The aim of this to present consumer segmentation for, private FM Radio Channels in Ahmedabad City. The measurement of consumer preferences has always been the area of interest for the marketers and academicians too. After measurement of preferences, market segmentation is carried out for the...

Given the unprecedented reach of social media, firms are increasingly relying on social media as a channel for marketing communication. The objective of this study is to examine the effect of firm generated content (FGC) in social media on three key customer metrics, spending, cross-buying and...

The launching of a new product is an essential strategy for the survival and success of a company. However, in certain cases, it can reduce the results obtained by another product of the same company. This fact is named cannibalism. Following by a review of the literature on cannibalism between...

Electronics, a high involvement product (HIP), consists of 8 per cent in organized retail industry in India. This category is growing at a rapid pace with many players entering into organized format of retail in this category. Recently many players have also entered into online marketing of...

We investigate how mentioning the price paid to others (which we refer to as price-dropping) can be used to the negative experience that occurs when consumers realize they unintentionally overpaid for a product. Specifically, we show that by engaging in price-dropping, consumers re-appropriate...

Spanish Abstract: Este documento, es el último de los trabajos de la serie, propuesta por la autora, que tiene como finalidad integrar la aplicación de técnicas de Análisis Multivariante a distintos procesos de marketing desarrollados al interior de estudios de caso en el ámbito...

The business organizations have a propensity to show their performances by achieving greater sales performances in the field. In this, the role of sales force of high importance and the organizations are adopting dynamic marketing and selling strategies and implementing those strategies to their...

La versión española de este documento se puede encontrar en 'http://ssrn.com/abstract=2661808' http://ssrn.com/abstract=2661808The aim of this paper is to identify the different market segments inside financial institutions in the metropolitan area of Puebla, Mexico; checking the variables...

Spanish Abstract: Este estudio tiene como objetivo la realización de un estudio de mercado para determinar la factibilidad de implementar una escuela para la enseñanza del idioma inglés en la ciudad de Villahermosa, Tabasco. Esta investigación surgió a raíz del bajo nivel de dominio del...