(e.g., publicity). The effects of paid media on sales have been extensively covered in the marketing literature. The …

Objective – Experiential Marketing may have a positive effect on both the formation of customer value and in the … generation of profits for a company.Methodology/Technique – This study examines the calculation of the Net Marketing Contribution … and 2015. This is contrary to the revenue generated through Experiential Marketing, which continued to increase from year …

Stealth marketing techniques are being driven by a growing criticism of the advertising industry, and are based on the … premise that word of mouth and peer group recommendation are the most effective promotional and marketing tools.This article … discusses stealth marketing methods used by companies to reach consumers without their motives being obvious. The authors feel …

Objective – Literature suggest that companies should focus their Market Orientation (MO) on good marketing and business … result shows that MO does not have a significant impact on Marketing Performance. In the context of MTO, SMEs do not need to …

of the future reward and effort. However, we further argue that the appropriate marketing of deals can result in an …, we demonstrate that the marketing of the reward (i.e., highlighting) and the demarketing of the effort can maximize the …

This manuscript documents the research productivity over a ten-year period (2007-2016) of marketing faculty at 30 … leading marketing departments. We find that median productivity in the top four marketing journals was .40 publications per …

Net Promoter Score (NPS) is heralded by proponents as the quintessential marketing metric for measuring customer and … to scrutinize and reflect on why the NPS has gained such a strong position in the marketing practitioner community … marketing research firms selling software solutions. However, as the concept has grown in popularity, it has attracted more …

Marketing is a system, a value, a complex. Marketing is a behavioral, interpersonal and cultural concept. The value of … total marketing is the value of the exchange of signs, labels, recognition, identity, trends, time and comfort. Contextual …. Marketing brings to the market a holistic system, the whole complex not just a part or a process. Conceptual marketing deals …