IS ADVERTISING EFFECTIVE OR NOT? EVIDENCE FROM THE PHARMACEUTICAL MARKET

Abstract In this paper, we study the effect of direct advertising to consumers in pharmaceutical drugs. This is an empirical study. We conclude that DTCA has a greater effect on market expansion, whereas the use of contacts and detailing could lead to “business stealing.” That is, an increase in the number of contacts that a Read More …

A Multi Objective and Multi Constraint Approach to the Investment and Financing of a Multinational Enterprise

Abstract In this paper, we study the investment decisions of Multinational enterprises (MNEs). MNEs have several additional objectives and rules of operation. This is because MNEs have to satisfy all of the following entities and conditions in addition to fulfilling all of the goals of domestic companies. First, they have to obey any restrictions foreign Read More …

Customer Loyalty Attributes: A Perspective

Abstract Many academicians have accepted the significance of loyalty in service industries (Bloemer et al., 1999; Caruana, 2002; Asuncion et al., 2004) and its potential impact on the development of sustainable competitive edge (Keaveney, 1995; Gremler and Brown, 1996) for the service firms. This may be attributed to the unique nature of services, increased dependency Read More …

Advertising during Recession: An Agency Perspective from India

Abstract Research has addressed the issues of advertising during recession mostly from the industry perspective or at the conceptual level. The present study has explored the advertising agency’s viewpoint of recession and its subsequent fallouts in the industry. The study was based on twenty seven in-depth interviews conducted with top management representatives of 23 major Read More …

Perception and Attitude of Farmers and Agri Firms Towards Commodity Finance

Abstract Commodity financing is financing against the pledge of warehouse receipts of Central Warehousing Corporation (CWC) / State Warehousing Corporation (SWC) and private warehouses / cold storages / godowns. The goal of financing against thewarehouse receipt is to enable small farmers to access finance against their commodities at competitive rates using a process that is Read More …