Different instruments are relevant for different marketing objectives (category demand expansion or market share stealing). To help brand managers make informed marketing mix decisions, it is essential that marketing mix models appropriately measure the different effects of marketing instruments. Randomly Utility Maximizing (RUM) discrete choice models that have been applied to this problem mig...

B. Gajdzik, The Silesian University of Technology, Faculty of Materials Science and Metallurgy, Katowice, Poland Before metallurgical enterprises started implementation of marketing activities they had to go through restructuring processes which included all areas of their market activities. Privatised metallurgical enterprises after economic transformation gradually implemented marketing to th...

Internet marketing is a field that is continuing to grow, and the online auction concept may be defining a totally new and unique distribution alternative. Very few studies have examined auction sellers and their internet marketing strategies. This research examines the internet auction phenomenon as it relates to the marketing mix of online auction sellers. The data in this study indicate that...

Modern Marketing calls for more than developing a good product, pricing it attractively, and making it accessible. Companies must also communicate with present and potential stakeholders as well as the general public. For most companies, the question is not whether to communicate but rather what to say, to whom, and how often. In fact, every brand contact delivers an impression that can affect ...

the main purpose of this study was the bank market segmentation or in other words, dividing bank market into distinct groups of customers who might require separate marketing mix. gaining this purpose, 640 questionnaires were gathered. to investigate the reliability of questionnaires, content and face validity approaches were used. furthermore, for the estimation of the reliability of questionn...

The authors provide a critical examination of marketing analytics methods by tracing their historical development, examining their applications to structured and unstructured data generated within or external to a firm, and reviewing their potential to support marketing decisions. The authors identify directions for new analytical research methods, addressing (1) analytics for optimizingmarketi...

This study aims to describe the application of marketing mix which is a service strategy at Langlangbuana University, Bandung. The method used in this qualitative with descriptive analysis approach based on stages planning, and implementing strategies for educational services results reveal that includes product, price, location, promotion human resources, physical evidence, processes education...