Looking Forward to the Debate of Future Business Towards Digital Transformation
Opportunities of Tourism and Hospitality Education in Bangladesh: Career Perspectives
Creating Loyalty through Relationship Marketing in Mobile Financial Service Industry: Moderating Role of Client Demographics
Impact of Digital Marketing on Consumer Behavior in Small Medium Entrepreneurship Businesses in Malawi
Measuring Sustainability in the Broadcasting Media Industry in Bangladesh
Efficiency Analysis of Commercial Banks in India: An Application of Data Envelopment Analysis
A Study on Factors Influencing Youngsters’ Perceptions towards Choice of Investment Avenues
A Study of Generic Intertextuality in Corporate Press Releases
A Study on Factors Affecting Purchase Decision of Young Adults after GST Implementation in India – With Special Reference to FMCG Products
A Review of Commercial Banks’ Role in Public Sector Transparency and Accountability in the Nigerian Economy
Soft Systems Modelling of the New Product Development Process - A Case Study
An Emerging Training Model for Successful Lean Manufacturing – An Empirical Study
A Qualitative Performance Measurement Approach to New Product Development
Brand Power Through Effective Design
Intellectual Venture Capitalists: An Emerging Breed of Knowledge Entrepreneurs
This paper presents effective ways that healthcare marketing administrators can utilize the marketing mix variables to maximize their delivery of healthcare services. Managed healthcare companies are continuing to look at various ways to develop an effective and efficient brand among many competitors that exists in the healthcare industry. The task of healthcare firms to be the preferred provider for customers over other companies is not an easy undertaking. It requires sound marketing strategies that will establish one healthcare provider’s brand over another’s. Providers must establish themselves as a brand to compete. As customers are becoming more knowledgeable about healthcare and have more access to databases of all healthcare providers, the ability for a healthcare provider to properly implement the place, price, promotion, and product marketing mix variables will give that firm a sustainable competitive advantage among others. Therefore, healthcare providers must understand and utilize branding strategies based on the marketing mix variables. This paper examines each marketing mix variable that a healthcare provider can utilize in order to help establish a credible, unique and powerful brand.
This study empirically investigates how effective are Facebook advertising methods in recruiting new customers and building relationships with existing customers. Social networking media, such as Facebook, have been commonly perceived to have the power to change marketing. However, more academic research is needed to examine how these new media function. Using an experimental method, this study contrasts the effectiveness of two common Facebook advertising methods — a branded game application, and a branded fan page. We expected branded game applications, being fast, fun, and yet transient, would be effective in attracting new viewer interests, and raising brand awareness, whereby helping to recruit new customers; vis-à-vis a fan page strengthens relationship among existing customers who are already familiar with the advertised brand. Surprisingly, we found the fan page failed to enhance our subjects’ perceived brand advantage for a well known brand, while both methods were relatively effective in raising subjects’ brand awareness and purchase intention for an unknown brand. This result might be specific to our college student subjects. Generalization is not recommended. Considering, however, that college students are typically Facebook users, our finding has significant implications for marketing practitioners.
The article focuses on Integration issues in an Organization and tries to investigate how different aspects of integration are linked with performance in Retail industry. In the present paper Integration is identified into different dimensions: internal upstream or supply side and downstream or demand side integration. This research partly fills the gap by helping practitioners to select appropriate integration strategy at different business situations. The survey method has been recognized as a Research approach designed to collect information on various dimensions of Integration strategies practiced in Organizations. In brief the study investigates Integration strategies at specific levels and Relationships in an Organization. The results further suggests strategic integration planning and value framework to sustain in Globalization and build organizational competitiveness.
Pharmaceutical companies have traditionally engaged in extensive personal selling to physicians, known as drug detailing. Companies are now increasingly employing information technology, i.e., e-detailing, to reduce selling costs, but more importantly, to try to increase their physician reach and communication effectiveness. The problem is that this effort tends to surrender many of the benefits of face-to-face, personal selling that characterizes the traditional detailing approaches, and replaces it with what could be a much less flexible pull-driven system. Examining the weaknesses as well as advantages of different selling strategies, the current study proposes a blended or hybrid selling model as superior. By integrating push and pull strategies with the use of new information tools, pharmaceutical marketers can best maximize the process of diffusing drugs knowledge, while best considering the demanding needs of selling to time pressured physicians. “Hybrid detailing” can enhance physician knowledge by providing pharmaceutical marketers with more effective digital information tools than can further support and improve an adaptive and relational selling approach. Utilizing a hybrid model, firms can better assess, track, and evaluate their selling effectiveness by employing information tools systematically. This paper develops the concept of “hybrid detailing” as an innovative pharmaceutical sales strategy model that is current with new technologies and consistent with emerging marketing paradigms, including relationship management and integrated marketing communications.
Evolution of economies worldwide highlight that the service sector is growing faster than any other sectors. In contrary the productivity and consequently the quality of this sector seems to be declining. Therefore designing the services and its quality is considered as a major challenge in service organizations and especially in those who want to have a customer based design. In this study a new methodology has been proposed to prioritize service process design characteristics (SPDC) based on customer requirements to design a quality service blueprint. Two comprehensive sets of customer requirements and SERVICE PROCESS DESIGN CHARACTERISTICS were developed, which in turn supports the House of Quality analysis. The proposed methodology was examined at a three star Hotel at Calicut, India. Data was gathered from designed questionnaires and statistically analyzed. After computing the matrix in House of Quality the total values of service process design characteristics was found and prioritized and then after comparing them with the manager’s point of view the differences were finally highlighted and a quality service map was developed. The differences between the manager’ point of view and the proposed methodology implies that the new methodology is much more effective than the traditional approaches, in which the service process design characteristics were prioritized based on the manager’s point of view.
In the competitive globalized economy today, surrogate advertising of products has become an increasingly popular trend in the fields of advertising. According to a study conducted in India by NIMHANS, kids as young as 19 are today taking to alcohol which the study warns will be 15 in the next few years. Taking note of the seriousness of the matter and consequent ill effects of cigarette, alcohol and other intoxicants on consumers, the Indian government has banned advertisements of these products in the media. But the wise marketers have come out with alternatives, the companies use surrogate advertising in order to reach out with the message to the target group. These advertisements violate the statutory provisions and defeat the very purpose of the ban which has been imposed. This article is an attempt to research upon the Indian trend of this noteworthy advertising technique empirically and discusses the concept, impact and its effectiveness on consumers and ethical issues around it. A limited amount of research has been done on the subject and the present work lends significant credence to the practice of surrogate advertising and has implications for government, advertisers, media companies and consumers.
The term “Ecoism” has come into marketing to explain the consumer awareness regarding eco friendly products. Marketers and Producers are trying to incorporate environment friendliness in products, packaging and manufacturing activities. By doing so companies are supposed to increase environmental awareness, help the environment, save energy cost, boost up their sales, and can also develop positive image in the society. Ecoism or eco friendliness is still considered to be a personal attribute rather a societal expectation. Customers are still at a very initial stage of adaptation cycle for these products. In the Indian context, no major study has been done to identify the consumer awareness about eco friendly products as well their attitude towards the same. The present research paper will highlight on understanding the awareness level, preference purchase intensions of the customers with a special focus on eco-friendly packaging.
An index is a significant barometer for the performance of market and an ideal investment tool. This is a market benchmark which gives a sufficient input to the investors to make an investment decision. Commodity Spot market throughout the country is not integrated. Thus spot price varies significantly with geographical location. This way of determination of spot price by various agencies does not justify the price being market representative. Thus index based on spot price cannot be true indicator. Since the commodity future market is running on electronic based online trading system which makes the geographical constraint irrelevant for true price discovery. Thus constructing an index on future is more appropriate than on spot commodity market. In this paper we will be constructing a futures index to represent the market view.
India is among the top 5 producer of the most of the commodities in addition to being a major consumer of bullion and energy products. Agriculture contributes more than 23% to be GDP of Indian economy. It employees around 57% of the labor force on a total of 185 million hectares of land. Agriculture sector is an important factor to achieving a GDP growth of 8.10. All this indicates that India can be promoted as a major center for trading of commodity derivatives. It is important to understand why commodity derivatives are required and the role they can play in risk management. It is common knowledge that prices of commodities, metals, shares and currencies fluctuate over time. The possibilities of adverse price change in future create risk for business. Derivatives are used to reduce or eliminate price risk arising from unforeseen price change. A derivative is a financial contract whose price depends on, or is derived from the price of other assets. The present study focuses primarily on how gold can be used as a commodity tool for hedging portfolio, medium of exchange, savings and investment. It first explains what is commodity, the structure of commodity market, the various types of derivative market. The study also explains the functioning of the derivative market. The various exchange for commodity market like NCDEX, MCX etc. are described.
