Essays on Marketing

A business strategy A business strategy has always been used as a guideline for various business operations in both the local and international market. It provides a means through which the business objectives can be accomplished. Companies that participate in international business execute their operations in foreign countries with the aim...

2.1 Introduction In this chapter, the current study addresses some conventional understanding of the significance of consumer based-brand equity on the perception of consumers on a brand within critical theoretical paradigms with the aim of contextualizing the research findings. The task herein has been achieved by covering the available literature. Thus,...

1. Revenues and Price Competitive Positioning: Pandora initial model was membership based with free hours upon initial registration. Later they changed to free model while keeping the membership display optional for those in need of more music and ad free accounts. Apart from its mainstream source, Pandora radio earns additional...

This chapter underlines a critical analysis of current literature material on the topic under study. The section outlines and discusses E-retailer sustainability via electronic word of mouth (eEWM). Additionally, the paper analyses the growth of online reviews services and electronic word of mouth. Analysis of the effects and impacts of...

Summarily, this paper investigates the marketing dynamics that can apply in the European Union pharmaceutical sector in promoting a new medicine. The competition in the pharmaceutical industry in the European Union is intense; hence different companies have to develop unique methods of marketing their products. It is critical to employ...

Families have been a significant part of the establishment of successful businesses all over the world. In the United States, they cover almost 80% of the firms that are managing the industries playing a crucial role in providing employment and running the economy, which makes them an important area of...

Introduction The internet and fast-growing globalization have increased innovation and competitiveness in the business and marketing spheres (Zhang, Zhu and Ye 2016). One of the outcomes of the internet and advancement in information technology is electronic commerce (e-commerce) or online shopping. In his work, Gangeshwer (2013) states that e-commerce is a...

Introduction Customer loyalty has initiated different impacts on companies' products and services. Additionally, corporate social responsibility has with time turn into the most critical perspectives for the accomplishment of organisations’ aspects of multiplying its customers. The research issue concerning CSR is following McDonald and Starbucks organisations that have extended their organisations...

Studies in sociology and psychology, as well as a survey of consumer preference, attitudes, or opinions, use samples to obtain information on the whole population where the samples used represent the population of interest accurately. The samples selected from a population are the research subjects and are known as the...

The psychoanalytic theory was developed by Sigmund Freud, a Vienna-based psychologist who lived between 1856 and 1939 (Guntrip, 2018).   The psychoanalytic theory holds that personality and human behavior are the outward display of the interactions of the mind’s three structures: the id, ego, and superego. The id is the most...

According to the point of view of most consumer behavior’ literature, scarcity is an attribute from which a consumer infers other characteristics for instance price as well as uniqueness. Other researchers go further to suggest that scarcity affects the perception of goods of consumers by enhancing attractiveness as well as...

Both pro-social and antisocial behaviors are voluntary actions, but the former is intended to benefit another person or group of people, while the latter seeks to harm or disadvantage another individual or group (Hyde, Shaw, " Moilanen, 2010). This discussion describes prosocial and antisocial behaviors depicted in two advertisements and...