Purpose: Adoption of self-employment among the youth has introduced a sense responsibility to stand on own feet earn daily bread for every families. People have come forward start their businesses income due which employment opportunities generated. This study focuses granular level how startups emerge, causes adopt digital marketing reach wider section society by analysing past and present thu...

Article history: First received on November 5, 2014 and was under review for 51⁄2 months Available online xxxx Area Editor: Sunil Gupta Marketing executives are under pressure to produce revenue and profit growth for their brands. In most cases that involve requesting gradually higher marketing budgets, which is expensive, especially considering the known diminishing return effects of marketing...

Abstract This article reports on the development and empirical testing of a basic conceptual model that outlines some influences on managers’ satisfaction with the contribution of marketing research to organisational performance. Preliminary findings indicate positive relationships between the activity level in marketing research and the utilisation of more varied and advanced research techniqu...

Data analysts in direct marketing seek models to identify the most promising individuals to mail to and thus maximize returns from solicitations. A variety of criterion can be used to assess model performance, including response to or revenue generated from earlier solicitations. Given budgetary limitations, typically a fraction of the total customer database is selected for mailing. This depth...

In recent years both practitioners and academics have shown an increasing interest in the assessment of marketing -performance. This paper explores the metrics that firms select and some reasons for those choices. Our data are drawn from two UK studies. The first reports practitioner usage by the main metrics categories (consumer behaviour and intermediate, trade customer, competitor, accountin...

− This article describes fundamentals of Global Advertising Strategies' MPT3 Continuum TM framework − a set of mathematical and visual models designed to optimize marketing campaigns in respect to P&L, ROI and price/performance ratios. Various non-linear optimization techniques were created and implemented for numerous niche − targeted marketing campaigns. Pre-and post-campaign surveys are cons...

Social media has become a value-adding marketing channel. With the significance of social media for online small businesses and the lack of understanding of this area, this study attempts to investigate the impact of social media marketing on the sales performance of such businesses. Drawing on the theories of media richness and uses and gratifications, we propose a research model in which the ...