I t is clear that the temi social marketing is now a wellestablished part of the marketing vocabulary in universities, govemmetit agencies, private nonprofit organizations, and private for-profit firms. There are now social marketing textbooks (Kotler and Roberto 1989; Manoff 1975), readings books (Fine 1990), chapters within mainstream texts (Kotler and Andreasen 1991) and a Harvard teaching n...

the past decade, the Internet has created new channels and enormous opportunities for companies to reach customers, advertise products and transact business. In this well-established business model, companies fully control their own Web-based reputation via the content appearing on their Web sites. The advent of Web 2.0, with its emphasis on information sharing and user collaboration, is fundam...

a r t i c l e i n f o Keywords: Sustainability Jugaad Green marketing Frugal engineering New product development While academic debates and practical approaches to green marketing have matured over the past few decades , one central conundrum that has remained unresolved has been the trade-off between the higher prices of green products and the objectives of environmental sustainability. In gen...

Social influence is the behavioral change of a person because of the perceived relationship with other people, organizations and society in general. Social influence has been a widely accepted phenomenon in social networks for decades. Many applications have been built based around the implicit notation of social influence between people, such as marketing, advertisement and recommendations. Wi...

Brand equity has been one of the critical areas for marketing management since it emerged. Brand equity is widely acknowledged as an index system of measuring the effectiveness of branding strategies. However, little systematic research has been done to develop model to evaluate brand equity. This study adopts the theory of fuzzy mathematics and analytic hierarchy process (AHP) to propose a fuz...

Hierarchical structures have been widely used by human organizations because they provide the natural means to delegate tasks, to reduce communication lines and to control the activities performed within organizations. This has motivated the development of different approaches to automatize many of the activities that take place in hierarchical organizations. Recent frameworks, such as Gaia, Aa...

This paper provides the first systematic analysis of the choice by organizations to occupy green office space. We develop a framework of ecological responsiveness, and we formulate five propositions to explain why specific firms and industries may be more likely to lease green space. We test these propositions by analyzing the decisions of more than 11,000 tenants to choose office space in gree...

Recently, economic depression, which scoured all over the world, affects business organizations and banking sectors. Such economic pose causes a severe attrition for banks and customer retention becomes impossible. Accordingly, marketing managers are in need to increase marketing campaigns, whereas organizations evade both expenses and business expansion. In order to solve such riddle, data min...

Social in uence is the behavioral change of a person because of the perceived relationship with other people, organizations and society in general. Social inuence has been a widely accepted phenomenon in social networks for decades. Many applications have been built based around the implicit notation of social in uence between people, such as marketing, advertisement and recommendations. With t...