Conventional wisdom says that it takes ever increasing marketing budgets and/or lower prices to create sustained growth in sales, which may or may not be profitable in the long run. However, some documented cases and conceptual evidence suggest that marketing spending or prices can exhibit hysteresis in market response, a condition where temporary changes in the marketing mix are associated wit...

The Effect of Economic and Relational Direct Marketing Communication on Buying Behavior in B2B Markets BY Kihyun Kim April 13, 2016 Committee Chair: Dr. V. Kumar Major Academic Unit: Marketing Business to Business (B2B) firms spend significant resources managing close relationships with their customers, yet there is limited understanding of how the customers perceive the relationship based on t...

Building loyalty is no longer an option in the banking world. In recent years a trend has emerged, namely tendency for customers to have more than one savings account at different banks. One of ways do this by marketing service quality and mix customer satisfaction. The Bank's compliance with government policies prevent spread COVID-19 Work From Home policy. Banking measures optimize employee e...

This article aims to capitalize on game theoretic techniques for optimal service marketing decision based existing literature review. The study collated relevant and reviewed the relationship that exists between theory mix—product, price, place, promotion within Telecommunication industry. Using techniques—prisoner’s dilemma, Cournot model, Bertrand quasi-game Stackelberg model making decisions...

This paper examines joint destination marketing in Vietnam, a transitional economy experiencing a rapid growth in tourism. Based on in-depth interviews with representatives of provincial destination marketing organizations (DMOs) and the analysis of their web-sites, the paper considers destination marketing by the eight provinces of the South Central Coast, the most dynamic tourism region in Vi...

Given the rapid increase in the consumer use of online services and the increase in competition between firms that compete online, firms are faced with a crucial challenge. Having invested significant resources in transitioning consumers from using offline services to using online services, they now need to understand what drives consumers to choose between competing online services. Our study ...

The purpose of the paper is to discuss the future development of the business-to-business marketing curriculum. The conventional method of sub-dividing the overall marketing curriculum is appraised, and the legitimacy of business-to-business marketing as a component of the curriculum is assessed. Broad debates on business and marketing education, concerning managerial relevance and the place of...

Biomedical research enterprises require a large number of core facilities and resources to supply the infrastructure necessary for translational research. Maintaining the financial viability and promoting efficiency in an academic environment can be particularly challenging for medical schools and universities. The Indiana Clinical and Translational Sciences Institute sought to improve core and...

purpose-the research aims at evaluating the standardization/adaptation of international marketing strategy in iran multinational companies (mncs) based a model in which the impact of external environmental variables on the marketing mix internal variables (i.e. product, promotion, price and place) is considered, while in the previous researches no attempt was done to examine the interdependency...