Cooperative promotion is an important instrument for aligning manufacturer and retailer decisions in marketing channels. On the other hand, bargaining seems to be critical for marketing channel coordination, e.g., for vertical cooperative promotion. Based on our previous study (Spais,...

This study empirically examines the relationship between Brand Equity (BE) as the independent variable and Purchase Intention (PI) as the dependent variable in relation to branded baby soaps selectively. While both the variables individually have high level attributes of the customers, the...

The paper examined the possibility of an extension of critical reflection model’s assumptions by Mezirow, as assumptions for promotion metrics, in terms of promotion campaigns’ assessment and evaluation. A critical hermeneutics approach was adopted for the present study. Our organized...

In this paper, I tried to conduct a discussion beginning from the first marketing theories and through the monitoring of the development stages and its maturation, it leaded to a better comprehension of the scientific marketing thought in the field of cultural products marketing development in...

The paper examined the possibility of an extension of the win-win-win papakonstantinidis conceptualization, as an innovative bargaining solution analysis for vertical cooperative promotion management decisions between marketing channel members. This conceptualization was approached as an...

The research aim of this paper is to discuss the potential benefits of a new marketing education concept, the “Integrated Education in Green Promotion” (IEGP) based on the fundamental assumptions of Mezirow’s “critical reflection” through the investigation of two research questions....

Customers and brands are the two most important intangible assets of any organization. Ahead research as evaluate the factors affecting brand equity from the perspective of customers using Aaker's model (Case study: Iran insurance organizations customers, Tonekabon Branch). A descriptive -...

Whereas everyone recognizes that increasing obesity rates worldwide are driven by a complex set of interrelated factors, the marketing actions of the food industry are often singled out as one of the main culprits. But how exactly is food marketing making us fat? To answer this question, we...

The study aims to examine various literatures on CRM determinants and effectiveness to adapt perfect strategy and policy for service oriented organizations. It also aspires to identify the relative importance of CRM determinants analysis as one of the most important factors which influence the...