Escalating sales costs have prompted organizations to explore avenues for improving salesperson productivity. This has led to a rapid growth of direct marketing in the industrial marketing context. Direct marketing in the industrial context is often intended to play a supporting role for salesperson efforts. In industrial marketing, frequently, the predominant measurable response intended to re...

The importance of optimal marketing communications mix decisions is well-recognized by both marketing scholars and practitioners. A significant volume of work has addressed the problem of dynamic marketing mix optimization assuming constant effectiveness of marketing instruments. However, the effectiveness of marketing communications varies over time for a variety of reasons. Moreover, due to f...

Owing to budget constraints, managers should balance the expenditure requirement of IT and marketing department. This paper offers a new method to evaluate the importance of IT department and marketing department. It introduces the triangular three-stage DEA model to measure the expenditure efficiency and effectiveness. Using the data of the hotel industry of Macao, it shows that IT and marketi...

No ano de 2020, a internet torna-se uma ferramenta sobrevivência para muitas pessoas no mundo, vez que Pandemia da Covid-19 impossibilitou liberdade do ir e vir população fechamento estabelecimentos não essenciais. O artigo tem por objetivo analisar como o Instagram pode ser utilizado marketing digital melhorar visibilidade das Micros Pequenas Empresas (MPE’s). Como aportes teóricos tiveram em ...

This Research is trying to examine the role of brand ambassadors in increasing awareness. The researcher took case study Arya saloka and Amanda Manopo who became Shopee's Brand ambassadors. Researchers interviewed three informants one expert marketing communications. purpose this was determine Saloka building Awareness. uses Kotler & Keller communication theory awareness with qualitative me...

Vol. XLIV (May 2007), 309–323 309 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Chris Janiszewski is Jack Faricy Professor of Marketing, Warrington College of Business Administration, University of Florida (e-mail: [email protected]). Elise Chandon is Assistant Professor of Marketing, Pamplin College of Business, Virginia Polytechnic Institu...

The purpose of this research was to identify and rank the factors influencing the design of the native model for assessing the effectiveness of the advertisement. Firstly, according to the research literature, the criteria and sub-criteria influencing the effectiveness of advertising have been extracted, then the Delphi triple stages were used that the panel included 20 professors and marketing...