Marketing environment has changed due to the advent of the internet, the subsequent globalization and the hence ensuing greater competition. These environmental dynamics cause serious challenges for marketers. First, a strong marketing orientation is more important than ever to promote products and services successfully. It is also essential for engaging with customers, and for building brand recognition. Second, new channels, such as social media platforms, are added to the traditional marketing channels. Third, the pressure on marketing managers to justify their marketing allocation and spending is rising. To support managers in their marketing investment decisions, measurement metrics have become indispensable. Based on an investigation of recent studies and public sources this paper presents various approaches to marketing measurement metrics, especially social media marketing metrics.

Abstract-Smartphones have become a commodity item. In combination with their seemingly infinite extensions through mobile applications, they hold great economic potential for businesses. Location Based Services (LBS) take advantage of their portability by providing relevant information to the user regarding their location. Utilizing the user's position to create personalized location-specific marketing messages enables businesses to yield value for their customers. The main objective of this paper is to identify factors, which influence the acceptance of LBS apps in the context of retail since there is a lack of research in this field. A qualitative research approach was chosen to investigate the relevant variables. Based on the conducted interviews, theories were derived and verified against further data retrievals. Similar to findings of previous research the factors ease of use (usability) and usefulness were confirmed as being crucial in forming consumers' attitudes.

For technology firms it is crucial to integrate progressive product design methods such as Product Lifecycle Management (PLM) tools in their daily routines to improve the quality of the product development process. However, in practice one problem arises: research and development (R&D) employees show little motivation to implement these tools in their work. This paper aims at determining human factors for successful implementation of PLM by studying the motivation of R&D employees. Based on a literature study, face-to-face interviews with 16 R&D experts were performed. Furthermore, a survey study with 22 participants using online questionnaires was conducted. Based on the results of the data analysis, a list of critical human success factors which help managers to implement PLM tools in R&D departments of technology firms successfully is presented.

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