LIBRARIANS EXPERIENCE SOME UNEASE with marketing’s focus on the customer in spite of the centrality of a user focus in defining the profession. By examining different organizational objectives for libraries, the choices librarians make about customer focus and orientation toward marketing become clearer. Ideas from the relatively new field of social marketing reveal the social cause/message hea...

Las empresas y la sociedad en México el mundo han tenido que enfrentar Pandemia del Covid-19, adentrándolas búsqueda por las mejores estrategias; así como, investigación conocer cuáles se usado, planteándose como objetivos: 1. estrategias mercadológicas, específicamente marketing directo digital, usan de los Municipios Ixtapaluca, Nezahualcóyotl Alcaldía Iztapalapa México; 2. Apps estudiantes u...

This paper discussed the application of Information and Communication Technology (ICT) in pharmaceutical product marketing in Nigeria. Data for the study was obtained from 76 pharmaceutical firms in southwest Nigeria which comprised of about 95% of the pharmaceutical companies that were into manufacturing of drugs in Nigeria. The categories of firms surveyed include retail pharmacy, combination...

OBJECTIVES To review the effectiveness of social marketing interventions designed to improve diet, increase physical activity, and tackle substance misuse. STUDY DESIGN AND METHODS This article describes three reviews of systematic reviews and primary studies that evaluate social marketing effectiveness. All three reviews used pre-defined search and inclusion criteria and defined social marke...

Research on how retail environments can affect consumer behaviour owes much to the work of Kotler (1974). Coining the term ‘atmospherics’, Kotler (1974) argued that buying environments can be purposefully designed to produce specific emotional effects in shoppers, thereby enhancing their purchase probability. However, it was not until Donovan and Rossiter (1982) that research in this area was p...

Managers often hope to obtain long-term benefits with temporary marketing actions, especially for brands that are currently small. However, academic research implies their chances are slim: fewer than 5% of marketing actions generate permanent sales effects. Yet extant research has examined brands with similar characteristics, thus implicitly assuming that the brand itself carries no influence ...

Background:Social marketing emphasizes the use of commercial marketing concepts and their application for social purposes and also the change of voluntary behavior in a non-profit manner. The main purpose of this study is to examine the effectiveness of social marketing on changing the physical activity of the elderly. Second, this study seeks to determine the extent to which Andreasonchr('39')...

Vol. XLIV (February 2007), 42–56 42 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Markus Christen (e-mail: [email protected]) and Miklos Sarvary (e-mail: [email protected]) are Associate Professors of Marketing, INSEAD. The authors thank Pierre Chandon and participants of the 25th HEC/ESSEC/INSEAD seminar for their helpful comments on a...

Vol. XLIV (May 2007), 234–250 234 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Mark Heitmann is Assistant Professor of Marketing (e-mail: mark. [email protected]), and Andreas Herrmann is Professor of Business (e-mail: [email protected]), University of St. Gallen. Donald R. Lehmann is George E. Warren Professor of Business, Graduate School of B...