Marketing of innovations & Innovational marketing

У навчальному посібнику розглядаються нові тенденції розвитку маркетингу в 21-м столітті: маркетинг інновацій, зелений маркетинг, партизанський маркетинг, шокова реклама, нейромаркетинг, інтернет-маркетинг, маркетинг в соціальних медіа, подієвий маркетинг і вірусний маркетинг. Розглянуто переваги та недоліки інноваційних видів маркетингу, конкретні особливості їх застосування сучасних умовах. Навчальний посібник призначений для студентів, аспірантів і викладачів економічних спеціальностей, а також для всіх, хто зацікавлений в сучасному маркетингу.В учебном пособии рассматриваются новые тенденции развития маркетинга в 21 веке: маркетинг инноваций, зеленый маркетинг, партизанский маркетинг, шоковая реклама, нейромаркетинг, интернет-маркетинг, маркетинг в социальных сетях, маркетинг событий и вирусный маркетинг. Рассмотрены преимущества и недостатки инновационных видов маркетинга, конкретные особенности их применения в современных условиях. Пособие предназначено для студентов, аспирантов и преподавателей экономических специальностей, а также для всех, кто интересуется современным маркетингом.The teaching manual deals with new marketing development trends in the 21st century: marketing of innovations, green marketing, guerrilla marketing, shock advertising, neuromarketing, internet marketing, social media marketing, event marketing, and viral marketing. Advantages and disadvantages of innovative kinds of marketing, particular features of their application of modern conditions have been considered. The manual is intended for undergraduates, postgraduates and instructors of economic majors, as well as for everybody who is interested in contemporary marketing

Incentives for Quality over Time – The Case of Facebook Applications

We study the market for applications on Facebook, the dominant platform for social networking and make use of a rule change by Facebook by which high-quality applications were rewarded with further opportunities to engage users. We find that the change led to quality being a more important driver of usage while sheer network size became less important. Further, we find that update frequency helps applications maintain higher usage, while generally usage of Facebook applications declines less rapidly with age

Social Media Strategic Plan For Under Armour

This thesis is a study of the effects of social media on an organization’s integrated marketing communications strategy in general and provides a proposal of how the sports apparel company Under Armour could use social media to enhance its promotional strategies. It is a discussion of the implications that social media has on consumer behavior with focus on how social media has changed the way today’s consumers interact with brands. This thesis provides an analysis of the growing importance of social media being implemented within a business. Benefits discussed include the appeal of social media over traditional media, increased customer satisfaction, increased loyalty, and brand awareness. A list of essential social media networking sites is discussed under the different platforms of networking, promoting and sharing, highlighting their importance to a business. Under Armour’s current social media presence is discussed and how social media has become a new component of the Integrated Marketing Communications (IMC) mix. An illustration of how Homeland/Embassy strategy uses social media is provided as an example of how Under Armour could use social media in its IMC mix

Social media: a new way of public and political communication in digital media

Today, social media are the new way of public and political communication in digital marketing. Companies or organizations are no longer the exclusive owners of the relation of consumers with their products/services; instead, the survival of the organizations depends of the effective utilization of the social media. New web technologies have made it easy for anyone to create and distribute their own content.  A tweet can be viewed by virtually millions of people for free, and advertisers don’t have to pay publishers huge sums of money to embed their messages. More consumers are on social media than ever before, and every second a company is not engaged is a wasted opportunity [1]. Consumers trust other people to provide recommendations about products and services in a very active way and it is important to know how and why social media influence organizations. This study analyzes through a literature review the importance of public and political communication through social media and proposes a model of business for successful marketing strategies

The Usage of Personal Data as Content in Integrated Marketing Communications

Personal user data has proven extremely valuable for firms in the digital age. The wealth of data available to firms has provided unprecedented access into the world of the consumer. Companies hoping to capitalize on their user's data have turned to several interesting outlets. This research addresses the repurposing of user data as content in marketing. By analyzing four cases of data presented as marketing communications across two companies, this research provides new insights into the public release of private user data for marketing purposes. Four cases of personal data used in marketing communications were chosen specifically for their time proximity, characteristics of the sending firms, and their disparate outcomes. These instances of marketing communications, two by Spotify and two by Netflix, were released during November and December of 2017 and each resulted in a diverse range of public opinion. An analysis of these cases was conducted using the comprehensive framework of integrated marketing communications (Tafesse & Kitchen, 2017). There is a significant difference in the perceptual outcomes of integrated marketing communication campaigns which display user data as content. This analysis provides insights into the characteristics of marketing communications and how their outcomes fit into broader marketing strategies. These case studies provide opportunities for marketers to improve their campaigns in line with their desired audience outcome. Patterns of scope, strategy, mode, and outcome do not suggest success or failure in the context of marketing communications, but rather a set of insights marketers should keep in mind when pursuing communication strategies which harness personal user data.No embargoAcademic Major: Marketin