Marketing is essential for the organic growth of a company. Not surprisingly, firms spend billions of dollars on marketing. Given these large investments, marketing managers have the responsibility to optimally allocate these resources and demonstrate that these investments generate appropriate returns for the firm. In this chapter we highlight a two-stage process for marketing resource allocat...

This article assesses the role and likely impact of marketing on the adoption of e-government initiatives. Although the role of tactical marketing in increasing awareness and enhancing adoption has been recognised, strategies required for realising the benefits of marketing e-government services have not been forthcoming. Given that citizens’ usage behaviour of e-government services remains sub...

The research builds upon the literature in electronic commerce and past research in marketing with the objective of understanding factors that impact a product’s adaptability to online marketing. A review of marketing channel choice literature reveals a set of factors and channel choice functions that are considered important in making channel decisions. Using this as a basis, four major channe...

By the 1980s many of the companies across the world had realized a new ConceptCause Related Marketing (CRM) as a marketing strategy. Cause Related Marketing is defined as “a strategic positioning and marketing tool that links a company or a brand to a relevant social cause or issue, for mutual benefit”. CRM became the vehicle by which companies indirectly propagandized their brands and it has p...

Ever since the marketing concept grew in importance in the 1950s, there have been attempts to generate theories in the discipline. The role of theory in a discipline is to increase scientific understanding in order to explain and predict phenomena (Dubin,1978; Hunt 1976). Research in physical sciences (e.g. physics, biology) has led to discovery of theories that have enabled prediction and cont...

V marketing is a form of peer-to-peer communication in which individuals are encouraged to pass on promotional messages within their social networks. Conventional wisdom holds that the viral marketing process is both random and unmanageable. In this paper, we deconstruct the process and investigate the formation of the activated digital network as distinct from the underlying social network. We...

Particularly, this case study provides a qualitative assessment of facts with regards to the marketing efforts of Dell Incorporation (hereafter Dell, Inc.). More precisely the case encounters aspects with regards to the integrative marketing communication of the desired company. The report discuss about the integrated marketing communication and the impact it has on corporate reputation. Moreov...

purpose-the research aims at evaluating the standardization/adaptation of international marketing strategy in iran multinational companies (mncs) based a model in which the impact of external environmental variables on the marketing mix internal variables (i.e. product, promotion, price and place) is considered, while in the previous researches no attempt was done to examine the interdependency...

This paper reviews current marketing practices in the pharmaceutical sector, and their impact on consumer and doctor behaviour. It identifies negative impacts which include misleading advertising, disease mongering and escalating costs. It argues the need to move from industry self-regulation to an independently monitored code of practice for pharmaceutical marketing.