We study the impact of changes in the position of competing listings in organic search results on the performance of sponsored search advertisements. Using data for several keywords from an online retailer’s ad campaign, we measure the impact of organic competition on both click-through rate and conversion rate of sponsored search ads for these keywords. We find that changes in the position of ...

Sally Dibb is Professor of Marketing and Director of the Institute for Social Marketing at the Open University Business School. Her research interests are in marketing practice, marketing strategy, and consumer behaviour, on which she has published extensively. She has written seven books and has published in the Journal of the Academy of Marketing Science, European Journal of Marketing, Indust...

This article discusses the enabling conditions that may allow hospitality and tourism businesses, and their affiliate stakeholders, to optimise and exploit affiliate marketing to its fuller potential, and proposes an affiliate marketing optimisation framework. The empirical findings are generated from an in-depth analysis of 72 online discussions from affiliate forums; and 38 interviews with th...

Relationship marketing is a paradigm shift and it is associated with the return of direct marketing both in business-to-business and business-to-consumer markets (Seth & Parvatiyar 1995). This paradigm shift in marketing focuses on acquisition and retention in building and ensuring long-term relations with clients and therefor requires the integration of proper communication principles. A long-...

In an uncertain and competitive environment, product portfolio management (PPM) becomes more challenging for manufacturers to decide what to make and establish the most beneficial product portfolio. In this paper, a novel approach in PPM is proposed in which the environment uncertainty, competitors’ behavior and customer’s satisfaction are simultaneously considered as the most important criteri...

a r t i c l e i n f o Keywords: Strategic marketing planning Industrial marketing Fuzzy cognitive map The relevance problem Design science Industrial marketing planning is a typical example of an unstructured decision making problem due to the large number of variables to consider and the uncertainty imposed on those variables. Although abundant studies identified barriers and facilitators of e...

Marketing models are of invaluable importance for the advancement of marketing science. Regarding the role of models in marketing decision-making in practice we question the claim that marketing models are routinely used by many companies. Marketing models are suitable for certain types of marketing decision situations but much less for others. We Ž . advocate the development of integrated mark...

  The purpose of this paper is to make explicit how companies in pharmaceutical sector can ensure their position in different markets by relying on a sustainable competitive advantages resulted from using a good defined marketing model. Various factors are highlighted including high research and development roles and costs, hard government regulation in frame of GMP standard, market analysis to...