Nations Quest for Peace and Alignment to the New Normal: Any Roles for the Marketing Profession?

Peace is one of the most desirable ingredients required for the existence of every human community, and the need for it has quadrupled as a result of the multiple challenges facing the world today. These challenges have further been exacerbated by the need to adjust to the new normal in our contemporary society which nexuses with business operations. The chances for peaceful societies have been fatally sacrificed at the altar of greed, selfish inclinations and the desires for self-aggrandizement of man; and these have made peace a scare commodity. The absence of peace has been linked with catastrophic effects, including business turbulence; which is the reason why deliberate efforts are constantly made by individuals, governments and religious institutions to foster peace. Sadly, the outcomes of these initiatives have not been much to be desired hence the need for a paradigm shift. This paper examined extant literature on the place of the marketing profession in nations’ quest for peace. Peace like every commodity can be marketed; hence the argument of this paper that the marketing mix variables of product, price, place, promotion, preach, propagate and patronize readily find application in marketing peace. This paper concluded on the note that the clamor for a paradigm shift in the quest for peace in nations is in the right direction. More so, such shift must include the involvement of marketing professionals into the army of global peace seekers. Therefore, this paper recommends that national governments should promote matters that foster unity, develop a common national value and deploy social marketing programs. Furthermore, corporate organisations should consider peace marketing as a worthy cause to embrace, and firms should be willing to finance peace building activities as well as form coalitions of mega corporations for the promotion and protection of global peace.

Perception of Awareness on Attractive Appearance Through Industrial Work Practices as an Indicator of Employability Skills

e research objective was to analyze the perceptions of students, teachers, and business advisers about the awareness of appearing attractive as an indicator of employability skills in the marketing profession. The study population was students of SMK Negeri in Cilacap Regency, Online Business and Marketing Competence. The sample is determined proportionally by the class rank of 20 students. Data collection was carried out by means of observation, interviews and documentation. Meanwhile, data analysis was carried out using thematic analysis with the aim of identifying patterns of themes. The thematic analysis stage includes: (1) familiarizing oneself with the data; (2) generate the initial code; (3) search for themes; (4) review the theme; (5) define and name themes; and (6) producing reports.The results of the study: (1) perceptions of students, teachers and business advisers about the awareness of performing attractive contributions to employability skills; (2) the continuity of topics and themes that are built on the awareness of appearing attractive contributes to employability skills in the marketing profession, (3) differences in perceptions of the three respondents lead to the role of respondents regarding the relationship between awareness to appear attractive still with the character building of employability skills in the marketing profession. (4) the relationship between the employability skills that appears in the form of perceptions which refers to the characteristics of the characteristics of awareness that appear attractive to the marketing profession.

A Constructivist Approach to Marketing Education

This chapter offers a constructivist approach to marketing education aimed at coping with some of the most significant challenges faced by the marketing profession: the globalization of business, the growing digitalization of economy and society, and the increasing consumer expectations on being treated as unique and distinctive. To deal successfully with these challenges, marketing education must foster students' development at three levels: more knowledge, new skills, and an attitude of commitment towards the learning process. In other words, it is not only about promoting “knowledge” and “know-how” but also about stimulating “how to be,” preparing future professionals for volatility, uncertainty, complexity, and ambiguity. This means that the success of marketing education does not depend exclusively on the contents of the courses and teachers' scientific skills but also on what students are encouraged to collectively do.

Bridging the Gap Between Marketing Education and the Marketing Profession

Professionals and scholars have discussed the unprecedented pace of change currently experienced by businesses. The dynamics facing business today offer rich insight into the challenges facing university graduates. In this chapter, the authors apply a dynamic capabilities (DCs) view of new graduate employability. Dynamic capabilities theory is rooted in the resource-based view that posits organizations create a competitive advantage by acquiring or developing resources that are rare, valuable, and hard to imitate and replace. They argue that employability can be viewed as the complex integration and application of four specific DCs: (1) intelligence resources, (2) personality resources, (3) meta-skill resources, and (4) job-specific resources. The authors view new graduate competitive advantage as dependent on the ability of university graduates to mobilize and exploit the linkages of these resources throughout their university study years. In adopting these resource categories, they build on previous work and propose a conceptual model to evaluate a new graduate's competitive position in an employment marketplace. In this chapter, the authors provide a prescription for how educators and students can apply an integrated dynamic capability view of new graduate employability to support the professional development of marketing students through the development of a comprehensive personal product roadmap.

HOW TO IMPROVE LIBRARIANS PROFESSIONALITY IN ERA O F SOCIETY 5.0?

Problem Statement: One of the problems in this research is the lack of interest of readers in reading printed books and prefers to use internet media in search of information. Besides that, technology-based facilities are still not fully provided in libraries and limited human resources in libraries as a challenge for librarians. Librarian attitude and ability is needed to attract readers' interest in utilizing media provided by the library. Purpose: The purpose of this study is to investigate efforts to improve the professionalism of university librarians in dealing with users in Era Society 5.0 in order to improve the quality of library services as a means of developing knowledge and increase the interest of users in the use of library facilities. Methods: The research method used is descriptive method which describes the phenomena that occur and explains the criteria of professional librarians in the era of society. Result: The interest of users in the Jatinangor IPDN library environment in using the internet to search for information is higher than reading books in the library. Yet according to the results of the questionnaire also showed that 100% of respondents as a library stated the importance of the existence of the library. Conclusion: In an effort to increase the professionalism of librarians in the era of society 5.0, it is necessary to develop the soft skills of librarians. Soft skills that must be possessed by librarians include listening skills, communications skills, and public relations skills. Librarians should deepen and understand the marketing profession in an effort to attract the interest of users.

Turning Complaining Customers into Loyal Customers: Moderators of the Complaint Handling–Customer Loyalty Relationship

Firms spend substantial resources responding to customer complaints, and the marketing profession has a long history of supporting that enterprise to promote customer loyalty. The authors question whether this response is always warranted or whether its effectiveness instead depends on economic, industry, customer–firm, product/service, and customer segment factors that may alter the firm’s incentives to compete on complaint management. To consider this question, they integrate economic and marketing theories and investigate factors that influence the complaint recovery–customer loyalty relationship via a sample of 35,597 complaining customers spanning a ten-year period across economic sectors, industries, and firms. Overall, the authors find that the recovery–loyalty relationship is stronger in faster-growing economies, for industries with more competition, for luxury products, and for customers with higher satisfaction and higher expectations of customization. Conversely, the recovery–loyalty relationship is weaker when customers’ expectations of product/service reliability are higher, for manufactured goods, and for men compared with women. The authors discuss implications of these results for managers, policy makers, and researchers for more effective management of customer complaints.

Qualitative semiotics: Can we research consumer meaning-making?

The notion of “meaning” is central to marketing because it is only through the making of meaning that “added value” can be created. The marketing profession has several models of how such meaning is created, but Peircean semiotics can shed further light on the activity of meaning-making itself and the stages that are involved in this process. This article explores the differences between Peircean and Saussurian semiotics and discusses how these two semiotic traditions construe meaning creation. In particular, it applies the Peircean semiotic model of meaning-making to the notion of concept formation, and the classificatory aspects of this process. This enables convergences to be identified between qualitative research methodologies and semiotics. This, in turn, opens up the possibility of a new kind of qualitative research that understands, and explores, how individual consumers form their concepts. It does this by identifying the semiotic structures that are involved in this process. It will be argued that the resulting framework of “Qualitative Semiotics” has the potential to take semiotics beyond the remit of cultural analysis and to refocus it on processes of individual consumer cognition.

Sistem-Mekanisme Promosi Novel Chicklit dan Teenlit Indonesia

In the context of promotion there are interesting phenomena related to the process of traveling chicklit and teenlit novels since going out from the publisher's warehouse to the readers. The process is through systems and mechanisms that involve many professional workers outside the field of literature. They are the marketing profession; from a public-relation, sales-promotion, to event organizers. To spread the chicklit and teenlit novels, team-work utilizes mass psychology conditions. The potential for public consumerism is exploited through various strategies. Every major publisher such as Elex Media Komputindo, GagasMedia, and Gramedia Pustaka Utama, has a promotion and marketing division that is responsible for selling products and ensuring the smooth distribution of products to consumers in the broadest range of regions. This business involves professional workers in certain fields that work in synergy. Promotional tips are carried out through event launching, book launching, book reviews, "meet the authors", and others. That way, marketing novels is not enough just to be stacked in a shop window, but promoted on a large scale through magazines, newspapers, book covers, even on-line bookstores (e-shop) on the internet.

Bridging the Gap Between Marketing Education and the Marketing Profession

Professionals and scholars have discussed the unprecedented pace of change currently experienced by businesses. The dynamics facing business today offer rich insight into the challenges facing university graduates. In this chapter, the authors apply a dynamic capabilities (DCs) view of new graduate employability. Dynamic capabilities theory is rooted in the resource-based view that posits organizations create a competitive advantage by acquiring or developing resources that are rare, valuable, and hard to imitate and replace. They argue that employability can be viewed as the complex integration and application of four specific DCs: (1) intelligence resources, (2) personality resources, (3) meta-skill resources, and (4) job-specific resources. The authors view new graduate competitive advantage as dependent on the ability of university graduates to mobilize and exploit the linkages of these resources throughout their university study years. In adopting these resource categories, they build on previous work and propose a conceptual model to evaluate a new graduate's competitive position in an employment marketplace. In this chapter, the authors provide a prescription for how educators and students can apply an integrated dynamic capability view of new graduate employability to support the professional development of marketing students through the development of a comprehensive personal product roadmap.

A Constructivist Approach to Marketing Education

This chapter offers a constructivist approach to marketing education aimed at coping with some of the most significant challenges faced by the marketing profession: the globalization of business, the growing digitalization of economy and society, and the increasing consumer expectations on being treated as unique and distinctive. To deal successfully with these challenges, marketing education must foster students' development at three levels: more knowledge, new skills, and an attitude of commitment towards the learning process. In other words, it is not only about promoting “knowledge” and “know-how” but also about stimulating “how to be,” preparing future professionals for volatility, uncertainty, complexity, and ambiguity. This means that the success of marketing education does not depend exclusively on the contents of the courses and teachers' scientific skills but also on what students are encouraged to collectively do.