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Location-Based Proximity Marketing: An Interactive Marketing Perspective
Technological breakthroughs have made it possible to collect continuous live location information through mobile devices. As such, location-based...
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Map** Information Systems Flexibility with Organization’s Manufacturing Strategy
A review of the literature reveals that the concept of flexibility cannot be considered complete unless it is simultaneously studied and implemented...
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Innovation in Agriculture Financing Using Inter-Organizational Governance Flexibility: Case Study of an Agriculture Value Chain Financier in India
Historically, financial institutions in India have not sufficiently met the needs of small and marginal farmers due to the greater risks and higher...
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The New Paradigm: H2H Marketing
The emerging concept of human-to-human (H2H) marketing marks a departure from traditional approaches, emphasizing nurturing customer relationships...
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Flexibility for whom? Householder and stakeholder perspectives on justice regarding the introduction of dynamic grid tariffs in Norway
This paper presents the results from a qualitative research project in Norway on a forthcoming change in electricity grid tariffs. As a form of...
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Multiple Treatment Modeling for Target Marketing Campaigns: A Large-Scale Benchmark Study
Machine learning and artificial intelligence (ML/AI) promise higher degrees of personalization and enhanced efficiency in marketing communication....
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Advancing customer diversity, equity, and inclusion: Measurement, stakeholder influence, and the role of marketing
Customer diversity, equity, and inclusion (DEI) is an increasingly important societal issue that is intimately linked to the marketing function and...
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Consumer identification: an interdisciplinary review of the marketing and sport management literature and future research agenda
Consumer identification has become a frequently researched construct in the past two decades, as its growth has become a major marketing goal of...
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Toward an exploratory framework of determinants of marketing research effectiveness in business organizations
The current study aims to explore the hierarchy of importance in factors influencing marketing research effectiveness in two interrelated streams:...
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Hospitality Marketing Strategies in Urban Events
The global expansion of tourism has provided several benefits for local economies, since it is not only responsible for creating jobs in several...
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Marketing Solutions to the Challenges of a Volatile, Uncertain, Complex and Ambiguous (VUCA) Environment: Applications in International Marketing
International marketing suggests a domain trying to understand consumer behaviour in international markets so as to adjust marketing strategies and...
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Digital Marketing Implementation and Practice
In this chapter, we will discuss different elements of digital marketing implementation, including tactics, actions, evaluation, correction and...
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Methodological Flexibility in Systems Thinking: Musings from the Standpoint of a Systems Consultant
Systems thinking is armored with a range of methodologies to aid practitioners work in complex situations. However, systems methodologies are often...
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Bridging the Gap Between High-Performance Work System and Organizational Performance: Role of Organizational Agility, Transformational Leadership, and Human Resource Flexibility
This study emphasizes the significance of people management and strategic human resource management (SHRM) in sha** dynamic capabilities to promote...
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Contract design considering data driven marketing: with and without the cap and trade regulation
Due to the natural advantage of data acquisition, data driven marketing (DDM) has been widely adopted online. The major concern of managers,...
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Ranking the Factors Influencing e-Trading Usage in Agricultural Marketing
This research article attempts to rank the factors influencing continued e-Trading usage in Indian agriculture marketing. The ranking process is the...
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Flexibility and Real Options in Engineering Systems Design
Designing engineering systems for flexibility is of utmost importance for future generations of systems designers and operators. As a core system...
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Economic policy uncertainty and shareholder wealth: the role of marketing, operations, and R&D capabilities
This study evaluates how economic policy uncertainty (EPU) affects firm shareholder wealth. It further investigates the moderating roles of...
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May I have your attention, please? An investigation on opening effectiveness in e-mail marketing
Academic research has yet to provide a comprehensive view on how to capture individuals’ attention when a promotional e-mail reaches their inbox....
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Transformative Marketing Using Drones
DronesDrones have been receiving increasing attentionTransformative marketing among companies, largely due to their varied applications in real-world...