relational marketing (rm) is one of the recent concepts in marketing field and aims to increase relationship between industry and consumers to introducing their needs and create maximum value for consumers and firms by offering products and concepts according to their needs. as hospitality industry is one of the most competitive industries and its success is hardly depends on competitive advant...

While effective marketing spending is known to 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 effectiveness of own and competitive marketing spendin...

When designing effective marketing strategies for products, marketers often consider the ”marketing mix” – the value of the product, the price it might be offered at, how the product is promoted and the places where the product can be accessed or purchased. In competitive marketplaces, a better understanding of the elements of the marketing mix might lead to better marketing strategies and be i...

In today's complex, dynamic and constantly changing environment, companies need to design and take systems and methods that can help them adapt themselves to the changeable and dynamic situation of competitive markets, and therefore improving marketing performance and generally the company’s performance. In this regard, business intelligence systems as a new method and tool can be considered as...

For several decades, marketing researchers have stressed that firms can achieve competitive advantage by creating superior value for customers through innovation. However the literature on entrepreneurship and innovation based competitive strategy is deficient in several important respects. First, entrepreneurship has been poorly measured in the past. Next, research on innovation is biased towa...

any company or organization, whether large or small, needs marketing plan for the achievement of its marketing and corporate objectives, an output of which is marketing strategies. the correct implementation of marketing strategies is the final stage of the planning process and an assurance of its marketing success. findings of marketing researches reveal that companies applying marketing strat...

Genetic algorithms (GAs) have been used extensively in engineering and computer science to optimize specific functions, especially those which exhibit non-convexities and so are not amenable to calculus-based methods of optimization. A parallel use of GAs has been to solve algorithmic problems. A third domain in which GAs have been used is that of searching for mappings which optimize a repeate...

The Marketing Mix comprises of four decisions which should be considered before launching a product. Firms should plan targeted approach on these four different components and they are Product, Price, and Place & Promotion. All the four variables help the firm in formulating strategic decisions necessary for competitive advantage. The main objective of this article is to describe the importance...

Many marketing scholars have seriously debated the status of marketing as a discipline and in the corporate practice (see for example the special issue of Journal of Marketing, October 2005). Have marketing scholars specialised excessively on narrow perspectives and thus failed to look at the bigger picture in theory and practice? Consequently, it is no wonder that this main theme of the EMAC 2...

Advice to marketing people on how to fight the competitive struggle can be found in books with titles such as Battling for Profits: How to Win on the Marketing Battlefield (Hendon 1986). Even standard texts, such as Kotler's (1984) Marketing Management, devote considerable attention to marketing as a type of warfare (Chapter 12). However, I had not been aware of any empirical work that explicit...