Relationship Between Marketing Communication And Organizational Profitability Research Proposal For A Case Study

Document from the year 2021 in the subject Business economics - Operations Research, , language: English, abstract: This paper contains a research proposal for a case study. In his research the author wants to find out whether there is a correlation between marketing communication and the profitability of the company. What are the impacts of effective marketing communication in profitability? What are the practical opportunities that would enhance effective marketing communication? What factors in marketing communications enable improves sales and revenue in an organization? The paper describes the background to the study, the problem statement and the research objectives, questions and hypothesis. It also gives an overview about literature, methology, data collection and analysis, and the planned structure of the final study. It ends with a cost estimate for the research.

Valued by instructors and students alike, Foundations of Marketing presents an accessible introduction to Marketing. Packed with examples and end of chapter case studies highlighting the real world application of marketing concepts, this fully updated Sixth Edition features digital marketing integrated throughout the chapters as well as a dedicate chapter on marketing planning and strategy. Discover: How marketing adds value to customers and organizations How innovative brand positioning drives commercial success How new digital marketing communication techniques are being used by companies to drive their brand awareness and engagement, as well as customer retention and conversion levels How marketing planning and strategy gives direction to an organization’s marketing effort and co-ordinates its activities. Key features: Marketing Spotlights showcase the marketing innovations of brands including Adidas, Crayola, Samsung and KFC. Marketing in Action boxes offer varied examples of real companies’ campaigns in the UK, Scandinavia, The Netherlands and internationally. Critical Marketing Perspective boxes encourage critical thinking of ethical debates to stimulate student discussion about socially responsible practice and encourage critical analysis of these issues. 12 brand new end of chapter Case Studies including Fjallraven, Primark, Uber and BrewDog give in-depth analysis of companies’ marketing strategies, with dedicated questions to provoke student enquiry. Marketing Showcase videos feature interviews with business leaders and marketing professionals, offering insights into how different organisations have successfully harnessed the elements of the marketing mix.

The essence of the functioning of any organization, whether commercial or non-profit, is to provide value to groups of recipients whose expectations undoubtedly change over time. Various competition mechanisms in the market apply to both business-oriented organizations and organizations operating in the sphere of public utilities. This monograph includes examples of the problems facing contemporary organizations, and at the same time provides evidence, confirmed by research results, that indicates the direction of current changes. The analysis of changes taking place in organizations was carried out in many dimensions. The content layout adopted in the monograph presents four research perspectives, where the subject of the research is the organization; the modern tools used in organization management, the impact of the market economy on organizations, and sectoral or industry aspects of the organization’s functioning. In the first chapter, four studies related to commercial and non-commercial organizations have been collated. Researchers of academic organizations who in order to meet the expectations of students increase their activity in the field of entrepreneurship and their support for the most talented students. Both examples show the need to conduct research, develop knowledge about own activities, and focus on the needs of the environment. Entrepreneurial universities are open to the implementation of joint ventures with entities in their environment, which affect the development of the university, its students, as well as the entities. Entrepreneurship, which is based on the ability to take advantage of market opportunities, also creates opportunities for developing the ability to flexibly shape and adapt programs, methods and operating principles to the growing expectations of their environment. The ability to develop your potential as well as the potential of your students plays a crucial role. In the pursuit of excellence, a strong focus should be placed on talented students and the development of all possible forms of support that could determine an output of graduates with particularly high development potential. In the research presented in this monograph, the authors compare the activity of universities in the USA, the Netherlands, and Poland in the area of talent development. The comparative analysis becomes a valuable source of indicating imperfections, but also examples of potential forms of positive activity in this area. Equally important in this part of the monograph is the research on the learning organization. Through a bibliometric analysis, the author identified the fields of research on the learning organization. In addition to research areas related to various dimensions, primarily human, cultural and managerial, the types of organizations in which such research is most often conducted have been indicated. They also include the organizations of the two sectors presented: education and healthcare. The same part of the monograph also presents the results of research in the hotel sector, where the main research problem was the creation of customer value, taking into account the conditions stimulating the dynamics of the business models of hotel enterprises. Referring to business models was considered important because of the significance of decision-making patterns that help to build a competitive advantage and achieve market success by creating value for customers. The concept of creating value for customers is currently treated in cross-sectoral or industry categories and is a universal approach to managing organizations. The second chapter of the monograph presents research on the modern tools used in organization management. Concepts such as work–life balance, shaping the innovation process within the framework of decisions taken in the process, marketing communication, or the use of gamification in research and development, are examples of a wide range of relationships between today’s organization and its surroundings. Finding employees, and retaining them, is also a growing challenge in developing countries, where labor supply is steadily decreasing. The expectations of employees are increasing, especially in relation to respecting the personal, non-professional side of life. Thus, it should be recognized that research on work–life balance is a developing space for organization and management researchers. Modeling the innovation process in an organization is another research trend that is important today, especially in terms of developing competitiveness. Decision-making is one of the key components of the innovation process. This aspect, in qualitative terms, was presented in the next study in the second part of the monograph. Similarly, marketing communication is invariably an important area of research in organizations, which has evolved due to rapidly developing information technologies and, at the same time, the changing preferences of users of these technologies. The last study in this second part of the monograph relates to innovation and the use of computer games. The tools of gamification are used to shape the attitudes of individual energy consumers. The observations presented show that it is worth making attempts to use unconventional methods and tools, in this case, to develop customer knowledge and strengthen the behaviors desired in the energy market. The third chapter of the monograph is devoted to the financial aspects of the functioning of commercial and non-profit organizations in a market economy. Increasing the efficiency of public entities, specifically conditioned in economic policies and dependent on political decisions, has been the subject of numerous studies. The research study presented in the monograph refers to the relationship between financial strategies and profit management in public industrial companies listed on the Warsaw Stock Exchange. It is worth noting that no research in this field has been conducted to date in the context of the Polish capital market. The next study refers to the French market. Its purpose was to evaluate and test long-term memory in the French stock exchanges. Research results contribute significantly to explaining the lack of consensus regarding long memory in stock returns. The research covers a significant, 25-year period of operation of the Euronext platform during which 6634 observations were provided. The conclusions of the study may be particularly important for regulators and risk managers. Another study presents the results of bankruptcy risk tests for Polish and Czech logistics companies using a comprehensive classification approach. As a result of the research, a tool for risk assessment and forecasting was developed, enabling the early prediction of bankruptcy of enterprises. At the end of the third chapter of the monograph, the results of health expenditure analysis based on information provided by the Health Account System are presented. Particular attention has been focused on the programming sources of financing healthcare in new European Union countries. Socio-technical and environmental aspects of the organization are the subject of interest of researchers presenting the results of their research in the fourth chapter of the monograph. The problems of economic migration and working conditions have been the subject of interest for many years in the strongly developing trend of labor market research. The research results contained in the study relate primarily to the issues of occupational safety of Ukrainians employed in Poland. These issues are gaining importance, especially when the number of people migrating from Ukraine to Poland in search of work has been growing for several years. In the face of such a large scale of Ukrainian immigrants employed in Polish enterprises, there is still a lack of regulations protecting or securing the interests of employees and employers. The next research presentation highlights the problems of the “circular economy,” which, according to the author, is developing too slowly in Poland. The research is valuable for systematizing the idea of a circular economy based on the theoretical and practical aspects of this phenomenon. The results of the analysis are also of practical importance for the process of modeling and implementing this idea in Poland. Further, the innovation paradigm of economic health and the prosperity of society is the subject of the research carried out, based on a review of the health economy considering innovation and its impact on population growth and prosperity in the world. The research particularly highlights the consequences of socio-demographic, environmental and business changes in the field of consumer goods. The socio-technical, as well as the environmental, aspects of the organization are also included in the last study presented. The purpose of this study was to identify the attitudes of IT employees in the Polish ITC sector towards remote work. Since the effective and efficient collaboration of distributed employees performing remote work has become even more necessary for the success of projects, numerous research works are being conducted focusing on the consequences of remote work. The presented research results are an important contribution to the discussion of researchers and management practitioners. By publishing this monograph, which covers a wide spectrum of research problems in contemporary commercial and non-profit organizations, the editors and authors presenting the results of their research express a hope that they are contributing to the widespread dissemination and enrichment of knowledge and, consequently, socio-economic development.

Seminar paper from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, Heilbronn University of Applied Sciences (Internationale Betriebswirtschaft / Interkulturelle Studien), course: Marketing of non profit organizations, language: English, abstract: Given the explosion in the number of non profit organizations over the past years and the fact that there are no signs of a slowing of growth in this area (Sargeant, 1999a: 8) the competition is getting fierce. Due to the intangibility and immateriality of most non profit services, marketing communication plays a central role to gain differentiation and thus, competitive advantage. Communication is used to draw attention to causes, to raise funds in order distribute it to those in need or to promote activities (Kotler, 2005a: 27). To carry it to an extreme, in some cases, such as raising funds for disasters, the effectiveness of marketing communication can even decide upon life or death. In the following research the marketing communications of the non profit organizations World Vision and Terre des Hommes will be compared, whereas key differences or similarities will be highlighted. Furthermore the paper aims to evaluate their respective approaches with respect to the theoretical ideal in marketing science. In order to attain these goals, a series of steps are required in advance. First, a brief outline on the organizations will be given. This step is followed by an overview over the organizations respective target audience, communication objectives and tools, whereas key differences or similarities will be highlighted. Based on those findings, the overall marketing communications will be appraised according to which extent their efforts are matching with preset objectives as well as with the theoretical ideal in professional marketing science. In the final section conclusions will be drawn and future recommendations will be provided. The research will be based on diverse marketing literature related to the topic. Additionally, data obtained from the international websites of the organizations and interviews will be considered in our study.

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

The University of Jyvaskyla is proud to welcome the 12th edition of the European Conference in Cyber Warfare to Jyvaskyla. We intend to make this event as enjoyable as possible both on scientific and human aspects. As in previous years, ECCWS will address elements of both theory and practice of all aspects of Information Warfare and Security, and offers an opportunity for academics, practitioners and consultants involved in these areas to come together and exchange ideas. We also wish to attract operational papers dealing with the critical issue that the modern world has to face regarding the evolution of cyberwarfare capabilities development by nation states. The programme for the event promises an extensive range of peer-reviewed papers, networking opportunities and presentations from leaders in the field."