marketing, its challenges, and benefits, to understand customers’ reactions to experiential touchpoints, to explore what type of … technology increases experiential perceived value, and to envisage the evolution of experiential marketing strategy. To capture … all the important facets of the research objectives, an exploratory survey based on the voices of 31 marketing experts …

interface of ANN into SD modeling offering a tremendous opportunity of developing an Experiential Expert System for logistics …Neural networks have the potential of accurately describing the behavior of extremely complex systems such as being … encountered in decentralized logistics. Learned feed-forward is a great way to reduce dynamic tracking error of a feedback based …

evaluate the influence of creative thinking on marketing creativity. In order to evaluate this correlation, examples of …Due to the rapid technological development and a globally competitive business environment, creative marketing methods … become increasingly important for a unique value proposition. As a result, the aim of this research paper is to critically …

opportunities for marketing in online settings. The proliferation of social media helps customers become more empowered and engaged … of marketing offerings. Consequently, these developments are influencing marketing practices, both strategically, and … tactically. Nowadays, social media has developed in an essential part of marketing strategy for its ability to generate co …

The interactivity dimension of the internet has allowed the customer to be a part of the marketing of any brand … component of digital inbound marketing that creates value and engagement for consumers is content marketing. The aim of this … paper was to provide an examination of ‘content marketing’ and to gain understanding of the key dimensions of this digital …

and competing superiority for increasing the marketing development of the bakery business actors in Central Java. This …Small and Medium Enterprises (SMEs) have their own superiority in which they pervade not only in terms of human … resources, but also in their role in national economic development. The aim of this study is to develop acculturation innovation …

SCKM utilizing a fuzzy expert system. It consisted of a-four-stage procedure. The maturity model is based on 11 critical … Knowledge Management through Social media (SCKM). By assessing the position of SCKM, organizations can have a clear … understanding of their maturity level and find their future investment interests. This research examined the maturity assessment of …

channel expansion theory of Carlson and Zmud. Besides literature research, explorative expert interview analyses were applied … Clubhouse for marketing crowdfunding campaigns in line with insights about the user group of Clubhouse as well as development …In the marketing mix, promotion is mentioned as using the communication channels available to present and market the …

Marketing communication is a concise part of modern museum management. Museums operate in a competitive environment …; therefore, it is important to pay sustained attention to every component of a given museum's marketing communication. Changes …, international trends, and visitor preferences have an influence on marketing communication. Museum management must devote expert …

The adoption of sales promotion in the marketing of telecommunication services in Nigeria is common among the front … unprofitable and the required fund for the expansion of infrastructure base of operation is not earned, and serve rendition is as a … result poor. Studying the impact of sales promotion on patronage based on the data sourced and analyzed using Likert …

Purpose: The study aims to examine the effects of ulterior motives in peer and expert supplementary online hotel … and moderating effects of the variables. Findings: The ulterior motives in peer and expert supplementary reviews … intentions. The research also examines the moderating role of hotel attribute performance on perceived deception and its …

themes: event marketing, the marketing plan, the 7 Ps of the marketing mix, strength, weaknesses, opportunities and threats … Purpose: This paper aims to explore the best practices in marketing strategies for the Malaysian business event … credibility and ensure the rigour of the qualitative findings. Findings: The qualitative results revealed the following final …

attitude toward the website when the individual is an "expert" Internet user but not when they are a novice. In the case of …Due to the increasing number of promotional banners hosted on websites, it is important to study how the use of price …'s experience of the Internet. This paper endeavors to fill this research gap by conducting an empirical study amongst 226 …

The concept of loyalty has evolved as an important issue in the world of marketing as companies are focusing their … strategy in retaining customers and increasing their sales. The purpose of this study is to re-evaluate the involvement of … various factors related to the perception of value, service quality, brand trust and brand loyalty in the industry of mobile …

-Tier cities of Tamil Nadu. Personal interviews were done to collect the data from 160 respondents chosen through a multistage … sampling procedure in each of the two cities selected for this study. Ordered Probit model fitted for the attributes of milk … showed that: family size had a significant positive preference towards texture, low fat and low price of milk, educated …

The purpose of this conducted study was to test the direct and indirect effects of internet banking quality and …, dimensions, and variables proved to be in a good category. Research findings and implications of the regression analysis show … relationships of these variables to satisfaction. In the partial relationships, customer value has a higher influence on customer …

As Internet use continues to increase, companies have to emphasize the understanding of the implications of its use on … long term purchase behavior, in terms of satisfaction and loyalty. Ultimately, companies should be interested in consumer … perceptions and the factors that play a role in following a certain behavior over an extended period of time. Attaining a …

be properly constructed. Specifically, we test the potential for message sponsor and self-relevance of the message to … influence message outcomes. Our results suggest that messages sponsored by a combination of company and government that are self …

This study aims to analyze the effect of service quality toward satisfaction and customer loyalty for PT. BNI (Persero … the structured questionnaires. A total of 220 questionnaires were distributed in five branch offices of PT. BNI (Persero …) Tbk operating in Aceh Province, namely the branchs of Lhokseumawe, Bireuen, Langsa, Sigli and Meulaboh. The results showed …

This research uses the methodology Servqual in order to measure the quality of service given by a public university in … expectations versus perceptions point of view but from a more specific approach offering profiles of study abroad students from 5 …

Seen as a new form of manifestation of the behavior of the consumer of tourism products and services, culinary tourism … explanation for this phenomenon is the orientation and encouragement of the tourist services providers to adopt regional … longer only pursues the acquisition of products and services to meet their needs, but also looks forward to new experiences …

journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review (AMSR). Volumes are edited by leading scholars … Analysis -- Chapter3. The Impact of Culture on Humorous Ads: An Abstract -- Chapter4. Marketing Web Trends: An Algorithm and … Perceived Transmission of Personality Traits through Leftovers: An Abstract -- Chapter24. An Abstract: Sports Marketing Special …

2015), while the ancillary revenues on a global scale reached a 10% share of overall airline revenue, according to …

Purpose: To explain and empirically test how different marketing communication channels interact with each other and … variables of major passenger car brands, the paper takes a source-based perspective to investigate how firm-based communications …, expert opinions and online consumer reviews interact and affect brands’ marketplace performance. Then the paper studies the …

aesthetic experiences, this research aims to generate a localized account for novice and expert consumers of the varying role of … appropriation process for novice and expert consumers of aesthetic experiences is offered. This framework highlights the …’ cultural capital and their museum experiences provides insights into curatorial and marketing practices in terms of broadening …

the involvement of other users, only then can tourism marketing claim to be future-oriented and engaging. According to … of multiple senses enhances the feeling of authenticity and experience. If combined with ration and need, in addition to … Lindstrom and Kotler (2005) our understanding of the world, for the most part, is experienced through multiple senses. Our …

This article analyzes the concept of value co-creation, which has arisen due to the combination of various modern … influences - including economic globalization, changes in consumers’ buying habits, and the emergence of the Internet and social … media - that have changed the way companies innovate. These factors also have transformed the traditional marketing paradigm …

Purpose: This study aims to identify and prioritize barriers to the implementation of medical equipment (ME) marketing … barriers to the implementation of ME marketing strategies. Findings: The results showed that among four categories of barriers … to the implementation of ME marketing strategies, “managerial and strategic barriers” (FW = 0.339) and “structural …

In practices and academics, the growth/decline of a brand or product sales is often measured with market shares …. However, this method does not really gain insight into loyalty and perception of consumers toward brands and products. This … paper proposes a concept of Mind Shares which combines confidence and resistance as the main contents of loyalty to …

This study explores the customer satisfaction – loyalty relation in the context of online shopping by introducing … a reciprocal relationship, but that mediators exist between satisfaction and loyalty. The findings of this study have … consequences for customer relationship management, particularly in terms of retention, of the satisfied consumers in an e …

Marketing has acquired a central role in tourism because it helps organizations to create value in transactions with … buyers. Thus, this important area of any business process is used to educate consumers, to add value to their experience in … presents the examination of the responses of 154 tourists in relation to their intention to purchase a travel package and the …

analyses the content (number of fans, posts, number of likes, the dynamics of comments, response rate) on the Facebook pages of …

As Internet use continues to increase, companies have to emphasize the understanding of the implications of its use on … long term purchase behavior, in terms of satisfaction and loyalty. Ultimately, companies should be interested in consumer … perceptions and the factors that play a role in following a certain behavior over an extended period of time. Attaining a …

Being part of the tourism industries involves many researches and analyses in different periods of time, regarding … different segments of consumers. Therefore, it is important to be aware of all the factors and motivators that influence a … tourist to purchase a particular tourism services. These complex variables are crucial for the final purchase decision of an …

with Internet and e-shopping and consumers’ frequency of online purchasing, while considering sex as a passive influencer … improve their understanding of their consumers’ characteristics and propensity to buy through Internet retailing. Tracking the … online journey of consumers will help enhance the attractiveness of this new retailing medium to current and potential …

To fully understand the pattern of choice, it is important that any explanation of consumer behavior to be accompanied … by a complete understanding of the interplay between a consumer’s functional goals and experiential preferences within … that involve the purchase and consumption of goods for pleasure versus for more utilitarian and instrumental purposes …

for Marketing and Management of Higher Education in Ghana -- Chapter 4: Delving into Undergraduate students’ choice of …). Emmanuel's primary area of interest is ABCDE – advertising, branding, communications, digital and ethics – of marketing … leading expert on international higher education in post-colonial countries. Robert Ebo Hinson is a Professor and Head of the …