International Journal of Marketing Principles and Practices – IJMPP – Volume 2
International Journal of Marketing Principles and Practices
Volume 2, Issue 1, April 2012
The April 2012 issue includes the following 4 papers:
The first is by Prof. Sheila Wright, Leicester Business School, De Montfort University, UK, and Jacqueline Cawston from the Serious Games Institute at Coventry University, UK. It investigates the direct marketing campaigns targeting employers by employer liaison staff at a new university. They propose a new University to Business framework which draws attention to the necessity of considering the power of a values-benefits driven approach.
The second article is by Prof. Carmen Berne at the University of Zaragoza, Spain, Dr. Esperanza Garcia-Uceda at the University of Zaragoza, Spain, and Prof Jose Miguel Mugica at the University of Navarra, Spain, and it deals with the specific services supplied by trade-show organizers and the perceptions of exhibitors as determinants of success. Based on the findings, they provide a framework for the development of organizers’ strategies and means to improve their services.
The third paper is by Dr. Wineaster Anderson at the University of Dar es Salaam in Tanzania. It emphasizes the differences between female and male-owned small-medium sized enterprises regarding business characteristics, the application of marketing strategies, and the associated marketing challenges.
The fourth article is by Aygul Isayeva at the International Black Sea University and SOCAR Georgia petroleum in Tbilisi, Georgia. This paper explores the impact of the dimensions of perceived justice and disconfirmation on Satisfaction with Service Recovery.
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