Search
Now showing items 11-20 of 39
Safewithme Inc.
(Indian Institute of Management, Ahmedabad, 2014)
Safewithme Inc. (SI) is a leading manufacturer and marketer of healthcare products. Mr. Arun Jain, the Marketing Manager of SI, has received information about an upcoming trade promotion scheme by a competitor of SI. In ...
Spice Jet Big Sale Offer – Adding Spice to Air Travel
(Indian Institute of Management, Ahmedabad, 2013)
SpiceJet came out with Big Sale offer in January 2013 in which the company offered 10 lakh air tickets for Rs. 2013 to travellers in Indian domestic civil aviation market. The promotion, aimed at increasing passenger load ...
Adoption of sensor based communication for mobile marketing in India
(Emerald Group Publishing Ltd., 2016)
Purpose – This paper aims to explain the applications of sensor-based communication in mobile marketing and how understanding its fast growth is important for marketers. Design/methodology/approach – The paper draws from ...
Private label brand choice dynamics: logit model involving demographic and psychographic variables
(South Asian Journal of Management, 2014)
Research on private label brands started with focus on explaining the choice of private label brands by simple demographics variables which later expanded into work on attitudinal and behavioral characteristics of customers. ...
Do time constraint and emergency purchase situation exert same influence on shopping? a study under haptic touch influence
(Elsevier Ltd, 2016)
Marketing literature has identified emergency purchase situation and time constraint as important situational influences. However, both of them are often equated with each other as both require shopping to be done in a ...
" Choice of Channel Parner : In Class Excersise."
(2012-09-11)
Influence of media context on humorous advertising effectiveness
(Emerald Group Publishing Ltd., 2017)
Purpose: The purpose of this paper is to study the impact of three dimensions of media context – program type, break type, and pod position – on two types of humorous advertisements: incongruity resolution (IR) and arousal ...
Role of culture in celebrity endorsement: brand endorsement by celebrities in the Indian context
(International Journal of Indian Culture and Business Management, 2016)
Celebrity endorsement is a big market in India and continues to grow bigger. However, in spite of prevalent use of celebrities for endorsement, not all celebrity endorsements have been successful. The list of unsuccessful ...
Realigning business strategy to cater to customers with disability (CwD) in the Indian context
(VIKALPA: The Journal for Decision Makers, 2015)
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 ...