relationship between a financial institution and its business customer has been analyzed in the framework of relationship marketing …The current study defines the platform for approaching the subject of marketing financial services to businesses. The … and situational factors. While reviewing the history and current trends of marketing financial services to businesses, the …

other determinants of consumer behaviour were also considered. It concludes with some important marketing implications. …

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 …

This manuscript documents the research productivity over a ten-year period (2007-2016) of marketing faculty at 30 … leading marketing departments. We find that median productivity in the top four marketing journals was .40 publications per …

and public hospitals of Karachi City, and pharmaceutical personnel (mix of sales and marketing) of national and … companies can device better marketing strategies keeping in view of these mediating effects. The article presents only two … mediating and five marketing factors, whereas, more marketing and mediating variables can be added and tested, so, in future …