This paper examines the importance of two resources, namely a market orientation and an entrepreneurial orientation, in new product development and satisfaction with firm performance among direct and alternative marketers. Using a partial least squares structural equation model and data from a...

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...

In this chapter, we investigate marketing communication's role in the taken-for-granted political and ethical practices of envisioning others (Heywood amp; Sandywell, 1999, p. x). Ethically motivated criticisms of marketing communications are often simplistically understood as generalized...

Promotion is one of the four major elements of the marketing mix. Therefore, an integrated marketing communications (IMC) strategy consisting of a combination of promotional tools could be an essential element of the businesses' overall marketing strategy. Different promotional tools could...

Marketers are being inundated with social media metrics, but there is little consensus on what one should be measuring, let alone how these measures inform marketing strategy. This article attempts to bring clarity to the situation by adopting an integrated marketing communications perspective....

Skin-tone representation in brand visuals can signal brands' diversity, equity, and inclusion (DEI) efforts. However, it is unclear what skin-tone DEI means to people, and there is no objective standard for its quantification from visual content. We propose an automated framework assessing...

Conventional marketing, though is necessary investment for the sustainable businesses is often so expensive that most of the entrepreneurs, particularly the start-ups, choose to avoid it and look for other alternatives. One such alternative and cost-effective way to receive a better response...

This paper aims at providing a framework to investigate the effects of marketing-related decisions on firms after filing for bankruptcy. The proposed framework includes advertising and R&D assets, channel intensity, related diversification, and low price strategy as the marketing decision, which...