Jaggery in the minds of people is a commodity and does not have technology advancement. From ancient times jaggery is used in Ayurvedic medicine and has spiritual significance. Jaggery has more nutritious as compared to refined white sugar. With the introduction of sugar mills and their multiple...

This research examines the effect of the initial perception of the ethical nature of a firm on the effects of that firm participating in a cause-related marketing campaign. In two studies, the effects of a cause-related marketing campaign are examined for companies perceived as ethical,...

We examine the effects of probability and mode of acquisition on choices between hedonic and utilitarian alternatives. The results suggest that the lower the probability of receiving the selected item, the more likely individuals will be to choose the more hedonic alternative in a choice set....

This article examines how men and women differ in both their perceptions of the risks associated with shopping online and the effect of receiving a site recommendation from a friend. The first study examines how gender affects the perceptions of the probability of negative outcomes and the...

The pink ribbon is one of the most widely recognized symbols in the United States. It can symbolize strength, hope, responsibility, empathy, and permission to discuss breast cancer, though not all associations are uniformly positive. Cause-related marketing is an agreement between nonprofit and...

Highly innovative products may offer consumers greater benefits than incrementally new products, yet they have a higher failure rate. The present research addresses the challenge faced by new products that are extremely different from existing offerings by drawing on theorizing regarding the...

Sales Executives play a vital role in hierarchy for generating revenue to the organization. The purpose of this paper is to know the perception of Sales Executives towards Sales Force Effectiveness (SFE) including factors influencing the same with respect to Pharma Industry. The method used for...

English Abstract: The focus of this paper is viral marketing – the process of creating, receiving, sending and forwarding “virus”-marketing messages. Model “5C” is presented according to which the passing on of viral marketing messages depends on consumers, category, company, content...

This article examines elements of discourse in professional communication using examples of marketing, PR, and advertising focusing on the communicative functions that serve the major aims of each of the professional communication fields we define as values. It follows the rhetorical definition...

The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics, statistics, operations research, and other related fields. Since it is roughly 50 years from its origins, <i>The History of Marketing Science</i> is a timely review of the...