your role as a leader

... chapter by Subir Bandyopadhyay and Rosemary Serjak, “Key Success Requirements for viii Online Brand Management,” we learn about what the brand manager can to manage brands online and integrate ... biggest stated disadvantage may be that we lose body language and hence, an understanding of how things are said and not just what is said The next chapter by Peyton Mason, Boyd Davis, and Deborah Bosley, ... provides us with a fascinating comparative analysis in her paper, “Application of Internet-Based Marketing Instruments by Multichannel Retailers: A Web Site Analysis in the United States and the United...

Ngày tải lên: 21/06/2014, 03:20

... imply that a good Web site is one that delivers relevant and wellorganized information in an engaging manner At a basic level, the major managerial implications of our work are that if a site has ... information as well as entertainment profile) increases as time passes (see Figure 3 (A) ) In case of a match of a high information and low entertainment profile respondent with a high information ... Interesting/Boring I3 Fascinating/Ordinary Appeal POSITIVE AFFECT Affect A1 A2 Appealing/Unappealing Desirable/Undesirable PA1 PA2 PA3 PA4 After visiting the Web site I feel unhappy ( R) After visiting...

Ngày tải lên: 21/06/2014, 03:20

... major advertisements on a periodic basis As radio was one of the most affordable means of entertainment and information gathering, a radio program, Employment News, also gave relevant information ... its application as information providers—people who would run a database The mechanism proposed involved a central server in one place Several databases would reside on the server Each database ... occasionally be misleading (e.g., a rating based on Beanie Baby purchases rather than auto sales) Given the limitations of using eBay Motors for such an important purchase, the auction listing plays...

Ngày tải lên: 21/06/2014, 03:20

... Officer Heads of various departments (IT, Marketing, Operations, HR) Regional Manager (North) Regional Manager (South) Regional Manager (West) Area Managers Area Managers Area Managers Team Members ... feature of Naukri.com Earlier, when the company was a start-up and revenue was not as much as it is today, advertising was done on a much smaller scale Says Ayesha Kapur, “So years ago, when our ... There was considerable confusion as to which company was the market leader in online jobs marketspace in India According to some estimates, JobsAhead.com has a 40% share of the online jobs market,...

Ngày tải lên: 21/06/2014, 03:20

... is based on the traditional (off-line) service quality framework called SERVQUAL (Parasuraman et al., 1994) and has been derived from an exploratory research involving focus groups and two phases ... purchase WebQUAL additionally emphasises issues of reputation and attractive appearance These factors relate to the expectations-setting and prepurchase stages of the purchase and consumption ... navigation aids, and F8-3 directions for navigating the Web site Zhang and von Dran argue that customers of an e-commerce domain not regard all quality factors as equally important Their results also...

Ngày tải lên: 21/06/2014, 03:20

... consistently ranked Amazon higher than BarnesandNoble.com in brand awareness We believe this is because Amazon has successfully created an online corporate brand while Barnes and Noble has not been able ... Zeisser, 2000; and Roberts, 2003 for more details): • Personalization: Amazon has developed a comprehensive database customer purchase history and buying interests As a result, it can reach a single ... exists a knowledge gap between the traditional marketing approach of a brand and this new and dynamic method of e-branding on the Internet For example, many brand managers assume erroneously that a...

Ngày tải lên: 21/06/2014, 03:20

... pragmatically, the quality factors are difficult to quantify and few companies are in a position to measure their value, as happens, for example, for consumer perception, brand, and satisfaction ... http://ecommerce.ncsu.edu/business_models.html 19 A search agent is a program that has the task of carrying out particular search information on the Internet In this case, the task requested concerns the search of products classifying ... free samples as commercial advertising, not as information.17 As far as online communication is concerned, in the fifth paragraph we dealt with the substantial difference between the “push” and...

Ngày tải lên: 21/06/2014, 03:20

... procedural problems (Samiee, 199 8a) These problems are largely transaction-specific and include such practical problems as dealing with documentation and paperwork, international logistics, and managing ... approaches to international and global marketing of diverse companies, especially U.S global companies, and suggest that localization is a much more suitable strategy to take into account cultural ... such as the United States These market trends point to a geographically limited potential for Internet use as a communications and distribution channel Ngini et al (2002) argue that Asian countries...

Ngày tải lên: 21/06/2014, 03:20

... durations and a greater likelihood of repeat visits The nature of the Web as a tool that is used to accomplish a task rather than as a “product” has implications in terms of how features are evaluated ... concept of a task in the UCD literature By characterizing a task as an action step undertaken to achieve a higher-order goal, we are able to integrate and position the concept of a task into theory ... has a need that a particular feature can help address To help explain this situational relationship between features and functions, Ratneshwar, Shocker, Cotte, and Srivastava (1999) propose an...

Ngày tải lên: 21/06/2014, 13:20

... can deduce that a marketing variable such as price, that traditionally was considered complex and not easily malleable, has today become a marketing lever that can be developed and used creatively ... behavior, analysis means and the capacity of managerial control, as well as company resources are modified on the Internet In this section, the classic and traditional elements of marketing management ... paradigmatic example is the contemporary use of broadcasting models, whose standard messages are broadcast to many subjects, and narrowcasting models, whose targeted messages are spread to a limited...

Ngày tải lên: 21/06/2014, 13:20

... habits, and online shopping behavior, thus setting the other variables aside Therefore this analysis mainly follows an explorative research approach regarding Internet usage behavior as a starting ... Vienna University of Economics and Business Administration, Austria Abstract Online and off-line retailers fulfill a wide range of functions that are beneficial to manufacturers as well as to ... method As this research focuses on multichannel retailing, the basic population are U.S.-American and British store-based retailers Random sampling that supports representativeness is not applicable...

Ngày tải lên: 21/06/2014, 13:20

... Toyota has a digital racing game called Tundra, and as gaming’s popularity has been increasing, marketers are merging advertisements that are interactive and they are placed with online games and ... positioning a brand Brand equity is a set of assets and liabilities linked to a brand, its name, or symbol Brand loyalty, brand name awareness, perceived quality, brand associations, and other brand assets ... bacteria Pears, a well-known glycerin soap, has launched the germ-shield variant Another brand, Lifebuoy, with variants is positioned as a family soap on the health platform and the brand has...

Ngày tải lên: 21/06/2014, 13:20

... but may also be affecting the validity and completeness of marketing databases, leading to inaccurate targeting, wasted effort, and frustrated consumers However, research has also shown that consumers ... measured on a 5-point semantic differential scale (with anchors “not at all likely” and “very likely”), by adapting relevant scale items from Zeithaml, Berry, and Parasuraman (1996) Moreover, after ... secondary data captured online, marketers can more easily take advantage of individual specific data, linking transactions to an identifiable person and subsequently individually customizing sales...

Ngày tải lên: 21/06/2014, 13:20

... Business at Xavier University in Cincinnati, Ohio (USA) Rosemary Serjak is a graduate student in the Faculty of Administration at the University of Ottawa (Canada) Sanjeev Swami is an assistant professor ... published Before Maria joined the department, she gained practical experiences as a specialized journalist at an Austrian trade journal for the grocery and FMCG sector Peyton Mason is associated with ... Governing Data Protection Argentina Article 43 No Australia No No Brazil Article Article Bulgaria Article 32 No Canada No No Chile Article 19 No China Colombia Czech Republic Estonia Article 38 Article...

Ngày tải lên: 21/06/2014, 13:20