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At the start of each year, there is always a lot of interest in predictions for the year ahead and the latest marketing trends. “What's Hot?” and “What's next?” are always the most common questions. Marketing is at the core of all business activities. Without marketing, organizations cannot sell and without sales there is no revenue and without revenue people cannot run business. The Digital marketing...
At the start of each year, there is always a lot of interest in predictions for the year ahead and the latest marketing trends. “What's Hot?” and “What's next?” are always the most common questions. Marketing is at the core of all business activities. Without marketing, organizations cannot sell and without sales there is no revenue and without revenue people cannot run business. The Digital marketing...
Optimizing the use of available resources is one of the key challenges in activities that consist of interactions with a large number of “target individuals,” with the ultimate goal of “winning” as many of them as possible, such as in marketing, service provision, political campaigns, or homeland security. Typically, the cost of interactions is monotonically increasing such that a method for maximizing...
This paper provides a critical analysis of the impact of advanced technologies on our daily lives. It is contended that the integration of four key drivers (mobiles, data, sensors and social media) has a profound impact on society and human interaction on the social as well as the business scene. Whilst this impact has been intrusive, in that integration of these four key drivers eliminates the natural...
Today, the success of the business model "deal-of-the-day" it's not a secret, in fact, it is manifested by the large amount of economically stable companies that operate nowadays, always trying to bypass the traditional media through promoting the use of smart phones. In this paper, we describe a complete ecosystem with similar purposes that makes completely expendable the paper support...
This paper tries to give a more specific concept for mobile supply chain management, a detailed analyzes of the mobile supply chain management and the main idea, which uses a developmental perspective to summarize the background of mobile supply chain, describes its operation process, six basic functions and mode of administration. This article discusses the advantages of mobile supply chain management...
Modern e-business brought new marketing techniques required in today's competitive market. Affiliate marketing proved itself as one of the most successful and in this paper basic concepts and ideas of affiliate marketing as an internet marketing technique are described. Its importance and growth related to the development of internet and ebusiness are also presented. In order to describe the idea...
We describe a framework to exploit social network connections for targeted campaigns delivery in order to support local retailers in enhancing customer communication. In order to demonstrate its feasibility we implemented a client application enabling end users to find relevant coupons and offers and retrieve them after completing specific tasks. By integrating this application into a server infrastructure...
To understand the diffusive spreading of a product in a telecom network, whether the product is a service, handset, or subscription, it can be very useful to study the structure of the underlying social network. By combining mobile traffic data and product adoption history from one of Telenor's markets, we can define and measure an adoption network-roughly, the social network of adopters. By studying...
In order to find the dynamic evolution process and its affecting factors, this paper set up a oligopolistic competition evolution hotelling model. We find that the market share of each firm is not only decided by its own price, process quality and service result, but also by its competitor's price, process quality, service result and the consumer's satisfactory degree. We also tested the model's validity...
This paper researches the demand function of the per capita consumption of mobile voice service by fixed effect quantile regression model. Results show that both price elasticity and income elasticity vary between different consumption-level consumer groups. For low-consumption consumers, income is the most important factor that impacts their consumption, while the price of mobile voice service and...
At present, people's focus has shifted from the demand purchase to the value investments. The value becomes soul of marketing, which makes marketing research to be launched around the value. Through the introducing important intermediary of the relationship levels and related-party fit, discussing interaction among 4R, the relationship levels and related-party fit, so as to upgrade relationship value--4R...
The increasing differences between mobile communication network is providing a differentiated network of interests and the interests of differentiated network brings to customers the value of differentiated products. This article is based on the perspective of product value to mobile communications network as object of study, for mobile communication networks differentiated network of interests, through...
New media are changing the entire environment of IMC. With its unique advantages, NM extends the concepts, theories and methods of IMC to a brand new stage. In the background of fast development of new media, SMEs and large enterprises are once again standing on the same starting line.
This paper in-depth researches the current channel management model of China Unicom-Channel Management Mode of Service Provider, and aims at its characteristics, combined with the need of full informationization of China Unicom, puts forward the function model of Service Marketing Management Sytem For Social Channel(referred to as SMMS) and deeply analyses each module and their significance of market,...
Mobile phone technology development in international marketing means that technology developed for one culture can and will be used in other different cultures. This raises a question: How does culture influence technology adoption? This research uses interpretive approach and uses mixed research methods including questionnaire surveys and observation. Both qualitative and quantitative methods are...
Holistic, objective and precise data on mobile user behavior and experience are needed in today's product development and marketing activities. This article presents a framework for mobile audience measurements, for collecting data at the point of convergence-devices. The paper compares the presented framework to alternative methods of mobile user research, and identifies the unique advantages of...
"Pleasant Goat and Big Big Wolf" becomes the most influential animation brand in China over last 20 years. However, the success cannot conceal the obstacle and the issues among the Chinese animation development. The author will analize the obstacle and the issues, and bring forward the strategies which are suitable for the Chinese localized animation development.
Advertisers are now enjoying the next stage of marketing where the mobile medium plays a significant role as a means of commercial communications. The effectiveness of this new channel can be witnessed through the rise in popularity of mobile advertising. The underlying reasons for this phenomenon could be the rapid proliferation of mobile platforms and the unique characteristics inherent in the mobile...
According to many studies, incumbent companies often struggle to respond adequately when faced with technological discontinuities. This research examines how three incumbent mobile network operators (MNOs) in Germany responded in terms of their strategy to the emergence of the wireless local area network (W-LAN) technology and how they interpreted this potentially disruptive technology in their own...
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