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Addresses the question of how the Marketing Mix framework can be used to analyse the competitive standing of a business organization and how the outcome of this analysis can then be translated into practical tactics which capitalize on the organization′s strengths. The MIXMAP model developed as a guide for marketing this transition from the strategic to the tactical level.

Despite showing a sensitivity towards Indian culture that included replacing the Big Mac with the mutton Maharaja Mac, McDonald’s fledgling Indian operation faced nation‐wide protests. Meanwhile, the Kyrgyz Shampany Joint Company, a monopoly wine producer in the former Soviet Republic, was facing spiralling production costs as local grape harvests failed. It looked to exports to the neighbouring Republic of Kazakhstan to increase turnover but what could it expect from that market? These two case studies illustrate the possible dangers for practitioners seeking new markets. The final section of the article re‐investigates the marketing literature and reviews present methods of the application of marketing concepts to clarify where the stumbling blocks lie. The conclusions from this review are used to propose a new framework for the congruent mapping of marketing mix elements and variables at both strategic and tactical level.

Presents a marketing plan based on primary research, which focuses on the proposed launch of a new product, Lemonhead, into the existing alcoholic lemon drink market. For this analysis,Two Dogs (the current number two in the sector) was selected as the main competitor product. Using the mix map model, identifies by empirical research shortfalls regarding the four Ps, which then became the focus for attack in the promotion of Lemonhead. Shows the short‐term strategy of replacing the current number two to be successful in achieving the long‐term goal of becoming the market leader.

The purpose of the paper is to systematically review and summarize the literature addressing various sources of online brand equity. The evolution of social media, online forums and virtual communities drive the diversity in nomenclature of online marketing variables. Different researchers have used different marketing variables to indicate the same source of online brand equity. The definitions of the marketing variables change with the change in context, due to the complex e-commerce environment. The marketing variables used in different studies have lead to a conceptual overlap and repetitiveness.

This confusion is sought to be classified by the proposed classificatory scheme that used content analysis of 42 previous studies. The definitions of the antecedents of sources of the online brand equity used by the authors are analyzed with the help of content analysis to summarize the marketing variables in a meaningful way.

The paper identifies 15 major marketing variables by authors in their studies related to various sources of online brand equity. The final list contains 13 frequently used variables which also comprises variables which are evolving due to the dynamic e-commerce environment like the feeling of “virtual-real”.

The variables identified can be used by the businesses as a check list to their marketing activities.

This is the first paper which identifies and clarifies the ambiguity present in the application of the various online marketing variables.

Drawing on the extant literature that suggests marketing imperfections are an opportunity to create and establish a foundation for sustainable entrepreneurial prospects and sustainability, this study aims to delineate a marketing mix strategy for Indian medicinal and aromatic plant (MAP) resources to optimize the benefits derived from their existing MAP business and address its marketing imperfections.

A case study research design was used to investigate the MAP sector, and 37 in-depth interviews were conducted to collect the primary data. Given the study’s exploratory nature, an inductive approach was used for data analysis, and conventional qualitative content analysis was performed to analyze the data.

The findings reveal that a marketing mix strategy is relevant for linking MAP businesses to the country’s sustainable livelihood options, entrepreneurial prospects, resource management and the economy and for improving the sector’s global competitive position.

To the best of the author’s knowledge, this study is the first to explore and present a marketing mix strategy for Indian MAP resources. Thus, it extends the marketing and entrepreneurship literature regarding natural resource businesses to advance sustainable entrepreneurial prospects and sustainability. The study concludes by offering strategic clues for implementing the marketing mix strategy in the Indian MAP sector and businesses.

Underlines that the development of a new European market for a UK company has to be strategically planned. Examines the introduction to the Dutch market of a particular northern UK beer product, suggesting that the use of strategic tools and a traditional marketing plan is essential while the development of heuristic devices could point out the tactical path to follow.

This study aims to analyze the contribution of tourist event and satisfaction with tourism events as a product of regional tourism competitiveness, as well as evaluate factors of competitiveness.

The research followed a quantitative methodology by conducting a questionnaire on the four largest tourist events in Madeira (Carnival, Flower Festival, Atlantic Festival and Wine Festival), an insular island located in Portugal.

The sample consisted of 2,262 tourists surveyed during the year 2017 and structural equation models were used as the statistical method. Results showed that satisfaction is reflected in the client's loyalty to the choice of a tourist destination and also contributes directly and indirectly to the regional tourist competitiveness.

This study contributes to the valorization of local and regional events, perceived by the level of satisfaction and loyalty of tourists, as products of regional competitiveness of a tourist destination.

The purpose of this paper is to propose a mechanism avoiding the topology optimization methods, and particularly those using gradient‐based algorithms, to be trapped in local minimizers when applied to the design of electromagnetic devices made of iron and permanent magnet.

Topology optimization methods aim at finding the optimal distribution of some materials in cells subdividing a design space, regarding a specific objective function. This paper suggests to consider that each cell contains an oriented microstructure of iron whose direction and shape are optimized by the method.

Coupled with convexity and sensitivity mappings quite common in the field of topology optimization, the use of the microstructure allows the optimization algorithm to converge systematically toward the same design. This achievement is illustrated on a practical case, i.e. the optimization of the rotor of a permanent magnet synchronous motor regarding its mean torque and under mass constraint. Also, this paper shows that intermediate iron materials can either be penalized or interpreted, thanks to the realistic physical relations derived from the iron microstructures.

This paper proposes a mechanism based on an iron microstructure for avoiding the topology optimization methods and the trap of local minimizers when applied to the design of electromagnetic devices made of iron and permanent magnet.