The aim of the paper is to find out what marketing tools are used by development companies operating in Poland to attract customers and whether the impact of the Fourth Industrial Revolution on ...marketing can be observed. The secondary aim of the paper is to determine whether developers building investments in the area of the restricted use area (O.O.U.) use more marketing tools to convince potential customers to buy. For this purpose, a secret client survey was used and the research sample consists of four development companies and four of their investments in Kraków. The research conducted led to the disclosure of marketing tools used by developers. The survey shows that some elements of home branding, storytelling and banner ads, social media ads, ads on websites and portals and information brochures are being used. Through the use of virtual walks, housing visualization and the use of social media in advertising, the impact of the Fourth Industrial Revolution on marketing in the industry can be seen. The analysis shows that companies creating developments in the restricted use area are not using more tricks to attract customers. All developers selected for the study use a similar number of marketing tools.
Purpose
The study aims at analyzing the adoption and preference of E-Marketing tools in five-star hotels in India. This paper also explores the scope of artificial intelligence and the challenges ...with regards to its application.
Design/methodology/approach
A qualitative approach is adopted for this research, wherein the data has been collected through conducting one on one telephonic interviews (some in questionnaire format) and a roundtable conference with the general managers and marketing communication managers of 30 New Delhi/National Capital Region (NCR) hotels respectively to understand the transition from traditional to digital marketing era and how are they using various social media marketing tools.
Findings
This study aims to inform how digitalization has benefitted the industry in various aspects and its comparison to the traditional marketing methods. It also discovers the future of artificial intelligence in the Indian hospitality space.
Practical implications
This study aims to help managerial decision-making in the application of various E-marketing tools and strategies, suggesting the right mix of both traditional and digital marketing platforms.
Originality/value
Arguably this is one of a kind study, as there has been no such research done specifically aiming at the five-star hotels of the Indian market. The findings will help the industry explore and enhance their digital presence by suggesting the appropriate mix of both traditional and digital approaches and can be used as a good source for further exploring the perspective of digitalization by academicians as well.
Research background:
Marketing as a separate area of activities does not immediately occur only in the environment of companies, but is also used in the environment of non-profit organizations. ...Although the activities of non-profit organizations differ significantly from the activities of commercially oriented companies, even in the case of non-profit organizations, marketing activities and tools are used to improve the overall progress of non-profit organizations.
Purpose of the article:
The article deals with the analysis of marketing activities and tools that are applied in the conditions of non-profit organizations. In the case of applicable marketing tools, we will also address the question of whether it is necessary to modify traditional marketing tools in the environment of non-profit organizations. The aim of the article is to analyse the most frequently applied marketing tools in the environment of non-profit organizations.
Methods:
Descriptive methods as well as comparative methods are used in the analysis in order to compare them with the commercial sector. In this article, we work with the hypothesis that the application of the marketing concept will be different compared to profit-oriented marketing and we assume that marketing strategies will require a certain degree of modification.
Findings & Value added:
Based on the performed analysis, we will evaluate the findings of this issue and suggest other options for the implementation of marketing tools in the environment of non-profit organizations.
Research background:
Several studies have highlighted the importance of the Science and Technology Parks (STPs) to economic development. The reputation and image of the STPs substantially contribute ...to the expansion of the parks, which in turn enhances the region’s innovation capacity and economic development. However, there are few, if any, studies conducted to clarify the applicable marketing techniques for the brand promotion of the STPs.
Purpose of the article:
This study aims to determine and select the most appropriate marketing tools to promote the brand image and the reputation of the STPs in Vietnam, especially in the case study of Quang Trung Software City.
Methods:
The qualitative and quantitative research methods are used to analyze data collected from 20 participants who are managers and experts working in several disciplines. Moreover, the analytic hierarchy process is implemented to find out the priority of six proposed marketing tools.
Findings & Value added
: The findings reveal that online and offline marketing channels should be combined to promote the brand image of the STPs effectively. This study pioneers in researching the selection of the techniques for the marketing strategies of the STPs in Vietnam; thus, it contributes to the theoretical implications and managerial practice.
The question of the essence of the main tools of integrated marketing communications in the activity of banks of Ukraine is investigated. Their introduction in the management of Ukrainian banks is ...becoming relevant nowadays. Influence of such factors as intensification of competition; penetration of foreign banks into the Ukrainian market; expansion of the scope of banks’ activities determine the search for effective tools of integrated marketing communications. The purpose of the study is to substantiate and systematize theoretical and methodological approaches to the application of the main tools of integrated marketing communications of banks. The object of research is main tools of integrated marketing communications in the activities of banks. The theoretical basis of the study is the theories and marketing concepts of scientists. The results of the study allowed to determine the essence of such concepts as «marketing tools», «tools», «tools of marketing communications». The main tools of integrated marketing communications of banks as the most effective tools in modern market conditions are highlighted. Their use plays an important role in forming a positive image of the bank. Features of application of the main tools of integrated marketing communications for promotion of banking products and provision of banking services are considered.
Mo, J. and Ren, F., 2020. Discrete element analysis on the correlation between marketing means and economic benefits of island ecotourism. In: Yang, Y.; Mi, C.; Zhao, L., and Lam, S. (eds.), Global ...Topics and New Trends in Coastal Research: Port, Coastal and Ocean Engineering. Journal of Coastal Research, Special Issue No. 103, pp. 1038–1041. Coconut Creek (Florida), ISSN 0749-0208. The traditional analysis method of the correlation between island eco-tourism marketing means and economic benefits has a large error, so it can't provide reference for the development of island eco-tourism. Therefore, a discrete element analysis method of the correlation between island eco-tourism marketing means and economic benefits is designed. This paper analyzes the influencing factors of the correlation between marketing means and economic benefits, extracts the data table of island eco-tourism business, converts the data, and collects the correlation data of island eco-tourism marketing means and economic benefits. On this basis, the discrete element analysis method is used to calculate the correlation between the island eco-tourism marketing means and economic benefits, so as to complete the calculation of the correlation between the marketing means and economic benefits. The experiment proves that the discrete element analysis method of the correlation between the island eco-tourism marketing means and economic benefits is less error than the traditional method, and it has practical significance.
Organic food, a name for healthy food and sustainable or green food consumption, has become popular worldwide. Especially due to the COVID-19 pandemic, the demand for healthy food is increasing ...worldwide. In order to better understand consumer behavior toward organic food between different countries in different adoption stages of organic food and provide valuable information for industrial practitioners and researchers. We conducted a comparative study between Hungary and China. The organic food market is well developed in Hungary, while the market is starting to be popular in China. What factors can affect consumers buying organic food in Hungary and China? And what can be an efficient marketing tool for consumers to buy organic food in Hungary and China? The English and Chinese version surveys were conducted from 374 Chinese respondents and 207 Hungarian respondents by convenient sampling methods from March 2021 to April 2021, and the data were analyzed by SPSS software for correlation analysis. The statistical analysis results concluded that personal characteristics influence consumer behavior in Hungary and China, such as age, education level, occupation, living area scale, income, and gender. The dominant reason for Hungarian and Chinese respondents to buy organic food is food safety and health and environmentally friendly. And the reason for them to refuse organic food purchases is the high price, which is different from the previous study in Hungary. The most welcomed organic food product is organic fruits and organic vegetables in Hungary and China. The most efficient marketing tool for them to buy organic food is social media. And different marketing tools combination varies in Hungary and China. Hungarian respondents are more willing to buy organic food, while Chinese respondents are happier to recommend organic food to other consumers.
В данной статье анализируется процесс рекламного обеспечения спортивной отрасли России, приводятся примеры успешного внедрения в нее маркетингового инструментария. Отмечаются положительные тенденции ...плодотворного сотрудничества креативного агентства «BezNebes», которое разработало рекламную концепцию для профессионального хоккейного клуба «Салават Юлаев», выступающего в Континентальной хоккейной лиге.С одной стороны, СМИ способствуют повышению популярности спортивного клуба, федерации или определенного турнира, с другой стороны, сама популярность способствует тому, что уже другие журналисты пишут об этом, так как в их глазах и обществе в целом данная тема становится популярной и привлекательной. Таким образом, повышается интерес адресатов как из числа активных, так и пассивных болельщиков, а также среди населения, не интересовавшегося до этого времени спортивной тематикой.
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