The Marketing Mix comprises of four decisions which should be considered before launching a product. Firms should plan targeted approach on these four different components and they are Product, Price, and Place & Promotion. All the four variables help the firm in formulating strategic decisions necessary for competitive advantage. The main objective of this article is to describe the importance...

Marketing is as old as commerce but the discipline only emerged in the last century to support a new manager cadre: marketers. Marketing itself differs less than the various perspectives academics take of it. Marketing is also context dependent. The product, be it goods, services or service, may have only a small moderating impact on the fundamental logic of marketing. Increasing choice and com...

Customer service is a key component of a firm’s value proposition and a fundamental driver of differentiation and competitive advantage in nearly every industry. Moreover, the relentless coevolution of service opportunities with novel and more powerful information technologies has made this area exciting for academic researchers who can contribute to shaping the design and management of future ...

A strategy that integrates an organization's marketing goals into a cohesive whole, ideally drawn from market research, focuses on the ideal product mix in order to achieve maximum profit potential; the marketing strategy is set out as a marketing plan, a good idea, method, information, object, or service that is the end result of a process and serves as a need or want satisfier. It is usually ...

The advancement of wireless communication and mobile telecommunication has made mobile commerce possible. In the retail business under the evolving market, the users would like to utilize the appropriate services based on their preference and situation. The service providers need to grasp the current requirements of the major@ of the users in the local service area in order to provide the effec...

The advancement of wireless communication and mobile telecommunication has made mobile commerce possible. In the retail business under the evolving market, the users would like to utilize the appropriate services based on their preference and situation continuously. The service providers need to grasp the current requirements of the majority of the users in the local service area in order to pr...

customers extend robust trust to a business when they believe the business puts their interests first. good experience of banking services and recommendations of other customers can increase trust. loyalty and word of mouth (wom) is accepted as key factors successes of marketing. this paper seeks to discover the affecting factors on positive word of mouth and loyalty based on trust enhancement ...

We briefly review service classification schemes, originating especially from marketing research work, and analyze to what extent they are useful for ontologybased service configuration over the Web.

The meanings of brand and branding have been evolving over the past several decades. This evolution is converging on a new conceptual logic, which views brand in terms of collaborative, value co-creation activities of firms and all of their stakeholders and brand value in terms of the stakeholders’ collectively perceived value-in-use. The authors argue that this new logic parallels and reflects...