ness should be run to maximize the return on shareholders’ investment, and shareholder value analysis (SVA) is fast becoming a new standard for judging managerial action. In this changing scenario, in which short-term accounting profits are giving way to SVA, it is advisable that all investments made by managers be viewed in the context of shareholder returns. Thus, every investment, be it in t...

Blogs appear to be gaining momentum as a marketing tool which can be used by organisations for such strategies and processes as branding, managing reputation, developing customer trust and loyalty, niche marketing, gathering marketing intelligence and promoting their online presence. There has been limited academic research in this area, and most significantly concerning the types of small and ...

Online social network sites (OSNSs) pose a new trend in social communication that gains an enormous popularity in short time. Consequently, the chance for marketing of products and companies is opening. As well, the question about the possibility of using this channel also for the financial sector, including insurance companies, arises. This idea is followed up by the main goal of the paper: to...

The need for small and medium scale enterprises to utilize information and communication technology (ICT) applications to boost their business necessitated this study which bordered on assessing the extent of utilization of e-marketing applications by small and medium enterprises in South Eastern States of Nigeria. Two research questions guided the study. Two null hypotheses were tested at 0.05...

-Service is any act or performance that one party offers to another that is essentially intangible and does not result in any ownership. The majorities of the challenges in service marketing arises from the basic characteristics of services like intangibility, heterogeneity, inseparability and perishability and are constantly known as IHIP. These characteristics have been staples of service res...

The aim of the paper is to investigate the factors influence the price decision, selection of distribution channels by the SSI. In the era of globalization small manufacturers are facing lot of problem in area of marketing mix such as product planning and positioning, pricing and distribution issues. The entrepreneur’s perception relating to these various issues have been highlighted in this pa...

Introductory Comments As the new Editor-in-Chief for Marketing Science, it is a great pleasure to provide my first editorial. The objective of this editorial is to outline the strategy for Marketing Science and how it will be implemented. In particular, this editorial announces several new types of papers the journal will accept and why. Before doing so, however, we must all emphatically compli...

Nowadays, paying attention to the environmental needs and desires of consumersand trying to satisfy them by designing marketing activities in an environmentallyfriendly way, is the best way to increase their satisfaction and finally, gaincompetitive advantage. Prior research has paid much attention to the consumerbehavior and marketing activities of corporate organizations, but none has studied...

Standard strategic goals of a company are related to the achievement of predefined values in the area of sales or a market share. Their achievement is conditional upon obtaining a stable consumer preferences and some competitive advantage. Applying traditional marketing activities does not have a desired effect, companies have been forced to search new ways to achieve their goals. One of these ...