Search results for: sport event marketing

Authors: Charmaine du Plessis

Abstract:

Arguments on a popular microblogging site were analysed by means of a methodological approach to business rhetoric focusing on the logos communication technique. The focus of the analysis was the 100 day countdown to the 2011 Rugby World Cup as advanced by the organisers. Big sporting events provide an attractive medium for sport event marketers in that they have become important strategic communication tools directed at sport consumers. Sport event marketing is understood in the sense of using a microblogging site as a communication tool whose purpose it is to disseminate a company-s marketing messages by involving the target audience in experiential activities. Sport creates a universal language in that it excites and increases the spread of information by word of mouth and other means. The findings highlight the limitations of a microblogging site in terms of marketing messages which can assist in better practices. This study can also serve as a heuristic tool for other researchers analysing sports marketing messages in social network environments.

Keywords: communication technique, microblogging, rhetoric, social networking, sport event marketing

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Authors: Irena Durdová

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Most people know through experience and intuition what the word „sport“ means. Sport includes a combination of these configurations when it involves team competitions, tournaments, or matches in dual sports or individual sports. Sport management - it is an area of professional endeavor in which a variety of sport-related managerial careers exist and it is also an area of academic professional preparation. Exists three unique aspects of sport management: sport marketing, sport enterprise financial structures and sport industry career paths. The aim of the paper was to highlight the growing importance of sport in contemporary society, especially to emphasize its socio-economic benefits and refer to the development of sport management and marketing. The article has shown that sport contributes 2-3% to gross domestic product in the Czech Republic and that the demand for experts, specialists educated for the sports manager profession is growing.

Keywords: management, sport, sport management, marketing

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Authors: Arne Koschel

Abstract:

This article discusses event monitoring options for heterogeneous event sources as they are given in nowadays heterogeneous distributed information systems. It follows the central assumption, that a fully generic event monitoring solution cannot provide complete support for event monitoring; instead, event source specific semantics such as certain event types or support for certain event monitoring techniques have to be taken into account. Following from this, the core result of the work presented here is the extension of a configurable event monitoring (Web) service for a variety of event sources. A service approach allows us to trade genericity for the exploitation of source specific characteristics. It thus delivers results for the areas of SOA, Web services, CEP and EDA.

Keywords: Event monitoring, ECA, CEP, SOA, Web services.

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Authors: Huei-Wen Lin, Huei-Fu Lu

Abstract:

Event sport tourism (EST) has become an especially important economic sector around the world. As the magnitude continues to grow, attracting more tourists, media, and investment for the host community, and many local areas/regions and states have identified the expenditures by visitors as a potential source of economic or employment growth. The main purposes of this study are to investigate stakeholders’ insights into the feature of hosting EST and using them as a regional development strategy. Continuing the focus of previous literature on the regional development and economic benefits by hosting EST, a total of fıve semi-structured interview questions are designed and a thematic analysis is employed to conduct with eight key sport and tourism decision makers in Atlanta during July to August 2016. Through the depth interviews, the study will contribute to a better understanding of stakeholders’ decision-making, identifying benefits and constraints as well as leveraging the impacts of hosting EST. These findings have provided stakeholders’ perspectives of hosting EST and using them as a reference of regional development in emerging sport tourism markets in the US. Additionally, this study examines key considerations and issues that affect and are critical to reliable understanding of the economic impacts of hosting EST on the regional development, and it will be able to benefit future management authorities (i.e. governments and communities) in their sport tourism development endeavors in defining and hosting successful EST. Furthermore, the insights gained from the qualitative analysis could help other cities/regions analyzing the economic impacts of hosting EST and using it as an instrument of city development strategy.

Keywords: Event sport tourism, regional economic development, thematic analysis, stakeholder.

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Authors: Eva Čáslavová, Andrej Višněvský

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This research focused on the dimensions of brand personality of the Ice Hockey World Championship sporting event. The authors compared the elements in relation to different demographic groups including gender, age, level of education and student status of the population of Prague. Moreover, the differences of opinions of respondents who had experience of visiting a sports event and those who had not were assessed. In the research, the modified brand personality scale was used. This modified scale consists of five dimensions: responsibility, activity, toughness, individuality and emotionality, none of which was previously tested. The authors had an intentional sample of 291 respondents from Prague available, ranging in age from 18 years to 75 years, with either a high school or university education. The respondents rated the characteristic features in a seven-point Likert Scale and the data was collected in November 2012. The results suggest that the Ice Hockey World Championship is most identified with these dimensions: responsibility, emotionality and activity. Men had higher mean scores (4.93) on the Likert Scale in the emotionality dimension, while women had higher mean scores (4.91) in the activity dimension. Those respondents with experience visiting an Ice Hockey World Championship match had the highest mean score (5.10) in the emotionality dimension. This research had expected to show more pronounced mean values (above six) on the Likert scale in the emotionality and activity dimensions that more strongly characterize the brand personality of the Ice Hockey World Championship, however this expectation was not confirmed.

Keywords: Brand personality dimensions, ice hockey, international sport event, sports marketing.

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Authors: Arne Koschel, Irina Astrova

Abstract:

Heterogeneity has to be taken into account when integrating a set of existing information sources into a distributed information system that are nowadays often based on Service- Oriented Architectures (SOA). This is also particularly applicable to distributed services such as event monitoring, which are useful in the context of Event Driven Architectures (EDA) and Complex Event Processing (CEP). Web services deal with this heterogeneity at a technical level, also providing little support for event processing. Our central thesis is that such a fully generic solution cannot provide complete support for event monitoring; instead, source specific semantics such as certain event types or support for certain event monitoring techniques have to be taken into account. Our core result is the design of a configurable event monitoring (Web) service that allows us to trade genericity for the exploitation of source specific characteristics. It thus delivers results for the areas of SOA, Web services, CEP and EDA.

Keywords: ECA, CEP, SOA, and Web services.

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Authors: Huei-Fu Lu

Abstract:

This study links up the theories of social psychology, economics and sport management to assess the impact of sport participation on subjective well-being (SWB) and use a simple statistic method to estimate the relative monetary value that sport participation derives SWB for Taiwan-s college students. By constructing proper measurements on sport participation and SWB respectively, a structural equation model (SEM) is developed to perform a confirmatory factory analysis, and the causal relationship between sport participation and SWB as well as the effect of the demographic variables on these two concepts are also discussed.

Keywords: Demographics, Economic value, Sport participation, Structural equation modeling (SEM), Subjective well-being.

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Authors: Farideh Sharififar, Zahra Jamalian, Reza Nikbakhsh, Zahra Nobakht Ramezani

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In sport, human resources management gives special attention to method of applying volunteers, their maintenance, and participation of volunteers with each other and management approaches for better operation of events celebrants. The recognition of volunteers- characteristics and motives is important to notice, because it makes the basis of their participation and commitment at sport environment. The motivation and commitment of 281 volunteers were assessed using the organizational commitment scale, motivation scale and personal characteristics questionnaire.The descriptive results showed that; 64% of volunteers were women with age average 21/24 years old. They were physical education student, single (71/9%), without occupation (53%) and with average of 5 years sport experience. Their most important motivation was career factor and the most important commitment factor was normative factor. The results of examining the hypothesized showed that; age, sport experience and education are effective in the amount of volunteers- commitment. And the motive factors such as career, material, purposive and protective factors also have the power to predict the amount of sports volunteers- commitment value. Therefore it is recommended to provide possible opportunities for volunteers and carrying out appropriate instructional courses by events executive managers.

Keywords: Sport Volunteers, Motivation, Organizational Commitment, Sport Event

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Authors: Irina Astrova, Arne Koschel, Jan Lukanowski, Jose Luis Munoz Martinez, Valerij Procenko, Marc Schaaf

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In this paper, five ontologies are described, which include the event concepts. The paper provides an overview and comparison of existing event models. The main criteria for comparison are that there should be possibilities to model events with stretch in the time and location and participation of objects; however, there are other factors that should be taken into account as well. The paper also shows an example of using ontologies in complex event processing.

Keywords: Ontologies, events, complex event processing (CEP).

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Authors: Chai-Lee Goi

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Colour choice has become a common strategy and correlates highly with marketing. Three broad functions can be identified for colour in a building context especially applied in marketing communications, which are its role as an important parameter in illumination designs, its capacity to influence the visual appearance of a building in a predictable manner and as an aesthetic function. The review of literatures shows that colour has an impact on online marketing communications, and relations between colour, web and marketing communications.

Keywords: Colour, website, marketing communications

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Authors: A. Kowcika, E. Umamaheswari, T.V. Geetha

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In this paper we focus on event extraction from Tamil news article. This system utilizes a scoring scheme for extracting and grouping event-specific sentences. Using this scoring scheme eventspecific clustering is performed for multiple documents. Events are extracted from each document using a scoring scheme based on feature score and condition score. Similarly event specific sentences are clustered from multiple documents using this scoring scheme. The proposed system builds the Event Template based on user specified query. The templates are filled with event specific details like person, location and timeline extracted from the formed clusters. The proposed system applies these methodologies for Tamil news articles that have been enconverted into UNL graphs using a Tamil to UNL-enconverter. The main intention of this work is to generate an event based template.

Keywords: Event Extraction, Score based Clustering, Segmentation, Template Generation.

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Authors: R. Öztürk

Abstract:

Experiential marketing is one of the marketing approaches that offer an exceptional framework to integrate elements of experience and entertainment in a product or service. Experiential marketing is defined as a memorable experience that goes deeply into the customer’s mind. Besides that, customer satisfaction is defined as an emotional response to the experiences provided by and associated with particular products or services purchased. Thus, experiential marketing activities can affect the level of customer satisfaction and loyalty. In this context, the research aims to explore the relationship among experiential marketing, customer satisfaction and customer loyalty among the cosmetic products customers in Konya. The partial least squares (PLS) method is used to analyze the survey data. Findings of the present study revealed that experiential marketing has been a significant predictor of customer satisfaction and customer loyalty, and also experiential marketing has a significantly positive effect on customer satisfaction and customer loyalty.

Keywords: Customer satisfaction, customer loyalty, experiential marketing.

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Authors: Andreea Maier, Diana Nicoară, Dorin Maier, Maria-Mihaela Suărăsan, Alexandra Anastasiu

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Innovation is becoming more and more important in modern society. There are a lot of researches on different kinds of innovation but marketing innovation is one kind of innovation that has not been studied frequently before. Marketing innovation is defined as a new way in which companies can market themselves to potential or existing customers. The study shows some key elements for marketing innovation that are worth paying attention to when implementing marketing innovation projects. Examples of such key elements are: paying attention to the neglected market, suitable market segmentatio reliable market information, public relationship, increased customer value, combination of market factors, explore different marketing channels and the use of technology in combination with what? Beside the key elements for marketing innovation, we also present some risks that may occur, such as cost, market uncertainty, information leakage, imitation and overdependence on experience. By proposing a set of indicators to measure marketing innovation, the article offers solutions for marketing innovation implementation so that any organization can achieve optimal results.

Keywords: Innovation, marketing innovation, performance in an organization.

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Authors: Anyapak Prapannetivuth

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The purpose of this research is to investigate the marketing mix that is perceived to be important for the small sized hotels in Pattaya. This research provides insights through a review of the marketing activities performed by the small sized hotels. Nine owners & marketing manager of small sized hotels and resorts, all local Chonburi people, were selected for an in-depth interview. The research suggests that seven marketing mixes (e.g. Product, Price, Place, Promotion, People, Physical Evidence and Process) were commonly used by these hotels, however, three types – People, Price and Physical Evidence were considered most important by the owners.

Keywords: Marketing Mix, Marketing Tools, and Small Sized Hotels.

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Authors: Rajaa Filali, Mohamed Bouhdadi

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This paper presents an incremental formal development of the Wireless Transaction Protocol (WTP) in Event-B. WTP is part of the Wireless Application Protocol (WAP) architectures and provides a reliable request-response service. To model and verify the protocol, we use the formal technique Event-B which provides an accessible and rigorous development method. This interaction between modelling and proving reduces the complexity and helps to eliminate misunderstandings, inconsistencies, and specification gaps. As result, verification of WTP allows us to find some deficiencies in the current specification.

Keywords: Event-B, wireless transaction protocol, refinement, proof obligation, Rodin, ProB.

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Authors: Jana Aleksić, Marijana Petković

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Female population has an increasing role when it comes to purchase. Consequently, the female population has a greater role in modern marketing. Although it is thought that women buy more than men, marketing strategy was not directed specifically towards women. The thing that has changed regarding women’s role in modern marketing is the fact that the female population has a leading position when it comes to decision making in various fields and various sectors, which was not the case in the past. Marketing should be directed towards women but it should be done in the right way. Compared to men, women buy in a different way, and they look for more various advantages in the product itself, than men do. This paper aims to show the importance of the female role in the modern marketing and management and to redirect marketing in some way towards female population through new marketing strategies and management systems. Hypothesis is that women have an important role in marketing, and marketing strategy of modern society could and should be based on and directed towards female population and their tastes when it comes to purchasing. It is necessary and desirable to apply marketing strategy with a special strategy that has an emphasis on women and their purchase or in a word to apply WS- woman strategy. This research was carried out as a random sample research, where were obtained 212 valid surveys whose results serve as a basis for drawing conclusions about the research as well as to verify the formulated hypotheses. The research was carried out during 2011 and 2012. The study has shown a significant role of the female population in the marketing process.

Keywords: Marketing, management, female, purchase, strategy.

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Authors: Ali Ihtiyar, Serdar Durdyev, Syuhaida Ismail

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Marketing is an essential issue to the survival of any real estate company in Turkey. There are some factors which are constraining the achievements of the marketing and sales strategies in the Turkey real estate industry. This study aims to identify and prioritise the most significant constraints to marketing in real estate sector and new strategies based on those constraints. This study is based on survey method, where the respondents such as credit counsellors, real estate investors, consultants, academicians and marketing representatives in Turkey were asked to rank forty seven sub-factors according to their levels of impact. The results of Multiattribute analytical technique indicated that the main subcomponents having impact on marketing in real estate sector are interest rates, real estate credit availability, accessibility, company image and consumer real income, respectively. The identified constraints are expected to guide the marketing team in a sales-effective way.

Keywords: Marketing, marketing constraints, Real estate marketing, Turkey real estate sector

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Authors: Yurlov Sergey

Abstract:

The author examines modern problems of Russian sport legislation and whether it need to be changed in order to allow all sportsmen to participate, train and have another sportsmen’s rights as Russian law mandates. The article provides an overview of Russian sport legislation problems, provides examples of foreign countries. In addition, the author suggests solutions for existing legal problems.

Keywords: Amendment, legal problem, right, sport.

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Authors: K. Matušínská, Z. Bednarčík, M. Klepek

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This paper examines international marketing in business practice of Czech exporting small and medium-sized enterprises (SMEs) with regard to the strategic perspectives. Research was focused on Czech exporting SMEs from Moravian- Silesia region and their behavior on international markets. For purpose of collecting data, a questionnaire was given to 262 SMEs involved in international business. Statistics utilized in this research included frequency, mean, percentage, and chi-square test. Data were analyzed by Statistical Package for the Social Sciences software. The research analysis disclosed that there is certain space for improvement in strategic marketing especially in a marketing research, perception of cultural and social differences, product adaptation and usage of marketing communication tools.

Keywords: International Marketing, Marketing Mix, Marketing Research, Small and Medium-sized Enterprises (SMEs), Strategic Marketing.

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Authors: Elina Bakhtieva

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The variety of available digital tools, strategies and activities might confuse and disorient even an experienced marketer. This applies in particular to B2B companies, which are usually less flexible in uptaking of digital technology than B2C companies. B2B companies are lacking a framework that corresponds to the specifics of the B2B business, and which helps to evaluate a company’s capabilities and to choose an appropriate path. A B2B digital marketing maturity model helps to fill this gap. However, modern marketing offers no widely approved digital marketing maturity model, and thus, some marketing institutions provide their own tools. The purpose of this paper is building an optimized B2B digital marketing maturity model based on a SWOT (strengths, weaknesses, opportunities, and threats) analysis of existing models. The current study provides an analytical review of the existing digital marketing maturity models with open access. The results of the research are twofold. First, the provided SWOT analysis outlines the main advantages and disadvantages of existing models. Secondly, the strengths of existing digital marketing maturity models, helps to identify the main characteristics and the structure of an optimized B2B digital marketing maturity model. The research findings indicate that only one out of three analyzed models could be used as a separate tool. This study is among the first examining the use of maturity models in digital marketing. It helps businesses to choose between the existing digital marketing models, the most effective one. Moreover, it creates a base for future research on digital marketing maturity models. This study contributes to the emerging B2B digital marketing literature by providing a SWOT analysis of the existing digital marketing maturity models and suggesting a structure and main characteristics of an optimized B2B digital marketing maturity model.

Keywords: B2B digital marketing strategy, digital marketing, digital marketing maturity model, SWOT analysis.

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Authors: Shaukat Wasi, Zubair A. Shaikh, Sajid Qasmi, Hussain Sachwani, Rehman Lalani, Aamir Chagani

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Automatic Extraction of Event information from social text stream (emails, social network sites, blogs etc) is a vital requirement for many applications like Event Planning and Management systems and security applications. The key information components needed from Event related text are Event title, location, participants, date and time. Emails have very unique distinctions over other social text streams from the perspective of layout and format and conversation style and are the most commonly used communication channel for broadcasting and planning events. Therefore we have chosen emails as our dataset. In our work, we have employed two statistical NLP methods, named as Finite State Machines (FSM) and Hidden Markov Model (HMM) for the extraction of event related contextual information. An application has been developed providing a comparison among the two methods over the event extraction task. It comprises of two modules, one for each method, and works for both bulk as well as direct user input. The results are evaluated using Precision, Recall and F-Score. Experiments show that both methods produce high performance and accuracy, however HMM was good enough over Title extraction and FSM proved to be better for Venue, Date, and time.

Keywords: Emails, Event Extraction, Event Detection, Finite state machines, Hidden Markov Model.

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Authors: Miho Tsukamoto

Abstract:

"Sport Guts" in Japanese anime developed not only to strengthen mentality but also to challenge for objectives. This paper helps to understand the development of Japanese girl anime, and its philosophical concepts of Japanese amine. This paper focuses on girls’ sport anime “Sport Guts,”, which is the major philosophy of Japanese girl anime and centers on a girl who is enthusiastic about volleyball and makes an effort to compete in the World Series by focusing on girl anime by Tezuka Osamu, and using the methodology of Buddhism. To understand “Sport Guts,” the study of Japanese girl anime is significant because major findings of the study is to investigate changes of girl anime, and the philosophy of “Sports Guts,” which gives encouragement and strength in girls’ lives.

Keywords: Anime, Mentality, Sport Guts, Mentality, Strength.

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Authors: Shigeaki Sakurai, Ken Ueno, Ryohei Orihara

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This paper proposes a method that discovers time series event patterns from textual data with time information. The patterns are composed of sequences of events and each event is extracted from the textual data, where an event is characteristic content included in the textual data such as a company name, an action, and an impression of a customer. The method introduces 7 types of time constraints based on the analysis of the textual data. The method also evaluates these constraints when the frequency of a time series event pattern is calculated. We can flexibly define the time constraints for interesting combinations of events and can discover valid time series event patterns which satisfy these conditions. The paper applies the method to daily business reports collected by a sales force automation system and verifies its effectiveness through numerical experiments.

Keywords: Text mining, sequential mining, time constraints, daily business reports.

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Authors: P. Nazemzadeh, A. Dideban, M. Zareiee

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In this paper the effect of faults in the elements and parts of discrete event systems is investigated. In the occurrence of faults, some states of the system must be changed and some of them must be forbidden. For this goal, different states of these elements are examined and a model for fail-safe behavior of each state is introduced. Replacing new models of the target elements in the preliminary model by a systematic method, leads to a fail-safe discrete event system.

Keywords: Discrete event systems, Fail-safe, Petri nets, Supervisory control.

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Authors: K. Matušínská, H. Starzyczná, M. Stoklasa

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The paper deals with finding and describing of the effective marketing communication forms relating to the segment 50+ in the financial market in the Czech Republic. The segment 50+ can be seen as a great marketing potential in the future but unfortunately the Czech financial institutions haven´t still reacted enough to this fact and they haven´t prepared appropriate marketing programs for this customers´ segment. Demographic aging is a fundamental characteristic of the current European population evolution but the perspective of further population aging is more noticeable in the Czech Republic. This paper is based on data from one part of primary marketing research. Paper determinates the basic problem areas as well as definition of marketing communication in the financial market, defining the primary research problem, hypothesis and primary research methodology. Finally suitable marketing communication approach to selected sub-segment at age of 50-60 years is proposed according to marketing research findings.

Keywords: Population aging in the Czech Republic, segment 50+, financial services, marketing communication, marketing research, marketing communication approach.

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Authors: G. Chung, B. Choi

Abstract:

Very few studies have examined performance implications of strategic alliance announcements in the information technologies industry from a resource-based view. Furthermore, none of these studies have investigated resource congruence and alliance motive as potential sources of abnormal firm performance. This paper extends upon current resource-based literature to discover and explore linkages between these concepts and the practical performance of strategic alliances. This study finds that strategic alliance announcements have provided overall abnormal positive returns, and that marketing alliances with marketing resource incongruence have also contributed to significant firm performance.

Keywords: Event study methodology, resource-based theory, resource relatedness, strategic alliance.

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Authors: Florian Pfeffel, Christoph A. Kexel, Peter Kexel, Maria Ratz

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The parallel usage of different media channels has increased recently owing to technological advances. Second Screen describes the use of a second device by television viewers to consume further content which is related to the program they are watching. This study analysed the characteristics of football spectators regarding their media consumption in relation to Second Screen usage while watching a football match on TV. The existing literature on Second Screen usage is still very limited, especially in the context of particular broadcasting settings such as sport or even more specific such as football matches. Therefore, the primary research objective was to reveal first insights into the user behaviour of football spectators regarding Second Screen services. The survey, which was conducted among German football supporters in 2015, revealed some characteristics such as the identification and involvement into the sports which are related to an increased use of Second Screen services. One important finding for football supporters was that at the time of a match they have a lower parallel media usage compared to other TV broadcastings. Nevertheless, if supporters used a second device while watching a match on TV, then they were using specific Second Screen services. This means they searched for more content related information. The findings on the habits and characteristics of people who are using Second Screen services are relevant for future developments in that area as well as for marketing decisions.

Keywords: Media consumption, second screen, sport marketing, user behaviour.

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Authors: K. Matušínská, H. Starzyczná, M. Stoklasa

Abstract:

The paper deals with behaviour of the segment 50+ in the financial market in the Czech Republic. This segment could be said as the strong market power and it can be a crucial business potential for financial business units. The main defined objective of this paper is analysis of the customers´ behaviour of the segment 50- 60 years in the financial market in the Czech Republic and proposal making of the suitable marketing approach to satisfy their demands in the area of product, price, distribution and marketing communication policy. This paper is based on data from one part of primary marketing research. Paper determinates the basic problem areas as well as definition of financial services marketing, defining the primary research problem, hypothesis and primary research methodology. Finally suitable marketing approach to selected sub segment at age of 50-60 years is proposed according to marketing research findings.

Keywords: Population aging in the Czech Republic, Segment 50-60 years, Financial services marketing, Marketing research, Marketing approach.

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Authors: Toni Raurich, Joan Llonch-Andreu

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This research focused on the relationship between Search Engine Marketing (SEM) and traditional advertising. The dominant assumption is that SEM does not help brand awareness and only does it in session as if it were the cost of manufacturing the product being sold. The study is methodologically developed using an experiment where the effects were determined to analyze the billboard effect. The research allowed the cross-linking of theoretical and empirical knowledge on digital marketing. This paper has validated that, this marketing generates retention as traditional advertising would by measuring brand awareness and its improvements. This changes the way performance and brand campaigns are distributed within marketing departments, effectively rebalancing budgets moving forward.

Keywords: Search engine marketing, click-through ratios, pay-per-click, marketing attribution.

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Authors: Mojtaba Molaahmadi, Morteza Raei Dehaghi, Abdolrahim Arghavan

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The present study aims to explore the effect of computerization on marketing performance in Snowa Company. In other words, this study intends to respond to this question that whether or not, is there any relationship between utilization of computerization in marketing activities and marketing performance? The statistical population included 60 marketing managers of Snowa Company. In order to test the research hypotheses, Pearson correlation coefficient was employed. The reliability was equal to 96.8%. In this study, computerization was the independent variable and marketing performance was the dependent variable with characteristics of market share, improving the competitive position, and sales volume. The results of testing the hypotheses revealed that there is a significant relationship between utilization of computerization and market share, sales volume and improving the competitive position.

Keywords: Computerization, e-marketing information, information technology, marketing performance.

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