The innovative and dynamic nature of E-business enables small companies to compete with multinational corporations via online marketing. This paper serves as a guide from a practitioner’s perspective to embark in E-business while traditional marketing strategies are diminished. Three E-business adoption models for small enterprises are discussed. Planning involving new media, Internet technolog...

nowadays, experiential marketing has turned into one of the critical strategies for the survival of many companies. the concept of experiential marketing suggests presenting a unique and memorable experience in which, by creating excitement, it can depend the consumers to goods and services emotionally and so affect the behaviors of customers. this research aims to evaluate the effects of exper...

Given the vast amount of data generated by customers’ online and offline purchases, many organizations today are turning to data analytics to help design their direct marketing campaigns and introduce personalized promotions for customers. Data analytics allows companies to implement more effective market segmentation strategies, customize promotional offers, allocate marketing resources effici...

This article assesses the role and likely impact of marketing on the adoption of e-government initiatives. Although the role of tactical marketing in increasing awareness and enhancing adoption has been recognised, strategies required for realising the benefits of marketing e-government services have not been forthcoming. Given that citizens’ usage behaviour of e-government services remains sub...

the present study aims to evaluate and rank marketing appropriate strategies so as to capture sustainable competitive advantage in 3 to5-star private hotels of mazandaran province. due to a comprehensive overview of literature related to marketing strategies, the features and capabilities available in the non-governmental hotels and a conceptual model based on 3and 5-star indicators (capabiliti...

one of the most important requirements of developing appropriate strategies for international marketing is correct identification of target markets. using quantitative techniques and decision making skills will lead to better results regarding the evaluation of marketing strategies. in this study, first we have used internal factor evaluation (ife) matrix for recognizing and comparing strengths...