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Innholdsmarkedsføring

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ISBN: 9788202530495 Year: DOI: 10.17585/noasp.5.8 Language: Uncoded
Publisher: Cappelen Damm Akademisk/NOASP (Nordic Open Access Scholarly Publishing)
Subject: Social Sciences
Added to DOAB on : 2017-09-30 11:01:45
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This book describes the concept of content marketing in a Norwegian context. Its subtitle, meaning “concept, business models, legal aspects, ethics and practice”, is comprised of key words for each chapter. The concept chapter includes trends and historical roots, as well as a discussion of the definition of ‘content marketing’. The book is concerned about the practice of content marketing in a context where media are digitalized, and how digitalization is linked to changes in business models for the media. However, content marketing practices are challenging the legal framework as well as ethical restrictions in several ways. One example is freedom of expression concerning commercial content. Another is the debate on content marketing as native advertisements in editorial products, and the risk of mixing such commercial content with journalism. This book is the first to be published on this topic in the Norwegian language based on scientific research and including many examples from Norwegian practices.

Innovation by demand: An interdisciplinary approach to the study of demand and its role in innovation

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ISBN: 9780719062674 Year: Language: English
Publisher: Manchester University Press
Subject: Economics
Added to DOAB on : 2011-11-04 00:00:00
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The structure and regulation of consumption and demand has recently become of great interest to sociologists and economists alike, and at the same time there is growing interest in trying to understand the patterns and drivers of technological innovation. This book brings together a range of sociologists and economists to study the role of demand and consumption in the innovative process. The book starts with a broad conceptual overview of ways that the sociological and economics literatures address issues of innovation, demand and consumption. It goes on to offer different approaches to the economics of demand and innovation through an evolutionary framework, before reviewing how consumption fits into evolutionary models of economic development. Food consumption is then looked at as an example of innovation by demand, including an examination of the dynamic nature of socially-constituted consumption routines. The book includes a number of illuminating case studies, including an analysis of how black Americans use consumption to express collective identity, and a number of demand-innovation relationships within matrices or chains of producers and users or other actors, including service industries such as security, and the environmental performance of companies. The involvement of consumers in innovation is looked at, including an analysis of how consumer needs may be incorporated in the design of high-tech products. The final chapter argues for the need to build an economic sociology of demand that goes from micro-individual through to macro-structural features.

Keywords

economics --- consumerism --- marketing

Market Relations and the Competitive Process

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ISBN: 9780719064685 Year: Language: English
Publisher: Manchester University Press
Subject: Economics
Added to DOAB on : 2011-11-04 00:00:00
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There has been increasing interest and debate in recent years on the instituted nature of economic processes in general and the related ideas of the market, in particular the competitive process. This debate lies at the interface between two largely independent disciplines, economics and sociology, and reflects an attempt to bring the two fields of discourse more closely together. This book explores this interface in a number of ways, looking at the competitive process and market relations from a number of different perspectives. It includes a wide range of contributors, most of whom are leading writers and thinkers in the field. The book considers the social role of economic institutions in society and examines the various meanings embedded in the word 'markets', as well as developing arguments on the nature of competition as an instituted economic process, rather than as competition being something that disturbs norms or institutions. It goes on to consider the deeper and more involved connection between markets and cognition, explaining how institutions can ease cognitive difficulties, and the effect of culture on markets and competition is also fully studied. This book will be of vital use to students and academics working in the fields of economics, sociology and business studies. It sketches the agenda for future research about markets and the competitive process.

Keywords

economics --- consumerism --- marketing

L’enquête feed-back

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ISBN: 9782760625990 9791036501074 Year: Language: French
Publisher: Presses de l'Université de Montréal
Added to DOAB on : 2018-01-26 15:12:21
License: OpenEdition licence for Books

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Quand l’information arrive de toutes parts, un gestionnaire avisé cherchera à fonder ses décisions sur une information de qualité et sur des faits plutôt que sur des préférences. Mais comment aller puiser l’information pertinente dans cette abondance ? Robert Lescarbeau présente l’enquête feed-back, une méthode fondée sur la collecte d’information qui facilite la concertation entre individus ou entre groupes dans le but de résoudre un problème ou de planifier un projet. La méthode comporte si...

Penser la formation en gestion

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ISBN: 9782760635357 9782821895157 Year: Language: French
Publisher: Presses de l'Université de Montréal
Added to DOAB on : 2018-01-26 15:12:21
License: OpenEdition licence for Books

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Malgré l'immense succès que connaissent les écoles de gestion, pourquoi leur enseignement est-il si contesté ? Voilà le point de départ de ce livre qui propose une synthèse critique des connaissances construites depuis les vingt-cinq dernières années, sous l'angle tant des contenus d'enseignement, des dispositifs pédagogiques, des programmes d'études que des valeurs éducatives. L'auteur témoigne de l'émergence, de l'élargissement et de l'approfondissement de la pensée au cœur des discours sur...

Consumer-Citizens of China

Authors: ---
Book Series: Routledge Contemporary China Series ISBN: 9780415553490 Year: Pages: 176 Language: English
Publisher: Taylor & Francis Grant: OAPEN-UK
Subject: Business and Management --- Sociology --- Arts in general
Added to DOAB on : 2011-11-04 00:00:00
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This book presents a comprehensive examination of Chinese consumer behaviour and challenges the previously dichotomous interpretation of the consumption of Western and non-Western brands in China. The dominant position is that Chinese consumers are driven by a desire to imitate the lifestyles of Westerners and thereby advance their social standing locally. The alternative is that consumers reject Western brands as a symbolic gesture of loyalty to their nation-state. Drawing from survey responses and in depth interviews with Chinese consumers in both rural and urban areas, Kelly Tian and Lily Dong find that consumers situate Western brands within select historical moments. This embellishment attaches historical meanings to Western brands in ways that render them useful in asserting preferred visions of the future China. By highlighting how Western brands are used in contests for national identity, Consumer-Citizens of China challenges the notion of the "patriot’s paradox" and answers scholars’ questions as to whether Chinese nationalists today allow for a Sino-Western space where the Chinese can love China without hating the West. Consumer-Citizens of China will be of interest to students and scholars of business studies, Chinese and Asian Studies and Political Science. Kelly Tian is Professor of Marketing and holds the Anderson Chair of Business at New Mexico State University. Lily Dong is Associate Professor of Marketing at the University of Alaska at Fairbanks. Chapter One IMAGINING CHINA, IMAGINING BRANDS: Foreign Brands as Global Brands from the Imagined West; Western and Domestic Brands As Materials for Realizing an Imagined Future China; Obscured State Influence and Consumer Autonomy; Organization of the Book Chapter Two RETHINKING POPULAR NOTIONS OF CHINESE CONSUMERS’ MOTIVES FOR RESPONDING TO WESTERN BRANDS: The Emulative Motive For Western Brand Consumption; The Patriotic Motive for Rejecting Western Brands; Rethinking the Primacy of the Emulative Motive for Consuming Western Brands; Rethinking "Consumer Nationalism" as Synonymous with Western Brand Boycotting; Chinese Consumers as Active Meaning Makers Chapter Three HIGHLIGHTED MOMENTS IN THE HISTORY OF BRANDED GOODS IN CHINA: The Emergence of Branded Goods in Late Imperial China; Branded Goods in Semi-colonial China of the Early 20 th Century; Branded Goods Since Gaige Kaifang- China’s Economic Reform; Relevance of These Past Moments to Present-Day Brand Meanings Chapter Four FOREIGN BRANDS IN CHINA AS GLOBAL BRANDS FROM THE IMAGINED WEST: Overview of Research Method; Data Collection Sites; Our Data Collection Methods; Foreign Brands as Western Brands With Distinguishing Characteristics Chapter Five CHINESE NATIONAL NARRATIVES AND THE MEANINGS OF WESTERN BRANDS: The West as Experiential Venue, Western Brands as Instruments of Freedom; The West as Imperialist Oppressor, Western Brands as Instruments of Domination; The West as Subjugated, Conquered Western Brands as Redemption; The West as Economic Partner, Western Brands as Instruments of Economic Progress Chapter Six NATIONAL NARRATIVES IN IMAGINATIVE PROCESSING OF WESTERN BRAND PROMOTIONS: Imagined Consumption; Western Brand Producers’ Efforts to Evoke Consumption Fantasies; Individual Psychological Processes of Enlivening Consumption Fantasies; Narratives and Imagined Identity Transformations From Western Brand Consumption; The Influence of East-West Narratives On the Processing of Western Brands Promotions; Discussion Chapter Seven CITIZEN-CONSUMERS IN AN AGE OF GLOBALIZATION

Verhaltensforschung am Point of Sale - Ansatzpunkte und Methodik

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ISBN: 9783940344687 Year: Language: German
Publisher: Universitätsverlag Göttingen
Subject: Business and Management --- Economics
Added to DOAB on : 2011-11-04 00:00:00
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Many buying decisions are made at the Point of Sale. This fact underlines the outstanding importance of behaviourism, its methods and its efficiency. Therefore this work deals with the classical as well as with recent research methods into buying habits, etc. Validity aspects receive special attention. To demonstrate how much information can be gathered with relatively little effort an adapted form of research at the POS is described. Also suggestions are given to look into the behaviour of the staff at the POS.

The personality cult of Stalin in Soviet posters, 1929–1953: Archetypes, inventions and fabrications

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ISBN: 9781760460624 Year: DOI: 10.22459/PCSSP.12.2016 Language: English
Publisher: ANU Press
Subject: Political Science --- Arts in general --- Languages and Literatures
Added to DOAB on : 2017-02-18 11:01:20
License: ANU Press

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From 1929 until 1953, Iosif Stalin’s image became a central symbol in Soviet propaganda. Touched up images of an omniscient Stalin appeared everywhere: emblazoned across buildings and lining the streets; carried in parades and woven into carpets; and saturating the media of socialist realist painting, statuary, monumental architecture, friezes, banners, and posters. From the beginning of the Soviet regime, posters were seen as a vitally important medium for communicating with the population of the vast territories of the USSR. Stalin’s image became a symbol of Bolshevik values and the personification of a revolutionary new type of society. The persona created for Stalin in propaganda posters reflects how the state saw itself or, at the very least, how it wished to appear in the eyes of the people. The ‘Stalin’ who was celebrated in posters bore but scant resemblance to the man Iosif Vissarionovich Dzhugashvili, whose humble origins, criminal past, penchant for violent solutions and unprepossessing appearance made him an unlikely recipient of uncritical charismatic adulation. The Bolsheviks needed a wise, nurturing and authoritative figure to embody their revolutionary vision and to legitimate their hold on power. This leader would come to embody the sacred and archetypal qualities of the wise Teacher, the Father of the nation, the great Warrior and military strategist, and the Saviour of first the Russian land, and then the whole world. This book is the first dedicated study on the marketing of Stalin in Soviet propaganda posters. Drawing on the archives of libraries and museums throughout Russia, hundreds of previously unpublished posters are examined, with more than 130 reproduced in full colour. The personality cult of Stalin in Soviet posters, 1929–1953 is a unique and valuable contribution to the discourse in Stalinist studies across a number of disciplines.

Le leadership partagé

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ISBN: 9782760625983 9782821898110 Year: Language: French
Publisher: Presses de l'Université de Montréal
Added to DOAB on : 2018-01-26 15:12:21
License: OpenEdition licence for Books

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L’époque où le patron décidait seul est bel et bien révolue. Le leadership a changé de nature, et les modèles de management admis sont de moins en moins pertinents. Le leadership reste donc à réinventer. Dans cet ouvrage, Édith Luc conçoit le leadership comme un processus d’influence réciproque entre des personnes mobilisées pour une cause commune. Elle décode les mécanismes au coeur du leadership partagé et voit dans cette coopération l’occasion pour chacun de cesser d’être un simple observa...

Marketing innovativer Dienstleistungen am Beispiel elektronischer Wirtschaftsinformationsdienste

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Book Series: Schriften zu Marketing und Management ISBN: 9783820456929 Year: Pages: 350 Language: German
Publisher: Peter Lang International Academic Publishing Group
Subject: Business and Management --- Information theory
Added to DOAB on : 2019-01-15 13:32:39
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Mit dem Aufkommen und der verbreiteten Durchsetzung neuer Technologien entstehen heute in allen hochindustrialisierten Ländern neue Dienstleistungsmärkte. Die vorliegende Arbeit hat sich zum Ziel gesetzt, ein Konzept zur Erschliessung dieser innovativen Märkte zu entwickeln. Als exemplarischer Analysebereich liegt dabei der Markt elektronischer Wirtschaftsinformationsdienste zugrunde. Parallel zur theoretischen Diskussion erfolgt eine partielle Überprüfung der Tragfähigkeit des vorgeschlagenen Konzepts anhand einer explorativen, empirischen Studie.

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