The importance of optimal marketing communications mix decisions is well-recognized by both marketing scholars and practitioners. A significant volume of work has addressed the problem of dynamic marketing mix optimization assuming constant effectiveness of marketing instruments. However, the effectiveness of marketing communications varies over time for a variety of reasons. Moreover, due to f...

Planning ahead has numerous benefits, but many small retailers do not seem to engage regularly in marketing planning. Researchers often document lack of planning expertise. This study attempts to examine whether retailers undertake planning when faced with an uncertain environment. Specifically, our study examines whether small retailers will switch from in-store promotion to outdoor advertisin...

The MSME sector is a nursery of entrepreneurship, often driven by individual creativity and innovation. SME sector is the most neglected and unorganized sector of the Indian economy. The very fact that 40% of exports in India come from SME sector shows that this sector has the maximum potential to create employment opportunities. But they lack in getting required support from the concerned Gove...

Over the years across the globe, the lives of people have been significantly influenced by a wide range of diseases and morbidities. The approach of social marketing has been developed to encourage acceptance and voluntary uptake by the target population by assigning more responsibility to the health professionals. In the health sector, social marketing consists of four key components-product, ...

THENEW MILLENNIUM IS APPROACHING and libraries must develop creative problem-solving strategies if they are not only to survive but also to thrive. Societal change, technological development, and economic retrenchment all pose significant challenges for libraries. This article proposes that the former positive and comfortable attitude toward libraries no longer holds, and that marketing must be...

❚ Selecting R&D. ❚ Planning R&D projects. ❚ Generating new ideas. ❚ Maintaining the quality of the R&D. ❚ Motivating R&D people. ❚ Getting R&D people to play an effective role in commercializing technology. ❚ Facilitating communication among R&D people. ❚ Coordinating R&D and marketing. ❚ Transferring technology to manufacturing. ❚ Linking R&D to business planning. ❚ Evaluating the financial as...

This chapter provides a broad understanding of what integrated marketing communications (IMC) is andwhy it is used. It will introduce the idea of communication barriers, to help explain why creating an effective marketing communications (marcoms) campaign is so challenging, and touch on various theories of communication. In later chapters, there will be discussion of how these communication bar...

'Regional identity' is a crucial phrase in the understanding of the genesis and nature of modern tourism as it is important for contemporary practices of tourism planning, policy and management. The creation and marketing of imaginary and desirable places includes this phrase and has made it into a powerful and frequently used watchword in contemporary tourism planning practices, where various ...