The conceptual framework of the marketing audit has been well developed by different contributors since the late 1950s. At the present time, the popular marketing textbooks and the published academic and general literature deal primarily with the theoretical and practical aspects of the marketing audit without offering any rigorous empirical justification of the practice. The teaching of the ma...

The idea that different cultures present different consumer styles (Kotler 2011; De Mooij 2004; De Mooij, & Hofstede, 2011; Hofstede 1980; 1991; Sproles & Kendall 1986) has practical implications for multinational corporations. Gender-based consumer decision-making styles (issues people consider in making purchases) within and across U.S. and Taiwan populations were analyzed using Sproles and K...

The cultural and philosophical heritage of modernism underpinning general marketing management theory imparts profound implications for organisations operating in professional sport. This theoretical paper uses the context of China’s professional football industry to argue that marketing may benefit from a more postmodern approach to marketing management. INTRODUCTION The aim of this theoretica...

O presente artigo procura refletir sobre os desafios da retomada do turismo em tempos de pandemia. Como ponto partida, o texto apresenta algumas ações demarketing (Kotler & Levy, 1971) veiculadas março 2020, que conclamavam turistas a não viajarem durante período pandemia para destinos turísticos. Indexadas pelas hashtags #visitedepois, #visitlater, #yomequedoencasa, #fiqueemcasa, #stayhome...

In today's dynamic environment characterised by higher advertising costs and lower efficiency of advertising, corporations are relying more and more on public relations (PR). We present new Internet technologies that can greatly improve corporations' relations such as RSS feeds, blogs and podcasts. We have also conducted a thorough analysis of 50 largest world corporations' web sites. We presen...

Translation is evaluated in terms of its forms and functions inside the historically developed systems of the receiving culture and literature. This study aimed to evaluate the quality of Persian translation of the14th edition of the original English book “Principles of Marketing” written by Philip Kotler and Gary Armstrong based on House (TQA) model: overt and covert translation distinction. T...

Through this descriptive qualitative study of institutional advertisements aired on television during the 2006–2007 college football bowl season, I sought to understand the messages communicated by colleges and universities to external audiences. The findings demonstrate the focus on selling the private benefits of higher education and call into question the effectiveness of university marketin...

En un contexto pandémico cargado de crisis socioeconómica, el campo la odontología también ha tenido desafíos para prestar sus servicios, ya que atender a los pacientes implica altos riesgos infección en ambientes odontológicos; sin embargo, compromisos con sociedad les han conllevado reconfigurar acciones, concordancia las necesidades del mercado. ese marco, presente investigación tuvo como ob...

Penelitian ini menggambarkan efektifitas promosi melalui film Aman Bos, yang tayang pada bioskop dan YouTube. Tujuannya adalah untuk mempromosikan Bank Sulselbar, Metodologi digunakan kualitatif deskriptif dengan pendekatan studi kasus pustaka mengulas ini.dengan menggunakan pisau bedah teori Kotler mix marketing 4 Product, price, promotion place.hasil penelitian menunjukkan bahwa media YouTube...