This paper offers the first case study of Swedish soft drink Pommac, launched in 1919, and how brand established itself as ‘taste summer’. Using multimodal critical discourse analysis to examine a large dataset Pommac advertisements, it traces brand's development over its forty years on market (1920–1960), identifying ways which summer was depicted this shifted time accordance with changes soci...

Sponsorship of the arts is growing as a marketing communication method, and companies are using this tool to achieve various business objectives. These include branding, corporate hospitality, and building community relations. The activities that the companies engage in to promote the sponsorships are guided by the objectives they wish to achieve. Additional leveraging is supported by advertisi...

This study was conducted in district Gilgit during 2007. Forty-nine cherry producers, twenty-five wholesalers and thirty retailers were interviewed. The study was focused to identify the agencies involved and the channels used in the marketing of cherry and also to calculate the gross marketing margins and price spread of all the intermediaries involved in various marketing channels. Four marke...

packaging is one of the most effective marketing instruments in selling most of the products, in particular the consuming products. due to the fact that most purchases particularly in department and chain stores are performed randomly and without a previous programming, packaging has a key role in attracting buyers and their selling products. a package with a charming and elegant design can be ...

In the last twenty years, there has been a tremendous increase in salaries and transfer fees of professional sportsmen. In addition, the values of TV broadcasting rights for sporting events have risen sharply and many sports teams have developed in fullfledged businesses or are even traded on the stock market. This means that sport has developed from pure entertainment to entertainment industry...

W characterize the effect of anticipated regret on consumer decisions and on firm profits and policies in an advance selling context where buyers have uncertain valuations. Advance purchases trigger action regret if valuations turn out to be lower than the price paid, whereas delaying purchase may cause inaction regret from missing a discount or facing a stockout. Consumers whom we describe as ...

In this paper, intelligent marketing and merchandising methods utilizing data mining and Web mining techniques are proposed for online retailers to survive and succeed in gaining competitive advantage in a highly competitive environment. The first part of this paper explains the procedures of one-to-one marketing based on customer relationship management (CRM) techniques and personalized recomm...

Sales force can be directly linked to revenue generation capabilities of almost all commercial enterprises. It is amazing to note how successful salespeople are effective in adapting their selling approaches specific to the selling situations. In industrial markets where products are approaching commoditization, salespeople play a crucial role in architecting value propositions that resonate wi...