Fashion brands and companies that wish to market eco-fashion aim to benefit from the use of marketing campaigns addressing the fulfilment of this megatrend’s lifestyle aspects. The promoted “green” lifestyle is reflected on to the fashion items by means of a strong brand image, which is as important as the product itself. Therefore eco-fashion is ultimately bonded with brand architecture and al...

The purpose of this study is to investigate the role of e-commerce marketing capabilities in enhancing Iranian carpet export capabilities via a paradigmatic model. In fact, the present study seeks to identify various factors that may influence the role of electronic marketing capabilities in promoting Iranian carpet export capacity. The identified strategies obtained from the paradigmatic model...

in this paper, a comprehensive model is proposed to design a network for multi-period, multi-echelon, and multi-product inventory controlled the supply chain. various marketing strategies and guerrilla marketing approaches are considered in the design process under the static competition condition. the goal of the proposed model is to efficiently respond to the customers’ demands in the presenc...

Seeding strategies have a major influence on the success of viral marketing campaigns, but previous studies using computer simulations and analytical models produced conflicting recommendations about the optimal seeding strategy. We therefore compare four different seeding strategies in two complementary small-scale field experiments as well as in one real-life viral marketing campaign that inv...

a r t i c l e i n f o A principal challenge confronting the senior marketing team in B2B firms is how to ensure that the marketing strategies they develop are implemented effectively. The literature indicates that mid-level marketing managers' perceptions of the procedural justice within the firm may be critical in this respect. However, there has been little empirical research on this issue. T...

This paper critically appraises the rhetoric of marketing management texts. Its interpretive frame is informed respectively by critical management and discourse analytic theoretical traditions. Its main data set is drawn from popular textbooks written for taught university courses but it also draws attention to similar rhetorical strategies in leading academic marketing journals. In addition, p...

OBJECTIVE To make salient the striking similarities between the program planning processes used in both health education and contemporary marketing. METHOD Through a discussion of the analogous nature of both processes and a review of the literature, the authors (1) illustrate why marketing principles should be embraced and (2) suggest how marketing strategies can be integrated into health ed...

A Web-based hybrid intelligent system, WebIntegrated (developed by the authors), for developing blended e-marketing, mobile marketing and social media marketing strategies is reported in this paper. The concepts, software system and associated elements or components are presented. A brief demonstration of the data entries and outputs are also provided.

The current shift in the marketing strategy is work by multinational pharmaceutical Companies .It is now high-end (rather than adaptive) development that is being carried out by leading companies. And, increasingly, other companies are finding themselves competing against, or working with, new innovation-based companies. My study focuses on the processes and outcomes of globally distributed pha...

Increasing grain price volatility over the last year has revived the discussion on optimal marketing strategies. Various models of optimal grain marketing have been proposed and simulated in the literature. In this study an overview on these models is presented and critical aspects are discussed. Optimal strategies are then applied to the wheat market in Germany and Poland. Results indicate tha...