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-...

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...

  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...

agricultural products have a main role in nonoil exports. pistachio is one of the country's mostimportant export products. thus, this study is aimed at evaluating and identifying pistachiomarketing in rafsanjan which is carried out in 2011. this is applied study and its methodology iscorrelation. the statistical population was 120 agricultural extension experts of rafsanjantownship were studied...

Given the focus on marketing research, the present paper combines both the academic and the practitioner perspectives to highlight several issues and emerging trends that will shape the role of marketing research in the new millennium. These include redefinition of marketing researcher, the ongoing nature of marketing research, qualitative research, Internet marketing research, and ethical issu...

The phenomenon and model of industrial clusters marketing is a cross-linking subject on the industry cluster theory and regional marketing. It can answer if the high-tech industry clusters marketing belong to a traditional industrial clusters phenomenon? This paper focuses on discussion about whether there is a cluster marketing model. First the concept of clusters marketing model was defined, ...

The authors propose a political theory perspective for examining the impact of the modern aggregate marketing system on consumer welfare and society. Specifically, they suggest that the benefits marketing delivers to consumers are similar to the conditions required for representative democracy. This perspective encompasses a broader range of benefits than is usually considered in the marketing ...

Small and medium enterprise(SME) have always been an interesting subject for research. In comparison to larger business organizations, SMEs faced many challenges including how they manage daily marketing activities and make marketing related decision. This study compiles the related literature review on the issues of traditional marketing and entrepreneurial marketing. Purpose: This study aims ...