consumption styles and marketing practices in the last century …

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 …

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 …

Marketing activities nowadays frequently involve personalizing product offers to consumers' individually …

To help shape a more cohesive research program in marketing and consumer research, this paper presents a systematic … research, 2) connects consumer and marketing research to high-level theorizations of power, and 3) outlines specific avenues …

entertainment marketing. The purpose of this study is 1) To determine the influence of social interaction ties and shared language … thru online streaming shopping in entertaining marketing …

Prior research points out the emerging phenomenon of consumer resistance in terms of resistance towards the marketing … discipline. At the same time, extant literature suggests the increasing importance of authenticity in marketing.This study … investigates the research question whether and by which means authenticity in marketing can be a response to consumer resistance …