• Asia Marketing Journal
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• 제17권4호
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• pp.1-19
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• 2016

The lack of international research networks in Asia has been a major barrier in bridging scattered Asian academic societies. As a result, most researchers in Asia are not familiar with which journals they can access for their research, nor where they can submit their valuable research manuscripts. Asian Marketing Journal (AMJ) and the International Conference of Asian Marketing Associations (ICAMA), both of which are managed by Asian scholars for Asian scholars, are expected to take on such roles to make a significant contribution to Asian academic societies by encouraging them to study and share research topics that are more relevant and helpful to Asian market studies that come from an Asian researcher's perspective. This study aims to acknowledge and explain the successful settlement of the International Conference of Asian Marketing Associations (ICAMA) and its representative journal, Asia Marketing Journal (AMJ), by discussing how ICAMA and AMJ were created, why they are necessary to Asian researchers, and what goals they hope to achieve. Another, arguably more important objective of this study is to provide Asian researchers with information on what topics Asian academia has been researching since 2000, and guide researchers as to which journals in Asian academia can publish their marketing research papers.

• Journal of Information Technology Applications and Management
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• 제17권1호
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• pp.1-10
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• 2010

Web information systems have been utilized extensively over the past decade. The Internet allows for the entire sales cycle to be conducted on one medium, nearly instantaneously. From making the consumer aware of the product to providing additional information to transacting the final purchase, the Internet can accomplish them all. The Internet is like one big point-of-sales display, with easy access to products and the ability for impulse shopping. Here, we point out different aspects of information technology (IT) in marketing. Consequently, we propose two frameworks as decision aids in web-based marketing environment.

• 한국의류학회지
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• 제39권3호
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• pp.446-456
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• 2015

Many fashion designers now regard themselves as part of a visual medium that reveals their persona to the masses. They are willing to stay in the spotlight, which influences brand publicity. Designer-as-brand is an important marketing factor in regards to profits. This study combines a literary survey and case analysis of persona marketing as well as inquires on the persona of fashion designers drawing on the theory of persona. This study classifies the persona of fashion designers into four categories that proceed from what has been established above: freak, dandy, duo, and anonymity. The persona of fashion designers has attracted considerable attention over the past decade. This study provides useful information for the persona marketing of fashion designers.

• 한국IT서비스학회지
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• 제7권1호
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• pp.45-62
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• 2008

This review examines the rapid growth of qualitative and quantitative of telecommunication industry for past couple of years from customer's viewpoint. Most of the telecommunication products were positioned in the market by the businesses and government's support, but the entity of telecommunication products were never interpreted from the user's viewpoint. Even though, various kinds of telecommunication services have been actively discussed by businesses, government, and IT professionals, it has not been sufficiently discussed by the marketing academia where they need to focus a lot on customer's utility. For the purpose of providing an insight of the telecommunication service marketing strategy, this study looked over old and new directions of growth, failure and evolution of services by focusing on two main pillar of communication business, which is high-speed internet and mobile phone service. Additionally, the research explains and mentions the limit and trend of the telecommunication service marketing, and the future research task that needs to be solved.

• 국제학술발표논문집
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• The 1th International Conference on Construction Engineering and Project Management
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• pp.1076-1082
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• 2005

Breaking from the past convention, most construction firms are lotting out their apartments with their own brand names. They don't have, however, differentiated marketing strategies based on unique brand awareness. Rather, virtual absence of marketing strategies has brought about unfiltered introduction of architectural elements of the competition and excessive advertising efforts. Consequently confusion is at hand for consumers' purchase decision since they are not aware of the differences between the apartments. The purpose of this study is to make consumers have clear brand awareness by presenting appropriate brand strategies based on sound marketing theories for construction firms.

• Asia Marketing Journal
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• 제15권4호
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• pp.187-200
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• 2014

The case study of OB shows dramatic market dynamics between leader brand vs. follower brand similar to Kirin vs. Asahi in Japan for two decades. Almost 20yrs ago, the brand status of OB was dramatically fallen because of the environmental pollution of subsidiary company and harsh competition of rivalry brand. But OB made a ground change in its brand strategy. OB departed from the pride in its past to bet on the new. OB decided to vitalize Cass brand through brand portfolio strategy. They deployed 3 phase articulated marketing plans; Phase I, Acquisition of Cass brand through M&A and strategic segmentation/targeting (1993-2005), Phase 2 - Mega Brand Strategy through Line Extension(2006-2009), Phase 3 - Experiential Marketing focused on Young Culture (2010- present). Finally, OB restored not only brand reputation of Cass and other brands but dominant market position in beer market. Now Cass has been growing rapidly in the last 20 years achieving 50% M/S. The three phases shows the typical successful process of brand management and revitalization adopting brand concept management and S-T-P strategy of manufacturing company.

• 한국정보컨버전스학회논문지
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• 제1권1호
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• pp.55-59
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• 2008

정보화 사회가 도래됨으로 인하여 우리의 생활과 기업의 마케팅도 다양하게 변화가 되었다. 정보의 획득이 손쉬워 지는 오늘날 소비자들의 욕구는 다양해지고 이에 부흥하기 위한 기업의 변화는 환경과 사회기여도까지 고려하지 않을 수 없게 되었다. 따라서 본 연구는 그린마케팅에 대한 최근의 마케팅 환경과 앞으로의 기업에서의 대응방안에 대해 알아보고자 한다. 경영환경 변화 중에서 그린마케팅이라는 화두는 기업의 경영전략에 큰 변화를 가져왔다. 환경은 기업경영과 무관하게 생각해온 과거의 경영과는 달리 오늘날에는 경영전략에서 필수불가결한 전략 중 하나가 되었는데 그것이 그린마케팅이다. 따라서 본 연구는 정보의 홍수 속에 있는 다양한 욕구를 가진 소비자를 만족시키기 위하여 마케팅의 환경변화와 그린 마케팅의 배경을 알아보고 기업의 자세와 미래를 전망하고자 한다.

• 한국유통학회지:유통연구
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• 제1권1호
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• pp.65-81
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• 1996

Despite the impressive economic growth over the past several decades, Korea's distribution sector has remained quite underdeveloped. Until recently, management of the marketing channels also has been staying at an unsophisticated level. The Korean marketing channel system is largely characterized by 1) undifferentiated channel types among the competing manufacturers, 2) dominance by the manufacturers over the other channel members, 3) high level of conflicts among the channel members, 4) inefficient marketing information system, and 5) lack of managers properly trained in channel operation and management. Currently, major change factors emerged and has begun to directly affect the Korean marketing channel system. The most salient changes surrounding the Korean marketing channel system are 1) complete opening of the marketing channels for the foreigners, 2) emergence and spread of new types of channels 3) adoption of advanced information technology by the various channel members, 4) increase in flexibility in production and supply systems, 5) shift of power toward the retailers away from the manufacturers, 6) growing trend for cooperation and alliance among the traditional marketing institutions. To these changes the manufacturers have been reacting, rather than proacting, mostly using defensive measures. The proactive measures that are recommended on behalf of the manufacturers include 1) installation of the strategic channel management system, 2) development of the skills for efficient interorganization management, 3) investing in efficient system for marketing information and logistics management, 4) more efficient management of brands, and 5) maintenance of price-competitiveness.

• 식품보건융합연구
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• 제9권3호
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• pp.11-17
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• 2023

This study aims to investigate the effect of the selection attribute of Newtro (New + Retro) product marketing, which is a recent topic in the food industry, on consumer satisfaction. Newtro marketing, also known as Newtro-style marketing, is a marketing strategy that emerged in South Korea, particularly in the food industry. Newtro marketing aims to appeal to consumers' nostalgia for the past while incorporating contemporary elements. As a research method, a survey was conducted on the importance of selection attributes and repurchase intention of Newtro food for consumer groups of various age groups ranging from teenagers to those in their 40s or older. To analyze the demographic content of the sample, frequency analysis of the SPSS statistical package was performed, and structural equation modeling was performed using the AMOS program for confirmatory factor analysis and discriminant validity analysis. The analysis results are as follows. First, Package Design, Perceived Healthiness, and Emotional Taste, optional attributes of Newtro marketing, significantly affected satisfaction. Second, satisfaction was found to have a statistically significant effect on repurchase intention. However, Functional Flavor did not statistically affect satisfaction. This study empirically analyzed the importance of consumers' selection attributes for the recently popular food Newtro marketing and suggested implications.

• 한국경영과학회지
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• 제38권2호
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• pp.1-24
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• 2013

The research about customer value has developed over the past years in the marketing field. On the other hand, the stream of the idea has not fully been structured yet. It is the purpose of this research to present the process of development together with the intellectual structure in the field of customer value researches using "Author Co-citation Analysis" (ACA). For the purpose of the research, authors chosen were ranked in order of frequency according to their citations which were used for network analysis. Further, it was of advantage in finding the development process for this research from 1996 to 2011. The trend were set into three time-line groups/trends (1996~2000, 2001~2005, and 2006~2011) that were respectively analyzed. In conclusion, the research represents the intellectual structure of customer value in each period. The research having been tried, influenced a variable field in other marketing researches. While still, many researches limit their focus on a "one-way customer value, used by companies in the past and some in the present, many researches now have a wider perspective about the value and relationship of their customer and their company, together with the society at large.