The marketing profession is being challenged to assess and communicate the value created by its actions on shareholder value. These demands create a need to translate marketing resource allocations and their performance consequences into financial and firm value effects. The objective of this paper is to integrate the existing knowledge on the impact of marketing on firm value. The authors firs...

BACKGROUND We are not aware of any published research that quantifies and compares the importance of effectiveness and side effects for pharmaceutical sales, and that simultaneously incorporates the impacts of marketing efforts on the diffusion of new pharmaceutical agents in the U.S. The overall level and market share success of the various selective serotonin reuptake inhibitors ( SSRIs ) rel...

Quality of life can be defined both from an objective approach (using macroeconomic indicators) and from a subjective one (referring to the individual’s level of satisfaction), therefore the methods of research needed in both cases are very divers ified. The paper starts with the presentation of the marketing research methods from the theoretical point of view, emphasizing their special feature...

When consumers purchase products, they will consider the brand first, because it indirectly leads consumers to associate the products with the quality, functions, and the design. Based on the smiling curve, it showed enhancing the marketing or R&D will create value-added to the products or brands. Thus, this study intended to use brand marketing to create brand value. However, there are many cr...

This paper discussed the application of Information and Communication Technology (ICT) in pharmaceutical product marketing in Nigeria. Data for the study was obtained from 76 pharmaceutical firms in southwest Nigeria which comprised of about 95% of the pharmaceutical companies that were into manufacturing of drugs in Nigeria. The categories of firms surveyed include retail pharmacy, combination...

for any organization sound marketing strategy and quality assurance play vital role in the growth of the organization. the price, quality and service, service centers, friendly attitude, discounts on sales, esthetics, store location and appearance, ease of operations, guarantees and warranties, adopting new ideas, and flexible payments terms were considered to study the perceptions of the respo...

Forage quality testing defines the language of value between the dairy and forage sector. From a nutritionist’s viewpoint, forage quality consists of many analyses that, together, provide a prediction of performance in a balanced ration for the dairy cow. Marketing systems, on the other hand, require a few simple criteria that can be related to value and price discovery. Currently, most trading...