Customer service is one of the most crucial aspects of an organization’s competitive advantage and it is the critical element which internal marketing (IM) influences, whatever business or industry the organization operates. Internal marketing is based on the notion of communicating with internal markets and treating employees like customers. Implementing an internal marketing plan helps in edu...

Social media has become a value-adding marketing channel. With the significance of social media for online small businesses and the lack of understanding of this area, this study attempts to investigate the impact of social media marketing on the sales performance of such businesses. Drawing on the theories of media richness and uses and gratifications, we propose a research model in which the ...

The main goal of this paper was to present the knowledge based fuzzy model that will provide more successful and efficient decision making in the area of marketing, in relation with dilemma “to produce or to buy”. Namely, authors tried to develop a model that will be suitable for making marketing decisions in production systems. Methodology in the paper obtained analysis of the theory of market...

This study analyzes, from an experiential marketing perspective, the showcasing of duty-free products onboard the A380 aircraft, a service area that Korean Air introduced for the first time in the industry. Through the analysis the study seeks to identify the effects that customers' experience of the duty free showcase area has on their emotional response, impulse buying intention and word-of-m...

While most ecological studies have shown that higher levels of point-of-sale (POS) cigarette marketing are associated with larger proportions of residents from lower socioeconomic and minority backgrounds in neighborhoods, there are no studies that examine individual-level social disparities in exposure to POS cigarette marketing among smokers in the United States. Our aim was to examine these ...