The concept of “alignment” – between IS strategy and business strategy has become widely recognized as an important determinant of information systems success. Alignment is also an important consideration in the marketing domain, although there it usually concerns alignment between the organization and its customers. This study examines alignment between the IS and marketing functions. Field in...

Social commerce should make more efforts to retain existing customers. Shopping motivation which reflects the customers' behavior is one of the key factors to meet the users' needs. In order to attract customers, social commerce enterprise needs to better understand the shopping motivation. This study provided implications on social commerce business, service and consumer-oriented marketing str...

To understand the consumer is the prerequisite for the enterprise to enter the consumer market. With the market competition intensified, Traditional marketing strategy is difficult to achieve the expected goal of the enterprise. It needs new marketing theory to guide the market and satisfy the demand. In this paper, the sales of baking products are taken for an example in which 425 questionnair...

As international competition intensifies, more and more organizations are finding themselves under the mounting pressure to improve productivity and marketing strategy. Decision making is considered as one of the important factor in this task. The emphasis is mostly given towards the use of IT for individual functions. However, in the last few years, there has been an increasing recognition of ...

India is a developing country. In today’s scenario brands are the basis of consumer relationship. Global brand is a product that adds other dimensions that differentiate it in some way from other products designed to satisfy the same need. Global Marketing needs clear vision regarding the 4P’s of marketing mix in the context of International market. Brand is the biggest asset of any company. A ...

The business performance and economic profit of the firm can be summarized in market share. One of the most important aims of firms is to enhance market share to achieve greater scale in its operations and improve profitability. Due to this, managers always want to expand their market share. Market share responds to elements of marketing strategy and one of the important items that affect marke...

With the global trend of internet, many companies set up websites for international recognition and marketing. However, the hackers and potential attackers lurk on internet. More and more web attack methods have invented and threat these vulnerable websites. Recently, the “Code Injection” has become the major problem, such as SQL Injection, ASP Injection, PHP Injection and XSS (Cross Site Scrip...

In epidemiology, an epidemic is defined as the spread of an infectious disease to a large number of people in a given population within a short period of time. In the marketing context, a message is viral when it is broadly sent and received by the target market through person-to-person transmission. This specific marketing communication strategy is commonly referred as viral marketing. Due to ...

internationalization is a matter of committed decision-making that starts with export marketing, in which an organization tries to diagnose and use opportunities in target markets based on realistic evaluation of internal strengths and weaknesses with analysis of macro and microenvironments in order to gain presence in other countries. a developed model for export and international marketing of...

In epidemiology, an epidemic is defined as the spread of an infectious disease to a large number of people in a given population within a short period of time. In the marketing context, a message is viral when it is broadly sent and received by the target market through person-to-person transmission. This specific marketing communication strategy is commonly referred as viral marketing. Due to ...