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Intention to participate in cause related marketing: influence of cause
(Indian Institute of Management Ahmedabad, 2016-03)
The most widely accepted definition for CRM is provided by Varadarajan and Menon (1988) and it defines CRM as “a process of formulating and implementing marketing activities that are characterized by an offer from the firm ...
Antecedents and consequences of brand equity: a meta analysis
(Indian Institute of Management Ahmedabad, 2016-03)
Brand equity provides the firms, a competitive, financial and strategic advantage over other firms in the market. Over the past few decades, brand equity has received increasing attention from various domains. However a ...
All for a good cause: a study of placement of cause marketing advertisements in consumer online decision journey
(Indian Institute of Management Ahmedabad, 2021)
This study examines the impacts of placing cause advertisements at different stages of a consumer’s online decision journey. Cause related marketing (CRM) is defined as a commercial activity in which a brand is advertised ...
Optimization of customized pricing with multiple overlapping competing bids
(Indian Institute of Management Ahmedabad, 2016)
In this paper, we consider the case of project procurement where there is a single buyer and multiple sellers who are bidding. We consider one seller having one or more competitors. We formulate the pricing problem from ...
Elements of task definition shopping situations: a study of Indian customers in context of products high on haptic salience
(Inderscience, 2016-07-25)
Marketing literature has identified task definitions as one of the important situational influences. However, existing definitions of planned and emergency shopping situations are driven from practitioners' perspective and ...
Cause related marketing - an Indian overview
(Indian Institute of Management, Ahmedabad, 2014)
The Indian market has witnessed all types of organizations ranging from national to multinational to regional as well as local adopting cause related marketing (CRM) practice since the late nineties. They started partnering ...
Business to business marketing: a South-Asian Perspective(11th edition)
(Cengage Learning, 2014)
Marketing to businesses is fundamentally different from marketing to individual consumers. Business to business (B2B) marketing usually involves a much longer and multifaceted sales cycle. Additionally, decision makers are ...
Relationship marketing in online retailing - a meta-analytic approach
(Indian Institute of Management Ahmedabad, 2014)
This study is a meta-analysis of relationship marketing (RM) in online retailing. The study builds on the meta-analytic model suggested by Palmatier, Dant, Grewal, and Evans (2006) and extends the framework in the domain ...
Path to sustainability: marketing in Indian startups
(Indian Institute of Management Ahmedabad, 2019)
Around ninety percent of Indian startups fail within the first five years, according to a Moneycontrol report (Moneycontrol news, 2018). In this age of high fund inflow and rapid scale up decisions, the strategies along ...
Marketing Management-1 (Slot-6) (End-Slot Exam) (2014-15)
(Indian Institute of Management, Ahmedabad, 2014)