• Proceedings of the Korean DIstribution Association Conference
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• 1997.07a
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• pp.81-100
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• 1997

현재 국내의 유통업계 전반에 걸친 대변혁은 유통업에 참여하고 기업뿐만 아니라 가치전달기능의 최종 목적지인 소비자, 유통정책을 수립하고 추진하는 정부, 유통체제의 일원인 제조업체 등 관련 이익집단에 유통 기능을 수행하는 마케팅에 대한 새로운 이해의 필요성을 강조하고 있다. 여기서 말하는 새로운 이채란 각 기업과 연관하여 파악된 마케팅 활동의 범주를 넘어 다수의 마케팅 연관 기관의 유기적 교류로 이루어진 마케팅 시스템과 사회의 연관 관계에 대한 이해로 정의 할 수 있을 것이다.(중략)

• The Korean Publising Journal, Monthly
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• s.254
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• pp.22-22
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• 1999

출판시장에도 '이성'의 방식보다 '감성'적인 방식이 통하는 경우가 많다. 마케터는 독자가 책을 읽어야 하는 이유, 즉 '가치제안'을 효율적으로 해야 한다. 독자와 감정적으로 교감하는 따뜻함이 있을 때 출판은 기업으로 성장한다.

• Proceedings of the Korea Technology Innovation Society Conference
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• 2013.10a
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• pp.608-628
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• 2013

• 베이커리
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• no.9 s.446
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• pp.50-55
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• 2005

• Bio news
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• no.2
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• pp.33-33
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• 2003

• The Korean Publising Journal, Monthly
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• s.261
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• pp.26-26
• /
• 1999

• The Korean Publising Journal, Monthly
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• s.265
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• pp.41-41
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• 1999

• Asia Marketing Journal
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• v.7 no.2
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• pp.93-121
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• 2005

This study is about to enhance our understanding of market and market principle, so that marketing research contribute to create more values for customers and firms. For this purpose three following suggestions are proposed. First, marketing research should expand its research scope to include all the market participants in addition to consumers. Second, marketing research should expand into the 'internal market' of the organization. where internal sub-groups are engaging in fierce marketing-like activities. Third, marketing researchers should thoroughly understand the basic market principles and the macro political-economic structure of capitalism. Only on the ethical basis of free market system, it is argued, market, marketing, and marketing research will flourish.

• Journal of Digital Contents Society
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• v.13 no.2
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• pp.205-211
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• 2012

This paper presents research result of digital marketing model for improving enterprise marketing campaign performance. Recently, the enterprises which had completed projects such as ERP, CRM, and SCM for business value chain process transformation are working to improve enterprise marketing process. It is the trend for enterprises to use digital marketing tactics to overcome the limit of existing traditional marketing tactics. Especially, enterprises try to adopt digital marketing for marketing campaign performance. In this paper, digital marketing research model and hypothesis were established and statistically analyzed by marketing expert survey research. The research finding is that Web Analytics, Social Analytics, Personalized CRM, Campaign execution automation, Real-Time campaign management can be core influencers for marketing campaign performance improvement.

• Journal of Digital Convergence
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• v.11 no.8
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• pp.159-173
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• 2013

The purpose of this study examines the relationship among private brand value, brand trust, brand attitude and brand loyalty. Theoretical studies and the current study indicate that private brand loyalty is influenced by brand value, brand trust, and brand attitude. Through the empirical survey undertaken for this study, it was found that emotional value, social value, functional value, and brand trust including brand attitude influence brand loyalty. The results of empirical analysis can be summarized by the following: First, private brand value had a significant direct effect on brand trust and brand attitude. Second, emotional value and functional value had a positive effect on brand trust and brand attitude. Further, social value had a significant direct effect on brand attitude. And social value had a significant indirect effect on brand attitude through brand trust. Third, brand trust had a significant direct effect on brand attitude. And brand trust had a significant indirect effect on brand loyalty through brand attitude. Fourth, brand attitude had a positive effect on brand loyalty. Therefore, These finding will spawn both academic and practitioner interest in the private brand value and serve as a foundation for further research in this important area.