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  • Thumbnail for Service-Centered Marketing Logic: Dignifying Subjective Value in an  Objectivist Society
    Service-Centered Marketing Logic: Dignifying Subjective Value in an Objectivist Society by Cordell, Michelle Neville

    Today’s modern societies are directed by quantitative measures which concentrate our energy on numerical outcomes at the expense of subjective values like community, genuine happiness, freedom, aesthetics, etc. This paper investigates the foundations of economic valuation and explains how a good-centered marketing logic and value system has objectified both the human and non-human world with negative consequences for the health and well-being of ourselves and our planet. I suggest that a paradigm shift toward a service-centered marketing logic can introduce subjective goals into firm practices by engaging in a relational and dynamic value creation process. With a re-evaluation of markets and the nature of value we may begin the journey away from an era of ethical scarcity and material abundance toward one concentrated on human flourishing in harmony with the natural environment.

  • Thumbnail for Feasibility of Optimizing Nonprofit Marketing Programs
    Feasibility of Optimizing Nonprofit Marketing Programs by Hamren, Jack

    While the state of marketing and fundraising programs in the nonprofit sector has been a topic of focus for researchers over the last 20 years, little concrete advice is available for organizations hoping to increase the efficiency of their operations. This paper looks to determine whether data-oriented optimization of marketing programs is feasible in the current state of the industry, and what steps must be taken if it is not.

  • Thumbnail for How the motivation to play fantasy football affects the consumption of NFL licensed goods
    How the motivation to play fantasy football affects the consumption of NFL licensed goods by Herz, Daniel

    With the increase in technology, the average fan of the National Football League (NFL) has changed. A large factor in this change has been the emergence of fantasy sports and in particular fantasy football. Although this market has continued to grow, very little is known on how fantasy football participation affects traditional sports consumption. Thus, this paper examines how an individual’s motivation to play fantasy football affects their consumption of the NFL licensed goods. An OLS regression was used to determine the impact that two different motivations, control and competitiveness, had on consumption. Discussed are the results of the paper along with the implications of this paper for marketers of the NFL and how they can benefit from these findings.

  • Thumbnail for MARKETING TO PROMOTE A RESPONSIBLE DRINKING CULTURE: THE CRAFT BREWING INDUSTRY AND DUIS IN COLORADO
    MARKETING TO PROMOTE A RESPONSIBLE DRINKING CULTURE: THE CRAFT BREWING INDUSTRY AND DUIS IN COLORADO by Kauffman, Catherine

    Alcohol-related accidents in 2015 consisted of 29% of total traffic fatalities in the United States (NHTSA 2015). Meanwhile, the craft brewing industry has been on the rise in the past decade, especially in the state of Colorado. An increase in alcohol availability is most commonly associated with an increase in DUIs. However, this study hypothesizes that there will be a negative correlation between the opening of craft breweries and the rate of DUI arrests in Colorado. Panel data were collected for the 64 counties in Colorado from 2009-2014 on the rate of DUI arrests, gathered from the FBI’s Uniform Crime Report, and on the amount of craft breweries opening, gathered from the national Brewer’s Association. Demographic and economic variables were included to provide controls and more realistic results. Fixed effects regression techniques were used to control for unobserved potential heterogeneity between counties. After econometric analysis of the panel data set, an increase in craft breweries opening is not significantly associated with DUI rates in Colorado.

  • Thumbnail for The business of fine art : does marketing help the fine artist become successful?
    The business of fine art : does marketing help the fine artist become successful? by Tappe, Caroline , Tappé, Caroline

    Currently, there is little information around the benefits of marketing, in respect to the fine art profession. Artists are often averse to marketing due to personality type, lack of marketing education, and the sporadic methods to success in the fine art industry. This study examines the factors that help the career of the artist, with an emphasis on marketing. Fine artists are interviewed to gather information qualitatively, and are further analyzed to articulate the contributing factors to success. Overall, the data suggests marketing as a beneficial implementation to the career of the fine artist, along with support and motivation.

  • Thumbnail for Social media and consumer choice theory
    Social media and consumer choice theory by Kwan, Daniel

    Many companies are floundering in the wake of the rise of social media. With social networks such as Facebook and Twitter experiencing exponential growth, marketers are struggling to understand a new paradigm of marketing communications. This paper synthesizes research from consumer choice theory, cognitive psychology, and marketing in pursuit of a more comprehensive understanding of social media best practices. Particular attention is paid to how customers create their identities in the context of consumption, and the role of authenticity in corporate-customer relationships.

  • Thumbnail for Social network marketing for small businesses
    Social network marketing for small businesses by Martinson, Austin

    Social network marketing is an emerging channel of marketing. It could play a large role with small businesses in their marketing strategies. This thesis looks at the factors that affect the implementation of social network marketing for small businesses. Using models and theories surrounding other forms of direct marketing, this thesis fulfills a role in a marketing media with very little research. Relying on eight interviews with a variety of small business owners in Colorado, this thesis analyzes the advantages and disadvantages of social network marketing.

  • Thumbnail for Faculty in-service : how to boost academic library services
    Faculty in-service : how to boost academic library services by Lucas, Debra

    This article discusses a collaborative approach to educate college faculty about the library to encourage faculty to engage and participate in services such as library instruction, interlibrary loan, course reserves, and research desk assistance. The more faculty know about the library, the more that they use them. Well informed faculty create students who will also be interested in the library. In-servicing is recommended because it allows librarians to market the library. Creating a well-planned library in-service also creates an opportunity to highlight a librarian’s teaching and research skills.

  • Thumbnail for Promoting residential renewable energy adoption
    Promoting residential renewable energy adoption by Nordblom, Crosby Van Curan

    As society has progressed over time, we have developed extensive unsustainable consumption habits, and we will have to deal with the future consequences of those actions. Problems, like climate change, have developed into intricate issues that will require innovative marketing and promotion methods, as they will involve the alteration of solidified social patterns and constructs. Through analyzing products like residential renewable energy, we can better understand how sustainable and responsible behavior can be fostered from the individual level to a national scale. That is why this study asks what factors explain homeowners’ decision to invest in renewable energy? Through exploring past research, understanding current markets, and surveying potential and current renewable energy user, this study attempts to identify the most prominent barriers and effective promoters of residential renewable energy.

  • Thumbnail for The globalization of the wine industry
    The globalization of the wine industry by Hustava, Neal K.

    Viticulture has had a rich and relatively stable history. However, in recent times, the wine industry has undergone many changes. The global wine industry no longer depends on the outmoded practices and wines of the Old World. New World wineries have grown immensely in recent years in both production and consumption. This thesis evaluates marketing strategies that have brought New World countries to their current state. It includes an investigation into market positioning, market segmentation, new packaging, and internet advertising techniques that have found their way into the wineries and brands of the New World.

  • Thumbnail for Branding the Middle Kingdom
    Branding the Middle Kingdom by Hovancsek, Daniel Louis

    For some, the Chinese collective mentality has proved an insurmountable barrier for foreign direct investment in China, while others have ridden it to success. Engrained in the culture, this decidedly eastern perspective has become somewhat imperative knowledge for any business that looks for success in the Middle Kingdom. Through annual reports and letters to shareholders we can understand corporate intent, while analysis of advertisements can shed light on companies localization strategies. Successful companies incorporated localization strategies of nationalism, collectivism, and heightened sensitivity to local tastes. These advertising tendencies along with joint venture opportunities and effective brand management have been key components to bring Western strategies to the East.

  • Thumbnail for Risky business : a case study of Hyundai Motor Company's success in the U.S. market
    Risky business : a case study of Hyundai Motor Company's success in the U.S. market by Graf, Brian Kenneth

    Since its entrance into the American market, Hyundai Motor Company has transformed itself from an auto producer that was known for its poor quality and low price to one with a substantial market share, and stealing customers away from many industry veterans, as well as pushing into the luxury segment of the auto market. But how was this late-moving car maker able to gain an advantage in this extremely competitive market? This thesis attempts to answer this question through the method of archival research that results in a detailed history of the company as well as a case study that examines which factors were crucial to Hyundai Motor Company's success. This case study found that there were four key areas of the company’s business that assisted it in achieving the accomplishments that it did: a unique culture, a flexible production strategy, a constantly evolving positioning strategy, and an extremely perceptive marketing team.

  • Thumbnail for Vendor of the Month : a marketing collaboration
    Vendor of the Month : a marketing collaboration by Tucker, Cory, 1970- , Grays, Lateka

    Marketing library resources remains an important issue despite library reductions in staff and collections budgets. In order to maintain or expand marketing programs, libraries could do well tapping into the expertise available through the vendors supplying resources to libraries. A case study of a library marketing program called, “Vendor of the Month,” at the University of Nevada, Las Vegas explains the collaboration between the library and its vendors to increase awareness and use of selected electronic resources.

  • Thumbnail for How can colleges increase enrollment through marketing?
    How can colleges increase enrollment through marketing? by Nkambule, Banele

    The objective of this thesis is to improve higher education marketing and, thus, increase enrollments. The key to successfully enhance recruitment efforts and marketing strategies is knowing students’ preferences, evaluating the institution, and learning more about the competition. This thesis creates a model that shows the effects of admitted student’s preferences on enrollment. Data from Admitted Students’ Questionnaire are used to test this model. Moreover, the thesis also creates a model that shows higher education institutions’ performance and how performance is affected by competition. The higher education institutions examined in this thesis are Colorado College, Colgate University and Wake Forest University

  • Thumbnail for Addiction, consumer choice, and business strategies in innovative market niches related to leisure : the case of Geocaching.com
    Addiction, consumer choice, and business strategies in innovative market niches related to leisure : the case of Geocaching.com by Shoyleva, Kristina Hristova

    This paper analyses the behavior of users of the website Geocaching.com. The study provides an insight on how internet services can relate to hobbies, sports, and leisure. In particular, this research analyzes the consumers’ inclination to become addicted to the type of services offered by the webpage. With the assumptions made in this study, no patterns of addiction to the services offered by Geocaching.com are identified. This research also examines the characteristics of the new market niche created by Groundspeak with the introduction of the website. This innovative business model is now followed by an array of other companies. This work ends with suggestions of successful business strategies for companies entering or already positioned in the market niche.

  • Thumbnail for Ski resort marketing in the United States
    Ski resort marketing in the United States by Webb, Derrick Scott

    Marketing strategies have changed over the last few decades and are still changing. Marketing managers need to realize these changes in marketing strategies and use them effectively to market to the changing demographic of skiers. Skiers are getting older and the numbers of advanced skiers is increasing, but as they get older more and more of the baby boomer generation is exiting the sport there needs to be a strong effort to encourage younger and newer participants to avidly pursue the sport and more importantly start them at your resort and keep them as lifelong participants. The purpose of this thesis is to research different marketing strategies and campaigns so that resort marketers can determine where and how to allocate them. In addition it will determine which marketable expenditures positively affect skier visits.

  • Thumbnail for How to market an aging art form : a case study of marketing strategies in the performing arts industry
    How to market an aging art form : a case study of marketing strategies in the performing arts industry by Sauvage, Evan

    This thesis examines the problem in the performing arts industry of appealing to new audiences in order to maintain sufficient revenue in an industry with an aging target demographic. This issue is analyzed with a focus on developing marketing strategies. Using case studies of a Denver based opera company, Opera Colorado, and a relatively new Aurora based musical theater company, Ignite Theatre, this thesis aims to gather information through interviews on existing strategies among various types of performing arts organizations and make recommendations for further development. Findings suggest that digital marketing, outreach programs and events, and accessible pricing models are among the most effective means of attracting new patrons.

  • Thumbnail for Social media marketing : an analysis of image content
    Social media marketing : an analysis of image content by MIller, Adam

    Social media is a relatively new form of brand advertising. This thesis evaluates the effect of different types of images and demographic factors on a Facebook post’s total likes, comments, and shares. Using data from a small bicycle brand, Borealis Bikes, that has built much of its brand image over the last six months through Facebook posts, an OLS regression analysis is used on three variations of my model to determine the effects of Facebook post content on different user groups. The subsequent analysis is applicable to other small brands that sell a luxury product.

  • Thumbnail for Collaborative marketing for electronic resources :  a project report and discussion
    Collaborative marketing for electronic resources : a project report and discussion by Kennedy, Marie R.

    This article reports on the design and findings of a project concerning the feasibility of a collaborative model to benchmark the marketing of electronic resources in institutions of higher education. This international project gathered 100 libraries to move in lockstep through the process of a typical marketing cycle that included running a brief marketing campaign and reporting findings to each other. The findings show good reasons and strong support for this kind of model.

  • Thumbnail for A failure in marketing
    A failure in marketing by Sly, Jordan S.

    This essay addresses the current climate in the library world from the perspective of a library student. We are at a point where the actual value of libraries and library services are of the utmost importance, but the perceived importance from our patron base is on the decline. The root of the problem is that of marketing. Libraries need to refocus attention on making sure that people are aware of the services the library can provide even as many believe the role to be lost in increasing obsolesce.