Marketing and sustainability

'Marketing and sustainability' is based on an original booklet written by Martin Charter in 1990. The text has been updated and re-written to take account of the changing and emerging debate of marketing’s role in relation to sustainable development. This booklet has been produced as a supporting publication for the Sustainable Marketing Knowledge Network (Smart: Know-Net) a web-based information and communication platform for marketers interested in sustainability, available at www.cfsd.org.uk/smart-know-ne

Exploring the role of marketing as a tool to aid smart meter adoption amongst fuel poverty and vulnerable groups

This study is concerned with exploring the role of marketing as a tool to improve smart meter adoption amongst different fuel poverty groups. The traditional view of marketing is that it is a process by which people and firms get what they require and desire by generating and trading value with others (Kotler and Armstrong, 2010). Nonetheless, a more recent view of marketing is that it provides a vehicle to aid the achievement of a wide range of social goals. In this instance, fuel poverty and energy efficiency. For example, social marketing could be used as a means of ‘engaging’ fuel poverty groups to improve the energy efficiency of their home. Despite this, few empirical studies have explored the role of marketing in alleviating fuel poverty and improving energy efficiency

Smart marketing of small ruminants in Ethiopia

Poster prepared for a share fair, Addis Ababa, May 201

Supporting Springer Nature Editors by means of Semantic Technologies

The Open University and Springer Nature have been collaborating since 2015 in the development of an array of semantically-enhanced solutions supporting editors in i) classifying proceedings and other editorial products with respect to the relevant research areas and ii) taking informed decisions about their marketing strategy. These solutions include i) the Smart Topic API, which automatically maps keywords associated with published papers to semantically characterized topics, which are drawn from a very large and automatically-generated ontology of Computer Science topics; ii) the Smart Topic Miner, which helps editors to associate scholarly metadata to books; and iii) the Smart Book Recommender, which assists editors in deciding which editorial products should be marketed in a specific venue

When David turns out to be Goliath... and vice versa

The tool SWOT is introduced as being one element of the overall Marketing Plan and Planning Process. The companies “Fisherman’s Friend” (FF) and the “Smart Micro Compact Car GmbH” (Smart) are used to illustrate a more or less successful application of the tool. The paper stresses the need for a deliberate consideration and finally determination on Critical Factors for Success which is argued to provide a basis for successful action on the market itself. Main criticism of the SWOT- analysis are outlined and related to both examples

(De)convergence in TV: a comparative analysis of the development of Smart TV

Against the backdrop of media convergence, Smart TVs are developing rapidly in large parts of the world. Smart TV refers to the integration of broadband Internet and social media features into TV sets. From a media business perspective, the proliferation of Smart TV services may put pressure on the market structure of the TV landscape, and urge for new business models in order to capture the dynamics of media convergence. By means of a comparative analysis in four European markets (Belgium, Germany, the Netherlands and the United Kingdom), the development of Smart TV is sketched in terms of viewing patterns, business models and standardization. The conclusion is that national TV markets are evolving quite differently, so that service providers must adapt their marketing strategies to reflect local market conditions. Hence, the success of Smart TV ultimately depends on the local package of value-added services and the amount of strategic partnerships with content owners, TV broadcasters and pay-TV operators

The effect of instagram marketing and store image on purchase decision with gender as moderating variable

This study aims to reveal the effect of instagram marketing and store image on purchase decision. In addition, this study also aims to find out how gender moderates the influence of instagram marketing and store image on purchase decision.  This research was conducted in Samarinda, Indonesia with the respondents are smart phone buyers in Samarinda. The sampling method was purposive sampling technique with a total sample of  85 respondents. The hypothesis testing using Structural Equation Modeling with software of Smart-PLS (Partial Least Square). The results of this study indicate that instagram marketing and store image have positive and significant influence on purchase decision. However, this study shows that gender does not significantly moderate the relationship between internet marketing and store image on purchase decision of smart phone products

STUDI TENTANG MENINGKATKAN KINERJA TENAGA PENJUAL MELALUI KOMPETENSI TENAGA PENJUAL DAN ORIENTASI BEKERJA CERDAS Studi pada Kredit Usaha Mikro PT. Bank Mandiri Yogyakarta

The purpose of this research is to test the influences of quality of marketing support and quality of sales training on salesman competence and working smart orientation to increase salesman performance. Using these variables, the usage of these variables are able to solve the arising problem within PT. Bank Mandiri Yogyakarta. The samples size of this research is 128 saleman PT. Bank Mandiri Yogyakarta. Using the Structural Equation Modeling (SEM). The results show that the quality of marketing support and quality of sales training on salesman competence and working smart orientation to increase salesman performance. The effect quality of marketing support on salesman competence are significant; The effect quality of sales training on salesman competence are significant; The effect salesman competence on working smart orientation are significant; the effect salesman competence on salesman performance are significant, and The effect working smart orientation on salesman performance are significant