Purpose: This paper evaluates the connections between art and marketing in order to develop enhanced insight into how art and the art world can inform marketing theory and practice. Design/Methodology/Approach: An in-depth analysis of a wide range of relevant literatures is carried out in order to heighten our understanding of art as a way of knowing within the marketing discipline. A range of ...

In this presentation are explained, the reasons (increase the users subscribed to a newspaper), the definition of the road to be followed (personalisation of content), the means to achieve this with a print newspaper (use of PDFs on the Web), the technical processes involved (documentary, relational and PDF repository data bases), and the important marketing data obtained along the lines of “ma...

a r t i c l e i n f o Keywords: Business-to-business relationship Case study research Ethnographic decision tree model Fuzzy-set qualitative comparative analysis Degrees-of-freedom analysis This article describes field research methods that provide advances in developing accurate theories of business-to-business (B2B) decision processes. The article supports and extends prior work by Woodside (...

Diversity on many levels has been an important element in multinational organizations for the past several decades. Organizational leaders should make diversity a fundamental component in their decision-making process. More specifically, this paper focuses on ethnic diversity in decision-making processes for companies looking to gain a competitive advantage in the marketing environment. This st...

The academic literature is robust in terms of how organizations can improve its innovation, sales and new product development processes as well as its marketing management program. Yet very little has been written on the methods in which organizations can cultivate and develop future marketing leaders. With this as a background, the purpose of this research is twofold. It will first link the ov...

Marketing literature shows that the main sequences of strategic marketing planning and control processes do not have a strong network approach, since these sequences consider the company in a more individual approach. This article presents a new sequence of steps, which was applied as a Strategic Marketing Planning and Control framework in three companies and incrementally adjusted over a perio...

Interpersonal information sources are often used by consumers, and indubitably influence their decision-making processes. Recently, terms such as permission marketing, opt-in marketing, viral marketing and collaborative filtering have been coined to describe different ways in which the Internet can be used to communicate with consumers. These concepts and tools all have in common the use of int...

A strategic approach to how small and medium sized enterprises (SMEs) use their marketing networks during a time of change in their operating context is the focus of this article. SME networking is analysed using the structural, relational and usage dimensions associated with network frameworks. Specifically, the paper examines marketing network processes (MNPs) that are investigated through th...

Nowadays, international companies have been using different strategies in order to obtain more attractive products and get a higher impact on the market. But when referring to software products, it is necessary to keep in mind that such strategies are affected by specific quality criteria as usability. Usability and marketing can be combined to offer more attractive products. In fact, specific ...

The high penetration of cell phones in today's global environment offers a wide range of promising mobile marketing activities, including mobile viral marketing campaigns. However, the success of these campaigns, which remains unexplored, depends on the consumers' willingness to actively forward the advertisements that they receive to acquaintances, e.g., to make mobile referrals. Therefore, it...