In contemporary development “Internet” is a leading advertising source. Marketing avenues from traditional media are deteriorating and online marketing earnings are growing persistently. With online advertising, behavioural targeting is emerging as a prominent trend which is expected to account for major advertising revenues; as it permits websites to discriminate advertisements according to co...

The phenomenal growth of the fairtrade industry has attracted increased research interest but little is known as to what marketing factors drive fairtrade retail sales. This gap has profound implications for fairtrade marketing research and the future of the fairtrade industry. To provide a more robust and objective insight this paper draws on the analysis of supermarket loyalty card dataset of...

Information system (IS) managers rely on a number of devices to improve performance and the perception of performance on the part of the user. These techniques can be a variety of tools and organizational structures put in place by various levels of management. Horizontal coordination activities are such a device, one that is intended to improve the communication between users and IS developers...

the current paper aims to investigate the effect of entrepreneurial marketing on innovation considering the moderating effect of two-factor learning orientation and organizational structure. then, the relationship between innovation and the marketing performance was assessed. in this research, sales and marketing managers of 42 sample companies were selected from three industries including: ind...

This research aims to study the effect of using digital (web-based) analyses in performance measurement and optimization of digital marketing in digital-based companies in Tehran. The data collection tool was a researcher-made questionnaire. A panel of experts and supervisor were asked to measure the validity of the questionnaire. For reliability analysis of this tool, Cronbach’s alpha test was...

Consumer behaviour discipline has made traditionally use of models to understand consumers. Thus, following the scientific method, marketing academics usually pose theoretical models which are subsequently tested by means of several statistical methods. When such models are complex –i.e. several dependent and independent constructs with multiple relations among them– the method usually used for...

Consumer behaviour discipline has made traditionally use of models to understand consumers. Thus, following the scientific method, marketing academics usually pose theoretical models which are subsequently tested by means of several statistical methods. When such models are complex –i.e. several dependent and independent constructs with multiple relations among them– the method usually used for...