Becoming familiar with eternal anonymity: how sperm banks use relationship marketing strategy
In: Consumption, markets and culture, Band 18, Heft 2, S. 155-177
ISSN: 1477-223X
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In: Consumption, markets and culture, Band 18, Heft 2, S. 155-177
ISSN: 1477-223X
In: Absatzwirtschaft: Zeitschrift für Marketing, Band 19, S. 78-81
ISSN: 0001-3374
In: International journal of academic research in business and social sciences: IJ-ARBSS, Band 11, Heft 9
ISSN: 2222-6990
In: International journal of academic research in business and social sciences: IJ-ARBSS, Band 13, Heft 9
ISSN: 2222-6990
In: Social marketing quarterly: SMQ ; journal of the AED, Band 25, Heft 1, S. 26-39
ISSN: 1539-4093
Successful conservation in the United States relies on collective stewardship by millions of private landowners, challenging those agencies and nongovernment organizations tasked with engagement and outreach. Perennially limited resources compound this challenge, highlighting a deep need for efficient social marketing. In the following research, we test the efficacy of two social marketing strategies—microtargeting and normative appeals—through a randomized controlled trial of an integrated social marketing campaign targeting riparian landowners in the Pennsylvania portion of the Chesapeake Bay Watershed. We used a microtargeting algorithm to predict landowners' likelihood of responding to a conservation outreach campaign to create treatment groups of high-likelihood prospects versus random prospects (i.e., no microtargeting). A normative appeal was also included as an experimental factor in the campaign communicating that forested riparian buffer investments were common among similar landowners. Among microtargeted landowners, we observed a 66% increase in response to a riparian restoration survey compared to the control group. Additionally, we found a significant influence of a normative message among random (nonmicrotargeted) prospects, increasing response by 23% over the control group. We conclude conservation outcomes may be more efficiently achieved by deploying these marketing techniques on a wider scale to a variety of conservation challenges.
In: Journal of management education: the official publication of the Organizational Behavior Teaching Society, Band 10, Heft 2, S. 46-51
ISSN: 1552-6658
In: International journal of academic research in business and social sciences: IJ-ARBSS, Band 9, Heft 4
ISSN: 2222-6990
In: Christen-democratische verkenningen: CDV, Heft 7-8, S. 367-371
ISSN: 0167-9155
In: Sales-Business: das Entscheidermagazin für Vertrieb und Marketing, Band 17, Heft 10, S. 47-47
ISSN: 2192-8320
In: Journal of public affairs, Band 13, Heft 3, S. 251-259
ISSN: 1479-1854
This paper applies three marketing approaches to identify a possible framework for analysing the 2010 general election. The first approach to be assessed is transactional, which is the traditional view of political marketing. The second approach is relationship marketing, of which there is some evidence that it has applied to politics. The third approach, experiential, has not yet been applied to the political context. As this is an exploratory research project, the data are collected from one small geographical area, Devon. Interviews were conducted with candidates in the 12 seats in this county to identify which, if any, of these three marketing approaches might apply to UK general elections. The article, argues that a hybrid approach to political marketing, drawing on all three approaches can potentially offer researchers a framework for understanding general election campaigns. Copyright © 2013 John Wiley & Sons, Ltd.
In: International journal of academic research in business and social sciences: IJ-ARBSS, Band 4, Heft 5
ISSN: 2222-6990
In: Sales-Business: das Entscheidermagazin für Vertrieb und Marketing, Band 15, Heft 6, S. 18-19
ISSN: 2192-8320
In: Sales-Business: das Entscheidermagazin für Vertrieb und Marketing, Band 14, Heft 4, S. 8-11
ISSN: 2192-8320
In: International journal of academic research in business and social sciences: IJ-ARBSS, Band 11, Heft 7
ISSN: 2222-6990
In: Asia Pacific international journal of marketing, Band 1, Heft 2, S. 36-44
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb010774. When citing the article, please cite: Brian Metcalfe, (1986) "The Market Potential of Australia's New Foreign Banks", International Journal of Bank Marketing, Vol. 4 Iss: 2, pp. 3 - 13.