ICAM-2017
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17521
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Item MARKETING THE MEDIA WITH SEXUALITY AND VIOLENCE: IS IT ETHICAL?(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Kadri, A.Sexuality and violence in the media have received significant attention by the researchers in communication studies. Unlike the extant literature, this research considers these phenomena as marketing instruments used by the mass media and approaches them from business ethics perspective. It aims at determining whether the use of sexuality and violence by the media institutions is ethical according to business ethics theories. It seeks to answer the research question by examining some fundamental business ethics theories, namely Kantian, Utilitarian, Aristotelian and Contractarian approaches to business ethics. In addition, it aims at introducing a framework for the evaluation of controversial issues in marketing practices in terms of business ethics. The analysis suggests that the use of sexuality and violence as marketing instruments in the mass media is unethical. All the business ethics theories examined support this conclusion. The deductions about the use of sexuality are stronger than the use of violence. Given the fact that the media institutions use sexuality and violence as a marketing instrument in order to attract more viewers or consumers, it means that the media companies are trying to market themselves or their products at the expense of ignoring business ethics.Item HOW SOCIAL MEDIA MARKETING HELPS TO RETAIN BRAND EQUITY DURING PRODUCT CRISIS(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Amin, H.; Javaid, K.; Zafar, F.The main objective of this study is to explore how social media marketing help brands when brands facings crises. Brand equity is a priceless asset of companies. We formulate that Social media is one of the powerful tools for creating brand equity of business. A research shows that mostly owners of different businesses say that use of social media do miracles for their businesses. Social media consists of online web interactive tools such as Facebook, YouTube, Google plus, Twitter, Snap chat, Blogs, whats app, imo Etc. Through these tools companies interact with their customers to maintain positive relations with them and to become more close to customers. To support our research we use case study of Maggi brand in India. In order to accomplish the objective of the study we use Brand Asset Valuator model. The findings of our research shows that social media has positive effect on brand equity during crisis. We also find that where the social media services are not available there are less chances of brand improvement and it has negative effects on brand loyalty and brand equity.Item THE ROLE OF THE MARKETING IN HEALTHCARE(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Sona, C.S.; Jan, P.The aim of the article is to define theoretical approaches to marketing in the healthcare. Still dominates the point of view that the marketing can only afford a prosperous provider. The aim of this article is to demonstrate that any provider seeking to enforce can not dispense with the good marketing. The essence of health care is service and therefore its marketing is conceived as a marketing of service. It is typical of it that does not stand alone like f.e. the marketing of typical trade organization but mingle with the management of people and performance as well. Everything depends on the centerpiece, which is the patient. The most important requirement of the marketing in health care is to make the patient satisfied. From this point of view the marketing in health care is concentrated on two areas. On quality of provided services as well as communication quality between provider and patient. As far as quality of provided services is concerned, it includes professionalism, optimal outcome, minimum risk to patients, treatment in line with current medical standards and values as well as in regard to efficient use of the resources. Regarding the communications it should be emphasized the role of mutual understanding between patient and provider. In practice it has been repeatedly shown that patients who understand the doctor instructions and arguments are willing to cooperate to a greater extent. Using this philosophy we analyze the basic principles of health marketing. The analyze has been provided by literature research and obtained results could be used as an aid for managers of health care providers to help them to transform public healthcare from what is still a predominantly supplier and product-driven service to one that is truly relationship orientated.Item REGIONAL BRANDS AS A TOOL OF MARKETING COMMUNICATIONS(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Sona, C.S.The aim of the article is to define theoretical approaches to competitiveness on macro level and micro level and specify the possibilities of increasing of competitiveness of small companies through regional products labels. The article defines theoretical approaches to term as region, regional product´s label and defines the using of regional labels on products and services in practice in the Slovak Republic. The regional brands are for some producers just one tool used for advertising and promoting their products on national level. The regional brands are used in tourism promotion and promotion of services. The projects of promoting the regional brands could be financed from EU funds under Program LEADER. The research has been provided by questionnaire for consumers in the Slovak republic. The knowledge of Slovak consumers about regional brands are not so high as the producers wished. The results of survey could be used for advertising campaign of the Association of the Regional Brands in Slovakia.Item SUSTAINABILITY MARKETING: INSIGHTS FROM DAOIST WISDOM IN CHINESE EVERYDAY PRACTICES.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Yang, L.; FitzPatrick, M.; Costley, C.This paper urges marketing academics committed to a sustainable future to look outside of the modern industrial ideologies that characterize western societies. Marketing has addressed sustainability issues for more than four decades. However, mainstream sustainability theory in marketing is rooted in industrial ideologies founded on the Enlightenment philosophy. This philosophy promotes a dichotomous worldview that effectively separates people from Nature. Thus, industrial civilization is inherently unsustainable because it promotes an instrumental view of Nature based on the anthropocentricity embedded in the industrial worldview. This paper suggests that accumulated indigenous wisdom of a pre-industrial civilization provides rich insights for industrialized societies to address the compelling sustainability issues the world faces today. Focused on the influence of Daoist philosophy and principles in the everyday lives of ordinary Chinese people, we used the research method of Memory Work to study human-Nature interactions as lived by 26 Chinese participants. Data show that pre-industrial Daoism has a significant effect on the participants’ living habits. As a philosophy centered on human’s relationship to the natural world, Daoism encourages these Chinese participants to connect closely with Nature in their daily routines, through sustainable practices that respond actively and respectfully to their natural environment. We believe such insights from the Daoist guidelines for daily living can make a meaningful contribution to re-visioning ‘sustainability’ in western post-industrial civilization. In particular, these insights provide sound support for the development of new alternative business models such as sustainability marketing.