in recent years, many changes have been observed in buying culture of customers and developing chain stores in iran. moreover, need to be more competition in business environments made necessary the stablishment of chain stores, the creation of competitive advantage and long relations to the costumers. regular marketing is a response to stores requirement when establishing such a win-win long r...

This paper analyzes how a firm should adjust its marketing expenditures and its price to defend its position in an existing market from attack by a competitive new product. Our focus is to provide usable managerial recommendations on the strategy of response. In particular we show that if products can be represented by their position in a multiattribute space, consumers are heterogeneous and ma...

PURPOSE To summarize the end points used by the United States Food and Drug Administration (FDA) to approve new cancer drug applications over the last 13 years. MATERIALS AND METHODS The FDA granted marketing approval to 71 oncology drug applications between January 1, 1990, and November 1, 2002. The end points used as the approval basis for each application are presented, and the rationale f...

The purpose of this paper is to examine factors affecting consumers’ acceptance of mobile marketing in China. The author draw on technology acceptance and uses and gratifications theories to develop a conceptual model of antecedent factors and marketing-related and valuebased mobile activity related to the acceptance of mobile marketing practice. The conceptual model is tested using data collec...

Tobacco companies are restricted from engaging in many traditional forms of marketing. Direct marketing is one way tobacco companies can reach consumers while complying with regulation and avoiding negative public perception. There is little research on this type of opt-in marketing, which includes mail marketing, email marketing, web marketing, and mobile marketing, and its impact is not well ...

OBJECTIVE To examine tobacco industry marketing of menthol cigarettes and to determine what the tobacco industry knew about consumer perceptions of menthol. METHODS A snowball sampling design was used to systematically search the Legacy Tobacco Documents Library (LTDL) (http://legacy.library.ucsf.edu) between 28 February and 27 April 2010. Of the approximately 11 million documents available i...

OBJECTIVE To assess the effect of the tobacco industry's marketing practices on adolescents by examining the relationship between their receptivity to these practices and their susceptibility to start smoking. DESIGN Paper-and-pencil surveys measuring association with other smokers, exposure to tobacco industry marketing strategies, experience with smoking, and resolve not to smoke in the fut...