Dynamic Marketing Mix Allocation for Long-Term Profitability

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, harga, dan promosi terhadap keputusan pembelian. menggunakan tiga variabel bebas yaitu promosi, dengan satu terikat Penggunaan dalam penelitian diharapkan proses yang ditempuh faktor-faktor apa saja mendorong terciptanya pembelian obat tetes mata merk Rohto Cool. Ini adalah sampel konsumen pada PT. Kebayoran Pharma Batam. Sam...

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...

This article analyzes the relationship between strategies of standardization and adaptation of the marketing mix and performance in an international context. We carried out a meta-analysis on a sample of 23 studies published between 1992 and 2010. The sample was analyzed based on measures of the effect size (ES) – or the strength of the relation (Wolf, 1986) – between standardization/adaptation...

Marketing managers often use consumer attitude metrics such as awareness, consideration, and preference as performance indicators because they represent their brand’s health and are readily connected to marketing activity. However, this does not mean that financially focused executives know how such metrics translate into sales performance, which would allow them to make beneficial marketing mi...

the aim of this study was to investigate the role of international sporting goods fair in developing sport market regarding marketing mix (5ps). the study used a descriptive and field method and was conducted as a survey. the statistical population included all sporting equipment and goods producers who participated in the international fair (n=72 companies) and the sample equaled the populatio...