Concept Of Marketing Research Articles

Shareholder stewardship: autonomy and sociality

ABSTRACT Notwithstanding the prevalent facets of shareholder stewardship as a market concept, this paper advances the argument that there is another constitutive - though well hidden - element that is more apt to fully grasp its distinctive features and better inform market and public policy initiatives. This element regards stewardship's essence as a social norm. Indeed, what this article calls the `stewardship sociality' offers original insights into the dynamics developing between different stewards. In parallel, building upon the premises of a real entity theory of company law, this paper explores the social interactions within and between stewardship groups, by demonstrating that their autonomous action requires a minimally coercive response from law. It is thus `stewardship autonomy', as it is called in this paper, that suggests that any legal reform needs to be confined in soft law instruments that depict the sociality of stewardship within a constantly evolving global landscape.

Impact of "Instagram" on digital-based Islamic marketing: Islamic Marketing Mix discussion

It is widely agreed upon that the progress in information and communication technology has significantly changed all aspects of entrepreneurship, including business and Islamic marketing. This poses challenges and opportunities for business people involved in Islamic digital media marketing. The main obstacle in Islamic marketing communications lies in identifying appropriate communication channels for Islamic marketing endeavours. This study examines the influence of Instagram social media on enhancing digital Islamic marketing by integrating diverse marketing concepts. This study utilises the Systematic Literature Review technique. The study comprehensively evaluated the scientific literature to examine publications published in reputable journals from 2013 to 2023. The review encompassed papers, theses, proposals, and dissertations that Scopus, WOS, SINTA, and various National and International databases catalogued. The search employed the tools Publish or Perish, Zotero, Mendeley, VOSViewer, and Microsoft Excel. Subsequently, the chosen articles underwent descriptive analysis. The data suggest that the utilisation of Instagram social media has substantially impacted the progression of digital marketing. Instagram is a marketing communications platform that amplifies brand awareness, influences customer engagement and behaviour, and produces data that strengthens marketing strategies. From an Islamic perspective, the Marketing mix strategy greatly emphasises maximising value. The theory of value maximisation is based on the concept of equity. The Qur'an thoroughly explores the implementation of justice in marketing, specifically about maintaining integrity and carrying out transactions.

Strategi Pemasaran Jemput Bola dalam Meningkatkan Minat Nasabah Terhadap Tabungan

The sharia financial system is a financial system that bridges parties who need funds and parties who have excess funds through financial products and services that comply with sharia principles. To increase market share, the products offered must have a marketing strategy so that they can be seen. The bank marketing concept is actually not much different from the marketing concept for other business sectors, such as the manufacturing industry sector, service business sector and others. Therefore, we want to conduct research with the title Pick-up Marketing Strategy to Increase Customer Interest in Savings (BMT Maslahah Gondangwetan). With the aim of finding out the strategy used by BMT to increase customers using descriptive qualitative research methodology. The results of the research are that customers and agencies are targeted in carrying out a pick-up strategy, because most of the Gondangwetan area work as traders who need funds to develop their business.

Experiential Marketing Tourism and Hospitality Tours Generation Hybrid Model

The emergence of immersive technologies presents unprecedented opportunities for both users and organizations. This paper explores the future of digital marketing as a new ecosystem wherein innovative marketing strategies enable organizations to communicate with their customer base in ways previously unattainable, reshaping traditional marketing concepts into novel and unimaginable actions. This study proposes an experiential marketing tourism and hospitality tours generation hybrid model. The model focuses on generating virtual tours based on 360° VR videos, specifically designed for hotel environments, their surroundings, and tourist zones. The immersive environment proposal includes the design of user interface prototypes and incorporates the automated division of 360° videos using convolutional neural networks. Subsequently, personalized tours are composed based on user profiles, utilizing a Case-Based Reasoning (CBR). Functionality tests for the video division and labeling component, as well as the composition of tours according to user profiles recommended by the CBR, yielded satisfactory results. The application of this system has the potential to positively influence reservation intentions and enhance brand image. Immersive experiences have the capability to trigger effects in affective, attitudinal/behavioral, and cognitive dimensions.

Determination of key factors success of innovative and active industrial enterprises in a competitive environment

Introduction. In the process of growing competition and saturation of markets with goods, the role of the sales function of innovatively active enterprises (IAP) is constantly growing, turning into a basic one, on which production, procurement, logistics and other processes carried out by IAP depend. The purpose of the paper is to develop the elements of an improved business process management system in the field of sales of IAP with the help of developed indicators of key success factors (KFU), which will allow making more informed strategic decisions. Results. The paper considers the issue of improving the system of indicators of KFU in the market of innovative products and services, which is important for modern innovatively active enterprises. It is emphasized that the role of the sales function of the IAP is growing and is constantly turning into a basic one, on which production and logistics processes depend. Enterprises are gradually moving from a production concept to a market-oriented marketing concept, which is reflected in the improvement of the sales system and the active use of marketing tools. It has been proven that the growth of competition leads to the need to improve the management system of business processes of an innovatively active enterprise and, first of all, in sales processes, which ensures the reliability of the enterprise's interaction with consumers. The control of the processes taking place in the sales channels should be carried out entirely with the help of KFU, the high level of which allows you to maintain a circle of customers and withstand pressure from competitors. Conclusion. The growth of competition leads to the need to improve the IAP business process management system that ensures the interaction of the enterprise with customers. It is advisable to control the processes occurring in sales channels with the help of KFU, the high level of which will allow you to retain your customers and withstand pressure from competitors. It is necessary not only to identify CFUs, but also to regularly measure them, which will allow making more informed strategic decisions regarding the development of IAP sales.

PELATIHAN PEMBUATAN VIDEO IKLAN UNTUK PENERAPAN KOMUNIKASI PEMASARAN TERINTEGRASI PADA UMKM KATERING RAYUNG PELANGI KOTA MALANG

Marketing is often interpreted narrowly as the activity of distributing products from producers to consumers, even though in fact it is not just that activity. Advertising is one of the many activities in marketing. All activities in marketing need to be integrated with each other so as to produce a mature marketing concept. Likewise with advertising activities which are one of the communication activities in integrated marketing communications. In small businesses, generally communication activities are carried out separately and have not yet integrated their communication activities. This community service aims to provide guidance on the importance of conducting integrated marketing communications, namely integrating marketing communication activities in the form of sales promotions that have already been carried out by partners with advertising.

PERSONAL BRANDING AS A TOOL FOR PROFESSIONAL DEVELOPMENT OF A TEACHER

The article examines the essence and main aspects of the formation of personal branding in the context of the teacher's professional development. It was revealed that in the difficult conditions of the functioning of the educational environment, in which the concept of partner marketing and comprehensive focus on consumers is dominant today, the marketing subsystem occupies an important place as a component of the general management system of the organization. Marketing communications as an element of the market promotion strategy by ensuring presence and expanding awareness play a key role in shaping the competitive advantages of educational institutions. It was determined that the development of the organization's image indicators will serve to build trust in the educational institution and create a positive reputation. Accordingly, the key vector in forming a positive image is personal branding as a tool for the teacher's professional development. The key advantages of the development of a personal brand under the modern conditions of the educational sphere are analyzed. The algorithm of forming a personal brand is substantiated by identifying successive stages that will serve as step-by-step instructions for creating a brand. The practical aspects of using the main tools of personal brand development through the prism of the features of the teacher's image component are considered. Systematization of the basic rules and requirements for the creation of appropriate content in social networks, which will serve as a means of forming a teacher's personal brand in order to ensure the integration of the educational, educational and developmental educational process, has been carried out. The obtained results deepen the basic principles of developing a positive image of the educational institution in general, and the development of the theory of the formation of the teacher's own brand as an integrating element of the effective activity of the educational institution. Further research should be aimed at forming a practical toolkit for the development of a teacher's personal brand, which will provide not only the opportunity to create an individual competitive offer on the labor market, but also serve as a tool for the teacher's professional development.

Uni Style Image – a savvy fashion brand poised to stay buoyant

Learning outcomes This case study covers marketing concepts, including marketing mix, segmentation, targeting and brand positioning and communication. After completion of the case study, the students will be able to understand the importance of segmentation and targeting; recognize the differences between business-to-business (B2B) and business-to-customers (B2C) segments; gain knowledge about the points of parity and points of difference while positioning; and examine the elements of a marketing mix. Case overview/synopsis The case centered around Mr. Ashvinder Singh, founder and director of Uni Style Image (USI), who initiated the polo T-shirt business in 1990 in Okhla, Delhi. The brand expanded across the country, but from 2010, USI faced fluctuating demand due to the rise of online marketing and intense competition from global fashion brands. Revenues dropped massively, leading to a significant downsizing from over 300 employees to just 11 by the end of fiscal year 2016–2017. In 2018, Singh explored the B2B model; however, the onset of the COVID-19 pandemic in 2020 impacted many small- and mid-sized apparel businesses, including USI. In the fiscal year 2021–2022, the B2B segment accounted for 90% of total revenue, but the business size could not cover significant operating expenses. Despite only 10% of revenue coming from the B2C segment, Singh wanted to leverage the online space. In September 2022, Singh closed his factory in Noida, National Capital Region, Delhi. Amid the uncertainty, Singh explored various opportunities in the Indian market. In 2023, he even engaged a consultancy for expertise in marketing initiatives. He had to choose the target segment/s, develop a positioning strategy and create an effective marketing mix with very limited resources. Complexity academic level This case is designed for undergraduate and postgraduate students, offering a valuable teaching tool for essential marketing concepts, such as the marketing mix, segmentation, positioning and brand communication. It can be used in both core marketing courses and elective courses like brand management, consumer behavior and integrated marketing communication. The decision dilemma presented in the case enriches the understanding of these concepts, making it a valuable resource for marketing education. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.

Utilization of Digital Marketing in the Development of MSMEs in the Era of Digital Technology

Digital marketing is a promotional and market search activity through digital media online by utilizing various means such as social networking. The virtual world is no longer only able to connect people with devices, but also people with others all over the world. The existence of MSMEs is expected to be able to spur the economy amid the economic slowdown that is happening today. The utilization of digital technology-based marketing concept (digital marketing) provides hope for MSMEs to develop into a center of economic power. MSMEs actors collaborate with digital-based promotional media and distribution media to earn the maximum profit. Today, almost all MSMEs businesses or even restaurant and fast food businesses use promotional media and digital marketing-based distribution media. Some businesses that tend to want to survive offline life are slowly experiencing setbacks. The type of food and drink business becomes the most widely held MSMEs business by MSMEs actors. Switching offline purchases into online (digital), will make it easier for MSMEs to expand marketing access. The role of digital technology has a significant influence on MSMEs. The emerging technology paradigm utilizes the stronger and sustainable potential of MSMEs. Social media and E-commerce can be a container of sale of MSMEs. It is known that MSMEs do not follow the maximum digital development, especially due to lack of knowledge about digital marketing.

Digital marketing: does it impact on increasing the profit of MSMEs in Aceh?

Modern market/consumer-oriented marketing concepts, or the marketing revolution manifested as an online marketplace, evolved in tandem with the rise of the internet. This study aims to develop knowledge by verifying whether the concept of using Digital Marketing in MSMEs in Aceh can increase operating profit. The methods used in this study are descriptive and explanatory research methods; the research is carried out to obtain a description, a systematic, factual and accurate picture of the facts, properties and relationships between the variables studied. This research method wants to get general answers about cause and effect by analyzing the factors causing phenomena in the concepts raised in this study; data will be collected by distributing questionnaires to MSME actors in the field. To obtain the results of this study, the data will be processed using statistical tools, namely simple linear regression. The results of this study show that using Digital Marketing in marketing its products can expand the market to increase the sales onset of MSMEs, so increasing sales will increase company profits. From the results of the research, it can be concluded that the increase in operating profit of which is influenced by the use of digital marketing by MSME players.

Quantum-Inspired Algorithms for Market Clearing in Smart Grids: A Comprehensive Review

The integration of smart grids into modern power systems marks a fundamental shift, leveraging cutting-edge technology to enhance system efficiency and optimize energy distribution. At the heart of this transformation lies the concept of market clearing, a pivotal procedure facilitating effective energy trading and resource allocation within smart grids. This research explores the significance of market clearing in smart grids and introduces the transformative realm of quantum-inspired algorithms, poised to revolutionize energy market control systems.

Tiktok’s Role on Guerilla Marketing in Digital Marketing Era

This research aims to analyze the role of TikTok in guerilla marketing in the digital marketing era. The type of research used is descriptive qualitative. The primary data used in this research was obtained from observations of phenomena by researchers on the TikTok accounts @sovella.id and @moutfit_id. The research results show that the power of social media, especially TikTok, must be considered in the current digital marketing era. Companies can use this power to market their products. TikTok is a new marketing media platform that many small, medium, and large businesses use. Business people consider that this TikTok-based marketing model generally requires relatively low costs and is more communicative and interactive. The concept of guerilla marketing using platforms such as TikTok is considered satisfactory. Several existing TikTok features, such as TikTok stories, TikTok live, hashtags, and posts in photos and videos, have been verified to support this guerilla marketing. Business people also use the TikTok feature to create accounts for sales and promotions. Apart from that, it is common for business people to give giveaways to followers as part of their marketing strategy.

A model of the strategic potential of an enterprise as an object of strategic marketing

Subject. The formation of enterprise’s strategic potential requires a scientific justification of its content due to the complexity of this category. At the same time, multiple approaches in determining the essence, structure of enterprise's potential, and ways of its mathematical formalization do not provide a sufficiently legitimate semantic and mathematical interpretation of the enterprise's potential model as an object of strategic marketing. Objectives. The study aims to develop a hierarchical model of enterprise’s potential, based on the definition of the object of strategic marketing in the implementation of the marketing concept of advanced development. This will form an effective strategy for enterprise development under conditions of permanent development of the market environment. Methods. The study rests on the theory of marketing and strategic management. Research methods include qualitative and functional analysis of economic categories. Results. The paper underpins the use of the category of enterprise’s strategic potential as an object of strategic marketing management. We applied a functional approach to build a hierarchical structure of strategic potential. The hierarchical model has three levels: main functional tasks (production and marketing), applied local potentials (technical, innovative, organizational, and investment), and resource potential. Conclusions. The model of enterprise’s strategic potential is essential for successful implementation of the management function of strategic marketing within the concept of marketing of advanced development, to build the strategic potential of the enterprise. Defining an interaction of local potentials of the enterprise will enable to accurately determine the object and type of managerial impact, as well as the targets of strategic development.

Analisis Pengaruh Sosial Media Instagram Terhadap Perkembangan Usaha Mikro, Kecil, dan Menengah Coffee Shop di Yogyakarta

The rapid development of the economy and communication technology provide various conveniences in the business world. It is hoped that the use of digital technology-based marketing concepts will provide direction for Micro, Small, and Medium Enterprises to further develop and become the center of strength of Indonesian economy. One of the media used is the Instagram application. Numerous coffee shops in Yogyakarta use Instagram as their main benchmark in terms of marketing. The purpose of this study was to analyze the effect of e-WOM, content and promotion on the development of MSMEs, especially coffee shops in Yogyakarta. The samples used in this study were from Micro, Small and Medium Enterprises Coffee shops in Yogyakarta. Methods of data analysis were descriptive statistical analysis and logistic regression analysis. The results of this study indicated that the variables e-WOM, Content, and Promotion have a positive effect on Business Development.

Konsep Pemasaran Islam pada Unit Usaha Pesantren “Gambia Department Store”

Islamic marketing is marketing that focuses on creating value and optimizing benefits based on honesty, justice, openness, and sincerity in accordance with the principles of transactional agreements in Islam. Gambia Department Store is one of the cottage business units that should apply the concept of Islamic marketing and Islamic values of the cottage in terms of marketing. The research method used in this research is field research with a qualitative approach. The data collection technique uses interviews and observations. While the data analysis uses inductive analysis. The purpose of this research is to find out the suitability between the marketing concept applied by Gambia Department Store with the 7P's Islamic marketing concept and to find out the Islamic values of the cottage applied by the managers of Gambia Department Store in its marketing activities. The result of this research is that Gambia Department Store has implemented Islamic marketing concept based on Islamic teachings. This is evidenced by the conformity between the marketing concept applied by Gambia Department Store and the integration of the 7P's Islamic marketing concept. In addition, Gambia Department Store also applies Islamic values in the marketing activities carried out, such as the value of honesty, discipline, order and sincerity of the staff and employees in the management and marketing of the goods in Gambia Department Store.

Strategy For Strengthening MSMEs Capabilities : Implementation Of Digital Marketing As A Means Of Promotion And Commercialization Of Business Products In The Kencana Village Of Bogor City

Kencana Village has a lot of potential from the products produced by its people. Micro, Small and Medium Enterprises (MSMEs) in this area still market their products conventionally and have not marketed them through digital marketing. Even though digital marketing can really help MSMEs in the progress of their business. The large number of users of social media, e-commerce, Google and websites can be used as an opportunity for entrepreneurs to market the products they want. Activity objectives: increase the understanding and ability of the Kencana Village community regarding digitalization of MSMEs products, provide training regarding the use of digital media as a means of product promotion and commercialization, create an MSMEs website portal, and provide solutions related to problems experienced by local business actors in conducting sales and business promotions through digital media. The methods used are training and mentoring, media content creation practices, then data processing methods are also used through cobweb analysis and the Customer Satisfaction Index (CSI). The results of the spider analysis show that each competency parameter produces an average value of 4.76, indicating that all of them fall into the strongly agree category, as well as having a significant impact in increasing the knowledge and understanding of the participants. Meanwhile, research results regarding the level of satisfaction using the CSI method were found to be 89%, which shows that the public is satisfied with the training services provided. Results achieved: a) Increased understanding regarding digital marketing concepts and media that can be used to market MSME products, b) Increased skills related to creating product promotional content for social media and e-commerce, c) Creation of an MSME website which will be managed by the local MSME actors as a means of product promotion and commercialization, d) Motivation to implement digital marketing in Kencana Village, Bogor City.

Inferring Complementary and Substitutable Products Based on Knowledge Graph Reasoning

Complementarity and substitutability between products are essential concepts in retail and marketing. To achieve this, existing approaches take advantage of knowledge graphs to learn more evidence for inference. However, they often omit the knowledge that lies in the unstructured data. In this research, we concentrate on inferring complementary and substitutable products in e-commerce from mass structured and unstructured data. An improved knowledge-graph-based reasoning model has been proposed which cannot only derive related products but also provide interpretable paths to explain the relationship. The methodology employed in our study unfolds through several stages. First, a knowledge graph refining entities and relationships from data was constructed. Second, we developed a two-stage knowledge representation learning method to better represent the structured and unstructured knowledge based on TransE and SBERT. Then, the relationship inferring problem was converted into a path reasoning problem under the Markov decision process environment by learning a dynamic policy network. We also applied a soft pruning strategy and a modified reward function to improve the effectiveness of the policy network training. We demonstrate the effectiveness of the proposed method on standard Amazon datasets, and it gives about 5–15% relative improvement over the state-of-the-art models in terms of NDCG@10, Recall@10, Precision @10, and HR@10.

Exploration on the Innovation Model of County Urbanization Development with the Resource Constraints in China

The 14th Five-Year Plan for China proposes to promote the urbanization process from a county perspective, presenting an unprecedented opportunity to develop county urbanization. However, in the context of relatively limited resources, insufficient funds, and comparatively lower land values in Chinese counties, how to promote county urbanization remains the primary challenge, which has not been studied yet. This study first analyzes the necessity of promoting county urbanization from four dimensions: national development strategy, industrial policy development, local government status, and enterprise development demands using literature research and survey interviews. Based on field research conducted in 32 counties in China, the strengths, weaknesses, opportunities, and threats (SWOT) analysis is carried out on the county urbanization process in this study. By analyzing the developmental status and challenges of major urban areas, expansion areas of counties, and their surrounding countryside, this paper proposes a “three-level gradient integration” concept for the spatial integration of county urbanization. Furthermore, the mechanism of multi-agent linkage to promote county urbanization was explored based on the theory of urban governance and the characteristics of county urbanization. Subsequently, relying on the analysis of policies, such as land acquisition and integrated land improvement, and adopting modes, such as “Investor + Engineering Procurement Construction + Operation” (investor + EPC + O) and renovate–operate–transfer (ROT), we propose a pathway for promoting county urbanization through the linkage of government, enterprises, and residents. This study provides insight into promoting the county urbanization process. Additionally, each country faces the common issue of how to use limited resources to promote regional development, and this article can provide valuable insights and inspiration for addressing this shared issue by the principle of adapting to local conditions and adhering to the concept of efficient market and proactive government.

Assessing the Economic Potential of Music Streaming in an Emerging African Market: A PLS-SEM Analysis

ABSTRACT This paper assesses the economic potential of music streaming in a developing African economy. It aims to know whether, in emerging African countries, the economic value of music streaming can significantly improve the world’s music market revenue growth. Hence, the study uses two marketing theories, product and marketing concepts, to conceptualize a hypothesized model based on survey data from Nigeria. Specifically, it achieves its objective by analyzing the factors that correlate with premium music streaming using the Partial Least Square Structural Equation Modelling (PLS-SEM). Our findings suggest that music sampling and consumer attitude are crucial for determining purchase intention and premium streaming. Additionally, we find that stringent anti-piracy measures and low streaming costs can influence optimal music purchase intention and premium music streaming behavior. Overall, while the study fosters an understanding of the economic potential of music streaming in emerging African markets, its evidence supports the literature with valuable insights for decision-makers.

Communication component in the formation of the image of higher education institutions based on a marketing approach

The work examines the communication component in the formation of the image of higher education institutions. The variety of approaches to defining the "marketing of educational services" category is summarized. The marketing of higher education institutions is substantiated within the framework of various concepts of marketing in the conditions of competition: production concept, product concept, sales concept, classical concept, socio-ethical concept. Partnership concept of marketing is singled out as a philosophy of higher education institution functioning. Attention is focused on the need to develop and implement an active marketing policy and use modern marketing tools and technologies for the development of the ecosystem of higher education institutions. The necessity of forming the image of a higher education institution as a certain system of evaluations of various target audiences, which are formed due to effective marketing communications, is updated. Establishing a partnership and deepening cooperation with partners of higher education institutions using marketing tools is an important tool for image activities of higher education institutions. Emotional marketing is one of the elements of forming a positive image, bright emotions and a sense of belonging to higher education institutions. This component has a direct relationship with the marketing and advertising of the university, because disappointments from expectations damage the image and reputation of the brand. A communication policy or a promotion policy, which involves the unification of all communication channels, tools and means of conveying information about the educational brand, educational product and educational services to target audiences, is one of priority areas of marketing activities regarding image formation. The necessity of forming a communication strategy of a higher education institution consisting of marketing, creative and media strategies is substantiated. Social media as part of the global digital infrastructure, which includes social networks, professional platforms, blogs, wikis and many other formats, is singled out as an important communication tool of institutions. The advantages of social networks for universities, namely: improved communication, activation of the processes of recruiting and admission of students, connections with graduates, dissemination of knowledge, promotion of research and achievements, strengthening of the brand, image formation and management of the university's reputation have been identified