By Maximilian Stieler
This quantity contains the complete court cases from the 2016 Academy of selling technology (AMS) Annual convention held in Orlando, Florida, entitled Creating advertising Magic and leading edge destiny advertising Trends. the promoting atmosphere remains to be dynamic. therefore, researchers have to adapt to the ever-changing scene. a number of macro-level components proceed to play influential roles in altering purchaser existence and enterprise practices. Key components between those contain the expanding use of know-how and automation, whereas juxtaposed by way of nostalgia and “back to the roots” advertising traits. even as, although, as advertising students, we can entry rising expertise with higher ease, to adopt extra rigorous learn practices. The papers offered during this quantity target to handle those concerns through supplying the most up-tp-date study from a number of parts of promoting examine, resembling customer habit, business plan, advertising idea, prone advertising and marketing, advertisements, branding, and lots of more.
Founded in 1971, the Academy of selling technological know-how is a global association devoted to selling well timed explorations of phenomena regarding the technological know-how of selling in thought, learn, and perform. between its prone to individuals and the neighborhood at huge, the Academy bargains meetings, congresses, and symposia that allure delegates from world wide. displays from those occasions are released during this lawsuits sequence, which deals a entire archive of volumes reflecting the evolution of the sector. Volumes convey state of the art study and insights, complementing the Academy’s flagship journals, the Journal of the Academy of promoting Science (JAMS) and AMS Review. Volumes are edited by means of top students and practitioners throughout a variety of topic parts in advertising science.
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Dr. Gertrud Schmitz ist wissenschaftliche Angestellte am Lehrstuhl für Unternehmenspolitik und advertising and marketing der RWTH Aachen.
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Extra info for Creating Marketing Magic and Innovative Future Marketing Trends: Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference
Some research has shown that CRM activities are positively viewed by shoppers (Ellen et al. 2000), and others have shown that it can backfire (Osterhus 1997). It is specifically unclear if point-of-purchase solicitations boost a retailer’s reputation, sales, and shopper loyalty or result in any other competitive lift. Although understanding the impact of point-of-purchase solicitations on retail performance is important, research to date has not addressed this issue in sufficient detail. We fill this gap with the goal of exploring how CRM activities which involve direct participation by the shopper impact retailers.
Broken down, this is the 3P business model comprised of people, planet, and profit (May et al. 2007). For the purposes of the present study, the people dimension will be examined for its relevance to the role of non-profits. Non-profit firms are often established to better society and typically seek to address economic and social issues. As defined by the Internal Revenue Service, non-profit agencies are considered public charities, providing relief of the poor, the distressed, or the underprivileged (IRS 2015).
Approaching the topic from the perspective of the individual receiving non-profit services sheds light on the role of non-profits as catalysts for change. CSR is broadly defined as a firm’s activities and status relative to its societal and stakeholder obligations (Brown and Dacin 1997; Carroll 2008; Sen and Bhattacharya 2001). An accountability framework, known as the triple bottom line, was developed to gauge CSR based on social, environmental, and economic factors. Broken down, this is the 3P business model comprised of people, planet, and profit (May et al.