An Empirical Study of the Effectiveness of Contextual Marketing
碩士 === 逢甲大學 === 國際貿易所 === 96 === Using marketing skills to achieve companies’ goal is crucial. Depending on the development of high-end vehicles and high-speed information exchange, it is not hard to find out what customers really need. In this paper we use the concept of Kenny and Marshall (2000) m...
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| Format: | Others |
| Language: | en_US |
| Published: |
2008
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| Online Access: | http://ndltd.ncl.edu.tw/handle/67808271601054469950 |
| Summary: | 碩士 === 逢甲大學 === 國際貿易所 === 96 === Using marketing skills to achieve companies’ goal is crucial. Depending on the development of high-end vehicles and high-speed information exchange, it is not hard to find out what customers really need. In this paper we use the concept of Kenny and Marshall (2000) mentioned that contextual marketing brings messages directly to customers at the point of need .This is a method to discover the core of the desirable of customers and also stimulates the marketing more efficiently and reduces the cost from the company and customers. We will analyze factors: time, place, customer emotion, and media which will be used to help us to consider marketing strategy more deeply. This study intends to explore if contextual marketing is a more successful method from questionnaires.
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