Marketing Commons^™

2014-May-07-Etsu Student Saves Life Of Professor, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

7-MAY-2014

It's pretty common for a teacher to give a student extra credit, but a Gatton College of Pharmacy professor is giving credit to one of his students for saving his life.

"My son told me I was walking in front of the group," Collins said. "Suddenly I stopped, and he looked at me. I said something like, 'help me', and then fell to the ground."

Collins was having a massive heart attack. "We got a little bit closer and I heard a woman say, 'He's turning blue, he's not breathing,'" Lester said. "That's when I knew there was nobody …

2014-May-07-Adult Piano Classes, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-May-07-Commencement Special Services, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-May-07-Audiology Students' Project, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-May-07-Depew New Etsu Dean, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Parallel Sessions (Brand Management): Brand Personality Of Pakistan: Comparison Of Perception – Local Versus Foreign, Manzoor Khalidi

International Conference on Marketing

This paper involves a comparative examination of the country brand personality of Pakistan as perceived by the Pakistanis and that perceived by Non-Pakistanis. The objective is to understand: one, whether there exists a divergence between our self-perception and that of NonPakistanis; two, to understand the difference in perception with reference to the 13 subdimensions of country brand personality noted below; three, to ponder about the possible reasons for the divergence. The scale for measuring country personality was developed by combing four scales that had been developed and used in earlier research publications on brand personality. The scale was based on …

2014-May-06-Maggie Colvett Receives Inaugural Etsu Undergraduate Thesis Prize, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-May-05-Rotc Wins March, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-May-05-Colleen Scott, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-May-05-Etsu Green Cup Competition Winners Announced, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-May-05-Prospective Students Reception, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-May-05-Alumnus Dr. Joe Moore To Return As Director Of New Etsu Marching Band, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-May-05-Etsu Students Elect New Student Government Association Officers, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

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

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 …

Parallel Sessions (Consumer Behavior & Culture): The Impact Corporate Social Responsibility On Customer Loyalty: Mediating Role Of Customer Satisfaction, Tahir Islam, Muhammad Imtiaz Haider

International Conference on Marketing

This research examines how corporate social responsibility (CSR) affects customer satisfaction and its outcomes customer loyalty. This study develops and tests conceptual framework, which predicts that customer satisfaction partially mediates the relationship between CSR and customer loyalty. This research also takes important steps of understanding the mediation analysis. Convenience sampling was used. All hypothesized variables were supported by empirical study, correlation and regression analysis were used in this regard. Low CSR, actually reduces customer satisfaction levels and, through the lowered satisfaction, harms customer loyalty and customer trust.

Parallel Sessions (Marketing Paradigm): Services Marketing And Crm – Perceptions Of Academicians And Practitioners Based On Common Activities, Salma Rahman, Sarwar Azhar

International Conference on Marketing

Services marketing and CRM have generated a lot of interest within practicing managers as well as academicians. This paper aims to determine the commonalities in the two paradigms from the viewpoint of academicians as well as practitioners as previous studies indicated a gap regarding the importance being given to CRM as a new paradigm on one hand and its unsuccessful implementation status on the other hand. In order to achieve the above mentioned objectives, research was carried out in two phases. In phase one systematic review of eight Services Marketing and 9 CRM research papers was carried out in order …

Parallel Sessions (Marketing Paradigm): Entrepreneurship Plus: The Impact Of Spiritual Orientation On Market Orientation And Marketing Capabilities, Muhammad Shahid Qureshi

International Conference on Marketing

This paper suggests that Islamic entrepreneurship or entrepreneurship plus is driven by spiritual orientation and manifests itself in the form of Islamic values and practices leading to a different form of output measure called Hayat Tayyiba (A clean and pure life). The frame work posited in this paper argues that the spiritual orientation is instrumental in transforming the utilitarian, resource grabbing and a fiercely competitive mindset in to a mindset that seeks the pleasure the Almighty, has a belief in more from less (Barakat) and that of cooperation and service. Based on original Islamic literature and contemporary management literature, the …

Parallel Sessions (Consumer Behavior & Culture): Online Shopping Behavior In Pakistan, Arsalan S. Khan, Faisal Ahmed, Hassan Yousuf, Sohaib Ul Hassan, Syed Abbas Zia

International Conference on Marketing

The purpose of this paper is to study the consumer behavior of online shoppers in Pakistan in order to gain insights into their attitudes, preferences, decision-making frame work, and life styles. The target population for this study consisted of the urban consumers who are educated and belong to upper and upper-middle socio-economic classes. Within online shopping, two major categories could be established, namely “Electronics” and “Clothing”. As per our analysis, the experience expected from both the medium is different. For purchasing a commodity offline, the customer would rate the overall shopping experience higher as opposed to convenience. Now we had …

A Healthy Digital Image: Exploring Its Impact On B2b Sales Lead Generation In A Professional Social Network, Jaclyn G. Getonga Ms.

Honors Scholar Theses

This project looks at the social media-selling environment and how a “healthy” digital image can assist a firm in identifying itself to create value for new customers. This project will explore whether the B2B sales lead generation process can be conducted as part of a social media strategy and how a digital image affects its performance. The sales landscape has changed: buyers have more power, relationships are based on two-way communication, and customer-centric technologies have enabled users to create, share, and converse about content over the Internet. A “healthy” digital image is based on the attributes of a LinkedIn company …

Parallel Sessions (Advertising): Tv Ads Impact On Consumer Purchase Intention, Ahmed Nabeel Siddiqui

International Conference on Marketing

The purpose of this paper is to highlight the influence of different contents of advertisements on the consumer purchase intention in UHT Milk.The research is conducted in five major cities of Pakistan with the sample size of 400 respondents selected by the systematic probability sampling technique and responses were collected with the help of structured questionnaires Result of the study shows that, due to quality features shown in TV advertisements of product, consumer purchase intention can be increased. While it was also found that the entertaining celebrity association, content credibility of product shown in TV advertisements, effective advertisement repetition and …

Parallel Sessions (Brand Management): Customers’ Evaluation Of Brand Extension: An Empirical Study Of Skin Care Products, Amber Thanwarani, Adil Virani, Munir Thanwarani

International Conference on Marketing

Brand extension can dilute the single mindedness and can create confusions in the mind of customers but on the other hand, its success can result in more profits and trustworthiness. Sometimes it is difficult for companies to decide whether to introduce a sub-brand or not. As business is a game of risk, companies try to play it well. At times their decision worth millions of dollars and at times it results in negative cash flows. Different companies have launched number of skin care products under the Parent brand with an aim to capture the larger market share but some of …

Parallel Sessions (Brand Management): Marketing Strategies To Raise Global Economy And Reduce Poverty Through Tourism Development In The Third World Countries- A Case Study Of Sindh, Munir Moosa Sadruddin

International Conference on Marketing

Tourism industry serves as a ray of hope for many developing countries. It is a source of sociocultural exchange, which not only boosts economy, but also improves the living standard of poor people. The research paper attempts to suggest strategies to reduce poverty in the developing countries through adaptation of pro- poor tourism techniques (Wood, 2005; Jamieson et al., 2004; Jamieson, 2003; Ashley et al., 2001). These techniques can also be used to restore the livelihood of people affected by natural calamities. Case study methodology has been used for this particular research. Single case study of Sindh has been taken …

Title: Parallel Sessions (Brand Management): The Challenge Of Creating And Sustaining Consumer Durables’ Brands In The Bop Segment, Nayyara Rahman

International Conference on Marketing

This research was conducted to identify and discuss challenges in creating and sustaining consumer-durables’ (CD) brands for BOP segments. The study encompassed global and local brands, and included existing branding practices for their product offerings. Digressing slightly from the conventional approach, this study focused on female rather than male buyers in the BOP urban segment. The purpose behind this was to highlight the hidden dependence on female primary-skilled workers as a source of domestic income. This dependence and the role it plays in household purchases is often overlooked; often assumed to be immaterial, and often taken to be directed at …

Parallel Sessions (Consumer Behavior): Impact Of Packaging Elements Of Packaged Milk On Consumer Buying Behaviour, Muhammad Amir Adam, Kamran Ali

International Conference on Marketing

This research paper examines the impact of packaging elements on consumer buying behaviour. The motivation for carrying out this study is to know how packaging elements impact on consumers buying behaviour. Packaging has now changed its traditional role of protecting the product to communicate a complete message about the product, to get the consumer attention on retail stores and to provide convenience for consumers to use the product (Rundh, Linking Packaging to Marketing: how packaging is influencing the marketing strategy, 2013). Therefore it is important for firms, marketers and packaging designers to know how packaging influences consumers’ purchase decision. In …

Parallel Sessions (Consumer Behavior): The Pakistani Consumer: Dumb Or Dumber?, Owais Hassan Shaikh

International Conference on Marketing

The Competition Commission of Pakistan (CCP) has adopted the notion of ordinary consumer for assessing confusion or deception in ‘deceptive marketing practices’ cases under Section 10 of the Competition Act, 2010i . In its first order in this area, the CCP defined ordinary consumer as a person who is ‘the usual, common or foreseeable user or buyer of the product’ (CCPa, p. 30) and differs from the ‘ordinary prudent man’ under contract law. According to the CCP, this conceptualisation of the Pakistani consumer was important for achieving the goal of implementing the Competition Act 2010 in its letter and spirit, …

Parallel Sessions (Consumer Behavior): A Structural Approach On Compulsive Buying Behaviour, Tariq Jalees, Ume Amen, Qurat -Ul-Ain Kazmi

International Conference on Marketing

he aim of this paper is to measure the effect of materialism, interpersonal influence and compulsive buying behavior through a conceptual framework based on the Theory of Reasoned Action (TRA). The questionnaire was administrated by the appointed enumerators in the selected malls of Karachi. The enumerators visited these malls during different hours and days of the week. The valid sample size for this study is 300 comprising of all age groups. Mall intercept method which is a kind of convenience sampling was used for collecting data. The instrument used for collecting data for this study comprised of four constructs which …

Facebook: A Marketing Tool For Small Business, Michaela Willer

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

Redesigning The Future Walt Disney Worlds Innoventions Pavilion, Elizabeth Albers

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

2014-May-02-Buffalo Mountain Workshop, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.