You can take advantage of this post that contains the collection of popular digital marketing articles around to get the general notion of the present year. Guerilla marketing is one of the growing marketing techniques which are used in advertising industry. Specifically, what role should the marketing function play, and what value does the marketing. Eintegrated marketing communication and its impact on. For concrete examples, take a look at our collection of free sample marketing plans. Social media marketing consists of the attempt to use social media to persuade consumers that ones company, products andor services are worthwhile. Assuming differences in consumer behaviour on a more general. Latest digital marketing articles in 2020 digital agency. The impact of social media content marketing smcm towards. Worldwide faculty perceptions of marketing journals. Effectiveness of digital marketing strategies on performance. Pdf the consumer adoption of digital media has warranted much attention over the last decade. October 2010 217 on one hand, preparing a complete archive of the past publications in the field of emarketing will help in. Imc adopts a holistic view of marketing communications with the objective of synergy of effects seric and rijeci, 2012 21.
Volume 26, 2020 vol 25, 2019 vol 24, 2018 vol 23, 2017 vol 22, 2016 vol 21, 2015 vol 20, 2014 vol 19, 20 vol 18, 2012 vol 17, 2011 vol 16, 2010 vol 15, 2009 vol 14, 2008 vol, 2007 vol 12. Read our thought leadership articles on best practices to stay up to date on digital marketing trends in 2020. Marketing is the practice of promoting products and services using digital distribution channels and the ubiquitous nature of the internet and its wide global access has made it an extremely effective mode of communication between businesses and customers rowley, 2011. Submit a paper to the international journal of online. Edited by cpas for cpas, it aims to provide accounting and other financial professionals with the information and analysis they. The marketing policy of windows 95 governed by microsoft has shown the influence and power of opinion leaders rosen 2000.
Citescore values are based on citation counts in a given year e. International journal of enterprise compuinternational. The effects of digital marketing communication on customer loyalty. International journal of research in marketing elsevier. The effect of mergers and acquisitions on the performance. Marketing planning, market orientation and business performance. Role of relationship marketing in competitive marketing. The submission of manuscripts is free of fee payment. Consumer psychology jcp, journal of marketing jm, and journal of marketing research jmr. In the study, first we examine the nature of relationship marketing. An opportunity for marketers infographic laura forer spanish is the secondmost commonly spoken language in the us, and that offers a huge opportunity for marketers. Rust the role of marketing as marketing gains increasing prominence as an orientation that everyone in the organization shares and as a process that all functions participate in deploying, a critical issue that arises is the role of the marketing function.
Effectiveness of digital marketing in the challenging age. It is an academic journal for the dissemination of leading studies in marketing, for researchers, students, educators, scholars, and practitioners. Marketing strategies and their impact on marketing. Merger, acquisition, and international strategies research paper sample.
Topics include mobile, video, search, ecommerce, social, ad spend and more. There was a time when vendor marketing executives could choose to focus their attention on branding and related. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. The results obtained using this approach, largely in the united states but also in canada, show that corporate takeovers generally have favourable consequences for shareholders. Edited by cpas for cpas, it aims to provide accounting and other financial professionals with. Digital marketing, email, email marketing, eye tracking, research summaries spanish in the us. International journal of business and social science vol. Corporations spend billions of dollars annually in pursuit of this strategy. We scrutinize the result of digital marketing on the base of firms sales. In total, 29 articles were published on these topics in the consumer behavior. Journal of digital and social media marketing provides a unique blend of practitioner and academic expertise to offer the reader an indepth understanding of digital marketing case studies and authoritative opinion. The role of marketing as marketing gains increasing prominence as an orientation that everyone in the organization shares and as a process that all functions participate in deploying, a critical issue that arises is the role of the marketing function.
The impact of digital transformation on the retailing value chain open access september 2019. Journal of international migration and integration. Journal of marketing and consumer behaviour in emerging markets 112015 sharmuud haliun, seongdo cho 5 414 only a select few of these products were available to mongolian consumers a few decades ago. Now consumers of all social classes can afford to purchase a variety of foreign products. According to a survey by consulting firm kpmg, data analytics was the mostmentioned trend that will drive merger and acquisition activity according to us executives.
Browse articles featuring emarketers latest data and insights on digital marketing. Premerger profitability stream of research focuses on the study of ex ante. Official journal of the european marketing academy. It measures the awareness of the brand for longterm period thus develop the brand equity. Its overriding goal is to provide an authoritative, practitionerfocused forum to support the professional development of all those working in, or entering, the field. Impact of guerrilla marketing on consumer perception. Third we conceptualize the role of relationship marketing to competitive marketing strategy. Journal of management and marketing research traditional and digital media, page 5 newspaper advertisements were more influential in 2008 compared to 2007 in both electronic and apparel purchases word of mouth influences, 2008. Traditional marketing focuses on consumer attitude information and massmarketing. Introduction digital marketing is often referred to as online marketing. Social media marketing is marketing using online communities, social networks, blog marketing and more.
Merger, acquisition, and international strategies research. Journal of european research studies, volume xii, issue 2, pp. We develop and describe a framework for research in digital marketing that highlights the touchpoints in the marketing process as well as in the marketing strategy process where digital technologies are having and will have a significant impact. Analyzing the effectiveness of marketing strategies in the. Journal of marketing management, volume 24 introduction koisokanttila 2004 introduces the concept of digital content marketing, or the marketing of products in which both the entity and the delivery of the product are digital. Hatem elgohary birmingham city university business school, birmingham, uk cairo university business school, cairo, egypt email. Journal media group shareholders approve merger with.
Official journal of the european marketing academy marketing. More, professor philip kotler considers that marketing today relies more and. Most downloaded industrial marketing management articles. The cpa journal is a publication of the new york state society of cpas, and is internationally recognized as an outstanding, technicalrefereed publication for accounting practitioners, educators, and other financial professionals all over the globe. The story and model of haier group avoiding dumb digital marketing in a smart world raj sachdev marketing through the crisis. In thispaper wedevelop, and test using the results of a survey, aconceptual framework outlining the nature of the relationship between marketing planning and market orientation. Marketing planning, market orientation and business. The quotation from baumgartner and pieters 2003 citationbased ranking study in the journal of marketing illustrates the importance of marketing journals as a scholarly vehicle in the marketing. Stock markets seem to take a positive view of announcements that corporations will be merged or taken over. University of lahore islamabad campus pakistan abstracts purpose.
Impact of guerrilla marketing on consumer perception by mohsin shakeel, muhammad mazhar khan. Second we lay out the framework of competitive marketing strategy and delineate the position of relationships. There are still limited studies on the impact of social media content marketing smcm towards brand health. In other words, it should find answers to some questions and form the contents according to these replies. For each journal we collected and saved in a binder, the table, the reference list in endnote, and the articles in full. Grow your business with a practical, resultsoriented marketing plan. Pre merger profitability stream of research focuses on the study of ex ante. Browse the best digital marketing articles on latest strategies, trends, various tools and ideas for digital marketers. Apr 27, 2016 other companies tracking merger and acquisitions suggest marketing technology firms associated with activity like data analytics may be a target for future deal making in 2016. There are few indicators in measuring the brand health such as time on site, repeat visitors, social likes, subscriptions, and bounce rates. Digital marketing articles page 1 marketing resources. The jmcbem is indexed in econpapers and ideasrepec. This integration optimizes the communication impact on targeted customers vantamay, 2011 20. Most downloaded journal of interactive marketing articles.
News corp is a network of leading companies in the worlds of diversified media, news, education, and information services. An empirical study afrina yasmin, sadia tasneem, kaniz fatema department of business administration, northern university bangladesh department of business administration, asian university of bangladesh corresponding author email. Marketing technology industry sees growing consolidation. The impact of case study digitalization on business. Besides, a good content strategy should start with a. This is an area that has received less attention from researchers in recent years, and accordingly we brie.
Journal of marketing and consumer behaviour in emerging markets. International journal of internet marketing and adver tising, 5 1 2, 416. Journal of marketing and consumer behaviour in emerging. Fourth we empirically test the role of relationship marketing. The journal of marketing and consumer behaviour in emerging markets jmcbem is an open access journal. The effect of mergers and acquisitions on the performance of. Building on a great tradition of global marketing scholarship, ijrm aims to contribute substantially to the field of marketing research by providing a highquality medium for the dissemination of. As a second step, within these journals, we did an abstract search on the keywords merger, merge, acquisition, divestment, divest, takeover, buyout, spinoff, ipo and private equity.
Digital marketing articles you should read in 2020 marketing has evolved, human behavior has changed, and marketers should keep up. The mission of the international journal of online marketing ijom is to provide broad and comprehensive international coverage of subjects, issues and current trends relating to all areas of online marketing. The most downloaded articles from international journal of research in marketing in the last 90 days. Research offers a number of potential determinants for this success rate. The objective of the amj is to publish articles that enrich and contribute to the advancement of the discipline and the practice of marketing. Traditional and digital media advertising preference. Based on q1 2016 research from investment banking firm luma partners, the first quarter saw 72 merger and acquisition events. An integrative model and research propositions abstract the cost efficiency and diversity of digital channels facilitate marketers frequent and interactive communication with. The effects of digital marketing on customer relationships.
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