• 한국의류학회지
• /
• 제31권3호
• /
• pp.420-432
• /
• 2007

The purpose of this study was to provide a suggestion for the globalization-focused in fashion marketing area through an analysis of curricula related to fashion marketing of Korean and USA graduate schools. This study analyzed the curricula of 34 Korean graduate schools and 18 USA graduate schools. As a result, it was revealed that the curricula of Korean schools were different from those of USA graduate schools. The average number of the fashion marketing classes of the Korean schools was 10.7, while the average of the USA was 10.4. However, when examined the percentages of fashion marketing classes among total number of classes, the average of Koreans was much lower(16.1%) than Americans(50.3%). It means that the schools of USA has higher percentage of curricula related to fashion marketing than those of Korea. The percentage of USA research method courses was higher than those of Korean. Based on the results, this study suggests that more diverse curricula related to fashion marketing and research methods in Korea need to be developed in order to produce global human resource development in fashion marketing area.

• 마케팅과학연구
• /
• 제20권1호
• /
• pp.1-3
• /
• 2010

作为全球营销科学学报本期特刊的合作编辑, 我们非常高兴出版了与时尚营销相关并关注当前论题的高水平研究论文. 全球营销科学学报本期特刊是韩国营销科学学会（KAMS）和国际纺织服装联合会(ITAA)通过不断努力宣传全球的时尚营销学者的成果. 本期出版的所有论文均在2009年国际纺织服装联合会和韩国营销科学学会的 "在竞争激烈的环境中的时尚营销研究" 的联合专题研讨会中首次发表. 此次联合专题研讨会与国际纺织服装联合会的年会一起在美国华盛顿的贝尔维举行. 韩国延世大学的高银珠博士和美国俄勒冈州立大学的Leslie Burns博士共同负责此次专题研讨会. 我们鼓励来自不同国家和研究机构的发表者和作者为本期特刊完善他们的文稿. 稿件投至合作编辑, 在本期特刊出版前所有的投稿稿件都被严谨公正的审阅和再次编辑. 本期特刊增强了全球时尚营销机制的合作研究和跨文化测试. 特刊中论文的主题可以归纳为两个方面: 时装市场中的消费者行为和有关企业社会责任的议题.

• 통상정보연구
• /
• 제11권4호
• /
• pp.153-182
• /
• 2009

This paper intends to increase the performance of export support programs for small-to-medium sized firms promoted by Korea government. A research construct is suggested for effective government support program targeted on the global marketing capability. The data is collected from the firms received the support more than once by Korean governments. The results are shown as follows. First, it is found that those firms who have high propensity to be involved in export business have shown high performance. Second, the firms with high global marketing capability have shown good performance. To be more specific, organizational commitment, strategic initiative, business differentiation, and market knowledge for target markets are found to be critical factors in successful export support program. The business differentiation strategy in target market is very critical. Finally, the degree of program management effectiveness is found to be important in high performance firms. It means that for those firms, much more advanced programs need to be developed. The government should develop diversified programs by considering the degree of global marketing capability.

• 한국실내디자인학회논문집
• /
• 제21권2호
• /
• pp.123-132
• /
• 2012

In the trend of concentrating on the consumer driven experience market as a new marketing concept according to the improvement of life standard and the change of consummation pattern, SPA brand has applied experience marketing strategies to the market successfully to be grown constantly with consumer secure and production of business benefit through brand image and positive consumer attraction. Therefore, this study aims to research the experiential representation element and attribute in the competitive Global SPA brand space due to the sustainable growth from the recent domestic fashion market based on the strategy type of the experiential marketing. Thus, the experiential marketing strategy type was drawn based on the experiential marketing and the theoretical reflections of Global SPA brand, and the SPA brand space was classified depending on the attribute of the commercial space for making the framework of case analysis, so it was progressed as the method of analysis through the experiential representation attribute in the SPA brand space. The marketing strategy and representation for advertising the image of company and product message by the SPA brand should be planned, so successful application of the experiential marketing to the shop is connected to the corporate interests, and forming the meaning more than space by impressing on the consumers the brand and arousing the emotional experience of the consumers and meeting the consumers' a variety of needs had effects on forming a lasting relationship between the brand and consumers. Therefore, this study is expected to be an opportunity to vitalize the domestic SPA brand behind the competition with the Global SPA brand.

• Asia Marketing Journal
• /
• 제15권4호
• /
• pp.201-212
• /
• 2014

The global market is facing numerous changes nowadays, and also is the Southeast Asian market. Among those of some other regions, the Southeast Asian market is especially important to Korea for many reasons since it is one of the rapidly emerging markets, is geographically close to Korea, and has fair conditions for investigation. And in order to succeed in Southeast Asian markets, thorough examination about the countries is in need. This article catches a glimpse of the global market, the current status and changes of Southeast Asian markets, and Korean firms now doing business in these markets. Also, the article suggests some tips for successful marketing strategies.

• 마케팅과학연구
• /
• 제5권
• /
• pp.15-28
• /
• 2000

• 마케팅과학연구
• /
• 제1권
• /
• pp.87-108
• /
• 1998

• 마케팅과학연구
• /
• 제1권
• /
• pp.61-86
• /
• 1998

• 마케팅과학연구
• /
• 제1권
• /
• pp.109-130
• /
• 1998

• 마케팅과학연구
• /
• 제1권
• /
• pp.131-155
• /
• 1998