Growing attention has been paid to the science of marketing over the last few years, given their influence in business science and marketing in particular. This work implements a bibliometric analysis of the predictive marketing method, often known as "predictive marketing.". In this sense, we...

Several brands are striving in their endeavors to find new ways to improve their consumer engagement through social media. They are using different tools including influencer marketing through social networking sites (SNSs). Therefore, this chapter addresses a gap in the academic literature as...

The purpose of this study is to focus on the background research of social media marketing in different circumstances and also to do advanced research on social media marketing. The study reveals the current status of social media marketing. Secondary data from books, reputed journals,...

Marketing is a dynamic concept. It adapts according to the current market trends. It has become a multidimensional aspect, ever since people have started to realize its importance. First developed as the Production Concept (from the beginning of capitalism), which fixated on the production of...

In this paper, we look at the donation behavior of donors who periodically contribute a preset amount to a particular charity. The charity firm makes extensive use of direct mail to nurture these donors, and in fact sends two types of mails, one that seeks to retain the donors (retention-seeking...

Marketers often employ a variety of positive emotions to encourage consumption or promote a particular behavior (e.g., to buy, donate, or recycle) benefiting an organization or cause. We show that specific positive emotions do not universally increase prosocial behavior but rather encourage...

Italian abstract: Il criterio con cui le imprese della grande distribuzione selezionano i fornitori tiene sempre più conto dell'esigenza di rendere gli assortimenti differenziati, aumentando le opportunità per i fornitori minori con specializzazioni di nicchia. Questo lavoro si pone...

The main purpose of the study was to find out the role of local cuisine as a marketing tool in tourism destination promotion. It also aimed to find out the possible marketing strategies to include local cuisine in destination promotion. A structured questionnaire was used to collect data from...

In communication, information, and other industries, three-part tariffs are increasingly popular. A three-part tariff is defined by an access price, an allowance, and a marginal price for any usage in excess of the allowance. Empirical nonlinear pricing studies have focused on consumer choice...