... in the social sciences containing the construction of theories through methodical gathering and analysis of data that uses abductive reasoning (Martin and Turner, 1986 , p. 141; Charmaz, 2006). Marketing Artificial intelligence (AI) Anthropomorphism Archetype The AI archetype Promotion...

...Chih-Chin Liang Purpose The purpose of this study is that service sectors sectors create queues intentionally as a promotional strategy. Potential buyers might become actual customers after witnessing and joining queues. However, the effectiveness of company promotional activities involving queues...

...Astrid Lei Keel; Daniel Padgett Purpose – This paper aims to examine the potential for adjacent brands to influence sales of a focal brand. Specifically, this paper examines whether the type of adjacent brand (market leader or non-market leader competitor) and its promotion (featuring...

...Peter Hultén; Vladimir Vanyushyn Purpose – This paper draws attention to the fact that impulse buying is common behaviour among modern shoppers and that a consumer's impulse purchases of items such as clothes may be a result of the retailers' promotional activities. The purpose of this paper...

..., UK © Emerald Group Publishing Limited 2010 --> Marketing communications Advertising Marketing mix Marketing strategy Brands Promotion This book is ideal as an introductory course to integrated marketing communications, especially for first‐year undergraduate students...

...Anthony Lucas Argues that only by sharply improving the effectiveness of trade promotion can manufacturers hope to influence base sales volumes. Discusses managers’ concentration on promotion at the expense of product innovation and brand franchise development. Provides a list of initiatives...

.... It is widely held that the best promotional tool any company can develop is a satisfied customer. Within the health‐care industry, substantial numbers of consumers choose a health care provider on the basis of a positive recommendation by a friend or family member (e.g. word of mouth). Like positive...

... and product cues in an advertisement can enhanceperceptions of utility via increases in the internal reference price, the perceived value implied by the offering price, and perceptions of product quality. © MCB UP Limited 1993 Advertising Perceptions Product quality Promotion USA VOLUME 10...

...Hunter Hastings Considers alternative methods of new product introduction in environments where the assumptions about advertising′s benefits no longer hold. Examines promotion‐driven introduction, distribution introduction, PR‐driven introduction, and new products from umbrella propositions...