N. Parkhomenko

引用次数: 0

A study of the consumer behavior as the key to expanding the museum audience 消费者行为研究是扩大博物馆受众的关键

Marketing Science & Inspirations Pub Date : 2023-04-30 DOI: 10.46286/msi.2023.18.1.3

F. Kurbanov

引用次数: 0

Short-term and seasonal time series models for online marketing campaigns 在线营销活动的短期和季节性时间序列模型

Marketing Science & Inspirations Pub Date : 2023-04-30 DOI: 10.46286/msi.2023.18.1.2

M. Bohdalová, Miriama Křížková

引用次数: 0

Application of marketing principles for HEIs: A perspective of Pakistani universities 高等教育市场营销原则的应用:巴基斯坦大学的视角

Marketing Science & Inspirations Pub Date : 2023-04-30 DOI: 10.46286/msi.2023.18.1.4

A. Zafar, Musa Mazhar, Yahya Sultan Ijaz

{"title":"Application of marketing principles for HEIs: A perspective of Pakistani universities","authors":"A. Zafar, Musa Mazhar, Yahya Sultan Ijaz","doi":"10.46286/msi.2023.18.1.4","DOIUrl":"https://doi.org/10.46286/msi.2023.18.1.4","url":null,"abstract":"This study focuses on the application of marketing principles for higher education institutions (HEIs) in Pakistani universities. The study begins with a review of the current marketing practices in the higher education sector and analyzes the challenges faced by HEIs in attracting and retaining students. The research methodology includes a mix of qualitative and quantitative data collection techniques such as surveys and interviews with stakeholders. Based on the findings, marketing – recommendations are proposed that includes segmentation of target audiences, identification of unique selling propositions, development of communication channels, and implementation and evaluation of the marketing plan. It incorporates the use of digital marketing tools, such as search engine optimization and social media marketing, to increase HEIs's visibility and brand awareness. The final recommendations of the study suggest implementing certain marketing suggestions to ensure the successful execution of the marketing plan. These suggestions include the creation of a specialized marketing team, providing training to both staff and faculty members, and regularly monitoring and evaluating the efficacy of the marketing efforts. By implementing these marketing suggestions, HEIs can achieve its enrollment and revenue targets while also improving its image as a premier educational institution in Pakistan.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133276510","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

A practical approach for optimizing the conversion rate of a landing page's visitors 优化登陆页面访问者转化率的实用方法

Marketing Science & Inspirations Pub Date : 2022-12-31 DOI: 10.46286/msi.2022.17.4.4

Hanane Meslem, Ayoub Abbaci

引用次数: 0

A qualitative study on sustainable marketing and strategy applied to creation of value according to SDG’s 2030 根据可持续发展目标2030，对可持续营销和价值创造策略的定性研究

Marketing Science & Inspirations Pub Date : 2022-12-31 DOI: 10.46286/msi.2022.17.4.2

Raúl Martínez Flores

{"title":"A qualitative study on sustainable marketing and strategy applied to creation of value according to SDG’s 2030","authors":"Raúl Martínez Flores","doi":"10.46286/msi.2022.17.4.2","DOIUrl":"https://doi.org/10.46286/msi.2022.17.4.2","url":null,"abstract":"The main purpose of this research is to highlight the role of sustainable marketing and strategy as business disciplines, oriented to develop solid strategies aimed at meeting the corporate objectives and the Sustainable Development Goals (SDGs) 2030 of the United Nations. This work, in its initial stages, is focusing on documenting the experiences of entrepreneurs and organizations from various industries in Baja California, Mexico, such as medical, maquila, transportation, electronics, electro domestics, restaurants, quality, entrepreneurship, among other relevant local industries. With this, it ca n be implied that sustainable precepts, according to SDGs 2030, are a parameter of certainty that companies and the private sector can take advantage to rethink their traditional objectives and generate strategies focused on sustainable development. And it is in this balance where the efforts of those companies defined or conceptualized as sustainable are mainly concentrated. To visualize how the companies participating in the study plan to integrate their objectives and strategies into the 2030 Sustainable Development Goals (UN), a qualitative study (focus group session) with 11 participants of different industries and corporate concepts is presented with its results. Participants are part of an academic course (Sustainable Business), which is aimed to improve conscience and value of sustainable precepts applied to business. The main results of the focus group establish the testimony of participants, who enhance the strategic planning elements of their companies and their business objectives that can be matched with the United Nations (UN) SDGs 2030. Also, results show the application of these objectives to create innovative strategies of business and marketing with a sustainable approach and orientation.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126911186","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

Marketing Science &amp; Inspirations最新文献

Marketing Science & Inspirations最新文献