Direct Marketing: Theoretical delimitation and impact on consumer buying behavior

Direct marketing has become one of the most important communication tools for marketers. Direct marketing activities' budget is even higher than that for traditional advertising mass media, such as TV. However, there is not a single definition. On the contrary, several definitions have emerged in the literature. In this work, we establish a theoretical delimitation for direct marketing concept from those different perspectives analysed in marketing literature. In addition, an empirical analysis is presented in order to know if (really) direct marketing activities affect consumer buying behavior. From the results, key managerial implications are extracted in order to improve and optimise marketers' communicational budget

Evolution Of Fair Business Performance As A Tool Of Marketing In Spain

Although the distance communication systems have been developed in the last years thanks to the development of communication and information technologies, recent studies argue that simple ways of communication like fairs maintain and increase their weigh cause of their profitability. In this way the fairs represent an important communication platform, whose use is generalized in the all economic areas. The aim of this paper is analyze the evolution of fair business in Spain, in the period 2002-2009, to solve two important questions which revolve about the efficiency of this communication tool and its power to maintain and establish new business relationship. For this, this paper analyzes the main characteristics or indicators of fair business, such as number of celebrated events, areas of interest, number of exhibitors or the number of attendees, from the information of Spanish Association of Fairs

Visitor Profile Of Cuenca Religious Music Week

Religious Music Week in Cuenca is the fourth oldest music festival in Spain, involved in orchestras, choirs and performers of international stature and prestige that interpret various compositions of sacred music. Religious Music Week in Cuenca is declared a Fiesta of International Tourist Interest, since its inception in 1962, has always retained a strong personality as a result of high musical expertise; it is wonderful geographical location and the enormous wealth of heritage that surrounds it. This festival is writing a new chapter in the annals of religious music. Their long tradition has set the standard in Spain, which allows comparison with other festivals in Europe. In the present study is to characterize the profile of the visitor from the 48th through a questionnaire administered to attendees of the event, in the same show basic characteristics of visitors, taking a special interest in the economic impact is Cuenca city for the celebration of this event

The Effects Of The Distribution Of Agricultural Direct Payments

The Common Agricultural Policy (the CAP) is the most important common policy of the European Union, for which reason it traditionally monopolizes a large part of the European Union budget. Without doubt, the aids that farms receive from this policy are the pillar on which it sustains the battered agricultural sectors. Among CAP aid, direct payments are particularly important, in 2008 accounting for about 37% of the total EU budget. The main objective of this paper is to analyse the effects that the distribution of the CAP direct payments have on the agrarian economy. Specifically, we have analysed the equality level in distribution of CAP direct aid in the countries of the European Union using a concentration index. In this way, we have examined the fairness of distribution of CAP direct aid in the agricultural sector

Industrial marketing management: Bibliometric overview since its foundation

Industrial Marketing Management (IMM) is an outstanding journal in the field of business-to-business marketing. This paper focuses on this journal, with an extensive bibliometric analysis of IMM from its foundation in 1971 to 2017, the last year analyzed in this study. It identifies, among others, the annual evolution of publications, the most influential countries, the most relevant authors, the most prominent institutions supporting research, as well as the citations of IMM papers in major marketing, but also other, business and management journals. To do so, this research uses the Web of Science Core Collection and Scopus databases, and analyzes a wide range of bibliometric indicators, including the total number of publications and citations, citations per paper, the h-index, m-value and citation thresholds, and also develops a graphical analysis of the bibliographical material using the visualization of similarities (VOS) viewer software. Finally, by applying a cluster analysis by fractional accounting, this research identifies trends and proposes future topics and research lines, such as: trust, innovation, performance, relationship marketing, the future role of new technologies in industrial marketing research, online marketing and corporate image