Social marketing: advancing a new planning framework to guide programmes

Social media: A contextual framework to guide research and practice.

Social media are a broad collection of digital platforms that have radically changed the way people interact and communicate. However, we argue that social media are not simply a technology but actually represent a context that differs in important ways from traditional (e.g., face-to-face) and other digital (e.g., email) ways of interacting and communicating. As a result, social media is a rel...

A CLV-Based Framework to Prioritize Promotion Marketing Strategies: A Case Study of Telecom Industry

Telecommunications is the todays’ leading industry. Value Added Services (VAS) is considered as one of the most money making segments of Telecom services. The purpose of this paper is to allocate promotional marketing strategies to customer segments. Therefore, a four-phase practical framework is developed to prioritize marketing strategies based on Customer Lifetime Value (CLV). The first phas...

Management tool to guide rabies elimination programmes

Kristyna Rysava*2, 1, Tamara Mancero3, Eduardo Caldas4, Mary Carvalho6, Veronica Gutierrez5, Daniel Haydon2, Paul Johnson2, Rebecca Mancy2, Jesus F. Gonzalez Roldan5, Victor D. Vilas6 and Katie Hampson2 1University of Warwick, School of Life Sciences, Coventry, United Kingdom; 2University of Glasgow, Institute of Biodiversity, Animal Health & Comparative Medicine, Glasgow, United Kingdom; 3Pan ...

RENL: A Framework for Social Media Marketing Strategy

As practitioners and industries become more comfortable with the use of social media applications as a marketing tool, social media is becoming ubiquitous. However, social media must be managed just like the rest of media that organizations use to deploy their content and marketing strategy as part of their overall marketing strategy. Nevertheless, scholar research on social media marketing str...

National AIDS Programmes A GUIDE TO MONITORING AND EVALUATION