• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.15 no.5
• /
• pp.3203-3212
• /
• 2014

Company. s support for culture and arts started from mecenat activities. After then, it played a role as a tool of the company to satisfy consumers. cultural desires and improve the company. s image. As time goes by, it became a culture marketing which encourages business activities. Therefore, many companies try to develop their culture marketing activities in various fields. Especially art marketing has increased consumers. expectation and interest about art activities. Also, art marketing has become important as it has helped consumers to have critical view about products and improve their standard of life. As a way of art marketing, a company provides diverse exhibitions, sponsors and education programs related to art in either a specific space of the company building or a separate place. It can be said that this example of art marketing is a kind of an image marketing and public welfare at the same time. This article presents the concept of culture marketing and current condition of company. s support for culture and arts. In addition, the article depicts the concept and classification of art marketing. Furthermore, through analysis of company exhibition space and programs, the article illustrates the features and typology of art galleries managed by companies.

• Management & Information Systems Review
• /
• v.28 no.3
• /
• pp.117-140
• /
• 2009

The purpose of this study is to investigate the effects of corporate mecenat activities, ultimately making more firmly established the theory of mecenat activities from the perspective of marketing. For the purpose, this researcher examined the motives of such activities and analyzed the current state and problems of those activities in Korea. In this study, the motives of corporate mecenat activities are largely classified into the improvement of corporate image, which is identified from the view of cultural investment, and direct corporate profits like tax favor, from the view of marketing. Regarding the effects of corporate mecenat activities, P. Kotler and J. Scheff suggested that in future, corporate supports to art would be the most remarkable part of marketing. In association, the Australian Foundation for Culture & Humanities and Arthur Andersen described the effects of corporate mecenat activities in form of cultural investment largely in terms of business, market and employees. In a similar vein, the Korea Business Council for the Arts classifies the effects of corporate mecenat activities largely into three, corporate legitimacy, market advantage and benefit to employees. In relation to corporate mecenat activities, now, the theory of mecenat which is established from the perspective of marketing is considered more persuasive than that which is provided from the perspective of philanthropy. For more corporate efficiency and effectiveness, in conclusion, it's needed to orient the theory of mecenat from the perspective of marketing.

• Proceedings of the Korea Database Society Conference
• /
• 2001.06a
• /
• pp.183-192
• /
• 2001

eCRM은 인터넷 상의 고객의 행동을 파악, 가치있는 고객 세그먼트를 찾아내고, 이들에게 타겟 마케팅을 실시함으로써 기업의 수익성을 높이거나, 마케팅활동을 자동화함으로써 고객관리 프로세스의 효율성을 높이는 일련의 과정 (중략)

• Defense and Technology
• /
• no.6 s.292
• /
• pp.36-51
• /
• 2003

방산물자의 수출촉지활동은 민간업체, 정부, 군요원들로 이루어진 공동 마케팅팀을 구성하여 해외 방산물자 전시회에 참가하여 개별 수출건과 관련하여서도 결집된 노력을 경주하여야 된다. 국내의 독자적인 개발품목이 많지 않기 때문에 지금까지는 국제 무기전시회에 정부와 방산업체가 참여하는 기회가 없었으나, 이제 국내의 방위산업과 개발된 무기체계를 홍보하고 마케팅활동을 할 수 있도록 정부는 전시회 참가 기획 및 업체지원, 개별 방산업체는 자사제품의 판촉을 담당하도록 협력체제를 발전시켜야 한다.

• Proceedings of the Korean DIstribution Association Conference
• /
• 2006.05a
• /
• pp.207-226
• /
• 2006

우리 사회는 정보화와 다원화로 빠르게 변화하고 있다. 경제현상도 변화하고 마케팅의 기법도 다기해지고 있다. 네트워크마케팅(NWM)이란 다단계마케팅(MLM)과 통용되는 개념으로 직접마케팅(Direct Marketing) 기법 중의 하나로 비교적 새로운 유통방법이다. 피라미드와 혼동되어 한 때 비판의 대상이었던 네트워크 마케팅이 실정법에 근거한 새로운 경제활동의 하나로 국민경제에 기능하게 되었다. 올바른 네트워크 마케팅과 실정법에 대한 이해가 필요하며 경제활동의 하나인 이 분야에도 하나님의 주권과 방법이 실현될 필요가 있다. 이 사업에 참여한 성도들은 주님의 피로 사신 교회의 목적에 충실한 행동과 성숙한 신앙인의 자세와 태도로 임할 필요가 있다. 무엇보다도 자신의 재정적 능력범위에서 사업에 참여하는 것이 바람직하다. 일확천금이나 일시에 거금을 번다는 사실과 다른 선전에 현혹되지 말고 자기 자금이나 적정수준의 자본금으로 사업에 참여하는 것이 요구된다. 현행 방문판매법은 교사나 공무원 등의 우월적 지위를 이용하여 상대방에게 다단계 판매를 강요하는 것을 금지하고 있다. 교회에서도 교회 본래의 목적인 복음 전파와 예배 등의 활동과 상치되거나 방해해서는 곤란할 것이다. 자기의 구원과 삶이 바로 서고 이웃을 돌아보아 사랑을 실천하며 복음을 전파하고, 살아서 하나님의 나라를 이 땅에 구현하고 죽어 천국에서 주님과 함께하는 성숙한 신앙생활에 근거해야 할 것이다. 교회도 네트워크마케팅에 대한 바른 이해가 필요하며, 관련 교리에 대한 정확한 이해와 적용이 요구된다고 할 수 있다. 네트워크마케팅에 대한 실정법이 제정되어 있고 현실에 맞게 수차례 개정되어 오고 있으므로 이에 대한 바른 이해가 요청된다. 또한 과학의 발전에 중세의 교회가 이해를 새롭게 한 것처럼, 경제 현상의 변화에 대해서도 통전적인 이해가 요구된다. 이 세상은 근본적으로 하나님이 창조한 세상이기 때문에 이 세상 자체를 악하다고 볼 수 없고 더구나 구원을 이 세상에서의 이탈로 볼 수 없다. 진정한 구원이란 원래 하나님이 보시기에 아름다웠던 그 세상으로의 회복을 포함한다. 이런 면에서 하나님 주권 신앙 하에서 구원이란 전 인격적인 구원, 전 우주적인 구원이 된다. 그렇기 때문에 성도는 세상의 삶과 학문, 예술, 정치, 경제, 사회를 포함한 모든 분야를 하나님의 뜻 가운데서 그 원래의 목적에 부합할 수 있도록 회복시키는 일에 적극 참여해야 한다.

• Journal of Digital Convergence
• /
• v.16 no.10
• /
• pp.427-436
• /
• 2018

Companies are now using SNS as an online marketing channel and increasingly using it for customer relationship management(CRM). Although companies are actively using social media for marketing, language study brands in South Korea are using social media marketing in widely different ways. Among various components of social media marketing activities, this study analyzed the effects of informativeness, content suitability, and recency of social media marketing on consumers from the perspectives of brand equity and purchase intent. In the results, components of social media marketing activities had significant effects on brand equity, in the order of recency, content suitability, and informativeness. Second, brand equity and consumer purchase intent had significant correlation. And having a child also influenced purchase intent. The results of this study can be used as basic data for research on social media marketing of language schools and propose a theoretical direction for future research in the field as there is little academic data related to the subject.

• Journal of Korea Entertainment Industry Association
• /
• v.13 no.1
• /
• pp.35-46
• /
• 2019

In this study, we conducted an empirical analysis to examine the effects of corporate cultural marketing activities on customer satisfaction and customer citizenship behavior through positive emotion variables. For this study, we conducted a survey on customers who have experienced cultural marketing activities of companies. The results are as follows. First, among the four factors of culture marketing activities, 'sponsorship','synthesis','style', and other factors excluding 'sales' factors influenced positive emotion. Second, positive emotion have a positive effect on customer satisfaction with products and services. Third, positive emotion affect voluntary customer citizenship behavior. As a result, it can be seen that the marketing activities of companies practicing cultural activities, differentiation of products and services based on culture, and formation of corporate culture emphasizing culture lead to positive emotion of customer. In addition, positive emotion are likely to lead to customer satisfaction with products and services, and furthermore, in order to create common value, it is sometimes possible to lead to customer citizenship behavior that voluntarily perform the same role as the company's spokesperson have. Based on the results of this study, it is necessary for domestic stakeholder to engage in innovative perspectives and ongoing activities based on the essential concepts of cultural marketing to secure customer and build competitive advantage.

• Journal of Korea Technology Innovation Society
• /
• v.21 no.1
• /
• pp.331-353
• /
• 2018

Using data from 2008 and 2010 Korean Innovation Survey, this study estimates the impacts of non-technological innovation activities on the performance of technological innovation. The study estimates the effects of the two types of innovation, organizational innovation and marketing innovation. The estimation results suggest that both organizational and marketing innovations are closely related to the success of innovative products. In particular, non-technological innovation has significant positive impacts on the share of sales with market novelties. Among individual practices in organizational innovation, only the introduction of new business practices contributes positively to the sales of innovative products. In case of marketing innovation, new marketing methods in product design, product promotion and pricing increase the share of sales from new products.

• Journal of Information Management
• /
• v.37 no.1
• /
• pp.105-129
• /
• 2006

Due to the change of the corporate business environment, corporate libraries have to redesign their services and prove their significance of existence within their companies. Corporate libraries have to maintain their existence by developing new information services and new users. Just as enterprises doing marketing for survival, corporate libraries have to do the same marketing. This paper examines the necessity of a marketing strategy in corporate libraries, marketing planning, marketing mix, and other marketing strategies. The marketing strategy of one corporate library is analyzed here.

• Proceedings of the Korea Database Society Conference
• /
• 2008.05a
• /
• pp.253-261
• /
• 2008

Many SME have difficulties in marketing activities from early product and technology development because of lack of internal marketing abilities. This paper presents the strategy for the public information service providing so that the marketing oriented information system should provide appropriate information in every step of production from raw material procurement, processing, outsourcing, sales to collaboration. A prototype of marketing information system is implemented in terms of product information, market information, technology information and enterprise information.