• 한국품질경영학회:학술대회논문집
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• 한국품질경영학회 2006년도 추계 학술대회
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• pp.38-45
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• 2006

To be competitive, long-range planning and customer satisfaction must be integrated into the company's strategic management objectives. In order to deal with this challenge, an organization must develop an effective marketing policy. It should take into consideration the needs and demands of customers and business strategy. Many companies want to develop a strategic planning framework for policy marketing. And they think that an effective marketing policy must be based on the principles of quality attributes and customer orientation. This paper proposes an integrated approach Kano Analysis, quality function deployment, Potential Customer Satisfaction Index to choose strategic marketing.

• 무역상무연구
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• 제25권
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• pp.123-163
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• 2005

The strategic alignment between internet marketing's strategic orientation and EC system's strategic orientation is an important concept in Electronic Commerce. This study measured internet marketing's strategic orientation, EC system's strategic orientation, strategic alignment, and strategic EC performance based on previous studies. Analysis of data gathered in mail survey of korea firms in KOSPI and KOSDAQ. The findings suggest that companies with high strategic alignment are better performing EC strategically, and internet marketing and EC system's strategic orientation are positive related to strategic alignment and performance of EC. This study supports that the level of the EC executive's participation in internet marketing planning influences strategic alignment of the EC plan with the internet marketing plan. Further, high levels of that alignment are associated with increased use of EC for strategic performance.

• 한국유기농업학회지
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• 제19권2호
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• pp.157-184
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• 2011

This work is based on the experience of active and successful organic marketing initiatives, and aims to provide advice for genuine and practical sustainability. To make successful marketing possible we describe, on the one hand, the main challenges of the market and policy environment for organic marketing initiatives and, on the other hand, key factors for management. Management planning is a key issue for successful marketing and is therefore the focus of special attention in this work. This paper summarises and highlights those key factors which influence the operations of an organic marketing initiative. These include the role of key individuals, the role of innovation, the importance of strategic planning and clear objectives, the role of coherence, motivation and identity, brand policy, the role of networks, the importance of market research, public funding, economies of scale, systematized cooperation, hazards and risks in general.

• 정보관리연구
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• 제37권1호
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• pp.105-129
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• 2006

기업경영환경의 변화로 인하여 기업정보 센터는 조직 내에서 그 존재가치를 입증받도록 요구받고 있다. 기업정보 센터는 조직 내에서 성과를 높이고 존재가치를 확고히 하기 위하여 새로운 정보 서비스와 이용자집단을 개발하는 등 지속적인 생존노력을 기울여야 한다. 기업이 생존하기 위하여 마케팅 활동을 하듯이 기업정보 센터도 조직 내에서 생존하기 위하여 마케팅 활동을 수행하여야 한다. 이를 위하여 기업정보 센터에서 왜 마케팅 전략을 도입해야 하는 지의 필요성, 마케팅 계획의 수립절차 및 내용, 마케팅 믹스, 그리고 기업정보 센터에서 활용할 수 있는 마케팅 전략과 활용사례를 살펴보았다.

• 경영과정보연구
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• 제21권
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• pp.29-47
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• 2007

The purpose of this study is to analyze the case on the strategic MPR that has rapidly growing for years. And the Brand, which was at first used to be distinguished from many other products or services, is going through its gradually expanded definition, not merely for the highlight of the distinctions. This study was performed to review the literature on concept and meaning of Marketing Public Relations(MPR) which was used for IMC planning and to identify formation, development, and functional characteristics of MPR. MPR is a series of public communication act in order to gain credibility on their products and services with consumers and prospects from consumer-oriented viewpoint. The subject of the study are Colleges or Universities who try hard to work their various and strategic PR communication. The results of this research indicates that maximization of the integrated effect between marketing and public relations shall be achieved in planning MPR strategy. The meaning of this study is to verify the significance and need of the Colleges or Universities' specialized characteristics in strategic MPR activities. It is expected that this research will provide meaningful suggestions to PR and marketing practitioners.

• 한국병원경영학회지
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• 제1권1호
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• pp.203-247
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• 1996

This article reviews the art and practice of strategic management process in hospitals today, in order to help hospital administrators for managing strategic management system in their hospitals. The strategic management process model in this article is based on an integrated approach combining traditional environmental model with resource-based model of strategy. The components of the model are consisted of five steps: (1)formulating objectives, strategic assessment by external environmental analysis, internal capability analysis, TOWS analysis and marketing audit, (3)strategy choice considering context and criteria of choice, (4)program implementation through operational planning, resource allocation, and conversion, and (5)control by monitoring and evaluating hospital outputs. This article deals with many aspects of issues inherent in every step on this strategic management process.

• Asia Marketing Journal
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• 제8권3호
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• pp.123-139
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• 2006

창사 이래 한국 광고 업계를 선도해 온 제일기획의 성공 전략은 크게 다음의 세 가지로 정리될 수 있다. 첫째는 클라이언트의 브랜드 자산을 극대화하는 통합적 브랜드 관리 시스템, 둘째는 창의적 완성도를 극대화하는 크리에이티브 전략, 그리고 셋째는 체계적인 소비자 조사 결과를 바탕으로 한 과학적 미디어 전략이다. 본 사례에서는 제일기획의 성공 전략을 다각적으로 검토해 보고 변화하는 환경 속에서 지속적인 경쟁력 강화를 통해 클라이언트에게 높은 고객 가치를 창출해 온 제일기획의 노력상을 조명해 본다.

• 한국품질경영학회:학술대회논문집
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• 한국품질경영학회 2006년도 추계 학술대회
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• pp.287-293
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• 2006

This study presented the following things; First, the principle of marketing should be applied in order to invite and keep able employees. Because the wants of employees are much different from person to person, the way of strategic marketing planning for internal customers should be done as it did for external customers. Second, the way of measuring in the result of implementing internal marketing and the way of standardizing service should be developed for the planning and implementation of effective internal marketing strategies. The compensation and reward to employees for the result of implementing internal marketing program should be done continuously.

• 품질경영학회지
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• 제31권2호
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• pp.143-164
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• 2003

In this paper, we use and apply statistical tools to planning marketing strategy in advanced markets. New comers with low brand awareness in advanced markets can not attain high profit easily and need more effective strategic approach. In this paper, an effective and practical procedure is proposed to plan marketing strategies to satisfy the customer and increase the market share in advanced markets. The procedure consists of 5 steps : market survey, determining target brand, evaluation of brand attributes, gap analysis to determine the goal, and correlation analysis for effective improvement method. A case study is studied in the European market for electric appliances, between a Korean company and other companies. Various statistical tools are used to analyze the phenomena and some important conclusions are derived for effective marketing.

• 동굴
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• 제93호
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• pp.27-32
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• 2009

사례연구로서 우리나라 대표적인 카르스트 지형이 발달되어 있고 몇 개의 자연관광동굴을 보유하고 있는 충북 단양군을 대상으로 새로운 성장동력으로서 자연동굴에 대한 전반적인 검토와 계획적인 개발전략에 대하여 논의하고자 한다. 본 연구는 지난 연구에 대한 몇가지 추가적인 사항을 고려한 2차적인 연구이다. 특히 각 조직의 역할분담에 대한 내용을 추가하였다.