Modern Marketing Tools Research Articles

Аналіз динаміки ринків маркетингових сервісів в аспекті антикризового стратегічного управління

The aim of the study is to determine the basic modern marketing services according to the dynamics data of the media market of Ukraine. Thus, marketing services are considered as tools that provide crisis management in strategic business development perspective. Scientific and practical significance of the study lies in the results of trend analysis of the dynamics of the media market of Ukraine and its components, the results of which led to the conclusion about the importance of Internet advertising as a modern marketing tool in terms of anti-crisis policy. The study predicted the values of the obtained volumes and market share of Internet advertising in the media market structure in Ukraine for the next period.

Brand management in a situation of an economic crisis

Purpose The purpose of this paper is to present modern marketing tools used by today’s businesses to maintain or strengthen the value of their brands in the conditions of deteriorating economic situation. The specific purpose is an analysis of activities that might be attempted by companies in emerging markets in order to increase the strength of their brands. Design/methodology/approach The paper presents the determinants of the development of brand value. An analysis has also been made of activities connected with the development of the brand based on the experience of the best brands in the world. Considerations are based on secondary sources, from national and international journals, books, magazines and specialist reports, as well as were supported by research results of the most valuable brands in the world. Findings The paper provides the insight of marketing activities, that may favor building brand value in the time of recession. It was suggested that recession may be a good time for some companies to invest in the brand. However, today’s competition conditions are forcing companies to used more modern marketing techniques in order to build a positive brand image. In addition, customers increasingly expect to be able to engage in brand and wish to influence its image. Practical implications The paper includes implications for companies in emerging markets, through which it is possible to effectively manage brand value in the time of crisis. These proposals are an important course of action for companies from emerging markets, which tend to increase the strength of its brand. Originality/value Due to the fact that the considerations in the paper relate to general proposals for action, the results can constitute a starting point for in-depth research in the future. An interesting issue would be to assess the effectiveness of the proposed activities in emerging markets.

МАРКЕТИНГОВІ НОВАЦІЇ НА РИНКУ ОСВІТНІХ ПОСЛУГ: ВІТЧИЗНЯНИЙ ТА ЗАРУБІЖНИЙ ДОСВІД

Today knowledge and information become the main resources and sources of wealth both the certain person, and the country in general. Competitiveness of national economy is defined not by the volume of natural or production resources, but first of all intellectual potential, ability to generate new knowledge. This fact emphasizes need of search of the new directions of support and development of domestic education market. It is for this purpose actual to use marketing innovations.In article experience of educational institutions of Great Britain, Poland, Germany and the USA at creation of effective system of involvement of entrants and formation of a brand of educational institution with use of modern marketing tools is analysed, possibilities of adaptation of this experience to domestic conditions are defined. Offers on introduction of a marketing complex of the highest scientific institution on the basis of the concept of marketing-mix "5P" in the conditions of deterioration in a demographic and social and economic situation in the country in general are developed.

The life event cycle as an instrument of relationship management in SMEs: theory, results of an empirical investigation at a health club and management implications

The life event cycle is a modern relationship marketing tool. The following exploratory study will demonstrate how small and medium enterprises (SMEs) can efficiently apply it to investigate and guide customer development actively in their companies. This paper will provide explorative data from an SME for the first time, generating a detailed analysis and corresponding management implications that can be applied to the investigated health club SME as well as SMEs with comparable issues.

Rioja: a specific and efficient economic model for wine region organization

Rioja is the premier Spanish region for fine wine production. As it is an ‘Appellation d'Origine Contrôlée' (DOCa), it belongs to the European legislative framework. But it has also adopted many new world methods, especially calling on modern marketing and communication tools. Furthermore, the interprofessional organization and big bodegas have implemented an efficient synergy between corporate brands and the local territorial brand ‘Rioja'.

Socialinio marketingo technologijų taikymo galimybės elektroninės valdžios paslaugų viešinimui

Nowadays e-government projects and projects in the public sector are changing the consistency and reality of our daily life and will need to be managed by project managers, who uge modern marketing tools and technologies. Social marketing is one of the modern marketing tools and, probably, it is the best tool to provide marketing in public sector project management, It has been changing in different ways since the founding of social marketing: the aim of social marketing, the technologies for using i ; but nowadays it’s hard to imagine public sector projects and, especially, egovernment projects, without using social marketing technologies. The usage of social marketing technologies can improve public sector project management and make the project more attractive to society or some part of it. This scientific paper represents social marketing transformation, the way in which social marketing needs to be used in the public sector project management process and analyses the phases of social marketing. It also gives some practical advics for public sector organizations o, how to implement social marketing in the e-government project deployment process.

WooDB: A DBMS Approach as a Marketing Tool for Wood Entrepreneurship

Within the current trends in the modern society, wood entrepreneurship sector gains increasing interest, globally. A database can be a marketing tool in wood enterprises, as registered wood properties and origin constitute quality characteristics that must be acknowledged by wood entrepreneurs. The particular structure and origin that characterizes each wood type, differentiates its usage and behavior, and determines its final use in wood products. Wood is produced by national forests but it is also imported from various countries and continents. This paper describes the use of this modern marketing tool, a database named as WooDB. WooDB aims to present the most important and utilitarian timber species. At pilot level, scientific records relating to European and Tropical wood, their uses and characteristics have been used. WooDB uses macro commands to create interactive elements for the management of the database, in a user-friendly interface, even for non-experienced users.

Relationship of producers and retail networks in the regional food market

The article reviews the issues of difficult and often uncooperative relationships between producers (suppliers) and retail networks within the context of development of the new structure of regional food market. At the present stage, the problem of numerous additional requirements presented by retail trade networks to producers during the conclusion of supply contract is noted as crucial for both parties. Hypotheses were formulated during analysis of literature their verification showed that the basis of disputed situations is mainly composed by price and bonus payments. The economic substance of bonus payments is collected by retail networks from agricultural producers and producers of food commodities is revealed. Relative importance of bonus payments in terms of retail networks and suppliers is compared; importance of divergence of their viewpoints is estimated. On the basis of quantitative and qualitative empirical data, the attempt to define the main disputed zones, with the help of modern marketing tools is undertaken.

Spiritual journey to Hajj: Australian and Pakistani experience and expectations

This paper explores and examines the interesting and important phenomenon of Hajj from a marketing strategy and ethnographic perspective. There has been little academic qualitative research from a marketing strategy perspective on Hajj (once a year Muslim pilgrimage to Mecca), examining the perceptions of Muslims going on this significant spiritual journey. This paper also attempts to contribute to the theory on spiritual tourism and journeys and the marketing of spiritual tourism, by focusing on Hajj as both an outstanding spiritual journey and a product/service.This paper is part of a wider research project conducted to study marketing strategies in spiritual tourism, and focuses on the outbound markets of Australia and Pakistan. The paper presents a qualitative study of the perceptions and attitudes of Muslims towards their journey of Hajj; the investigation is carried out from the perspective of two different and parallel cultures, i.e. Muslim Australians and Muslim Pakistanis. In order to gain a comparative perspective, this study concentrates on the attitudes of Pakistani Muslims residing in Pakistan and in Australia. The social surrounds of the two populations are further described within the contexts of East/West, individualism/collectivism, and free criticism/authority acceptance. The findings of the research were further dissected and analysed to segment the customers of Hajj and to propose more effective marketing strategies for Hajj in Australia and Pakistan. It was found that the use of modern marketing concepts and tools was very helpful in giving a better perspective of the enormous business aspects of Hajj.

Assessing the Community College Transfer Market

A conceptual model is proposed in this article for strategic assessment of various potential clientele groups of higher educational institutions. Market segmentation, a modern marketing tool for planning and strategy development, is suggested as a framework for providing clues to the establishment of high-level administrative policy for four-year educational institutions. The approach is illustrated with a particular four-year institution's attempt to assess its regional community college transfer market. However, the market segmentation framework may be applied to any clientele group that is of interest to institutions of higher education.