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action="https://publications.waset.org/abstracts/search"> <div id="custom-search-input"> <div class="input-group"> <i class="fas fa-search"></i> <input type="text" class="search-query" name="q" placeholder="Author, Title, Abstract, Keywords" value="marketing industry"> <input type="submit" class="btn_search" value="Search"> </div> </div> </form> </div> </div> <div class="row mt-3"> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Commenced</strong> in January 2007</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Frequency:</strong> Monthly</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Edition:</strong> International</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Paper Count:</strong> 6104</div> </div> </div> </div> <h1 class="mt-3 mb-3 text-center" style="font-size:1.6rem;">Search results for: marketing industry</h1> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6104</span> Power of Sales and Marketing in Electronics Engineering with E-commerce: Connecting the Circuits</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Muhammad%20Awais%20Kiani">Muhammad Awais Kiani</a>, <a href="https://publications.waset.org/abstracts/search?q=Maryam%20Kiani"> Maryam Kiani</a> </p> <p class="card-text"><strong>Abstract:</strong></p> In today's digital age, the field of electronics engineering is experiencing unprecedented growth and innovation. To keep pace with this rapidly evolving industry, effective sales and marketing strategies are crucial, especially when combined with the power of e-commerce. This study explores the significance of integrating sales and marketing techniques with e-commerce platforms in the context of electronics engineering. It highlights the benefits, challenges, and best practices in leveraging e-commerce for sales and marketing in this industry. By embracing e-commerce, electronics engineering companies can reach a wider customer base, enhance brand visibility, and personalize customer experiences. Furthermore, this abstract delves into the importance of utilizing digital marketing tools such as search engine optimization (SEO), social media marketing, and content creation to optimize online sales. Therefore, this research aims to provide insights and recommendations for electronics engineering professionals to effectively navigate the dynamic landscape of sales and marketing in conjunction with e-commerce. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=electronics%20engineering" title="electronics engineering">electronics engineering</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing" title=" marketing"> marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=sales" title=" sales"> sales</a>, <a href="https://publications.waset.org/abstracts/search?q=E-commerce" title=" E-commerce"> E-commerce</a> </p> <a href="https://publications.waset.org/abstracts/175612/power-of-sales-and-marketing-in-electronics-engineering-with-e-commerce-connecting-the-circuits" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/175612.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">75</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6103</span> Internet as a Marketing Tool for Tourism Promotion</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Emeka%20Okonkwo">Emeka Okonkwo</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The Information Technology (IT) has prevailed over all functions of strategic and operational management. The Internet (a product of information technology) has increasingly become a popular medium for marketing. This paper examines the potentials of Internet for tourism marketing. To achieve this, the paper x-rays the characteristics of tourism marketing and examines the application of the Internet in tourism marketing. It is argued that the use of Internet for tourism marketing will not only reach a broad audience and reduce the cost of transaction (by conventional methods used by travel agents in times past), but, will also alleviate the problems of identification, authentication and confirmation of travels/package tours by tourists as well as promotion of tourism industry. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=internet" title="internet">internet</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing" title=" marketing"> marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=tourism" title=" tourism"> tourism</a>, <a href="https://publications.waset.org/abstracts/search?q=tourism%20management" title=" tourism management"> tourism management</a> </p> <a href="https://publications.waset.org/abstracts/6055/internet-as-a-marketing-tool-for-tourism-promotion" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/6055.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">419</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6102</span> The Influence of Online Marketing Tactics in Tourist Destination Reputation: Egypt as a Case Study</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Alyaa%20Darwish">Alyaa Darwish</a>, <a href="https://publications.waset.org/abstracts/search?q=Peter%20Burns"> Peter Burns</a>, <a href="https://publications.waset.org/abstracts/search?q=Sofia%20Reino"> Sofia Reino</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Online marketing has been the key focus of attention for the majority of destinations since the Internet became the primarily information tool for travel marketing. Tourism is a reputation-dependent industry; potential travelers who do not have previous experience with the destination face numerous risks during the process of decision-making. An accurate perception of the destination’s reputation helps to minimize risk against unsatisfying travel experiences. However, there has been limited investigation with regards to the reputation of tourist destination. Taking the importance of reputation to the tourism industry, this research aims to: 1) Develop a destination reputation model; 2) Assess the tourist destination approach towards online marketing tactics; 3) Evaluate the impact of differentiated online marketing tactics on reputation; and 4) Measure the potential for using online marketing tactics to manage the destination’s online reputation. This research follows an interpretivism epistemological research approach through using four research methods; interviews, questionnaire, content analysis, and experiment to achieve the research goals. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=destination%20reputation" title="destination reputation">destination reputation</a>, <a href="https://publications.waset.org/abstracts/search?q=online%20marketing" title=" online marketing"> online marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=reputation" title=" reputation"> reputation</a>, <a href="https://publications.waset.org/abstracts/search?q=tactics" title=" tactics"> tactics</a> </p> <a href="https://publications.waset.org/abstracts/58959/the-influence-of-online-marketing-tactics-in-tourist-destination-reputation-egypt-as-a-case-study" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/58959.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">355</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6101</span> Assessing the Impact of Social Media on Tourism Industry: Setting Proposition for State Government of India</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Utkrash%20Sarkar">Utkrash Sarkar</a>, <a href="https://publications.waset.org/abstracts/search?q=Vineet%20Tiwari"> Vineet Tiwari</a>, <a href="https://publications.waset.org/abstracts/search?q=Shailendra%20Singh"> Shailendra Singh</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The development of social media has brought about a tremendous change in the marketing scenario for every industry. It has become a new hybrid element of the promotional mix in the marketing segment. This paper tries to show some light on the fact that in today’s scenario social media is a platform that everyone should take in consideration for any type of marketing campaign. In this paper, we have formulated a questionnaire, and through it, we have tried to gather information from the respondents that how social media is influencing their decision when they choose their travel destinations for tourism purpose, does it help in creating any awareness about places which they don’t have an idea? As a result, guiding the state government and providing them with a marketing strategy that how they can use social media in a better manner so that they could help increase their revenue and can make people aware about the places of the state which the target audience can plan to go for their next vacation. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=social%20media" title="social media">social media</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing" title=" marketing"> marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=information" title=" information"> information</a>, <a href="https://publications.waset.org/abstracts/search?q=decision%20making" title=" decision making"> decision making</a> </p> <a href="https://publications.waset.org/abstracts/94204/assessing-the-impact-of-social-media-on-tourism-industry-setting-proposition-for-state-government-of-india" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/94204.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">183</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6100</span> Electronic Marketing Applied to Tourism Case Study</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Ahcene%20Boucied">Ahcene Boucied</a> </p> <p class="card-text"><strong>Abstract:</strong></p> In this paper, a case study is conducted to analyze the effectiveness of web pages designed in Barbados for the tourism and hospitality industry. The assessment is made from two perspectives: to understand how the Barbados’ tourism industry is using the web, and to identify the effect of information technology on economic issues. In return, this is used: (a) to provide interested parties with accurate information and marketing insight necessary for decision making for electronic commerce/e-commerce, and (b) to demonstrate pragmatic difficulties in searching and designing web pages. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=segmentation" title="segmentation">segmentation</a>, <a href="https://publications.waset.org/abstracts/search?q=tourism%20stakeholders" title=" tourism stakeholders"> tourism stakeholders</a>, <a href="https://publications.waset.org/abstracts/search?q=destination%20marketing" title=" destination marketing"> destination marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=case%20study" title=" case study"> case study</a> </p> <a href="https://publications.waset.org/abstracts/12515/electronic-marketing-applied-to-tourism-case-study" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/12515.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">421</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6099</span> Marketing of Turkish Films by Crowdfunding</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Nurdan%20Tumbek%20Tekeoglu">Nurdan Tumbek Tekeoglu</a> </p> <p class="card-text"><strong>Abstract:</strong></p> With rising importance in all over the world, crowdfunding has become a new financing and marketing method for film industry. Crowdfunding is a new practice in film industry for funding a film project by raising monetary contributions from a large group of people. By crowdfunding an estimate fund of 20 billion USD has been raised in 2015. Through the crowdfunding platforms not only the film makers, but also the entrepreneurs and nongovernmental organizations finance and market their projects. Among the prominent crowdfunding platforms in Turkey, we can list Crowdfon, Fonlabeni, Kickstarter, Indiego, Bi Ayda, and Fongogo platforms. In 2014 the Turkish film industry celebrated its 100th anniversary and reached its peak producing around 150-200 films a year reminding the brilliant years of Yesilcam period. In general feature films apply for crowdfunding. Until April 2015 more than 190 films applied for crowdfunding platforms. Crowdfunding has a promising future in Turkey, since donation traditions has an important place in Turkish culture traditionally. This paper is exploring the marketing of the crowdfunding platforms established in Turkey in order for the films meet their target groups during the pre-production period. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=crowdfunding" title="crowdfunding">crowdfunding</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20of%20films" title=" marketing of films"> marketing of films</a>, <a href="https://publications.waset.org/abstracts/search?q=Turkey" title=" Turkey"> Turkey</a>, <a href="https://publications.waset.org/abstracts/search?q=Turkish%20film%20industry" title=" Turkish film industry"> Turkish film industry</a> </p> <a href="https://publications.waset.org/abstracts/32285/marketing-of-turkish-films-by-crowdfunding" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/32285.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">352</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6098</span> Impact of Marketing towards Behavior Intention</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Sathyamangalam%20Rangasamy%20Guru%20Prasath">Sathyamangalam Rangasamy Guru Prasath </a> </p> <p class="card-text"><strong>Abstract:</strong></p> Due to the increasing homogeneity in product offerings, the attendant services provided are emerging as a key differentiator in the mind of the consumers. Services marketing are a sub field of marketing which covers the marketing of both goods and services. Service marketing differs from product marketing due to the face that services are intangible and typically require personal interaction with the customer. Relationships are a key factor when it comes to the marketing of services. The role of interpersonal relationships distinguishes service and product marketing in strategic vision and organizational considerations. This paper explores some of the trends in service marketing as they relate to strategic vision, operational and organizational changes, and marketing tactics. The presence of the customer in the service facility means that capacity management becomes an important driver of the firm’s profitability service marketing is a process from the organization’s point of view, but an experience from the customer’s perspective. The quality of the experience is a function of the careful design of customer service processes, adoption of standardized procedures, rigorous management of service quality, high standards of training and automation. Services marketing helps to ensure that these processes are designed from the customer’s perspective. Services marketing includes customer loyalty, managing relationships, complaint handling, improving service quality and productivity of service operations, and how to become a service leader in your industry. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=customer%20perspective" title="customer perspective">customer perspective</a>, <a href="https://publications.waset.org/abstracts/search?q=product%20marketing" title=" product marketing"> product marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=service%20marketing" title=" service marketing"> service marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=rigorous%20management" title=" rigorous management"> rigorous management</a> </p> <a href="https://publications.waset.org/abstracts/55404/impact-of-marketing-towards-behavior-intention" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/55404.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">370</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6097</span> Powering Connections: Synergizing Sales and Marketing for Electronics Engineering with Web Development.</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Muhammad%20Awais%20Kiani">Muhammad Awais Kiani</a>, <a href="https://publications.waset.org/abstracts/search?q=Abdul%20Basit%20Kiani"> Abdul Basit Kiani</a>, <a href="https://publications.waset.org/abstracts/search?q=Maryam%20Kiani"> Maryam Kiani</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Synergizing Sales and Marketing for Electronics Engineering with Web Development, explores the dynamic relationship between sales, marketing, and web development within the electronics engineering industry. This study is important for the power of digital platforms to connect with customers. Which increases brand visibility and drives sales. It highlights the need for collaboration between sales and marketing teams, as well as the integration of web development strategies to create seamless user experiences and effective lead generation. Furthermore, It also emphasizes the role of data analytics and customer insights in optimizing sales and marketing efforts in the ever-evolving landscape of electronics engineering. Sales and marketing play a crucial role in driving business growth, and in today's digital landscape, web development has become an integral part of these strategies. Web development enables businesses to create visually appealing and user-friendly websites that effectively showcase their products or services. It allows for the integration of e-commerce functionalities, enabling seamless online transactions. Furthermore, web development helps businesses optimize their online presence through search engine optimization (SEO) techniques, social media integration, and content management systems. This abstract highlights the symbiotic relationship between sales marketing in the electronics industry and web development, emphasizing the importance of a strong online presence in achieving business success. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=electronics%20industry" title="electronics industry">electronics industry</a>, <a href="https://publications.waset.org/abstracts/search?q=web%20development" title=" web development"> web development</a>, <a href="https://publications.waset.org/abstracts/search?q=sales" title=" sales"> sales</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing" title=" marketing"> marketing</a> </p> <a href="https://publications.waset.org/abstracts/175613/powering-connections-synergizing-sales-and-marketing-for-electronics-engineering-with-web-development" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/175613.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">116</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6096</span> How Does Ethics Impact Marketing Decision Making of a Company: An Evidence from the Telecommunication Sector of Pakistan</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mohammad%20Daud%20Ali">Mohammad Daud Ali</a> </p> <p class="card-text"><strong>Abstract:</strong></p> For the past decade, marketing ethics has been a central point for academic researchers and practitioners. In particular, the development of frameworks and models to help in the analysis of marketing decisions are the focus of research. The current study aims at finding whether ethical decisions (honesty, fairness, responsibility, and respect) affect organizational marketing decisions. A selection of 250 respondents was purposely made from the telecommunication industry of Pakistan, out of which 204 responses were induced at an acceptable rate of 81.6%. A five-point Likert Scale, itemized with 12 items, was adopted from Taylor-Dunlop & Lester (2000) and used to draw responses regarding ethics. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=marketing" title="marketing">marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=ethics" title=" ethics"> ethics</a>, <a href="https://publications.waset.org/abstracts/search?q=decisions%20making" title=" decisions making"> decisions making</a>, <a href="https://publications.waset.org/abstracts/search?q=telecommunication" title=" telecommunication"> telecommunication</a>, <a href="https://publications.waset.org/abstracts/search?q=Pakistan" title=" Pakistan"> Pakistan</a> </p> <a href="https://publications.waset.org/abstracts/156260/how-does-ethics-impact-marketing-decision-making-of-a-company-an-evidence-from-the-telecommunication-sector-of-pakistan" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/156260.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">97</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6095</span> Fashion Blogging as a Marketing Tool: A Cross-Cultural Investigation to Help the Emerging Fashion Markets</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Rubab%20Ashiq">Rubab Ashiq</a>, <a href="https://publications.waset.org/abstracts/search?q=Bazaz%20Pinky"> Bazaz Pinky</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Over the last decade, the emerging phenomenon of fashion blogging has altered the fashion landscape by providing new avenues of marketing to the fashion brands and designers. Given the growing popularity of this trend, there is a potential research scope within the developing fashion markets in South Asia as the majority of the previous studies have been centralized in the context of an established fashion industry. Therefore, the aim of this paper is to provide an insight on how these newly established marketplaces can benefit by incorporating fashion blogging as a marketing tool in a cross-cultural context. For this reason, the established fashion industry of UK and emerging fashion market of Pakistan was chosen to address the impact of cross-cultural differences on blogging based on the idea of individualism and collectivism. The study used a qualitative approach, using the semi-structured interviews with the fashion industry professionals including PR experts, fashion designers and fashion bloggers Additionally, a questionnaire was designed to gauge consumer’s perception of the blogging from the chosen fashion industries. It is established through the research findings that blogging has evolved from a trend to a strategic public relations and marketing tool in the established fashion industry, which is progressively growing its roots in the new emerging fashion markets. Furthermore, it is evaluated from the research that the cross-cultural differences have a positive impact on fashion blogging. Thus, this research paper serves as the guideline for the emerging fashion markets to incorporate fashion blogging as a marketing tool which can facilitate effective cross-cultural communication. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=blogging" title="blogging">blogging</a>, <a href="https://publications.waset.org/abstracts/search?q=digital%20marketing" title=" digital marketing"> digital marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=cross-cultural" title=" cross-cultural"> cross-cultural</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20media" title=" social media"> social media</a> </p> <a href="https://publications.waset.org/abstracts/89593/fashion-blogging-as-a-marketing-tool-a-cross-cultural-investigation-to-help-the-emerging-fashion-markets" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/89593.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">332</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6094</span> The Effect of Relationship Marketing on Service Quality and Customer Satisfaction without Service Providers' Emotional Intelligence: The Case of the Insurance Industry in Ghana</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Frank%20Frimpong%20Opuni">Frank Frimpong Opuni</a>, <a href="https://publications.waset.org/abstracts/search?q=Michael%20Mba%20Allan"> Michael Mba Allan</a>, <a href="https://publications.waset.org/abstracts/search?q=Kwame%20Adu-Gyamfi"> Kwame Adu-Gyamfi</a>, <a href="https://publications.waset.org/abstracts/search?q=Michael%20Sarkodie%20Baffoe"> Michael Sarkodie Baffoe</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This paper assesses the effect of relationship marketing on service quality and customer satisfaction from the perspective of the moderating role of emotional intelligence in the insurance industry in Ghana. A descriptive quantitative research technique was employed. A random sample of 384 each of customers and service providers in 3 insurance firms in Accra were used as the source of data. According to findings, emotional intelligence makes a strong positive effect on relationship marketing at 5% significance level, r (283) = .817, p = .000. Though relationship marketing makes a strong positive effect on service quality (r = .767, p < .05) and customer satisfaction (r = .647, p < .05), this effect becomes insignificant (p > .05) when the effect of emotional intelligence on relationship marketing is controlled for. It is therefore recommended that insurance firms give priority to equipping their relationship employees with emotional intelligence to maximise service quality and customer satisfaction. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=relationship%20marketing" title="relationship marketing">relationship marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=service%20quality" title=" service quality"> service quality</a>, <a href="https://publications.waset.org/abstracts/search?q=customer%20satisfaction" title=" customer satisfaction"> customer satisfaction</a>, <a href="https://publications.waset.org/abstracts/search?q=emotional%20intelligence" title=" emotional intelligence"> emotional intelligence</a> </p> <a href="https://publications.waset.org/abstracts/52190/the-effect-of-relationship-marketing-on-service-quality-and-customer-satisfaction-without-service-providers-emotional-intelligence-the-case-of-the-insurance-industry-in-ghana" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/52190.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">481</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6093</span> The Effect of Market Orientation on Marketing Performance through Product Adaptation Strategy</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Hotlan%20Siagian">Hotlan Siagian</a>, <a href="https://publications.waset.org/abstracts/search?q=Hatane%20Semuel"> Hatane Semuel</a>, <a href="https://publications.waset.org/abstracts/search?q=Wilma%20Laura%20Sahetapy"> Wilma Laura Sahetapy</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This study aims at examining the effect of market orientation on marketing performance through product adaptation strategy. The population of the research is domestic leather craft companies located in five regions, the center of the leather craft industry in Indonesia, i.e., Central Java, East Java, South Sulawesi, Bali, and West Kalimantan. The respondent consists of a manager level from each company. Data collection used a questionnaire designed with five-item Likert scale. Collected data were analyzed using structural equation modeling (SEM) technique with SmartPLS software version 3.0 to examine the hypotheses. The result of the study shows that all hypotheses are supported. Market orientation affects marketing performance. Market orientation affects product adaptation strategy. Product adaptation strategy influences the marketing performance. The research also has revealed the main finding that product adaptation strategy contributes to a mediating role in the market orientation strategy and marketing performance relationship. The leather craft companies in Indonesia, therefore, may refer to this result in improving their marketing performance. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=leather%20craft%20industry" title="leather craft industry">leather craft industry</a>, <a href="https://publications.waset.org/abstracts/search?q=market%20orientation" title=" market orientation"> market orientation</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20performance" title=" marketing performance"> marketing performance</a>, <a href="https://publications.waset.org/abstracts/search?q=product%20adaptation%20strategy" title=" product adaptation strategy"> product adaptation strategy</a> </p> <a href="https://publications.waset.org/abstracts/82472/the-effect-of-market-orientation-on-marketing-performance-through-product-adaptation-strategy" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/82472.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">360</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6092</span> Marketing Strategy of Agricultural Products in Remote Districts: A Case Study of Mudan Township, Taiwan</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Ying-Hsiang%20Ho">Ying-Hsiang Ho</a>, <a href="https://publications.waset.org/abstracts/search?q=Hsiao-Tseng%20Lin"> Hsiao-Tseng Lin</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Mudan Township is a remote mountainous area in Taiwan. In recent years, due to the migration of the population, inconvenient transportation, digital divide, and low production, agricultural products marketing have become a major issue. This research aims to develop the marketing strategy suitable for the agricultural products of the rural areas. The main objective of this work is to conduct in-depth interviews with scholars and experts in the marketing field, combined with the marketing 4P combination, to analyze and summarize the possible marketing strategies for agricultural products for remote districts. The interviews consist of seven experts from industry who have practical experience in producing, marketing, and selling agricultural products and three professors that have experience in teaching marketing management. The in-depth interviews are conducted for about an hour using a pre-drafted interview outline. The results of the interviews are summarized by semantic analysis and presented in a marketing 4P combination. The results indicate that in terms of products, high-quality products with original characteristics can be added through the implementation of production history, organic certification, and cultural packaging. In the place part, we found that the use of emerging communities, the emphasis on cross-industry alliances, the improvement of information application capabilities of rural households, production and marketing group, and contractual farming system are the development priorities. In terms of promotion, it should be an emphasis on the management of internet social media and word-of-mouth marketing. Mudan Township may consider promoting agricultural products through special festivals such as farmer's market, wild ginger flower season and hot spring season. This research also proposes relevant recommendations for the government's public sector and related industry reference for the promotion of agricultural products for remote area. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=marketing%20strategy" title="marketing strategy">marketing strategy</a>, <a href="https://publications.waset.org/abstracts/search?q=remote%20districts" title=" remote districts"> remote districts</a>, <a href="https://publications.waset.org/abstracts/search?q=agricultural%20products" title=" agricultural products"> agricultural products</a>, <a href="https://publications.waset.org/abstracts/search?q=in-depth%20interviews" title=" in-depth interviews"> in-depth interviews</a> </p> <a href="https://publications.waset.org/abstracts/106063/marketing-strategy-of-agricultural-products-in-remote-districts-a-case-study-of-mudan-township-taiwan" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/106063.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">127</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6091</span> Further the Future: The Exploratory Study in 3D Animation Marketing Trend and Industry in Thailand</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Pawit%20Mongkolprasit">Pawit Mongkolprasit</a>, <a href="https://publications.waset.org/abstracts/search?q=Proud%20Arunrangsiwed"> Proud Arunrangsiwed</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Lately, many media organizations in Thailand have started to produce 3D animation, so the quality of personnel should be identified. As an instructor in the school of Animation and Multimedia, the researchers have to prepare the students, suitable for the need of industry. The current study used exploratory research design to establish the knowledge of about this issue, including the required qualification of employees and the potential of animation industry in Thailand. The interview sessions involved three key informants from three well-known organizations. The interview data was used to design a questionnaire for the confirmation phase. The overall results showed that the industry needed an individual with 3D animation skill, computer graphic skills, good communication skills, a high responsibility, and an ability to finish the project on time. Moreover, it is also found that there were currently various kinds of media where 3D animation has been involved, such as films, TV variety, TV advertising, online advertising, and application on mobile device. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=3D%20animation" title="3D animation">3D animation</a>, <a href="https://publications.waset.org/abstracts/search?q=animation%20industry" title=" animation industry"> animation industry</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20trend" title=" marketing trend"> marketing trend</a>, <a href="https://publications.waset.org/abstracts/search?q=Thailand%20animation" title=" Thailand animation"> Thailand animation</a> </p> <a href="https://publications.waset.org/abstracts/45779/further-the-future-the-exploratory-study-in-3d-animation-marketing-trend-and-industry-in-thailand" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/45779.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">293</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6090</span> Marketing in the Fashion Industry and Its Critical Success Factors: The Case of Fashion Dealers in Ghana</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Kumalbeo%20Paul%20Kamani">Kumalbeo Paul Kamani</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Marketing plays a very important role in the success of any firm since it represents the means through which a firm can reach its customers and also promotes its products and services. In fact, marketing aids the firm in identifying customers who the business can competitively serve, and tailoring product offerings, prices, distribution, promotional efforts, and services towards those customers. Unfortunately, in many firms, marketing has been reduced to merely advertisement. For effective marketing, firms must go beyond this often-limited function of advertisement. In the fashion industry in particular, marketing faces challenges due to its peculiar characteristics. Previous research for instance affirms the idiosyncrasy and peculiarities that differentiate the fashion industry from other industrial areas. It has been documented that the fashion industry is characterized seasonal intensity, short product life cycles, the difficulty of competitive differentiation, and long time for companies to reach financial stability. These factors are noted to pose obstacles to the fashion entrepreneur’s endeavours and can be the reasons that explain their low survival rates. In recent times, the fashion industry has been described as a market that is accessible market, has low entry barriers, both in terms of needed capital and skills which have all accounted for the burgeoning nature of startups. Yet as already stated, marketing is particularly challenging in the industry. In particular, areas such as marketing, branding, growth, project planning, financial and relationship management might represent challenges for the fashion entrepreneur but that have not been properly addressed by previous research. It is therefore important to assess marketing strategies of fashion firms and the factors influencing their success. This study generally sought to examine marketing strategies of fashion dealers in Ghana and their critical success factors. The study employed the quantitative survey research approach. A total of 120 fashion dealers were sampled. Questionnaires were used as instrument of data collection. Data collected was analysed using quantitative techniques including descriptive statistics and Relative Importance Index. The study revealed that the marketing strategies used by fashion apparels are text messages using mobile phones, referrals, social media marketing, and direct marketing. Results again show that the factors influencing fashion marketing effectiveness are strategic management, marketing mix (product, price, promotion etc), branding and business development. Policy implications are finally outlined. The study recommends among others that there is a need for the top management executive to craft and adopt marketing strategies that enable that are compatible with the fashion trends and the needs of the customers. This will improve customer satisfaction and hence boost market penetration. The study further recommends that the fashion industry in Ghana should seek to ensure that fashion apparels accommodate the diversity and the cultural setting of different customers to meet their unique needs. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=marketing" title="marketing">marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=fashion" title=" fashion"> fashion</a>, <a href="https://publications.waset.org/abstracts/search?q=industry" title=" industry"> industry</a>, <a href="https://publications.waset.org/abstracts/search?q=success%20factors" title=" success factors"> success factors</a> </p> <a href="https://publications.waset.org/abstracts/185814/marketing-in-the-fashion-industry-and-its-critical-success-factors-the-case-of-fashion-dealers-in-ghana" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/185814.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">42</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6089</span> Powering Profits: A Dynamic Approach to Sales Marketing and Electronics</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Muhammad%20Awais%20Kiani">Muhammad Awais Kiani</a>, <a href="https://publications.waset.org/abstracts/search?q=Maryam%20Kiani"> Maryam Kiani</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This abstract explores the confluence of these two domains and highlights the key factors driving success in sales marketing for electronics. The abstract begins by digging into the ever-evolving landscape of consumer electronics, emphasizing how technological advancements and the growth of smart devices have revolutionized the way people interact with electronics. This paradigm shift has created tremendous opportunities for sales and marketing professionals to engage with consumers on various platforms and channels. Next, the abstract discusses the pivotal role of effective sales marketing strategies in the electronics industry. It highlights the importance of understanding consumer behavior, market trends, and competitive landscapes and how this knowledge enables businesses to tailor their marketing efforts to specific target audiences. Furthermore, the abstract explores the significance of leveraging digital marketing techniques, such as social media advertising, search engine optimization, and influencer partnerships, to establish brand identity and drive sales in the electronics market. It emphasizes the power of storytelling and creating captivating content to engage with tech-savvy consumers. Additionally, the abstract emphasizes the role of customer relationship management (CRM) systems and data analytics in optimizing sales marketing efforts. It highlights the importance of leveraging customer insights and analyzing data to personalize marketing campaigns, enhance customer experience, and ultimately drive sales growth. Lastly, the abstract concludes by underlining the importance of adapting to the ever-changing landscape of the electronics industry. It encourages businesses to embrace innovation, stay informed about emerging technologies, and continuously evolve their sales marketing strategies to meet the evolving needs and expectations of consumers. Overall, this abstract sheds light on the captivating realm of sales marketing in the electronics industry, emphasizing the need for creativity, adaptability, and a deep understanding of consumers to succeed in this rapidly evolving market. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=marketing%20industry" title="marketing industry">marketing industry</a>, <a href="https://publications.waset.org/abstracts/search?q=electronics" title=" electronics"> electronics</a>, <a href="https://publications.waset.org/abstracts/search?q=sales%20impact" title=" sales impact"> sales impact</a>, <a href="https://publications.waset.org/abstracts/search?q=e-commerce" title=" e-commerce"> e-commerce</a> </p> <a href="https://publications.waset.org/abstracts/175610/powering-profits-a-dynamic-approach-to-sales-marketing-and-electronics" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/175610.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">74</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6088</span> Dynamic Marketing Capabilities; From Marketing to Product Development and Technological Change: An Exploratory Study of Independent Companies of the Swiss Luxury Watchmaking Industry</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Maria%20Bashutkina">Maria Bashutkina</a> </p> <p class="card-text"><strong>Abstract:</strong></p> In seeking to identify marketing factors that influence company’s performance, product management as well as new technology configuration, this study adopts resource based theory and applies it to the Swiss watchmaking companies. This paper presents results of qualitative research based on semi-structured interviews with CEO and marketing managers among watchmaking companies. This paper provides empirical evidences illustrating the link between the use of dynamic marketing capabilities and competitive advantage. We also present a set of propositions that outline how dynamic marketing capabilities could benefit product management and technological change in the Swiss independent watchmaking company, revealing competitive advantage in the highly competitive and turbulent market. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=dynamic%20marketing%20capabilities" title="dynamic marketing capabilities">dynamic marketing capabilities</a>, <a href="https://publications.waset.org/abstracts/search?q=luxury%20marketing" title=" luxury marketing"> luxury marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=resource%20based%20theory" title=" resource based theory"> resource based theory</a>, <a href="https://publications.waset.org/abstracts/search?q=product%20management" title=" product management"> product management</a>, <a href="https://publications.waset.org/abstracts/search?q=Swiss%20watchmaking" title=" Swiss watchmaking"> Swiss watchmaking</a> </p> <a href="https://publications.waset.org/abstracts/78297/dynamic-marketing-capabilities-from-marketing-to-product-development-and-technological-change-an-exploratory-study-of-independent-companies-of-the-swiss-luxury-watchmaking-industry" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/78297.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">211</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6087</span> The Effect of Artificial Intelligence on Marketing Distribution</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Yousef%20Wageh%20Nagy%20Fahmy">Yousef Wageh Nagy Fahmy</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Mobile phones are one of the direct marketing tools used to reach today's hard-to-reach consumers. Cell phones are very personal devices and you can have them with you anytime, anywhere. This offers marketers the opportunity to create personalized marketing messages and send them at the right time and place. The study examined consumer attitudes towards mobile marketing, particularly SMS marketing. Unlike similar studies, this study does not focus on young people, but includes consumers between the ages of 18 and 70 in the field study.The results showed that the majority of participants found SMS marketing disruptive. The biggest problems with SMS marketing are subscribing to message lists without the recipient's consent; large number of messages sent; and the irrelevance of message content <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=direct%20marketing" title="direct marketing">direct marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=mobile%20phones%20mobile%20marketing" title=" mobile phones mobile marketing"> mobile phones mobile marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=sms%20advertising" title=" sms advertising"> sms advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20sponsorship" title=" marketing sponsorship"> marketing sponsorship</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20theories" title=" marketing communication theories"> marketing communication theories</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20tools" title=" marketing communication tools"> marketing communication tools</a> </p> <a href="https://publications.waset.org/abstracts/182479/the-effect-of-artificial-intelligence-on-marketing-distribution" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/182479.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">72</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6086</span> Sustainability in Hospitality: An Inevitable Necessity in New Age with Big Environmental Challenges</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Majid%20Alizadeh">Majid Alizadeh</a>, <a href="https://publications.waset.org/abstracts/search?q=Sina%20Nematizadeh"> Sina Nematizadeh</a>, <a href="https://publications.waset.org/abstracts/search?q=Hassan%20Esmailpour"> Hassan Esmailpour</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The mutual effects of hospitality and the environment are undeniable, so that the tourism industry has major harmful effects on the environment. Hotels, as one of the most important pillars of the hospitality industry, have significant effects on the environment. Green marketing is a promising strategy in response to the growing concerns about the environment. A green hotel marketing model was proposed using a grounded theory approach in the hotel industry. The study was carried out as a mixed method study. Data gathering in the qualitative phase was done through literature review and In-depth, semi-structured interviews with 10 experts in green marketing using snowball technique. Following primary analysis, open, axial, and selective coding was done on the data, which yielded 69 concepts, 18 categories and six dimensions. Green hotel (green product) was adopted as the core phenomenon. In the quantitative phase, data were gleaned using 384 questionnaires filled-out by hotel guests and descriptive statistics and Structural equation modeling (SEM) were used for data analysis. The results indicated that the mediating role of behavioral response between the ecological literacy, trust, marketing mix and performance was significant. The green marketing mix, as a strategy, had a significant and positive effect on guests’ behavioral response, corporate green image, and financial and environmental performance of hotels. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=green%20marketing" title="green marketing">green marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=sustainable%20development" title=" sustainable development"> sustainable development</a>, <a href="https://publications.waset.org/abstracts/search?q=hospitality" title=" hospitality"> hospitality</a>, <a href="https://publications.waset.org/abstracts/search?q=grounded%20theory" title=" grounded theory"> grounded theory</a>, <a href="https://publications.waset.org/abstracts/search?q=structural%20equations%20model" title=" structural equations model"> structural equations model</a> </p> <a href="https://publications.waset.org/abstracts/167439/sustainability-in-hospitality-an-inevitable-necessity-in-new-age-with-big-environmental-challenges" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/167439.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">81</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6085</span> Marketing and Customer Relationship in Post Consolidation Banking Sector of Nigeria</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Nnedum%20Obiajuru%20Anthony%20Ugochukwu">Nnedum Obiajuru Anthony Ugochukwu</a>, <a href="https://publications.waset.org/abstracts/search?q=Ezechukwu%20Emmanuel%20Ntomchukwu"> Ezechukwu Emmanuel Ntomchukwu</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The research investigated the importance of marketing and customer relationship management in post-consolidated banks in achieving success and survival in the face of intense competition and global economic meltdown. The problem lies in the fact that during the pre-consolidation era in the banking industry in Nigeria, banks were comfortable transacting their businesses from their armchairs. Little attention was paid to marketing by banks as a veritable means of achieving and consolidating their profit position. This situation, no doubt sustained because banks were more or less currency exchange centers where customers buy and sell foreign exchange which was highly demanded, but in very short supply. Today, deregulation and consolidation of banks in Nigeria have tremendously increased the tempo of activities in the banking industry, and competition has become very severe among banks. The weak link in the success of post-consolidated banks in Nigeria is the utter neglect, and light or unserious consideration of customer relationship marketing by banks. Armchair banking which banks have been practicing has no regard for marketing as a means to survival. However, in order to survive, post-consolidated banks must take relationship marketing and customer relationship management seriously especially in the face of the current global economic crisis. This paper aims at exploring the role of marketing in building and managing customer relationships as a means to survival in post-consolidation banking in Nigeria. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=marketing" title="marketing">marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=customer%20relationships" title=" customer relationships"> customer relationships</a>, <a href="https://publications.waset.org/abstracts/search?q=banking%20sector" title=" banking sector"> banking sector</a>, <a href="https://publications.waset.org/abstracts/search?q=Nigeria" title=" Nigeria"> Nigeria</a> </p> <a href="https://publications.waset.org/abstracts/35453/marketing-and-customer-relationship-in-post-consolidation-banking-sector-of-nigeria" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/35453.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">300</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6084</span> Searching for an Effective Marketing in the Food Supplement Industry in Japan</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Michiko%20Miyamoto">Michiko Miyamoto</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The market for "functional foods" and "foods with functional claims" that are effective in maintaining and improving health, has expanded year by year due to the entry of major food and beverage manufacturers following the introduction of the specified health food system in 1991 in Japan. To bring health claims related products or services to the market, it is necessary to let consumers to learn about these products or services; an effective marketing through advertising are important. This research proposes a framework for an effective advertisement medium for the food supplement industry by using survey data of 2,500 people. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=functional%20foods" title="functional foods">functional foods</a>, <a href="https://publications.waset.org/abstracts/search?q=dietary%20supplements" title=" dietary supplements"> dietary supplements</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20strategy" title=" marketing strategy"> marketing strategy</a>, <a href="https://publications.waset.org/abstracts/search?q=structural%20equation%20modeling" title=" structural equation modeling"> structural equation modeling</a> </p> <a href="https://publications.waset.org/abstracts/132121/searching-for-an-effective-marketing-in-the-food-supplement-industry-in-japan" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/132121.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">144</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6083</span> E-Marketing Strategy: A Competitive Advantage among Commercial Banks Branches in Bauchi State</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Sagir%20Abubakar">Sagir Abubakar</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The electronic means of transaction has provided an opportunity especially for commercial banks to entice more customers that will subsequently boost their return on investment. It moves them from traditional marketing into digital marketing and gives them a competitive advantage over others in the same industry.The paper, therefore, examined the competitive advantage of the electronic marketing strategy among commercial banks branches in Bauchi state. The main objective of the study was to determine the impact of e-marketing strategy as a competitive advantage among commercial banks branches in Bauchi state and to evaluate the level of enlightenment campaign offered by the commercial banks branches to their customers on e-marketing. The study obtained data from the staff of the five (s) selected banks branches as the respondents to answer the questionnaire. The research is a quantitative research, where the data where obtained using questionnaire. 100 questionnaires were distributed and analyzed using SPSS’s regression analysis. The research among other findings discovered that, the e-marketing has led to a significant improvement in the banking industry and is expected to continue because of the improvement in the ICT sector. It was also found out that most customers are not aware of the electronic products offered by commercial banks branches in Bauchi state. Some of factors affecting the adoption of e-marketing by banks as indicated from the findings include: top management commitment, government policy on ICT and availability of ICT personnel. The study recommended that commercial banks branches should engage in enlightenment campaign about the existing of their e- products/services, management should place an incentives in order to raise the interest of customers to patronize the products/services online. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=e-marketing%20strategy" title="e-marketing strategy">e-marketing strategy</a>, <a href="https://publications.waset.org/abstracts/search?q=competitive%20advantage" title=" competitive advantage"> competitive advantage</a>, <a href="https://publications.waset.org/abstracts/search?q=banks" title=" banks"> banks</a>, <a href="https://publications.waset.org/abstracts/search?q=Bauchi%20State" title=" Bauchi State"> Bauchi State</a> </p> <a href="https://publications.waset.org/abstracts/14495/e-marketing-strategy-a-competitive-advantage-among-commercial-banks-branches-in-bauchi-state" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/14495.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">323</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6082</span> E-Marketing Strategy a Competitive Advantage among Commercial Bank Branches in Bauchi State</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Sagir%20Abubakar">Sagir Abubakar</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The electronic means of transaction has provided an opportunity especially for commercial banks to entice more customers that will subsequently boost their return on investment. It moves them from traditional marketing into digital marketing and gives them a competitive advantage over others in the same industry. The paper, therefore, examined the competitive advantage of the electronic marketing strategy among commercial banks branches in Bauchi state. The main objective of the study was to determine the impact of e-marketing strategy as a competitive advantage among commercial banks branches in Bauchi state and to evaluate the level of enlightenment campaign offered by the commercial banks branches to their customers on e-marketing. The study obtained data from the staff of the five (s) selected banks branches as the respondents to answer the questionnaire. The research is a quantitative research, where the data where obtained using questionnaire. 100 questionnaires were distributed and analyzed using SPSS’s regression analysis. The research among other findings discovered that the e-marketing has led to a significant improvement in the banking industry and is expected to continue because of the improvement in the ICT sector. It was also found out that most customers are not aware of the electronic products offered by commercial banks branches in Bauchi state. Some of factors affecting the adoption of e-marketing by banks as indicated from the findings include: top management commitment, government policy on ICT and availability of ICT personnel. The study recommended that commercial banks branches should engage in enlightenment campaign about the existing of their e- products/services, management should place an incentive in order to raise the interest of customers to patronize the products/services online. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=e-marketing%20strategy" title="e-marketing strategy">e-marketing strategy</a>, <a href="https://publications.waset.org/abstracts/search?q=competitive%20advantage" title=" competitive advantage"> competitive advantage</a>, <a href="https://publications.waset.org/abstracts/search?q=banks" title=" banks"> banks</a>, <a href="https://publications.waset.org/abstracts/search?q=Bauchi%20State" title=" Bauchi State"> Bauchi State</a> </p> <a href="https://publications.waset.org/abstracts/23068/e-marketing-strategy-a-competitive-advantage-among-commercial-bank-branches-in-bauchi-state" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/23068.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">480</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6081</span> E-Marketing Strategies and Destination Branding for the Tourism Industry in Nigeria</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Abdullahi%20Marshal%20Idris">Abdullahi Marshal Idris</a>, <a href="https://publications.waset.org/abstracts/search?q=Murtala%20Mohammed%20Alamai"> Murtala Mohammed Alamai</a>, <a href="https://publications.waset.org/abstracts/search?q=Adama%20Jummai%20Idris"> Adama Jummai Idris</a>, <a href="https://publications.waset.org/abstracts/search?q=Bello%20Mohammed%20Gwagwada"> Bello Mohammed Gwagwada</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The technological revolution of the 1990s have brought about many new opportunities and challenges for the tourism and hospitality industries mostly in Nigeria and with tourism having global industry information as its life-blood and technology becoming fundamental to the ability of the industry to operate effectively and competitively. The whole system of information technologies is being rapidly diffused throughout the tourism industry and no player will escape information technologies impacts. The paper gives an insight into the importance of destination branding and the application of information technologies and the use of Internet in tourism and hospitality industries in Nigeria giving strategic frameworks, providing analysis of the Internet and its impact on these sectors. It also aims to show how technological innovations and information system can be beneficial for destinations companies like game reserves national parks, and other resorts by using the literature of existing efforts in global industry players as well as documented evidences where recommendations for destinations and companies is made to seek to foster the development of this connection by investing considerable resources in marketing activities on social networks and by reinforcing the trust of users, because credibility and reliability are still critical in this area. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=branding" title="branding">branding</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing" title=" marketing"> marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=technology" title=" technology"> technology</a>, <a href="https://publications.waset.org/abstracts/search?q=tourism%20product" title=" tourism product"> tourism product</a> </p> <a href="https://publications.waset.org/abstracts/31758/e-marketing-strategies-and-destination-branding-for-the-tourism-industry-in-nigeria" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/31758.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">446</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6080</span> Novel Marketing Strategy To Increase Sales Revenue For SMEs Through Social Media</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Kruti%20Dave">Kruti Dave</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Social media marketing is an essential component of 21st-century business. Social media platforms enable small and medium-sized businesses to enhance brand recognition, generate leads and sales. However, the research on social media marketing is still fragmented and focuses on specific topics, such as effective communication techniques. Since the various ways in which social media impacts individuals and companies alike, the authors of this article focus on the origin, impacts, and current state of Social Media, emphasizing their significance as customer empowerment agents. It illustrates their potential and current responsibilities as part of the corporate business strategy and also suggests several methods to engage them as marketing tools. The focus of social media marketing ranges from defenders to explorers, the culture of Social media marketing encompasses the poles of conservatism and modernity, social media marketing frameworks lie between hierarchies and networks, and its management goes from autocracy to anarchy. This research proposes an integrative framework for small and medium-sized businesses through social media, and the influence of the same will be measured. This strategy will help industry experts to understand this new era. We propose an axiom: Social Media is always a function of marketing as a revenue generator. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=social%20media" title="social media">social media</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20strategy" title=" marketing strategy"> marketing strategy</a>, <a href="https://publications.waset.org/abstracts/search?q=media%20marketing" title=" media marketing"> media marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20awareness" title=" brand awareness"> brand awareness</a>, <a href="https://publications.waset.org/abstracts/search?q=customer%20engagement" title=" customer engagement"> customer engagement</a>, <a href="https://publications.waset.org/abstracts/search?q=revenue%20generator" title=" revenue generator"> revenue generator</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20recognition" title=" brand recognition"> brand recognition</a> </p> <a href="https://publications.waset.org/abstracts/141795/novel-marketing-strategy-to-increase-sales-revenue-for-smes-through-social-media" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/141795.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">197</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6079</span> The Use of Mobile Phones as a Direct Marketing Tool and Consumer Attitudes</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Abd%C3%BClcelil%20M%C3%BCcahid%20Zengin">Abdülcelil Mücahid Zengin</a>, <a href="https://publications.waset.org/abstracts/search?q=G%C3%B6ksel%20%C5%9Eim%C5%9Fek"> Göksel Şimşek</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Mobile phones are one of the direct marketing tools that can be used to reach todays hard to reach consumers. Mobile phones are very personal devices and they are always carried with the consumer, where ever they go. This creates an opportunity for marketers to create personalized marketing communications messages and send them on the right time and place. This study examines consumer attitudes toward mobile marketing, especially toward SMS marketing. Unlike similar studies, this study does not focus on the young, but includes consumers who are in the 18-70 age range to the field research. According to the results, it has been concluded that most participants think SMS marketing is disturbing. Most important problems with SMS marketing are about getting subscribed to message lists without the permission of the receiver; the high number of messages sent; and the irrelevancy of the message content. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=direct%20marketing" title="direct marketing">direct marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=mobile%20phones%20mobile%20marketing" title=" mobile phones mobile marketing"> mobile phones mobile marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=sms%20advertising" title=" sms advertising"> sms advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=sms%20marketing" title=" sms marketing"> sms marketing</a> </p> <a href="https://publications.waset.org/abstracts/31057/the-use-of-mobile-phones-as-a-direct-marketing-tool-and-consumer-attitudes" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/31057.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">348</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6078</span> Native Plants Marketing by Entrepreneurs in the Landscaping Industry in Japan</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Yuki%20Hara">Yuki Hara</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Entrepreneurs are welcomed to the landscaping industry, conserving practically and theoretically biological diversity in landscaping construction, although there are limited reports on corporative trials making a market with a new logistics system of native plants (NP) between landscaping companies and nurserymen. This paper explores the entrepreneurial process of a landscaping company, “5byMidori” for NP marketing. This paper employs a case study design. Data are collected in interviews with the manager and designer of 5byMidori, 2 scientists, 1 organization, and 18 nurserymen, fieldworks at two nurseries, observations of marketing activities in three years, and texts from published documents about the business concept and marketing strategy with NP. These data are analyzed by qualitative methods. The results show that NP is suitable for the vision of 5byMidori improving urban desertified environment with closer urban-rural linkage. Professional landscaping team changes a forestry organization into NP producers conserving a large nursery of a mountain. Multifaceted PR based on the entrepreneurial context and personal background of a landscaping venture can foster team members' businesses and help customers and users to understand the biodiversity value of the product. Wider partnerships with existing nurserymen at other sites in many regions need socio-economic incentives and environmental reliability. In conclusion, the entrepreneurial marketing of a landscaping company needs to add more meanings and a variety of merits in terms of ecosystem services, as NP tends to be in academic definition and independent from the cultures like nurseryman and forestry. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=biological%20diversity" title="biological diversity">biological diversity</a>, <a href="https://publications.waset.org/abstracts/search?q=landscaping%20industry" title=" landscaping industry"> landscaping industry</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing" title=" marketing"> marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=native%20plants" title=" native plants"> native plants</a> </p> <a href="https://publications.waset.org/abstracts/128347/native-plants-marketing-by-entrepreneurs-in-the-landscaping-industry-in-japan" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/128347.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">120</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6077</span> How to Improve Tourism through Spas: A Comparative Study of USA and India</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Vandana%20Deswal">Vandana Deswal</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Spas have been bringing people from far and near. They have long been recognized as the place for healing, relaxation, rejuvenation, and pampering. As the economies look forward to the newer ways of earning revenues; spas offer a bright option to the tourism of a place. They have become a strong pillar of hospitality and tourism industry in developed nations and developing nations can learn from their example. This paper is an attempt to study the impact of the spa industry on the tourism industry and to offer suggestions to strengthen this impact by understanding the situation in a developed economy (USA) and a developing one (India). A survey has been conducted on a sample size of 200 and the percentage analysis of the data reveals that spas can significantly add to the tourism of a place if they work on the accreditation system and put in more money and thought on their marketing plans. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=impact" title="impact">impact</a>, <a href="https://publications.waset.org/abstracts/search?q=India" title=" India"> India</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing" title=" marketing"> marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=spa" title=" spa"> spa</a>, <a href="https://publications.waset.org/abstracts/search?q=tourism" title=" tourism"> tourism</a>, <a href="https://publications.waset.org/abstracts/search?q=USA" title=" USA "> USA </a> </p> <a href="https://publications.waset.org/abstracts/28315/how-to-improve-tourism-through-spas-a-comparative-study-of-usa-and-india" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/28315.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">448</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6076</span> Successful Marketing Strategies of Local Companies in Pakistan: A Case Study of Pharmaceutical Industry</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Nasir%20Ullah">Nasir Ullah</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Marketing strategies are important factors in the success of a company. Local pharmaceutical companies in Pakistan face several issues, such as low-level budgets, lack of skilled human resources, and challenges to competing with multinational competitors that have negative impacts on their success. However, still there exist local companies with great levels of success in the pharmaceutical sector. This study aims to evaluate the marketing strategies of successful local companies in the pharmaceutical sector of Khyber Pakhtunkhwa, Pakistan. The study employed a constructivist approach to know about successful strategies of the marketing managers that worked well. For this purpose, in-depth interviews were conducted with marketing managers of four pharmaceutical companies which were deemed as successful on the basis of their annual target achievements. Thematic analysis was conducted using Nvivo to devise major themes from the collected data. Four major themes or successful strategies were identified. These are i) share in the profit to marketing and sales staff, ii) invitation to the doctors for participation in free medical camps and health awareness seminars, iv) incentives for the Doctors and retailers, v) utilization of traditional capital (local social relationships) by the marketing officers. The study concludes that profit share to the employees, valuing doctors through their involvement and utilization of traditional capital are the successful marketing strategies of the successful pharmaceutical companies in the Pakhtun society of Pakistan. The study suggests hiring local staff that can utilize their traditional capital to influence doctors' decisions regarding the prescription of their medicine to the patients. The study also suggests profit share or increased bonuses to the marketing and sales staff as a measure of success. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=successful%20marketing%20strategies" title="successful marketing strategies">successful marketing strategies</a>, <a href="https://publications.waset.org/abstracts/search?q=pharmaceutical%20industry" title=" pharmaceutical industry"> pharmaceutical industry</a>, <a href="https://publications.waset.org/abstracts/search?q=traditional%20social%20capital" title=" traditional social capital"> traditional social capital</a>, <a href="https://publications.waset.org/abstracts/search?q=local%20companies" title=" local companies"> local companies</a> </p> <a href="https://publications.waset.org/abstracts/187052/successful-marketing-strategies-of-local-companies-in-pakistan-a-case-study-of-pharmaceutical-industry" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/187052.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">41</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">6075</span> The Role of Sponsorship in Marketing Communication Tools</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mansur%20Ahmed%20Kazaure">Mansur Ahmed Kazaure</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The emergence of sponsorship as a new marketing communication tool and a source of competitive advantage in the marketplace has changed the entire marketing communication process. Sponsorship has overtaken other marketing communication tools in terms of growth and expenditure. This paper seeks to evaluate the role of sponsorship in marketing communication tools. The study recommends that proper measures be taken before the company embarks into sponsorship programs. This is necessary because investment in sponsorship does not always guarantee sustainable competitive advantage in the marketplace. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=sponsorship" title="sponsorship">sponsorship</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20theories" title=" marketing communication theories"> marketing communication theories</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20tools" title=" marketing communication tools"> marketing communication tools</a> </p> <a href="https://publications.waset.org/abstracts/44537/the-role-of-sponsorship-in-marketing-communication-tools" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/44537.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span 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