the current study aims to investigate the factors affecting  development of the services brand identity in insurance industrial. therefore, considering the importance of brand identity, and in order to succeed in today's competitive market, in this paper, the relevant literature in the field of brand identity development is reviewed to investigate the effect of its dimension on development...

Marketing-mix plays an essential role in the competitive business environment. Marketing decision makers constantly need to monitor changes in the environment and organization to make necessary changes. Therefore, a knowledge management system is required to acquire, store, retrieve and use up-to-dated knowledge. Corporations also tend to look for systems assisting them in knowledge management....

To the best of our knowledge, the international marketing literature has been examining performance exclusively as a dependent variable. In this paper we argue that performance should be investigated as an independent variable. Using survey data of over 400 managers responsible for the main export ventures of Portuguese SMEs (Small and Medium Exporters), this paper shows that past performance p...

Logistics runs through the entire process of an enterprise’s production and management. Logistics, as an enterprise’s "the third profit source", is an effective management tools for companies to obtain and maintain a competitive advantage, the management of logistics risk of marketing channels is a critical part of the risk management of channels. The paper introduces the logistics risk types, ...

Almost all results on competitive product positioning derived in the literature so far are based on the hypothesis that static Nash equilibria of profit-maximizing competitors are accurate predictors of final market configurations. If the positioning behavior of firms differs from this assumption, it is questionable whether the corresponding propositions can be used in optimal product positioni...

This study is designed to explore the influence of marketing strategy on innovation and competitive advantage. Additionally, in this study, elements (product strategy, pricing promotion distribution strategy) were adopted, was used as a mediator. Quantitative approach applied, questionnaire distributed by hand-to-hand method 267 employees working furniture industry basis convenience sample. SPS...

Nowadays marketers complain about the lack of correct information or large amount of misinformation. The problem that managers deal with is not shortage of knowledge, but massive information. To overcome this problem, a good marketing information system balances the information users really need and what is feasible to offer. The objective of this study is to investigate the effect of marketing...

Relationship marketing is a paradigm shift and it is associated with the return of direct marketing both in business-to-business and business-to-consumer markets (Seth & Parvatiyar 1995). This paradigm shift in marketing focuses on acquisition and retention in building and ensuring long-term relations with clients and therefor requires the integration of proper communication principles. A long-...