• 한국컴퓨터정보학회논문지
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• 제24권9호
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• pp.135-142
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• 2019

Given the ability and skills required by modern people, marketing can be divided into knowledge-related skill such as marketing plans, market segmentation, and marketing mix management and supportive skill such as communication, inter-organizational management, creativity, and decision making. Knowledge related skills can be nurtured in existing marketing classes, but it is recognized that special educational programs such as self marketing are needed to develop and train supportive skills regardless of education levels or major education. This paper is aimed to design for marketing educational program for the self marketing. In this study, a DACUM method job analysis to extract contents by specialists such as model setting of task and job, job statement, job analysis, education course development, and so on. In the first place, this report presents job analysis model by procedures for developing selection criteria of examination questions of the self marketing qualification. The first step is preparation for job analysis, the second step: the establishment of job models, the third step : the job specification and task analysis, the fourth step: the review of job model, the fifth step: the establishment of subjects for examination matrix table for making questions.

• 유통과학연구
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• 제12권5호
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• pp.81-92
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• 2014

Purpose - This paper aims to investigate topics and trends in international marketing and cross-cultural management by conducting a content analysis of the Journal of International Marketing. Research Design, Data, and Methodology - In this study, one of the leading journals in the field of international marketing, the Journal of International Marketing, was chosen for research. A total of 199 articles were identified from a time span of ten years (2004-2013). SPSS software was used for codification and analysis of the data. Results - This study revealed some of the factors on which cross-cultural management had a strong correlation with international marketing. Of the 199 articles in the Journal of International Marketing, 64 articles related to cross-cultural management. Conclusions - A content analysis of the Journal of International Marketing comparing general articles with articles related to cross-cultural management is unprecedented. This study offers insight into the impact of cross culture on the discipline of international marketing. The findings of this research could be employed as a reference for gaining insight into the trends and influence of cross-cultural management in international marketing.

• 한국의류산업학회지
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• 제12권2호
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• pp.172-178
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• 2010

The purpose of this study was to explore relationships among technology development strategy, marketing competence, knowledge management competence, and company performance of textile and clothing companies. Survey data collected from 187 employees in the textile and clothing companies were analyzed by descriptive statistics, factor analysis, reliability analysis, correlation analysis, and multiple regression analysis. In results, certain levels of correlations were found among technological development strategy, marketing competence, knowledge management competence, and company performance. Specifically, technological gap which was one of the technology development strategy factors was a variable significantly affecting innovation performance and financial performance of textile and clothing companies. Knowledge management competence affected innovation performance whereas marketing competence affected financial competence of textile and clothing companies.

• 한국도서관정보학회지
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• 제45권3호
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• pp.249-270
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• 2014

본 연구의 목적은 도서관 마케팅 모형의 제안에 있다. 연구 목적 달성을 위해 활용된 방법론은 국내 문헌정보학자들의 도서관 마케팅관련 연구논문들에 대한 내용분석방법이다. 관련 연구논문들에 대하여 질적 내용분석방법을 활용하여 분석하였으며, 이의 결과를 일반 비영리조직의 마케팅모형과 비교 분석하여 최종 도서관 마케팅모형을 제시하였다. 최종 도서관 마케팅모형의 구성요소는 첫째, '고객(도서관 이용자)', 둘째, '내적 환경 변화', 셋째, '외적 환경 변화', 넷째, '도서관 마케팅 목표 설정', 다섯째, '다양한 도서관 마케팅 전략', 여섯째, '구체적 마케팅 실행계획의 수립', 일곱째, '실행계획의 집행', 여덟째, '평가', 아홉째, '긍정적 평가 결과', 열 번째, '부정적 평가 결과', 열한 번째, '고객만족', 열두번째, '도서관 이용률 제고', 열세 번째, '도서관의 긍정적 사회적 가치 확립'이다.

• The Journal of Asian Finance, Economics and Business
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• 제8권2호
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• pp.231-241
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• 2021

The purpose of this study is to apply Structural equation modeling (SEM) analysis with Generalized Structured Component Analysis (GSCA) and translate the effect of Spiritual Marketing and Entrepreneurial Orientation on Sustainable Competitive Advantage with Marketing Capabilities as Mediation, especially for General BBM marketing at PT. Pertamina (Persero). The quantitative approach in this study uses a survey method by taking samples from the population. The survey was conducted by distributing questionnaires to respondents. Data analysis was performed using SEM and analyzed using the GSCA model. The population of this study consisted of 3,207 workers in central and regional marketing offices (Marketing Operation Region (MOR) spread throughout Indonesia. Therefore, a sample of 356 respondents was taken according to the Slovin formula. Spiritual marketing and entrepreneurial orientation directly influence the ability to improve Innovation which directly influences sustainable competitive advantage. Therefore, to develop a sustainable competitive advantage in marketing Pertamina's General BBM, it is necessary to implement spiritual marketing and improve entrepreneurial orientation. The novelty in this study lies in the unprecedented research on the role and position of spiritual marketing towards marketing capabilities and sustainable competitive advantage, combined with entrepreneurial orientation variables.

• 한국병원경영학회지
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• 제4권2호
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• pp.106-130
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• 1999

The main objective of this paper is to perform an empirical analysis on the relationship between various marketing activities and financial performance of Korean hospitals. A survey was conducted through structured questionnaire for 495 hospitals, and data from 218 hospitals were utilized in the final anaylsis.(response rate: 44%) Survey items include general characteristics of the hospitals(size, type, location), degree of competition, financial performance. marketing organization! budget, and level of various marketing activities in service development, access improvement, promotion, and pricing. We examine descriptive statistics of the response scores on marketing activities to evaluate the current status of marketing management of Korean hospitals, compare the results across hospital size, type and location, and perform regression analysis to investigate the relaionship between marketing and financial performance. Major findings are as follows: 1) About 46% of the responding hospitals have marketing departments although they are named as 'planning' or 'PR' departments, and the marketing budget on average represents 1.74% of the total expenditures. 2) Average level of marketing activities is calculated to be about 3.32 on 5-point scale, meaning that Korean hospitals implement their marketing programs 'somewhat actively'; however, the scores on the areas of marketing plannning and strategy are relatively low. 3) Large hospitals tend to be more active in marketing than small hospitals, and public hospitals' activities in marketing are not lower compared to private hospitals. 4) Level of overall marketing activities is positively related with financial performance measured by various finacial indicators except for profitability, implying that marketing is successful in revenue generation but needs to be more cost-effective. Also, when the marketing variables are separately included in the regression, no significant relationship is found, which means that various marketing activities are more effective when they are collectively implemented.

• Journal of Sport and Applied Science
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• 제7권2호
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• pp.29-38
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• 2023

Purpose: The purpose of this study is to examine the structural relationship among relationship marketing, relationship quality, and behavioral intention toward children sports centers. Research design, data, and methodology: To achieve this purpose, this study employed a convenience sampling method via a questionnaire dissemination. A total of 427 responses were collected from the parents of six children sports centers. Among those, 21 responses were excluded as they were not completed, leaving 406 valid data. For hypotheses test, the collected data was computed in SPSS 27.0 and AMOS 27.0, and analyzed with frequency analysis, correlation analysis, reliability analysis, confirmatory factor analysis, and structural equation modeling analysis. Results: First, relationship marketing had a positive influence on relationship quality. Second, relationship marketing had a positive influence on behavioral intention. Third, relationship quality had a positive influence on behavioral intention. Conclusions: Results showed that relationship marketing had a positive influence on relationship quality and behavioral intention. Moreover, relationship quality had a positive influence on behavioral intention. These findings indicate a positive function of relationship marketing in building psychological and behavioral outcomes in the context of children sport industry. Given this, implications of relationships among research variables were discussed.

• Fashion, Industry and Education
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• 제16권1호
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• pp.46-55
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• 2018

The purpose of this exploratory study was to enhance the understanding of how brands tilize emojis in their marketing practices. A content analysis was conducted utilizing Google News as a search tool to access articles containing information pertaining to the use of emojis by brands. The combination of keywords used for the search were "emoji", "business", and "marketing". The search was narrowed down to the period of January $1^{st}$, 2014 - November $29^{th}$, 2017. This method generated a total of 604 trade publications with 55 of them providing information pertaining to specific brands and their use of emojis in their marketing strategies. A content analysis of trade publications has revealed that a variety of marketers have utilized emojis in their brand marketing practices. The entertainment, service, and food/drink industries have predominantly utilized emojis in their marketing practices, and their primary purpose for using emojis was to increase consumer engagement. Brands applied most of these emoji marketing strategies to an online or digital setting, whether it was social media pages, mobile applications, or any other form of computer-based marketing. Although there are limitations to this exploratory research in terms of its methodology, the findings of this study provide interesting insights into the potential of emojis as a marketing tool.

• 복식문화연구
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• 제27권2호
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• pp.109-122
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• 2019

With the greater importance of lifestyle shops and experience marketing, research is needed for the effective experience marketing of lifestyle shops by fashion product type. This study establishes effective and differentiated experience marketing strategies for fashion lifestyle shops by examining the effect of the experience marketing satisfaction with lifestyle shops on purchase intention and loyalty. This study categorizes lifestyle shops by fashion product types into a suit-oriented lifestyle shop, a casual/leisure/sportswear-oriented lifestyle shop and a home fashion lifestyle shop, Then a survey was conducted on participants who had visited lifestyle shop. As an analysis method, factor analysis, reliability analysis and regression analysis were conducted. In this study, we identified the experience marketing factors of fashion lifestyle shops. This study found that the satisfaction from experience marketing factors of fashion lifestyle shops by fashion product types affected purchase intention and loyalty differently. Considering the results of this study, it will be able to increase not only purchase intention and loyalty but also brand sustainability by establishing, applying, and executing a differentiated strategy considering the detailed factors of experience marketing for each fashion product type when planning and operating a fashion lifestyle shop. Through this study, effective marketing of fashion lifestyle shops by fashion product type will be implemented.

• 한국식생활문화학회지
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• 제22권5호
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• pp.575-581
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• 2007

The purpose of this study was to investigate the influence of additional marketing mix on overall satisfaction of customers at family restaurants in Seoul and Kyongki-province. In this research frequency analysis, reliability analysis, factor analysis, multiple-regression analysis were employed to analyze the data. Additional marketing mix were divided into 3 factors. Employee(${\beta}=0.352$, t(p)=7.221(0.000) had the most positive impact on overall satisfaction. And physical evidence(0.160, t(p)=3.271(0.001) and process(${\beta}=0.114$, t(p)=2.338(0.020) influenced positively(+) in order. As a result, all factors of additional marketing mix influenced significantly overall satisfaction of customers. These additional marketing mix are regarded as effective marketing tactic to reduce intangibility of food-service business. Therefore restaurant company needs to manage additional marketing mix sufficiently to maintain of customers' satisfaction at family restaurants.