The study is an analysis of processing methods, marketing channels, and profitability determinants of selected cassava products in Kogi state, Nigeria. The study was carried out in Kogi East senatorial District of the state. A multi-stage sampling technique was employed in the selection of 120 respondents from whom information were collected and analyzed. The data used for the study were collec...

Nowadays, in the marketing area, a new concept of marketing is emerging: the emotional marketing. The emotional marketing studies how to arouse emotions in people to induce them to buy a particular product/service. Recent studies have shown how purchasing choices and decisions are the result of a careful analysis of rational and emotional aspects. Psychological literature recognizes that the em...

Due to the proliferation of information systems and technology, businesses increasingly have the capability to accumulate huge amounts of customer data in large databases. However, much of the useful marketing insights into customer characteristics and their purchase patterns are largely hidden and untapped. Current emphasis on customer relationship management makes the marketing function an id...

Dr. Neilson (Ph.D. Queen’s University, Marketing and MIS) is an Assistant Professor at the Sprott School of Business. She taught Information Systems courses in her previous appointment at the University of Guelph, and currently teaches in the Marketing area at the Sprott School. Her research focuses on social and cultural influences on consumption, consumer culture theory, morality in marketpla...

University of Twente The paper assesses the current standing of the 4Ps Marketing Mix framework as the dominant marketing management paradigm and identifies market developments, environmental changes, and trends, as well as changing academic attitudes likely to affect the future of the Mix as theoretical concept and also the favourite management tool of marketing practitioners. It reviews the c...

Garlic is one of the export crops which has a global reputation in terms of taste and quality. Zanjan province produces 23 percent of total garlic crop of Iran and is one the hubs of garlic production in the country. Effective factors on marketing of garlic is not well studied in this province. Therefore, the main purpose of this study is analysis of factors affecting marketing of garlic in zan...

The research builds upon the literature in electronic commerce and past research in marketing with the objective of understanding factors that impact a product’s adaptability to online marketing. A review of marketing channel choice literature reveals a set of factors and channel choice functions that are considered important in making channel decisions. Using this as a basis, four major channe...

Search Engine Optimisation was a term used by web developers in the late 90s to highlight the importance of increasing a website’s position in search engines’ results. Further development of the Internet in terms of the diversity of its users and uses such as e-commerce, blogging and wikis have highlighted the need for technical staff to work more closely with marketing professionals resulting ...

In this paper, quantitative models for direct marketing models are reviewed from a systems perspective. A systems view consists of input, processing, and output and the six key activities of direct marketing that take place within these constituent parts. A discussion about inputs for direct marketing models is provided by describing the various types of data used, by determining the significan...