Determinants of content marketing effectiveness: Conceptual framework and empirical findings from a managerial perspective. [PDF]
PLoS ONE, 2021 Content marketing has gained momentum around the world and is steadily gaining importance in the marketing mix of organizations. Nevertheless, it has received comparatively little attention from the scientific community.
Clemens Koob
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Personalisation (In)effectiveness in email marketing
Digital Business, 2023 This research explores the effects of personalization in email marketing. Although personalization is expected to positively impact customer experiences through behavioural responses, its effects on consumers' actual behaviour have not been extensively ...
Tekila Harley Nobile, Lorenzo Cantoni
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The Role of Customers’ Relationship Orientation in Perceiving Relational Benefits [PDF]
مدیریت بازرگانی, 2021 Objective: According to the relationship benefits approach, companies are required to provide relationship benefits to the customers in order to build and maintain the relationships, which is costly and time consuming in practice.
Alireza Tourchian +3 more
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Investigating the Effect of Entrepreneurial Orientation and Marketing Orientation on the Effectiveness of Marketing through Marketing Capabilities in Small and Medium-Sized Enterprises [PDF]
کاوشهای مدیریت بازرگانی, 2020 Nowadays, different businesses have to take various marketing strategies in order to get access to customers. Accordingly, evaluating the effectiveness of marketing activities has gained an utmost importance to ensure that the adapted measures are ...
Zahra Mohammadi +2 more
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Systematic Analysis of the Organization of Marketing Activities in a Competitive Environment
Современная конкуренция, 2022 The Industrial Internet of Things is irreversibly transforming the economy. New strategic opportunities derived from the high-speed streams of Big Data of the Industrial Internet of Things are changing the boundaries of industries, creating opportunities
Emil A. Gumerov, Evgeniya E. Jukova
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The Relationship between Emotional Intelligence and Marketing Effectiveness and its Impact on Market Spread (Loyalty, Product Positioning and Mental Image) For Multi-national Companies [PDF]
المجلة العربية للإدارة, 2021 This paper investigates the relationship between emotional intelligence of executive managers in multinational companies and marketing effectiveness, highlighting the dimensional marketing growth in developing and developed countries alike.
Eman Abdel Halim
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Marketing effectiveness: Metrics for effective strategic marketing [PDF]
Engineering Economics, 2015 The topic of marketing effectiveness is considered to be a very up-to-date subject in the highly competitive environment. Marketing effectiveness may be characterized as the function of improving the process where marketers go to market with the goal of optimizing their own marketing resources spent to achieve even better results for both of the short-
Milichovský, František +1 more
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Вестник университета, 2021 The article is devoted to the study of the modern concept of “marketing potential” and the possibility of its use for the development of modern enterprises.
N. V. Arsenieva, L. M. Putyatina
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Comparative survey of Relationship between Competitive Intelligence and Marketing Effectiveness among Public and Private Banks in Zanjan Province [PDF]
مدیریت بازرگانی, 2012 This study was conducted to assess comparative examination of relationship between competitive intelligence with marketing effectiveness. For this purpose 110 branches managers of private and public banks in zanjan province were selected by stratified ...
Reza Pirayesh, Vahideh Alipoor
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Market Access and Home Market Effect [PDF]
Open Economics, 2020 AbstractBased on the standard Footloose Capital model developed by Martin and Rogers (1995), I consider an integrated model that consists of a system of two regions and a third external region, in order to study the impact of improved market access on the Home Market Effect within the system of the two regions.
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