The rapid digital transformation and the ever-changing needs of consumers have provided both academia and practice a stimulating setting and chance for grasping evolving opportunities and reinventing the traditional marketing approaches. Agility is one emergent approach to manage challenges like increasing uncertainty or high volatility. Due to its relative novelty, the extant academic literature on marketing agility is narrow, and although the operationalization of the construct is slowly expanding, there is yet the need for further refinement of the definition, the construct, terminology, and its dimensions. Similarly, in practitioner circles there is a growing “buzz” about implementing agile practices (e.g., continuous feedback-learning cycles, collaboration, flexibility, and speed) in the field of marketing to manage changing market environments. What exactly makes an organization, a department, or a team agile is, however, still blurred.

Corporate social responsibility (CSR) is viewed as an internal marketing strategy (Bhattacharya, Sen, & Korschun, 2007; Shabnam, & Sarker, 2012). Research indicate that CSR implementation has a positive impact on employees, and enhance working satisfaction, corporate identity and organizational commitment （Koh and El’fred, 2001;Valentine et al., 2006; Martinez & Rodríguez del Bosque, 2013; Lee, Song, Lee, Lee, & Bernhard, 2013）. However, some studies suggest that CSR will not directly influence employee, related mediating factors and moderating factors need to be more discussed. The study apply regulatory focus theory as a framework for explaining moderator effect of promotion and prevention focus on employee perceived CSR and working satisfaction, organizational identity and trust. Promotion focus means that employees consider CSR promoting a better society and environment, and prevention focus represent CSR is for preventing falling behind industry, and public criticism. A questionnaire survey was employed in hospitality industry, questionnaire is design based on related literature (VandeWalle, 1997; Higgins et. al., 2001; Craig et.al., 2009; Huimin, & Ryan, 2011; Martínez, Pérez, & Rodríguez del Bosque, 2013; Paek, Xiao, Lee & Song, 2013; Fu, Ye & Law, 2014). And five subscales are contained in the questionnaire, including perceived CSR、regulatory focus、 working satisfaction 、organizational commitment and organizational trust. To analyse the reliability and validity of the questionnaire, a pilot study was conducted in September 2017. 120 questionnaires were collected, 105 valid questionnaires were subjected to a preliminary analysis, the official investigation was conducted during January and February in 2017. 450 questionnaires were distributed, and 389 valid questionnaires were collected, a recovery rate of 86.4%. A significant partial correlation was found between perceived CSR and working satisfaction(ΔR2=.31, p<.000)、organizational commitment (ΔR2=.22,p<.000) and organizational trust (ΔR2=.27, p<.000). Hierarchical regression analysis was further used to estimate moderation effect of regulatory focus, the study find that moderation effect on the relationship between CSR and and working satisfaction(ΔR2=.02, p<.01)、organizational commitment (ΔR2=.06, p<.01) and organizational trust (ΔR2=.06, p<.01). The research finding shows that working satisfaction, organizational commitment and organizational trust are more influenced by the organization's CSR implementation while employees have positive interpretation and recognition of CSR. Therefore, the organization should fully communicate about the purpose and value of CSR, so that employees can identify with and support the organization's CSR, and then CSR can achieve the function of internal marketing. If employees think that the organization's implementation of CSR is only an obligation or only satisfies the social perception, there may be less positive impact of CSR on employees. Regulatory focus theory is suggested to apply on future consumer study.

There are two purposes of this paper. One is to present a brief introduction to item response theory in conjunction with marketing research. The other is to present a review of current use of item response theory in representative marketing research journals. Several item response theory relevant papers were recently published in various marketing research journals. Because models under item response theory from simple to complex were used without any systematic introduction in marketing research, this paper briefly presents main concepts in item response theory. An encyclopaedia entry (Kim, 2015) and two graduate-level textbooks (Baker & Kim, 2004, 2017) are mainly referred and used for the first purpose. A content analysis was done for the second purpose with 28 item response theory relevant articles on marketing research journals. Articles are sorted based on the classification framework by Thissen and Steinberg (1986). Many articles reviewed relied on some type of unidimensional dichotomous item response theory models. Articles published recently within 10 years that used item response theory models were more complicated both mathematically and statistically than other previously published articles in marketing research journals. The taxonomic tabulations in this study should aid marketing researchers who are planning their continuous training in item response theory, and faculty who design or teach courses on marketing research methods for advanced undergraduate and graduate students.

Marketing academics and practitioners have discerned the evolution in the prominence of digital, social media and mobile marketing based on technological innovations. Digital marketing has evolved over time from a specific marketing of products and services using digital channels to activities, institutions and processes facilitated by digital technologies. From an inclusive perspective, digital marketing refers to an adaptive, technology-enabled process by which firms collaborate with customers and partners to jointly create, communicate, deliver and sustain value for all stakeholders. Digital technologies allow the new adaptive process, institution and processes in marketing communication. The adaptive process creates value in new ways in new digital environments. Institutions build foundational capabilities to create such value jointly for their customers and for themselves. Processes create value through new customer experiences and through interactions among customers. The purpose of the assessment is to establish the current status of research evaluating digital marketing communication and to show how digital technology has shaped marketing communication evaluations. This study provides a broad disciplinary review of key cited works in digital marketing communication research and examines the effectiveness of various evaluation approaches, including new directions designed to capture meaningful insights and marketing communication value in digital marketing communication.

This paper integrates scholarly work and industry practices in fashion design, marketing, and consumer behavior as the basis for presenting six principles of fashion design and marketing for sustainability and social change. Criteria for effective marketing strategies are offered.

Recently, luxury markets have been flourishing in East Asian and Western cultures.. At the same time, there is a shift from consumption motives like prestige and conspicuousness towards hedonism, experience and individualization. Based on the demand for appropriate marketing strategies, we develop a framework which links one-to-one marketing to luxury.

This study aims to develop the concept of innovation models with the marketing channel construct approach, marketing innovation, product segmentation, and customer insight; as well as improvements to the theory of resource-based combined with the method of service-dominant logic. This study approach is based on quantitative descriptive conducted with three stages of testing scenarios. The first test is the mapping of the innovation model construct through testing the validity and reliability with the moderation of customer orientation variables. The second scenario examines the relationship of influence between the independent variables on the dependent variable of 29 hypothetical analysis equation modeling. The unit of analysis was conducted on 497 SMEs involved in the food and beverage sectors, with the criteria being SMEs must have a rating of 4-5 points on the Go-Food applications software. The results shown that: 1) the construct used to develop an innovative model both directly and via moderation is positive and significant; 2) Through a complicated relationship that involves all components of the variable, it outlines a positive and significant effect except for the path of analysis (μ5). The theoretical and managerial implications state that the service-dominant logic approach and resource-based view theory have extreme reliability and interrelations.

경영학자 Schmitt(1999)는 상품의 마케팅 활동에 있어 그 목적에 대해 고객 체험을 창조하는 것이라 강조하였으며, 기획의 출발점을 체험적 욕구를 충족하는 것이라 주장하였다. 이렇듯 체험의 가치가 높아지는 문화적 현상에 따라 최근 4차 산업 의 중심 동력으로 부상하고 있는 VR(Virtual Reality, 가상현실)기술은 시공간의 제약으로부터 자유로울 수 있으며, 몰입도 높은 가상 체험을 제공한다는 장점으로 인해 체험형 마케팅의 주요 화두로 부상하고 있다. 이에 본 연구는 VR이 마케팅의 수단으로써 적용되었을 때, 이를 체험하는 고객의 브랜드태도와 구매의도의 변화를 연구하 는데 목적을 두고 있다. 실증적 분석을 위해 모 브랜드스토어에서 집행되었던 VR마케팅 사례를 실험대상으로 선정하여 온 라인을 통한 설문조사를 실시하였으며, VR마케팅을 Schmitt의 체험 요소에 대입하여 그 속성을 분류하고 이를 브랜드태도 및 구매의도 간 상관관계를 통해 분석하였다. 총 30문항으로 구성된 설문을 대상자 123명에게 조사하여, 그 결과 결측값을 제외한 94명으로부터 설문 데이터를 수집하였고, 이를 통해 현재 VR 마케팅이 고객의 브랜드태도 및 구매의도의 변화에 어떠한 영향을 미치고 있는지 확인할 수 있었다. 본 연구는 Schmitt의 체험이론을 통해 체험마케팅의 일종으로써 VR기술 의 마케팅적 가치를 최초로 분석한 연구라는 점에 의의가 있다. 모집단의 제한적 연령, 온라인 조사에 한정하여 현장 방문 후, 매체를 경험한 체험자를 대상으로 직접 설문을 진행하지 못한 한계가 있었음에도 불구하고 본 연구는 브랜드스토어의 VR마케팅 활용에 대한 이론적 이해의 틀을 마련하며 체험요소 강화를 위한 마케팅 전략 수립에 도움이 될 수 있을 것으로 기대한다.