Marketing and Mobile

2016 ◽  
pp. 220-247
Author(s):  
Kenneth E. Harvey ◽  
Yulia An
Keyword(s):  
Mobile Internet ◽  
Online Marketing ◽  
Theory And Practice ◽  
Mobile Marketing ◽  
Marketing Theory ◽  
Integrated Marketing ◽  
New Concepts ◽  
Traditional Marketing ◽  
Inbound Marketing ◽  
The Internet Of Things

Integrated Marketing Communications (IMC) was gaining popularity even before the World Wide Web. But with the explosion of online marketing, it is nearly impossible to avoid integration. This chapter will explore how digital and mobile marketing are dictating such changes in marketing. An overview of modern mobile marketing practices and trends builds upon a comparison of the traditional marketing mix (4 Ps) with a more consumer-oriented concept of 4 Cs. As products are being replaced with consumers, promotion with communication, place with convenience, and price with cost, the rise of mobile devices and the mobile Internet brings up a multitude of new concepts into traditional marketing theory and practice. Supplemented with best industry examples, the review of emerging mobile marketing concepts moves from broad online strategies, like inbound marketing, to very mobile-specific trends, like the Internet of Things.

Marketing and Mobile

2018 ◽  
pp. 299-327
Author(s):  
Kenneth E. Harvey ◽  
Yulia An
Keyword(s):  
Mobile Internet ◽  
Online Marketing ◽  
Theory And Practice ◽  
Mobile Marketing ◽  
Marketing Theory ◽  
Integrated Marketing ◽  
New Concepts ◽  
Traditional Marketing ◽  
Inbound Marketing ◽  
The Internet Of Things

Integrated Marketing Communications (IMC) was gaining popularity even before the World Wide Web. But with the explosion of online marketing, it is nearly impossible to avoid integration. This chapter will explore how digital and mobile marketing are dictating such changes in marketing. An overview of modern mobile marketing practices and trends builds upon a comparison of the traditional marketing mix (4 Ps) with a more consumer-oriented concept of 4 Cs. As products are being replaced with consumers, promotion with communication, place with convenience, and price with cost, the rise of mobile devices and the mobile Internet brings up a multitude of new concepts into traditional marketing theory and practice. Supplemented with best industry examples, the review of emerging mobile marketing concepts moves from broad online strategies, like inbound marketing, to very mobile-specific trends, like the Internet of Things.

scholarly journals Marketing in SMEs: a “4Ps” self-branding model

2016 ◽  
Vol 22 (1) ◽  
pp. 155-174 ◽  
Author(s):  
Sheilagh Mary Resnick ◽  
Ranis Cheng ◽  
Mike Simpson ◽  
Fernando Lourenço
Keyword(s):  
Design Methodology ◽  
Small Sample ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Content Type ◽  
Exploratory Approach ◽  
Business Setting ◽  
Traditional Marketing ◽  
The Uk ◽  
Depth Interviews

Purpose – The purpose of this paper is to explore the extent to which traditional marketing theory and practice can be applied in small- and medium-sized enterprises (SMEs) and consider how owner-managers perceive their own role in marketing within a small business setting. Design/methodology/approach –A qualitative exploratory approach using semi-structured in-depth interviews amongst owner-managers of SMEs in the UK. Findings – SME marketing is effective in that it embraces some relevant concepts of traditional marketing, tailors activities to match its customers and adds its own unique attribute of self-branding as bestowed by the SME owner-manager. Research limitations/implications – The study was limited to the UK and to a small sample of SMEs and as such the findings are not necessarily generalisable. Originality/value – A “4Ps” model for SME self-branding is proposed, which encompasses the attributes of personal branding, (co)production, perseverance and practice.

The Influence of Content and Trust on Consumers’ Intention to Accept Mobile Advertisements

E-Marketing ◽  
2012 ◽  
pp. 836-850
Author(s):  
Mika Westerlund ◽  
Risto Rajala ◽  
Tuure Tuunanen ◽  
Jari Salo
Keyword(s):  
Hierarchical Structure ◽  
Mobile Device ◽  
Behavioral Intention ◽  
Theory And Practice ◽  
Mobile Marketing ◽  
Advertising Effectiveness ◽  
Marketing Theory ◽  
Mobile Advertising ◽  
New Model ◽  
The Hierarchical Structure

A new model for investigating consumers’ behavioral intention in mobile advertising is developed and related to mobile marketing theory and practice. Hypotheses are tested about the hierarchical structure and the effects of the factors that precede consumers’ acceptance of mobile advertisement. The results suggest that attractive content and trust in advertisers are key predictors of mobile device users’ behavioral intention towards mobile advertising. The findings lead to a modification and extension of Fishbein’s behavioral intention model and its application in the research on advertising effectiveness.

The Influence of Content and Trust on Consumers’ Intention to Accept Mobile Advertisements

2011 ◽  
pp. 185-199
Author(s):  
Mika Westerlund ◽  
Risto Rajala ◽  
Tuure Tuunanen ◽  
Jari Salo
Keyword(s):  
Hierarchical Structure ◽  
Mobile Device ◽  
Behavioral Intention ◽  
Theory And Practice ◽  
Mobile Marketing ◽  
Advertising Effectiveness ◽  
Marketing Theory ◽  
Mobile Advertising ◽  
New Model ◽  
The Hierarchical Structure

A new model for investigating consumers’ behavioral intention in mobile advertising is developed and related to mobile marketing theory and practice. Hypotheses are tested about the hierarchical structure and the effects of the factors that precede consumers’ acceptance of mobile advertisement. The results suggest that attractive content and trust in advertisers are key predictors of mobile device users’ behavioral intention towards mobile advertising. The findings lead to a modification and extension of Fishbein’s behavioral intention model and its application in the research on advertising effectiveness.

Digital Demands Convergence of Strategies, Media, and Messages

2018 ◽  
pp. 137-162 ◽  
Author(s):  
Kenneth E. Harvey ◽  
Luis Manuel Pazos Sanchez
Keyword(s):  
World Wide ◽  
Digital Age ◽  
Marketing Mix ◽  
Organic Content ◽  
Marketing Strategies ◽  
Mobile Marketing ◽  
Integrated Marketing ◽  
Digital Platforms ◽  
The World ◽  
Inbound Marketing

Even before the world wide web, integrated marketing communications (IMC) was gaining acceptance across all fields of business and industry. However, the explosion of online and mobile marketing has caused a convergence of marketing strategies at the same time that all forms of media are converging onto digital platforms. This has become more than just a “Digital Age.” For marketers it is the age of multimedia, the age of coordinated omnichannel communications with an increasing emphasis on mobile, the age of personalization, and an age that blends free and friendly inbound marketing with paid advertising that looks more and more like the organic content that surrounds it. This chapter explores the ongoing impact of the convergence of media, strategies and technologies on the 4 P's of the traditional marketing mix.

The Influence of Content and Trust on Consumers' Intention to Accept Mobile Advertisements

2009 ◽  
Vol 1 (4) ◽  
pp. 1-15 ◽  
Author(s):  
Mika Westerlund ◽  
Risto Rajala ◽  
Tuure Tuunanen ◽  
Jari Salo
Keyword(s):  
Hierarchical Structure ◽  
Mobile Device ◽  
Behavioral Intention ◽  
Theory And Practice ◽  
Mobile Marketing ◽  
Advertising Effectiveness ◽  
Marketing Theory ◽  
Mobile Advertising ◽  
New Model ◽  
The Hierarchical Structure

A new model for investigating consumers’ behavioral intention in mobile advertising is developed and related to mobile marketing theory and practice. Hypotheses are tested about the hierarchical structure and the effects of the factors that precede consumers’ acceptance of mobile advertisement. The results suggest that attractive content and trust in advertisers are key predictors of mobile device users’ behavioral intention towards mobile advertising. The findings lead to a modification and extension of Fishbein’s behavioral intention model and its application in the research on advertising effectiveness.

Research on the Combination of Entity Marketing and Network Marketing

2013 ◽  
Vol 427-429 ◽  
pp. 2888-2892
Author(s):  
Xin Guo
Keyword(s):  
Hot Spot ◽  
Rapid Development ◽  
Linear Regression Analysis ◽  
Online Marketing ◽  
Internet Technology ◽  
Multivariate Linear Regression Analysis ◽  
Marketing Theory ◽  
Network Marketing ◽  
Challenges And Opportunities ◽  
Traditional Marketing

With the rapid development of Internet technology, traditional marketing has been faced new challenges and opportunities. There is a hot spot that how to modernize traditional marketing and online marketing optimization has been focused by enterprise at present. First, the entity marketing theory is analyzed in the paper. On its basis, then, the study collects the modern network marketing classic theory, to construct entity marketing and network marketing as a model by applying the idea of mathematical modeling. Based on multivariate linear regression analysis method, the advantage of the model in the practical marketing has been deepening. Finally, you can conclude that the integration of entity marketing and network marketing can better promote consumption and bring returns for enterprise. It can provide realistic basis to develop marketing strategies for the enterprises.

Editorial: Transnational Marketing

2013 ◽  
Vol 1 (1) ◽  
pp. 1-4
Author(s):  
Ibrahim Sirkeci
Keyword(s):  
Theory And Practice ◽  
New Venture ◽  
Marketing Theory ◽  
High Quality ◽  
Cultural Contexts ◽  
Organization Structures ◽  
Innovative Thinking ◽  
Critical Approaches ◽  
National Boundaries ◽  
Resource Environment

Transnational Marketing Journal is a new scholarly, peer-reviewed journal is dedicated to disseminating high quality contemporary research into transnational marketing practices and scholarship while encouraging critical approaches in the development of marketing theory and practice. It is an exciting new venture for us and we would like to invite innovative thinking, scholarship, and current research into marketing practices and challenges crossing national borders.In Transnational Marketing and Transnational Consumers, Transnational Marketing is defined “as understanding and addressing customer needs, wants and desires in their own country of residence and beyond and in borderless cultural contexts with the help of synergies emerging across national boundaries and transfer of expertise and advantages between markets where the organization operates transnationally with a transnational mentality supported by transnational organization structures and without compromising the sustainability of any target markets and resource environment offering satisfactory exchanges between the parties involved” (Sirkeci, 2013: vii).

Something old, something new: Enabled theory building in qualitative marketing research

2021 ◽  
pp. 147059312110322
Author(s):  
Pierre-Yann Dolbec ◽  
Eileen Fischer ◽  
Robin Canniford
Keyword(s):  
Consumer Research ◽  
Review Process ◽  
Marketing Research ◽  
Theory And Practice ◽  
Theory Building ◽  
Marketing Theory ◽  
Research Projects ◽  
Novel Theory ◽  
The Creation ◽  
Analytical Tools

“Enabled theorizing” is a common practice in marketing scholarship. Nevertheless, this practice has recently been criticized for constraining the creation of novel theory. To advance this conversation, we conduct a grounded analysis of papers that feature enabled theorizing with the aim of describing and analyzing how enabled theorizing is practiced. Our analysis suggests that enabled theorizing marries data with analytical tools and ontological perspectives in ways that advance ongoing conversations in marketing theory and practice, as well as informing policy and methods. Based on interviews with marketing and consumer research scholars who practice enabled theorizing, we explain how researchers use enabling theories to shape research projects, how researchers select enabling lenses, and how they negotiate the review process. We discuss the implications of our analyses for theory-building in our field, and we question the notion of originality in relation to theory more generally.

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