This paper presents how marketing concepts and tools may be applied in investment appraisal studies. The marketing evaluation process begins with a description of the project concept based on the market need the project aims to satisfy. This aids the definition of the project's relevant market...

Monetary gifts in the form of a gift card can lead one to spend and conceive of these funds differently than if the gift is given as cash. Across four experiments, the presentation of a gift card rather than cash led to both intended and actual spending beyond the amount of the original gift,...

This paper argues that retail banks need to focus more strongly on components of their Customer Relationship Management (CRM) strategy that will generate customer affective commitment and lead to an increase in customer retention, share of wallet, and advocacy. It is suggested that affective...

We introduce the concept of consumer options and empirically validate it in the context of event ticket pricing. We demonstrate that consumer options can protect consumers from the downside related to uncertain outcomes, and enhance seller profits by enabling superior market segmentation and...

Relationship marketing represents a concept that has been disputed in the last 15 years as being a true paradigm of marketing thinking, or just a new method to apply marketing techniques to the new requirements and transformations into the socio-economic field of contemporary economy. Developing...

Oggi le produzioni agricole biologiche sono in netta crescita sia a livello internazionale che nazionale. Tra le regioni italiane la Sicilia rappresenta la principale area di produzione e si colloca all’ultimo posto relativamente ai consumi. Attraverso un’indagine pilota nella citta di...

In the article, we want to study existence and valence of the signal given by a promotional communication, usually associated with a price discount. An individual utility model is used to analyze data from a Gabor & Granger price study. Results show that promotion signal increase price...

Previous research on corporate social responsibility (CSR) generally acknowledges that consumers develop more favourable perceptions of responsible firms. Yet few empirical works have focused on the effects of the firm's societal communication and of its characteristics on brand equity. In this...