This research analyses the influence of market orientation and competitive advantage on MSMEs’ marketing performance … market orientation and competitive advantage significantly influence MSME marketing performance. Additionally, competitive … advantage moderates, strengthening the relationship between market orientation and marketing performance. These findings have …

Conventional marketing, though is necessary investment for the sustainable businesses is often so expensive that most … conventional marketing with that of social media, the latter involves a negligible cost. This paper proposes to analyse the … feasible alternatives in social media over conventional marketing. It also reflects on the type of the messages, the frequency …

marketing performance when small- and medium-sized enterprises (SMEs) are located within a service cluster. The three main … companies and their marketing performance and to furthermore evaluate the effect of the market orientation of companies in the … cluster on their marketing performance. Design/methodology/approach - This research used executive-level data that were …

. The purpose of this paper was to investigate the impact of digital marketing capabilities on SME agro-processors’ both …The importance of marketing capabilities continues to grow yet research remains concentrated in developed markets …. Although several researchers provide evidence of the influence of marketing capabilities on market performance, very little of …

Net Promoter Score (NPS) is heralded by proponents as the quintessential marketing metric for measuring customer and … to scrutinize and reflect on why the NPS has gained such a strong position in the marketing practitioner community … marketing research firms selling software solutions. However, as the concept has grown in popularity, it has attracted more …

This chapter examines the global marketing environment of today's higher education institutions (HEIs). (Semi … recruiting domestic and international students. In this light, this contribution deliberates on contemporary integrated marketing … meaningful research in global markets. Moreover, it reports on how HEIs' marketing endeavours will be able to forge fruitful and …

The central role of marketing stems from identifying processes which create value to customers. Therefore, the … marketing strategies and plans should be based on relevant frameworks which create and capture value to customers and to the …, and an evaluation of opportunities and threats in the market place. The scanning of the marketing environment leads …

completely satisfy everyone. Therefore, many companies may usually adopt a strategy that is known as target marketing. This … strategy involves dividing the market into segments and developing products or services to these segments. A target marketing …-centric strategy is the specification of the target markets that the companies will attempt to serve. The marketing managers who may …

by co-creative platforms for innovation. The definition of marketing communication strategies that promote motivation and … theoretical framework, and the second part where a model is developed for the marketing communication strategies that appeal to …