Viral marketing mechanisms use the existing social network between customers to spread information about products and encourage product adoption. Existing viral marketing models focus on the dynamics of the diffusion process, however they typically: (a) only consider a single product campaign and (b) fail to model the evolution of the social network, as the trust between individuals changes ove...

The objectives of this qualitative study were to: a) identify common marketing themes and tactics used by the tobacco industry to entice African Americans (AA's) and youth to initiate and maintain smoking behavior, especially smoking mentholated brands of cigarettes, and b) determine AA youths' knowledge, attitudes, intentions, and beliefs about smoking and the tobacco industry. Together, these...

Despite progressive preventative techniques, intervention programs, and guidelines to help reduce breast cancer mortality, African American women (AAW) remain affected by breast cancer in greater numbers compared to Caucasians. As rates of breast cancer mortality continue to increase among AAW, a greater need for change emerges, which should include crafting culturally specific social marketing...

One-to-one marketing, also known as relationship marketing, promises to increase the value of your customer base by establishing a learning relationship with each customer. The customer tells you of some need, and you customize your product or service to meet it. Every interaction and modification improves your ability to fit your product to the particular customer. Eventually, even if a compet...

This research project presents an assessment that was carried out to investigate the marketing activities of Commercial Records Centres (CRCs). The major aim of the project was to find out how CRCs, Archive-It Services as a typical case, managed to penetrate the Zimbabwean market especially during the economic meltdown period. Of major interest to the study were the marketing strategies that ar...

BACKGROUND Social marketing has been proposed as a framework that may be effectively used to encourage behaviour change relating to obesity. Social advertising (or mass media campaigning) is the most commonly used social marketing strategy to address the issue of obesity. While social advertising has the potential to effectively communicate information about obesity, some argue that the current...

Research indicates that one in five women will be the victim of sexual violence in her lifetime (Tjaden & Thoennes 1998). Throughout the United States there exists an infrastructure of prevention programs and support networks for victims of sexual violence; however, funding and utilization are a constant struggle. Organizations have tried to maximize these scarce resources by using media campai...