• The Journal of Industrial Distribution & Business
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• v.13 no.7
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• pp.27-35
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• 2022

Purpose: To entice new customers, companies attach their products to sports. From a pastime enjoyed by many to a multi-billion-dollar enterprise, the sport has evolved due to the growth in sports marketing spending. The purpose of this study is to illustrate the notion of sports media marketing using the prior textual data. Research design, data and methodology: The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) methodology was conducted to investigate previous literature to achieve the purpose of the study. This method includes searching for information sources, selection of articles, and results extraction relative to the objectives. Results: The findings from prior systematic review indicated that customers and the marketplace can be better understood with the help of well-executed marketing campaigns. Moreover, many different techniques are being utilized to describe sports marketing such as the use of media, advertisement, public relations, and direct sales. Conclusions: All in all, the present study concludes that the notion of associative competitiveness is one of the unique characteristics of the sports sector. As a result, sports leagues and federations must maintain a balance within the league and develop a shared marketing strategy to help promote their respective sports and competitions.

• Journal of Distribution Science
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• v.22 no.5
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• pp.39-57
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• 2024

Purpose: Various policies continue to be strengthened to develop Micro, Small and Medium Enterprises (MSMEs), which have a strategic role in the economy through the pillars of corporatization, capacity and financing to support strong and inclusive economic growth. Efforts to transform MSMEs marketing strategies are undertaken through eco-friendly digitalization to increase resilience and more productive and innovative capacity. Research design, data and methodology: This research is an exploratory qualitative approach taken to investigate the transformation of eco-friendly marketing strategies for MSMEs to increase competitiveness at the global level. The samples obtained were 425 MSMEs assisted by the DKI Jakarta, Bali, Java, Borneo, and Sumatera. The data collection technique used non-probability sampling (snowball sampling). Data is analyzed through collection, reduction, analysis, validity testing, presentation and conclusion. Results: This research shows the transformation of eco-friendly digital-based MSME marketing strategies occurred through four stages, namely production and institutional activities, expanding market share, digitalization and financing, and export market access. Conclusions: Eco-friendly digital transformation allows MSMEs competencies to be refined to improve business processes and business competitiveness at the international level. The contribution of this marketing strategy transformation is expanding MSMEs access to financial institutions (fintech), marketplaces, and QRIS (QR Code Indonesian Standard) digital payments.

• Fashion & Textile Research Journal
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• v.9 no.2
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• pp.211-220
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• 2007

The purpose of this study is to analyze characteristics and marketing strategies of the British, French and Italian luxury fashion brands. The subjects of this study are 27 fashion brands which have more than 50 years of tradition and are also members of the Walpole, Comit$\acute{e}$ Colbert, and Altagamma. The common marketing strategies of the luxury fashion brands were; the renewals in the product concept which harmonized traditional elements with modern elements which are designed to meet the needs of new target consumers, the renewals in the promotion such as the large scale of advertising, the frequent publications about the brands, sponsorship of events, the renewals and expansion of distribution channels in global fashion cities, the opening of flagship shop and the renovation of existing shops. Simultaneous renewals in product concepts, in promotion and in distribution will be an effective marketing strategy. Also, a continuous investment in renewal strategies is a key to the success of luxury fashion brand renewals.

• Journal of the Korea Fashion and Costume Design Association
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• v.9 no.2
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• pp.155-166
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• 2007

The purpose of the research is to provide the operation plans of internet marketing for effective application as marketing tools by analyzing the application status of marketing mix through the 30 websites of sportswear brands. Firstly, a study on the marketing mix strategy of sportswear brands presents that most brands put a high priority on promotion strategy by achieving online marketing. Secondly, compared with the other company brands which have online shopping mall, the website of sportswear brands consists of centered brand image. Therefore, based on the analysis about the variety of products and merchandise picture in each item and detailed information offer of neo-products introduction, marketing mix is insufficient in the website of sportswear and the price strategy has the least information. After website of sportswear brands is connected with online-shopping mall, guidance for its price and product is performed mainly. Consequently the sales promotion strategy of price needs development through the incentive and discount price. Promotion strategy occupies more parts than any other strategy. Especially, it allows a high proportion of the variety of events and information for the customer services. Also it needs to improve its bulletin board and Q&A board on the website for better communication with customers. Furthermore distribution strategy focuses on information such as location, contact numbers and address of the online shopping mall. Although online shopping mall has its own advantage which is marketing on the internet, it is not yet in progress.

• The Journal of Industrial Distribution & Business
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• v.14 no.3
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• pp.1-8
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• 2023

Purpose: One of the eldest businesses in the realm is the real estate market and it has been dominated by offline sales and marketing tactics for decades. However, the home-buying process today is made simpler and more effective for purchasers thanks to internet platforms. This study is to investigate in terms of advantage of online platform of the real estate and its marketing strategy. Research design, data and methodology: For checking and collecting proper literature resources, content literature investigation used and it would be fitted for this research based on numerous prior studies in the realm of marketing strategies and online platforms of real state. Results: Online real estate platforms provides the availability of a broad range of properties for buyers and sellers, and connects buyers and sellers with nearby real estate mediators and agents. Finally, we figured out that utilizing real estate agents might have a huge positive impact on real estate agents. Conclusions: As online platforms become increasingly popular for real estate professionals, practitioners must be aware of the changes in technology and the resulting implications for how they market and sell property. Future research should explore the effect of online platforms on customer satisfaction and the overall accomplishment of real estate businesses.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.10
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• pp.73-83
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• 2022

On the underpinning theory of the Resource Based Theory, this research examines the impact of corporate social responsibility and green marketing strategy on business performance with the moderating role balanced scorecard. Corporate social responsibility concentrates on related to government, the environment, customers, and employees. Green marketing strategy concentrates on approaches in terms of green products, green prices, green places, and green promotion. Business performance is measured by groups of indicators financial, and non-financial. The moderating role balanced the scorecard at the financial, customer, process, learning, and growth level. Research results with survey data from 419 managers at different food enterprises in Ho Chi Minh City processed through the structural analysis method, showed that corporate social responsibility has the strongest positive impact on business performance, followed by the green marketing strategy as the second strong positive impact on the business performance and results also showed that the balanced scorecard moderating role increases the level of the strong positive impact of the above relationship. Besides, it also showed the difference in the demographic control variables. Based on the findings, some implications are drawn to help the managers of enterprises improve the moderating role balanced scorecard when implementing corporate social responsibility and green marketing strategies thereby contributing to increasing business performance.

• Korean Journal of Organic Agriculture
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• v.14 no.3
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• pp.287-303
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• 2006

This paper describes the market development and marketing strategy of organic products in European Union(EU), where organic products market has grown rapidly due to a variety of factors. According to several surveys environmentally friendly agricultural products widely meet consumers demand, but the corresponding market share in Korea is less than 4.0%. Missing confidence in the authenticity of organic products, high prices compared to other foods, a low density of distribution, and a lack of a uniform label are regarded as hampering factors for market growth. The influence of the image of organic products on market development, however, is analyzed insufficiently by now. This paper therefor aims at investigating the implications of the marketing strategy and image of organic foods on its acceptance by consumers and deriving hints for the development of the market. The actual study is based on a concept of morphological market research, the result refer to Germany, Swiss, Austria.

• The Research Journal of the Costume Culture
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• v.15 no.5
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• pp.875-887
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• 2007

The purpose of this study is to provide the fashion industry in Korea with materials that could enhance its international competitiveness by suggesting marketing strategies for fast fashion brands after taking product, price, place, and promotion into consideration. The product strategy should focus on developing products that accurately reflect the general market trend and consumer demand, selecting optimal materials, and pursuing internal production. This, coupled with strategic cooperation with designers, will ensure reliable quality and enhance the brand image. The pricing strategy should place greater emphasis on reducing production costs. Diverse task outsourcing and design competition, for instance, can lower the cost of design development. The place strategy should be set according to the operation of a systematic and efficient distribution system based on SPA, an automatic delivery system, sales or return system, speed control system, and a value chain that consists of horizontal business alliances. The promotion strategy should be run under the central control of the headquarters using various unique VMDs. Furthermore, online marketing campaigns, spectacular fashion shows, design competitions, catalogue marketing campaigns, and other new sales promotion schemes could all be introduced.

• Journal of Distribution Science
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• v.14 no.11
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• pp.61-73
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• 2016

Purpose - Marketing scholars have developed various types of mathematical models for describing marketing phenomenon, because there is no single model comprehensive enough to incorporate all the relevant marketing phenomena. This study tries to summarize the behavioral foundations and the mathematical derivations of the most widely used marketing models and discusses their strategic implications. This study selected four representative marketing models: multinomial logit(MNL) model, elimination-by-aspects(EBA) model, Hauser and Shugan model and Bass diffusion model. Especially, this study focuses on Hauser and Shugan(1983)'s Defender model and discusses the model's behavioral foundation and its implications. Research design, data, and methodology - Of the four selected model, the multinomial logit model is selected as the basic normative model and the other three models are described as descriptive models in contrast. Starting the discussion from the multinomial logit model, this study explains what important strategic variables are incorporated in each of the four models. The IIA(independence of irrelevant alternatives) axiom and Luce choice model is also discussed in relation to the multinomial logit model. The concept of 'efficient frontier' is discussed in relation to Hauser and Shugan's model. Graphs and tables are used to represent the key implications. No empirical study is included. Results - The analyses of the mathematical marketing models are shown to be very useful in understanding the essence of positioning strategy. The multinomial logit model implies the importance of increasing utility or consumer preference level. The EBA model implies the importance of lowering the inter-brand similarity and dominating the competitors. Hauser and Shugan model implies the importance of considering customer heterogeneity distribution in selecting the target market. Conclusions - It is shown that the concepts of 'efficient frontier' is useful in understanding the effectiveness of positioning strategy. Market positioning can be understood as occupying some place on the efficient frontier. The important strategic implications can be summarized as follows: Always try to increase customer preference by providing what they value, and differentiate from competing alternatives as much as possible. The best positioning strategy is to dominate all the competitors and the worst is to be dominated by the competitors.

• Journal of Distribution Science
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• v.20 no.12
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• pp.71-79
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• 2022

Purpose: This study aimed to apply factors of successful online marketing strategy for food distribution SMEs and the effects of these successful strategies to achieve higher performances. Research design, data, and methodology: Questionnaires were used to collect data from 400 samples of SMEs in Thailand. We employed structural Equation Modeling techniques for data analysis. Results: The results revealed that distribution strategies directly affected the success of business operations, as follows: 1) Customer communication channels, product variety, preserved privacy, and personal service had direct positive effects on the distribution success in terms of financial perspective, customer perspective, internal process perspective, and earning and growth perspectives; 2) Ability to learn a competitor had a positive direct relationship with the distribution success in terms of financial perspective and learning and growth perspectives, excluding customer perspective and internal process perspective; and 3) Responses to market on time had a positive and direct influence on distribution success in terms of customer, internal process perspective and learning and growth perspectives excluding financial perspective. Conclusions: This research has made an essential contribution to SMEs that they should focus on and adopt these 6ODS+4BSC concepts as development guidelines for food distribution SMEs to be more efficient and effective.