incumbent firm has an aggressive strategy it sets a marketing limit strategy that do not permit the other firm to enter the …

Simulated test marketing (STM) is a quantitative technique used to forecast new product sales, one of the most … validated tools in all marketing research. Forecasting awareness is an important stage in that process, one critical to STM …

, let alone how these measures inform marketing strategy. This article attempts to bring clarity to the situation by … adopting an integrated marketing communications perspective. By screening extant metrics for alignment with social media … social media marketing from an integrated marketing communications perspective is discussed. Finally, limitations of the …

Referral marketing is making use of existing customers to rope in prospective customers. This paper seeks to discuss … the applications of referral marketing to Educational services. In an era of Global competition, Educational services … require marketing efforts and innovative efforts like referral marketing, making use of people as the new media, is required …

of marketing doctoral candidates at U.S. universities and colleges. Contributing to the emerging research on human brands …, we identify marketing doctoral candidates' intrinsic and extrinsic brand cues that influence their number of AMA … both the concept of human brands as well as the growing literature on issues relating to marketing academia …

Despite great attention to developing and disseminating techniques for measuring marketing performance, the extent to … large organizations regarding their ability to measure brand equity, financial returns, and marketing spending, along with … performance. The intensity of measurement through regular review, detailed accounting for marketing spending, and use of …

Technology (ICT) within marketing practice as it has developed over the last decade. It also suggests how the academic research … a new model for how researchers study ICT deployment within marketing practice is needed and that we need to challenge … the mental models of how we research and report on ICT assimilation within marketing practice. Approach: Theoretical …

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