AIMS To develop an approach for monitoring national alcohol marketing policies globally, an area of the World Health Organization's (WHO) Global Alcohol Strategy. METHODS Data on restrictiveness of alcohol marketing policies came from the 2002 and 2008 WHO Global Surveys on Alcohol and Health. We included four scales in a sensitivity analysis to determine optimal weights to score countries on...

Sally Dibb is Professor of Marketing and Director of the Institute for Social Marketing at the Open University Business School. Her research interests are in marketing practice, marketing strategy, and consumer behaviour, on which she has published extensively. She has written seven books and has published in the Journal of the Academy of Marketing Science, European Journal of Marketing, Indust...

the purpose of this paper is to make explicit how companies in pharmaceutical sector can ensure their position in different markets by relying on a sustainable competitive advantages resulted from using a good defined marketing model. various factors are highlighted including high research and development roles and costs, hard government regulation in frame of gmp standard, market analysis tool...

As business-to-business marketing channels become more international in scope, communication in channels occurs among a more diverse set of channel participants from different national cultures. Do such cultural variations influence channel communications and if so, how? This study examines these questions in international business-to-business marketing channels comprised of channel members rep...

Direct marketing is one of the most effective marketing methods with an aim to maximize the customer's lifetime value. Many cost-sensitive learning methods which identify valuable customers to maximize expected profit have been proposed. However, current cost-sensitive methods for profit maximization do not identify how to control the defection probability while maximizing total profits over th...

This paper investigates the significance of pricing strategies within scope marketing strategies. Emphasizing its central role, research delineates various types strategies, exploring how they can differ based on industry applications. By employing a literature review and case study methodology, we analyze challenges faced by businesses when implementing along with potential future trends in th...

Companies have made their best efforts to sustain ongoing relations with their customers and thus generate as much revenue and profits as possible through CRM (Customer Relationship Management). One of the key marketing tools of CRM is target marketing. Target marketing is a marketing strategy that analyzes certain goods and services preferred by existing customers, develops new goods and servi...

a r t i c l e i n f o Using resource-based view (RBV) of the firm as a theoretical backdrop; we aim to find out the relative impact of a firm's functional capabilities (namely, marketing and operations) and diversification strategies (product/ service and international diversification) on financial performance. We hypothesize that this linkage depends on the firm's relative efficiency to integr...

The use of metaphors as the main marketing strategy in psychotropic drug advertising in journals and the quality of information provided in these advertisements has been criticised. We investigated marketing strategies and information provision in advertisements appearing in three different psychiatric journals. The majority of advertisements in two of the journals used metaphors as their main ...