scholarly journals Integrated Marketing Approach as a Rural Development Tool

10.5772/29684 ◽  
2012 ◽  
Author(s):  
Yavuz Topcu
Keyword(s):  
Rural Development ◽  
Integrated Marketing ◽  
Development Tool ◽  
Marketing Approach

Dwarkanath Tagore as a pioneering entrepreneur of India

2018 ◽  
Vol 10 (3) ◽  
pp. 262-279
Author(s):  
Abhijit Roy
Keyword(s):  
Social Networks ◽  
Dominant Role ◽  
East India Company ◽  
Business Practices ◽  
Integrated Marketing ◽  
Content Type ◽  
British East India Company ◽  
Integration Techniques ◽  
Modern Business ◽  
Marketing Approach

Purpose In the past three centuries in India, outsiders have dominated economic fortunes. Yet, for a brief interlude for two decades (i.e. in the 1830s and 1840s), the Bengalis from Eastern India played a dominant role in the modern business sector of the economy as partners of the British. The singular reason behind this phenomenon was the role of Dwarkanath Tagore (DT) in building multiple multiracial business partnerships in a myriad of businesses. This study aims to demonstrate how all of these activities were synthesized in an integrated marketing approach and how DT was the catalyst in forging these partnerships with the British East India Company and other enterprises. Design/methodology/approach A historical research method is used in critically examining the business practices of DT. Resources include a few biographies about him as well as several print sources, including several publications owned by him. Findings DT’s approach to an integrated marketing approach in the nineteenth century, involved the traditional production, distributional and promotional components, and he understood the significance of using all tools at his disposal to reach his market using these synergies, each reinforcing his main self-identify was that of an entrepreneur. He used forward integration techniques in running other operations, e.g. distribution, publishing, advertising and promotion of his products. His multiracial social networks for business and social activities are also identified. Originality/value This study synthesizes different sections of DT’s businesses and illustrates how he used integrated marketing to build an enterprising, profit-making business, which was good for both the economy of Bengal and that of the British East India Company and his other partners. The study also establishes him as a pioneering Indian entrepreneur and identifies major social networks with other business partners (both Indian and British).

scholarly journals A model of sustainable rural development through creative tourism: CREATOUR project

2019 ◽  
pp. 74-84
Author(s):  
Fiona Bakas ◽  
Nancy Duxbury
Keyword(s):  
Economic Development ◽  
Rural Development ◽  
Social Cohesion ◽  
Rural Areas ◽  
Future Research ◽  
Pilot Projects ◽  
Small Cities ◽  
Sustainable Rural Development ◽  
The Past ◽  
Development Tool

Addressing the theme of how sustainable rural futures can be realized by considering 21st century realities, this paper presents a unique project on the future of rural economic development and social cohesion through the initiation of creative tourism products in rural areas and small cities. The promotion of crafts to fuel rural socio-economic development is gaining momentum and simultaneously a change towards what is known as ‘transformative tourism’ (Pritchard, Morgan, & Ateljevic, 2011) is observed, as tourists demand more immersive experiences. Craft movements in the urban space which also act as vehicles for social cohesion within cities where isolation is common, have been gaining in popularity for the last 10 years. Creative tourism, which differs from cultural tourism in terms of being an active transfer of the past into the present via local-visitor interaction, rather than a passive observation of the past (Richards & Marques, 2012), offers a novel rural development tool that this paper investigates. This paper focus on the CREATOUR project which investigates how rural organizations, tourists and rural communities interact and forge new alliances in the Portuguese context. This three-year project started in 2016 and now has 40 pilot projects, which are entrepreneurs or organizations who are incentivized to offer innovative creative tourism products within rural areas and small cities. In this article, the ways in which the CREATOUR project can act as a sustainable rural development tool are analysed in terms of the evolving creative tourism offers and the development frameworks that creative tourism offers can be placed within, suggesting that this research and application project can be a model for other countries and provides advice on how to practically achieve this. Whilst at a preliminary stage, this project will have a large amount of data from tourists (through questionnaires handed out by pilot projects), IdeaLabs (meetings of pilots and researchers for knowledge exchange), e-portfolios, a documentary and researcher site visits, which partly inform this paper and will come to inform future research.

scholarly journals Where The Girls Are: Applying An Integrated Marketing Approach To Attract Girls Into Engineering Programs

2020 ◽  
Author(s):  
Pat Pyke ◽  
Leandra Aburusa-Lete ◽  
Christa Budinoff ◽  
Janet Callahan ◽  
Michael Luque ◽  
...  
Keyword(s):  
Integrated Marketing ◽  
Engineering Programs ◽  
Marketing Approach

Integrated Marketing Communication in Government Programmes: A Look at Rural Development Programmes in India

Metamorphosis ◽  
2014 ◽  
Vol 13 (1) ◽  
pp. 1-15
Author(s):  
Abhishek Nirjar ◽  
Manaswini Acharya ◽  
Dhirendra Ojha
Keyword(s):  
Public Relations ◽  
Rural Development ◽  
Rural Areas ◽  
Vital Role ◽  
Customer Relationship ◽  
Communication Process ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Government

Governments of any country, province or state propagate information about their various development programmes and activities of the government through a variety of media. The effectiveness of communication is critical as it determines the success of such government programmes. This also plays a vital role in building a strong and lasting government-citizen relationship. Integrated Marketing Communication (IMC) involves an optimum utilisation of activities such as advertising, public relations, sponsorship of events and exhibitions in a synergistic manner to build a durable customer relationship. In India, both central and state governments operate programmes for the development of urban and rural areas. This research aims at investigating the nature and extent to which IMC is utilised for (i) promoting rural development programmes in the northern state of UP; and (ii) fostering government-citizen relationship. The perception of customers (citizens) was captured through a survey and the government view was captured through interaction with officials. Research reveals that the government employs multiple media for informing and communicating about the self-employment generation schemes to the rural population. There are complementarities in the messages that are propagated but they lack in consistency. Integration of customers in the communication process and strategies may remove such inconsistencies, which is the suggestion the research has come out with.

scholarly journals Transformation of entrepreneurial structures management based on application of integrated marketing approach

2021 ◽  
Vol 7 (3D) ◽  
pp. 412-422
Author(s):  
Sergey V. Novikov ◽  
Magda Julissa Rojas-Bahamón
Keyword(s):  
Social Economic ◽  
Digital Technologies ◽  
Scientific Basis ◽  
Integrated Marketing ◽  
Scientific Publications ◽  
The Subject ◽  
Marketing Approach

The analysis of various studies and scientific publications of Russian and foreign experts in the field of application of the marketing approach for organizing the process of managing the transformation of entrepreneurial structures, showing that there is already a fairly solid fundamental scientific basis, but the issues of the applied and methodological nature of this process have not been sufficiently worked out, which determined the choice of the topic of this research. The subject of it is the analysis of social, economic, organizational and managerial relations that arise in the process of using the marketing approach to organize the process of transformation of entrepreneurial structures. The structural and logical algorithm for the implementation of the marketing mechanism for managing the transformation of entrepreneurial structures is presented. The authors have developed an approach based on digital technologies to use the marketing approach to manage the transformation of entrepreneurial structures.

Sign in / Sign up

Export Citation Format

Share Document