مارکتینگ

Fostering Diversity and Impact for a Better Future

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Through our over 40 awards, grants, scholarships and initiatives, we have the opportunity to honor, celebrate and amplify the many voices in our community. These are voices that span generations, experiences, backgrounds, and identities – and this is what makes the American Marketing Association unique. We are creating a space that not only equips professionals … ادامه

Time to Abandon Null Hypothesis Significance Testing? Moving Beyond the Default Approach to Statistical Analysis and Reporting

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Read the Full Article for Complete Details Blakeley B. McShane is Professor of Marketing, Northwestern University, USA. As practiced, NHST involves: assuming that the intervention under investigation has no effect along with other assumptions, computing a statistical measure known as a P-value based on these assumptions, and comparing the computed P-value to the arbitrary threshold … ادامه

When B2B Buying Groups Shape Buyer–Supplier Relationships

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A: While we did not explicitly test these other industry/market factors, we conjecture that there could be some contexts in which the triadic model proposed in our paper might be more salient. In particular, in industries where buyer firms are small or fragmented (and therefore lack the ability to command good terms from suppliers), we … ادامه

Shortening the path to purchase with easy holiday sales incentives

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The holiday season means major shopping. And your customers are looking for the best deals. As companies try different tactics to reward loyal customers and attract new business, some incentives will work better than others.Learn how you can stand out from the competition this year. Download our 2023 holiday sales incentives guide and learn how … ادامه

Should Hospitals Specialize in an Area or Diversify? The Impact of Hospital Portfolios on Patient Demand

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Hospitals with a high focus on a department may be regarded as “specialists” with a high depth of expertise in that category (e.g., Shouldice Hospital for hernias). Hospitals with a high related focus in a department (e.g., cardiology) are selectively focused on multiple other categories (e.g., endocrinology, respiratory, and digestive systems) that are clinically relevant … ادامه

Limited-Time Offers Are a Marketing Mainstay—But Online Consumers Aren’t Interested

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Journal of Marketing Research Scholarly Insights are produced in partnership with the AMA Doctoral Students SIG – a shared interest network for Marketing PhD students across the world. Read the Full Study for Complete Details A:  At least two of the studies in the article involve products that possess experiential features (e.g., recording music, delivering … ادامه