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Numărul 3/2011 (iulie-septembrie)

1. Effectiveness of Online Advertising: Revisiting the Extant Literature
Rezumat:Online advertising now occupies a very important place in the field of advertising because of the various advantages that it offers over the other forms. As a result, online advertising is also gaining popularity among researchers as well. This paper is an attempt to explore the different studies done regarding online advertising and report the various finding as well as to address the possible gaps for further research. Using the insights from the literature, this paper puts forth various concepts as cited by various authors regarding online advertising.
Autor(i):Achyut TELANG, Gaurav BHATT
Publicat în:Revista Română de Marketing 3/2011 [Volume 6, Issue 3] (iulie-septembrie)
Cod citare:2809
2. Comparing firm performance on the basis of age, size, leverage, and group affiliation in Indian IT industry
Rezumat:Size has positive impact on firm performance (Penrose 1959). The bigger is the size of the firm the more difficult is to manage and has negative impact on performance of firm (Banz 1981, Singh & Whittington 1968). Life cycle theory states that older the firm the more it is rigid to any change and hence negative impact on firm’s performance. Myers (1984) argued that firms should go for debt to raise funds and equity is less preferred means to raise funds. Group affiliation firms are always been a central issue as far as firm performance is considered. This study is an attempt to answer these questions for Indian IT industry. The study is conducted on two different years 2001 and 2008. It is found from results that older the firm better is the performance, large firms outperformed small firms, group affiliated firms performed better than unaffiliated firms, and less leveraged firms were better than highly leveraged firms.
Autor(i):Jighyasu GAUR, Ritu GUPTA
Publicat în:Revista Română de Marketing 3/2011 [Volume 6, Issue 3] (iulie-septembrie)
Cod citare:2810
3. Strategii corporatiste de marketing integrat / Corporate Strategies of Integrated Marketing
Rezumat:Managementul corporatist include în ansamblul său metodologic o serie de instrumente specifice care fac obiectul managementului strategic. Ele sunt rezultatul evoluţiei conceptului de management şi au ca element central strategia, considerată, pe bună dreptate un instrument esenţial al managementului modern. La nivelul organizaţional superior strategiile corporatiste care sunt adoptate sunt cele specifice portofoliului de afaceri, strategiile avantajului competitiv, strategiile de dezvoltare a afacerii, strategiile de marcă şi strategiile responsabilităţii sociale.

Corporate management includes in its whole methodology a series of specific instruments that are subject to strategic management. They are the result of the evolution of the concept of management and have as central element the strategy considered rightly as an essential tool of modern management. At higher organizational level the corporate strategies adopted are specific to the business portfolio, competitive advantage strategies, business development strategies, brand strategies and corporate social responsibility strategies.
Autor(i):Ştefan Claudiu CĂESCU, Mara Gabriela PLOEŞTEANU
Publicat în:Revista Română de Marketing 3/2011 [Volume 6, Issue 3] (iulie-septembrie)
Cod citare:2811
4. ‘Brand Equity’ affecting the consumption pattern of Services in India
Rezumat:This study attempts to examine the determinants of brand equity of services and how these determinants are affecting the consumption pattern of services, based on consumers’ perception of the banking service. Exploratory factor analysis has been applied to reduce the total number of items to a small number of underlying factors and results produced five factors namely brand resonance; brand judgements; brand feelings; brand performance; brand imagery; brand salience These alpha coefficients of reliability test were found to be ranging from 0.781 to 0.912 for all of the brand equity constructs individually and for the entire scale the value of alpha was found to be 0.837. Then multiple regression analysis has been performed by taking the responses of overall question (five point likert scale) as dependent and all the five factors as the independent variable. The multiple regression analysis findings indicate that the determinants of brand equity have an positive impact in changing the consumption pattern of the consumers’ towards services.
Autor(i):Mukund KUMAR
Publicat în:Revista Română de Marketing 3/2011 [Volume 6, Issue 3] (iulie-septembrie)
Cod citare:2812
5. Legătura dintre calitatea vieţii şi etica în marketing / The relationship between quality of life and marketing ethics
Rezumat:Calitatea vieţii este definită de specialiştii din aria marketingului în principal prin intermediul relaţiei care se construieşte între satisfacţia consumatorului şi calitatea vieţii acestuia. Principiile calităţii vieţii se regăsesc în numeroase specializări ale marketingului, astfel că pot fi identificate şi în tehnicile şi instrumentele specifice eticii în marketing, prin intermediul căreia sunt construite norme de conduită pe care companiile trebuie să le aplice pentru a răspunde noilor cerinţe ale pieţei şi a obţine satisfacţia clienţilor. Comportamentul etic trebuie să se regăsească la nivelul fiecărei componente a mixului de marketing (produs, preţ, distribuţie, promovare), precum şi în procesul cercetării de marketing.

The quality of life is defined by marketing specialists mainly through the relationship that exists between consumer satisfaction and the quality of the consumer’s life. The principles of quality of life are reflected in many marketing specializations, therefore also in the specific techniques and instruments of marketing ethics, through which rules of conduct are being established to be applied by companies that want to meet the market’s new requirements and customer’s satisfaction. Ethical behavior must be reflected at the level of each component of the marketing mix (product, price, distribution and promotion), and also in the process of marketing research.
Autor(i):Mihaela CONSTANTINESCU
Publicat în:Revista Română de Marketing 3/2011 [Volume 6, Issue 3] (iulie-septembrie)
Cod citare:2813
6. Service quality and deliveryact as instrumental in the purchase intention of it/ites services
Rezumat:This paper proposes the major factors which influence the service delivery, and whether the effective service delivery influences purchase intention .Proposed methodology is illustrated by a structured questionnaire among ITES service user The collected information analyzed by factor Analysis to derive major factors which influence the service delivery. concurrently to measure whether the effective service delivery influences purchase intention multiple linear regression is done with those factor output by taking purchase intention as dependent variable and other factors as independent variable. The finding shows that Reliability, responsiveness and Assurance are the major factors expected from ITES service users. The information given by ITES service provider should be accurate and backed up by a guarantee, which increases the trust in the consumer and concretes his purchase intention.
Autor(i):Debajani SAHOO, Sarthak BARTARIA
Publicat în:Revista Română de Marketing 3/2011 [Volume 6, Issue 3] (iulie-septembrie)
Cod citare:2814

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