We develop a modeling approach to explain demand variation for an online platform of usergenerated content, and use it to measure the impact of marketing activities on decisions to visit the platform, and on decisions to create and buy content. The model explains individual-level decisions as a function of consumer characteristics, marketing activities, and behavior of other online users, allow...

We present empirical generalizations about conditions under which marketing variables evolve or remain stationary. We first define evolution statistically and make the case why it is an important concept for increasing our understanding of long-run marketing effectiveness. We then. briefly review ways in which evolution can be tested empirically from readily available data. We present a databas...

Indian economy is rural in character. This is evident from the fact that a very high proportion of the population is living in rural areas. Further two-thirds of its workforce is engaged in agricultural and allied activities, which contribute about 27% of India’s gross domestic product. In a predominantly agrarian country like India, rural development is a sine qua non for national development....

Youth dropping out of school in Mesjid Peunteut Village, Blang Mangat District, Lhokseumawe City as a partner village were still less productive and have an impact on low income levels. In fact, they never received training from any party for entrepreneurial activities the expertise to create certain products, especially field civil engineering. This aimed provide knowledge skills out-of-school...

BACKGROUND A major marketing technique used by pharmaceutical companies is direct-to-physician marketing. This form of marketing frequently employs promotional marketing brochures, based on clinical research, which may influence how a physician prescribes medicines. This study's objective was to investigate whether or not the information in promotional brochures presented to physicians by pharm...

INtrODUctION Since the early 1990s, relationship-oriented approaches to product and services marketing have gained increasing interest by research and practice. While the overall approach of managing customer interactions has been inherent to the ways of doing business ever since, the recent change from transaction-oriented to relationship-oriented marketing is typically considered as a major p...

While volatile marketing spending, as opposed to even-level spending, may improve a brand’s financial performance, it can also increase the volatility of performance, which is not a desirable outcome. This paper analyzes how revenue and cash-flow volatility are influenced by own and competitive marketing spending volatility, by the level of marketing spending, by the responsiveness of own marke...

This study analyzed the performance of cabbage marketing in Abia State, Nigeria. Specifically the study sought to: describe socio-economic characteristics of cabbage marketers; identify marketing channels of cabbage; determine marketing cost components of cabbage marketers; determine marketing margins, market share and marketing efficiency of cabbage marketers; and determine socio-economic fact...

This paper presents an alternative, 'Latin', characterization of postmodernity. Here the urge is not to celebrate freedom from social constraints, but to re-establish social embeddedness. The citizen of postmodernity is less interested in the objects of consumption than in the social links and identities that come from them. This Latin view holds that people like to gather tohether in tribes an...