- Covenant University
... positioning in a dynamic environment, and that it helps to enhance the development of new product/service for existing markets. These findings, along with other interesting findings of the study, are discussed. From the empirical and anecdotal managerial evidence as well as from the literature impli ...
... positioning in a dynamic environment, and that it helps to enhance the development of new product/service for existing markets. These findings, along with other interesting findings of the study, are discussed. From the empirical and anecdotal managerial evidence as well as from the literature impli ...
Do we really understand business marketing? Getting beyond the
... Design/methodology/approach – A metatheoretical analysis was conducted to identify the contributions and limitations of the current research approaches to business marketing and a configurational approach for marketing (CAM) was developed, providing theoretical explanation for the empirical findings ...
... Design/methodology/approach – A metatheoretical analysis was conducted to identify the contributions and limitations of the current research approaches to business marketing and a configurational approach for marketing (CAM) was developed, providing theoretical explanation for the empirical findings ...
Publication : Impact of Emerging Markets on Marketing
... higher cost of doing business. A second, and more important, reason is that a household is not just a consumption unit but also a production unit. There is an enormous valueadd through labor on making consumable products from raw materials for all basic necessities; for example, households cooking, ...
... higher cost of doing business. A second, and more important, reason is that a household is not just a consumption unit but also a production unit. There is an enormous valueadd through labor on making consumable products from raw materials for all basic necessities; for example, households cooking, ...
Customer Relationship Marketing
... The new emphasis on building brand loyalty is encouraged by the fact that it costs four-to-six times more to convert a customer than it does to retain one. One study, conducted by Jagdish N. Sheth, specifically concluded that it “costs five times as much to replace a typical customer as it does to t ...
... The new emphasis on building brand loyalty is encouraged by the fact that it costs four-to-six times more to convert a customer than it does to retain one. One study, conducted by Jagdish N. Sheth, specifically concluded that it “costs five times as much to replace a typical customer as it does to t ...
marketing: digital marketing and advertising
... technology-driven world. Whether you are in marketing management, research, advertising, or sales, you need strategic, resultsdriven skills that enhance the bottom line. NYU-SCPS offers one of the country’s most comprehensive, university-based professional training programs, taught by practitioners ...
... technology-driven world. Whether you are in marketing management, research, advertising, or sales, you need strategic, resultsdriven skills that enhance the bottom line. NYU-SCPS offers one of the country’s most comprehensive, university-based professional training programs, taught by practitioners ...
Titus S - Aiu.edu
... Problem: Traditional strategic thinking argues that greater market share equals greater profit. As most companies employ traditional strategic thinking, market share can be a misleading, dangerous measure and marketing myopia risk may emerge. Planning is not value creation for the international firm ...
... Problem: Traditional strategic thinking argues that greater market share equals greater profit. As most companies employ traditional strategic thinking, market share can be a misleading, dangerous measure and marketing myopia risk may emerge. Planning is not value creation for the international firm ...
![[ ] Viral](http://s1.studyres.com/store/data/008556001_1-8de29304d84234f1621c826ff22a858b-300x300.png)
[ ] Viral
... WoM as oral, person-to-person communication regarding a brand, product or service between a receiver and a communicator who is perceived as being independent of any commercial influences. It is a group phenomenon, an exchange of thoughts or ideas among two or more individuals (Bone, 1992). As consum ...
... WoM as oral, person-to-person communication regarding a brand, product or service between a receiver and a communicator who is perceived as being independent of any commercial influences. It is a group phenomenon, an exchange of thoughts or ideas among two or more individuals (Bone, 1992). As consum ...
The Compromise Effect: A Literature Review
... Extensive research was conducted in this area, generating sustained improvements in regards to our understanding of consumer choice. Theories were conceived, developed, challenged and amended. The assumption that new products take from others in proportion of their original share, incorporated in va ...
... Extensive research was conducted in this area, generating sustained improvements in regards to our understanding of consumer choice. Theories were conceived, developed, challenged and amended. The assumption that new products take from others in proportion of their original share, incorporated in va ...
Research of Micro-blog Marketing Pattern on Tourism Taking the
... it is worth to visit for the tourists. And the media has an advantage over the other ways. So the advertisers must introduce the culture, the history, selling points, folk customs and tourism resource to the tourists in detail on all of perspectives to build a band and attract more people to visit. ...
... it is worth to visit for the tourists. And the media has an advantage over the other ways. So the advertisers must introduce the culture, the history, selling points, folk customs and tourism resource to the tourists in detail on all of perspectives to build a band and attract more people to visit. ...
05_chapter -3
... Advertising has been found to lead to general behavioral changes, even when that behaviour has nothing o do with the product that is advertised. Advertising often shifts the relative importance of consumer values (Feather,1990). The value corruption in advertising points out that advertising change ...
... Advertising has been found to lead to general behavioral changes, even when that behaviour has nothing o do with the product that is advertised. Advertising often shifts the relative importance of consumer values (Feather,1990). The value corruption in advertising points out that advertising change ...
THE IMPACT OF PROMOTION IN FRANCHISING
... Franchising is a business model in which company sells the right to use its trade name (brand) and the way of business to another company which in turn pays a franchisee fee and royalty, or percentage of recorded monthly sales of product or services. According to Alpeza, Perić and Šoltić (2012: 2) f ...
... Franchising is a business model in which company sells the right to use its trade name (brand) and the way of business to another company which in turn pays a franchisee fee and royalty, or percentage of recorded monthly sales of product or services. According to Alpeza, Perić and Šoltić (2012: 2) f ...
Website Appeal: Development of an Assessment Tool and
... proliferation of electronic retailers (e-tailers). Much like their physical counterparts, e-tailers consider marketing as a prime business function, and make use of it extensively to support their growth. With rising competition and an expanding consumer base, effective online marketing strategies a ...
... proliferation of electronic retailers (e-tailers). Much like their physical counterparts, e-tailers consider marketing as a prime business function, and make use of it extensively to support their growth. With rising competition and an expanding consumer base, effective online marketing strategies a ...
FREE Sample Chapter
... more proactive and take practical steps to improve their ability to drive growth. In The Growth Drivers we will share our practical experience based on working in international marketing and building marketing capabilities with thousands of marketers across over 100 multinational clients in over 60 ...
... more proactive and take practical steps to improve their ability to drive growth. In The Growth Drivers we will share our practical experience based on working in international marketing and building marketing capabilities with thousands of marketers across over 100 multinational clients in over 60 ...
MARKETING AS PRACTICE: CRITICISM AND VALIDITY CLAIMS
... as theoretical structures are largely devoid of insights regarding how marketing is actually talked about and enacted. In addressing the concerns of this conference and the notion of marketing as practice, this paper seeks to make a contribution to debates about practice theory as well. In reflectin ...
... as theoretical structures are largely devoid of insights regarding how marketing is actually talked about and enacted. In addressing the concerns of this conference and the notion of marketing as practice, this paper seeks to make a contribution to debates about practice theory as well. In reflectin ...
The Link between Standardization/Adaptation of International
... is a complicated process, which depends on a company’s objectives and its set goals. Satisfaction may mean success for one company and failure for another company. So results of research of such nature often do not allow making any generalisations and modelling behaviour of other companies. Therefor ...
... is a complicated process, which depends on a company’s objectives and its set goals. Satisfaction may mean success for one company and failure for another company. So results of research of such nature often do not allow making any generalisations and modelling behaviour of other companies. Therefor ...
View Raj Srivastava`s CV - Mack Institute for Innovation Management
... the value of market-based assets (customers, channels, brands and value networks). He is also well known for his work in competitive market structures and brand equity/strategic brand management. Raj is the recipient of the 2004 AMA Marketing Strategy SIG Mahajan Award for Career Contributions to Ma ...
... the value of market-based assets (customers, channels, brands and value networks). He is also well known for his work in competitive market structures and brand equity/strategic brand management. Raj is the recipient of the 2004 AMA Marketing Strategy SIG Mahajan Award for Career Contributions to Ma ...
MKT826 - National Open University of Nigeria
... competitor offerings are also inbound activities that are important but not often seen by the public. Outbound activities include all aspects of informing the market that a product is available, delivering that product, and encouraging the purchase decision. These activities include advertising, pro ...
... competitor offerings are also inbound activities that are important but not often seen by the public. Outbound activities include all aspects of informing the market that a product is available, delivering that product, and encouraging the purchase decision. These activities include advertising, pro ...
Bayesian inference in marketing
Bayesian inference in marketing is the application of Bayes’ theorem to marketing. Here, Bayesian inference allows for decision making and market research evaluation under uncertainty and with limited data.