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Marketing Theses and Dissertations

Theses/dissertations from 2023 2023.

How Feeling Like a Minority Affects Preferences for Autonomous Digital Interfaces , Ye Seul Kim

Theses/Dissertations from 2022 2022

Spillover Effects in Product Customization , Samuel Babu Sekar

Theses/Dissertations from 2021 2021

External and Internal Factors of Sports Sponsorship Selling Cycles in North American Professional Sports , Dan Kaufmann

Increasing Personal and Product Influence Through Background Auditory and Visual Cues , Zhihao Yu

Theses/Dissertations from 2020 2020

The Effects of Product Recalls on Competitors’ Market Value and Recalling Firm’s Reputation , Dong Liu

Corporate Brand Impact on Sales / Revenue Per Share , Brad A. Puckey

Competition in Upstream Humanitarian Supply Chain: Investigation of Food Banks , Iana Shaheen

Theses/Dissertations from 2019 2019

How Digital versus Non-Digital Modes of Food Ordering Influence Menu Healthfulness Perceptions and Food Choices , Annika Abell

Theses/Dissertations from 2018 2018

The Impact of Digital Marketing Decisions on Market Outcomes in Residential Real Estate , Denise Hunter Gravatt

Theses/Dissertations from 2017 2017

Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes , Lisa Monahan

The Effects of Loneliness on Consumers’ Digital Engagement with Social Media Ads , Yu Qin

Product Shadows and Ad Evaluations , Nazuk Sharma

Theses/Dissertations from 2016 2016

Understanding the Complexity of Product Returns Management: A Complex Adaptive Systems Theory Perspective , Jennifer Anne Espinosa

Branding Implications of Co-Created Social Responsibility , Alexander J. Kull

Theses/Dissertations from 2015 2015

How You Categorize Influences How Helpful You Are: The Effect of Categorization Mindset on Consumers’ Social Decisions , Hsiao-Ching Kuo

Theses/Dissertations from 2014 2014

Taken for Granted or Taken with Gratitude? An Examination of the Differential Effects of Donations of Time and Money on Consumers' Evaluation of Corporate Philanthropy , Ryan Langan

Essays on Consumer's Psychological and Behavioral Responses toward Social Coupons , Chinintorn Nakhata

Muscling Consumers to Optimal Option Differentiation: The Influence of Incidental Muscular Sensations on Option Differentiation , Courtney Szocs

Theses/Dissertations from 2012 2012

Essays on Mental Accounting and Consumers' Decision Making , Ali Besharat

Perceived Firm Transparency: Scale and Model Development , Jennifer Dapko

Theses/Dissertations from 2010 2010

Antecedents and Consequences of Channel Alienation: An Empirical Investigation within Franchised Channels of Distribution , Ivan Lapuka

Theses/Dissertations from 2009 2009

An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context , Brent L. Baker

Developing the Nomological Network of Perceived Corporate Affinity for Technology: A Three Essay Dissertation , David Earl Fleming

Theses/Dissertations from 2008 2008

Self-Directed Learning: Measures and Models for Salesperson Training and Development , Stefanie Leigh Boyer

Emotional Exhaustion and Its Role in Service Sabotage among Boundary Spanners , Diane R. Edmondson

Theses/Dissertations from 2007 2007

Essays on multiple identities and motivated consumption: Exploring the role of identity centrality on self-brand connections , Tracy R. Harmon

The impact of organizational climate variables of perceived organizational support, workplace isolation, and ethical climate on salesperson psychological and behavioral work outcomes , Robert J. Riggle

Theses/Dissertations from 2005 2005

The Effect of Perceived Entitativity on Implicit Image Transfer in Multiple Sponsorships , FrancoÌ?is Anthony Carrillat

Theses/Dissertations from 2004 2004

Relationship Advertising: Investigating the Strategic Appeal of Intimacy (Disclosure) in Services Marketing , Andrea Diahann Gaye Scott

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THE RELATIONSHIP BETWEEN E- MARKETING MIX STRATEGY AND INTEGRATED MARKETING COMMUNICATION: A CONCEPTUAL FRAMEWORK

2020, International Journal of Engineering Applied Sciences and Technology

In the last three decades, the global economy and the corporate world have seen massive technological shifts, especially in the field of IT and company owners, who have to come up with a new concept. This thesis aims to provide useful insight into the relationship between electronic marketing mix strategy and integrated marketing communication. This paper examines whether e-marketing impacts integrated marketing communication. The researcher stressed and deliberated the requisite e-marketing formula of 2P+2C+3S (Personalization, Privacy, Customer Service, Community, Site, Security and Sales Promotion). This role has revolutionized the process by which the organization interacts both to existing and prospective consumers and maximize the investment return and reduces the cost of reaching customers with an E-Marketing approach.

Related Papers

International Journal of Economics and Management Systems

Dr. Masri Abdul lasi

Over the last three decades, the global economy and the corporate world have seen tremendous changes in technology advancement, especially in information technology and business owner required to come out with creative idea. In this research, the researcher tries to offer valuable insight into the relationship between E-Marketing mix strategy and integrated marketing communication. This research done by exploring whether e-marketing has impact on integrated marketing communication. The researcher underlined and deliberated the imperative formula of E-marketing which represented by 2P+2C+3S (Personalization, Privacy, Customer Service, Community, Site, Security and Sales Promotion). These function from the framework of an e-marketing strategy concluded, information technology has revolutionized the mechanism by which the business communicates to both current and prospective customers, increases the return on investment and decreases the cost of reaching out to customers.

Prof. As'ad Abu Rumman

This study aims to investigate the impact of E-integrated marketing communication (E-IMC) on customers' attitudes toward electronic products. In order to achieve the objectives of the study, the researchers deployed the descriptive analytical approach due to its relevance to this kind of research. The sample was purposive random sample of online customers who were exposed to E-IMC in the context of electronic products in Jordan. 547 questionnaires were distributed; 498 questionnaires were collected back; and 455 questionnaires were accepted. The research included two main variables with sub dimensions; E-IMC as the independent variable, customers' attitudes toward electronic products representing the dependent variable. E-IMC sub dimensions were on-line advertising (OD), online public relations (OPR) and online sales promotion (OSP). Results revealed that there was a statistically significant relationship between E-integrated marketing communication (E-IMC) and customers' attitudes toward electronic products. In the light of the results, possible managerial implications are discussed and future research subjects are recommended.

SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference

Santa Bormane

Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc., which envisages consumer involvement with a view to mitigating the consequences caused by the obstacles to marketing communication – loss of control over corporate communication and being adversely affected by invisible communication. Aim of the research was to study and assess integrated marketing communications in the context of digital marketing and its influence upon buyers’ buying decision...

Lê Ngọc Trang

The Internet has become an indispensable tool for today's businesses. Every business organization is using it in some way or another these days. Marketing managers who fail to use the Internet in in formulating their companies' marketing strategy will be at a disadvantage. This paper discusses how the Internet is impacting the conduct of a firm's marketing strategy. The discussion includes the impact of the Internet on product and brand strategy, pricing strategy, distribution, and promotion strategy. The Internet is revolutionizing the way business is conducted and its use is becoming increasingly critical to the success of business firms. The Internet is becoming such a pervasive tool that every company will be using it in some way or another in a few years. It is a powerful tool that a business can use to obtain a competitive advantage. It offers many opportunities for businesses to grow in sales and reduce costs. According to the American City Business Journal, small businesses that use the Internet have grown 46 percent faster than those that do not (Howard, 2002). Some of the major changes brought about by the Internet can be seen in the way we purchase products and services, obtain information, and conduct our banking. Customers can quickly find product and price information and obtain advice from a wide variety of sellers. Online visitors can check product availability, place an order, check the status of an order, and pay electronically. The use of the Internet empowers customers because they can go on the Web and quickly find out where to get the lowest prices for a particular product or service. Consumers benefit from the Internet because it reduces search costs for products and product-related information. E-tailing increases competition by pitting local against national and international competitors (Quelch and Klein, 1996). Business organizations will not survive the Internet era unless they change the ways in which they conduct their business. However, there has been a tremendous amount of hype about e-commerce. The truth is that despite the changes brought about by the Internet, e-commerce is based on the same fundamental principles that have governed businesses for thousands of years (Howard, 2002). 4 Yet a lot of businesspeople view it as something completely new that requires a new way of doing business. Success in the Internet age is about learning the new rules of business while not giving up on the basic business principles. Many Internet-based companies fail because they were built on business models that had no chance of ever making a profit (Howard, 2002). While the Internet has become an indispensable tool in marketing, many marketing managers do not understand how to integrate the Internet in their marketing strategy. Developments in Web based technologies make it necessary to rethink how firms should conduct their business and market their products as this new technology affects all aspects of marketing (Hoffman, 2000). Marketing success depends on the extent of market orientation of the business. Companies that fail to take the customer point of view in designing their Web strategy have only a slim chance of succeeding. Unfortunately, many firms use the Internet without considering how it fits within their marketing strategy. In this paper we provide a number of Internet-based marketing strategies in the various areas of the marketing mix. This paper fills an important gap in our understanding of how to integrate the Internet in marketing strategy formulation. We argue that the Internet should be viewed as part of the firm's long-term marketing strategy and it should be integrated with all other means of formulating and implementing strategies in a way that it conforms to the principles of a sound business strategy (Capon and Hulbert, 2001). Marketing strategist can use the ideas presented in this paper to formulate more effective Internet-based marketing mix strategies. The next section considers the role of the Internet in developing product, brand, pricing, distribution, and promotion strategies.

The marketing mix paradigm, in its famous version of the 4 Ps, went all the way through the evolution of marketing theory being object of discussion both in academic literature and managerial practice. Though it's a fact that the 4 Ps marketing mix is a milestone of marketing theory, it is also true that the evolution of business contexts has created the need to review the " controllable factors " which form the marketing mix. The digital business represents the more recent of the business contexts and the one with the greater need for a differentiation of the mix. Throughout this evolutionary process, researchers have always been divided between the " conservatives " , who think the 4 Ps paradigm is able to adapt to the environmental changes by including new elements inside each " P " , and the " revisionists " , who affirm that the 4 Ps paradigm is obsolete and propose new paradigms. This paper aims to clarify these two different approaches to marketing mix evolution through a review of the main literature regarding e-marketing mix, focusing on the development of marketing mix theory for the digital context.

Academy of Marketing Science Review

Hande Kimiloglu

Studia commercialia Bratislavensia

JAMAL HASAN

Analysis of E-marketing Strategies The Internet has led to an increasingly connected environment, and the growth of Internet usage has resulted in declining distribution of traditional media: television, radio, newspapers and magazines. Marketing in this connected environment and the use of that connectivity to market is e-marketing. E-Marketing embraces a wide range of strategies, but what underpins successful e-marketing is a user-centric and cohesive approach to these strategies. While the Internet and the World Wide Web have enabled what we call New Media, the theories that led to the development of the Internet have been developed since the 1950s. This paper focuses on only e-marketing strategies, not the plan of e-marketing.

International journal of business and management

Gandolfo Dominici

The marketing mix paradigm, in its famous version of the 4Ps, went all the way through the evolution of marketing theory: from the marketing concept, through relationship marketing, to digital economy, being object of discussion both in academic literature and managerial practice. If it is a fact that the 4Ps marketing mix is a milestone of marketing theory, it is also true that the evolution of business contexts has created, in many fields, the need to review the "controllable factors" which form the marketing mix. The digital business represents the more recent of the business contexts and the one with the greater needs of differentiation of the mix. Throughout this evolutionary process, researchers have always been divided between the "conservatives", who think the 4Ps paradigm is able to adapt to the environmental changes by including new elements inside each "P", and the "revisionists", who affirm that the 4Ps paradigm is obsolete and propose new paradigms. This paper aims to clarify these two different approaches to marketing mix evolution through a review of the main literature on e-marketing mix, focusing on the development of marketing mix theory for the digital context.

Procedia Computer Science

azam hamidi

Mohammad A Nabil

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