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 …

Objective – Literature suggest that companies should focus their Market Orientation (MO) on good marketing and business … result shows that MO does not have a significant impact on Marketing Performance. In the context of MTO, SMEs do not need to …

of the future reward and effort. However, we further argue that the appropriate marketing of deals can result in an …, we demonstrate that the marketing of the reward (i.e., highlighting) and the demarketing of the effort can maximize the …

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 … promotion when it comes to women and minorities, marketing managers must be aware of representational practices that may cause …

Promotion is one of the four major elements of the marketing mix. Therefore, an integrated marketing communications … marketing strategy. Different promotional tools could foster an increased awareness of a company's products or services, inform … that the marketing managers must consider the 6Ms (including the market, the mission, the message, the media, money and …

&L publications are spread across 44 scientific journals, which include marketing and non-marketing journals or those from other …

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 …

The practice of marketing has significantly changed among companies operating in Hungary since the economic transition … with new emphasis, marketing activities and expectations have been emerged. This paper analyzes the role and significance … of marketing in corporate practices; undercover the most important activities of marketing managers in current business …