... initiatives that are being routinely incorporated within many companies’ marketing strategies. A sample of 967 adult residents of the USA provided their perspective on the effectiveness of each initiative as a mainstream marketing tool. Findings A wide spectrum of opinions exists as to what constitutes...

...) to be a highly efficient instrument that can: In this new context, the success of e-commerce is emerging from the full integration of online activities into company’s physical ones, by extending (physical) marketing strategies (Constantinides, 2002 ; Lace, 2004). Based on this, both scholars...

... Marketing strategy A dungeon horrible, on all sides round, As one great furnace flam'd; yet from those flames No light, but rather darkness visible Served only to discover sights of woe (John Milton, Paradise Lost, Part I...

... hypotheses. By using factor analysis and correlation analysis, several hypotheses are supported in linking competitive cognition with either core marketing strategies or supportive marketing strategies. Findings Observational results indicate that large and small pharmacies, motivated by relational...

...Anders Pehrsson Purpose The purpose of this paper is to review previous research and to propose a model for the impact of barriers to entry on the market strategy of an entrant firm, where product/market scope and product differentiation are central strategy components. The paper asks, what...

.... © Emerald Group Publishing Limited 2008 Customer orientation Marketing strategy Networking Service levels A project with the purpose to increase the awareness of marketing among business managers, governments, the media and academe is in progress in Sweden, since 2007. It assumes...

...Göran Svensson; Adel I. El‐Ansary Purpose The purpose of this paper is to present taxonomy of marketing strategy concepts and integrative frameworks that differentiate and integrate its formulation and implementation processes. Design/methodology/approach The paper is conceptual based...

...; allocate necessary resources; identify technical issues; develop strategic marketing plan; organize operational team; implement marketing strategy; and evaluate and control operations. Tables of basic what, who, and how questions help to guide the reader through the decision‐making process, leading...

...Mathew Joseph; Beatriz Joseph; Simpson Poon; Roger Brookbank The current Asian crisis has created awareness among Australian companies of the need to reassess their marketing strategy with the goal of becoming more competitive in the market place. This study looks at strategy development among...

... UP Limited 1998 Direct marketing European Union Marketing communications Marketing strategy USA The growth of direct response advertising is a reflection of the changing lifestyles that exist in today’s society. For example, the widespread use of credit cards, women working...

... in Finland towards the products of selected European countries versus the USA, and to compare the attitudes of these consumers toward several dimensions of the marketing strategies associated with the products. The original study was conducted in 1975 and this work has been replicated with similar studies...

... Globalization Marketing strategy Tourism USA As is generally recognized, travel and tourism is a powerful and profitable industry. Although it has traditionally been extremely important, however, many business strategists have tended to think of travel and tourism as a business which is particularly...

...Judy C. Nixon; Carolyn Wiley; Judy F. West Presents a case for a written code of ethics and shows how this can be instituted in a company. Discusses implementation, communication and enforcement of a code. © MCB UP Limited 1992 Ethics Marketing strategy VOLUME 92 NUMBER 2 1992 Ways...

... communications Marketing strategy VOLUME 91 NUMBER 3 1991 "EUROBUYER": HOW EUROPEAN BUSINESSES BUY Alan Wolfe Much has been written about the growing convergence of consumer markets across Europe and the emergence of giant Eurobrands gaining huge economies of scale of production and distribution from...

... of the liberalisation of the European market in 1992. © MCB UP Limited 1991 Management development Market potential Business development Small firms Single market Marketing strategy This article was subsequently published in the Journal of European Industrial Training, Volume 15 Issue 4...