Research Methodology in Marketing Publications: Review and Evaluation
Research Methodology in Marketing Publications: Review and Evaluation ~ This study examines the methodological issues and problems ofmarketing publications in Turkey using content analysismethod. The main objective of the study is to identify andassess the main methodological problems seen in marketingpublications in order to improve methodologies in marketingresearch. This article provides insights and recommendations for [...]
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The Concept of the Marketing Mix
The Concept of the Marketing Mix ~ Marketing is still an art, and the marketing manager, as headchef, must creatively marshal all his marketing activitiesto advance the short and long term interests of his firm… NEIL H. BORDEN is professoremeritus of marketing and advertising at the Harvard BusinessSchool. He began teaching atHarvard as an assistant [...]
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Building an internal marketing management calculus
Building an internal marketing management calculus ~ AbstractInternal marketing is increasingly important to organisations, but it hasproven to be a difficult implementational challenge for managers. Theauthor reviews the current primary internal marketing conceptualmodels. The paper identifies the five major difficulties managers findin developing and implementing an internal marketing programme.From that, it provides a model for [...]
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Managing the Multiple Identities of the Corporation
Managing the Multiple Identities of the Corporation ~ In the wake of this activity has come the rapid growth of consultants inidentity, branding, graphic design, communications, and image research—allasserting their competence in serving as advisors to senior management on identity issues. Each offers a useful perspective, but one formed dominantly fromonly a single discipline. However, [...]
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designing a trust-basede-business strategy
designing a trust-basede-business strategy ~ rust determines the success or failure of many companies. Unless they feel a sense of trust, buyers will notreturn to a business, and this situation holds true whether the business is offline or online. To enjoy sustainedsuccess in e-business, companies need to understand how trust is defined and then incorporate [...]
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Global Marketing Management
Global Marketing Management ~ PART ONE: GLOBALIZATION l l • GLOBALIZATION IMPERATIVE lWhy Global Marketing is Imperative 2Globalization of Markets and Competition 6International Trade versusInternational Business 7Who Manages International Trade? 8Evolution of Global Marketing 9What is Marketing? 9Domestic Marketing 11-^Export Marketing 13International Marketing – 14Multinational Marketing 14Global Marketing 15The Impact of Economic Geographyand Climate on [...]
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What Drives Customer Equity
What Drives Customer Equity ~ A company’s current customers provide the mostreliable source of future revenues and profits. By Katherine N. Lemon, Roland T. Rust, and Valarie A. Zeithaml Business executives can answer such questions byfocusing on customer equity—the total of the discountedlifetime values of all the firm’s customers. A strategybased on customer equity allows [...]
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Taking a Leadership Role in Global Marketing Management
Taking a Leadership Role in Global Marketing Management ~ Companies with a superior understanding of the customer usage experience create offerings that promise greater value in use thansimilar competing offerings, which enables the most innovative companies in the worldto outperform rivals. The Boston Consulting Group and Business Week recently surveyed1,070 senior managers in 63 countries [...]
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Preventing The Premature Death of Relationship Marketing
Preventing The Premature Death of Relationship Marketing ~ talk it up. Companies profess to do it in new and better ways every day. Academics extol its merits.And why not? The new, increasingly efficient waysthat companies have of understanding and responding to customers’ needs and preferences seeminglyallow them to build more meaningful connectionswith consumers than ever [...]
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Customer Lifetime Value : Marketing Models
Customer Lifetime Value : Marketing Models ~ Customer lifetime value has been a mainstay concept in direct response Department at the School of marketing for many years, and has been increasingly considered in the Management, Boston University. field of general marketing. However, the vast majority of literature onthe topic (a) has been dedicated to extolling [...]
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Private Distributed Cloud Deployment in a Limited Networking Environment
Private Distributed Cloud Deployment in a Limited Networking Environment ~ II. PROBLEM STATEMENT Customers may be reluctant to move their data to off-site cloud vendors due to access regulations, cost, and trust issues [9]. Instead, new software has become available for them to build their own personal cloud computing system. This gives the customer the [...]
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Concept of VPN on Cloud Computing for Elasticity by Simple Load Balancing Technique
Concept of VPN on Cloud Computing for Elasticity by Simple Load Balancing Technique ~ III. ELASTIC PUBLIC VPN SERVICEMODEL BASED ON CLOUD COMPUTING In this section, we will propose our VPN model in different views. In each view, every component will be introduced in detail, and related problems and solutions will be discussed as well. [...]
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