Product Placement Efficiency in Marketing Communication Strategy

One to One Marketing Services: Optimal Customer and Product Strategy

One to one (1:1) marketing services (e.g., customized advertisements, promotions and direct mail) are a growth industry. Extant research in this area tends to have an engineering emphasis; they focus on developing techniques to use individual-level data to optimize 1:1 services. In contrast, this paper focuses on marketing strategy issues faced by a 1:1 service firm given the availability of th...

Manufacturing Strategy, Product Customisation and the Marketing/Manufacturing Interface

The manufacturing strategy literature is reviewed and it is found to centre on content and process models. However, a number of other issues are present in the literature whose relationship to the central process and content models is less clear. These include the trade-off, focus, flexibility, and generic manufacturing strategies. It is noted that the manufacturing strategy literature does not...

Digital Marketing Strategy : B 2 B and Stakeholders Communication

Marketing spending strategy in recessions

Recessions provide challenges to managers seeking to develop and justify an appropriate level of marketfacing activity. The literature on the topic offers limited guidance on what strategy is most appropriate. We briefly review the literature on the topic and report on recent results that show (a) that R&D spending by B2BGoods firms and B2BServices firms in recessions increases both profits and...

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...