Marketing techniques and tools, imported from the private sector, are increasingly being advocated for their potential value in crafting and disseminating effective social change strategies. This paper describes the field of social marketing as it is used to improve the health of the public. A disciplined process of strategic planning can yield promising new insights into consumer behavior and ...

C spend millions of dollars on advertising to boost a brand’s image and simultaneously spend millions of dollars on promotion that many believe calls attention to price and erodes brand equity. We believe this paradoxical situation exists because both advertising and promotion are necessary to compete effectively in dynamic markets. Consequently, brand managers need to account for interactions ...

Reviews the criticism on the 4P Marketing Mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular Marketing Mix 4Ps paradigm, is inadequate in the case of virtual marketing. Identifies two main limitations of the Marketing Mix when applied in online environments namely the role of the Ps in a virtual...

Today, recent business marketing approaches that depend upon market analysis and planning have stimulated the growth of marketing firms that offer sophisticated quantitative market analyses in order to identify an organization’s potential and current customers and their needs. This analysis contrasts educational service provider to enrollment outcomes at two nonprofit higher education instituti...

Nowadays, the service industries play an essential role in the economic development of countries, and among the various fields of insurance, life insurance is of particular importance because it covers its cover directly to humans. Increased competition in the insurance industry has led managers to seek marketing strategies that, in addition to increasing insurance sales, reduce costs and gain ...

Semiconductor capacity planning is a cross-functional decision that requires coordination between the marketing and manufacturing divisions. We examine main issues of a decentralized coordination scheme in a setting observed at a major US semiconductor manufacturer: marketing managers reserve capacity from manufacturing based on product demands, while attempting to maximize profit; manufacturin...

The term webinar has become part of the English language, but use of this technology is not yet widespread. Can a webinar help a small marketing firm reach its broad audience efficiently and effectively? That was the question asked by Harvest Retail Marketing before it decided to launch its webinar series. This paper discusses the advantages and disadvantages as well as best practices of webina...

Copyright held by the owner/author(s). CHI’18 Extended Abstracts, April 21–26, 2018, Montreal, QC, Canada. ACM 978-1-4503-5621-3/18/04. https://doi.org/10.1145/3170427.3188531 Abstract Event sequence data is generated across nearly every domain from social network activities and online clickstreams to electronic health records and student academic activities. Patterns in event sequences can pro...

The objective of this study is to explore and describe a marketing strategy for a nursing college. An explorative and descriptive research design, within the context of a nursing college and affiliated hospitals, was followed. A literature study of marketing models was undertaken and the Delphi-method was utilised to determine the contribution of marketing staff and the possible content of a ma...