In this paper the importance of word of mouth for marketing management in the twenty-first century will be discussed. After a short introduction, there will be a focus on the demarcations and problems of traditional marketing. Then, in the third section, word of mouth (WOM) and word-of-mouth...

Conventional marketing, though is necessary investment for the sustainable businesses is often so expensive that most of the entrepreneurs, particularly the start-ups, choose to avoid it and look for other alternatives. One such alternative and cost-effective way to receive a better response...

This paper aims at providing a framework to investigate the effects of marketing-related decisions on firms after filing for bankruptcy. The proposed framework includes advertising and R&D assets, channel intensity, related diversification, and low price strategy as the marketing decision, which...

The rising phenomenon of private label brands across the globe has given grocery retailers new areas for competition and growth. As a result, this has spiralled competition between private label brands (PLBs) and national brands (NBs). With the grocery retail space undergoing various transitions...

The subject of this paper is the analysis of the characteristics of the market communication strategy used by small businesses, with special focus on Serbia and Western Balkan region. The aim of the paper is to highlight the importance of modern information technology in market communication,...

The present study explores some marketing mix effects on private labels brand equity creation. The research aims to study the effect of some elements under retailer's direct control such as in-store communications, in-store promotions and distribution intensity as well as other general marketing...

In October 2002, a substitution reform was introduced in the Swedish pharmaceuticals market. In this paper, the effects of increased price competition due to the reform on the entry of new pharmaceutical products were studied. The results show that the reform did affect the entry behavior of...

This paper studies how competition impacts innovative firms’ voluntary disclosure of product quality information. Our empirical context is the pharmaceutical industry, where firms must decide whether to disclose drug quality information acquired in clinical trials. Leveraging variation in...

Online consumer product review is an emerging market phenomenon that is playing an increasingly important role in consumers' purchase decisions. This paper examines a fundamental issue concerning online consumer review, i.e., the functions such reviews have for an online marketer. We argue that...

Many countries with national health care providers and health insurances regulate the market for pharmaceuticals to steer drug demand and to control expenses. For example, they introduce reference pricing or tiered co-payments to enhance drug substitution and competition. Since 2006, Germany...