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Advertising value of mobile marketing through acceptance among youth in Karachi

Syed Akbar, Suleman; Azam, Rehan; Muhammad, Danish - Volkswirtschaftliche Fakultät, … - 2012

The purpose of this paper is to investigate the key influencing factors towards mobile marketing acceptance among youth in Karachi. It further analyzes the impact of mobile marketing acceptance on its advertising value. To achieve the objective of this study a convenient sample of 247...

Persistent link: https://www.econbiz.de/10011109924

The History of Marketing Science

Winer, Russell S (contributor); Neslin, Scott A (contributor) - World Scientific Publishing Co. Pte. Ltd.

. Different research areas of marketing science, such as Pricing, Internet Marketing, Diffusion Models, and Advertising, are … Management (CRM) <i>(Scott A Neslin)</i></li> <li>Digital and Internet Marketing <i>(Wendy W Moe and David A Schweidel …

Persistent link: https://www.econbiz.de/10011156359

Aspects and Importance of Digital Media in Pakistan

Abdur Raheem, Syed; Akber, Fahad; Hashmi, Umair - Volkswirtschaftliche Fakultät, … - 2013

Digital Media has gained importance over the years, around the world. It has created impact in Pakistan too. This paper draws comparison in usage and impact of Digital Media in developed worlds with Pakistan and identifies the flaws, the potential and scope of digital media in Pakistan. Pakistan...

Persistent link: https://www.econbiz.de/10011259955

The use of the brand to build a competitive advantage of contemporary companies

Bochenek, Miroslaw; Pomaskow, Joanna - In: Ekonomia i Prawo 13 (2014) 2, pp. 285-296

The aim of the article was to draw attention to the significance of one of the forms of non-price competition, which is creation of a strong brand. As the modern buyer pays more attention to branded products, the building and strengthening of global brands has become a primary objective of the...

Persistent link: https://www.econbiz.de/10011123288

AN INVESTIGATION OF INFORMATIONAL VERSUS EMOTIONAL ADVERTISING APPEALS DURING LIFE TRANSITIONS

Hadjimarcou, John - In: International Journal of Management and Marketing Research 5 (2012) 2, pp. 55-65

The traditional family life cycle model explains the consumption behavior of individuals and households during a set of temporal periods in consumersâ€™ lives. Yet, these seemingly distinct periods in oneâ€™s life may overlook times at which considerable consumer activity takes place,...

Persistent link: https://www.econbiz.de/10011205608

AN INVESTIGATION OF INFORMATIONAL VERSUS EMOTIONAL ADVERTISING APPEALS DURING LIFE TRANSITIONS

Hadjimarcou, John - In: International Journal of Management and Marketing Research 5 (2012) 1, pp. 55-65

Persistent link: https://www.econbiz.de/10011205624

Stochastic Models of Buyer Behavior

Fader, Peter S.; Hardie, Bruce G. S.; Sen, Subrata - In: The History of Marketing Science

The following sections are included:IntroductionBirthDeathResurrection?AcknowledgmentsReferences

Persistent link: https://www.econbiz.de/10011206353

Sales Promotions

Ailawadi, Kusum L.; Gupta, Sunil - In: The History of Marketing Science

The following sections are included:IntroductionImmediate market responseLonger-term market response to promotionsRetailer response to trade promotionsPromotion planning, optimization, and targetingDirections for future researchReferences

Persistent link: https://www.econbiz.de/10011206414

Innovation Diffusion

Muller, Eitan - In: The History of Marketing Science

The following sections are included:IntroductionThe evolution of innovation diffusion researchWhat is next?References

Persistent link: https://www.econbiz.de/10011206471

Customer Relationship Management (CRM)

Neslin, Scott A. - In: The History of Marketing Science

The following sections are included:IntroductionFrameworkHistorical development of the components of CRMAn illustrative history of CRM applicationsSummary and what nextReferences

Persistent link: https://www.econbiz.de/10011206509