The field of marketing is ever-changing. Each shift in the focus of marketing may have an impact on the current terminology in-use, and therefore, compiling marketing terminology and knowledge can help marketing managers and scholars to keep track of the ongoing evolution in the field. However, processing highly specialised documents about a particular domain is a delicate and very time-consumi...

The main goal of this paper was to present the knowledge based fuzzy model that will provide more successful and efficient decision making in the area of marketing, in relation with dilemma “to produce or to buy”. Namely, authors tried to develop a model that will be suitable for making marketing decisions in production systems. Methodology in the paper obtained analysis of the theory of market...

The majority of South African attorneys do not enjoy the benefits that may be derived from the marketing and advertising of their services. They seem to be unaware or do not make use of marketing and advertising opportunities to promote their firms and the services they render. The lack of marketing knowledge, ignorance of the value of advertising, as well as the perception that advertising wil...

The tailoring of a firm’s marketing mix to the individual customer is the essence of one-to-one marketing. In this paper, we distinguish between two forms of one-to-one marketing: personalization and customization. Personalization occurs when the firm decides what marketing mix is suitable for the individual. It is usually based on previously collected customer data. Customization occurs when t...

Garlic is one of the export crops which has a global reputation in terms of taste and quality. Zanjan province produces 23 percent of total garlic crop of Iran and is one the hubs of garlic production in the country. Effective factors on marketing of garlic is not well studied in this province. Therefore, the main purpose of this study is analysis of factors affecting marketing of garlic in zan...

a r t i c l e i n f o The transfer of locally created marketing strategies worldwide represents a key competitive advantage for multinational corporations (MNCs). Although a research topic of much interest, empirical content of past studies is scarce. Absorptive capacity studies typically test direct effects of either the transfer capacity of the strategy's initiator or the recipient's ability ...

The marketing profession is being challenged to assess and communicate the value created by its actions on shareholder value. These demands create a need to translate marketing resource allocations and their performance consequences into financial and firm value effects. The objective of this paper is to integrate the existing knowledge on the impact of marketing on firm value. The authors firs...

Journal of Marketing. Vol. 32 (January. 1968). pp. 29-33. S INCE the end of World War II, marketing thought has developed along a number of different lines, with the result that it has been increasingly difficult to know, teach, or practice the "whole" of marketing. Traditionalists in marketing have not thought in the terminology of behaviorists who do not think as do quantifiers who do not alw...

The use of the Internet has increased in recent years remarkably. Companies employ the World Wide Web (WWW) to gather, disseminate and interchange information with actual and potential customers, and then Internet Technology seems to be served and applied as a strategic tool and affects strategies and practices of a firm such as Porter's competitive strategies. Many research findings confirm an...