Search Results for « Marketing Investment »

Generative Artificial Intelligence (GAI) is increasingly being integrated into marketing education and is reshaping the skillsets required in marketing careers. While research has highlighted the promise and perils of incorporating GAI into education, there remains a need for a comprehensive framework to guide its effective use. In this research, we conduct a multipronged analysis, including a review of marketing course syllabi, a survey of marketing educators, and follow-up qualitative interviews. Building on Role Theory and the Community of Inquiry (CoI) model, we propose that GAI can assume three roles in marketing education: tutor, teammate, and tool. Each role influences teaching, social, and cognitive presence differently, shaping the learning experience and preparing workplace-ready marketing graduates. For instance, as a tutor, GAI can aid students in grasping theoretical concepts, while as a teammate, it can foster collaboration by supporting brainstorming and problem-solving activities. However, ethical considerations such as data privacy, plagiarism, dependency on AI, and fairness in assessment must be addressed to ensure its responsible adoption in marketing education. We provide concrete examples for GAI's careful integration in marketing courses, and its implications for marketing educators, learners, and policymakers.

This paper introduces the concept of investment promotion, a form of marketing used by national governments to attract foreign investments into their country. While it is not a new concept, it barely makes it to academic literature. The paper brings investment promotion to the forefront for the purpose of creating a research interest in this topic and also contributes to the development of literature. It attempts to integrate investment promotion activities into already established marketing models and frameworks and set a marketing research agenda on the topic. Since attracting foreign investment is a policy and country situation issue, this paper will support and serve as a reference for governments as they design foreign investment policies and improve the attractiveness of their country as an investment destination using marketing tools. The paper first discusses the influence of marketing on investment promotion and how investors should be viewed as consumers who have needs to be satisfied. Various frameworks and concepts like the consumer decision-making process, market segmentation and marketing communications mix are discussed to show how they can be applied in investment promotion. The application of marketing concepts and theories has been beneficial in the business world, and this paper argues that there are potential benefits for countries who decide to apply the same concept and theories to attract investors.

Here a collection of 1169 abstracts, which corresponds to articles that the Journal of Marketing Research has published from 2005 to 2014, are analysed under a novel approach. We apply several statistical methods, such as Principal Components Analysis and Correspondence Analysis to identify the way Marketing vocabulary is evolving. Similarly those articles that introduce new vocabulary are identified and the preferred words by authors are also detected. In order to provide an easy-to-understand explanation, we provide our results graphically. A word-cloud with the most frequent words is given first. Secondly abstracts-words are represented on the factorial plane. Finally one representation of word-years allows us to detect changes on the vocabulary through the passing of time.

Highlights marketing strategy and how capital investment decisions are characterized by large sums of money involved. Explores obstacles and opportunities involved in making headway in the treatment of marketing expenditure as investment. Specifies a framework to: measure the productivity of capital which might be employed; take into account that money has a time value ‐ near money is worth more than the same amount at some time further into the future; provide minimum standards for investments to achieve; provide a means of rationing capital between project which might compete in their claims for it. Covers promotion and effects of advertising and the use of planning ahead. Concludes that future research may provide detailed generalization as to the timing of future cash flows generated by present expenditure, but for now management can use long‐term intentions and broad guidelines.

This paper explores using a deep learning Long Short-Term Memory (LSTM) model for accurate stock price prediction and its implications for portfolio design. Despite the efficient market hypothesis suggesting that predicting stock prices is impossible, recent research has shown the potential of advanced algorithms and predictive models. The study builds upon existing literature on stock price prediction methods, emphasizing the shift toward machine learning and deep learning approaches. Using historical stock prices of 180 stocks across 18 sectors listed on the NSE, India, the LSTM model predicts future prices. These predictions guide buy/sell decisions for each stock and analyze sector profitability. The study's main contributions are threefold: introducing an optimized LSTM model for robust portfolio design, utilizing LSTM predictions for buy/sell transactions, and insights into sector profitability and volatility. Results demonstrate the efficacy of the LSTM model in accurately predicting stock prices and informing investment decisions. By comparing sector profitability and prediction accuracy, the work provides valuable insights into the dynamics of the current financial markets in India.

Digitalization is making a significant impact on marketing. New marketing approaches and tools are emerging which are not always clearly categorised. This article seeks to investigate the relationship between one of the novel marketing tools, content marketing, and the five elements of the traditional marketing communication mix. Based on an extensive literature review, this paper analyses the main differences and similarities between them. This article aims to generate a debate on the status of content marketing. According to the authors' opinion, content marketing can be considered as the sixth marketing communication mix element. However, further research is needed to fill in the existing knowledge gap.

We determine the optimal investment strategy in a Black-Scholes financial market to minimize the so-called {\it probability of drawdown}, namely, the probability that the value of an investment portfolio reaches some fixed proportion of its maximum value to date. We assume that the portfolio is subject to a payout that is a deterministic function of its value, as might be the case for an endowment fund paying at a specified rate, for example, at a constant rate or at a rate that is proportional to the fund's value.

The interaction approach to studying international marketing activities of industrial firms is now an established research stream. Initiated by a team of European researchers, the interaction approach focuses on the process of managing interactions between supplier and customer units. In this article, the author elaborates on the features of the interaction approach and illustrates it using a company case study. Based upon the discussion, a number of managerial implications are offered regarding international market development.