BACKGROUND Prosmoking messages, delivered through marketing and the media, can reach very young children and influence attitudes and behaviors around smoking. This study examined the reach of tobacco marketing to 5 and 6 year olds in 6 low- and middle-income countries. METHODS Researchers worked one-on-one with 5 and 6 year olds in Brazil, China, India, Nigeria, Pakistan, and Russia (N = 2423...

In Zimbabwe, over 25% of adults are HIV positive [1]. To curtail the epidemic, the government started promoting condom use, especially in non-marital relationships. Since 1996, Population Services International (PSI) has implemented a USAID/British Department for International Development-funded condom social marketing program that distributes subsidized Protector Plus condoms, and promotes the...

Maritime transportation is one of the most important services in the international trade, especially for international cargo transportation. Literature reviews extract several components of trust and commitment for study. Theoretical foundations are drawn from the commitment-trust theory of relationship marketing to find out the key factor, the relationship result of cooperation. A conceptual m...

This research examines the effects of marketing strategies, which are adopted by firms, from a consumer-based viewpoint, and provides a practical brand management discussion as reference for TV shopping retailers. A questionnaire survey is conducted to verify the determinant effects of firms’ marketing strategy (low pricing/relational ads/emotional ads/sales of international brands) and channel...

A university has to carry out various marketing strategies and efforts to recruit international students as many as possible in order to fulfil one of the criteria for a world–class university status. However, to attract quality candidates with the desirable profile is becoming increasingly difficult especially when the university has to compete internationally and nationally with the existing ...

BACKGROUND Alcohol marketing includes sponsorship of individuals, organisations and sporting events. Football (soccer) is one of the most popular spectator sports worldwide. No previous studies have quantified the frequency of alcohol marketing in a high profile international football tournament. The aims were to determine: the frequency and nature of visual references to alcohol in a represent...

Introduction: With more and more firms contemplating expansion in the international market, the question of how a firm estimates its sales potential in a given country takes on increasing importance. Certainly one vital piece of information in estimating sales potential would be the size of the total current market in that country. This article considers the various ways in which firms might es...

BACKGROUND: Prosmoking messages, delivered through marketing and the media, can reach very young children and influence attitudes and behaviors around smoking. This study examined the reach of tobacco marketing to 5 and 6 year olds in 6 lowand middle-income countries. METHODS: Researchers worked one-on-one with 5 and 6 year olds in Brazil, China, India, Nigeria, Pakistan, and Russia (N = 2423)....

M. Ding et al. (eds.), Innovation and Marketing in the Pharmaceutical Industry, International Series in Quantitative Marketing 20, DOI 10.1007/978-1-4614-7801-0_24, © Springer Science+Business Media New York 2014 Abstract This chapter identifi es a strategy-tactics gap in most previous studies of pharmaceutical marketing, and addresses it by systematically analyzing the marketing strategies use...