The principal objectives in this paper are to compare and contrast marketing management practices for a longitudinal sample of 871 small and medium-sized enterprises (SMEs) in the Australian manufacturing sector that have embarked upon different development pathways; and to examine possible connections between SME growth and the choice of marketing management practices. The results indicate tha...

Research to date looking at marketing capabilities is limited to varied types of capabilities in general. The purpose of the study is to comprehend marketing capabilities from operational perspective and to explore its role in enhancing competitive advantage and business performance. The paper draws upon the extant literature to present a series of research propositions relating to marketing ca...

Before Internet consumers make buying decisions, several psychological factors come into effect and reflect individual preferences on products. In this paper, the authors investigate four integrated streams: 1) recognizing the psychological factors that affect Internet consumers, 2) understanding the relationship between businesses’ e-marketing mix and Internet consumers’ psychological factors,...

In this paper we describe the contexts in which relationship marketing has been used and in particular, focus on its usefulness in describing consumer-brand relationships. This is perhaps its most recent application and one which we believe is particularly fruitful in assisting brand managers in understanding consumer-brand relationships, for furthering academic understanding of relationship ma...

In this paper, intelligent marketing and merchandising methods utilizing data mining and Web mining techniques are proposed for online retailers to survive and succeed in gaining competitive advantage in a highly competitive environment. The first part of this paper explains the procedures of one-to-one marketing based on customer relationship management (CRM) techniques and personalized recomm...

Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging countries. We investigate their moderating role on the relationship between elements of the marketing mix and ...

Relationship marketing suggests a need to better understand and more actively involve consumers in the marketing process. This is especially the case with the Internet channel, because of its unique capability for two-v\/ay communication compared with traditional mass media. Existing research, however, has paid limited attention to consumers' general tendency to engage in online interaction. Th...

An understanding of the workings, management and implications of sponsorship relationships, are becoming increasingly important to all arts administrators, in times of dwindling government assistance, and keener competition for audiences. Sponsorship research suffers from a lack of a suitable theoretical underpinning to assist operators in its understanding. This paper examines sponsorship in t...