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Street Marketing: How Proximity and Context drive Coupon Redemption

Spiekermann, Sarah; Rothensee, Matthias; Klafft, Michael - 2011

Purpose - In 2009, U.S. coupons set a new record of 367 billion coupons distributed. Yet, while coupon distribution is on the rise, redemption rates remain below 1%. This article shows how recognizing context variables, such as proximity, weather, part of town and financial incentives interplay...

Persistent link: https://www.econbiz.de/10009480917

Mobilizing the brand experience : the adoption and use of mobile media in building consumer relationships in China

Zhao, Jing - 2011

This research examines why and how brand owners in China adopt and use mobile media in marketing campaigns to deliver co-creation brand experiences and build consumer relationships. China represents an interesting case to study as it has leapfrogged into the age of consumer society and mobile...

Persistent link: https://www.econbiz.de/10009483231

Consumer perspectives on mobile advertising and marketing

Standing, Craig; Benson, Stephen; Karjaluoto, Heikki - 2005

Mobile marketing is set to make a big impact in Australia. However, experience from the use of email for marketing purposes demonstrates that there are a number of pitfalls that companies can fall into and which consumers react badly to. The paper examines various theoretical approaches that can...

Persistent link: https://www.econbiz.de/10009440841

Mobile Marketing

Březinová, Monika; Rost, Michael - 2012

This article deals with one of the modern trends in marketing communication, which is mobile marketing. Towards the end of 2008, several projects which use mobile phones for target marketing communication were launched. Commercial SMS´s are sent on the base of agreement or registration of the...

Persistent link: https://www.econbiz.de/10011315714

Accessing Organizational Resources and Pursuing Value Through International Promotional Alliances

Cobbs, Joe Bryon - 2010

Accessing and exploiting organizational resources plays an integral role in not only a firm’s propensity to achieve a competitive advantage, but also its mere survival in a competitive environment (Ulrich & Barney, 1984). One of the most common means of resource acquisition for both large...

Persistent link: https://www.econbiz.de/10009467899

Spill-over effects in multi-sponsored events: Theoretical insights and empirical evidence

Pentecost, Robin D; Spence, Mark T - 2009

Schema congruency theory suggests that consumers’ judgments of a sponsoring firm’s brand, such as attitudes toward the brand, are influenced by the degree of similarity or fit between the event and the brand. In short, the better the perceived fit, the more likely that the positive...

Persistent link: https://www.econbiz.de/10009441744

INSTITUTIONAL AND LEGAL ORDER’S EFFECT ON ECONOMIC SITUATION OF THE GERMAN SECTOR OF SPORTS ENTERPRISES

GRABOWSKI, Artur - 2016

This article shows legal order in which German sports (football) enterprises exist. Due to the fact that German is the … both professional football leagues where licensing procedure corresponds to the assumed objectives set out by the League … the law relating to the operation of professional football leagues in Germany and the history of economic thought (in …

Persistent link: https://www.econbiz.de/10011437096

INSTITUTIONAL AND LEGAL ORDER’S EFFECT ON ECONOMIC SITUATION OF THE GERMAN SECTOR OF SPORTS ENTERPRISES

GRABOWSKI, Artur - 2016

Persistent link: https://www.econbiz.de/10015336160

Online-Werbemittelstrategien : Untersuchung und Optimierung einer Onlinewerbemittelstrategie am Beispiel vom Jungunternehmen "DailyDeal.de" mit dem Schwerpunkt Displayadvertising

Effenberger, Nick - 2010

Diese Bachelorarbeit untersucht, welche die effektivsten Teilbereich des Onlinemarketings sind und ob es sich die älteste Form der Onlinewerbung, die Bannerwerbung, noch gegen die neuesten Techniken behaupten kann. Ziel ist es, eine allgemeine Übersicht für das Verständnis des...

Persistent link: https://www.econbiz.de/10009434273

Potenziale des Online-Marketings in mittelständischen Unternehmen am Beispiel der Comedia Concept GmbH

Koch, Alina - 2011

nicht vorhanden

Persistent link: https://www.econbiz.de/10009434343