Background: Benevolent marketing is one of the new and ethical strategies of marketing businesses to create special value for the customer, according to which a direct relationship between selling the product and helping the business to a charity or charity is defined and promoted to fulfill responsibility. Becomes corporate social. The main purpose of this article is to identify and rank benev...

Although direct marketing is a good method for banks to utilize in the face of global competition and the financial crisis, it has been shown to exhibit poor performance. However, there are some drawbacks to direct campaigns, such as those related to improving the negative attributes that customers ascribe to banks. To overcome these problems, attractive long-term deposit campaigns should be or...

This article criticizes the predominant use of fear appeals in social marketing. Laboratory studies, which have been the basis for most of the research on fear appeals and which generally suggest that high fear works, have limitations that include forced exposure, short-term measurement, and an overdependence on student samples. Although, unfortunately, field research evaluations of fear appeal...

Purpose To investigate whether the Polish Marshal Offices use instruments for social media marketing activities in the field of health promotion. Methodology 14 Polish Marshal Offices participated. The Computer-Assisted Web Interview and Computer-Assisted Telephone Interview were used along with a proprietary questionnaire. Standard statistical methods were employed. Findings The number of ...

This article uses an evidenced based approach using the finding of the Library Impact Data Project to help market library resources to students at the University of Huddersfield. Initiatives discussed include the roving librarian, desk-top visits and Lemontree (library game). Reading list software is also used to drive usage and the marketing of these services is also discussed. Finally, the pa...

Political marketing is a fundamental part of political life. Presidents and prime ministers; politicians and parties; government departments and councils all use marketing in their pursuit of political goals. Political marketing also attracts public attention and debate. It has become the focus of many movies over the years such as Nayak, Satyagraha, Rajneeti which cover strategy, branding, pos...

The paper explores how viral marketing plays a major role for the companies in the present scenario. This paper gives an insight into the various models to provide an overview into the mathematical aspect associated with viral marketing. At the end the implications of viral marketing on various different industries is discussed. This manuscript elucidates how organizations can design their vira...

A sense of fierce, global competition over resources, students, and faculty is driving universities worldwide to launch strategic exercises and branding initiatives. Universities, like corporations, articulate their vision and mission statements for brand differentiation and marketing campaigns. One result is that, with the guidance of marketing and branding consultants, universities across the...

Extensive research has been performed to develop appropriate machine learning techniques for different data mining problems. However, previous work has shown that no learner is generally better than another learner. Comparing machine learning methods depends very much on the characteristics of a particular data set and the requirements of the respective business domain. Direct marketing is an i...

Viral marketing has attracted attention from both academics and practitioners. With the rise of usergenerated content (UGC) and broadcasting networks, viral online video advertising campaigns (viral advertising in short) are an emerging trend in viral marketing. Previous literature mainly studied the influence of network structure on viral advertising. Here, we extend such works by decomposing ...