Savvy consumers attribute a product’s market performance to its intrinsic quality as well as the seller’s marketing push. This paper studies how sellers should optimize their marketing decisions in response. The authors find that a seller can benefit from “demarketing” its product, meaning visibly toning down its marketing efforts. Demarketing lowers expected sales ex ante but improves product ...

BACKGROUND Indonesian banking industry has experienced up and down as can be seen after Pakto '88, in which the number of new banks grew rapidly, but after the 1997-1998 financial crisis, a lot of banks were liquidated due to the deteriorating financial condition and violation of the precautionary principles by bank management. The purpose of this research is to determine and analyze the effect...

Efforts to develop a managerially meaningful alternative to the neoclassical theory of the firm have always been an important part of theory development in marketing. This paper argues that the main explanandum of a managerial theory of the firm is performance differentials between firms. Marketing shares an interest in explaining performance differentials with strategic management and organiza...

this study aims to investigate the effect of information technology on quality performance. the research model has been proposed based on relationships among research variables and previous studies on information technology. population was all of department’s managers and personnel of marketing and sale, manufacturing and quality control in iran khodro and saipa companies. to collect data, a fi...

For too long, marketers have not been held accountable for showing how marketing expenditures add to shareholder value. As time has gone by, this lack of accountability has undermined marketers’ credibility, threatened the standing of the marketing function within the firm, and even threatened marketing’s existence as a distinct capability within the firm. This article proposes a broad framewor...

This study examines the relationship between manifest conflict and marketing performance via the international joint venture (IJV) market entry mode in Thailand. The primary data for the study were collected from a self-administered mail survey of 1,047 Thai-Foreign IJVs in Thailand. The criteria for inclusion in the sample was that no joint venture partner could have less than 20 percent equit...

This paper establishes the network marketing performance evaluation index system followed the principles of "scientific, objective, systematic, feasibility and stability". Then use interval-valued intuitionistic fuzzy sets OWA (Ordered Weighted Averaging) operator to calculate the evaluation value. The reason of this paper use interval-valued intuitionistic fuzzy sets is some index value is not...

One of the factors that separated winning hotels from losers in the recession was the hotels’ management of marketing expenses. By matching a group of 100 winners to 106 losers, based on high or low financial performance during the nadir of the recent recession, the study highlights the effects of marketing expenses as one primary driver of revenue and profit. The study compares the two groups’...