The authors gratefully acknowledge without any implication helpful comments and suggestions provided by Warren E. Johnston, Alex F. McCalla, Daniel Sumner, and Colin Carter and support provided by the Giannini Foundation. The scope of marketing as defi ned in this study includes work related to the markets for farm commodities, marketing institutions, and the individual and collective actions o...

BACKGROUND Last this year in this journal, Barbour and colleagues reported a study of "marketing trials" in leading medical journals (Trials 2016;17:31). In this commentary I discuss their research, describe new analyses of the study cohort and consider measures to address marketing within academic medical literature. DISCUSSION Barbour et al. sought to identify a subgroup of "marketing trial...

M data sets, from different and seemingly unrelated marketing domains, all involve paths—records of consumers’ movements in a spatial configuration. Path data contain valuable information for marketing researchers because they describe how consumers interact with their environment and make dynamic choices. As data collection technologies improve and researchers continue to ask deeper questions ...

India is a developing country. In today’s scenario brands are the basis of consumer relationship. Global brand is a product that adds other dimensions that differentiate it in some way from other products designed to satisfy the same need. Global Marketing needs clear vision regarding the 4P’s of marketing mix in the context of International market. Brand is the biggest asset of any company. A ...

The current research aims to show the relationship between emotional marketing in its dimensions (the best purchase decision, type of marketing, factors affecting decision and factors) consumers' love brand. researchers have reached a number results, most notably existence theoretical with consumer towards Therefore, one prominent conclusions is that plays major role achieving

To aid professionals in the early assessment of possible risks related to personalization activities in marketing as well as to give academics a starting point to discover not only the opportunities but also the risks of personalization, a ‘Classification Scheme of Personalization Constraints’ is established after the analysis of 24 case studies. The classification scheme includes three dimensi...

BACKGROUND The study aims at investigating the characteristics and the satisfaction determinants of the emerging patient profile. This profile appears to be more demanding and "empowered" compared to the ones traditionally conceived, asking for unconventional healthcare services and for a closer relationship with providers. METHODS Both qualitative (semi-structured interviews and focus groups...

Social networks have become an interesting marketing tool for the banking sector to manage contact and interaction with their actual and potential customers. The purpose of this study was to evaluate the use of Facebook by the top 200 international banks. Our paper proposes a new instrument called Facebook Assessment Index (FAI), which uses three categories to evaluate the essential information...

Smartphone applications for marketing purposes like free advertising games or mobile loyalty programs are becoming increasingly prevalent. Unfortunately, due to recurring news about the excessive use of personal data, many customers consider such applications as suspicious. As a key driver for adoption, organizations try to facilitate customers’ perceived trust in the applications. In this pape...