Omnichannel marketing strategy

Mobile Marketing: From Marketing Strategy to Mobile Marketing Campaign Implementation

Over the past few years, mobile marketing has generated an increasing interest among academics and practitioners. While numerous studies have provided important insights into the mobile marketing, our understanding of this topic of growing interest and importance remains deficient. Therefore, the objective of this article is to provide a comprehensive framework intended to guide research effort...

Marketing Strategy Models *

Many of the models and approaches outlined in other chapters of this book address single marketing issues (promotional spending, pricing, salesforce deployment, etc.) within the context of any organization where other factors are assumed constant. For the most part, such approaches are 'bottom-up', and closely akin to the operational philosophy of traditional ORIMS. Consider, in contrast, a lar...

Assessing Marketing Strategy Performance

Dynamic pricing of omnichannel inventories

Omnichannel retail refers to a seamless integration of an e-commerce channel and a network of brick-andmortar stores. An example is cross-channel fulfillment which allows a store to fulfill online orders in any location. Another is price transparency, which allows customers to compare the online price with store prices. This paper studies a new and widespread problem due to omnichannel retail: ...

Stealth marketing as a strategy

Marketing in the new millennium continues to present challenges and opportunities for organizations. The new consumer who is emerging today is becoming savvier about demanding greater quality in products and services, and placing greater emphasis upon receiving value for his or her money. As customers continue to demonstrate higher levels of price awareness and price sensitivity, and exhibit li...