In this 21 st centry competition no longer comes from the street. Scotch whisky industry, more than 1500 years old business, has been experiencing rapid growth, mostly due to strong global demand. This paper introduces brief history of Scotch whisky industry, and then analyzes the marketing channels including domestic and international market as well as on and off premise locations. Also integr...

The purpose of this paper is to critically examine the concept of entrepreneurial marketing. This term is used as an umbrella to capture conceptualizations of marketing as an innovative, risk-taking, proactive area of managerial responsibility. Such conceptualizations include guerrilla marketing, radical marketing, expeditionary marketing, subversive marketing and others. Six core dimensions of...

OBJECTIVE To investigate non-point-of-sale cigarette marketing in Australia, one of the "darkest" markets in the world. DESIGN Analysis of 172 tobacco industry documents. RESULTS The tobacco industry has continued to market their products despite severe restrictions on legal marketing activity. They made careful plans to circumvent regulation well in advance. In preparation for bans, they c...

Knowing consumer attitudes in the field of consumer behavior is a strategic capability. Therefore, the purpose of this study was to investigate the effect of non-traditional promotional tools with guerrilla marketing approach on consumer purchase intention with the mediator variable of customer satisfaction in Hooshmand Khorshid Bahrevar Company in Bushehr Province. For this purpose, a question...

In 2008 security forces in Colombia found that one of the companies hired to repair electric transmission towers from guerrilla attacks had hired guerrilla members to demolish towers in their contracted area of service. As a result, their business boomed as they were called often to repair electric towers. We model this problem as a game between contractors and the power transmission company, w...