... in the literature. Design/methodology/approach We employ a game-theoretical approach to analyze and compare different scenarios, deriving optimal marketing strategies for business managers. Findings Our results reveal that, compared to manufacturer-funded digital coupons, two novel mechanisms - reseller...

... sustainable behavior. This research provides empirical evidence for predicting tourist behaviors by synthesizing sustainability marketing, environmental attitudes, and the marketing strategies of sustainable tourism destinations. Design/methodology/approach After completing the initial questionnaire draft...

... the basis of strategic marketing and their different approaches. Marketing strategy Social marketing Societal marketing Social management Social business Social change Marketing is a promising area for improving the effectiveness of social enterprise (SE) management (Pinheiro et al...

..., cross-selling to existing customers and supporting customers). Originality/value This study contributes to the literature of marketing responses to COVID-19 by examining the cash flows effects of various marketing responses. It also contributes to the business processes based on marketing strategy...

... 2018 07 11 2018 11 11 2018 11 11 2018 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Market intelligence Marketing strategy Brand reputation Social media Electronic word-of-mouth Conviction Purchase intention and customer...

... and for each customer profile, unique CRM and marketing strategies are recommended. Findings The results show that there are five different customer groups and based on LRFMP characteristics, they are profiled as: “high-contribution loyal customers,” “low-contribution loyal customers,” “uncertain customers...

... to insiders with positive aftermarket performance. Aggarwal et al. (2002) argue that managers and investment banks strategically use underpricing to attract analyst and media attention. Marketing strategy Financial performance Underpricing Initial public offering Long-run firm performance...

... is beginning to emerge that shows how marketing strategy may have an even more important role in firm performance than other traditional factors, such as operations management (Krasnikov and Jayachandran, 2008). Therefore, more research is needed on the marketing-finance interface. The results...

... musician. Originality/value – The present paper pursues this theme in connection with one particular aspect of marketing strategy – namely, the design and introduction of new offerings during the mature phase of the product life cycle. Professor Morris Holbrook can be contacted at: mbh3...

... of stakeholders, including the brands, advertising industry and academic researchers. Emmanuel Mogaji can be contacted at: emmanuel.mogaji@beds.ac.uk © Emerald Group Publishing Limited 2015 UK Stereotypes Diversity Content analysis Marketing strategy Print advertisement Baxter (2010...

... a company. Image management programs are carefully controlled by internal stakeholders so that the desired corporate image becomes the image that is received by external stakeholders. © Emerald Group Publishing Limited 2015 Marketing strategy Corporate culture Corporate identity Corporate...

...) have argued that the modern marketing function encompasses: internal/external network management, knowledge generation and management, CRM, and marketing productivity and performance management. Marketing strategy Career satisfaction Marketing management P-E fit Role of marketing in firm...

... compared to the younger generations. Yet, even in the Baby Boomer cohort, generational identity is not homogenous among its members. Practical implications – The results challenge the explicit use of generational labels and stereotypes in marketing strategy. Originality/value – Given...

... marketing strategies for the BOP beyond the marketing mix discussion, which has been the focal point of previous studies. © Emerald Group Publishing Limited 2013 Marketing strategy Africa Market planning To date the majority of marketing literature is anchored in studies undertaken...

... as the core in marketing strategy literature (Webster, 2005). Finally, segmentation is generally defined as the process of dividing large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs (Kotler, 2010...

... businesses orienting themselves to the market, particularly in environments characterized by higher levels of market and technological turbulence. Brazil Small enterprises Marketing strategy Market orientation Competitive advantage Small business marketing SME marketing Environmental uncertainty...

... Marketing strategy Second Life Simulation Virtual worlds Marketing communications Immersive advertising […] Johnny Cash, the Man in Black was so taken in by the Emerald Isle that he went green and penned a whole album in celebration of Ireland (1961) […]. The most enduring of Cash's Irish...

..., although it has to be recognised that consumer's subjectivities will also imbue aspects of the servicescape with personal meaning (Masberg and Silverman, 1996 ; Rosenbaum and Massiah, 2011). United Kingdom Heritage Artefacts Marketing strategy Heritage marketing Magna Carta Experiential...

... is appropriate for modules in marketing strategy, target marketing and marketing management, at MBA, MSc or advanced UG levels. Design/methodology/approach The case highlights why this organisation opted for segmentation, how it conducted this project, and the problems faced. These insights are referenced...

...Nicolette LeCren; Lucie K. Ozanne Purpose This research aims to present an exploratory study of the consequences of environmental marketing strategies in New Zealand organisations. In general, empirical research on the impact of environmental practices on organisational outcomes is limited...