Results 11 to 20 of about 182,666 (315)
Effect of the COVID-19 global pandemic on tourists’ preferences and marketing mix of accommodation facilities – case study from Czech Republic [PDF]
SHS Web of Conferences, 2021 Research background: Two related effects of the COVID-19 global pandemic on tourism and hospitality in the Czech Republic are already evident for the upcoming summer months. In the first place, it is the effect on the Czech tourists’ preferences.
Dušek Radim, Sagapova Nikola
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Project-based Learning Approach to Marketing Competencies Development [PDF]
SHS Web of Conferences, 2021 Due to the requirements for matching the needs of employers with the job applicants’ skills, companies increasingly tend to use a key competency-based approach to select new marketers.
Dušek Radim
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Cogent Business & Management, 2023 The purpose of the study is to examine the effect of QR code payment and mobile money on the performance of SMES in developing countries and the moderating role of dynamic capabilities.
Klenam Korbla Ledi +3 more
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MODERATING ROLE OF THE MEDIA IN CELEBRITY ENDORSEMENT AND PRODUCT ADOPTION
International Journal of Entrepreneurial Knowledge, 2023 This study aims to extend knowledge by linking celebrity endorsement to the adoption theory by examining the role of the media as a moderating factor. This adds value to the present knowledge of celebrity endorsement literature and further explains the ...
Jacob Odei Addo, Solomon Abekah Keelson
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The relationship between mindfulness and individual adaptability in dynamic work contexts
South African Journal of Business Management, 2021 Purpose: Individual adaptability has been proposed as a source of adaptive performance. This is an increasingly important performance dimension in dynamic contexts.
Rhys Johnstone, Anthony Wilson-Prangley
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Events as an Effective Marketing Communication Tool [PDF]
SHS Web of Conferences, 2021 A brewery wanted to know how a new beer they were launching would be received by consumers. It was therefore decided to organize an event during which the author of this contribution conducted research. The aim of the research was to find out whether the
Vítek Martin
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Financing as a Marketing Strategy [PDF]
Marketing Science, 2009 This paper investigates the issues concerning a film producer that finances production costs not only by the conventional funding from an institutional investor, but also by “Internet funding,” financing through the Internet from so-called netizen investors. In Internet funding, netizen investors engage in word-of-mouth activities.
Seog, SH Seog, S. Hun +1 more
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An Analysis of Products Communicated on Instagram by the Most followed Czech Influencers [PDF]
SHS Web of Conferences, 2021 The aim of this contribution is to determine and analyse the types of products the five most followed Instagram influencers in the Czech Republic promoted during the period September 2019 – September 2020.
Kvěchová Kateřina
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Defensive Marketing Strategies [PDF]
Marketing Science, 1983 This paper analyzes how a firm should adjust its marketing expenditures and its price to defend its position in an existing market from attack by a competitive new product. Our focus is to provide usable managerial recommendations on the strategy of response.
John R. Hauser, Steven M. Shugan
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Frontiers in Psychology, 2022 Despite the robust evidence that congruent background music in the physical store environment positively affects consumer reactions, less is known about its effects in an online context.
Lieve Doucé +4 more
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