Vol. XLIV (May 2007), 185–199 185 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Robert W. Palmatier is Assistant Professor of Marketing, College of Business, University of Cincinnati (e-mail: [email protected]). Lisa K. Scheer is Emma S. Hibbs Distinguished Professor and Associate Professor of Marketing, College of Business, University of Missouri–Co...

OBJECTIVE The present study sought to identify both the ingredients for success and the potential impediments to social marketing effectiveness for healthy eating behaviour, focusing on studies conducted over the last 10 years. DESIGN A comprehensive literature review was undertaken examining seventeen databases to identify studies reporting the use of social marketing to address healthy eati...

The cultural and philosophical heritage of modernism underpinning general marketing management theory imparts profound implications for organisations operating in professional sport. This theoretical paper uses the context of China’s professional football industry to argue that marketing may benefit from a more postmodern approach to marketing management. INTRODUCTION The aim of this theoretica...

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...

Purpose: The aim of this study is to examine marketing strategies in building brand image and strengthening Islamic banking foundations. Theoretical framework: research focuses on Marketing Strategy by using the theory (Kotler & Armstrong, 2008) that as a process which companies create value for customers build strong relationships with customers, capturing from return And mix concept (Prod...

Vol. XLIV (August 2007), 347–356 347 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Nathan Novemsky is Associate Professor of Marketing (e-mail: [email protected]), and Ravi Dhar is George Rogers Clark Professor of Management and Marketing (e-mail: [email protected]), Yale School of Management. Norbert Schwarz is Professor of Psychology; Professo...

Vol. XLIV (May 2007), 297–308 297 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Jaideep Sengupta is Professor of Marketing (e-mail: [email protected]), and Rongrong Zhou is Assistant Professor of Marketing (e-mail: [email protected]), School of Business and Management, Hong Kong University of Science and Technology. The authors contributed equally to this re...

Vol. XLIV (February 2007), 4–13 4 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Bart J. Bronnenberg is Professor of Marketing, Anderson School of Management, University of California, Los Angeles (e-mail: [email protected]). Sanjay K. Dhar is James H. Lorie Professor of Marketing (e-mail: [email protected]), and Jean-Pierre Dub...

The study aligns marketing intelligence approaches with website performance assessment for evaluating the effectiveness of a company’s relational marketing strategies (RMS) in the performance of its corporate website. We develop a web mining based methodology that combines a classification procedure with discriminant analysis for analyzing clickstream data. Furthermore, we integrate managerial ...