In this research paper, author investigates the parameters of viral marketing effecting media (ediscussion, websites, online chat, email etc) parameters that have effect over the brand equity of different products and services. The study emphasizes on the antecedents of viral marketing influencing the brand equity of products and services through ISMBE Model. Finally, the study focuses on the m...

MANAGED CARE IN MICHIGAN (lathy Smillie, president, Marketing Resources Unlimited, a healthcare marketing firm based in Ann Arbor, MI, received her managed care communications training when she served as director of sales and marketing for MCARE, the managed care organization owned by the University of Michigan (U-M), Ann Arbor. Of her work in managed care, Smillie points out that it "was one o...

The objective of this study is to explore and describe a marketing strategy for a nursing college. An explorative and descriptive research design, within the context of a nursing college and affiliated hospitals, was followed. A literature study of marketing models was undertaken and the Delphi-method was utilised to determine the contribution of marketing staff and the possible content of a ma...

Pplications of random utility models to scanner data have been widely presented in marketing for the last 20 years. One particular problem with these applications is that they have ignored possible correlations between the independent variables in the deterministic component of utility (price, promotion, etc.) and the stochastic component or error term. In fact, marketing-mix variables, such as...

Consumer behaviour is very unique in nature. Each of the consumers have different attitude towards the product. That is why marketing for a product is not everybody’s cup of tea. But some where they are connected to each other. Marketers nowadays are searching the connection between them in order to make their marketing process easy and affordable. This can be done only by creating the market s...

Social marketing has a proven role in marketing and many manufacturing establishments/ organizations have been marketing their products incorporating social marketing research. Social marketing has its root in the ground fact that the perceptions and expectations of the consumers are important in influencing buying behaviour. The principles of social marketing, therefore, have been extensively ...

—The purpose of this study is to examine the factors influencing performance of software companies. This model tests various theoretical research hypotheses related to innovation, standardization and technology marketing strategy and software type. Smart PLS (Partial Least Square) 2.0 and SPSS 15.0 have been utilized for deriving the study results. The result of hypothesis testing is as follows...

The problems faced by the Balekambang community UMKM are conventional marketing, sales based on and cash. MSMEs have not yet utilized e-commerce technology as a means of marketing products. As result, area is very limited (local). So that purpose holding this PKM expected 80% Community Service participants able to plan product e-commerce-based application management skills (for example: website...