...Gauri Girish Jadhav; Shubhangi Vitthal Gaikwad; Dhananjay Bapat Purpose This study aims to analyze the available literature on the use of digital marketing and its impact on small- and medium-sized enterprises (SMEs). This study identifies the use of digital marketing practices and its impact...

... who favored instrumental values to terminal values revealed a tendency to frame confused and incoherent judgments on environmental issues. Practical implications The study will help green marketing practitioners understand the important role of values, that is, both terminal and instrumental...

... of acceptance and use of technology and the addition of innovation characteristics that shape consumer decisions to adopt technological innovations. India and the USA have been chosen as the two international markets to compare consumer cloud computing purchase intentions. This is due to the close links...

...Seema Gupta Purpose The extant literature on experience marketing takes a narrow functional approach engaging with issues like defining an experience brand and recommending strategies for creating a unique customer experience. The purpose of this research is to focus on the cross‐level...

... framework and business and marketing strategy. Design/methodology/approach This case was developed solely from secondary sources as a basis for class discussion. It is not intended to serve as an endorsement, source of primary data or an illustration of either effective or ineffective management...

... in Hollywood movies was found to be far higher than that in Indian movies. Research limitations/implications This study being exploratory in nature has the inherent limitation of generalizability of the results. Practical implications This paper provides implications for marketing managers and movie...