Marketing experts consider the mobile device as an extremely promising marketing tool as it supports them to cope with their major challenge: getting time and attention from customers. Current mobile marketing research mostly covers success factors and acceptance analysis. Categorization, when addressed, lacks in appropriate foundation and is not linked to objectives at all. In this article we ...

Fashion brands and companies that wish to market eco-fashion aim to benefit from the use of marketing campaigns addressing the fulfilment of this megatrend’s lifestyle aspects. The promoted “green” lifestyle is reflected on to the fashion items by means of a strong brand image, which is as important as the product itself. Therefore eco-fashion is ultimately bonded with brand architecture and al...

Internet marketing enables new forms of vertical communication and marketing between suppliers and customers in a traditional marketing sense, and also generates the potential for horizontal networks of customers interacting with each other to share information and experiences about specific products and services. Marketers have always used promotional activities such as advertising and product...

The current paper addresses the importance of and relevant challenges pertaining to the marketing of mental health to men. Included are pertinent definitions, a review of related research, and a discussion of recent large-scale gender-specific mental health campaigns. In addition, central aspects of the social marketing framework considered to be particularly useful for addressing men's resista...

Exposure to tobacco-related marketing has been implicated as one of the risk factors for tobacco use among adolescents. However, tobacco-related marketing exposure has been measured in different ways in different studies, including perceived pervasiveness, receptivity, recognition, recall, and affect. It is not known whether these measures represent one or more underlying constructs and how the...

Mobile marketing offers direct communication with consumers, anytime and anyplace. This paper reviews mobile marketing and then investigates the most successful form of mobile communication, short message services (SMS), via a quantitative content analysis of the Fortune Global 500 Web sites and qualitative interviews with European experts. The content analysis explores the diffusion of SMS tec...

By the 1980s many of the companies across the world had realized a new ConceptCause Related Marketing (CRM) as a marketing strategy. Cause Related Marketing is defined as “a strategic positioning and marketing tool that links a company or a brand to a relevant social cause or issue, for mutual benefit”. CRM became the vehicle by which companies indirectly propagandized their brands and it has p...

Although there is an argument for a flow of logic from market structure to marketing strategy and performance, the nature of the political ‘market’ and service product constraints, strongly dictate marketing strategy choices. Interactions between what, at this stage, we may call the consumer (elector) and the supplier (electee) in political campaigns could be likened to mental stimulus processi...

Seeded marketing campaigns (SMCs) involve firms sending product samples to selected customers and encouraging them to spread word of mouth (WOM). Prior research has examined certain aspects of this increasingly popular form of marketing communication, such as seeding strategies and their immediate efficacy. Building on prior research, this study investigates the effects of SMCs that extend beyo...

Social marketing communication (social marcom) campaign production can be more challenging when the audience includes individuals from ‘culturally and linguistically diverse’ (CALD) communities. Additional issues such as culturally related values, practices, and attitudes need consideration. Normally, social marcoms campaigns for CALD audiences involve directly translating mainstream campaign m...