Academics around the world are being subject to increasing scrutiny, especially in terms of research performance and Australian marketing academics are not exception. The present paper examines their research impact, updating and extending an earlier ANZMAC paper (Razzaque and Wilkinson, 2007) and providing research impact benchmarks for Level B, Level C, Level D and Level E marketing academics...

Marketing mix related to the importance and contribution of the elements on the marketing mix that shows how these elements can provide a source of competitive advantage. Marketing mix strategy have high impact to the competitive advantage but each elements of marketing mix have different contribution. The objective of this paper is to examine the influence of the marketing mix to the competiti...

Latent attrition models serve as the foundation for analyzing transactional customer relationships to derive forecasts of customer behavior and value. Yet, extant models often overlook the effects of direct marketing and how it is individually targeted. We propose a parsimonious model that allows for direct marketing to impact the frequency with which transactions occur, the monetary amount of ...

It is becoming increasingly difficult to make an impact with consumers. Brands of all sizes are struggling as traditional marketing efforts become more expensive and less effective. Toyota Motor Sales, USA has addressed this problem with an innovative new marketing approach Advocacy Marketing: Toyota’s secrets for partnering with trendsetters to create passionate brand advocates

Marketing is as old as commerce but the discipline only emerged in the last century to support a new manager cadre: marketers. Marketing itself differs less than the various perspectives academics take of it. Marketing is also context dependent. The product, be it goods, services or service, may have only a small moderating impact on the fundamental logic of marketing. Increasing choice and com...

This conceptual paper focuses on political marketing „strategies‟ in the context of major British political parties. There is consideration of the underlying drivers that are encouraging the adoption of the political marketing approach. It is debated whether political parties actually have political marketing „strategies‟. The difference between political marketing and political campaign strate...

The recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. The aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. Information on 400 customers of the Mashhad Tabarok Company was collected by a questionnai...

The authors propose a political theory perspective for examining the impact of the modern aggregate marketing system on consumer welfare and society. Specifically, they suggest that the benefits marketing delivers to consumers are similar to the conditions required for representative democracy. This perspective encompasses a broader range of benefits than is usually considered in the marketing ...

BACKGROUND Evidence on the economic impact of social marketing anti-stigma campaigns in relation to people with mental illness is limited. AIMS To describe the economic impact of the Time to Change (TTC) anti-stigma social marketing campaign, including the potential effects on the wider economy. METHOD Data collected for the evaluation of TTC were combined with the social marketing campaign...