How can a service firm right-size marketing expenses and yet strive to maximize revenue? This paper represents the first attempt to model these efficiency and effectiveness issues using a 49-unit Asia–Pacific hotel chain as illustration. We employ a triangular DEA model with total expenses (controlling for number of rooms) as the raw input, marketing expenses as intermediate output/input and re...

a r t i c l e i n f o A principal challenge confronting the senior marketing team in B2B firms is how to ensure that the marketing strategies they develop are implemented effectively. The literature indicates that mid-level marketing managers' perceptions of the procedural justice within the firm may be critical in this respect. However, there has been little empirical research on this issue. T...

The article is devoted to the study of the process of development of regions as a promising area of industrial tourism. The authors researched the marketing strategies of industrial tourism, studied, proposed an algorithm for selecting a marketing strategy for the development of industrial tourism and the concept of developing a marketing strategy for the development of industrial tourism. They...

This study seeks to identify the extent of usage and perceived effectiveness of various online marketing tools among Business-to-Consumer (B2C) firms in Singapore. The findings reveal that there are some significant differences between the extent to which websites utilize the various online marketing tools and the perceived effectiveness of such tools. Implications of the results are discussed ...

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...

Marketing a brand and analyzing the effectiveness of promotional campaigns have always been major topics for marketing. In today's world, marketers use many data sources to analyze the behavior and responses of their consumers. This mainly involves data from Point of Sales, consumer surveys or home visits. However, with the advancement of web technologies, there is one more place where data is ...

The degree of effectiveness of a marketing order limiting shipments was examined by simulating prices, shipments, and total revenue. The results suggest that a supply management marketing order would be beneficial to Southeastern sweet onion producers, These findings reinforce the importance of a marketing plan for achieving price and revenue goals over the course of a shipping season. Optimal ...

Virtual communities have been a prominent business model of the World Wide Web, leveraging the potential of the IP infrastructure to deliver a unique combination of reach and selectivity based on user needs. In a recent paper (Bughin and Hagel, 2000), we argued and provided empirical evidence that virtual communities had witnessed a stronger operational performance than other B2C models in thei...

Celebrities are frequently used in conservation marketing as a tool to raise awareness, generate funding and effect behaviour change. The importance of evaluating effectiveness is widely recognised in both marketing and conservation but, to date, little research into the effectiveness of celebrity endorsement as a tool for conservation marketing has been published. Using a combination of interv...