دانلود و نمایش مقالات مرتبط با Marketing::صفحه 6
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نتیجه جستجو - Marketing

تعداد مقالات یافته شده: 627
ردیف عنوان نوع
51 The questions we ask: Opportunities and challenges for using big data analytics to strategically manage human capital resources
سؤالاتی که می پرسیم: فرصت ها و چالش های استفاده از تحلیل داده های بزرگ برای مدیریت استراتژیک منابع سرمایه انسانی-2020
Big data analytics have transformed research in many fields, including the business areas of marketing, accounting and finance, and supply chain management. Yet, the discussion surrounding big data analytics in human resource management has primarily focused on job candidate screenings. In this article, we consider how significant strategic human capital questions can be addressed with big data analytics, enabling HR to enhance overall firm performance. We also examine how new data sources that help assess workforce performance in real time can assist in the identification and development of the knowledge stars that contribute to firm performance disproportionately as well as help reinforce firm capabilities. But in order for big data analytics to be successful in the HR field, regulatory and ethical challenges must also be addressed; these include privacy concerns and, in Europe, the General Data Protection Regulation (GDPR). We conclude by discussing how big data analytics can facilitate strategic change within HR and the organization as a whole.
KEYWORDS Big data analytics | Workforce analytics | Stakeholder | management | Strategic human | capital | Knowledge stars | Human resource | management
مقاله انگلیسی
52 Identifying and mapping terrons in Denmark
شناسایی و نقشه برداری از زمینهای وحشی در دانمارک-2020
Spatial assessment of terroir is creating a new possibility for enhancement of high quality agro-food product and to minimize negative environmental effects such as soil degradation and associated risks. The classification and mapping of particular terroir units could be a competitive marketing tool with a major impact on farmers’ incomes. For this purpose, Carré and McBratney (2005) proposed the terron concept to establish combined soil and landscape entities as the first investigative step to identify terroirs. The main objective of the present work was to assemble various environmental factors (i.e. soil, terrain and climate), to identify and then to map terrons in Denmark. First, for representing soil factors, a national soil spectral library was utilized to measure taxonomic distances between 34 Danish reference soil profiles and the Danish national soil profile database (586 soil profiles). Second, the terrain and climate factors for each soil profile location were then compiled as represented by relative slope position, valley depth, valley bottom flatness, vertical distance to the channel network, number of frost days, annual number of growing days, global solar radiation, and precipitation. Third, nine Danish terron classes were established by fuzzy c-means clustering based on an integrated matrix including all soil, terrain and climate factors whereby each terron class is characterized by soil, terrain and climate as a whole entity. Finally, the spatial distribution of Danish terrons was mapped using Cubist regression rules. The results were compared with a soil map derived from the same profile database. We concluded that the map of terrons described natural environment quantitatively and formally in terms of soil, landscape and climatic information better than just a soil class or soil attribute map. Further investigations are needed to discover whether the terron classes give better predictions of landscape-dynamic processes and allow better management options than soil alone. This study also demonstrated several advantages of using soil spectral data and ancillary data to identify and map terrons. The next step will be to validate the terron map by incorporating crop yield data and social factors to delineate natural Danish terroir units.
Keywords: Terron | Vis-NIR | Digital soil mapping | Soils | Terrain | Climate
مقاله انگلیسی
53 Social media and entrepreneurship research: A literature review
رسانه های اجتماعی و تحقیقات کارآفرینی: مروری بر ادبیات-2020
The rise of social media has led to changes in how entrepreneurs carry out their day-to-day activities. Studies on social media and entrepreneurship are relatively new and fragmented in their focus, however there is increasing interest from academia and practitioners for further research and investigation within this area. This study systematically reviews research carried out in the domain of social media and entrepreneurship. A total of 160 papers, published between 2002 and 2018 were synthesized to identify critical theories and research methods used in the domain. Based on the extent review, an integrative framework was developed to identify relation- ships amongst elucidated constructs. While most papers investigated the factors that drive social media adoption and use by entrepreneurs, it was found that the use of social media by entrepreneurs had transcended marketing and it is now used in business networking, information search and crowdfunding for their business. This has led to significant impact with improved firm performance and innovation enhancement being the essential out- comes. The literature review and framework further understanding of social media and entrepreneurship re- search, providing a useful basis for future studies and informs practice in this area.
Keywords: Social media | Entrepreneur | SMEs | Literature review | Integrated framework
مقاله انگلیسی
54 Disconnect in trade show staffing: A comparison of exhibitor emphasis and attendee prefere
قطع ارتباط در کارکنان نمایشگاه های تجاری: مقایسه تأکید غرفه داران و ترجیح شرکت کنندگان-2020
This research explores how and whether staffing at trade shows by exhibitors is consistent with attendee preferences for staffing in this channel. Using secondary data from 9215 attendees and 885 exhibitors, we observe that relative to attendee preferences, exhibitors significantly understaff with technical personnel, while overstaffing with executive/upper management and sales/marketing personnel. Additional comparisons between attendees who are decision-makers vs. influencers in the purchase process, between attendees from different kinds of firms (B2B vs. B2C, large vs. small firms) and between attendees to trade shows that differ in geographic scope suggest that substantial inconsistencies persist between preferences of attendees and staffing by exhibitors.
Keywords: Trade shows | Exhibitions | Business-to-business marketing | B2B Marketing | Promotions
مقاله انگلیسی
55 Value champions in business markets: Four role configurations
ارزش قهرمانان در بازارهای تجاری : پیکربندی چهار نقش -2020
Customer value management has become a key priority in business markets, but many firms struggle to implement it. While the prior literature has considered this primarily as sales responsibility, emerging research suggests that best practice firms employ dedicated value champions to implement customer value management. However, at present, we know little about the characteristics, and the tradeoffs between different value championing approaches in business markets. Based on a discovery-oriented field research and interviews with 59 managers in 11 firms, this study illustrates four alternative role configurations firms use to employ value champions, and unpacks the characteristics and implications of each approach. Collectively, this study advances industrial marketing theory by shedding light on an emergent and contemporary management practice, and offering practical insights into how firms can employ value champions in business markets.
Keywords: Customer value | Organizational champions | Organizational structures | Role configuration | Business markets | Value-based selling
مقاله انگلیسی
56 Fostering B2B sales with customer big data analytics
تقویت فروش B2B با تجزیه و تحلیل داده های بزرگ مشتری-2020
This study focuses on the use of big data analytics in managing B2B customer relationships and examines the effects of big data analytics on customer relationship performance and sales growth using a multi-industry dataset from 417 B2B firms. The study also examines whether analytics culture within a firm moderates these effects. The study finds that the use of customer big data significantly fosters sales growth (i.e. monetary performance outcomes) and enhances the customer relationship performance (non-monetary performance outcomes). However, the latter effect is stronger for firms which have an analytics culture which supports marketing analytics, whereas the former effect remains unchanged regardless of the analytics culture. The study empirically confirms that customer big data analytics improves customer relationship performance and sales growth in B2B firms.
Keywords: Big data analytics | Customer analytics | Marketing analytics | Firm performance | Customer relationship management | Big data-enhanced database marketing
مقاله انگلیسی
57 Big data analytics for supply chain relationship in banking
تجزیه و تحلیل داده های بزرگ برای رابطه زنجیره تأمین در بانکداری-2020
This paper reports how a commercial bank in Asia uses big data analytic as a tool to explore the internal B2B data to improve supply chain finance and the efficiency of marketing tactics and campaigns. A case study was conducted by analyzing two types of supply chain relationships: (1) supply chain relationships in the credit reports; (2) e-wiring transactions among supply chain companies. The results show that big data analytics is very useful in terms of improving the commercial banks marketing and risk management performances. The case study also set a good example for B2B firms seeking to understand how they could leverage big data analytics to differentiate customer solutions, sustain profitability and generate new business values. Theorical and practical implications are also discussed.
Keywords: Supply chain finance | B2B analytics
مقاله انگلیسی
58 Understanding market agility for new product success with big data analytics
درک چابکی بازار برای موفقیت محصول جدید با تجزیه و تحلیل داده های بزرگ-2020
The complexity that characterises the dynamic nature of the various environmental factors makes it very compelling for firms to be capable of addressing the changing customers needs. The current study examines the role of big data in new product success. We develop a qualitative research with case study approach to look at this. Specifically, we look at multiple cases to get in-depth understanding of customer agility for new product success with big data analytics. The findings of the study provide insight into the role of customer agility in new product success. This study unpacks the interconnectedness of the effective use of data aggregation tools, the effectiveness of data analysis tools and customer agility. It also explores the link between all of these factors and new product success. The study is reasonably telling in that it shows that the effective use of data aggregation and data analysis tools results in customer agility which in itself explains how an organisation senses and responds speedily to opportunities for innovation in the competitive marketing environment. The current study provides significant theoretical contributions by providing evidence for the role of big data analytics, big data aggregation tools, customer agility, organisational slack and environmental turbulence in new product success.
Keywords: Big data analytics | Customer agility | Effective use of data | New product success
مقاله انگلیسی
59 Modeling domestic tourism: motivations, satisfaction and tourist behavioral intentions
مدل سازی گردشگری داخلی: انگیزه ها ، رضایت و اهداف رفتاری گردشگران-2020
Investigating the antecedents of tourist behavioral intentions and its relations with the preceding factors has become an interest of researchers very recently. However, domestic tourism is one of the neglected forms of tourism among academics and policymakers in developing countries in general. This study, therefore, has tried to simultaneously analyze (i) the relationships among motivations (push and pull), satisfaction and behavioral in- tentions (intention to revisit and willingness to recommend), and (ii) the direct and indirect effects of motivations on the behavioural intentions of domestic tourists in the formation of domestic tourism behavioural model. The relationships were structurally analyzed with Maximum Likelihood Estimation (MLE) method of Structural Equation Modeling (SEM) using data collected from 386 domestic tourists from four destination sites in Ethiopia. The results revealed that both pull and push travel motivations were found to be significant predictors of overall satisfaction. Moreover, the direct effects of pull travel motivation on revisit intention as well as willingness to recommend were observed. On the other hand, overall satisfaction influenced revisit intention more significantly than the willingness to recommend. Overall satisfaction also partially mediated the relationships between travel motivations and revisit intention. Furthermore, the direct and indirect effects of push travel motivation were assessed in this study. The results of this study hold important implications for destination managers and re- searchers to consider the influences of motivations factors on satisfaction and behavioral intentions in their attempt to develop domestic tourism.
Keywords: Domestic tourism | Motivation | Satisfaction | Tourist behavioural intention | Push | Pull | Intention to revisit | Willingness to recommend | Tourism | Tourism industry | Tourism management | Business management | Marketing | Consumer attitude
مقاله انگلیسی
60 Role of big data and social media analytics for business to business sustainability: A participatory web context
نقش تجزیه و تحلیل داده های بزرگ و رسانه های اجتماعی برای پایداری تجارت از مشاغل: زمینه وب مشارکتی-2020
The digital transformation is an accumulation of various digital advancements, such as the transformation of the web phenomenon. The participatory web that allows for active user engagement and gather intelligence has been widely recognised as a value add tool by organisations of all shapes and sizes to improve business productivity and efficiency. However, its ability to facilitate sustainable business-to-business (B2B) activities has lacked focus in the business and management literature to date. This qualitative research is exploratory in nature and fills this gap through findings arising from interviews of managers and by developing taxonomies that highlight the capability of participatory web over passive web to enable different firms to engage in business operations. For this purpose, two important interrelated functions of business i.e. operations and marketing have been mapped against three dimensions of sustainability. Consequently, this research demonstrates the ability of big data and social media analytics within a participatory web environment to enable B2B organisations to become profitable and remain sustainable through strategic operations and marketing related business activities. The research findings will be useful for both academics and managers who are interested in understanding and further developing the business use of participatory web tools to achieve business sustainability. Hence, this may be considered as a distinct way of attaining sustainability.
Keywords: Participatory web | Marketing and operations | Big data | Social media analytics | Business sustainability | Business-to-business (B2B)
مقاله انگلیسی
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