Marketing Initiatives Research Articles

Application Analysis of Management Economics Theory in Enterprise Marketing Management Taking Apple and Huawei as Examples

Management economics, as a branch of economics, helps businesses and individuals systematically and logically formulate plans and decisions, and its application in management practice makes an indispensable contribution to society. This article takes Apple and Huawei as examples, and based on existing literature, analyzes the application of management economics theory in enterprise marketing management through case analysis and data analysis. This article finds that both Apple and Huawei cleverly and flexibly apply the four core theories of management economics. As excellent enterprises, both brands actively explore the potential needs of customers and help them seize the market faster. Apple actively collects user feedback, responds to and solves user issues and opinions in a timely manner, which helps them better understand consumer needs and expectations. Huawei has always been committed to deeply understanding customer needs. The results indicate that each company has its own unique operational approach, but it is worth noting that companies that want to succeed should start with organizational structure, optimize personnel management, clarify market goals, upgrade products targeted, capture customer groups, and establish good communication; All of these are key factors for the sustainable development of the company.

Research on the Potential Trademark Infringement Issues and Negative Effects of Keyword Search Advertisements under the Internet Economy

The digital economy has developed with the continuous development of technology and the increasing popularity of the Internet. As a product of the market economy, trademark law is also facing significant challenges in the new economic era. In the Internet age, the emergence of digital marketing has led companies to invest in keyword search advertising. This paper analyzes the potential trademark infringement risk of keyword search advertising and the negative impact on trademarks and corresponding enterprises through theoretical analysis and synthesis of research results, including the destruction of enterprise marketing effects, misleading consumers, and damaging brand reputation. At the same time, this paper proposes two possible mitigation measures based on the analyzed content of official statements and strengthens the image correspondence between keyword pages and brands. Firstly, the official statement is used as a benchmark to deal with fake, informal, and unauthorized channel advertisements, and secondly, the keyword result page is professionalized by paying for it.

Post-pandemic collaborative destination marketing: Effectiveness and impact on different generational audiences

In a break from the traditional focus on destination image recovery in post-crisis scenarios, the COVID-19 pandemic required a different approach to collaborative destination marketing. This research aims to fill a gap in knowledge about the factors that drive post-pandemic collaborative destination marketing strategies, the objectives that are set, their effectiveness, and the different impacts on diverse age groups. Grounded in stakeholder and generational theories, this study examines an innovative collaborative marketing campaign for Spain in 2022. Spain's tourism rebounded swiftly that year, almost reaching pre-pandemic international visitor numbers. The campaign was collaboratively developed by TourSpain, the Spanish National Tourism Organisation (NTO), along with six regional and local Spanish Destination Marketing Organisations (DMOs), Expedia, and TripAdvisor. In-depth interviews were conducted with all stakeholder groups involved in the campaign, and this was complemented by focus groups with U.K. residents, grouped by generation. The findings revealed how the stakeholders reoriented their post-pandemic collaborative strategies to considering variables, such as customer journey stages and sociodemographic factors, to achieve branding and conversion objectives. The study also discovered that the campaign's effectiveness varied across different generational audiences. This research provides valuable insights for NTOs and DMOs in designing future post-crisis collaborative marketing initiatives.

Influence of Product Innovation on MSME Marketing Performance at the Cooperative and SME Office of South Sulawesi Province

Micro, small, and medium enterprises as a trade sector dominates more than 99% of the Indonesian economy and is capable of becoming a driving force for national and regional development. This study aims to describe the marketing performance of micro, small, and medium enterprises in the trade sector in South Sulawesi. The research is a type of survey research done using a quantitative approach. Survey research explains causal relationships in hypothesis testing, with the intent of: (1) explorative, (2) descriptive, (3) explanation or confirmation, (4) evaluation, (5) prediction, (6) operational research, and (7) development of social indicators. The results of the study describes that the variable performance of marketing of micro enterprises in the trade sector in South Sulawesi is influenced by the product innovation variable. The higher the product innovation carried out by the trade sector of micro, small, and medium enterprises, the higher is the marketing performance.
 Keywords: product innovation, marketing performance, trade sector MSMEs

Analysis of Enterprise Management and Marketing Strategy Innovation Based on Big Data Era

Abstract The improvement of the level of informationization and the development of network science and technology have prompted the transformation of marketing methods, and the requirements of the market for the management of enterprise marketing strategy are also improving. This paper integrates the process of enterprise management and enterprise marketing strategy construction, and constructs the model of continuous marketing ability according to the system of enterprise marketing strategy operation ability and marketing strategy construction process, and constructs the model of enterprise management and enterprise constant marketing ability. From the perspective of resources and competition, the enterprise marketing power model and marketing resource allocation model are proposed and analyzed. Combined with the market research data, the user groups of R Vehicles Ltd. are characterized. With the help of LDA method, the theme capture of multi-platform user evaluation text is carried out to establish the product word-of-mouth marketing model. According to the enterprise marketing grid resource demand, BP neural network is constructed to predict the enterprise marketing expenses and evaluate the efficiency of marketing resource allocation. The analysis shows that the company’s marketing staff salary accounts for 0.4909 of the total marketing resources, resulting in a waste of resources, and thus the company should adjust the ratio of marketing resource allocation, focusing on the input to output ratio.

'Selling the Third Sector' - Critical Processes to Create Successful Marketing Initiatives for Charities and Other Nonprofit Organisations

Purpose: The purpose of this research is to explore the marketing strategies and practices employed by charity and community organisations to engage with stakeholders, attract and retain funding, and raise their organisational profile. The study aims to provide an holistic view of marketing activities, identify unique selling points, define products or services, and target populations, compile customer profiles, and develop marketing initiatives tailored to individual requirements. Methods: The research employed a mixed-methods approach, involving interviews with practitioners and a review of key articles from principal journals. Data was extracted using inductive methods, and recommendations were formulated using a systems approach to assist practitioners in creating successful marketing initiatives. Findings: The study identified key themes and practices in marketing strategies for charity and community organisations. These included the importance of identifying unique selling points, defining products or services and target populations, compiling customer profiles, and developing tailored marketing initiatives. The findings also highlighted the need for diversification of funding sources, evaluation of potential activities using organisational principles, and the use of key performance indicators to define standards of delivery. Originality: This research contributes to the existing literature by providing a comprehensive framework for marketing strategies in charity and community organisations. Unlike previous studies that have focused on specific aspects of marketing, this study offers a holistic view of marketing activities, including the identification of unique selling points, customer profiling, and tailored marketing initiatives. The use of a systems approach in formulating recommendations adds to the originality of the study. Keywords: charity marketing, community marketing, unique selling point, customer profiles, key performance indicators, funding diversification

ТЕХНОЛОГІЯ, ПЕРЕВАГИ ТА РИЗИКИ ВІРТУАЛЬНОГО ПІДПРИЄМСТВА

The need to increase the level of customer satisfaction, the improvement of permanent relations with consumers and the development of modern markets under the conditions of globalization lead to the creation of such an organizational form as a virtual enterprise. The relevance of this problem comes from the constant growth of global networks, digital and information technologies, which stimulates the development of a new type of economic relations, which leads to an inevitable change in traditional concepts of doing business. The reason for the appearance of the concept of a virtual enterprise is definitely the rapid spread of modern Internet technologies, within which new opportunities for communication and cooperation of autonomous and geographically distant enterprises are implemented. The emergence of new information technologies opens up new opportunities for business organization. At the current stage, it is not the restructuring of the production cycle or the reworking of the business process, but technologies using the Internet that form the information infrastructure of support for virtual enterprises. It should provide communication and integration, joint management, including modeling of the interaction of participants and support of work execution. In the modern economy, one of the key factors of the competitiveness of enterprises are: timely response to market changes, speed of production and delivery of goods, adaptive and rational methods of conducting business, effectiveness of the enterprise's marketing strategy. The article describes the virtual enterprise technology, which implements a qualitatively new integration of business process management. The basic aspects of the functioning of virtual enterprises, as well as information technologies, without which this functioning is impossible, are considered. An analysis of key factors that are critical for the existence of a virtual enterprise is carried out, the main requirements for workflow systems to support inter-organizational processes are considered. The ability to quickly respond to market changes at critically low costs from the point of view of traditional business and the ability to make a virtual business profitable with smaller capital investments, in shorter terms and with significantly less financial risk are considered. Possible organizational structures of a virtual enterprise are presented. Advantages and risks of doing business on the basis of a virtual enterprise are provided.

Drivers of stock market performance and a comparative investigation of markets: A case study of the stock market in Malawi

This study investigated the influence of various drivers on the performance of stock markets in Malawi using a case study approach. Stock markets involve strategic collaborations between small and large companies to achieve their goals. This paper aimed to explore the correlation between stock market performance drivers and the performance of companies in Malawi. A mixed-method approach was employed, incorporating both quantitative and qualitative methods. The quantitative approach analyzed the financial aspects of stock market initiatives through financial reports, such as those from the Malawi Stock Exchange. Meanwhile, the qualitative approach collected data through interviews with key stakeholders. The findings indicated a positive outlook for stock market expansion, provided that awareness campaigns among the general public were intensified. The study also revealed that if banks offered tailor-made loans to individuals and companies seeking to acquire shares, the stock market would experience growth. Drivers of stock market performance significantly enhanced market performance, increased stock prices, and improved customer purchasing power. Despite these benefits, the study identified challenges, such as a lack of knowledge about shares, which hindered stock market growth. Other challenges included inflation, harsh loan conditions, and stock/share infringements, all of which negatively impacted market performance. To address these issues, stock markets implemented awareness and marketing initiatives to combat illiteracy and other barriers, aiming to expand their customer base. However, despite the significant benefits of these initiatives, limited research existed on the impact of stock market performance drivers, particularly on stock-listed companies in Malawi. This gap prompted the researcher to evaluate the influence of metrics such as stock growth and customer acquisition.

The relationship between entrepreneurial marketing and competitiveness in Egyptian Small and Medium-sized Enterprises

The relationship between entrepreneurial marketing and competitiveness in Egyptian Small and Medium-sized Enterprises

Analysis of Strategic Marketing in Small and Medium-sized Enterprises: Case of the Bakery Industry in Colombia

Small and medium-sized enterprises (SMEs) are in a competitive system. The objective of the research was to analyze strategic marketing in SMEs in the bakery industry in the city of Barranquilla, for which a hypothesis is presented on the positive relationship between consumer behavior in relation to marketing strategies. Due to this, a categorical regression model was performed to test the hypotheses. The results showed that the industry analysis is more relevant for those companies that adopt a mature market strategy. The analysis of consumer buying behavior and the analysis of market demand dynamics prevail in the new markets strategy. Although product differentiation to achieve positioning is an important driver for companies that use growth market strategies, it is concluded that the consumer buying behavior hypothesis is valid because the analysis allows implementing differentiation actions that are included in strategic control, which is a complex thought process developed by top management.

Digital Marketing for Internationalization in small and medium enterprises: A review

Purpose: Conduct a literature review on Digital Marketing in Small and Medium Enterprises (SMEs) and the internationalization of companies to identify gaps in existing research. Methodology: Research documentary type, which consists of a scientific, systematic, and objective method of searching and collecting data, 41 articles related to Digital Marketing, SMEs, internationalization, obstacles, and alternatives to adopting an internationalization approach were reviewed. Results: The articles reviewed came from various countries, such as Colombia, the United Kingdom, Spain, Germany, Indonesia, Sweden, Italy, Bangladesh, India, among others. Digital Marketing, driven by Information and Communication Technologies (ICT), can be carried out anywhere in the world at any time, which represents an advantage to transform business models and achieve the internationalization of SMEs. Implications: A gap in the literature was identified in relation to the lack of longitudinal studies in specific sectors that include SMEs in their dynamic and competitive environment. Value: The article offers an exhaustive review of the literature about digital marketing, ICT, internationalization, SMEs, and contributes to strengthening the knowledge of professionals, businessmen and students who are interested in the topics, to carry out future research.

МАРКЕТИНГОВІ ІНСТРУМЕНТИ РОЗВИТКУ СОЦІАЛЬНИХ ПІДПРИЄМСТВ В УМОВАХ НЕВИЗНАЧЕНОСТІ

The paper is devoted to the formation of practical recommendations for the usage of marketing tools for the development of social enterprises, which will contribute to their effective functioning in the conditions of uncertainty. The article presents the marketing environment of a social enterprise. The ecosystem of social entrepreneurship as a part of the modern business environment includes key market players (suppliers, intermediaries, companies, competitors and customers). There is an exception in comparing social and traditional enterprise: customers of goods or services produced by social enterprises are usually not consumers or target customers of the corresponding products. In many cases, the decision maker is the party paying, such as a government, foundation, or individual sponsor. In addition, the target audience of a social enterprise includes not only customers as consumers of the product, but also beneficiaries (population groups to whom the mission of the social enterprise is directed). In many cases, the beneficiary receives access to services for free or at reduced prices through the payer (client). This additional profile of the client actually causes the need for additional research, because in the case of social entrepreneurship, the focus on marketing strategy differs from traditional business in certain features. Unlike traditional entrepreneurs, social entrepreneurs should not only work on maximizing their profits, they should also care about social impact and increasing positive brand reputation. Like a traditional business, a social enterprise faces competitors in the market who may or may not have better market offerings and may or may not be socially oriented. Challenges regarding the marketing of social enterprises have been identified: an ambiguous attitude to marketing on the part of social entrepreneurs, which is associated with insufficient understanding of marketing and its interpretation exclusively as a tool for profit maximization; lack of a clear understanding of the target audience, which leads to uncertainty in the development of marketing messages and strategies; a limited number of successful examples of social enterprises to refer to, which reduces motivation and confidence in the effectiveness of marketing efforts for aspiring social entrepreneurs. Marketing tools for social enterprises are provided to help define the target market and brand social values and mission.

ВПЛИВ ІНТЕРНЕТ-ТЕХНОЛОГІЙ НА МАРКЕТИНГОВІ КОМУНІКАЦІЇ ПІДПРИЄМСТВ

Modern entrepreneurship cannot be imagined without the use of Internet technologies in marketing communications. This study is devoted to analyzing the impact of these technologies on the strategies, tools and effectiveness of marketing of enterprises. With the rapid development of the Internet and the widespread use of digital devices, the way companies interact with consumers has fundamentally changed. The purpose of this study is to identify and analyze the key effects of Internet technologies on marketing communications in enterprises. The study examines various aspects, including the advantages of Internet technologies in marketing communications. Additionally, the article can analyze potential challenges and limitations of use Internet technologies in marketing, such as privacy issues data, oversaturation of advertising and instability of virtual platforms. This will help readers get more a complete view of a wide spectrum opportunities and challenges associated with the use of Internet technologies in marketing communications. The expected results of this study will substantiate the growing importance of Internet technologies in marketing communications and will provide practical recommendations for enterprises on the effective use of these technologies. Analyzing current trends, it can be expected that Internet technologies allow businesses to attract more target audiences, communicate with them in real time and maintain constant interaction. It may be achieved through use social media, email, websites, blogs and other communication tools. Further use of Internet technologies in marketing communications can lead to increased competitiveness of enterprises, improved interaction with consumers, increased sales and improved overall brand image. In addition, the study highlights the importance of integration and synergy between traditional and Internet marketing communication channels. This highlights the need for connected and consistent messaging across platforms to maintain brand identity and engage customers. The research will contribute to the understanding and identification of the most effective strategies of use Internet technologies in marketing communications and providing recommendations for the practical application of this knowledge in the field of business.

Формування конкурентної позиції підприємства на засадах цифрового маркетингу

Today, the domestic economy is facing significant problems caused by ongoing russian aggression. However, despite everything that has happened, there are still many competitive industries in the economy, where enterprises constantly compete for the attention of consumers, so the formation of an effective competitive position of the enterprise in the markets remains relevant for enterprises. The study analyzes the essence and features of the use of digital technologies in the marketing management of enterprises, the possibilities of their integrated interaction and complementation. The features of the main digital technologies used for positioning domestic and foreign enterprises in the markets are systematized and described. The conditions for their successful and expedient application for various managerial tasks are determined. It is found that the most common digital technologies that are successfully used in the practical marketing of enterprises are marketing analytics, affiliate marketing, content marketing, email marketing, PPC, SEO, mobile and social marketing. It is substantiated that the use of these technologies contributes to the generation of a number of positive effects for enterprise: communications between enterprises and consumers are improved; a positive image of the enterprise is formed; the efficiency of decision-making increases by obtaining better and more complete market information; it becomes possible to regulate the amount of costs for obtaining information, etc. The article also provides a comparative characteristic of digital technologies from the standpoint of their advantages and disadvantages in terms of fulfilling the tasks of market positioning of enterprises. A number of recommendations on how to improve the results of using some digital technologies, including email marketing, PPC, and SEO, have been formed.

Capital structure, business model innovation, and firm performance: Evidence from Chinese listed corporate based on system GMM model.

This paper aims to verify the impact of capital structure on business model innovation and firm performance and the mediating effect of business model innovation. We use the data of the Chinese growth enterprises market (GME) listed high-tech firms from 2016 to 2022 as a dynamic panel data model with the system-generalized method of moments (sys-GMM), adopting return on asset and earning per share as firm performance. Our results show that capital structure has a lag effect on firm performance. The total debt ratio in the last period has a significant non-linear impact on the performance and business model innovation level of nowadays, presenting a U-shaped relationship. The first-order lag short-term debt ratio positively improves firm performance. Business model innovation significantly promotes better firm performance, and business model innovation does exist in the mediating effect between enterprise capital structure and its performance. These results remain robust to different sample sizes or proxy variables. This paper proposes some suggestions for firm operations and government policies based on the findings.

Оптимізація бізнес-процесів відділу маркетингу за допомогою інформаційних технологій

The aim of the article is to analyze the impact of information technology on the efficiency of business processes in modern marketing. A business process optimization helps an enterprise increase its competitiveness by reducing the time from product development to market launch and reducing production and promotion costs. This helps to enhance the efficiency of marketing strategies and increase the profitability of the enterprise. Optimization of business processes in marketing, in particular through the use of process management, is an important element of the company’s strategy for achieving success and ensuring competitiveness in the market. Information technology plays a key role in today’s progress. Under modern business conditions, information technology becomes a powerful tool for increasing the competitiveness of an enterprise, becomes a necessary component of its management system, an important element of its international activity. The rapid progress of information technologies requires increased attention to the processes of their implementation and use. Ignoring current digital trends can lead to business degradation. By analyzing different types of information technology, such as customer relationship management systems, marketing process automation, analytics systems, internet marketing and mobile technologies, social media instruments, data analytics and machine learning platforms, the article explores how these tools contribute to improving productivity and achieving the strategic goals of enterprise marketing departments. The given examples of specific programs and platforms, their advantages and disadvantages, plus a detailed analysis illustrate the importance of using information technology for the successful implementation of marketing strategies and ensuring the competitiveness of enterprises in the modern business environment. Information technology plays a crucial role in the progress of modern marketing, assisting businesses in improving the efficiency of their business processes and ensuring a high level of competitiveness.

Increasing the competitive advantage and the performance of SMEs using entrepreneurial marketing architectural innovation capability in North Sumatera, Indonesia

The aim of this study is to analyze how to improve the competitive advantage and performance of small and medium-sized enterprises (SMEs) in North Sumatra through marketing entrepreneurship and architectural innovation capabilities. The type of research is quantitative research. The study focused on UMKM in North Sumatra who offered the following categories of products: handicrafts, food and beverages, coffee shops, bakeries, fashion, clothing, and services. The research population consists of all 84,758 UMKMs in North Sumatra. As for the sample number ranging between 100 and 200, or at least 5 times the number of variable indicators, when using Structural Equation Modeling (SEM). The entire sample size for stage 1 was 102 SME samples from Medan city. To analyze the research data, the study used SmartPLS (Partial Least Squares). The findings of this study show that market orientation (MO) has a negative and insignificant impact on SME performance from data processing and hypothesis testing results. Entrepreneurship Marketing Architecture Innovation Capacity (EMAIC) has a beneficial and significant impact on Competitive Advantage (CA). The ability of Enterprise Marketing Architectures (EMAC) to innovate has a significant and beneficial impact on their success. Entrepreneurship orientation (EO) provides tangible proof of SME success through competitive advantage (CA). Corporate orientation has no direct impact on SME performance through competitiveness (CA).

Decision-making Model Construction of Enterprise Marketing Outlet Resource Allocation by Integrating Fuzzy Logic

Abstract In the tide of modern business competition, how to efficiently utilize limited resources to obtain the best economic benefits is the core issue that determines the survival and development of enterprises. This paper integrates fuzzy logic theory with resource allocation and proposes the direction of channel integration of marketing resources. The concept of affiliation degree is introduced in fuzzy logic to describe the relationship between things and form the fuzzy relationship in the fuzzy set, which indicates the degree of association between elements in the fuzzy set. The linguistic rule representation method is used to implement the control strategy for decision-making in enterprise marketing outlets. Improve the construction of the optimization model for enterprise outlets’ marketing resources by establishing a two-layer planning model. The research enterprise’s outlet marketing resources allocation situation is examined by combining actual and simulation, based on the principle of outlet marketing resources allocation. From the point of view of outlet affiliation, the central region with a “suitable” resource allocation level includes Hunan Province, with an affiliation degree of 0.4655, and the affiliation degrees of some western regions and northeastern regions range from 0.3896 to 0.5663. The fuzzy logic model generates six resource allocation strategies, and they are tested one by one using simulation experiments to determine the best allocation strategy.

Social enterprise marketing strategies' to achieving sustainable development goals in an emerging economy: lessons from emerging economies

Social enterprise marketing strategies' to achieving sustainable development goals in an emerging economy: lessons from emerging economies

Research on fast mining of enterprise marketing investment databased on improved association rules

Research on fast mining of enterprise marketing investment databased on improved association rules