This book, originally published in Dutch, provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with identifying the value proposition, it moves on to the situational analysis that underpins the corporate strategy, and finally details the overall implementation and creation of a customer and brand values. Applied Strategic Marketing equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy (Routledge)
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The book covers all aspects of marketing in 12 steps to write a marketingplan. In this second edition sustainability is added as a 'normal' part of marketing throughout the whole process. Also digitalization is integrated.
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In this article, the impact of strategic orientations on the use of digital marketing tactics and, subsequently, on the international business performance of small electronic retailers (e-retailers) in cross-border electronic commerce (e-commerce) is analysed. Furthermore, these relationships are compared between e-retailers originating in both developed and emerging e-commerce markets. Using a sample of 446 small business-to-consumer e-retailers from 20 European countries, we find that the deployment of digital marketing tactics has a positive effect on international business performance. Of the strategic orientations examined, foreign market orientation is most associated with the use of digital marketing tactics. Remarkably, growth orientation only has a positive effect on e-retailers from developed e-commerce markets, while customer orientation negatively affects e-retailers from emerging e-commerce markets. The differences between e-retailers from developed and emerging e-commerce markets are prominent and show that markets should not be considered as either uniform or generalisable.
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The latest IPCC Report (2022) provided by the UN shows us that, to guarantee a safe future for upcoming generations, we must change how we lead our lives on several levels. However, the increasing urgency to act and behave in a way that is not damaging the climate is bringing many psychological concerns to young generations. Worldwide reports are demonstrating how the issue of eco-anxiety is increasing daily, and how young people are feeling more hopeless than ever. Climate change has become a climate crisis, and individuals are experiencing pressure and fear incessantly (Marks et al., 2021). We, as Climate Streamers, have often found ourselves in this situation as well, but rather than freezing, we decided to take this challenge and think of solutions. Therefore, with the support of Breda University of Applied Sciences, the Performatory community, the BUas Startup Support Team, and outside mentors, we created Climate Streamers Foundation: a new youth-led non-profit organisation and a movement working towards a more inclusive and less polarised climate action. By working with leisure elements and a positive and appreciative approach, we want to give back hope, voice and power to the youth and inspire each other genuinely and sustainably. The purpose of this application is to allow us to elaborate a feasibility study concerning our MVP (minimum viable product), the card game, and boost the overall concept. We intend to implement the researched data to improve the design and sales management. The card game aims to stimulate appreciative conversations by giving space to players to express their opinions and personal stories and it is designed so everyone can play it, regardless of background and knowledge. After giving 200 games in production, we launched the card game in July 2022.
The impacts of tourism on destinations and the perceptions of local communities have been a major concern both for the industry and research in the past decades. However, tourism planning has been mainly focused on traditions that promote the increase of tourism without taking under consideration the wellbeing of both residents and visitors. To develop a more sustainable tourism model, the inclusion of local residents in tourism decision-making is vital. However, this is not always possible due to structural, economic and socio-cultural restrictions that residents face resulting to their disempowerment. This study aims to explore and interpret the formal processes around tourism decision-making and community empowerment in urban settings. The research proposes a comparative study of three urban destinations in Europe (The Hague in the Netherlands, San Sebastian in Spain and, Ioannina in Greece) that experience similar degree of tourism growth. The proposed study will use a design-based approach in order to understand tourism decision-making and what empowers or disempowers community participation within the destinations. Based on the findings of primary and secondary data, a community empowerment model will be applied in one the destinations as a pilot for resident engagement in tourism planning. The evaluation of the pilot will allow for an optimized model to be created with implications for tourism planning at a local level that can contribute to sustainable destinations that safeguard the interests of local residents and tourists.
Client: Taskforce for Applied Research (SIA), part of the Netherlands Organisation for Scientific Research (NWO), with funding from the ministry of Education, Culture and Science (OCW)Funder: RAAK (Regional Attention and Action for Knowledge circulation)This research is co-funded by the Taskforce for Applied Research (SIA), part of the Netherlands Organisation for Scientific Research (NWO), under the RAAK scheme.Project SASTDes aimed to resolve key issues in the sustainability assessment process of tourism destinations, with the objective to reduce the costs of assessments both in time and money, and to use the results of assessments for destination branding and marketing. The project’s core research question was: ‘How can sustainability assessments effectively and efficiently contribute to the sustainable development of tourism destinations and tourism products?’ All 7 work packages of this project were ultimately geared towards the construction of the SASTDes tool, an application enabling all elements of a destination sustainability assessment, with which DMOs can integrate sustainability into their strategic and operational management. All the project’s accomplishments are described in the Project Overview report that can be downloaded on this page. See under Research Output for individual reports.The consortium was led by BUas’ Centre for Sustainability, Tourism and Transport (CSTT). Knowledge partners were BUas’ associate professorships Sustainable Business Models (SBM) and Leisure and Tourism Experiences, Wageningen Environmental Research (WENR), part of Wageningen University & Research (WUR), and the associate professorship Data Science & ICT of Avans University of Applied Sciences. The municipalities of Breda, Goeree-Overflakkee and Schouwen-Duiveland, as well as Visit Zuid-Limburg, joined as destination partners. Tourism industry partners and NGO’s were Green Destinations, Follow, TUI Benelux, SeaGoingGreen, Fair Sayari, ECEAT, Treinreiswinkel, and bookdifferent.com.
