Corporate blogs have potential to help companies implement participative market orientation in three key ways:
1. Corporate blogs can help companies get close to customers by providing a platform for direct and unmediated customer feedback which helps companies better understand customer needs and interests.
2. Blogs can foster strong relationships between customers and companies by encouraging open dialogue and co-creation of the brand, satisfying customers' desire to engage with and feel connected to the brand.
3. When companies openly share information on their blogs, it builds trust with customers and positions the company as a learning organization that can gain competitive advantages from direct customer data and feedback.
By embracing new rules of internet marketing like collaboration and crowdsourcing, firms can become truly customer oriented. Crowdsourcing involves leveraging the collective intelligence of customers to inform decisions. Two case examples show how Starbucks and Tchibo use crowdsourcing platforms to generate ideas from customers. While crowdsourcing grows in practice, academic research in marketing has yet to fully explore its potential to enhance customer orientation.
1) The document discusses how social customer relationship management (social CRM) is shifting power from companies to customers through social media. Customers now have more control over the relationship due to factors like voluntary participation, information control, personal marketing, and increased choice.
2) Case studies of Deutsche Bahn, Nestle, and X Factor show how customers can empower themselves through social media. Deutsche Bahn initially lost control by ignoring customer complaints but regained it through active dialogue. Nestle was unable to control critical information created by customers. Customers also influenced chart positions through social media campaigns.
3) While customers have more power, companies can still influence relationships by actively engaging in dialogue, offering relevant content, and
This document provides an analysis of consumer motivations for participating in crowdsourcing activities in the fast-moving consumer goods (FMCG) industry. It begins by characterizing the "new consumer on the internet" and their role in co-creation. It then examines crowdsourcing as a tool for co-creation, discussing theoretical frameworks like Maslow's hierarchy of needs and the motivation-ability-opportunity model to understand consumer motivations. Finally, it analyzes specific FMCG crowdsourcing examples like Threadless to engage consumers in activities like new product features and innovations.
Revisiting Marketing Mix: Study of Evidences for Investigating Innovative Rol...scmsnoida5
With increasing complexities of intense
competitive market there is an evident emerging
need for change in mechanisms of marketing.
Out of all the most promising is the convergence
of company and the customer. This synergy
is innovatively utilized by companies in cocreating
and this has been possible mainly
because of the platform provided by Information
Technology. Thus this paper highlights the role
of Information Technology and how it can be
leveraged for enhancing customer value by laying
strong foundation for co-creation of product,
price, place and promotion through continuous
interaction between the communities of customers
and company. The paper discusses the market
evidences of several companies who have been
successful in re-creating 4P’s of marketing with
the innovative usage of Information Technology.
This paper also intends to propose an algorithm
to model interaction between technologically co-created 4P’s and its impact on company’s profit
using Agent Based Modeling.
Comparative Analysis of Brand Performance and Financial Gains a Case Study of...inventionjournals
Digital marketing is a term for interactive marketing using digital techniques. The main objective is to create brand awareness and to raise sales. This paper finds the effects of mobile marketing of sportswear companies (Nike, Adidas and Puma) by the comparison of their fans/followers on internet and financial gains. In this study, it is found that mobile marketing helps to create awareness and to raise sales of company. Nike spends more on mobile marketing as compared to its both rivals and is also getting more profit and brand value than Adidas and Puma. Nike leads in digital market; the company has more fans and followers on internet(Facebook, Twitter and Youtube). Adidas also made strategies for mobile marketing that helped them to raise brand value and profit in recent years. Statistics shows that Puma is relatively far behind in this race. The company should develop strategies better than its rivals to raise its enterprise value and to compete in the world market
The Impact of Brand Image on the Customer Retention: A Mediating Role of Cust...inventionjournals
In modern time, researchers and practitioners in the field of marketing has paid enormous attention to brand. Currently, the brand is no longer a competent tool in the managers’ hands. Brand is a strategic requisite which helps companies to make more value to customers and also to build up sustainable competitive advantages. Successful brands increase trust in products and intangible services, and customer will be able to better visualize and identify their services. Brand image is the awareness of the product or services for the customer through which the image of the organization is built. Customer satisfaction is also linked with it and positively related with each other which are considered the important tool for marketing strategy. This paper examines the influence of brand image on customer retention under the mediation effect of customer satisfaction.
Laura rogan individual assignment - what is ethical internet marketingVeronika Tarnovskaya
This document discusses the concept of ethical internet marketing. It begins by introducing the topic and noting that as the internet has developed as a marketing tool, new ethical issues have emerged without clear guidelines. The document then provides definitions for ethical marketing generally and differentiates between "online" and "offline" marketing. It examines similarities and differences in ethical issues between the two, finding that while some issues are the same, online marketing can exacerbate issues of transparency, consumer vulnerability, and data collection/security due to greater anonymity and lack of regulation online. The document argues marketers must increase self-regulation to reduce the growing "gap" between their practices and consumer expectations in order to maintain trust in internet commerce.
This document summarizes a student paper that examines the prevailing assumption that the internet empowers consumers. It identifies three key areas of assumed consumer empowerment - convenience, price/information transparency, and personalization/choice. However, the paper argues that consumers do not report feeling truly empowered. For each area, it discusses research that challenges the assumption of empowerment by highlighting issues like delivery delays, information overload, lack of control over personal data collection, and influence of brands. The conclusion is that while e-commerce may empower consumers in the future, that is not yet the reality for most. Further research over time would be useful to see if empowerment becomes truly realized.
By embracing new rules of internet marketing like collaboration and crowdsourcing, firms can become truly customer oriented. Crowdsourcing involves leveraging the collective intelligence of customers to inform decisions. Two case examples show how Starbucks and Tchibo use crowdsourcing platforms to generate ideas from customers. While crowdsourcing grows in practice, academic research in marketing has yet to fully explore its potential to enhance customer orientation.
1) The document discusses how social customer relationship management (social CRM) is shifting power from companies to customers through social media. Customers now have more control over the relationship due to factors like voluntary participation, information control, personal marketing, and increased choice.
2) Case studies of Deutsche Bahn, Nestle, and X Factor show how customers can empower themselves through social media. Deutsche Bahn initially lost control by ignoring customer complaints but regained it through active dialogue. Nestle was unable to control critical information created by customers. Customers also influenced chart positions through social media campaigns.
3) While customers have more power, companies can still influence relationships by actively engaging in dialogue, offering relevant content, and
This document provides an analysis of consumer motivations for participating in crowdsourcing activities in the fast-moving consumer goods (FMCG) industry. It begins by characterizing the "new consumer on the internet" and their role in co-creation. It then examines crowdsourcing as a tool for co-creation, discussing theoretical frameworks like Maslow's hierarchy of needs and the motivation-ability-opportunity model to understand consumer motivations. Finally, it analyzes specific FMCG crowdsourcing examples like Threadless to engage consumers in activities like new product features and innovations.
Revisiting Marketing Mix: Study of Evidences for Investigating Innovative Rol...scmsnoida5
With increasing complexities of intense
competitive market there is an evident emerging
need for change in mechanisms of marketing.
Out of all the most promising is the convergence
of company and the customer. This synergy
is innovatively utilized by companies in cocreating
and this has been possible mainly
because of the platform provided by Information
Technology. Thus this paper highlights the role
of Information Technology and how it can be
leveraged for enhancing customer value by laying
strong foundation for co-creation of product,
price, place and promotion through continuous
interaction between the communities of customers
and company. The paper discusses the market
evidences of several companies who have been
successful in re-creating 4P’s of marketing with
the innovative usage of Information Technology.
This paper also intends to propose an algorithm
to model interaction between technologically co-created 4P’s and its impact on company’s profit
using Agent Based Modeling.
Comparative Analysis of Brand Performance and Financial Gains a Case Study of...inventionjournals
Digital marketing is a term for interactive marketing using digital techniques. The main objective is to create brand awareness and to raise sales. This paper finds the effects of mobile marketing of sportswear companies (Nike, Adidas and Puma) by the comparison of their fans/followers on internet and financial gains. In this study, it is found that mobile marketing helps to create awareness and to raise sales of company. Nike spends more on mobile marketing as compared to its both rivals and is also getting more profit and brand value than Adidas and Puma. Nike leads in digital market; the company has more fans and followers on internet(Facebook, Twitter and Youtube). Adidas also made strategies for mobile marketing that helped them to raise brand value and profit in recent years. Statistics shows that Puma is relatively far behind in this race. The company should develop strategies better than its rivals to raise its enterprise value and to compete in the world market
The Impact of Brand Image on the Customer Retention: A Mediating Role of Cust...inventionjournals
In modern time, researchers and practitioners in the field of marketing has paid enormous attention to brand. Currently, the brand is no longer a competent tool in the managers’ hands. Brand is a strategic requisite which helps companies to make more value to customers and also to build up sustainable competitive advantages. Successful brands increase trust in products and intangible services, and customer will be able to better visualize and identify their services. Brand image is the awareness of the product or services for the customer through which the image of the organization is built. Customer satisfaction is also linked with it and positively related with each other which are considered the important tool for marketing strategy. This paper examines the influence of brand image on customer retention under the mediation effect of customer satisfaction.
Laura rogan individual assignment - what is ethical internet marketingVeronika Tarnovskaya
This document discusses the concept of ethical internet marketing. It begins by introducing the topic and noting that as the internet has developed as a marketing tool, new ethical issues have emerged without clear guidelines. The document then provides definitions for ethical marketing generally and differentiates between "online" and "offline" marketing. It examines similarities and differences in ethical issues between the two, finding that while some issues are the same, online marketing can exacerbate issues of transparency, consumer vulnerability, and data collection/security due to greater anonymity and lack of regulation online. The document argues marketers must increase self-regulation to reduce the growing "gap" between their practices and consumer expectations in order to maintain trust in internet commerce.
This document summarizes a student paper that examines the prevailing assumption that the internet empowers consumers. It identifies three key areas of assumed consumer empowerment - convenience, price/information transparency, and personalization/choice. However, the paper argues that consumers do not report feeling truly empowered. For each area, it discusses research that challenges the assumption of empowerment by highlighting issues like delivery delays, information overload, lack of control over personal data collection, and influence of brands. The conclusion is that while e-commerce may empower consumers in the future, that is not yet the reality for most. Further research over time would be useful to see if empowerment becomes truly realized.
Relationship between Social bonds and Customer value in commercial Banks in K...inventionjournals
This study sought to empirically examine the influence of social bonds on customer value in commercial banks in Kenya. The social bonds examined in this study are communication with customers (CC), creation of friendship (CF) and social support (SS). The study sample consists of 384 respondents with a response rate of 78.1 per cent. Data was analyzed by employing correlation and multiple regression analysis. The findings revealed that social bonds are positively associated with customer value in commercial banks in Kenya. The generalization of the findings is limited as the study focused only on a single industry in Kenya. Based on the findings, companies employing social bonds strategies should focus on improving the usefulness of the social bonds to customers by creating opportunities to strengthen social relationships. This study successfully extends the relationship marketing strategies in the context of customer value by incorporating communication with customers, creation of friendship and social support constructs. This extended relationship marketing model is developed to achieve the greater understanding of customer acceptance of social bonding strategy in Kenya’s commercial banks. In conclusion, the model in this study presents a considerable improvement in explanatory power.
This document discusses how companies can successfully evolve with new internal customers in the Internet era. It provides examples of how companies like Procter & Gamble, Best Buy, and Intel have engaged employees as internal customers online to gain insights and boost innovation. The key is mutual trust, engagement at all levels, and a culture of sharing. Companies must understand how employee input online can impact their business and develop strategies to benefit from collective intelligence and learning within online communities. Empowering employees to use their skills professionally online provides benefits like new solutions and marketing ideas from customer feedback.
Developing Relationships; consumers as a source for sustainable competitive a...Kevin Rommen
The world is changing thus business units should also be changing. The influences of social media and internet can no longer be neglected, case in point “Nestlé’s epic social media #fail”1. These changes are giving consumers more and more power in their relationship with business units. Furthermore the enormous amount of products available give consumers more and more possibilities to choose from. For example, at supermarkets in the USA you’ll find in the average week about 110 cereal brands in stock (Shum, 2004). The availability of that amount of different products/product-ranges within an industry raises the question to how business units can create competitive advantage within this enormous amount of competition, especially when the consumer is gaining power?
This document provides a literature review on relationship marketing. It discusses how the concept developed from earlier related concepts in the late 20th century due to increased competition and customer demands. Relationship marketing focuses on ongoing customer relationships rather than individual transactions. It emphasizes customer retention through high customer service, communication and trust. Implementing relationship marketing strategies can increase customer loyalty and profitability for companies. The review examines various authors' perspectives on relationship marketing and its benefits.
Dear student, Cheap Assignment Help, an online tutoring company, provides students with a wide range of online assignment help services for students studying in classes K-12, and College or university. The Expert team of professional online assignment help tutors at Cheap Assignment Help .COM provides a wide range of help with assignments through services such as college assignment help, university assignment help, homework assignment help, email assignment help and online assignment help. Our expert team consists of passionate and professional assignment help tutors, having masters and PhD degrees from the best universities of the world, from different countries like Australia, United Kingdom, United States, Canada, UAE and many more who give the best quality and plagiarism free answers of the assignment help questions submitted by students, on sharp deadline. Cheap Assignment Help .COM tutors are available 24x7 to provide assignment help in diverse fields - Math, Chemistry, Physics, Writing, Thesis, Essay, Accounting, Finance, Data Analysis, Case Studies, Term Papers, and Projects etc. We also provide assistance to the problems in programming languages such as C/C++, Java, Python, Matlab, .Net, Engineering assignment help and Finance assignment help. The expert team of certified online tutors in diverse fields at Cheap Assignment Help .COM available around the clock (24x7) to provide live help to students with their assignment and questions. We have also excelled in providing E-education with latest web technology. The Students can communicate with our online assignment tutors using voice, video and an interactive white board. We help students in solving their problems, assignments, tests and in study plans. You will feel like you are learning from a highly skilled online tutor in person just like in classroom teaching. You can see what the tutor is writing, and at the same time you can ask the questions which arise in your mind. You only need a PC with Internet connection or a Laptop with Wi-Fi Internet access. We provide live online tutoring which can be accessed at anytime and anywhere according to student’s convenience. We have tutors in every subject such as Math, Chemistry, Biology, Physics and English whatever be the school level. Our college and university level tutors provide engineering online tutoring in areas such as Computer Science, Electrical and Electronics engineering, Mechanical engineering and Chemical engineering. Regards http://www.cheapassignmenthelp.com/ http://www.cheapassignmenthelp.co.uk/
This document discusses relationship marketing and its impact on organizational performance. It explores the theoretical foundations of relationship marketing and examines how adopting this concept affects performance indicators. Relationship marketing focuses on creating and sustaining long-term relationships with customers through mutual cooperation rather than short-term transactions. When organizations implement relationship marketing successfully through internal marketing and keeping promises to customers, it can lead to improved customer loyalty, retention and positive word-of-mouth, ultimately improving organizational performance. Interactive marketing and developing trust, empathy and reciprocity in customer relationships are important aspects of relationship marketing discussed in the document.
Performance Driven Marketing Assignment 2 : Critical Essay On Digital MarketingChetan Pandharinath Padme
1. The document discusses the proposition that digital marketing has replaced traditional marketing in strategy development. It provides examples of companies like Airbnb, Netflix, and Walmart that have incorporated digital marketing strategies like SEO, digital content, and e-commerce websites.
2. Traditional marketing methods include advertising through print, TV, radio, and referral networks. Companies like Tupperware and Sulzer Chemtech have used traditional marketing but are now incorporating more digital strategies.
3. While some companies are fully digital, others take a hybrid approach, balancing traditional and digital marketing. The changing media habits of consumers have pushed many organizations to adopt digital strategies as a key part of their overall marketing development.
Marketing Mix and Service Quality Effect on Customer Satisfaction and Loyalty...QUESTJOURNAL
ABSTRACT: This study aims to test and empirical analysis the marketing mix and service quality effect on customer satisfaction and customer loyalty, research was conducted in 26 branches in Sulawesi a population of about 16 212 customers of PT. HadjiKalla in Sulawesi who purchase Toyota cars for 2015 with a sample of 390 customers. The results of the analysis of structural equation modelusing AMOS version 20 provide evidence that marketing mix has a positive and significant effect on customer satisfaction and customer loyalty. Service quality is positive and significant effect on customer satisfaction, but insignificant effect on customer loyalty. Customer satisfaction has a positive and significant effect on customer loyalty. Marketing mix and service quality has a significant on customer loyalty as a mediated customer satisfaction. The practical implication of this study provide increased knowledge and understanding of the customer and the company's management in Sulawesi in increasing customer loyalty through marketing mix, service quality and customer satisfaction. Limitations of this study on a sample size using only the customers car brands Toyota and just carried on Sulawesi area that may limit generalizability of the research findings. Originality of this study provide the basis for the development configuration modeling using structural equation model and conceptual models that prove marketing mix and service quality on customer loyalty as a mediated customer satisfaction in previous research done separately. The mediating role of customer satisfaction is proven to increase customer loyalty to the highway.
To have an effective marketing strategy is to evaluate and understand how importance of a brand meaning. Through some articles and research, a brand can be seen through the following three points:
1. The definition, characteristics and architecture of a brand
2. Global versus local brand
3. Brand extensions
This paper’s purpose is to summarize the significant aspects of the definition, characteristic and architecture of a brand.
Social Media Role in Improving Customer Relationship Management: An Empirical...journal ijrtem
The study aimed to identify the impact of Social media in improving customer relationship
management (CRM) at Jordanian Islamic banks (JIB), identify the impact of achieving the effectiveness of
Social media at JIB. To achieve the objectives of the study, the researcher prepared a questionnaire to measure
the role of Social media on CRM. The researcher selected the study sample randomly by distributing 365
questionnaires on the customers of JIB where (302) were retrieved. After reviewing the questionnaires, it was
found that there were (28) questionnaires invalid for the statistical analysis. Thus, the total number of
respondents was (274). In order to answer the study questions and test its hypotheses, the researcher extracted
the arithmetic means and standard deviations and applied the multiple regression equation. Accordingly, the
study reached too many results, most important of which is that there is a statistically significant effect for
Social media on achieving the effectiveness of the CRM. The study recommended the need that JIB seeks for
adding various characteristics of editing, deleting, copying, and setting time on the basis of text messaging
through such networks as well as the need of conducting marketing studies aimed to enabling banks to achieve
the customers' wishes in a method matching their expectations.
Customer-to-customer interaction in brand communitiesMichael Ling
The proposed model examines the value perceptions of customers who engage in customer-to-customer (C2C) interactions in online brand communities. It adopts a value-based approach using the Motivation, Ability, and Opportunity (MOA) framework to analyze the antecedents and outcomes of C2C interactions. The model measures the perceived functional and social benefits of C2C interactions, accounting for any sacrifices required. It proposes that perceived values impact loyalty intentions, mediated by perceptions of the firm's overall offering value. The model aims to provide a more comprehensive understanding of C2C interactions in online brand communities by considering both functional and social aspects of value creation.
This document discusses a study that examines the relationship between relationship marketing and bank performance in commercial banks in Southwestern Nigeria. The study uses a questionnaire to collect data on direct marketing, internal marketing, relationship quality, relational benefits, and bank performance indicators from employees at branches of commercial banks in three states. Regression analysis is used to analyze the data and determine the impact of the relationship marketing factors on bank performance. The results show some factors have a positive significant relationship with bank performance while others do not.
How Can A Brand Stay Relevant Over Time? Forget Loyalty! Focus on Building Brand Affinity by Fulfilling "universal" Human Insights and Emotional/Psychosocial Desires... via Humanizing Your Brand, Emotional Bonding, and Emotional Branding including Transformational Advertising. In short: Be Likeable, By Staying Outstandingly DIFFERENTIATED in A Strong, Favorable, Unique Manner, and Relevant in The Face of Changing or Evolving Times and Ways-of-Life.
Lean co-creation is a modification of lean techniques that involves customers and suppliers in value stream mapping and other lean processes. This allows companies to improve efficiency, quality, and reduce waste by incorporating insights from across the value chain. Key aspects of lean co-creation include modifying current and future state value stream maps based on input from external partners, using tools like DART (dialogue, access, risk-benefits, transparency) to facilitate collaboration, and recognizing that value is defined by customers through their experiences rather than just the firm.
Relationship marketing practices and customer loyaltyAlexander Decker
This document summarizes a study that explored the relationship between relationship marketing practices and customer loyalty in Ghana's banking industry. The study found that six relationship marketing constructs (trust, competence, conflict handling, commitment, communication, and social and financial bonds) cumulatively had a significant positive effect on customer loyalty. Individually, competence, commitment, and communication were found to be the most significant drivers of customer loyalty. The study recommends that banks focus on relationship marketing strategies to improve customer loyalty and retention.
This document presents an integrative model of how digital marketing communication can influence customer loyalty. The model shows that regular brand communication through digital channels can increase perceived value, commitment, and ultimately customer loyalty, both attitudinally and behaviorally. Personalization and interactivity are key elements of digital communication that further enhance loyalty. Customer characteristics, involvement, relationships, and situational factors mediate these effects. An example of General Motors' online owner center demonstrates how increasing frequency and personalization of digital communication can improve the customer-brand relationship and drive loyalty.
Research Report: Customer Services in Social Media ChannelsAlexander Rossmann
In recent years, marketing scholars have invested heavily in exploring the role of social media in marketing theory and practice. One valuable strategy for using social media in marketing communication is to provide customer services in applications like Facebook or Twitter. This paper evaluates a) the concept of perceived service quality in different service channels and b) the impact customer service strategies have on customer loyalty, word of mouth communication, and cross-sell preferences. The framework presented here is tested cross-channel against data collected from the customer service department of a large telecommunication provider. The results elucidate the effectiveness of customer service strategies in different channels.
The passage discusses integrated marketing communications (IMC) and its importance for modern businesses. IMC is defined as coordinating all aspects of marketing communication, including advertising, sales promotion, public relations, and direct marketing to deliver a unified message to customers. The passage outlines the key components of IMC, including foundations like corporate image and brand management, as well as various communication tools. It explains that effective IMC requires consistent messaging across all channels to avoid confusing customers. While IMC can help build strong brand identity, the passage notes that more research is still needed on selecting optimal brand symbols and how they influence objectives like brand recognition and recall.
DETERMINE THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON CONSUMER DEC...IAEME Publication
This document summarizes a research study that aimed to determine the influence of integrated marketing communication (IMC) on consumer decision-making in the pharmaceutical sector in Tamil Nadu, India. The study involved designing a questionnaire to survey marketing managers and analyzing the collected data using SPSS software. Descriptive statistics on the survey responses are provided. The results of hypothesis testing using regression analysis are also presented, showing that IMC and factors like coordinated marketing, synergy, and consumer behavior have a significant relationship and impact on one another. Over 60% of the variations in IMC are explained by the independent variables in the study.
Marketers keep on evolving ways and means to attract as well as
retain the customers. During the last few decades, the marketing practices have
been changed rapidly. The consumers now wish to be associated with those
organisations and brands, which are ethical and follow high standards of
integrity. Such aspects have been incorporated in the concept of Marketing 3.0,
which is based on value-based matrix (VBM). The present study empirically
predicts the construct of VBM in the banking industry context. The sample size
of the study is 283. The logistics ordinal regression was applied with 27 items
to identify the predictive constructs of value-based banking. ‘Selection of bank
based on value system’ was the dependent variable and the independent
variables contained 25 statements covering value-based banking along with
2 covariates ‘age’ and ‘education’. It was found that ‘value-based banking’ and
‘education’ have significant impact on the dependent variable.
Relationship between Social bonds and Customer value in commercial Banks in K...inventionjournals
This study sought to empirically examine the influence of social bonds on customer value in commercial banks in Kenya. The social bonds examined in this study are communication with customers (CC), creation of friendship (CF) and social support (SS). The study sample consists of 384 respondents with a response rate of 78.1 per cent. Data was analyzed by employing correlation and multiple regression analysis. The findings revealed that social bonds are positively associated with customer value in commercial banks in Kenya. The generalization of the findings is limited as the study focused only on a single industry in Kenya. Based on the findings, companies employing social bonds strategies should focus on improving the usefulness of the social bonds to customers by creating opportunities to strengthen social relationships. This study successfully extends the relationship marketing strategies in the context of customer value by incorporating communication with customers, creation of friendship and social support constructs. This extended relationship marketing model is developed to achieve the greater understanding of customer acceptance of social bonding strategy in Kenya’s commercial banks. In conclusion, the model in this study presents a considerable improvement in explanatory power.
This document discusses how companies can successfully evolve with new internal customers in the Internet era. It provides examples of how companies like Procter & Gamble, Best Buy, and Intel have engaged employees as internal customers online to gain insights and boost innovation. The key is mutual trust, engagement at all levels, and a culture of sharing. Companies must understand how employee input online can impact their business and develop strategies to benefit from collective intelligence and learning within online communities. Empowering employees to use their skills professionally online provides benefits like new solutions and marketing ideas from customer feedback.
Developing Relationships; consumers as a source for sustainable competitive a...Kevin Rommen
The world is changing thus business units should also be changing. The influences of social media and internet can no longer be neglected, case in point “Nestlé’s epic social media #fail”1. These changes are giving consumers more and more power in their relationship with business units. Furthermore the enormous amount of products available give consumers more and more possibilities to choose from. For example, at supermarkets in the USA you’ll find in the average week about 110 cereal brands in stock (Shum, 2004). The availability of that amount of different products/product-ranges within an industry raises the question to how business units can create competitive advantage within this enormous amount of competition, especially when the consumer is gaining power?
This document provides a literature review on relationship marketing. It discusses how the concept developed from earlier related concepts in the late 20th century due to increased competition and customer demands. Relationship marketing focuses on ongoing customer relationships rather than individual transactions. It emphasizes customer retention through high customer service, communication and trust. Implementing relationship marketing strategies can increase customer loyalty and profitability for companies. The review examines various authors' perspectives on relationship marketing and its benefits.
Dear student, Cheap Assignment Help, an online tutoring company, provides students with a wide range of online assignment help services for students studying in classes K-12, and College or university. The Expert team of professional online assignment help tutors at Cheap Assignment Help .COM provides a wide range of help with assignments through services such as college assignment help, university assignment help, homework assignment help, email assignment help and online assignment help. Our expert team consists of passionate and professional assignment help tutors, having masters and PhD degrees from the best universities of the world, from different countries like Australia, United Kingdom, United States, Canada, UAE and many more who give the best quality and plagiarism free answers of the assignment help questions submitted by students, on sharp deadline. Cheap Assignment Help .COM tutors are available 24x7 to provide assignment help in diverse fields - Math, Chemistry, Physics, Writing, Thesis, Essay, Accounting, Finance, Data Analysis, Case Studies, Term Papers, and Projects etc. We also provide assistance to the problems in programming languages such as C/C++, Java, Python, Matlab, .Net, Engineering assignment help and Finance assignment help. The expert team of certified online tutors in diverse fields at Cheap Assignment Help .COM available around the clock (24x7) to provide live help to students with their assignment and questions. We have also excelled in providing E-education with latest web technology. The Students can communicate with our online assignment tutors using voice, video and an interactive white board. We help students in solving their problems, assignments, tests and in study plans. You will feel like you are learning from a highly skilled online tutor in person just like in classroom teaching. You can see what the tutor is writing, and at the same time you can ask the questions which arise in your mind. You only need a PC with Internet connection or a Laptop with Wi-Fi Internet access. We provide live online tutoring which can be accessed at anytime and anywhere according to student’s convenience. We have tutors in every subject such as Math, Chemistry, Biology, Physics and English whatever be the school level. Our college and university level tutors provide engineering online tutoring in areas such as Computer Science, Electrical and Electronics engineering, Mechanical engineering and Chemical engineering. Regards http://www.cheapassignmenthelp.com/ http://www.cheapassignmenthelp.co.uk/
This document discusses relationship marketing and its impact on organizational performance. It explores the theoretical foundations of relationship marketing and examines how adopting this concept affects performance indicators. Relationship marketing focuses on creating and sustaining long-term relationships with customers through mutual cooperation rather than short-term transactions. When organizations implement relationship marketing successfully through internal marketing and keeping promises to customers, it can lead to improved customer loyalty, retention and positive word-of-mouth, ultimately improving organizational performance. Interactive marketing and developing trust, empathy and reciprocity in customer relationships are important aspects of relationship marketing discussed in the document.
Performance Driven Marketing Assignment 2 : Critical Essay On Digital MarketingChetan Pandharinath Padme
1. The document discusses the proposition that digital marketing has replaced traditional marketing in strategy development. It provides examples of companies like Airbnb, Netflix, and Walmart that have incorporated digital marketing strategies like SEO, digital content, and e-commerce websites.
2. Traditional marketing methods include advertising through print, TV, radio, and referral networks. Companies like Tupperware and Sulzer Chemtech have used traditional marketing but are now incorporating more digital strategies.
3. While some companies are fully digital, others take a hybrid approach, balancing traditional and digital marketing. The changing media habits of consumers have pushed many organizations to adopt digital strategies as a key part of their overall marketing development.
Marketing Mix and Service Quality Effect on Customer Satisfaction and Loyalty...QUESTJOURNAL
ABSTRACT: This study aims to test and empirical analysis the marketing mix and service quality effect on customer satisfaction and customer loyalty, research was conducted in 26 branches in Sulawesi a population of about 16 212 customers of PT. HadjiKalla in Sulawesi who purchase Toyota cars for 2015 with a sample of 390 customers. The results of the analysis of structural equation modelusing AMOS version 20 provide evidence that marketing mix has a positive and significant effect on customer satisfaction and customer loyalty. Service quality is positive and significant effect on customer satisfaction, but insignificant effect on customer loyalty. Customer satisfaction has a positive and significant effect on customer loyalty. Marketing mix and service quality has a significant on customer loyalty as a mediated customer satisfaction. The practical implication of this study provide increased knowledge and understanding of the customer and the company's management in Sulawesi in increasing customer loyalty through marketing mix, service quality and customer satisfaction. Limitations of this study on a sample size using only the customers car brands Toyota and just carried on Sulawesi area that may limit generalizability of the research findings. Originality of this study provide the basis for the development configuration modeling using structural equation model and conceptual models that prove marketing mix and service quality on customer loyalty as a mediated customer satisfaction in previous research done separately. The mediating role of customer satisfaction is proven to increase customer loyalty to the highway.
To have an effective marketing strategy is to evaluate and understand how importance of a brand meaning. Through some articles and research, a brand can be seen through the following three points:
1. The definition, characteristics and architecture of a brand
2. Global versus local brand
3. Brand extensions
This paper’s purpose is to summarize the significant aspects of the definition, characteristic and architecture of a brand.
Social Media Role in Improving Customer Relationship Management: An Empirical...journal ijrtem
The study aimed to identify the impact of Social media in improving customer relationship
management (CRM) at Jordanian Islamic banks (JIB), identify the impact of achieving the effectiveness of
Social media at JIB. To achieve the objectives of the study, the researcher prepared a questionnaire to measure
the role of Social media on CRM. The researcher selected the study sample randomly by distributing 365
questionnaires on the customers of JIB where (302) were retrieved. After reviewing the questionnaires, it was
found that there were (28) questionnaires invalid for the statistical analysis. Thus, the total number of
respondents was (274). In order to answer the study questions and test its hypotheses, the researcher extracted
the arithmetic means and standard deviations and applied the multiple regression equation. Accordingly, the
study reached too many results, most important of which is that there is a statistically significant effect for
Social media on achieving the effectiveness of the CRM. The study recommended the need that JIB seeks for
adding various characteristics of editing, deleting, copying, and setting time on the basis of text messaging
through such networks as well as the need of conducting marketing studies aimed to enabling banks to achieve
the customers' wishes in a method matching their expectations.
Customer-to-customer interaction in brand communitiesMichael Ling
The proposed model examines the value perceptions of customers who engage in customer-to-customer (C2C) interactions in online brand communities. It adopts a value-based approach using the Motivation, Ability, and Opportunity (MOA) framework to analyze the antecedents and outcomes of C2C interactions. The model measures the perceived functional and social benefits of C2C interactions, accounting for any sacrifices required. It proposes that perceived values impact loyalty intentions, mediated by perceptions of the firm's overall offering value. The model aims to provide a more comprehensive understanding of C2C interactions in online brand communities by considering both functional and social aspects of value creation.
This document discusses a study that examines the relationship between relationship marketing and bank performance in commercial banks in Southwestern Nigeria. The study uses a questionnaire to collect data on direct marketing, internal marketing, relationship quality, relational benefits, and bank performance indicators from employees at branches of commercial banks in three states. Regression analysis is used to analyze the data and determine the impact of the relationship marketing factors on bank performance. The results show some factors have a positive significant relationship with bank performance while others do not.
How Can A Brand Stay Relevant Over Time? Forget Loyalty! Focus on Building Brand Affinity by Fulfilling "universal" Human Insights and Emotional/Psychosocial Desires... via Humanizing Your Brand, Emotional Bonding, and Emotional Branding including Transformational Advertising. In short: Be Likeable, By Staying Outstandingly DIFFERENTIATED in A Strong, Favorable, Unique Manner, and Relevant in The Face of Changing or Evolving Times and Ways-of-Life.
Lean co-creation is a modification of lean techniques that involves customers and suppliers in value stream mapping and other lean processes. This allows companies to improve efficiency, quality, and reduce waste by incorporating insights from across the value chain. Key aspects of lean co-creation include modifying current and future state value stream maps based on input from external partners, using tools like DART (dialogue, access, risk-benefits, transparency) to facilitate collaboration, and recognizing that value is defined by customers through their experiences rather than just the firm.
Relationship marketing practices and customer loyaltyAlexander Decker
This document summarizes a study that explored the relationship between relationship marketing practices and customer loyalty in Ghana's banking industry. The study found that six relationship marketing constructs (trust, competence, conflict handling, commitment, communication, and social and financial bonds) cumulatively had a significant positive effect on customer loyalty. Individually, competence, commitment, and communication were found to be the most significant drivers of customer loyalty. The study recommends that banks focus on relationship marketing strategies to improve customer loyalty and retention.
This document presents an integrative model of how digital marketing communication can influence customer loyalty. The model shows that regular brand communication through digital channels can increase perceived value, commitment, and ultimately customer loyalty, both attitudinally and behaviorally. Personalization and interactivity are key elements of digital communication that further enhance loyalty. Customer characteristics, involvement, relationships, and situational factors mediate these effects. An example of General Motors' online owner center demonstrates how increasing frequency and personalization of digital communication can improve the customer-brand relationship and drive loyalty.
Research Report: Customer Services in Social Media ChannelsAlexander Rossmann
In recent years, marketing scholars have invested heavily in exploring the role of social media in marketing theory and practice. One valuable strategy for using social media in marketing communication is to provide customer services in applications like Facebook or Twitter. This paper evaluates a) the concept of perceived service quality in different service channels and b) the impact customer service strategies have on customer loyalty, word of mouth communication, and cross-sell preferences. The framework presented here is tested cross-channel against data collected from the customer service department of a large telecommunication provider. The results elucidate the effectiveness of customer service strategies in different channels.
The passage discusses integrated marketing communications (IMC) and its importance for modern businesses. IMC is defined as coordinating all aspects of marketing communication, including advertising, sales promotion, public relations, and direct marketing to deliver a unified message to customers. The passage outlines the key components of IMC, including foundations like corporate image and brand management, as well as various communication tools. It explains that effective IMC requires consistent messaging across all channels to avoid confusing customers. While IMC can help build strong brand identity, the passage notes that more research is still needed on selecting optimal brand symbols and how they influence objectives like brand recognition and recall.
DETERMINE THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON CONSUMER DEC...IAEME Publication
This document summarizes a research study that aimed to determine the influence of integrated marketing communication (IMC) on consumer decision-making in the pharmaceutical sector in Tamil Nadu, India. The study involved designing a questionnaire to survey marketing managers and analyzing the collected data using SPSS software. Descriptive statistics on the survey responses are provided. The results of hypothesis testing using regression analysis are also presented, showing that IMC and factors like coordinated marketing, synergy, and consumer behavior have a significant relationship and impact on one another. Over 60% of the variations in IMC are explained by the independent variables in the study.
Marketers keep on evolving ways and means to attract as well as
retain the customers. During the last few decades, the marketing practices have
been changed rapidly. The consumers now wish to be associated with those
organisations and brands, which are ethical and follow high standards of
integrity. Such aspects have been incorporated in the concept of Marketing 3.0,
which is based on value-based matrix (VBM). The present study empirically
predicts the construct of VBM in the banking industry context. The sample size
of the study is 283. The logistics ordinal regression was applied with 27 items
to identify the predictive constructs of value-based banking. ‘Selection of bank
based on value system’ was the dependent variable and the independent
variables contained 25 statements covering value-based banking along with
2 covariates ‘age’ and ‘education’. It was found that ‘value-based banking’ and
‘education’ have significant impact on the dependent variable.
Importance of Perceived Brand Ranking for B2B Customers in Making High Risk P...IOSRJBM
Brand Building and Brand promotions are undoubtedly means of generating large revenues in today’s B2B industrial market. However, due to globalization and access to multiple information data base, the organizations with equal brand equities and brand image exists in the Industrial segments. Therefore, it become extremely difficult for the Buying Center in B2B segment to arrive quickly on the purchasing decision. Therefore, in today’s intense marketing era, a deliberate attempt is needed to improve the perceived Brand Ranking in the minds of buying center. Strong brand ranking thus has become a very important factor that influences customer perceptions of a brand. In the success of Brand Management, Brand ranking is gaining significant importance alongwith brand equity from understanding and managing them correctly. Today’s marketing professionals need to pay deliberate attention to Brand ranking so as to produce strong attributes that will influence customers when making their choices.This research paper focuses on the importance brand ranking and how it is being perceived by B2B customers while making purchasing decision. This is based on the assumption that the other dimensions such as brand promotions, brand equity are at the same level and the customers knowingly and unknowingly makes a comparison based on the rank of the brand.However, this research paper aims to find out if the perceived financial and business risks in the minds of the members of buying center significantly impacts the perceived Brand Ranking. Brand awareness was treated separately from other dimensions because of the difference in scale.A structured questionnaire was constructed to provide answers to our research question. In this study, one hundred questionnaires were distributed, but only eightytwo questionnaires were received out of which seventy six has been realized. The study surveyed four dimensions of perceived risk, value proposition, brand Imageand brand ranking of two top brands in lubricants. Among these dimensions, brand image appears to have the least brand ranking rating by consumers than the other dimensions. However, all these dimensions more or less influence the perceived brand ranking by the customer.
This document discusses integrated marketing communication and the elements of the marketing communication mix. It analyzes the benefits and disadvantages of different communication elements like advertising, direct marketing, sales promotion, public relations, and personal selling. It then provides an overview of a prospective product called Support Solutions, canes designed to provide more support and safety. The document proposes using advertising, direct marketing, and sales promotion to promote Support Solutions and integrating these elements. It suggests measuring the effectiveness of the campaign by integrating marketing communications and testing new mediums before a larger launch.
This document summarizes a research article that investigated key factors in planning digital content marketing strategies for B2B companies on Instagram. The researchers analyzed content from 24 top companies across three industries to identify 12 common content types and their corresponding marketing goals. They found that different content types have different value to B2B audiences and different abilities to encourage audience participation. The researchers propose a model to help organizations determine valuable content types to meet B2B audience needs and develop relationships on Instagram, in order to plan effective digital content marketing strategies aligned with business objectives.
This document discusses brand image, co-branding, and brand extensions. It provides background and definitions for each topic. The key points are:
1) Brand image refers to the perceptions and beliefs consumers associate with a brand, including attributes and personality. Creating a strong, positive brand image is important for differentiation.
2) Co-branding involves using multiple brand names together, such as on a single product. It allows companies to combine marketing efforts for mutual benefit, such as entering new markets.
3) Brand extensions expand an existing brand into new product categories. They can be related, such as expanding a shampoo into conditioner, or unrelated. Consumer perceptions of fit and quality impact success.
This document discusses relationship marketing as an important tool for success. Relationship marketing focuses on developing long-term relationships between sellers and buyers based on mutual benefit and respect. It emphasizes retaining existing customers rather than just acquiring new ones. The benefits of relationship marketing for businesses include increased profitability, brand loyalty, product differentiation, and competitive advantage. Building trust, commitment, empathy and being responsive to customer needs are keys to successfully implementing a relationship marketing strategy.
Instructions for the Business Research Project OptionIf the stu.docxnormanibarber20063
Instructions for the Business Research Project Option:
If the student picks the Business Research Project option, the guidelines below outline the project's expectations:
The purpose of this project is to pick a current issue or force affecting businesses, important to many businesses, and to research it. Examples would include globalization, increased focus on diversity of the workforce, greater competition, etc.
The research performed should focus on history and background of the issue and how it is affecting businesses today.
The remainder of the paper will address the possible trends of the issue [such as increasing globalization or increasing competition] and alternatives business managers have to address the issue.
Required Major parts for paper:
I. Introduction [What is the topic, why it is important….to whom]
II. Review of existing literature [history, background, current company experiences]
III. Impact on business [in the past, now, going forward]
IV. Going forward [projected trends, pending legislation, likely regulation, political pressures]
V. Management options to address likely trends going forward; these could include actions to mitigate risks of the trends or actions to take advantage of the trends
VI. Conclusion
Topic
The issue chosen for research is the role of new media on marketing in 2017 and beyond. The research project will explore available figures to find out if businesses are still spending big on traditional media advertising, including radio, television, and print media. The data will be compared to spending on online advertising over the past half decade. If indeed businesses are changing their advertising strategies, it will be important to show the effectiveness of new media. According to Forbes, people are watching more videos online and thus businesses may have to take note and create not only interesting but also informative content for their consumers. Social media has already been embraced by most corporations as a form of communication to customers. However, the paper will try and see the importance of having an actual social media strategy and the importance of well trained persons to handle these accounts.
BUSINESS RESEARCH OUTLINE 2
Business Research Outline
I. Introduction
The topic of this research is new media marketing. This is a form of marketing that is anchored on promotion of brands and the sale of products through emerging online channels. New media marketing leverages on the elements of both established and emerging online channels to engage potential and current customers. This channels include display advertising, content marketing and social networking platforms (Calder, Malthouse, & Maslowska, 2016). New media marketing aims at getting the consumer to interact with the brand and engaging them in a way that increases awareness and ultimately product sales. New media marketing has become significantly vital in the digital era and huge a.
BRAND ORIENTATION OF SMALL ENTERPRISES: A STUDY BASED ON APPARELS INDUSTRY IN...ijmvsc
This document summarizes a research paper on brand orientation of small apparel enterprises in Khulna City, Bangladesh. The paper studies how brand orientation relates to business performance for small businesses operating in different contexts. Through a qualitative research approach, the paper aims to contribute empirical evidence that branding is important for small businesses as well as large firms. It also provides practical guidance for small business owners on whether and when brand orientation can improve business performance.
This document summarizes a research study examining the relationship between reference marketing, brand reputation, and industrial customer behaviors, with a focus on the mediating role of brand reputation. The study uses a sample of 207 industrial customers to analyze the relationships between reference marketing dimensions, brand reputation, and behavioral intentions. Statistical analysis using SPSS and LISREL finds that external reference marketing influences word-of-mouth communication, price sensitivity, and brand reputation. Brand reputation also influences word-of-mouth and price sensitivity. Additionally, brand reputation mediates the effect of external reference marketing on word-of-mouth and price sensitivity.
The prospective paradigm of Marketing Studies: Internet of ThingsYiğit Kalafatoğlu
A Semi-Academic Journal about #IoT:
Today’s entry-level technologies are tomorrow’s daily rutine. Especially in urban life cycle, technology driven solutions has been a common, normal expectation of daily lives. When we consider digital natives, we see that they have been living their lives out loud through social media. This is just the beginning. What social media brought to the discipline of marketing is just outdated now. We need to reconsider; what is next?
The Brand Management: A Theoretical Contribution In Special Interest Tourisminventionjournals
The main objective of this study is to analyze the brand management approach applied to specific tourism contexts. Thus, in particular, the research proposed aims to present a contribution to the study and management of the brand in a perspective applied to special interest tourism, in particular on physical and psychological brand identity. The brand management is one of the aspects on which many researchers have dedicated attention, as this was something that in addition to facilitate recognition, improving the loyalty and increasing notoriety. It is of course an asset for the company, which will allow products that identify and differentiate them from the competition. Besides the undeniable connection with the component product (marketing mix), the study of the brand requires attention to various kinds of concepts, no less important (e.g. image, notoriety or identity). Recently have been new approaches and new contributions in this regard. In terms of methodology, this theoretical study aims to analyze and understand the key issues associated with the brand in the context of special interest tourism (SIT) companies, products and services. Special Interest Tourism (SIT), both as a product or sector in its own right and as a distinct entity within the overall tourism spectrum, has been largely ignored as an important area of study within the tourism field in general. For this to be the lifting elements and sub products, with a view to analysis and understanding of key issues related to the brand management (case study) in a qualitative approach (i.e. focus group). This theoretical paper presents and systematizes some of these contributions, with application in special interest tourism contexts
Running Head: HR CLOUD TECHNOLOGY
HR CLOUD TECHNOLOGY 7
HR Cloud Technology
Student Name
University Affiliation
Instructor’s Name
Explain how the marketing plan targets the market segment
HR cloud technology is becoming a basic requirement for most companies within the consumer goods industry. The industry is mainly composed of firms which deal in food production, beverages, clothing, electronics, and automobiles, among other major goods directly purchased by customers. The marketing plan, therefore, targets the market segment by showing the major reasons why HR cloud technology is significant in the consumer goods industry through conducting a needs analysis. Most of the activities in which the consumer industry companies engage in require a centralized location from which various HR functions should be conducted. Cloud computing technology provides the best platform to ensure there is consumer satisfaction, effectiveness in sales and also better employee engagement that is crucial to the success of various organizations (Buyya & Venugopal, 2008).
Provide a positioning statement for your project
The HR cloud technology will be a combination of both customer and employee information system. In many occasions, organizations only have a cloud technology which strictly deals with matters associated with the employees. Others will strictly have information related to customers, but fail to show the link between the two. For this project, both customers and employees are crucial to the success of an organization. If employees are not happy, there is a likelihood they will interfere with service delivery to the customers (Graham, 2008). With this HR cloud technology, firms will be able to see the interactions between customers and the employees. In addition to that, the management of employees will become easier as all data will be centralized within one system. Management of customers will as well be made better due to the centralization of all consumer data. The project, therefore, aims at providing an efficient system for the management of employees and customers and also provides the opportunity for the organization to have a better view of the relationship between employees and customers, who form part of major stakeholders within organizations.
Define the products and services you will offer
The main product that will be offered is the HR Cloud software in which various firms in the consumer industry will have to purchase. Once the product has been purchased, there are different services the company will offer. For instances, constant improvement of the software is expected; firms will thus be charged with the role of downloading updates to ensure their software is working in the best manner possible. The project will also offer security services to the different firms that will acquire the HR Cloud.
TRENDS & FORCES THAT ARE SHAPING MARKET SPACES & IMPACTING SHAREHOLDERSShanmugBhanu
TRENDS & FORCES THAT ARE SHAPING MARKET SPACES & IMPACTING SHAREHOLDERS, Signals that the future could be headed toward “work as fashion”, Signals that the future could be headed toward “war between talent”
An empirical study on the promotional mix and brand equityAlexander Decker
This document summarizes a research study that investigated the effects of promotional mix on brand equity in the mobile service sector. The study found a positive correlation between promotional mix and brand equity, with promotional mix accounting for 52% of the effect on brand equity. Promotional mix includes advertising, sales promotion, public relations, and direct marketing. The study collected data from 107 mobile service customers and found promotional mix had a significant positive impact on brand equity dimensions like brand loyalty, awareness, image and perceived quality. The study concludes promotional mix is important for building strong brand equity and mobile companies should focus on optimizing their promotional strategies.
The Effect of Advertising Awareness on Brand Equity in Social MediaDr. Abdullah Alhaddad
Social media is a phenomenon that has drawn a lot of attention both to companies and
individuals interacting on the networking landscape. Social media has changed the traditional
communication between brands and consumers and enabled consumer to make positive as well as negative
influence on brand equity. Therefore, it is important for companies to know, how to manage communicate in
social media seeking to build brand equity by building the brand awareness and positive image for brand.
The essence of this study is to research how a company can seize the moment of using social media
networks to create brand equity and also explore its challenges to draw the attention of those companies
venturing into social media networks to increase brand awareness and brand image. In recent days, internet
advertising has taken new forms which have more advantages over the traditional mediums like print
media, TV and radio. Marketing communication is becoming precise, personal, interesting, interactive and
social. Awareness which include both of recall and recognition become the first step for any move toward a
successful market strategy. The Main purpose of this study is to show the role of awareness at social media
on the brand equity throw advertising awareness, the conceptual model illustrates the impact of advertising
awareness on brand equity and its dimensions. In order to accomplish the objectives proposed, a model
reflecting the effect of advertising awareness on brand equity, the model is tested by structural equations
modeling and the sample is 273 students, the finding show that advertising awareness has an effect on both
brand awareness and brand image. Also advertising awareness has effects on brand equity. The study
finding can be used by mobiles market to increasing brand equity.
Comparision between online & offline marketingSunil Kumar
The document compares online and offline marketing. It begins by defining offline marketing based on definitions from authors like Kotler and the Chartered Institute of Marketing. Offline marketing is described as a social and managerial process of identifying, anticipating, and satisfying customer needs profitably through products, pricing, promotion, place, and personal selling. The document then discusses how online marketing differs from offline marketing in its functions and instruments, such as individualization, auctions, and social media marketing. It argues that while online and offline marketing share concepts, the specifics of how they are implemented differ. The key challenge for companies is to thoughtfully coordinate their online and offline marketing strategies.
Similar to Individual paper_Internet marketing_Hoffman (20)
How to Implement a Real Estate CRM SoftwareSalesTown
To implement a CRM for real estate, set clear goals, choose a CRM with key real estate features, and customize it to your needs. Migrate your data, train your team, and use automation to save time. Monitor performance, ensure data security, and use the CRM to enhance marketing. Regularly check its effectiveness to improve your business.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
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Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
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Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
1. By embracing new rules of (Internet) marketing a firm can become truly customer oriented.
The potential of corporate blogs as a tool to implement Implementing participative market
orientation
Ann-Christin Hoffmann
Magistratsvägen 55X, Lund
Gim11aho@student.le.se
1
2. Introduction
In current years, the internet has changed marketing profoundly. The world wide web has become an
“enabler of a global marketplace, characterised by equal access to information about products,
prices, and distribution” (Pires et al., 2006, p. 937) This development goes hand in hand with changes
in the competitive environment: “Competitive advantage is more likely to be derived from marketing
strategies focused on consumers’ perceptions of value1 and embodied in supplementary benefits
targeted to them” (Pires et al., 2006, p. 937). With the increasing demand to distinguish less about
physical, tangible aspects and more about immaterial, intangible aspects (De Chernatony, Dall ’
Olmo Riley, 1998), the brands2 enter the focus of attention. “The potential of brands to play a pivotal
role in a company’s value generation has been widely acknowledged (Aaker, 2002; Ind and Bejerke,
2007; Kapferer, 2004; Keller, 2007)” (Burmann et. al, 2009, p. 113). Building and communicating the
brand, however, has changed. Web 2.03 and its interactive technologies such as blogs, social
networking and video-sharing sides have empowered customer to take an active role in delivering,
accessing and sharing brand–related content (Chua, et al., 2010; Burmann, 2010). Christodoulides
(2008 in: Arnohold, 2008, p.13) sees the “new age of branding shifting from a predominant emphasis
on top-down marketing communications to an emphasis on relationships: Instead of passive
recipients of marketing messages consumers had to be appreciated as equal partners in mutual
value-building relationships with brands and joint creators of brand meaning.” This poses a new
challenge for companies. They need to understand how they can incorporate the empowered
customer and his brand- related content into brand management while at the same time
safeguarding their own purposes (e.g. boosting brand equity4, financial aims).
Literature on customer orientation suggests that putting the customer at the strategic focus of a
company is linked to the enhancement of business profitability (Narver, Slater, 1990). Despite the
extensive academic literature in this field, the concrete implementation of customer orientation in
the company has often been neglected. Moreove, only few sources examine the concept against the
background of brand building (Nwankwo, 1995; Ind, Bjerke, 2007). Ind and Bjerke (2007) contribute
to fill this gap with their participatory market orientation (PMO). They suggest that including the
1
In this paper, value is understood as defined by the customer and co-created between the company and the customer.
Value for the customer is unleashed ‘in –use’ of a product or service that enables him/her to reach a desired end-state. This
understanding builds on the new service dominant logic developed by Vargo and Lusch (2004).
2
“Referring to the identity based brand management approach [see below] a brand is understood in the following as a
bundle of benefits with specific characteristics (In terms of communications, customer service, packaging, technological
innovation, etc.) causing a sustainable differentiation regarding other bundles of benefits which meet the same basic needs
from the perspectiveof relevant target groups” (Arnhold, 2008, p.2)
3
Web 2.0 is an umbrella term for vehicles such as blogs, podcast sites, video and photo sharing sites and social networking
sites which support the communication, interaction and collaboration in the internet (Arnhold, 2008, p.5)
4
Brand equity in this paper is refereing to Aakers (2004) definition: awareness, loyalty, perceived quality, associations
2
3. organization and customers equally in the brand building process can enhance brand equity. The
researchers outline measures through which the concept is successfully executed in an organization
offline. However, they do not provide the same insight in depth for the online environment. So it is
not clear which tools companies can use to implement customer orientation in Web 2.0. In this
context Arnhold (2010, p.1) examines “how brand-owning companies may involve consumers in
interactive programmes such as corporate blogs, brand communities and online challenges in order
to strengthen the consumer's relationship to the brand.” As this is mostly examined under the
generic term ‘user generated branding’, specific advantages and challenges associated with the
respective tool underlying this concept are not in depth covered. This is, however, important for
brand managers as there still seams to be a gap between the potential of the Web 2.0 technologies
and the efficacy of its usage, which can partly be traced back to a lack of knowledge. The 2011 Social
Media Marketing Industry Report e.g. found that 69% of the 3300 polled marketers wanted to learn
more about blogging. Therefore the purpose of this paper is to discuss the potential and challenges
of blogs as a tool to implement customer orientation from a company’s perspective. Therefore,
first the concept of customer orientation in a branding context is outlined. As a second step, the
management approach ‘user generated branding’ (UGB) is introduced. As a third step, the two
concepts are linked by examining the underlying research question.
3
4. Theoretical framework
Customer orientation and participative market orientation
Customer orientation is extensively discussed in the literature. It has been explained in various ways,
often associated with different terms e.g. marketing concept and market orientation. Kohli and
Jaworski (1993, p. 53) describe the concept as “the organization wide generation of market
intelligence, dissemination of the intelligence across departments, and organization wide
responsiveness to it“. Narver and Slater (1995) see customer orientation as a facet of market
orientation besides competitor orientation and interfunctional coordination. They describe market
orientation (including customer orientation) as an organizational culture and a long-term focus the
company assumes. “[…] The primary focus of a market orientation is on creating superior customer
value, which is based on knowledge derived from customer and competitor analyses” (Naver and
Slater, 1995, p. 68). By constantly collecting information about customers and competitors the
company engages in a learning process that improves its understanding of the latent and expressed
customer needs. Sharing this gained knowledge throughout the organization and acting on it can
provide the company with a competitive advantage and an enhanced business
performance/profitability (Narver and Slater, 1990). A point for criticism raised by marketing
practitioners and academics is that it is often no clearly distinguished between customer orientation
and market orientation which frequently leads to an interchangeable application of the terms
(Nwanko, 1995).5 However, all concepts share “the goal of putting customers at the center of
strategic focus” (Nwanko, 1995, p.6 ).
Ind and Bjerke (2007) see several limitations in the concept of market orientation as outlined by
Naver and Slater: While market orientation has been linked to overall business performance, it has
not been explicitly connected to brand building capability— i.e. seen as a source to build a strong
brand in terms of brand equity. Furthermore, the entire side of the concept’s implementation has
been neglected. Building on this criticism, they develop the concept of participatory market
orientation (PMO). It is defined as a “philosophy that aims at building brand capability and brand
equity by involving employees, customers and other stakeholders in the development of the brand.”
The central principle of PMO is the idea of entrainment i.e. the direct engagement of the
organization with its customers in ongoing dialogues and the belief in the value of participation.
5
The core literature in the following paragraphs uses the term participative market orientation, with reference
to Narver and Slater (1995), neglecting, however, the aspect of competitor orientation.
4
5. Referring to Eric Raymond, they describe their approach connected to the ‘Bazaar model’ of a brand:
“ A bazaar model approach to branding lets consumers, retailers, press and public take a peek behind
the scenes and have a say when decisions are made” (Mack,2004, in: Ind, Bjerke, 2007,p. 140).The
customer’s role herein is that of a “ natural partner in a collective process of product and brand
development” (Mack,2004, in: Ind, Bjerke, 2007,p. 140). Developing PMO in brand building requires
as a first step to carry out market intelligence in order to form an idea about the customer needs and
to ‘bring the customer inside the organisation’. This should be achieved by getting “[…] genuinely
close to customers, so that the acquisition of knowledge is direct and unmediated” (Ind, Bjerke,
2004, p.141). As a second step people in the organization have to be involved in order to develop a
response. It can be described as a process of ‘externally sensemaking’ by engaging in open and
ongoing dialogues with customers and ‘internally sense sharing’ between managers and employees
organization wide. PMO thereby recognizes the importance of both the internal and external facet of
market orientation. “ […]the value of this is in building brand equity and delivering customer
experience”(Ind, Bjerke, 2007, p. 141)
Another limitation Ind and Bjerke (2007) highlight is that the outlined marketing orientation models
do not cover how the organization can practically implement market orientation. In their PMO
approach they outline several measures through case studies in an offline context. With the concept
of user generated branding Arnhold (2010, p.1) examines “how brand-owning companies may
involve consumers in interactive programmes such as corporate blogs, brand communities and online
challenges in order to strengthen the consumer's relationship to the brand”. Thus, she delivers a
theoretical basis and possible tools to implement PMO in an online context.
User generated branding
“UGB can be defined as the strategic and operative management of brand related user-generated
content (UGC) to achieve brand goals. That is, UGB is understood as the handling of all kinds of
voluntarily created and publicly distributed brand messages undertaken by non-marketers – from
original user comments to reviews, ratings and remixes with corporate messages, to even full artistic
work. This UGC might represent both expression of customer complaint and brand fan dedication. It
might be visualized as text, image, audio or video and distributed not only via Web2.0 platforms such
as blogs, review, video sharing and social networking sites, but also via mobile devices” (Arnold,
2010, p.5).
5
6. UGB is rooted in the theoretical frame of identity based brand management (Burmann, 2010). This
“[…] takes into account both the brand perception by external stakeholders – referred to as brand
image – and the self-reflection of a brand by internal stakeholders – called brand identity. By
considering the inside-out perspective as equally relevant to the outside-in perspective” this
approach differs fundamentally from the preceding one-sided image-oriented models” (Burman,
Hegner, Riley, 2010). Herein, it shares a dynamic two dimensional understanding of the brand that
implicitly can also be found in Ind and Bjerke’s (2007) internal/external view of brand building in
PMO. It combines the sales market perspective with internal resources and competences of the
organization.
There are two key UGB approaches that can be distinguished: non-sponsored UGB can be defined as
the monitoring of naturally occurring unprompted brand related UGC and the incorporation of the
won insights by adapting operative brand management tools. On the other hand, brand management
may actively stimulate brand related UGC through blogs, contests, selected fan contributions or
other forms of campaigns. The management of this form of UGC is called sponsored UGB (Arnholt,
2010). Sponsored user generated brand related content, if “promoted as symbols of open brand
communication, highlighting the brand transparency and responsibility principles” (Burmann,
2010,p.3), are found to be a very effective branding tool and for actively fostering consumer-brand
relation ship (Burmann, 2010). Hence, sponsored UGB seems to provide opportunities for a company
to genuinely become entrained with the customer, one of the fundamental criteria of participative
market orientation. One such tool of sponsored UGB is a corporate blog. In the following, the
potential of corporate blogs as a tool to implement customer orientation from a company’s
perspective will be examined.
6
7. The potential of corporate blogs as a tool to implement PMO
What are corporate blogs and why are they relevant?
“A blog is defined as a type of webpage usually displaying date-stamped entries in reverse
chronological order” (Gill, 2004; OECD, 2006a, in: OECD, 2007, p. 36). It is updated regularly and can
consist of text, images, audio, video, or a combination of them (OECD, 2007, p. 36). Corporate blogs
additionally are characterized by three criteria. “Firstly, they are usually maintained by individuals
who post in an official or semiofficial capacity at a company (known as the corporate blogger); the
blog content is explicitly or implicitly endorsed by that company and lastly, entries are posted by a
person perceived to be clearly affiliated with the company” (Chua, 2010, p. 2). In part corporate
blogs overlap with brand communities; however a point of distinction for this paper is that brand
communities can be rather understood as a market place for per-to-peer storytelling, while
corporate blogs are more positioned as forums for customers to talk to the company (Arnhold,2010).
Despite the enormous growth of corporate sites on social networks like Twitter and Facebook, blogs
also represent an important tool for companies: among the Fortune 500 firms about 23 % adopted
corporate blogs in 2011, a number that has been growing since 2008. Especially in branding,
corporate blogs provide two important advantages compared to social networks. Firstly, the latter
have predefined interfaces which limit the possibility for the corporate’s visual branding.
Furthermore, corporate blogs provide a better format for extensive storytelling (i.e. sharing legends
from inside the organization) which presents an important “hook for brands to be understood
internally and externally” (Yan, 2010, p. 693). In the following the advantages and limitations
associated with corporate blogs as a tool for implementing PMO should be examined from a
company’s point of view.
Getting close to the customer
As outlined in the theoretical framework an important basis for PMO is to gain genuine information
and acquire knowledge by learning about customer needs. Chua et al. (2010) argue that corporate
blogs facilitate the company-customer knowledge exchange given their dialogical nature. They are
effective in obtaining direct access to customer groups for unmediated market research purposes
(Barwise, Meehan, 2010) and thus help companies to develop a deeper understanding of their
customers’ interests and concerns. Due to the fact that many blogs are anonymous, customers likely
provide uncensored opinions and insights. Numerous customers of the Italian moped manufacturer
7
8. Vespa for example contribute with their product reviews on the blog to the company’s
understanding of customer preferences (Singh et al., 2008). An important aspect for a successful
learning process is the existence of trusting and open customer-company relationships which PMO
stresses as a crucial point in its approach (Ind, Bjerke, 2007) Corporate blogs have the capacity to
build these relationships. An example of a corporate blog that practices radical disclosure to their
customers is Zappos’ blog ‘Insight’ where the shoe fabricant shares everything from internal memos
to e-mails. This openness has fostered strong bonds between customers and the company (Fournier,
Averey, 2011). Furthermore, co-operate blogs establishing strong customer relations is by providing
them a platform to engage in the co-creation of the brand. Thus, “ they satisfy a need: the desire of
engagement with a brand they wish to be associated with, or to put it in Engeseth’s terms to feel
‘one’ with the brand” (Yan,2011). Through their participation, customers identify with the brand and
become involved. The deeper the resulting relationships are the more they will create opportunities
for acquiring knowledge, hence make the company more flexible in adapting to the customers’ needs
and giving their brands greater relevance (Chua et al, 2010; Yan, 2011). “If the organization goes
online with these ideas in mind, then it is a modern sign of its market orientation: it becomes a
learning organization, getting data from audiences directly, providing it with competitive advantage.”
(Yan,2010, p. 692 ). An example for this provides Patagonia’s corporate blog. The brand is known as a
producer of apparel outdoor clothing and gear. On their blog, they feature customers’ stories of high-
end adventure journeys. Thus, they not only enable customers to carry the company’s brand promise
through to their personal experiences but at the same time allow the company to learn about the
customers’ interests and new outdoor trends.
Corporate blogs are also useful tools for revealing the thinking of the people behind the brands
(Yan,2010). This corresponds to the ‘Bazaar model’ that is key in PMO. BBC’s ‘The editor’s blog’ for
example ‘aims to explain the editorial decisions and dilemmas faced by the teams running the BBC’s
news service’. Weighing in these information customers then can decide how news should be
covered. The Disney Parks Blog provides another example of how to take customers behind the
scenes. It features posts about dance rehearsals, sneak peeks at new construction sites, interviews
with employees etc. Posts like this humanize a company and give the customer valuable insights
(Singh, 2010).
As PMO is a bi-dimensional approach with an internal and external perspective, after illustrating the
capacity of corporate blogs ‘to bring the customer inside the organisation’, now their potential for
internal response building will be examined.
8
9. Being responsive
An important aspect of PMO in this context is to connect employees organization wide in order to
allow ’internal sensesharing’ of customer insights. Corporate blogs leverage this process. Corporate
blogs facilitate internal collaboration by allowing employees to share knowledge and experiences
(Sing et al.,2008). South Western airlines’ blog for example features stories of employees talking
about their job experiences, their customer encounters, company news etc. Thus, the blog serves as
an important platform for internal brand management. The stories around the brand foster the
employee relationships and strengthen their knowledge about activities in other departments.
Moreover, they help them to understand the brand and feel aligned to it (Yan, 2010, p. 693).
Employees who are ‘living the brand’ are better able to deliver positive brand experiences to
customers which is a vital prerequisite for creating brand equity (Ind, bjerke, 2007).
Furthermore, by applying data filtering methods the blog becomes an efficient tool for internal
knowledge management (Singh et al., 2010). Also important is that, blogs provide organizations the
opportunity to quickly respond to customers’ comments on the page “while setting the expectation
that their opinion will result in a better product or brand in the long run” (Sing et al.,2008, p. 286).
Starbucks, for example incorporates customer ideas in new product variants.
Challenges
Despite the advantages corporate blogs provide as a tool for PMO in branding, they also entail
challenges. A major challenge that companies are facing is the considerable loss of control over
brand messages and brand meanings, although to a less extent than other mediums (Arnhold,2010)
Customers are invited by such blogs to freely share brand related comments opinions and
interpretations. These, however, do not necessarily always overlap with the maketer’s concept of the
brand or are in favour of it.
Connected to this is also the challenge of anonymity. While it might grant valuable insights on the
one hand, it also makes it difficult for the marketers to assess the root of the problem and doesn’t
allow a targeted response (Singh et al., 2008).
9
10. For some companies it can also become a challenge to maintain authenticity and transparency in the
perception of the customer. An illustration of this provides the Wal-Mart blog scandal. “Wal-Marting
Across America,” was a blog that spread positive information about the retailer and was ostensibly
created by a man and a woman traveling the country in an RV and staying in Wal-Mart parking. In
2006 customers revealed it as a fake blog sponsored by the company and organized by a public
relations firm. Subsequently, the Wal-Mart brand suffered a severe reputation crisis instead of
experiencing the intended image boost. Similar problems can arise if there is somebody else than the
claimed person behind the blog as in ‘ghostwritten’ CEO blogs for example (Founier, Averey, 200;
Yan,2010).
Summarizing the analysis of the potential of a corporate blog as a tool for implementing PMO it can
be said that they leverage both the external sensemaking and the internal sensesharing: They enable
unfiltered market intelligence while offering a unique personal manner to connect with the customer
and learn about him. Moreover, they can foster employees together and offer a convenient way to
built direct responses. Thus, corporate blogs can be seen as interactive tools that help to involve
both the customer and the employees in building the brand.
Conclusion
The new rules of branding in Web 2.0 have migrated the relationship between the customer and
company to an interactive level. Companies therefore face the challenge to encounter these
development and integrate the customer into its brand management. A customer focus in branding
has become imperative. However, the literature so far delivered hardly any tools for companies to
implement customer orientation in branding in an online context.
The purpose of this paper therefore was to discuss the potential and challenges of blogs as a tool to
implement customer orientation from a company’s perspective.
Corporate blogs were thereby found to fulfill both external sensemaking and the internal
sensesharing: On the one hand it connects the organization with its customer, making it more
relevant through better tailored offerings and eventually boosting brand equity. On the other hand it
also fuels internal collaboration leading to supreme value generation. Thus, corporate blogs can be
seen as interactive tools that help to involve both the customer and the employees in building the
brand. Nevertheless, also the challenges have to be taken into account with one of the biggest being
to establish a transparent and authentic dialogue with the customer.
10
11. By analyzing the underlying purpose the paper made a contribution to the current PMO literature by
adding a concrete tool for companies to become more customer orientated in the online context.
Moreover, the insights gained are valuable with regard to closing the current knowledge gap of
brand managers who want to learn more about the potential and implications of blogging. Small and
medium enterprises’ benefit especially from the analysis as they can harness corporate blogs as a
relatively inexpensive tool for enhancing their customer orientation in branding and thus become
more competitive against big companies with higher media budgets. A limitation of this paper is that
the role of UGB programs in strengthening a brand ’ s organizational interaction capability is still
relatively uninvestigated which points out a field for further research.
11
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