This paper explores the impact of packaging, labeling and free sample on the buying behaviour of consumers of a communicationally backward area of India. The hypothesis is that the packaging, labeling, sample has strong influence on consumer buying behaviour. Two factorial approaches are adopted...

Marketers distinguish between three types of media: paid (e.g., advertising), owned (e.g., company website), and earned (e.g., publicity). The effects of paid media on sales have been extensively covered in the marketing literature. The effects of earned media, however, have received limited...

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...

This research makes strides toward reconciling mixed findings in the value–behavior relation by positing that values are abstract representations of ideal end states that are more likely to influence behavior when individuals think abstractly (vs. concretely) and focus on high- (vs. low-)...

Supply chains today routinely use third parties for many strategic activities, such as manufacturing, R&D, or software development. These activities often include relationship-specific investment on the part of the vendor, while final outcomes can be uncertain. Therefore, writing complete...

This study investigates the strategic effect of return policies in a dual-channel supply chain, in which a manufacturer can sell products directly to end customers and indirectly via an independent retailer. The manufacturer decides whether to implement a return policy in either the direct or...

Channel sharing is an important marketing strategy for giant retailers who sell their own store brands and resell national brands for cooperative manufacturers simultaneously. To expand their market and increase profitability, national brand manufacturers may consider entering the online market...

A nearly explicit feedback Stackelberg-Nash equilibrium is obtained in a dynamic distribution channel consisting of a manufacturer and two competing asymmetric retailers engaged in promoting the manufacturer's product to be sold through the retailers. The manufacturer decides on its support for...

This chapter examines the global marketing environment of today's higher education institutions (HEIs). (Semi) Autonomous HEIs and business schools are increasingly behaving like for-profit organisations as they seek new opportunities and resources to prioritise revenue creation. Therefore, they...

Targeting - setting marketing policy differentially for different customers or segments - is an important marketing practice. Previous approaches to quantifying the benefits from targeting have typically calibrated a response model and used the variation in response parameter estimates to...