Annotated Bibliography on Marketing Strategies and Technologies

Desklib provides past papers and solved assignments for students. This annotated bibliography explores modern marketing practices.

Annotated Bibliography
1

Table of Contents
Introduction....................................................................................................................................2
Annoted Bibliography...................................................................................................................3
References.....................................................................................................................................13
2

Introduction
The overall report provide on the views and opinions of the various authors with respect to
business issue related to the marketing. With the aid of the work the report provides for the series
of the benefits that can be gained by the business authority concerns.
3

Annoted Bibliography
Shani, D. (2015). Sport marketing and nonprofit marketing - perfect
together. International Review on Public and Nonprofit Marketing, 12(2), 93-95.
doi:10.1007/s12208-015-0139-2
In accordance to the given article, the author elaborates an understanding on the various names
of the concerned sector. However, the author highlights that there is no permanent name in this
relation. The main aim of the research in this respect is to adopt suitable tools, methods and the
best business practices that are requisite to be adopted by the business concerns for the effective
dealing of the series of the complexities. The main reason of such complexities is diue to its
growing size and importance. For the purpose of the effective management of such issues the
author addresses on the need to adopt the strategies related to the marketing or the specific brand
management.
Taking into consideration all the factors the author highlights on the series of the approaches that
can assist in bridging the gap between sports marketing and NPOs leading to better command
and supervision in work patterns.
4

Lehmann, D., & Carpenter, G. (2016). Theory practice in marketing. International Journal
of Research in Marketing, 33(4), 709-710. doi:10.1016/j.ijresmar.2016.09.002
In the concerned article the author highlights on the impact of the various technologies on
significant marketing related questions. Further provided, the author provides on the need and
requirement of attaining the knowledge with respect to the new technologies so as to assist the
business concerns in the better command on their work patterns. The author in this regard further
suggested that the suitable and effective knowledge can be gained through the better
understanding of the consumer, firms, competition, market policy or societal perspectives.
In addition, the author addresses on the need to adapt these technological variations in the
business operations so as to have better focus and emphasis on the concepts of the marketing.
Integration of the technological changes and the marketing will assist the business concerns in
the attainment of the suitable growth and sustainability. As such the author elaborates on the
need to evaluate the aspects of the market environment so as to gain the positive and negative
aspects.
5

Key, T., & Czaplewski, A. (2017). Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3), 325-333.
doi:10.1016/j.bushor.2017.01.006
According to the article the author provides for the need to formulate an organized approach for
the formulation of the strategies related to the marketing. The main aim of the author with
respect to the concerned article is to ensure the establishment of the suitable framework for the
decision and the policy makers so as to have better work operations. Further provided, the author
highlights on the application of the five stage model that is based on the integration of the social
marketing strategy with the integrated marketing communication. For the purpose the author
suggested that the business concerns must focus on the target audience, distribution channel,
strategic message creation along with proper measurement and control.
Further provided, the author elaborates on the importance of targeting the upstream decision
maker in order to increase the effectiveness and efficiency of the marketing campaigns. This will
assist in the increment of the potential of the upstream decision makers’ leading to the better
judgment.
6

Wilson, E., McCabe, C., & Smith, R. (2018). Curriculum innovation for marketing
analytics. Marketing Education Review, 28(1), 52-66.
With the concerned article the author draws attention on the need to have better and effective
preparation and experience in data analytics for the college students. The main reason of this
aspect is to ensure suitable skills with respect to the solving of the series of the issues. With the
concerned article the author addresses on the development of the rich understandings on the
business operations so as to effectively address the marketing analytics skills gap.
For the purpose, the author suggested that there is a great and prime need to focus on the series
of the learning styles, theories and analytics through proper innovation and creativity. Further
provided, the author embarks that the outcomes of such effectiveness of curriculum can be
observed in the learning goals and the satisfaction of the students. This will assist in the better
and effective understanding on the market facts and aspects.
7

Hofacker, C., De Ruyter, K., Lurie, N., Manchanda, P., & Donaldson, J. (2016).
Gamification and mobile marketing effectiveness. Journal of Interactive Marketing, 34, 25-
36. doi:10.1016/j.intmar.2016.03.001
As per the concerned article, the author addresses on the series of the opportunities and factors of
threat that are observed due to the diffusion of the mobile technology. The author further
elaborates that with the mobile technology there are series of the business sectors that are
affected. With the concerned article the author highlights on the opportunity of gamification. The
author in relation to this opportunity provides that with the grasping of such opportunity ne
consumers can be easily drawn towards the work operation of the business activities.
Further provided, the author in this regard provides for the systematic overview of appropriate
design and principles that can be highly applicable to gamification in mobile marketing settings.
In this regard, the author requires the need to have proper knowledge and experience on the
utilization of the mobile technology so as to increase the effectiveness of the marketing aspects.
8

Lindgreen, A., & Di Benedetto, C. (2017). The future of industrial marketing
management. Industrial Marketing Management, 67, 1-4.
doi:10.1016/j.indmarman.2017.09.009
According to the concerned article the author addresses on the theoretical, empirical and research
based approach that tends to support the business authority concerns in the proper and effective
working of the industrial and business to business markets. Further provided, the author with the
aid of the concerned article assures a proper and effective balance or alignment of the theoretical
and practical study. In this regard the author suggested that the focus i9s to be made by the
authorities of the business concern on the latest findings so as to have better effectiveness and
efficiency in the international markets.
The author in addition highlights on the aspect that with the effective management of the
industrial activities the process of communication will be more effective. This will lead to the
better working in the current and the forthcoming period. As such suitable growth and
sustainability can be attained leading to a strong position in the market at national and
international level.
9

East, R., & Ang, L. (2017). Making progress in marketing research. Australasian Marketing
Journal (amj), 25(4), 334-340. doi:10.1016/j.ausmj.2017.10.010
With respect to the concerned article the author elaborates that proper and effective knowledge
can be grasped with the effective application of the theoretical ideas. In addition the author
provides that the theoretical ideas are derived from the uncertain events or findings. The author
in order to attain suitable progress in the research work related to the marketing put a great
emphasis on the various ideas and experiments. Further provided, the author suggested that there
must be suitable and strong evidence with respect to the new ideas and experiments so that better
judgment can be made.
With the effective command on the subject matter the author provides that the business concerns
can get a suitable speed in their work operations. This can further lead to the development and
growth of the business activities. As such more and more opportunities can be gained by the
business concerns from the marketing research.
10

Long, C., & Wong, R. (2014). Viral marketing for dedicated customers. Information
Systems, 46, 1-23. doi:10.1016/j.is.2014.05.003
With the concerned article draws attention towards the fact that with the passage of the time viral
marketing has gained considerable attention in order to provide suitable and effective awareness
about the products. In this regard, the author provides for the in-depth focus on the awareness of
the information about the need and requirement of the customer. However, the author further
elaborates that the information with respect to the viral marketing is required to be collected and
grasped from the genuine and reliable sources. This will assist in the better attraction of the
customer.
In addition the author provides the application of the various algorithms that can better assist the
business concerns operating in the dynamic environment in better solving of the problems.
Further this will assist in the attraction of the new customers and retaining the existing customers
that can lead to the better growth and sustainability.
11

Shankar, V. (2016). Mobile marketing: The way forward. Journal of Interactive
Marketing, 34, 1-2. doi:10.1016/j.intmar.2016.03.005
The concerned article elaborates and highlights in the fact that with the passage of the time the
mobile marketing has tend to elaborate a great revolution in the work operations of the business
concerns. In addition the author elaborates that the mobile marketing tends to have significant
impact on the working patterns thereby providing the business authorities with the series of the
opportunity and threat factors. For the purpose the author elaborates that the business concerns
can get the various advantages with the mobile marketing that can thereby attract large number
of the customers from great market arena.
In addition with the aid of the article the author highlights that business concerns with the aid of
the mobile marketing can ensure a suitable framework to provide information to the customers
about the products. Apart, this will also assist in the suitable and valuable judgment on all future
prospects.
12