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RISS 인기검색어
- 검색키워드
- 저자 : Timo Dietrich (검색결과 2 건)
- 무료
- 기관 내 무료
- 유료
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ALL HAIL GOOGLE LLC; GOOGLE SCHOLAR AS AN ALTERNATIVE SYSTEMATIC LITERATURE REVIEW TOOL
James Durl,Bo Pang, Griffith,Timo Dietrich 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Marketing is a broad discipline spanning numerous fields, often leading to cross-disciplinary research. It is a saturated discipline with numerous academic outputs published annually. With a constantly expanding knowledge base, and increased emphasis on researchers ‘proving the worth’ of their research, marketing scholars are increasingly required to quickly search, extract and synthesize literature. Researchers must then be able to demonstrate a thorough understanding of their research context. This often calls for a systematic approach. Typically, Systematic Literature Review (SLR) searches are conducted across multiple databases, over a number of years, which is a lengthy and complicated process that can result in errors. The present research outlines the search strategies of previously published SLR’s searches, and replicates these searches in Google Scholar (GS). The aim is to understand the reliability of GS as a primary search tool to, potentially, alleviate lengthy and complicated procedures seen in existing SLR’s.
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MARKETING FOR GOOD: CO-CREATING A BEHAVIOUR CHANGE PROGRAM
Jeawon Kim,Sharyn Rundle-Thiele,Timo Dietrich,Kathy Knox 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11
Social marketing, a behaviour change discipline that originated in marketing, has contributed to a better world delivering positive health, environmental and social outcomes over the past 60 years. While successes are documented, failures are also evident, and delivery of cost-efficient, feasible, and maintainable programs has been called for. While the benefits of applying social marketing benchmark criteria (BC) are verified, roadmaps for how to apply BC in behaviour change program design are not apparent. This paper marks a first attempt at applying BC to co-create a social marketing program. A conceptual model that applies eight BC across four studies; 1) Systematic quantitative literature review, 2) Segmentation study, 3) Expert panel reviews, and 4) Co-design workshops is proposed. This paper offers a reseacrh process that researchers and/or practitioners can apply to develop behaviour change programs with the aim of achieving enhanced program outcomes. Moving forward the proposed model will need to be tested and replicated in field to verify the effectiveness of applying eight BC within the program design process.
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