Economic theory suggests that, when designing aid programs, ordeal mechanisms that impose differential costs for rich and poor can induce self-selection and hence improve targeting ("self-targeting"). We first re-examine this theory and show that ordeal mechanisms may actually have theoretically...

The paper presents segmentation study, which employs methods of classification to single out the segments. The variables measured on the ordinal scale were used as the criteria of market segmentation. Variables used reflected students' attitude towards 20 statements about advertising. Ordinal...

This research presents segmentation of tourists to the Caribbean and provides input for destination marketers in regard to strategic planning for the region’s tourist offering. Four distinct segments are identified based on the benefits sought and they are profiled with respect to...

Purpose- The purpose of this study is to determine which digital marketing strategies are preferred by Millennials and are effective in influencing their behavior. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived...

Advances in information technologies enable firms to collect detailed consumer data and target individual consumers with tailored ads. Consumer data is among the most valuable assets that firms own. An interesting phenomenon is that competing firms often trade their consumer data with each...

Authentische und persönliche Werbebotschaften werden im Kaufprozess immer wichtiger. Dieser Quick Guide erklärt kompakt und auf den Punkt, wie Unternehmen erfolgreich mit Influencern zusammenarbeiten können. Denn: Erfolgreiche Influencer haben sich in den Sozialen Netzwerken in den letzten...