since the 1970s, services marketing has grown into a major sub discipline of marketing. it is constantly claimed – but is refuted in the article – that services are now the dominant economic activity in developed countries and keeps growing while the two traditional goods sectors, manufacturing and agriculture, are declining. in today's competitive world, having expertise, knowledge and ma...

Nowadays sponsorship is an important part of sports events. Sports sponsorship offers more benefits, more variety and also it’s a more powerful form of marketing. In general, sponsorship holds a unique position in the marketing mix because it is effective in building brand awareness, provides different marketing platforms and valuable networking and hospitality opportunities. Sponsorship market...

This article will argue that, despite customer-centric intent, marketing theory remains trapped in a firm-centric paradigm. How this apparent contradiction has endured is discussed critically with reference to what we see as four influential marketing perspectives. These perspectives are the 4Ps marketing mix, market-based assets, relationship marketing, and customer equity. Apart from the 4Ps ...

Marketing resource allocation has been a topic of intense scrutiny, yet the literature on the topic has not paid adequate attention to the fact that the effectiveness of marketing-mix elements varies over time. Despite the fact that firms collect volumes of data on their customers, existing estimation approaches do not readily lend themselves to modeling the temporal variations for big data and...

Sheth and Sisodia (1999) in their article titled, " Revisit-ing Marketing's Lawlike Generalizations, " make a number of timely and insightful observations centered on the question of why some lawlike generalizations in marketing may need to be either modified or enhanced. According to the authors, the need for revisiting generalizations in marketing has risen in light of the fact that the conte...

INTRODUCTION EVENT MARKETING is an increasingly important component in the promotions mix. In response to the many challenges facing traditional media, including cost, clutter, and fragmentation, the use of events in which companies can have face-to-face contact with their target audience has grown and become a valuable contributor to marketing communications programs. It is estimated that 22 p...

A marketing strategy is a plan used by business actors in product so that the can compete an increasingly tight world. UMKM XYZ one of cracker industry city Bekasi. XZY last year experienced decline sales levels. This was due to lack strategies their products could increase volume. study aims determine volume at XYZ. The mix factors affect volume, elements Marketing Mix are product, price, plac...