The American presidential election is one of the largest, most expensive, and most comprehensive marketing efforts. Despite this fact, marketing scholars have largely ignored this campaign, as well as thousands of others for congresspersons, senators, and governors. This article describes the growth of interest in research issues related to political marketing. This emerging research area lies ...

Marketing a brand and analyzing the effectiveness of promotional campaigns have always been major topics for marketing. In today's world, marketers use many data sources to analyze the behavior and responses of their consumers. This mainly involves data from Point of Sales, consumer surveys or home visits. However, with the advancement of web technologies, there is one more place where data is ...

Purpose – This study sets out to make in-depth comparisons between major political campaigns in the UK and Taiwan, and generate contemporary insights into the creative development process, the working relationships between campaign managers and professional agencies, and the “spin doctor” phenomenon, all through the eyes of very senior professionals. Design/methodology/approach – Material gathe...

Many universities are pushing for an increase in on-line course offerings to offset the rising cost of providing high quality educational opportunities and to better serve their student populations. However, enrollments in online courses are not always sufficient to offset their own costs. One possible way of improving enrollments is through marketing campaigns targeted to specific demographic ...

Email marketing is increasingly recognized as an effective Internet marketing tool. In this study, a questionnaire is constructed and distributed to a sample of 146 prospects of Aditi Technologies to find the factors associated with higher response rates. The collected data is analyzed using Factor Analysis and the 11 factors, From Line, Subject Line, Personalization of the subject line, Timing...

Many universities are pushing for an increase in on-line course offerings to offset the rising cost of providing high quality educational opportunities and to better serve their student populations. However, enrollments in online courses are not always sufficient to offset their own costs. One possible way of improving enrollments is through marketing campaigns targeted to specific demographic ...

If business-to-consumer (B2C) marketing is the waves and the froth on the surface, business-tobusiness (B2B) is the ocean underneath. Considerably larger, substantially hidden, rather mysterious, containing poorly understood but powerful currents, and with un-plumbed depths. While B2C marketers, perhaps obsessed with the excitement and glamour of big budget TV advertising campaigns, came rather...

Responding to the call for critical examinations of the inadvertent effects of marketing (Dholakia 2012), this article offers an examination of the underexplored impacts of social marketing campaigns that derive from government-defined agendas of ‘‘healthism.’’ Specifically, we examine how efforts aimed at the management of women’s bodies can inadvertently render them sites of control. Drawing ...

In the UK and elsewhere, social marketing is becoming a major feature of healthimprovement strategies. Based on marketing techniques developed for commercial sales, social marketing uses imagery (eg television, magazines, internet and billboards) and phrases (eg radio adverts and slogans) specifically aimed at target groups (eg young people), typically to increase their positive health behaviou...

BACKGROUND Controlling obesity has become one of the highest priorities for public health practitioners in developed countries. In the absence of safe, effective and widely accessible high-risk approaches (e.g. drugs and surgery) attention has focussed on community-based approaches and social marketing campaigns as the most appropriate form of intervention. However there is limited evidence in ...