One of the most important requirements of developing appropriate strategies for international marketing is correct identification of target markets. Using quantitative techniques and decision making skills will lead to better results regarding the evaluation of marketing strategies. In this study, first we have used internal factor evaluation (IFE) matrix for recognizing and comparing strengths...

Nowadays, international companies have been using different strategies in order to obtain more attractive products and get a higher impact on the market. But when referring to software products, it is necessary to keep in mind that such strategies are affected by specific quality criteria as usability. Usability and marketing can be combined to offer more attractive products. In fact, specific ...

The MSME sector is a nursery of entrepreneurship, often driven by individual creativity and innovation. SME sector is the most neglected and unorganized sector of the Indian economy. The very fact that 40% of exports in India come from SME sector shows that this sector has the maximum potential to create employment opportunities. But they lack in getting required support from the concerned Gove...

the use of the internet has increased in recent years remarkably. companies employ the world wide web (www) to gather, disseminate and interchange information with actual and potential customers, and then internet technology seems to be served and applied as a strategic tool and affects strategies and practices of a firm such as porter's competitive strategies. many research findings confi...

M. Ding et al. (eds.), Innovation and Marketing in the Pharmaceutical Industry, International Series in Quantitative Marketing 20, DOI 10.1007/978-1-4614-7801-0_24, © Springer Science+Business Media New York 2014 Abstract This chapter identifi es a strategy-tactics gap in most previous studies of pharmaceutical marketing, and addresses it by systematically analyzing the marketing strategies use...