The main objective of the paper was to examine the costs, returns and efficiency levels obtained by key players in the Ghanaian yam marketing chain. A total of 320 players/actors (farmers, wholesalers, retailers and cross-border traders) in the Ghanaian yam industry were selected from four districts (Techiman, Atebubu, Ejura-Sekyedumasi and Nkwanta) through a multi-stage sampling approach for t...

INTRODUCTION Meeting conventional market driven consumer demand is the most cost-effective way to succeed in business and marketing managers are keenly aware of this issue. Yet, wine produced in sub-regions overshadowed by a larger country or state of origin or even located next to a well known region is often overlooked and not considered mainstream. There is some discussion whether wines prod...

This study examines the potentials of social media marketing for luxury retailers. Social media marketing tactics of three luxury retail brands (Barneys New York, Net-a-Porter.com, and Saks Fifth Avenue) were examined across three major social media networks (Facebook, Twitter and Instagram). All posts by the three retailers on Facebook, Twitter and Instagram were recorded over the course of a ...

This paper examines the key drivers of mobile marketing adoption intention by South African SMEs using a multi-perspective framework that combines elements in the technological, organisational and environmental contexts of the enterprises. Data was collected from a random sample of 205 SMEs from Gauteng, South Africa. Structural equation modelling was used to analyse the data. The results ident...

The rapid development of the Internet has facilitated the proliferation of online stores. How businesses can seize this enormous business opportunity and survive intense competition is an important issue. Based on strategic experiential modules (SEMs), including sense, feel, think, act, and relate, this study attempted to explore the type of experience preferred by consumers of lativ, a well-kn...

The purpose of this research is to investigate the effects of the Internet use on customer relations and targeting activities. Based on the previous literature, the effect of the Internet on marketing activities has been categorised into four basic dimensions, 1) marketing and customer relations activities, 2) marketing targeting activities, 3) marketing performance, and 4) marketing efficiency...

• VM – alternative to mass marketing. Direct marketing (DM) – mines available market data to determine customers worth targeting. In contrast, VM considers the following. – customer’s value — instrinsic value vs. network value. – it’s possible: IV < marketing cost, but IV + NV >> MC. A DM perspective of customer value might lead to the conclusion that certain customers are not worth targeting s...

To improve tobacco-control efforts by applying tobacco-industry marketing research and strategies to clinical and public health smoking interventions, we analyzed previously secret tobacco-industry marketing documents. In contrast to public health, the tobacco industry divides markets and defines targets according to consumer attitudes, aspirations, activities, and lifestyles. Tobacco marketing...

The basic assumption in the traditional inventory model is that all outputs are perfect items. However, this assumption is too simplistic in the most real-life situations due to a natural phenomenon in a production process. From this it is deduced that the system produces non-perfects items which can be classified into four groups of perfect, imperfect, reworkable defective and non-reworkable d...

Design process is a key process in forming of product’s cost and if we notify to total design we will see all of the effective parameters in design activities. Design process is contented design planning, design inputs, design outputs, design review, design verification, design validation and design changes. This approach will help us to identify the cost parameters for managing, controlling an...