The rural markets in India have grown size, range and sophistication in recent times. Under the changing Socioeconomic scenario, the rural markets have great potentialities in India and offer bright prospects and attraction to the companies. Rural marketing is confused with agricultural marketing particular emphasis is placed on the impact of the four A’s principles on the rural economy and its...

How does culture impinge affect international marketing mix decisions? This question is first dealt with through an assessment of the literature. Postulated or tested relations between cultural dimensions and each marketing mix variable are then presented. Concluding comments cover research issues and managerial implications. As most students of international marketing would agree, culture is a...

Horse and dog racetracks across the U.S. are experiencing declining attendance and betting handle. This article summarizes an investigation into possible causes and remedies for these trends. Three topics emerged: policy, marketing, and technology. First, industry and political leaders must cooperate in identifying and addressing central political-legal issues. Racing's second focus must be mar...

a r t i c l e i n f o Keywords: Sustainability Jugaad Green marketing Frugal engineering New product development While academic debates and practical approaches to green marketing have matured over the past few decades , one central conundrum that has remained unresolved has been the trade-off between the higher prices of green products and the objectives of environmental sustainability. In gen...

This paper introduces how green marketing influences the sustainable development of garment industry. It analyses the cost and profit to implement green marketing, both in a short term and in the long run. In a short term the cost may increase. However, in the long run, the income will overweigh the cost. There’re five reasons: reduced cost, expanding export by broking down green barriers, esta...

The Banrock Station brand, owned by wine producer BRL Hardy, has been highly successful in the UK and USA, and in the Australian premium wine market. In part, success has arisen from the positive attributes of being a ‘new world’ wine, but the case study shows that it is branding as a ‘green’ wine that supports conservation activities that has given Banrock Station a distinctive edge. The exper...

This research studies marketing mix and its elements – especially the Four Ps including product, price, place and promotionin the cultural industry. It reviews the concept of marketing mix and deals with its elements and then, studies in brief the impact of each element on the success of cultural industry. Since the development of cultural and art activities is significantly considered in the g...

Diffusion models have been used traditionally in marketing for capturing the lifecycle dynamics of a new product, for forecasting the demand for a new product, and as a decision aid in making pre-launch, launch and post-launch strategic choices. Since their entrance into marketing, diffusion models have become increasingly complex. This complexity has been driven by the need to enhance the fore...

the main purpose of this paper is to develop an effective and efficient promotion mix model and determine the share and value of each of the underlying variables in the promotion mix in accordance with the marketing and promotional goals and strategies of a firm. the review of earlier studies indicate that the promotion mix components such as competitor’s advertisement, public relation budget, ...