... and places the articles in context. Findings In industries subject to high levels of unpredictability, existing marketing strategies can become ineffective. Firms can address this problem when leaders possess the managerial skills needed to adapt marketing mix elements to create a marketing strategy...

... could only be guessed at or surveyed through questionnaires; now it can be measured on a minute-by-minute basis through dashboards powered by thousands of mobile phone users. International marketing Marketing mix Digital marketing As we start a new decade in 2020, it is inevitable...

... 2018 Emerald Publishing Limited Licensed re-use rights only Customer loyalty Customer satisfaction Service quality Marketing mix Service orientation In the 1980s, the UK’s prime minister Margaret Thatcher caused controversy by stating that there was “no such thing as society...

... form the most promising category to penetrate the market, with a unique marketing mix will likely increase profit, revenue and return of investment. Figure 1 [ 2 ] shows the proportion of lens fits by age less than 18 years and is an intersection or cross-tabulation of behavioral...

... that was efficient and scalable. As a result, good ideas were going untested, and marketing strategies were put into play based on individual opinions or anecdotal evidence rather than hard facts. © Emerald Group Publishing Limited 2007 Return on investment Marketing mix Modelling Markets...