... 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...

... Licensed re-use rights only Marketing strategy Social marketing Societal marketing Social management Social business Social change RQ2. How can strategic marketing boost the social impact of compensatory and transformative SEs? This conceptual paper aims at discussing how...

..., 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...

... 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 loyalty Social media is understood in a broader term and defined...

... marketing expenditures, the lower the IPO’s underpricing in the short-run. Monica B. Fine can be contacted at: mfine@coastal.edu © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Marketing strategy Financial performance Underpricing Initial...

... 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...

... is the corresponding author and can be contacted at: meyerhm@unk.edu 15 03 2016 13 05 2016 27 07 2016 03 08 2016 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Marketing strategy Advertising Financial performance Marketing management...

... 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. © Emerald Group Publishing Limited 2015 Marketing...

... analysis Marketing strategy Print advertisement Advertising, like any other form of mass communication, makes a major contribution to shaping social values and attitudes but is also a reflection of the cultural and societal values inherent in a society (Holbrook, 1987). Kay and Furnham (2013...

... are customers or clients, but other individuals, groups, or organizations can have an impact on decisions related to marketing strategy formulation and implementation. These include suppliers, vendors, distributors, dealers, retailers, investors, shareholders, consumer groups, and community activists...

... approach may be misleading for those firms who have not. At a minimum, firms contemplating a transition to a diffused approach should conduct an assessment of P-E fit similar to that illustrated in this paper to assess the potential risks. Marketing strategy Career satisfaction Marketing management P...

... 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. Confidentiality was a condition for firms participating in the study hence firms will be referred to as Cases A, B, C and D. Whilst there is a strong case...

... database for “niche market/marketing/strategy and focussed marketing” in citations and abstracts in academic (including peer reviewed) journals in multiple databases. Papers that make reference to Dalgic and Leeuw's (1994) paper were added. For the time period from 1994 to the August 4, 2011, the search...

... marketing activities are impossible to disentangle from their marketing activities (Hult et al., 2003 ; Wilson and Stokes, 2004 ; Zontanos and Anderson, 2004). © Emerald Group Publishing Limited 2012 Brazil Small enterprises Marketing strategy Market orientation Competitive...

.... © Emerald Group Publishing Limited 2012 Ireland Tourism Marketing strategy Second Life Simulation Virtual worlds Marketing communications Immersive advertising The SL™ virtual world is a 3D environment, accessible via the internet, developed by Philip Rosedale, founder...

... research. © Emerald Group Publishing Limited 2012 United Kingdom Heritage Artefacts Marketing strategy Heritage marketing Magna Carta Experiential Servicescape Student as producer It is evident that there is a continued and deep interest in all aspects of heritage, viewed...

... 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...

... of media studies to general management – notably marketing. The paper exudes of a powerful message – this is not just art, it is big business! © Emerald Group Publishing Limited 2010 Marketing strategy Marketing communications Innovation Film Nigeria While it may be accepted wisdom...