Prior to a new product launch, marketers need to infer how demand will respond to various levels of marketing mix variables in order to set an appropriate marketing plan. A critical challenge in estimating marketing mix responsiveness from historical data is that the observed decisions were affected by private information possessed by managers about the heterogeneous effects of marketing mix va...

the purpose of this study was to evaluate sport marketing mix factor and its seven components (production, price, promotion, place, public relations, people and physical evidence) in football premier league from the viewpoint of managers of physical education organization and football federation of islamic republic of iran. for this purpose, a researcher-made questionnaire (cronbach's alph...

the aim of this study is to evaluate the sport marketing mix and its seven elements (product, price, promotion, place, public relations, people, and physical evidence) in iran’s volleyball super league from the viewpoint of ministry of sport and volleyball federation managers in two conditions, namely existing and optimal. for this purpose, 102 subjects, among them the official staffs in the mi...

Before Internet consumers make buying decisions, several psychological factors come into effect and reflect individual preferences on products. In this paper, the authors investigate four integrated streams: 1) recognizing the psychological factors that affect Internet consumers, 2) understanding the relationship between businesses’ e-marketing mix and Internet consumers’ psychological factors,...

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...

This paper identifies the factors necessary for the sustainable performance of two Chinese web marketing companies. The companies are Alibaba and its twin, Taobao. This research is based on the structural equation model (SEM). The paper analyzes the core governance factors of Chinese trust (Guanxi) from outperforming web marketing mix strategies to determine if Guanxi can be applied to other we...

S teel industries play a key role in the national economy and welfare of the society in many steel manufacturer countries. It is found that manufacturing and consuming of steel products would be a key indicator to measure and evaluate economic and industrial performance of a country. Nowadays, countries with the large natural oil and gas resources (e.g. Iran) attempt to select an alt...

s teel industries play a key role in the national economy and welfare of the society in many steel manufacturer countries. it is found that manufacturing and consuming of steel products would be a key indicator to measure and evaluate economic and industrial performance of a country. nowadays, countries with the large natural oil and gas resources (e.g. iran) attempt to select an alternative ec...

Technological advancements in eye-tracking have enabled the development of interactive experimental setups for studying consumer behaviour. A common method examining gaze data is Area Interest (AOI). Therefore, this study fully utilised tools to measure participants' allocation visual attention marketing mix elements green and non-green products. This because product, price, place, promotion ar...