a r t i c l e i n f o Keywords: Relationship marketing Marketing theory Business networks General theory of marketing Middle-range theory Business marketing is a complex, multilayered, and dynamic social phenomenon that has been examined using a variety of theories from disciplines as diverse as economics and psychology. This theoretical evolution has led to a fragmented knowledge base. This ar...

Purpose – This paper sets out to review the business history of consumerism and to ask whether over-consumption is leading to an unacceptable level of inappropriate social behavior that is detrimental to both society and business. Design/methodology/approach – The paper reviews Peter Drucker’s writings on management and explores the meaning of consumerism and how it could have led to the over-u...

There is scant research regarding intersectionality and epistemic hierarchies in marketing, including connections disconnections between knowledge about produced marketing scholarship practice. Thus, we examine how market logics propelled by gendered racial capitalism the commercialization of identity politics impact production discipline industry. We consider notion “intersectionality” has bee...

The popularization of mobile data services such as SMS (shortmessagingservice) has prompted the development of mobile marketing. The deployment of SMS based marketing campaigns has been noted as a very successful mean of reaching consumers. The available literature on mobile marketing has a strong emphasis on consumer perceptions towards SMS based campaigns. However, there is a clear lack of kn...

Viral Marketing, sometimes described as word of mouse publicity, is a tactic that leverages the considerable power of individuals to influence others in their online social networks using computer aided communication media such as email, instant messaging and online chat. Viral marketing is increasingly being recognized as an important way for firms to spur the trial, use and adoption of produc...

Recommender applications support decision-making processes by helping online customers to identify products more effectively. Recommendation problems have a long history as a successful application area of Artificial Intelligence (AI) and the interest in recommender applications has dramatically increased due to the demand for personalization technologies by large and successful e-Commerce envi...

From a Marketing perspective, the Customer Relationship Management (CRM) can be viewed as a process, known as Database Marketing (DBM), for establishing a profitable interaction with clients. Currently DBM is mainly approached by classical statistical inference, which may fail when complex, multi-dimensional, and incomplete data is available. An alternative is to use Knowledge Discovery from Da...

Due to decrease in purchasing power of a rupee people have begun to loose faith in saving. It has resulted into spending attitude, deriving materialistic pleasure by purchasing and consuming new products. Fierce competition has made everything fair, even if it is unethical. The present paper takes a close look at the various ethical issues involved in Marketing innovations and what organization...

This study examines the associations between alcohol marketing strategies, alcohol education including knowledge about dangers of alcohol and refusal of alcohol, and drinking prevalence, problem drinking, and drunkenness. Analyses are based on the Global School-Based Student Health Survey (GSHS) conducted in Zambia (2004) of students primarily 11 to 16 years of age (N = 2257). Four statistical ...