Word-Of-Mouth (WOM) is the opinion of consumers about a product. There is currently a clear trend in the use of WOM to diffuse information about a new product, known as WOM marketing campaigns. Marketing researchers are studying the impact of the different types of these campaigns has. The difficulty in getting data and isolating the effect that is analyzed limits the research of marketers in t...

Understanding consumer psychological characteristics and their impact on consumer behavior is an important foundation for business marketing strategies. Self-perceived age has a great impact on older consumers' behavior. This article defines the gray market in China, investigates the factors that affect the differences between older consumers' self-perceived age and life age, and analyzes the i...

We obtain the optimal pricing policy of a monopolist marketing successive generations of product advances. We characterize the impact of foresight regarding entry of the second generation product and the technological substitution and market expansion created by the introduction of the second generation product on the optimal pricing policy of the monopolist. We also obtain the optimal pricing ...

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 interdepende...

OBJECTIVE To examine tobacco company documents to determine what the companies knew about the impact of cigarette prices on smoking among youth, young adults, and adults, and to evaluate how this understanding affected their pricing and price related marketing strategies. METHODS Data for this study come from tobacco industry documents contained in the Youth and Marketing database created by ...

The Marketing Mix comprises of four decisions which should be considered before launching a product. Firms should plan targeted approach on these four different components and they are Product, Price, and Place & Promotion. All the four variables help the firm in formulating strategic decisions necessary for competitive advantage. The main objective of this article is to describe the importance...

The purpose of this conceptual paper is to study the impact of relationship marketing strategy on customer retention. The result of variety of researches show relationship marketing has many effects on different aspects of customer behavior. Retailers and service providers in different businesses are trying to increase their sales by using different marketing strategies. All the strategies has ...

In this research, the authors extend previous work in international marketing by analyzing the relationship among past performance, marketing strategy adaptation, and current period performance. The impact of internal (management) and external (market) forces on marketing mix adaptation and current export performance is also considered. A survey of over 500 export managers indicates that curren...