INTRODUCTION Authorization of orphan medicinal products (OMPs) is often based on studies with several methodological shortcomings. Hence, data are difficult to interpret and efficacy does not always correspond to real-world effectiveness. We investigated to what extent an efficacy-effectiveness gap exists for OMPs for metabolic diseases and set out to explore which factors contribute to it. M...

This paper proposes a research agenda for studying factors that may affect marketing effectiveness in the context of online communities. Findings of prior studies are synthesized into a more comprehensive review of the state of the art of research on word of mouth marketing through online social networks. Based on the review, we propose a research model that incorporates both network and indivi...

Latent attrition models serve as the foundation for analyzing transactional customer relationships to derive forecasts of customer behavior and value. Yet, extant models often overlook the effects of direct marketing and how it is individually targeted. We propose a parsimonious model that allows for direct marketing to impact the frequency with which transactions occur, the monetary amount of ...

Area Editor: Eitan Muller

The potential of the Internet to transform marketing practice is well-documented (Hoffman & Novac, 1997; Zineldin, 2000). It is argued that the exploitation of the Internet’s interactive and relationshipbuilding properties contribute to customer satisfaction and loyalty and hence, marketing success (Arnott & Bridgewater, 2002). Evidence suggests, however, that small to medium sized enterprises ...

While volatile marketing spending, as opposed to even-level spending, may improve a brand’s financial performance, it can also increase the volatility of performance, which is not a desirable outcome. This paper analyzes how revenue and cash-flow volatility are influenced by own and competitive marketing spending volatility, by the level of marketing spending, by the responsiveness to own marke...

3D strategy is a new marketplace construct. That lies in the conceptual idea of 3D-advertising performance as central to effective marketing practice. The study aims explore different relations between 3D3A strategic model and advertising reach design campaign. A multi-methods investigation combines survey with advanced expertise collected over 400 global agencies. examined three demographic fe...

“This book is a must-have for marketers who need to use composite set of tools break through the attention economy. The also general public might be concerned about growing and numbing screen time that takes people away from doing other things.” — Philip Kotler on Illusional Marketing Digital platforms know how “hook” consumers keep them glued screen. These products were developed based psycho...

It is widely accepted that many social and health problems have underlying behavioral causes. Because these problems are rooted in human behavior, solutions to deal with them also lie in human behavior. This paper examines ways of integrating customer engagement in social programs to influence and initiate behavior change effectively with a special focus on youth. This work followed a theoretic...

the key objective of this research is to test the effect of trust based on cognition and affection aspect, regard to 3 main issues as psychological differences, sale manager's marketing experience and sale manager's education level on perceived relationship effectiveness, dysfunctional conflict and functional conflict. the methodology based on descriptive researches and main tool for ...