The Importance of Data Analysis for Performance Marketing Managers
Performance marketing could be a source of sustainable competitive advantage through the fact that social responsibility is an ethical principle and is necessary for the organization that could generate intangible assets. In addition, reduce operating costs by reducing or saving the cost of information technology and other equipment (Pride and Ferrell, 2001). According to McWilliams, Van Fleet, and Cory (2002), performance marketing has two broad aspects,
namely, financial accountability and social responsibility marketing. Performance marketing strategies, when supported by political strategies, can be used to create sustainable competitive advantage. In terms of Kotler and Keller (2006) performance marketing required organizations to determine the needs, wants, and interests of target markets to satisfy them more effectively and efficiently than competitors to achieve sustainable competitive
advantages, but in a way that preserves or improves the well-being society. In addition, Nemec (2010) indicated that performance marketing searched for fully capture the return (financial, or nonfinancial) on the marketing programs and activities, for both the company and the society at large. Service firms play a constructive role in society by adopting performance marketing strategies to achieve sustainable competitive advantages. Furthermore
Growing number of academics have dedicated
performance marketing is one of the ways the organization can achieve sustainable competitive advantage by focusing its marketing efforts within the organization on delivering the best to serve and protect the organization's customers (Gacsi and Zeman, Chapter 2 thus offers the application of a framework covering six main research streams by
which the increasing body of knowledge on personal branding gains a transparent structure in its core substance. 518 papers were included in a bibliographic study to enable this and produced revised terminologies and definitions as well as a framework of classes and categories in which personal branding is used. The same antecedents of personal branding
show the causes of their spread as well as the key importance of visibility. The additional identification of important components and uses also reveals, however, that personal brands are essentially seen statically and their development over time has scarcely been investigated; for top managers not at all. On the one hand, the analytical results of this
Ghapter demand many additional studies
to provide the scattered field of personal branding more concrete form. Conversely, this first investigation of personal branding helped to provide the required direction in terms of content and technique for the next trip of discovery.All things considered, Chapter 2 supports the advice to see personal branding as a unique and multidisciplinary manifestation of branding
and not only as a simple variant thereof, which puts this dissertation in a wide study context.On current affairs consists in six chapters overall. Following the broad introduction to the study issue and this dissertation itself in this chapter, the next chapters numbered 2, 3, 4 and 5 represent the individual papers that provide solutions to the main research questions
employing different research methodologies. The paper in Chapter 5 was presented at an international conference; the papers in Chapters 2 and 4 have been published in peerreviewed journals and the paper in Chapter 3 is now under review in a journal.This part also clarifies the "research journey" in which the different papers in the future chapters are
Connected and how they help to progressively
address the main research topics.Huber, 1990; Van Oorschot et al., 2013; Chapter 3 already underlines the term "personal branding," instead of "personal brand," to stay with a verb or process, rather than a nished object or noun (Langley et al., 2013; Maguire and Hardy, 2013; Tsoukas, 2005; Van de Ven and Poole, 2005; Weick, 1979). When one considers personal
branding as a process, time and temporality becomes a problem since professional routes are lived in time rather than just stretched over years. The long-standing difference between objective and subjective perspectives of time does not adequately explain how structural conditions both inside and outside of people's immediate influence affect and are formed by
their behavior (Orlikowski and Yates, 2002). Emphasizing a set of practices known as "temporal work," which links the subject's interpretations of the past, present, and future to strategic action, a practice-based perspective on time would cover both the shaping of people's action and the being shaped by such action (Kaplan and Orlikowski, 2013; Loohuis and Ehrenhard, 2016). Originally used to investigate the personal brand of top managers via
Conclusion
the prism of temporal work (Emirbayer and Mische, 1998; Kaplan and Orlikowski, 2013) o "ers a valuable approach and resulted in the following two research sub-quest assumed meaning transfer e"cts between a top manager's personal brand and a company's brand."In this instance, it details a contract between a company, i.e., its brand, and a person who enjoys
public recognition that of a celebrity to use this celebrity for the sake of advancing the firm (Bergkvist et al., 2016). Earlier studies by cultural theorists confirm this core idea: it is the cultural signi!cance of the celebrity and the transmission of meaning that in#uence the endorsement outcomes (McCracken, 1989). But studies in this field generally focus on
sportsmen and movie stars and have mostly taken celebrity-to--brand-perspective (Bergkvist et al., 2016; Eisend and Langner, 2010) consideration. As so, the study sub-question to be used here is This paper explores similarities and differences in the value stances of clinicians and hospital managers in Australia, England, New Zealand and China, and provides some new insights into how we theorise about the health profession and its relations with
management. The paper draws on data derived from a closed-ended questionnaire administered to hospital-based medical, nursing and managerial staff. We examine variations between the countries in the value orientations of doctors, nurses and managers by considering their assessments of issues that are the focus of reform. In particular, we examine the ways in which the Chinese findings differ from those of the other countries
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