The purpose of this study is to examine whether a generalized conceptualization of credibility of various sources in marketing communication exists. In the survey, respondents are required to rate source credibility by applying items gathered from previous studies. To overcome inconsistencies and weaknesses of previous factor model studies, a rigorous analysis of the source credibility concept ...

Entrepreneurship education (EPE) plays a vital role to enhance employment creation and reduce poverty. Marketing audit is a main tool for evaluating and improving the marketing performance in a manufacturing or service sector. Despite the vast amount of literature which emphasizes entrepreneurship education, no empirical studies address the marketing audit model for EPE in the higher education ...

Internet is quickly becoming the public electronic marketplace. Though the internet has revolutionized retail and direct marketing, the full scale incorporation and acceptance of the internet marketplace with the modern business is limited. One major inhibition shown by the internet buyers is in the form of lack of confidence in the newly developed marketing machinery/technology and concern rel...

Search Engine Optimization (SEO) is an Internet marketing strategy that used widely for improving the volume and quality of customer traffic to a company website through search engines. This research aims to explore the importance and benefits of SEO in marketing as well as to examine the impact of SEO dimensions on online advertisement. A questionnaire was distributed personally on 121 compani...

Purpose: The aim of the author is to present methodological approaches used to study the socioeconomic sector of micro, small and medium-sized companies of plans for a experimental testing tool (Marketing self-diagnostic tool) constructed for the diagnosis and self-diagnosis of individual attitudes, knowledge, skills and needs in the field marketing of innovation and innovation in marketing MSM...

Perceptual mapping has been used extensively in marketing. This powerful technique is used in new product design, advertising, retail location, and many other marketing applications where the manager wants to know (1) the basic cognitive dimensions consumers use to evaluate "products" in the category being investigated and (2) the relative "positions" of present and potential products with resp...

impulse buying behavior is one of main concepts in marketing. it is affected on various factors such as cultural factors, psychological factors, personal factors and positional factors. buying can be done because of different reasons (including of needing a production) and this fact aids marketers to better understand consumers’ behavior. impulse buying is one of pervasive aspect of consumer be...