Institutions and organizations are increasingly using the digital media to communicate with stakeholders on a day-to-day basis and during crises situations. Therefore, this chapter presents a bibliographic analysis on digital corporate communication technologies. The grounded theory’s...

Advertising and research and development (R&D) benefit firms by increasing sales and shareholder value. However, when a firm is in bankruptcy, the cumulative effects of its past advertising and R&D can be a double-edged sword. On the one hand, they increase the firm’s expected future cash...

Data protection and privacy rights afforded to consumers by General Data Protection Regulation (GDPR) have presented a challenge to the firms that depend on private consumer data for targeted pricing, product recommendations and other purposes. Specifically, GDPR affords consumers the right to...

Concept: With the rapid transformation in the world of advertising and marketing, Digital Marketing has proved to be one of the most widely used and successful media or channel to spread product or service related information among the target audience. Viral marketing can be said to be a...

Selling products related to publisher activities is nothing new. But over recent years, the breadth, range, and scope of eCommerce opportunities available to publishers has expanded greatly.This report looks in-depth at those publishers harnessing eCommerce to great effect, including BuzzFeed,...

Although India has made great strides in economic growth but despite that there exist huge inequality gap in society and people are still devoid of basic amenities. The benefits of growth post liberalization has been only limited to rich and middle class in India. Over 60% of the Indian...

The higher educational institutions (HEIs), including universities and colleges are increasingly seeking new resources, competences and capabilities to improve their corporate reputation. Therefore, this paper has relied on a generic approach to critically analyze the marketing environment of...

The use of co-branded products as a form of brand management has gained increasing attention from managers and scientists, as evidenced by the practitioner-oriented articles and empirical studies published since the mid-1990s. However, there is no description that contrasts co-branding with...

Customer segmentation has virtually unlimited potential as a tool that can guide firms toward more effective ways to market products and develop new ones. As a conceptual introduction to this topic, we study how an innovative multi-national firm (Migros Turk) has developed an effective set of...

There is a substantial literature in medical journals examining the marketing and promotional efforts of pharmaceutical firms. This literature is generally critical of those efforts, focusing on the negative aspects of promotion. Although the literature is expressed in empirical and scientific...