Introduction to Communicating Globally: An Integrated Marketing Approach

2022 ◽  
pp. 1-7
Author(s):  
Philip J. Kitchen ◽  
Marwa E. Tourky
Keyword(s):  
Integrated Marketing ◽  
Marketing Approach

Dwarkanath Tagore as a pioneering entrepreneur of India

2018 ◽  
Vol 10 (3) ◽  
pp. 262-279
Author(s):  
Abhijit Roy
Keyword(s):  
Social Networks ◽  
Dominant Role ◽  
East India Company ◽  
Business Practices ◽  
Integrated Marketing ◽  
Content Type ◽  
British East India Company ◽  
Integration Techniques ◽  
Modern Business ◽  
Marketing Approach

Purpose In the past three centuries in India, outsiders have dominated economic fortunes. Yet, for a brief interlude for two decades (i.e. in the 1830s and 1840s), the Bengalis from Eastern India played a dominant role in the modern business sector of the economy as partners of the British. The singular reason behind this phenomenon was the role of Dwarkanath Tagore (DT) in building multiple multiracial business partnerships in a myriad of businesses. This study aims to demonstrate how all of these activities were synthesized in an integrated marketing approach and how DT was the catalyst in forging these partnerships with the British East India Company and other enterprises. Design/methodology/approach A historical research method is used in critically examining the business practices of DT. Resources include a few biographies about him as well as several print sources, including several publications owned by him. Findings DT’s approach to an integrated marketing approach in the nineteenth century, involved the traditional production, distributional and promotional components, and he understood the significance of using all tools at his disposal to reach his market using these synergies, each reinforcing his main self-identify was that of an entrepreneur. He used forward integration techniques in running other operations, e.g. distribution, publishing, advertising and promotion of his products. His multiracial social networks for business and social activities are also identified. Originality/value This study synthesizes different sections of DT’s businesses and illustrates how he used integrated marketing to build an enterprising, profit-making business, which was good for both the economy of Bengal and that of the British East India Company and his other partners. The study also establishes him as a pioneering Indian entrepreneur and identifies major social networks with other business partners (both Indian and British).

scholarly journals Where The Girls Are: Applying An Integrated Marketing Approach To Attract Girls Into Engineering Programs

2020 ◽  
Author(s):  
Pat Pyke ◽  
Leandra Aburusa-Lete ◽  
Christa Budinoff ◽  
Janet Callahan ◽  
Michael Luque ◽  
...  
Keyword(s):  
Integrated Marketing ◽  
Engineering Programs ◽  
Marketing Approach

scholarly journals Transformation of entrepreneurial structures management based on application of integrated marketing approach

2021 ◽  
Vol 7 (3D) ◽  
pp. 412-422
Author(s):  
Sergey V. Novikov ◽  
Magda Julissa Rojas-Bahamón
Keyword(s):  
Social Economic ◽  
Digital Technologies ◽  
Scientific Basis ◽  
Integrated Marketing ◽  
Scientific Publications ◽  
The Subject ◽  
Marketing Approach

The analysis of various studies and scientific publications of Russian and foreign experts in the field of application of the marketing approach for organizing the process of managing the transformation of entrepreneurial structures, showing that there is already a fairly solid fundamental scientific basis, but the issues of the applied and methodological nature of this process have not been sufficiently worked out, which determined the choice of the topic of this research. The subject of it is the analysis of social, economic, organizational and managerial relations that arise in the process of using the marketing approach to organize the process of transformation of entrepreneurial structures. The structural and logical algorithm for the implementation of the marketing mechanism for managing the transformation of entrepreneurial structures is presented. The authors have developed an approach based on digital technologies to use the marketing approach to manage the transformation of entrepreneurial structures.

Analisis Deskriptif Strategi Komunikasi Hotel Sakura Syariah

2020 ◽  
Vol 5 (2) ◽  
Author(s):  
Nazwirman Nazwirman ◽  
Efendy Zein
Keyword(s):  
Local Government ◽  
Analytical Method ◽  
Marketing Mix ◽  
Communication Strategy ◽  
Easy Access ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Physical Evidence ◽  
Technology Process

The research objective describes an integrated marketing communication strategy in developing Sakura Syariah Hotel to see a comprehensive marketing communication strategy. Hotel Sakura Syariah is a 3-star syariah concept hotel which has 70 rooms. The analytical method uses the 7P (marketing mix) approach. The research results to increase the number of guests staying the strategy consisted of products, which offer a sharia concept with various types of representative rooms. Pricing, using the appropriate price preferences. Place, hotel location that is close to the center of the district capital and easy access. Promotion, with direct selling in accordance with local government and private selling by participating in various marketing events, sales proposals and advertising. People, conduct trainings to improve human resource capabilities. Physical evidence, a physical building that has Sharia characters and is supported by fairly good technology. Process, reservation service is quite fast and excellent. The development of this Sayriah hotel must be supported by related parties, especially the local government in order to increase the number of hotel guests

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