OBJECTIVES To investigate the use of planning models and social marketing planning principles within a state's central public health agency as a means for informing improved planning practices. METHODS Qualitative semi-structured interviews were conducted with 30 key programme planners in selected division branches, and a quantitative survey was distributed to 63 individuals responsible for p...

The authors evaluate the usefulness of customer lifetime value (CLV) as a metric for customer selection and marketing resource allocation by developing a dynamic framework that enables managers to maintain or improve customer relationships proactively through marketing contacts across various channels and to maximize CLV simultaneously. The authors show that marketing contacts across various ch...

Marketing organizations often design multiple marketing campaigns to meet a variety of objectives. Marketing resources must be allocated carefully across campaigns to minimize conflicts and maximize organizational value (e.g., impact on customer lifetime value). While data-driven analytics has greatly improved the ability to predict the effect of marketing actions on individual customers, such ...

Responding to the call for critical examinations of the inadvertent effects of marketing (Dholakia 2012), this article offers an examination of the underexplored impacts of social marketing campaigns that derive from government-defined agendas of ‘‘healthism.’’ Specifically, we examine how efforts aimed at the management of women’s bodies can inadvertently render them sites of control. Drawing ...

In light of decision-making psychology, this article details how drug marketing operates across established and novel web domains and identifies some common misleading trends and influences on prescribing and patient-initiated medication requests. The Internet has allowed pharmaceutical marketing to become more salient than ever before. Although the Internet's growth has improved the disseminat...

This paper endeavours to introduce cyberactivism as an emerging social marketing paradigm for public policy, awareness and support. In particular, the paper introduces the concept of social marketing and examines how cyberactivism can be used as a social marketing tool for public policy, awareness and support using two case study analyses. The outcome from the analyses indicated that cyberactiv...

Strategic alignment is deemed crucial in understanding how organisational performance can be improved through supporting business strategy with other organisational strategies. Whilst previous alignment literature has provided foundations for identifying the dimensions and performance impacts of the strategic alignment, it is mainly based on dyadic relationships between, for example, business a...

A participatory rural appraisal technique (PRAT) was used to obtain information from 132 randomly selected turkey farmers in two out of four agricultural development zones in Kwara state, Nigeria. Data were obtained on socio-occupational status of farmers, their production objectives, experience, flock structure, management practices, marketing and consumption of turkey eggs. The results showed...

BACKGROUND Last this year in this journal, Barbour and colleagues reported a study of "marketing trials" in leading medical journals (Trials 2016;17:31). In this commentary I discuss their research, describe new analyses of the study cohort and consider measures to address marketing within academic medical literature. DISCUSSION Barbour et al. sought to identify a subgroup of "marketing trial...

3 (IT Dept., Amity University, India) ABSTRACT In current Business Scenario, banks use direct marketing campaigns and advertisement activities in the context of corporate reputation and brand name enhancement and to increase the sale of their new launched product by researching more improved market segments which is based on understanding customers’ behavior. The competition in market has led m...