In turbulent environments, the infused marketing function has become an essential and natural part in the firms’ new product development (NPD). Some scholars define NPD as the transformation of a market opportunity into a product as a result of the Continue reading
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Service Quality in the Pet Supply Industry: A case study of Dogman and their relationships with retailers
Relationships have become more essential today considering that the business environment consists of many actors competing over the same customers. Relationships imply great advantages, for both the companies and the customers, and involve Continue reading
Industrial buyer behavior: A study of the industrial buying behavior in Life Science organizations
A central part of the marketing process is to be aware of why a customer or buyer makes a purchase and without such an understanding, businesses find it hard to respond to the customer‟s needs and wants. A large part of the Continue reading
Personalized Marketing: An invasion of privacy or an approved phenomenon?
The authors of this study analysed the increasing use of personalized marketing and consumer concerns regarding the access to personal information. The purpose was to find out how companies could react to these concerns. Several theoretical concepts were explored, such as Continue reading