To Study the Role of Mobile Marketing Technique as Direct Marketing Tool Under Promotion Mix in Business Schools

2019 ◽  
Author(s):  
Vandana Sharma ◽  
Nilesh Berad
Keyword(s):  
Business Schools ◽  
Direct Marketing ◽  
Mobile Marketing ◽  
Marketing Tool

scholarly journals FACTORS AFFECTING CONSUMERS’ ATTITUDE TOWARDS MOBILE MARKETING IN PAKISTAN

2014 ◽  
Vol 02 (02) ◽  
pp. 21-31
Author(s):  
Zernigah Irshad Kiani ◽  
Keyword(s):  
Source Credibility ◽  
Direct Marketing ◽  
Rapid Change ◽  
Relevant Information ◽  
Mobile Marketing ◽  
Factors Affecting ◽  
Managerial Implications ◽  
Marketing Tool ◽  
Demographical Data ◽  
The Relationship

The rapid change in technology and mobile phones has created new channels for marketing. Mobile marketing is an emerging marketing trend that has gained attention, and is becoming a popular direct marketing tool for marketers across the world. The Present research investigates factors affecting consumers’ attitude towards mobile marketing and explores the moderating role of permission based mobile marketing. The data was gathered by means of an adapted questionnaire from 123 respondents from the twin cities of Pakistan, Islamabad and Rawalpindi. Correlation and regression analysis were used to find out the relationship between the dependent variable of attitude towards mobile marketing and independent variables of perceived informativeness, entertainment, irritation and source credibility, and a moderating affect of permission-based mobile marketing was analyzed. The study findings indicate that consumers generally have positive attitude towards mobile marketing. Entertainment was found to be the most significant factor affecting consumers’ attitude followed by source credibility whereas permission-based mobile marketing did not moderate the relationship between irritation and attitude towards mobile marketing. Some of the managerial implications are that mobile marketing messages should be designed keeping in mind consumers’ preferences for the information content, entertainment as well as the source credibility. Timely and relevant information should be provided to generate more favorable attitudes. Moreover, consumers’ privacy concerns should be valued by companies practicing mobile marketing so that consumers show their willingness to provide companies with their mobile numbers and demographical data so that companies can send advertising messages with consumers’ prior permission.

scholarly journals Role of Social Media Optimization in Digital Marketing with special reference to Trupay

2018 ◽  
Vol 7 (2.11) ◽  
pp. 52
Author(s):  
Seema Sahai ◽  
Richa Goel ◽  
Priyanka Malik ◽  
Chitra Krishnan ◽  
Gurinder Singh ◽  
...  
Keyword(s):  
Social Media ◽  
Special Reference ◽  
Electronic Media ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Media Optimization ◽  
The People ◽  
Marketing Tool ◽  
E Mail

Social media optimization has been used by many organizations in the recent years, after the growth of Internet, for enhancing the growth and profits of their business. This paper discusses some of the strategies of digital marketing adopted by Trupay after the period of demonetization in India.SMO (Social Media Optimization) can be defined as the process of increasing the popularity and awareness of the product in the minds of the people. It is basically a marketing tool which helps in the promotion, marketing and sale of the product. Digital marketing is the method of promoting a product or a brand using electronic media like Mobile marketing, E-mail marketing etc..  

Mobile Marketing: Upcoming marketing tool for Entrepreneurs

2017 ◽  
Vol 3 (02) ◽  
Author(s):  
Bhagwan Singh ◽  
Sunita Yadav
Keyword(s):  
Market Share ◽  
General Public ◽  
Mobile Apps ◽  
Mobile Marketing ◽  
Good Market ◽  
Marketing Tool ◽  
Almost All

The Bhartiyamarket is changing overnight. The reforms taken by the current UPAgovernment regarding bold decisions like demonetization in November 2016 and forthcoming launch of GST on 1st July 2017 is changing the market facade in BHARAT. Latest innovation in technology is dictating the market and the youth of the country Bharat popularly called as India is depending on the technological reforms. The youths are enlisting themselves in rapid growing and developing technology and are very much adaptive to the change, thus, having complete dependency on the e-gadgets like smartphones, laptops, iPads and the like. This change is forcing the COF (Company Organization Firms) and marketers to use this tool through which they can sell their provices (products + services) and penetrate in the hands of the smartphone users by just launching mobile apps. The launching or developing of mobile apps is the market where almost all enterprises and rising entrepreneurs are keeping eye and want to capture good market share using this tool of mobile marketing. This study has tried to explain the usage and awareness of Mobile marketing as an upcoming tool for entrepreneurs based on the responses of the general public using mobile or smartphones.

scholarly journals Twitter in Marketing Practice of the Religious Media. An Empirical Study on Catholic Weeklies in Poland

Religions ◽  
2021 ◽  
Vol 12 (6) ◽  
pp. 421
Author(s):  
Iwona Leonowicz-Bukała ◽  
Andrzej Adamski ◽  
Anna Jupowicz-Ginalska
Keyword(s):  
Communication Channel ◽  
Basic Research ◽  
Marketing Practice ◽  
Religious Media ◽  
The Social ◽  
Social Media Platforms ◽  
Twitter Account ◽  
Research Questions ◽  
Marketing Tool

This article presents the partial conclusion of the research project devoted to marketing activity of Polish Catholic opinion-forming weeklies on the social media platforms. The main aim of this article is to present the results of the study on the use of Twitter as a marketing tool by Polish nationwide Catholic opinion-forming weeklies. The basic research questions concerned the extent of utilizing the platform by the magazines’ editors to create and distribute the content of their media product, maintain and develop brand communication and self-promotion. The case studies and the content analysis of the accounts of the three magazines—Gość Niedzielny, Tygodnik Katolicki Niedziela and Przewodnik Katolicki—show that there are three different ways in how the editors of the magazines understand the role of the Twitter account of the title they represent—as an ‘active communicator’, ‘active communicator and community supporter’ or ‘community supporter’. The conclusions show that the studied media fairly efficiently use the visual and distributional potential of the platform as well as some of its features, at the same time missing the chance to build a brand-loyal community. They also limit the role of Twitter to that of a supplement for the main communication channel, which is the printed weekly and its website.

scholarly journals Responsible tourism as a strategic marketing tool for improving the negative image of South Africa

2017 ◽  
Vol 9 (5) ◽  
pp. 543-554 ◽  
Author(s):  
Richard George
Keyword(s):  
South Africa ◽  
Destination Image ◽  
Negative Image ◽  
Content Type ◽  
Tourism Management ◽  
Global Perception ◽  
Marketing Tool ◽  
Crime Risk ◽  
Responsible Tourism

Purpose The purpose of this paper is to examine the effect of a destination positioning itself as a responsible tourist destination to improve its image. Design/methodology/approach A review of the literature pertaining to responsible tourism management, crime risk and destination image. Findings This paper observes that responsible tourism policy can help improve the image of destination South Africa. Research limitations/implications This paper provides recommendations for destinations impacted by a negative global perception or being seen as a risky area to travel to, in the context of crime. Originality/value This paper examines the role of responsible tourism management in countering the negative image of crime risk in South Africa. In general, there is a dearth of research on this association.

scholarly journals Restating the case: How revisiting the development of the case method can help us think differently about the future of the business school

2020 ◽  
Author(s):  
Todd Bridgman ◽  
Stephen Cummings ◽  
C McLaughlin
Keyword(s):  
Business School ◽  
Business Schools ◽  
Positive Impact ◽  
Case Method ◽  
Harvard Business School ◽  
Linear Evolution ◽  
Management Learning ◽  
Innovative Thinking ◽  
History Of

© Academy of Management Learning & Education. Although supportive of calls for business schools to learn the lessons of history to address contemporary challenges about their legitimacy and impact, we argue that our ability to learn is limited by the histories we have created. Through contrasting the contested development of the case method of teaching at Harvard Business School and the conventional history of its rise, we argue that this history, which promotes a smooth linear evolution, works against reconceptualizing the role of the business school. To illustrate this, we develop a "counterhistory" of the case method-one that reveals a contested and circuitous path of development-and discuss how recognizing this would encourage us to think differently. This counterhistory provides ameans of stimulating debate and innovative thinking about how business schools can address their legitimacy challenges, and, in doing so, have a more positive impact on society.

MEETING SUSTAINABILITY GOALS: THE ROLE OF BUSINESS SCHOOLS

2018 ◽  
Author(s):  
Cristina Sancha ◽  
Alba Barbarà-I-Molinero
Keyword(s):  
Business Schools

Successful Business Schools

2014 ◽  
pp. 222-237
Author(s):  
Mohammad Ayub Khan
Keyword(s):  
Emerging Markets ◽  
Performance Indicators ◽  
Business Schools ◽  
Academic Institutions ◽  
Success Stories ◽  
General Performance ◽  
The World ◽  
World Class ◽  
Successful Business

A handful of business schools in the world are famous in their respective countries of origin, but have also achieved global acclaim for their sustained and continued success as world-class academic institutions. This chapter describes some of these business schools and includes successful factors that have made them top quality institutions, such as general performance indicators used to rank and accredit business schools, common characteristics of success, as well as the role of ranking and accreditation as a source or force behind the fame and fortunes of such business schools. The chapter discusses the importance of national and international accreditation for the academic institutions and the pitfalls associated with accreditations. As examples of successful models, the chapter includes small success stories of business schools from emerging markets such as Pakistan and Mexico.

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