• Management & Information Systems Review
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• v.21
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• pp.169-187
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• 2007

Today, the principle of competition is being applied to Non-profit sector also. It is necessary for relevant persons in charge to learn the knowledge and technique about marketing technique endlessly in connection with the development of donor out of the development of social welfare resource which is being embossed as main pending problem at the point of time when the role of private sector about welfare service increased and the criterion of competition and evaluation among institutions was introduced. Especially, as for the application of marketing technique to utilize internet to have big marketing potential, the efforts for the realization and application of positive marketing to be suitable for the real situation of each institution is necessary in connection with the donor development of social welfare institution. In this study tried to examine the charge of method to develop donor which is based on the development of information technique and the popularization of internet from the viewpoint of internet marketing and suggest the basic data about the present situation of donor marketing to use the effective scheme for internet marketing.

• Journal of Intelligence and Information Systems
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• v.9 no.1
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• pp.195-209
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• 2003

Making traditional plan of target marketing based on association rule has brought restriction to obtain the target of marketing. This paper is to present inverse association rule as a new association rule for target marketing. Inverse association rule does not use information about relation between items that customers purchase, but use information about relation between items that customers do not purchase. By adding inverse association rule to target marketing, we generate new marketing strategy to look for new target of marketing. There are three steps to apply the marketing strategy proposed by this Paper to target marketing. Firstly, a database is converted to an inverse database. Although inverse association rules can be generated from a database, it is easier to explain inverse association rule in an inverse database than in a database. Secondly, association rules and inverse association rules are generated from inverse database. Finally, two types of rules which are created in the previous steps are applied to target marketing. From new marketing rule, this paper is to show direct marketing about target item and indirect marketing about another item associated with target item to sell target item. The reason is that sales of the item associated with target item have an influence on sales of target item.

• Proceedings of the Korea Database Society Conference
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• 2008.05a
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• pp.253-261
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• 2008

Many SME have difficulties in marketing activities from early product and technology development because of lack of internal marketing abilities. This paper presents the strategy for the public information service providing so that the marketing oriented information system should provide appropriate information in every step of production from raw material procurement, processing, outsourcing, sales to collaboration. A prototype of marketing information system is implemented in terms of product information, market information, technology information and enterprise information.

• Journal of Applied Tourism Food and Beverage Management and Research
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• v.10
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• pp.159-186
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• 1999

This study attempted to present the ways of improving relationship marketing activities of tourist hotels. The field survey was carried out at six deluxe hotels in Seoul to find out their relationship marketing activities and analyze the problems of the activities. The problems were analyzed as follow; 1) lack of adequate understanding of the importance of relationship marketing, 2) poor contents of customer file information, 3) insufficient service encounter management, 4) negative inducement of guests' complaints, 5) insufficient survey of guests' satisfaction, 6) insufficient relationship maintenance programs and regaining program of lost guests. This study relationship marketing activities should be improved with customer information file establishment, service encounter mangement, and communication enforcement as follow; 1. Customer Information File Establishment As relationship marketing Is marketing for individual, it needs customer file information. The guest information files should be made in detail in all the market segments. Hotels have to make use of the information strategically for establishing relationship with their guests. 2. Service Encounter Mnagement Because the guest-oriented mind and professionalism of hotel staff are prerequisite for relationship continuity, hotel should make efforts to make its staff keep the mind and cultivate expert service technique of the staff. 3. Communication Enforcement Communication enforcement consists of communication activities and communication programs which are focused on contact intensity and two-way communication.

• Journal of Digital Contents Society
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• v.19 no.5
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• pp.881-889
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• 2018

This study examines consumer attitudes according to the Cause Related marketing information presentation type and Brand Level and China, Korea. As a result of the analysis, first, cause related marketing information presentation type conducted by the company shows that concrete has more consumer attitude than abstract. Second, consumer attitude toward cause related marketing information presentation type is different according to brand level(Corporate Brand and Individual Brand). Third, consumer attitudes cause related marketing information presentation type is different according to Korea and China. Finally, based on the results of this research, we will provide practical implications not only academically but also as a basis for marketing strategies.

• The Research Journal of the Costume Culture
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• v.24 no.4
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• pp.483-497
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• 2016

The importance of marketing on mobile platforms as well as mobile commerce is increasing dramatically in fashion industry. The purpose of this study was to categorize mobile fashion marketing strategies and to examine application usage motivations that influence brand attitude, purchase decisions, and post-purchase evaluation. Qualitative research methods, in particular focus-groups and in-depth interviews, were conducted to examine the typology of mobile marketing and fashion application usage motivations. Then, a modified survey was used to quantitatively examine what content consumers expect from fashion applications. Results of the qualitative study indicated that consumers perceive sensory (visual, tactile, auditory), relationship, information and practical marketing strategies through motives. Survey result from 229 consumers revealed four fashion application usage motives: sensory, relationship, information and practical. Based on these motives consumers were segmented into three groups: the experience/relationship-conscious, the product information-conscious, and the lifestyle information-conscious. The product information-conscious group showed higher level of monthly income and clothing expenses but lower level of mobile device usages. Lifestyle information-conscious group and experience/relationship-conscious group had higher level of attitude, and post-purchase evaluation. It was experience-relationship conscious consumers who spent more time in mobile use. This study shows a better understanding of mobile marketing environment of fashion applications.

• International Journal of Advanced Culture Technology
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• v.9 no.2
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• pp.80-85
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• 2021

This study is to analyze the structure of the networks of tourism marketing on Twitter, identifying the most prominent users, the flow of information about tourism marketing, and the interaction between the users posting tweets. This study employs NodeXL pro as a visualization software package for social network analysis. The number of vertices or nodes is 171, and the number of the unique edges or links is 128, but there are 101 edges with duplicates, so the total links are 229, which means that there are fewer Twitter accounts in the social network on tourism marketing, but they have a few close relationships by sharing information. The research can map the social network of communicators of tourism marketing using Twitter data. The network has a complicated pattern, including one independent network and some connected networks. Some mediators connect each network and can control the information flow of tourism marketing. More communicators are getting the information than the ones providing it, which means that there is likely to be the dependence of information among communicators that can cause an obstacle and distortion of the information flow system, especially in the independent network.

• Journal of Information Management
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• v.28 no.3
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• pp.1-20
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• 1997

It has been shown that there are four information demensions which have positive influence on perceived utility of information. Subsequently, I have investigated the antecedents of these four information dimensions. The quality of the relationship, interpersonal characteristics and interaction have positive influence on marketing information quality. In addition, Marketing personnel interpersonal characterstics have positive influence on relationship quality. Integration has positive influence on interaction between marketing personnel and R&D personnel. Finally, Organizational climate has positive influence on interpersonal characteristics and integration between marketing function and R&D function.

• Journal of Korean Library and Information Science Society
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• v.38 no.3
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• pp.335-351
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• 2007

In the knowledge-based society of 21st century, special libraries face intense competitive environment. So they need to do 'library marketing' aimed at the organizations which they belong to and customers whom they serve for their survival and success. This study suggests the concept of 'library marketing', the cases of 'library marketing' at home and abroad, and concrete marketing management strategies for special libraries in Korea.

• Journal of Korea Society of Digital Industry and Information Management
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• v.8 no.4
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• pp.245-261
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• 2012

This study thus set out to empirically analyze connections between the success factors of marketing and management performance in the silver industry. For that purpose, the investigator analyzed relations between independent variables, which include such success factors of marketing as market segmentation, product mix, customer relational management, brand asset, price strategy, and marketing information system, and dependent ones, which include financial and non-financial management performance. Those results partially support the hypothesis that the six success factors of marketing set in the study have effects on financial and non-financial management performance in the silver industry. Customer relational management had the biggest influence, being followed by brand asset and price strategy in the order. Those results indicate that companies need to consider customer relational management, brand asset, and price strategy before other success factors of marketing to achieve financial and non-financial management performance in the silver industry.