...Dorit Zimand Sheiner; Ofrit Kol; Shalom Levy Purpose Studying the effect of social media advertising on consumer engagement, this study analyzes the impact of shared-experience versus personal message strategies, informational versus transformational creative appeals and low-involvement products...

...Spiros P. Gounaris; George G. Panigyrakis; Kalliopi C. Chatzipanagiotou Purpose To design and empirically validate an instrument for measuring the effectiveness of a marketing intelligence system (MkIS). Design/methodology/approach A thorough review of the literature of IS in general and MkIS...

... also discuss how the technique may be implemented and provide a case example to demonstrate the application of the training mechanism. © MCB UP Limited 2002 Sales Training Effectiveness Presentations Among the various responsibilities facing sales managers, training the sales...

... in a number of countries. Compares the marketing effectiveness of better‐performing companies in Australia, New Zealand and Singapore, based on an extension of recent studies in these countries. The comparison indicates some significant differences in aspects of marketing between the better performers...

.... Suggests that the problems of database saturation, where further cross‐selling using a database is not cost‐effective, can be overcome through widening the company′s credibility as a supplier as well as by increasing the size of the database. A database marketing strategy uses the tools of image and brand...

... Database marketing Direct marketing Effectiveness Family Assurance Target marketing Since Family Assurance started life in 1975 the society has grown rapidly to become the UK′s largest tax‐exempt friendly society. In 1994 the first phase of a new computer system will come on stream which...

... Arabia, places these print advertising media alternatives in proper perspective with respect to their effectiveness. © MCB UP Limited 1994 Advertising Effectiveness Magazine publishing Marketing Newspaper publishing Publishing industry Saudi Arabia One of the most important...

... expenditure which marketing often represents. New cost classification and better presentation of information will improve the standard of marketing accountancy, as will new information technology. © MCB UP Limited 1986 Audits Effectiveness Marketing Styles Can You Really Account for Marketing...