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Relationship marketing : exploring relationship strategies in marketing
John Egan, 2001, učbenik za višje in visoke šole

Ključne besede: marketing, market analysis, market relations, buyers, consumer, loyalty, marketing research
Objavljeno: 01.06.2012; Ogledov: 442; Prenosov: 10
URL Celotno besedilo (0,00 KB)

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Regression analysis of variables describing poultry meat supply in European countries
Miro Simonič, Ksenija Dumičić, Gabrijel Devetak, 2012, izvirni znanstveni članek

Opis: In this paper, based on the analysis of official FAOSTAT and EUROSTAT data on poultry meat for 38 European countries for years 2007 and 2009, two hypotheses were examined. Firstly, considering four clustering variables on poultry meat, i.e. production, export and import in kg/capita, as well as the producer price in US $/t, using descriptive exploratory and cluster analysis, the hypothesis that the clusters of countries may be recognized was confirmed. As a result six clusters of similar countries were distinguished. Secondly, based on multiple regression analysis, this paper proofs that there exists the statistically significant relationship of poultry meat production on export and import of that kind of meat, all measured in kg/capita. There is also a high correlation between production, as a dependent, and each of two independent variables.
Ključne besede: poultry meat, marketing strategy, cluster analysis, correlation, multiple regression
Objavljeno: 10.07.2015; Ogledov: 278; Prenosov: 14
.pdf Celotno besedilo (780,46 KB)

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Analysis of online marketing management in Czech Republik
Zdenek Smutny, 2015, izvirni znanstveni članek

Opis: Background and Purpose: Doing business over the Internet has become increasingly competitive for many companies. The aim of this study is to analyse the current state of utilizing online tools, approaches of Czech companies to the management of online marketing activities and to identify weaknesses and opportunities of these activities. Methodology/Approach: The paper presents empirical research that uses two different approaches in investigation: (1) descriptive quantitative research of current state, based on examination of websites of a sample of 4,584 Czech companies and (2) questionnaire survey among 161 Czech companies which do business via the Internet. Results: There is a large gap that currently exist between the use of social media and its connection to marketing activities. The competitive level of the use of social media in the Czech Republic is still low compared to the USA companies. The online marketing management (OMM) of the majority of companies rely on individual assessment and do not use any metrics or management methodologies. One of the main problems of OMM is the ever increasing number of tools used in marketing activities as well as low possibility of a broader perspective on the success of cross channel marketing activities. Conclusion: In the future, it is expected that a large number of Czech companies will increasingly use online tools as social media for their marketing activities. In the context of this development they cannot rely only on individual assessment to manage these activities as they do currently, but they will have to use comprehensive tools or methodologies. Based on this, we can conclude that Czech companies still have enough opportunities for a better use of online tools for marketing purposes.
Ključne besede: online marketing, management, analysis, social media, Czech companies, Internet
Objavljeno: 28.11.2017; Ogledov: 136; Prenosov: 10
.pdf Celotno besedilo (692,41 KB)

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