An increasing number of business-to-business companies are becoming aware of the power of word-of-mouth communication, also referred to as viral marketing, or buzz. This has lead to an explosion of interest in word-of-mouth communication channels, to identify sources through which companies can...

An increasing number of business-to-business (B2B) companies are becoming aware of the power of word-of-mouth communication, also referred to as viral marketing, or buzz. This has lead to an explosion of interest in word-of-mouth communication channels, so as to identify tools through which...

Even though there are several companies that provide high-end airline flight services, two service providers, namely Kingfisher Airlines and Jet Airways, control the student segment in Karnataka. In order to attract customers, both companies offer several special promotional schemes, month to...

It is a well-researched fact that TV advertising is the most effective form of advertising; but this fact is now met with much skepticism. Also, in comparison to TV, the potential of other media such as radio, print and web, are not given due importance. The objective of this study is to compare...

Relationship Marketing is a new phenomenon in marketing. It is a multifunctional approach, describing marketing as “an integrative activity involving functions across the organization, with emphasis on facilitating, building and maintaining relationship over time.” This trend has been...

The present study investigates the technical efficiency of Indian banks, segmented in terms of ownership. For this purpose, the Data Envelopment Analysis (DEA) model was used with five input variables (borrowings, deposits, fixed assets, net worth, and operating expenses) and four output...