Principles of Marketing is designed to meet the scope and sequence for a one-semester marketing course for undergraduate business majors and minors. Principles of Marketing provides a solid grounding in the core concepts and frameworks of marketing theory and analysis so that business students...

The current research aims to study (marketing agility and its role in the organization’s marketing performance) in the men’s clothing factory in Najaf. The statistical program Spss v.26 and AMOS program v.26 were used for data analysis. The results showed a strong correlation between the...

Non-Fungible Tokens (NFTs) offer a unique opportunity to study market misconduct in an unregulated crowdfunding environment. This paper examines insider and wash trading in the NFT market using publicly accessible Ethereum blockchain data. Results reveal that insider purchases, particularly by...

This study aims to explore the inner workings of Apple Inc. to gain a deeper understanding of the company's success and to identify opportunities for further growth and improvement. Through an analysis of market trends, consumer behaviour, and Apple Inc.'s current marketing strategies, this...

Skin-tone representation in brand visuals can signal brands' diversity, equity, and inclusion (DEI) efforts. However, it is unclear what skin-tone DEI means to people, and there is no objective standard for its quantification from visual content. We propose an automated framework assessing...

The purpose of the study is to analyse how green reverse logistics technology impacts agricultural entrepreneurial marketing firms’ operational efficiency and sustainable competitive advantage. Systematic literature review and meta-analytical methodology was adopted to execute the current...

We model an influencer economy in which brand owners and sellers depend on influencers to attract consumers while competing in both influencer and product markets. As technologies governing marketing outreach improve, the equilibrium features non-monotonicities in influencer market...

Entrepreneurial marketing education is considered an essential platform to stimulate successful entrepreneurs, especially for vocational high school (SMK) graduates in Indonesia, which has the highest open unemployment rate and mostly comes from low-income backgrounds. Hence, the researchers...

Aim/purpose - Olfactory marketing is a phenomenon that is in the current trend of usage by marketing experts to ensure that consumers are more involved in the purchase decision-making process. This paper aims to review the studies involved in consumer purchase intentions influenced by fragrance...

Marketing capability refers to a firm’s ability to optimally deploy and integrate different marketing inputs to achieve high sales at low cost. This paper examines whether the value of marketing capability is incorporated into stock returns. High-level marketing capability predicts better...

I consider the case of consumer-contributed markets, defined as markets where the consumer herself has a role in the supply side of the market as well. Consequently, the prominent issue is offering the consumer incentives to fulfil that role, which clearly bears a cost to her. The role of the...

Purpose - This paper aims to address research gaps with regard to the relationship between market orientation and marketing performance when small- and medium-sized enterprises (SMEs) are located within a service cluster. The three main objectives of this research are to determine the effect...

Purpose - The study aims to examine female sexuality in marketing communications and how it shapes the millennial buying decisions in the fashion industry. The focus of the study is to connect fashion industry and marketing communication to understand how female sexuality influence buying...

Small and medium-sized enterprises are regarded as the engine of economic development and equitable growth in developing economies. Although SMEs are facing many problems that hindered their performance in Nigeria. They have not creditably performed well and played expected vibrant role in the...

The Metaverse is a new and emerging technology that offers a unique opportunity for businesses and individuals alike to extend their reach and connect with others in a virtual world (Kevins, J. 2022). Celebrities and other individuals have already begun to utilize the Metaverse as a brand...

Current business statistics and extant academic research stress the importance of influencer marketing. In 2019, the YouTube beauty community witnessed the largest product launch in ecommerce history, in which controversial YouTubers, Shane Dawson and Jeffree Star, published a 7-episode series...

Marketing is currently undergoing a major shift driven by advances in marketing technology, which also means that marketing decision making is changing. There is not much research on how the attributes of the modern marketing landscape are reflected in marketing managers’ decision making,...