Marketing & Menedzsment最新文献

{"title":"Az Instagram-képek meggyőzési stratégiái a borkommunikációban","authors":"Ágnes Veszelszki, Budapesti Corvinus Egyetem","doi":"10.15170/mm.2019.53.04.02","DOIUrl":"https://doi.org/10.15170/mm.2019.53.04.02","url":null,"abstract":"THE AIMS OF THE PAPER \u0000On social media, or in the world of the so-called like economy, highly targeted advertising has become reality: whereas previously advertisers only suspected the whereabouts of their customers, now they know it exactly based on well-defined parameters. Likes have become a new standard of value. With the increased popularity of like buttons, influencer marketing and content marketing have also gained in importance. This paper aims to explore the persuasion strategies used by visual content marketing as a tool of visual rhetoric. \u0000METHODOLOGY \u0000After reviewing the relevant literature, the paper presents a case study from the field of wine communication: using the methodology of content analysis and a qualitative approach, it examines the visual and verbal characteristics of 100 Instagram posts of Hungarian wineries. The examination focused on content from a semiotic aspect, complementary verbal elements (captions, hashtags), the assumed intention of content marketing, and the characteristics of visual storytelling. \u0000MOST IMPORTANT RESULTS \u0000Although wine communication is very much about creating a personal feeling, there was not a single person on 61 of the 100 examined Instagram photos. The potential of branded hashtags is exploited by almost every winery in their communication. The most dominant content types were the informative, aesthetically pleasing and explicit advertising content. \u0000RECOMMENDATIONS  \u0000To obtain the loyalty of users companies need a well-considered communication strategy tailored to the target audience. The most relevant social media principles are the following: long-term strategy, careful planning, conscious implementation, thorough information about and respect for the potential target audience, content which is valuable and interesting for the target group and has real impact on its behavior. It could also enhance user loyalty if posts had more added value. The methodology of storytelling could be exploited in wine communication for the following types of content: 1. advice and education: providing background knowledge (winemaking, viticulture, design, wine-food pairing) or instructions (“how to” videos e.g. on bottle opening); 2. help to users (information on moderate wine consumption, wine and a healthy lifestyle); 3. entertainment (people behind the bottle; family and historical stories; wine legends, anecdotes). In addition, creating a personal feeling is crucial in wine communication which is specialising in handling uncertainty: winemakers can act as influencers in their field not only when selling wine but also in social media marketing.","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"40 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":"133842119","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}

{"title":"Dr. Csapó János: A turizmuspolitika és turizmusirányítás elmélete és gyakorlata az Európai Unióban c. könyvéről","authors":"Zoltán Bujdosó","doi":"10.15170/mm.2019.53.04.08","DOIUrl":"https://doi.org/10.15170/mm.2019.53.04.08","url":null,"abstract":"","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"208 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":"115798504","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}

{"title":"Húsfogyasztási szokások egy naplóíró kutatás tapasztalatai alapján","authors":"Veronika Keller, Széchenyi István Egyetem Kautz Gyula Gazdaságtudományi Kar, Ida Ercsey","doi":"10.15170/mm.2020.54.ksz.iii.04","DOIUrl":"https://doi.org/10.15170/mm.2020.54.ksz.iii.04","url":null,"abstract":"A TANULMÁNY CÉLJA Hazánkban a hús egy nagyon fontos élelmiszerforrás, hiszen az élelmiszerfogyasztási statisztikák alapján a 4. helyen áll. A tanulmány célja a lakosok étkezési szokásának megismerése és a hús szerepének feltárása a mindennapokban, valamint a fogyasztók szegmentálása az étkezések a húsfogyasztás és a nassolás gyakorisága alapján, továbbá az azonosított fogyasztói csoportok profilozása szocio-demográfiai ismérvek alapján.","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"48 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":"124203767","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}

{"title":"The Changing Public Sector and the Contradiction of Economic Globalization","authors":"N. Sári","doi":"10.15170/mm.2019.53.03.05","DOIUrl":"https://doi.org/10.15170/mm.2019.53.03.05","url":null,"abstract":"THE AIM OF THE PAPER This paper attempts to examine the impact that economic globalization has had on the public sector. In the past two decades, researchers have gradually turned their attention to international and global perspectives in their efforts to analyze the changing nature and patterns of welfare policies, development approaches and public sector systems. Accordingly, the aim of this study is to evaluate and discuss the characteristics of globalized economic processes in regard to policy-making and public service design. METHODOLOGY This study is based on mainstream literature review and secondary data analysis of the original data of OECD and World Bank report, with the aim of confirming the correlations between hyperglobalization – in other words, excessive economic liberalization associated with deep integration of markets and services – and public policy transformation. The study applies a research framework associated with public sector expenditure, economic openness and foreign trade patterns. MOST IMPORTANT RESULTS According to our results, the complex, contradictory impacts and processes of economic globalization cont emporaneously have exacerbated socio-economic challenges, and have transformed the social dimensions of policy implementation. Furthermore, these multifaceted provocations have required active responses and solutions at international level. In addition, we identified that economic openness have positively correlated with public sector size — notwithstanding, the interpretation of the correlation may be influenced by seve ral other factors, such as the “size” of nation-states. RECOMMENDATIONS The results suggest that improving public policy is indispensable for achieving good governance; and a proactive, adequate public sector might resolve the socio-economic issues that the market economy does not address. Therefore, a modernized public sector system, based on a multi-layered and multi-sectorial framework, could effectively reshape income distribution, combat poverty and counter threats related to globalization.","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"51 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":"117053529","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}

{"title":"Pénzügyi területen dolgozó értékesítők aspirációinak vizsgálata","authors":"I. Juhász, Eszterházy Károly Egyetem Gazdaságtudományi Intézet","doi":"10.15170/mm.2019.53.02.08","DOIUrl":"https://doi.org/10.15170/mm.2019.53.02.08","url":null,"abstract":"","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"4 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":"129448810","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}

{"title":"Sajátmárkás élelmiszerek – lehetőség vagy veszély a magyarországi élelmiszer-feldolgozók számára?","authors":"G. Dudás, Naik – Agrárgazdasági Kutatóintézet, G. Kürthy, Edit Darvasné Ördög, Katalin Székelyhídi, Terézia Radóczné Kocsis, E. Takács, Ágnes Vajda, Állatorvostudományi Egyetem","doi":"10.15170/mm.2019.53.04.03","DOIUrl":"https://doi.org/10.15170/mm.2019.53.04.03","url":null,"abstract":"THE AIMS OF THE PAPER \u0000The market share of private label products is remarkable among food products in Europe and in Hungary as well. Private label products are also of major importance for retail chains, as --they make a significant contribution to consumers’ loyalty to a given chain. Facing concentrated retail market, most suppliers have weak bargaining power also regarding the private label products. For this reason, our research was aimed to explore the experiences of Hungarian food processors regarding private label products, including reasons and motivations behind participating in their production. \u0000METHODOLOGY \u0000Besides the review of relevant literature, our research was based on a questionnaire survey conducted in 2018. The questionnaire was sent to about four thousand food processing companies. Responses were received from 157 companies, of which 68 produced private label food products for retail chains. \u0000MOST IMPORTANT RESULTS \u0000Private label products are direct competitors of manufacturer brands and are therefore an indispensable factor in the Hungarian food supply chain as well. The Hungarian food processors most often mentioned capacity utilization, increase of market share, constant high-volume production and predictable turnover as advantages of private label production. The most common disadvantages were low profitability, exposure to trade and product substitutability. Among those companies which did not participate in private label food production, the reason for it was not only the lack of sufficient production capacity but also the lack of intention Besides these, the protection of their own brand was an important factor. \u0000RECOMMENDATIONS \u0000The impact of private label production on the manufacturing industry cannot be clearly assessed as either a positive or a negative phenomenon. It depends on the particular situation and strategy of the given company, what advantages it can take and what disadvantages it can endure in exchange. Companies are typically conscious about the extent – a certain proportion of their turnover – to which they can commit themselves to the production of private label products. Therefore, the opportunities for external intervention are limited, although supporting an ethical relationship between suppliers and retailers seems to work in most cases.","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"20 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":"126062460","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}

{"title":"The evaluation of venture capital investments using real option approach","authors":"Alexandra Posza","doi":"10.15170/mm.2020.54.02.02","DOIUrl":"https://doi.org/10.15170/mm.2020.54.02.02","url":null,"abstract":"THE AIMS OF THE PAPER This study attempts to explore the links between venture capital (VC) investments and the real option approach (ROA) with analyzing the characteristic features of the venture capital investments and their process. The real options can be examined as a way of thinking and evaluation method and the study’s aim is to show that real option approach can provide an answer to the valuation challenges of venture capital investments.","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"35 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":"121214500","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}

{"title":"A hálózatelemzés módszerének alkalmazása a pénzügyi piacokon a korrelációs együttható és a kölcsönös információ felhasználásával","authors":"Szabolcs Nagy, Pécsi Tudományegyetem Közgazdaságtudományi Kar","doi":"10.15170/mm.2019.53.02.06","DOIUrl":"https://doi.org/10.15170/mm.2019.53.02.06","url":null,"abstract":"","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"1 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":"126045341","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}

{"title":"A turisztikai foglalkoztatásban rejlő lehetőségek vizsgálata a nyugdíjaskorú munkavállalók jóllétének tükrében. Az esztergomi Duna Múzeumban és a Pécsváradi Várban készített mélyinterjúk tanulságai","authors":"E. Kovács, Budapesti Corvinus Egyetem, Kornélia Kiss","doi":"10.15170/mm.2020.54.03.05","DOIUrl":"https://doi.org/10.15170/mm.2020.54.03.05","url":null,"abstract":"Our research attempts to reflect on the demographic trend associated with the drastically changing age composition of the society, using the theoretical framework of well-being research while interpreting phenomena found in the practical field of seniors’ tourism employment in Hungary. Based on the lessons learnt in the Danube Museum in Esztergom and in the Castle of Pécsvárad, the goal of our research is to explore the impacts of involving elderly as employees, into the supply side of tourism, on their subjective well-being. METHODOLOGY Preliminary results of our three-year long research project are based on in-depth interviews with thir-teen senior employees working in various positions related to tourism. Based on the thematic analysis of the transcripts significant differences can be identified among the senior workers across the four key emerging themes, which also makes the grouping of employees possible in terms of the scope of their activities, their contact with the visitors and the type of their daily tasks. Our results show that the capabilities, skills and experience of seniors involved in tourism services, make them well-suited for tasks of heritage presentation, and that employment in these positions is related to the well-being of these older workers.","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"55 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":"131872204","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}

{"title":"A munkahelyi beilleszkedést segítő mentoring gyakorlatok és a dolgozói elkötelezettség összefüggései","authors":"Anita Kozák, Eszterházy Károly Egyetem, Zoltán Krajcsák, Budapesti Gazdasági Egyetem","doi":"10.15170/mm.2019.53.04.05","DOIUrl":"https://doi.org/10.15170/mm.2019.53.04.05","url":null,"abstract":"which is based on one’s moral conviction, is helped by the traditional, formal and one-person mentoring. In this case, the learning process is slower but more professional. On the other hand, the leaders’ care can be seen in the well-considered and multi-phased delivery of the knowledge and practices. This process takes time and can strengthen one’s feeling of being obliged to the organization and the desire for moral renumeration. The mentoring practice which sometimes becomes group-based and equal helps most to achieve a high level of affective commitment. In this kind of practice, the support of socio-psychology overwrites the professional aspects RECOMMENDATIONS In the present environment of labour shortage, increasing the workers’ commitment is especially important for the HR and the management. Due to the high rate of fluctuation, it is very important to found the workers’ commitment in the initial period of their employment. The studies processed point out that some commitment variables can be improved with specific mentoring practices.","PeriodicalId":431268,"journal":{"name":"Marketing & Menedzsment","volume":"374 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":"127338988","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}