The use of personal mobile and wireless devices as a medium for communicating with and delivering value to consumers, a new marketing venue often labeled “mobile marketing,” has recently become a rapidly growing practice. Many industry analysts agree that the notion of one-to-one marketing is now a more realistic vision due to the rise of mobile marketing (hereafter, m-marketing). Accordingly, ...

This paper aims to locate the key schools of thought in viral marketing (VM) literature, recognise the various sub-sets within viral marketing overall area of research and to identify the different gaps in viral marketing research literature offering a summation of the existing work done so far. The paper tries to build on the existing body of literature in the field of viral marketing, its rel...

Although there is an argument for a flow of logic from market structure to marketing strategy and performance, the nature of the political ‘market’ and service product constraints, strongly dictate marketing strategy choices. Interactions between what, at this stage, we may call the consumer (elector) and the supplier (electee) in political campaigns could be likened to mental stimulus processi...

Livestock’s many virtues Livestock contribute to the livelihoods of an estimated 70 percent of the world’s rural poor. The increasing demand for animal protein in lowand middle-income countries provides an opportunity for the poor to improve their livelihoods. However, the nature of livestock farming and marketing of livestock and their products is determined by policy and institutional framewo...

Many countries and communities are dealing with groups and growing numbers of individuals who are delaying or refusing recommended vaccinations for themselves or their children. This has created a need for immunization programs to find approaches and strategies to address vaccine hesitancy. An important source of useful approaches and strategies is found in the frameworks, practices, and princi...

Marketing researchers have recently begun exploring the specific context of subsistence marketplaces in developing and emerging economies using a bottom-up approach. Such literature offers an increasing number of conceptual frameworks and theoretical approaches derived from or inspired by a sound understanding of the real-life contexts of subsistence marketplaces. This article draws attention t...

Sheth and Sisodia (1999) in their article titled, " Revisit-ing Marketing's Lawlike Generalizations, " make a number of timely and insightful observations centered on the question of why some lawlike generalizations in marketing may need to be either modified or enhanced. According to the authors, the need for revisiting generalizations in marketing has risen in light of the fact that the conte...

AIMS To provide a snapshot content analysis of social media marketing among leading alcohol brands in the UK, and to outline the implications for both regulatory policies and further research. METHODS Using screengrab technology, the complete Facebook walls and Twitter timelines for 12 leading UK alcohol brands in November 2011 were captured and archived. A total of 701 brand-authored posts w...

The purpose of this paper is to illustrate how marketing instructors can prepare students for the real world of dynamic, even hyper-kinetic, competition by teaching resource-advantage (R-A) theory of competition. Accordingly, this paper reviews the problem of marketing students’ lack of preparation for real-world, dynamic competition which is a result of the static-equilibrium focus of the theo...