Content marketing is today's one of the most remarkable approaches in the context of marketing processes of companies. Value of this kind of marketing has improved in time, thanks to the latest developments regarding to computer and communication technologies. Nowadays, especially social media based platforms have a great importance on enabling companies to design multimedia oriented, interacti...

I a viral marketing campaign, an organization develops a marketing message and encourages customers to forward this message to their contacts. Despite its increasing popularity, there are no models yet that help marketers to predict how many customers a viral marketing campaign will reach and how marketers can influence this process through marketing activities. This paper develops such a model...

A known result from marketing research is that many products fail to meet their expected market share. A possible explanation for this phenomenon is the inherent resistance of the social network, that is greatly increased if effects of negative word of mouth (NWOM) are taken into account. Here we suggest an extension for the Social Percolation framework that incorporates NWOM. The proposed mode...

industry. An essential part of their marketing effort has to be what is termed the nursing home to the community, including prospective “internal marketing.” Internal marketing consists of an effort by the organiresidents, by what is commonly called “word of mouth adverzation to train and motivate its employees to provide better service. Internal tising.” This information is passed on via a gra...

The present study was focused on supply chain analysis of fresh guava in order to evaluate existing marketing supply chains (SC1: Producer - Consumer, SC2: Producer - Retailer - Consumer, SC3: Producer - Commission agent - Retailer - Consumer, SC4: Producer - Commission agent - Wholesaler - Retailer - Consumer) for two variety (allahabad safeda and apple guava) of guava. The gross marketing pri...

OBJECTIVES To investigate the use of planning models and social marketing planning principles within a state's central public health agency as a means for informing improved planning practices. METHODS Qualitative semi-structured interviews were conducted with 30 key programme planners in selected division branches, and a quantitative survey was distributed to 63 individuals responsible for p...

This article provides first wave data from a study designed to examine the impact of the full range of marketing communication techniques used by the UK alcohol industry, and their cumulative effect on alcohol initiation and youth drinking patterns. The study is of a longitudinal cohort design and was conducted amongst secondary school pupils in Scotland. A cohort of 920 2nd year school pupils ...

While most ecological studies have shown that higher levels of point-of-sale (POS) cigarette marketing are associated with larger proportions of residents from lower socioeconomic and minority backgrounds in neighborhoods, there are no studies that examine individual-level social disparities in exposure to POS cigarette marketing among smokers in the United States. Our aim was to examine these ...