SENSORY MARKETING IN THE DIGITAL ERA: ANALYZING THE GLOBAL MARKETING ENVIRONMENT AND CONSUMER CULTURE

2019 ◽  
Author(s):  
Tomáš Rebič ◽  
Elena Horská
Keyword(s):  
Consumer Culture ◽  
Global Marketing ◽  
Marketing Environment ◽  
Digital Era ◽  
Sensory Marketing

scholarly journals Teknologi Komunikasi Informasi dan Dekonstruksi Tren Pariwisata

2019 ◽  
Vol 3 (2) ◽  
pp. 179
Author(s):  
Zakaria Lantang Sukirno ◽  
Edoardo Irfan
Keyword(s):  
Consumer Behavior ◽  
New Media ◽  
Human Behavior ◽  
Consumer Culture ◽  
Technology Development ◽  
Tourism Industry ◽  
Tourism Marketing ◽  
Service Companies ◽  
Digital Era ◽  
Tourist Service

Abstract ICT progress and dynamics has been changing human behavior and life. Thus, tourism industry has changed drastically because of the new media development. The changes in organizational order or structure, society, trend, and culture based on technology development become the signifier of postmodern era. ICT is responsible for the drastic change of tourist consumer behavior, tourist service companies, tourism marketing, and tourism business. That’s called as deconstruction. Tourism business must be sensitive to the consumer behavior and consumer culture deconstruction in this digital era that occurs in the tourism trend by following the ICT usage trend. Tourism entrepreneurs must deconstruct their mindset from competition to collaboration.Keywords : ICT, postmodern, deconstruction, tourism, apps, startup

scholarly journals Marketing Management: Monitoring the International Environment Factors Using Global Maps

2015 ◽  
Vol 63 (6) ◽  
pp. 1929-1936
Author(s):  
Štěpán Kala ◽  
Kateřina Kuralová ◽  
Klára Margarisová ◽  
Lucie Vokáčová
Keyword(s):  
Global Market ◽  
Global Environment ◽  
Global Marketing ◽  
Marketing Environment ◽  
Environment Factors ◽  
International Environment ◽  
Marketing Activities ◽  
External Conditions ◽  
Geographical Maps ◽  
National Boundaries

The article discusses the issue of the global marketing environment in line with the factors determining its external conditions. The aim is to specify the marketing-environment indicators in the international context and interpret the use of geographical maps illustratively documenting the differences of particular parameters in various parts of the global market. The research-results help update the theoretical framework of global environment factors. These data are also important for practice. Many enterprises consider the question of optimising their sources and directing their goals towards the opportunities available thanks to global markets. The global environment mapping is thereby an important basis for the marketing activities whose implementation across national boundaries is going to be mainly influenced by peculiarities of the environment involving foreign markets and their changes.

Assessing the Global Marketing Environment—The Global Economy and Technology

2020 ◽  
pp. 40-75
Author(s):  
Ilan Alon ◽  
Eugene Jaffe ◽  
Christiane Prange ◽  
Donata Vianelli
Keyword(s):  
Global Economy ◽  
Global Marketing ◽  
Marketing Environment

Nestlé in the Ottoman Empire: Global Marketing with Local Flavor 1870–1927

2008 ◽  
Vol 9 (4) ◽  
pp. 724-761 ◽  
Author(s):  
Yavuz Koese
Keyword(s):  
Marketing Strategy ◽  
Ottoman Empire ◽  
Cultural Context ◽  
Global Marketing ◽  
Marketing Environment ◽  
Marketing Activities ◽  
Global Marketing Strategy ◽  
Local Differentiation

This paper examines the marketing activities of Nestlé in the Ottoman Empire between 1870 and 1927. Nestlé began with the same strategy it had developed in Western markets for the Ottoman market. But the Ottoman political, social, and cultural context differed considerably from Europe. The article explores how Nestl´e responded to this complex marketing environment with increasing local differentiation. It goes on to demonstrate that as well as its variegated approaches to the ethnically, religiously, and culturally heterogeneous urban consumer, Nestlé's success derived from its ability to connect with different strata of society. I argue that the Ottoman Empire, and especially its capital Istanbul, were strategically essential to Nestl´e's development of its adaptive global marketing strategy.

Executive Insights: Coordinating International Advertising—The Goodyear Case Revisited for Latin America

1995 ◽  
Vol 3 (2) ◽  
pp. 83-98 ◽  
Author(s):  
David A. Hanni ◽  
John K. Ryans ◽  
Ivan R. Vernon
Keyword(s):  
Latin America ◽  
Global Marketing ◽  
Marketing Environment ◽  
Optimal Balance ◽  
International Advertising ◽  
To Receive

In the mid-1970s, Goodyear's European advertising approach—designed to achieve an optimal balance between standardization and localization—was presented in a Journal of Marketing article. Since that approach was discussed, the interest in the standardize/localize issue has continued to receive extensive attention from both practitioners and academicians. This article reviews Goodyear's 1970s approach in light of today's global marketing environment and outlines how it differs from the firm's current patterned approach in Latin America. The steps followed in developing the current patterned approach are detailed, and the authors discuss the reasons for its success.

scholarly journals FORMING AN ORGANIZATION STRATEGY WHEN ENTERING THE INTERNATIONAL MARKET

2019 ◽  
Vol 7 (2) ◽  
pp. 31-35
Author(s):  
Марина Джамалдинова ◽  
Marina Dzhamaldinova
Keyword(s):  
Business Strategy ◽  
International Marketing ◽  
International Market ◽  
Target Market ◽  
Foreign Markets ◽  
Global Marketing ◽  
Marketing Environment ◽  
Goods And Services ◽  
Organization Strategy ◽  
The Individual

In the article, on the basis of the study of competitive paradigms of international marketing strategies, the algorithm of formation of the strategy of the organization when entering the international market, including the study of the global marketing environment, assessing the feasibility of entering the international market, the choice and study of the target market, the study of alternative strategies, the choice of business strategy, the development and implementation of international marketing programs. The developed algorithm is innovative in modern conditions, as it allows to take into account the individual and specific features of foreign markets of goods and services, and allows you to create a competitive strategy of the organization, aimed at improving the efficiency of the organization.

Global Marketing Strategy in Digital Era

2019 ◽  
pp. 103-112
Author(s):  
Bijal N. Zaveri ◽  
Prashant D. Amin
Keyword(s):  
Digital Technology ◽  
Marketing Strategies ◽  
Digital Tools ◽  
Global Marketing ◽  
Digital Era ◽  
Marketing Process ◽  
Global Marketing Strategy ◽  
Marketing Principles ◽  
Use Of Internet ◽  
Potential Customers

The basic marketing strategies have been widely applied for a longtime, whereby people had to rely on the traditional way of exercising it, until the digital era come in to revolutionize marketing practices all over the world. The current innovation and use of digital technology have initiated global marketing strategies and practices and assured a global online presence for efficient users. Nowadays, the use of digital technology has made each and every marketing process easy, costless and efficient by making the digital tools widely available and affordable for many people, but also by providing the most essential piece of incredible technology, “the internet.” With the use of internet and digital tools, it has become so easy to globally communicate, market, purchase, and transact in a matter of fractions of seconds. Internet is being widely used in marketing to reach the global potential customers, and for this to happen, all marketing principles had to be adjusted and applied for greater results in this modern digital environment.

A Conceptual Overview of Consumer Behavior in the Contemporary Developing Nations

2019 ◽  
pp. 1-30
Author(s):  
Ayantunji Gbadamosi
Keyword(s):  
Consumer Behavior ◽  
Developed Countries ◽  
Developing Nations ◽  
Consumption Pattern ◽  
Technological Advancement ◽  
Personal Factors ◽  
Global Marketing ◽  
Marketing Environment ◽  
Developed Nations ◽  
Conceptual Overview

Consumption is a global phenomenon that permeates virtually every walk of life in developed and developing nations. Consequently, extant literature is awash with postulations on consumer behavior in these contexts in varying forms. Most of the perspectives relating to developing nations explicate various issues that revolve around how the lower economic development in these nations affects their consumption when compared to what is in place in developed countries. Nonetheless, this chapter which classifies the key influences on consumer behavior into three factors, namely personal factors, socio-cultural factors, and marketing stimuli, argues that the consumption pattern of consumers in the contemporary developing nations tend to mirror that of developed nations in many ramifications. Thus, the chapter suggests that the consumption pattern of consumers in these nations is changing significantly by the day from what it used to be in response to the pace of changes in the global marketing environment such as the interconnectedness of people through technological advancement.

Sign in / Sign up

Export Citation Format

Share Document