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Contemporary issues in branding
\"This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era. Digital marketing and social media create opportunities for managers to communicate their brand's identity to their consumers and stakeholders. Yet, limited empirical research exists to elucidate these issues, and less still that assists our understanding of branding issues at an international level. Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, leadership and change communication, and crisis branding. Critically, differing methods and approaches applied to branding and communication research design are assessed, including both qualitative and quantative methods. Proposing a mixture of theory and practice with international case studies, this book is an invaluable companion for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, as well as managers and decision makers globally\"-- Provided by publisher.
BOOK
The Green Competitiveness of Enterprises: Justifying the Quality Criteria of Digital Marketing Communication Channels
The omnichannel approach to forming marketing strategies for the development of the green competitiveness of enterprises is seen as a process for the inseparable interaction of marketing-mix elements that are aimed at promoting green competitiveness. This approach integrates traditional and digital marketing communication channels and provides consideration for stakeholder interests. The effectiveness of applying the omnichannel approach to the formation of marketing strategies to develop the green competitiveness of enterprises depends on a set of marketing communication channels, which, in various combinations, can increase or decrease the level of companies’ green competitiveness. For that purpose, this paper proposes a scientific approach to identifying the quality parameters of marketing communication channels, which involves testing the hypothesis that statistically significant relationships exist between their quality parameters and the levels of green competitiveness. The objects analyzed in the paper comprise large Ukrainian production companies that are part of the agro-industrial, mechanical engineering, and food industries, and that work in both the local and international markets. According to the results of the calculations, four relevant parameters were identified for determining the quality of the marketing communication channels: the speed of loading pages, the failure rate, image, and remarketing activities.
Journal Article
Sales and marketing channels : how to build and manage distribution strategy
\"Unprecedented upheavals in routes-to-market are challenging businesses of all types. Products are becoming services, online and offline channels are integrating, and new distribution channels are dictating terms to producers. The third edition of Distribution Channels re-positions itself as Sales and Marketing Channels, placing market access at the heart of business and marketing strategy. This global bestseller delivers a rational economic framework to analyze, plan and manage profitable channels to market. It addresses emerging business models and buying behaviours with practical steps, ensuring maximum leverage of channel partners at every stage of the go-to-market process. Sales and Marketing Channels, a fully-revised third edition, takes a multi-sector approach with an entire new series of specialist sections for application to any business. This efficient structure extracts tangible commercial value from partner relationships, integrating innovative case studies like AirBNB, the largest seller of rooms without ownership of any; Transferwise, the peer-to-peer Forex; plus the rise of online retailers like Amazon and ASOS versus the decline of traditional stores like Macy's or BHS. Updates include the impact of cloud technology, advancing consumer channels, monetizing the distribution of intellectual property and the evolving 'gig economy', led by Uber and Deliveroo. Often referred to as the \"Place\" P in the marketing mix, this book and its host of downloadable resources are an essential toolkit for strategizing new and existing routes to market\"-- Provied by publisher.
Book
Farmer use of intermediated market channels: a review
Intermediated markets are relatively new market channels that have the potential to expand local and regional food systems while increasing the viability of small- and medium-sized farms. The intermediated channels comprise a short supply chain linking farmers with consumers through the use of intermediary such as a distributor or supermarket. In many instances, these supply chains embed social or environmental values, such as supporting local farming. In this paper, we examine the current state of knowledge about the intermediated market channel. The first source of knowledge consists of data from federal and private sources. Next, we review a selection of the published literature focusing on farmer use of intermediated market channels in the USA. The main intermediated channels include direct to institutions, such as schools and hospitals; food hubs; and direct to retail. The paper finishes by raising questions about future of intermediated markets, based on the findings of the literature review and data.
Journal Article
Technology distribution channels : understanding and managing channels to market
\"Using numerous examples from global technology corporations, Technology Distribution Channels explores the chain that makes products and services available for market and explains how to make the most of each step of the process. By defining the role and significance of the various partners involved, including distributors, wholesalers, and final-tier channel players, the text provides a clear understanding of the entire go-to-market process, while also explaining channel partners' business models and how to engage with them for effective market access.Technology Distribution Channels covers both the tactical and strategic dimensions of channel economics and includes information on accessing and servicing markets and customers, controlling brands, integrating web and online channels, building the value proposition and creating differentiation. Comprehensive and clear, this book provides the knowledge needed to improve business models to ensure maximum market exposure and successful product delivery\"-- Provided by publisher.
Book
AN ECONOMIC ANALYSIS OF SOME FACTORS AFFECTING IN MARKETING EFFICIENCY OF DRY ONION CROP USING THE TOBIT REGRESSION MODEL
The study was aimed to evaluate the marketing efficiency of dry Onion crop in Salah al-Deen, as estimate the impact of some quality and quantity factors in the efficiency of marketing process of crop using Tobit regression model. The average marketing efficiency of the research sample was 71.3686%. The marketing margins differed according to the marketing channel followed in marketing the crop. The qualitative and quantitative variables in the model are productivity, family size, distance from the market, educational level. The estimated model revealed that a variable productivity is the most important and influential in marketing efficiency, followed by the variable of the distance between the farm and the market, then the variables of family size and educational level, with less influence according to the estimated model values. The Wald statistical test, which follows the chi-square distribution at degree of freedom d.f4, revealed the significant values of the traits of Tobit regression model as a whole 0.0017 <0.05, this means the independent variables included in the model have a statistically significant effect to predict the value of the qualitative dependent variable. The researchers according to the average value of marketing efficiency has concluded the possibility to raise the value of marketing efficiency by 29.36% in the case of efficient use of resources in the marketing process, as well as the difference in the value of the influence of quantitative and qualitative independent factors on marketing efficiency according to the values of their traits, and the increasment in marketing margins according to the different marketing channels followed in marketing the crop. The research recommended the need to work on increase the marketing efficiency and reducing the high marketing margins received by intermediary agents, with need provide marketing services greater than these intermediaries.
Journal Article
Coordinating internet sales with other channels : a performance measurement model
\"Since the Internet has become a common tool of daily life, many companies have introduced e-commerce channels in addition to their traditional sales channels. Such e-commerce channels typically share the same markets with traditional channels which exposes them to a set of chances and challenges. In order to benefit from the chances and to master the challenges of e-commerce, an appropriate performance measurement is essential. Andreas Pinterits develops a performance measurement system to cope with the different requirements of offline and online sales channels. The author discusses different methods for measuring customer channel switching behaviour during the purchasing process. Finally, he demonstrates the practical use of the model by a showcase implementation\"--Page 4 of cover.
Book
Linking small fruit and vegetable farmers and institutional foodservice operations: marketing challenges and considerations
The centralized nature of the United States food production, processing and distribution system makes it difficult for small fruit and vegetable farmers to serve as suppliers to institutional foodservice operations (IFOs), such as schools and hospitals. Due to age, economic and/or health status, it is often the clients of these foodservice operations who would benefit from increasing their consumption of locally grown fruits and vegetables. Unfortunately, institutions are often limited in their resources and food preparation infrastructure, and lack market-based incentives to incorporate locally grown foods into their menus. This study identifies and suggests solutions to barriers that limit the ability of small fruit and vegetable farmers to serve as suppliers to IFOs. Data were collected through an extensive series of focus group meetings held with small-scale fruit and vegetable farmers in three South-Atlantic states. From these meetings, practical marketing considerations, such as payment terms, and processing, packaging and delivery requirements of supplying institutional foodservice buyers, were identified as obstacles to the efficient function of this market channel. Food safety challenges, including the related issues of obtaining (food) products liability insurance and food safety certifications, were also acknowledged among top concerns. A majority of the identified challenges were similar to those reported in other studies, but several were complicated by characteristics of farm production, limited food system infrastructure and marketing experiences in the study region. Several practical solutions to overcoming some of these marketing constraints are offered.
Journal Article
Stand Out
Stand Out!is a book about branding and its evolution, practice, and power in today's digital age.It presents the \"why-do\" and the \"how-to\" along with a passionate philosophy on transforming business through brand-centered change.
eBook