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Marketing productivity is a crucial concept in recent marketing practice and research. Expenditures on marketing efforts are rising to an unlimited level in a fiercely competitive corporate environment even as other costs have fallen. Many practitioners and academics are doubtful of the effectiveness of these costs or investment on marketing and are seeking for the justification of these expenditures on marketing activities. With all these efforts, marketing field has paid insufficient attention to the subject of productivity which is represented as the ratio of marketing output over marketing input. Especially marketing productivity is believed to be hard to measure and this led to the scanty achievement on marketing productivity. The purpose of this paper is to provide a review of marketing productivity and marketing performance research trend. More specifically, this paper provides a comprehensive review on marketing productivity and covers major marketing issues related to marketing productivity. Two marketing productivity models are introduced and measurement issues on marketing productivity are also discussed. And literatures on diverse concepts and philosophies related to marketing productivity and performance measurement, and their interrelationship between them are briefly reviewed. Some implications for management practice and directions for further research and limitations are also discussed.

To examine the productivity of online shopping, this study will address the problem regarding the little known productivity of online shopping for two different groups experienced and inexperienced online shoppers. Using the variables identified by transaction process model, this study tried to find the particular variables that facilitate or hinder the productivity of online shopping in each group.

The prevailing trend in telecommunication industry is toward convergence. The purpose of this study is to examine the factors influencing customer loyalty, i.e. quality of the installed base, and to address whether the customer loyalty of existing service can transfer to convergence service. In addition, this study investigates the moderating effects of perceived similarity and perceived innovativeness on this transferability. The result show that customer loyalty influence significantly the transfer intention of convergence service and perceived innovativeness moderates negatively this transferability. And customer loyalty is affected significantly by customer satisfaction and switching cost as was expected. Implications of the results and future research are discussed.

Information and Technology is rapidly spreading in service industries, as specially international trade practice. Firms that adopt this innovative way to sell or deliver services and manage customer relationships must make technological and strategic changes. This paper introduces a design methodology for technology acceptance model for perceived usefulness and perceived ease of use by extending the Davis TAM model(1989). This study developed a research model to explain the use of trade practice services employing usefulness, ease of use and the informational as major research variables and collected 136 survey responses from the trade company member. The empirical results show that usefulness and ease of use the intension to use trade practice information service and the effect of its did appear significant of the intention to use. It was also found that productivity affects usefulness and ease of use.

The purpose of this report is to grasp what marketing promotion network for small and medium businesses is. Also, it is to grasp how marketing promotion network for small and medium businesses be done. And it is to grasp how marketing promotion network for small and medium businesses in foreign country. If better marketing promotion network for small and medium businesses is in foreign country, it is better for our country to practice with foreign marketing promotion network for small and medium businesses. After seeing marketing promotion network for small and medium businesses, in our country marketing promotion network for small and medium businesses was rising for public institution to purchase small and medium goods. Also, it was high to promote marketing promotion network for small and medium businesses like monetary promotion directly than marketing promotion network for small and medium businesses like education and consult etc indirectly.In advanced country like America and Japan etc was not marketing promotion network for small and medium businesses directly but marketing promotion network for small and medium businesses indirectly. Afterward, it is good to choose marketing promotion for small and medium businesses in korea indirectly.

Many researches conclude that the small businesses need to be supported by the public financing for the risk-effective sustainability on the regional economic performance. Some critiques, however, argues that the reason for the acceptable performance, may come from the methodological bias, instead of the empirical contents or theory itself. It is not enough to say that something is better than nothing for the marginally risky business in terms of the sustainability of the policy. Thus, the objective of the research is to analyze whether the public financing support such as credit guarantee is sustainable by the risk-effectiveness in practice. The empirical result shows the public financing pitfall by the ‘consultocracy’ of negative effect and thus it requires the innovation not of the system, but of the governance.

This paper presents a theoretical model of regional labor movement (immigration) due to productivity distribution. Extending the job search model developed by John McCall, which uses Bellman equation for value functions, and including productivity difference across regions (countrires), the paper obtained several results about immigration behavior and reservation wages assuming that home country's wage offer distribution is stochastically dominated by that of foreign country. If immigration is inevitable after rejection of a wage offer, then the reservation wage in home country is higher than the reservation wage in foreign country. If a worker can choose his job search country, then after a rejection of wage offer in the home country, he immigrates immediately and do not come back. However, if home country government offers a emigration subsidy, then he searches job coming back and forth between home and foreign country. If there is a cost in immigration, then reservation wage in both countries decreases compared to the case in which no costs are incurred.

This study aims to develop an indexation model that measures city brand equity and examines the causal relationship among the elements that constitute a city brand. First, the City Brand Equity Index (CBEI) model is developed that can compare a city’s brand equity with competing cities. An analysis using the model proves its high relevance. Second, a causal relationship of the constitutive elements of city brand equity is identified. The image of a city as a destination for residence, tourism or investment is found to have positive impacts on people’s brand attitude, which in turn has a positive effect on brand loyalty. Third, indexes are produced using weights in calculating the causal relationship among the elements. This method provides a clearer picture of the relationship of the elements and enables to better anticipate future changes among them. The calculated city brand equity index proves an effective tool in evaluating a city’s comparative competitiveness with other cities. The above-mentioned results suggest a strategic brand management is possible through regular and periodic evaluation and analysis. In other words, calculated indexes based on the city brand equity index model -- not only of the city concerned but also adjacent or competing cities -- together provide a city’s comparative brand value. They can also be used as preliminary data for future promotional activities in order to improve a city’s brand equity. In addition, independent evaluations and analyses of the indexes of the elements composing a city’s brand equity are helpful in judging the value of, and prioritizing, promotional activities aiming at increasing city brand equity value.

we estimated the efficiency of the casino industry in Korea applying DEA analysis and analyzed a plan to increase efficiency for inefficient casino based on the efficiency estimation result. We have chosen a group of 14 Korean casinos which we can collect informations between 2004 and 2006 from casinos in business. and DEA model used input-oriented CCR, BCC models to evaluate the efficiency of technology, pure technology and scale. In conclusion, the efficiency of casinos in 2006 has been decreased rapidly compared to 2004 The result of efficiency analysis of Korea casinos in this study will be reflected in the effective casino industry nourishment policy which meets the tourist and leisure industry nourishment policy.

Every cluster not only contributes directly to national productivity but also affects the productivity of other clusters. The industry cluster has grown and repeated this process in diversity and has developed step by step. This has evolved with diverse changes. The structural changes of the following different industrial cluster should have the following aspects in a different climate should be included; the division of structure; the outside-order firm relationship; the type of order; the communication structure; the competition and cooperation system in the industrial structure; creative innovation aspects. To secure the advantage of competition, competitive advantage on a regional basis and the evolution of the global economy, regional competitive advantage should economically necessary. This region should be substantially developed and should be accompanied for environmental development. The structure and strategy is necessary to transform the changing environment in this industry structure as it is necessary for change. This study is a comparative study which is mainly based on G8 countries such as Italy in Europe and Japan in Asia, in spite of different settings these countries developed different circumstances. As the outcome is different, the cluster showed should be evaluated with the geopolitical as well as regional differences based on cultural values, history and institutional attitude. Therefore this comparative study shows us that even though globalization grows up we should focus on regional style. This comparative study will help us for the benchmarking for developing countries such as Korea to make a cluster.