Dynamic Marketing Mix Allocation for Long-Term Profitability

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, harga, dan promosi terhadap keputusan pembelian. menggunakan tiga variabel bebas yaitu promosi, dengan satu terikat Penggunaan dalam penelitian diharapkan proses yang ditempuh faktor-faktor apa saja mendorong terciptanya pembelian obat tetes mata merk Rohto Cool. Ini adalah sampel konsumen pada PT. Kebayoran Pharma Batam. Sam...

This paper examines industrial relationships in the distribution channel of tourism. Distribution becomes one of the most significant elements of tourism marketing as it determines all other aspects of the marketing mix. This paper concentrates on the conflict experienced in the distribution channel between hoteliers and tour operators in the Mediterranean summer/seaside resort context. It atte...

This article analyzes the relationship between strategies of standardization and adaptation of the marketing mix and performance in an international context. We carried out a meta-analysis on a sample of 23 studies published between 1992 and 2010. The sample was analyzed based on measures of the effect size (ES) – or the strength of the relation (Wolf, 1986) – between standardization/adaptation...

Recognizing the need for consumer behaviour research initiatives in business-to-consumer mobile commerce (m-commerce), this paper investigates consumer attitudes and behaviours in this fast evolving business landscape. An online consumer survey was conducted in Finland, Germany and Greece and a major classification between “mobile users” and “mobile shoppers” was attempted, using as a tool the ...

Marketing managers often use consumer attitude metrics such as awareness, consideration, and preference as performance indicators because they represent their brand’s health and are readily connected to marketing activity. However, this does not mean that financially focused executives know how such metrics translate into sales performance, which would allow them to make beneficial marketing mi...