Firms’ spending on R&D, advertising, and inventory holding affect firm performance, which in turn affects future spending in each of these three areas. Effective allocation of resources across R&D, advertising, and inventory holding is challenging since an understanding of their dynamic inter-relationships is necessary. Past research has not examined these spending issues simultaneously. We est...

This paper studies content strategies for online publishers of digital information goods. It examines sampling strategies and compares their performance to paid content and free content strategies. A sampling strategy, where some of the content is offered for free and consumers are charged for access to the rest, is known as a “metered model” in the newspaper industry. We analyze optimal decisi...

It has long been an accepted precept that the purpose of management is the maximization of shareholder wealth. Few would dispute the notion that projects requiring long-term capital investments should be subjected to capital budgeting. Numerous authors have, however, questioned the appropriateness of subjecting non-capital expenditures, such as advertising, research or product development, to c...

The purpose of this study has been concretized in terms of impact of mobileadvertising on the purchase decision of the consumer and aimed to answer toresearch questions: which is the underlying structure of criteria in mobileadvertising? And which criteria are important for consumers in evaluatingmobile advertising? A sample of consumers in Taiwan was surveyed and usingfuzzy judgment to determi...

This chapter explores what makes online advertising different from traditional advertising channels. We argue that online advertising differs from traditional advertising channels in two important ways: measurability and targetability. Measurability is higher because the digital nature of online advertising means that responses to ads can be tracked relatively easily. Targetability is higher be...

This paper aims to explore the effects of organic listing as a competing information source on the advertising competition (i.e., sponsored bidding) and the outcome performances in search advertising. We set up a game-theoretic model in which firms bid for sponsored advertising slots and compete for consumers in the product market. Firms are asymmetrically differentiated in terms of market pref...

The purpose of this research is to predict the individualchr('39')s attitude through their beliefs about advertising by using sports. This research is practical and is of the correlation method which was carried out as a field study. The statistical population was the spectators present at Azadi Stadium and according to the content of Cochran sample, 342 of the spectators were randomly chosen a...

If tobacco advertising and promotion increase cigarette consumption, they are issues for public health policy. Although public health advocates assert that tobacco advertising does increase cigarette consumption, there is a significant empirical literature that finds little or no effect of tobacco advertising on smoking. In this chapter, these empirical studies are examined more closely with se...

This study examined E-marketing strategies and performance of small medium-sized enterprises: A new-normal agenda. It aimed to explore the effects social media marketing, online advertising, email marketing on SMEs in era. The adopted a cross-sectional survey research design. used structured questionnaire obtain primary data from 295 operators SMEs. hypotheses developed for were statistically t...