Purpose Artificial intelligence (AI) is transforming consumers' experiences and how firms
identify, create, nurture and manage interactive marketing relationships. However, most …

Purpose The paper aims to analyze the potential of artificial intelligence (AI) in enhancing
marketing capabilities for Indian fast-moving consumer goods (FMCG) firms, with …

The frequent launch of new product upgrades and the explosion of online user reviews have
profoundly impacted consumer purchase behavior in various product categories, especially …

This study investigates how internationally active firms' international promotion strategy is
linked to international marketing performance. It addresses the issue of effectively balancing …

Background: This paper examines the economic implications of market segmentation on
consumer purchasing behavior with a particular emphasis on intertemporal pricing …

Purpose The purpose of this study is to investigate the interactive effects of a firm's strategic
sustainability orientation (SSO) and customer relationship capital (CRC) on sustainable …

In the current scenario transport industry has been found using light weighted materials for
external structures. Automobile, Aviation, Trains, all are showing great interests in using …

This paper provides insights into the impact of changes in product package design on the
purchase decisions of customers. It adopts an emic perspective that favors the perceptions …

Adding to the growing stream of research on clickstream analysis, this research investigates
the traffic growth from website launch for country-specific Web sites of a multinational …

We explore the variations in importance of critical success factors (CSFs) over project
lifecycle stages of construction public–private partnership (PPP) projects. A two-staged study …