This study examines the impact of specific firm characteristics, environmental characteristics and marketing mix strategy on export marketing performance. Data were gathered via a mail survey of firms exporting from Queensland, Australia. The results indicate that firm characteristics and environmental characteristics impact significantly on both overall performance and marketing mix strategy a...

Digitalization is making a significant impact on marketing. New marketing approaches and tools are emerging which not always clearly categorised. This article seeks to investigate the relationship between one of novel tools, content marketing, five elements traditional communication mix. Based an extensive literature review, this paper analyses main differences similarities them. aims generate ...

This research study explores the influence of Marketing Mix components on spectator interest and engagement in sports events, with a focus traditional rugby football rivalry between Chulalongkorn University Thammasat University, known as “Rugby Football,” Thailand. Drawing 7Ps marketing mix theory, utilizes composite-based approach to identify key factors within each element that contribute sub...

in spite rapid and increasing growth of international tourism industry and its importance in economy countries in the world (globe), unfortunately iran could not yet benefited from the economic advantages of this section and could not yet obtained a considerable share from its foreign currency. regarding the important role of the tourism in the world trade, and earning of about 10 percent (10%)...

introduction: quality of services extremely depends on how personnel have contact and interaction with the clients. moreover, the personnel’s attitudes and their behaviors with the clients significantly affect clients’ perception of quality of services and consequently influence their satisfaction as well as their absorption to the services of an institution. this study intends to investigate t...

INTRODUCTION In recent years, medical tourism market has been raised as one of the income-earning and competitive industries in the world and is considered as a modern field of advanced tourism. Therefore, a great number of countries are seeking to develop this type of tourism and one of the strategies for developing this industry is using the marketing mix elements. METHODS This study was a ...

The importance of optimal marketing communications mix decisions is well-recognized by both marketing scholars and practitioners. A significant volume of work has addressed the problem of dynamic marketing mix optimization assuming constant effectiveness of marketing instruments. However, the effectiveness of marketing communications varies over time for a variety of reasons. Moreover, due to f...

Marketing-mix plays an essential role in the competitive business environment. Marketing decision makers constantly need to monitor changes in the environment and organization to make necessary changes. Therefore, a knowledge management system is required to acquire, store, retrieve and use up-to-dated knowledge. Corporations also tend to look for systems assisting them in knowledge management....

The study presents a decision support system, called path marketing analysis, which can help managers to utilize their market knowledge and experience to develop more effective market share growth plans in mature business markets. Through treating marketing mix elements in a hierarchical fashion, the approach identifies key drivers of market share change and then uses this information to uncove...