지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Marketing given the changes in the communication trend following the changes in the media environment and consumer value. Now, media is playing the role of genuine medium that communicates with the society. Companies’ marketing and communication methods with the society became key interests to both the companies and consumers due to the advancement of the social media. Accordingly, companies are introducing the marketing strategy in which they try to build corporate image as the companies that fulfill their Corporate Social Responsibility (CSR) besides providing good products and services. Now that the companies and consumers’ interest in companies’ ‘CSR’ is increasingly, consumers prefer the ‘good companies’ that are reliable and that fulfill their CSR of ‘equality,’ ‘public good’ and ‘sharing’ when purchasing products.
Bob Gilbreath recently created the concept of Value based Marketing in which customers’ life is transformed through ‘marketing itself.’ This type of Value based Marketing refers to the creation of making something that the people themselves feel worthy of investing their time and interest. Likewise, it is the “marketing that entails customers forming relationship out of their own will” and it is also the “marketing that enhances the life of the people itself” that can add value in actuality without emphasizing purchasing of the existing interruption type of marketing.
This research paper makes claims on the Value based Marketing centered on the sharing of experiences from the consumer perspective, building of consensus on authenticity, importance of contributing to the society and on the small difference (Micro Value).
Bob Gilbreath recently created the concept of Value based Marketing in which customers’ life is transformed through ‘marketing itself.’ This type of Value based Marketing refers to the creation of making something that the people themselves feel worthy of investing their time and interest. Likewise, it is the “marketing that entails customers forming relationship out of their own will” and it is also the “marketing that enhances the life of the people itself” that can add value in actuality without emphasizing purchasing of the existing interruption type of marketing.
This research paper makes claims on the Value based Marketing centered on the sharing of experiences from the consumer perspective, building of consensus on authenticity, importance of contributing to the society and on the small difference (Micro Value).
목차
Abstract
Ⅰ. 서론
Ⅱ. 가치마케팅의 이론적 배경
Ⅲ. 소셜 커뮤니케이션 트랜드와 브랜드 담론체계
Ⅳ. 가치마케팅 전략
Ⅴ. 결론
참고문헌
참고문헌 (23)
참고문헌 신청
1. [학술지(정기간행물)] - 곽관훈 / 2006 / 기업의 사회적 책임(CSR)과 자본시장에 미치는 영향 / 상사법연구 25 (3) : 113 ~ 149
2. [학술지(정기간행물)] - 김분태 / 2010 / 다국적기업의 사회적 책임에 관한 연구 -다국적기업의 자율규제를 중심으로 / 법학연구 51 (1) : 649 ~ 690
3. [학술지(정기간행물)] - 김성수 / 2009 / 企業의 社會的 責任(CSR)의 理論的 變遷史에 관한 硏究 / 기업경영연구 16 (1) : 1 ~ 25
4. [기타자료] - 김용범 / 2011 / 입소문, 영향력 큰 ‘작은 보스’들을 찾아내 특별관리하라 / 조선일보 Weekly BIZ
5. [학술지(정기간행물)] - 김주란 / 2008 / 국내 기업의 사회공헌 활동(CSR: Corporate Social Responsibility) 전략 및 메시지 전략, 크리에이티브 전략 분석: 100대 기업 CSR 웹사이트 분석을 중심으로 / 한국언론학보 52 (3) : 76 ~ 97
2. [학술지(정기간행물)] - 김분태 / 2010 / 다국적기업의 사회적 책임에 관한 연구 -다국적기업의 자율규제를 중심으로 / 법학연구 51 (1) : 649 ~ 690
3. [학술지(정기간행물)] - 김성수 / 2009 / 企業의 社會的 責任(CSR)의 理論的 變遷史에 관한 硏究 / 기업경영연구 16 (1) : 1 ~ 25
4. [기타자료] - 김용범 / 2011 / 입소문, 영향력 큰 ‘작은 보스’들을 찾아내 특별관리하라 / 조선일보 Weekly BIZ
5. [학술지(정기간행물)] - 김주란 / 2008 / 국내 기업의 사회공헌 활동(CSR: Corporate Social Responsibility) 전략 및 메시지 전략, 크리에이티브 전략 분석: 100대 기업 CSR 웹사이트 분석을 중심으로 / 한국언론학보 52 (3) : 76 ~ 97
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UCI(KEPA) : I410-ECN-0101-2013-381-001262123