Seeded marketing campaigns (SMCs) involve firms sending product samples to selected customers and encouraging them to spread word of mouth (WOM). Prior research has examined certain aspects of this increasingly popular form of marketing communication, such as seeding strategies and their immediate efficacy. Building on prior research, this study investigates the effects of SMCs that extend beyo...

Social marketing communication (social marcom) campaign production can be more challenging when the audience includes individuals from ‘culturally and linguistically diverse’ (CALD) communities. Additional issues such as culturally related values, practices, and attitudes need consideration. Normally, social marcoms campaigns for CALD audiences involve directly translating mainstream campaign m...

Marketing a brand and analyzing the effectiveness of promotional campaigns have always been major topics for marketing. In today's world, marketers use many data sources to analyze the behavior and responses of their consumers. This mainly involves data from Point of Sales, consumer surveys or home visits. However, with the advancement of web technologies, there is one more place where data is ...

This study integrates the relationship of business ethics in marketing campaigns and importance repercussion on organizational performance with aim creating a guide for small medium enterprises (SMEs). allows SMEs to analyse their ethical dimension as well raise awareness instill commercial actions common practice organisations. The qualitative methodology has been applied proposed theoretical ...

Many universities are pushing for an increase in on-line course offerings to offset the rising cost of providing high quality educational opportunities and to better serve their student populations. However, enrollments in online courses are not always sufficient to offset their own costs. One possible way of improving enrollments is through marketing campaigns targeted to specific demographic ...

Many universities are pushing for an increase in on-line course offerings to offset the rising cost of providing high quality educational opportunities and to better serve their student populations. However, enrollments in online courses are not always sufficient to offset their own costs. One possible way of improving enrollments is through marketing campaigns targeted to specific demographic ...