Reviews the criticism on the 4P Marketing Mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular Marketing Mix 4Ps paradigm, is inadequate in the case of virtual marketing. Identifies two main limitations of the Marketing Mix when applied in online environments namely the role of the Ps in a virtual...

Article history: First received on November 5, 2014 and was under review for 51⁄2 months Available online xxxx Area Editor: Sunil Gupta Marketing executives are under pressure to produce revenue and profit growth for their brands. In most cases that involve requesting gradually higher marketing budgets, which is expensive, especially considering the known diminishing return effects of marketing...

The aim of this study was to assess the content and extent of food references and marketing within popular children's magazines in Australia. Sixteen popular Australian children's magazines were selected, as determined by readership and circulation data. Back copies of each magazine were purchased for publications released between January and December 2006 (n = 76). Each magazine was assessed f...

In this chapter, we review applications of Bayesian methods to marketing problems. Key aspects of marketing applications include the discreteness of response or outcome data and relatively large numbers of cross-sectional units, each with possibly low information content. Discrete response data require the development of non-standard likelihoods and low information content requires careful use ...

(1)Potential Demand for Spatial Analysis on a Network Recently locational competition of retail stores in a densely inhabited region becomes very hard. For instance, in the central region of Tokyo (23 Wards; 621 squared km with 8 million inhabitants), almost five thousands convenience stores are competing their locations. A distinctive feature of this type of stores is small market areas. Becau...

Maintaining competitive advantage is significant in this present day of globalization, knowledge management and enormous economic activities. An organization's future developments are influenced by its managements' decisions. Businesses today are facing a lot of challenges in terms of competition and they have to be in the lead by strengthening their research and development strategies with the...

Objective: Television, Internet and print media are saturated with advertisements for unhealthy food that use marketing tactics aimed to build long-term brand loyalty and ‘relationships’ with children. While research in this area has largely focused on television, the current study examines children’s responses to relationshipbuilding marketing communications found in popular children’s magazin...

This paper examines the effect of financial risk on perceptions of service quality and relationship-marketing quality in the online retail environment. Perceptions of financial risk were found to be negatively associated with service quality. In particular, a well-designed and attractive Web site was found to mitigate perceptions of financial risk during early trial-buy purchasing. Relationship...

In ∼100 years, marketing to children went from a severely frowned upon practice to an integral part of growing up as companies came to realize that investing in marketing to children and adolescents provides excellent immediate and future dividends. Each year, enormous sums of money are spent to reach this valuable audience because children and adolescents spend billions on their own purchases,...

Producers’ risk perceptions, as well as their empirical measurement, have been an ongoing concern for agricultural economists. Identification and categorization of producers’ risk attitudes is important in both research and extension contexts. This study explores some alternative measures of farmers’ attitudes and their relationships with observed producer behavior. The effect of farmers’ perso...