Documents found
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25.More information
Keywords: tourisme associatif, marketing interne, orientation client, implication
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26.More information
The author seeks to determine in what way marketing may be considered as a development catalyst by examining the case of agricultural products in developing countries. He first observes that the marketing System both reflects the level of development and constitutes a subsystem of the socio-economic System. Marketing is thus in a symbiotic relationship with the development process.Market complexity conditions the nature of public and private sector initiatives. In fact, the structure of domestic agricultural markets is disjointed and the imperatives of world markets impose an almost dialectical choice between exports and import substitution. After having analyzed contextual and empirical data, the author considers such marketing actors as government marketing boards and producer cooperatives by attempting an assessment of their developmental impact. Marketing, he concludes, may be seen as a necessary but not sufficient condition for the development process.
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27.More information
The souvenir is an integral part of the travel experience and most tourists return home with souvenirs to preserve and commemorate such experiences. However, souvenirs and souvenir retailing is for the most part an untapped field of research. This research investigates the marketing strategies implemented by gift/souvenir shops and whether differences are found between Canada (Quebec and Ontario regions) and the United States (Vermont/New York region). The findings suggest that differences exist in the marketing strategies of gift and souvenir shops in these three regions. The marketing strategy ratings for product, price, promotion, and place were consistently higher for Ontario gift shops, followed by New York, and lowest for Quebec. The qualitative findings provide some insight into the specific variables that contribute to these differences. Gift and souvenir shop owners may benefit from identifying best practices that differentiate the Ontario stores and make their marketing strategy more appealing to visitors. This may provide useful guidelines for implementing changes to improve their marketing strategy.
Keywords: souvenir, stratégies markétings, transfrontalier, Canada, États-Unis, souvenir, marketing strategies, cross-border, Canada, United States.
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29.More information
Digital media are becoming increasingly important in the marketing strategies of SMEs, particularly social media. They are a way to connect different stakeholders (employees, customers, partners) and are used for several purposes (communication, recruitment, sales, partnerships). In some cases, these media are even part of the company's identity: this is the case of digital native SMEs, who use social media even before the official launch of their business. However, we still don't know much about their concrete practices in using these platforms. We interviewed eighteen founders of digital native SMEs, to understand how they manage their social media platforms. Results show the central role of relational resources (in particular the community) both in the establishment of the activity and in the long run. We identify the concrete practices that help build a solid community and then use it to acquire new resources to make the company grow over time.
Keywords: Médias sociaux, TPE, Pratiques marketing, Marketing entrepreneurial, Ressources marketing, Social media, SME, Marketing practices, Entrepreneurship marketing, Marketing resources, Redes sociales, PyME, Prácticas de marketing, Marketing empresarial, Recursos de marketing