• Asia Marketing Journal
• /
• 제7권2호
• /
• pp.23-46
• /
• 2005

사회마케팅은 1960년대 후반에 마케팅 개념의 확장이 필요하다는 주류 마케팅관리학파에 속하는 일부 학자들의 주장이 제기되면서 태동되었다. 이러한 이유로 인하여 사회마케팅 종사자들은 주로 전통적인 마케팅 수단에 의존하여 사회적 문제를 다루는데 응용하여왔다. 그러나 사회마케팅에 관한 지금까지의 연구문헌을 보면 사회마케팅 종사자들이 상업마케팅의 경우와는 매우 상이한 상황이라 할 수 있는 시장실패와 복잡한 교환을 간과하고 있음을 알 수 있다. 따라서 사회마케팅은 이러한 상황에 직면하고 있음을 고려할 때 전통적인 수단만으로는 사회적 문제를 충분히 다룰 수 없다. 이에 따라 본 연구에서는 사회자본이론이 시장실패와 복잡한 교환현상은 물론 행동변화와 사회적 현상도 고려하고 있기 때문에 사회마케팅 종사자들에게 유용한다는 점을 보여주었다. 사회자본이론을 사회마케팅에 원용하면 사회마케팅 종사자들이 유익한 행동변화를 추구하는데 하나의 지침이 될 것이다.

• The Journal of Asian Finance, Economics and Business
• /
• 제7권12호
• /
• pp.509-513
• /
• 2020

Network marketing in Indonesia, especially in a time of crisis, is massively rising and has become a popular opportunity among other industries. Network marketing organizations, consists of partnership and trust, a community of connections and contact between individuals. This article has tried to examine the potential strategy to mitigate low trust in network marketing organizations specifically in the Indonesia market, where no studies on the subject has been done before. In doing this research assignment employed a secondary research methodology by reviewing previous academic literatures, by exploration and evaluation. For the purpose, 6 main articles and 25 relevant supporting articles were selected, there is an interesting and prominent research in an effort to repair trust in the perspective of the organization's efforts to build trust and control trust framework in strategy trust repair. The result of this analysis showed that the application of trust-building activities studies reveals how trust-building behavior is related to controls and how the efforts towards fostering subordinate cooperation are motivated by different types of controls and display of trustworthiness. It can be concluded that by implementing this trust repair model consistently and with a full commitment, it can gradually restore people's trust in the network marketing industry, sustain industry existence and exalted purpose of this industry can be achieved.

• 유통과학연구
• /
• 제17권6호
• /
• pp.15-23
• /
• 2019

Purpose - This study evaluates the effects of e-marketing communication on brand loyalty in the mobile communication market in Kosovo. given that no prior studies of this nature are found. It explores the relationships, between e-marketing communication, brand image and customer satisfaction, and their impact on the brand loyalty. Research design, data, and methodology - The research model of four constructs was developed. The data was collected via online surveys, 423 completed surveys from mobile subscribers were received. To test the relationship between the individual variables and multiple variables with the dependent variable several test were performed including data validity and reliability, bivariate correlation, simple linear and multiple regression analysis using stepwise method. Results - Positive significant effect of e-Marketing communication on brand loyalty, as well its significant effect on both brand image and customer satisfaction, which subsequently have significant impact on brand loyalty as it was confirmed by previous studies. Conclusions - The findings confirm that e-Marketing communication is key factor in building well perceived brand image, fostering customer satisfaction, and leading to customer commitment and loyalty towards brands of mobile operators in Kosovo.

• 산학경영연구
• /
• 제3권
• /
• pp.47-75
• /
• 1990

This study focuses on the ecological and environmental approach for marketing in the attempt to harmonize the objectives and resources of the organizations with the changing environment. This study presents the deductive and nomative method for analyzing recurrent marketing problem and contains seven chapters. The marketing environment is the place the company must start in searching for oportunities and in monitoring threats. It consists of all the actors and forces that affect the company's ability to transact can be divided into two componets-The marketing environment comperies a microenvironment consists of the actors in the company's immediate environment that affect its ability to serve its customers, namely, the company, market channal firms, customers, competitors and publics, the macroenvironment consists of the larger societal forces that affect all the actors in the macroenvironment, nanly, the demographic, economic, natural, technological and cultural forces. Most marketing executives took the phyisical environment for granted. Few consistered it one of the most dynamic elements in the totoal environment of business. However, two development have brought the physical environment to the forefront of business decision. The first has been labeled the ecological crisis-the polution and deterioration of air, water and land, the second is the accelerated depletion of the earth's natural resources. Currently, most product are designed to obtain an optimum combination of customer acceptances and production and distribution efficiencies. If we look to the future, products increasingly will be planned to obtain an optimum combination of market acceptance increasingly, efficiency and environmental protection. The entire ecological cycle of product will have to be considered.

• The Journal of Asian Finance, Economics and Business
• /
• 제9권10호
• /
• pp.73-83
• /
• 2022

On the underpinning theory of the Resource Based Theory, this research examines the impact of corporate social responsibility and green marketing strategy on business performance with the moderating role balanced scorecard. Corporate social responsibility concentrates on related to government, the environment, customers, and employees. Green marketing strategy concentrates on approaches in terms of green products, green prices, green places, and green promotion. Business performance is measured by groups of indicators financial, and non-financial. The moderating role balanced the scorecard at the financial, customer, process, learning, and growth level. Research results with survey data from 419 managers at different food enterprises in Ho Chi Minh City processed through the structural analysis method, showed that corporate social responsibility has the strongest positive impact on business performance, followed by the green marketing strategy as the second strong positive impact on the business performance and results also showed that the balanced scorecard moderating role increases the level of the strong positive impact of the above relationship. Besides, it also showed the difference in the demographic control variables. Based on the findings, some implications are drawn to help the managers of enterprises improve the moderating role balanced scorecard when implementing corporate social responsibility and green marketing strategies thereby contributing to increasing business performance.

• Asia Marketing Journal
• /
• 제22권4호
• /
• pp.63-78
• /
• 2021

In 2020, the unexpected pandemic scenario has led to a downfall of live concerts performances, after the government restriction for events and gatherings with a large number of people. The Korean-Pop (K-Pop) group BTS (Bangtan sonyeondan) also had their concert tour canceled in 2020. Therefore, the group came up with an innovative project to the music market, called "BangBangCon: The Live", a live streaming paid concert held by the group, on June 14^th, which achieved a Guinness World Record for most viewers during a paid music concert, in a live streaming format. It's important, then, to study this event, and initiate a debate about alternative ideas for marketing strategies with live streaming music performances. The method to accomplish this research was desk research, analysing all the communication delivered from BTS, studying the website and platform where the event "BangBangCon: The Live'' was held, and researching about the results the event has achieved. The results were the description of the event as a project, informing how many people have attended the event, and what were the marketing strategies that made it possible to become the highest audience to a paid live streaming concert, until the moment this article was published.

• 동아시아경상학회지
• /
• 제10권3호
• /
• pp.93-104
• /
• 2022

Purpose - The green marketing practice improves consumers' environmental knowledge, consequently bolstering their environmental purchase intention. It also improves consumers' green brand knowledge, positively influences their attitude toward green brands. This research examines the role of green brand image between green marketing practice and consumers' green purchasing intention Research design, Data, and methodology - This research has conducted the 'Qualitative Content Analysis' in the current literature dataset. It is crucial to create the procedures and processes that is used to acquire the data needed to structure or solve problems. Finally, total 35 prior studies included for the analysis. Result - Based on prior studies, the current authors figured out that the green brand image plays an essential role in promoting companies' efforts in green marketing practices and green purchase intentions through its mediating ability by fostering trust, green perceived value, green brand loyalty, and social responsibility as a significant determiner of green practices Conclusion - This research concludes that green brand positioning helps companies secure a special place in a consumers' mind by facilitating the design of the desired green brand awareness image and strengthening consumers' desire to purchase a specific green product/service. Green brand positioning centers on the way marketing communications of green brand features green brand knowledge.

• Asia Marketing Journal
• /
• 제20권3호
• /
• pp.1-15
• /
• 2018

Dongwon Systems established in 1977 to exclusively supply Dongwon tuna cans, the parent company. Instead of its stable management and profits by relying on the parent company, the company was not complacent and started innovating and challenging new markets. Dongwon Systems decided to expand the business area and pioneer new markets so that it becomes the first domestic company to successfully expand into independent businesses other than parent company products. Such success of Dongwon Systems was driven by its differentiated B2B strategies. Unlike the characteristics of usual B2B companies, Dongwon Systems has been thinking both of its client companies and end-consumers. In this case-study, we will explore how Dongwon Systems became the No.1 packaging solution company in Korea through technology innovation in the aspects of unique B2B marketing strategy. The key success factor can be summarized in three ways; product and technology development with customer centric mind-set, systematically extending new markets through business diversification, and marking Southeast Asia as a bridgehead for its global strategy. It is expected that the current case study of Dongwon Systems will be able to provide implications for B2C companies as well as B2B companies that try to expand their business portfolio and global business areas through B2B marketing case analysis.

• 산경연구논집
• /
• 제14권1호
• /
• pp.49-56
• /
• 2023

Purpose: This research aims to explore the impact of fashion marketing on the sales of luxury brand items and to identify the strategies that can be used to market luxury fashion items successfully, addressing the research gap of how fashion marketing can lead to increased sales, customer loyalty, and satisfaction for luxury brand items. Research design, data and methodology: The present study conducted the method of the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) which is a reporting guideline for methodical assessments and meta-analyses. It offers a consistent approach for conducting and reporting these types of studies, which can help to improve their quality and transparency. Results: The findings indicated that fashion marketing can positively impact luxury brand sales. It can significantly increase the number of luxury brand purchases. the presence of the quality label increased the participants' purchase intention and attitude towards the brand, suggesting that the quality label can create a positive perception of the brand and increase the likelihood of purchasing. Conclusions: This research concludes that fashion marketing can have a positive effect on improved customer recognition of the brand. Thus, companies should focus on developing campaigns that capture the attention of potential consumers, creating an emotional connection with them.

• 한국식생활문화학회지
• /
• 제23권5호
• /
• pp.572-581
• /
• 2008

The principal objective of this study was to determine how the internal marketing of the contract foodservice management company affects job satisfaction and organization immersion, as well as the influence of the satisfaction of internal customers (employees) has on job satisfaction and organization immersion, and the function as a preceding variable that improves service quality. T-test, ANOVA, and linear regression analysis was conducted to analyze the hypotheses of the study. The summary of study as per the result of this corroborative study is presented as follows: It was verified that internal marketing affects organizational immersion and the job satisfaction of employees, and job satisfaction plays a crucial role in organizational immersion. Moreover, it was also confirmed that the higher the internal marketing is, the higher the job satisfaction and organization immersion will be, thereby improving the service quality provided by employees. If enterprise regards employees as internal customers and constantly and efficiently conducts internal marketing activities such as internal communication, training, welfare, compensation, delegation of power, supporting the management, etc, the organizational immersion and job satisfaction of employees will be heightened, thereby enhancing loyalty and pride in the organization to provide services with better quality.