Key Words: consumer responsiveness, mobile marketing/advertising, purchase decision, customization, Customerization Innovation creates marketing opportunities and challenges. Mobile advertising, an area of mobile commerce, is a form of advertising that targets users of handheld wireless devices such as mobile phones and PDAs. It can reach the target customers anywhere anytime. In order to promo...

Translation is evaluated in terms of its forms and functions inside the historically developed systems of the receiving culture and literature. This study aimed to evaluate the quality of Persian translation of the14th edition of the original English book “Principles of Marketing” written by Philip Kotler and Gary Armstrong based on House (TQA) model: overt and covert translation distinction. T...

How does culture impinge affect international marketing mix decisions? This question is first dealt with through an assessment of the literature. Postulated or tested relations between cultural dimensions and each marketing mix variable are then presented. Concluding comments cover research issues and managerial implications. As most students of international marketing would agree, culture is a...

Marketing has long had a place in the planning and management of public sector recreation. In particular, the use of market segmentation has allowed leisure providers to better understand their clients’ needs and to tailor their services to the diversity of those needs. However, the use of marketing approaches is not without controversy and is sometimes perceived to be at odds with the public s...

this paper aims to recognize and evaluate the dimensions of market orientation with an emphasis on hr roles in iran banking industry. to achieve this purpose, this paper is structured in two phases. in the first phase, we tried to recognize the dimensions of market orientation with an emphasis on hr roles in banking industry by using comments of marketing and hrm experts and bank staffs. in the...

ABSTRACT
 Businesses are in fierce competition the online environment so wish to ensure customer loyalty. Understanding factors that affect people and can change consumer purchasing behaviour is of great importance. This study included 1318 people, aged 18 years older, living province Istanbul. Multiple linear regression analysis was performed using relationship between continuous variable...

An important first step to successful global marketing is to understand the similarities and dissimilarities of values between cultures. This task is particularly daunting for companies trying to do business with China because of the scarcity of research-based information. This study uses updated values of Hofstede’s (1980) cultural model to compare the effectiveness of Pollay’s advertising app...

For the business academia, the most important phenomena involved in globalization are (1) empowerment of transnational organizations, (2) information technology evolution, (3) increasing international flows of capital, merchandise and data, and (4) the tendency of market homogenization. The organizational studies and strategic management perspectives indicate, respectively, that these combined ...