• Journal of Information Technology Services
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• v.7 no.1
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• pp.45-62
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• 2008

This review examines the rapid growth of qualitative and quantitative of telecommunication industry for past couple of years from customer's viewpoint. Most of the telecommunication products were positioned in the market by the businesses and government's support, but the entity of telecommunication products were never interpreted from the user's viewpoint. Even though, various kinds of telecommunication services have been actively discussed by businesses, government, and IT professionals, it has not been sufficiently discussed by the marketing academia where they need to focus a lot on customer's utility. For the purpose of providing an insight of the telecommunication service marketing strategy, this study looked over old and new directions of growth, failure and evolution of services by focusing on two main pillar of communication business, which is high-speed internet and mobile phone service. Additionally, the research explains and mentions the limit and trend of the telecommunication service marketing, and the future research task that needs to be solved.

• Journal of the Korean Society of Costume
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• v.59 no.7
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• pp.140-153
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• 2009

In the 21st century called an age of culture and art beyond the information and technology, many companies are developing various art marketings. Cases of the art marketing especially utilizing Korean features among art marketings are being increased recently. It is creating new values as a characteristic based on the cultures value of Korea. This thesis examined cooperative product development focusing on collaborative trends between designers, artists and companies through research on product and art marketing using Korean features. Additionally, by studying features of culture promotional event including exhibition and contest sponsorship, advertisement and packaging and the meaning of futures art marketing were discussed. Though, to date, academic researches have not been thoroughgoing enough in this field, it is considered that cultural product commercializing cultural particularity can strengthen the national image with acknowledgement of the global value as the art marketing using Korean features can contribute to improve recognition and the national image. Based upon this study, the value of Korean features on which custom culture of Korea dwells will be able to give a help to the designer and artist for progressing collaboration with companies as well as the companies for introducing new cultural characteristic to marketing, in the future-proof point of view. Additionally, it will be able to help the government planning the policy for intensifying the national image as a reference.

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

• Journal of Information Technology Services
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• v.11 no.3
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• pp.103-127
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• 2012

With the advent of SNS (Social Network Services), the product reviews by friends in SNS are intensively utilized for online marketing. However, there is a lack of empirical evidence on the actual marketing effect of SNS reviews, although we need to identify who can be the target of SNS marketing in terms of customer attributes, preferences, or experiences. In this study, we investigate the moderating role of customer attributes in identifying the effect of SNS reviews on customer purchasing decision. As the moderating variables, we adopt 'information search experience' and 'perception of information overload'. Research results evidence that, in order to understand the effect of SNS reviews in a comprehensive manner, we need to examine it in the context of various related factors such as 'information search experience' and 'perception of information overload'. The results show that the persuading effect of SNS reviews for product purchasing is stronger for the customers with the lower information search experiences as well as the lower perception on the information overload on the web. This result delivers managerial implications on who can be the target customers of SNS marketing.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.3
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• pp.1327-1338
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• 2021

This study aims to examine how experiential marketing and location influence customer loyalty mediated by customer satisfaction. This study's population was Cafe Excelso Rinjani customers in Semarang, Indonesia. The sampling employed a purposive sampling technique, with the following criteria: customers who visited and enjoyed Cafe Excelso Rinjani and aged more than 17 years. Data analysis used multiple regression analysis, and a single test was utilized to test for mediation. The results revealed that experiential marketing positively and significantly affected customers satisfaction. It showed that the better the experiential marketing was done, the more customer satisfaction would be. Location positively and significantly influenced customer satisfaction. It indicated that the more strategic the location, the more customer satisfaction increased. Meanwhile, experiential marketing had no impact on customer loyalty. Location positively and significantly affected customer loyalty at Cafe Excelso Rinjani Semarang. It denoted that the more strategic the location, the more customer loyalty increased. Besides, customer satisfaction had a positive and significant effect on customer loyalty. It signified that, when customer satisfaction increased, customer loyalty would increase. Finally, customer satisfaction perfectly mediated the influence of experiential marketing on customer loyalty, and customer satisfaction mediated the effect of location on customer loyalty.

• Journal of Information Management
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• v.42 no.4
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• pp.225-242
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• 2011

With the development of the IT and internet, companies try to use Blogs, Twitter, Facebook, smart phone for their marketing and customer relationship management. What is called social media marketing appear and it lead to new value creation to the company. However, until now most of libraries in Korea didn't have much interest in marketing and PR. In recent, libraries are starting to be interested in marketing and social network service. Library try to use social network service for marketing. This research introduces the various cases and status of using social network service for marketing in Korea and international library field, analyzes these cases from a marketing perspective. Finally, this research suggests the considerations and successful strategy for using social media marketing in library field.

• Proceedings of the Korean Institute of Interior Design Conference
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• 2007.11a
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• pp.139-144
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• 2007

Although human beings have been able to lead the affluent life owing to industrialization and development of science and technology, as the result of this, the nature has be destroyed, energy consumption has been accelerated, urban area has got wide and the nature has got narrow. In the face of such critical situations, concerns have been aroused to environment. In order to minimize the environment destruction and accompany the aesthetic, efficient and advantage methods, environmental marketing has been introduced to indoor. Environmental marketing is the marketing that minimizes the reverse function so as to obtain the satisfactory result, and it is still in the stage of fundamental investigation. stage. As the concept and type of environmental marketing have not been established yet for interior design, environmental marketing currently applied to indoor space is classified Into three types in this study. Through the four types of environmental marketing, which are the introduction of natural elements to indoor space, the use of eco-friendly materials and the use of sustainable materials, renovation it is intend to derive the environmental marketing strategy and present the sequence of strategy establishment and desirable direction in environmental marketing.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.3 s.162
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• pp.420-432
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• 2007

The purpose of this study was to provide a suggestion for the globalization-focused in fashion marketing area through an analysis of curricula related to fashion marketing of Korean and USA graduate schools. This study analyzed the curricula of 34 Korean graduate schools and 18 USA graduate schools. As a result, it was revealed that the curricula of Korean schools were different from those of USA graduate schools. The average number of the fashion marketing classes of the Korean schools was 10.7, while the average of the USA was 10.4. However, when examined the percentages of fashion marketing classes among total number of classes, the average of Koreans was much lower(16.1%) than Americans(50.3%). It means that the schools of USA has higher percentage of curricula related to fashion marketing than those of Korea. The percentage of USA research method courses was higher than those of Korean. Based on the results, this study suggests that more diverse curricula related to fashion marketing and research methods in Korea need to be developed in order to produce global human resource development in fashion marketing area.

• Journal of Distribution Science
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• v.21 no.5
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• pp.1-9
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• 2023

Purpose: Marketing and especially distribution channels has proved challenging for small and medium-sized enterprises (SMEs) worldwide due to its exorbitant cost. The objective of this study is to access the role and impact of digital marketing as a new distribution channel in companies located in Kosovo. Research design, data and methodology: To achieve the objective of the research, data was collected from 64 respondents/participants working in different organizations and sectors. Results: The result of the data collected showed that digital marketing plays a huge role and an effective medium in distribution of products and services, and helps in boosting sales of companies. The results showed that this form of marketing helps with retention of customers and cost effectiveness. Conclusions: The managerial implication of this study is that it is believed that customers in the topical conversation region are impacted by Kosovo businesses and their online marketing initiatives. The results of this study suggest that marketers and managers should take advantage of social media in order to accomplish the study's main objective. However, for enhanced productivity and high-level effectiveness of Digital marketing in Kosovo, there should be proper sensitization on the available digital marketing options and how it can be done.

• The Korean Journal of Franchise Management
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• v.6 no.2
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• pp.87-104
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• 2015

This study, based on theoretical and practical understanding of franchising, aims to conceptualize franchising in terms of marketing mix and proposes new paradigm of franchising. New schema of the franchise marketing mix involves both customer gap and franchisee gap by including customer and franchisee contacts and sets activities that include components of franchise system as the factor of marketing mix. So we could suggest the franchise marketing mix, '4F' by introducing conventional marketing mix concept into this assumption. The 4F schema consist of four sub-dimensions: 'Format', 'Fee & Royalty', 'Franchising Process', and 'Franchise Communication', which correspond to '4P'. In perspective of marketing mix, we could divide the franchise system into primary activity and support activity, then we also could categorize the fundamental activity into four-classification system, 4F schema. We expect that franchise marketing mix, 4F can be useful both theoretically and practically as it not only is not too different from the conventional marketing mix, but it also proposes franchise value chain by including unique characteristics and contents of the franchise system.