Social marketing hackers

Purpose Social marketing has come of age. Today, the study is a legitimate discipline with a wealth of empirical evidence that manifestly demonstrates the ability to bring about behaviour changes for the greater good. As social marketers, the study is rapidly expanding the horizons, with a growing interest in the labyrinth of systems that influence the chosen social causes. The study has become brave and bold, but is the study now running the risk of romanticising the work and ourselves? It is time to recalibrate, to take stock and to address the elephants in the social marketing room. Design/methodology/approach Expanding on my Change 2020 Driving Systems Change panel presentation, this study is a provocation, a think piece, centred around two observed phenomena. Findings The first phenomenon observed is the many identities of the contemporary social marketer – hackers, change agents, heroes, political power brokers and master puppeteers. The second phenomenon observed is the accelerated interest in systems thinking for which the author propose three preconditions are needed – an awareness of the system(s); an acknowledgement that this study is a part of the system(s) and the need to decolonise social marketing. Originality/value This paper poses challenging questions but offers no solutions as to how social marketers should, could or do square up the blind spots, make peace with the paradoxes or unblinking the views. Not only would it be naïve to proffer solutions but it would also stifle the growth of you, the reader, in your journey to becoming an integrated person and woke social marketing professional.

An Application of Kaleidoscope Career Model among Marketing Professionals in Agribusiness Sectors

The purpose of the study is to analyze how the KCM (Kaleidoscope Career Model- consists of Authenticity, Balance, Challenge) influence the transition in their career and also to identify the factor influencing for the job mobility. Survey data were collected through Google forms and mail from the input sectors. The Google forms send to the 260 respondents and data were collected from 110 respondents with full details. Correlation and Hierarchical regression were used to identify the factor for the job mobility. To identify the factor influencing the job mobility among the marketing professionals in input sector. In Kaleidoscopic career model, among the parameters which influence their career transition. The limitation in the study is selected particularly marketing professional in the input sector among various the various positions. Further depth analysis should be involved to identify the more factor their mobility. The organization able to understand the mindset of employees for their mobility to different organizations. It help to promote the organizations by means of providing benefits to the employees from the human resource polices and resource. Many studies had been conducted for career mobility of the employees among various sectors. However the academic research has conducted among the marketing professional in agribusiness sector. The study uses the framework of Kaleidoscope Career Model to analyze the mobility of the employees. It helps to us identify the factor for the career mobility.

International Marketing in the Digital Era. Collaboration of Sustainable and Contemporary Knowledge

We witness unprecedented turn to the digital marketing. International Marketing, as a specific field of the marketing science, is no exception of the general trend. In this article, the trendsetters are presented, but also a different approach is followed. It is argued that the new metrics should be taken into consideration, but at the same time, the sustainable knowledge should not be neglected, because the traditional knowledge should work in conjunction with the newly appeared marketing tools. What is more, the “new” metrics are often built on the solid foundation of prior knowledge, which every marketing professional should be armed with.

Victor Lebow: an unknown critical marketer

Purpose The purpose of this paper is to draw attention to Victor Lebow, an unknown contributor to critical marketing studies. The paper also contributes to the literature on marketing amnesia. A brief biography of Lebow is presented in which it is established that he was a marketing professional. The paper then discusses his unacknowledged contribution to critical thought by exploring his only book. Design/methodology/approach The paper is based on a close reading of Lebow’s only book, contextualizing it by placing it in historical context. The paper uses a traditional historical narrative approach to present the results. Findings It is pointed out that the business system, including marketing, is riven with power relations that are largely unappreciated or ignored. Woven into Lebow’s account is an attempt to rethink aspects of theory, practice and especially institutions that had and have assumed a taken-for-granted status. It is established that Lebow’s thought, as a marketing professional, went well beyond typical marketing. He presents an interesting and innovative program for converting private enterprise into a socially responsible structure without resulting to any form of socialism. Originality/value No such review or evaluation of Victor Lebow has been published. One 1955 article has been frequently cited. His wider thought has been ignored.

FEATURES OF CREATIVE MARKETING DEVELOPMENT IN CURRENT CONDITIONS

The article examines the role of creative marketing in a market economy. The essence and content of the concepts of creativity, creative marketing are considered, the conditions of its introduction, the types of marketing creativity are proposed. Creativity, innovation in socio-economic processes are the basis of high competitiveness in various activities is proved. In traditional goods and services, an increasing percentage of value added is original innovation. Creative marketing acts as a result of the creative thinking of a marketing professional. In general, it is the freedom to make a marketing decision based on the current environment, experience, knowledge, consumer behavior in each of the market segments are determined. Creative marketing as a marketing activity, which is based on innovative, non-standard solutions that allow to achieve significant results without dramatic changes in the available opportunities are characterized. The creative approach to marketing instruments is described as a reaction to the harsh unusual conditions of the foreign market and the practical lack of resources for development. Low effectiveness of traditional marketing tools creates the preconditions for the formation of new marketing tools and tools, develops new technologies for their implementation in practice, methods, techniques, and the institutional basis of new types of marketing are proved. Particular attention is paid to the practical component of creative marketing, which should prevail over the creative component of a process or result, since the evaluation of the effectiveness of a marketing idea will be carried out not by the degree of its originality, but by the degree of innovation, that is economic efficiency. While any results of creative marketing are affected by the perception of the brand of the company and the product itself, its ability to turn into an economic result creates the preconditions for the successful promotion of the product in the market. The groups of marketing creativity that provide stable high economic result: organizational marketing creativity and applied marketing creativity are covered.

Using Social Media to Attract Customers in Lebanon

Social media nowadays have become part of our everyday life. People around the world spend most of their time on social media, (Face book, Instagram, Twitter, etc.), so this network becomes a way that affect people’s decisions especially their purchasing decision in the pre-purchasing stage. Thus, businesses are using the social media for marketing to let the customers in any place in the world knows about their brand and products without even visiting their shop. This media has enabled people from anywhere to access grocery stores and restrooms without any time constraint through electronic devices, such as computers, mobile phones, etc (Bernhardt et al., 2012; Enrico Di et al., 2018). Social media has been recognized as an informative venue in that it assists the relationship among customers by sharing their experiences, which can provide valuable information for others (Alalwan, 2018; Hajli and Bus Ethics, 2018; Sheth and Kim, 2018; Sujin and Myongjee, 2016). More than two-thirds of companies are using social media for marketing and service (Ma et al., 2015; Muhammad et al., 2018; Si Shi et al., 2019). As consumers increase their online activity today, the industries and businesses become to use it as a way of sharing information and opinion about their product. This way let marketing become easier, since it provides instant information for the consumer at any time from the entire world. Social media has emerged as a dominant digital communications channel and has significantly influenced the marketing communications environment. Not only does it allow interaction between customers and companies (FangPei Su et al., 2018; Gretzel and Fesenmaier, 2012; Gretzel and Dinhopl, 2013; Kristina et al., 2018; Muresan and Sinuraya, 2018; Rebecca et al., 2019) but also among customers (Xiang and Gretzel, 2010). It make the communication with other customers that used the product become easier, in this way they can know more about any product they want (Jiabao et al., 2019; Kumar and Pradhan, 2018) The aim of this research is to know whether social media can affect customer purchasing decision during the pre-purchase stage This research aims to answer the following research question: RQ1: Do social media influence customer purchasing decision. RQ2: Do people prefer advertising using social media. To explore these questions, a study will be done to see the influence of social media advertising on customers. The objective of this research is to help the marketing professional.