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Classifications: JEL CODES-M31

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×JEL CODES — M31

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The Relationship between the Knowledge Economy and Marketing: a Bibliometric Analysis

Agnė Šneiderienė Marius Zamkauskas

https://doi.org/10.15181/rfds.v44i3.2640

Pub. online: 25 Oct 2024 Type: Article

Open Access

Journal: Regional Formation and Development Studies Volume 44, Issue 3 (2024), pp. 87–102

Abstract

Knowledge is a commodity of the knowledge economy, produced, disseminated and consumed in this environment. It should be

noted that the main enablers, the political system and society, and the main consumers, the economy and society, are highlighted. Moreover,

various marketing tools can be applied to promote a knowledge-based economy and ensure lifelong learning. The selection of

marketing solutions is contingent upon the degree to which society is prepared to transition to a knowledge-based economy. Thus, a

need exists to investigate the relationship between the knowledge economy and marketing. The aim of this research is: by applying

the bibliometric analysis method, to analyse the relationship between the knowledge economy and marketing. The analysis conducted

revealed that the knowledge economy is a relevant scientific field. Topic trend analysis revealed a shift in studies. From 2016 to

date, the emphasis has been on decision-making, manufacturing, sustainability and sustainable development. The focus of studies

has shifted from the United States and the European Union to China. This suggests future research directions, such as research into

the application of the knowledge economy in different settings and different sectors, and research into the relationship between the

knowledge economy and sustainability issues.

Neuromarketing: a Tool to Understand Consumer Behaviour

Indrė Razbadauskaitė Venskė

https://doi.org/10.15181/RFDS.V42I1.2605

Pub. online: 5 Mar 2024 Type: Article

Open Access

Journal: Regional Formation and Development Studies Volume 42, Issue 1 (2024), pp. 101–109

Abstract

This paper studies the concept of neuromarketing in consumer behaviour, emphasising the fact that consumers are not entirely rational

in their decision-making process, because emotions influence their behaviour. Consequently, the neuromarketing field emerged as

a way to understand the subconscious motivations of consumers. The scientific problem of this paper is to analyse how neuromarketing

techniques can be effectively integrated with traditional marketing research methods to provide a comprehensive understanding

of consumer behaviour. It emphasises the fact that traditional marketing research tools may not reveal all essential insights into

consumer behaviour research. Therefore, market research practices should employ neuromarketing tools such as eye tracking, facial

expression analysis, biometrics and neuronal activity measurements. First, six principal neuromarketing research areas are identified:

branding, product design and innovation, advertising effectiveness, shopper decision-making, online experiences, and entertainment

effectiveness. Next, a simplified human behaviour model, consisting of three phases, unconscious, conscious and observable, is discussed.

Finally, the paper focuses on criticisms of neuromarketing and ethical issues.

Sėkmingos rinkodaros partnerystės kūrimo modelis

Gita Šakytė-Statnickė Donatas Chodulinas

https://doi.org/10.15181/rfds.v40i2.2537

Pub. online: 10 Jul 2023 Type: Article

Open Access

Journal: Regional Formation and Development Studies Volume 40, Issue 2 (2023), pp. 132–145

Abstract

Straipsnyje analizuojama rinkodaros partnerysčių specifika: pateikiama rinkodaros partnerystės apibrėžtis ir pristatoma nauda, nagrinėjami rinkodaros partnerysčių tipai, aptartas rinkodaros partnerysčių kūrimas ir pagrindiniai jo etapai, sudarytas ir ištestuotas sėkmingos rinkodaros partnerystės kūrimo modelis. Tyrimo tikslas – išanalizavus rinkodaros partnerysčių specifiką sudaryti sėkmingos rinkodaros partnerystės kūrimo modelį. Sudarytas modelis leidžia visoms organizacijoms, besidominčioms rinkodaros partnerystėmis, įvertinti veiksnius, kurie užtikrina sėkmingą partnerystę, ir taip išvengti nesėkmių rinkodaros partnerysčių kūrimo procese.

The Role of Green Marketing in Creating a Sustainable Competitive Advantage

Aušra Pacevičiūtė Indrė Razbadauskaitė-Venskė

https://doi.org/10.15181/rfds.v40i2.2533

Pub. online: 10 Jul 2023 Type: Article

Open Access

Journal: Regional Formation and Development Studies Volume 40, Issue 2 (2023), pp. 89–98

Abstract

Due to growing environmental concerns, green marketing has become increasingly important in meeting consumer demand and improving a brand’s image and reputation. Green marketing follows the same principles as traditional marketing, but focuses on using eco-friendly materials, production methods, packaging, pricing, distribution channels, and promotion. By incorporating green marketing into a branding strategy, companies can benefit by creating a solid brand image and strengthening their position in a highly competitive market. This paper is based on a review of literature, and aims to summarise and classify extant research on green marketing. The paper reviews green marketing as a new way of creating a sustainable competitive advantage. The literature review establishes the difference between traditional competitive advantage and sustainable competitive advantage. Finally, it introduces a conceptual framework for the development of sustainable competitive advantage, including relationship marketing, green marketing, and the components of traditional competitive advantage.

Building Consumer Oriented Strategy for a Specialised Regional Store Chain

Anna Zhigalova

https://doi.org/10.15181/rfds.v7i2.2383

Pub. online: 4 Aug 2022 Type: Article

Open Access

Journal: Regional Formation and Development Studies Volume 8, Issue 3 (2012), pp. 275–286

Abstract

The research was made to identify how the retail strategy of a specialized regional chain should be reshaped in order to meet consumer requirements and satisfy their needs, compete against different store formats and maximize business efficiency. The analysis was made to identify alcoholic beverages consumption and buying habits, reasons and choice criteria of stores, perception, image and expectations of a specialized alcohol store. Also several business development ideas were tested, such as change of the assortment and evaluation of new concept of a retail chain. Sampled respondents were from 18 to 60 years old, who have bought alcoholic beverages last three months. Survey revealed that that consumer’s choice criteria of a retailer format differs considering different buying occasions and several dominant ‘must-haves’ were identified for a specialized retail store, such as location, assortment, price level of a best sellers and image of a store.

ACTUAL PROBLEMS OF ENTERPRISES’ MARKETING MANAGEMENT

Jeļena Šalkovska Anda Batraga Elīna Ogsta

https://doi.org/10.15181/rfds.v14i3.874

Pub. online: 4 Aug 2022 Type: Article

Open Access

Journal: Regional Formation and Development Studies Volume 14, Issue 3 (2014), pp. 178–188

Abstract

The purpose of this paper is to provide an overview of the most current problems and issues in marketing management. As all enterprises deal with various difficulties in their business planning, implementation and control, these issues and problems have to be recognized, dealt with, and solved. Most of the business strains will have a lot to do with diverse marketing aspects, as marketing is the main link between enterprises and their markets and customers; strategically mappedand implemented marketing helps to create competitive advantage and pave the way for success, but different problems can endanger firms’ marketing process, thus in today’s volatile business environment marketing executives have to bear in mind and deal with various facets of the marketing in rapidly changing world.

Cosmetics Brand Equity Formation in Awareness of Latvian Consumer

Jelena Šalkovska Anda Batraga Aelita Mežpapa

https://doi.org/10.15181/rfds.v16i3.1129

Pub. online: 4 Aug 2022 Type: Article

Open Access

Journal: Regional Formation and Development Studies Volume 17, Issue 3 (2015), pp. 155–168

Abstract

Creation of strong brand and increment of brand’s equity in the market is main goal of business. Usage of brand equity concept allows brand owners to sell branded products at higher price, gain greater market share, better promote products in the market, penetrate in market more easily, acquire more loyal consumers, improve effectiveness of marketing communications and enlarge product lines more successfully. Therefore for last 20 years brand’s equity conception, that consists from financial and consumer perceived brand’s equity, has become increasingly actual. It is also important task for brands in Latvian cosmetics market, because market itself is strongly saturated, highly competitive, and brand communication is very active, and therefore this kind of market requires brands to create their own unique approach, so they could stand out and successfully compete with other brands.

The Features of Marketing Communications in the Conditions of Economic Crisis

Jeļena Šalkovska

https://doi.org/10.15181/rfds.v7i2.2355

Pub. online: 4 Aug 2022 Type: Article

Open Access

Journal: Regional Formation and Development Studies Volume 7, Issue 2 (2012), pp. 153–162

Abstract

The article contains the analysis of features of marketing communications of companies in the conditions of economic crisis, when, from one side, the financial capabilities of companies are limited, but, from the other side, this is also the period when the necessity of retaining the market share and changing the strategies of companies’ marketing communication increases. The article contains the analysis of the changes in consumers’ behaviour in the conditions of crisis. The results of interrogation of representatives of Latvian companies, conducted under the guidance of the author of the article in order to reveal the directions of changes in their marketing strategies in the conditions of crisis, are also analysed in the article.

Customer Views on Problems of Internet Shopping Using Mobile Devices: Results of Recent Survey

Sergejs Volenkins Biruta Sloka Kate Čipāne

https://doi.org/10.15181/rfds.v27i1.1884

Pub. online: 4 Aug 2022 Type: Article

Open Access

Journal: Regional Formation and Development Studies Volume 27, Issue 1 (2019), pp. 100–109

Abstract

Recent developments of information technologies have supported fast development of Internet shopping worldwide and also using mobile devices. Internet shopping creates convenience for customers, bigger selection of goods and services from one side, but also creates several challenges for companies as well as some problems for companies and customers from the other side. Active research on different aspects is done by businesses, academic researchers alone and in co-operation of business and academic researchers. The aim of research is to find recent ideas of customers on Internet shops and problems raised in Internet shopping using mobile devices and to compare the results with other countries. The authors used the research methods such as: scientific publications’ studies, analysis of statistics on Internet shopping development, a survey realised in Latvia at the end of 2017 and the beginning of 2018 on Internet shopping in co-operation with the company iMarketing, University of Latvia, and Chamber of Trade and Commerce of Latvia. The main results and findings of the study, theoretical and practical implications are the following: the response rate of respondents was very high in comparison with other surveys, respondents have also expressed their suggestions and improvements for Internet shopping using mobile devices. The main conclusions of research: increase in Internet shopping in Latvia using mobile devices is not so fast as in other countries, mobile devices for shopping on the Internet are used not so often as in other countries; several local brands already having experience on Internet shopping encounter big challenges in development of Internet marketing; customers highly evaluate previous personal experience and good references of relatives and friends (word of mouth) in use of a respective brand for Internet shopping, but does not want to leave personal information (bank card information, personal code, etc.).

The Causal-Consequential Relationship between Attitude Formation and Behaviour

Edita Kondrotienė Arvydas Bakanauskas

https://doi.org/10.15181/rfds.v34i2.2245

Pub. online: 4 Aug 2022 Type: Article

Open Access

Journal: Regional Formation and Development Studies Volume 34, Issue 2 (2021), pp. 68–80

Abstract

The article defines theoretical aspects of the concept of attitude phenomenon, discusses the theoretical aspects in attitude formation,

and distinguishes attitudinal factors and their relations with behaviour. In analysing the concept of attitude and analysing the factors

forming attitude, using comparative analysis and the synthesis of scientific literature, a theoretical model of attitude formation is

obtained, indicating the causal consequential relationship between attitude and behaviour.

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