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Parallel Session: Brand Switching Behaviour Of Muslim Consumers; The Road Not Taken, Munazza Saeed, Ilhaamie Binti Abdual Ghani Azmi
Parallel Session: Brand Switching Behaviour Of Muslim Consumers; The Road Not Taken, Munazza Saeed, Ilhaamie Binti Abdual Ghani Azmi
International Conference on Marketing
The purpose of this study is to build an argument in order to investigate the Muslim consumers switching behaviour. Moreover, it also intends to examine the previous literature on brand switching behaviour generally and in relation to the Muslim consumers specifically. This study seeks to expand the body of knowledge in consumer behaviour research with the emphasis on the role of Islam. The benefits that will be yielded from this study will not only provide guidelines to business researchers, but will also enhance the current understanding of Muslim consumers. It studies how the Muslim consumer’s brand switching behaviour is influenced …
Parallel Session: Founder Characteristics And Small Firm Performance In Pakistan, Ejaz Mian, Osman Mohamad
Parallel Session: Founder Characteristics And Small Firm Performance In Pakistan, Ejaz Mian, Osman Mohamad
International Conference on Marketing
Although there is a large body of research on small firms, there is dearth of studies on small firms in developing countries. Developing countries present new sets of challenges which need new approach. Small firm founders in developing countries often lack marketing and general management knowledge, have low levels of literacy, lack training facilities for various types of skills, and have weak government support and infra-structure. Literature suggests founder characteristics have profound effect on the performance of small firms. This study seeks to investigate role of founder characteristics in performance of small firms in Pakistan. Small firms are defined as …
Parallel Sessions (Marketing Paradigm): A Social Marketing Framework For The Development Of Public Awareness Programs - Pakistan’S Perspective, Sarfraz Ali Kiyani
Parallel Sessions (Marketing Paradigm): A Social Marketing Framework For The Development Of Public Awareness Programs - Pakistan’S Perspective, Sarfraz Ali Kiyani
International Conference on Marketing
Marketing has become the key factor in deciding the success and failure of not only the enterprises but also social causes. The impact of such marketing tactic is eventually determined in the behavior of the target group. This paper is designed to discuss the development of public awareness programs to mitigate risks regarding floods and other natural hazards. Such mitigation can be done by two ways i.e. Structural and Non-structural. Undertaking a good plan covers the steps one should take before, during or after a hazard that will not only minimize risks but also lessen the injuries and Protect people‟s …
Parallel Sessions (Marketing Paradigm): Contemporary Legal And Ethical Issues In Marketing In The Pharmaceutical Industry In Pakistan, Mahreen Nazar, Azad Ahmed
Parallel Sessions (Marketing Paradigm): Contemporary Legal And Ethical Issues In Marketing In The Pharmaceutical Industry In Pakistan, Mahreen Nazar, Azad Ahmed
International Conference on Marketing
This research paper attempts to explore the contemporary legal and ethical issues prevailing in marketing practices in the pharmaceutical industry in Pakistan. The main focus of this paper is to enumerate legal and ethical issues influence the marketing strategy in pharmaceutical industry and what are different ways for pharmaceutical companies to address those issues effectively. Primary research is the main tool for this research which includes interviews of the practitioners of the industry.In addition to primary research we will also do some secondary research which includes research papers, journals and articles. This research paper would reveal the legal and ethical …
Mobile Marketing At Telenor: A Mad Strategy?, Yasmin Malik
Mobile Marketing At Telenor: A Mad Strategy?, Yasmin Malik
International Conference on Marketing
In early 2010, Telenor Pakistan became the first local mobile network operator to implement a comprehensive mobile marketing strategy in a market where the true potential for mobile marketing was still nascent and misunderstood by both consumers and brands alike. This case study is the first documented study on how Operator-driven mobile marketing via opt-in based consumer profiling can enable and drive the development of a mobile marketing eco-system in Pakistan - in addition the case study also examines the positioning of the Operator in the mobile marketing value chain.