This research examines the effects of marketing strategies, which are adopted by firms, from a consumer-based viewpoint, and provides a practical brand management discussion as reference for TV shopping retailers. A questionnaire survey is conducted to verify the determinant effects of firms’ marketing strategy (low pricing/relational ads/emotional ads/sales of international brands) and channel...

Higher education has never truly recognized the importance of garnering the resources of alumni by expending university efforts in developing, controlling, and maintaining relationships with alumni. The purpose of this research is to tackle the long-term relationship marketing question. Drawing on the social marketing and relationship marketing literature, the authors propose and empirically te...

Purpose This study aims to increase understanding of factors influencing the international marketing (IM) strategy products from emerging markets (EMs) markets. Design/methodology/approach conducted case studies by collecting qualitative data through semistructured interviews with respondents four food product companies in Bangladesh. Findings finds that firms employ local Bangladeshi people wh...

This paper investigates the relationships between firm, industry and market-related variables, strategy, strategy implementation and performance for Philippines exporters. The model follows Cavusgil and Zou (1994) with the addition of strategy implementation as a mediating variable between strategy and performance. We conclude that strategy implementation influences performance, both directly, ...

abstract. at the same success in today's competitive world, we need appropriate marketing strategy, and from the other hand, the main objective of any financial organization, improve performance assessment of performance, one of the best ways to improve performance in organizations. the purpose of this study was to analyze the impact of marketing strategy, organizational performance in the...