... examine the effectiveness of “masstige marketing” strategy with reference to marketing mix theory (Four Ps=product, price, place and promotion). The purpose of this paper is to introduce a theoretical model to help the companies to implement “masstige marketing” strategy. Design/methodology/approach...

..., demonstrate a practitioner‐developed tool for “judging” marketing mix effectiveness through a case study from the automotive sector. Design/methodology/approach The paper uses literature review, SME practitioner experience and a case study from the global automotive sector. Findings There is no single...

... on international marketing. The paper commences with a discussion of the macro‐environmental factors which now confront Fjord Seafood. Building on existing theories, the discussion moves on to consider which marketing strategy and marketing mix options would be viable in a newly enlarged EU. Finally, the paper...

... in the operational environment. Design/methodology/approach A structured questionnaire contained questions relating to 21 marketing strategies, associated with the elements of the marketing mix, plus a “general marketing strategies” category. It was completed by 172 Turkish companies, drawn from a national frame...

... for the marketing decision support system and the marketing mix. An extranet is a private Internet site that enables several companies to securely share information and conduct business. An extranet extends the reach of push technology and hence magnifies the marketing impact. Push technology allows...

...Paul Herbig; Bradley O’Hara; Frederick A. Palumbo Although trade shows are a major portion of the marketing mix in the industrial marketplace, second only to personal selling and above advertising, very little has been researched on their function in industrial marketing. This paper reports...

... marketing Marketing mix Marketing planning Globalization of world markets has resulted in increased demand for international marketing knowledge. This increase in demand has not been met by a matching increase in international studies of marketing (Silk, 1993). Especially disturbing...

..., the structure of this environment, together with the underlying strategies, will be explored. To achieve effective marketing communications through the Web site, it is first necessary to focus on the basic “building‐blocks” of the marketing mix. MCB, like many other providers of information, has...

.... Asynchronous communication styles would include such a time lag, examples being written communications (mail, e‐mail) or even direct response advertising. Channel relationships Direct marketing Interaction Internet Marketing communications Marketing mix No other technological innovation...

... mix concept for applications in the quantity surveying profession. Quantity surveyors should keep these applications in mind when marketing their professional services. © MCB UP Limited 1997 Marketing mix Professional service firms Strategic planning Among other things, a quantity...

.... Although the marketing implications of emerging electronic or virtual markets are being discussed, the implications for the management of the marketing mix are often being overlooked. Already many innovative companies are taking advantage of the new generation of technologies to enhance or re‐engineer key...

... be used in conjunction with the marketing mix to enable a supplier or provider to achieve a more detailed understanding of the buying process, and ultimately of product/service adoption. Argues that a fundamental understanding of buyers’ needs and wants, through the eyes of the buyer, will help...

...Mohammed Rafiq; Pervaiz K. Ahmed McCarthy′s 4Ps mix has increasingly come under attack with the result that different marketing mixes have been put forward for different marketing contexts. Contends that the numerous and ad hoc conceptualizations undermine the concept of the marketing mix...

... of examples (products, services, brands) to illustrate how all elements of the marketing mix could benefit from a dose of equine sense and sensibility. Why are millions of manuals, dictionaries, instruction books,registers and directories bound to fall apart? Do their publishers not want them to be used...

...Sui Pheng Low; Martin C.S. Tan The mundane and expanded marketing mix concept has an important role in Western marketing literature for both tangible products and intangible services. The nine Ps – namely promotion, product,price, place, process management, personnel, physical facilities, public...

... developers in Singapore in a survey. These developers were classified further into the following categories which typify their characteristics: controlling interest; listed/non‐listed company; sale/lease decisions; and size of paid‐up capital. Appointments Estate agents Marketing agencies Marketing mix...

... of the marketing mix,such as a “promotional” or “pricing” strategy. The above definition also shows that a positioning strategy may be broken down into three interrelated sub‐components: 1 customer targets; 2 competitor targets; and 3 competitive advantage. In addition this process...

...‐opera‐goers, in terms of demographic, psychographic, and geographic analysis, and to establish reasons for attendance and non‐attendance among different social groups, based on culture, motivation, and attitude. Finally, makes recommendations in the form of a marketing mix to encourage a wider audience...

... to establish the degree of seller concentration. Qualitative research, in the form of in‐depth interviews, is employed to identify the relevant product‐service attributes of compound feeds in the context of the marketing mix. Subsequently, some of the more recent changes in the industry are discussed...

...Philip K. Sherwood; Robert E. Stevens; William E. Warren Marketers may use a variety of research tools to“track” or evaluate the various components of their marketing mix. Should the data for such a study be collected continuously or on a periodic basis? Insights are offered to help answer...