the recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. the aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. information on 400 customers of the mashhad tabarok company was collected by a questionnai...

nowadays, paying attention to the environmental needs and desires of consumersand trying to satisfy them by designing marketing activities in an environmentallyfriendly way, is the best way to increase their satisfaction and finally, gaincompetitive advantage. prior research has paid much attention to the consumerbehavior and marketing activities of corporate organizations, but none has studied...

This paper identi®es the major marketing challenges small software ®rms face during their growth and internationalization processes. It starts with an analysis of small software company activities along a continuum from `project business' to `product business.' This is followed by a brief analysis of the two major schools of thought in marketing, in which there is a paradigm shift from the trad...

Digital technologies are profoundly transforming the production and consumption of culture and entertainment products. The emerging digital re-mix culture is an open source approach where content products in the arts and entertainment industries are increasingly rearranged, manipulated , and extended in the process of creating new works. This article offers a unified description of the tools an...

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...

A strategy that integrates an organization's marketing goals into a cohesive whole, ideally drawn from market research, focuses on the ideal product mix in order to achieve maximum profit potential; the marketing strategy is set out as a marketing plan, a good idea, method, information, object, or service that is the end result of a process and serves as a need or want satisfier. It is usually ...

This research investigates UK multinational companies’ level of adaptation and/or standardisation across international marketing tactics. The research methodology consists of a questionnaire survey of the 500 biggest UK multinational companies. It examines whether multinational companies are adapting or standardising their marketing mix elements/7Ps (product, price, place, promotion, people, ph...

We present empirical generalizations about conditions under which marketing variables evolve or remain stationary. We first define evolution statistically and make the case why it is an important concept for increasing our understanding of long-run marketing effectiveness. We then. briefly review ways in which evolution can be tested empirically from readily available data. We present a databas...

Political parties use marketing instruments as part of their electoral campaign activities. These are usually analysed and categorised using the 4P and marketing mix concept, a perspective anchored in the ‘managerial’ school of marketing theory. However, these concepts have come under considerable criticism. This article uses an alternative perspective, i.e. a functional analysis, to describe t...

Different instruments are relevant for different marketing objectives (category demand expansion or market share stealing). To help brand managers make informed marketing mix decisions, it is essential that marketing mix models appropriately measure the different effects of marketing instruments. Randomly Utility Maximizing (RUM) discrete choice models that have been applied to this problem mig...