1 . INTRODUCTION Companies invest millions of dollars every year in various fonns of marketing communications to influence customers and prospects to buy products and services. For example. General Motors spent over $2.8 billion last year to promote its lines of automobiles. Brand managers, senior management, and shareholders therefore have an interest in knowing whether or not their media adve...

Brand choice models estimated on scanner panel data typically show that a household’s brand choice process is characterized by state dependence, i.e. a household’s brand choices are serially correlated over time. Two approaches have been employed by marketing researchers to estimate state dependence effects using brand choice data. The first approach is based on probability models—such as Marko...

Abstract With the consistent failure of small and medium enterprises (SMEs) globally, many scholars have developed entrepreneurial marketing (EM) models that are aimed at reducing frequently experienced. The aim this paper is to critically review different EM from 2002 2022. In pursuit aim, reviewed 10 find out their strengths shortfalls. found some research constructs such as market sensing te...

Joy appeals appear frequently in marketing, but they have received little attention from marketing researches compared to other emotional appeals (e.g., sexy appeals, humor appeals, and attraction appeals with decorative models). This study examines one particular aspect of the joy appeal in a marketing context, the smiling face stimulus. The main findings are that the smiling face is more effe...

This article takes a systems perspective to study marketing channel system structure dynamics and their interactions with economic system dynamics. A novel, non-linear method from ecology is used to establish a causal network of mostly bi-directional causal forcing between economic variables and marketing channel system structure. This resulting causal network facilitates a comprehensive unders...

Many new techniques have emerged with the Internet and have established the foundation of new business models, which are mostly encompassed by the term e-commerce. Using these techniques to develop a business is becoming a must to survive in a world that is increasing in need for electronic information [1]. Online marketing for an ecommerce is an essential step of the overall strategy for ecomm...

In this article, we provide a computational simulation model which offers alternative explanations on viral marketing campaign effectiveness compared to standard aggregate diffusion models by (1) combining individual preference information and heterogeneity among individuals as well as (2) simulating differing degrees of interconnectedness among individuals within social networks. Our model pro...