This chapter seeks to extend current knowledge relating to innovative methods in marketing. The authors consider the significance of SMS marketing amongst Small and Medium Enterprises (SMEs) within South Africa and aim to emphasise the various advantages of SMS marketing to SMEs within emerging economies. They look at how SMS marketing has emerged within the Western world and how it could be ju...

BACKGROUND Fewer than one in 10 adolescents with substance use disorders (ASUDs) will receive specialty treatment, and even fewer will receive treatment designated as evidence-based practice (EBP). Traditional efforts to increase the utilization of EBP by ASUDs typically focus on practitioners-either in substance use clinics or allied health settings. Direct-to-consumer (DTC) marketing that dir...

Time-series methods have been available to explain and forecast the behavior of longitudinal variables for several decades. We first discuss why, at first, these methods received relatively little attention from marketing model builders and users. We then show how a number of obstacles to their more widespread use have recently been attenuated. Finally, we identify four developments that may si...

Purpose-The research aims at evaluating the standardization/adaptation of international marketing strategy in Iran multinational companies (MNCs) based a model in which the impact of external environmental variables on the marketing mix internal variables (i.e. Product, Promotion, Price and Place) is considered, while in the previous researches no attempt was done to examine the interdepende...

The authors provide a critical examination of marketing analytics methods by tracing their historical development, examining their applications to structured and unstructured data generated within or external to a firm, and reviewing their potential to support marketing decisions. The authors identify directions for new analytical research methods, addressing (1) analytics for optimizingmarketi...

Influenced by many factors, enterprise marketing capability is essential for improving the enterprise marketing competitiveness and its sustainable development. By studying the factors comprehensively and effectively, the enterprise can better recognize their marketing capability and the direction of improvement. This paper studies and analyzes the enterprise marketing capability measure method...

As a new form of social media, micro-blogging marketing has became a new choice to more enterprises. At present, Marketers confuse on how to measure and analyze micro-blogging marketing results. According to combine with current situation of micro-blogging operations, The study propose a model for measuring enterprise micro-blogging marketing results based on DAGMAR model. While, methods for me...