Higher education has never truly recognized the importance of garnering the resources of alumni by expending university efforts in developing, controlling, and maintaining relationships with alumni. The purpose of this research is to tackle the long-term relationship marketing question. Drawing on the social marketing and relationship marketing literature, the authors propose and empirically te...

Due to the low cost of searching for alternatives online, it is difficult to increase customer repurchase intention in the business-to-customer context. Relationship marketing (RM) is seen as an important way to foster customer trust, and in turn encourage repurchase intentions, which is consistent with the RM tactics-relational mediator-outcome paradigm in the offline context. Several studies ...

Social media is a group of Internet-based applications that allows individuals to create, collaborate, and share content with one another. Practitioners can realize social media's untapped potential by incorporating it as part of the larger social marketing strategy, beyond promotion. Social media, if used correctly, may help organizations increase their capacity for putting the consumer at the...

internationalization and tendency of small and medium enterprises to move into international markets are important and one of the essential factors of economic growth and development in the developing countries. several factors affect the process of internationalization of firms has been studied. the main goal of this study is examination relations between business strategies and internationali...

This commentary complements the Hunt (2015) essay and identifies the challenges that the R-A theory poses with its emphasis on superior financial performance as a firm’s primary and superordinate objective. It points to the need for new marketing strategy theory with a broader perspective of including other stakeholders beyond investors while designing firm objectives. In addition, the commenta...

Technology marketing is a total processing about identifying and meeting the technological needs of human society. Most technology results exist in intellectual properties like patents. In our research, we consider patent document as a technology. So patent data are analyzed by Principal Component Analysis (PCA) and Self Organizing Map (SOM) for STP(Segmentation, Targeting, and Positioning) str...

The advent of web based electronic commerce has created numerous opportunities for marketing professionals to enhance current marketing practices by integrating the interactive nature of the web with database marketing. The challenge for IT professionals is to align IT with web site strategy in order to utilise the potential of the database marketing to enhance interaction and personalised comm...

The Effect of Economic and Relational Direct Marketing Communication on Buying Behavior in B2B Markets BY Kihyun Kim April 13, 2016 Committee Chair: Dr. V. Kumar Major Academic Unit: Marketing Business to Business (B2B) firms spend significant resources managing close relationships with their customers, yet there is limited understanding of how the customers perceive the relationship based on t...

than twenty-five years, he has conducted research, taught about, written cases, and been involved in managing and advising nonprofit organisations. His research interests include marketing models, arts and entertainment, and marketing strategy. He is co-author of Public and Nonprofit Marketing.

the present research was conducted to build a conceptual model of internal effective factors of small and medium enterprises in mazandaran province. to accomplish the goal of the research first, a complete review of the related literature was conducted. second, questionnaires were given to the corresponding population. finally, the gathered data were calculated and analyzed using spss, excel an...