The purpose of this paper is to illustrate how marketing instructors can prepare students for the real world of dynamic, even hyper-kinetic, competition by teaching resource-advantage (R-A) theory of competition. Accordingly, this paper reviews the problem of marketing students’ lack of preparation for real-world, dynamic competition which is a result of the static-equilibrium focus of the theo...

This conceptual paper focuses on political marketing „strategies‟ in the context of major British political parties. There is consideration of the underlying drivers that are encouraging the adoption of the political marketing approach. It is debated whether political parties actually have political marketing „strategies‟. The difference between political marketing and political campaign strate...

The relationship between initiating export stimuli and export performance is examined within the context of four specific types of export marketing strategies. The nature of the export stimulus is seen to be associated with performance for some types of strategy but not for all. Consequently, export marketing strategy acts as a moderator of the relationship between export stimuli and the perfor...

Mobile viral marketing has a tremendous potential for communication and distribution purposes. Although seen as an important issue from the viewpoint of practitioners there has been little research on the phenomenon so far. This paper represents a first step in filling this void. We examine 34 case studies in order to identify relevant characteristics of mobile viral marketing. The outcome of t...

Information and Communication Technologies and the Internet in particular, already integral elements of marketing, are fundamentally transforming the market dynamics and add new parameters to the marketing environment. The rapid adoption of a new generation of online applications known as Social Media (or Web 2.0) resulted in a new breed of powerful, sophisticated, empowered customers increasin...

Purpose The purpose of this paper is to develop an ethical framework for the marketing of corporate social responsibility. Methods The approach is a conceptual one based on virtue ethics and on the corporate identity literature. Furthermore, empirical research results are used to describe the opportunities and pitfalls of using marketing communication tools in the strategy of building a virtuou...

The classical 4P theory was born in the demand market, a company to develop marketing strategies aimed to meet customer the differential interest demand. However, with the US-led financial crisis, making the interests focus on customer needs 4P strategic theory of challenges, in the value market, develop strategies to create value investors become the fundamental purpose. This paper is using ma...

In this research, the authors extend a contingency perspective of international marketing in an exporting context by considering how internal and external forces of the firm explain adaptation of the marketing mix in export markets. The impact of marketing strategy adaptation and past performance satisfaction on current period satisfaction with performance is also considered. A survey of over 5...