marketing communications research papers

The Journal of Marketing Communications is a double-anonymized peer-reviewed journal devoted to publishing research papers and information concerning all aspects of marketing and corporate communication, branding both corporate and product-related, and promotion management. It is a channel for discussing issues such customer relationship management, integrated marketing communication, together ...

Conceptual papers in the field of marketing can link the work across discipline, bridge existing theories, provide multiple-level ... research and would help to establish a stronger theoretical foundation to examine the emerging area of integration of marketing communication mix. The research is in the hope that the thoughts discussed, related ...

New research on marketing communication from Harvard Business School faculty on using social media, the latest in online marketing techniques, and successful customer loyalty programs. ... This paper argues with examples and predictions that while marketing science theory, engineering, and machine learning capabilities are changing the way we ...

1 INTRODUCTION. The exponential growth of social media during the last decade has drastically changed the dynamics of firm-customer interactions and transformed the marketing environment in many profound ways.1 For example, marketing communications are shifting from one to many to one to one, as customers are changing from being passive observers to being proactive collaborators, enabled by ...

With an enhanced understanding of the consumer decision journey and how consumers process communications, the authors outline a comprehensive framework featuring two models designed to improve the effectiveness and efficiency of integrated marketing communication programs: a "bottom-up" communications matching model and a "top-down ...

We extend related prior conceptual and review papers by providing a more comprehensive review of prior research (published in all leading marketing journals in the last 20 years) and by prioritizing the following relevant research questions within each dyad: 4 What is the primary goal of digital communication (e.g., to inform customers [business or consumers] or persuade them)?

The Journal of Marketing Communications is a double-anonymized peer-reviewed journal devoted to publishing research papers and information concerning all aspects of marketing and corporate ...

As a scholarly field, marketing has a long tradition of studying the adoption of new technologies. This attention is certainly warranted, as studies consistently demonstrate that, compared with firms that do not invest heavily in new technology, those that do are more agile and enjoy a strong competitive advantage (IBM Institute for Business Value 2021).

1. Introduction. Marketing is vital to all businesses' survival, long-term growth, development and success (Czinkota et al., 2021).Generally, the domain of marketing encompasses (1) the identification of marketing opportunities, (2) the creation of competitive advantages, (3) the effective utilization of resources, (4) the communication and delivery of products or services to customers, (5 ...

Research Questions. The subject of this article is a system of indicators that allow evaluating the effectiveness of Internet communications. The use of these indicators implies the ability to choose the right metrics for marketing activities, calculate and explain them, and understand how they affect each other. Purpose of the Study

The present paper is an attempt to provide a descriptive overview of marketing communication strategy. Content may be subject to copyright. 1* Dr. Sanjay Shrivastava and 2Prof. Abhijeet Dawle ...

Content marketing has gained momentum around the world and is steadily gaining importance in the marketing mix of organizations. Nevertheless, it has received comparatively little attention from the scientific community. In particular, there is very little knowledge about the effectiveness, optimal design and implementation of content marketing. In this study, the authors conceptualize content ...

Abstract. Effective Communication is supplem entary to marketing. It. makes marketing cam paign memorable and develops an. emotional link between the m arketer and target audience. When a piece of ...

The Journal of Marketing Communications is a double-blind peer-reviewed journal devoted to publishing research papers and information concerning all aspects of marketing and corporate communication, branding both corporate and product-related, and promotion management. It is a channel for discussing issues such customer relationship management ...

Integrated marketing communications. Evolution, current status, future developments ... The purpose of this paper is to present and discuss information accessibility in today's world alongside the accompanying demise of corporate invisibility. ... AI-powered research tool for scientific literature, based at the Allen Institute for AI. Learn More.

Much of the research into marketing communications has focused on the consumer market with little regard to date for the business-tobusiness market. This paper focuses on a development and testing of a model of marketing communication effectiveness in the business-to-business market. Building on past research from the marketing communications and business-to-business marketing literature, the ...

Journal of Marketing Research (JMR) is a bimonthly, peer-reviewed journal that strives to publish the best manuscripts available that address research in marketing and marketing research practice.JMR is a scholarly and professional journal. It does not attempt to serve the generalist in marketing management, but it does strive to appeal to the professional in marketing research.

Over the past decade, integrated marketing communication (IMC) has become of prime importance in both the academic and the practitioner communities. In both the business-to-business and business-toconsumer markets, numerous research studies have indicated that IMC is one of the top priorities in the new millennium.

A 360-degree model of marketing communication is built in three stages: pre-purchase, purchase, and post-purchase in a sustainable tourist product. ... This paper also contributed to the sustainable development goals which focus on decent work and economic growth. The existence of sustainable product in tourism village is an attraction that ...

This paper presents the results of research into the relationship between the management of marketing communications, from an integrated marketing communications (IMC) perspective, and brand ...

SPN - Сommunications Factory. SPN Communications is one of the oldest and largest communication agencies in Eastern Europe. Founded in 1990. It has five main offices in Moscow, St. Petersburg, Krasnodar, Almaty and Istanbul as well as divisions in 20 major cities of Russia. 10 years among the TOP-10 of the National Rating of Communication ...

Once the research is completed and the strategy is in place, it's time to move to implementation. I've developed my own formula for launching (or relaunching) a B2B product. It goes like this:

Global Consumer Insights Manager · I am a results-oriented specialist with 4+ years of experience in consumer research and marketing communications. I've always been involved in transforming ideas based on data and consumer insights into strategies.<br><br>My expertise across different industries (Consumer Electronics, FMCG, Telecom, Tech, Pharmaceuticals) on both client and agency sides ...

altern ative marketing communication model. Journal of ... Journal of marketing research, 43(3), 355-365. ... The paper gives some practical insights for the development of long-term relationships ...

Sam Craft/Texas A&M AgriLife Marketing & Communications Information Collected Sheds Light On The Campus Squirrels Dr. Ty Werdel helps students try to locate squirrels fitted with radio frequency collars as part of a research project on campus tracking movements and habit usage on Wednesday, April 17, 2024.

Origin of breath isoprene in humans is revealed via multi-omic investigations, Sukul et al (2023), Communications Biology. Our first paper features what is considered to be one of the most abundant volatile organic compounds (VOCs) in breath, isoprene. ... This research paper investigated the metabolic pathways of isoprene production, using a ...

This paper presents some preliminary results of the pandemic-driven emergency shift to online teaching undertaken at the Department of Linguistics and Translation Studies of Moscow City University ...