Decision on the use of different advertising media is a critical issue in marketing. Drawing on some literature related to the dynamic Nerlove-Arrow model, we propose a nonlinear programming framework for discussing how different advertising media may jointly affect the demand for a good....

A fundamental question in pharmaceutical marketing management is: How does the effectiveness of detailing change when additional information on drugs is revealed via patients' experiences during the product lifecycle? To address this question, we develop a model of detailing and prescribing...

This paper reports a new theorem and proof for optimizing the advertising budget. The theorem is that the optimal rate of advertising is equal to gross profit multiplied by advertising elasticity. This does not involve a ratio of elasticities, and so is an advance on the Dorfman-Steiner theorem...

The paper reports a study in which the turnover and employment generated by the production of Direct Marketing in Sweden is measured. What is generated by the use of Direct Marketing is not reported. First, a basis for defining Direct Marketing is presented, based on purpose with the marketing...

The study investigates the effects of environmental claims and claim specificity on advertisement effectiveness. An experimental study is conducted using hypothetical print advertisements for three product categories, namely laundry machines, wrist watches, and DVD players. Findings indicate...

Positioning a company on the market by the usage of brands is defined as the act ofdesigning the supply and its image on the market, so as to occupy a distinct place in the minds of theirtarget audience. The role of positioning in developing marketing strategy to differentiate products...

La estética y ambientación de los puntos de venta es hoy en día un tema importante de tratar. Los clientes ya no solo buscan en la compra la adquisición de un producto sino que además les interesa tener plena confianza en el producto que están obteniendo, y sentirse complacidos con la...

En Colombia los supermercados abrieron sus puertas a muy temprana edad (década del 50), sin embargosu mayor desarrollo ocurre a partir de mediados de la década del 90 coincidente con el ingreso al país de losgrandes minoristas internacionales Makro y Carrefour.Este desarrollo se da...

Companies find it more and more critical to keep up with competition, responding to the every day challenges , forming competitive prices, answering the quickly changing demands of consumers and optimally using the possibilities of the short shelf life products. Companies do not consider it a...

Using Marketing in Tourism creates a clear view about the real state of developing Tourisms offers and its effects, dealing with marketing elements through Promotion and Distribution of Tourism’s product. The purpose of using Marketing concept in Tourisms activity is to stimulate and to help...