Auditing Marketing Strategy Implementation Success

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...

Does marketing success lead to market success?

Is the practice of marketing bad for the economy and, therefore, bad for society? This article explores whether market success and marketing success are compatible. First, we examine the concept of “market success” in the context of the dynamic competition perspective of resource– advantage theory, and we argue that successful markets are characterized by competitive processes that lead to five...

Improving the Success of Continuous Auditing Projects with a Comprehensive Implementation Framework

The major aim of this paper is to create awareness of the demand for computer-assisted audit solutions within the European research community. The cause of this demand is twofold; on the one hand, regulatory pressure is increasing through both the reform of the audit sector in the European Union regarding mandatory audit firm rotation and tightened independence requirements. On the other hand, ...

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