• Journal of Digital Contents Society
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• v.13 no.2
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• pp.205-211
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• 2012

This paper presents research result of digital marketing model for improving enterprise marketing campaign performance. Recently, the enterprises which had completed projects such as ERP, CRM, and SCM for business value chain process transformation are working to improve enterprise marketing process. It is the trend for enterprises to use digital marketing tactics to overcome the limit of existing traditional marketing tactics. Especially, enterprises try to adopt digital marketing for marketing campaign performance. In this paper, digital marketing research model and hypothesis were established and statistically analyzed by marketing expert survey research. The research finding is that Web Analytics, Social Analytics, Personalized CRM, Campaign execution automation, Real-Time campaign management can be core influencers for marketing campaign performance improvement.

• Proceedings of the Safety Management and Science Conference
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• 2010.11a
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• pp.399-416
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• 2010

Recently, As a marketing communications strategy, many companies are involved in sports sponsorship. Companies use sports sponsorship to increase the company's image. Or sponsorship gives the company an image change. Businesses have to complement and improve the advertising effects complementary. A new form of sports sponsorship as a marketing vehicle, Companies will bring a new marketing strategy. In addition, the importance of sponsorship is even more greater. In this study, as a way of Sports marketing, Corporate image using a sponsorship affect recognize any on consumer's purchasing behavior. Study results, It proved that Corporate image using a sponsorship affect recognize on consumer's purchasing behavior. It will continue to grow the sports field. Companies is important a variety of communication channels with customers. In this competitive marketplace, To become a competitive business effectively should be communicate with customers.

• International Journal of Contents
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• v.4 no.3
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• pp.10-15
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• 2008

The purpose of this paper is to put forward a conceptual framework for understanding factors shaping the nature of the relationship marketing using the case study. Through this research, I can suggest it. Companies may monitor customer satisfaction by using questionnaires, general comments, customer complaints, online surveys, suggestion boxes, and personal interviews. The main purpose is to keep up to date with the needs of customers in order to retain them by creating the relationship it wants with the customers. Relationship Marketing is quite expensive, especially, in the initial period. Therefore, effective relationship marketing requires marketers to adopt affordable and practical and profitable approaches that give room to low costs without compromising quality of the product.

• Journal of the Korean Operations Research and Management Science Society
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• v.26 no.4
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• pp.23-37
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• 2001

This paper is concerned with the critical issue of allocating limited corporate resources among multiple products and between production and marketing functions of a functionally decentralized firm where the two geographically remote functions independently make decisions pertaining to their own decision-making domain. We attempt to demonstrate how IT can contribute to enhancing the quality of coordinating production and marketing functions from the perspective of resource allocation. To this end, we propose a prototype named ITBCS (IT-Based Coordination System) that works under LAN supported computing environments. We develop a comprehensive coordination scheme that can handle various cost functions for the resource constrained, multiple product case that huts been tittle discussed in literature. A preliminary version of ITBCS has been implemented for a hypothetical situation where LAN electronically wires distributed marketing and production computing nodes. Managerial implications are also discussed.

• Korean Journal of Organic Agriculture
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• v.13 no.1
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• pp.69-84
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• 2005

Pureundeul fanning corporation(PFC) is an cgmplary body of all producer organizations for environmentally friendly agriculture(EFA) in Korea. It is located at Asan in Chungnam and has 301 farmers. They attained more than 10 billion wons as a sale in 2004. And The direct marketing channel of the EFA products is the second logistics center(Asan) ${\to}$ the first logistics center(Gwangju Gyunggi) ${\to}$ local hansalim shops ${\to}$ consumers. It is needed to construct the system of the direct marketing as follows : First, it needs to construct the direct marketing system within the region for EFA products of Asan. Second, the direct shop and suppling area should be enlarged as a way to promote sales with the demand increase of EFA products. Third, an aggressive promotion campaign is be needed for increasing motivation of consumption and understanding of EFA products.

• Asia pacific journal of information systems
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• v.17 no.2
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• pp.1-28
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• 2007

The success of new product development is a key factor for getting competitive advantages. Marketing research has been investigating marketing capability, manufacturing technical capability, cross-functional integration, market knowledge competence, market orientation, and competitive environment as the key success factors of new product development. Recently, the role of IT infrastructure in enhancing new product advantage is assumed in the literature. However, the empirical studies on the role of IT infrastructure are lacking. The purpose of this study is to empirically exam the impacts of IT infrastructure on new product competitive advantage. In this study, IT infrastructure is conceptualized as the flexibility of IT infrastructure. Based on previous research, a conceptual model is established by incorporating the direct impact of IT infrastructure flexibility and its indirect impact through the key success factors on new product development. To empirically test the research model, data are surveyed from a pair of IS department and Marketing department of 92 consumer goods manufacturers. By employing PLS technique, the measurement reliability and reliability of research variables are tested and the path analysis is conducted to do the hypothesis testing. The path analysis shows that IT infrastructure flexibility has no direct effect on new product advantage, However, the indirect effect of IT infrastructure is found, which is mediated by marketing capability, manufacturing technical capability, cross-functional integration, and market orientation respectively. Hence, The flexible IT infrastructure increases cross-functional integration (H1), market orientation (H3), marketing capability (H5), and manufacturing technical capability (H6). All success factors of new product development excepts for competitive environment have a positive association with new product competitive advantages (from H10 to H14). Finally, the path from IT infrastructure flexibility to cross-functional integration, to market orientation, to market knowledge capability, and to new product advantage is found as the strongest path. These results indicate that the flexible IT infrastructure enhances information sharing with multiple departments and collaboration within a distributed innovation environment. The collaboration among departments positively affects the level of customer and competitor intelligence. The ability to obtain knowledge about customers and competitors makes firms to adapt to a changing environment quickly and to respond to customers' demands adequately. The flexible IT infrastructure also enhances the capability of organization to more rapidly respond to the changes in product design resulting in faster product development and reduced costs. In addition to, it enhances marketing capability by the two-way communications with customers and the analyses of various kinds of customer data. In brief, the finding of this study suggests that the flexible IT infrastructure allows many firms to pursue sustained new product competitive advantages. This study advances research on IT infrastructure in two important aspects. First, by Integrating marketing research and IS research, this study develops a conceptual model on the role of IT infrastructure in enhancing new product advantage. Second, it empirically finds the indirect impacts of IT infrastructure on new product advantage, which confirms the potential for the IS field to contribute to new product development research. The limitations of this study are also discussed to provide research directions for future research.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.2
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• pp.231-241
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• 2021

The purpose of this study is to apply Structural equation modeling (SEM) analysis with Generalized Structured Component Analysis (GSCA) and translate the effect of Spiritual Marketing and Entrepreneurial Orientation on Sustainable Competitive Advantage with Marketing Capabilities as Mediation, especially for General BBM marketing at PT. Pertamina (Persero). The quantitative approach in this study uses a survey method by taking samples from the population. The survey was conducted by distributing questionnaires to respondents. Data analysis was performed using SEM and analyzed using the GSCA model. The population of this study consisted of 3,207 workers in central and regional marketing offices (Marketing Operation Region (MOR) spread throughout Indonesia. Therefore, a sample of 356 respondents was taken according to the Slovin formula. Spiritual marketing and entrepreneurial orientation directly influence the ability to improve Innovation which directly influences sustainable competitive advantage. Therefore, to develop a sustainable competitive advantage in marketing Pertamina's General BBM, it is necessary to implement spiritual marketing and improve entrepreneurial orientation. The novelty in this study lies in the unprecedented research on the role and position of spiritual marketing towards marketing capabilities and sustainable competitive advantage, combined with entrepreneurial orientation variables.

• International Journal of Computer Science & Network Security
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• v.22 no.2
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• pp.311-317
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• 2022

The research is devoted to the substantiation of the system approach to the involvement of digital marketing tools as a guarantee of international business development. It is proved that digital marketing, as a type of marketing based on the use of digital technologies allows to make a profit, to promote the brand, as well as goods and services in the market. The digital marketing toolkit system is a set of elements with existing relationships that ensure the effectiveness of the entire digital marketing, which in total is greater than its individual components. The implementation of a systems approach involves the implementation of the philosophy of digital marketing in general, its functions in the form of systems analysis, formation of strategic development goals and entry and promotion in the international market, preparation and implementation of tactical and strategic development plans.The use of such digital marketing tools as: content marketing, social media marketing, Email-marketing, targeted advertising, contextual advertising, media advertising, Search Engine Optimization, affiliate programs and the company's website is analyzed in detail.

• The Research Journal of the Costume Culture
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• v.29 no.5
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• pp.634-650
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• 2021

This study was conducted to investigate the effect of relationship and service marketing on the brand interest and behaviors among Korean and Chinese active senior consumers and whether this effect differed between the two groups. A survey was conducted by having participants complete questionnaires administered by a research firm. For empirical analysis, frequency, EFA, CFA, SEM, the metric invariance test, and multiple-group comparison analysis were performed. The analysis results revealed that relationship marketing positively affected both brand interest and consumer behavior. Although service marketing positively affected brand interest, it did not have a significant effect on consumer behavior. In other words, brand interest positively affected consumer behavior through relationship and service marketing. Multiple-group comparison analysis demonstrated that no difference existed between Korean and Chinese active consumers in terms of how relationship marketing affected their brand interest, but a difference existed in how it affected their behavior. Service marketing had a greater influence on Chinese active senior consumers' brand interest than on Korean active senior consumers. However no difference existed between the two groups with respect to how service marketing affected their behaviors. Finally, brand interest had a positive effect only on Korean active senior consumers' behavior through relationship and service marketing, but not on Chinese active senior consumers. In conclusion, relationship and service marketing should be used to enhance the brand interest among Korean active senior consumers, and business activities should be planned by building relationships with Chinese active senior consumers to affect their behavior.

• Journal of Industrial Convergence
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• v.12 no.1
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• pp.24-37
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• 2014

An increasing numbers ot enterprises are involving in the Contents marketing. The reason is that Contents Marketing owns the stronger influences on the market which relative to that of other media. In this research the aim is presenting of the effective schemes that suitable for the domestic contents marketing climate, through analytical research of current situations and pointing of potential issues of contents marketing progress. Enterprises may have the abundant and essential cognitions about the contents marketing before the starting of the contents marketing project. Then, it is useful to develop the correlative communication strategies, customers' management strategies and crisis-resolution strategies. All of that done may bring the functional benefits for the domestic enterprises investment in the contents marketing.