This dissertation examines the development of guerrilla marketing strategies and techniques. At the dawn of the 21st … century, as the traditional advertising model evolves thanks to changes in technology, markets, commercial clutter, and … audience cynicism, marketers are increasingly exploring new and re-imagining old ways of communicating brand messages and …

an increasingly global economy, insights on the influence of marketing policies on the international diffusion of … Interesse, den Einfluss von Marketing-Mix-Instrumenten auf den Erfolg internationaler Produkteinführungen besser zu verstehen …

purchase situations. Though industrial marketing researchers would agree that there are different types of purchase situations …

publicidad no esté permitida ; This paper analyzes the implications of advertising for firm dynamics and economic growth through … that incorporates advertising decisions. We calibrate the model to match several empirical regularities across firm size … using U.S. data. Through a novel interaction between R&D and advertising, our model provides microfoundations for the …

(TOR). TOR can help researchers and marketing managers by explaining how consumers may interpret visuals in advertising … marketing managers to gain a better understanding of consumers' interpretation of advertising visuals. …Relevance has been applied to various conditions in the marketing literature but no single definition has been …

The retail sector spends millions of dollars each year advertising to consumers. This is a considerable investment for …

completed solution for iFixit?s new venture. It has been reviewed and approved by the company?s marketing team, as well as the …

Although take-it-or-leave-it pricing is the main mode of operation for many retailers, a number of retailers discreetly … haggle-prone customers negotiate down. In order to effectively measure the benefit of dynamic pricing and negotiation in such … a retail environment, one must take into account the interactions among inventory, dynamic pricing, and negotiation. The …

overall satisfaction, purchase intention, word-of-mouth advertising, and actual repurchase behavior. Design … marketing mix strategies. The use of standardized strategies for these niches with different perception and behavior linkages … satisfaction, purchase intention, word-of-mouth advertising, and actual repurchase behavior. This adds to our understanding of post …