By considering the problems that commercial saffron companies have faced in international markets, the aim of this study is to investigate the impact of website content, including informational and design dimensions, on the effectiveness of e-marketing and e-trust as mediator variables. These aspects are examined with reference to sales and marketing division managers in a sample of 100 commerc...

As compared to the traditional advertising, the word-of-mouth (WOM) communications have striking advantages such as significantly lower cost and rapid delivery; this is especially the case with the popularity of online social networks. This paper addresses the issue of maximizing the overall profit of a WOM marketing campaign. A marketing process with both positive and negative WOM is modeled a...

Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging countries. We investigate their moderating role on the relationship between elements of the marketing mix and ...

price transmission is one of the most important factors that affects the producers, consumers and marketing agents’ welfare. market structure affects price transmission. asymmetric price transmission affects the marketing margin, increases marketing agents’ profit and decreases producers and consumers’ welfare. in recent years high prices of beef has caused consumers’ dissatisfaction however, p...

Smartphone applications for marketing purposes like free advertising games or mobile loyalty programs are becoming increasingly prevalent. Unfortunately, due to recurring news about the excessive use of personal data, many customers consider such applications as suspicious. As a key driver for adoption, organizations try to facilitate customers’ perceived trust in the applications. In this pape...

price fairness and price satisfaction is one the most important fields in pricing and also in customer satisfaction. in this research, first the dimensions of price fairness, price satisfaction, customer satisfaction, and customer loyalty are extracted from marketing literature, then five hypotheses are developed. in proposed model, price fairness has direct impact on price satisfaction, custom...

Reducing food marketing to children has been proposed as one means for addressing the global crisis of childhood obesity, but significant social, legal, financial, and public perception barriers stand in the way. The scientific literature documents that food marketing to children is (a) massive; (b) expanding in number of venues (product placements, video games, the Internet, cell phones, etc.)...

The focus in the relationship marketing literature is often on retaining customers, and the use of face-to-face relationships. Although the use of technology in business is continually increasing and consequently, limited research addresses the impact of technology on relationships. While it is accepted that trust is necessary for relationships (Morgan and Hunt, 1994) there is little evidence t...

This paper reports on the development and implementation of a large-scale, marketing analytics framework for improving the segmentation, targeting and optimization of a consumer-facing firm’s marketing activities. The framework leverages detailed transaction data of the type increasingly becoming available in such industries. The models are customized to facilitate casino operations and were im...

Under increased scrutiny from top management and shareholders, marketing managers feel the need to measure and communicate the impact of their actions on shareholder returns. In particular, how do customer value creation (through product innovation) and customer value communication (through marketing investments) affect stock returns? This article examines, conceptually and empirically, how pro...