• International Commerce and Information Review
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• 제17권2호
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• pp.41-65
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• 2015

Online firms collect consumers' private information, which serves as a valuable database for marketing activities. In order to encourage consumers to provide their private information, online firms offer high quality websites for consumers who provide private information. However, identity theft, phishing, and pharming, become critical social issues, consumers started to avoid providing their private information to online firms. Thus, consumers often provide false or limited information, which lacks value for practical use for the online firms. The main issue raised in this study is to discuss how online marketing activities has influence on consumers attitude and information providing behavior. From the result, this paper found that websites reputation had greatest impact on willingness of providing information. Also this study revealed that unauthorized use is the key factor for increasing distrust and avoidance of providing information.

• Korean Journal of Construction Engineering and Management
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• 제16권1호
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• pp.44-51
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• 2015

In recent years, the domestic construction business is continuously stagnated caused by housing depression, global financial crisis etc. To overcome these difficulties, the construction companies should reinforce the internal marketing like the service business. However, it is not easy to conduct active internal marketing reinforcement since the companies do not directly receive customers under special situation like construction. Therefore, it is necessary to resolve the urgent issue by selecting order of priority among internal marketing factors. To address this issue, the objective of this study is to analyze the internal marking factors by using Analytic Hierarchy Process. As a result, the first and second factor represents the internal communication and working condition and environment respectively. The findings of this study will contribute to apply the internal marketing into construction industry.

• Asia Marketing Journal
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• 제8권3호
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• pp.101-121
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• 2006

This case study explores various marketing strategies of Grundfos Pumps Korea Inc. that has become a front-runner in the industrial pump market of Korea as the enterprise that got into the business later. Grundfos Group, a multinational company with its head office in Denmark, has acknowledged diversity of each country and has granted its subsidiary companies with discretionary power so that they can establish marketing strategies suitable for the market they were competing in. Grundfos Pumps Korea has been very successful in its localization and differentiation of marketing strategies. First, Grundfos Pumps Korea achieved the trust of their customers by its high quality and consistent pricing strategies and has expanded its market very successfully with continuous product innovation and new product ideas. Second, it increased its brand awareness and recognition by brand differentiation along with the product differentiation strategy, which is exceptional in industrial market. It has conducted creative marketing activities and strategies to build brand equity and successful customer relationship management.

• Proceedings of the Korea Database Society Conference
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• 한국데이타베이스학회 2001년도 춘계 Conference: CRM과 DB응용 기술을 통한 e-Business혁신
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• pp.183-192
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• 2001

eCRM은 인터넷 상의 고객의 행동을 파악, 가치있는 고객 세그먼트를 찾아내고, 이들에게 타겟 마케팅을 실시함으로써 기업의 수익성을 높이거나, 마케팅활동을 자동화함으로써 고객관리 프로세스의 효율성을 높이는 일련의 과정 (중략)

• 프린팅코리아
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• 제12권1호
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• pp.128-131
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• 2013

평균 3.4%인 오프라인 DM의 응답률은 앞으로 더욱 낮아질 수 있지만 하이테크로 무장한 각종 디지털 채널을 통한 마케팅 활동과 비교하면 여전히 높은 수준이다. 그렇지만 DM에 대한 ROI(투자수익률)의 가시적인 성과에 대해서도 차분히 따져볼 필요가 있다.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• 제15권2호
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• pp.183-192
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• 2020

This study conducted an exploratory study to derive the success factors of entrepreneurial marketing for startups. Through Delphi analysis, we derived the items of proactive orientation, risk management, innovation, opportunity driven, resource leveraging, customer intensity, value creation, price setting, marketing communication, channel management, product development, sales and marketing information management. The importance and execution of success factors were measured through IPA analysis. The first quadrant(keep up the good work) has proactive orientation, risk management, resource leveraging, customer intensity. The second quadrant(concentrate here) has innovation. The third quadrant(low priority) has channel management, sales, marketing information management. The fourth quadrant(possible overkill) has prices setting, product development. These results showed that the success factors of startup's entrepreneurial marketing were proactive orientation, risk management, innovation, opportunity driven, resource leveraging, customer intensity and value creation.

• Journal of the Korea Academia-Industrial cooperation Society
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• 제20권9호
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• pp.156-166
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• 2019

For this study, a survey was conducted with the employees of small and medium-size enterprises (SMEs) located in Seoul and in Gyeonggi province. In the end, a total of 328 valid questionnaires were received and used in the analysis. The data of this study were analyzed using two statistics programs: SPSS Statistics 22.0 and AMOS 22.0. As for the method to verify the hypothesis, we used a structural equation model. The key findings of this study are as follows. First, the results of correlation analysis between management strategy factors, innovation activities, and business performance showed that the factors that were at a higher level of correlation were the technology differentiation strategies, marketing differentiation strategies, and the cost-driven strategy. Second, the strategic management factors that influenced innovation activities were in the following order: marketing differentiation, technology differentiation, and the cost-driven strategy, while the valid factors that affected business performance with significance were only the marketing differentiation strategy and the cost-driven strategy. Third, while the analysis showed that the technology differentiation strategy did not have a direct effect on business performance, it was shown that the relationship between the technology differentiation strategy and business performance was completely mediated by innovation activities.

• Journal of the Korea Academia-Industrial cooperation Society
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• 제8권3호
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• pp.660-672
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• 2007

Today venture holds highly skilled technical manpower and high-tech products. To maintain the superiority in competition in the market, it is necessary to complete preparations, first of all, the effectual global marketing strategy should take precedence over the others. Therefore, this research is based on the research report of the special feature, the state of affairs and marketing strategy of venture business and is made up the questionnaire to interview total 200 companies of venture that was registered in Dec. 2006 and then is made the analysis of relevance of the statistical data of 154 companies of them and set up a hypothesis. As the result of it, it is set up two hypotheses. One of them is the difference of products, price, distribution and promotion according to the growth period. And the other is the difference of distribution and promotion according to the turnover. The venture places the great deal of weight on the discriminatory products concerned technical development and marketing activity. It is pointed out that it is to be passive to seek a new market promote the products, because of limitations of manpower, funds, technology and information in the beginning with smalt turnover.

• Proceedings of the Korea Information Processing Society Conference
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• 한국정보처리학회 2011년도 추계학술발표대회
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• pp.1191-1194
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• 2011

스타의 대중에 대한 인기가 브랜드의 이미지 제고와 상업적 영향을 끄는 마케팅 전략을 스타 마케팅이라고 한다. 오늘날의 스타는 방송, 연예활동뿐만 아니라 스포츠, 정치활동, 사회기여활동 등 다양한 분야에서 활약하며 스타의 이미지는 그 활약상에 영향을 받는다. 스타의 이미지는 브랜드 및 기업의 이미지로 직결되므로 그에 대한 사전분석은 마케팅에서 중요한 요소이다. 그래서 일반적으로 스타들이 활약하는 도메인을 분류하여서 그 스타에 대해서 검색을 하였을 때 어떤 분야에서 활약하고 기여를 하는지 그 기여도를 도메인에 따라 랭킹을 매기는 방법을 제안한다. 뉴스기사에서 텍스트 마이닝 기술을 이용하여 스타의 이름과 활동 도메인들에 대해서 관련단어를 빈도에 따라 추출한다. 그리고 관련된 단어들을 이용하여 스타에 대한 뉴스 중 각 도메인과 관련된 기사들을 카운트하며 도메인에 대해서 긍정 혹은 부정적인 보도내용일 경우에는 극성을 부여하여 그 가중치를 달리한다. 빈도 및 극성을 고려한 점수화에 의해 스타가 기여하는 분야에 대한 순위를 매긴다.

• The Journal of Information Technology and Database
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• 제6권1호
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• pp.115-122
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• 1999

현재 국내 유통업계, 신용카드업계 및 금융계 등을 중심으로 데이터베이스 마케팅 활동이 전개되고 있다. 이러한 추세는 정보 기술의 발전, 홈쇼핑 및 통신판매업계의 급신장, 인터넷으로 대표되는 새로운 광고 매체의 발전, 이를 이용한 전자 상거래의 도입 등으로 더욱 가속화되리라 예상된다. 본 고에서는 이러한 추세에 부응하여, 선진국 유통업계의 데이터베이스 마케팅 사례를 소개한다. 하나는 캐나다의 Eaton 백화점의 고객 관리 사례이며, 다른 하나는 영국의 Tesco 수퍼체인의 데이터베이스 마케팅 사례이다.