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To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

This study aims to examine and validate the role of electronic word of mouth (eWOM), a mediating factor between the marketing mix elements (product, price, place and promotion) and women's purchasing intention of children's dietary supplements in the Jordanian environment culture context.

The data of the research was collected through online and offline questionnaires using a connivance sample of 370 women who have children and live in Amman, the largest city in Jordan.

The findings showed a partial effect of the eWOM as mediating factor on the relationship between marketing mix elements and women's purchasing intention of children's dietary supplements. The findings also revealed significant positive effects of price and place as marketing mix elements on women's purchasing intention of children's dietary supplements, while the product and promotion elements were found insignificant.

This paper contributed to consumer buying behaviour theories by filling a gap in the literature regarding the role of eWOM as a mediating factor on the relationship between marketing mix elements and women's purchasing intention of children's dietary supplements in a developing country like Jordan for the first time.

The purpose of this paper is to examine whether and how a mega event can be an opportunity for a territory to be developed as a marketing product. The topic is analysed in the pre-event phase, from the point of view of marketing mix and governance.

A qualitative method was adopted with a case study on Monza and Brianza province (northern Italy) which is strongly involved in EXPO2015 initiatives. The triangulation among multiple sources such as documents, interviews and observation, allow for deeper data collection.

A mega event can enhance development and repositioning also of minor territories. There are, however, two main conditions for benefiting from such an opportunity: to plan the marketing mix, taking into account people and partnerships, and to ensure a vision on territory through coordination with a legacy perspective.

This study is not representative or generalizable. However, it gives insights into the mechanism of coordination and collaboration between different stakeholders and on how to plan the Monza and Brianza marketing mixes.

The research has implications for governance mechanisms and for marketing politics both for public and private decision-makers, especially in the pre-mega event phase, but also with some inputs into legacy phase.

The research is original for three reasons: the context concerns Monza and Brianza province, and so can help understand how mega events can help a minor territory reposition itself; the research looks at the managerial implications of place marketing in this pre-event phase; and in Italy, provinces are being reorganized or abolished: this case study looks at a province and its future.

Adopting efficient marketing strategies is a challenging task in a competitive market place involving complex marketing planning, techniques and mechanisms to identify the best course of action under these circumstances and finding optimal solutions or stable outcomes. Decisions and strategies of competitors in the market influence the selection of the appropriate marketing strategy. The main purpose of this paper is to develop a mathematical methodology based on the game theory approach for planning optimal marketing-mix strategies in dynamic competitive markets, taking into account strategic foresight and interaction effects.

The game theory approach, as a decision-making tool in conflict situations, is suggested for planning and adopting optimal marketing strategy. The main intellectual attraction of the game theory is essentially a question of how to act in gaming situations against highly rational opponents A kind of static, finite and non-cooperative game analytics approach has been developed for this issue, and the proposed model has been implemented to design optimal marketing strategies for two top brands of the automotive parts market in Iran.

The findings of this study show that the optimal marketing-mix strategy for brand A is pricing and for brand B is the product strategy.

Game theory and the Nash equilibrium model can provide a practical approach to find and adopt the right strategy, know competitors' movements and strategies and get more profit.

The integration of the game theory approach into the marketing mix framework has been adopted as a generalized model for marketing strategy planning and analysis as well as to resolve some shortcomings of the marketing mix framework. The Nash equilibrium model has been used to analyze the results. The incorporation of game theory into marketing models has the potential to enrich the scope of marketing modeling.

Building on contingency theory, this paper aims to investigate the extent to which the “4Ps international adaptation strategy” and internationalization intensity shape the servitization–profitability relationship.

The authors use primary (survey) and secondary (archival) data to perform multiple regression analysis.

The results indicate a positive relationship between servitization and profitability, and international intensity strengthens this association. The effects, however, are not consistent across the 4Ps – the price international adaptation strategy strengthens the positive relationship between servitization and profitability, while product and place international adaptation strategies weaken that relationship.

The findings have implications for the role of international intensity and the 4Ps in the marketing servitization context.

The study provides guidance for small firms in realizing higher performance by leveraging the 4Ps in the servitization context. Counter to expectations, placement and product lead to lower performance with increasing servitization, whereas price strengthens this relationship. The study adds to the international industrial management and marketing literature, providing evidence that contingency factors such as international marketing mix adaptation/standardization strategies moderate the servitization–profitability relationship.

Researchers are of the point of view that solar products are important, concerning society, environment and sustainability and thus with a standpoint belief that the awareness, as well as the perception of consumers, should be changed. With this understanding, this study aims to access and know the mindset of Indian consumers regarding solar products.

The respondent for the study was chosen from the four different states of India, i.e. Maharashtra, Uttar Pradesh, Bihar, West Bengal, and one union territory of India, i.e. Jammu and Kashmir. For the best results, 501 questionnaires were distributed among selected areas. The interview method with the questionnaire was used by the researcher in the urban and rural areas of the Maharashtra, Bihar and urban areas of Uttar Pradesh. The data were also collected based on the questionnaire from Jammu and Kashmir, West Bengal and Uttar Pradesh. The researchers have used the convenience sample method, as it was more suitable for the study. The researchers have targeted rural and urban areas to know the awareness of solar product utility with reference to the social marketing aspect.

Attitude, subjective norm, price and promotion variables impact consumers’ purchase intention.

This study is useful for academicians, social marketers, business practitioners and researchers to enhance their knowledge about the perception of Indian consumers toward solar products.

This paper will help the social marketers focus on their thinking and activities, which in turn will help policymakers, people and professionals concerned with the social marketing aspect.

It is hoped that this research work will add value to the social marketing aspect and help social marketers, policymakers, practitioners and society. The paper has accomplished connecting people with solar products for the betterment of society.

The paper contains original ideas and a unique perspective on social marketing, which will be useful for social marketers and practitioners.

Although significant advances have been made in customer service research, a majority of this research has concentrated on defining and measuring the importance of customer service in isolation from the other components of the marketing mix. In order to achieve a competitive advantage from customer service, it is necessary to establish service levels as part of the firm′s overall marketing strategy. This monograph reviews the development of customer service; evaluates past customer service research; presents a methodology for integrating customer service and marketing strategy, and provides some suggestions for future research.

This study aims to empirically reveal how marketing mix elements are used in Ponzi schemes to trigger herd behavior. Thus, it was aimed to determine how Ponzi schemes use marketing tools to approach and persuade victims. Clarifying this issue is vital in identifying critical points in diagnosing and detecting Ponzi schemes and in de-marketing practices to be used against them.

In this study, content analysis was used to analyze in-text expressions most practically. The population of this study is the Ponzi scheme cases that took place in Turkey between January 1, 2016, and May 31, 2023, which appeared in the press. The study sample consists of 44 cases accessible in terms of parameters, including the research subject in the research population.

In order to reach the widest audiences, Ponzi schemes have generally emerged in metropolitan cities that produce a significant portion of the country's gross national product. The minimum fee to enter these systems is usually between 40 and 50 USD. Although Ponzi Schemes appear to be a financial product, the product they claim to make money is usually intangible and complex. Furthermore, the system's return rate is always higher than the market rate. It is seen that other people influence people in their social and professional environments. Promotion in Ponzi schemes is carried out by word of mouth, social media, direct persuasion, introductory meetings and individual communication. When the herd behavior patterns in Ponzi are examined, it is seen that most of them are “Heuristic Simplification” and “Social Interaction.” As a result, it has been understood that marketing mix elements are used consciously and actively to trigger herd behavior in Ponzi schemes.

The most important limitation of the study is that the data compiled about the cases are not standardized, and the newspaper reports did not provide some details at a sufficient level.

Using a qualitative method and an evidence-based interdisciplinary approach, this study reveals how marketing mix elements are used in Ponzi schemes, a type of financial fraud. In addition, the research is original in that no other study with similar content and scope was found in the literature.

The purpose of this paper is to present a conceptual framework that serves as: a potential how‐to guide for place managers; an evolution of place branding strategy; a cautionary tale about place brands developed without stakeholder involvement; and a way to open up the theory space to arrive at a potentially ideal marketing mix. The framework reveals consequences of relying on imagery with little connection to the place's reality. Place brands developed without these characteristics could lead to auto‐communication, which could affect the organization‐public relationship by stunting genuine organization learning and simulating meaningful two‐way dialogue.

A conceptual framework was developed using Qualitative Media Analysis to explore several constructs – market‐based models of governance, public relations models, Baudrillard's phases of the image, and six promotional tactics cities are used to promote the place.

Based on the concepts employed, it is argued that cities need to be cognizant of after effects of place brands, as the organization‐public relationship might be fractured.

A limitation might come from theories selected, but implications for place branding academics and practitioners are potentially great. Further research questions are presented.

Practitioners could use the piece as a how‐to guide when developing a place marketing strategy, as well as become cognizant of when auto‐communication could take place based on the communications strategies employed.

The paper develops a workable tool for place marketers while bringing attention to an area not often explored, be it theoretically and empirically, which is the after effects of place marketing.

As a core element of the marketing mix, place is of central concern within marketing. Yet existing literature typically presents accounts of research about rather than with places. The purpose of this paper, therefore, is to argue that engaged scholarship can help academics, practitioners, policymakers and communities to work collaboratively to solve place-based “wicked problems”. Specifically, this paper focuses on high street revitalisation, a challenge frustrating policymakers and communities since the 1980s.

This paper draws on a mixed-method research project conducted with place-based stakeholders in Manchester, the UK, to discuss the benefits and challenges arising through an engaged scholarship approach.

The authors outline several benefits to engaged scholarship, including forming tailored solutions to place-based problems, engendering trust and ongoing research partnerships and generating real-world impact beyond the academy. However, the authors also draw attention to the challenges including political sensitivities within places, additional layers of scrutiny and challenges to dissemination arising through partnership working with organisations external to the university.

Whereas a range of techniques have been used to research places within marketing, engaged scholarship is lacking. This paper, therefore, provides first-hand insights into the benefits and challenges that the authors experienced using the approach. This is of significance because of the rising importance of generating real-world impact within the academy, which the authors feel requires more institutional support. This paper also suggests Van de Ven’s diamond model of engaged scholarship extends to encompass issues of research governance.