4R_Based Crowdfunding Publishing Marketing Strategy Research

Mobile Marketing: From Marketing Strategy to Mobile Marketing Campaign Implementation

Over the past few years, mobile marketing has generated an increasing interest among academics and practitioners. While numerous studies have provided important insights into the mobile marketing, our understanding of this topic of growing interest and importance remains deficient. Therefore, the objective of this article is to provide a comprehensive framework intended to guide research effort...

A research framework of crowdfunding platform usage

In this paper, we define the crowdfunding platform (CFP) a virtual place where project creators document their projects for gaining awareness or social support for making the project proceed. By doing so, project teams can voice the propositions they have worked on or they may also speak out on one party’s behalf for seeking advices. This paper proposes a research framework that targets the iss...

Marketing Strategy Models *

Many of the models and approaches outlined in other chapters of this book address single marketing issues (promotional spending, pricing, salesforce deployment, etc.) within the context of any organization where other factors are assumed constant. For the most part, such approaches are 'bottom-up', and closely akin to the operational philosophy of traditional ORIMS. Consider, in contrast, a lar...

Assessing Marketing Strategy Performance

Guidelines for Conducting Research and Publishing in Marketing: From Conceptualization Through the Review Process

A primary mission of institutions of higher learning is the generation and dissemination of knowledge. The low acceptance rates at the leading research journals in marketing, typically in the single digits to low teens, suggests the need to increase the quality of the research manuscripts produced. This article presents a set of guidelines for researchers aspiring to do scholarly research in ma...