scholarly journals Political marketing in the times of big data

2017 ◽  
pp. 34-44
Author(s):  
Piotr Pawełczyk ◽  
Jakub Jakubowski
Keyword(s):  
Big Data ◽  
Political Communication ◽  
Marketing Strategies ◽  
Political Marketing ◽  
New Paradigm ◽  
Commercial Activities ◽  
Marketing Activities ◽  
History Of ◽  
The Times ◽  
Election Strategies

Academic considerations on the topic of political marketing very often boil down to discussing the political history of the 20th and 21st centuries, while failing to account for the significant changes in the range of instruments used to implement election strategies. However, the academic discussion about political marketing as an applied sub-discipline should take into account some mechanisms for accomplishing specified tasks. Therefore, the purpose of this paper is to fill this gap and try to examine the influence of the tools based on big data on the broad picture of what we name marketing activities in the field of politics. We would like to present readers with our hypothesis that the profound changes in this area that were particularly noticeable in the election and referendum campaigns in 2016 may provide a premise to identify a new paradigm in the discussion on the use of marketing strategies in political communication. It would be based on the Internet combining the function of a communication channel and a source of data about voters. This information is next used for marketing purposes. It should be emphasized that this mechanism that has been used in the field of commercial activities for almost a decade, in the field of politics produces completely new and potentially dangerous consequences for citizens 

The Marketing of the F1 SingTel Singapore Grand Prix

2014 ◽  
pp. 29-39 ◽  
Author(s):  
H. K. Leng
Keyword(s):  
Marketing Strategies ◽  
Night Time ◽  
Formula One ◽  
Relative Success ◽  
Marketing Activities ◽  
History Of ◽  
High Level ◽  
Motor Sports ◽  
Shed Light

In 2008, the inaugural Formula One SingTel Singapore Grand Prix was held as the first night-time race in the history of Formula One Grand Prix. Through the years, the event had been marketed using various marketing activities. The purpose of this chapter is to provide readers with a better understanding of how F1 SingTel Singapore Grand Prix markets itself. The chapter begins by examining the history behind motor sports racing events in Singapore. This is followed by a review of the marketing activities of the F1 SingTel Singapore Grand Prix. The last section describes an analysis of spectators' blogs and attempts to shed light on the relative success of the marketing strategies employed. The analysis suggests that the marketing of the event had been successful as there was a high level of awareness of the event and that some spectators indicated the experience was positive and that they would attend the event again. However, the analysis also indicated that there were spectators who were more interested in the concerts held in conjunction with the race rather than the event itself. This remains to be examined in further research.

scholarly journals The paradigm of international marketing in the digital age

2021 ◽  
pp. 147-152
Author(s):  
A. T. Yerimpasheva ◽  
R. E. Tarakbaeva ◽  
S. A. Yolcu
Keyword(s):  
Big Data ◽  
New Technologies ◽  
Consumer Preferences ◽  
Online Advertising ◽  
International Marketing ◽  
Marketing Research ◽  
Digital Age ◽  
Marketing Strategies ◽  
New Paradigm ◽  
Asymmetry Of Information

As globalization and the internationalization of economies develop, traditional marketing strategies are gradually fading into the background. The digital age is coming, which is forming a new paradigm of international marketing. At the same time, as a result of the COVID–19 pandemic, the processes of transition to digitalization have accelerated. The new paradigm of international marketing is manifested in the intensification of competition, frequent changes in the product range, the need to expand partnerships and the reduction of asymmetry of information. In order to attract and retain customers in the era of advanced digital technologies, successful companies are forced to develop new strategies. New technologies such as Big Data and artificial intelligence are becoming an alternative. Consumer preferences are also changing regarding the form of advertising. Online advertising becomes preferable. With the aim of to identify the main features of the new marketing paradigm, preliminary qualitative secondary and primary studies were conducted. To study secondary information, a search for scientific literature on the research topic was carried out in the databases SCOPUS, Science Direct and Springer, which allowed us to understand the main trends in the development of international marketing in the era of digitalization. To conduct primary research, we compiled a questionnaire, consisted of open-ended questions. The survey was conducted using a Google Form. The questionnaire contained four sections on the following topics: (I) Manifestations of a new marketing paradigm; (II) Marketing strategies in a digital environment; (III) Big data VS Marketing research; and (IV) Online Advertising. A sample of convenience, based on 12 respondents – marketing specialists, allowed formulating marketing strategies in the context of the digitalization of the world.

Aggregation, Public Criticism, and the History of Reading Big Data

PMLA ◽  
2018 ◽  
Vol 133 (5) ◽  
pp. 1207-1224
Author(s):  
Benjamin Mangrum
Keyword(s):  
Big Data ◽  
Intellectual History ◽  
Literary History ◽  
Marketing Strategies ◽  
Distant Reading ◽  
Public Sentiment ◽  
History Of ◽  
Science Media ◽  
Media And Technology ◽  
Made In

This essay traces the history of ideas behind the critical methods of distant reading and macroanalysis, modes of criticism enabled by the rise of the science, media, and technology of aggregation. I situate these methods in the intellectual shifts marked by the advent of modern polling practices, computational census technologies, post-1945 marketing strategies, and other methods of analyzing an aggregated public. Drawing on work by Sarah E. Igo, Mary Poovey, Bill Kovarik, and others, I demonstrate that the ideas legitimated through these shifts in technology and public sentiment are fundamental to the types of claims made in the “big data” digital humanities. This attention to intellectual history raises important problems and qualifications for big data methods like distant reading, particularly regarding their underlying assumptions about the publics of literary history.

Strategi Pemasaran Industri Rumah Tangga Arang Tempurung Kelapa (Studi Kasus Pada Industri Rumah Tangga Bapak Abdul Razak Di Cimanggis, Ciputat, Tangerang Selatan)

2018 ◽  
Vol 1 (1) ◽  
pp. 67-73
Author(s):  
Zelivieska Bintang Maharani ◽  
Ratna Pratiwi ◽  
Qory Anissa ◽  
Dwi Ratnasari ◽  
Sugeng Waluyo ◽  
...  
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Technology Utilization ◽  
Marketing Activities ◽  
Home Industries ◽  
Industrial Strength

In South Tangerang city, there are many home industries producing charcoal shell. One of the industry is practiced by Mr. Abdul Razak in Ciputat District. According to some studies, in general the home industry is facing many problems, one of which is a weak in marketing strategy. Based the information, this article reports the marketing strategies implemented by the industry. With SWOT approach, we informed that the position of industrial strength lies in good relationships with suppliers. And the weakness is that the marketing activities carried out only through word of mouth. We recommend that the industry need to consider the using of banners or internet-based technology utilization for the marketing strategies.

SCIENTIFIC AND METHODOLOGICAL ASPECTS OF THE STRATEGY OF MANAGEMENT OF SUSTAINABLE ECONOMIC DEVELOPMENT OF THE SERVICE ENTERPRISE

2017 ◽  
Author(s):  
Petro Makarenko ◽  
◽  
Olena Judina ◽  
Keyword(s):  
Economic Development ◽  
Regression Models ◽  
Performance Indicator ◽  
Restaurant Industry ◽  
Capital Investments ◽  
Progressive Development ◽  
Sustainable Economic Development ◽  
Commercial Activities ◽  
Marketing Activities ◽  
Methodological Aspects

The article substantiates the methodological tools for the formation of the mechanism for implementing the strategy of sustainable economic development of the hotel and restaurant industry. To ensure the operation of the mechanism, a system of indicators and criteria for assessing the process of sustainable economic development, based on accelerating the growth of efficiency and reducing operating costs through reserve and progressive development of resource potential of the enterprise. The paper identifies the stages of sustainable economic development of the enterprise, which include: identification, grouping and analysis of factors of progressive and reserve development, their classification and determining the degree of influence on the growth of operational (production and administrative and marketing) activities, progressive development of resource potentials; development of regression models and indicators of progressive, reserve and sustainable (static and dynamic) economic development, which explain the patterns of influence of factors on performance indicators; forecasting the parameters of efficiency and cost of production and commercial activities; formation of the volume and structure of investments by types of capital investments that ensure the progressive development of resource potentials, economic growth and sustainability of the enterprise. A methodology for creating regression models and indicators was developed, which provided an opportunity to assess and predict the ratio of resource costs and the level of operational efficiency, as well as change the performance indicator by changing the values of factor parameters or their total value in different combinations. The algorithm of the organizational and economic mechanism of realization of strategy of management of steady economic development of the enterprise of hotel and restaurant sphere is constructed. This algorithm provided the ability to determine the reserves of available resources, as well as to establish the required size and structure of capital investments that reduce costs and increase the efficiency of production and administrative activities.

“Sou Inglesa! Sou Inglesa!”: Memórias de uma Menina Anglo-Portuguesa (1907-1930)

2017 ◽  
pp. 141-155
Author(s):  
Miguel Alarcão
Keyword(s):  
Everyday Life ◽  
Social History ◽  
Travel Literature ◽  
Growing Up ◽  
Recent Past ◽  
Self And Other ◽  
Cultural Encounter ◽  
The Social ◽  
History Of ◽  
The Times

Textualizing the memory(ies) of physical and cultural encounter(s) between Self and Other, travel literature/writing often combines subjectivity with documental information which may prove relevant to better assess mentalities, everyday life and the social history of any given ‘timeplace’. That is the case with Growing up English. Memories of Portugal 1907-1930, by D. J. Baylis (née Bucknall), prefaced by Peter Mollet as “(…) a remarkably vivid and well written observation of the times expressed with humour and not little ‘carinho’. In all they make excellent reading especially for those of us interested in the recent past.” (Baylis: 2)

ExpanDrogram: Dynamic Visualization of Big Data Segmentation over Time

2021 ◽  
Vol 13 (2) ◽  
pp. 1-27
Author(s):  
A. Khalemsky ◽  
R. Gelbard
Keyword(s):  
Big Data ◽  
Visual Presentation ◽  
Trend Detection ◽  
Dynamic Visualization ◽  
Segmentation Process ◽  
Key Points ◽  
Wide Range ◽  
History Of ◽  
The Individual ◽  
Over Time

In dynamic and big data environments the visualization of a segmentation process over time often does not enable the user to simultaneously track entire pieces. The key points are sometimes incomparable, and the user is limited to a static visual presentation of a certain point. The proposed visualization concept, called ExpanDrogram, is designed to support dynamic classifiers that run in a big data environment subject to changes in data characteristics. It offers a wide range of features that seek to maximize the customization of a segmentation problem. The main goal of the ExpanDrogram visualization is to improve comprehensiveness by combining both the individual and segment levels, illustrating the dynamics of the segmentation process over time, providing “version control” that enables the user to observe the history of changes, and more. The method is illustrated using different datasets, with which we demonstrate multiple segmentation parameters, as well as multiple display layers, to highlight points such as new trend detection, outlier detection, tracking changes in original segments, and zoom in/out for more/less detail. The datasets vary in size from a small one to one of more than 12 million records.

The Toolkit of Nationalist Populism in Contemporary Hungary: Symbols, Objects, and Modalities of Circulation

2021 ◽  
pp. 088832542095081
Author(s):  
Virág Molnár
Keyword(s):  
Political Communication ◽  
Far Right ◽  
Online Data ◽  
Everyday Objects ◽  
The People ◽  
Consumer Markets ◽  
History Of ◽  
Primary Focus ◽  
Material Circulation

This article belongs to the special cluster, “National, European, Transnational: Far-right activism in the 20th and 21st centuries”, guest edited by Agnieszka Pasieka. Research on populism attributes great significance to mapping the distinctive discursive logic of populist reasoning (e.g., the trope of pitting corrupt elites against the people). This article aims to move beyond the primary focus on discursive structures to stress the role of symbols, objects, and different modalities of circulation in the political communication of populist ideas, using the case of Hungary. By tracing the history of one of the key symbols of nationalist populism—the image of “Greater Hungary”—from its emergence in the interwar period to its present-day use, the article shows how the meanings and material forms this symbol assumed in political communication that evolved under different political regimes. The analysis builds on extensive archival, ethnographic, and online data to highlight how the diversity of material forms and the conduits through which this image circulated have contributed to its endurance as a key political symbol. Symbols, like the Greater Hungary image, condense complex historical narratives into a powerful sign that can be easily objectified, reproduced, and diffused. Today’s differentiated consumer markets provide convenient conduits for this kind of material circulation. These symbols carry meaning in and of themselves as signs, and once they are turned into everyday objects, they facilitate the normalization of radical politics by increasing their salience and broad visibility.

Transforming Historical Objectivism into Historical Hermeneutics: From “Historical Illness” to Properly Lived Historicality

2019 ◽  
Vol 61 (4) ◽  
pp. 490-515
Author(s):  
Thomas Tops
Keyword(s):  
Reception History ◽  
Biblical Studies ◽  
Historical Study ◽  
Necessary Condition ◽  
New Paradigm ◽  
History Of Interpretation ◽  
Critical Methodology ◽  
Recent Developments ◽  
History Of ◽  
Biblical Texts

Summary The present study analyses recent criticisms against the use of modern-historical methodologies in Biblical Studies. These methodologies abstract from the historical horizon of the researcher. In order to relate properly to the historicality of the researcher, historical objectivism needs to be transformed into historical hermeneutics. Recent developments in the historical methodology of biblical scholars are unable to reckon with the historicality of the researcher due to the partial or incorrect implementation of Gadamer’s views on reception history. I analyse the views of Nietzsche, Kierkegaard, and Gadamer on historicality and contend that the study of reception history is a necessary condition for conducting historical study from within the limits of our historicality. Reception history should not be a distinct methodological step to study the “Nachleben” of biblical texts, but needs to clarify how the understanding of these texts is already effected by their history of interpretation. The awareness of the presuppositions that have guided previous interpretations of biblical texts enables us to be confronted by their alterity. This confrontation calls for a synthesis between reception-historical and historical-critical methodology that introduces a new paradigm for conducting historical study in Biblical Studies in dialogue with other theological disciplines.

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