Challenges in the Era of Globalization - iaabd

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Proceedings of the 12th Annual Conference © 2011 IAABD Dano, M. (2002), “Coke, Toyota, McDonald’s test mobile advertising”, RCR Wireless News, Vol. 21 No. 46, P.8. David, H. (2009), “the Online Video advertising picture clears up” Retrieved from: http://www.emarketer.com/Article.aspx?R=1007219 Assessed on 27 February, 2010. De Chernatony, L. and Riley, F. (1998), “Modelling the components of the brand”, European Journal of Marketing, Vol. 32 Nos. 11/12, pp.1074-1090. Dickinger, A; Schart, A. and Murphy, J. (2005) ,”Diffusion and success factors of mobile marketing”, Electronic Commerce Research and Applications, Vol. 4 No. 2, pp.159-173. Digital trade body releases five steps to effective mobile campaigns – industry’s first guidelines for mobile advertising (Friday, 3 July 2009) Retrieved from http://www.iabuk.net/en/1/fivestepstoeffectivemobilecampaigns030709.html Assessed on 27 February, 2010 Direct communication 'key concern in 2010' (15 December, 2009) Retrieved from http://www.theidm.com/resources/daily-newsfeed/direct-communication-key-concern-in-2010/ [Assessed on 27 th February, 2010]. Five steps of effective mobile campaign (Friday 3 July, 2009) Retrieved from http://www.iabuk.net/en/1/fivestepstoeffectivemobilecampaigns030709.html Accessed on 18 March, 2010. Gurau, C. (2008), “Integrated online marketing communication: implementation and management”, Journal of Communication Management, Vol. 12, No. 2 pp. 169-184. Havlena, W.J. (2009), “What’s working: Empirical generalisations of the branding impact of multimedia campaigns?” (October) Retrieved from http://www.dynamiclogic.com/na/research/whitepapers/2009CrossMediaAggregate/DL_XM_Aggregate0 9.pdf [Assessed on 9 th March, 2010]. Herman, S. (2007), “SMS reference: keeping up with your clients”, The Electronic Library, Vol. 25 No. 4, pp. 401-408. Internet World Starts (30 September, 2009) Retrieved from http://www.internetworldstats.com/stats4.htm Accessed on 18 March 2010. Introducing MTN conference call (3 March, 2010) Retrieved from http://www.mobilitynigeria.com/2010/03/08/introducing-mtn-conference-call/ Accessed on 15 March 2010. Jensen, M.B. (2008), “Online marketing communication potential: priorities in Danish firms and advertising agencies”, European Journal of Marketing, Vol. 42 No. 3/4, pp.502-525. Keller, K.L. (2003), Strategic Brand Building: Building, Measuring, and Managing Brand Equity, 2 nd ed, Prentice Hall, New York, NY. Kim, J.Y. (2003), “Communication message strategies for brand extensions”, Journal of Product and Brand Management, Vol. 12 No. 7, pp. 462-476. Knox, S. and David, Bickerton, D. (2003), “The six conventions of corporate branding”, European Journal of Marketing, Vol. 37 Nos. 7/8, pp. 998-1016. Kohli, C. (1997), “Branding consumer goods: insights from theory and Practice”, Journal of Consumer Marketing, Vol. 14 No. 3 pp. 206-219. Kotler, P. and Amstrong, G. (2010) Principles of Marketing, 13 th ed, Pearson Prentice Hall, New York, NY. Leung, L. (2007), “Unwillingness to communicate and college students’ motives in SMS mobile messaging”, Telematics anf Informaties, Vol. 24, pp. 115-129. Logman, M. (2004), “The LOGMAN model: a logical brand management model”, Journal of Product & Brand Management, Vol. 13. No. 2, pp. 94-104. Marcella, S. and Davies, S. (2004), “The use of customer language in international marketing communication in the Scottish foods and drink industry”, European Journal of Marketing, Vol. 38 No. 11/12, pp.1382-1395. 500
Challenges in the Era of Globalization Edited by Emmanuel Obuah Marketers encouraged to mix old and new (15 September 2009) Retrieved from: http://www.theidm.com/resources/daily-newsfeed/marketers-encouraged-to-mix-old-and-new/ Assessed on 27 February, 2010. Mobile internet usage on the rise (BBC 25 November, 2008) Retrieved from http://news.bbc.co.uk/1/hi/technology/7748372.stm Assessed on 9 th March, 2010. Montaner, T. and Pina, J.M. (2009), “Extending the brand: controllable drivers of the feedback effects”, Journal of Product and Brand Management, Vol. 18 No. 6, pp. 394-403. MTN enrich life youth seminar Retrieved from http://www.mtnonline.com/index.php/enrichedlife.html Accessed on 15 March 2010 Nunes, P.F; Piotroski, S.A; Teo, L.L. and Matheis, R.M. (2010), “Seven lessons for a winning brand in china”, Strategy & leadership, Vol. 38 No. 1 pp. 42-49. Okazaki, S. ( 2005), “Mobile advertising adoption by multinationals senior executives initial responses”, Internet Research, Vol. 15 No. 2, pp. 160-180. Online 'will not irrevocably alter advertising (26 January, 2010) Retrieved from http://www.theidm.com/resources/daily-newsfeed/online-will-not-irrevocably-alter-advertising/ Assessed on 9 th March, 2010. Parkin, G. (2009) Digital Marketing: Strategies for Online Success, 1 st ed, New Holland Publishers, London, Uk. Peng, N. and Hackley, C. (2007), “Political marketing communications planning in the UK and Taiwan: comparative insights from leading practitioners”, Marketing Intelligence & Planning, Vol. 25 No. 5, pp. 483-498. Phau, I. and Teah, M. (2009), “Young consumers’ motives for using SMS and perceptions towards SMS advertising”, Direct Marketing: An International Journal, Vol. 3 No. 2, pp. 97 108. Pickton, D. and Broderick, A. (2005) Integrated Marketing Communications, 2 nd ed, Prentice Hall, England, UK. Rettie, R; Grandcolas, U. and Deakins, B. (2005), “Text message advertising: response rate and branding effects”, Journal of Targeting, Measuring & Analysis for Marketing, Vol. 13, No. 4, pp. 304-312. Rowley, J. (2004), “Just another channel: marketing communications in e-business”, Marketing Intelligence & Planning, Vol. 22 No.1, pp.24-41. Shin, D.H, and Kim, W.Y. (2007), “Mobile number portability on customer switching behaviour: in the case of the Korean mobile market”, Info, Vol. 9 No. 4, pp. 38-54. Tapp, A. (2008) Principles of Direct and Database Marketing: A Digital Orientation, 4 th ed., Prentice Hall, England, UK. Taylor, V.A. and Bearden, W.O. (2002), “The effects of price on brand extension evaluations: the moderating role of extension similarity”, Journal of the Academy of Marketing Science, Vol. 30 No. 2 pp. 131-140. The shift to online advertising: more selective but the trend continues (2010) Retrieved From http://www.deloitte.com/assets/Dcom Global/Local%20Assets/Documents/TMT/Predictions%202010%20PDFs/Media_predictions_ 010.pdf Assessed on 27 th February, 2010. Timmerss, P. (2000) Electronic commerce: strategies and models for business-to-business trading, Willy, Chichester. UK consumers hate telemarketing, like newspaper ads (16 July, 2008) Retrieved from http://www.theidm.com/resources/archives/research-nuggets/uk-consumers-hate telemarketinglike-newspaper-ads/ Assessed on 9 th March, 2010. Vukasovic, T. (2009), “Searching for competitive advantage with the aid of the brand potential index”, Journal of Product and Brand Management, Vol. 18 No. 3, pp. 165-176. 501
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Challenges in the Era of Globalizat
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Table of Contents Challenges in the
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Lennart Bangens, Goteborg, Sweden C
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Local Steering Committee Jacob Musi
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Track 1: Accounting, Finance, and I
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Abstract Challenges in the Era of G
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Abstract Determinants of Bank Lendi
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Empirical Results Challenges in the
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Table 3 Determinants of Competitive
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Research Findings Challenges in the
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Abstract: Study on Africa Governmen
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Abstract Challenges of Oil Revenue
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Abstract Land Based Sources of Poll
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Abstract On the Mitigation of Rever
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⎧κ ( ω) − ( 1− p) β ( ω)
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Assessment of pollutants in nigeria
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Figure 1: Lagos off shore survey po
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Academic Pry School 3 3 0 Backgroun
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Track 5: Management Education Chall
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Table: Model Fitness Regression Sta
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Conclusion Challenges in the Era of
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37. Provision of sound education fo
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The cost structure Challenges in th
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Empirical Analysis Challenges in th
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Variable Coefficient Std. Error t-S
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Abstract The Changing Requirements
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The Model, Data and Variable Defini
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Track 8: Gender and Economic Develo
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Empirical results Challenges in the
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Abstract Gender, poverty and sustai
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Figure 1.1: Spread of directorships
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Theoretical Framework Challenges in
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Single 18.1 Masters and above 35.3
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Source: Field survey, 2010 Table 3:
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Track 9: Global Studies and Politic
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Conceptual Definitions Challenges i
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Conclusions and Implications Challe
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Abstract Exploring Organisational R
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district hospitals: Evidence from N
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Defining the Organisational Culture
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Convenient location of banks Challe
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Figure 1.Framework for Bank selecti
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Banks in Ghana Challenges in the Er
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References: Challenges in the Era o
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Figure 5: Causal loop diagram inclu
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The study seeks to: • examine typ
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Figure 2: Customer Perception of MT
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Relationship Commitment Total 1264.
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Factor Item Loading Imaginative 0.4
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Figure 1: Components of Data Analys
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Abstract Marketing Nigerian medicin
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References Challenges in the Era of
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firms attained below average market
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Conclusion Dissatisfied 6 3.4 3.6 7
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Abstract Customer satisfaction with
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Methodology Challenges in the Era o
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Discussion Challenges in the Era of
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Postgraduate 19 Internet experience
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Average daily Internet hours z P-va
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Track 17: Project Management in Afr
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Conclusion Challenges in the Era of
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GOVERNMENT MoFED SECTORS Structure
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Results Challenges in the Era of Gl
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Input: Process, regulation Referenc
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Football Spectatorship Challenges i
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