2019 strategic marketing planning
203649313
Strategic Planning of Marketing Communications in the Digital Age: An Empirical Study of Small and Medium Freight Transport Companies
Small and medium transport companies play an important role in creating jobs and wealth of economy. Being related with the consumption of other products, transport companies should build marketing communication strategies. However, strategic planning of marketing communication might have specific challenges in this industry as recent innovations in the field of marketing communication (chatbots, groups in social networks, etc. gain a considerable appreciation. Prior research has almost neglected specificity of marketing communication challenges faced by small and medium transport companies. Thus, the present research explored strategic planning of marketing communications in aforementioned industry. A qualitative research approach was adopted in order to collect information about peculiarities of strategic planning of marketing communication in transport industry. Interviews with marketing managers showed that their knowledge in the field of strategic planning of marketing communications is insufficient. Gaps in the stages of market analysis, mission statement, and measurement were identified. The lack of compatibility between mission statements and measures used for the evaluation of marketing communication results let authors to conclude that transport companies should pay more attention in ensuring the integration of marketing communication.
Journal of Business Administration Research
Neringa Vilkaite-Vaitone Simas Sologubas
208522712
Improvement Method of Sports Product Network Marketing Strategy Based on Big Data Analysis
The development of Internet and the rise of big data analysis technology have rapidly promoted the popularity of online shopping. In this context, good network marketing of sports products has an important positive significance for enterprises to seize market share and brand building. However, there are many problems in the current online marketing of sports products in China, including the lack of strategic planning for brand positioning, insufficient propaganda of enterprises, and the need to improve the payment platform of online marketing. The prominence of these problems limits the development of sports product network marketing. In this regard, sports products enterprises can carry out new media marketing, and actively build the brand image of sports enterprises. Develop diversified channels of publicity and distribution, and greatly enhance product marketing. Speed up the improvement of payment system, and create a good online payment experience for consumers. 1. Research Background 1.1 Literature review With the rise and popularization of Internet and big data technology, network marketing has gradually entered people's lives. In this context, sports products to network marketing also emerged, many scholars have carried out relevant research. Zhao Huanhuang scholar mentioned that in the whole process of sports product sales, network marketing has gradually become one of the important links. The level of logistics management directly affects the marketing effect of sports products. This paper makes an in depth analysis and research, hoping to improve the logistics management through the selection of middlemen, the selection of channel mode and the analysis of customer characteristics (Zhao, 2013) Chen Huasheng scholars believe that network marketing has no time and space constraints, subverts the traditional marketing model, and belongs to the inevitable product of human economic development. Compared with the traditional marketing mode, the internationalization and informatization of online marketing have become the main development trend of sports goods marketing in China (Chen, 2006) Sun Changjiang and Honing scholars take the comparative advantage as the breakthrough point, and discuss the marketing advantages of sports goods network marketing strategy. It is found that the remarkable advantages of online marketing can promote the competitiveness of sporting goods enterprises in the market, thus helping enterprises to achieve the promotion of marketing efficiency (Sun and Huo, 2011) Sui Yamen and Li Ling scholars studied the consumer's willingness in sports goods online marketing through quantitative analysis method and construction model. The study found that in online marketing of sports goods, consumption motivation positively affects consumption intention, while perceived risk negatively affects consumption intention (Sui and Li, 2019) 1.2 Research purposes With the vigorous development of China's social economy, the living standard of residents has gradually improved, which has led to the consumption of sports products and the development of sports market. As an important part of the sports industry, the field of sports products is favored and 2019 International Conference on Emerging Researches in Management, Business, Finance and Economics (ERMBFE 2019) Copyright (c) (2019) Francis Academic Press, UK DOI: 10.25236/ermbfe.2019.154 822 concerned by many investors. The marketing results of sports products have become a direct factor affecting the development of sports goods industry (Yang, 2013) Therefore, effective marketing of sports products can be conducive to the expansion of sports goods market and ensure and enhance the economic benefits of sports enterprises. The life style of big data networking promotes sports product enterprises to carry out online marketing activities. Therefore, formulating perfect online product strategy, price strategy, channel strategy and other online marketing strategies has become the key to the development of many sports goods enterprises (Zhang et al. 2004) Therefore, based on the development environment of big data analysis, this paper explores the improvement methods of online marketing strategy of sports products. It is expected to provide some ideas and directions for the development and perfection of sports product market through literature review and theoretical research. 2. The Current Development Situation of Sports Products Market in China Sports goods industry is an important part of China's economic market. Although China's sporting goods industry started late, it has also developed rapidly in recent years under the impetus of market economy. Sports goods consumption of urban residents is moving towards the middle and high end trend (Qiang, 2017) And rural residents have formed new consumption demand for middle and low grade sports goods. Therefore, China's sports goods market has shown a good development trend and space. With the improvement of social and economic level, people's living standards and health needs have been improved more and more, so the awareness of health movement has been gradually strengthened. And the national fitness program advocated by the General Administration of Sports has attracted more and more people to actively participate in various sports activities. These comprehensive factors of market environment and consumer demand have further promoted the rapid development of China's sports goods market. With the rapid development of the sports industry, the sports product industry shows a larger space for development (Zhu and Sun, 2017) According to incomplete statistics, sports goods manufactured in China account for more than 65% of the world's total GDP and 0.6% At this stage, the domestic sales of sports goods have exceeded 6 billion yuan, and the average annual growth rate of the whole sports goods industry is 30% In a word, sports goods market has great potential and good investment situation. Specifically, the reasons for the good development of sports goods industry can be divided into the following points. First, the promotion of national health awareness. With the improvement of living standards, more and more people begin to attach importance to sports, which leads to a consumption boom of sports goods. Second, the increase of sports activities stimulates sports market consumption. Since the 2008 Beijing Olympic Games were successfully held, more and more Chinese Spring Festival sports activities have been held (Xie et al. 2017) The Guangzhou Asian Games, the Second Asian Youth Games in Nanjing, the BRICS Games, the World Badminton Championships and other major events have been launched. A good demonstration and driving role has been formed in the life of the whole society, thus stimulating the consumption demand of the sports market. Thirdly, national policies should be encouraged. In 2014, the State Council promulgated "Several Opinions on Speeding up the Development of Sports Industry to Promote Sports Consumption" and national fitness has officially risen to the national strategic level. In 2016, taking the structural reform of the supply side of sports industry as the main line, the General Administration of Sports issued the Thirteenth Five Year Plan for the Development of Sports Industry, putting forward that the reform of sports industrial structure should be focused on, and further promoting the healthy and sustainable development of sports industry (Yang et al. 2018) Fourth, the vigorous rise of Internet platforms. At present, China has entered the era of the national Internet. The rise and development of major brand e commerce platforms have provided sports products enterprises with a good variety of platforms and further expanded the sales channels of sports products.
Cao Fei
169722038
SWOT analysis implementation's significance on strategy planning Samsung mobile company as an example
The important aim of this research is to recognize the role of SWOT analysis on strategy planning that was used by the Samsung mobile company. As well SWOT Analysis is an independent variable and strategy planning is a dependent variable. This project has divided in to two basic parts theoretical and analytical. The theoretical part was focused on the theoretical knowledge relevant to the analysis of market strategy planning. The practical describes the current marketing strategy of the Samsung mobile company. Furthermore, the ways are depending on the number of issues by reviewing books and journals, also tracking down the information of the Samsung company as a global brand. The consequences show that accurate information which can be got managers through the analyses of the SWOT, marketing mix and the company strategy planning, the common conclusion is that SWOT analysis has the importance impacts on making strategic plan for a long time. This research has determined a very positive recommendation Samsung sustains remarkable investigation, enterprise and industrial or electronic competences however, it occurs to have disappear it is edge or level in advertising. This organization may require renovating its smartphone marketing and maybe restructure or redesign efforts and in order to maintain sharing or market portion critical grounds compare to country such as U.S. innovative experiences for example, Samsung remuneration will be somber if this company wants to conserve its position as a manufacturing leader. Samsung will also need to learn to deal with destructive Chinese opponents and Apple's standing in terms of progresses.
K Soran Omer
86491674
Business Intelligence Improved by Data Mining Algorithms and Big Data Systems: An Overview of Different Tools Applied in Industrial Research
The proposed paper shows different tools adopted in an industry project oriented on business intelligence (BI) improvement. The research outputs concern mainly data mining algorithms able to predict sales, logistic algorithms useful for the management of the products dislocation in the whole marketing network constituted by different stores, and web mining algorithms suitable for social trend analyses. For the predictive data mining and web mining algorithms have been applied Weka, Rapid Miner and KNIME tools, besides for the logistic ones have been adopted mainly Dijkstra's and Floyd Warshall's algorithms. The proposed algorithms are suitable for an upgrade of the information infrastructure of an industry oriented on strategic marketing. All the facilities are enabled to transfer data into a Cassandra big data system behaving as a collector of massive data useful for BI. The goals of the BI outputs are the real time planning of the warehouse assortment and the formulation of strategic marketing actions. Finally is presented an innovative model oriented on E commerce sales neural network forecasting based on multi attribute processing. This model can process data of the other data mining outputs supporting logistic actions. This model proves how it is possible to embed many data mining algorithms into a unique prototypal information system connected to a big data, and how it can work on real business intelligence. The goal of the proposed paper is to show how different data mining tools can be adopted into a unique industry information system.
Alessandro Massaro Valeria Vitti Angelo Maurizio Galiano Alessandro Morelli
210983994
Report of the 2018 2019 Student Affairs Standing Committee
EXECUTIVE SUMMARY The 2018 2019 Student Affairs Standing Committee addressed charges related to examining the institutional leadership models and professional development needs of faculty and staff to optimize achievement of Strategic Priority #1 on the applicant pipeline. The report provides five recommendations to AACP and twelve suggestions for colleges and schools of pharmacy. The committee focused on the need to develop tailored leadership training and mentoring programs for admissions personnel on relevant topics, including change management, holistic thinking, leadership, problem solving, technical knowledge, professional development, paths for promotion, conflict resolution, networking, persuasive communication, and strategic planning. Rather than develop new resources, the committee identified existing professional competencies and assessment resources developed by other organizations for student affairs and admissions personnel that could spur enhanced strategic marketing and professional development opportunities in pharmacy education. It also reaffirmed the need for student diversity and the use of data to drive strategic decisions in recruitment. To identify gaps in knowledge among AACP member institutions, the committee analyzed the results of its fall 2018 survey on the current depth and breadth of student recruitment activities and their perceived effectiveness. The committee also recommended ways institutions can encourage faculty and others outside of the admissions office to participate in student recruitment activities. Finally, the committee concluded that it will be necessary for colleges and schools to collaborate across the academy to promote the benefits of pharmacy profession to prospective students, rather than individual colleges and schools of pharmacy, and be more responsive to the expectations of Gen Z students before the tide in applications will shift in a positive direction.
American Journal of Pharmaceutical Education
Jennifer Schoelles-Williams Dale E English Donald A Godwin Lauren Hammond Holly L Mason Heather M w Petrelli Monzurul Amin Roni Kyle Sousa Jenny A Van Amburgh Libby J Ross
202620456
COMMUNICATIONS STRATEGIES IN THE NEW ECONOMY THE CASE STUDIES
Communication strategies, especially in the new economy, evolve in an increasingly accelerated way, to adapt to the complex and changing scenario of the interconnected network society. Based on the hypothesis of the existence of an approach to communication strategy 360o, heir to the integrated marketing communication approach, the article describes the communication strategies of three digital brands in Barcelona. The city is headquarters of the Mobile World Congress, with an interconnected ecosistem of startups and digital native brands. The results of this research come from three case studies (Wallapop, Westwing and Fotocasa) which show that its strategic planning consists of four phases (research, planning, execution and evaluation) coinciding with the Marston RACE model. The communicative strategy observed in these case studies focuses on the short term, with a growth hacker perspective, characteristic of the startup ecosystem, which takes advantage of the synergies between publicity and public relations actions. To carry out these communication actions, the digital native brands seek all the research and measurement tools at their disposal, which allow them to experiment in a controlled way and make decisions based on data, in a process of continuous learning and taking advantage of synergies between coordinated actions. 1 Patricia Coll Rubio. She is a Doctor in Communication. Associate professor at the Ramon Llull University, the Open University of Catalonia and the Higher School of Public Relations UB. 2 Josep Lluis Mico. He is Professor of Journalism. Vice dean of the Faculty of Communication and International Relations Blanquerna (Universitat Ramon Llull) Received: 02/01/2019 Accepted: 22/02/2019 Published: 15/06/2019 Coll Rubio, P. and Mico, J. L. Communication strategies in the new economy: the case studies of Wallapop, Westwing and Fotocasa 126 Vivat Academia. Revista de Comunicacion. 15 June 2019/15 September 2019, no 147, 125 138
Patricia Coll Rubio Josep Lluis Mico
53114673
ASHP Foundation Pharmacy Forecast 2019: Strategic Planning Advice for Pharmacy Departments in Hospitals and Health Systems.
Foreword #article title 2} The ASHP Research and Education Foundation "the Foundation" is pleased to present the seventh edition of the annual Pharmacy Forecast We are again pleased to disseminate the Pharmacy Forecast through AJHP, providing readers with easy access to the report. The
American journal of health system pharmacy AJHP official journal of the American Society of Health System Pharmacists
Lee C Vermeulen Natalie D Eddington Michelle A Gourdine James A Jorgenson David A Kvancz Suzanne Amato Nesbit Mark C Bicket William A Zellmer Amanda Hine Sylvia M Belford Steve G Peters James M Hoffman William E Schwab Scott J Knoer Delos Cosgrove Stanley S Kent John S Clark
169877090
Theoretical underpinnings of research in strategic marketing: a commentary
Morgan et al. (Journal of the Academy of Marketing Science, 47(1) 2019) propose a new conceptualization of the domain and sub domains of marketing strategy and employ them as a framework to assess the current state of research in marketing strategy. Based on an analysis of articles addressing marketing strategy related issues published in six leading marketing journals during the period 1999 to 2016, they highlight challenges and opportunities for creating new marketing strategy knowledge grounded in scholarly research, and propose an agenda for future research in marketing strategy. This commentary focuses on some of the findings relating to the theoretical underpinnings of research in marketing strategy that Morgan et al. report and discuss. They include (1) the dearth of indigenous marketing theories and reliance on theories developed in other disciplines, (2) research grounded in single versus multiple theories, and (3) the shift away from theory based research to data driven research. The commentary concludes with a brief discussion on the merits of organizing the accumulated body of knowledge on strategic marketing by distinguishing between research focusing on substantive issues in the domains of market strategy and marketing strategy.
Rajan Varadarajan
169773309
Special issue of the journal of strategic marketing 'the state of theory in strategic marketing research reviews and prospects'
In an article that won the Journal of Marketing's Harold H. Maynard Award for significant contribution to marketing theory and thought, Manjit Yadav (2010) makes a number of observations on the publication of theoretical and conceptual papers in premier academic marketing journals. First, at the time of his writing, around 72% of the previous Maynard award winning papers had been conceptual/theoretical, and this was mirrored by papers being chosen as the winners of other major awards for marketing scholarship, including the Sheth Foundation Award, and the Paul D. Converse Award. Second, he notes that over a 30 year period, the theoretical and conceptual articles published in Journal of Marketing had disproportionately more citations than empirical work. Third, the number of conceptual and theoretical papers being published in the major marketing journals had declined significantly overtime. This does not bode well for the marketing discipline, which is in danger of becoming theory poor, despite the exhortations of noted marketing scholars (MacInnis, 2004; Stewart Zinkhan, 2006; Webster, 2005) that conceptual articles are crucial for maintaining a discipline's long term vitality. There are a number of plausible reasons for the decline of theoretical and conceptual work in marketing scholarship. First, most marketing scholars would agree that it is more difficult to publish conceptual work than it is to publish empirical. While most journals state that they encourage the submission of theoretical and conceptual papers, reviewers are inevitably more comfortable in reviewing papers whose contexts, methodologies, results and implications they can easily get their teeth into. As a result, rather than take the risk of working hard on a theoretical piece only to have it rejected, many marketing academic take the perceived easier road of conducting empirical research and trying to publish those results. Second, the pressures on academic publication have increased substantially. In the North American system, new academic hires encounter the stresses of the hiring and tenure processes, and inmany other countries government imposed research assessment exercises place strict requirements both on publication quantity and quality. A focus on empirical, rather than conceptual work is seen by many to be a more feasible strategy when a clock is ticking. Third, in many marketing doctoral programs nowadays the focus is on method, and not on conceptual work. Many doctoral programs no longer teach courses in theory, and doctoral students are encouraged to publish empirical rather than conceptual work. New journals have arisen to cater for the need for conceptual and theoretical work in marketing. These include Marketing Theory, and also, more recently, the Academy of Marketing Science Review, published by the Academy of Marketing Science. Despite the excellent work of the editors and editorial boards of these publications, their task is not an easy one. First, despite their publishing few conceptual papers, the premier journals in the field (such as JM, JAMS, JCR) still encourage their submission, and thus compete directly. Second, because these journals are still relatively new, they have not yet had the JOURNAL OF STRATEGIC MARKETING 2019, VOL. 27, NO. 2, 97 99 https:/doi.org/10.1080/0965254X.2018.1550906
Leyland F Pitt Emily Treen
169762664
Research in strategic marketing: past and future(Developing New Models, Reviews, Measures, Methods with Future Research Agenda)
First round of Reviews: 40 45 days after the deadline. The recent developments such as Globalization, and the emergence of countries such as China have brought about a wide array of changes in the world (Buckley Ghauri, 2004; Ghemawat, 2017) Competition has intensified in different markets including services sector (Mostaghel, Oghazi, Beheshti, Hultman, 2015) There is an exponential growth in innovation and technological advances in both developed as well as developing countries that is impacting the approach to marketing in identifying lead markets, brand management, services marketing and export import management. Firms are using sophisticated data capturing technologies such as electronic point of sale (EPOS) data, customer relationship management (CRM) big data, social media and customer analytics to identify market needs, develop prototypes, choose to position, and select segmentation strategies, and ultimately develop marketing mix strategies. Despite these advancements and decades of research, many of the academic research studies in marketing still use the same old frameworks, models, and methods, and researchers still carry out recycled and replete studies changing country and industry contexts (Paul, 2018) Thousands of studies have been published repeatedly using the same popular methods such as structural equation modelling, and other multivariate statistical techniques in different country and industry contexts. Many researchers repeatedly use the same theories. Theories/models such as the theory of planned behaviour, variants of service quality models (SERVQUAL and SERVPER) general hierarchical attitude models, have become replete because of recycled studies using them in different contexts. We need new models, theories, measures and impactful propositions to avoid replicated research based on the same model or theory (Keupp and Gassmann 2009; Paul, 2018; Paul Sahadev, 2017) in order to make sure that the field of research in Marketing is not running out of a research agenda for the future, as well as to create an impactful research culture. The development of a new model or theory or a measure or method or a review article with future research agenda is likely to be impactful. Such works would serve as a foundation for future research. The time is ripe to take stock again and review the current state of theart in marketing research. The objective of the special issue is to develop a better understanding of the extant literature based on the last 30 years of research and provide fruitful directions for future research in the area of marketing, especially strategic marketing (See Paul Bhakar, 2018; Shuv Ami, A. Vrontis, D. Thrassou, 2018) JOURNAL OF STRATEGIC MARKETING 2019, VOL. 27, NO. 5, 369 372 https:/doi.org/10.1080/0965254X.2019.1572272
Journal of Strategic Marketing
Yogesh Kumar Dwivedi Ravi Pappu Sanjit Kumar Roy